VLOG of the Month: Media Takes “Hands Off” Approach to FTC Native Advertising Compliance According to D S Simon Report
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Lori Russo, Managing Director, Mid-Atlantic at Stanton Communications, shares with Doug Simon at the PR News Social Media Summit, what role LinkedIn should be playing for organizations’ social media strategy.
Lori’s advice for using LinkedIn:
1) Take advantage of the new tools LinkedIn now offers. LinkedIn just launched showcase pages that are a great way for corporations to tell their brand stories.
2) Use LinkedIn as a platform to drive traffic to your company website or blog.
3) Decide as an organization what LinkedIn means for you and how your company wants to utilize the platform. Communicate this to your employees so they can represent the brand well.
4) Your marketing or communications department should be managing your company’s page.
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Emily Yu, VP Marketing & Partnerships for The Case Foundation, speaks to Doug Simon at the PR News Social Media Summit about the importance of investing in people and ideas that lift up the social sector to be “champions for good.”
What Makes a “Champion of Good”?
1) As The Case Foundation motto states, “be fearless.” Don’t be afraid to fail, take risks and be bold.
2) Work hand in hand with everyone, the corporate sector, government, non-profit, etcetera, to make an impact.
3) Be a “champion of good” for other companies and organizations. Volunteer any skills you have that could help lead to more social responsibility.
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Susan Emerick, Manager of Influencer Engagement at IBM and presenter at the PR News Social Media Summit, shares with Doug Simon why marketing and communication professionals’ jobs have changed; it’s now about helping authentic, subject-matter experts manage influencer engagement.
Susan’s Advice for Managing Influencer Engagement:
1) Anyone has a voice these days! Whether it be your employees, your customers, academics or other sectors, anyone can have a voice as long as they put focus on it and build their visibility.
2) Start with early adapters who are comfortable building a dialogue online and relationships internally and externally, who are an authority on whatever topic is being discussed, and work with them.
3) As a professional communicator, offer assistance to the individuals who have the expertise so they can be more visible. Help them, but don’t take away their voice.
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After speaking at PR News Social Media Summit, Joie Healy, Senior Manager of Social Media Communications at Cisco, spoke with Doug Simon about why consistent messaging across all platforms and a solid strategy are the key to having a successful and interactive social media following for your brand.
Joie’s Top 3 Tips for your Social Media Strategy:
1) Even if you are strategic, make sure your messaging is consistent. Change your language to accommodate each platform appropriately, but keep the message the same.
2) Use the 6-seconds provided by Vine as a teaser to a longer series or piece of video to draw buzz around it.
3) Bring producers and videographers onto your social media marketing team to create your own content for multimedia platforms like Instagram or Vine.
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Serena Ehrlich, Director, Social & Evolving Media at Business Wire, in conversation with Doug Simon at the PR News Social Media Summit, explains why social media messaging is more effective when creating specific content for niche audiences, as opposed to generic content for a general audience.
In Serena’s words: Why targeting specific audiences is more effective than general audiences:
– “You really have to become very, highly specific. It’s about concentric circles. It’s about creating content for very tiny, powerful audiences and letting those audiences take your content outward for you and introduce it to their audiences because content that is brand-created, but shared by a third party, is really the most influential content out there.”
– “It’s about really listening and knowing what your audience is interested in and what their paying points are. Knowing what your customers’ expectations are of your brand and creating content to help them meet their expectations in very specific, small circles is really how companies are winning.”
– “Move past your top-tier influencers and start looking at what we might consider second-tier influencers. They tend to actually have more impact on your brand. Understand what they’re sharing with theiRead More
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One of the most talked about communication platforms is Snapchat. Now brands have begun to use it to reach consumers. Jeff Petriello, Producer/Creative at Mashable, shared with D S Simon’s Bailey Wild, how Mashable is using this social media platform as a brand tool and how other organizations can integrate Snapchat into their own social media marketing plan.
How to use Snapchat the right way:
77% percent of college students use Snapchat on a daily basis. Capitalizing on that, many brands, such as Mashable, have begun to integrate the communication platform into their social media marketing plans. Here’s what Mashable is doing:
1) Creating stories on Snapchat. A story is a 24-hour rolling cycle of images or video your followers can opt into viewing.
2) Putting up content that reflects the editorial content on the site, behind the scenes or even a brand partnership.
3) They’re open to experimentation. You never know if it’ll work unless you mess around with the app and “get your hands dirty.”
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Kevin Dando, Senior Director, Digital Marketing & Communications for PBS and speaker at the PR News Social Media Summit, shares with Doug Simon some of the tactics PBS is utilizing for their social media.
What PBS is doing on social media that you can use for your organization:
1) Develop a voice. Experiment with different kinds of posts at different times of the day.
2) If you don’t have your own content, share from those in your community. Think of similar accounts your followers would be interested and share their content. That’s the point of being social!
3) If you don’t know what your audience is interested in or looking for… ask! Open a dialogue with your followers so you can better deliver the content they want.
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After presenting at the PR News Social Media Summit with Taste of Tech, Kathryn Scheaffer, Senior Associate Brand Manager at Mondelez International for the Ritz brand, in conversation with Doug Simon, explains how social media is not free when utilized properly by a brand or organization.
Kathryn’s 3 Key Takeaways on Social Media
1) Social media is not free. In order to be successful, you have to spend time and resources against channel strategy and content development.
2) Since social media is not free, you want to be selective about the platforms you promote your brand on.
3) Don’t be a friend. Be your brand. Amplify your brand’s voice and the role you play in a consumer’s life.
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Doug Simon, President & CEO of D S Simon Productions, in conversation with Eric Morgenstern of Morningstar Communications at the Counselors Academy Conference, shares how his company has evolved with the changing communications landscape and what agencies should keep in mind when working with strategic partners.
“It’s important to make sure the strategic partner is considering how you can create an ongoing work stream and revenue stream, where you’re going to be able to contribute to your client’s need, but keep it in the business.”
“Social media takes time to develop. Clients aren’t well known for having great patience, all of the time. A key thing we’ve developed is to partner them with this service, so they can give a jumpstart to the social media outreach. So after a month, you have some metrics.”
“As long as the spokesperson partnership is truly authentic, and makes sense, and you’re willing to be flexible, it should work. You can’t put in brand attitude on someone who you’re bringing onboard because of the following they’ve already built. You have to find that match and work together to build a greater whole. Make it tone plus one equals three.”