In an article published in the Journal of Consumer Research, USC Professor Robert Kozinets uses the example of foodporn to convincingly illustrate that social media are “networks of desire” that fuel our passion for consumption and our need to connect. They are persuasive technologies designed for us to want them and use them often. Together with equally needy smartphone technology, they...

The old proverb, “seeing is believing,” is in serious jeopardy of becoming outdated.

With the advent of the latest AI deep-learning technology, it is becoming easier and easier for any computer-literate content creator to produce and distribute increasingly hard-to- detect fake videos that have people doing and saying things they didn’t really do or say. These so-called “deepfake”...

Anyone who has glanced at the stock market lately must realize that data is the new currency. Companies like Facebook, Google, Amazon (combined market cap of $2.45 trillion as of this writing) have turned data about what we like, search for and buy into gold.

But why should these behemoths have all the fun? In 2019, we are suddenly awash in data that can tell us everything from where...

“In July 2019 I did something I have never done before: I went viral. A friend and I quickly filmed a parody of the #BottleCapChallenge, where participants kick a cap off a bottle in epic fashion. Little did I know that, in less than 36 hours, the video would make it to TikTok’s ‘For You Page’ and accrue more than 155,000 views. I was officially famous.” — Patrick Mazuca

Often...

Influencer marketing grew on the basis of trust. It’s simple — people appear more trustworthy than corporations. But in recent years, the influencer marketing terrain has faced a loss of authenticity. As brands continue to spend more on influencers, it’s important to consider how they can maximize the effects of their partnerships and what the future of influencer marketing will hold....

It’s an incredible time to be in communications. Our roles have always provided the opportunity to shape how a company creates and communicates its strategy and help leaders form their approach as they convey where the company is headed. What’s exciting now is the expectation that a company’s leaders will help solve major societal problems and what that means for our profession.

When...

Ask anyone: I’m obsessed with innovation.

I love the connected-ness of our world and staying close to distant family, friends and colleagues via social media. I let my electric, autonomous car do the driving (where legal, of course). My kids wear activity monitors and count steps zealously. My 5-year-old made me post a picture of her on the family photo stream the day she hit 26,676...

There are a few common problems every PR pro faces but rarely has an answer to:

How can we influence the C-Suite when there are so many calls for their attention? How do we prove the value of PR when frequently used KPIs (such as impressions) are little more than vanity metrics?

Fortunately, the answer to both these questions is the same — the Customer Journey.

Research from...