EMM – The Expert Marketer Magazine

Dear reader

EMM, Expert Marketer Magazine, is a quarterly digital magazine about marketing books and marketing authors with detailed book reviews and other inspiring articles.

EMM Expert Marketer MagazineEMM publishes the quarterly EMM magazine with an overview of the latest marketing books of the previous quarter. In its latest edition a review on our book „From Great to Gone“ was published

I am more than grateful for the review and like to express my thanks to Eline Vandorpe of the Expert Marketer Magazine.

And to all my readers a serious advice: get the book!
Peter Lorange


Social Media: Where’s the Beef?

Dear reader,

faculty member Gordon Adler ** is a communications specialist and has been in the business for many years. Recently he published an article in the GAA magazine „News+More“ (alumni) on social media and posted it in his blog.

With his friendly permission we quote his blog post and include the mentioned article as pdf download. Thank you, Gordon!

Peter Lorange

Social Media: Where’s the Beef?

by Dr. Gordon Adler

Many companies are using social media. Some are leading the way:

Others throw money at it, but they haven’t figured out how to use it well. I’m  no exception. I can talk a good social media game, but truth be told, I’m not sure what works and what doesn’t.  So, what should we do?

I tried to answer this question in a short article I published in News & More, the GAA Alumni Network magazine:  Social Media: Big Buzz, Big Budgets, But Where’s the Beef?

Here are three things you need to do to get started:

  1. Learn the basics
  2. Align your social media strategy with your communication strategy
  3. Measure returns on your social investment

Seems to me you can’t be in it for short term gains. Social media is a long game. You’ve got to be committed and consistent.


** Gordon Adler is a communications expert who earned a Doctorate of Business Administration in Corporate Strategy Communication with distinction at the University of South Australia. He has been a Guest Lecturer at the Graduate Institute of Geneva, IMD and the Swiss Federal Institute of Technology (ETH) and was the director of the International School Bern for several years. He now shares the experience he gained as director of communications at IMD Lausanne and in other positions, through Adlerway, his own consulting company for strategic management and communications, and as a teacher at Lorange.

A member of our faculty: Joerg Reckhenrich

Dear reader

What is typical of our institute and at the same time a tremendous benefit for the participants in our Executive MBA and Executive Master of Science courses? It’s our faculty.

Never could we be an innovative school without high class teaching. We are willing to guarantee you high class teaching not by a faculty of permanent members. On the contrary, we guarantee the latest in teaching by a non-permanent faculty.

This allows us to invite specialist for each relevant topic providing our participants with the latest insights from the respective fields.

One of this faculty members is Joerg Reckhenrich. He is both, an artist and a consultant.

Next year, during the first event of our  2012 series “Speed, Action: Results!” Joerg will do a museum exercise as integral part of his leadership seminar. I will inform you in greater detail in a few days.

Joerg Reckhenrich is an artist and director of the Berlin-based consultancy ‘Strategic Creativity’, Professor of Innovation and Creativity Management at the Lorange Institute, Zurich and adjunct professor at the Antwerp Management School.

Joerg has facilitated workshops on creativity and innovation as part of executive education programs at Antwerp Management School, London Business School, IMD and the European School of Management and Technology (ESMT).

Tools of a Revolution?

By Gordon Adler

We recently witnessed history being made in Egypt. But the role of the Internet, particularly  social media,  remains unclear – wild generalizations litter the blogosphere. Was it really Revolution 2.0?

There’s some truth in every analysis I’ve heard: social media enabled the revolution, propelled and accelerated it, but protestors would have toppled Mubarak without the Internet. The killer app was people demanding their freedom.  And so forth.

In a well-known New Yorker piece, Malcolm Gladwell claimed that social media – Facebook and Twitter – can’t create the strong bonds social activism requires. “People with a grievance will always find ways to communicate with each other.” So maybe Facebook and Twitter are useful tools, but not the tools of revolution.

Maybe the tools of the Egyptian revolution are the Egyptian people themselves. Maybe if Mubarak had been forced to step down five years ago,  we would have been celebrating the power of cell phones.

But then again, maybe the Egyptian protests were not only a Facebook event, but an Internet uprising. As a post from the communications Edelman Digital suggests, if the Internet didn’t matter, why did Mubarak’s cronies pull the plug?

Until the fiber optics went dark, the Internet served as a kind of communication cloud – where the cell phones, satellite phones, land line phones, fax machines, Facebook and other tools like Google and Twitter’s collaborative phone-to-twitter application Speak2Tweet basically created a huge flashmob (some say eight million) on Cairo’s streets.

Maybe we need to see the social media, not as the cause  of the revolution, but as the accelerator.  The propellant. The leaflets of the 21st century.

One thing is sure:  social media made the events in Tahrir Square into an international public spectacle. This increased pressure on the Mubarak regime. And empowered those with their feet on the ground near idling tanks.

Another thing is sure: Facebook and Twitter have become one of the ways many people communicate. Twitter has 600 million users. The Internet has an estimated 2 billion users. We should have been surprised if social media had not been used.

If you were amazed by the apparent power of social media in Egypt, you should be asking what took us so long to open our eyes. Grade school children wouldn’t be surprised!

All the arguments I’ve heard are probably right – in some degree.  Twitter and Facebok probably helped. They weren’t the only fuel. And certainly not the cause. I’m betting the revolution would have happened without the tools. But the tools are here to stay.

As I write this, images of protesting Libyans fill my TV screen. “Khaddafi out” read the signs on the videos uploaded from mobile phones. Keep your eyes on Libya, Iran, Oman, Jemen, Bahrain. We need more facts. In the meantime, events we thought impossible now seem possible.

Dr. Gordon Adler,

is member of the facutlty at the Lorange Institute of Business.

He is the managing director of Adlerway, his communications and consulting company.