Is Social Media Killing Communication?

The Bulldog Reporter, a great resource for PR professionals, recently posted an article regarding the use of social media in lieu of other forms of communication. Here's the source:
http://bit.ly/CnmNk

As I read the article, I couldn't help but notice some of my own follies but also, a few points with which I disagree. The article stated, "The Pew Internet & American Life Project found that, "Some evidence that use of social networking services (e.g., Facebook, MySpace, LinkedIn) substitutes for some neighborhood involvement."

As a busy college student involved in clubs and organizations up to my ears, sometimes the only way to balance a busy schedule and a busy life is with social media. No time to coordinate eight people for a brainstorm session? Why not hold it on Google Wave, where we can post and reply as our schedule permits? Want to make plans for the evening? A simple "Who wants to grab dinner tonight?" tweet can illicit responses from friends or colleagues who would like to see you, without bothering them through a phone call that might interrupt them or a text message they might not get. One of my favorite things about social media is the convenience it provides. It allows people to respond to things in their own time, especially issues that aren't time-sensitive, and allows for communication with people you never thought possible. I don't know anyone at Johnson & Wales Unviersity in Rhode Island, but now I've communicated with several from the #nsac search on Twitter.

The article does present one very important point, however, about the effect on a person's social skills. Some people will post things on their Twitter or Facebook that are long and explanatory but not elaborate in person; others will present an entirely different online persona than they would appear to be in person. The key to maintaining communication on social media is authenticity. If you say it on Twitter, bring it up in real life; if you wouldn't say it in person, don't say it on Facebook. It's as simple as that. Instead of thinking of how refreshing it will be to say what's on your mind at that moment, think of who's receiving it and how it will be received before clicking "send."

As for marketers, this tactic is important, but it's absolutely essential to keep the client's tone in traditional advertising aligned with the tone of the social media communications. Just because you're communicating on behalf of the client, does not mean you should necessarily put your tone into the messages.

Reading all of these articles and having had the successes and snafus that I've had with social media, it all brings me back to one ideal that seems to be the soul of every lesson: Social media is not for everyone. If you know how to use it, go ahead; if you want to learn how to use it, tread lightly; if you are jumping in with no experience or guidance, prepare for failure.