Facebook. Twitter. Blogs. Social media is everywhere and someproducers feel obliged to be a part of the movement. Whether thisis smart business or mere bandwagon jumping depends on yourbusiness strategies, prospects and commitment. Hopefully you have abusiness plan (if not, please check out my February column).

Let's assume your plan calls for you to engage with socialmedia. What platform to use depends on your prospects and yourcommitment. When considering joining the rush to Twitter, Facebookand blogs your first question should be, “Will I reach my prospectsand clients there?” Communication, after all, requires both abroadcaster and a receiver — the right receiver.

Any medium can be used, but if your target audience is not onthe receiving end, you're wasting your time. For me, my health carereform blog (www.AlanKatz.WordPress.com)is very worthwhile. The blog helps me stay in touch with brokers,policy makers, reporters and others across the country and hasresulted in several consulting and speaking engagements. Theplatform I use, WordPress.com, is free, boasts a terrific spamfilter, and is easy to use.

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