PRWeek columnist Anthony Hilton says web content 'forgotten'

PRWeek columnist and London Evening Standard City commentator Anthony Hilton has argued that the case for social media engagement is far from clear-cut.

Anthony Hilton: web content 'forgotten'
Anthony Hilton: web content 'forgotten'

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.'

Read Anthony Hilton's full column here

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