Changing Your Customer’s Opinions
The former managing director for Facebook Australia & New Zealand has some very strong opinions about how social media and modern communication technology is changing the way people form their opinions.
The question is are you up to speed with how your customers form opinions about your brand?
Stephen Scheeler, the former managing director of Facebook Australia and New Zealand, points out that “we have entered an era where technology in good and not so good ways is impacting how humans do lots of different things and one is how they form opinions."
Stephen has concerns about how rapidly technology has transformed the way people build and change their opinions. He feels strongly that the accelerated changes are so great that even an insider with his experience cannot fully understand what is happening.
And although he is specifically referring to the way social media may have influenced the recent Australian elections, these concerns hold true for understanding your consumers and how they form opinions about your brand. What does this mean for your organisation?
The first thing to realise is that you can’t leave your head in the sand. The advertising world is rapidly changing and you need to get onboard with that. If you think that your advertising approach from even 5 years ago is up to date then you need to revisit the way you market your brand.
Targeted advertising is taking a larger share of audience than ever before so you need to know who your audience is in much greater segmentation detail than ever before. You can no longer assume the average grocery buyer is a mum with two children for example.
You also need to know how your consumer interacts and communicates with their community. As Ariadne Vromen, professor of political sociology at the University of Sydney, points out, social media “can be used to shore up your base, delivering messages to them as you know other forms of traditional advertising aren’t working”.
Ariadne adds that it isn’t only the young but older people who are using Facebook to verify opinions and establish trust in products and organisations. Social media is a powerful tool that has transformed the way your customers modify their opinions and you need to ensure you’re using it appropriately for your customer base.
Finally, you, as a business owner, need to invest more in your data collection and analysis tools. Build an expert marketing team and create an holistic approach to your advertising that talks to your consumers where and when they’re listening.
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Witnesses sought in relation to mass disorder on K-Road Auckland
Police are appealing to the public for any footage they may have of the mass disorder that occurred on Karangahape Road in Auckland in the early hours of Sunday 28 December.
Emergency services were called to the disorder around 3.41am where it is estimated around over 50 people were present.
A Police investigation is underway after there were three serious assaults on and around Karangahape Road during the mass disorder.
A portal has been set up to allow the public to upload any footage they have of the disorder and the serious assaults.
The portal is https://dahr.nc3.govt.nz/
Police have arrested one person but are asking for help to identify and locate others involved.
• Around 4:15am there was a serious assault outside the Crown Bar on Queen Street.
A 33-year-old man received serious injuries and was hospitalised.
The offender is still unknown, and the Police file number is 251228/4647.
• Around 4:30am there was another serious assault on a Cobden Steet just off Karangahape Road.
A 27-year-old man received serious injuries and was hospitalised.
The offender is still unknown, and the Police file number is 251228/4462.
• Around 5am there was third serious assault at the Mobil Service Station on the corner or Karangahape Road and Ponsonby Road.
A 46-year-old man received serious injuries and was hospitalised.
A 21-year-old man has been charged with wounding with intent to cause grievous bodily harm.
He has been bailed to appear in court again on 16 January 2026.
The Police file number is 251228/4774.
Police would like to speak to anyone who has witnessed or filmed the assaults.
Witnesses can call Police directly on 105.
Please quote one of the above file numbers.
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