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By Richard Spencer, CMO Isentia: Forget the Wall Street Journal, believe it or not social media is one of the most powerful tools for influence in business. It provides business leaders the unique opportunity to deliver personal insights around contentious issues directly to their audience.

By Richard Spencer, Chief Marketing Officer, Isentia: Messaging mania has taken over the world. Once a simple service for exchanging text messages between users, messaging apps have evolved into expansive ecosystems connecting people with brands, merchandise and content – eclipsing many social networks for engagement. The question is, do they really work for marketers?

Richard Spencer, the Sydney-based head of digital at leading APAC media intelligence company Isentia, penned this opinion piece for M+AD, about Facebook Live: Live video is a powerful way for marketers to interact with their audience. It is well and truly on the rise; by 2020, it is estimated that 75% of the world’s mobile traffic will be video.

For many New Zealand businesses, Weibo presents the gateway to scale. “For brands with powerful creative content to capture mass attention, it is the best distribution platform in China,” says Isentia Sydney’s Gareth Kidd, writing for M+AD.

Belinda Armstrong, Sydney-based HR director of media intelligence outfit Isentia, offers simple tips to use social media for more than just marketing: Recent studies show digital connectivity appears to boost metrics like productivity and retention. The same studies found the ‘ultra-social set’ – those who regularly used more than five social networks – demonstrated higher sales in less time than their colleagues.

China – along with Weibo and WeChat – is the future of social media, writes Richard Spencer*, the Sydney-based head of iSentia Two Social (NZ is part of his brief): “With more social media users than the US and Europe combined, China is well on its way to becoming the largest digital economy in the world – so how can NZ businesses capitalise on this using social media,” he asks.

By Sallyanne Smutek, Isentia Country Manager – New Zealand: We all know that the fastest growing users of Facebook is the 45+ category; but is Facebook now just for oldies?

Claire Waddington, the Sydney-based Australia & NZ marketing & comms manager of APAC media intelligence company Isentia is on a mission to spread the Twitter message to brands in this part of the world …