Mat has been working in the B2C space with his Social Networking consultancy and his own startup Mixcloud.
The essence of Mat’s presentation was that social media is a highly effective way to build followers and to encourage interaction with customers but is challenging because the attention span is so short and the medium encourages fickle behaviour. Glimpse and they are gone.
Mat has become adept at employing guerilla tactics to (e.g. exploiting Twitters re tweet bots to create four simultaneous trends prior to the launch of Mixcloud). However I suspect that the game will change everyday, I can’t imagine the good folks at twitter allowing this to become a common occurrence, and