This baby boomer has concluded that building your social media team is more a matter of depth, interest, and judgment than it is age. Personally, I’ve never been an early adopter of technology. I think I was the last one in the office to get a smart phone (and now, of course, I can’t imagine living without one). Social media tools like Google+, Facebook, Pinterest, Twitter and the rest were not around when I entered the advertising industry more than 20 years ago. I guess you could say I grew up on traditional PR and marketing. How times have changed! I have been around long enough to feel (and see) the effects that social media has had, especially in the PR world. Social media has not replaced traditional PR (nor will it ever), but it has greatly added to how we can develop relationships with the media and help our clients communicate their key messages and stories to their audiences and strengthen their brands.