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Reports this week that Twitter is to launch ad. serving in search results have received mixed responses from brands, with Paul Troy, Barclaycard's global head of advertising quoted in NMA as saying: " Advertising on Twitter will feel like your social media strategy has failed."  While Ciaran Norris, head of social media at Mindshare says: "Brands will definitely want to try this ... brands will want to test how they can connect with people."

What is clear is that as more brands will get on board with the commercial reality of social media - and treat it as a viable marketing channel in its own right - engaging in the social media space, whether through strategic use of enterprise social networks such as Webjam or advertising with social media channels. Note the phenomenal success of Facebook advertising in the last year, as brands are better able to target customers based on their stated interest, marketeers are less and less inclined to throw money at PPC.

And brands are starting to get tangible sales success via social media. At last week's Social Media for Brand Building event Sony's Head of Corporate Communications, Nick Sharples attributed £1million sales to the brand's Twitter account, adding that Sony sees Twitter as a viable sales platform as well as a tool to amplify PR.