Social Media

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How to Get the Most Out of Every Facebook Ad Dollar

July 20th, 2017 by

Communicators know that paid Facebook ads are a requirement, not a luxury. But that doesn’t mean your brand will be buried unless you spend like Coca-Cola. Even a small budget can have a big impact, but you need to start with specific goals, said Michael Lamp, senior vice president of social and digital media at Hunter Public Relations, at PR News’ Facebook Boot Camp July 20 in New York.

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How to Generate Content for Your Brand’s Burgeoning Podcast

July 19th, 2017 by

Your organization finally has taken the plunge into podcasting. You’ve chosen a host, show title and theme music—you have the right equipment, too. Congratulations, but you’ve only just begun. If you expect to release a podcast weekly, biweekly or monthly, where can you find content on a regular basis? Think like a journalist and use your eyes and ears with the following three possibilities.

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3 Live Videos Where Nothing Happened—and It Was a Hit for the Brand

July 17th, 2017 by

One of the most successful kinds of live stream videos is when the audience is waiting for something, some kind of countdown. Counterintuitively, nothing much is happening in these videos for most of the time; the audience is simply anticipating something happening. But the real action can be in the discussion around what’s on camera, not what’s actually on camera.

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Reebok Sees Narrative-Changing ‘Opportunity’ in Trump’s ‘Good Shape’ Remark

July 17th, 2017 by

Reebok’s Twitter account took a satirical streak July 14 when it mocked President Trump’s comment to France’s first lady Brigitte Macron that she’s “in such good physical shape…beautiful.” The post has since gone viral, with more than 46,000 retweets and nearly 79,000 likes as of this morning. The tweet is a rare example of a big consumer brand challenging President Trump on his favorite social media platform. “We saw this as an opportunity—as a learning moment,” says Inga Stenta, senior director of brand management at Reebok.

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How Brands Can Find the Storytelling Sweet Spot With Their Podcasts and Reach New Audiences

July 17th, 2017 by

Podcasts are becoming more mainstream and so are finding their place in the tool kits of brand communicators. Are they right for your brand? If so, what should the podcast cover? Should it be a thinly veiled sales pitch or a storytelling vehicle that barely mentions your brand by name? We ask a pair of podcast veterans for best practices.

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How The CFA Institute Used Social Media to Humanize its Brand

July 17th, 2017 by

There are many things even a supposedly staid brand can do on social media to enhance awareness. Here’s what the Chartered Financial Advisor Institute has been doing on social media to humanize its brand and make it a bit more human and fun.

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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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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 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.