"It's changed the way we do tons of things, changed the way we live," he says.

For newspaper companies trying to establish a social media strategy, Mr Fuentes offers these suggestions:

- Listen. "Find out what your audience uses, what they're doing with your content, and how they're sharing."

- Engage. "Go on the networks, talk to them in their space. Social media is not impersonal."

- Be real. "Don't sound like a robot, don't sound like an organisation. If you make a mistake, it's okay, you can admit it."

- Be respectful. "Think of social media as if you're entering their house as a guest."

- Have fun. "It's not only about posting breaking news, you can post contests, etc."

- Evaluate. "You need to see what's working for you, and what's not working."

- Reinvent. "It's not about the tools, its how you're communicating with the audience. Platforms change, the way people communicate is what you need to know."