As a marketer, it’s made me think about how we can identify and communicate those immediate points of connection or relevance to audiences (of any age). My 4 year old is almost (I think) at the point of wanting to go to the theatre, even if it isn’t something he’s heard of, because, by going so frequently, the point of relevance is now the theatre itself – that has meaning for him, as he’s always enjoyed it in the past.

So I’m on a mission to work out how many points of relevance or connection we need to create with audiences to get them to the frequency ‘tipping point’ whereby our organisation is the connection, almost regardless of what we’re putting on. I suspect it’s quite a few more than we Arts Marketers think it is.

This morning was no different: two inane presenters wittering on about why social media was self-centred, was a drain on the UK economy as we all Facebook on work time, and how we’re all more concerned about being glued to a computer screen or mobile phone than meeting people face to face. And later today John Tate, the BBC’s Head of Policy and Strategy, has suggested that people should not be able to tweet or Facebook during key BBC programmes: ““Interactivity has its place but you don’t want to overdo it – shows like Sherlock and Frozen Planet on the BBC are very intense for the viewer and need people not to be distracted.” The full report of his comments is here

Although I’ve heard these digi-phobic views many times before, they struck home today and rankled because I simply couldn’t disagree more. I’m probably preaching to the converted here because you are reading a blog which you found through a Twitter or Facebook post, but as an illustration, here’s what social media has done for me in the last few weeks:

• Enabled me to say goodbye to a former colleague who’s since passed away
• Kept me in touch with friends and family while away from home by posting photos and stories of travels and travails
• Won two bits of new business for Indigo
• Reunited me with a dear friend after an 18 year gap
• Alerted me to funding opportunities for clients
• Shared some wonderful gossip (I wish I could tell but, well…)
• Introduced me to three people in ‘real life’ that I’ve been talking to online for years and really respect
• Made me laugh and cry – more of the former, thankfully

And so much more, including happily watching Question Time with one eye on my Twitter stream.

At a time when HM Government is thinking about things that should be built into a national happiness index, I’m wondering if we should offer up social media as a key element in the 21st century? And while we’re at it, will someone please tell Auntie?