In this week's column, Hilton compares PROs engaging with bloggers with people trying to intervene during a pub argument and says even viral content is forgotten within a few days.
He adds: 'A million people may listen, but if they have forgotten what they heard by the next day, can't the company simply ignore it?'
A recent report by Ipsos Mori found that well-known companies are now less likely to engage with social media on a daily basis than in 2010.
But TLG media relations director Jonathan Oliver responded: 'Isolated negative criticism on platforms such as Twitter can be mistaken by journalists for expressions of genuine public opinion.'
Diffusion MD Daljit Bhurji said: 'Social media monitoring is now one of the most powerful tools for proactively identifying issues.'
