Still, it was an impressive and fundamental breakthrough which paved the way for our now passionate love affair with the internet. A small click for some very clever scientists, a giant plug-in for mankind.

In a relatively short space of time, this beloved piece of technology has wildly altered the way in which we live our lives. Could anyone now cope without it? Go back to relying entirely on posted correspondence, doing research in libraries, ditching our ipods for Discmans and buying our CDs from the spotty teenager at Our Price record store? How did we communicate, nurture friendships, sell, buy, do business? Can anyone actually remember?

I recently found myself living without internet access for a few weeks and had to navigate through what can only be described as a grieving process. Like a break-up. It surprised me just how often I would sit up to go and switch on my computer, hoping to find the answer to a question I’d dreamt up, plan trips I needed to make or search for those shoes I couldn’t find on the high street, before realising that that resource was not available to me.

I felt anxious that I couldn’t get to the hallowed shores of Facebook or the comfort of Hotmail, and frustrated when I needed a phone number right that minute for that restaurant I couldn’t remember the name of. It was like leaving the house without my wallet or mobile phone.

Had I really become so pathetically dependent on it? Or did I just have to accept that I, along with our society, am now simply unable to function as efficiently without it?

I’m glad to report that we’re now back together and very happy we are too. Once again I really do have the world at my fingertips and I can’t imagine it any other way. My social life is enhanced by it. My work depends on it. I can research everything I need to know (almost!) in a few hours, catch up with business news and journalists in an instant and promote my clients to audiences it may otherwise miss.

Indeed, social media mechanisms like Facebook, LinkedIn and Twitter have evolved beyond the realm of personal networking to become a fundamental part of our PR campaigns. Communicating through these channels allows businesses to reach out to previously untapped audiences, building profiles and sharing information, whilst keeping track of what others are doing and what tricks they’re missing.

The momentum they have gained is incredible and they are now justifiably seen as key business tools – social media really is the future and has a legitimate place in all communications campaigns in one way or another. It seems like everyone is exploiting it and it’s therefore important for businesses to recognise the opportunities it brings and incorporate social media into marketing strategy.

PR results can be hugely enhanced through digital media, allowing for effective corporate positioning, endorsement and news profiling, reinforcing a brand and building a personality behind it. It’s something that Appeal is taking seriously and we’re committed to meeting this revolution head-on to offer best value for clients. Embrace it and reap the benefits. We can help show you how.

So, the last 40 years has seen the internet evolve into a vast universe of knowledge and opportunity. It has changed the way we work forever, bringing us closer to our customers, helping us to operate and sell harder, faster, better. And this is only the beginning. If life begins at 40 then I, for one, am looking forward to what lies ahead.

Interested? Here are a few Appeal hints, tips and opinions to help you get into the swing of social marketing.

The benefits of Twitter

Making the most of LinkedIn

Facebook – Employers’ friend or foe?

The recently improving Marketing Leeds are quick off the blocks with a campaign that – if its supported and successful – might, just might deliver a great deal of business benefit, tourism and profile for the region nine years from now. 

Their business to business shove for the ‘Back The Bid Leeds’ campaign has been a decent attempt at stitching together social media devices and online resources to spread support for the voting process for a Leeds bid to host games during the 2018 World Cup. 

The e-mail bulletin that we received from Marketing Leeds encouraging people to sign up as a supporter online and spread the word through the business community via e-mail footers and signatures isn’t too tired to be worth a go. 

The ability to tie in widgets for most of social media sites should really give the campaign the chance to spread virally through Facebook and LinkedIn as well as being shared on a number of blogs already too.

I doubt whether even something as enticing as being able to watch the world’s best teams playing in Yorkshire will encourage millions of people to get involved, but to my mind its far more worthwhile (and cheaper) way to spend two minutes than voting for ‘celebs’ on (lack of) reality TV shows. 

We are hopeful that Sheffield will get their bid support going too, we need some profile for Yorkshire globally and this possible opportunity is as good as it gets.

Leeds’ heritage as a European footballing city, and its die-hard supporters who are at Elland Road week in, week out regardless of their league status deserves to be recognised.  Long term thinking is what we need to really make a difference to the profile and fortunes of this city.

So, why not take two minutes, follow Big Boris’ lead and support the bid…in nine years time as you watch Gary Lineker managing England to defend the World Cup (OK, now I am getting carried away), you might be very pleased you did!