Chapter 3: Establishing business goals, and developing brand journalism strategies to support those goals

These links take you to the source material for this chapter in the book version of Brand Journalism. They are here to make it as easy as possible for readers of the print edition to refer to sources and further reading and research material. All links were active when the book was researched and published. If you find a boken link, please let me know at andy@andybull.co.uk

1 The Guardian on Brighton’s initiative

http://www.guardian.co.uk/government-computing-network/2012/feb/27/social-media-brighton-hove-council?newsfeed=true

2 http://twitter.com/BrightonHoveCC/

3 http://www.youtube.com/user/BrightonandHoveGovUk

4 https://twitter.com/Gatwick_Airport

5 The Drum http://www.thedrum.co.uk/news/2012/04/24/gatwick-recognised-twitter-trusted-news-source

6  Gatwick on Twitter, https://twitter.com/Gatwick_Airport

7 Wall Blog http://wallblog.co.uk/2012/04/24/gatwick-is-the-first-uk-airport-to-be-recognised-by-twitter-for-excellent-customer-service-support-infographic/

8 Gatwick’s own branded site http://www.gatwickairport.com/

9 Gatwick’s partnership with local tourism organisations http://www.visitsoutheastengland.com/gatwick/

10 Gatwick’s Facebook page https://www.facebook.com/GatwickAirport

11 Community Toolbar http://toolbar.conduit.com/social-media-marketing/customer-service.aspx

12 Dell Is Hell post from Jeff Jarvis http://buzzmachine.com/2005/07/01/dell-hell-seller-beware/

13 Dell Community website http://en.community.dell.com

14 Community Toolbar http://toolbar.conduit.com/social-media-marketing/customer-service.aspx

15 Payal Chanania’s report http://payalbytes.blogspot.co.uk/2012/02/published-on-february-22-2012-social.html

16 Dell community website http://en.community.dell.com/

17 Payal Chanania has further advice (16) for any brand seeking to improve customer service. Listening is vital:

http://payalbytes.blogspot.co.uk/2012/02/published-on-february-22-2012-social.html

18 Ben Boyd on thought leadership

http://www.forbes.com/sites/dorieclark/2012/06/06/four-steps-to-become-a-corporate-thought-leader/

19 Reuters on Coke and water:

http://www.reuters.com/article/2012/07/24/us-water-maps-idUSBRE86N13C20120724

and maps on the internet http://insights.wri.org/aqueduct/atlas

20 Coke’s Community Water Programmes http://www.thecoca-colacompany.com/citizenship/community_initiatives.html

21 Fast Company on Coke’s water initiative http://www.fastcompany.com/magazine/154/a-sea-of-dollars.html

22 Coherent Social Media http://blog.coherentia.com/index.php/2011/10/business-goals-should-drive-social-media-goals

23 The Public Relations Society of America

http://www.prsa.org/Intelligence/Tactics/Articles/view/9647/1045/The_newsroom_approach_Make_customers_care_with_bra

24 Jeff Bullas

http://www.jeffbullas.com/2011/08/05/how-to-create-a-facebook-marketing-strategy-for-your-non-profit/

25 Marie Curie Cancer Care https://www.facebook.com/MarieCurieUK

26 The EIC agency on how to build customer loyalty through social media

http://www.onlineadvertisingagency.info/2012/05/09/how-to-build-customer-loyalty-through-social-media/

27 Incentive Mag on Dairy Queen

http://www.incentivemag.com/Incentive-Programs/Consumer/Articles/Case-Study–Dairy-Queen-Uses-Social-Incentives-to-Boost-Fanbase/