The evidence shows that influencer marketing campaigns can increase discussion around a specific product. But the social web is a complex place, and in complex systems effects propagate in complex ways. Some fascinating research from Inyoung Chae, Andrew Stephen et al. shows that a brand executing product-focused influencer marketing campaigns might expect some side-effects – […]Read more "Pushing Product, Hurting the Brand? Influencer Marketing’s Surprising Side-Effects"
news●pa●per (noun) (pl. –a●pers): a community website, with articles as the objects people interact around. Is blogging journalism? Is it ruining journalism? What do the “professionals” do with the “audience” when every member of that audience can broadcast themselves to each other – without us? You could ask: what’s the point in having journalists at […]Read more "Paradigm Shift: News is Community"