One of the most significant advantages of social networks is the incredible amount of user information that each platform collects and then makes available for targeted posts. By staying on top of what users and the media are talking about on social platforms, candidates have an unprecedented ability to weigh in with the most relevant information. Each campaign can offer PR pros valuable examples of how to be aware of important topics and deploy the right messaging to the right audience at the right time.
Snapchat’s latest update, a redesign of its Live Stories and Discover sections, goes a long way toward making the app more intuitive and bringing in more viewership. Now you will see both Discover and Live Stories intermingled in panels on the Discover page, as well as in a carousel at the top of the Stories page.
Now that audiences are well established and active on messaging platforms—many of the most popular have hundreds of millions of monthly active users—the companies behind them are moving from a focus on messaging to a heightened awareness of commerce and business needs. Now that the platforms are considering business uses for their services, does every organization really need to embrace this new digital trend?
The days when businesses could ignore social media are over. Even though C-suites now know they need to be on social, many ROI-focused executives still don’t see the value. One of the clichés behind this dichotomy of opinion is the left-brain, right-brain split that conventionally divides creative from more analytical professionals. But it doesn’t have to be this way.
“The biggest takeaway I have for you today is to go to Google’s Analytics Academy,” Google’s Louis Gray, senior program manager, Google Analytics, said during “How to Make Google Analytics Work for Your Brand” at PR News’ “Google for Communicators Workshop” in Miami Beach, June 6.
The second chart in this series detailing engagement with U.S. B2B brands on Facebook continues several patterns we saw in chart 1 (U.S. B2C brands’ engagement on Facebook) ( PRN, May 30). First, B2B and B2C brands are finding video delivers engagement, according to Shareablee data provided exclusively to PR News. Second, brands are stressing quality over quantity as the number of total posts is flat or declining.
As Obama’s 2008 campaign heralded a new era of political campaigning by introducing social media into the mix, the current presidential candidates are using digital technologies in groundbreaking ways. Despite Bernie Sanders’ struggles in the primary race, his success with online communications is hard to match. In many ways, it’s because of social media that many Americans now #FeelTheBern.
It’s the tragedy of the Internet: Every cool thing that makes society more interconnected is in danger of being ruined by jerks. From misogynistic attacks on Twitter to racist comments on YouTube to general profane abuse in multiplayer video games, instances of online unpleasantness have raised questions about how to give everyone the best possible experience without crossing a line of censoring free speech.
It’s a PR 101 conundrum: Charges are made against an important brand; the brand’s stature and the nature of the charges result in press coverage; the brand delays its response and a story is born. The brand then reaches out to the complainants and listens to their charges. Within a few days the brand investigates and concludes the charges are untrue. Some of the complainants agree with the brand’s assessment, while others say the investigation was faulty and demand increased transparency from the brand. The story results in many people thinking deeper about the brand and what it does. For some, the perception of the brand will change, if even just slightly.
This is a grossly simple way of looking at the story about conservative groups saying Facebook’s algorithm has been giving short shrift to stories with a conservative viewpoint. With 1 billion+ people using it each day, including 8 billion+ video views, Facebook arguably is the dominant social platform and a major component of brands’ social outreach.
Considering the rash of certain brands’ ads, not many trust the adage, “Quality over quantity.”
Perhaps a few. Facebook posts by U.S. B2C brands actually fell 13% in Q1’ 16 vs Q1’ 15, according to Shareableedata provided exclusively to PR News. Still, consumer actions with those fewer posts remained flat year vs year. Actions are the sum of likes, shares and comments. Video pulled. B2Cs saw a 60% growth in Facebook video actions on a 40% rise in video content.