ve the illusion that meaningful communication is taking place. Furthermore, text messages can’t easily be organized like email. All of that said, texting is a useful tool because it can be done between different kinds of phones, not just the more expensive and complex smart phones, and because it is fast and discrete. If you are trying to figure out which movie theatre someone is meeting you in front of, you may not want to send an email. Further, there are times when you want to send someone a short quick message and a phone call is not appropriate (say if they are already in the theatre). Sending a text message can handle that.

Telephone calls, email, and texting each have their strength. Like Social Networking the trick is to know when to use the right tool.

9.  Social networking

This topic is much larger than can easily be covered in a brief list like this. But every business person should be aware of it. In my experience there are four main social networking platforms that every business owner and leader should understand.

Facebook. This is so far the least business-oriented of the networking platforms. I recommend to most clients that they keep Facebook for their personal social network. I know Facebook is working hard to reposition itself, and there are a growing number of experts providing reasons and approaches to using Facebook in business, but so far I have not seen enough potential for return to invest the time.

There is one exception: Facebook is a powerful and cost-effective way to advertise. Facebook allows you to advertise to people of pre-determined demographics, and allows you to set a fixed budget that relates to the number of times your ad will appear on the pages of people who fit the profile you are looking for. For the right product or service this can be powerful.

YouTube. Like Facebook, YouTube started as a non-business platform. However, recently a growing number of businesses are using YouTube to post low-cost, guerrilla-style video promotions. If you have a business that has a significant visual component or can educate the public through video, Youtube can be a powerful tool. Don’t know how to shoot and post a little video about your business? Get one of your Generation Y employees to show you how it’s done! They can even show you tools that allow you to shoot, post, and promote videos on YouTube, all from their smart phones!

LinkedIn. This is a business-only site that is like Facebook only on the surface. Under the hood they are very different. Privacy controls are tighter and even your profile is more like a resume. LinkedIn’s singular focus on business and professional networking has created an environment that is a fertile ground for networking, career and job seeking, and professional development. Formalized referral systems, common-interest groups, business and personal branding opportunities, etc. are all well thought out and work well. If you are a professional or business owner/leader and you don’t have a profile on LinkedIn, you may be missing an opportunity to grow your network in a powerful way.

Twitter. This micro-blogging site (limits you to 142-character posts) is rapidly becoming another powe

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