All posts by Scott Guthrie

Living in a post-factual world

The rhetoric surrounding the UK’s Brexit and Donald Trump’s US presidency shows we are now living in a post-factual world. How did we get here and how can we get past it – asks Scott Guthrie.

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YouTube launches social media platform to stave off rival video platforms

YouTube launches Community to increase engagement between influencers and their subscribers as the fight for video advertising revenue heats up – writes Scott Guthrie
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The ‘reach myth’ of influencer marketing

The influencers you use might be ripping you off. But only if you fail to put them through the process of proper digital due diligence and don’t look beyond reach as a yardstick for influence – writes Scott Guthrie

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PewDiePie YouTube’s ad friendly policy will suit bold brands and influencer marketing Scott Guthrie sabguthrie

YouTube’s advertiser friendly policy will suit bold brands and influencer marketers

By enforcing its advertiser-friendly content guidelines the video-sharing platform may end up driving revenue away from ads towards influencer marketing – writes Scott Guthrie
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Internet influencers as new celebrity

Internet influencers are more relevant than traditional celebrities – writes Scott Guthrie

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The role of social media as influencer: an interview

Last week a post graduate student studying media and public relations interviewed me for her final dissertation. Here is the interview – writes Scott Guthrie

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Age is no barrier to becoming competent in digital and social media

Why should it be news that a 70-year-old woman has become a social media manager – asks Scott Guthrie

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PewDiePie responds to FTC and Warner Bros disclosure settlement

The “wildly popular” Swedish gamer and YouTube megastar vlogs his response to the FTC & Warner Bros. settlement underscoring the importance of disclosure and the phenomenal influence social media has over more traditional mastheads – writes Scott Guthrie

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Warner Bros. in latest influencer marketing disclosure failure scott guthrie www.sabguthrie.info

Warner Bros. in latest influencer marketing disclosure failure

FTC sharpens its teeth over home entertainment company’s lack of transparency on commercial relationship with influencers and payment for positive reviews – writes Scott Guthrie

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Is #followmeto global travel brand falling foul of FTC?

The couple behind Instagram travel hashtag sensation #Followmeto is becoming an influencer marketing broker between influencer and brands. But is it taking regulation seriously – asks Scott Guthrie

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Facebook changes good news for influencer marketing - scott guthrie sabguthrie

Facebook changes good news for influencer marketing

Relevance and resonance become key watch words as Facebook changes promote engagement over reach: influencer marketing cornerstones – writes Scott Guthrie

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Influencer Marketing’s higher engagement lies in power middle

The power middle can outperform big-hitting online stars in terms of impressions and engagement when marshaled at scale.

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Journalism trends snapshot: disdain for native advertising & bloggers

New global journalism survey highlights skepticism at native advertising and questions whether bloggers can ever really be journalists – writes Scott Guthrie

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Why celebrity endorsement is not influencer marketing

Why celebrity endorsement is not influencer marketing

Celebrity endorsement is not the same as influencer marketing. Big budgets don’t guarantee trust. Connecting with the right people builds trust.

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How to identify influencers using the four S model

Identifying the most appropriate influencers at scale is a blend of art and science. The influencer identification four S model breaks the process into core elements – writes Scott Guthrie.

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6 ways this doodle made me more creatively productive

How reflecting on my daughter’s drawing opened up new ways of thinking about work – writes Scott Guthrie

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How influencers gain from Instagram’s changes to feed display

Instagram influencers will benefit from the platform’s changes by listening to their audiences, knowing what their followers want and delivering consistent, high-quality content that their audience feels compelled to interact with – writes Scott Guthrie

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Forbes & Traackr in influencer marketing tie up

Forbes and Traackr take influencer marketing in a new direction for business publishers – writes Scott Guthrie

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How brands gain better influencer marketing results when they relinquish control to the influencer scott guthrie / sabguthrie

How brands gain better influencer marketing results when they relinquish control to the influencer

An influencer’s power lies in the authentic voice which chimes with a select audience. Brands need to trust influencers with that voice – writes Scott Guthrie.

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Influencer marketing earns dwell time x7 longer than digital ads

New report promotes influencer marketing whilst driving another nail into digital display advertising’s coffin – writes Scott Guthrie

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How long until the news website becomes as legacy as the newspaper Scott Guthrie www.sabguthrie.info

How long until the news website becomes as legacy as the newspaper?

For publishers it’s a race to beat the adblockers and build audience scale. But will dedicated masthead websites soon go the same way as the newspaper – asks Scott Guthrie

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Manny Pacquiao, Nike & lessons for influencer marketers

How influencer marketers can avoid a knock out and box clever – explains Scott Guthrie

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How to use #PRstack as a template to create a community of action sabguthrie.info

How to use PRstack as a template to create a community of action

From single blog post to publishing two books attracting 9,000 downloads and a webapp housing 250+ PR tools, #PRstack is an example of how to form a successful community of action – writes Scott Guthrie

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