Social Media: Finding a happy medium

Social Media: Finding a happy medium: "Tweet this: social media has finally arrived in full force. Last year, many organizations were still ambivalent about its adoption. Today, however, a large percentage has embraced the tool, incorporating it into their work and objectives. To be sure, some remain quite cautious, taking baby steps and learning as they go. But the year has been a real education.

The question is: does the approach to social media differ depending on the occasion? And can it ever be considered incompatible with other goals? For example, May brings with it a stream of month-long awareness campaigns. Will that automatically entail the ramping up of tweets and updates? Or does the immediate, short-term flavour of social media undermine its capacity to promote a long-term 30-plus-day-event? Does it help or hinder?"