The editor of Architectural Lighting, Elizabeth Donoff, posted the following comment about the recent Lightfair tradeshow:

"What did excite me about Lightfair this year actually had nothing to do with lighting. Rather it was the way so many in the industry—both on the design and manufacturing side—were embracing different forms of social media. For example, a year ago if you had asked someone if they were on Twitter, they would have looked at you with a blank stare. This year lighting manufacturers galore had set up Twitter accounts and were Tweeting from the show. In fact Architectural Lighting organized the first ever Tweet-up at Lightfair. A chance for people who communicate regularly via this social network platform to meet in person and connect, about a dozen folks gathered at the Design Lounge on the show floor A|L was sponsoring this year. It was a fantastic way to connect with our readers and stay true to what A|L is all about: promoting dialogue through different forums."

She is probably ahead of the digital media curve, due to her experience publishing an electronic newsletter and a robust online edition. The question, however, is: What is the most effective way for you to embrace the new media?