Social Networking tools are steadily becoming engrained in our lifestyles, and the increase in Socially optimised smartphones only goes to cement their future. So how does this trend help produce more effective communication? It all comes down to how well you know your audience.

It makes sense that the switched on, technologically savvy business person should embrace this phenomenon with open arms. However many would argue that the prevalence of social networking, whether it’s Twitter, Facebook, MySpace or the myriad of other flavours is costing business a fortune in un-productive hours spent… well, doing pretty much anything but working. So where should you draw the line?

Here’s an interesting article from Business Week referencing a new book by Cliff Atkinson “The Backchannel” where Atkinson makes the argument for embracing Twitter to the extent of actively encouraging your audience to tweet whilst you are speaking.

See what you think here… http://www.businessweek.com/smallbiz/content/dec2009/sb20091214_245145.htm

Phil Wright has been working in the creative comms industry for over 15 years and is a director of Oxford Creative.