A harsh reality of the digital age is that excellent content can languish in obscurity owing to its creators’ lack of knowledge about search engine optimization. And desktop search is far from the whole story. In fact, ignoring mobile search makes no sense.
Social media is clearly a crucial part of any PR strategy, but it’s also a vast and sprawling world comprised of various platforms and countless users and content creators. Many organizations are turning to volunteer spokespeople to meet this challenge—not only to cover more ground, but also because of the authentic passion that a fan of the brand can bring to the conversation.
At Hillary Clinton’s campaign headquarters in Brooklyn, Katie Dowd has a content production powerhouse at her disposal. There’s little doubt that social media has found its place in politics and Dowd is hoping to use her vast online communications experience to not only generate donations, but also utilize her team of content creators to make connections with voters that will last long after the ballots are cast.
Just as communicators are coming to grips with the possibilities of live video on social platforms, Facebook throws us a new twist: It will now allow “nonstop, long-form” live video. The Continuous Live Video option allows for 24/7 broadcasting, although there is no way to rewind the stream or download it.
If social media is worth doing, it’s worth doing right. There are some notable examples of brands committing embarrassing online flubs, but don’t pat yourself on the back just because you haven’t screwed up big time: Most social media crimes are crimes of omission. If you’re like most brands, you could be doing better.
At its core, successfully marketing a product or service is about fostering a positive relationship with the consumer. In developing this relationship, a brand needs to actively dedicate itself to building trust.
If your brand has a great visual story to tell, you’ve been given a gift that not everybody receives—don’t squander it by snapping a photo, putting it up on Instagram and calling it a day. Learning how to get the most out of that story is crucial if you want to join the higher echelon of digital content producers. Here are some tips from Kimberly Jaindl of Lockheed Martin to help you freshen up your storytelling style.
An organization’s ability to prominently show up in search results can be the deciding factor in whether or not a potential customer, advocate or donor even makes it in the digital front door. Such is the purview of SEO, and if your website isn’t properly optimized there’s a good chance your content won’t see the light of day. Unfortunately, not many communicators moonlight as web designers, so dealing with things like link audits, title tags and alt tags may seem outside the PR wheelhouse, but it’s not as hard as it sounds.
Finding and developing content stars among a brand’s employees and customers is something Southwest Airlines knows a little bit about. Brooks Thomas, who plays a key role in Southwest’s social content strategy, will be sharing how-to’s and some case study examples of his brand’s star-making process in his keynote presentation on June 6, 2016, at PR News’ Digital PR & Marketing Conference in Miami Beach. He offers some quick Southwest-style tips here to help you develop your own cast of content stars.