If I’d been writing a book like this 15 years ago it wouldn’t have been about social media – I mean, I was using stuff I would now call social media but the term itself didn’t exist at that stage. I was a tech journalist so I was using all sorts of things before they really took off and went mainstream – it’s the nature of the job.

For most of the business world, 15 years ago the questions weren’t about how they interacted with their customers but ‘should we have a website’ and ‘is email worth the effort or is it just a passing fad.’ No, look, really, it wasn’t a given. They got through that and then made the terrible discovery that just putting a website up there didn’t mean that loads of customers would suddenly turn up.