Having delved a little deeper into this, I have discovered that P&G are taking social media very seriously - and where they lead, others will follow. I worked on Pampers advertising ten years ago, and I can report that they were not the most forward thinking. Things definitely seem to have changed.

Here is a video clip of a brand manager in the US talking about their approach. I am impressed that the have set up a "Social Media' Lab, made up of e...