Social Media - everyone’s using it stupid…

Call me the cynic but I had the fear that despite PROs making sure they say "social media" at least 25 times an hour, when it came to actually using it as part of a campaign we might hear a bit less noise. So, I''m delighted to say, that according to a poll conducted on www.prmoment.com last week 77% of PROs have used social media in a PR campaign. Hurray!
When can we be creatively brave again?