Understanding Your Social Customers

Following on from my recent post, ‘Embracing Social Customer Service’, I want to offer a closer inspection of the ‘social customer’. The growth of social media platforms has been accompanied by the evolution of this new type of customer. An understanding of your social customers is an important step towards effective customer service on social…

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Five useful content planning tools

For years, content strategists have been hiding in the wings, quietly coordinating the show, while the social media rock stars take centre stage. Not anymore. A media frenzy surrounding the information overload debate, combined with the growing impact of social search, mean that the need for sophisticated content planning is no longer a nice-to-have. With…

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The rise of online influence: Part I

This is a two-part series exploring online influencers and their role in social media marketing. Part I looks at the reasons why a brand should focus on wooing influencers over journalists; Part II defines ways of identifying and measuring their influence. Traditional PR vs social media marketing Traditional media are longstanding powerhouses – politicians and…

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Philosophy is to social media as fish is to bicycle

  What do ancient philosophy and social media have in common? Well, let’s see. In a possible world in which Aristotle transcends time to come face-to-face with the social team at Facebook HQ; he stands there in his toga and sandals and asks everyone to stop rushing around and sit cross-legged on the floor for…

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My social media journey of discovery

By Kate Eglinton Last summer whilst researching graduate positions in communications and public relations, I was drawn in by the social media buzz that has taken the PR industry by storm in recent years.  Social media seemed to be big business. With my curiosity piqued and a brand new Twitter profile, I decided to take…

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Cracking the CAP code

On Wednesday, we blogged about the new ASA regulations and some of the questions that it raised in relation to communications in the online space. It caused a bit of a stir. Whilst marketing, PR and social media professionals all seem to concur that ensuring vulnerable people can trust marketing communications in the online space…

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New ASA digital remit leaves too many questions unanswered

The extension of the ASA’s CAP code to cover digital marketing communications – both on brand’s own websites, but also through social media, has been driven by a need to close the gap related to companies’ claims online, in particular to regulate marketing to children. There is no doubt that regulation is essential to protect…

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