When I moved from Chicago to London four and a half years ago, I invited family/friends/colleagues to join me at: Facebook, LinkedIn, Plaxo, etc. Knowing that I was going to be thousands of miles away, I viewed these social media tools as a way to stay connected. Very few of my contacts accepted my invitations in the beginning, but most have now woken up to the benefits of social media. Like me, they realise that it is not a fad but a fundamental shift in the way people communicate with one another. And for any company looking to take their marketing to the next level, integrating social media into the plan is a MUST!