Social Media & SEO

On July 6 Snapchat began rolling out Memories, a new feature that, depending on your point of view, adds to the app or chips away at something unique to the platform: impermanence. Users will now be able to save their Snaps and Stories to Memories, find them again by opening Memories (located under the camera button) and scrolling or typing keywords, and re-Snap them to your friends.

First and foremost, you have to understand your audience, says Chad Mitchell, Walmart’s senior director of digital communications. Not even a brand as big as Walmart can boil the ocean when it comes to audience. So you have to ask questions like, “Who wants to hear from us?” or “Who needs to hear from us?” and then build a content and channel strategy that’s tailor-made for your audience.

If you’ve been following Juno’s historic launch into Jupiter’s orbit, you’re not alone. Along with the consideration of multiple demographics in its presentation of content, NASA has mastered successful coordination and cross-promotion on social throughout Juno’s approach. While making excellent use of the public’s recent acceptance of live stream into the mainstream, the space agency has been driving traffic to its websites and video streams via coordinated, cross-promoted social media campaigns.

OK, so Snapchat has made the grade. This leads us to…the next Snapchat. To celebrate Social Media Day, PR News looked to the future and compiled this list of emerging apps and technologies PR pros should keep an eye on. Then again, maybe nothing on this list will be around for next year’s Social Media Day.

Once you have the basics of Snapchat down, Geofilters are a next-level tool for reaching your audience. It may not be obvious at first how to use both Community (free) and On-Demand (paid) Geofilters to engage an audience, but once you learn how to think about them from various angles, there are several ways to be smart and strategic about Geofilter use.

The shift in focus to paid social media content is redefining, yet again, the role of the PR professional—a topic that David Kellis, director of PR and social media for the Clorox Co., will dive into in his opening Wake-Up Call session at PR News’ Big 4 Social Media Summit in San Francisco. “In the past, we’ve done PR around advertising in magazines and other media. That’s what we’ve come to with social,” Kellis says.

You’re halfway through what’s been a rather interesting year in business, politics, brand successes and blunders and Game of Thrones developments. Which is to say: you still have another five solid months to make this… Continued

With Snapchat raking in over 100 billion video views a day, it’s well past the time to say “Snapchat isn’t right for my brand.” But once you’ve locked down a witty username…what, exactly, should you be snapping to reel in the platform’s rapidly growing demographic? Carolina Valencia, senior director of corporate communications at Univision Communications, shares some jumping-off points to help you generate fresh ideas for your Snapchat content.

In many ways, Facebook is using a time-tested PR tactic to increase the popularity of live video—influencers. By tapping some of the most popular media outlets and celebrities to create live video Facebook will have an incredible stockpile of content. Communicators should take a page from these prominent media companies and celebrities and jump on this burgeoning trend. Those who make a name for themselves now are sure to reap the rewards after live video inevitably becomes a main feature of the platform.

Nonprofits may have more in common with B2B and B2C brands than one might think. This installment in our series detailing consumer engagement with U.S. brands on social platforms finds patterns similar to those seen earlier when the focus was engagement with B2C and B2B brands on Facebook (PRN, May 30 and June 6). Examination of exclusive data provided to PR News by Shareablee shows the most engaged B2B, B2C and nonprofit brands seem to be emphasizing quality over quantity as the number of posts in Q1 2016 was down compared to Q1 2015. As a result, consumer actions, which is defined as the sum of likes, shares and comments, also fell.