Social networks keep building walls. We can still leave a gate open.
Social networks are becoming walled gardens. What that means for a customer's journey—and how alternatives such as Moot can help us keep conversations moving across networks.
Independent thought. In print.
Signals & Stories
Occasional notes on connecting paid media with the customer journey.
Words by Aneta Kowacka
The archive
5 storiesThe latest edition
Your brand has three stories. Which one should an AI answer believe?
On the search page, the service sounds like a straightforward one-off arrangement. On social media, it sounds like an ongoing partnership. In the old company description, it appears to include a feature that the business
The promise on social should survive the search
Someone who discovers an offer on social may later look for it through search. Make the original promise recognisable when they arrive by another route.
A familiar product can still be unfamiliar to the visitor
Teams often write from years of product knowledge. A new visitor needs the plain explanation that makes features and benefits understandable.
Read the gaps between your channel reports
Channel reports describe observed parts of a journey. Compare their definitions and omissions before treating them as a complete customer history.
Meet the writers
All authors