Paul is founder and CEO of Paul Gillin Communications a consultancy that provides strategic advice to organisations considering using social media. Paul had a 17 year career in the print industry before moving into online media in 1999. He currently monitors the health of print media at NewspaperDeathWatch.In this program we talk to him about his new book ‘The New Influencers’. We talk about his experiences of social media and how they are profoundly changing the use of traditional media for advertising and marketing and what strategies organisations should be considering.