Yesterday, I attended a WOM UK espresso breakfast briefing with Professor of Consumer Behaviour Dr Robert East from our very own Kingston University. Dr East and his MBA students have been researching consumer behaviour and word for mouth for 10 years. Without serious funding…

On the surface, URL shortening services such as https://bit.ly are a great idea, because they can turn long, messy web addresses like this: https://business.timesonline.co.uk/tol/business/industry_sectors/support_services/article6788774.ece Into nice tidy addresses like this: https://bit.ly/g4ol9 This is especially useful for posting to Twitter, since it…

One of the most interesting changes taking place as the PR industry evolves into an online discipline is the increased emphasis on measurement. In the old days of offline PR, little attention was paid to systematically analysing the relative success of campaigns, because measuring PR is hard to do. Measures…