Category: Social Media

Content Marketing Digital PR Public Relations SEO Social Media

What Our Search Behaviors Signify About The Future of PR

(Nerd post alert. Endorsed and paid for by Carrie’s Inner Geek.)

Well, this is rather interesting!! I thought I’d take a quick look at Google Trends to come up with new keywords (blog inspiration!).

First, I searched trends on content marketing.


Looks promising, right? The growth is a bit obvious, since everyone is buzzing about content marketing like it’s Columbus arriving at the New World. Add in the projected explosion in content creation over the next five-plus years, it’s no surprise to see an upward trend.

But then I added in public relations, social media and search engine optimization (SEO) – the other three key components of digital PR – just for comparison purposes.

Which areas are generating the most online search activity? The results surprised me.

Public Relations Social Media

Vanity Metrics Turn Breaking News Into A Giant Popularity Contest

I came across this interesting infographic (below) from BusinessWire this morning.

I’d seen it before, but here’s what struck me about it this time: publications are using vanity metrics to determine if a story is successful or not. It’s a simple metric – easy to track.

What does that actually mean? They like successful stories – who doesn’t – so when something generates a nice amount of comments, likes and shares, they produce more content that is similar to what was successful.

These are vanity metrics, and a great explanation for why breaking news is gradually becoming more about repurposing entertainment currently popular on social media, instead of local news. It’s a place to get instant feedback on vanity metrics – real-time reactions. Stations can see what is already popular and trending on social media, then pop it on the news that same day. It’s proven successful by another publisher, making it an easy win for vanity metrics.

It’s the news equivalent of clickbait. News is being determined by what is already popular (sometimes on a national scale), instead of what is important locally, instead of what drives important, MEANINGFUL change.

Social Media

Can Twitter’s Decline be Saved With PR?

My Dad has brain cancer. It’s a traitorous, inexorable assassin that isn’t just ravaging his body. It’s murdering everything about my dad that MAKES him who he was before cancer snuck in, while he’s still here. I hate it.

I have a fresh understanding of what dementia caretakers go through, since damage to his poor brain is causing similar behavioral and memory changes.

With this week’s announcement of Twitter’s declining growth and press speculation around its potential demise, I feel like I’m now also losing my best social media friend, too. Twitter is my favorite platform and the thought of it losing steam as a valuable social media tool makes me very unhappy.

Twitter’s huge problem in one chart
— Business Insider (@businessinsider) July 29, 2015

The below infographic outlines the major issues pretty well.

Social Media

Brand Ambassadors, Brand Advocates: These Programs Aren’t Easy!

Don’t Let The Plethora of Blog Posts Fool You
It’s easy to tout the benefits of brand advocate programs – of which there are many – but there isn’t enough discussion around just how difficult it is to create and sustain one.
What is the difference between a brand ambassadors, brand advocates and just an online community?

Communities are a collection of people passionate about something, who are gathered into a social media community around that passion. It can be an industry, a career field, a product or service or just an idea. Sometimes a marketing tool to build awareness, communities are typically created and supported by a manufacturer, company or association who wants to reach that audience.

Brand ambassadors and brand advocates are often used interchangeably and incorrectly, but they are a difference of paid versus unpaid. Even Wikipedia incorrectly redirects a search for “brand advocate” to the “brand ambassador” page. Whoops.

A brand ambassador is someone who supports an organization or business and builds awareness, loyalty and conversation around its brand. It’s their online spokesperson(s). Often the moderator of a community, that person (or persons) embodies brand attributes and represents the brand online. They are hired by the company and have a paid role to grow the brand.

A brand advocate is similar to a brand ambassador, but typically NOT paid. Brand advocates are most often customers passionate about the brand who support and promote it online because of their loyalty and enthusiasm for the brand.

Many consumer bloggers who do product reviews, for example,  are brand ambassadors because they are paid in money or product, not unpaid brand advocates.
Brand advocate programs and brand ambassador programs have much in common, but for the purposes of this article we’ll focus on unpaid brand advocates. I consider brand ambassadors a marketing tactic (advertising) and brand advocates a public relations tactic (awareness).

Social Media

F8 Update: Two Upcoming Facebook Changes PR Pros Should Care About

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Media coverage abounds related to last week’s 2015 F8 Developer Conference – an event for app developers put on by Facebook. A few exciting changes seem to be looming, amidst a ton of snooze-worthy hype.

Out of all the gossip, what are the 2-3 things that PR pros should care about the most? Brand opportunities for its messenger app that could take public Facebook conversations to a private level – labeled Messenger Business – and an update to the comments feature could  allow website-based comments to show up on a Facebook story.

But I have a few big “if’s” built in to my reluctant excitement.

Only time will tell what is hype and what is worth that happy dance, but I do have some predictions to share. Read on for the dets!