Percentage of PR budget spent on digital?
20-25 per cent of total marketing budget.
Most innovative recent activity?
The WebcredibleUK YouTube channel is in its infancy, but we set it up as a result of people regularly asking to view our presentations they hadn't managed to catch at various events, or asking for demo videos of our accessible CMS product. Now these requests can be directed to the YouTube channel, where people can also post any views they have on the content, interact with us and ask us questions.
The main challenges are that you have to remain alert and responsive, and ensure that you engage people on their terms rather than yours.
We have all heard about the high-profile Twitter faux pas that have occurred recently, and it is important to remember how quickly word can spread if you do something people don't like or that they feel is unethical.
Our response to this is to use these channels for interaction initiated by our followers. We make our content available, but wait for users to ask a question directly pertinent to our area of expertise, or to interact with us directly, before we engage them.
This has so far proved a successful method and our social media network has grown steadily.