After more than a year of kicking, screaming and dragging their feet, Marketwire, one of the PR industry’s leading media spam distribution and victim database management services, has unveiled a new whiz-bang social-media press release thingy technically named, Social Media 2.0. Nicknamed CCST (short for "the Communications Career Suicide Template”), experts are already calling this the most authentic social-media product ever.

CCST’s new enhanced spamming features include: distribution to YouTube, iTunes, Second Life, Photobucket, Twitter and Facebook; distribution to more than 1,200 geographically-targeted websites; and distribution to more than 1,000 websites and online news destinations.

But more importantly, the new template takes the concept of the online press release to the next level altogether. Besides the ability to spam various social media sites broadly, “Social Media 2.0 transforms a press release into an authentic social media tool by enabling two-way conversation.”

Kevin Dill, product manager at Marketwire said, “The [original] social media news release was an invitation to ‘dialogue’. Marketwire's Social Media 2.0 expands upon that idea."

According to template inventor Todd Defren, Principal of SHIFT Communications, "By allowing anyone to access, re-purpose and engage directly with a newsmaker's content, it empowers conversations between a company and its diverse user communities."

Martin Turnbull, Dean of the College of Communications at the Kepler School of Management, called Defren totally naïve and self deluded. “The Web is open for Christ’s sake. Empowering conversations between company and diverse users... what’s he talkin’ about? And how the hell does he propose to manage that? Bottom line: it's an invitation to anyone and everyone with an amorphous grudge and a computer. How ‘bout we invite hooded strangers into the company lobby and give ‘em spray-paint cans and ask that they express themselves. ‘Re-purpose’ the brand? They certainly will.”