Many agencies seem to promote social media work as something you 'have to do', without clear understanding of when it is appropriate, what measurement and success criteria there will be; and when it should be used instead of, or to complement, traditional PR.
If there is one thing that always happens in economically tough times, it is that we must demonstrate ROI and clear value on our work. This 'panacea' of social media has consistently failed to demonstrate any of these things. Give me that and I might switch budget that way - but it will come from my core and shrinking PR budget.
Dominic Cook, senior corporate communications manager, Symantec.