You’ve established your Facebook presence, you’ve mastered the Tweet on Twitter, you’re an emerging star on YouTube and you might even have checked in to Foursquare. Beyond the individual tools, how will your organization integrate the tools into the company – and why must these communication tools extend beyond the PR/Communications or marketing role within your firm? James Burnes presents a call to integrate the tools across the organization – and build a stronger unified message to your social media audiences.