LinkedIn offers audience insights, BuzzFeed’s quirky style guide, and Avenue closing all its stores

Also: Instagram opens AR filters to all users, popular social media platforms by industry, and U. of Michigan trolls Ohio State over ‘The.’

Good morning, PR pros:

If you feel the AP Stylebook comes up short for your PR copy focused on digital news and trends, the BuzzFeed Style Guide can help fill in the gaps.

The guide, which “aims to provide a prevailing, and evolving, set of standards for the internet and social media,” was recently updated and includes a plethora of terms and abbreviations for online culture, including “amirite,” “dox,” “humblebrag” and “rickroll.”

You can also follow the style guide online through its Twitter account for gems such as these:

Though the guide contains many terms not in the AP Stylebook, it also backs up recent revisions:

Here are today’s top stories:

Avenue to close all 222 stores

Plus-size retailer Avenue Stores announced Wednesday that it would shutter all 222 of its brick-and-mortar locations across 33 states. No announcement has been made on whether the company will continue its online offerings.

Details have been scarce, with no announcement on Avenue’s website nor Twitter account. Hilco Merchant Resources (the organization handling Avenues’ in-store inventory, along with Gordon Brothers) wrote the following in a press release:

… Avenue shoppers will be amazed not only by the incredible savings, but also by the great selections and styles available at the closing sale. Given the popularity of the brand and the seasonal trends, merchandise is sure to sell out quickly. We are encouraging consumers to shop early and take advantage of these offers

Why it matters: It’s difficult to deliver bad news, but be forthcoming with information for your consumers and other stakeholders. PR pros are tasked with putting a positive spin on negative news, but that doesn’t mean you can ignore that it’s happening.

Avenue is the latest in a string of retail store closings and bankruptcy filings, the latter including Payless Shoe Source and Barneys. Macy’s, too, is struggling with lagging revenue results, reported by Yahoo Finance’s Brian Zozzi as “absolutely terrifying.”

Related reading:


How do different industries use social media? According to figures from Hootesuite, Twitter is the most popular platform for many organizations.

However, not every industry gets the same engagement on Twitter. Organizations that are B2C rather than B2B are more likely to develop a strong following on the social media site.

LinkedIn offers ‘audience engagement’ data to marketing partners

The social platform catered to business professionals recently rolled out new audience insights to members of its Marketing Partner Program.

These insights include data from Hootsuite, Sprinklr, Ogilvy, Amobee and Annalect that can help you find “new audiences who have high engagement with topics and articles related to your industry,” as well as current trending topics and how your content is performing against versus your competitors’.

Why it matters: If you’re not tailoring messages and content for specific audiences, you’re communicating to everyone, all at once. That really means you’re communicating to no one—and wasting your time.

The content you create should look different across social media platforms, and analytics are a crucial element for understanding your audience on a particular platform.

Related reading:


The Ohio State University is making headlines for its trademark filing over the word “The”:

Reactions have been swift, with headlines such as USA Today Nancy Armour’s:

Opinion: Ohio State has market cornered on THE dumbest ideas

Ohio State’s archrival, the University of Michigan, grabbed kudos for its simple clapback:

That jab set off a brutal barrage of Buckeye backers’ blowback. The teams don’t meet until after Thanksgiving, but already the war of words (including “the” and “of”) is at a fever pitch. Talk about online engagement.

Instagram opens AR filters to all

Facebook-owned Instagram has been punching up its efforts to offer augmented reality effects and filters for users, mirroring rival Snapchat. Now, it has opened up the creation process to all users.

Engadget reported:

To find user-made filters on Instagram, you can scroll to the end of the filter tray in Stories and click the “Browse More Effects” option. When you’re ready to start on your own creation, you can download the free Spark AR Studio on Mac OS or Windows. Facebook promises creating filters is easy, thanks to drag-and-drop functionality. Sharing should be easy, too. When a creator’s followers see a new filter or effect, they can share it in their stories. Their followers can do the same thing. That could help filters go viral, and thanks to a small tag on the bottom, the original creator should get full credit.

Impress your boss: Create your own filter that’s a fun yet subtle reference to your brand to offer your Instagram fans something extra. You can take the filter for a spin through your office and give followers a behind-the-scenes tour.

If design isn’t your strong suit, partner with an Instagram influencer to reach and engage a new audience.

Related reading:


Megan Scharf, social media and community manager of Headsweats, recently shared PR Daily editor Ted Kitterman’s article about why the PESO model includes “paid” opportunities—and a lively discussion about PR, content and publicity ensued:

Where do you stand on the issue?


Let us know how you feel about the distinction between publicity and PR.

Have more to say? Share your thoughts with @PRDaily, including the hashtag #MorningScoop.


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