James Boardman, business development director, Trinity Communications

James Boardman, business development director, Trinity Communications Nigel Walley was almost exactly right when he wrote that “brands need to calm down about social media” (nma 24 June 2010). I say almost because he should have added that “some” brands need to calm down. It’s not just brands either, it’s agencies.

Social media done right is really exciting but in the mad rush for the lifeboats, everyone seems to have forgotten the consumer. For some brands, their customers demand a social networking presence. So, being part of the conversation makes perfect sense. Helping to shape the conversation by throwing themselves into it with gusto makes even more. For others though, the social networking space that they get talked about in is more likely to be down the pub or on the sofa in front of the telly.

Rushing to create Facebook profiles and Twitter accounts that then get left redundant and unused after the initial enthusiasm fades serves only the ego of the person creating it. Brands have always needed to communicate with their consumers where their consumers are. If they’re not there, why make yourself look daft looking like the embarrassing uncle at a wedding - dancing away to the latest music while everyone around you wonders what on earth you’re doing there?