Firstly, let’s be clear, a lot of digital strategies ARE failing. I have had the feeling this was the case for a good couple of years now – that beneath the hype that ‘new media’ constantly generates a lot of digital initiatives simply weren’t working.

Then, in December of last year, TNS released its ‘Digital Life’ report suggesting that “misguided digital strategies are generating mountains of digital waste, from friendless Facebook accounts to blogs no one reads.” At last, a major study honest enough to comment on something more than social behaviours and the rise of mobile. Read more »

So you work in PR or Marketing (or, glory be, the Social Media Dept!) and have been given responsibility for your company’s nascent social media strategy. Sounds great – an opportunity to make a difference and play with the newest toy in the box.

But here’s a catch…the senior management team has decided that they have had enough social ‘experimentation’ over the last few years and are demanding that social media proves its value. They want results – and they don’t mean an improved brand sentiment score – they mean leads, sales and profits. Read more »

For European marketers and brand managers the watchword has long been consistency – in how their brand is positioned, expressed and delivered. But the exponential growth in social media has made achieving this consistency a whole lot harder.