social media

This post comes to us from Renato Póvoas, Founder and Managing Partner of GLOBALHealthPR Portugal partner, Guess What.

Renato Póvoas of Guess What

Despite being somewhat averse to speculation, Guess What‘s editorial board asked me to write about trends for 2017. I leave here my 12 guesses. At the end of the year, we will take stock of what has actually materialized.

  1. Predictive analysis: Use of data, statistical algorithms and machine learning techniques to anticipate consumer behavior.
  1. Customer-Centric Culture: Put customers ahead of the direct interests of your brand. Surprise and provide an unforgettable experience to your client that he or she will defend your agency owing to fantastic results.
  1. Geo-location: Massive spread of the use of consumer data via geolocation. With the ever-increasing use smartphones, there is great potential for collecting and processing this information, being a precious tool for brand marketing.
  1. Native advertising: With the proliferation of ad blockers, it will become increasingly common to use native advertising in various media and formats. This type of advertising has the advantage of not being interrupted by the intrusive banners and pop-ups that disturb us daily.
  1. Multi-touch Attribution (MTA): A system that lets you know which clicks are the most important in converting customers online and how they relate. An extremely important topic for communications agency wants to make money providing digital services. Coming in the very near future.
  1. Data-driven marketing: Base decisions and actions on marketing through concrete data. Get to know people and customers to the smallest detail. This implies looking at the marketing, communication and commercial areas from an integrated, 360º perspective.
  1. Targeted Creativity: Develop creative and relevant content for your customers. From the digital point of view there are numerous tools that allow you to adapt and segment content so that your campaigns are increasingly effective.
  1. Cross-device: It’s already coming out of 2016 and will continue to be a reality this year. The mix is ​​getting bigger and bigger. The challenge is to integrate the contents with coherence and in an appropriate way to the support.
  1. Live video: Explosion in the volume and level of interaction of this type of video. YouTube, Facebook and Instagram have recently incorporated more and more features in this field, thus contributing to the popularization of these videos, namely at the level of public events. It will not take long for brands to seize this opportunity.
  1. Content marketing: It has been said and recognized for some time now that “content is king”. Therefore, I believe that the content evolution that we will see in 2017 will be with regard to the level of sophistication, creativity and format.
  1. AR / VR (Augmented Reality and Virtual Reality): With some experiences in this area – Pokemon Go is perhaps the most universal example, there is still a long way and a lot to do in this specific field. Technology is important, but content and creativity are equally critical.
  1. AI (Artificial Intelligence): This will be the year in which more and more companies and brands will advance in this area. Personal assistants, chat bots and other instant messaging programs promise to give birth to a new generation of digital services.

What do you think will be the top communications trends in 2017? Leave a comment to let us know!

A version of this post originally appeared on the Guess What blog.


The following article is based on a blog post written by our Australian partner, VIVA! Communications.

Over the past decade, social media has been one of the biggest revolutions in the field of public relations, for companies and communications professionals alike. But, as with all revolutions, questions arise as to who has been left behind. For millennials, the predominant logic might be that anyone outside of their 20’s doesn’t “get it”. How true is this statement? We asked some of our GLOBALHealthPR partners that same question.  


“Historically (well, for the past 11 years if we consider Facebook the trailblazer) social media has been a ‘young person’s game.’

Terms like ‘ageism’ are regularly tossed around, but is there a point at which one becomes ‘too old’ to correctly utilise social media? Further, is it fair to assume that the millennial generation should be favored over their predecessors when it comes to social media management in public relations programming?

Australian advertising creative Simon Veskner explored the stance of social media critics in a recent article published in Mumbrella. “Social media is the first communications discipline in history for which ageism is justified. Do you see a lot of over 40’s on Snapchat? You don’t,” cited Veskner.

Age-appropriate management of corporate social media is indeed, a hotly contested topic.

In a controversial piece published in NextGen Journal, University of Iowa student, Cathryn Sloane, argued anyone working as a social media manager should be aged 25 or younger, for they “have grown up with social media integrated into their everyday lives and thus have learned to use social media socially before professionally.”

Is there a genuinely compelling argument that the “Teenies” and Gen Y who have grown up with social media defining their day-to-day lives, can actually better understand the channels than those who are older?

Whatever side of the ‘age fence’ you sit on, it is clear that age affects ones perception’s on the importance of social media’s role in our lives and in our jobs.”

-Mark Henderson, VIVA! Communications

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“Social networks can be used and managed properly by people of all ages. However, Gen Y, unlike the rest of the digital-native generation, creates its own vision of the world through social media. It is where they spread their ideas; they voice their opinions, and even build their real-world relationships based on their online social presence.”

– Luciana Acuña Elías, Paradigma PEL Comunicación


For communications professionals, those who manage clients’ social network presence, especially with more mature industry professionals, must also inject this “insider” mindset into their programs.

In Canada, energiPR CEO Carol Levine, a seasoned healthcare public relations executive, had another perspective.


“Different generations bring different strengths to any situation or technology. Social media is no different. Where younger people are more accustomed to have a digital “through the screen” conversation, older social media users also realise that there is a value to remembering that behind each screen is a person, and the merit and qualities of face-to-face interaction. In other words, what is said on social media has a power and resonance beyond the screen, words don’t always transmit the correct emotion, and older generations have a different emotional intelligence that perhaps harnesses that better, or at least differently. Older users may also be more mindful of the fact that what is online lives forever … so be careful what you post.

Social media is all about immediacy and speed, reacting literally ‘in the moment.’ Younger users are more adept at doing this, given the speed with which technology changes, and their eagerness to adopt it and adapt to it. When your first “toy” was a smart phone, rather than a Fisher Price vacuum cleaner, you interact differently with the world from your earliest days.

However, there is more to management than understanding the nuts and bolts of a technology. Of course, some older people are lousy managers, and the same is true of younger managers. And not all younger people “get” technology, either.  Perhaps we would all be better served if we didn’t jump to a ‘one size fits all’ conclusion regarding technology and age.”

-Carol Levine, energiPR

What do you think?



eturnerWhile in Hamburg with our partners at fischerAppelt, I was able to catch a few sessions at Hamburg’s social media week. The most interesting session was focused on the neurobiology of social media, presented by Stefanie Kuhnhen of Grabarz & Partner and Markus von der Lühe of Adknowledge. The presenters conducted focus groups with digital natives (those 13-16 years old) and leveraged neurobiology research to explore why we engage with digital engagement the way we do. [Read more…] about The Future of Social Networking

Today’s post comes to us courtesy of Lais Cattassini of GLOBALHealthPR partner in Brazil, Tino Comunicação.

Diabetes is a big problem in Brazil. The country has over 13.5 million people with type 2 diabetes and it is believed that half of those people are not aware of their condition. Brazil has the fourth-highest number of diabetics in the world, and this number is expected to increase exponentially.

launch event
Photos from the “Change your Values” campaign launch event in São Paulo, 2 September 2013.

[Read more…] about Changing Values to Tackle Chronic Disease

Digital volunteers are signing up to become organ donors in Argentina

By Lucía Ferro, of GLOBALHealthPR Argentina partner Paradigma PEL Comunicación

Red Solidaria (Solidarity Network), founded in 1995 and active in 80 communities throughout Argentina, is one of the most important NGOs in Argentina. Recently this organization launched a new proposal to the whole community: solidarity through social media networks. [Read more…] about Solidarity: Digital Volunteering through Social Networks in Argentina

In the last couple of weeks, mainstream media and bloggers alike have picked up on the results of a recent study that links Facebook use to feelings of sadness, worry and loneliness. Are Americans alone with these feelings? Can the findings be generalized for the nearly 1 billion Facebook users outside the United States? Fortunately, we have a few answers.

Facebook-makes-you-sad [Read more…] about Facebook Blues Around the World: Lonely With (or Without) You?