I came across the enclosed advert in Singapore’s Today newspaper and couldn’t stop laughing

Ikea Singapore have taken the horsemeat scare seriously but they have done it in a very funny way and turned into a sales opportunity as well as a record breaking social engagement.

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With all the social media and influence measurement tools available today, the communications sector should be understanding more about what makes us happy and productive, and what motivates us to participate in social conversations.

Unfortunately, the reverse seems to be true.  Understanding about what makes an authentic engagement, and what constitutes a satisfied and committed social community is as unclear as ever[1]. And the reason for this comes down to a misunderstanding of the differences between insights and inference. Read More »