Directly connecting social media activity to sales is an ongoing challenge for many businesses. The problem is that attempting to find a ‘direct connection’ to some extent ignores the ‘social’ aspect of social media, as well as the non-linear path to purchase.

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Starbucks delivery hasn’t even launched, but is a great case in storytelling, customer experience and smart brand management.

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Frequently, we gauge brand-related success on social media on awareness, perception, affinity, or other similar measures.

But, is this good enough? Is this what we want for our businesses and brands?

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For many businesses and brands, success on YouTube remains elusive, and to many, the challenges the platform presents can seem insurmountable.

There are, however, some powerhouse brands that are thriving on the platform.

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Building trust can lead to increased loyalty, build advocacy, create evangelists, improve the potency of your marketing messages, mitigate customer churn, and generally strengthen the emotional connection people have with your brand.

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No matter how much time you spend thinking about every conceivable scenario that might play out on social media, it is impossible to think of them all.

Opportunities arise, competitors emerge, trolls attack, sites go down, preferences change, and sometimes, pigs fly.

This is the nature of social media and the world in which we live and our businesses operate. Things change fast. Really fast.

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