It is said that content is king – and so it is. The trouble is, it’s king in an online realm were fake news stories and provocative, derogatory content are ever-present.

The content king resides in an online world that can be quite a toxic environment. There’s the rub. Placing advertising in a toxic environment may not be good for your brand.

If the exit of advertisers from Twitter is anything to go by, then there is already a growing concern that consumers are beginning to lose trust in brands that advertise on controversial sites or alongside inappropriate content. The concern is, although it is still uncertain, that Twitter may well become the flagship of an increasingly toxic social media fleet.

Building a career in marketing and communications seems sort of straight forward. Just the same, the idea of finding the right path assumes that there is only one right path, and a myriad of wrong paths. However, I suspect that there are no wrong paths. That the only wrong choice is to not set out on your journey, to not take the risk of failure, the risk that you might find a way to become the best marketer, the best communicator, the best content creator.