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While we may refer to them as brand advocates, those people who support a brand especially when it’s facing some kind of crisis, are really just passionate fans.
Fans who are willing and able to dedicate their own time to support a brand online, or in person.
Scaling a successful social media brand campaign to reach (and be relevant to) millions of people across the world is no mean feat.
A truly international campaign will be relevant across different countries, cultures, languages and timezones.
The campaign might have a great creative idea at its heart, but the structure, process, management and team behind the implementation of that idea are what will define its success.
Here are my top three things to consider when scaling a social media campaign:
90% of data in the world today was created in the past two years. Using social media, brands have an unparalleled opportunity to hear what their customers and potential customers think and feel about them.
Brands have always monitored what is written about them, but social listening is something different.
Listening is active. It usually requires you to do something as a result of what you’ve heard: spotting issues early, righting wrongs, surprising and delighting customers, marketing in real time, and gathering insight and intelligence to help you develop better products.
It’s easy just to focus on the influencers, and ignore the small voice in the crowd. But this can be a mistake. US insurance company Harvard Pilgrim didn’t respond to a customer complaint, first offline, then online, when the customer published a blog post about the problem.
Although the readership of the blog was barely in double digits, when the post was tweeted it went viral and 1,000 people read the post.
Let’s be honest. Click farms aren’t exactly a big secret. Buying ‘likes’ and Twitter followers is a well-known shady practice.
What the Channel 4 Dispatches investigation on #fakefans has shown us is the process behind the (fake) stats.
As of April 1, the Financial Services Authority has been replaced by two new bodies, the Prudential Regulatory Authority (PRA), which regulates the operations of financial organisations, and the Financial Conduct Authority (FCA), which monitors how financial organisations treat consumers.
As far as the FCA is concerned, whether financial organisations choose to communicate over social media channels or in print, the rules remain the same.
The communication must be clear, fair and not misleading, regardless of which channel the message is broadcast over.
As Random Acts of Kindness week was earlier this month, it got me thinking: is this culture of kindness something that could cross over to how brands behave?
Are they already doing business by doing good? Social media makes it possible for brands to do ‘random’ nice things for customers (or fans or followers).
Is this self-serving? Or is it genuinely the start of something great?
Today, live events and social media go hand in hand. Get your social media management right and you can enhance the live event experience not just for attendees, but for those watching via Twitter, Facebook or Google+.
Social media can contribute to the success of an event, whether it’s a conference, a sports match, or live chat during a TV show.
But with people posting to different channels from all angles, it’s hard to know where to begin managing and curating all that content in order to improve the experience of attendees and viewers, and not swamp them.
Fret not: here’s how to run a tight ship.
The investigation into Habbo Hotel has thrown up some difficult questions about how much online environments do and don’t do to keep children safe.
There’s a line that children’s brands tread between protecting their young users from harm and allowing them to express themselves in an environment that they enjoy.
Communications and marketing executives at 150 US-based financial firms have admitted that the responsibility for poor reputation lies with them, according to the 2012 Makovsky Wall Street Reputation Study.
96% of the group said that they invite negative public perception by their actions or inactions, while negative public perception topped the list of challenges these firms must overcome in the next year.
The strictly regulated financial services industry has, in the past, shied away from social media engagement.
Common objections, even a year ago, were: people don’t want to talk to their bank, it’s too risky, too expensive or not relevant. But despite a slow start, things are starting to change.
It turns out that people do want to talk to their banks - specifically younger customers.
Recent research by Sitel, reported on Econsultancy, shows that 15% of 16-24 year-olds choose to interact with customer service on Twitter, Facebook, blogs and forums.
Advertising network Crimtan has become the first to commit to using AdSafe's content verification and ad blocking tools across all campaigns in the UK.
US-based AdSafe's Content Rating System evaluates the content of individual web pages, giving them a 'brand safety' score based on a range of data sources that include semantic filters, human scoring and image analysis.
Social media has become an important part of a conference or event. Streaming feeds from Twitter and Facebook or providing text-to-screen commentary lets audiences participate in events and allows brands to collect feedback.
However, the risks to a brand’s reputation are enhanced by the sheer number of people who might view inappropriate material.