By Greg Hazley

Bruce Upbin, managing editor at Forbes, interviewed Edelman's senior VP/digital David Armano via Skype about the firm's role with larger clients like eBay and Blackberry in social media in this five-minute clip.

"The authentic piece is one part of it," he said. "I think another part of it is being comfortable in public."

Armondo also discusses what type of staffer makes a good community manager, the role of a PR firm with large clients in social media, and offers a definition for "social engagement":