Absolutely, Roger! Thanks for your feedback. So, digging deeper into the longitudinal data my specific recommendations for practitioners are to increase efforts surrounding search engine marketing, social bookmarking, social networking, micro-blogging, video-sharing sites and wikis for public relations efforts aimed at Generation Y. However, it is also important that practitioners be wary in that practitioners’ attitudes indicated that they actually overestimated the importance of many social media tools in regards to how organizations should be using them (as opposed to what was happening in actuality). Of course, I am happy to send along my full paper for your review. Please just use the contact tab to send me your information.