David Emery Online

Suddenly digital is *everything* and everyone believes that social media has the power to turn boring crap into gold. Every product and every single brand wants to 'engage' users in a massive participatory experience. Especially if they're utterly dull. Obviously, you've got a Facebook page by now so you can 'be part of the conversation', but by now you've discovered there's very little to say if you're a brand people don't care much about or a product you put on food to make it taste better, or something clean your home with, or scoop up poop.