Not every campaign needs a paid/earned/owned media strategy, of course, but most every marketing effort needs an immersive component that will make the respective audience feel vested in the brand.
The focus for many social media programs over the last few years has been about “Reach” (e.g. followers, likes and subscribers) and “Engagement” (e.g. shares, retweets, comments). What hasn’t been as easy is proving that a social media program is working.
For users and those looking to communicate a message or call to action to them, a poorly received ad on social media is a lose-lose. Facebook knows this, and they are working on it. On Wednesday, the company announced the introduction of “Relevance Score,” its latest step in the effort to improve the relationship between users and advertisers.
As millennials move into the decision-making process, BuzzFeed, Funny or Die and the other outlets they grew up on need to be a part of the media relations conversation.
As companies start to shift from “storytelling” to “storymaking,” or creating organic content that didn’t originate from a slideshow or press release, they have another option to consider: the proliferating number of branded content studios designed to help companies tell their stories.
The Pew study found that 38 percent of African-American adults and 34 percent of Latino adults on the Internet use Facebook’s photo sharing service, as opposed to only 21 percent of white adult Internet users.