Facebook Insights provides a wealth of demographic data and offers a window into what kinds of posts resonate the most. But Insights reports can also contain an overwhelming amount of data. To avoid drowning in a sea of irrelevant metrics, Kathleen Lukasik, vice president of social analytics at Ogilvy, advises clients to break down their goals into bite-size pieces before reading through Facebook Insights reports. At PR News’ Digital Boot Camp June 23 in Chicago, Lukasik laid out four steps to setting KPIs before sitting down to read through Insights results.
“We know data visualization is important, but that doesn’t mean it’s easy,” said Kevin Hartman, head of analytics, consumer, government and entertainment for Google, at PR News’ Visual Storytelling Boot Camp in Chicago. “You have to keep your storyline simple and readable,” said co-presenter Carolyn Barth. “And you have to know your audience and think about what’s practical for them.”
So you’ve decided you want to work with influencers, you’ve determined what your business needs and goals are and you’re ready to locate people with the magical touch to amplify word of your brand far beyond what you could do alone. But don’t leap into a relationship; many of the professionals we’ve talked to compare finding the right influencer to dating. Are you sure that you’re aware of exactly what you’re looking for?
Do employees at your brand read the daily news briefing only during a crisis and on days when products launch? If so, you’re missing a big opportunity to frame internal communications. To counter sporadic reading habits you need to keep the content of the daily briefing relevant and broaden the scope of articles when your brand’s goals change. Here are best practices that will serve you and augment the importance of the PR function.
For many businesses, leads and sales are primary KPIs. But before you can track sales, you have to generate them—and standing out from the crowd on social media is no easy task. Online consumers can anticipate when ads are coming and know when and how to skip them. Fortunately, major platforms, including Facebook, Snapchat and Pinterest, continue to develop new technologies to help generate and track sales, helping to prove the ROI of social media ads.
It’s nearly the end of graduation season. What this means, of course, is that graduates will be looking for jobs. It’s estimated that there will be 1.1 million undergraduate degrees granted this year. Nearly 10% of those graduates majored in communications and journalism. Do the math. The competition for good-paying positions will be stiff. In truth, that’s usually the case. Here are 6 tips from a veteran of the PR and journalism wars that can help you get where you want to go.
Cultivating a body of reviews is an important aspect of engaging with your customers on social. It can further establish you as a reputable brand, teach you which areas you could be improving on, boost SEO, start important conversations and more. If you’re not getting reviews—or if you’re only getting them from one kind of customer (satisfied, dissatisfied, one-time, returning, etc.) you might be missing out on a lot of useful information.
Kelly Stone is on a mission to evangelize careers in information technology. As the senior social media manager for CompTIA, a nonprofit trade association for Information Technology professionals, Stone is tasked with softening the IT industry’s image to a younger demographic. And Instagram has emerged as one of her most effective weapons in fighting negative stereotypes. Here are four ways she uses the platform to humanize the industry and her own organization.
In part II of our interview with Taco Bell’s social media and brand engagement manager Matt Prince, we ask him about how the brand manages during the initial moments of a potential crisis. With 7,000 restaurants across the country, incidents pop up constantly, he tells us, making social listening crucial. We also discuss the particulars of how Prince and his team measurement and report metrics to the C-Suite.
If the lines between paid, owned and earned media have become blurred, why is the internal structure at most organizations still so linear? In this commentary, Brooks Thomas, social business advisor with Southwest Airlines, argues for a more integrated approach and provides four tips for smaller organizations looking to bust down the silos between those three types of content.