Now I have no desire to add to the tome that is written about social media (although I am just about to!). It is, without doubt, the hottest topic for online marketing blogs throughout 2011. And there’s every good reason for the weighty commentary, because here at last is a way to interact with consumers at mass levels with the same rapport you have previously only been able to achieve with 1-2-1 communication.

If harnessed correctly social media is proving to be a hugely