We are helping Old Spitalfields Market re-think and re-organise its social media. Integrating social media and PR is at the heart of our strategy to create word-of-mouth among opinion formers, consumers, traders and retailers.

So what we do in PR with a traditional broadcaster like ITN, such as stage-managing an interview with a celebrity stallholder like VV Brown to promote vintage fashion at Old Spitalfields Market, we amplify through the primary social media channels. Tactics that increase engagement include a dedicated landing page on Facebook for events, direct messaging advocates via Twitter and seeding video.

Because we measure everything we do, Old Spiltalfields Market can see what works and invest accordingly.

Together with our sister agency Grappa, we have conducted a survey into the marketing effectiveness of Facebook campaigns among more than 50 retail and leisure centres across the UK. Among the findings, we established a metric that enables shopping centres and leisure schemes to determine the effectiveness of their Facebook marketing. The metric uses the square footage of the scheme to establish a median baseline for Fan numbers.

It enables any scheme to determine its optimal number of Fans based on a metric of 1 sq ft to 0.2% Fans. Therefore, a 100,000 sq feet scheme should expect to have 200 Fans. Read more >>