What we understand are the various unwritten rules for engaging people online.

Tomato Media was founded in 2004 by Ed Charles to publish magazines and websites. In 2005 he started a blog, Tomato, which has now become one of the top 10 food blogs in Australia and one of the best read in Melbourne. he also has over 5,000 Twitter followers. And now he guides organisations through the social media minefield and helps develop practical plans that work in this unruly world where the crowd can be unpredictable. Ed Charles regularly speaks at PR and social media events and conferences and to companies.

Photography: Christina Simons