Public Relations & Social Marketing Insight

"Brand" will always be a nebulous term. Arguments rage about its true value, especially on social media...

Although recent research shows that it can be responsible for nearly 15% of your total worth (Or much, much more, if you’re J.K.Rowling), it’s still seen by many as the ultimate wooly metric. There’s no doubt that being a household name will improve your chances of success in social, but just how far will it take you?

I’ve taken a look at the world’s top ten brands, and matched up their profiles across the biggest social media platforms.Let’s see what’s in a name...

We've all read that social-media ROI is weaker than other traditional marketing channels. Recently, social media came under fire again in an articles in which Unilever aired their concerns in Marketing Magazine.

Unilever marketing teams are questioning the logic of shifting big budgets to social media, when the equivalent spent on in-store promotions can deliver an ROI up to 50% higher. This statement suggests a lot about the mindset of some marketers who work for big companies.

Social media has been developing for about a decade, but these marketers still miss the point. Consumers are no longer passive targets that you can simply feed with coupons and vouchers. People want their purchases to be inspired by stories that matter. And they're even ready to trust brands to tell their stories, if brands are sincere. They want to know how a brand is trying to change the world. Naive? Maybe. But, maybe not....