This is very appropriate given the weather today. With the ease of communications both on and offline, it is almost impossible not to get to the people who want to listen and talk to you. I have been trying to find out what the trains are like for the last 30 minutes no luck. Surely there is a good channel to access for this?

However what we would say is that it is very important to provision this aspect of your strategy. Do not set up a twitter account or facebook page if you are not going to have time to use it and respond to people's queries. It's not yellow pages where you put your advert in, because everyone else has one. It is about what you can offer and how your offer is unique and authentic. It has to be integrated within the whole brand and business strategy.