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Cristina gets up every morning and first thing she does is to check Facebook on her iPhone; after breakfast opens Flickr on her laptop and uploads somo photos she took on her way home yesterday. As a journalist she continues to read newspapers, though at Twitter she always finds good recommendations for reading.

Millions of people have a routine similar to hers and, supported by technology, they are creating communities or social networks for information exchange: from the informal group of friends who commented on the last party to groups of scientists who do not stop discussing every finding.

Here is a vast universe to report.

People have learned how to use available technology to publish their own ideas, share their thoughts and disseminate “what happens”.

Major international media still do not know how to leverage these networks and even some show outright panic of running out of “readers”.

Sky News recently made clear its bet and began installing TweetDeck in computers of its reporters to turn everybody into Tweeter reporters.

And perhaps there is no other way, than change the mentality and get into the water. Stop thinking about “readers” and engage in dialogue with people within the communities in which they are participating, and start looking for information on unconventional sources such as Facebook, using our research skills.

The tools are at hand. The retoNet core idea is to spread the tips we learn. Just like that little box on our site to display our “tweets.” If you find it useful for your blog or on your website you could get here some little help.

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