A free meal for an Instagram picture and hashtag? Really? Is this the most creative idea to have come out of social media buzzword bingo meetings, or proof that when anything's in fashion, even a turkey of an idea will sprout wings and fly? I somewhat suspect this will go down in history as a great PR scoop at the same time as reminding us of how overhyped 'social currency' had become post Facebook and Twitter floats.

Local print is clearly in decline, and local television stations will last only as long as a government handout allows -- so could Sky's AdSmart solution be the unlikely knight in shining armour to allow local media companies to sell SMEs television campaigns to local viewers via satellite television? Johnston Press clearly thinks so as it takes the bold step to start selling local TV ad slots to its contacts database from June onwards. Apparently, it is not the only local media group in talks with Sky, so expect this local print to TV arrangement to become more common.

I say potato, you say pomme. Not a huge surprise then that they called the whole thing off. Publicis and Omnicom have each spent millions in fees and lost business to realise you can only ever have one cockerel in a barn. Two into one just doesn't go. The big surprise is that neither party stopped to think how much business they would lose by their merger creating multiple potential conflicts of interest.

Having offers flash up on your phone is disruptive, so the message had better either inform you (news flash), reassure you (text says the kids are back from school fine) or give you a relevant offer you can use there and then, and always with your permission. That is why it's very reassuring to know that while two in three will accept mobile offers in-store from brands they know and trust, the same sentiment only extends to one in six with Groupon-style voucher alerts. The mobile phone is a far more selective medium. Trust is paramount if you are to …

Twitter shares are down but not quite out -- they're still trading at a comparable level to launch day, and what has mostly been written off is the hype following a successful IPO. The question remains, however -- will Twitter have to become more like Facebook? Does it need to become more mercenary in creating new advertising slots and giving greater weight to promoted posts? Without the option of another bad set of quarterlies, this is a balancing game that Twitter won't be able to avoid too much longer.

Every time you hear of an iBeacons trial, does the idea that shoppers will find news of offers fascinating not quite ring true? They can see what's on offer because it's normally plastered across a shop window and repeated in large signs in each aisle. No -- iBeacons should be about putting shoppers in control and providing access to information way beyond what's on the label. Inform, entertain and help shoppers out -- but please, let's stop assuming they can't see leeks are half price when there's a three-foot-high sign in front of them.

Facebook has the numbers, reach, brand and crucially, the data to dominate the in-app mobile advertising network space. Like platform owners Google and Apple, it knows a lot about you -- and advertisers are keen to share that information. Twitter is still in a good place, albeit in a crowded room of giants, and the question remains: could lists help it differentiate itself with a unique mobile crowdsourced targeting service?

Twitter needs to produce some better figures the next time it reports quarterly income and outgoings. So it's interesting to see it take a twin, pincer-like approach to boosting revenue. On the one hand there is the continuing dialogue of it being the place to target second-screeners, while on the other, it has just announced integration with the MoPub mobile ad exchange it bought last September. Targeting focus for brands and broadcasters on the one hand and mass in-app appeal on the other. Will it be able to keep investors off its back?