Here's an up-to-the-minute concept to develop on a client's behalf: build them a social media newsroom (SMNR) to engage visitors to their website. SSPR suggests replacing anemic online pressrooms with Web 2.0 updated versions. "Companies are shifting away from the traditional online newsroom in droves," they say.
"A social media newsroom," SSPR advises, "is a traffic-building clearinghouse that offers more than the usual news releases. To offer your audiences optimal value, an SMNR houses everything from company videos, product images, and links to news coverage, mobile feeds, bios, podcasts, white papers and perhaps even some cookie cutter quotes for easy use in articles about your industry, trends, news, company statements, etc."
Sounds like a highly utilitarian way to apply creative energy to updating a client's appeal and moving them to the forefront of communication technology. SSPR's post has more details.