If you work in communications, you spend all day talking about social media, traditional media, content marketing, messaging, … So it’s easy to lose your bearings and start taking it all a little too seriously.

Fortunately, Twitter’s trends list is always at hand to bring you back to earth. I doubt very much that “Northern Ireland Secretary” was the most talked about topic in the UK at any point this morning, not even in Northern Ireland.

It’s a timely reminder that when we’re talking about social media and the rest, we need to bear in mind where our audience is. Yes, some of them are on Twitter and Facebook, but a massive chunk are not.

So, who are we talking to? Quite often, we’re just talking to ourselves.

@kchadda