It may turn out that the recent FDA public hearings on Pharma's Use of Social Media was a turning point in the brouhaha over social media in the pharmaceutical industry. It was, after all, a festival by and for agencies with an agenda to push pharma marketers over the social media precipice and thereby make a lot of money.
But it appears that the drug industry was primarily interested in one thing and one thing only: the ONE-CLICK RULE for use in search engine marketing and perhaps to PUSH 140-character branded ads out through Twitter. Of secondary interest was MONITORING social media but not really engaging in any meaningful CONVERSATION.
I feel the bubble of social media hyperbole is about to burst. There's a T-shirt for that!