Do you start on content? Paid advertising? Link outreach? Social media? We’re often asked “yes we know it’s all important, but what should we definitely be doing?”. Our answer often goes along the lines of “yes it IS important (and it is) but if you really want to lay the foundations for future digital marketing success, reporting is the answer”.

They say ‘if you can’t measure it, you can’t improve it.’ We couldn’t agree more.

Simply put reporting will (or should) inform everything else you embark on from a digital marketing perspective. For example, you note that you are receiving a good amount of quality traffic from referring websites while your non-brand organic traffic is pretty minimal, this might indicate a focus on organic search over linkbuilding might be more appropriate.

Another reason why reporting is so useful is that it acts as a springboard for discussions on how to make the site better for users - resulting in more bottom line conversions achieved from the website. We can point out particular things we find noteworthy from the report, while clients can ask questions on areas they’d like to know more about. Keeping that dialogue open and you as a client engaged with your data is a huge part of driving iterative improvements onsite.

However perhaps the most remarkable feature of reporting is how flexible it is - the sky really is the limit!*

Reports can contain the data you want, in the format you want, at a time you want. Whether it’s an Excel spreadsheet delivered in the first week of the month ahead of your monthly board meeting or it’s an online dashboard which can be viewed at any time, it can be achieved.

What’s most important is the metrics provided are those you are interested in and it's in a format which is accessible to you. The times when we see reporting fall down we often get a response of “we didn’t really get any value from the data we got”. So it’s important this is discussed extensively in the brief for the report and then maintained throughout its lifecycle.

With all of the above in mind, we hope we’ve given a good overview of why reporting truly is a fundamental aspect of proper website maintenance. So please don’t ignore this vital building block in the construction of your digital marketing plan. Of course you’re not alone in this, we’ve got experience for creating and maintaining almost every kind of report possible (if you’ve got a unique idea for one please get in touch, we love a challenge!), but most importantly we’re experts in listening to your wants from a report and delivering a framework tailored exactly to your requirements. 

You might be thinking “but I don’t know what I want?”, the good news is that’s fine too. We'll listen to your needs and discuss the business goals during the briefing stage and together we will find a reporting template which delivers on your key aims for the business. While we can also make edits to that template at any time from the start or moving forwards as it evolves to find the form most useful to you. Nothing is set in stone!

So take that first step and let’s start the conversation.

You’ve decided to invest in your website via digital marketing (good decision!), but where to begin or where to focus efforts?

Why reporting should be the cornerstone of your digital marketing strategy

The GA account itself may be operating perfectly and laden with interesting, actionable insights which could serve to improve site performance. However, if no one in the business has access to the account then these insights are left to drift unseen into the vast ocean of the internet.

To stop your Google Analytics account becoming the reporting equivalent of the Mary Celeste, lash your tether to safe harbour (to torture the boat analogy even further) by ensuring a plan is in place for account ownership.

Just by following a few basic principles you are likely to save yourself a lot of potential pain in the future:

Use a group email address - instead of using an individual team member’s email address as the only login for an account, ensure at least one group email address is associated with the account (e.g. reporting@yourbusiness.co.uk) with admin access. This will ensure that even when individual team members leave the business, your access does not disappear with them.

Document credentials & associated updates - credentials for any group email accounts which have Google Analytics access should be easily available to those who require it and then maintained e.g. when passwords change (of course using a secure documentation platform).

Ensure access is regularly maintained & updated - review user access on the account regularly to ensure only authorised users have access e.g. removing those who have left the business or external agencies who are no longer engaged.

If the above advice has come a little too late for you and your account is already lost to the high seas, get in touch and we’d be happy to discuss possible solutions.

However, it’s certainly true in this case that the ease of prevention far outweighs the pain of recovery - so take note before your account becomes the latest ‘ghost’ Google Analytics account to be set loose.

Too often the situation seems to arise whereby site owners are unable to access their Google Analytics account as they’re unaware as to who holds the account credentials.

Stop your Google Analytics account from going 'ghost' by following these basic tips on good account management maintenance.

Following rigorous assessment by UKAS accredited standards auditors, URS, we’re pleased to announce that we’ve met the requirements of ISO27001 certification, meaning that our internal processes and procedures have been approved by the world’s best-known standard on information security management.

ISO27001 sets out what is required to effectively implement a robust information security management system (ISMS). It provides a framework and guidelines for organisations like us to follow and supports the maintenance and improvement of our ISMS going forward. 

We’re a full-service digital agency who endeavour to do the very best for all our clients. While we have always been compliant with the principles of the ISO27000 series of information security standards (cybersecurity has, of course, always been a top priority in our line of business), our ISO27001 information security management system has now been officially recognised and certificated.

Information security demands a strategic approach. Achieving and maintaining ISO27001 assures our clients and partners that we’re protecting their information and data by carrying out thorough risk assessments, applying stringent policies and controls, and operating as safely and securely as possible at all times. 

It’s not only about the technical measures we put in place though; we also ensure that our business controls and management processes adequately address the information security threats and opportunities that we’ve identified and evaluated in our risk assessment. By implementing best-practice, we ensure a well-rounded perspective that addresses people, processes and technology.  

With our holistic approach to ISMS now backed by ISO27001 certification, we’re a digital agency that you can trust to secure and maintain the confidentiality and integrity of your business. We can assure you that our robust policies, procedures and controls will keep your information assets protected and secure.

 Demonstrating our commitment to information security as an ISO27001 certified digital agency

If you are a business of any shape, size or sector with an online presence, cookies will (or should) have become a key consideration in recent years. Online privacy and data protection has become a prime concern (and rightly so), with users far more savvy as to how their data is or isn’t being stored and utilised.

We strongly suggest a level of cookie control is implemented as a standard on all sites (e.g. OneTrust, Civic etc) which safeguards businesses against potential cookie breaches. With such tools cookies are separated into categories - including ‘necessary’ (cookies that simply have to be created for the website to function), ‘analytics’ (cookies that are used to collect data as regards website performance e.g. Google Analytics), ‘marketing’ (cookies that collect user information in order to fuel marketing campaigns e.g. remarketing). Users are then able to select or deselect each cookie category and only those cookies which have been selected will be created.

Although it sounds relatively straightforward, the trouble comes when merging this concept with any tracking or tagging you might have already created or wish to create in the future (certainly if there is a degree of complexity to it). For example if you were to implement cookie control on a site which already had hundreds of tags attached to fire onsite via a number of different ways (e.g. page load, user interaction), that’s a lot of rewiring you’re going to have to do to get your site up to code!

It is with this backdrop of site owners wrestling with both these enhanced expectations when it comes to user privacy and desire to holistically monitor website performance that Google launched Consent Mode as a beta offering in September 2020. In its own words it:

‘…lets you adjust how your Google tags behave based on the consent status of your users. You can indicate whether consent has been granted for Analytics and Ads cookies. Google's tags will dynamically adapt, only utilizing measurement tools for the specified purposes when consent has been given by the user.’

What this means in effect is that Google will do the ‘heavy lifting’ in deciding what tags should fire (and where the data is sent to) based off a user’s consent settings.

Implementation is achieved through configuration of your Google Tag Manager and your Consent Management Platform. This process is far slicker than a host of other alternatives to Consent Mode (such as trigger groups) and also takes up far less space in your GTM container (with one such client we implemented Consent Mode on saving around 42% worth of container space!). However to emphasise this point, as it’s an important one, Consent Mode does not replace a Consent Management Platform. You will still need a OneTrust or a Civic or another CMP in order for Consent Mode to function.

A fundamental difference between how Consent Mode works and other cookie control methods is that Consent Mode doesn’t prevent data from being collected even if consent is denied, it simply anonymises the data and prevents you from viewing it (Google still receives the data).

This is where somewhat of a grey area comes into play, so as to answering the question; ‘is Google Consent Mode privacy law compliant?’ The answer really is ‘according to Google, yes’. Now is that good enough?

It’s fair to say the combination of Google and privacy law has been a topic of increased discussion in recent years, with rulings in 2022 by both Austria & France deeming GA’s implementation a breach of GDPR & EU privacy laws. Indeed although GA4, the newest iteration of Google Analytics, does have more of an accent on privacy, it certainly can’t be said that Google is seen as wholly privacy law-compliant by ruling bodies.

It is in this environment to which Consent Mode has been introduced. This has made some naturally more than a little sceptical, leaning more towards a judgement that any data collected by Google after a user has selected ‘no’ in tracking a breach of GDPR (even if no cookie is created). This is an argument which certainly could be argued.

Cookies - formerly only known as a snack now comes to represent something far more complex in the digital world. Is Consent Mode the answer?

Cookies and privacy are massively hot topics in the digital space at the moment, can Google Consent Mode be both a safe and effective solution?

Unsure if your site is cookie compliant? Get in touch to ensure your good to go with the latest security standards.

A common word which might feature in discussions around Consent Mode may be ‘interpretation’ - a word which could make some a little nervous when it comes to legality. However, we would also emphasise that, at this point, we cannot find legal precedent either way as regards to Consent Mode and you would also like to believe that given Google’s heightened awareness around privacy laws they would not be launching a new feature which would apparently flagrantly disregard these rules.

We would suggest implementation of Google Consent Mode will depend on which half of the above paragraph your sentiment is drawn to. We have witnessed first hand how much easier Consent Mode can make wiring up user consent to user tracking and how much it can optimise your Google Tag Manager container. However, there are still lingering privacy concerns which make it difficult to embrace fully as the future without a more definitive legal ruling. With this in mind it may indeed be useful to consult legal advice (if available to you) in order to gain that all-round perspective you might be seeking. 

If you’re in the UK, you may also be awaiting the progress through parliament of the new Data Protection and Digital Information Bill (completed its second reading at time of writing). The UK government seems to be adopting a slightly softer approach to cookies than their EU counterparts and it will be interesting to see how any amendments or subsequent adoption of this bill will affect data gathering generally or Consent Mode specifically here.

Let us know if you have any thoughts around Google Consent Mode and we’d be delighted to take the conversation further, we think it’s a topic primed for a debate! Find us on Twitter, LinkedIn & Instagram or give us a shout at hello@wearecore.co.uk.

I don’t want to alarm you too much but this time next year you could be seeing this when you login to your Google Analytics account.

In this article we discuss the upcoming arrival of the much-discussed GA4 reporting iteration of Google Analytics and what it could mean for your data.

Google Analytics is the reporting behemoth that changed the game. Owners of sites of all sizes and sectors can today accurately judge the performance of their online presence with this free bit of software. Its popularity reflects its value, with over 60% of all the top 100,000 sites with the highest traffic volume on the web utilising it.

However, note the graph below and its drop off in recent years.

While there are other reasons this dip may have occurred (namely the cookie quandary as regards EU law discussed later in this article), we do also wonder whether another bit of news has caused some to question their reporting choices.

GA4 is the latest version of Google Analytics, launched in October 2020 and is now the default version when setting up a website with GA reporting. Since launch, however, you have still been able to both continue to utilise Universal Analytics*, the previous iteration, and set up new accounts with UA if you desired. 

That has now changed. In March 2022, Google announced that from July 2023 it would stop processing hits for Universal Analytics properties and GA4 will become the only option in Google Analytics tracking.

But that’s no big deal right? It's the same company providing the service, it’s just a new iteration of reporting tool surely? The change from GA2 (Classic) to GA3 (Universal Analytics) in 2012 wasn’t a huge change at all, I’ll just swap out the code and job done.

We have to emphasise GA4 is a fundamentally different entity to Universal Analytics. It reflects Google’s move to an events-based system of measurement as opposed to Universal Analytics’ recording of page hits, event hits, ecommerce hits & social interaction hits which we have been used to for a long time.

Put simply this means there are a number of metrics which we know are currently key reporting points for many of our clients which will no longer be available in GA4. This includes (but is not limited to):

We’d be surprised if in your current reporting set up you don’t use any of the above metrics!

If that’s caused a bead of sweat to form on your brow then let’s get started on what should be done to tackle this. There are two options we would consider:

This move is happening, so we really want to gain as much time as possible in acclimatising your reporting requirements within this new system. This will allow for as seamless a transition as possible in July of next year, while we can also compare data between Universal Analytics and GA4 accounts in the meantime to get a sense of perspective between the two data sets.

Additionally we’re not really sure how Google is going to be dealing with historical Universal Analytics data once the switchover occurs (although they have said they will allow us to view historical UA data for six months after July 1st), so as much historical data as possible in GA4 is going to give us more data period in which to work with in the future.

Option 2 - Move to a different reporting solution

As referenced earlier on in this article, Google has come under a fair bit of heat in recent years as regards to how it complies with EU privacy law & GDPR, with Austria at the beginning of 2022 ruling that the use of Google Analytics itself was illegal! 

So perhaps with Google now no longer able to show you the data you are used to and with its very presence deemed illegal to some, now is the time to consider alternatives?

There are plenty of reporting platforms out there which can provide similar data points to what you might require. However, to clarify these will be paid solutions which might be difficult to stomach after so many years of previously free reporting.  

No matter which option you might be leaning towards we’d be happy to provide our own opinion on what might be right for you and your business.

The important takeaway from this article is that you need to be proactive. Data provides the backbone on both how your site (and by extension a proportion of your business) is performing and how you can improve it. Don’t be left behind on the big switchover July 1st and be prepared!

*Just a note if you’re wondering whether you use Universal Analytics currently (you’re very likely to be doing so!) if you quickly hop on a Google Tag Assistant extension for your website and you note a Google Analytics tag which has a code starting with ‘UA’ (e.g. UA-12345678-9) then you are indeed a UA user.

**Update 14/07/22 - Google has now announced they are introducing bounce rate into GA4 although it is calculated slightly differently to that of UA. It'll be interesting to see how this different way of measuring bounce rate will affect benchmarks!

It’s true to say we’re approaching a potentially vital turning point in the reporting of your website and you might not even know it.

What does the move to GA4 actually look like and what should you do to safeguard your ability to accurately monitor website performance moving forwards?

Cyber Essentials Plus is the highest level of certification awarded by the Cyber Essentials scheme. It shows that we’ve passed an information security and cyber threat audit conducted on our processes and systems by external cyber security experts. 

While we’re delighted to have achieved Cyber Essentials Plus certification, it’s only one part of making sure that our systems and professional practice are as watertight as possible against today’s ever-increasing risks of doing business online. We’ve also secured accreditation from FSQS and we’re currently working towards ISO 27001 accreditation (scheduled for assessment in Autumn 2022).

The Financial Services Qualification System provides a cohesive and collaborative platform for managing supplier compliance assurance information. It provides finance companies with a fast and efficient system for assessing suppliers, therefore cutting out a lot of red tape.

We’ve gained this key accreditation through our ongoing commitment to excellent security and compliance, and the process has also enhanced the professional development of our team. We completed a rigorous audit process, meeting standards across several areas.

The bottom line is that financial institutions know they can trust us as a provider. Having achieved the FSQS benchmark for potential partners we can approach them knowing that we can deliver the extra assurance they need and make it easier for good, safe business to happen. 

We’re extremely proud to have reached these milestones with FSQS and Cyber Essentials Plus. Our dedication to ongoing professional development, both as individuals and as an agency, is vital in providing our clients with an exemplary service that operates at the cutting edge—digital evolves and so must we.

Update: In Autumn 2022 we successfully passed ISO 27001 accreditation - read more about what this entails in our insight post

We're pleased to announce that our team has achieved Cyber Essentials and Cyber Essentials Plus certification for a third year running. 

Strengthening security for ourselves and our clients

Let’s say you’ve built a website (hooray!). It looks great, is developed using the very latest thinking in web technology and you’ve chucked loads of money at a massive social media campaign to promote it. Can’t fail right? Wrong, I’m afraid. The truth is if you haven’t done your research on your users, there’s no way you can build your site with the proper care and attention your specific user base requires. 

The answer to this is a crucial stage at the very start of the website development process; persona development.

A persona is a representation of a particular audience type which may be interested in your site. It can be as brief as a short list of their key details (e.g. age, gender, job title) or more complex with the inclusion of insights such as buying behaviours and related interests.

It would be quite rare for a site to simply have one type of user visiting the site. If you believe that may be you, have a think to see if that one user you are thinking about could actually be multiple types of people (they might be different job roles, different ages or different nationalities). Conversely it’s wise not to create too many persona types as this may result in you getting muddled and losing sight of your key users. We would advise ultimately around 5-10 are fully fleshed out as actionable personas.

Due to the wide ranging nature of personas, you can really grab your data from anywhere you have knowledge of your customers. If that’s a little too vague then a good starter for ten would be your Google Analytics account (and if you don’t have a Google Analytics account, you really should have a Google Analytics account!). The Demographics section is a minefield of data which can give you insights on age, gender, interests, browser preference and device type.

Another tip is to ask your sales team or whoever deals with your customers on a regular basis. They will be able to tell you more about the human side of your customers, dealing with them on an emotional level and therefore adding a further dimension to your personas.

In any way that is easily consumable for the reader. Ideally it would be visual in nature and succinct in its wording as what we’re really looking for is for a vast range of people to be able to dip in and out of these personas. This means we want to stay clear of jargon as much as possible and waffly descriptors.

Now that you have created physical representations of your target audiences you can really try and put yourselves in their position. What do they want from your site? How may they find your site? Is the site easily navigable considering the level of digital experience of your audience? (e.g. different considerations for those in their 20s/30s to those in their 60s/70s)

If these questions are asked from a pre-build stage, the answers can help inform site structure and even future marketing, preventing you from playing catch up while on the back foot post-launch.

No! The shelf life of your personas last long after your site is launched. They should help you in every iteration you want to make to the site. Whether that is a new feature or a piece of content, having your site personas to hand will give the update in question a focus and remind you of overall site goals.

That is not to say that they should be left untouched. Of course, your user base may change or evolve, so it’s always a good idea to revisit your personas from time to time. Even if no changes occur it will help to reinforce your user to you, enabling you to make smarter decisions based on the user’s preferences and not yours.

If you are interested in finding out more about persona development, please get in touch and we’ll be happy to help get digital working for you.

In developing a great website, your users have to be the primary focus. Here we discuss how personas can help you gain a stronger understanding of your audience.

It’s a question surprisingly left unconsidered by a large proportion of brands and can lead to a great deal of wasted time and resources.

Apps are useful for a host of reasons but they’re also non-essential in many cases. Pouring effort and money into something you might not really need and something that perhaps won’t even be published - it does happen - is something you want to avoid. 

This isn’t to say we’re proposing the idea that mobile-friendly web presences aren’t of the utmost importance. Making sure your brand and your business is mobile-friendly is crucial. According to Tech Jury, over half of internet usage is carried out on mobile phones. With this in mind, it would be a mistake to discount any options regarding these devices and potential for growth. However, making sure your brand is mobile-friendly doesn’t necessarily have anything to do with apps. 

As long as you have a ‘mobile-friendly’ website that reflects the effort put into your desktop-view website, there’s no need to worry. Some brands and companies are less invested in making sure their mobile-view is as well-rounded and accessible as their desktop site. If your site isn’t optimised for mobile users then you’re going to lose out on a lot and so are your users. Additionally, if you put as much effort as possible into your mobile-view site then this, in most cases, will eliminate the need for an app altogether. 

As mentioned earlier, there is also the chance that your app might not get past the development stage. All too many apps have been finished and developers have found that their hard work, time and money had gone to waste because the app wasn’t published. Apple has a policy that an app needs to offer something different, something that a website doesn’t or can’t offer. This means that your app would need to offer something totally new, you can’t just have it for the sake of it. 

Something you have to ask is: “What could my business/brand get out of an app and what could our users get out of an app?” If the answer to that question is that there’s nothing an app could provide that a website couldn’t, then that should tell you something.

If you have any questions about whether an app is right for you then you can always contact us, we’d be happy to talk it over with you. 

Whether you’re planning your site, or it’s already up and running, it may have crossed your mind that you might need a mobile app. But would it actually benefit your business?

If you’ve created a website then you’ve probably wondered if you need to make an app too. Let’s walk through it.  

They can be useful in progressing and creating a community of people who will engage with your posts. While it’s exceptionally important to get your point across and to direct the right people to your site and your content it’s also important to treat these people with courtesy. 

We’ve become so accustomed to hashtags that, sometimes, we don’t even notice they’re there. 

That is, unless, they’re completely bombarding you. 

This article is a quick guide to utilising hashtags while maintaining hashtag etiquette. 

Your use of hashtags depends heavily on which social media platform you’re using. There are some stark differences between various platforms. 

Something that Instagram generously includes in its posting options is the ability to hide your hashtags.

If you’d like to hide the hashtags, all you need to do is the following:

“It’s an Instagram post! Look at that photo. That’s a good photo. I should have studied photography!” 

You can then comment beneath the image using as many hashtags as you think are required. Use the following structure to obscure your hashtags and make sure they’re not bothering anyone:

#photo #photography #photographer #lookatmylovelyphoto #etc”

Adding ellipses will ensure that Instagram will make the comment collapse and ensure the hashtags are not visible to users while the main thrust of your message remains front and centre. 

Be careful not to go too over the top with your hashtags though because any more than 30 hashtags will wipe your caption. Despite your followers not being able to see them, Instagram sees everything. 

You can also follow any hashtags you might be interested in. You’ll never miss out on any photos of #catsinboxes again.

That also means you can follow your own hashtag and see who mentions you in a post. Fantastic!

This is where we have to rein ourselves in. Instagram is a haven of hidden hashtags compared to Twitter and Facebook. On these social media platforms we must wear our hashtags on our sleeves. 

That’s why, when using them, it’s best to stick with one or two hashtags. That’s it. If you use more than that user engagement will actually drop. 

This is because an overload of hashtags just looks like spam to a casual observer. If you add a link into the mix then you’ve got what, to social media conditioned minds, looks like spam central. It’s not a good look. 

When incorporating your hashtags, try to make them fit naturally into the post. For example:

“Check out our latest #blog post on improving your social media engagement.”

Hashtags are extremely useful when it comes to getting your content noticed on LinkedIn. When it comes to posting articles on LinkedIn you can add hashtags at the bottom of the article before it's published.

It’s also a good idea to have hashtags worked into your profile on LinkedIn so that you can easily be found. When mentioning your skills or your company’s skills, why not hashtag it for findability? 

There’s a right and wrong way to do this, however. For example...

“We are Core. Connecting #creativity, #strategy and #technology. We work across all areas of #digital: #websitedesign, mobile and app development, #searchengineoptimisation, #socialmedia, and #digitalmarketing, to name a few. Our reach extends across the UK and internationally, in partnership with communications agencies and a wide range of industry clients.” 

Something more like this would work though: 

“We are Core. Connecting creativity, strategy and technology. We work across all areas of digital: website design, mobile and app development, search engine optimisation, social media, and digital marketing, to name a few. Our reach extends across the UK and internationally, in partnership with communications agencies and a wide range of industry clients. What We’re Good At: #digitalmarketing, #socialmedia, #seo, #usinghashtags”

As a general rule, between 4 and 5 hashtags on LinkedIn is optimal. 

Here’s hoping that this guide to hashtagging was helpful to you. However, if you need more help understanding the nuances of social media then we at Core would be more than happy to assist.

Hashtags are essential in building a following of the right people who are interested in what you and your business have to say.

Not sure how to use your hashtags? Well, we’re here to help. Here’s a quick guide to utilising hashtags. 

There are many benefits to social media monitoring and if optimised correctly it can provide businesses with valuable information to make strategic business decisions.

The main benefits of social media listening are:

Through the implementation of social media monitoring, it is possible to track the levels of engagement that your social posts have gained. This includes the amount of likes, shares, comments, clicks etc on your content. This data is extremely valuable as it allows you to monitor the performance levels of the various posts.

As a business, you can take the data that social media listening tools generate and create future social media posts that you know are likely to capture the attention of your audience. If a certain type of content is not working on social media and isn't performing as well as other posts, thanks to social media listening tools you can identify this and strategically work to increase the engagement on these posts.

Listen for brand mentions, keywords and hashtags

Depending on the social media tool that you use and the complexity of the software, you will be able to set up queries to search for certain mentions, keywords or hashtags that are occurring in online conversations. You might want to track certain keywords of a particular product to see where it appears in the conversations or to track where a specific hashtag is being used. The possibilities with social listening are endless!

One of the most important factors of social media listening is keeping track of any negative or brand damaging comments. Social media platforms move very fast and without using a listening tool you may miss a negative comment being made. It is crucial to catch any damaging comments early before the conversation spirals out of control. Using a listening tool, it is possible to categorize mentions as positive, neutral or negative and track the sentiment of your content.

Through various social media listening tools that are out there in the market, you can compare the performance of your company against its competitors. This allows you to keep on top of your industry, monitor your share of voice amongst your competitors, and compare how your brand is performing in comparison to the other key players in your market.

You may be unsure what tools are out there and which one is the best to use to meet the needs of your business? Or you may have certain social media KPIs that you have to meet and want to use social listening to track these but dont have the time or resource. If you are unsure where to start with social listening, please get in touch and talk with us today.

Social media listening should be an essential part of any organisation’s digital marketing strategy.

Here we’ll give you some tips on how to build up an audience and connect with your followers. Although much of this relates to Twitter, a lot of this information and advice can still be applied to other social platforms. 

Before getting into the technical stuff like algorithms and strategy, we should mention the more creative side of user engagement first. Ask yourself: “Does my brand have a voice and is it consistent?” If your answer is ‘yes’ and ‘yes’ then carry on. 

If not, then it would be useful to decide how you want your brand to come across. What’s the message you want to send? Are you professional above all else? Are you relatable and amiable? Are you more jovial and offbeat in your approach?

The good news is that you can be anything you want. It’s exciting when you think about it. 

Getting back to consistency however, this voice needs to come across each and every time someone on your team posts or responds or creates just about anything to put out to the public. No matter what member of your team has logged into your Twitter profile today, they need to come across in the exact same way you or anyone else on your team might. 

If that’s all a given then let’s carry on to the more technical stuff!

So, Twitter’s algorithm has a few conditions for you to follow in order for you to increase your reach.

If a tweet is doing well in your network then you are sure to end up seeing it and that’s why you want to create content that people are more likely to engage with. Not only that, if people engage quite quickly after it's posted then it will be visible for a longer time (depending on the level of engagement it could last for days). 

The more people you talk to, the more reach you have. Though, you don’t always have to talk to people for engagement to take effect, just having people read your posts counts too.

Remember, if there are people in your network that you have engaged with before then they will appear at the top of your feed. 

Also, don’t forget, analytics are your friend. Utilising them properly, you’re able to see all the information you’ll need to inform when to post and who your posts appeal to. This information can be invaluable when it comes to making plans for posting in the future and scheduling them accordingly. 

It’s always a good idea to keep an eye on who is responding to you. If someone replies to you, engage with them and reply back. If you can reply promptly, even better still. Being proactive is important. 


Becoming (and remaining) engaged with your audience is a tricky endeavour, but it’s one of the most important things to be aware of when it comes to your social media activity. 

If you’re unsure how you can connect and engage with your audience then we’d like to share a little of what we know with you. 

Would like to explore how personalised reports can assist in the effective handling of your branding and engagement on social media?

In May 2018, the European Union's General Data Protection Regulation (GDPR) came into force, meaning that there are a lot of new compliances around consent and personal data that companies need to consider. Under GDPR compliance, each person has to give their explicit instruction of whether they give consent for their personal data to be used. As the internet has grown, there is now more data than we know what to do with, therefore new data protection regulations are needed to control this data.

YES! GDPR applies to anyone who deals with EU personal data. It isn't just the large companies that ar affected by GDPR, SMEs are also impacted and there are multiple things you can start doing now.

A good starting point is the process of Data Mapping. You can start by outlining what data you have, why you have it, where it is stored and who has access to it? Also, you need to distinguish if you have explicit consent to be storing this data? 

Accountability and transparency are the two most important things to consider when thinking about GDPR and personal data. As an SME you are accountable for the data that you store, and must be transparent about what data you have, and why and how you have it. Something that SMEs should consider is Cloud Vendors. If you store your data in the cloud, you will want to draw up a data processing agreement and a security policy to ensure that the data remains secure.

Employee data should already be treated in a sensitive and secure manner, but this data is also included under GDPR. Employee data comes in many forms and can be stored in multiple ways, such as electronic data, printed contracts, background checks, health insurance policies, bank details, paper documents etc.

It is important to have a data retention policy in place to detail how and where personal data is being stored. As the amount and type of data that you store changes, it is crucial to assess this policy each year and make the necessary amendments. Don't forget, accountability and transparency is key!

What about the data you have already gathered?

If you went to an event three years ago and gathered some data but don’t have evidence of explicit consent given, you will have to regain explicit consent if you want to store and use this data under the new GDPR ruling. There are a couple of ways you can reconnect with these people and gain their consent for the data to be used, examples include;

Reach out with a newsletter containing company updates.

Offer something to the people you are trying to reconnect with, a discount on a product/service.

At the end of the communication you can include a tick box for the individual to choose to give their explicit consent for the data to be gathered. You can be creative when reconnecting and gaining consent for old data gathered, plus it’s a great way to know that your business is marketing to the correct people. Your KPI’s will be more accurate and you will know that the people receiving your communications want to know about your company and will appreciate your transparency.

Do your data mapping! Know where your data is stored and what your plan is going forward. This will allow you to clearly see what steps you need to take next.

Know whose data you have, and distinguish how much of that data has explicit consent supplied for it and what doesn't.

Draw up a data retention policy for your internal employee data.

Set out a training plan for people within your business who will be handling personal data, ensure that they know about the requirements of GDPR.

Still a little unclear as to how GDPR could affect your business? Get in touch and we'd be happy to provide more specific insights.

It is not only large, global businesses that are affected by GDPR, SMEs need to take note too!

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