Social Media, Wall Street, and the Big Questions Still Being Asked

July 10, 2014

By M. Joe Curro, Media Relations Specialist, Business Wire

Show me something innovative, not just new. I have a wide range of interests, but one thing that really gets me going is finding a creative approach, a new way of presenting what I’ve seen before. A triple-A game studio released yet another first-person military simulation? Meh. Astoria is getting another fusion restaurant? Yawn. Netflix is suggesting another season of Star Trek… OK, bad example. How do they know me so well?

I had the opportunity to witness a creative approach last Thursday at PRSA-NY’s inaugural #SocialWallStreet Meetup. Held at the Museum of American Finance, the event featured a discussion of how to address the questions facing Wall Street’s use of social media. New regulations have been passed, but few companies seem eager to embrace the opportunity. The decision to frame the event as an “unconference” was more than the cheerful adoption of an undefined buzzword. It was brilliant.

prsa socialwallstreetBusiness Wire has been a part of this debate for years, encouraging our clients to use social media channels as part of a well-rounded communications strategy for both PR and IR. While there are plenty of risks to keep in mind, social media has the potential to be incredibly valuable. I was glad to see that Business Wire’s message has clearly been getting out there. As a refresher, check here for a white paper on the risks and rewards of social media for regulated companies.

David Rosen, SVP of Digital Corporate & Public Affairs at Edelman, ably played MC to a group of about 50 participants from agencies, financial companies and others. David got the ball rolling by laying the framework for the day — namely, that we were not there to debate whether or not permission had been granted from a regulatory standpoint for companies to use social media. We were working from the assumption that it had, and the question we needed to answer was: Now what?

The event started with brief presentations and a free-form Q&A session with David’s experts, Joyce Sullivan, VP of Social Business Programs at Socialware, and Tom Chernaik, CEO and Co-Founder of CommandPost/CMP.LY.  We then brainstormed in groups of five or six, while David, Joyce and Tom circulated among us, and came up with the most immediate concerns preventing a company from embracing social media as part of its communications strategy.  Once we had around two dozen questions, we voted to determine the top six that we felt needed the most urgent attention. Each group took one question and proposed specific answers that could be implemented to address the concerns of cautious social media adopters.

The groups considered:

  1. How to convince senior management that social media isn’t just for teenagers
  2. How to make the business case for social media
  3. How to create compliant content
  4. How to help people realize that social media is more than just Twitter
  5. How to do real-time response
  6. How to respond if your social channels are hacked

We arrived at some clever answers and heard a broad range of ideas. But the part I like best is that we’re not done. The #SocialWallStreet event was not intended to be a one-off experiment. It was a seed to get a conversation growing in our industry. There will be future Meetups (and I look forward to them), but we should be talking about this constantly.

The answers proposed by the attendees of Thursday’s event can be seen here. I invite anyone and everyone to join the conversation, and if you’ve got an idea to share, let us know.  Post a comment to the event summary. Start a debate within your own company. Heck, send me your idea! This is just going to get more interesting, and I want to see how it turns out.

Joyce captured the attitude of the event perfectly as she wrapped up her opening remarks: “The regulations are in place, but you’re all waiting for someone to give you permission. OK, fine. I give you permission. Now get to it.”  Sounds good to me.


Twitter Introduces a New Mute Feature

May 19, 2014

Have you heard about Twitter mute?  The new feature gives Twitter users the option to stop (or mute) unwanted tweets from showing up in your timeline. Business Wire’s Senior Vice President of Global Marketing, Tom Becktold, discusses this new feature in CommProBiz.  Tom goes beyond the idiosyncrasies of the feature, talking about how you can prevent your account from being muted.

Some of the key points include.

  • This feature will not block the person from sending you a direct message.
  • Muted users can still interact with your tweets.
  • The user will not be aware they are being muted.
  • All of the previous tweets, prior to muting that user, will still show up in your timeline.

Twitter, social media , mute feature
Do you believe that Twitter has offered a solution that takes away the guilt of unfollowing someone while adding value to your twitter experience?

Will you use this new Twitter feature?

Let us know what you think.

Read the full story: http://bit.ly/1lFpBqV
Retweet the story: https://twitter.com/BusinessWire/status/468416364432990208


Kraft Strikes Cheesy Gold at Super Bowl: A Lesson on Turning Crisis into Opportunity

May 19, 2014
Meghann Johnsonby Meghann Johnson, Sales Manager, Business Wire Chicago

Crisis communications: two words that can mean success or failure for any organization. No matter what industry your business operates within, there are always threats that can sour public opinion, create a media firestorm, or worse yet, ensnarl your company in legal battles. Given this, crisis communications may be the two scariest words in PR.

But what if companies used information gleaned from crisis situations to improve their value proposition? Or took the opportunity to listen and react to their audiences? Kraft’s Velveeta brand recently did just that.

Kraft’s Super Bowl Meltdown

As reported by AdAge,  in the weeks leading up to this year’s Super Bowl, Velveeta had a shortage of its popular processed cheese product. This dilemma was jokingly dubbed by media as the “Cheesepocalypse” and even birthed its own hashtag. Almost immediately, brand aficionados took to social media to declare their love of the brand, desperately urging Kraft to find a solution. As a result, the topic soon went viral (I even received an email from an old college roommate about the news).

By the time the topic had reached a frenzied level, Kraft’s spokeswoman Jody Moore issued a statement to quell the chatter and put the situation into perspective, stating, “Given the incredible popularity of Velveeta this time of year, it is possible consumers may not be able to find their favorite product on store shelves over the next couple of weeks. Our retail customers are aware of the situation and we expect it to be a short-term issue.”

By February, the crisis had been averted and fans enjoyed their Super Bowl dips. But in the end, the real winner was Kraft, who was able to identify their most active brand advocates (and detractors) by closely monitoring social media conversations. This led to the emergence of so-called “Super Consumers,” or people with a high affinity for Velveeta. Now, Kraft is engaging them further through focus groups and meal diaries in order to understand what ads and products are most appealing to this meaningful market. This could yield big insights and it only took one minor cheese meltdown to happen.
cheese-lo-res

Post-Game Huddle

So what lessons can be learned from the Cheesepocalypse? Number one is that crisis communications is all about planning. It’s important to craft a plan that has time to evolve and change, as opposed to creating a strategy once the wheels are in motion. For tips to ensure your company is prepared, check out this article from Hutchens PR (http://hutchenspr.com/resources/crisis-communications-tips/).

As important as planning may be, however, it can be just as critical to glean insights once the crisis has occurred. In Kraft’s situation, the company identified loyalists on social media who are likely to help grow the brand over time. This is the case for any company in the public spotlight as 43% of online news sharing occurs via social media networks.

Employing a social media monitoring service such as Business Wire’s partner, NUVI, is key for any company needing to identify and understand the voices impacting their brand. And with NUVI, it’s easier than ever before to instantly see what people are saying about you across the Internet, respond to the most important conversations and influence behavior in real time. All brands should be in tune with the conversations taking place about them, in times of crisis or not. And once these influential voices have been identified, savvy companies will employ a robust influencer program to continue to engage and build affinity among their key audiences. For steps on creating, and successfully executing, an influencer program, check out our recent blog post on Bulldog Reporter (http://www.bulldogreporter.com/dailydog/article/thought-leaders/the-age-of-influencers-how-to-engage-influencers-to-amplify-your-pr).

So next time you have a crisis situation, be sure to employ pre- and post-event tactics to ensure you’re able to capitalize on your #Cheesepocalypse moment.

Interested in learning more? Keep following the BusinessWired blog to stay on top of the latest social media updates and please contact us with any specific questions you have!

Meghann Johnson is the Regional Sales Manager for Business Wire Chicago and a devout follower of PR trends. Connect with her via Twitter @MeghannJohnson5.


PR Pros Bridging Industry’s Divide with Social Media

April 25, 2014

In case you missed it, Business Wire’s editor Luke O’Neill  wrote an article in PR Daily that discusses the gap between social and PR . In the story Luke discusses how social media is part of the requirements for a PR professional including how traditional media consolidation and the rise of social media as a channel for news and commentary were the main forces merging the two sides.

Some of the key focus points include:

  • The best communication programs use both traditional PR and social messaging to ensure maximum reach and return on investment.
  • PR people should embrace the idea that different people from their organization are communicating interactively online.
  • Organizations have embraced social by inserting social sharing prompts within their news releases to initiate sharing from the release end.

    business-pros-bridgePlease give us your thoughts on the story. Does this change your view on the role of a public relations practitioner?

 

 

Read the full story http://www.prdaily.com/Main/Articles/16291.aspx#
Retweet the story https://twitter.com/BusinessWire/status/459048767010775040


Introducing The Underdogs of the Social Media World

January 23, 2014

By: Ciaran Ryan & Zara McAlister , Business Wire Toronto Editors

The odds are forever stacked against them, and yet we can’t help but cheer them on. They may not be as big or as strong as their rivals, but they all hold the potential for greatness. They are underdogs. They’re the stuff of sport’s Cinderella stories, history’s conflicts, and Hollywood’s scripts. If you look hard enough you can always find the underdog. Even in the social media landscape, dozens of underused platforms are waiting for brands to try them on for size.

Facebook and Twitter may be the current top dogs, but other platforms boast their own unique strengths that could be beneficial for your brand. We’ve paired these platforms with notable underdogs of the past for entertainment value.

G+ & Rocky Balboa

rocky

Image source: IMDB

Google + is a lot like Rocky Balboa, the “Italian Stallion” from the Rocky movie series. On paper the diminutive boxer stood no chance against powerful fighters like the Soviet Union’s Ivan Drago. But the manly Rocky persevered when few believed in him, save his trainer Mickey and his love interest Adrian.

G+ has more supporters than Rocky ever did, with 540 million users. This social networking platform may not have Facebook’s numbers, but it’s quickly gaining ground. About 70% of its users are manly men, like Rocky. Typical users are in their mid-twenties to early thirties with technical interests such as engineering and modern technology. If this fits your brand’s target demographic, then appeal to these users by using G+ Hangouts to connect directly with them in a video chat environment. G+ is also useful for sharing learning-based content, hosting product demos and Q&A sessions. Sidneyeve Matrix, media professor at Queen’s University in Kingston, Ontario suggests making use of your brand’s evergreen content (not time sensitive) on G+ or posting information exclusive to your G+ circle.

If you need another reason to try G+, it’s no surprise this social network is the number one driver of Google SEO.

Pinterest & Danica Patrick

Few people thought Danica Patrick, a high school dropout, would succeed in the male-dominated sport of auto racing. Yet she defied the odds in 2008 to become the first woman to win an IndyCar Series race. Patrick’s underdog status and photogenic appeal have made her a household name.

Pinterest has also made a name for itself with 70 million users worldwide. The photo sharing community-based platform has a predominately female user base that works well for consumer brands. Pinterest ranks higher than Twitter for driving SEO on Google according to Search Metrics. What’s more, a recent study by GIGYA found Pinterest generates more e-commerce traffic than Facebook. And Pinterest’s industry leading 85% click through rate means more visitors following advertised links to get additional information about your brand. Ms. Matrix thinks Pinterest works best for brands that are rich in original content. “Think outside the box. You’re not always trying to sell. Sometimes you’re just trying to inspire,” she says. If your company fits the Pinterest bill, add a pin tool to your social sharing buttons, create targeted boards and consider running contests to get your customers more involved.

monet

Image source: Wikipedia

Vimeo & Monet

Two years ago Monet’s “Water Lilies” painting sold for over $43 million USD. Not bad for an artist whose work was initially panned by critics in France. Monet was an artistic underdog because most 19th century art critics didn’t know what to make of his Impressionist style. Eventually the Impressionist movement flourished and Monet became one of the most celebrated painters of his time.

Much like Monet is his early years, video sharing site Vimeo flies under the radar. Its 100 million unique monthly victors are a drop in the bucket compared to YouTube’s 1 billion. But for what Vimeo lacks in size, it makes up for in the quality of its content. Vimeo is a hotbed for indie filmmaking. You may not find tributes to Miley Cyrus’s “Wrecking Ball” or music videos about what foxes are really trying to say to us, but you will likely stumble upon something like this emotional ad produced by Google.

Vimeo is well categorized and less cluttered then other video sharing platforms. It’s not necessarily the right network for launching viral videos, but if your brand is interested in showcasing high quality content to a creative audience, then this is the place to do it. Last year Vimeo started the Brand Creative Fund, which helps to connect brands with Vimeo registered filmmakers, to create branded content that the community will appreciate.

These social media platforms are only a sample of the ones out there that encourage creative content and “out of the box” thinking. Always keep your target market in mind when considering what platforms will work best for your brand. Can you think of any other social media underdogs? Share your thoughts with us.


Best Practices Guide to Successfully Navigating Social Media for Publicly-Held Companies

January 16, 2014

By Serena Ehrlich, Director of Social + Evolving Media

We are excited to share our latest guide for investor relations and corporate communication professionals outlining the steps they should take (and avoid) to both engage and manage their reputation across social channels.

Business Wire Benefits of SM for IROs

This report details the opportunities and risks of using social media as both a research and communication tool in today’s investor relations programs.  Included are 12 ways investor relations professionals can leverage social media tools for a stronger, more effective engagement program, as well as 12 reasons why social media platforms are not compliant communication tools.

Embracing social media as a news sharing and engagement tool

Business Wire continues to advocate utilizing social media channels to amplify the visibility of company news.  These channels, designed to enhance the communication between organizations and their members, are perfect for brand advocacy.

Business Wire’s guidance for running a successful and legally compliant socially oriented investor communication program include:

  • How to spot an emerging crisis or reputation attack using social media monitoring
  • The importance and impact of multimedia to analysts and other key constituents
  • Real time communications, or why live tweeting earnings works so well
  • Ways to initiate and expand third party sharing of pertinent company information increasing the visibility and authority of your news

Avoiding social channels as a sole means of sharing financial or disclosure oriented news

For the last 4 months, we have taken a long hard look at the concept of utilizing social media distribution channels for financial disclosure.  While we are obviously big fans of utilizing social media as a tool to share news and information, the technology simply is not there yet for these channels to replace traditional disclosure platforms.

Business Wire’s guidance on why social media platforms are not appropriate as the sole method of disclosure includes:

  • Potential coverage limitation
  • Lack of visibility of social updates
  • The impact and risk of message modification
  • Social network demographics and usage rates

To download this free guide in its entirety, visit http://go.businesswire.com/social-media-for-financial-disclosure
Share this with your friends!  Tweet this news out in one click by visiting http://ctt.ec/UEbvf

Want to schedule a time to speak with a Business Wire sales representative about social media, news distribution and disclosure compliance?  Let us know!


Understanding the Role of the Press Release and the Modern Marketing Mix

January 15, 2014
by Serena Ehrlich, Director of Social + Evolving Media, Business Wire

For many years, communication programs did not utilize input from every department in the company before launching. Thankfully, this has changed.

Today’s most successful communication programs run across many different divisions to maximize even the smallest program’s potential success.  In addition to increasing the potential for success, cross-department programs provide deeper insights necessary for future programs.  Below, we breakdown how marketing and PR support the impact of the press release.

When it comes to increasing the impact of a marketing program, for more than 50 years, one method continues to be most effective way to distribute your news – a commercial newswire service.

Press releases containing photos and/or videos and easy to find social sharing buttons, issued over a commercial wire service continue to be the most cost-effective way to reach journalists, bloggers, analysts, online and offline media, social networks, customers, and prospects.  Press releases are measured by quality of coverage, its impact on the company’s reputation and brand goals, action taken by readers and the amount of sharing across social networks.

The new tactics you must employ now to support your press releases and measure their impact include:

  1. Sharing social media messaging with brand fans and influencers, including a link back to your website, each tailored to the news’ target audience. Social actions taken related to your news are measured by overall shares, shares by influencers, link clicks and, most importantly, the quality of inbound traffic.
  2. Posting and directing journalists to blog posts that directly answer the questions you know journalists will ask you.  This increases the likelihood of company message adoption and decrease real or perceived anxiety by journalists and consumers about your message, brand or organization.
  3. Advertising on key industry media, highlighting the benefits of your product or brand is a terrific way to decrease the amount of time it takes a user to make a decision. Advertising success is measured by desired action taken, clicks, impressions, downloads etc.
  4. Utilizing online media syndication services like dlvr.it and Outbrain which can help increase visibility of valuable coverage and is best measured by impressions, views and quality of inbound traffic
  5. Creating social channel messages for colleagues, customers and partners to share across their own social channels.  Use a unique URL to more easily track shares, inbound traffic and the quality of that traffic
  6. Implement paid and non-paid influencer program to decrease sales consideration time.  This can have an impact on an increase in discussion, message adoption, social reach, quality of inbound traffic leads and amount of time before desired action taken.

These six steps increase the impact of your press release, as well as provide you with the valuable insights needed to revise messaging for future programs.  Which message resonated best with your various audiences? What asset or platform provided the best ROI?

The press release & the modern marketing mix – 6 #prtips by @serena http://ow.ly/sC4NY


Business Wire Presents: Everything PR and IR Pros Need to Know for 2014

January 2, 2014

By Serena Ehrlich, Director of Social & Emerging Platforms

Let’s face it; there is nothing better than working the last two weeks of the year.  Oh you may think it is better to be with friends and family or battling mall crowds or lines at the airport, but in reality, those of us working this week are enjoying shorter commuting times, phones not ringing and a few spare minutes to catch up on the latest industry news and trends.

As we in the Business Wire marketing team catch up on our reading, we compiled this list of posts to catch you up on the best of 2013 and prepare you for a productive and successful 2014.

Top Gaffes for 2013 (after all, you don’t want to end up on this list next year!)

2013 Industry Changes + Best Practices

Looking ahead: Top Tips and Predictions to Prepare You for 2014

And just for fun, a hat tip to Buzzfeed for this scarily accurate look at Isaac Asimov and his 1964 predictions for 2014.


PR Lessons from New York City

December 3, 2013
by Erica Schuckies, Account Executive

I recently traveled to New York City for the first time and experienced the bright lights, crowded streets and unique atmosphere that only NYC can provide.

During my five-day trip, we crammed in as many activities and “touristy” sights as possible, which allowed me to leave the city with a list of takeaways applicable to my day job, working in the PR industry.

The busy streets of NY

1.     Come prepared for anything and everything.

While packing for my trip, I struggled with what to bring. The forecast called for normal November NYC temperatures, but being a Texan, I was lacking legit cold-weather attire. Luckily, I decided to bring layering options and was able to bundle myself sufficiently so I didn’t freeze. This turned out to be a fantastic decision, as it was bone-cold and even snowed! Even if I didn’t wear every piece of clothing I packed, I couldn’t have been happier for the opportunity to stay warm.

In PR, it is crucial to be prepared for anything.  Whether you are attending a client event, holding a press conference or making an important pitch, you must have all the necessary tools – and then some – at your disposal. Not everything goes as planned, and in fact, you should expect at least one wrench in your plans. Thinking twice about that spare power cord? Bring it. Extra cell phone battery? You better believe it. And while you’re at it, throw in an extra order of patience and composure. Being over-prepared is your best defense against failure. Not to mention, your client/boss will thank you.

2.     Go with the flow.

Our final evening called for a “show” of some sort, details of which were curiously lacking from my brother, who planned the evening. I had expected to sit back (off my poor, achy feet) and take in an entertaining hour or two. Our schedule had been jam-packed all day, every day and I was ready for a break. As it turned out, the show was an “interactive play,” where the set was an entire abandoned warehouse and we followed actors through different rooms and staircases to take in the story. The building was incredibly dark and spooky, neither of which I am particularly fond. Every step felt like exploring a haunted house with an axe murderer waiting around the corner. As the play went on, I was able to suck it up and roam the creepy, pitch black hallways with less fear. Eventually, I became more involved and interested in the story’s plot, wanting to know what would happen next to each character.

It’s no secret that PR is unpredictable, but the name of the game is flexibility, even in the face of chaos. When things don’t go as planned, the key to success is to keep a positive attitude and an open mind to other options allowing you to reach your final goal. This can relate to impatient clients, uncompromising team members or difficult event/work locations. Don’t be afraid to try Plan B (or C or D) if Plan A has failed. After all, it did take Thomas Edison nearly 1,000 tries to successfully invent the light bulb.

3.     There is always someone willing to help.

The NYC subway system can appear to be a hot mess to us outsiders My brother, who had lived in the city for nearly six months at the time we visited, was still perfecting his knowledge of the schedules and routes of the many train options. One day, we must have looked particularly clueless, because not one, but two locals stopped and offered to help us get to our desired destination.

Need help? Don’t understand something? Creative mind block? Ask someone for help! While the obvious individuals to seek out are managers, coworkers and colleagues, these can also include family members, friends, significant others, or even a friendly stranger. Sometimes, an outside perspective can do wonders for a campaign, idea, problem or issue. In the end, when that advice has resulted in success, all parties involved will come out on top.

And, let me say this loud and clear: Asking for help is not a sign of weakness.  No one should consider themselves too skilled/knowledgeable/experienced/creative to need a little assistance now and then.

4.     Things are not always as they seem.

My brother lives in Harlem.  Cue every movie, television show and song you know that portrays Harlem in a bad light. Because these things were the only exposure of the area I had, my impression of Harlem was a place you should avoid during dark of night and while walking alone with sparkly jewelry and expensive clothing. My brother swore I was wrong, but I still had my doubts. Even when we visited his apartment, the outside of the building was a bit… aged. However, upon entering his unit, I was surprised to see that the appliances and cabinets were nearly brand-new, the floors were hardwood and the space was quite charming. At this point, we can cut to me apologizing to my brother, in a rather embarrassed manner. Harlem is a true testament to not jumping to conclusions. I realized I was too quick to judge from what I thought I knew was true.

The PR lesson in this will be going in a different direction than you might expect. During the initial planning for a client or product campaign/project, there is probably an obvious message and reason for the campaign. Instead of going with the easy option, give it a few extra minutes of thought. Step into the head of your audience and consider what else might resonate with them at that point in time. For a timely example, instead of the “Top Christmas Gift Ideas” pitch, try an approach that takes a look at the “Most Returned Christmas Gifts” so people know what NOT to buy. While this theory may require a bit more time, your return on your investment will be worth it.

5.     Don’t fret over missed opportunities.

On a Monday morning, my father and I decided to navigate the subway system on an early morning trip to the gym. What we did not realize was that we would be part of the Monday morning rush hour of New Yorkers heading to work. Big mistake. Not only were we newbies to the dizzying train schedule, but we weren’t exactly sure we were even going in the right direction. We were seriously annoying the locals. One train, in particular, was so jam-packed with people, the riders on the outside had to literally suck in their guts to avoid the doors closing on them. One look at my father and we both knew: We’re not getting on this train. By the way, I strongly believe that New Yorkers develop the ability to glance at a crowded train and know exactly how many people can still fit. It’s a necessary skill for survival of the fittest. But I digress…

After missing that train, I panicked a little. We started to wonder how in the heck we were going to find our way and which train we should take next. Not two minutes later, another train of the same line pulled up and opened its doors to a much less crowded interior. The train took us easily to the location we desired and I realized my minor freak-out was for nothing. #overreaction

If you’ve been in the PR industry for any small amount of time, chances are pretty good that you’ve been told ‘no.’ Chances are even greater that you’ve been completely ignored. The first thing that many of us do after a missed opportunity is to dwell on what went wrong. Instead of staying in this valley of sorrow, swallow your pride and focus on the next open possibility. DO acknowledge and fix any mistakes made, but you’re not doing yourself any favors by lingering over the missed opportunity. If you get called out for it, apologize (if necessary) and point out what you are doing to take advantage of the next opportunity, which may turn out even better than the passed chance.

6.     Wear comfortable shoes.

As you may know, walking is the main form of transportation in NYC. While locals are seasoned experts at walking everywhere, a tourist can quickly go wrong by wearing the incorrect pair of shoes. Let me give you a tip: fashion should not be a major factor when dressing for sightseeing, even in New York City. After 4+ hours of walking, my body and mind were eager for more, but my feet and legs were not on par. The culprit was the pair of oh so fab boots I’d chosen for the day’s outfit. What I failed to consider was that my pain would overshadow my desire to continue our jaunt around the city. Also keep in mind that most of the NYC pictures you take will be of the tall buildings and unique scenery, cutting your footwear completely out of the frame.

I’ll reiterate here: PR is unpredictable, fast-paced and energetic. Running around a client event in wobbly, strappy heels will not benefit you or your client, no matter how perfect the shoes go with your dress. Remember this equation: Long hours + painful feet = grumpy PR pro. If you know you’ll be on-the-go, the fashion side of me reminds you not to wear sneakers with an evening gown, but my sensible side recommends that you skip the five-inch stilettos for a pair of equally good-looking and more comfortable wedges or flats.

Have you ever been to a place that inspired your career or lifestyle? I’d love to hear about it! Please comment below or tweet me at @the_erica_hour.


What We’ve Learned: A Round-Up of Tips, Tricks and Tools from Some of the Top Public Relations and Marketing Conferences

November 20, 2013
by Meghann Johnson, Sales Manager, Business Wire Chicago

Curious about SEO in the new age of Google Penguin and Hummingbird? Interested in the very latest content marketing best practices?

We were too, which is why Business Wire recently attended a wave of industry conferences including Search Engine Strategies, PubCon, AdTech and the Internet Summit, all to uncover the latest and greatest tools, tips and techniques for public relations and marketing professionals to meet their business goals.

And even though we learned a lot, there was one discussion on the top of everyone’s mind – how social media engagement impacts SEO. The number one point reiterated at every conference is that while an individual piece of content may no longer generate increased SEO, social media interactions can impact the ease in which content is found. The better the content, the more engagement it receives, the easier it is to be found. The lower the quality of the content, the fewer interactions it receives, the harder it is to be found. It’s that simple.

Below is a cheat sheet we created to help you navigate Facebook, Twitter and Google+.  We also pulled together supporting articles that provide additional insights and tactics you can use.

Facebook

Your target audience should no longer be thought of as “consumers”. Instead, think of them as “participants” in your brand conversation. Courtesy of Daina Middleton http://tinyurl.com/lmtr4m7

Developing brand personas are increasingly popular for marketers who want to better understand their target audience. We love these simple steps from marketing expert Heidi Cohen http://tinyurl.com/nxw6je6

If you’re doing Facebook advertising, focus on the newsfeed ads vs. those on the right-hand rail. These tend to get more click-thrus and engagement. Note: They are more expensive as well, but the pay-off may be worth it for your brand.

With Facebook’s recent algorithum changes users will be introduced to content based on their activities. For example, users who view more photos will be presented with more photos in their newsfeeds. Smart marketers should test different format types to determine which resonate best for their audience.

When adding links to press releases it’s important to practice SEO co-citation, or linking to relevant sites other than your own. This helps your news gain authority as a meaningful resource for more information.

Testing your website? According to Jakob Nelson, just five users can uncover 85% of usability issues http://tinyurl.com/mhr8emm

Twitter

Think visually! @Twitter introduces pictures and videos to the newsfeed http://tinyurl.com/nuzfgyt #contentmarketing #prtips

Journalist can’t cover your story? Send them a pre-scripted Tweet instead! #prtips

Follow weekly #trends on #Twitter to see how your company can participate and engage in the conversation

#Retargeting is important for today’s search-driven society, but ensure you have the right goals in mind http://tinyurl.com/kq76z4j

Marketing on @Twitter? Be sure to check out new lead generation cards to drive users to YOU http://tinyurl.com/qafwzjc

Companies using Twitter will continue to be indexed by search engines, a great plus for gaining more #visibility and #SEO

Good #stat: 50% of retweets occur in first 18 minutes of being published so make sure content is attention-grabbing @MarinSoftware

Google +

Companies who use Google+ will get indexed faster by Google than other social media sites such as Twitter. http://tinyurl.com/p7fhq6g

Adding multimedia to Google+ is a great way to boost visibility and search optimization for content.

YouTube now requires all commenters to have a public Google+ account, weeding out some posters on the popular site and boosting Google+ membership. http://tinyurl.com/kstylq7

Google+ is an inexpensive way to host conversations among audiences and can be recorded for later use.

Even with Google’s recent algorithum changes, press releases can still drive meaningful traffic to a company’s website, blog or social media sites and boost viewership across these channels.

Check out this cool infographic from @Brafton media on how to combat the Google Penguin http://tinyurl.com/qxzpyuw

What do you think of this list?  Was it useful to you? As always, you can contact us directly to learn more about any of these topics, and stay tuned to the BusinessWired blog for other interesting updates.


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