Reputation Online’s Live event on search, PR and social media on Friday was refreshing because we finally seem to be over the debate about the functional benefits of each discipline and are working to build integrated programmes. The challenge that the digital communications industry now faces is persuading buyers of the benefit. But that clearly isn’t an issue at Sony Ericsson and O2.

Sony Ericsson’s global head of digital engagement, Ben Padley spoke about the development of Sony Ericsson’s Facebook account, how it is used as a marketing and customer relationship management tool, and its contribution to the business.

O2 UK’s head of social media Alex Pearmain delivered a cracking presentation that reviewed several of the ways in which O2 uses social media to build customer loyalty. It also included a healthy dose of Lolcats (tip to presenters – based on audience reaction you can never have too many Lolcats in a presentation).

Browser Media’s managing director Joe Friedlein from gave a good overview of how PR and SEO can work together to drive traffic and profile for a new business, in this case Parklet, a carpark letting service.

And here’s my deck in which I returned to my pet theme of the moment namely that SEO and online PR are giving way to recommendation in social networks – and to be successful you need a mix of communication and search skills.