This morning I've was invited to address a group of university people in Salford who are celebrating 40 years in the world of KTPs (knowledge transfer partnerships). They've survived multiple changes in government policy, and a fair few budget cuts and spending reviews, and in the meantime built dozens, if not hundreds, of successful partnerships between their institutions and local businesses. So their 40th anniversary is even more of an achievement. The organiser Paul Cihlar has invited three speakers from the outside world, Tom Cheesewright, Sue Coles, and me, to give his colleagues a different perspective. For my part I'm going to try and demystify social media and digital marketing by taking them on the journey I've personally been on from an analog PR pusher to interactive digital media owner.