Social Media

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6 Steps to Winning a Paid Social Budget From C-Suite Skeptics

October 20th, 2016 by

“Organic is dead.” Whether or not you agree with this statement, social media platforms unquestionably favor sponsored posts over organic posts in followers’ feeds, and it’s now more important than ever to secure a paid social media budget if you want your brand’s posts to rise above the throng. But how can PR professionals make the case for those budget dollars with the C-suite given the ever-present challenge of proving ROI on social media?

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Periscope Goes Beyond Smartphones With Its ‘Producer’ Feature

October 17th, 2016 by

Working outside of the limitations of smartphone-captured footage, communicators can now stream professional-quality video directly to Twitter. While smartphone video has its place within Periscope and on platforms like Snapchat, brands now have the ability to widen their approach to streaming.

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Facebook Live Just Got More Serious—and Dangerous

October 17th, 2016 by

If you’re a brand communicator, you’re not likely to wade into politically hot waters, but in this incendiary cultural moment any topic can inflame certain groups of people—or the government. The Amy Goodman case in particular demonstrates the increasing power and inherent dangers of live streaming and the seriousness with which government authorities are approaching the medium.

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How to Energize Your Organization’s YouTube Channel Without a Hollywood Budget

October 17th, 2016 by

Without Hillary Clinton and Donald Trump appearing in your brand’s YouTube video, and lacking the professionals and budgets of the major broadcast, cable and Spanish-language networks, does your brand’s video stand a chance? Indubitably so, communicators tell us. In this first of this two-part series we’ll concentrate on bolstering your YouTube content; part II, in a future edition, will focus on measurement and analytics.

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Twitter’s ‘Explore’ to Enhance Its Status as Hub of Real-Time Event Coverage

October 14th, 2016 by

As the company tries to focus on everything live—from streaming on Periscope to following breaking news and events—savvy users will notice a blending of old and new in the new feature. Explore takes two tools Twitter created for compiling essentially separate conversations and blends them together. Long-time Twitter users will see pieces of the now defunct “Discover” feature—suggested account and trending topics—coexisting alongside Moments’ signature highlights.

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Why the Snapchat Story Playlist Could Be Trouble for Brands (and How to Fight Back)

October 12th, 2016 by

In the new update being rolled out, auto advance is no more. Users will be returned to the story list, unless they use the new story playlist feature, tapping the thumbnail image of each story they want to view and then seeing all of those stories in order.

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PETA Led Nonprofits in Engagement With Instagram Audience in Q2 2016

October 10th, 2016 by

One nonprofit essentially is like every other nonprofit, except for size and the causes it supports, right? Not really. While less unique than snowflakes and fingerprints, some of the most-engaged nonprofits on Instagram in Q2 took different routes to amass their impressive figures.

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Measuring Snapchat: Scanning the Possibilities While Hoping an IPO Leads to Robust Metrics

October 10th, 2016 by

With the Snapchat environment in flux, what should communicators do to measure their Snapchat efforts now? A sensible approach is to begin with the basics, Baird says. Set goals from the outset. Are you trying to sell product through Snapchat? Gain exposure for your brand, raise awareness and create buzz? “Your goals will dictate your measurement methods,” she says. Indeed, the communicators we interviewed favored various measurement tactics, including unique views, open rates, story completion rates, screenshots and Snapchat’s own Snapchat score.

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How One PR Team Weighs Its Social Platform Options

October 10th, 2016 by

For those representing academic institutions online, the task of evaluating yet another new social network or social media offering from established outfits can feel overwhelming. Several years ago, it was tempting to think the world would cleave neatly into Facebook and Twitter camps. With some extra effort, we could adjust our messages to both, engage with their respective audiences and respond to new features. The market for social networks seemed almost mature.

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Snapchat Eyeing IPO at $25 Billion, WSJ Reports

October 7th, 2016 by

Snap Inc. is preparing for an initial public offering as early as late March, The Wall Street Journal reported Thursday. The potential valuation: $25 billion. Those following Snapchat’s history may remember that Facebook offered a $3 billion buyout in 2013, which CEO Evan Spiegel turned down.