New year holds same challenge of strategically using social media

As we enter only the second month of 2010, it's clear that many of the issues that dominated the marketing and communications landscape last year are here to stay.

As we enter only the second month of 2010, it's clear that many of the issues that dominated the marketing and communications landscape last year are here to stay.

Figuring out precisely how to strategically maneuver in social and digital media continues to be a top priority for all agencies and companies. And in an environment where consumers are still distrusting of big business, the issue of building corporate reputation and consumer engagement for companies in beleaguered industries remains an important one. The key is to make sure that we're constantly taking both conversations one step further.

In the case of social media, the time has come to answer the measurement question once and for all - and to make sure that those results can tie back to an impact on the business. As this month's digital analysis shows, many agencies are working hard to determine how much their own business is impacted by digital work; now it's time to do the same for clients.

For companies in industries that have been slower to adopt social media as a tool because of regulation guidelines, it's imperative to move past those restrictions to connect with their consumers. This is something that is explored in both the financial communications special and the healthcare feature. The former article also addresses how financial companies are tackling the issue of improving corporate reputation through CSR initiatives that benefit their customers.

As always, I look forward to PRWeek's role in helping to advance these conversations and others.

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