As the owner of a successful chain of restaurants, including some outlets in China, I have become increasingly involved with the marketing aspects of my business. Since the expansion of our business overseas, I have become acutely aware of cultural and social media aspects that affect a marketing promotion. Even within Australia, I realise our marketing tactics have failed to appeal to particular consumer groups. Twenty years ago, it was possible to get “buzz” simply by offering free samples and having a low-key television campaign. Digital media has proved to be a game changer for marketers as consumers can instantly post reviews of their experience. This blog should help you to ascertain whether or not your marketing strategy is optimising positive exposure for your business. Hopefully, the pointers contained within these pages will add a new and exciting dimension to your marketing campaigns.