Mark Ritson

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Mark Ritson looks at social media and takes an objective approach to it as part of the marketing mix rather than as a silver bullet.

Mark Ritson has debunked in the past the trend towards social real time marketing with large brands having social command centres to dip into the zeitgeist.

TL;DR the reach and awareness gained is mostly driven by PR rather than real time social, which is more of a social object or as TV writers would understand it, a MacGuffin. More related content here