Shifting the perception from social media ‘weak’…

#SocialMediaWeek illustrates how far we’ve come…and how far we have to go

Today marks the start of Social Media Week in London.

Social Media Week began in 2009 as a movement: a bunch of us Cluetrain Manifesto evangelists and acolytes envisioning a brave new world of frictionless brand-consumer communications, and the untold promise of social business that would unite organisations, customers, employees and supply chains in the creation of value.

Carve had already been going a couple of years by the time of the first #SWMLondon.

We founded the agency in 2006, several months after Jack Dorsey sent the very first tweet. Facebook was already in existence, but there were no Facebook brand ‘Pages’, no model or precedent for organisations to use these new social utilities to connect meaningfully to the people that matter to them.

Fast forward to today.

Social has transformed how the world connects in almost unimaginable ways. One only has to look at the #MeToo movement or indeed the current occupier of 1600 Pennsylvania Ave NW to recognise the power of social to create a truly global conversation in a way that had never been possible before.

Brand, customer, corporate and candidate communications have also been changed beyond recognition. Most businesses on the planet – from the biggest to the smallest – have a Facebook page, WhatsApp or WeChat presence to allow a two-way conversation.

But has the potential of social been truly realised?

At Carve we’ve had a front row seat for a decade helping world-leading organisations #GetSocial. And we feel there’s still a long way to go.

In our view, too much social media is still a monologue, not a dialogue. And while every serious organisation invests in social, too few track the return of that investment.

At Carve, we believe this has to change.

We cut a new path once before, taking organisations onto social back in 2006. Now we need to do it again.

To double down on our vision of social media that creates real value. Social strategy that amplifies trust, rather than destroying it. Social that enables organisations to empower it’s people, customers and leaders as genuine trust agents. Social that operates in real-time, not “we’ll get back to you when we can” time. Social that helps build real relationships with the people that matter: the customers, talent, influencers and industry stakeholders that organisations rely on for success.

In short, social that has real-world ROI.

By so doing, we collectively recapture the original spirit of #SWM – and shift the perception from social media ‘weak’…. to something truly transformational.

Why it’s time to take social seriously

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