Tag: social media

New And Emerging Social Platforms PR Teams Should Know

Posted on by Krystle Cajas

For marketing and PR teams, social media is a gateway to engagement. New and emerging platforms in particular are ideal tools for reaching a specific audience or participate in a trending conversation. And that’s where most brands want to be. So, what’s new?

BeReal. Discord. Even Twitter Spaces.  We’ve all heard about them, but what should PR people know, and how can we use them?

Research dynamic conversations, in real time

By most accounts, Twitter is not in a very good place right now. Yet PR teams shouldn’t overlook features like Twitter Spaces. It was inspired by Clubhouse, the pandemic-era audio application that connects people around the world and was briefly the Next Big Thing. Like Clubhouse, Twitter Spaces allows for live audio conversations, where thousands can join the community for a lively discussion in real time.

As a result of this Twitter update, PR professionals can “eavesdrop” on conversations and gain relevant knowledge from curated audiences. Conversations in these spaces can not only be educational but entertaining as well, you never know who will be in any given space at any given time. Elon Musk briefly joined a Twitter Spaces conversation and made headlines when he spoke to reporters who were previously banned from the platform.

The appeal of Twitter Spaces is obvious. And while Clubhouse might work better as a standalone platform for some brands, Twitter Spaces’ audience, at over 200 million, far outstrips that of Clubhouse, which peaked at 10 million. Who wouldn’t want to listen in as influencers, celebrities, and journalists share what’s on their minds in a way that isn’t restrained by 280 characters?

Spreading the news

PR professionals are always looking for fresh ways to engage across versatile media platforms. While “Twitter Spaces” may offer a novel experience on a familiar platform, there are also newer opportunities. Discord, a VoIP (voice-over internet protocol), is very different from most social media. And while it’s not new, it has emerged as a powerful research and engagement tool. It features live customizable participation and collaboration in various forms all at once. Discord lets users participate in various chat rooms that may be either private and invite-only or publicly accessible. Servers within each channel offer interactive video, voice, and text features. The multitude of features lets PR teams put out content in nearly any format and take in lots of information in one application. Also bots make it possible for participants to join creatively through gaming, making the experience more interactive. It adds up to a social tool for communicating with like-minded sources and brands interested in systems that offer more than a back-and-forth email chain.

Now let’s be real…and authentic 

In a world where more social filters often means more users, “authentic” is not the word that comes to mind. But the opportunity for users to be “real” is something that has endeared BeReal to Gen Z in particular. Although it’s limited by the number of people with whom you can share, the photo-sharing app has garnered the attention of brands like Chipotle. Its success even pushed Instagram to release similar dual-camera features. With uncurated and ad-free content, what you see is what you get. The content is actual, unedited, and shown within a two-minute window. BeReal is an application that provides brand awareness at a different level than we’ve seen before. It’s more intimate, and in many ways changes the certain standards for users. With everyone receiving the same notification at an exact time to share a photo, the application captures daily life. That makes it a useful research tool as well as an engagement platform.

Data-driven social media platforms encourage PR professionals to be in the know when it comes to the latest news and trends. They help us reach wider audiences while narrowing in on specific demographics, and the interactivity makes for greater personalization. They’re the engagement newsreel we didn’t know we needed – until now.

5 Ways To Amplify PR Efforts

Posted on by Sarah O'Connell

The right public relations strategy allows brands to build visibility while creating or deepening connections with key audiences. But tools like press releases and feature story placements are just the beginning. Here are five ways to amplify PR efforts.

Social media adds value

Social media posts can be more than company news and updates. Brands get creative on social channels. For example, if your brand just put out a report with interesting stats, the information can be turned into engaging graphics or charts to engage not only customers, but journalists. Brands can also use social media channels to share thought leadership insights. It’s common for journalists to pick up something on Twitter to incorporate into an article or research for further commentary, for example. Capturing interest from followers can also strengthen a brand’s relationships with key press.

Always be building…media relationships 

Media relationships, of course, are at the heart of PR plan execution. And social channels are a strong avenue for connecting with journalists and other news influencers who might be a resource for a future story. Engage with them on social media, email them offering kudos on a recent story, or schedule a coffee meeting or a virtual check-in. It’s useful to gain insight on planned stories and to let them know about your clients informally, but most importantly, you want to get to know them.

If you create that trusted relationship with journalists, they will start coming to you for help on stories – which is why it’s not only helpful for PR pros to have good relationships with journalists, but to also use the tried and true PR tool of reactive response, otherwise known as newsjacking, to amplify PR efforts.

Newsjacking seizes opportunities 

In responding to a breaking story with your own commentary or news, you can create additional, opportunistic coverage to augment proactive media efforts. But you need to be quick and efficient and  you must offer useful information. Breaking news happens fast, and reporters writing stories are looking for a quick reaction. Something we practice here at Crenshaw is having a document for our clients with approved commentary on several topics where they have expertise. That way we already have the shell of an approved response, and we can tweak the quote to fit the story. That’s how we can get as many as three clients quoted in a single piece on Apple’s announcement of new features for its SKAdNetwork. The key here is not only to be reactive but to offer insightful commentary to grab the attention from reporters. 

Data pulls go along way

There may be a month or two where a company has no immediate announcements or is in the middle of closing on a partnership deal or similar news item, which can take months. In short, there’s no hard news. Data pulls are a great way to get a quick hit, especially if the data reveals something new and relevant to targeted press. 

Last month, our client Innovid put out an annual benchmarks report examining key trends in streaming CTV advertising and more. The report is full of nuggets of information that we plan to use for multiple PR efforts. We have press releases, media alerts, bylines and prepared commentary lined up from all of the data, for the next three months. 

Email marketing connects the dots

Who says email is dead? In fact, it’s more effective than ever as a way to help brands amp their PR efforts. One best practice for email marketing is to push out a newsletter at the same time as a press release is published and news is posted on social channels. Even when there’s no announcement, PR pros should work to create newsletters with valuable content to share with subscribers. Quality and relevance will always get a positive response. 

Social Media Tactics To Leave Behind In 2021

Posted on by Taylor Carroll

The social media landscape is constantly evolving, and PR pros must stay in step with trends and tactics. 2021 saw emerging platforms that B2B brands were eyeing to for their marketing plans, and some may have been missteps. In fact, there are several social media approaches that should be reassessed as we enter 2022.

Filler content created solely for ‘likes’

Although content engagement is social media’s baseline for success, one of the top mistakes marketers make is posting content solely for the sake of comments and likes. The main goal of social media marketing is to generate a dedicated audience for your brand. Content for likes will at best gain a few followers here and there, but it’s unlikely to help establish trust with your target audience. B2B companies should be actively working to strengthen relationships with their current customers by creating well-crafted, and timely curated content that’s relevant to their audience. 

To ramp engagement, consider mixing the following into your content:

  • Personal observations and opinions on the latest news/current events 

  • Evergreen content that will be relevant for months to come

  • Polls to gauge where followers stand on industry trends or common obstacles

Adding a creative twist, like a compelling photo, chart, or real-time visualization, is another way to kick up engagement.

Overlooking Facebook 

Because LinkedIn is seen as the top platform for business messaging, B2B PR and marketing teams have been on the fence when it comes to Facebook. But with a user base of 1.6 billion, Facebook is still one of the best platforms for building brand awareness. Advertising on Facebook also offers a better return-on-ad-spend with a lower CPM compared to LinkedIn.

Facebook Groups offer ways to locate a specific audience and direct commentary on relevant topics to its members. Also, business-oriented Facebook Groups give brands the opportunity to organically build engagement while discussing technical and insider information, with lead generation as an added benefit.

Facebook’s latest features have introduced ways for B2B marketers to share and engage with their target audience. Facebook may not be the first line of defense for B2B marketing, but the data shows its effectiveness. It may be time to revisit the platform and the ways you can work it into your social media strategy.

Not prioritizing video in content mix

We’ve witnessed the explosion of TikTok and Instagram Reels this past year as marketers have recognized the power of video. In 2020, 80% of marketers incorporated video into their organic efforts, and B2B companies are realizing that excluding video from the content mix is not a viable option. If video hasn’t been a staple in your marketing in 2021, 2022 is definitely the time to incorporate it.

Video works effectively across multiple platforms. Videos on your website or YouTube channel can be distributed on Twitter, LinkedIn, Facebook, and Instagram. Marketers can now easily create and distribute videos with a variety of video editing apps at their fingertips – cutting a bit of spend from campaign budgets.

Live video is also growing in popularity, and it’s an optimal tool for driving B2B content like webinars and Q&As. Live streams give your followers an interactive experience in real-time with the content creator. 

Teaming up with influencers is another great way to create fresh video content.

  • Host a live Q&A on Facebook and Instagram

  • Have the influencer be a host for a webinar

  • Record a podcast episode together and have video to share 

See more ways influencers can elevate B2B PR campaigns here.

Video gives brands the opportunity to be personable with prospects and clients. It will continue to be the most advantageous way to build your audience’s trust. 

A stodgy or stiff brand voice

Some marketers believe that to stay professional there can never be any levity in social content. They choose to play it safe. But a bland brand voice is the biggest culprit behind boring content. Playing it safe means content to blend in when the goal is to stand out from competitors.

Enter 2022 by establishing a strong brand voice that has personality. Here are some the steps you can take to get started:

  1. Review your company’s mission and vision, and have your brand voice reflect them.

  2. Audit current content. Note the common themes and tone on your website, blogs, social posts, and other marketing material. Then determine if the current voice aligns with your brand’s mission.

  3. Assess your audience and list traits and common vocabulary to imply it in your brand’s content. Social polls are also useful, since they deliver feedback directly from your audience.

Be sure that you’re maintaining your brand voice across all of your social media channels.

With this in mind, you can adopt a clear perspective on which tactics to leave behind in 2021, as well as fresh takes on what to consider as you launch social campaigns for 2022.

5 PR Tips To Promote Expertise On LinkedIn

Posted on by Taylor Carroll

Among B2B PR teams, LinkedIn is the go-to social media platform for executives to drive positive visibility and thought leadership. But a profile that serves as a glorified CV isn’t enough to gain sought-after exposure; that takes time, strategy, and a dash of creativity. How can executives get the most from their LinkedIn profile to convey leadership and be seen as an expert? 

Go beyond a resume 

Your LinkedIn profile is representative of your brand. If someone were to scroll through, how would they perceive you? It may be time to review and optimize your profile to ensure that it’s presenting you and your brand in the best way. Here is what to keep in mind:

  • Have an updated and professional-looking profile picture, and an appropriate banner photo. Don’t use a vacation snapshot or a picture of you in black tie at someone’s wedding. And make sure the banner photo is high-resolution and eye-catching.

  • Instead of your job title, include a headline that describes what you do. “Experienced marketing consultant who helps nonprofits obtain funding” is better than “Director of Marketing” or, worse, “Nonprofit Marketing Guru”  

  • Your summary should reveal your specific expertise. Be mindful of using keywords that will describe you as a leader in your sector. For example, “Built and led comms team at high-growth technology startup in advance of IPO” is more specific and a bit stronger than “Headed comms at successful startup.”  

  • Showcasing media on your profile is a great way to represent your expertise. If you’ve spoken at industry conferences, upload the video. Linking to blogs or articles that feature your expertise are also great ways to present your brand.

Zone in on your audience 

Odds are that B2B executives already know who their ideal target is, so the next step is to focus on the content that attracts them. Look at relevant media, customers, and key stakeholders. Keep in mind that interests will vary based on job title and sector. Make sure to use terms familiar to those in your industry, and be conscious of keywords and phrases that spark ideas and answer questions. For example, descriptions sprinkled with terms of interest to marketers, like “performance marketing,” “optimized campaigns” or ”lead-generation” will make your profile more searchable.

Minimize self-promotion 

As a thought leader, your goal is to provide authentic insights into industry trends and business. Glaringly obvious brand and company promotion can turn off your audience and detract from your message.It’s far more impressive to focus on insights and indirectly on career achievements.

Develop engaging content

Creating well-crafted, timely content is the most important way to position yourself as a thought leader on LinkedIn. Here are a few strategies you should consider when generating content.

Publications 

If you’ve been quoted in any publications, share the links to them with an introductory sentence. LinkedIn also lets you publish your own articles within the platform as updates in your feed and LinkedIn groups.

Current events and timely coverage

Provide personal observations and opinions on the latest news; for example, what privacy updates mean for advertising or lessons to learn after a company’s been breached. Google Trends is an extremely useful tool that shows what people are searching for and highlights search phrases at their peak volume.  Google News is useful to understand timely coverage of what news outlets are publishing. If applicable, offer reasons why you agree or disagree with relevant stories or opinions in the news that relate to trending topics in your industry.

Evergreen content

Though timely coverage should be included in your mix, it’s important to include content with staying power. This is where evergreen content comes into play. Evergreen content will stay relevant for months or even years.

Create polls

Polls are a creative way to gauge where your audience stands on industry trends or breaking news, or common obstacles. Poll responses can spur the creation of a blog post or an article that addresses the subject at hand, providing you with even more content!

Thought leadership content is meant to be informative, not exhaustive – you don’t have to overthink it or go too broad when bit-sized topics will do. You’ll be able to reach a self-selected audience in search of practical advice that is shareable by other LinkedIn members.

Consistency is key

Set a schedule for publishing your LinkedIn posts. Social media managers like Hootsuite and Sprout Social allow you to schedule posts ahead of time. It’s also beneficial to set aside scheduled time to interact with your LinkedIn network. Pencil in some time on your calendar the same way you would for a meeting and stick with it. Just 15 minutes three times a week can build your network.

Once you’ve woven these ideas into your LinkedIn strategy, set metrics and track engagement and new followers to see if you’re making headway. Start connecting with your peers and key stakeholders. If you’re sharing relevant updates and articles, these potential connections will have context about you and your brand which will increase the likelihood of them connecting with you. You’ll be well on your way to solidifying your place as a LinkedIn thought leader in no time.

3 Emerging Social Media Platforms B2B PR Pros Should Know

Posted on by Taylor Carroll

Remember when the only social media platforms considered significant by PR pros were Facebook, Twitter, LinkedIn? For many, they continue to be the trinity of social media. But by the end of this year, an estimated 3 billion people will be using social media, and not just on those three sites. What’s more, new platforms are popping up regularly.

New platforms can work for B2B PR 

That means there’s greater potential for B2B brands to reach an engaged audience of business users. The opportunity to reach specific audiences goes beyond the social sites that currently dominate. For example, TikTok has taken the world by storm and no one wants to miss newer sites that could gain similar prominence. Here are three emerging platforms that PR pros should track. They can work particularly well for B2B visibility programs.

Clubhouse

Clubhouse was launched in 2020 and breaks the mold of traditional social media platforms. It’s audio-only and connects the audience and speakers by letting them share information in real time. What kind of conversations take place on Clubhouse? A little bit of everything! Topics range from relationship discussions to starting a business.

Another thing that sets Clubhouse apart is its exclusivity. It’s invite-only – at least until its official release. Users act as gatekeepers for the platform’s daily ongoing conversations by holding three invitations that will allow new users to join. Those who don’t have invitations will have to join the waitlist until the official release. Having said that, it’s fairly easy to score an invitation.

Since its launch Clubhouse has become a hub for tech types, artists, and entertainers. Can B2B senior executives also find their niche here? Yes. For B2B clients Clubhouse can be another social media tool used to drive thought leadership, especially those who are subject-matter experts. Savvy business leaders are well suited to host rooms and later start their own clubs. The platform offers PR teams a new way of storytelling for organizations and gives business personalities who are talented speakers with a strong point of view about industry trends an opportunity to ride the social audio wave.

Twitter Spaces

In a bid to get in on the social audio experience, Twitter released Twitter Spaces in December 2020. It’s still in its early stage, but there are new features and updates in the works. One driving force behind the creation of Twitter Spaces seems to be the challenges Clubhouse faces regarding its community standards. Unfortunately, Clubhouse’s conversations on sensitive topics such as identity, ethnicity, gender, and racism have led to abusive behavior by some users. Twitter Spaces is seeking to offer a more inclusive environment.

So how does Twitter Spaces work? Those who want to host a conversation must have a Twitter account. They can create either impromptu Spaces or schedule them up to 14 days in advance, all within the Twitter app. Up to 10 people can be invited to speak in a created Space at any given time. Spaces are public, so anyone can join as a listener, including people who don’t follow you. To issue invitations, hosts can simply post a link by tweeting it, sending it through Twitter’s direct-messaging, or posting it elsewhere. 

Like Clubhouse, Twitter Spaces is an emerging platform that can work well for thought leadership. It features live discussions, training sessions, and Q&As, among other things. The hosting capacity for Twitter Spaces is still limited, but in May Twitter announced that accounts with 600 or more followers are now able to host a Space. According to Twitter Spaces, these accounts are likely to have a good experience hosting because of their existing following. Audience quality is another thing to consider on top of having a charismatic speaker host. Though Twitter Spaces is still in a fledgling stage, it’s definitely worth keeping an eye on for PR plans as it picks up steam.

Instagram Reels 

There’s no denying TikTok’s influence on the launch of Instagram Reels. This new feature is actually in competition with TikTok as it offers similar video creation capabilities.  

Instagram Reels can be used to promote brand awareness and even recruitment. The feature offers a fun, creative way to display your brand’s product releases, how-to’s, and even its workplace culture. There’s no need for a production team – all you need is a smartphone. You can also reach out to an industry influencer to create reels in your interest.

Finding which new social channel to onboard 

Being one of the first to join an up-and-coming social channel and learning the lay of the land can place you ahead of competitors who lag behind. However, time spent experimenting with new platforms must be balanced with refining strategies on already established ones. 

Determining which new platforms are worth the time and effort of watching and experimenting might seem daunting, but it doesn’t have to be! We recommend keeping the following in mind when navigating new channels:

-Track growth. Big numbers signal that the platform is gaining momentum and that the chances for engagement with a broad swath of users are high.

-If a platform doesn’t offer specific metrics (like Clubhouse), but it has buzz, it’s probably worth a trial.

-Pick platforms that your audience can easily use and enjoy.

-While you should pay attention to the level of adaptability, you should consider how your audience wants to consume media. If you’re looking to target business decision-makers they’re more likely to sit in on a discussion of industry trends on a platform like Clubhouse or Twitter Spaces.

-If you can’t come up with any interesting ways to tell your brand’s story on a niche platform, you might want to hold off on making an account. A boring or dormant account can signal that the brand isn’t ready to engage.

Three Ways To Change Up Your Social Media Strategy

Posted on by Ilana Weinberger

Every PR team knows that social media is more than simply a nice thing for companies to have; it’s an imperative. Fifty-three percent of customers who follow a business are likely to be loyal to that business, and 63% of consumers who search for goods and services online are more receptive to those with an engaging social media presence. 

While it’s important to identify and stick with a consistent brand personality for social content, there are times when social content becomes stale. Or, the social content strategy may lag behind trends. In addition to general social media tips such as posting at certain times for maximum views (we like 11:00 AM or between 1:00 and 2:00 PM), PR and social media pros are regularly challenged to tweak social media strategy to increase engagement and attract followers. Here are some ways to do exactly that. 

Mix up your posts

Part of any successful social media strategy includes drawing your audience in through a visually appealing, constantly changing page. If your posts are starting to sound a little repetitive, mix things up. Although voice and messaging may be a constant, one way to keep content fresh is by varying the type of media posted. Alternate between accompanying your post with images, gifs and videos. Definitely change up the images you’re posting on Instagram since it’s such a visual platform. Consider alternation coloration or tone – go black and white, or minimalist or psychedelic. 

Also keep in mind that short videos can be highly effective in engaging viewers. For example, LinkedIn launched LinkedIn native video in 2017, in an effort to expand from being just a long-form content site. With native video, you can record on your phone or computer and then upload recordings to the site. As LinkedIn video continues to grow in popularity, 87% of LinkedIn video marketers say it’s been an effective channel for them. In PR, we make sure to post earned media stories to amplify their reach and to keep our posts interesting – which is effective since LinkedIn posts with images, videos or links get 39% more engagement than text-only posts on LinkedIn. Since 57% of all engagement on LinkedIn is via mobile, the content has to be mobile-friendly – i.e., short and sweet.

Another idea is a social media takeover. If it fits with the tone of your page, have an employee run the social page for a day. Or, consider jumping on the ephemeral content trend, and create content that is scheduled to disappear after a certain amount of time. Ephemeral options are widely available on platforms including Instagram, WhatsApp, TikTok, and Facebook. In 2019, TechCrunch reported that there were 500 million daily active users of Instagram’s Stories features. By simply changing up your posts, you will notice an increase in engagement and followers. 

Give a go at interactive posts

As we saw in several Super Bowl ads this year such as Mountain Dew’s “Major Melon” ad offering $1 million to the first viewer to tweet the exact number of bottles in the ad, people like free stuff and competitions — and brands should deliver. An interesting way to maximize engagement is to run a contest or giveaway on your page. According to data from social media scheduling tool Tailwind, 91% of Instagram posts with more than 1,000 likes or comments are related to a contest, and accounts that run contests on a regular basis grow 70% faster than those that don’t. Or, consider creating a survey on your company’s Instagram page’s story, and keeping followers posted on results. Of course, having interactive posts also includes maintaining your company’s page by regularly responding to DMs and comments. 

Another great way to be interactive is with livestreams or Q&As, whether on Facebook, Instagram, or LinkedIn. Livestreams, or online streaming media simultaneously recorded and broadcast in real time, are a great way to highlight news for short, high-profile announcements or milestones. They work particularly well if a brand has an influencer or celebrity-driven initiative. Consider a Facebook Q&A, or going live on Instagram. Showing a face can make the brand come across as more authentic, and it will amplify your story. Remember to promote who is going to livestream and when, through banners on social media, email invites or paid ads on LinkedIn or Facebook. Since you have less control over livestreams than on other forms of social media, you will want to prepare for possible questions ahead of time. You can even ask viewers to send in questions beforehand. In 2018, HBO announced the air date of Game of Thrones season seven via Facebook Live – and attracted around 3.5 million viewers.

Be timely

Although a social media strategy requires advance planning, some of the best engagement may result from day-of content that reacts to real-time news events. Try ranking scheduled posts on a scale of importance from one to three, and then overriding some of the threes with more relevant content from that month, like responses to news stories, reposts, or other timely content. Remember, not all of the content on your page has to be generated by you! Peppering in timely retweets or partners’ relevant announcements will not only prove timely, but also help mix up your page’s content. It may be worth delaying that evergreen photo in favor of more pressing news, whether in the news cycle or from within the company. The goal is to maximize engagement and earn new follows. Jumping on relevant news is a great way of doing that, even if it means pushing off posting some of your planned content.

When social media users choose to follow your account, or when existing followers read and engage with your posts, they are giving you their time, even if it’s only a few seconds. Therefore, if you’re managing a social media page, it’s on you to make the content worth their time. When it comes to social media, the secret sauce is having both quantity and quality for the highest engagement. Meaning, post frequently but make sure frequent posting doesn’t come at the expense of quality content. By incorporating these tips into your next social media strategy, you can create a high-quality social media page that really stands out. And don’t forget to track social media engagement stats so you can figure out what works, and where you can improve next time.

Does Facebook Work For B2B Marketing & PR?

Posted on by Taylor Carroll

As the social media landscape becomes more complex, PR pros debate whether Facebook is still an essential platform. This is particularly true for B2B PR and marketing teams. For B2B communications, LinkedIn is typically the top social destination, and Twitter may also be useful, but few brands prioritize Facebook. 

Yet it may be a mistake to overlook Facebook. It remains the primary content distribution channel for marketers. Forty-six percent use the platform – more than the 33% who use LinkedIn. Facebook also overshadows other social channels with its sheer size. It has a user base of 1.6 billion, who spend an average of 35 minutes a day there. In 2021, marketers should reassess how they use Facebook and make full use of the tools it offers. But are these stats meaningful for B2B campaigns on Facebook?

When to use Facebook for B2B marketing

Here are B2B social strategies that perform best on Facebook.

B2B Facebook Ads – Advertising offers a strong return

Looking to build brand awareness? Remember, business buyers are people, too, and most of them are on Facebook. With the right audience data, B2B Facebook advertising can get your brand in front of your targets. Its relatively low CPM offers a better return on advertising spend than LinkedIn in most cases. It may also offer a greater reach, and its ad tools are far superior. Facebook’s advanced machine learning algorithms, user data, and web tracking and analytics enable greater conversion optimization for ads. 

Retargeting is easy

Facebook Pixel, an analytics tool that can be installed on a website to measure Facebook Ad performance, lets you track leads across various devices and retarget visitors with ads on other platforms. LinkedIn offers a similar tool; its Insights Tag can be used for retargeting but is more expensive than Pixel.

Target groups with thoughtful content 

Facebook Groups offer ways to locate a specific audience and direct commentary on relevant topics to its members. Since Facebook changed its algorithm in 2018, the newsfeed has prioritized posts that inspire back-and-forth discussion, which include posts from Facebook Groups. 

Facebook Groups for business give brands the opportunity to organically build engagement while discussing technical and insider information, with lead generation as an added benefit. 

Targeting local and small businesses

Most small business owners find Facebook to be the best social media platform to connect with their customers. For large B2B marketers who target SMBs, Facebook may be an ideal environment. Small business owners are likely to check their feeds on a daily basis, making them easily targetable with product and service marketing messages.

New and useful Facebook features for B2B PR and marketing

Facebook isn’t the same platform today as it was just two years ago. It has introduced new ways for marketers to share content with an intended audience. Here are some B2B marketing tactics that brands should consider using on Facebook.

Video thrives on Facebook Lives

The rise of social channels like TikTok has propelled video as a major content trend in 2020 – and this is projected to continue into 2021. “Lives” marries the content trend to the popular theme of personal connection. Facebook isn’t the only platform that offers its users the Live feature; LinkedIn has a similar feature – but Facebook allows all users access while LinkedIn requires prior approval.

Brands can commit to conducting a Q&A or demo on Facebook Live once a week, which is a brilliant way to increase video content and repurpose it on all social channels. Facebook Live videos can be republished on YouTube or LinkedIn, and edited for shorter clips to post on Twitter. Video summaries of current blog posts are another way to ramp up video content.

Many marketers recommend that 20% of published social media posts have a video element to them – even animated GIFs count! 

Try unpolished images to drive engagement

Marketers know that posts with images are more likely to make audiences stop scrolling and engage. As social media evolves and algorithms change, users are scrolling more and more. One emerging trend on Facebook to stop the scrolling is nixing polished stock photos for more candid-looking, unvarnished images. This trend applies to both paid and organic Facebook posts.

Think you’ll be met with pushback? Consider testing a consistent brand image versus a more relaxed shot of what looks like could have been posted by a friend. That way, any changes will be data-driven.

Facebook Messenger allows personalized comms

Personalized B2B communication is another emerging social media trend. Human-to-human (H2H) conversations in comments and DMs drive more conversions compared to a messaging campaign or post. 

Facebook Messenger, which uses bots to set up and send personalized messaging, can be an effective tool for engaging and converting page followers. Marketers report significantly higher engagement with Messenger as compared to email. Brands can send messages free for the first 24 hours, then assess their effectiveness through automated tools. If a portion of your customer bases uses Messenger and  you have the budget, a Messenger test could be well worth it.

Customer service and customer sentiment 

B2B companies should be actively working to strengthen relationships with their current customers, as well as limiting any reputation damage that results from posts by unhappy ones. Marketing should work with the customer service to address negative posts in real time. Never let requests for help or complaints go unanswered.

A “listening station” that monitors Facebook for any mention of your brand, products, and events, as well as those of competitors, can provide valuable information about activity on the platform.

Change up your social strategy

Social media is constantly changing. Social strategies need to shift with consumer habits, so most brands rethink or reevaluate their social approach regularly. While Facebook may not be the first line of defense for B2B marketing, but the data shows it can be very effective.

How To Make A Killer Content Calendar

Posted on by Ilana Weinberger

In PR, a content calendar is a key part of any public relations plan. For B2B clients like those we represent, it can include the topics and suggested resources for bylined articles, blog posts, social media posts, digital video, and longer-form content like white papers, among other elements. A good content calendar is like a roadmap that helps a brand tell its story. Here are some ways to construct a killer content calendar and get the most out of it.

Start with tentpole events and initiatives

Winging it is not an effective strategy, and taking the time to create a full content calendar will save time and alleviate stress in the long run. When building your calendar, start with upcoming company tentpole events and announcements, then fill in the rest according to seasonal marketing activities and anything else you find relevant. After, you can build out the corresponding content. 

For example, you may plan for a company’s product launch to generate a press release, a social post linking to the press release across social channels, a social post with a top media placement across social channels, and an in-depth blog post for the company website. For social media specifically, quality and quantity combined make for the highest engagement. Companies that publish more than 16 posts a month typically generate three and a half times more traffic than those which publish less than four. Meaning, there should be frequent posts, varying in topics from article promotions to National Cookie Day, if you could think of a way that it’s relevant to your brand. Looking into lesser known holidays that may be relevant to brands in advance can make for fun social media posts!

Be sure to space out announcements

Content calendars are a visual way of seeing what’s in store for the future, making them effective for planning. Seeing all of a brand’s initiatives on paper makes it more obvious if announcements are scheduled too close together, or whether messages compete or overlap. Ideally, you want your messaging to be a progression; for example, a funding announcement, followed by senior-level hires, after which an ambitious new company initiative is unveiled. If news items aren’t planned carefully, the company’s announcements may not get the attention they deserve. Of course, a good plan will take into consideration major news-generating events like Election Day, for example, which should be avoided. Yet most external happenings are unpredictable, so it’s best to build in flexibility but not stress over unexpected events. 

Refresh with formal creative sessions

You may be surprised by the new ideas you can generate when you schedule the time to sit down and think. Throughout the day, projects and deadlines may keep us busy, but forcing a focus on new ways to tell a brand’s story for the next month or quarter can give way to a productive brainstorming session, particularly if you have it with other team members. However, make sure that your meeting is a productive use of time for everyone (a recent study from the Harvard Business Review found that 71% of senior managers said meetings in general are unproductive and inefficient.) During the brainstorm session, do not shut down any ideas, no matter how far-fetched they may seem, as you never know which remark can plant the seed for a great idea. Other tips for a productive brainstorm include coming prepared, creating a time cap, and taking thorough notes.

Measure performance daily

You can actually keep track internally of how many stories a particular company announcement garnered, or how well a social media post performed, right in your content calendar. Of course, every content calendar is different, but tracking the numbers right in the doc may work as a way to stay organized. You can even set goals, and if you fall short, adjust accordingly for the next quarter. Besides Excel and Google Sheets, some other tools for creating content calendars include monday.com, Smartsheet, and Wrike.

Park future ideas so nothing is lost

You can make the most out of your content calendar by using it as a live document and keeping it constantly updated. It’s best to do a formal update once per quarter, according to the business or marketing plan, but you may choose to refresh it far more often. In addition to planned content, you can establish a “parking lot” for ideas and potential topics that may not fit in at the moment but can be useful later. It’s also effective to list social keywords for each piece of content to all creators are on track.

Include client quotes or thoughts

If you plan to newsjack an upcoming event, it can be helpful to get quotes or thoughts from the brand in advance, to be used for a future blog post or even reactive commentary. This can be stored right in your content calendar. By keeping all relevant materials together in one doc, you can prevent these thoughts from getting buried in your inbox. The nature of newsjacking is such that most often you won’t know the news in advance and you’ll have to act swiftly for your brand to be included in media coverage. Yet if you do happen to know of any events that may be relevant, then it’s great to be prepared.

Include competitive messaging

It may make sense to keep track of competitive content or even media coverage in your content calendar, in a separate tab. This makes for easy visualization for how your brand’s messaging and tone should stack up compared to competitors. After all, what we do is all about differentiation. 

Planning and time management are very important in PR, so any system to help stay on track and on schedule is useful. Don’t be discouraged if some ideas are scrapped as things move around – you may even be able to use that content later on! 

What are LinkedIn Stories and How Can PR Pros Use Them?

Posted on by Colleen O'Connor

Since LinkedIn launched its Stories feature last month, it has won mixed reviews. But PR professionals shouldn’t be so quick to dismiss it!

Of course, with over 706 million global users, LinkedIn is the go-to social platform for B2B professionals, and it’s probably still the best way to build a network with colleagues, classmates and industry professionals. It’s also a great place to have conversations around hot topics in tech, leadership and current events. 

LinkedIn Stories is similar to Instagram or Facebook stories, allowing users to post an update that will stay live for 24 hours. The story feature makes sense for Instagram and Facebook where you can share real-time updates, but why did LinkedIn feel they needed this feature? 

According to LinkedIn, “LinkedIn Stories enable members and organizations to share images and short videos of their everyday professional moments.” In a pre-COVID world, this feature would have been great to use during industry conferences and events. While the timing of launch may be odd, this is definitely a feature PR pros should convince executives to include in their social strategy. Here are five ways to incorporate LinkedIn stories into yours.

Share professional tips

Instagram and Facebook stories are a great place to share real time pictures, videos and updates, so why not try this out on LinkedIn Stories? Create a social schedule of quotable tips from executives that can be shared a few times a week. The goal here is to share comments or quotes that are short but impactful. You want to grab your audience’s attention very quickly. Make sure content is easy to digest and you’re not cramming everything into one story. If you want to share five tips, create five slides and space out the updates to make a bigger impact.

Highlight ‘events’ in real time

One of the big trends of 2020 was a shift to virtual events, primarily on Zoom. In PR, we believe that securing speaking events for executives is a strong way to promote thought leadership and position clients as industry leaders. Share clips from virtual conferences with short soundbites of high-impact statements from business leaders. When the event is over, if you have access to a full recording, you can tease it in stories as well encouraging connections to watch the full talk if they missed it. 

Host a Q&A

A fun feature on stories is opening a question on your story and asking for followers and connections to weigh in. Consider hosting a weekly or monthly Q&A around current events in a given industry, — maybe on new tech launches or reactive comments around breaking news. Create a two-way conversation between business leaders and their connections. If you’re looking for a way to spread out content, ask connections to submit questions in advance and answer them a few days later. 

Preview company announcements and launches

One of the benefits of LinkedIn Stories is that when users log on, the stories will be featured at the top of the page before they start scrolling. Sometimes user posts can be lost in endless scrolling, but if you have a story, you have a better chance of higher engagement. Did your company just acquire funding or are launching a new tech offering? Tease this announcement in your story. Perhaps preview the headline of a press release to gauge attention and direct users to your company’s page or your own – wherever the press release link is live. Continue this momentum by posting any coverage you generate from the announcement.   

Highlight personal and company achievements

LinkedIn is the perfect place to share job promotions and personal achievements. Use LinkedIn Stories to highlight these wins. On an executive’s LinkedIn Stories, you can also share personnel changes and moves highlighting achievements and accolades. Connections will see how proud a business leader is of their staff, for example, and positive encouragement motivates and inspires any team to exceed expectations. 

How will you use LinkedIn stories? Let me know on Twitter @colleeno_pr.   

How Paid And Organic Social Media Work Together In PR

Posted on by Taylor Carroll

Social media marketing and PR have become inseparable. That’s because social media plays a large role in most consumer and B2B PR programs. Of course, the right strategy is key to success, but for amplifying or growing the results of a strong PR program, the best option is usually a blend of paid and organic social media. Fully 86% of B2B marketers combine paid and organic social tactics. Here’s why.

Paid vs. organic social

Organic content uses free social media tools to share posts, photos, videos, and stories with the people who already follow a given brand or individual. The only way social media users can see posts organically is if a brand’s followers share its content or they’re following hashtags used by a brand to attract those searching for a specific topic. 

Organic social is the best way to begin to establish a connection with relevant audiences, but it has other benefits.

  • There is no cost to use it

  • Builds brand awareness

  • Extends the reach of thought leadership content 

  • Helps build a community around common topics or interests 

  • Develops campaigns with custom hashtags 

The reach of organic social sharing, however, is self-limiting. That’s where paid social media programs come in. While organic posting is key to reputation and relationship-building, algorithms that drive social content have made the paid social necessary for many campaigns. Its benefits are obvious.

  • Paid social connects brands with audiences that would not have discovered its content 

  • Paid campaigns can reinforce or amplify the message of organic social content

  • B2B companies can use audience targeting to reach industry decision-makers 

Integrating paid and organic social programs 

Organic social media reach is dwindling across most platforms. Organic posts on Facebook only reach about 5.5% of brand followers since Facebook’s algorithm decides which posts users see, and in what order. Here are some tips on finding the equilibrium of paid and organic social tactics for your social media strategy.

Where to post

The balance of paid and organic social media in a given program should be determined according to the social platform involved. The mix should vary according to program goals, and you may choose to incorporate more paid media one platform while organic may better suit another. Promoting a webinar can benefit more from paid posts on LinkedIn compared to Facebook, and audience engagement can thrive on Twitter when using organic tools such as polls and hashtags. People visit different social platforms for different reasons, and knowing which content to share and where to engage will play to the strength of each platform. 

Serve targeted ads based on organic audience

By using organic social media to build relationships with a given audience, you gain data insights about them. Information such as job title, age, and location can help build ads that are as relevant as possible. 

The beauty of social platforms is that they create lookalike audiences according to the data that closely matches a preferred audience segment. This could be webinar registrants or people who have actively engaged with brand content. A lookalike audience consists of people with similar demographics but are new to the brand and thus very valuable.

All promotion isn’t equal

Ads aren’t always the way to go – a captivating, creative organic post can generate buzz and compel your followers to share. In our view, organic social is most useful for amplifying an announcement, namely earned media coverage, change in leadership, or a new partnership. Use relevant hashtags and tag companies, people, or media outlets to ramp up impressions engagement. That being said, if the reach of organic posts isn’t meeting your goals, then you may want to back your content with spend.

An organic post that performs well can be “boosted” by paying to get it in front of more people – one of the benefits of marrying paid and organic social. Boosting is the perfect introduction to paid social and is low-risk, since there’s no need to produce an ad designed for a specific campaign. A running of your weekly or monthly analytics report will include likes, conversions, and profile views to determine the top-performing posts for boosting.

A/B testing

Before finalizing the social media budget allocation, most of us will run different versions of an ad in front of a small audience to see which performs better. You will want to test copy, graphics, ad placement, and audience targeting before deciding on a set budget in order to maximize the campaign’s effectiveness. You can also test organic content performance by setting up manual split tests and tracking results by using UTM parameters.

Optimize for success

A winning B2B social media strategy will typically include both paid and organic social media elements. Determining which approach works best for a given brand will take some testing and adjustment, but once you find what works, the results will be well worth it.