As organic reach increasingly becomes a thing of the past, winning a budget for paid social—and proving out its value—is a must for any brand’s social strategy. But that doesn’t have to be a scary thing for those making their foray into the paid social world. As Facebook continues to roll out product updates—and other platforms grow more sophisticated in analytics, tracking and even marketing automation—the opportunity to leverage paid social content into real-world results has never been better. Here are some tips on how to approach promoted posts.
Google Analytics can be a powerful tool for measuring the effectiveness of PR work—but only if you know where to look. New users can easily be overwhelmed by Google Analytics, falling prey to “analysis paralysis” in trying to navigate its many moving parts. Here’s a quick checklist of where to look, and what to look for, as a primer on navigating all of that data.
The choice to use a picture without any dark-skinned people to pat oneself on the back for “diversity” is an odd and ill-informed one. The lesson that communications pros should remember is that visual storytelling is a language—a language that, though as rich and nuanced as any language can be, relies heavily on the first impression, the momentary glance.
Live streaming has seen a huge surge in popularity this year, and Facebook Live has provided communicators with a powerful new platform to share their brand stories. Despite its popularity, it’s difficult to show ROI with Facebook Live campaigns, and it can be tricky to ensure your audience is ready and waiting when you go live. Karen Vega, director of social and earned media activations at Viacom, has brought a potent combination of influencer marketing, measurement and media outreach to her Facebook Live strategy. She offers some tips here.
Facebook has reported more metrics troubles for those who use its mobile platform (read: most Facebook users). The social platform has reported a discrepancy between Like and Share counts when a user enters a URL into the search bar in its mobile app. The true count of shares could be above or below the number reported; Facebook says it is working to resolve the issue.
When it comes to framing news in a flattering light to the right audience, Boeing has just pulled a deft PR judo maneuver that’s worth studying. On Dec. 11 Boeing signed a deal to sell 80 aircraft to Iran for $16.6 billion, a deal only possible because of the nuclear deal framework the Obama administration negotiated in 2015, which lifted economic and financial sanctions against Iran. But there’s a huge obstacle that could cause trouble come Jan. 20: Donald Trump.
While the world of public relations is often fast-paced and exciting (what most of us love about it) there is plenty of maintenance work that goes into the job as well, and some of that includes taking very unsexy topics and turning them into something that people care about. Next time you’re faced with writing about something that may seem dry or uninteresting, be it a byline, press release or even a presentation, consider these tips to spice it up for your audience.
The term PR may be obsolete by the end of 2017. The concept of PR meaning ”building relationships with one’s publics” remains valid. But the common vernacular meaning of PR as being mostly about media relations is rapidly going the way of the landline and the floppy disk. Look at titles today. My database used to be filled with titles like “PR manager.” Now it includes one or more of the following words in an astonishing variety of combinations: social, digital, content marketing, PESO, public relations, public affairs, communications, advertising, marketing, development, events, etc.
W2O Group continues its buying spree. The SF-based agency acquired Sentient Interactive, a firm specializing in digital paid and owned media analytics, strategy and marketing. Sentient president/co-founder Adam Cossman will serve as chief digital officer of W2O Group. Earlier this year, W2O said Mountaingate Capital secured an investment position in the firm to accelerate growth. W2O’s acquisition of Sentient, Pure and Marketeching during the past 6 months has added 100 employees and $25 million in revenue. — Ruder Finn acquired Daylight Partnership, a digital marketing and analytics consultancy. Daylight will merge with Ruder Finn’s digital arm and be known as RFI Daylight. Daylight founder David Ko will become SVP, RFI Studios Asia.
The news release is not dead. Even in the constantly evolving digital age, a news release is one of the best ways to disseminate a message. It’s also a great vehicle to reach media contacts. A news release for social media and one for traditional news media are different, however. To reach an online audience, releases need to be social. By being so, the release can be shared in various communities by people beyond media contacts. Journalists, bloggers or social media users who work mostly online prefer a news release containing embedded video, audio files, images and links. Links to social news releases can be sent via email to a reporter or tweeted to an audience.