How to Choose and Apply Social Media Tools: Two Publishers Share the Tools and Methods Proven Effective for Social Media

Beginning of article

Since social media was identified as a relevant tool to the publishing industry, magazine publishers have devoted many resources and an abundance of energy to finding and implementing the best strategies to solidify a presence in the sphere. Here, Michael Grover, UBM TechWeb's director of content operations & syndication, and Patricia Cesaire, the director of digital PR & marketing with Black Enterprise, share tools, strategies and observations of their successes (and a few missteps) in social media.

The Tools

Before entering the social media sphere, Michael Grover of UMB TechWeb believes it is of utmost importance to hone in what a company intends as a result from participating in the conversation. "Registrants? Traffic? Are you trying to build a third party community with third party credibility? You need to sluice out the different things you want, and hopefully you'll find one that will rise to the surface as the prime directive."

According to Grover, there are 700 million Facebook users, 106 million on …