Marketers are trained to watch engagement, track reach, respond to comments and keep an eye out for influencers on social media. But above and beyond how many shares and click throughs a post receives, the question your senior leaders really want to know is, “What’s the ROI of your social media efforts?” If you want more budget, headcount or respect within your organization, then you better have an answer to that question.
Kristy Gillentine spends a lot of time chatting about Snapchat. Host of the popular “ChatSnap—The Twitter Chat All About Snapchat,” Gillentine interviews such social superstars as Shonduras, Brian Fanzo and Madelyn Sklar once a week to share cutting-edge tips and tricks about the platform. But for those brand communicators just looking to establish their presence on Snapchat, she offered the following tips.
Few brands are enjoying more success on social media than Taco Bell. We asked Taco Bell’s social media and brand engagement manager Matt Prince to let us in on some of the secrets and best practices he uses. Rule number one: Know your audience and where it lives. Two: Talk with fans as if they were friends of yours. And drop the jargon, corporate-speak and promotional content.
Former FBI Director James Comey’s testimony to an open session of the Senate Intelligence Committee June 8 was hotly anticipated, to say the least. It was a true high-stakes test of how Comey would bear up under pressure. Most would agree: The man makes a good impression. If you work with spokespeople who are going to have some major questions thrown at them, the morning’s proceedings contain several lessons. Have your media trainee watch the footage, and give them this advice.
Size matters in some things, but not all. Steph Curry is proving that. As Shonduras said during the sold-out Social Shake-Up Show recently, brands can be successful by deploying micro-influencers who have small but highly engaged followers. Speaking of size, small, media and even large brands are taking to micro-influencers. Here’s how three of them are doing it.
Your brand launched an Instagram account and built a following, but your engagement and audience growth has plateaued. So, now what? To spark fresh interest in the platform, Noah Champion Buck, executive director of Los Angeles-based Wagstaff Digital, says it’s crucial to pair a data-based approach with ingenuity and experimentation. Buck shared six steps toward crafting more tactical and inventive Instagram content.
Ben Aronson, social media and digital director at Adams & Knight, argues that completion rate is the single metric that you should pay the most attention to, because it is the clearest way to tell how engaged your audience is. After all, if your video gets lots of shares but people are only watching the first few seconds, your message isn’t really getting across. Aronson gives the following tips to power up your completion rates and other metrics.
If you could give yourself one piece of advice when you started your career, what would it be? As recent PR and communications graduates embark on their first jobs out of school, we asked the PR News community to offer some advice for our profession’s rookies. Here’s a sampling of what PR pros on Twitter had to offer their soon-to-be colleagues.
What can “The Walking Dead” teach us about digital PR? Here, Carmen Collins, a social media manager with Cisco, takes us through four lessons that the zombie hit sensation can teach us about the dizzying highs and terrifying lows of social media, including the importance of building your digital tribe, the need to stay humble and take nothing for granted, and the need to find and use just the right tools.
The influencer bubble is about to burst. So say a rash of communicators who’re tired of paying exorbitant fees for influencers who, they claim, rarely deliver. Still, some brand communicators feel influencers can deliver messages with more authenticity than a brand can. That’s the case with Sara Dunaj, social media manager of Princess Cruises. We asked her to share some best practices.