Kate Gardiner, a New York-based journalist and social media consultant, said journalists need to recognize that social media is not a fad and continue to use it to build communities online where they can better serve and interact with their audience.
But Gardiner has one caveat.
"I think that we have to start driving our audience back to our freaking websites, though, because we have managed to put ourselves in an awkward position in terms of Facebook, where we're paying to play with people who were our consumers in the first place. We kind of give them to them," she said.
It's All Journalism Producer Michael O'Connell interviewed Gardiner about how journalists can better use social media to interact with their audience.