This time out, Gordon and Ger check-in to fly social with Ryanair (no checked luggage and the crisps are extra). Their pilot is Michael Corcoran, until recently Ryanair's Head of Social and Creative Content.

Michael talks about the importance of reach over followers, why community matters, what social media really is (and isn't), and outlines a non-scientific (but completely scientific) way of effective content creation.

Beware: this episode may even make you like Ryanair—the airline we all love to despise, but fly with anyway.