Bridging the biggest communications gap in business-the rift between Boomers and Millennials While many older professionals know a lot about communications and why a business should (or shouldn't) share information publicly, they don't know how the new tools can fit in with their overall communications strategy. Many young professionals, on the other hand, know how to use social media and related technologies, but not necessarily why to use them in a business context. In Social Media for Communications Professionals, Boomers and Millennials will learn how to bridge the gap between strategic knowledge and tactical knowledge-forming a strategically sound, tech savvy communications initiative. Using case studies and examples, communications professional Graeme Menzies presents vital lessons for communicating in a connected world, attacking both strategic and tactical questions. He details how online communications can achieve business goals, what social media tools and other online channels are available to practitioners, and how they can best be leveraged to achieve desired goals and results. Explores the good, the bad and the ugly sides of Facebook, Twitter, YouTube and other technologies and movements Details how social media investments can save-or even make-money Examines brand considerations when leveraging social media and how to deal with negative responses An essential guide for both halves of the business team, Social Media for Communications Professionals is a road map to the new world of online communications-with clear guidance on how the array of new technologies work, how people use them, and how top-level communications professionals can best serve their businesses and the public.