Social Media is not only an arbitrary marketing tool, but also an attitude to life.  The internet network and the possibilities of web 2.0-3.0 render consumers more critical and inform them sustainably especially concerning brands and products This is why credibility and transparency represent a major challenge to contemporary online communication. In today’s information society we want to know what others think about brands and products. Statistics show that 87 percent of clients trust in purchase recommendations coming from their social environment and only 13 percent in publicity.

This is why we are convinced that our openness, honesty and transparency in social media dialogues offer a larger credibility to our clients and their brands in online communities. Thus we can create a bigger group of supporters and ampler trust in a company, a brand or a product which is leading to a sustainable and growing business success.

When we are active in social media, it is very important to us that it is always clear who we are and whom or what we are representing. Furthermore, we support the responsibilities and rules of the CIPR Code of Conduct and British Code of Advertising, Sales Promotion and Direct Marketing. We also believe in and follow the WOMMA code of ethics. The opinions and ideas of people in social media are not only important to us, they also inspire us, and we incorporate them into our campaigns. 

In UK or USA the processes of communication in publicity and marketing are still mostly top-down controlled. This worked for Web 1.0, but neglects the possibilities of Web 2.0-3.0. We are convinced that social media campaigns in Web 2.0-3.0 can only be successful if they follow a clever hybrid culture between bottom-up and top-down approaches. We always adjust social media campaigns to traditional marketing tools and combine them with the possibilities of Web 2.0-3.0. Social media do not have to be the only tool for an effective campaign, but they support clearly the impact and the momentum of communication.