For today's Insights and Opinions section, where we feature articles from the thought leaders in Southern California's high tech industry, Jeffrey Swartz takes a look at the overwhelming flood of social media, and how to deal with it.

There was a time not long ago—a happy time—when marketing communications was uncomplicated. It consisted of press releases, feature articles, case studies, editorial tours and an occasional interview or speaking engagement.

And then...the fan (and all that hit it) went into overdrive. One evening everything was copacetic, the next morning: kaboom! Bloody chaos.

Social media had arrived.

Read all of Jeff's insights into how not to drown from social media.