My colleague at SAS, @WaynetteTubbs, is editor of our technical e-newsletter and the Risk Management Knowledge Exchange. Waynette made a great point in this week’s SAS Tech Report that helps us move away from the echo chamber that is social media.

We spend a lot of time talking to social media people about why social media matters. Maybe too much. Admittedly, as marketers, we’re trying to demonstrate that this evolving channel will matter increasingly as organizations learn to use it to communicate with and build better relationships with customers. And yes, we’re trying to justify the time we’re devoting to it.

But what if you’re not in marketing – why should you care? Because not only are more and more businesses building social media connections, your peers using social media to exchange ideas, solve problems and share their experiences – the ones you could learn from, whether you’re trying to “create value for customers” or just get something done.

Take a minute to read Waynette’s note about how SAS users are building skills using social media. And don’t miss the opportunity to take advantage of the resources she shares via her newsletter as the Knowledge Exchange. Then, maybe, you’ll want to blog about it.