If you seriously think of compressing your marketing and communication budget, you have to read Marketing Sherpa’s 2009 Social Media Marketing & PR Benchmark Guide (executive summary in pdf)!
Well, if there are things you may know about the use of social media in PR and marketing, you may find some of the conclusions interesting (look at the charts) :
So, now you are ready to train everyone in the office to use social media efficiently for the greater good of your organization, aren’t you?! However, you might discover that most of them already use them… everyday at work… without telling you :-)
But, if you want to stick to that old traditional website of yours, at least read Yann Gourvennec’s article on the 15 golden rules for web 2.0 websites… it may help…