It's HR, stupid, not just IT

One day computers will rule the world and, should we want to, we'll all be allowed to go to that lovely looking island off Australia and put our feet up for 6 months - not just that lucky charity worker - safe in the knowledge that business is ticking along nicely at home.

Indeed, even our Facebook profiles will be run by robots - the future is already written here.

But until such a day, my digital friends, if you want your digital marketing to be any good then please, for the love of whichever flavour of god you care for, don't think that it will run itself.

If you really want your social media programme - that comprises the very best of blog-commenting, forum-influencing, content-distributing, tweet-chirping, video-mashing and app-seeding - to work, then it will take real people to roll up their sleeves and get busy with their ears and their keyboards.

Because computers really can't tell which places in the digisphere are truly worthy of our attention, and certainly can't respond suitably, and with tonal subtleties, to the conversations that are influencing opinions.

It's great that you've realised that banners and a monolithic website maketh not a digital marketing campaign (although they may tick the digital box in the eyes of your line manager if (s)he's really that stupid) ... 

...so for the time being, given we're all human, please try to invest in HR when you invest in IT.