One of the opening statements from NMA Live last Friday left a lasting impression. It was from Chris Buckley, Head of Consulting at Headstream. He said that few brands are built to be social, and I couldn’t agree with him more. Many brands approach us asking for advice and guidance with their social media strategy and it’s difficult to tell them that for some, it’s just not a viable option. Not only was this man speaking utter sense, he also had an unhealthy obsession with Back to the Future. We’re friends now.

Recently, at a round table discussion on social media at The Adelphi in Leeds, Cuprinol Wood Stain got a hard touch for its Wood Preservation Society Facebook page; with some saying it was boring and pointless. But if it’s really that boring, how come 20,559 people like the page? Personally, I think the page is genius: they really are passionate about wood! Not only does it engage with its target market, but it also shares opinions and fosters conversation among brand advocates.

All the speakers at Friday’s conference were in agreement: understand what influences your customers and then the content will flow. As long as it is relevant to your audience, you’ll get engagement. Which is why Cuprinol’s Facebook page works and why the Nike MAG trainer campaign worked; Nike targeted a specific section of the universe and got them hook, line and sinker.

David Parfect, Head of Business Solutions at Facebook UK, who doesn’t have a Twitter handle I’ll have you know, didn’t like the term social media and refused to use it. He also looked like Ryan Reynolds, from a distance and without my glasses and likes beagles. He fired out some brilliant statistics (I love statistics and adore a pie chart), 750 million people use Facebook at the moment and the majority of them are 35 plus etc etc. He liked buzz words and talked about Facebook’s new usability platforms for brands looking to spend on outreach, which it turns out, we all hate but haven’t got any choice about it.

Sophie Brendel, Head of Digital Engagement went all black and white on us, in true BBC style. She discussed the beeb’s comms strategy and how they cope with the numerous audiences they communicate to on a daily basis. She discussed the 90-9-1 rule and made us all squint at her tiny font. But she was right about one thing; speed. Social Media moves at the speed of light and you must acknowledge issues quickly, and in the right platforms. When www.bbc.co.uk went down a few months ago, 28 minutes was too slow a response time. The BBC won’t be letting that happen again.

And finally, Alex Pearmain from O2 took the floor. Head of the Social Media team, he had me at hello with a picture of a giant cardboard cut-out of Hemmingway the Squirrel and several LOLZ cats.

Focusing on the ‘continuous conversation’ vibe, he was keen to keep it simple. Proving his point with that day’s Facebook status update from O2: Blue is the best colour. FACT. 472 people like this. View all 149 comments. A joined-up strategy is what works best if it includes people, insights and platform purpose which can be measured and then evolve.

They all left me with something to think about. Namely, how to get my grubby mitts on a pair of Nike MAG trainers.