I'm still getting to grips with PR in general. It's not my bag, that's why I have a PR Executive now. And very good she is too.
I keep reading about social media: Digg, Delicious etc. And I've tried to use it, but struggled. There's no definitive way to handle it and it all seems to vague to me.
I know I should be doing this, but it seems a lot of effort for not much return. I just found this blog by Brian Solis which helps to explain it a lot better. I'll give it a go and see if it helps me. I think you shold too.