Social media has made the world smaller, given us all a way to reconnect with long lost friends and stay in touch with professional contacts. It tells us when peoples’ birthdays are. It allows us to send holiday greetings, hugs and even drinks! We share photos, gossip, jokes and even let the world know what we’re thankful for – every day – as Turkey Day approaches. But in reality, social media is making us lazy.

Well, our thumbs may be getting quite the workout. But when was the last time you picked up the phone and actually called a journalist, just to say hello? How long has it been since you’ve had lunch with someone, just for the sake of catching up? Can you remember a time when you went to a conference and actually listened to a speaker’s entire presentation, rather than Tweet about the parts you heard while you weren’t Tweeting (Presenting to the tops of peoples’ heads is an odd new phenomena)?

There was a time when bloggers were considered narcissistic self indulgers. Now it’s how people share news, information and life milestones. But because of that we don’t write letters anymore. It’s actually acceptable to send an electronic birthday card, rather than taking the time to go to a store and pick just the right one. Congratulating someone on the birth of their child is done via Facebook, with a gift sent via babiesrus.com.

I’m a huge fan of, and avid participant in all sorts of social networks. Last week someone asked me how I find the time to Tweet and update my status so much. My response was simple, “I just do.” But Public Relations is about personal relationships. And I’ve realized that, while I work very hard to keep my social networks up to date, I have gotten lazy about the personal side of things. So I’ve decided it’s time to do something about it, and get back to those things that I’ve always done in my career.

I’ve found a thank you note is much more memorable than an email. I now pick up the phone and call at least two people a month, just to say hello (not much, but it’s a start). I’m back to scheduling coffees and lunches, rather than just commenting on someone’s post. I make sure to get up and actually visit the offices of those on my staff at least once a day. And most evenings I shut down the Blackberry before my kids go to bed (yes, there’s always the exception).

I’m not advocating completely disconnecting from my virtual world. But I’m trying to find a balance where computers and cell phones are again tools that help me do my job, rather than tools that are my job.

In his new book The Tyranny of E-mail, John Freeman writes “Computers have become handier, cuter, some might even say sexier, but they do very little to engage us as physical beings.” And that is the essence of my not-so-New-Year’s resolution. I’m trying to find balance, both personally and professionally, in a hand shake versus a DM, and a high five over a Poke.

Greg Block is director of media relations and new media for San Diego State University. Having graduated from SDSU’s journalism program in 1995, Block returned to his alma mater in October 2008 to oversee communications and to incorporate new media strategies into the university’s marketing and communications programs.

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