How fake fights, bad headlines, bots and comment sections shape what we think is true. Viral conversation and mostly rumours aren’t always the result of organic conversations. Sometimes, organised, well-funded efforts drive the spread of misinformation, deliberately steering online discourse for political or financial gain. This is called astroturfing, where coordinated efforts fake the appearance […]

Why the metric everyone loves to hate still matters in my opinion Every few weeks on LinkedIn, I’ll come a cross a post, aka hot take, declaring that engagement rate is ‘the worst metric in social media’, like ever! Mostly it is then brought up that view time, shares etc. are much more meaningful, and that […]

The feed is my mirror but at what cost? For me I think it’s driven a huge amount of my online fashion purchases. I think I’d like to be opted out of advertising in my home and phone. This isn’t going to be easy, because even if I don’t switch on the TV, even if […]

Turning Customer Frustration into Cultural Gold via Storytelling Following the oversaturation of our social media feeds with orange hued Canva templates accompanied by either burning hearts or orange ones, the conversation asking: to trendjack or not to trendjack has restarted once again. A counter macro-trend on social is brands leaning into more episodical content series. The first time I […]