In insights, morning embers

1) PR belongs in business school (Business Week) — Anthony D’Angelo argues that business schools do their students a disservice by ignoring the role public relations plays in corporate reputation management.

2) The 10 most creative people on Twitter (Fast Company) —  Fast Company ranks its 10 favorite Tweeters of 2011, from Conan O’Brien to Arianna Huffington.

3) Study reveals why consumers “fan” Facebook pages (Social Media Examiner) —  A new report from ExactTarget and CoTweet found that discounts and “social badging” were the primary reasons consumers followed brands on Facebook.

4) Using social media to boost word of mouth advertising (NFIB) — A new survey of small and local business owners released by Merchant Circle shows that 70% of owners use Facebook to market their businesses—up from 50% in 2010.