Top tip if you want to make social media work for your candidate or organisation - do something that gets your audience involved or makes your subject more human, but only choose a theme that rings true with how your organisation or candidate acts, thinks, in an overall setting.

Don't do things that make him look like an everyday guy if he isn't, people will find out or it will look staged. Don't try and make your organisation look like a concerned corporate citizen if in fact it's investing in corrupt regimes or just not really doing anything positive outside of the marketing puff.

The press love to catch you out, there will be a steady supply of whistle blowers and you don't have a very sustainable online community if there's nothing solid worth talking about.

On that note three cheers for the Co-op Bank. They've created a video blog that follows a staff member around Bosnia, showcasing the Bank's microfinance investments in poor communities. It rings true with what their brand is all about and its certainly the sort of thing their customers would love to see.

At last, a bank getting something right