Social media is a new and rapidly growing public relations tool that can seem intimidating to people who are unfamiliar with how it works. To use social media effectively, you must first start with a strategy. Many companies can create you a profile, build a network and write content, but without a planned communications message, your words will be lost in the vast sea of information. I first develop a structured communications strategy that then uses social media as its vehicle. This ensures that you are reaching your core audience and translating social media into more than just website clicks, but actual business revenue!