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.
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.
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.
In our previous post, I gave you five good reasons why you need a corporate blog, more or less from the point of view of online reputation management. Yet, here are five other reasons for a corporate blog from a marketing perspective:
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.
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.
The travel industry has always been one of the most innovative users of social media marketing. Today, I would like to highlight one of the star examples of its use: the Quality Hunters
For the third year round, Quality Hunters is a community conversation exercise jointly organised by Finnair and the Helsinki Airport. It has a website (which houses a blog www.qualityhunters.com), a Facebook page, a Pinterest page and a Twitter account. “So what?”, you ask. Well, it is not the channels they use, but the way they use it and what they use it for.