Social Media PR and Management Tools - Are they working?

A friend of mine is looking to automate her social PR efforts, asked me what I think of Vocus.  Here is what I responded:

"From an investor's point of view they're doing good: 

http://www.crunchbase.com/company/vocus
From a marketer's point of view they're growing too fast and losing sight of what it's really about - relationship building:  

http://amplicate.com/hate/vocus"

You be the judge.