I spoke before about the need to get comfortable staring into a camera regardless of how much you loath the way you look and sound recorded. However, there’s also danger to be had on the other side of the coin; if you’re too comfortable in front of a web cam’s lens you can quickly become a performing monkey, losing as much credibility as you might have gained from publishing worthwhile content.

It’ll sound nothing short of bitchy to say this, but in the past 12 months I’ve cringed alongside colleagues as we’ve watched relatively senior personnel appear on LinkedIn doing press-ups, singing and dancing, or just talking utter drivel into their device of choice as they chased single figure likes and shares (mostly from pedantic colleagues and established ‘chummy’ connections). “Oh Barry! LEGEND!” etc.

The deluded also appear to have found a new home on the small screen. Young ‘business experts’ (sometimes with as much as seven months’ experience, no less!) appear in 20-minute recordings, sharing their often-laughable idealistic thoughts on how business should be done (while their little brother no doubt whoops them on from the bunk bed off-screen).

Yes, there is an expectation to create content, but it’s no longer hard to do so don’t feel you have to say something just because you’ve got 4GB of memory left on your iPhone. We’ve worked hard of late to understand what content has an impact (and how long you get to convey that before the audience moves on to the next dancing CEO). Soon it’ll be a level playing field – everyone will have the same HD capabilities with chromakey and animations at the touch of a button. I can’t wait because – as is always the way – we’ll be back to “content is king” (and we’ve got LOADS of that!). Now, shut up and dance monkey boy Head of Sales.