This coming Thursday, Feb 3. I’ll be flying the Custom Communication flag at the Guardian Sustainable Business Seminar on social media and sustainability.

Ahead of that talk I took part in an online Q&A with a group of smart sustainability strategists and thinkers, including Lucy Warin from Futerra, David Connor from 3BL, Katee Hui from Do the Green Thing and author and consultant Diana Verde Nieto. It was an interesting discussion that opened up some new avenues of thinking around what makes a social company while, at the same time, revisited some of the same discussions about social media channels, measurement and ownership that we’ve been hashing out for six years now.

What fascinates me is that in those six years so much as changed yet we’re still grappling with many of the same challenges. And I get the feeling that social media has only just started its disruptive path.

The full Q&A can be found here.