Martin Belam, possibly the most over-rated person on social media, is going back to the Guardian to continue wasting money on behalf of people who don’t really know what to do on the internet. He cratered over at Trinity Mirror, where the appeal of his Ampp3d / UsVsThem projects was lost on executives struggling to keep the media group viable. The Guardian itself reported “Trinity Mirror moved to close the sites last May, with the loss of almost 30 roles, citing high running costs for low volume of traffic”. Belam’s career is littered with supposedly innovative internet projects which are soon abandoned after having less appeal than cat GIFs. Read interviews with Belam over the years and he can sound a bit like fellow social media expert Siobhan:

The Guardian says “he is the perfect person to lead our new social strategy and team.” Belam says “It’s a fabulous opportunity to look at new ways of digital storytelling…” Guido can’t help wondering if any of these new ways of storytelling might include “making profits”?