1) What you can learn from GE about social media strategy (Forbes) — You hear a lot about engaging your audiences through social media platforms like Facebook, Twitter,Pinterest, Tumblr, and more. But how should these platforms work together? General Electric shows us the way.

2) Social media ratchets up stakes on routine police call (The Baltimore Sun) — The arrest of a Baltimore blogger this weekend showed how a normally mundane bit of police work — the serving of a warrant — can be complicated in an age of Twitter and Internet radio. It briefly put a national spotlight on what normally wouldn’t even make the local news.

3) How non-profits can measure audience engagement (PR Daily) — Putting a number on how engaged your audience is may not be easy, but it’s not impossible. Consider following in the footsteps of Strategies to Overcome and Prevent (STOP) Obesity Alliance, a non-profit that works to prevent the spread of obesity-related chronic diseases.

4) House GOP turns to PR experts in fiscal cliff debate (National Journal) — Frustrated by a White House that’s winning the fiscal cliff messaging war, House Republican aides assembled some of K Street’s top GOP communicators for a brainstorming session to turn the tide, according to multiple sources inside the room.