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Is social media working?

The PR industry magazine PR Week cites Bruce Daisley, UK sales director of Twitter, as commenting at the recent Adobe summit that too many brands are using social media campaigns because they are cool rather than as a marketing platform with clear objectives.  Hear, hear Bruce.

It reports that Daisley said too many campaigns have been rushed through in a bid to increase fans and followers.

In the same issue (3rd May 2013), PR Week reports the Twitter has signed its biggest advertising deal to date with Starcom MediaVest, who's clients include P&G, Microsoft and Coca-Cola.  As well as access to data and new products, they will potentially receive "preferred advertising slots".

If you listened to WPP's Sir Martin Sorrell being interviewed a few weeks ago on 'social media' he was definitely in the "Twitter is more for PR" camp...

What are your views?