Amber MacArthur

Entrepreneur, Author, Blogger, Speaker, and TV Host

Amber MacArthur began her career at Razorfish in San Francisco during the dot-com boom. She later worked for Microsoft in Canada, was a co-host on G4TechTV, a reporter for CityTV in Toronto, and she co-founded Konnekt, a digital marketing company. Today, she is the bestselling author of Power Friending, works with Konnekt, has written in numerous publications, has been the keynote speaker at more than 250 events, regularly appears on numerous television programs.

On Innovation Navigation, MacArthur outlined social media as a tool for innovators and young organizations. She recommends that individuals and companies new to social media resist the hype on every new platform in favor of choosing one or two platforms to use well and consistently, and to go into social media engagement with a specific goal and a clear idea of how it fits the organization’s or product’s strategy. She shared a prediction that social media is trending away from today’s thousands-of-friends broad and shallow networks toward niche, private networks of small groups of close and trusted connections; in MacArthur’s view, this specialization in social media presents a great opportunity for marketers and brands which are able to engage in newly targeted ways.