Our digital challenges - Kelly Davies, Confused.com

Percentage of PR budget spent on digital?

10-15 per cent.

Most innovative recent activity?

We are active on YouTube, having recruited prolific YouTubers and lovers of Confused.com for our advertising campaign. But Twitter is proving a great channel for providing an informal, 'human' voice for Confused.com and allowing us to talk with our customers in a way we never have before.

By being able to monitor mentions of Confused.com, we are able to engage our critics, resolve problems or dissatisfaction and correct factual inaccuracies. And we are able to thank happy customers, amplify their positive comments and invite them to be case studies, which we can use for more traditional PR in other channels.

Challenges?

We are exploring ways we can be more active with blogs and other online social networks; Facebook has lots of Confused.com groups and pages, and we are not using these as well as we could be.

One of the key challenges when using social media is overcoming the blurred lines between personal and professional, public and private. Transparency is vital: nothing gains you more notice in this environment than honesty - or dishonesty.

Generally, online challenges are very much related to the increasing competition in our industry and being able to create stand-out.