Chris Hambly

You say "And that is where the problem lies for me, a serious lacking in critical skills within social media, a fundamental flaw in the system, cult-like blind faith is fucking dangerous, and there will be ferocious venomous spitting when opposing extremes come together.

Look at any war, it is no different... treat your tribe with caution, tread carefully before you preach for you may be amplifying an ideology which is in fact marginalising and segregating."

I'm not at all sure what you mean by this. I agree that the internet has made tribe mentality more profound than ever, that's the bottom line of Clay Shirky's book.

I'd agree there may be a slight lack of critical skills but my fear is that it's over compensated for by everyone trying to justify what they do by "bigging it up" with a lot of 3rd year University language and stuff about polarisation, amplification & terms like "info-obesity" & the like. We're in danger of choking on our own dog food.

What works more for me is hugely simple examples of how things have actually worked, got people talking and led to eyeballs & sales as at the end of the day that's what all marketers are interested in.

We can ideologise (made up word I'm sure) and navel gaze until the cows come home, but if it's stops us from doing things, what's the point?