Well I’m finally here in (sometimes) sunny Sydney, and it looks like my hard work may be starting to pay off.

I’m still searching for that perfect role,and it’s certainly been a busy time, but in-between meetings I have actually been able to take the time to relax a bit and immerse myself in my surroundings.

Particularly fascinating to me was an armchair ’expert ’ on Channel 7 yesterday complaining that he didn’t get Twitter and other social networks, and anyway didn’t have time for them. Interesting and totally valid point, but for someone like me who has suddenly found themselves dis-connected with no internet access and no smartphone, quite the opposite of my own woes.

For someone who traditionally spends their lives online, the lack of e-mail, twitter FourSquare etc. has come as a real shock., (even though my Twitter account has hit the mythical 100 followers, even without my participation?) But actually it is a great opportunity for me to immerse myself in the world of  the average consumer who is not wired up 24/7.

In this industry most of us stand accused of judging other peoples online habits by our own, making the assumption that ways in which we choose to communicate are universally accepted.

Being ‘unwired’ fora week has made me challenge these assumptions, recognising that any truly effective Social Media campaign needs to find a way to reach and engage with those who Facebook etc. is only a  small part of their cultural mix, not an obsession.

There are only a few brands who get this right at the moment and its the key challenge facing all of us.  Like any part of the marketing mix, it’s this crossover potential that will the key to social media success, and I’m not sure that we are quite there yet. However, wherever I do end up working, I’m hoping that my week of digital detox will help me see the solution a little more clearly.

Having said that, that  maybe I can afford that iPhone subscription after all…