Authenticity. Listening. Finding unique angles. Those are the keys for journalists seeking earned coverage via social media, according to Suzanne Barston, manager, corporate journalism, corporate communications at AbbVie. As founding partner of AbbVie’s StoryLab, Barton is responsible for creating stories around the company’s therapeutic areas, pipeline and philanthropy. While journalists long ago shifted their working lives to social channels, healthcare communicators have been slower to make that transition, due not only to unique regulatory issues but also industry resistance.
For communicators working with a tight budget, it can be tough to find time to post to social media, let alone measure the success of those posts. But there are ways to prioritize social media measurement in your daily work, especially if you fully consider the benefits of doing so. Here are three tips for communicators seeking to bolster their social media measurement efforts without exhausting their teams’ resources.
CEO turnovers are becoming an increasingly common occurrence in the business world. From a messaging standpoint, what’s most important when it comes to leadership changes is how the news is communicated to stakeholders, especially to internal employees. Change can be scary, and it is crucial to ensure the company’s workforce understands what’s going on, how it will impact them and the organization as a whole and how the transition process will take effect.
If you’ve watched a television show on-demand or streamed a popular YouTube video over the last few years, you’ve also likely been prompted to interact with a video ad. Given that engagement is a far more telling insight than mere views, the benefits of having your audience interact with your content are numerous. Interactive content generates four to five times more page views than static content according to LinkedIn, thus facilitating the first, and one of the most challenging, steps in the customer journey—engagement.
Has your organization ever held meetings about improving web traffic, but let the implementation of SEO strategies fall by the wayside? If so, you’re not alone. Here are four recommendations for communicators seeking to drive better SEO practices across their organizations.
There are few things more effective at establishing topical media credibility than a book. When an executive is a published author, answering the question, “Is this person a valid and credible source?” becomes far easier. While it isn’t easy to convince an executive to write a book, crafting one from blog posts your executive has created can be remarkably straightforward.
Following a report based on leaked internal Google documents about plans to launch a censored version of the search engine in China, some Google employees are less than impressed. The project (code named Dragonfly in confidential documents) was started in the spring of 2017 and had been confidential within the company, save for a small portion of Google’s large, multinational workforce, until this week.
If you’re overwhelmed with the number of analytics tools available on the market for communicators, you’re not alone. Between free options like Google Analytics, paid platforms like Meltwater and Adobe, and native analytics on social media sites, it can be a challenge to determine where to look to find the data that’s important to your team and company. Especially if it turns out that the metrics you need can’t all be found in one place. But, if utilized correctly, this can be a boon rather than a burden.
Moviepass’ current woes are partly poor communications, and partly bad policy. It’s difficult to find an article today about MoviePass without also seeing descriptors attached to the brand such as “troubled,” “floundering,” “coming under renewed scrutiny” and “cash-strapped.”
Admit it, PR measurement has a PR problem. It’s particularly bad because some communicators resist working with data. Yet communications’ reliance on data is growing. The good news is data expert John Glinski of Vanguard says communicators need not be data experts to garner answers with data to important questions.