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]

“Ping In The New Year!,” the first article for my new social media column has published in the January print and online editions of PRSA Tactics. First off, many thanks to John Elsasser, Amy Jacques, Randi Mason, and the team at the Public Relations Society of America for this opportunity to contribute. I’m looking forward to writing about many aspects of social media for consideration and application by PR practitioners.

***Name the column: While discussing names for the social media column with John, he came up with the idea of asking readers to submit their ideas. Great, as this encourages people to participate and ideally return from time to time to engage in conversations via comments about the articles. If you have an idea we can consider, please submit it to John at @JohnElsasser on Twitter or e-mail john dot elsasser at prsa dot org.

The PRSA Tactics staff and I will select a winner. And John informs me that a $25 Amazon gift certificate and the prestige of knowing you named the column goes to the person who’s idea we select.

This month’s article takes a look at the mountain of management time social media activites can require, once you dive into them. Tools including Ping.fm, and ideas for keeping on top of everything are covered. Brandon Zeuner (bzkicks on Twitter) also lends insight this month, gleaned from his many consulting ventures. Thanks again Brandon!