The previous post in this series [Rule 1 – Don’t’ Believe The Hype], made the case that Online Social Media represents ‘effect’ more than ‘cause’. In social media opinions are aired, shared and confirmed, but not originated. Social media is the water cooler conversation of the digital age, and even though brands and celebrities are [...]

Much of the social media hype emanating from agencies and consultants is based on an astonishing confusion between cause and effect.
To use the analogy of social media as the ‘water cooler conversation’ of the digital age - People don’t formulate the opinion that Bank A has great service, Politician B can be trusted, or [...]