• by September 19, 2008

Social media are the bane of my existence, says Chris Curtin, vp digital strategy, H-P. "It has greatest promise for us but has to be thought through and not just the ultimate PSS of your campaign."

Bob Stohrer, CMO of Virgin Mobile USA, had more questions than answers because, as he says, you have to come at social media from all angles. The "Strip to Clothe" campaign few weeks ago, donating to homeless youth, took off on its own, but was shut down two weeks into it. "Most such campaigns depend on flanking media."

No easy answers, everyone agrees.