Well, as far as social media innovators, from the perspective of a student wanting to learn from the masters go, in Toronto, I would say that High Road Communications, Palette Public Relations Inc. and Thornley Fallis are among the most progressive and avant-garde in the biz.

It is funny because as I am looking desperately for an internship, I also think, “can I grow in this environment?” I went for one interview with an agency that had not updated their website in years! I had mentioned that I felt the PR tool box is undergoing a technological face-lift and that I think my expertise in communicable technology and trends is something I can bring to the table for their company. Needless to say, I was not picked and I feel it was largely because of my “crazy new-age thinking,” as my grandfather would probably say.

Ultimately, the revered term social media is merely a tool, you still need a competent driver behind the wheel. Someone who knows how to change the gears.