Imagine you're at the pub with your mates and someone says: 'Alright, who's minuting? Have we got an agenda here?'. Or you're at the dinner table with your partner and they produce a legal writ requiring you to devulge 'what you did at work today'. There's an inclination as organisations, to take many of the same approaches we have used for years in more traditional media, into the social media sphere. But the landscape has changed. And our organisations need to be able to adapt to them. If we want to inspire, enrage, or mobilise our supporters through the range of mediums available to us, we have to break down a lot of our organisation's traditional ways of doing things; making jokes on Twitter, having casual conversations, sharing stuff that others have posted (even if we didn't create it)... Our organisations very structures often get in the way of this kind of communications. What can we do to facilitate a more 'human' face to our campaigns, especially when there are serious pressures to continue with the more sterile approaches of press releases and policy briefings?