In today’s “sound-bite” environment in which professional organizations compete for client attention through a variety of communications conduits, it is increasingly important to consider and evaluate the potentially powerful benefits of new social media tools. However, to properly leverage their benefits, one must also understand that these new tools are just that –– tools. Social media tools should be used with a clear objective in mind and with the consistent application of well-known but often overlooked communications principles. Furthermore, they will have the most marketing impact when used in conjunction with other social and nonsocial media communications tools.

Source: Rob Robinson/Applied Discovery