A few weeks ago, during a quiet afternoon at work, I finished Wikipedia. After nearly eight years of reading, I’d finally done it. I went for a cup of tea to celebrate only to find, when I came back, that another 61 articles had been added, including a very technical feature on “negative index metamaterials.” And that’s the problem with knowledge: there’s a lot of it out there.

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We’ve said it time and again – in the hands of a clued-up marketing team, social media can transform levels of brand engagement. Wade in without a clear plan, though, and you risk all kinds of problems.

So what possessed Neal’s Yard Remedies, purveyors of high-priced organic potions and cosmetics, to appear on the Guardian’s You Ask, They Answer feature without a plan for what to do if some of its critics turned up?

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Everyone in the design business loves howies. It’s the innocent you’re not obliged to disparage.

The company makes simple, hardwearing clothes, has a website filled with dreamy images of weekend relaxation, and, above all, it’s run by honest, ethical people. (You can tell, because, like innocent, they never capitalise letters.)

Personally, I’ve never believed a word of it.

(Picture by Stéfan) 

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