While waiting for a meeting to begin I was flipping through this week’s The Edge and skimmed through a brilliant article by Oon Yeoh about Prime Minister, Najib Tun Razak’s recent efforts on Twitter.

The PM’s tweets were banal in the extreme, and Oon guessed that this was all down to the efforts (or lack of!) of his PR team. While it’s great that the Putrajaya mandarins are using the latest in new media/communications, it looks like they still haven’t got a clue over how to use such applications effectively. Updates like ‘In a meeting’, ‘Still in meeting’ are neither informative, entertaining or inspiring…leading me to ask – ‘WHAT’S THE POINT?’

As Oon points out, great apps are one thing but having decent content is vital. Content is king and substance is far more important than style - I couldn’t agree more!