This was a question posted by marketing blogger Gordan Whitehead on Linked In. Here is what Director of Gray Media Services, Yasmine Gray had to say:
Social media is a fantastic new tool that needs to be embraced by marketing and PR professionals alike however it isn't necessarily the right medium for all businesses and as industry advisors we need to have a good understanding of how best to use it, when and why. This medium is only going to grow and develop and so to not have any idea about how it may or may not be beneficial doesn't display a great deal of future market insight. We don't have to use it at all times or for all campaigns however I would hope all of my staff would at least have a few clues about what it's all about. It is obviously not a fad in that the medium is already well developed and continuing to grow. It will change and morph and it remains to be seen into what forms however to ignore it is at your peril as it is here to stay in some format or other that's for sure.
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