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A Google Insider Offers a Peek at Changes Coming to AdWords and YouTube

July 26th, 2017 by

We asked Katy Martin, senior account manager at Google, who chiefly works with large customers within consumer electronics verticals, to imagine a time-travel scenario: If she were talking to herself a year in the past and had to get that self up to date with AdWords, what would be the main takeaway?

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How to Build Effective Coalitions That Advance Your Cause

July 25th, 2017 by

The work of a coalition can be critical in influencing public perceptions on a social issue, promoting new scientific findings, advocating for a profession or advancing legislation. Getting a coalition of disparate groups to work smoothly sometimes can be challenging, however. Below are takeaways that are relevant for groups considering forming or joining a coalition to advance a cause.

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4 Ways of Using Vulnerability to Elevate Brand Storytelling

July 25th, 2017 by

The authenticity of vulnerability is often ignored by brands, because PR and marketing professionals deem it as repeating the negative. But a company that only shows itself in a perfect light creates a house of cards that can amplify crises when something goes wrong; misrepresentation has a viral quality to it. Does this mean we should only talk about our shortcomings? Of course not. But instead of choosing to avoid vulnerability, here are four ways of using it to make your narrative stronger.

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7-Step Guide to LinkedIn’s Native Video Feature

July 24th, 2017 by

LinkedIn is set to unroll its native video feature in coming months, so now’s a good time to get familiar with LinkedIn video’s upload process and capabilities. Tatiana De Almeida, a PR manager on LinkedIn’s corporate communications team, shared a 3-step guide to help communicators integrate LinkedIn video into their mobile workflow once the feature is rolled out, as well as 4 potential applications of LinkedIn video for communicators to keep in mind.

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Facebook’s New Mobile Video Research Offers Key Insights for Communicators

July 24th, 2017 by

Facebook IQ, the social media giant’s consumer and advertising insights team, recently made public the results of a survey it commissioned to understand video trends. The study, based on 1,500 respondents aged 18-64 in the U.S. and Canada, offers some insights and takeaways that help communicators understand what their video’s purpose should be on various platforms.

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How Oracle Drives Engagement on Social by Serving Its Audience With Thought Leadership

July 24th, 2017 by

Oracle’s global director of social media Steve Moskovitz goes into depth about how the brand organizes and measures social media. He argues B2B brands continue to put too much emphasis on numbers of followers and likes. In addition, brands miss the point of social when they push sales as opposed to providing informative content for audience members.

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How Trust Helped Cisco Turn Employees Into Its Best Recruiters

July 24th, 2017 by

Whom do you trust? Cisco’s Carmen Collins argues that brands ignore that their employees can be the most genuine and trusted voices. She discusses how Cisco has employed staffers on social media channels to help recruit potential employees.

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How You Can Elevate Your Brand and Maximize Coverage

July 21st, 2017 by

Getting your brand covered in the media is great. Unfortunately, from a brand awareness perspective, it’s merely the appetizer in a far larger PR meal. After that first story has bought you some media interest, it’s time to use every tool at your disposal to get even more coverage and name recognition for your brand. This can be done with both social and traditional media tools.

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Stop Worrying and Learn to Love the Chatbot

July 20th, 2017 by

More and more, users prefer a conversation to web browsing for their shopping and customer service needs. But for brands with large audiences, responding to each comment personally can be a nigh-impossible task. Enter the chatbot, a technology that’s rapidly coming into its own and turning into a valuable communications asset.

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How to Get the Most Out of Every Facebook Ad Dollar

July 20th, 2017 by

Communicators know that paid Facebook ads are a requirement, not a luxury. But that doesn’t mean your brand will be buried unless you spend like Coca-Cola. Even a small budget can have a big impact, but you need to start with specific goals, said Michael Lamp, senior vice president of social and digital media at Hunter Public Relations, at PR News’ Facebook Boot Camp July 20 in New York.