This is the presentation that I did for non profits on using social media. If you don't have time, my message is start with a goal. And then work from there.
12. TRADITIONAL MEDIA DIGITAL MEDIA One way, brand speaking Two way / a conversation Focused on the brand Focused on the consumer Brand in control Consumer in control Repeating the message Adapting the message Entertaining Involving Brand created content User created content / Co-creation Space defined by Media Owner Space defined by Consumer