It appears to have become an article of faith that organic social media reach is dead. The reason for this, so the idea goes, is that the social space has become so cluttered that achieving cut-through is now too difficult.
Skippy is one of the biggest peanut butter brands in the world, and their social media presence reflects this - but they recently embarked on a new campaign to underline the 'fun' behind their products, with Twitter playing a big part.
Yet because of his friends, his age, his home and his looks he is constantly being picked up by the police for things he hasn't done. The only thing that keeps him sane is his love for computers – fixing them, building them, playing on them.