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Conversion theory is Serge Moscovici’s conceptual analysis of the cognitive and interpersonal processes that mediate the direct and indirect impact of a consistent minority on the majority (Moscovici, 1976).

Mark Zuckerberg’s Voice and Free Expression Speech Analysed and Commented

Mark Zuckerberg’s Voice and Free Expression Speech Analysed and Commented

When the world's most powerful person speaks, it makes sense to listen carefully.
How to Fight Populism — Why Poisonous Ideologies Must Be Suffocated Early

How to Fight Populism — Why Poisonous Ideologies Must Be Suffocated Early

Populism is brewing in many Western democracies. Is there a way to fight back? It may be too late — at least this time around.
The Word-of-Mouth Tipping Point — How to Push People to the Point of Endorsement

The Word-of-Mouth Tipping Point — How to Push People to the Point of Endorsement

How do you de-code the word-of-mouth tipping point? This PR guide will help you identify and target the right type of referrers to succeed.
Conversion Theory — The Disproportionate Influence of Minorities

Conversion Theory — The Disproportionate Influence of Minorities

While majorities often push normative social influence, minorities tend to strive for the ethical high ground according to Conversion Theory.
Viral Loops (or the Subtle Art of Incentivising Social Media Sharing)

Viral Loops (or the Subtle Art of Incentivising Social Media Sharing)

Do you aspire to design a viral loop for your business? Bring out your calculator — it's time for viral math.
Your CSR is Boring — Why You’re Probably Picking the Wrong Fights

Your CSR is Boring — Why You’re Probably Picking the Wrong Fights

Why is it so difficult for companies to get recognized for CSR activities? Your CSR is boring simply because you're picking the wrong fights.
Jerry Silfwer is an awarded freelance consultant specialising in digital strategy and public relations. Based in Stockholm, Sweden.
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