Everyone has experienced that sinking feeling when you accidentally click 'reply to all' on an email, send a message to the wrong person or forget to attach a file. But Gmail is introducing a feature that will reverse those email blunders by letting you recall the message.

Private messaging is an ideal medium to do the obvious – open a dialogue and conduct a conversation. In fact, 59% of all US social sharing now occurs in private channels. But while people are happy to chat to their mates on platforms like Facebook Messenger, how can brands get involved?

When Justine Sacco tweeted, “Going to Africa. Hope I don't get AIDS. Just Kidding. I'm White!”, if only she’d had the good sense to self-edit. Instead, she jumped on an 11-hour flight and let her display of poor humour fester online. By the time she landed, she was trending in Johannesburg.

Emojis may be everywhere in digital communications, but next to stickers, they’re starting to look dull and dated. Brands and celebrities, including Kim Kardashian West, are cashing in on the craze with their own sticker apps, simultaneously embedding themselves in people’s mobile lives.