PR pros know it’s important to adapt to change. Yet it’s also comforting when some of the basics of PR can be applied to new platforms. Take Twitter, whose newsworthiness President Trump has cemented. We asked Rebecca Matulka, deputy director of digital, U.S. Department of the Interior, about creating engagement and growing a community on Twitter. Before setting out the tactics her organization uses, she noted that goal setting, a key component of nearly every PR effort you can think of, should comprise the start of your Twitter endeavors.
In Q4 2016 (Oct. 1 – Dec. 31), consumer engagement, or total actions, defined as the sum of reactions, comments and shares on Facebook, rose 6% year over year for U.S. B2B brands, according to Shareablee data. Video engagement jumped 151%, though. Data were provided exclusively to PR News Pro. Enterprise data integration and management software firm Informatica maintained its top spot on the B2B list that it established in Q3 2016. Consumer engagement with the brand’s posts rose 38% compared with the same quarter last year, says Shareablee’s Nathalie Nuta. Video was just 8% of Informatica’s engagement. Its top post was an image wishing all a happy Diwali, which is the Hindu festival of lights.
If you’ve been thinking about starting a blog but worried about the time investment, you’re not alone. In a world where you can fire off a tweet or a snap in second, the prospect of blogging seems daunting from a time management perspective. But there are smart ways to make it work, and Jackie Allder, director, public relations & communications for The Long & Foster Companies, is familiar with many of them.
Most Fortune 500 brands are working hard to cultivate a network of loyal customers online. Mostly, this community-building happens on social media when brands build pages and platforms to attract and retain those loyal customers. However, many brands develop myopic views around their categorized and quantified loyalty group, which limits the ability to reach a larger group of customers. Here are three tips to keep in mind to make sure that doesn’t happen to you.
When brands communicate on social media, there’s a built-in trust and understanding gap between professional communicators and a skeptical public. Finding a way to bridge that gap is crucial. Nation Hahn, digital director at Blueprint for Athletes and chief growth officer at EdNC.org, has found that for the right brand and the right campaign, a great way to make the connection is by working with third-party ambassadors to intertwine the brand’s story with the stories of real people.
Before she measures the success of any campaign, January Williams begins with the question, “What am I asking the audience to do?” Williams, the director of online communications and outreach for the nonprofit Children’s Defense Fund (CDF), doesn’t try to be all things on all platforms. While some initiatives, like increasing the CDF’s number of followers, are easy to measure, most of what the organization does—when issuing legislative calls to action or fundraising, for example—is all about engagement. Here are three ways she uses analytics to drive action.
The social media giant has launched Stories, a Snapchat clone that gives Facebook users access to the two most unique aspects of the Snapchat interface: content that disappears after 24 hours and augmented reality lenses. This is the first Snapchat-pioneered feature to make its way into the central panel of Facebook’s marquee app.
Pinterest is no longer just for brides. Recent data indicate its audience is rapidly diversifying, as men join the network at a growth rate of 70% year over year, although women remain its dominant followers. The site’s audience growth and diversification further underscore the idea that Pinterest is an untapped opportunity for B2B communication pros. Here’s how to take advantage of this platform.
It’s a truism that brands must be on social media. The important question, though, is what platforms are best for your brand? In terms of Twitter, it depends on whether or not you are a B2C or B2B brand, according to data from Shareablee provided exclusively to PR News Pro.
The competition for attention on Facebook is intense, and seems to grow more heated every day. Just because somebody is following your brand on the site doesn’t mean they’ll automatically engage with your content. Yet, one of the most common mistakes content marketers make on Facebook is in focusing too much on lead generation and not enough on building a community and offering content of real value, says Chad Berndtson, director of content marketing and social media at B2B cyber security firm Palo Alto Networks.