We asked communicators who spoke during PR News’ Big 4 Social Media Summit, Aug. 9-10, San Francisco, to provide insights about how brand communicators can develop a strategy for Facebook content that will enable it to appear in your audience’s news feeds. Ever budget-conscious, we also asked about making videos for Facebook Live without breaking the bank.
The key to keeping an audience in its seats can be divided into three areas: what you say, what you show and how you present.
After a 2-year-old boy was killed June 14 by an alligator at Walt Disney World, a brand representing magic seemed to be without pixie dust. In today’s news cycle, it is impossible for companies, especially those as large and iconic as Disney, to hide from online critics who thrive on call-outs of organizations undergoing a crisis.
B2C brands don’t seem to be listening to tales of gloom about Twitter, at least not the brands that have the most consumer engagement, according to data provided exclusively to PR News by Shareablee.
Bridging the Gap:PR firms and brands make acquisitions all the time. The question then becomes how to integrate the corporate culture of the acquisition with that of the acquiring company. In mid July Finn Partners acquired Greenfield Belser, Ltd., a brand strategy and creative services firm based in DC. We asked Peter Finn, founding partner of Finn Partners, how his firm does it.
Influencer Social Media Guidelines The document is intended to provide general information and guidelines only and is not a substitute for legal advice. Since all promotional campaigns must be analyzed on a case-by-case basis for… Continued
The internet doesn’t forget. Or does it? Through the miracles of science (and some clever PR professionals), online reputations are no longer as cemented in history as perhaps once thought. Enter the advent of reverse SEO. Think of it as SEO but, well, in reverse. The concept has been around for about a decade, and elements have seeped into the lexicon of public relations professionals. Namely, reputation management has caught on. But while reverse SEO shares characteristics of reputation management, reverse SEO is more specific to search results that pop up for clients when specific keywords or phrases are used.
The tit-for-tat between social brands continues, with the battlefield moving to live streaming. For a time pundits enjoyed contrasting Facebook’s financials with those of Twitter. No more. Due to Facebook’s historic financial prowess, it’s no longer a fair fight. At least with live video, it’s still a contest. In July, CNBC International signed an agreement with Face- book to put its morning show Street Signs on Facebook Live for a trial following the Brexit vote. Meanwhile Twitter tapped Bloomberg Media, which will live stream several of its shows on the bird platform, including election monitor With All Due Respect. July 20 Twitter said it hooked the NBA to live stream a pair of new, weekly pre-game shows on the platform. This adds to Twitter’s sports stable: it signed the NFL ear- lier this year to live stream Thursday Night Football games. Twitter also live streamed Wimbledon in July. Facebook returned serve: it signed a bevy of people who made their reps on Vine and YouTube to create video for Facebook Live. That’s in addition to media companies like BuzzFeed and The NY Times, announced earlier (PRN, June 27). From July 25-July 28 Twitter carried live coverage from CBSN of the Democrats’ convention from Philadelphia.
Just as communicators are starting to ‘get’ millennials, there’s a follow-on cohort, Generation Z. While there’s debate about the age range of Gen Z, we’ll define it here as those born from 1995 to now, meaning anyone 21 or younger. As a communicator you can think of Gen Z-ers as the poor man’s millennials and treat them as you did their predecessors. This is a mistake. It’s better to see them as young evolutionaries. Of the characteristics that will influence how brands interact with this group, the most important may be Gen Z’s sway over family spending (more on this below). These toddlers, tweens and teens represent 28% of the population. In four years this is expected to be 40%. While the implications for communicators are clear, a paradigm shift makes Gen Z’s influence even greater. Unlike their predecessors, they have more sway over not just their piggy bank but family spending. It started with putting Gen Z in the driver’s seat for low-stakes purchases and has evolved into many Gen Z-ers making family decisions for tech devices, vacation and cars. In terms of back-to-school buying, a 2015 National Retail Federation survey found 10% of parents admit their children influence 100% of what they buy, up from 8% in 2014.
In case you hadn’t realized, video is no longer a fad. It has become a fait accompli. As we’ve seen in this series, which has examined Shareablee data made available exclusively to PR News, consumer engagement with U.S. brands—B2C and B2B—on social media in Q1 2016 has grown year over year. Tremendous increases in consumer engagement with video posts have powered the bulk of the growth. Consumer engagement, or actions, is defined as the sum of retweets and likes. The same pattern seen with B2C and B2B ( PRN, July 11) holds true for nonprofits, the subject of this week’s Data Dive. In Q1 2016, U.S. nonprofits generated 5.3 million actions on Twitter, a 49% improvement compared with the same time last year. A 125% increase in engagement with video content on the platform was responsible for the growth. Actions rose 49%, from 3.56 million to 5.3 million.