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four, pillars

Viacom Velocity’s 4 Pillars of Facebook KPIs (and Where to Find Them)

July 13th, 2017 by

Measuring reach on Facebook has become far more complex than simply using one metric to count how many people witnessed a piece of content. A mix of different KPIs must be considered in tandem to determine where, how and why users are seeing (or not seeing) your brand’s Facebook content, according to Karen Vega, senior director of social media activations and earned media at Viacom Velocity.

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2 Likely Reasons Why You Work in Communications

July 13th, 2017 by

If you’re knee-deep in an all-consuming career, you probably don’t take much time out to ask yourself how and why you got there. A little navel-gazing can go a long way, though. Paychecks aside, asking yourself why you’re in a particular line of work can put you back in touch with your original inspiration, your core ambitions and your native talents.

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3 Ways the FCC Rollback of Net Neutrality Could Affect Your Brand

July 12th, 2017 by

Amazon, Reddit, Netflix, Google: This is just the beginning of the list of prominent companies that have joined the chorus to call for the preservation of net neutrality on July 12, 2017, the “Day of Action.” But your brand may not seem to be as directly affected if it is not a content provider. How, then, is this controversy relevant to you?

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How @WeAreCisco Grew Its Instagram Account Organically in 5 Steps

July 12th, 2017 by

When Cisco’s Talent Brand team opened an Instagram account, it didn’t just throw a few photos into the feed, bedazzle them with hashtags and call it a day. The company knew that getting people to show up and remain engaged with the account would be a challenge. So, how did @WeAreCisco’s Instagram account grow from zero to 18,000 followers, with healthy engagement rates, without paying a dime? Here’s how.

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How to Interview Your Executives to Get The Best Stories

July 10th, 2017 by

PR pros often hear the phrase, “Think like a journalist.” Sometimes they even need to work as journalists, particularly when they are interviewing brand executives or clients in search of an interesting item that can eventually be pitched to a reporter. It’s your job to move beyond the collection of facts and dry, memorized answers executives often provide. Here are tips to get interviewees to offer emotion and other insights so that the result will be an interesting story. After that you’ll be ready to pitch it to journalists.

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How Brands Can Find New Audiences Through Podcasts

July 10th, 2017 by

For years, podcasting was overshadowed by other forms of emerging media, but its momentum continues to grow. More than 10 billion podcasts were downloaded and streamed on Apple devices alone in 2016, an increase of more than 2 billion from the year before. And every week, new brands jump into the space, using podcasts as a form of content marketing, a dynamic way to attract new customers. But for brands looking to build an audience, the key is to focus on content first and marketing second.

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Navigate Google’s Ad Grants Program and Drive Results for Nonprofits

July 10th, 2017 by

Google’s AdWords can be an expensive proposition, particularly for nonprofits. The brand’s Ad Grants can help, providing AdWords for free, with several restrictions. Here is a step-by-step account of how qualifying nonprofits can take advantage of this excellent program.

United Airlines

MillerCoors’ CCO on What Makes Large Brands Vulnerable to Crises

July 10th, 2017 by

MillerCoors’ CCO Pete Marino discusses why large brands remain vulnerable to crisis and why PR blunders still occur. He also expands on a discussion about his brand’s relatively new blog, transparency and how he would spend an unlimited budget.

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A 3-Part Plan for Brands to Engage With and Defeat Fake News

July 10th, 2017 by

The term fake news, or #fakenews, has become ubiquitous. The question for PR pros is how to engage with fake news and defeat it. U of FL professor Kristina Libby provides a 3-part plan that will help you defend yourself and triumph over fake news.

video, events

4 Live Video Don’ts for Shooting at Trade Shows and Events

July 7th, 2017 by

Many brands have added Facebook Live to their social media arsenals to give audiences a behind-the-scenes look at trade shows and events. But with live video, haste commonly creates waste. In pursuit of an insider experience one can easily disregard the time and preparation needed to ensure a live stream leaves a good impression.