I've always been suspicious of anyone introducing themselves as an 'Entrepreneur'. It's one of those words I find impossible to say out loud. Women don't seem to like the word 'moist', but for me, it's 'entrepreneur'. Eww. I'm less disturbed when the term is used to describe someone else. It's the self-use of the word that bugs me. So, “Richard Branson is an entrepreneur”, is acceptable. “Hello, I'm Bob. I'm an entrepreneur”, isn't. See what I mean? Wanker.

So when I was relatively relaxed as introductions were made at a client meeting and the marketing director said, “...and this is Bob.” It was only when Bob stated, “I'm Bob – I'm an Entrepreneur”, that I knew we were all doomed.

I'd been asked to the meeting to discuss social media, something I'm increasingly utilising so I was perplexed as to why we might need an 'entrepreneur'. Was this in case a brilliantly creative idea sprang out of our conversation and someone needed to throw money at it? Or maybe if we had a good idea, we might need Bob to step in and... 'preneur' over everyone?

I let it go for a minute and then said, “So, Bob, what does an entrepreneur do?”

There was a pause while he composed his best 'Dragon's Den' stare and replied, “I seek the alternative.” I waited for the subject in his sentence, but it never came. “I suppose people ask you what 'the alternative' is quite a lot?” I enquired casually. “No” he said.

Everyone shuffled their papers and cleared their throats so I knew I was supposed to shut up. But I wanted to understand his purpose in life. “Well, are you entrepreneurial in the social media space?” “No”, he said, “I think social media's a complete waste of money.”

Now that, I thought, was interesting – for someone who 'seeks the alterative'. Social media is surely THE alternative at the moment. Markets have changed, audiences have moved, tools have improved, knowledge is being shared and the world is responding to new 'social' methods of communication for their brands – we're all doing at least something in social media marketing now, even if it's just blowing the dust off LinkedIn accounts. Some brands are doing more in the social space – they're using social tools to create vibrant communities, harnessing customer opinion, engaging in conversation, even transforming sales methods and revenues.

Those companies are recapturing audiences that had been lost to the Internet and are finding new ones at the same time. In a commoditised market, they are achieving elusive competitive advantage by finding their social voice. And they're doing it in truly creative ways – using music, video, photographs, conversation. What's 'the alternative' anyway – another brochure? Really? Is that really going to work this time around when it hasn't worked for the last couple of years (at least)? Progressive companies are learning to balance traditional communications with the social mandates of their audiences. If the customers want it – you'd better deliver it. Inspired thinking and brand development starts when digital and direct strategies are properly aligned and it's the steps forward in social media that are truly... ehh... 'entrepreneurial'. Oops.

Waste of money? My arse. In the last year the Government has increased the national debt by more than the combined total of governments over the last 300 years. Now THAT'S a waste of money.