This presentation was a talk I gave at the Annual Conference of K2 Communications held on January 28, 2011 in Bangalore. The presentation explores the myths about social media, how the integration of social media tools and techniques into an existing PR strategy can help brands and consumers and finally, explores some of the interesting campaigns that have been run in the past. No part of this presentation may be copied/downloaded/used elsewhere without the express written permission of Nikhil Kumar.