Does Apple need Social Media?

The world’s most valuable company and the second-most valuable brand doesn’t have an official social presence. A decade after the rise of social media, a significant number of ‘digital experts’

How to Create a Social Media Plan

As a Social Media Manager, you are responsible to ideate and implement a social media plan. Similarly to any other plan, this should be composed by three main parts: analytic

Brand Ideals: connecting content strategy to relational strategy and brand strategy

According to Stengel (2011), brand managers should be conceived as “business artists”, leaders whose primary medium is brand ideals. 

The scope of these business artists is to discover (or rediscover)

Social Media ROI to measure relationship quality? No, thanks

One of the major challenges for companies is to guarantee continuity of the relationship development process. Since priorities in companies can change quickly, while the relationships takes time to evolve,

Fans vs. Brand Lovers on Facebook

The non-realization by brand managers that consumers engagement is something they should be aiming at ONLY after the user knows the brand, has considered its values and benefits, has tried

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