In the not too distant past if a rumour started about a retail company it probably took an industry magazine or a national newspaper to let us all know that good or bad things were happening. 

Back in the day if we didn't work in the retail sector we learnt from our closest people who are our friends, family and work colleagues about how good/bad a company was on living up to the 'advertised' promises it made.

But that was then and this is now - today social platforms have given everyone a voice, even the ones you might disagree with!

Social success (reputation) is measured today by real time company wide visible tangible metrics, and based upon how you're building relationships, not numbers. 

You'll know if your building relationships (not numbers) because you'll see engagement (positive or negative) and this can only be done with authenticity in how you go about your social media strategy.

We all know about the recent trials and tribulations poor Zuck has had to endure due to misuse of personal data, fake news etc. As a result they've been coerced into changing the algorithm to mimic what the 'social network' was all about in the first place which is 'engagement'.

Back then, an average of 1,500 stories could appear in a person’s News Feed each time they logged onto Facebook. Of those 1,500 stories, News Feed displayed 300.

And that was 8 years ago!!!.

As such organic reach plummeted like a wounded bird but the last few years has seen a strong revival.

Along with the usual obvious intrusive adverts ran by brands and companies a number of the smarter ones have looked to develop 'content/conversation led' campaigns with the objective to reduce media spend, and not come across as too 'corporate'. 

So just what is a company to do who still want to maintain a front of mind approach on social media, is it to continue to increase media spend, gifting 50% - 75% of each dollar to fraudsters, along with working out how many of those digital intrusions are being blocked, or is it to take a different approach and look at what actually drives tangible engagement?

So many companies today under estimate the 'Superpower' with employee advocacy, because for years the 'brand police' have been in charge - and these are the people whose message is also turning us all off in our millions.