The so-called Key Opinion Leaders (KOLs) play a key role in the communication process. It is their opinion, point of view or position that is considered to influence public opinion. The reason for their influence springs from two different sources. One is the authority, the specialized knowledge that everyone admits that a KOL possesses. For…
The flood of publicity during the last 24 hours around what – extreme indeed – happened in the Greek version of the TV show “big brother” brings to surface a classic communication aphorism: “There is no such thing as bad publicity”. The cliché implies that even publicity associated with negative comments, ie publicity for negative…
According to the annual survey of socialmediatoday.com, social media users worldwide have reached 3.8 billion, a number that almost amounts to half the population of the planet! Certainly, the conditions that developed throughout 2020, and especially the universal adoption of social distancing, further helped the development and penetration of social media across the globe. But the…
With a new lockdown looming and social distancing measures intensifying almost on a daily basis, it is clear that business strategies, and – as far as we are concerned – communication should once again be redefined. Instinct usually leads to the tried and tested solution. In our case, this will logically lead to an immediate…
In our previous post we talked about the need and importance of adjustments. In order for an organization to choose the most appropriate direction for its new strategy, tools are needed. One of the most traditional and timeless effective tools of this type is the market poll. Through such tools one can detect trends that…
An extremely intriguing aspect of the clear and well-documented overall market shift towards digital services and virtual structures, which we talked about last week, is the possibilities of digital training. And though digital education is already part of the international agenda due to the operation of e-learning in many schools worldwide, but it is the…
A lot of noise has been made recently due to the screening of the Netflix documentary “Social Dilemma” which sharply criticizes the way in which social media affects the lives of their users. A central argument of the documentary is the following: the algorithm that facebook uses to adapt the content that is promoted to…
The part of civil society that operates in an organized manner through non-profit and non-governmental organizations and structures is going through constant development in recent decades internationally but – more recently – also in our country where such associations, unions and federations are growing more and more. This development also raises the question of whether…
In a recent post we dealt with the “war” that has broken out over the facebook algorithm and how – according to critics – the logic with which this algorithm works has a divisive effect on society. But the issue is deeper. It is not the algorithm, but what feeds it, that is, user data.…
This is our motto; literally it means that, first, the “truth” of things is influenced by the way we see them and, second – consequently – the image is something you can “construct” by influencing the opinion and evaluation of third parties. There is no better field to test and prove the validity of the…