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.
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YouTubers as antidote to post-truth world
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
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.
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
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
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
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
How to master native advertising best practice
Be honest, be ethical and provide good quality content. How brands and publishers can keep consumers and regulators happy with native advertising – writes Scott Guthrie
Finding real influencers following PRCA’s digital PR report
A cautionary tale of identifying real influencers following PRCA’s findings in its Digital PR Report 2015 of upsurge in blogger outreach – writes Scott Guthrie
Build your personal online brand: domain names & email address
The personal and professional, the online and offline have melded into one. Life is a whole and must be treated as such. Here the basics of forming an online brand are discussed in a four-part series starting with securing a domain name and email address – writes Scott Guthrie
What Cecil the lion’s death reminds us about the social age
There’s no longer a meaningful distinction between our personal and professional lives. We should take care to protect our hard-won reputation from poor decisions we make in our personal lives.
4 reasons why senior PR can’t opt out of social or digital media
A recent CIPR survey has identified a widening gap between the skill sets PR practitioners have and the skill sets that businesses increasingly need. Here are four imperatives for embracing social and digital media management – writes Scott Guthrie
Online community management: everything in moderation, including moderation
As the media landscape continues to splinter organisations no longer rely solely on column inches gained from media relations initiatives to influence their publics. Instead public relations practitioners are easing organisations away from third-party, earned media towards shaping communities which allow organisations to engage directly with their publics – writes Scott Guthrie.
Why public relations must embrace digital naturals and ditch the natives
Digital can no longer be regarded as a specialism in PR with internet now reaching 2 in every 5 people on planet Too many public relations practitioners still think in terms of an online/offline world. But, today, it’s about having ideas fit for the digital world we live in rather than about having digital ideas.
News Corp: Unbending on future of newspapers
In 1910, 10% of the UK workforce was employed in hat manufacturing. What’s this got to do with newspapers? Nothing – except it helps illustrate that times and behaviours change. Companies have to go where the audience, and therefore where the money is – writes Scott Guthrie
5 reasons why GQ’s article on the Guardian is more wrong than right
July’s edition of GQ published on 02 June carries an article by Michael Wolff in which he positions the demise of the Guardian US as a foregone conclusion. Here are five reasons why Wolff’s article is more wrong than right – writes Scott Guthrie