Love this. Make sure you read the post from Poynter, as well. Here’s my thought: Can you measure the effects of social media? If you can, then you can tell if it’s working for you. There’s never a perfect answer.
Most PR professionals and small businesses constantly search for the magic social media app. Like Ponce de Leon’s quest for the fountain of youth, it’s folly. There’s no magic click that makes reporters read your pitch and write stories about you or your client. For the majority of public relations activities, specifically media relations, social media is a waste of time.