David Bowen commentaries
In his regular columns for the Financial Times and ft.com, senior consultant David Bowen has pursued themes ranged from customer relationship management and career marketing to ‘ethical’ retailing and royal family sites. His collected Financial Times and ft.com columns from January 2001 onward are indexed by theme and available for viewing on this site.
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Why mainstream media still matters more
Recent reputation storms have clarified the limitations of social media in stirring public outcry and as response channels for organisations, David Bowen says.
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Why social media requires more online gardeners
If companies are to cope with all the new varieties of communication springing up around their websites, they need to hire more hands to tend their plot, David Bowen says.
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How to respond to the new diversity
On top of the challenge of serving different audiences, corporate websites must now learn how to do so effectively across a range of devices, says Scott Payton.
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What will be... and what may be
From convergence to a social media bubble, a foretaste for web managers of the year to come, from David Bowen.
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Why the web’s mourners are dead wrong
The latest obituarist for the website blames its demise on a nest of apps, but far from facing a poisoned fate its importance will increase, David Bowen says.
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What to make of Google+
The arrival of Google+ Pages has caused a scramble among companies for a strategy to exploit this latest social opportunity. But which one, asks Robert Curran.
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How Nestlé applied itself to apps
An early launcher of a corporate app, the Switzerland-based confectioner shared the lessons of its development at a recent meeting of the Web Effectiveness Network, Scott Payton reports.
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What makes the best web managers
To run a corporate web presence successfully requires a blue-chip skills portfolio that combines often contradictory attributes, David Bowen says.
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How Twitter should really be used to manage reputation
The corporate rush to install Twitter monitoring services could damage the credibility of social media channels for customer communications, David Bowen says.
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BRICs fail to build on the web
Developing world corporate websites cannot be bundled together, says David Bowen. But there are clear reasons why they are failing to catch up with the pack.