Business coach Adrian Banger, ran a team development session for staff this week on understanding ourselves and others. The purpose was to encourage each of us to understand our own personal style of communication and look at ways in which we can identify the communication styles of others. This then led to assess how we can be more effective in the way we talk to others. And how, by adapting our style, we can have much impact in the way we develop our relationships.

There were some interesing insights at last night's CIM event in Birmingham hosted by Luke Biddle. The focus was on digital communications and the impact of web 2.0 on brands.

Simon Cox and Andy Wood, from digital agency, Freestyle, argued that rather than the client, it's now consumers that own their brands. The proliferation of digital media mean that as much exposure can be given to a dissatisfied customer blogging about poor a customer service experience, than to the more controlled advertising and PR messages put out by the client.

So how should we respond to that? We need to learn to give away control. Companies need to start developing their marketing strategy around building relationships with customers. We need to find the brand advocates out there. Then start to connect with them whererever they are, such as in blogs, forums or social networking sites.

Actually it really all comes down to that most effecive of marketing communication tools - word of mouth. Perhaps it's really just about how we can participate in the great online conversation.

Almost everything I’ve read in the last week has been about communities – from religious communities through to social networking communities through to political constituencies.

What’s most interesting about these stories is that communities are demanding that services, products and communications are tailored to their unique needs. This has huge ramifications for marketers and signals a major gear change.

The key to marketing success lies in the ability to infiltrate, befriend and influence communities. Audiences are no longer segmented by the more obvious media filters such as age or affluence. The dynamics are significantly more complex, and our communications activity should reflect that. The communities are crying out for brands that understand them, as marketing professionals, it’s up to us to bridge the gap.

We hope we didn’t ruffle too many feathers with our Valentine’s mailing last week. This was sent with several fresh pink roses to a few clients that we want to see more of! Rather than demonstrate our unrequited love for them – and get them in trouble with their partners – we wanted to demonstrate that the heart of our business is in the careful cultivation of relationships. Failing that, at least it gave them a warm feeling that somebody loves them!

Blake Chandlee, UK Sales Director of Facebook, gave a fascinating key note speech at the Technology for Marketing exhibition this week. Facebook's stats are just phenomenal: 65 million users worldwide; 8.7 million in the UK; 6 billion pics have now been uploaded to Facebook.

The importance of social networks to us as marketeers is growing all the time. Why? Firstly, because media now is just so fragmented and secondly because the power that brands have to influence consumers is diminishing. First and foremost people look to friends, family, colleagues for advice and recommendations. They trust what brands say less and less.

More trust is placed in online consumer recommendations (think Amazon reviews or eBay feedback) than what a brand says about its own products. Consumers are becoming the brand ambassadors themselves. This has mind blowing consquences for marketing because we're no longer in control of the brand messaging. Instead we need to find a way to engage with consumers and look to influence the conversations they're having.

According to the DfES, NEET young people (people who are Not in Education, Employment or Training) will cost taxpayers an average of £97,000 each in their lifetime. Equally, where agencies join together, the number of NEETs falls. Marketers are as important to this process as the agencies that offer solutions and support to this audience.

It’s our duty as marketers to work harder to reach this disengaged group and guide them towards the wealth of agency support available. Unlike a more mainstream audience, NEETs pose a trickier challenge for marketers. It is up to us to think smarter, get to know their influencers and really make a difference to our community at large. At Yes, we’re bouncing round a few NEET ideas at the moment, enabling us to enhance our specialism in this area.

At the agency we like to practice what we preach. Since a core audience for us is the community featured in Channel 4’s Shameless, we are determined to get as good an understanding of them as possible. We’re starting with a series of events to get under their skin – our first outing is to Gala Bingo where we’ll be dusting off our bingo blotters and hoping to win more than just a windfall. The only bone of contention is that if one of us wins the jackpot – do we share it?!

Young entrepreneurs from the world of advertising descended on the Circle Club in Manchester last night. The reason, a book launch of 'You can't be everybodys' friend' by John and Jeff of Consult - the new biz consultancy.

There was an interesting mix of business mentors, online agencies, freelancers and PR folk. The mood was upbeat, business optimism was strong and it was fascinating to see just how many new niches were being carved out by those prepared to take a risk and launch out on their own.