In today’s age of social, companies no longer have complete control over their brand in the same traditional way as before. Brands are becoming fluid and co-created with fans and this presents challenges to companies that are still thinking along more traditional lines. This case with Nutella shows the risk of what can happen if they try and maintain tight control of their brand in all its aspects.
Storytelling goes way back, to the dawn of what we call civilization, and then some. It has always been a great way to communicate, largely because it fits in with how our brains work. People remember stories, and have done for thousands of years. Read more
LinkedIn is becoming increasingly important as a channel, both for individuals and for companies. The social networking site’s focus on people’s professional life means companies can present themselves as attractive partners and employers there. For the individual, it is a platform to use for recruitment purposes as well as for building a career profile. But for you to get the most out of LinkedIn, your profile needs to look good. So, here are five basic tips to help you.
A blog is one of the best content marketing tools around. An effective sales channel, it helps you to be seen in search engines, and it allows you to build your brand and offer concrete benefits at the same time. That’s four reasons for having a blog. Now read on to discover seven more…
Skanska, one of the world’s leading project-development and construction companies, has selected JG Communication as its partner for two digital content projects: strategy and content production for social media, and a comprehensive global analysis of the structure of the information presented on its intranet.
After Hurricane Sandy devastated parts of New York and New Jersey in October of this year, most of my immediate family found themselves in a media blackout. About 4000 miles away, equipped with my computer and the infinite universe of social media, I suddenly became a reliable source for up-to-date information.
Are Swedish companies giving in to consumers who complain about them on Facebook and – as the Swedish expression goes – “doing a poodle” (in other words, submitting to the will of the masses and admitting their own faults and wrongdoings)? One blogger thinks so, although I don’t agree. It’s good that customers can complain, and that in itself is good for the companies too.
I recently wrote about two examples of less-than-successful customer care in social media. Those cases came from the US and UK , but the same can happen in Sweden, of course. And it does. A while ago, I saw an exchange between Nordea and a dissatisfied customer on Facebook.
Social media have created a whole new game plan when it comes to how we interact with customers. We’re all in agreement so far, but we still find it hard to really account for this in our communication. Even if we communicate in a public space, such as on Facebook or Twitter, we still believe we can control and manage what happens there. But the truth is that we are never in complete control of what happens, and we need to understand that if we’re going to be successful in using these channels.
With the booming popularity of social-media sites, an increasing number of companies have realized the importance of being visible in these “new” communications channels. But unfortunately, things don’t always go to plan – often owing to the lack of a strategy and a clear goal.