Trying to predict the next big thing is about as easy as pinning jelly to a wall. But the latest addition to the social media landscape Jelly (jelly.co aka @askjelly on twitter) is probably worth a look.
Less than a week old it is already eating up hours of my attention each day.
It is far too early to draw any meaningful conclusions at this stage.
But as someone that spends a lot of time engaging with Asda customers on Facebook, Twitter and Instagram - using lots of fun images, and often posing questions that are quick and easy to engage with, Jelly is simply an extension of that approach.
So far we've tried five different posts. Most of which have also appeared elsewhere in our social news streams, so it's not a lot of effort for us to be trialling similar content on this new platform.
We've asked the big questions on the nation's mind, such as which is best for a mid-morning tea break - chocolate or plain digestives. We've asked people to choose between three different shampoos, one of which we will stock. And posted a fun spot the snowman competition which enabled Jelly users to annotate the answers on the image itself.
We will obviously continue to experiment with different types of questions and formats.
If and when Jelly becomes more mainstream (the reality at present is that it is mainly full of early adopter social media types, not core Asda shoppers) then it could be a fun, engaging way to interact with customers.
It is really easy to get going. All you need to do is download the app, login via Twitter or Facebook. Upload or take a pic and pose a question.
According @Azeem at Peer Index the posts have a 24 hour shelf life (he posed the question on Jelly, got 124 answers including one from the co-founder of Jelly @Biz himself), and at present you can't delete them or search for Jelly questions.
No doubt the subsequent releases of Jelly will have a very different user experience than the one we're 'wasting' hours of our life on at the moment.
Either way, I will do my best not to be too distracted by it. Fifty per cent of Asda customers (9m people) are on Facebook each day, around ten per cent are on Twitter and YouTube, so that's where most of our effort will continue to go for now.
Btw, did you see Mark Zuckerberg on there yesterday! http://t.co/Uyjkw1vq53
He's got issues with an unidentified spider in his shower don't you know.
In the meantime spare a thought for a chap who is actually called Jelly and has had the twitter name @jelly since 2008. He's getting a lot of misdirected tweets poor chap. Reminds me of @theashes and @johnlewis. I've told him to embrace it. Either that or sell his profile name to @biz. What would you do?
Perhaps I should ask that on Jelly. Right must dash. Questions to ask. People to see.