Ping.fm is fascinating. It is a one-size-fits-all social media service, a kind of one-stop shop of social media tools. While a time-saving service, it is really good for only one thing: Starting the conversation.

Joseph Thornley quoted Jacob George, Manager, Corporate Marketing and Communications at The City of Calgary, recently on Twitter saying:

Social media must be part of a larger strategy to get the most value from it. It should not stand isolated on its own.

Just as one tool doesn’t do everything, not every tool is the right tool for the job. Ping.fm is a great service for broadcasting your news across many channels, but it isn’t the place to get personal and social. If you just want to send out a message, it’s great. When it comes to building a relationship, you have to dive into the specific social media tool that best serves your needs and the needs of your audience. read more