By Rami Hmadeh, CEO, Serviceplan Group Middle East

 

Influencer marketing might be a popular new way of getting word of your product out, but its roots are in the traditional word-of-mouth (WOM) approach that’s been relied upon to build trusted brands for decades. The essence of WOM is authenticity and reliability. When someone you know or trust recommends a service or a product, it carries weight. Historically, this medium was a challenging one for brands to influence. While celebrity endorsement adds credibility, it lacks authenticity and trust. Influencer marketing attempts to bridge this gap and, as a young medium, continues to evolve.

Published in Opinion Pieces
Wednesday, 28 November 2018 15:19

How to make your employees brand advocates

Words by Medy Navani, Founder and Creative Director of Design Haus Medy

 

Social media is a powerful tool for brand advocacy and it is being used more than ever to engage directly with customers. When it comes to a business, it is important to gain support from employees and build a platform in which they can support as well as establish themselves as advocates for the brand. According to Gallup, companies with high workplace engagement earned 147 percent higher and had an increased profitability of up to 21 percent compared to those that did not.

Published in Opinion Pieces

By Tessa Lyons, Product Manager

 

How much false news exists on Facebook?

It’s challenging to measure because there’s a lack of consensus on how to actually define “false news.” There’s a spectrum of content — from satire to opinion to hoaxes intentionally crafted to deceive — that different people might put in that category. Misinformation is also an ever-evolving problem. Its purveyors are continually trying new tactics to seed it, so we’re constantly updating our approach to catching it.

Published in Opinion Pieces
Wednesday, 03 October 2018 18:27

Protecting People from Bullying and Harassment

By Antigone Davis, Global Head of Safety


Everyone deserves to feel safe on Facebook, and it's important that we help people who encounter bullying and harassment online. Today, we're introducing new tools and programs so people can better control unwanted, offensive or hurtful experiences on Facebook.

Published in Opinion Pieces

By Dr. Richard Ford, Chief Scientist, Forcepoint

 

First, I think it’s great that Facebook appears to have reacted so quickly, as it’s a sign of the growing maturity around breach response that we’re starting to see as GDPR comes into effect. Understanding if there was a pattern to the impacted accounts versus just random selection is the difference between someone trying to hack the system for fun or a coordinated nation-state attack that compromises specific users to ultimately gain access to sensitive data.

Published in Opinion Pieces
Sunday, 10 June 2018 07:03

How to Become a Professional Networker

With the exponential growth of Social Media platforms and the continual requirement for an online presence, our “offline” etiquette is at times neglected. This, however, is where true personal connections are made, through face to face interaction with others, allowing for the exploration of beneficial affiliations and the development of professional relationships.

Published in Opinion Pieces
Monday, 18 September 2017 08:08

Why Instagram Archive Is Your Brand’s Buddy

By Rasika Thapa, Junior Account Executive, Spread Communications

 

Earlier this year, a study unraveled a staggering number of business profiles set up on Instagram – 15 million. In March 2017 alone, over 120 million Instagram users visited a linked business website, called, emailed or sent a direct message to a brand profile on the app.

Published in Opinion Pieces