Insights - Morris McLane

Stakeholder Outreach on Digital Platforms

SEO, Paid Media, Analytics and Research, Digital Strategy

by Morris McLane

Nurturing Stakeholder Connections in the Digital Realm

Nurturing Stakeholder Connections in the Digital Realm With the rise of digital platforms, organizations have a unique opportunity to engage with their stakeholders in a more direct and meaningful way In today's digital age, stakeholder outreach has taken on a whole new dimension. With the rise of digital platforms, organizations have a unique opportunity to…

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Reputation Management

by Morris McLane

Predicting SERP Changes with FBprophet

Predicting SERP Changes with FBprophet FBprophet is a time series forecasting library that is specifically designed for forecasting at scale. Predicting how search engine results pages (SERPs) will change over time can be a challenging task, especially when trying to account for the various factors that can impact a website's ranking on a search engine.…

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Reputation Management

by Morris McLane

The Power of Machine Learning in Reputation Management

The Power of Machine Learning in Reputation Management Machine learning is a powerful tool that can be used to automate various aspects of online reputation management. Machine learning is a powerful tool that can be used to automate various aspects of online reputation management. By leveraging the ability of machine learning algorithms to learn from…

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by Morris McLane

Guiding the conversation: how to manage online reputations

Guiding the conversation: how to manage online reputations How your brand is perceived shapes how it is interacted with, and determines the reception of its endeavours. All efforts flourish or flounder upon a brand’s reputation. It can maximise or minimise the impact of a new product, campaign, or event. How your brand is perceived shapes…

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how to build a community

by Morris McLane

How to build a community (and how not to)

How to build a community (and how not to) What’s required of a brand to nurture the growth of a community, and elevate its audience? In our last piece, we discussed the differences between an audience and a community. To summarise, an audience exists separate from the brand. It is impersonal. Sculpted, predicted, analysed, detached.…

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by Morris McLane

The difference between an audience and a community

The difference between an audience and a community A product needs an audience (it’s not really a product without one). What’s more uncertain, however, is whether products require a community. A product needs an audience (it’s not really a product without one). What’s more uncertain, however, is whether products require a community. And, indeed, whether…

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Digital Strategy

by Morris McLane

Three uncommon (but vital) cybersecurity considerations for digital marketers

Three uncommon (but vital) cybersecurity considerations for digital marketers It is known as a pandemic for a reason: cyber warfare is continually evolving, spreading and adapting. In our last piece, we discussed the new cyber pandemic, and why digital marketers need to be paying attention. But while the two key attack vectors are through email…

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Digital Strategy

by Morris McLane

A new cyber pandemic: why it matters for digital marketers

A new cyber pandemic: why it matters for digital marketers The threats we face, like the lives we live, are primarily digital, not physical; we fear hacking, leaking, and other means of infiltration. We fear the anonymous intruder, the pilfered account, the mysterious email – and the sanctity of the server that protects – with…

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Reputation Management

by Morris McLane

Does a bad company reputation matter?

Does a bad company reputation matter? We’ve all heard that reputations destroy companies. Word of mouth – that antiquated mechanism for vouching – is resurgent. We’ve all heard that reputations destroy companies. Word of mouth – that antiquated mechanism for vouching – is resurgent. With so much choice, we pick the paths those we trust…

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Digital Strategy

by Morris McLane

Three common digital-marketer dilemmas, and how to face them

Three common digital-marketer dilemmas, and how to face them From a high vantage, the nuisance of the year disappears. One statistic isn’t as large as another, or does not meet its pre-year target. Increasingly, digital marketers face targets over which their control can alternatively be absolute, or inexistent. They are left to answer to a…

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Digital Strategy

by Morris McLane

Four most common disparities between product and product marketing

Four most common disparities between product and product marketing Product and product marketing walk the same path, but they’re rarely in sync. Product and product marketing walk the same path, but they’re rarely in sync. One strays further ahead, whereas the other lags behind – and the tether between slacks and pulls. When it works,…

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Digital Strategy

by Morris McLane

How to create a brand identity that covers multiple products

How to create a brand identity that covers multiple products Most brands start with a single product. Sooner or later, however, and that product is joined by another, and then another. Most brands start with a single product. Sooner or later, however, and that product is joined by another, and then another. Brands evolve as…

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Digital Strategy

by Morris McLane

How to create a brand identity from scratch

How to create a brand identity from scratch You’ve just started out: you have a product, but no language with which to communicate it. You’ve just started out: you have a product, but no language with which to communicate it. Tepid words form silent drops. The markers are wrongly placed. The real value has been…

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Digital Strategy

by Morris McLane

Is SEO still worth considering in 2021?

Is SEO still worth considering in 2021? SEO’s story arch is a decade in the making. SEO’s story arch is a decade in the making. From the lofty heights of pre-2011’s SEO content mills to the dreary lows of many questioning its significance, SEO has faced a journey familiar to many of our fictional characters:…

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Digital Strategy

by Morris McLane

Beginning anew: top priorities for a fresh digital communication strategy

Beginning anew: top priorities for a fresh digital communication strategy The start of any year can resemble a river of shifting priorities. This year is special, however; the river better resembles rapids, defying any attempt to stem its flow, to hold fast to an idea before it slips away. The start of any year can…

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Digital Strategy

by Morris McLane

Five ways to jumpstart a neglected digital communication strategy

Five ways to jumpstart a neglected digital communication strategy Normal is a misnomer. The world is always in a stage of change; what worked last year, what was tolerable, liked or disliked, is differently received this year. Normal is a misnomer. The world is always in a stage of change; what worked last year, what…

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Digital Strategy

by Morris McLane

The future of social media, and how it’ll influence your digital communication strategy

The future of social media, and how it'll influence your digital communication strategy Social media has been on an uneasy trajectory over the past few years. One of rising popularity and suspicion; its dominant cultural, social, and political position suspending it on a mountaintop of scrutiny. Social media has been on an uneasy trajectory over…

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Crisis Resolution

by Morris McLane

Authentic to the occasion: communication lessons during times of crisis

Authentic to the occasion: communication lessons during times of crisis What may be clear and unambiguous one day may be fraught and problematic the next. The discourses intrinsic to language are always changing, a shifting maze of meaning and interpretation that requires careful navigation and analysis. When everything is going well, it’s easy to know…

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Reputation Management

by Morris McLane

SEO in the misinformation age, and why its importance is growing

SEO in the misinformation age, and why its importance is growing The pandemic has changed how we view and use SEO, and heightened the onus on search engines to improve the accuracy of results. A decade ago, SEO reigned as a false king. Attention was drawn to the places that spoke loudest, rather than those…

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Reputation Management

by Morris McLane

Five ways digital communication is changing or will change, and what you can do to prepare

Five ways digital communication is changing or will change, and what you can do to prepare Digital communication is always changing, but sometimes – such as now – the natural rhythm of change receives an adrenaline shot of circumstance. Digital communication is always changing, but sometimes – such as now – the natural rhythm of…

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by Morris McLane

Formulating digital communication strategy in the new normal: back to basics

Formulating digital communication strategy in the new normal: back to basics The world has changed. Possibly forever, but certainly for the near future. The most obvious change – digital connection as an everyday imperative – isn’t as much a change, however, as it is an acceleration The world has changed. Possibly forever, but certainly for…

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Analytics and Research

by Morris McLane

Connecting better: using customer insights to define customer engagement

Connecting better: using customer insights to define customer engagement Customer insights fuel communication strategies. On the surface, they’re simple: how customers act helps to determine their intent. Key takeaways We live in an age of communication mitigation, in which what is said doesn’t always reflect what is felt. For effective engagement strategies, discover what your…

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by Morris McLane

The underestimated value of truth – and trust – in digital communications

The underestimated value of truth - and trust - in digital communications When we talk of digital communication strategy, we typically talk in numbers. Numbers are absolute; they show clear correlations and patterns When we talk of digital communication strategy, we typically talk in numbers. Numbers are absolute; they show clear correlations and patterns. To…

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by Morris McLane

How Disinformation Impacts Politics and Drives Public Perception

How Disinformation Impacts Politics and drives Public Perception From Europe to America, almost every continent and country is facing the impact of disinformation. There is no way to deny that it is showing an upward trend which can only be quelled through the sensible and responsible use of technology. The term disinformation, more commonly referred…

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Reputation Management

by Morris McLane

Google’s May 2020 Core Update: The Key Takeaways

Google’s May 2020 Core Update: The Key Takeaways On the 4th of May, 2020, Google confirmed that they are rolling out the second core search algorithm update of the year. This is a rather sizeable update with the potential of having a significant impact on sites across categories and countries. Although the update itself can take…

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