Last week, USC released it's latest Communications and Public Relations Generally Accepted Practices (GAP) report on public relations/communications and the future. For the 6th report, they broke it down somewhat and one of the more interesting (well, blogged about and Tweeted) part is about social media. Shel Holtz wrote a great piece on it - check it out here . The big release is that "PR/Communication, not marketing, is in control of digital/social media" ... which is nice. The subhed, in an interesting twist, also alludes to why I think PR will lose social media to other practices in marketing - if not marketing itself: many practitioners missing the boat, re: evaluation. (Here's the full press release , if you so desire). Years ago, I wrote that public relations will lose social media to advertising . I wrote because of sex (yay SEO futzing), but it is because advertising knows that sex sells, and sells it better than public relations. It's not that social ...