Social media strategy: who, what, and more importantly, why?

Social media has become an essential tool for every business. No matter what you are offering or audience, the lack of a social media presence can seriously hamper your ability to connect with your customers or stakeholders. Driven by the need for a comprehensive digital footprint, many businesses attempt to build and maintain a social […]

Earned vs. Paid media – what’s the difference and why does it matter?

As media organisations struggle to find revenue sources to support their journalism, the line between genuine news and advertising has blurred. With a rise in sponsored content, ‘editorial partnerships’ and social media influencers using marketing techniques to promote products and services, paid advertising is, in some circumstances, very difficult to distinguish from genuine editorial content. […]

The gag order that wasn’t – courts and the media in the 21st century

News of the conviction of Cardinal George Pell for historic child sex offences has consumed Australian media over the past week. But as the dust begins to settle on this horrific affair, some Australians are wondering why they’re only now hearing about the conviction, when Cardinal Pell was convicted in December 2018. As many outlets […]

Dark Social: The future of social media?

Social media has become an essential tool for professional communicators, giving businesses a direct platform to engage with stakeholders and communicate their message to the public. But while businesses have been concentrating on Facebook shares and retweets on twitter, a huge number of people have moved their social activity away from social media and into […]

Becoming strategic on social media

So you have various social media accounts. You post a bit here and there, you sporadically share other content but, ultimately, you don’t know how to really make an impression. Sound familiar? It’s time to get strategic. Like you would in any other part of your business, if you want to get the most out […]

Activating the power of influence

You’ve probably heard the term influencer marketing thrown around more and more often as it’s become increasingly popular with big brands and their marketing strategies. But what is it and how do we leverage it within our own marketing mixes? Influencer marketing involves leveraging well known social influencers to deliver a message to key stakeholders. […]

Do you have social media FOMO?

by Louise McGill Do you get edgy when you see your competitors updating their Facebook, Twitter and LinkedIn accounts each morning? Do you break into a sweat every time someone asks why your company doesn’t have accounts for Facebook, Twitter, Pinterest, Google+ AND Foursquare? Following these questions, do you immediately jump online and sign up […]

Lessons from a smart cookie

by Amanda Robson Earlier this week, America’s Super Bowl grinded to a halt as its New Orleans stadium host, the Superdome, plunged into blackout darkness. Meanwhile, the marketing team for cookie company Oreo was primed and ready for the game, with a multi million dollar ad about to launch its new campaign. When the lights […]

The danger of deleting

by Amanda Robson As more and more organisations step into social media, they are learning first-hand that they can’t control what is being said about them online and in such a public arena. Sure their customers, partners, associates and clients may give high praise, but others might dish out harsh criticism. However, it is how […]