1 Companies need to have access to multiple social media websites, it's the only way to stay up to date and be relevant.
-All of the people in the interviews you provided us with are using at least Facebook, second most popular would be Twitter. They are both awesome social networking sites to have because you can reach out to the masses with them. Twitter for example, you can find a company similar to yours, go into that companies followers, and follow them. Usually people will follow back, it's that easy.
2 Before a company even starts out on social media websites, they need to know what they are trying to achieve.
-What are you going to create adds and videos for, if you don't know what your goal is? In one of the podcasts I listen to, one of the hosts were talking about how Sony advertises for the Playstation 3. He said that when it first came out, a PR person from Sony was speaking at some convention, I can't recall, but the PR person really wasn't sure how to promote this product. The PS3 does a lot of different things, Sony is just confused on how they should promote. Do we promote as a video game console? a computer alternative? a blu ray player? It does so many things that it's hard to draw the line on what job it should promote the PS3 for.
3 Posts and advertisements need to be relevant to what the company is currently striving for, example, adds about an older item are not as effective as adds about the newest up to date item. Management and media need to be in sync. Another example that I got from the pro wrestling interview, is that company probably does better on youtube because people want to watch videos of wrestling, not look at pictures on facebook(I'm aware you can watch videos) or read text about it on twitter.
4. Make sure you are using the most popular social networking site to it's full potential.
-For example, using myspace, a dead social networking site, to host your adds, is not as beneficial compared to showing them on facebook, which has 800 million+ users. If I recall, only one of the interviewees used myspace still, which some people do use that, bands in general are still a big player with Myspace right now.
5. Last but not least, always have good interactions with people you associate with online.
-About a month ago, a game company called N-Control, makes a microsoft xbox controller add on, that is intended for people with disabilities to use the controller, was using a company called Ocean Marketing for their PR. The owner of a well known gaming website called Penny-Arcade (they run convention called PAX Prime and PAX East) had ordered one of the products, and somehow it never got shipped to his house. Long story short, the PR guy from Ocean Marketing said some very unnecessary things and he ended up losing his chance to have any kind of promotional booth at any PAX events, it was also posted on the penny arcade website, which gets hundreds of thousands of hits a day, and before the day was over, big name gaming companies were talking about it. Here is a link to one of the articles covering it. Here it is
