In previous editions, we’ve noted engagement with brands’ social posts on Facebook in Q3 has been modest or even down (see PRNP, Nov. 7 & 21, for example). The thinking then was brands were investing more effort in other social channels, such as Instagram. Data for U.S. B2B brands in Q3 (July 1 – Sept. 30) on Instagram, provided exclusively to PR News Pro by Shareablee, proves the point. Total consumer actions, or engagement, with B2B brands posts on Instagram increased a whopping 80% compared to Q2 2015. Engagement with photos grew a modest 4%, yet video engagement grew a healthy 74%. Actions are defined here as the sum of reactions and comments.
For all the good that social media provides, it also, during times of crisis, can be the venue for horror stories about brands. We mentioned in our Dec. 5 edition the plight of Delta Air Lines, whose Thanksgiving turkey was ruined when an unruly passenger’s tirade—and the cabin crew’s failure to boot him from the aircraft—was captured on video.
With any new job comes the chance to learn from more senior team members, but also comes the chance to teach a senior team member. Understand that when I use the word “teach,” it doesn’t mean that the new hire is coming into the position with more knowledge than you. What it means is that the new hire is arriving with potentially different knowledge than you already have.
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.
As the year draws to an end, there are many lessons that young PR people should have learned from 2016 news reports that can apply to our business. Here’s a look back at the learning moments of the year that sprang from the headlines.
Developing a brand message can be difficult. It can be even more difficult to ensure that your message stays consistent across all channels, both internally and externally. And when you have a crisis on your hands, and don’t have the luxury of a great deal of time in which to craft messages that address the crisis, that can be more difficult still.
“Finding the right influencer is like dating,” says John Walls, director, brand PR, luxury & lifestyle brands, Hilton Worldwide, who’s newly married. Agrees APCO Worldwide managing director Lisa Osborne Ross, “[Beginning a relationship with an influencer] is like starting any relationship…etiquette is etiquette…[and the relationship] really clicks when each side has something to offer…I’ve been married for 28 years…I’m very clear what my husband offers and what I offer,” Osborne Ross says in deadpan gest.
Given Snapchat’s reputation as the new kid on the social media block, it’s no surprise that Snap Inc. continues to add new features to the platform, even as its competitors develop and release copycat interfaces. At PR News’ Snapchat Boot Camp Dec. 7 at the National Press Club, Larissa von Lockner, PR and social media manager at PwC, and Megan Frantz, senior producer at The Shorty Awards, shared the most recent updates PR professionals should know about—and how best to use them.
If you’re thinking about abandoning Twitter to refocus your efforts on Snapchat or Instagram, you may want to reconsider: A whopping 40% of journalists source their stories on Twitter, according to a Cision report. What’s more, Medium reports that almost a quarter of the platform’s verified user base are journalists. And if the 2016 election cycle taught us anything, it’s that Twitter is the center of the online national conversation at any given moment.
The value of measuring and analyzing outcomes cannot be stressed enough. While it may take an investment to implement measurement and purchase the best tools, the very heart of doing so saves companies money and resources in the long run. Your marketing budget may be for naught if you fail to analyze what’s working and what isn’t—you could be throwing money out the door year over year if you’re not measuring success.