"You can think of social media as a set of tools that organizations can use for a variety of purposes - customer service, branding, promotion, relationship-management, etc. Just as with any toolkit, you’re not going to use every tool every time.
Sometimes the hammer fits, but if you’re trying to measure something the hammer is pretty much useless. Similarly, sometimes a blog will fit perfectly, while other times YouTube might be a more suitable tool. Sometimes (say it ain’t so!) social media outreach won’t fit at all.
If social media represents a set of tools - what’s in your toolkit?"