Mapping the lifecycle of online speculation and uncovering how fleeting gossip gains global reach

A breakdown of bad-faith arguments, goalpost shifting, and why debating Tate followers is usually a waste of time.

How to write brand copy that engages – not lectures. Ok, there is said it, become better copy-writers guys. And yes you can use ChatGPT for it but use it properly, not lazily. Us social marketers, we go on and on about how social media is mean to be a conversation, how it’s meant to […]

Inside the rapid spread of a celebrity ‘feud’ and what it can show you about shaping opinions With the world news going on, developments across social media fact-checking – I asked myself: what can I do? What insight can I provide based on my job as a social strategist and my knowledge of pop culture?? […]

Misinformation, Social Proof, and the Role We All Play Image Source Over the past few weeks, my gut feeling has leaned towards favouring a TikTok ban in the US. This is very unlike me, as I enjoy the platform but the way it is a turbo engine for misinformation is frightening. Let me be clear: […]

How one tech giant’s embrace of AI and dismissal of accountability could change the internet forever. Mark Zuckerberg’s latest announcements on Meta’s “new chapter” are far from reassuring. Since my last article, he’s also joined Joe Rogan for a three-hour-long podcast, doubling down on his arguments about the challenges of content moderation. Meanwhile, I’ve noticed […]

Zuckerberg dismantles fact-checking on Meta – brands need to decide where they stand choosing between profits and principles. If Zuckerberg’s announcement feels like a Musk-inspired playbook, it’s because it very well might be. Meta, the parent company of Facebook and Instagram, has not only just donated $1m (£786,000) to an inauguration fund for President-elect Donald […]

The recent far-right riots in the UK, triggered by the tragic killings in Southport, have highlighted the powerful role social media plays in spreading disinformation and inciting violence. The transformation in communication through social media has created an “algorithmic outrage” environment, significantly impacting how misinformation proliferates and influences public behaviour. The BackgroundThe Southport incident saw […]

Discover, Develop, and Deliver: The Ultimate Guide to a Winning Social Media Strategy Social media is an essential tool for businesses of all sizes and industries. It allows you to connect with your target audience, build brand awareness, and drive sales. However, to effectively use social media for business, you need a solid strategy in […]

Taylor Swift has officially started the album campaign for her tenth album, #TS10 Midnights. In true Taylor fashion the roll-out is riddled with easter eggs and has fans share their takes on potential themes, genre and single release dates.

Note: Swifties, this is not a complete timeline.

So how did it all start?
Hints have dropped for quite some time, and specifically ahead of the announcement, there was an accumulation of them. She wore earrings with an X (aka 10 in roman figures), collaborators shared posts with 10 exclamation marks when referring to Taylor's work. Taylor herself spaced out the later revealed album title 'm i d n i g h t' when sharing the release of her track Carolina for the movie 'Where Crawdads Sing'.
The biggest hint however happened inside of Walmart stores, when Taylor songs took over the stores playlist for a couple of days.

VMAs
THEN, rumours started around a Taylor Swift appearance at the VMAs, where ATW was nominated for awards. Well the rumours weren't terrible and cruel, instead they were exactly right (at least for the appearance part, not for the performance part) - Taylor Swift made an ENTRANCE.

The last few days marketeers and social media managers were faced yet again with another unprecedented event - the passing of HM Queen Elizabeth II, who's reign lasted more than 70 years. With social media channels only having existed for 17% (25 years) of that reign the event is something truly new to navigate. So, how do you navigate a head of state dying, how is a period of mourning reflected on social media - are there differences between organic and paid social? As a brand and/ or company is it really necessary to switch your profile pictures and cover images to grey scale to reflect the sentiment, is your brand required to share a statement? Many questions that differ in answers per company and crisis event

It's only been a week that we collectively could listen to Blondie's (as she's lovingly called by her fanbase the Swifties) second re-recording - Red (Taylor's Version). You may have noticed when opening the video social platform as every second video was using a Taylor Swift song, but maybe that's just my FYP.

Imagine there was a list of 5 things you need to take your social media strategy to the next level? Wouldn’t that be great? After my recent stint on a panel at Music Week Tech Summit 2019, I wanted to outline the most important takeaways from the day. Zane Lowe/ Music Week summarised the day, […]

At the end of March ‘Spotify for Artists’ shared the news about implementing personalisation to some of their curated playlists modelled to the listeners’ preferences and tastes which, as Spotify put it means, “(…) all music has a better chance of getting into the ears of the right listeners.” What does that mean in practice?  ? […]

The day has finally come – ok, it’s been a few days already but after checking I also now have full access to the Instagram Link sticker AND the ‘Add Yours’ sticker (a new sticker that creates a public thread in Stories). I for one will absolutely miss the swipe up feature, sometimes framework can […]

The Lover campaign as much as any other recent Taylor Swift campaign shows consistency, authenticity and that while building fan advocacy early on is key, it’s not to be forgotten later down the line. Well, Swift is simply put a digital marketing powerhouse and every artist can and should learn from her. She ticks most […]

There is currently no real ‘plan’ – so what is going to happen is there will be posts about social media, marketing, fashion, music and of course Taylor Swift. Commentary, tips, trends. Enjoy.