Craig Lefebvre, a social marketing expert in the United States explains the potential benefits to using social media: “Communication, engagement, transparency, and trust are the four pillars for working in the new media world. If you and your organization can’t bring those to the table, it will not be long before the rest of us figure it out, confront you, and challenge you. If however, you view new media tools (blogs, podcasts, wikis, social network sites, text and multimedia messaging) as complementary to traditional communication activities and recognize the social characteristics of effective communication, then you have a better-than-average chance of succeeding and making new friends and allies in your quest to achieve public health and social change.”
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