According to the 2009 Digital Readiness Report, "Essential Online Public Relations and Marketing Skills," public relations leads marketing in the management and oversight of all social media communications channels within organizations. The study maintains that social media is becoming more important as a communications channel, and is quickly becoming a core discipline requiring dedicated resources. 

In fact, the report concludes that, "While marketing is responsible for e-mail marketing and natural search engine optimization at most organizations, PR leads in social networking, micro-blogging, blogging, podcasting, social bookmarking and even Web content management." 

When considering "PR digital skills" looked for by companies, social media and blogging are both at the top of the list. While these skills are becoming increasingly important to companies, they rank just below the need for mainstream media relations skills. 

One area of concern noted by the report is that, while businesses have adopted social networking and bookmarking, the act of pushing messages out via social networks in lieu of developing compelling content and drawing customers to a proprietary Web site can erode measurement capabilities. 

Combining the use of social networks while building valuable content, landing pages, and hosting online engagement within the social media realm can help companies promote their brand and services while maintaining a degree of control over the message. 

Social media on its own is no substitute for a comprehensive, integrated media and communications approach. Indeed, social media is best utilized in conjunction with both new and traditional media channels.