My latest Digital Dialogue column for PRSA’s PR Tactics journal appears online and in the April print edition. “Using social bookmarks: Share knowledge, create awareness” discusses the value of social bookmarking sites such as Delicious or Diigo to collect and organize Web information and share it with others. I think the power of bookmarking is often overshadowed by social networking mainstays like Facebook and Twitter.

What’s great about bookmarking is that it can thread through and support many online communications that a business or brand may use. The inter “linking” work that bookmarking sites do can naturally position them in the background of Facebook, Twitter and the larger online communities. Although, they too are communities in their own right with capabilities for one bookmark user to link with or friend hundreds or even thousands of others. The concept when embraced and maintained by companies can generate big time awareness and goodwill, as well as a network or channel available to broadcast future messages.

The article expands on the topic and intends to help along conversations about how communicators can take better advantage of bookmarking.

My thanks this month to the Public Relations Society of America’s editorial staff, and also to Paul Greenberg for introducing me to Diigo. As an author and highly sought out CRM and social networking speaker, Paul knows a thing or two about prescribing the right tools.

I’ve bookmarked a few “101″ style videos at www.diigo.com/list/ryanzuk and have included a classic on the subject here.

[youtube=http://www.youtube.com/watch?v=x66lV7GOcNU]