PR managers, new media specialists, content writers, public affairs specialists, and journalists attending two day workshop What social media can do! made this event a valuable learning opportunity. New media professionals who use online tools and social media to meet their organization mission, including: corporate web and new media directors, CIO/IT staff, program managers, public affairs personnel, web content writers and editors, usability specialists, designers, customer service advocates, and anyone else interested in and involved with social media efforts should attend this event.