Setting corporate strategy for social media is not straightforward. One thing that helps is to have a conceptual model to represent how you want to create value from any social media platform.
M&S seemed a bit slow in using buzz monitoring tools to track a huge Facebook group intent on changing their surcharge policy on bras for bigger busted women. The moral is that digital public relations is a necesssity, not an add-on.
As the mainstream economy needs new models of growth and innovation, so marketeers should adopt digital in a measured way.