If you want a lesson in how to get social media and communications right get yourself to Chuck's Corner at Proctor Academy's website. His recent post captured the community's emotion regarding a real tragedy, but the lesson isn't that. Read the piece and feel how it captures you with emotion right away, then notice how he switches to recognizing the employees who do the less noticed jobs on campus everyday. This is the work of a master communicator and story teller. Please dismiss most of the experts pushing their wisdom daily and read the work of a practicing artist.