Is social media really effective PR or is it a 'cop out'. Whilst writing an assignment for university it got me thinking does social media really class as effective PR. For it could be argued that the practitioner is not doing any work and is using the power of social media as a bit of an easy ride in their job. Is this why so many businesses and organisations are obsessed with sites such as Twitter and creating hashtags because someone somewhere can not be bothered to do their job to an acceptable level. Yet, on the other hand is social media that much of an influence on peoples opinions and behaviour that this is the new way forward and this explains the dramatic emphasis with organisations. Personally, I could see the rise of social media in PR falling just as quickly in the future. For every 'good' PR campaign through social media you see one which has gone terribly wrong. For example, the waitrose "I shop at waitrose because..." campaign which could have said to failed miserably.
So will social media last in the PR practice?