Social engagement or digital PR

Social media has a lot to do if it is to live up to its billing. Marketeers, it would seem, are having a hard time proving the ROI for all their expensively assembled social campaigns. It would appear translating followers into a financial benefit, even if they "like" you, is a feat Harry Potter could struggle to achieve.

This week we have heard from Sir Martin Sorrell who has shared with us his view that twitter is a PR and not an advertising medium. It would appear that there is a lack of consensus as to the correct definition, role and outcomes social media can deliver amongst the marketing communications industry.

Clearly these new and exciting communication tools have a lot to offer and we are only in the infancy stage of our understanding of best practise. Perhaps our expectations for social media are too high, not surprising given the constant hype, perhaps social is not the only answer to the engagement problem after all people are still watching TV, reading newspapers and listening to the radio.