My article here this time is less of the usual rant, cussing and hair-pulling and more of a lifecycle diary note for myself – a coming-of-age, if you like: because I am writing it on the same day that I made a personal comment on a social media platform.

It is a milestone in my life.

Now, some of you know that I regularly tweet my headlines (no tweety-pie ’fraidy cat’, me! Page 36) and I notify LinkedIn group members of forthcoming events. I also read online comments and blogs from all around the world every day – but that is professional use of the channels, both to promote my product and to be aware of its impact. Anyone with any business nous these days knows they must keep abreast of all channels of communication in some way. Or drown.

In New York recently, our iDi Marketing Forum (page 10) included much discussion about new media (page 16) – how to use them, how not to use them and whether corporate use is truly viable. It’s a fact of life that people everywhere are networking via social media or, at the very least, enquiring about it. Even my 90-year-old neighbour is on Facebook (page 19)!

Ignoring the importance of social media would be swimming against the tide (page 30). Who was it who said ‘the talkies’ would never replace silent movies . . ?

But for me, today was a big deal because my comment was a personal one. I said something which I need not have said. It wasn’t required of my workaday life and it didn’t make me any money. It was a way to let off steam, that’s all.

I joined in a criticism of modern use of language on LinkedIn’s ‘Indian Social Media Landscape’. Social media expert, Jeff Cole, had said: “I am getting really frustrated with television reporters and their complete inability to even come close to proper English.” I responded with various gripes about ‘yoof of language’ (see what I did there?) and it felt really good to moan in public instead of just to my children, who get really bored of me nagging (and see what I did there?).

In today’s hugely hectic world, such peer-to-peer communications offer a way to stay grounded; sharing comments and ideas with fellow man (page 6). I can even understand the desire to send apparently trite thoughts via Twitter – such as the one I saw yesterday: ‘Euk! Picked up a cheaper Boots’ toothpaste instead of Colgate. It tastes vile!’

Will Boots be reviewing its toothpaste recipe soon, I wonder? It wouldn’t surprise me – retailers and marketers today must monitor all feedback to keep ahead of the tidal wave of ever-increasing, cross-border competition (page 8).

• DMI is doing its bit to help marketers connect with business associates and colleagues, via an excellent new club. Take a look: www.the-gma.com

Sally Hooton is editor of DMI magazine and DMI News Extra.