As social media has seeped into virtually every aspect of business communications, PR pros are on the hook to explain what is (and isn’t) fair game when it comes to employees’ use of social channels during office hours.
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.