This is the second annual Social Media Week internationally, which runs until February 5th . A series of events spanning five days will explore the impacts social media has on business, society and culture at large.

“The social web has a profound effect on our lives, and with Social Media Week Toronto, we wanted to invite leaders across many disciplines, including business, arts, technology, education, communications and fashion to share their thoughts on what this all means and where it's going.” says Eli Singer, founder of Entrinsic, a social media communications agency, and city organizer for Social Media Week Toronto.

Local events include a session on traditional vs. social media hosted by The Globe and Mail , a discussion about the positive and negative impacts of Twitter during the Haiti crisis, and a week-long fictional digital drama called Crushing It!, where people can participate online and influence the outcome.

Many Toronto communications agencies and technology startups are all participating by hosting events.

Closing day events at The Spoke Club will feature a fashion panel in the morning, followed by Toronto's media leaders speaking about community in the afternoon.

“We are very excited to have panelists such as Erica Ehm, Alan Cross, Amber MacArthur, Lisa Tant and so many others contributing content. It's amazing what happens when you cross boundaries and mix worlds. If you are curious about culture and communications, you need to be a part of this week,” says Jyotika Malhotra, Editor of Exshoesme.com and co-organizer for Social Media Week Toronto.

For a full schedule of events, visit http://smw-toronto.sched.org/all.

Media sponsors include: Torontoist, BlogTO, CNW Group and Techvibes.

Venue sponsors include: The Spoke Club, The Drake Hotel, Pravda Vodka Bar and The Rivoli

Participants include: Rypple, MaRS Discovery District, Mobile Monday, CaseCamp, The Canadian Film Centre Media Lab, Artez Interactive, Social Media Group, The Great Lake Swimmers, Refresh Events, The Blog Studio, The Ryerson University Digital Media Zone, Capital C, Entrinsic, Citadel Rock, Virtual EyeSee, The Globe and Mail, Mobile Monday Toronto, HackLabTO, Urban Strategies, Exshoesme.com and DJs Mista Jiggz, Lissa Monet, Wristpect and Ase.

Social Media Week Toronto is produced by Entrinsic.