When it comes to social media, most EU officials, decision-makers and public affairs specialists are uncertain what it actually means, so their dilemma is translated into the question 'Should we use Twitter or Facebook in our online efforts?'.

This is the same as, when building a house, you would ask 'Should I build a kitchen or a bathroom?'. In short: focusing on building blocks instead of the building will not take you far.

The core concept of social media is ...
 

Are you a diplomat representing a South American country in Brussels? Are you a trade association covering renewable energy matters? Are you a lobbyist trying to have DG SANCO issue a positive opinion about a plant fertiliser? Are you an NGO going to great lengths to have the European Parliament condemn an act of racism in an African country? Well, the sad truth is that nobody cares about you.

To be fair, the truth is that everybody cares about you only as much as you offer them something they care about.

What does this mean? If you a...