Hiscox’s Group Digital Manager – Ronnie Brown, shares the latest hints, tips and things you should know when it comes to your digital business life.

This week – social media is full of lies (shock!); digital under-represented in ROI; and, IKEA using an old media in a new way

 #1: Social media lie detector
This attempt, led by the University of Sheffield, to filter social media for the truth in real time is admirable and very welcome. If successful it could have wide ranging effects on our society as the results could shape responses to emergency situations. I have a theory though that Jeff Goldblum’s publicist is secretly funding this one. Since around 2009 there have been regular rumours spread around the internet that Jeff has died. His poor publicist having to issue a denial each time it resurfaces.   

#2: Digital ROI is underestimated
A study has shown that return on investment (ROI) on Facebook advertising is underestimated by up to 48% and Google search advertising by as much as 39% in marketing models. Interestingly, the conclusion was that there is a greater degree of correlation between real-world results and advert impressions, rather than clicks.    

#3: IKEA’s RGB Billboard
Not strictly digital but this grabbed my attention as a simple way to utilise a fixed space. Using different coloured lighting, the billboard reveals different messaging on the same space. Doesn’t really work during the day and as a digital billboard it could do much more, but an interesting approach to what can be a staid media.