With the Presidential Election in its final week and given the huge conversation that has been taking place throughout social during the campaign, the problem of brands achieving real value from Facebook has been whirring in my mind.

As we know from our own experiences with our own clients, there’s a big issue with measurement. Many Facebook metrics are meaningless unless applied, with a full understanding of the context, to a tangible business goal. Without that, they lead to time-wasting ‘Like’-chasing and a failure to interrogate what engagement really means. Read more »

For years, the girl on the street outstripped the big brands when it came to using social media for fashion.

While stylish snappers’ daily Tumblr self-portraits were garnering thousands of fans, creative shoppers were crafting elaborate Pinterest moodboards and bloggers were blagging prime places in the FROW, the fashion houses trailed behind, throwing freebies and show tickets at the grassroots gurus in an attempt to steal a little of their social shine.

But this week, as London Fashion Week (#LFW) takes the stage (after a blistering seven days of NYC  fabulousness), we will see just how much things have changed. Social media is now big fashion business, and every label worth its salt has a strategy, a livestream or a surprise up their sleeve to include the public in a hitherto exclusive experience. Read more »