I don’t know about you, but it sure seems tough to stay ahead of the curve when it comes to social media! Just when you think or feel you’ve found your comfort zone with Linkedin or Facebook, their platform changes substantially and the mobile application moves on to version 6.9.2 or whatever… So how does one master the tools in order to better embrace their potential both at a personal and professional level? “The only constant in life is change itself” – Heraclitus, Greek Philisopher, 475 BC. Now, I make a living giving keynotes, in-house training and consulting with various firms in the hospitality industry on the topics of new technologies, social media and mobile. We seek out strategies and tactics for brands, discuss content approaches that often include blogs and social networks, measure efforts, and so on. And more often than not, I get requests to specifically help with the understanding of how a given platform works and how a brand can better use it for various purposes: lead generation, awareness, engagement with fans or loyal customers, customer service, etc. Alas, the frustration I have to live with is that whatever training material I prepare to go over Facebook, for example, I know I will have to work on it again and change a few slides from one week to the next! That’s how fast things change in this world… I’m not complaining, since I am passionate about the possibilities and how communications are evolving in this realm, but I can certainly feel for those who do not make a living out of social media and feel overwhelmed by its sheer magnitude and pace of change.