Archive for the ‘Social Media’ Category
Last Tuesday, my colleague Katherine and I attended the PRSA Boston Social Media Summit at Bentley University. We returned to the office with pages of notes (and we did plenty of live-tweeting) – here are a few takeaways that stood out to us.
From Karen Raskopf, Chief Communications Officer @DunkinDonuts
The rules of traditional conversation apply to social media. Great conversationalists are authentic, engaging, entertaining and funny, but not inappropriate. Instead of monopolizing the conversation, they listen and they encourage other voices. If you consider this conversational common sense, why should your brand behave any differently online?
At the White House correspondents’ dinner, President Obama said, “I remember when BuzzFeed was just something I did in college after 2 a.m.”
Indeed, while the website founded by MIT grad and Huffington Post co-founder Jonah Peretti is 7-years old, until recent months, BuzzFeed might have been something only college students were reading at 2 a.m., searching for LOL cats and photo bombs that they could share on Facebook.
But all that is changing and it feels as if suddenly, BuzzFeed has all the media buzz.
- Propelled by high-profile news events such as the Newtown shooting and Boston Marathon bombings, the site seemed to intuit exactly what readers wanted during and after the crisis and its content was even more viral than usual. In January, the site had about 30 million unique visitors. In April, that number had spiked to 65 million uniques. The New York Times’ website has nearly 29 million monthly uniques.
In the horrifying moments after the Boston Marathon bombings, after ensuring that everyone we knew was safe, we told all clients who might have scheduled tweets to shut them off. Some of them already had and some were shocked that it took almost 20 minutes to finally stop the process.
Thankfully, having a business Twitter blackout has become standard procedure during any crisis because a brand’s social chatter – even if it’s not self-promotional – seems wrong when people are trawling for vital information about breaking news. Going silent is the digital equivalent of giving a fire truck the necessary 500-foot perimeter to do its job. Get out of the way of the #disaster hashtag.
I’ve been working in PR for over two decades and, even to this day, nothing makes me happier than when I land a great piece of media coverage for a client. To me, this joyful moment happens when three elements come together in unison: a great pitch, a solid relationship with a reporter, and the right timing.
Once upon a time, great media relationships were built over lunches, press conferences, phone calls and in-person media tours. But times have changed and so has PR. Today, while phone calls still matter a great deal, in-person meetings are rare. The good news is that we now have Twitter and it’s a huge and, I think, untapped, asset for building relationships with reporters.
It’s 2013, and you might be thinking about how you are (or should be) using the latest social channels to engage with audiences. I’ve had some clients ask me, “Isn’t blogging over? Shouldn’t we be concentrating on other channels like Google Hangouts, Pinterest, etc., etc., etc.”? Don’t misunderstand me — there are lots of channels worthy of your consideration, but those social networks should be considered spokes to your content hub, which takes its best form as a blog. Quite simply, people like reading blogs—in fact, 46 percent read blogs multiple times per day. And company websites that have blogs get 55 percent more traffic than those that don’t.
According to The Pew State of News Media 2013 Report, there was a 3.6 to 1 ratio of PR people to journalists in 2008 (up from 1.2 to 1 in 1980). I am not surprised. InkHouse grew 45 percent last year, and we’re on course to do the same or more in 2013. Why this growing gap? In short, the news media’s business model is in painful flux. As the Pew notes, “newsroom cutbacks in 2012 put the industry down 30 percent since its peak in 2000 and below 40,000 full-time professional employees for the first time since 1978.”
The opportunity for PR is growing as we see new ways to engage with audiences directly and plentiful opportunities for content. Is the news business going away? Absolutely not. It’s changing.
Not all of us can make it to South by Southwest (SXSW), one of the hippest conferences of the year and a top convergence for original music and independent films, as well as a premier destination for innovation and emerging technologies.
For those of us who want to follow along virtually, we put together the following guide. First, Screen Geek has compiled a list of must-follow folks on Twitter, and a great SXSW Vine list and Spotify Playlist. If you can’t join them, you can certainly listen to mood music while scanning through the photos and videos. Check out Mashable’s “8 Vines to Follow During SXSW” for a sampling. SXSW’s Pinterest page is also full of fun visuals.
In PR, case studies are like gold. People love reading about companies or people that did something cool or interesting that they can borrow and do for themselves.
This is the story of an unexpected case study: a 140-year-old museum focused on fishing and art in a coastal Massachusetts town. It’s not a huge, well-funded museum like the Met in New York or the MFA in Boston. It’s the Cape Ann Museum in Gloucester, Mass.
Founded in 1873 as the Cape Ann Scientific and Literary Association (catchy name, right?), the Cape Ann Museum has lots of works about the history of Gloucester, the nation’s oldest fishing port, but also an art collection by the surprisingly large number of artists who’ve lived on or been inspired by Cape Ann.