Lies, damned lies and statistics

Following our blog earlier in the week about the declining influence of print in elections, two sets of figures have come to light which emphasise the trend. But they also lead to some profound questions.

It was widely reported this week that Labour won the social media war, as we had suggested on Monday. The bald numbers look poor for the Tories. Over the course of the six week election period, Jeremy Corbyn posted 925 messages on his official social media channels, gaining a combined 2.8m shares. Theresa May posted 159 messages, and they were shared a mere 130,000 times – less than 5% of Corbyn’s total.

Publishers, how well do you know your audience? What are you doing to maximise its value?

The long-term viability of digital publications that rely on scaling audience has been called into question in the last few months. Digital advertising has continued to grow, but increasingly the idea of a business model focused on generating a massive readership … Continued

Your next executive appointment: a social media influencer

It’s all too easy nowadays for marketing messages to be avoided. In such a super-saturated time it seems obvious to say this but, nevertheless, it’s true. Print advertising is growing less effective; ad-blocking software fights against pop-ups and intrusive Google Ads; and … Continued

Social isn’t just bringing new skills to customer service – it can also change its function

Picture the situation: your firm is an airline, a customer enraged by the delay in getting back to him about lost baggage pays to promote a tweet about the ‘horrendous’ customer service. It gets seen by 76,000 people, what do … Continued