It's a dialogue, not a monologue, and some people don't understand that. Social media is more like a telephone than a television.

Social media provides an avenue to build relationships with media outlets and have an ongoing relationship with reporters.

Bridging the virtual world with the physical word is really when social media channels come to life and the magic happens. Because whoever coined the term 'social media' didn't do us any favors. It's not really media. It's more like the telephone, less like the TV.

While strides are being made in the social-media space, the newspaper and news business should continue to embrace social media,