Albert Maruggi is a 30-year communications practitioner whose career spans journalist, public affairs adviser in national politics, global marketer for technology companies and founder of Provident Partners. Through PRSA & Media Relations conferences—as well as through hair-raising driving in the hills of San Francisco—I’ve had the chance to get to know Albert and his keen insight into the future of digital marketing and PR.

“Social media” is all the buzz now and clients want to “get on it”, “use it” or “leverage it”. Many people think social media is just another media. It’s not. (Tip: if it’s not a dialogue between your company and users it’s not social media). Many people also believe that social media is just another part of their “Marketing”. It’s not.