It has been interesting to watch the US election and in particular to try and understand the role various media and in particular social media played in the result.

That's my job as PR and marketer to look at these trends and see how they are applicable to my clients and their businesses.

This article by the FT makes a great point that it is difficult to have a conversation when it isn't based on reality, facts or follows the conventional wisdom of 'experts'. 

My immediate reaction and how this is going to play out for the future is that emotion is going to win over facts, the importance of a person's trusted circle is still greater than news brands and what is logical to many people may be illogical to others. People's behaviour is going to be much harder to categorise, to predict and this presents a really interesting opportunity.

In many ways while social media is often seen to isolate people, I think it is bringing them closer together.......