Tag Archives: social media

Pros discuss 2013 social media efforts

Want to kick-start your social media efforts in 2013? Of course you do.

I asked 10 distinguished PR and social media pros to share their views on how it can be done.

Here are their responses:

Margo Mateas, founder, The PR Trainer

“PR pros need to remember to take time to become part of the communities they want to reach, and not just engage in ‘drive by’ social media. It only takes a second to ‘like’ someone else’s post or to leave a supportive comment. This strengthens trust and makes it more likely for them reciprocate the next time you’re promoting something.”

Deirdre Breakenridge, CEO, Pure Performance Communications

“Take the best of your communications past into 2013: your ethics, accountability, critical thinking and great communications skills. At the same time, be open to different types of engagement through social media, by experimenting and embracing new technology to build stronger relationships with stakeholders.

“You need to be 10 steps ahead to counsel senior executives about the changing media landscape, and on the same page with savvy, wired consumers to understand their preferences and to better serve their needs.”

Brad Phillips, Mr. Media Training, author, The Media Training Bible: 101 Things You Absolutely, Positively Need to Know Before Your Next Interview

“Few public relations professionals can keep up with all of the new social networking sites that seem to pop up on a monthly basis. So as a New Year’s resolution, PR pros should try to familiarize themselves with each of the platforms—and then commit to participating in the one that is most likely to help them reach their audiences and accomplish their goals.”

Amy D. Howell, CEO, Howell Marketing Strategies, LLC

“Our firm will be measuring how the social posts are driving more traffic to client websites and how that is helping their SEO. We have completed upgrades to client websites to include integration of social platforms.”

Jeff Domansky, The PR Coach & principal, Peak Communications: 

“I’m excited about 2013. It will be the year of the ‘visual.’ Whether you’re storytelling, blogging, content marketing, doing media relations or social PR, great pics and video will drive your success. And everything you do better work on mobile, too.”

Ann Handley, chief content officer, MarketingProfs

“Focus less on what you think you ‘have’ to do to maintain a social presence. Focus more on what is meaningful for your brand.”

Stacey Acevero, social media manager, Vocus/PRWeb

“Think about social media as a book, or a timeline of the story of your business. But it’s not storytelling, it’s telling a true story well. So write social media posts that inspire conversation, share thoughts and real outcomes that resonate with your audience. Be less ‘braggy’ and involve the insights of others in your PR story.”

Joan Stewart, a.k.a. The Publicity Hound

“Recycle your content, create it in multiple formats, and share it on the social media sites. Example: Take a how-to blog post and turn it into an MP3, and then a video (record yourself offering three tips from the article), and then a slideshow for LinkedIn, and then a series of photos for a Pinterest board. Note to self: Do this in 2013 and stop creating content from scratch!”

Michael Cherenson, APR, executive VP, Success Communications Group; 2009, chair and CEO, PRSA: 

“Social media is public relations. And today’s professionals—to better serve their clients and help advance their own careers—need to invest in training and learn how to re-learn the art of communications. Every public relations professional must become an active participant, native to various social media platforms. And PR pros need to recognize Google’s algorithm is now one of our most important publics; your content needs to entice your audience and Google’s search engine.”

Shonali Burke, principal, Shonali Burke Consulting, Inc.

“I see far too many PR pros functioning in a bubble. Offline, they live and work in the bubble of the agency world, and online they don’t interact with people from different industries and walks of life. One of the best things about social media is the way it can connect you with just about anyone else in the world who is using that platform. It’s amazing what we can learn from people so very different from us. So as we embark on 2013, let’s rediscover what makes social media so wonderful—the ability to converse with literally just about anyone.”

Which piece of advice will you be focusing on in 2013?

Susan Young is author of the new Kindle book “The Badass Book of Social Media and Business Communication.” She also blogs at Get In Front Communications, where a version of this story first appeared.

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“The Red-Headed Step Child” of Markets

Working with a growing college publication has really opened my eyes to a key market that is often discarded as the “red-headed stepchild.”

I currently serve manage the advertising manager of The Murray State News (you should really check it out). Since taking the position in April 2012, I have struggled to explain to advertisers why the college market is so critical to every business plan.

Here are couple of top reasons of why college students should be involved in every marketing campaign from the fortune 500 to the mom and pop’s:

  • Income: According to a re:fuel study, college students have the most dispensable income, second only to retirees. Think about it – college students receive thousands in financial aid every semester and still sponge of mom and dad. This key market has all the spending power of their parents, but without all the bills.
  • Brand loyalty: This is the first opportunity a student is able to make a decision without requiring mom or dad’s approval. Many are still open to new brands but will likely start to placing their loyalties soon after graduating. This window of opportunity gives any brand the ability to lock in a lifelong customer.
  • Low cost: College students are the cheapest market to reach: social media, online and college publications. College students spend an astronomical amount of time on Facebook, Twitter, Tumblr, Spotify, you name it they are on it. Therefore, brands need to have a well developed, engaging social media presence on multiple platforms. Next, brands need to take it to the next level and develop a website that is user friendly and search engine optimized. College students google everything from research paper topics to how to clean a toilet; a good, clean website makes your product and company information at the finger tips of college students. Finally, brands need to utilize numerous college publications. Campuses across the country have publications that are struggling to find editorial copy and cheap advertising rates. Check out the rates and start to include college publications on your dissemination lists. All of these options involve little upfront costs.
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Study reports increase ad tolerance on social networks

Consumers spend more time on social networks than on any category of websites; total time spent on social increased 37 percent YoY this July, at 121 billion minutes that month. PC users spend approximately 20 percent of their online time in social networks, while mobile users are even more prolific at 30 percent, according to a recent Nielsen study.

PCs are still the most popular way to access a social site, though mobile apps and mobile web access has risen 63 percent in 2012.

nielsen-time-on-social

Facebook continues to dominate the social scene as the most-visited social network in the U.S. 152.2 million visitors access Facebook via PC, while mobile apps see 78.4 million users and the mobile web is responsible for another 74.3 million. According to Nielsen, Facebook is multiple times the size of the next largest social site across each platform.

Consumers have countless social sites to choose from, with Blogger, Twitter, WordPress, LinkedIn and Pinterest coming in after Facebook in order of popularity.

nielsen-top-social-networks

“Consumer attitudes towards advertising on social media are still evolving,” noted Deirdre Bannon, Nielsen’s social media practice lead. “Though roughly one-third of social media users find ads on social networking sites more annoying than other types of Internet advertisements, research suggests there are opportunities for marketers to engage with consumers via social media.”

Google+ VP Bradley Horowitz slammed Facebook recently for “pissing off users” with in-stream ads on their social platform, something Google+ will never do, he said.

His comment was the topic of discussion in the final segment of SEW Weekly last week, with guests Carolyn Shelby from Tribune Companies and SEW Director Jonathan Allen. As much as Google+ fans and execs would like to believe Facebook users are angry, they don’t seem to be turning away from the site. Many don’t even seem to mind the ads.

“More than a quarter of social media users say they are more likely to pay attention to an ad shared by one of their social connections,” Bannon noted. “Additionally, more than a quarter of consumers are OK with seeing ads on social networking sites tailored to them based on their profile information.”

Facebook decision-makers are well aware of the delicate balance between the social and advertising experiences. Sheryl Sandberg told Q3 2012 earnings call investors they are testing and monitoring user engagement and sentiment carefully. Some revenue is moving from the righthand column to the newsfeed; Facebook is doing this intentionally, as “that’s where the action is on mobile.”

“We really don’t think user experience and marketer experience are in conflict. We think when we do it well, they work together,” Sandberg said at the time.

Nielsen’s report shows that tolerance to social advertising is increasing and social networking is no longer in its infancy. See the full Social Media Report 2012 for more insights.

This post was written by Miranda Miller and originally posted on Social Engine Watch

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Smaller Businesses Gets Access to FB Mobile

Facebook announced June 5 that it will now open up advertising to all advertisers as opposed to its original larger clients.

Originally, to be offered advertising the the social media’s mobile site and app, the advertiser must already have a Facebook fan base of at least 500,000. With those limitations, approximately only 40% of advertisers were given access to the mobile marketing.

Experts speculate that this is an attempt to bring in more revenue after Facebook stock tumbles after its IPO May 18. One possible reason for the fall on Wall Street, may be that the social networking site reported to possible investors that mobile users would soon surpass traditional PC users.

“We believe this increased usage of Facebook on mobile devices has contributed to the recent trend of our daily active users increasing more rapidly than the increase in the number of ads delivered. If users increasingly access Facebook mobile products as a substitute for access through personal computers, and if we are unable to successfully implement monetization strategies for our mobile users, or if we incur excessive expenses in this effort, our financial performance and ability to grow revenue would be negatively affected,” a company spokesperson reported in early May.

Borrell Associates predicted that the US smaller pirate sector will spend upwards of $4.5 million in the next year on mobile marketing. This is an opportune time for Facebook to cash in with more than 175,000 businesses advertising on the site.

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Gaga’s Monsters Go Virtual

A screenshot from the pop icon’s online community, Little Monsters.

With the growth of social movements all across the nation, e.g. KONY 2012 and TOMS, pop phenomenon Lady Gaga has been the first musical artist to take her social movement to the virtual world.

Little Monsters is an online community bringing together all of her fan base, or “Little Monsters”, into one social media site. It resembles some features that are currently found on popular picture sharing website Pinterest and content sharing community Reddit. On this virtual playground, users can share photos, pin locations, start conversations and vote posts up or down.

There are unique features that Gaga has made available for her monsters to use. The chat feature has a built-in translator that allows users across the world to chat without a language barrier. A calendar is available for each monster to keep up the latest Gaga related events. The site welcomes each member, invite-only currently, and prompts each monster to tell their story with what else? Gaga-themed questions.

Little Monsters community is design to act as a safe haven for those who feel they can not be themselves for a number of reason, homosexual, weight issues, etc. It’s a place where each can share there story without fear of prejudice.

The pop icon only asks her monsters to consider eight simple things when participating in this online community: be brave, be kind, be tolerant, be original, be a contributor, be safe, be respectful and most importunely be yourself.

“Be brave, be kind, be tolerant, be original, be a contributor, be safe, be respectful and be yourself.”

Little Monsters was designed by a firm based out of Palo Alto, Cali., known Backplane.

“The goal of Little Monsters and Backplane is to unite people around affinities, interest and movements,” said co-founder and CEO Matt Michelson.

Michelson hopes that his team can generate more of these smaller niche online communities that work in tandem with sites like Facebook and Twitter.

Now on the idea of Little Monsters rivaling someone of the larger social media giants is still up in the air. According to Jessica Van Sack of The Boston Herald, the site still has less than 100,000 users and still in its beta testing. It is predicted to go live later on this year. Depending on how the next months go, we may have a player on our hands.

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KONY 2012

KONY 2012 Campaign Poster

A social media justice campaign KONY 2012 has spread like wildfire on the web asking for support of the arrest of international criminal Joseph Kony.

KONY 2012 is a Invisible Children Inc. campaign directed by Jason Russell. The 29-minute documentary depicts Kony and the Lord’s Resistance Army’s tactics in countries such as Uganda and Sudan. While instilling a fear in young children, Kony convinces them to kill for his cause.

The campaign is out demanding justice for his crimes, while testing the powers of social media. Only after an hour of being posted, the group gained 112 members according to The Yorker. The YouTube documentary has received just over 15 million views after three days of being posted. The Twitter account has almost 14,000 followers and the list goes on.

With all of that following, the campaign might actually have the power to demand for Kony’s arrest, but we should stop and take a second to awe at the speed and strength of the campaign.

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Where’s the news about Facebook’s IPO?

Zuckerberg’s Facebook will soon be available for trade on NYSE under the ticker symbol FB.

According to The Huffington Post, Facebook applied to its IPO on Feb. 1, but where is the news on all this? This is a major change to one of the most influential and powerful sites on the web.

Over the past eight years that Facebook has been in business, we have slowly given up personal information and a day-to-play of our lives. Facebook has gathered countless terabytes of information of its 875 million users and has always been prudent of privacy changes. Most privacy changes with the social networking site make headlines nationwide, but not this one.

As a student, planning on building a future in social media, I have heard very little about Mark Zuckerberg’s decision to make his company a publicly traded company. Am I only one that is concerned that more people will be involved in the decisions made about my personal information?

The company will most likely not be publicly traded for the next couple of months, but as that day approaches, I hope more information about this social media intentions become available.

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