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How a So-Called Unglamorous Brand Builds Community on Instagram With Creative Content

April 24th, 2017 by

How can brands that supposedly lack a visual element create community and engagement on Instagram? One way is to expand the kind of content the brand provides. For example, ForRent.com at its essence is a large search engine for those seeking apartments and homes. On Instagram, though, it offers content about home decorating, entertaining, recipes, fitness and more, its AVP for social explains.

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How to Set Up a Personal Blog Network and Maximize Your SEO

March 24th, 2017 by

A Personal Blog Network (PBN) is a network of sites that you control which are designed to direct links to a site that you’re monetizing. If you have an existing PBN, or are building one up, you’re going to need to take steps to ensure your digital presence is effective, safe and secure. Here are five tips in setting up your PBN.

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Why It’s Critical for Organizations to Test Their Tactics When Using Google AdWords

November 21st, 2016 by

Perhaps Google’s short explanations of why it has chosen a story for you will make the wall between Google and users less opaque. For the moment, however, neither Google nor any other social media powerhouse has explained exactly how it determines news story recommendations, search results or ad placements. The latter two, search and ads, as well as optimizing site content were among the topics discussed during PR News’ Boot Camp: Google for Communicators last week in NY. As such we asked several PR pros about navigating the frosted-glass barriers surrounding Google searches and AdWords, its online advertising service.

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5 Google AdWords Tips for Building a Successful Campaign

October 27th, 2016 by

When it comes to online advertising (outside of social media) there are few better places to be than on Google. The search giant is so essential to the daily lives of connected individuals that few can go a full day without jumping on the search engine to satisfy a craving for information. Luckily it’s not hard to get in front of the 40,000 searches Google handles every second. Google’s AdWords tool lets organizations piggyback on user activity on the search engine to put ads in front of the right people at the right time.

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Tips for Creating a Measurable Video Strategy Across Facebook, YouTube and Other Platforms

September 19th, 2016 by

With 8 billion average daily video views on Facebook, 4 billion+ on YouTube and one hour of video uploaded to YouTube ever second, the path ahead for brand communicators seems clear: commit to video. But with that much video in the social ecosystem, how can you compete, especially when videos taken during a Beyoncé concert September 10 showing a pre-arranged marriage proposal for her dance captain receive more than 5 million views? We asked PR pros with video expertise and restricted the conversation to brand video on Facebook and YouTube.

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PR and IT Collaboration: 6 Do’s and Don’ts From the Communicator’s POV

August 24th, 2016 by

Harnessing the potential of the communications/IT nexus is all about authentic relationship building and professional respect. Being a great teammate makes all the difference, regardless of your position. At the very least, PR pros should work on their (yes) communications skills with their IT counterparts so they can establish a true partnership with common goals.

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A Former Newsperson’s Tips To Help You Tell Stories Better on Video

August 23rd, 2016 by

How does a brand, perhaps lacking a big budget for video production, enter the world of video on social platforms? Many experts say brands can produce videos relatively inexpensively. And while outstanding special effects and editing are no doubt attractive, many believe a creative concept and excellent storytelling can overtake expensive production values.

Snap to It: Tips for Brands to Get Started on Snapchat or at Least to Think About Now

June 13th, 2016 by

Like all social media platforms, Snapchat is tweaking itself, and the social community responds with changes of its own. Just weeks ago it was accurate to say Snapchat contained no e-commerce ads, that it averaged 8 billion daily views and that curated content on the evanescent platform was strictly verboten, a liability for brands intent on having maximum control of the message. Each of those statements now is untrue. Quickly to the first two: Snapchat began accepting e-commerce ads May 1 and it now says it is averaging 10 billion views daily. While those first two points are important to brand communicators, especially those interested in speaking to a millennial demo, the curated content piece may be the most important.

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How to Get Started on Snapchat (and a Few Tips for Success)

June 7th, 2016 by

Your brand can ignore Snapchat if it wishes, yet with 10 billion daily views and growing (it was 8 billion just a few months ago), concentrated largely in a very young, highly desirable demographic, it might not be the greatest idea. OK, perhaps your brand isn’t ready to join the Snapchat foray today. Fine. That’s reasonable, Gavin Donovan, digital strategy lead, Mission Foods, told attendees during a PR News Digital PR& Marketing Conference in Miami Beach June 7.

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Some Dashboard Tips You Can Apply Now (and a Pitch for Live Events)

April 4th, 2016 by

Dashboards must start with your company’s communications and business goals, along with objectives that you know are measurable. You also need to know your audiences and tailor your dashboard to their needs. With all that knowledge in hand, you then pick metrics. If the dashboard is intended for senior leadership, your metrics should be based on what the C-suite’s inhabitants want to see tracked.