Digital Communications

#EurekaMoment 16: How to improve the impact of your content marketing

The word “content” has become so ubiquitous these days, that it somehow sounds so platitudinous and lack of meaning. “Content” used to mean anything you put into an empty vessel, or anything that fills up the void in a container, such a jug or a tank. “Content” used to mean something positive too, such as a great piece of writing, that is imbued with wit, creativity, reflection, purpose or admirable aspirations. Read more

Google’s reluctant fight against fake news: Sandwiched between the EU, Russian hackers and the mainstream media

After being slapped with a €2.42 billion antitrust fine by the European Commission, Google is now trying to play nice in the eyes of Brussels officials, so that none of that negative vibes would spread to Washington. And it is doing this by trying to help the EU tackle the spread of fake news. Read more

#EurekaMoment 15: How to achieve maximum impact in your communications

With digital channels, it is now possible to measure the impact of your communications in quantifiable terms. The impact of course means whether your target audience has read your content, whether they have passed it on to someone else, whether they have acted on the information by issuing a reaction whether positive or negative.

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#EurekaMoment 13: Online Reputation Management – Five good reasons why you need a corporate blog

When it comes to online reputation management, my clients often ask me why I recommend a corporate blog. It is time consuming to put an editorial process in place. Some sectors do not have many things to say or comment on. Other sectors are simply more quiet about their line of business. Often, it is a question of internal resources for both content production and content verification. Read more

[infographic] Core Differences between Digital Marketing and Digital Advocacy

Having led a 15-year career in digital strategy for private and public sectors & for international organisations and for multinationals alike, many ask me whether there are any differences between carrying out digital strategies for marketing and for lobbying/public affairs. I guess this infographic will help to explain the main differences.

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The Internet Never Sleeps: Case Studies of how Airlines Use Social Media and How This reflects on their Brand Image and Degree of Dedication to Customer Care

Earlier this month, I wrote about how Finnair and the Helsinki Airport made very good use of social media to gather information about their clients and on how to enhance an air traveller’s experience the moment he steps into one airport until he leaves another. Read more