There’s good news and bad news when it comes to managing crises in the digital era. On the upside, brands are able to reach their stakeholders directly via social, yet digital tech spreads word of crises, accurate or not. The five minutes that Warren Buffett once said it takes to ruin a reputation is no longer the case. It’s now been reduced to the time it takes someone to create a Facebook post.
Stories by Seth Arenstein
A wrap-up of the week’s top PR stories, trends and personnel announcements. This week’s edition includes stories about Wells Fargo and its ousted CEO John Stumpf, EpiPen maker Mylan agreeing to pay a fine for underpaying on rebates to government medical authorities and Bisquick’s tone-deaf Twitter comments.
In a recent article in PR News Pro, pitching expert Michael Smart writes, “When I’m asked to review pitches, anxious clients generally start by inquiring about their subject line, their opening sentence, or their call to action. But there’s a factor that has way more influence on the likelihood of success than the language and phrasing of the actual pitch. That factor is what I call Message-to-Influencer Match. And that’s why the first thing I ask about when looking at any pitch is: Who is the target, and why?”
With the Snapchat environment in flux, what should communicators do to measure their Snapchat efforts now? A sensible approach is to begin with the basics, Baird says. Set goals from the outset. Are you trying to sell product through Snapchat? Gain exposure for your brand, raise awareness and create buzz? “Your goals will dictate your measurement methods,” she says. Indeed, the communicators we interviewed favored various measurement tactics, including unique views, open rates, story completion rates, screenshots and Snapchat’s own Snapchat score.
It’s difficult to be at a PR conference and avoid hearing that video and photographs are exploding on social media platforms. Mary Meeker of Kleiner Perkins Caufield & Byers estimated in her most recent report that 3.25 billion photos are shared daily on Facebook, WhatsApp, Instagram and Snapchat. It makes sense then that brand communicators are anxious to capture data related to imagery as they measure their PR efforts and use such metrics to shape corporate strategy.
As you’ll see in this first of a two-part series on content for Snapchat, the advice is to continue to assume it’s best that snaps avoid feeling like ads.
Before the debate, some “experts” were advising Republican candidate Donald Trump to tone down his usual blustery public speaking style to sway undecided voters. Some urged Democratic candidate Hillary Clinton to attack vociferously, shedding her calming image as a champion of the poor and the middle class and as an experienced governmental actor. Neither candidate listened to the so-called experts.
With only this table of most-engaged B2C brands on Instagram for Q2 ’16 to guide you, one might conclude Instagrammers enjoy photos of cosmetics while quaffing coffee and energy drinks and decorating cakes. Seriously, it’s logical for cosmetics brands to dominate consumer engagement, or actions, on Instagram. A visual platform, Instagram was conceived to display photographs. Beauty is a visual business.
Snapchat is known for its informality and immediacy. For communicators seeking to control their brand’s messages, however, those two descriptors could be reasons to stay away from this hot, new tool. Sarah Maloy, director of social media and external video at Fuse Media LLC, the parent of cable music network fuse, has managed to meld (yes, we could have said fuse) Snapchat’s in-the-moment tone with various corporate strictures.