Critical Mass

Archive Tags Critical Mass

Level 5 communication — why good is the enemy of great

Level 5 communication is absolutely crucial in the age of the algorithms. “Good communication” just won’t suffice in today’s media landscape.

Now that digital has won, creative dominion will be the next frontier

When channels, messages, and platforms are perfectly optimised, what remains to compete with is employee creativity. Who will creatively outperform competitors?

Many brands have zero true fans

The insight that should hit some community managers like a ton of bricks is that many brands have ZERO true fans.

How ghost followers are destroying your social accounts

How do you beat social media algorithms? A small, but highly engaged, community is way better than attracting huge bulks of ghost followers.

Critical mass in social media: This is how many followers you actually need

It's important to invest in aggressive social media strategies to reach critical mass. And leaders must be made aware of the critical mass challenge.

The nuances of a public apology

A public apology is a tool to allow the story to move into the next phase sooner rather than later — whatever that phase might hold in store for the accused.

The CrossFit PR mayhem — the destruction of a global brand

The demise of CrossFit has been a long time coming. Glassman's tweet did stir up a perfect PR storm, but the brand CrossFit was already in serious trouble.

Why tax-funded media training is a bad idea in the Nordics

As the Finnish finance minister katri Kulmini's resignation shows, getting tax-funded media training as a public official isn’t without it’s concerns.

Corporate cringe — the overlooked problem of poor taste in communications

It's corporate cringe. Unlike many creative professions, corporate communications have phased out the importance of having great taste as an actual skill.