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 […]

Unpacking why certain stories resonate and how digital platforms exploit inherent cognitive biases Misinformation rarely goes viral by pure coincidence. Instead, a mix of human psychology and platform algorithms determines what gains traction. Part 2 described the journey of a rumour through specific stages, but that lifecycle alone does not fully explain why people gravitate toward unverified […]

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.