X Factor's Alexandra Burke not sorted online... yet

[Ewan McIntosh]

In about five minutes the PR machine is likely to kick in as Alexandra Burke wins the X Factor. But it's amazing to see how little her online profile has been managed over the past twelve weeks of finals live every Saturday night on the telly box.

Her Facebook profile is currently her real one, with some 25 friends, one of whom is fellow contestant Laura White. It's a far cry from the huge number of fan sites that appear when one searches boy band competition JLS's Marvin. It's also far from what things will be like later this week once the security, PR and superstar status apparatus kicks in.

In other news, I'm delighted Alex has won, netting me loads of dosh (virtual dosh, that is) on Hubdub.com, a wee Edinburgh-based site making waves across the entertainment and news worlds at the moment. On the other hand, condolences to JLS, whose member Marvin is close to the hearts (and stomachs) of us at Channel 4 - his dad is the catering manager.

So what's the conclusion of all this? Well, social media can't trump pure talent, and tools and platforms don't make up for creativity and genius.

Pic of Alexandra Burke

[Simon Meek]

perhaps an "overrated" site dedicated to Jeff Buckly? Hmm, perhaps a bit unfair, but 100% backing what claire says

[Claire McArdle]

I might start a Facebook group called
"Jeff Buckley didn't write Hallelujah, so stop saying he did on the radio. It was the great Leonard Cohen you nincompoops."

[Darryl Collins]

Ty Karim is awesome! Thanks for the recommendation Stuart - I'll tell others! (Reminds me of my favourite T Shirt - it says "Viral marketing doesn't work, tell your friends"!

[Stuart Cosgrove]

If you have a soft spot for great soul music rather that third-rate karaoke try the phenomenal Ty Karim, after 30 years of small local releases she finally has a CD out for Xmas and its brilliant. If there is any justice in the world then make her version of 'Lighten Up' a hit. Without Cowell's backing it will be hard work but digital media is about recommendation tools and this is brilliant

You can buy it at:
http://www.amazon.co.uk/Complete-Karim-Angeles-Soul-Goddess/dp/B001HID5XS

[Steven Livingstone]

I put my money on Alex after i had went for Ruth at first - she was clearly the best singer. I never made quite as much money on hubdub as you did.

Oh, I like that you say "Her Facebook profile is currently her real one" - working on something related to identity.