There are many moving parts when it comes to tracking influencers, particularly those that have a reach expanding across multiple platforms. Brands with an understanding of influencer performance can activate a strategic campaign by simply following a few easy steps to track influencers and attribute their efforts to marketing success.
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.
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.
Have you ever tried to shine a light on your CEO in your digital content and been underwhelmed by the response? Unless you have an outsize visionary like an Elon Musk or a Bill Gates heading your organization, this isn’t surprising. Let’s face it, people have more in common with your average employee or average customer. So why not make them the stars of your digital content?
“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.
Great stories—about medical breakthroughs, heroic acts by children, emerging infectious diseases—are relegated to the trash bin, while “Grumpy Cat” is featured on national evening news. There are plenty of reasons this happens. Newsrooms are shrinking. Reporters are more harried since they are asked to write, blog, tweet, appear on video, among other duties. Brand priorities change and resources are limited. But most likely the problem lies in the execution of the pitch.
39% of PR pros told us their salary increases were modest (1%-3%) (Figure A). In addition 32% received no salary increase or said salary increases did not apply to them. As in 2015, most PR pros (87%) in 2016 said they were very or moderately satisfied with their occupation and, believe it or not, their pay packages (68%) (Figure C).
Despite years of being asked for more concrete performance metrics, of complaining that “they just don’t understand” what we do, and of being given opportunities at every turn to make a change, we somehow believe that public relations is absolved from having to play by the same rules.
The Public Relations Society of America, New York Chapter, convened to recognize organizations, campaigns and people that reflect excellent work being done in PR over the past year on June 2 at the Mandarin Oriental in NYC. Judged by more than 80 leading industry professionals, the awards honored everything from targeted marketing to corporate social responsibility, and singled out a few individuals for prestigious awards.