..NPR’s Facebook page is a complement to, not a substitute for, other kinds of NPR news consumption.

.. NPR posts about three or four queries a week — asking, for instance, for jobless 20-somethings who might be willing to talk to an NPR reporter about their experiences.

..The articles that Carvin and his team post to the Facebook site aren’t typically the day’s lead stories or items of big breaking news. Instead, Carvin said, the question he asks before posting is, “Will our friends want to talk about this?”

The result, Carvin said, is that conversations on NPR’s Facebook page can become surprisingly intimate

And don’t forget about e-mail and text messaging in your mobile strategy, warns, Bentley.

2) While you’re planning for how your news organization will publish and engage audiences via mobile channels, Bentley says it’s equally important to start getting newsroom staff more comfortable with using their cell phone as device for more than just making voice calls.

3) “In the news business, we are too darn serious. We forget that no one buys a cell phone or computer to read news, or a TV to watch news. Across all media, news is a value-add. So make sure your first mobile offerings are fun…"

..And that has big implications not only for news organizations, but also for the platforms that are hoping to translate their ubiquity into financial and social gain. If you want your work to have impact, then targeting a bundle of closely connected networks — with news, with links, with messages — may make more sense than going for numbers alone. Spreading a conversation is not the same as affecting it. “I’m not saying that Twitter is useless,” Christakis said, “but I think that the ability of Twitter to disseminate information is different than its ability to influence behavior.”

“Quality counts. Meaning counts. Investment counts. Not everyone who’s invested is going to share content on social media or jump into the comments section…"

"This illustrates a problem that newsrooms everywhere are facing when it comes to social media. How do you measure a return on investment for an effort that may produce awareness, loyalty and future customers, but that doesn’t immediately drive page views?"