Many PR professionals are using social media to conduct research for their clients. Research is extremely vital in the world of PR. Without it, PR would basically not exist. Research is how you learn about your client and how you design a campaign best suited to their needs. I personally think Twitter is one of the best forms of social media available to PR professionals today. On Twitter, customers can interact directly with the business and also say their likes and dislikes. A good example of this is Zoe’s Kitchen which recently tweeted that it was offering “carry-out.”” Many customers commented on this post and it helped Zoe’s see that this was a good thing to be done for the business. I think Zoe’s was using the theory of agenda setting when it came to putting this post on Twitter. When customers see this post they will talk and will later report on it with their opinions.