Brand Management

About 50% of what you know about customers is wrong

nickjohnson, (Apr 2, 2013)

Dispiriting news this week, according to a new survey from Enliken. Quick word of warning - only 116 people were actually surveyed, but the...

British Gas and using social for corporate communications

adaptive, (Mar 20, 2013)

With a new impetus to leverage its social media presence, British Gas is showing other corporations how social networks are a vital component of its communications network

USM Q&A: Dell's Social Media Director on how they train and co-ordinate for cross-departmental social media

adaptive, (Mar 13, 2013)

An interview with Liz Brown Bullock, Director of Social Media at Dell. We discuss how the company train other teams on social media best practice, how social is embedded at their company - and more.

New Social Business Structures

adaptive, (Mar 12, 2013)

As social media continues to sweep across every department with a corporation’s structure, what will businesses look like in the future, as they transform themselves into social corporations?

Executive Insight: IBM's Chief Technology Officer on organisational models of social media within large businesses

adaptive, (Feb 27, 2013)

For many organisations how they place the management of social media within their business’ hierarchy to gain the most benefit is a critical decision to get right.

Brand Advocates: Part 2: What is a brand advocate worth?

adaptive, (Feb 20, 2013)

In the second in our series of articles on brand advocacy, we look at defining and tracking the worth of an influencer - and working out how much to invest in them.

Data Rich, Insight Poor Part 2: Metrics and Measurement

adaptive, (Feb 13, 2013)

In the second part of this assessment of how social media can be measured we ask why your brand should be using more in-depth qualitative metrics and why the theory of fan numbers is old news.

Executive Insight:

adaptive, (Jan 23, 2013)

The latest in our series of interviews with leading corporate social media practitioners brings us to Nick Cifuentes, Director of Global Social Media at

2012 in review, predictions for 2013 and the one massive trend you can't avoid

Nick Johnson, (Jan 16, 2013)

This week’s Wednesday Update looks back at 2012, forward to 2013 – and highlights the one massive, critical, huge trend you can’t avoid this year.

Why companies need to be prepared for online criticism [infographic]

Nick Johnson, (Jan 14, 2013)

An infographic highlighting some key findings from our recent business intelligence report on social media for reputation preservation and crisis communications.

An introduction to a key concept: The revolution in corporate-consumer relations

nickjohnson, (Jan 12, 2013)

This is the third in our series of blog posts on the big marketing themes that emerged from an in-depth period of primary research with over 100 CMOs...

An introduction to a key concept: The Accessible Consumer

nickjohnson, (Jan 5, 2013)

This is the second in our series of blog posts on the big marketing themes that emerged from an in-depth period of primary research with over 100...

Executive Insight: Nokia

adaptive, (Jan 5, 2013)

In an exclusive interview with Thomas Messett, Global Editor in Chief of Social Media at Nokia - we look at how the Finnish technology giant has leveraged social's opportunities for business...

This week's news update including social media's biggest blunders, social shopping, and the growth of mobile retail.

adaptive, (Oct 3, 2012)

Hi all, Hope everyone is well? Plenty of activity across the social web this week… Less than 1% of online purchases are influenced by social media [T]his is the claim from a new report fr...

Crisis Response Part 2: Finding the right solution

adaptive, (Oct 3, 2012)

It’s all falling apart: what are we going to do Every business should have a crisis management plan in place, one that has been rehearsed and practiced so that everyone knows precisely what they...

Crisis Response Part 1: Spotting the Problem

adaptive, (Oct 3, 2012)

The first installment of our two-part series of crisis management over social media covers how your business can recognise a crisis brewing early, setting up crisis plans and more

This week's Wednesday update includes who is driving shopping traffic, the value of followers and the rise of faked reviews

adaptive, (Sep 26, 2012)

Hi all, Hope everyone is well? Plenty of activity across the social web this week… Bridging the gap [A] new infographic from Infosys is essential reading for all corporations that are try...

Drive corporate change with social media data

adaptive, (Sep 14, 2012)

Clever use of customer social data can inform brand strategy, trends, product development and future-proof an organisation. Here are the factors you need to consider… [I]n the report ‘Is Soc...

Get your colleagues and superiors onboard with social

adaptive, (Aug 29, 2012)

Getting buy-in from key internal stakeholders is a still a daily challenge. And now cost is increasing around social, there’s more pressure to show progress to your C-suite than ever. It is cr...

Q&A: Caterpillar

adaptive, (Aug 29, 2012)

For more than 85 years, Caterpillar Inc. has been making sustainable progress possible and driving positive change on every continent. With 2011 sales and revenues of $60.138 billion, Caterpillar i...