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This article is titled "Why your practice needs to join the online social club", but actually deals with the mechanics of "how" and not "why"

The question therefore remains: why?

What does it do for the average architectural practice? Is it a proven business development tool, a viable recruitment tool, or simply another distraction from the business of winning work and delivering it?

Now that BD is actively encouraging social media (followed by 6,700 twits, according to your statistics), I think a bit more on the "why" question would help us neandertals get the picture...