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Media360: 'Social media has beaten porn' says Twitter sales chief

Even pornography is now using social media responsibly, argued Dara Nasr, the sales director of Twitter UK at this year's Media360 conference.

Dara Nasr: the sales director of Twitter UK

Dara Nasr: the sales director of Twitter UK

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Arguing for the power of social media in The Media360 Challenge, Nasr pointed out that pornography had been the "number one leisure pursuit" on the internet every year since its inception, until 2013, when social media became the most popular activity.

"Social wins," he joked. "So, social is a force for good."

Porn website PornHub launched a promotion on social media in April, saying that it will plant a tree for every 100 porn videos watched on its site, with the line, "Spread your seed to plant some trees."

Twitter’s Nasr said: "What’s important is that, funnily enough, porn is using social in a responsible way now.

"I’m reliably informed that PornHub is a major video streaming site. They are saying that for every hundred videos streamed, they will plant a tree."

"It did fantastically well for engagement, but seriously, people are using social all the time. Every single day in the UK, 62 million hours are spent by Britons on social media sites. And that number is going up. So it’s everywhere it’s everyone, all the time."

Nasr was representing social media in the challenge, which also included: Simon Daglish, the group commercial director of ITV, who argued for TV; Mike Gordon, Global Radio’s managing director, who spoke for radio; and Paul Hayes, the managing director of News UK Commercial, who presented for print.   

Nigel Clarkson, the commercial director of Weve, spoke for mobile, while Martyn Stokes, chief strategy officer of Kinetic, presented for outdoor media. Each speaker was allowed six minutes and three slides to make the case for their medium.

Twitter’s Nasr argued that social media could see the most growth in the future, because it worked well with other types of media.

He said: "Where do people go to talk about TV? Social. Where do people go to read articles they might not have seen in the newspaper? Social.

"Where do people discus music that they like or have heard? Social. It celebrates media, it works well with other media, not in isolation."

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