It’s the first Monday back after the holiday season. We’ve opened presents, visited friends and family, ate and drank, and ushered in not just a new year, but also a new decade. Welcome 2010!

We have seen many changes in the areas of public relations and communications over the past decade. For one, social media has changed how we do our jobs. It will be interesting to see what this year brings.

Chris Brogan had a post recently that resonated with me. It was titled: Emotions At A Distance. In it, he talks about the “emotion” that is attached to using social media. What you write, blog, post, tweet or put on Facebook impacts people on different levels. It is very easy to feel attacked through social media or disrespected. It’s also easy to look at someone who is passionate about a topic and think they are overreacting. I think it is important to remember for everything written, there is a person behind it.

Social media is just a tool in a communicator’s tool belt, but it is a valuable one. It wasn’t so long ago that our client would have made the trip to Africa and, unless she had media attention or bought an ad, she wouldn’t have been able to share her experience and inspire us to support this project. Social media has helped her to connect us with the people in Africa who need our help.

Social media provides the opportunity to connect with like-minded people, to reach out and touch someone, to share your story, or (if there are issues) give your side of the story. It’s an important tool and one that I think is of great value.