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In today's world, it is very important for any professional to be consistantly updated and aware of all social activites and trends as we have reached a new level of business approach and communications, no matter what field you are in, it is all integrated and shared by the masses.
I quote down Donny Miller:
“In the age of information, ignorance is a choice.”
If one can spare some time at least during weekends on the social media and he /she doesnot have to be that tech savvy. it is not rocket science. It is better to be an observer and a follower at the very begining. I have a reqest for BAYT.com. The no of people I can follow should not be limited.