Social media is the big buzzword right now, but (gasp) that doesn't mean we believe social media is "The Survior" for every company or organization. Further, "social media" doesn't have to mean just Facebook or Twitter, although for some brands it makes sense. Social media can also mean outreach to key bloggers. It can mean working with your most loyal fans or advocates to turn them into your brand ambassadors and get them talking both on and offline. It can also mean creating a custom community just for your brand. No matter which way you slice it, success in social media is about building meaningful relationships with your audience by providing value and being authentic — and the best social media strategies are those that are integrated with other public relations and marketing efforts.