This week saw provocative craft beer company BrewDog hit the headlines, as allegations emerged that Diageo had abused its position as sponsor of the British Institute of Inkeeping (BII) awards to prevent BrewDog from winning Bar Operator of the Year. Misguided Diageo executives are thought to have threatened to pull all funding for the BII should its fledgling competitor beat it to first place.

BrewDog has a reputation for outlandish publicity campaigns – which included courting press outrage with a 41% proof beer and presenting one brand inside a stuffed stoat – and is a master of guerilla marketing. Describing their ethos as “a beacon of non-conformity in an increasingly monotone corporate desert”, BrewDog was never going to miss this PR gift bestowed by Diageo, and promptly released a blog post titled ‘Diageo screws BrewDog‘ and a Twitter campaign under #andthewinnerisnot. Within hours, the hashtag was trending worldwide and the entire embarrassing affair reported on primetime news. Diageo was forced to release a humiliating apology in the hope of fending off further damage to its reputation.

BrewDog isn’t the first David to slay a Goliath, using tweets instead of stones.

Read the article in full on the Forth Metrics blog.

Then there is my former job, as a development manager in Channel 4′s Nations & Regions department (as it was then known) – a team tasked specifically with boosting production in the English regions and the devolved nations.

So it was with great interest that I accepted a commission to write a lengthy feature about the BBC’s much touted move to Salford, dubbed ‘Media City‘. The article was for the magazine of the University of Sunderland, which is among many educators attempting to spearhead a cultural renaissance in the former industrial heartland of the North East.

I kicked things off with an interview with Greg Dyke, former Director General of the BBC and an honorary graduate of Sunderland. He told me with characteristic verve that local news is dying a death, and must find new revenue models and platforms in order to thrive. Against this backdrop it’s up to national broadcasters – and the publicly funded Beeb in particular – to champion the regional voice. Interestingly, Greg was unequivocal that impressive and valuable as blogs are, the blogger is by no means taking the place of the journalist. Citizen journalism and blogging is a worthy pursuit, he agreed, but the media industry is still in dire need of smart professional writers with a nose for a story and the acumen to know how to research and report it.

Then it was southbound by train for a tour of MediaCity and an exclusive interview with Peter Salmon, Director of BBC North. Peter is an energetic and charming man, who has that trait much beloved by journalists of speaking in ‘pull-quotes’. Not that I’m suggesting the interview was an exercise in spin. The facts more than back up the claim that BBC is creating “a new centre of gravity for creative production in the UK”. With sport, children’s, Radio 5 Live and many other major departments having made the epic transition, there is a genuine buzz to these stunning new offices. BBC also acted as an effective catalyst for the rest of the industry – as I write this ITV is building its new Coronation Street set on site and 200 indies are going about their business in the neighbouring building. Everyone from commissioners through to technicians are gathered together, entering into what could very well be a new era in network broadcasting. An era when broadcasters do more than merely tip their hat to the nations and regions, but genuinely recognise the diverse make-up of modern Britain and reflect they not only on screen, but in every aspect of creative production.

Read my article in full on the University of Sunderland website in July – link to follow.

All sports output brought together in Salford

White Light Media designer Islay Brown discovers the tardis

I was delighted to receive Tree News hot off the press this spring. This was my first issue as editor of the member magazine for the Tree Council, and I’m really happy with how it’s turned out. There’s in-depth features on topics such as extreme weather, the endangered tree that’s harvested for chemotherapy medicine, cryopreservation and hedgerow habitats.

Many of the features were written by me, and some were contributed by artists, scientists, arborists and enthusiasts, all of whom have written with insight and enthusiasm. I’m particularly fond of landscape designer Dan Pearson’s musings on creating a sense of place.

I admit I knew very little about trees before starting work on this magazine, and probably barely thought about them. But now as the first shoots of spring appear I feel quite proud to be learning more.

My first post reflects on the range of new tools designed to measure a person’s online influence, and asks if it’s really a worthwhile approach? Taster below…

There comes a certain moment in any good house party when you will find yourself slumped on a sofa, clutching a G&T and contentedly watching the general hilarity. You feel a bit like an anthropologist quietly surveying a microcosm of society.

There’s the Host, scurrying around trying to keep everyone in drink and Pringles. There’s the Mother Hen, usually found treating stains and consoling a sobbing, drunken guest. There’s the Loner who grabs a book from the shelf and smiles amiably at the general company. And right in the centre of the room, or on top of the coffee table, is the Exhibitionist, talking loudly to everyone who will listen.

Which of these people would you trust to recommend you a mobile phone? I bet it’s not the person who talks the loudest. In fact, nobody strikes you as being in any way pre-qualified for the job. Instead, you’d rate their opinion against a number of factors: how much you trust them, their knowledge of technology, their ability to listen to what you need, or even the brand of their trainers.

It’s common sense, right? And yet, many companies have fallen under the misguided belief that a person’s influence can be defined and measured, then harnessed to drive sales. This is dim. Or more fully, Digital Influence Measurement (DIM).

Read the article in full over on Forth Metrics.

By Sztijoe on weheartit.com

It’s with a slight sense of guilt that I’m writing this post, a full two months after my last blog. Where have I been? Well, this year appears to be dividing itself into nice little quarters for me.

Early in the New Year I was readying myself for the busiest few months I’ve had since going freelance. The Christmas break gave me a welcome chance to prepare – wading through mountains of boring paperwork and thinking about just what I wanted to achieve in 2012. Then it was full steam ahead, and I’ve barely come up for air since. A few highlights:

Tree hugging
My first issue of the Tree Council’s member magazine went well, and I really enjoyed writing about the natural world instead of the corporate world. In this first issue, I wrote about protecting tree populations from the impacts of climate change; learned about a species of Asian yew that’s harvested for chemotherapy medicine; untangled the complex scientific practice of cryopreservation and conducted an inspiring interview with landscape designer Dan Pearson.

Canongate
I’m loving my part-time position as web editor for Canongate. The company is genuinely filled with the most fantastically talented and creative people, and I now have a reading list that could stretch to the moon and back. From the off I discussed some ideas for developing the site – mainly around adding more content and a better structure for existing content – and I’m really looking forward to seeing it all take shape.

Medical marvels
The latest issue of Strathclyde People was a joy to write. I interviewed social entrepreneur Jack Sim, whose tireless work in global sanitation has earned him the nickname Toilet Man (Sound frivolous? Think again), and a lady working at the American University of Aghanistan. The cover feature this issue profiles some of the University’s achievements in medicine, and I was particularly fascinated by a project which takes the blood spilled in surgery, cleans it up and delivers it back to the patient in the form of a concentrated blood transfusion. Incredible. The cherry on top was winning Best Digital Magazine at the IoIC Scotland Awards. Congrats to the designer, Jenny Proudfoot and the brilliant team at White Light Media.

Dizzying heights
I write the features for UK Excellence, the member magazine of the British Quality Foundation. My favourite article this issue focused on Mace, the company constructing the tallest building in Europe – the Shard in London. I learned about some of the innovative engineering solutions applied on site during this epic build.

What I love about this job is the sheer range of subjects I get to learn about, and to write about.

What’s next?

My work at Canongate has got me really enthused about the possibilities of marketing and media in a digital age, and I’m excited to learn more and develop my skills in that direction. All that was underlined by a new business meeting today, so over the next few months I’ll be throwing myself into blogging and social media, and sharing my thoughts right here.

For the moment, I’m taking a week off to recharge my batteries, and take a deep breath before launching into spring.

This February I got the rare treat of writing about my home town, Wick. Wick is a small seaside town located in the far north of Scotland, a few miles south of John O’Groats.

CMYK Design, publishers of the award-winning Aurora magazine for Highlands and Islands Airports Limited, commissioned me to write a travelogue piece picking out places to visit and points of interest.

I had great fun writing about the history of the town, the once booming herring trade, the flat, wild land and the abundance of wildlife. I also learned about the plans to regenerate John O’Groats. Of course it wasn’t long before I was homesick. One of the things about writing about where you’re from is you realise how much you take it for granted. That is, until you see it from an objective point of view and start to remember all the fantastic things is has going for it – like clean air, clear skies, safe streets and tranquility.

A fun commission, and I hope an interesting article too.

Adam took my beloved coral colour scheme and softened it with a warm grey accent (he called it lilac but I hate lilac, so am insisting it’s grey). The main font is Aurea and the secondary font is Bree. For a bit of fun I chose five different quotes about writing to grace the back of the cards.

The end result is very quirky and a bit girly, but it reflects my personality better than a drab corporate card would have, so I’m a happy bunny! Big thanks to Adam for working so hard and getting a great result as always.

I’m delighted to announce that I have accepted a position working two days’ a week with Canongate Books, one of the most exciting independent publishers in the UK. I’m joining the Canongate team to assist with their site canongate.tv. Over the next few months, the site will be slowly transformed with more inspiring films, exclusive offers and expert blogs. Watch this space.

I have also just been appointed editor of Tree News, the member magazine of the Tree Council. Don’t be fooled by the unassuming title – this multi-award-winning magazine packs a serious punch. The Spring/Summer 2012 issue is shaping up nicely and I look forward to writing more about the project in the months ahead.

One of the many great things about both these projects is the way they combine the best of emerging and traditional media. Tree News remains faithful to the print format popular with its readers (recycled paper, of course!) but has an active twitter stream and, in the latest issue, a fantastic round-up of the best apps for naturalists and foresters. Meanwhile Canongate is living up to its reputation for bold, mould-breaking publishing by being one of the first in the traditional book publishing industry to embrace modern platforms, with a TV-inspired website, downloadable audio content and e-books. I feel so lucky to be involved in their journey.

Image from XXII_teddie on weheartit.com

I know writers are supposed to be highly original, but I’m going to indulge myself with the usual December cliche and take a moment to say “where the hell did the time go?”

As is always the case, my blogging, tweeting etc came to a quick halt the minute work became very busy. Do other freelancers note a pattern of not having time to promote yourself when you have things to promote? It’s very frustrating but I should really make the time.

So, suffice to say it’s been a busy couple of months and 2012 looks set to be a storming year.

I’m very happy to write that I have a lovely new magazine to tend to, which focuses on environment and forestry. I start work on it in the new year and am genuinely looking forward to writing about the natural world, instead of the business world which has kept me so occupied of late (not looking a gift horse in the mouth of course, but it’s nice to have a bit of variety). Details will follow soon.

Also on the horizon but not yet confirmed are two book-related projects, which I’m very excited about.

Meanwhile, I’ve been waxing lyrical on a variety of topics: trust in digital media for supportyourlocalcinema.com; the changing face of corporate governance for White Light Media’s Equiniti magazine; the history of the Titanic for one of Think Scotland‘s magazines, plus a whole host of articles for an employee magazine.

As 2011 draws to a close, I’ll be toasting a successful year, thanking my lucky stars for keeping me so fortunate, and planning a very exciting 2012. I hope everyone else has had a creative, rewarding and exciting year too.

Image by Love Envy on weheartit.com

Here it is…

Let’s face it, these are tough times for media. In the past year alone, News of the World imploded in the face of the phone hacking scandal. ITV broadcast videogame footage as supposed documentary evidence linking Gaddafi to the IRA. Several news sites posted the wrong verdict in the Amanda Knox trial.

Meanwhile, social media struggles to strike the right balance between free speech and responsible moderation; between protecting member privacy and monetising user data.

It’s a question both of authenticity and of ethics, and one that is leading a growing number of consumers to ask: what can we trust?

To those of us who favour the independent, the creative and the alternative, platforms such as Facebook seem to represent an almighty corporate machine: undiscerning, unfeeling and motivated purely by profit. In some respects that’s a fair assessment, but it’s also one that fails to recognise the very real opportunity that social media presents.

Consider for example the role of the internet in promoting social justice – most recently in the Tunisian Revolution.

For citizens, it’s democracy in action. For consumers, it’s a public voice.

So what is it for arts organisations and businesses? Quite simply, it’s a platform. “All the world’s a stage.”

Sound terrifying? Absolutely – but it’s also bristling with potential.

For example, SYLC.com is supporting Arenberg Film Centre’s campaign against closure – a campaign that has amassed 26,000 supporters and growing, excludingpaper signatories. Would that number have been anywhere near as high without ‘shares’, ‘diggs’, ‘likes’ and ‘retweets’?

Then there is the story of independent jewellery maker Stevie Koerner who this summer tweeted that Urban Outfitters had copied one of her necklace designs. Within 16 hours, the tweet had reached more than 650,000 people, Urban Outfitters’ shares had plummeted in the face of a boycott, and Stevie had notched up $36k worth of sales. Impressive, huh?

So, how can your cinema harness all that energy? And how can you protect your brand as you do so? I asked Ewan McIntosh, CEO of NoTosh and a prolific user of social media, to share some top tips.

First, three steps to get you on your way:

Choose the right platform
There’s a dizzying array of social media tools out there, but don’t be tempted to sign up for everything all at once. Pick the ones that are most used by your audience – that’s most likely Twitter, Facebook and YouTube – and master those first.

Create some guidelines
Make sure whoever you entrust to run your online presence understands what information you want to share, and – just as importantly – understands what is confidential. It may sound obvious, but they should also be well briefed about taste and decency. However, do not try to set a corporate ‘tone of voice’ or users will run a mile (see ‘Be authentic’ below)

Have some faith
Say you have a great idea for a new programming season. It can be daunting to consider putting it out there for the world (and your competitors) to see. But don’t let that scare you off. Have some confidence that your community will spot that you were there first, and ‘out’ anyone trying to rip you off. The only way to be sure your ideas succeed is to do them, not hide them.

Now, how do you turn your followers into your biggest fans?

Spark conversation
The biggest mistake businesses make is to broadcast to people, when they should be engaging them in conversation. Don’t just blandly tweet out press releases or screening times – share your thoughts, reply to queries and retweet others’ views. A recent study by White Fire asked twitter users why they stopped following an account: 58% blamed it on tweets that ‘seem automated’ and 34% because the person only tweeted about themselves.

Be authentic
If you try to maintain a tone of voice that’s ‘on brand’ followers will run a mile. Forget any ideas about corporate style guides – you’re independent, and that’s partly why your customers love you! Create a meaningful relationship by letting your own voice and personality shine through.

Strike a chord
The best way to get people to share your information online is to give them something funny, moving or inspiring. Essentially, it’s about striking a chord emotionally. The same survey quoted above found that interesting posts are more likely to be retweeted than posts by friends, posts by celebrities, posts with financial incentives or those with ‘Please RT’ at the end!

Don’t be cynical
It’s better to have 1,000 followers who are genuinely interested in your organisation than 10,000 who don’t give a hoot. Don’t employ cheap tricks in the hope of upping your numbers – study after study shows it’s ineffective and off-putting for your real fans. I blogged/ranted about this recently on my site.

Share, share, share
The internet is built on sharing. You rely on other people sharing your posts to generate traffic and interest, so make sure you return the favour. Retweet things you like, comment on people’s blogs and generally send out some good karma. It will come bouncing back to you!

Image from Maila in Wonderland on weheartit.com