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...

As digital communication continues to explode more organizations are recognizing its importance within the marketing mix. In order to develop strategy and allocate resources business leaders need to understand the effectiveness of their existing digital initiatives. A great way to do this is to conduct a digital audit – a study of your brand’s digital presence (on its own and in relation to your competitor set) across six key areas: Reach, Architecture, Content, Conversion, Integration and Measurement.

Before launching the digital audit it’s important to establish basic criteria with respect to rating status, structure and performance. To help guide next steps set up a simple decision filter that will aid in prioritizing your findings. One simple way to do this is to assign a color coding systems as follows...