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For communicators looking to implement visual campaigns across the social spectrum, there’s no shortage of things to consider when building a measurement framework. Large multinational corporations like Oracle, for example, need to take into account which platforms have greater impact in various countries around the globe. Though many organizations don’t have to deal with this kind of complexity, there’s always the issue of making sure everyone is speaking the same measurement language.

There are several brands that have stood apart from the pack and created a cult-like following: millennial consumers who are rabid for new products, a brand experience to call their own and the status or lifestyle that the brand commands. These brands all have one thing in common: an outstanding social media presence that conveys to consumers an attractive brand lifestyle.

Optimizing content for traditional, typed-in search is not like learning how to find the right notes on a clarinet—the algorithms, unspoken rules and methodologies keep changing. Voice search is a whole new ballgame entirely. The phrases people use for voice searches tend to be different from written-out searches, and those content marketers who can adapt their content for voice searches are going to be the early winners in the race for brand visibility.

If you’re anxious to find out how best to reach your target demographic on Snapchat, you’re not alone in wondering where to start. Snapchat’s users expect authenticity and creativity, and the platform’s ephemeral content isn’t as associated with polished photos and videos as Instagram and Facebook. “Snapchat is the cool new kid on the social media block,” says Hannah Law, VP of strategy, Ogilvy & Mather Worldwide. “But don’t let that stop you from jumping in without a strategy.”

President Obama’s decision to announce his endorsement of Hillary Clinton on YouTube falls perfectly in line with how he’s conducted himself throughout his presidency. The president routinely speaks to the people on popular social channels like YouTube, Facebook, Twitter and Instagram. It’s all part of a carefully crafted strategy to increase government accessibility and transparency thought up by Obama, but orchestrated by a powerful digital team operating from the White House.

2015 PR News Salary Survey: PR Compensation and Benefits Report (click link to view)

2016 PR News Salary Survey: PR Compensation and Benefits Report (click link to view)

SHIFT Communications social media policy template (click to view)

Mayo Clinic social media policy template (click to view)

Pacific Northwest Laboratory comms-IT org chart (click link to view)