I can see exactly why the 'social media specialists' are keen to propagandise that the entire PR industry doesn't 'get' social media, but it's a short-sighted and shallow argument.
In such a new discipline, mistakes will always be made (by all types of agencies). But for those of us who believe PR specialists have the underlying strategic and tactical skills to provide effective social media counsel, the future surely seems to lie with agencies that can provide a holistic and integrated approach.
Some agencies in the PR industry might still be catching up, but it won't take long, so expect to see more big social media wins from more 'traditional' agencies soon.
Danny Whatmough, PR consultant, Wildfire.