MEDIA experts meeting in Bujumbura are pushing for the effective use of social multimedia sharing networks among practitioners to be able to communicate and interact with their audiences.The social multimedia sharing networks, among them, Facebook, Twitter and YouTube, are considered to be the quickest way of spreading information.The two-day international forum which focuses on professionalising media though the power of ICT, brought together about 100 participants from Africa and beyond.Philippe Laloux, an expert in digital media from Belgium, asserted that social media tools spread news so fast whereby a breaking story is published immediately online."The readers will be able to follow each and every breaking new story, if the media industry adopts the use of social media networks,” he added.He explained that social networks have a global reach; they can reach anyone in the world, as long as journalists correctly post news and show the link that will be seen by a large number of people all over the world."You can keep in touch with your readers once you develop the strategy of using the social tools on your online publication. Giving people a platform to comment and criticise your story is paramount in further developing your publication,” he told the participants.He mentioned that, in the world today social networking seems to be the mantra that people are resorting to these days both young and aged.According to Cyriaque Pare, the Director of Information at Prime holdings Burkinafaso, the new media tools offer a platform to compete for market opportunities through adverts generated from readers."What makes the world of social networking more interesting is that electronic and print publications are taking significant reaps from the interactive platforms offer. If people are able to follow your programme, and the story via social media tools, they will definitely advertise with your institution,” he remarked. Pare noted that many publications in his country have taken a step further to cash in on the new media advantage by integrating social networking platform to their own websites.In Rwanda, the use of social networking sites has taken a different angle, with various government officials and institutions notably embracing the micro blogging sites as new channels through which they can easily reach out to the people.Talking of Twitter, President Paul Kagame has led the way, personally taking to the micro blogging site to directly engage or respond to people inside and outside Rwanda.At the meeting, Cedric Kalongi, a Multimedia expert in DR Congo, highlighted how the use of social networking sites is revolutionalising the media sector in his country."I encourage my colleagues in the media industry to fully adopt and utilise the benefits that come with the era of social networking platforms that have since changed the world,” he advised.