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“I’m A Celebrity Get Me Out Of Here” is currently on TV in the UK. I could pretend to be sophisticated and say I don’t watch it but the truth is - I do and I love it.

I like watching people put themselves in funny and awkward situations and because they are famous, it’s even better.

I don’t care about the people there and by Christmas I would have forgotten about the. I’m just a voyeur looking in. And I’m not alone.

I am often questioned about my Facebook status in the “real world”, with people asking me what this meant, or why I said that. And I do the same. I like logging in and seeing what people are doing, and who they are friends with.

When you think about it, it’s incredibly invasive. But really, the users are willing, even if they maybe don’t appreciate the implications.

Our profile pages on The Escape website are the same - people love them and it stimulates conversation.

And, that is where the usefulness comes from - creating conversations.

In a world where we crave that extra little bit of excitement in our own lives, looking into other peoples gives us an opportunity to watch from the sidelines but still be engaged.

Marketing in that environment with the right authentic message is a very big opportunity for many businesses, especially B2C.

Engaging with profiled Facebook users for example, and advertising to core groups of people in a relevant way will create powerful and real, engaging experiences. I’ve started playing with it, already getting some results.

Where it’s going, I wouldn’t like to guess, but at the moment I am too engrossed watching Rodney putting his foot in it with some classic “blokey” comments. I am sure Adam will have all the extra gossip as well on Showbiz Spy.