Letter - Social media should be familiar to us all

So Weber Shandwick is dedicating a team to social media? (News, 12 October). I am still reeling from the shock. Is this an excuse to roll out James Warren whenever the agency has a pitch? Social media are playing and will play an increasingly important role in PR. But today there are only a small number of examples of web 2.0 tools having been truly effective, unless you think sticking a factory in Second Life is PR gold.

Apart from perhaps a handful of people in Silicon Valley, and potentially Stuart Bruce's new social media-focused agency, there are not a lot of companies that can honestly say they know exactly what they are doing across all social media. Want a Facebook page? Want a blog? No? What then?

PR is now in an age of experimentation. If an agency tells you that it has cracked it, walk away. Claiming to have a handful of social media experts is about as smart and modern as saying you have a couple of guys who know how to do features. New media channels should be general knowledge to all PROs, not count as a specialist area.

Gareth Davies, director, Custard PR.

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