Group+4+project

Founder: Monica J. Palma Editor: Tammy Salinas Consultant: Mark Moya Consultant: Chris Foster Consultant: Arnold Sanchez

Communications, Inc.  MGMT 4327.951 – Org Theory & Human Behavior  4/28/2010

Group Four: Mark Moya, Monica Palma, Tammy Salinas, & Arnold Sanchez ||

TABLE OF CONTENTS   Abstract…………………………...…….……………..…3    Executive Summary…….…………….……………..….4    Dilema & Solution…….………….……………….….…6    Client List…………………………………..…………..12   <span style="font-family: 'Arial','sans-serif'; font-size: 18pt; letter-spacing: 1pt; line-height: 115%;"> Works Cited….………………………………………...15 <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;"> <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;"> <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;"> **<span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;"> ABSTRACT ** <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;"> <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;"> Food, Inc. sought to expand their cliental, improve communication and find a new way to engage with their existing and future consumers. The only communications established were the utilization of customers email addresses for newsletters and customer service phone number on their website. They want change, and to be able to communicate with the new tech-savvy generation. Communication, Inc. will assist and provide reasons as to why social media is important and how it benefits the organization. Social media is an affordable and effective business strategy that will not only help retain existing consumers, but also bring in a whole new generation. <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;">

<span style="font-family: 'Arial','sans-serif'; font-size: 12pt;"> **<span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;"> EXECUTIVE SUMMARY ** <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> //<span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;">Mission: //<span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> Our <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> mission is to provide quality services through modern technology and management practices with a team dedicated to professionalism and customer satisfaction. We are a diversified institution built on principals of integrity, trust, ethics and professional business relationships. //<span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;">Business Description: //<span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> Communications, Inc. is a full-fledged consulting company that can assist and provide your business with both internal and external communication. Communications, Inc. strives above and beyond to nurture the communication skills and resources needed to reduce barriers that occur in perceptual screens and in turn allow no errors in communication; not only to your customers, but within your organization as well. //<span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;">Company Background: //<span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> Communications, Inc. continues to lead the market in communication and communication technology with high valued services aimed to increase your existence as well as your revenue. Launched in 2006, Communications, Inc. has overcome the barriers of entry, gaining over 100 satisfied clients in their two years alone. <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> Communications, Inc. stands above the rest in the marketplace in three specific ways: <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> 1. Our employee standards for clients are put above their own to ensure satisfaction and results. <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> 2. A centralized and focused team working for each organization’s individual needs while maintaining state of the art communication technology. <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> 3. Integrating effective communication that keeps consumers informed and free of defensive communication. <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> This in turn will keep our clients one step ahead of their competition. //<span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;">Services: //<span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> Communications, Inc. provides networking and advertising strategies to communicate the need for your product effectively. By using technology and social avenues, we apply the accessibility of feedback from customers; which shows empathy and sensitivity. Communications, Inc. offers gateways of awareness to lower physical separation and differences in the workplace. By taking into account defensive tactics not only will our clients decrease misled information, but also overcome proxemics and its barriers. Our technology with social sites and available software to link e-mail, phone, and networking will allow one on one service to the consumer which lowers customer turnover. Our services are fast, on point and guaranteed to find new avenues to market your product/service. //<span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;">Clients: //<span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> Communication is everywhere and is the key to success. Our target market does not have requirements. We lead in personalized service to support and promote your company’s knowledge and need for communication. <span style="color: black; font-family: 'Arial','sans-serif';"> <span style="color: black; font-family: 'Arial','sans-serif';"> Financial Projections:  || <span style="color: black; font-family: 'Arial','sans-serif';">  || <span style="color: black; font-family: 'Arial','sans-serif';">  || <span style="color: black; font-family: 'Arial','sans-serif';">  || <span style="color: black; font-family: 'Arial','sans-serif';"> Financial Year 2010  || <span style="color: black; font-family: 'Arial','sans-serif';"> Financial Year 2009  || <span style="color: black; font-family: 'Arial','sans-serif';"> Revenue  || <span style="color: black; font-family: 'Arial','sans-serif';"> $60,000  || <span style="color: black; font-family: 'Arial','sans-serif';"> 42,000  || <span style="color: black; font-family: 'Arial','sans-serif';"> Operating Income  || <span style="color: black; font-family: 'Arial','sans-serif';"> $56,000  || <span style="color: black; font-family: 'Arial','sans-serif';"> $29,000  || <span style="color: black; font-family: 'Arial','sans-serif';"> Clients Gained  || <span style="color: black; font-family: 'Arial','sans-serif';"> 50  || <span style="color: black; font-family: 'Arial','sans-serif';"> 38  || <span style="color: black; font-family: 'Arial','sans-serif';"> <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;">

<span style="font-family: 'Arial','sans-serif'; font-size: 12pt;"> **<span style="font-family: 'Arial','sans-serif'; font-size: 12pt;">DILEMA & SOLUTION **

<span style="font-family: 'Arial','sans-serif'; font-size: 12pt;"> <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> Food, Inc. is trying to find a better way to communicate and engage with their customers. Their communication barriers are interfering with the preservation of existing customers and potential gain. Food, Inc. have been utilizing their customer’s email address for newsletters and providing a customer service phone number on their website for any questions or concerns. Even with those two forms of communications, Food, Inc. is not up to date with the newest social media culture and is running the risk of being at a disadvantage of obtaining future customers. Communication, Inc. will provide Food, Inc. with the resources necessary to engage the new tech-savvy generation. Food, Inc. will be not only successful with new social media, but will also be providing their customers with update and useful information that not only benefits the consumer, but also them as an organization. <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> Communication, Inc. is helping to forge a new era in business communication technology and engagement, creating both new challenges and opportunities for companies such Food, Inc. According to Nelson and Quick (2009) “barriers to communication are factors that block or significantly distort successful communications. About 20 percent of communication problems and drain profitability can be prevented or solved by communication policy guidelines.” (pg. 122). In the past Food, Inc. would rely on crafted press releases, magazines or flashy ad campaigns to communicate with their customers in an attempt to inform and convince people that their products are of better quality. “Social media has changed the rules of advertising radically and consumer demands a more honest and direct relationship with the companies with which they do business.” (Gordhamer, 2009). <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> Companies such as Food, Inc. are now faced with either staying to themselves or implementing the use social media and other means to reveal their human side and create new relationships with their customers. Now the question we pose to Food, Inc. is, “What can you do to transition and succeed in the new tech-savvy, fact-paced, social media era?” <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> Food, Inc. will need to change the context of customer relationships from trying to sell, to seeking to engage and connect with customers. There is an elevated need to use various means, such as Facebook, Twitter, Metacafe, and YouTube to socially interact with your customers. By utilizing these social medias, customers will get have the availability to get to know the Food, Inc. employees and the personality of the company. Our goal for Food, Inc. is to focus less on “selling” and more “engaging”--and as a result, through such engagement people will feel more comfortable with doing business with Food, Inc. (Gordhamer, 2009). <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> By utilizing these social networking sites, you will begin to see that rather than spending millions of dollars on advertisement, small acts can be more valuable. Consumers will without doubt share such experiences through the social web (Gordhamer, 2009). Everyone has had an experience of some kind, good or bad. In the past, feedback on experiences took weeks, sometimes months to relay the event to friends and relatives. By utilizing these social media web sites consumers are now able to notify their friends and relatives in a matter of seconds. Food, Inc. will obtain every customer experience since it will be broadcasted and now, every small issue will become important. With this information, Food Inc. will not only rectify a bad experience, but explain to the mass market what has been done to better satisfy and meet consumer needs. Feedback will be of primary principal in regards to being able to see what your consumer wants, like and dislike about your product. <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> It is recommended that Food, Inc. add to their current external communications of an email address and customer service number. Nelson and Quick (2009) stated that “e-mail, voicemail, and facsimile (fax) machines have been common in the business world for over a decade, and now informational databases are becoming more common place.” (pg. 129). Consumers “want to interact with and engage businesses via their chosen means of communication, whether that is Twitter, Facebook, discussion forums, or a feedback site like Get Satisfaction.” (Gordhamer, 2009). At the same time, Food, Inc. will also be utilizing these social media sites to engage with consumers. <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> Communication, Inc. will assist Food, Inc. with a social media strategy. Ochman, B.L. (2010) states there are three parts of strategy. First, in order for social media to be effective, everyone must be willing to work together. Nelson and Quick (2009) stated “positive, healthy communication is one important aspect of working together when the term ‘working together’ is taken for its intrapersonal meaning as well as it’s interpersonal meaning” (pg. 128). Second, top management must be on board. In the past management didn’t listen to their customers’ needs and wants. Times have changed since then and companies can’t afford to do this. In order to be successful, all levels at Food Inc. must listen to customers and respond quickly when necessary. It’s very important that Food, Inc.’s top management understand the impact of social media not only on the consumer level but as a business as well. Last, but not least, don’t expect success overnight. Food, Inc. must understand that this is going to be a positive change and like any change, will take time to be successful. <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> Communications, Inc. will establish a policy for the organization as well as a plan to be enforced. According to Lauby, S. (2009), there are five areas to discuss when implementing. <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> First, we will determine Food, Inc.’s objectives by prioritizing and creating the best way to phase-in a social media strategy. Food, Inc. can also utilize this step to measure Return On Investment (ROI), or develop internal metrics tracking. Food, Inc.’s usage of social media will allow them to: · <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> Engage and communicate well with existing and future customers · <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> Provide up to date information and useful resources to existing and future customers · <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> Incorporate consumer feedback to the organization quickly and effectively, unlike the past · <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> Show consumers the smarts, personality and passion of Food, Inc. employees and their stand behind their quality products <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> The second area is to recommend a communication department be established to take this ownership and report directly to the top executives. Below the communication department will be an internal foundation for social media. <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> The third area to focus on is Food, Inc.’s employees. Once Food, Inc. establishes the social media sites, their employees will need to be informed and trained on how to use them to the company’s advantage. Communication, Inc. recommends that Food, Inc. implement the following for their employees: · <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> One hour interactive training course on social media on the intranet. This will provide employees the basics on how/why and where to engage in the new social media. · <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> Develop a two-hour upper level course on ‘train-the-trainer’ that will introduce more complete and focus on tools and tips on social media. Individuals that complete this course will train other employees. · <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> Keep an updated Internal blog, which will be established so employees can share lessons and or tips on social media <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> Communication, Inc. recommends encouragement towards their employees to help and embrace the transition and use of social media. We also recommend that job aids, such as flow charts, or decision trees be created to assist employees on how to respond to social networking sites and blogs. <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> The fourth area is to ensure technology. Food, Inc. should review their technology capabilities and confirm that it can be supported. Communication, Inc. recommends the following to be addressed accordingly by Food, Inc. in regards to access: · <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> Who will have access to the sites? · <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> Are there any firewalls that would prevent access? · <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> What are the rules about time spent and content posted on the sites? <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> Finally, Food, Inc. has to listen. Communication, Inc. and Food, Inc. will observe how other companies utilize social media. We encourage Food, Inc. to ask questions, not only to their consumer, but to their staff as well, so they can learn more about social media and the benefits to come. <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> Once Food, Inc. has established social media, Communication, Inc. will assist Food, Inc. with personalized ideas to help retain existing and gather future customers. We recommend for new customers, Food, Inc. should offer them a purchase discount on future business in the form of a coupon. Once Food, Inc. utilizes these forms of social networking such as broadcasting their products on YouTube, gaining fans on Facebook and sending out trivia questions on Twitter to encourage followers, the possibilities are endless. The trick to retaining customers is to offering exclusive discounts. Consumers tend to join communities only to obtain information because they want to be the first to get discounts, suggestions that will benefit them. By providing helpful tips and information to customers, it will make them more likely to want to do business with you and help build your online community. <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> In conclusion, social media is evolving and expanding with new technologies and experiences. The best and most appealing element of implementing social media is affordability. Sites such as Twitter, Facebook and YouTube, cost nothing to join but time. Take advantage of this opportunity. With the marketplace showing an increasing turn towards social networking sites within the past three years, it’s important to follow or risk being left behind. <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> **<span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;"> CLIENT LIST ** <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;"> //<span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;"> Bright Light Co. // <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> Bright Light Co. is an American multinational conglomerate. It is considered by many to be one of the world’s largest companies. Bright Light Co. was formed in 1982 when two of the major electric companies of that time merged. They are involved in many different fields that include power generation, computing, and retail electronic products that range from blenders to washers and dryers. Bright Light consists of fourteen divisions, and came to us with concerns on their internal communications between all divisions. A corporation as large as Bright Light, if not monitored correctly can have many internal communication issues. Communicating between the forty senior executives that are employed at Bright Light can be a taunting and difficult task. We suggested that Bright Light engage in expressiveness and clear messaging between the executives. With this implementation, we suggested having 3 - 5 mass meetings per year and include all the heads of the fourteen divisions. At these meetings, the executives can express their ideas, thoughts, and feelings to one another and give suggestions on how to resolve problems anyone else may be having. By having these meetings, the executives can report their ideas to the CEO and Vice-Presidents of Bright Light. The result of this action is that the top officers are in the loop of what is happening throughout the company. The consultation that we provided to Bright Light has worked in a tremendously positive way. With this new form of communication, Bright Light is able to provide high quality products to its consumers and live up to its billing as one of the most successful companies in the entire world. <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;"> //<span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;"> Regence Real Estate Group // <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> Regence is the largest private owner of multi-family properties in the San Francisco Bay Area. They specialize in the acquisition, development and management of high quality residential and commercial properties. The firm’s portfolio is comprised of award-winning properties in the best locations throughout the Western United States. Since the inception in 1965 Regence Real Estate Group growing portfolio of over 20,000 Bay Area, Seattle, Portland, and Los Angeles metropolitan area apartment. The company has more than 700 employees. <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> Regence is one of a growing number of larger, distributed enterprises that are migrating away from traditional, on premise PBX phone systems in favor of more flexible and economical hosted solutions, such as the company’s Virtual Office, that utilize an existing Internet connection rather than dedicated phone lines to transmit business features and dial tone. We had Regence adopt software made by a company named American, Inc. This software was able to provide the technology that they require to be able to leverage existing broadband internet connection and cellular networks to deliver advanced features and digital quality phone service. Once Regence has obtained the proper technology then Communication, Inc. was able to further assist them communication needs and the integration of the software made by American, Inc.

<span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> //<span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;"> Limestone Construction Inc. // <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 200%;"> Limestone Construction is a heavy civil general contractor and construction material producer based in Watsonville, California. The company was incorporated in 1922 and is publicly traded. It is a member of the S&P 400 Index. Limestone specializes in both public and private sector transportation infrastructure projects that include roads, highways, tunnels, bridges, locks and dams, mass transit facilities and airports. The issue that faced Limestone was communication barriers that limited contact between superintendents and office engineers. Contact between these two parties is crucial to maintain job schedules and any changes that are made to drawings. Superintendents were provided cell phones, but that was not enough to help with their communication issues. To help solve their issues, we had Limestone invest in PDA’s that are equipped with the latest technology and are able open any documents that the engineers may send with changes that need to be done on the jobsite. Along with the PDA’s, we also had Limestone invest in laptop computers for superintendents to have in the field. Not only does this make the company more mobile, but there are now more cellular communication options, which can allow the personnel in the office to communicate more promptly and accurately with the personnel out in the field. <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;"> <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;"> <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;"> <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;"> <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;"> <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;"> <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;"> <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;"> **<span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;"> WORKS CITED: ** <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;"> <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;"> Gordhamer, Soren (2009). //4 Ways Social Media is Changing Business.// Retrieved <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;"> 4/13/2009, from Mashable The Social Media Guide. <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;"> Website: <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;">[] <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;"> <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;">Lauby, Sharlyn (2009). //How To: Implement a Social Media Business Strategy.// <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;">Retrieved 4/13/2009, from Mashable The Social Media Guide. <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;"> Website: <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;">[] <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;"> <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;">Nelson, D. L., & Quick, J. C. (2009). ORGB. (2009th ed.). Mason, OH: South-Western <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;"> Cengage Learning <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;">Ochman, B.L. (2010). //3 Things You Need to Know About Social Media Strategy.// <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;">Retrieved 4/13/2009, from Mashable The Social Media Guide. <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;">Website: <span style="font-family: 'Calibri','sans-serif'; font-size: 11pt; line-height: 115%;"><span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;">[]