We’ve all read stories of an angry customer tweeting at an airline or a restaurant because they had a bad experience. But social customer care is about so much more than just dealing with irate customers, says Brandi Boatner, a digital experience manager with IBM. We recently sat down with Boatner during a Facebook Live session to pick her brain on how social customer care is evolving—and how IBM is using artificial intelligence to bolster the process.
If you want a better website with better content, Google Search Console should be one of your first stops. It’s a powerful set of tools that can give you valuable information on errors you may have in your code, usability, search traffic and so on. And yes, there can be a slight learning curve if you’re new to it. In the PR News Guidebook: Google for Communicators, Chris Hornak, owner of Blog Hands, argues that fluency with these tools is well worth the afternoon or two it might cost you to learn how to use them.
You’d be hard pressed to find a Fortune 500 company without a presence on Twitter, but should the big boss also be on the medium? It depends on myriad factors, including your goal for being on the platform, who will actually compose the tweets, the type of information your CEO wants to share and, of course, whether they have a thick skin.
LinkedIn has rolled out a targeting tool for brands that sponsor content on the platform: Audience Network. The tool increases brands’ chances of their content appearing on audiences’ LinkedIn feeds, as well as—perhaps more excitingly—tracking users across the internet once they leave LinkedIn. Here are three ways brands can start experimenting with Audience Network.
If you’re not a rescue or relief organization, you can’t ask employees to be heroes. But if you create a brand culture that emphasizes community and empathy, and that you care about more than the bottom line when the going gets tough, you might empower individual employees to help in ways that will truly make you proud.
While debate rages about the death of the press release, many brands continue to use this traditional vehicle, although with updates, of course. As such, it’s important to know what a press release can do for your brand, and what it can’t. Strategic use of well-crafted press releases can garner useful coverage and contribute tactically to your media strategy.
Workers are concerned that Artificial Intelligence (AI) will soon replace them. For PR pros, AI is better thought of as Augmented Intelligence. In addition, Augmented Intelligence will work with communicators as opposed to replacing them. Here are three ways it can help PR pros handle the onslaught of data that the digital age has created.
New Hurricane Harvey-related public health concerns arose Aug. 31 when two explosions were reported at a chemical plant in Crosby, TX, about 25 miles outside of Houston. The plant, owned by French chemical company Arkema, lost power on Aug. 26 as a result of Harvey’s floods. Here are five ways Arkema’s communications team has responded to the crisis so far.
Like any good friendship, the relationship between a brand and its audience on Snapchat should be a two-way street. Matt Johnston, executive director of video at Rodale, worked directly with Snap Inc. to build a Discover platform from scratch. Here, he shares his tips and tactics for how to meet your audience halfway on Snapchat to keep the eager tapper glued to your story.
Doing good for people in times of need can be tricky for brands. If you draw attention to a tragedy too much or in the wrong way, the public might accuse you of trying to score PR points. (And some brands might be doing just that.) Sometimes it helps the cause to draw more attention to it; sometimes the classy thing is to remain silent and speak through your actions.