Social Media & SEO

Social media is a green field for PR pros. Virtually every person you want to market to spends time online engaging with a social media platform. The catch is you must stand out. In a world where everyone wants just a minute of your time, asking for the mere seconds it takes to read and like a post is a tall order. The nonprofit association CompTIA faced this challenge. To get results it failed to attain previously, the association had to do things it hadn’t done before. By going back to journalism basics it rebooted its approach to social media, and increased engagement by as much as 180%. Thinking like a journalist will not only help you achieve your goals, it will make you indispensable as this niche grows in professional relevance.

There was a time, not too long ago, when PR and digital were acutely divided disciplines, often competing with one another for budgets. While that still may be the case for some, more and more PR and digital strategies such as SEO are integrating, working together to reach target audiences, improve user experience and garner a greater ROI. As a PR pro in this ever-changing landscape, it can be tough to navigate. The rules of SEO change almost daily thanks to Google.

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.

Winner: RockOrange – Macy’s + Thalia Sodi – Fashion Show & Facebook Media Launch RockOrange was engaged to create media interest for the launch of Thalia Sodi, the Mexican icon’s clothing line with Macy’s, through… Continued

Winners: Aflac – What Does a Duck Say? Aflac! and Dixon Schwabl – Faces of Freedom Aflac – What Does a Duck Say? Aflac! What does a duck say? 15 years ago, the answer might have… Continued

“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.