As social media becomes an integral part of communications strategy, companies outside the traditional consumer-focused brands are still figuring out how to effectively use it and measure its impact. These issues were discussed at a recent PRWeek roundtable on social media, sponsored by Euro RSCG Worldwide PR.

"You have to take the situation and figure out what is the best way to communicate," says Ephraim Cohen, MD at Fortex Group, a participant at the roundtable. "Social media always ...