Effective influencer marketing campaigns are measured on an ability to pull an audience into action not just reach it. This is why influencer marketing engagement wins over reach.Read more
Vulnerability in leadership: why leaders showing considered vulnerability build stronger, more devoted teams and customer relationships by demonstrating a strength which embraces uncertainty, risk, emotional exposure, and self-awareness.
You wouldn’t hire an employee on a whim without a recruitment, selection or induction process. When selecting an influencer to represent your entire brand why don't firms follow the same rigor?Read more
13 Skype tips, reminders and features to improve productivity and professionalism of your calls.Read more
What happens when the very people responsible for protecting and enhancing your brand on social media go rogue? RadioShack found out the hard way.Read more
Successful firms invite advocates to co-create new products and revamp existing lines. The Economist saw an 8% rise in click-through rates through customer co-creation.
Would you pay to consume content created by brands? Most wouldn’t. That’s the content marketing acid test. Read why content marketing should always be useful to its target audience.
Confuse mission statements with a sense of mission at your peril. Lofty statements do not translate into a sense of mission without continual thought and effort – writes Scott Guthrie
By following best practice influencer marketers can limit the fallout or even avoid being involved in incidents when influencers go rogue – writes Scott Guthrie
So many brands bluff their way through influencer marketing programmes. Here are eight ways to professionalize your approach.Read more
Why calling yourself an influencer is just plain wrong. Calling yourself an influencer is like buying yourself a T-Shirt with the words: ‘World’s greatest lover’ printed on the front.
PewDiePie hit 50m YouTube subscribers over night. Will the Swedish video creator make good on his word and delete his YouTube channel? What next asks Scott Guthrie
The top 12 YouTube creators earned a combined $70.5 million in the 12-months to June. They’ll be earning far more this time next year – writes Scott GuthrieRead more
Will the Casey Neistat new venture bring a bit of Buzzfeed and Vox.com to CNN to help mend a broken and distrusted traditional media asks Scott Guthrie
Thanks to the social web we are all publishers now, but before we press ‘send’ we must always ask: who’s this for? Is it useful? Do I trust its source? – writes Scott Guthrie
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.
YouTube launches Community to increase engagement between influencers and their subscribers as the fight for video advertising revenue heats up – writes Scott Guthrie
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
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
Internet influencers are more relevant than traditional celebrities – writes Scott Guthrie
Last week a post graduate student studying media and public relations interviewed me for her final dissertation. Here is the interview – writes Scott Guthrie
Why should it be news that a 70-year-old woman has become a social media manager – asks Scott Guthrie
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
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