Making yourself appear bigger than you really are is a crucial survival skill in the natural world.

Waking up this morning to the news that the United Kingdom remains so, it made me reflect that it had not necessarily seemed that way even just 24 hours previously, when break-up appeared to be a real possibility.

The Yes campaign, shut out of traditional media (only one newspaper supported independence), instead took to social media and dominated that. The Guardian wrote: “But social media analysis signals Yes should win, with independence supporters three times more active  on platforms like Twitter and Facebook.”

Whilst the Yeses ultimately lost, their strong showing in social media as well as the polls rattled the Government sufficiently to make  significant concessions on devolving power. The Yeses can certainly argue they “won” even in defeat.

If you want to see the value of social media, it’s hard to think of a better example…

Photo Credit: Alf Melin / Flickr