I’m really tired tonight. I’ve spent the day trying to support Toni Muzi Falconi in explaining to a number of colleagues - members of Ferpi, the Italian Federation of Public Relations - how to interact with social media. Toni is always inspiring, as most of its posts. I strongly suggest to download his last presentation, and have a look at slides 13 to 17, and then at slides 20 and 21. I have to work on my presentation, as the agenda has been scrambled - because of the level of interactivity - to the point that the order of the slides is totally different from what I had originally planned. I will upload the documents during next weekend. Stay tuned.