Look what Chrysler did during its recent labor rough spot. They created this social media site, they pushed news to bloggers, and they did all the other traditional communications things big companies do. This PRWeek story from last Friday, entitled, "Chrysler's social-media site helps to drive comms in wake of strike," is another indiciation that more and more big companies get it. The bad news: if you're a small to medium-sized company competing against established giants and you're still sitting on the sidelines unsure about this social media stuff, that ticking you hear in the background is for you.

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