Opinion: From Our Readers - Use traditional and social media jointly ..

PR Week UK, Friday, 13 February 2009, 12:00am,

Do social media really carry the same influence on tech purchasing decisions as traditional media (News, 6 February)? Leaving aside the fact that 'influence' is nigh-on impossible to measure, I'd wager that a big splash in Computing or a favourable analyst report would still carry more weight for anyone about to purchase technology than a blog posting.

Social media's influence is undoubtedly on the rise. But to truly see the benefits, agencies need to integrate them alongside existing channels. It's not about which channel has the widest influence in silo, it's a question of using the most appropriate tactics. Sometimes this will involve social media, sometimes traditional media. Often it will include both.

Paul Allen, associate director, Ruder Finn