The panels had plenty of conflicting advice on how to move marketing and PR to the web: drop your e-newsletter in favour of Twitter; put a majority of your time in on all the major social networks; spend marketing dollars on customer service because then your customers will create buzz for you.
I'm not a fan of all these strategies, but it's heartening to know that marketing folks and PR agencies are beginning to take social media seriously. One piece of advice I thought was missing from these sessions was to listen first. Barging into online communities with a marketing message is never welcome or successful.
I hope the marketing types who attended these sessions will take a thoughtful, strategic approach to social media. Of course, with thousands of agencies tweeting, blogging and launching Facebook apps on their clients' behalf, my job is about to get a lot harder!