A recommended read: http://blogs.zdnet.com/BTL/?p=14301. I think the Cisco example in this piece touches on an important fact: it will take a combined, integrated effort on the part of a business’ PR, web, marketing and advertising departments/teams to truly uncover, test and execute social media strategies/programs that will enhance its brand online and drive traffic to its websites/blogs/profiles/groups, etc.

Denise B. Hearden, eMarketing Director, Johnson Direct