Social media allows for more personal and conversational engagement than traditional news media. To be effective on social media, organizations should engage with others rather than just push out information, go where audiences are active, and get on platforms like Twitter. It's best to selectively focus on 5-10 key social media channels and post regularly. Content and effective tagging are still important, and visuals, shorter pieces, and framing messages around larger issues can help engage audiences. Organizations should listen, respond, engage humorously and honestly to build interest.