Why social is the #1 equaliser for brands

There are two types of businesses in the world when it comes to social — an organisation that does it because it feels it ‘has to’ to keep pace, and the ‘socially mature’ business that does it because it truly understands social media engagement, and its value on the bottom line. Social media is now the cornerstone of modern marketing strategies, regardless of the organisation's size, age, market position or revenue.

A business that is able to properly use social and all it...

By Rob Coyne, 24 April 2018, 0 comments. Categories: Branding, Content Marketing, Social Media Marketing.

Seeing through the issue of user data transparency: Five ways to get the balance right

When it comes to user data, companies seem to make the same mistakes again and again. The current Facebook/Cambridge Analytica disaster illustrates the flawed thinking and ambiguous policies that often lead to these breaches and the resulting erosion of consumer trust. 

In response, Facebook has disclosed some upcoming changes, including the creation of a new Custom Audience certification tool. However, it will take more than a few reactive symbolic “fixes” to regain consumer trust. Here are...

Innovation, personalisation and experimentation: Why you might not be doing any of it right

The word ‘innovation’ must rank fairly highly on a list of the most used and abused buzzwords in digital marketing today. Every organisation thinks that they’re innovative in some form or other – but are they going about it the right way?

San Francisco-based Optimizely believes not. According to Global Head of Strategy Hazjier Pourkhalkhali – who would like to believe his company is ‘the biggest digital laboratory in the world’ – three quarters of all...

Six key ways to distribute your content and grow your following at the same time

If you’re a leader in business, you’re probably not enamoured by social media. Sure, you’ve got accounts on LinkedIn and Twitter that an assistant or a member of your marketing team maintains, but you’re not too active there personally. You don’t have many followers, but you don’t mind; you have bigger things to worry about than who’s reading your tweets.

Too many leaders shy away from social because they see it as “kid stuff” or a time suck that has no place...

By John Hall, 11 April 2018, 1 comment. Categories: Content Marketing, Publishing, Social Media Marketing.

The three priority tasks of the Chief Influence Officer for 2018 and beyond

2017 has seen a systemic change in influencer marketing. Innovative brands such as Nissan UK have integrated influencer marketing throughout the customer journey, making it an integral part of their marketing and communication strategies.

Other organisations have moved from experimentation to transformation, now acknowledging how influencer marketing is transforming workflows, processes and expertise across multiple...

By Nicolas Chabot, 11 April 2018, 0 comments. Categories: Social Media Marketing, Video & Audio Marketing.

How viral content became a hotbed of online ad fraud and what can be done to stamp it out

Just weeks ago, Unilever, one of the biggest advertising spenders in the world, threatened to pull ads from digital and social platforms if they fail to eradicate content which “creates division in society and promotes anger and hate.” Considering that Unilever spent over $9 billion (£6.4) billion on advertising in 2017 and recently stated its intention to increase this spend by £220 million in 2018 (

By Nigel Gilbert, 09 April 2018, 0 comments. Categories: Content Marketing, Social Media Marketing, Video & Audio Marketing.

Instagram and Facebook limiting data access for third-party developers

Both Facebook and Instagram have made changes that will limit the amount of data that third-party developers can access, as the company is still reeling from the recent Cambridge Analytica scandal.

The news came as a shock to many developers, especially the scale of the changes. Instagram has instituted a 96% cut to how often software developers can pull data from its API for mobile apps. The API now allow permits third-party apps to request 200 data updates an hour, down from the previous 5,000.

This has the...

By Colm Hebblethwaite, 06 April 2018, 0 comments. Categories: Social Media Marketing.

Here’s how we can really ‘fix Facebook’

Facebook seems to have a good way of dealing with issues. They deal with them before they happen. Following the Cambridge Analytica data breach, they claimed this couldn’t happen on Facebook today. Job done.

Likewise, Google were easily able to solve the brand safety concerns on YouTube with a few tweaks to their algorithm last year. Not to mention, they’ve also recently solved the fake news problem with their Google News Initiative.

Of course, the problem with these solutions is the continued...

Majority of students considering taking a break from social media

Students are often portrayed as hyper-connected to the world around them through social media, unable to go anywhere without flashing a quick selfie and unable to eat out without logging a couple of artistically filtered shots of their food.

This perception could, however, turn out to be a little off the mark. The last few years have see the shine come off the social media craze of the last decade, with many people beginning to wonder if constant connection to your peers can have negative side...

By Colm Hebblethwaite, 28 March 2018, 0 comments. Categories: Social Media Marketing.

Report says brands need to wake up to “dramatically shifting” needs of children

Brands that sell products to children need to make sure that they understand the “dramatically shifting” environment that young people are growing up in.

20,000 UK children were surveyed as part of the latest Future Forecasts report form the research agency Kids Insights. Among the key changes that brands need to consider are technological changes, the evolving demands of younger consumers, the rise of YouTube stars and the increasing demand for gender neutral products.

The report comes as brands...

By Colm Hebblethwaite, 23 March 2018, 0 comments. Categories: Advertising, Social Media Marketing, Video & Audio Marketing.