“…188-189) defined social media relations as activities which included "utilizing Web-based social networks, developing social media strategies for communication efforts, producing in-house or client blogs, apprising clients on how to use social media strategies as delivery channels for communication efforts, SEO, blogger relations, etc.". Considering that social media allows communication specialists and brands to develop engagement and content strategies that are more effective for some segments of online users (Campbell et al, 2014;Liu, 2014), new skills are needed for identifying various types of publics and developing brand-related relevant content in this sense. According to Sha (2011), the top knowledge, skills and abilities used by communication practitioners in a typical week in 2010 were: use of information technology and new media channels (91 per cent), management skills and issues, media relations, research, planning, implementation and evaluation of PR programs, among others.…”