So many communications channels, so little time and, usually, so few resources is the situation today's communicators face. Educational institutions, places steeped in history and tradition, "have been slow to react." But while the communications channels have changed, the fundamentals of communication haven't. Maintaining perspective about communications goals is important. While technology and communications tools may be expanding, institutional budgets and staff are not, which means communicators have to be as strategic as possible when making investments. As a result, people with diverse skill sets are in demand. Communicators at most institutions are always looking for people who are versatile and adept at delivering stories in print, online, and through video and social media. When additional resources are being added at institutions, they're often going toward video or social media. Although there has been an increase in the number of institutions that have dedicated staff to social media either full or part time, day-to-day staffing is the greatest barrier to social media success. Communications leaders don't have to be hands-on with social media, but they do need to ensure that they have people on their teams who "participate in, are comfortable with, and understand Facebook, Twitter, and YouTube." Regardless of the tool, the goal is to engage and build relationships, which should be the reason behind using any of these platforms.