Telling people that social media is about spaces rather than places draws a blank look from 90 per cent of people.  I have therefore been searching for the good old analogy that helps people understand this concept.  This search has also been prompted by a current project where a client “wants to be on Twitter” but wants to achieve this is a viral, one Tweet will make me famous, sort of a way and it is important to help them understand why this is unlikely to work.

The analogy I have come up with is that of trade show or exhibition.  Suppose your business or organisation was to have a presence at the leading exhibition within your sector and you were presented with two choices as to what this presence would be.  Continue reading →