Securing that coveted top ranking in search results requires equal parts art and science. Search companies are constantly changing and updating their algorithms, and recently they’ve been favoring quality content over quantity of content and keyword stuffing. To rank well your content has to first be good, and then be optimized.
Stories by Mark Renfree
Navigating the various social media platforms can be a little like traveling the globe. Each network has its own individual customs, languages and culture. If you want to thrive in such strange and often disparate arenas, you’re going to have to approach each social space on its own terms. Just as every traveler needs a pocket dictionary to help fumble through choppy conversations in a foreign tongue, myclever Agency created an infographic that should serve as a helpful reference for communicators who navigate the wide world of posting on social media.
Kmart employees believe the company is approaching bankruptcy and closing all its locations, despite comments indicating the opposite from its parent, Sears Holdings, Business Insider reported on July 23. After speaking to employees and reviewing an online message board that workers use to communicate with each other, Business Insider found that the recent implementation of “path to profitability” plans left many store-level employees fearing the worst.
The PR discipline at large is still trying to come up with widely accepted measurement criteria. The Barcelona Principles—which now include specific suggestions for measuring social media—do a good job at this, but they remain unknown to many communicators. On top of this general confusion, many social networks offer their own native analytics. With these tips, PR pros will be able to gather and analyze their data to align with business goals and build social media intelligence into organizational strategies.
Sometimes pitches can get lost in the daily deluge that is a reporter’s email inbox. And there are plenty of journalists who are simply more engaged on social than other means of communication. One of the great things about social media is that PR pros can cultivate opportunities by being present on the platforms journalists use to identify story angles and sources.
Republican presidential candidate Donald Trump ignored a staple of political communications in his announcement of Indiana Governor Mike Pence as his running mate. The news ran on different platforms at different times, and lacked the cohesion that typifies many political campaigns. After the announcement, the seemingly disjointed communications continued in their first interview together in a 60 Minutes segment aired July 17.
If you’ve ever scoured the internet for an elusive answer to an arbitrary question, chances are you ended up on the popular Q&A site Quora. But the site is more than just an information repository; it’s a fully functioning social network. There are 100 million monthly unique visitors on Quora who are potentially looking for reliable information about your brand. If you don’t provide it, someone else will.
Even though Snapchat lacks many of the brand-friendly features of Facebook and Twitter—native analytics, business profiles, etc.—it’s never been a better time to join the growing community. For cautious communicators, there are plenty of ways to participate in the conversation on Snapchat. At PR News’ Snapchat Boot Camp on July 12 in New York City, speakers offered a variety of case study examples to show how PR can use the burgeoning platform effectively.
No matter how great the current state of analytics is, the experience of putting together a visual campaign on social media may bring back nostalgia for the days when data was harder to come by. There’s just too much to measure. With the various types of media available—video, still images, infographics, etc.—the task of developing a fitting measurement framework at the beginning of a campaign can be uniquely tricky.
There is no secret recipe that will ensure good press—or even coverage. But executives still want their companies to be written about, so there has to be a way to improve your chances of getting picked up by the media. Media pitching is hard. It takes equal parts knowledge, skill and luck, but there are still new and engaging ways get the kind of coverage that’s sure to make the C-suite salivate.