Publications

(May 2013) We look at the impact that social media is having on customer service and ask what brands can expect from customers on social channels. We also examine which social channels to use for customer service and give examples of brands that are using social media successfully, as well as best practice tips.

On 1 April 2013, financial services organisations in the UK and the US received clear guidance about how to conduct social media activity. In light of these changes – both regulatory and in consumer behaviour – we have updated our guide to social media for financial organisations.

(November 2012) Social media involvement adds the ‘wow factor’ to live events. This white paper explains how to manage social media around live events, drive engagement and improve the overall live event experience, with some suggestions for the tools to help you do it.      

Fashion is a natural fit with social media. How should fashion brands harness its power, who is doing it right and what are the mistakes to avoid?

(April 2012) A review of the best tools on the market to help your Pinterest use, from screen capture to curation.

(March 2012) A guide to the micro-blogging platform: what it is, and best practice for using Tumblr to market your brand.

(Feb 2012) An e-book giving detailed and practical advice to brands on how to participate on the Pinterest platform.

(Sept 2011) A white paper examining how media organisations use and manage online communities, the legal implications, and how best to engage users within ‘owned’ communities.

(June 2011)  eModeration has launched its Facebook VIP service: a service designed to make it easy and efficient for celebrities and high-profile individuals to manage their Facebook pages and engage with fans.

How to prepare for, and manage a social media crisis, with practical guidance and useful case studies.

Inviting user-generated reviews onto a brand’s site is a bold move, and an indication of belief in the brand’s product or service. What do you do with your reviews once they’re in place? How do you manage your community of reviewers? How do you deal with negative reviews? And how should you approach moderation?

(July 2010) Practical guidance from social media crisis communications experts eModeration and Carrot Communications,  on how to best deal with a social media crisis by taking steps to avoid its development in the first place.

(June 2010) This paper focuses on communities of purpose: what they are and who is using them (and how); questions brands should answer before setting up a specialist community; the issues facing community managers; and – importantly – how to overcome those issues, and manage a community of purpose effectively.

(last edited Aug 2010). Where does a brand’s responsibility begins and end in the social network spaces? What they should consider when setting up on these networks? What should they should do to protect both audiences and the brand’s reputation?

(Oct 2009) The rules of advertising have changed: static content is not enough to engage consumers any more. This presents a huge opportunity for agencies to show creativity, and demonstrate the value of their campaigns through engagement with consumers. How should brands and agencies approach interaction with consumers through advertising?

(June 2009) The second of our white papers focusing on youth: this time, the special challenges involved in moderating them, and the responsibilities which brands have towards young web users.

(May 2009) Our first white paper in the series is aimed at helping brands who are marketing to teens or tweens understand the ‘rules of engagement’ between themselves and their audiences.

(March 2009)   How to build and moderate children’s virtual worlds and MMOGs so that they are safe and engaging places.

(September 08)  How to moderate your community effectively and positvely – Jake McGee (Ants Eye View) and Tamara Littleton (eModeration) offer practical tips.

(May 2008) This whitepaper provides advice and tips on how organisations can work with experts in child safety, including children’s charities and the Government, and use moderation services to create a safe and positive virtual world or MMOG.

The 2012 London Olympics are the most ‘social’ ever.  But there are severe restrictions about the associations a brand can make.  Our guide explains what is permissible.

From Super Bowl ads to personal profiles, consumers are now participating side by side  with companies to create User Generated Content (UGC) sites.  The power of these sites can be significantly diminished by negative or divisive submissions: this white paper will introduce six key concepts to create a fantastic experience for the community  and increase [...]