EURSSSocialMedia

As Facebook hashtags roll out, what’s ahead for marketers?

Wed, 19 Jun 2013 13:56:51 GMT

What do Facebook hashtags mean for marketers?

The short answer: Nothing. Yet.

That’s because the darned things aren’t even rolling out to all users for a while. (See Facebook’s formal announcement from last week.)

Once they do, there will be substantial implications for marketers and brands.

[RELATED: Master the can't-ignore social media tools after Mark Ragan's one day social media boot camp.]

For now, it’s mostly a matter of user experience. Users can now search Facebook more easily—combined with Graph Search, Facebook is making strides here—and, obviously, this move makes content discovery much easier.

A few months from now, when more (or all) users have the ability to use hashtags on Facebook, what will the rub be for marketers? Here are a few things that come to mind:

It’ll be easier to track “campaign” conversations on Facebook.

You know those campaign hashtags that brands use on Facebook—the ones they listed on all those Super Bowl ads this year? Well, those will actually be useful on Facebook once the hashtags are rolled out. Obviously, the volume won’t be as great on Facebook for most brands (there are far more tweets than status updates), but this should help brands looking to accurately track conversations around campaigns down the road, especially those without access to paid monitoring tools.

Your Twitter chat potential just expanded.

Brands that either sponsor or organize Twitter chats will be able to open up a whole new door to Facebook—again, arguably a more engaged (and larger) community. Of course, brands can do this now with tools like Shoutlet, but many brands don’t have access to paid tools like that. With hashtags, brands that participate or organize Twitter chats will be able to have those same chats on Facebook. Of course, coordinating that might be tough, but I’m sure someone will develop a tool to fit the need.

You will be able to pay to trend—eventually.

Trending topics/hashtags will probably come to Facebook soon. They’re not there yet, obviously, but I’m sure it’ll happen. Trending topics on Twitter are so popular—and it’s another great way for Facebook to enhance content discovery. Plus, you will probably be able to pay to be included (as on Twitter). Whatever they can make money on, they probably will.

Once they enable mobile use, possibilities will expand.

Here’s a curious thing: Facebook didn’t enable mobile use of hashtags at the outset of the launch. That’s funny, because as we all know mobile phone use is exploding. Capturing real-time conversations largely means capturing conversations on the go—not just in front of the TV, which is what Facebook is probably after here. Those mobile conversations are key for brands: customers at events, customers near their stores shopping, customers in their stores shopping. With hashtags, they’ll all be easier to track—and respond to (again, provided customers actually use the hashtag, which as we know is a big leap).

What do you think? What will be the major marketing implications of hashtags on Facebook?

(Image via)

9 reasons fans don’t ‘like’ your Facebook updates

Wed, 19 Jun 2013 13:51:26 GMT

You know those times when you find a great meme/image/anecdote, and you share it on your Facebook page, only to see nothing?

Yeah, I hate that, too.

You’re thinking, “Oh, this is going to be great,” and then it falls flat. Ouch.

Why do I care so much?

Because I care about our community, and I want to make them laugh or say “Ah-ha! Yvette’s a genius!”

Kidding. I just want you to enjoy our page.

A few weeks ago on Open Forum, Christopher Litster, senior vice present of sales and marketing at Constant Contact, shared Facebook “faux pas”—the reasons people don’t “like” your Facebook status updates.

Are you guilty of these?

Asking questions that are too broad or personal.

According to a recent article on Inc., messages on Twitter with a question mark drew 52 percent fewer clicks for B2C companies and 39 percent fewer for B2B companies. So if you’re going to ask questions Facebook is the place to do it, but stay away from open-ended ones. Give your community a choice or create a poll. Have fun, but don’t get too personal.

The tone is uninspiring.

Yes, you’re creating posts for an organization, but that doesn’t mean you should sound like a corporate robot. See previous comment about having fun.

Every post is pure text.

It’s fine to have an all-text post. However, you don’t want all of your posts to be just text. Litster suggests using “any image that’s visually appealing and relates to your post or company.” It’s easy, so take the extra five minutes to do it.

[RELATED: Master the can't-ignore social media tools after Mark Ragan's one-day social media boot camp.]

There’s too much focus on selling, or you’re talking only about your business.

Your page is for your business and your fans. Of course you should share company news, but keep this in mind: “People go to Facebook to catch up and connect. When they want to buy, they’ll go to your website,” says Litster.

The message isn’t in sync with your audience or business.

Make sure each post serves the interests of your community and your business. Whether it’s funny, a tip or trick, or something interesting—it should align with your company and audience.

You’re not responding.

You should always respond. Enough said.

Your page has an identity crisis.

Use an editorial calendar. They help provide structure, but they’re flexible so you can change a post at a moment’s notice.

You’re not offering anything.

“One of the reasons people become fans is for the perks,” says Litster, so offer deals or insider offers.

One of my favorites is Sprinkles Cupcakes. They have a word of the day, and if you’re one of the first 50 people to say it in their retail store, you get a free cupcake. Not everyone can offer a free cupcake, but simple things, such as highlighting a fan as the Facebook Fan of the Week (ahem), show you care about your community.

You give up too easily.

Still don’t know what your community wants? According to Inside Facebook, Facebook has started highlighting the most engaging posts in the page admin panel. They also notify you when a post performs better than average, so start there.

Growing a social media presence takes patience; it won’t happen overnight. Take time to find valuable content and engage with your fans, and soon you’ll be successful in social media. What do you love to see on a company Facebook page? What do you loathe?

Yvette Pistorio is an account executive and community manager at Arment Dietrich. A version of this story first appeared on the Spin Sucks blog.

‘Tweet’ becomes an official word

Wed, 19 Jun 2013 13:49:47 GMT

It’s either a sign of progress or the mark of a decaying society, but “tweet” (as a social media term) is now officially a word.

The Oxford English Dictionary has added tweet as both a noun and a verb. The following meaning has been added to the previous bird-related definitions: “To make a posting on the social networking service Twitter. Also: to use Twitter regularly or habitually.”

John Simpson, chief editor of the Oxford English Dictionary, had this to say about the move in a blog post:

“The noun and verb tweet (in the social-networking sense) has just been added to the OED. This breaks at least one OED rule, namely that a new word needs to be current for ten years before consideration for inclusion. But it seems to be catching on.”

The OED had also added social-media-related entries for the words “follow” and “follower.”

[RELATED: Master the can't-ignore social media tools after Mark Ragan's one day social media boot camp.]

Other words and phrases added to the OED this year include: “flash mob,” “geekery” (in the devotion to pursuits sense), “have a cow,” “big data,” “cludgie,” and “metabolic syndrome.”

Check out the full list at the OED blog.

(Image via)

11 creatively branded ‘404 error’ pages

Tue, 18 Jun 2013 13:51:55 GMT

No one particularly enjoys encountering a 404 error, which occurs when the website you’re trying to load isn’t recognized. There are a few companies, however, that have found a way to make the unfortunate experience a little more palatable.

Creating a clever 404 message has become a bit of an art among design-savvy companies.

Here are just a few of our favorites:

Angry Birds

Darkpony

Milkable

BRB (Be Right Burger)

South Park Studios

Homestar Runner

Coca-Cola

Titleist

Lululemon

TechCrunch

Lego

Making the most of your brand’s Wikipedia page

Tue, 18 Jun 2013 13:48:02 GMT

If students writing term papers are any indication, Wikipedia is one of the first resources people turn to when trying to get a feel for a topic or a company.

The same holds true for many journalists, industry analysts, and other influencers. Though it’s too infrequently considered a communications priority, a company’s Wikipedia page isn’t something that should be left to Wikipedia community editors.

In case you didn’t know, anyone can edit Wikipedia. (That’s both wonderful and scary.) The website doesn’t ask for account registration before allowing someone to do so. Before embarking on any Wikipedia edits, remember that Wikipedia prides itself on letting community forces drive content to a neutral point of view on any given topic. As a result, verifiability and citing reliable sources are crucial to developing a well-regarded Wikipedia page doesn’t get flagged as having too much “marketing speak.”

Still think it’s a good idea to include a few marketing statements? Think again—just as anyone can edit a page, anyone can flag a page that reads like an advertisement.

Read on for a primer of Wikipedia best practices that Bhava uses to help clients build out a strong presence on the world’s favorite online encyclopedia.

Building a Wikipedia page for a company from scratch

First, do a search on the company and see whether it has a Wikipedia page. If it does, then you can directly edit that page. If no Wikipedia page pops up for that company, you can create a page. This step is done simply from the returned search results page.

Building the actual content is trickier. To help with style questions, Wikipedia has shared a comprehensive style guide.

Citations

Wikipedia’s guidelines state:

“In particular, sources are required for material that is challenged or likely to be challenged—if reliable sources cannot be found for challenged material, it is likely to be removed from the article. Sources are also required when quoting someone, with or without quotation marks, or closely paraphrasing a source. However, the citing of sources is not limited to those situations—editors are always encouraged to add or improve citations for any information contained in an article.”

With company pages, any claim that is not verified by a third party has the potential to be called into question by anyone ranging from competitors to a 13-year-old on a justice rant.

[RELATED: Hear how top companies adapted to the digital PR industry changes at this August event.]

To guard against such challenges, Bhava recommends weaving together quotes from published articles to tell the larger company story, carefully citing each sentence back to the original article. Backlinks to independent blogs tend not to carry too much weight when put through the verification test. Working with a PR team can help generate those published stories that make for strong Wikipedia references, emphasizing the vital importance of integrating good public relations strategy in your overall communications plan.

Editing an existing Wikipedia page to include company perspective

Extensive, abrupt changes to a Wikipedia page will raise a flag for Wikipedia’s army of bots. So, if a company page already exists, be careful about excessive editing. You can reframe and guide a page, but not raze it and rebuild it. It’s OK to add new material or revise content that needs to be updated since a previous edit and then reorder the page where necessary to place emphasis on facts and events you would like to prioritize.

So your company’s Wikipedia page is flagged as marketing material—now what?

Whatever you do, don’t just delete that flag. What you do next requires finesse.

First, start by going through the text, sentence by sentence, highlighting each unsubstantiated claim. For each loose statement, find corroborating support from third-party materials. It’s useful to go through media coverage of a launch, grabbing tidbits from press releases that reporters have repurposed, as well as original commentary or analyst opinions. After you validate each statement through these references, your work is done. You can remove the code at the top of the editing box that flags an article, and save the page.

Ongoing Wikipedia management

It’s not enough to create a company page and then let the Wikipedia community speak for your company. Here at Bhava, we believe it’s important for companies to play a proper role in the accuracy and completeness of their Wikipedia page, adding content with each relevant announcement and compelling milestone. Important hires, product announcements, and media and analyst coverage should all be considered fodder for ongoing Wikipedia updates.

Kate Frost is an account manager at Bhava Communications. A version of this story originally ran on the agency's blog.

10 essentials of Twitter etiquette

Mon, 17 Jun 2013 13:51:02 GMT

This is the first installment of a series in which PR Daily will look at decorum for brands and individuals to employ when using various social media channels and platforms.

Whether tweeting as yourself or from a brand account, there are certain guidelines—let’s call them rules of the road—by which we all must abide. When people don’t follow proper Twitter etiquette, we all cringe, it’s awkward, everyone feels deflated, and you just look unenlightened.

So here are 10 Twitter etiquette rules:

Always add value. This can’t be stressed enough. Everything you tweet should add value to your followers’ day. This rule applies especially to brands, but you should follow it in your personal tweets as well. We’ve come so far from the days when everyone made the joke that Twitter was just a collection of what people ate for breakfast. Don’t drag the platform back to those days—unless what you had for breakfast was truly remarkable, in which case there had better be a pic!

#Dont #Overuse #Hashtags #In #Your #Tweets #It #Looks #Ridiculous #Stick #To #Three #Or #Fewer #TwitterEtiquette Need we say more? No? Good, ‘cuz we’re out of space.

A follow-back is nice, but it’s not required. It’s not a bad idea to follow influential users and people who frequently retweet or comment on your post, but don’t feel that you have to follow everyone who follows you.

Don’t just tweet headlines and links. I realize it’s easier to just send out a headline of a relevant article with a link, but if you really want to add value, give your take on the article or pull out some interesting quote or nugget from it. The exception might be news organizations and publishing companies, but a good rule to follow is to go beyond the headline. Think of it like a shopping mall food court. Sure, the bourbon chicken is listed on the menu at the Chinese food kiosk, but it’s not until you try the sample that you really take notice.

[RELATED: Hear how top companies adapted to the digital PR industry changes at this August event.]

The people you follow say something about you. This may be a personal thing, but I like to ensure that the people I follow are relevant and adding value. You’d be surprised—especially if you’ve been using the platform for some time—at how many of the people you follow add no value. SocialBro is a great tool to help you clean up your following list. Twitter frowns upon following/unfollowing en masse. What does this have to do with etiquette? If you’re invited to a dinner party with a plus-one, you’re going to want to make sure the person you bring is an engaging guest, not a total mess.

No manual retweets. If you manually put “RT” in your tweet and just copy/paste a person’s thoughts, you’re seen as stealing that user’s thunder. It’s a small thing, and some might disagree, but few will question the use of the handy retweet button. Do a quick search on “manual retweet” in Twitter, and watch the hatred spew forth.

No automatic DMs. I’m surprised that this is still done, but about once a month I’ll get a DM thanking me for the follow and claiming that he or she is excited to connect with me. Don’t need it. Come to think about it, no one should do anything automated on Twitter. (Please see next item.)

Avoid automation if possible. Scheduling tweets is tricky. It’s not the worst thing in the world, as long as the tweets still sound human and there’s someone to engage with people once the tweets are sent, but something about it just feels icky.

Avoid negativity. Criticism of a thing, a piece of media, or something inanimate is OK if you know what you’re talking about, but criticizing individuals opens a door that you don’t want to walk through in social media. Keep it positive, and you’ll never have a problem. Go negative, and not much good will happen.

If you have to write “spoiler alert,” maybe just don’t tweet it. Writing “spoiler alert” in a post almost guarantees that you’ll spoil something for someone.

So, there you have a batch of guidelines for you and your followers to follow. (That’s a hint, by the way: Please tweet the link to this article, adding a comment of your own, of course. Always add value.)

(Image via)

8 guidelines for a great blog

Fri, 14 Jun 2013 13:47:25 GMT

If you're not confident in your writing skills, can you still be a great blogger?

Let's be honest. Good writing matters. But there are a few simple ideas any one can learn to dramatically improve the quality of their blog posts.

Let's take a look at a few tricks of the trade that are explored in detail in a new book I've co-authored with Stanford Smith called "Born to Blog":

Read it out loud

"I feel like you're talking to me."

That's common feedback I receive about my books and blog posts. If you can't write, you can still talk, right? I suggest that you literally read your blog posts aloud before publishing. If something does not roll off the tongue in a natural and conversational way, change it.

Cut, cut, cut

The biggest problem I see in the guest posts I receive is that they are far too wordy. Eliminate every word and sentence that does not move the story along. If your post is more than 1,000 words that is a sure danger sign.

[RELATED: Master the can't-ignore social media tools after Mark Ragan's one day social media boot camp.]

Write upside down

In school and at work, we are taught to write linearly—with a beginning, a middle, and an end. That usually does not work in the blogging world, because people don't have the patience to wait for your conclusion. Start with the conclusion, and then explain it. I see too many posts that do not get to the guts of the issue until you are one-third down the page.

The beginning matters

Spend time creating an accurate, interesting headline. If your headline does not compel people to "click," they will never even get to the blog post. Create an opening sentence that grabs people by the throat and makes them read what you have to say.

Get another view

Do you have a close friend or family member who can write? Why not at least run posts by them for a few weeks to help you improve?

Don't just write; rewrite

Here's a simple but magical trick I've learned to be a better writer. Let it sit a few days.

I don't know how or why, but I might think something is really great, yet when I return to it after a few days I see so many obvious ways it can be improved.

I rarely "crank out" a blog post. They usually gestate a few days, sometimes even a few weeks.

This a gentle art, though. You can't let it sit there until it is "perfect," because that will never happen. At the end of the day, the most important characteristic of a successful blogger is having the courage to push that publish button.

Get help

I do not enjoy auto mechanics. So, I hire a professional who can get the job done right at a fraction of the cost and time compared with my trying to hack through a repair.

If you don't enjoy writing, you're going to suck at blogging. But maybe you still have a desire or a legitimate business reason to blog. I think it is a perfectly viable option to hire a professional writer to help you. Provide a purpose statement for a blog post and three or four key bullet points, and let a professional work his or her magic.

Start

You cannot become a great blog writer in one day, in one week, or one month. It takes experience and practice. You will get better, faster, and more effective over time as you find "your voice," get feedback from your community, and figure out your own system. Starting is the hardest part, but to become a competent writer, there is no choice.

I'm 100 percent convinced that almost anybody can be a successful blogger with the right framework, dedication and attitude. I hope these insider tricks help and that you take the leap.

What tips and tricks would you add to help a beginner blogger?

A version of this article first appeared on Mark Schaefer's {grow}.

(Image via)

The 8 most annoying social media personalities

Thu, 13 Jun 2013 13:51:38 GMT

Social media is part of our everyday life. It gives us a convenient platform to share personal insights and happenings with family and friends.

However, some people intentionally or unintentionally abuse social media, inflicting negativity, anxiety, and unhappiness on others.

[RELATED: American Red Cross, UNICEF and other nonprofit organizations will spill their social media secrets at this September summit.]

Without further ado, let me present the eight most annoying personalities on social media:

1. The enthusiastic stranger

This type wants to chat with you so much that he or she will ask about your hobby, your occupation, the name of your pet, your parents, where you like to go on your next vacation, and so on to infinity. He or she will just keep on "building the rapport" with you to a point where it gets a little freaky. Best way to deal with enthusiastic strangers? Block them.

2. The 'every day is a bad day' ranter

Don't let negative people bring you down. The ranter complains about everything under the sun; negativity can sour your mood, so avoid the ranter as much as possible. Help if you can, but try not to be brought down in the process.

3. The anonymous stalker

Though we have heard from a lot of people saying that social media means that we are more open now, you still have to keep a little bit of privacy and space for yourself. Parents of children and young teens, beware.

4. The shadow backstabber

Hidden in the shadow of anonymity, your co-worker might be waiting patiently for the opportunity for you to air your dirty laundry or rant about work; once you do that, the backstabbing could begin at any time.

5. The "why you didn't like my posts" dude

This happened to my friend recently. An acquaintance (X) whom she met just one time, added her on Facebook. A few days later, X messaged my friend to "like" his Facebook page. Well, my friend ignored his request as she is not interested in his Facebook page. X messaged her again. This time, my friend told X explicitly that she is not interested in his page. X then messaged her several times to ask her for the reasons why she dislikes his page. To make a long story short, my friend unfriended X.

Story's over, right? Not so fast. X called my friend on the phone and asked her why she "unfriended" him on Facebook. (I then advised my friend to call the police.)

You won't die if people do not like your page, your posts, your tweets, your pins, and other social media updates. Do not obsess about the social media thing. Move on.

6. The announcer of literally everything

Sometimes we get people posting these nothing updates:

"Hi, all. I am now at the barber."

"Wow, I just woke up from sleep!"

"I bought a pen! Cool, right?"

"Hey, friends, you know what? Lisa fell down and has a small bruise on her knee!"

If an event is exciting, or an insight new and interesting, then tell the world. However, if your "updates" are generally boring or banal, try not to overdo it.

7. The hard-selling "friend"

Sometimes it is difficult to reject a friend, but if the "friend" has the intention of profiting from you, then he or she cannot be a true friend. A true friend will never hard-sell anything to another, so just ignore these hard-selling people online.

8. The ruthless critic

Ruthless critics are dream killers. It's fine to accept constructive criticism, but not a personal attack in the guise of advice from a friend.

Well, there you have them: the eight most annoying personalities on social media. Ignore or avoid them if possible; do not let them stress you out or taint your mood.

Jacky Tan is a professional writer who teaches modern marketing and social media skills that are not taught in textbooks. A version of this article first appeared on Marketing Strategy Expert.

5 ways social media is like romance

Thu, 13 Jun 2013 13:47:36 GMT

Most of us have experienced a romantic relationship (or two, or three)—the butterflies, new experiences, the “firsts,” and the seemingly inevitable heartbreak.

Oddly enough, the more I think about it, the more romance reminds me of social media. Let me explain:

1. The “introduction” stage: When you first set your eyes on “that” guy/girl, you can’t wait to get acquainted, and learn more about them. Now let’s say a hot new platform is about to be released in beta. You know you’re signing up to be on the mailing list, hoping for one of the first invites or begging your friends who have access to “introduce” you to this new hottie. Oh, hey there, Pinterest!

2. The “honeymoon” stage: Everything is going better than a Disney fairy tale with your newfound arm candy. You count the hours until you can see them, you can’t take your thoughts and eyes off them, and you’re over the moon with happiness. Doesn’t this sound like your first few months with Facebook? Point made.

3. The “this takes a lot of work” stage: Relationships require a ton of energy and time to continue growing successfully, as do your social media platforms. Just because you have built your follower base and become a “social celeb” of sorts does not guarantee you will stay there if you don’t keep putting in the effort. Your Twitter followers will drop you like a fly, and your Facebook friends will start wondering why they even have you on their list. In other words, stop making an effort and your “relationship” will come crumbling down. Hello, Xanga.

4. The “it’s not you, it’s me” stage: As a relationship starts to wither, the “it’s not you, it’s me” line is waiting for its cue. Whether you’re the one delivering that line or hearing it, it’s a signal that the relationship is no longer working. Social media works very much in the same manner. We outgrow people very quickly, so what makes us think we’re not going to get sick of Facebook or Twitter or Pinterest or #insertnameofanothersocialmediachannel? (Hey, remember MySpace? Me neither.)

5. The “I have no idea why he/she broke up with me” stage: In contrast to the above stage, you might get your heart broken without a “good enough” reason or explanation. It’s best just to acknowledge the loss, pick up the pieces, and know that you will someday find someone who makes you happy. Another company acquires your favorite social network and changes all the features you loved without asking? Concede that it will no longer make you happy, and move on. You will find your happiness eventually, I promise.

RELATED: Master the can't-ignore social media tools after Mark Ragan's one day social media boot camp.

A version of this story originally appeared on the Finn Partners' blog.

Hey, communicators, let’s play, ‘Would you rather…’

Wed, 12 Jun 2013 13:46:00 GMT

Last week my kids were playing “would you rather” in the back seat of the car. For those who’ve never played, it’s a party game that poses a question beginning with, “Would you rather…”

It can be a choice between two good options or a true dilemma—one involving two equally unattractive options. Answering “neither” or “both” is against the rules.

With my kids, their questions mostly involved superpowers (Would you rather be able to fly or breathe under water?); eating things (Would you rather eat a rotten egg or stinky cheese?); and school activities (Would you rather go to phys-ed all day, or have recess all day?).

[RELATED: Link creative communications to the goals of your organization with this one-day workshop.]

Listening to their game got me thinking about “would you rather” questions for corporate communications professionals. So, PR Daily readers, would you rather …

• … go to that late-afternoon meeting on 401K investment options, or go to the dentist and have a cavity filled?

• … listen to a presentation filled with words such as “synergize,” “leverage,” and “implement,” or clean out the company refrigerator?

• … read a blog laden with clichés such as “kick it up a notch,” or “leverage cutting-edge technologies,” ask the IT department for help with your computer?

• … submit to big-brotherish health assessments at the office, or have your health insurance premiums increase?

• … write the CEO’s message for the annual report, or edit the annual report message that the CEO wrote?

• … explain Google Analytics data to your CEO, or edit an article written that the corporate attorney wrote?

• … write the in-house company style guide, or be responsible for enforcing the in-house company style guide?

• … have your mom read everything you write, or have your favorite J-school professor read everything you write?

• … work with a client who refuses to use social media, or work with a client who only wants to use social media?

• … debate a co-worker about the serial comma, or debate a co-worker about the proper use of hyphens?

• … write your next article with a pen or a typewriter?

• … be without Google Search for one day, or be without Facebook for one day?

• … dance in front of your co-workers at the company holiday party, or play softball in front of your co-workers at the company picnic?

• … teach spelling to first-graders, or teach spelling to accountants?

• … take the three-hour tour, or be stuck on the island?

PR Daily readers, any other “would you rather” scenarios you’d like to share?

Laura Hale Brockway is from Austin, Texas. She is the author of the writing/editing/random thoughts blog, Impertinent Remarks. And she would rather be stuck on the island!

What 9 Internet trends mean for PR

Mon, 10 Jun 2013 13:47:30 GMT

Mary Meeker’s latest Internet Trends report has tons of interesting nuggets on global Internet use. There are now 2.4 billion Web users worldwide, and that number is growing fast. The report includes 117 pages of data and insights, but what does it mean for the PR industry? Here are nine takeaways and their implications for PR professionals:

1. TV and Internet top media consumption: 42 percent of America’s media diet is dedicated to television; another 26 percent goes to the Internet. Only 6 percent of that time is spent with print, indicative of the trouble the newspaper industry is having.

2. People like photos: The number of photos uploaded to the Internet per day has exploded since 2005—to more than 500 million per day. As brands share content on social networks, the need for visuals is obvious.

3. Smartphone users look at their devices—a lot: Consumers are reaching for their mobile devices 150 times a day. Make websites, content, and whatever you’re using to communicate with to consumers mobile-friendly.

4. Users flock to video: People are embracing online video like never before. Per minute, 100 hours of footage is uploaded to YouTube. That’s a 100 percent increase from six years ago. Is your brand there?

5. Vine: Here’s another nod to the boom in online video, only these are a bit more condensed. The six-second video app Vine has grown significantly since January, from two percent of iPhone users to nearly eight percent. How can brands leverage the app for storytelling? Last week, a local TV station in Richmond, Va., linked to a Vine app in an online story related to a high school prank.

6. Facebook is huge, but declining: Facebook is in the top three of the world’s most-visited websites, behind Google and Microsoft. It’s also the only social network to suffer a decline in users in the past couple of years. Decline or not, the sheer number of site visitors proves Facebook’s worth as a promotional tool for brands.

7. Transparency gets more transparent: Think about these stats—there are 1.1 billion global active Facebook users, 68 percent of whom are on mobile and have, on average, more than 200 friends. Every person has the ability to be a reporter. Companies must be truthful and transparent, or they risk that their mistakes will spread across social media.

8. Internet access habits will change quickly: Within two years, more people will access the Internet from cars, televisions, and appliances other than PCs. Also, wearable technology is coming. This will be another opportunity for brands to creatively develop ways for consumers to access on the go (and possibly, through their eyeglasses).

9. Scan me up, Scotty: Think the QR code is dead? Think again. QR code adoption in China has jumped from 2 million to 9 million in the last year. The QR code will continue to be an extension of campaigns—and a way for consumers to stay informed, increase convenience, and even pay for goods.

I’ve spent the last couple of days flipping through Mary’s slides. They’re almost like going through an antique store; you find something new every time you visit:

Of all the insights, there is one common theme: the need for PR pros to continue to make engaging, relevant content no matter what the platform.

What trends are you most excited about?

A version of this story originally appeared on the Hodges Partnership blog, The Gong.

5 questions that nag social media marketers

Mon, 10 Jun 2013 13:45:16 GMT

Marketers are high on using social media—they’re just a little foggy about how, exactly, to do so.

The fifth annual Social Media Marketing Industry Report from Social Media Examiner was released last month and the results weren’t overwhelmingly surprising.

More than 3,000 marketers were surveyed and, although the report finds they place very high value on social media, the increase is only 3 percentage points over last year. That said, the percentage—86 percent—is pretty high.

In other words, more than 2,500 marketers place a very high value on social media.

That’s great—but what concerns me is where they want to focus:

• Tactics and engagement
• YouTube
• Blogging
• Podcasting
• Measurement
• Increased exposure

It’s 2013, and we’re still trying to figure out how to use social media to engage, how to increase exposure, and what videos, blogging, and podcasting mean to our individual organizations.

This makes me sad.

Just two years ago, the State of the Inbound Marketing study from Hubspot and MarketingProfs showed companies that blog have significantly higher leads than those that do not.

RELATED: Master the can't-ignore social media tools after Mark Ragan's one-day social media boot camp.

In the Social Media Examiner report, there were five social media questions marketers want answered that I’d like to address here:

1. What social media tactics are most effective? It depends on where your customers and prospects are participating online. If you don’t know that, you can run in circles until you’re dizzy, and you still won’t have the answer. Figure out where the people you want to reach are hanging out online and go there. If they move, move with them. This is not “Field of Dreams.” If you build it, they will not necessarily come.

2. What are the best ways to engage my audience with social media? There are a few ways: Stop talking about only work, don’t be self-promotional, have conversations with people, allow your personalities and your culture to shine through, remember human beings are multi-dimensional, and give up the idea that you can control this. Mistakes will happen. People will say things you don’t like. There will be complaints. It’s in how you handle those things that becomes a win.

3. How do I measure the return on my social media investment? You already know this one makes me nuts. We have to stop thinking about social media as a tactic on its own. You’re going to measure the return of your marketing investment, of which social media is a part. If you use social media to motivate people to visit your site and then the content on your site encourages them to stay there, and then your product or service is so overwhelming they buy, your return-on-investment is pretty darn clear. If you’re looking at social as more Facebook fans and Twitter followers, though, you’ll lose.

4. What are the best social management tools? Again, it depends. There is not one size that fits all. The only way to find out is to use the tools. You’ll find what works best for you individually and best for your organization.

5. How do I create a social strategy? You don’t. Again, you create a marketing strategy, of which social media is a part. As Susan Murphy wrote yesterday, you don’t want to be a social media expert. There is no such thing as a social media strategy. That’s akin to saying you have a telephone strategy or a typewriter strategy.

Social media isn’t about getting really good at Facebook and Twitter and YouTube and LinkedIn. It is about doing the job you’ve always done with the new tools available for you.

Gini Dietrich is founder and CEO of Arment Dietrich, Inc. and blogs at Spin Sucks, where a version of this article originally appeared.

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Why email is a key element of mobile marketing

Fri, 07 Jun 2013 13:52:45 GMT

A recent survey of more than 1,000 mobile device users found that for the first time ever, email is the primary reason people are using smartphones.

According to the report from Adobe, 79 percent of people said they use their phone for email, one tick above the 78 percent who said they make and receive calls with their mobile phones.

The same Adobe report includes a statistic of interest to marketers: 59 percent of smartphone users say they’re likely to make a purchase directly from their handset during the next year.

RELATED: Ragan's new distance-learning site houses the most comprehensive video training library for corporate communicators.

What’s more, emails from brands are second only to personal recommendations when it comes to influencing purchasing decisions on mobile devices. In the survey, 69 percent of smartphone users and 71 percent of tablet owners indicated that direct emails from businesses influence their buying behavior.

What does that mean for marketers? It means that despite the rise of social media, augmented reality, and SMS, email may be the best way to reach consumers on the go.

But there is more to successful email marketing than simply delivering a message to a handset. You need to ensure that your message will be opened and that your call to action will be followed—be that by visiting your website or taking advantage of a special offer.

Here are a few key factors to keep in mind:

Relevance

Your emails must be relevant to your reader. Usually this will be controlled by their own contact preferences when they signed up to your mailing list. However, it is essential that you segment your mailing list to create more targeted campaigns based around other ancillary data, such as purchase history, abandoned shopping carts, or wish lists.

Timing

In the U.K., 55 percent of 18- to 34-year-olds access email on their mobile devices, but research from digital specialist Steel shows that one-third of them simply screen their messages for reading later.

The best chance of converting readers to customers is to get them to take action immediately, so it’s crucial that you land the email in their inbox at the right time.

The question, “When is the best day to send emails?” is a matter of hot debate. This report says users are more likely to open messages received on a Friday than on any other day; others say midweek marketing can be successful, particularly during the early morning and evening commutes.

Test, test, test

The frustrating fact is that it varies; what works for one brand’s audience might not work for another’s.

Each email campaign is a learning experience. Marketers will need to record what works well, what could be improved, and what needs to be dropped.

Mobile email campaigns should be viewed as long-term projects that have many “versions” and improve with each cycle.

Into the future

As the quest for increasingly relevant messages continues, context will become even more important. Interesting opportunities lie at the intersection of data and retail.

For instance, a loyal customer could be emailed a special offer on the day he or she would normally visit a store. By creating email campaigns that address specific preferences based on a customer’s previous shopping history, marketers can craft messages that customers actually want to receive.

Over time, brands may be able to leverage GPS or proximity services, which can create even timelier messaging for greater success.

Whether these messages would be delivered via email is debatable, but there are a number of ethical and privacy issues at play here that make email an ideal platform. After all, customers are already used to “opting in” for email marketing; retailers will need to find a way of securing the same assent for proximity marketing.

Despite reports to the contrary, email is not dead. As long as people are using mobile phones for email and choosing to receive relevant messages from brands, it will remain an important tool in the marketer’s kit.

Michael Truby is an outreach executive for UK-based SEOptimise. A version of this story first appeared on Sparksheet.

3 ways to use Reddit for PR

Fri, 07 Jun 2013 13:51:15 GMT

You probably know what Reddit is, but do you understand its full value to PR?

Though the site’s popularity has increased exponentially in the past year, its role in the investigation of the Boston Marathon bombers placed it as a vital piece of mainstream media coverage, albeit a controversial one.

The self-proclaimed front page of the Internet did take some flak for creating a flurry of rumors about the identities of the bombers (Reddit later issued an apology), but hugely popular outlets such as Buzzfeed have come to rely on Reddit.

For PR professionals, Reddit holds huge potential in generating interest online. It’s possible that one day a successful post on Reddit could be as rewarding as an article in The New York Times.

According to Reddit, it is “a source for what’s new and popular on the Web.” As of May 2013, Reddit had almost 70 million unique visitors from 180 countries. Given stats like these, who wouldn’t want to jump on the Reddit train?

Not so fast, though. Knowing “Reddiquette” before you do so is an essential step to becoming a respected and valued member. Following are some best practices that PR people should know before engaging:

1. Stay focused.

Reddit consists of hundreds of sub-Reddits on a multitude of subjects and are good places to find topics and fellow Redditors that are most relevant to you. For example, in the technology sub-Reddit, you can find conversations about the latest smartphones, technology company news, and new legislation regarding technology. Commenting on relevant posts will gain you respect in the community and possible “upvotes,” and it increases the probability that people will read and share your information.

2. Put yourself out there.

Ask Me Anything, or AMAs, are Reddit’s version of a media briefing—the AMA host briefly describes himself or herself and then fields questions from interested Reddit users. AMAs may be best known for including President Obama, Don Lemon, and Dan Rather, but there’s room for the common man and budding stars as well. Anyone who has a fascinating story or interesting information to share is welcome to do an AMA. The key to a successful AMA is authenticity and the willingness to answer almost any question that comes your way. The easiest way to develop a negative reputation is to misrepresent who is hosting the AMA (e.g., the PR rep posing as a company CEO) and attempting to focus only on self-serving company news. Hosting an authentic and open AMA (pictures or videos are helpful) can earn you many karma points and will bolster the company’s reputation.

RELATED: Master the can't-ignore social media tools after Mark Ragan's one-day social media boot camp.

3. Be a respectful participant.

Reddit is wildly popular, but it cannot and should not be treated like any other place on the Web. To ensure a productive and friendly community, each sub-Reddit has its own rules and guidelines. Read them and memorize them before you engage. For example, URL shorteners (common in most other places on the Web) are banned in some sub-Reddits. Posting a large batch of company blog posts, press releases, and infographics when you first join is seriously frowned upon and will immediately discredit you as a contributing member of the community. It’s best to participate in a smaller way at first and then increase participation from there. As you gain the respect of fellow Redditors, you will soon have the reputation to create posts that will increase brand awareness and drive website traffic.

If you’re still wondering how to make the jump to Reddit, check out this post from veteran Redditors about how companies should engage in the community.

Caroline Farhat is an account coordinator at InkHouse Media + Marketing. A version of this story first appeared on the agency's blog.

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3 ways video helps with PR

Wed, 05 Jun 2013 13:51:57 GMT

The statistics are clear: People are hungry for online video. Overall, research estimates that video views among Internet users grew by 23 percent over the past year. If you think that number is going to recede any time soon, you’re probably also banking on the fax machine as the future of marketing.

RELATED: Learn the 7 elements of storytelling with video at this one day video boot camp.

So what has this to do with public relations? Here are three ways engaging video can help with any public relations efforts:

1. On social channels, posting videos increases engagement by 100 percent or more, depending on which survey you read. So, if 50 people click on your text-based post, on average, then you can expect 100 clicks if you include video. More clicks means more chances to attract buyers of your products and services. An increase in eyeballs is good PR.

2. News outlets are always hungry for great video content that their audience will click and share. If you understand the media landscape for your company and actively identify the sites and blogs that accept video, you can essentially develop a syndication network for your content. That’s powerful, but the key is that the video has to be entertaining or otherwise add true value. Sales pieces aren’t going to fly.

3. High-quality video can humanize a brand by bringing the viewer “into the fold.” When fans, prospects, and others are able to see your culture, hear your leaders talking and experience a slice of life from your company, they feel more invested in your success and are more likely to buy from you—or want to work for you.

The key to all of this is the quality of the video. More is better, but good quality trumps quantity when it comes to using the power of visual imagery for public relations. What other ways do you use video for PR?

Scott Signore is the principal and CEO of Matter Communications. A version of this story first appeared on the agency's PR Whiteboard blog.

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