CEO and Managing Director
Sten Franke, economist and Managing Director of ethority, has been successfully developing marketing and communicational strategies for national and global companies since 1998. As one of the precursors of Social Media, Sten realized the potential of wom (word of mouth) for conduction of opinion research and for positioning brands and products within the world wide web early. He is a pioneer in the development of semantic web monitoring systems (gridmaster®) and in building digital reputation for companies. Besides publications, keynotes and active participation in events concerning word of mouth, online marketing and market research, Sten initiated and supervised many studies regarding the perception of brands and products or buying behaviours in user generated media (blogs, bulletin boards, communities, video portals etc.). In addition to that, as one of the initiators and former spokesperson of the social media initiative (FGSM) within the German BVDW Association (Bundesverband Digitale Wirtschaft) and co-founder of the Social Media Club (Hamburg and Munich), he is significantly involved in developing new transparent online advertising standards and professionalizing social media marketing.