One of the things I learned early in my long marketing communications career was the power of messaging over the mechanics of media. More important than how messages are distributed is their content. So before exploring the complexity of social media and the endless array of digital tools, it is important to define, and manage, the desired messaging.
In addition to my CMO On Call consulting business I started a social network for adventurers (www.myadventures.com) which acts as my social media laboratory.
* Why the African scene? Many, many years ago I was a licensed PH (professional hunter) in South Africa. The images have stuck.