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.