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Great post. The strategy behind the use of any marketing tools and tactics has always been, and will continue to be, critical. I mentioned to someone this weekend that there is both art and science to this use of social media. It takes art to know how to converse, to be truly interested in what another has to say, and to be able to work on developing relationships with those who happen to trust us with their time. The science part comes in being strategic before, during and after use of "emerging media," to look at what needs to be accomplished, then developing the strategy needed to get there. Again, great, thoughtful post.

Than you for the comment, Peter. Indeed some of the tools may not be appropriate for how the organization does the rest of its marketing and communications. In particular, if there is incompatibility in the software, you'll pay the price later as you won't be able to sink data and insights so easily.

It is refreshing to read your new post. How you plan to participate is key. Speaking both for my clients and myself, the speed of "emerging media" movement can be daunting to say the least. It may be challenging to resist the temptation to just jump in, yet creating a sound strategy is the most important first step.

One of the takeaways from your post that resonates with me, to do during the strategy process, is to audit the tools an organization is currently using. I know from experience doing this, you'll learn more about "how" everyone can participate faster and more accurately. The value it will add and confidence it inspires within the organization once you dive into "how" the people/team will do it, is priceless.

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