The general consensus at PRWeek's first Digital Roundtable in 2008 was that the C-suite was just starting to warm up to social media. Two years later, PR pros face a new challenge – top decision-makers increasingly understand social media's value, and are diving in headfirst. That may not be an issue when arguing for budget, but social media leads must now possess the communications skills necessary to fulfill CEOs' demands while executing realistic and strategic tasks.
 
Christopher Barger, ...