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Hi Melvin - thanks for reading and commenting.

Social Media is a devisive topic. I had a two year hiatus myself, but returned based on the cross-over between more traditional marketing channels. It's an important channel for communication and works alongside the traditional ones you mention above. it certainly has little to do with celebrity culture in my world - couldn't think of anything worse! 

Communities such as this Finextra one is a perfect example of how Social Media engages across the board, wouldn't you agree?

And the younger generations are using social media in a completely different way compared to my own age range/demographic - it's really interesting to see it playing out. I've been told that Facebook is now for "old people" and that younger people don't have the interest in it, preferring Instagram, Snap Chat and Spotify.