Social media is growing up. Econsultancy’s latest Online PR and Social Media Trends briefing outlines how the marketing community is engaging his with new channel.

Celebrities may have popularised social media sites such as Twitter but marketing folk have been quick to follow.

The report cites instances of how social media is being applied for qualitative research, track conversation around a brand, develop brand, drive sales, build relationships with journalists and manage customer relationships.

Econsultancy’s documents are always succinct but packed with insight. This report, like others before it, is a must read for anyone in a PR or marketing role.