I think the only real answer is to not put all your eggs in one basket. If your entire communications strategy is social media, you’re going to have trouble if/when people stop using those network and you are no longer able to reach them. I would argue for a broad-based approach to communications: Sometimes a single phone call can be 100 times more effective than 10 tweets at getting information across to stakeholders. Similarly, the opposite can be true. Making to to hit on both the new digital tools, but not forgetting about the “analogue” methods is the only way to avoid getting caught without a forward-aimed strategy.