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What does a good social strategy look like? As one of the judges of the Warc Prize for Social Strategy, which has just named AMV BBDO's ' Doritos Mariachi ' Facebook campaign 'the world's best social strategy', you'd think I might have my answer down pat.
Last week, I took seven days' holiday, in a remote cottage on the Suffolk coast. There was no phone signal.
What is the single common thing that drives every social media strategy? A belief in the power of word of mouth? People? Measurable objectives? Facebook? Nope.
The image shows a young man leaning against a marble bannister in Grand Central. He is wearing a beanie hat and a straggly beard, with a skateboard in one hand and a bottle in the other.
You'd better accept it now: your January detox is bound to fail. The British Liver Trust has described short-term New Year abstinence as 'medically futile', but we don't need scientists to tell us that attempting to embrace salads and spinning classes at what is possibly the darkest, coldest and most anticlimactic time of year is dumb.
Social commerce – where the act of shopping becomes seamlessly embedded in the creation, sharing and consumption of social media content – has always been the pot of gold at the end of the social media rainbow.
Two years ago, I went on a 10-day silent retreat at a Buddhist monastery in the middle of the Thai jungle.
In general, I despise the Chicken-licken approach to progress. The insistence that the latest piece of popular technology means curtains for morality, journalism, God, society, TV, music, or whichever pursuit you have a vested interest in preserving in its current form, is an age-old instinct of human nature which never fails to be both boring and inaccurate.
Do you hesitate to release anything into the public realm until it is exactly right? Do you dread negative feedback online? Do you believe that if you can't do something properly, it's better not to do it at all? If that attitude sounds familiar, you may well be suffering from what Stanford University psychologist Carol Dweck calls a 'fixed mindset'.
Recently, a rare bout of browser bookmark-sorting made me rediscover 'Human Life', a lovely video created by the UK telephone bank First Direct in 2009.
What on earth is a prosumer? It sounds like it might refer to someone following the latest Neanderthal diet or positive psychology programme, but it may well describe you.
Customer service has been one of the earliest and most tangible areas in which businesses have achieved social media success.
Empathy has always been the emotional G-spot of advertising. If you can make a consumer believe that you truly share their pain and their dreams, you're more likely to convince them that you'll be able to plug that lipstick/car/consultancy-shaped hole in their soul.
Who would you describe as your core community? Your family? Your Facebook friends? Your professional network? The members of your Tolkien role-playing group? Community has become a complex and confusing word over the past few years.
The waters of social media may be muddy, fast-moving and full of contradictory crosscurrents, but I'm sure we can agree on one thing: that being friends with brands is bullshit.
The fashion industry has always been fashionably late to the social media party. For years, the girl on the street outstripped the big brands.
When I was asked to guest edit October's Admap Focus on Word-of-Mouth Marketing, I knew it would be an easy gig.
One question I frequently get asked at my agency 1000heads is whether certain brands or industries are just too taboo to benefit from a word-of-mouth campaign.
Social business director , 1000heads
Molly Flatt is word-of-mouth agency 1000heads' WOM evangelist. She is also president of WOMMA UK, the trade marketing body for the word-of-mouth industry.