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?
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
Relevance and resonance become key watch words as Facebook changes promote engagement over reach: influencer marketing cornerstones – writes Scott Guthrie
The power middle can outperform big-hitting online stars in terms of impressions and engagement when marshaled at scale.Read more
New global journalism survey highlights skepticism at native advertising and questions whether bloggers can ever really be journalists – writes Scott Guthrie
Celebrity endorsement is not the same as influencer marketing. Big budgets don’t guarantee trust. Connecting with the right people builds trust.Read more
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.
Influencer marketing creators and brands stand to gain from proper disclosure
How reflecting on my daughter’s drawing opened up new ways of thinking about work – writes Scott Guthrie
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
Forbes and Traackr take influencer marketing in a new direction for business publishers – writes Scott Guthrie
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.
New report promotes influencer marketing whilst driving another nail into digital display advertising’s coffin – writes Scott Guthrie
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
How influencer marketers can avoid a knock out and box clever – explains Scott Guthrie