Social Media: Breaking the Barriers of Traditional PR

It is undeniable that social media has revolutionized the way society communicates and shares information. Americans spend an average of 6.9 hours each month on social networks—more than double the time they spent social networking in 2006. It is even more remarkable how social media has become a habitual part of everyday life; 22% of Facebook users log in severaltimes a day, making social media one of the most influential platforms for reaching the public.

Thus, not surprisingly, social media—by providing a brand with the opportunity to make a direct connection with its audience without the filter of the media—plays an integral role in public relations strategies. According to thedrum.com, “Social media cuts across channels and is all about engaging with individuals, holding conversations not relying on press releases and launches.”  Social media provides a greater control over the messages directed at a brand’s audience.

Traditionally, marketing has been a monologue. As a result of mass social media usage, it is now a two-way conversation between brands and consumers. Thus, to survive, brands must be interactive and authentic; not only via their Facebook page, but also in all their communication with both consumers and the press. Recognizing this revolution in the way we communicate, companies must transform their PR strategies in order to reach their target audience.

As PR professionals, we facilitate a 24/7 conversation in order to get the desired message across and to engage the public. In return, we are able to receive continuous feedback, explore what truly engages our audience, and quickly respond to any criticism. However, along with these great opportunities that social media provides comes the responsibility of constant managing and monitoring to ensure the safety of a brands reputation.

When examining how social media has altered public relations, it is important to acknowledge how social media has changed journalism and the way consumers look for information. (Lets face it, in the new digital age, you are more likely to hear of breaking news via your Twitter feed than by turning on your television or by flipping through a hard copy of a newspaper). More than half of Americans receive some form of local news through their mobile device. Journalists are now turning to social media to capture the attention of their readers and strive to do so in 140 characters or less.

Social media has contributed to the changing dynamic of the Publicist/Journalist relationship. No matter how eye-catching, creative, and well timed a pitch may be, there is always a chance it will go overlooked in a horde of emails. A more operative way for an up and coming brand to reach an editor, reporter, or blogger is to connect with them through various social media channels. At miamore communications, we recently pitched to an editor who had blogged about potential article topics. This resulted in the placement of two of our clients. While an editor may be overwhelmed with the traffic in his/her inbox, they may be more likely to respond to a tweet. In fact, many journalists actively use social media to post queries and gather information.

So, what does the future hold? We feel that blogger outreach will become just as important as traditional journalist outreach, especially for specific industries. While mass social platforms will continue to be relevant, niche, industry specific networks will prove to be a more effective arena for brands to connect with consumers. Just as email transformed modern communication just a couple of decades ago, we predict that social media will become a principal form of interaction over the next few years.

Key Elements of Effective Email Marketing

Along with social media and mobile marketing, email continues to be a significant portion of an effective virtual marketing strategy, especially for a small business. However, email marketing can run the risk of irritating subscribers and potentially tarnishing a brand’s image. Here are some essential tactics to running an effective email marketing campaign:

Strategic Timing and Frequency

In order to run a successful email marketing campaign, it is critical that your message reaches your reader at the right time. Ideal timing and frequency varies depending on the type of business you are in. The goal is to find the timing where you are most likely to generate the greatest response. Our office was recently enticed into ordering lunch from a local café after receiving email notification of their specials, including an image of a mouthwatering grilled cheese, conveniently at noon.

Your frequency also has a significant impact of the effectiveness your campaign. Sending emails too often is an annoyance and sending email too infrequently will result in losing your audience’s attention. According to the DMA National Client Email Marketing Report, the ideal frequency for the retail industry is 2-3 times a month.

Segmenting

According to farotech.com, 80% of email marketers send the same content to all of their subscribers. This is a colossal mistake! Segmenting your lists and dividing your content is a great way to avoid spamming your contacts and to prevent the fatal UNSUBSCRIBE TO ALL. Make sure to send subscribers content that is relevant to their relationship with your business.

Effective Content

One of the most common reasons a customer will subscribe to a business’s emails is to feel that they are being delivered exclusive information. Providing a first look at a new product or special promotion shows that their participation is valuable and appreciated.  

Keep in mind; your readers are just as busy as you are! If you do not have time to read a lengthy newsletter, neither do they. Keep your content short and to the point. Always include links to your website as well as your social media. This provides your subscribers with the opportunity to interact with you instead of just having a one-way conversation.

Analyze Your Results

Any form of marketing needs to be evaluated in terms of response and results. Many email marketing programs give you the tools to calculate how successful your emails are. If not, Google Analytics is an amazing free platform to measure the effectiveness of your campaign. Some important elements to track are open rates, click-through, bounces, response, lead tracking and website traffic (Mail Chimp offers some benchmarks, per industry, here). If you are not getting the results you desire, make some adjustments. Something as simple as changing your timing could have a radical impact on your results.

Social Media Lessons from 2012

They say history is the best teacher so, in planning client social media campaigns for the 2013, we're taking a look back at 2012. Perhaps the biggest news of the year was Facebook crossing the one billion user mark (with an older demographic continuing to be the fastest growing). That widely documented  feat was perhaps the year's best symbol of the overall growth and--more importantly--continually evolving nature of social networking. Here, we outline a few of the key things that 2012 taught us about social media for business...

Pinterest climbs up the social media pyramid. Pinterest has experienced more growth than any other form of social media this past year. According to techspot.com, Pinterest’s mobile visitors increased by an incredible 4,225% in 2012. There are many factors that contribute to the successful growth of this site. Namely: Pinterest is a sizable contributor to ecommerce, allowing brands to easily connect with their target markets by showing--not telling. Pinterest is visually oriented, which is proving to be more popular with mobile social media users.

“A picture is worth a thousand words.” The greatest social media trend of 2012 is by far sharing visual content. Social media sites such as Instagram, Snapchat, and Pinterest have found tremendous success by allowing users to primarily share images instead of text. Social networkers no longer want to read about what you are doing, they want to see what you are doing. The popularity of visual social media also results from a change in how users browse the web. Social media users are accessing sites via mobile applications more than ever. Even luxury brands are using sharing images through these visual social media sites. Tiffany & Co. uses Instagram to post snapshots of new pieces, ad campaigns and pictures in shades of Tiffany Blue.

The 2012 Presidential Election takes social media by storm. The 2012 presidential candidates took their campaigns digital; posting content in real time and creating an ongoing conversation with voters. Both the Obama and Romney campaigns used Facebook and Twitter to directly connect with their supporters. According to the Huffington Post, Barack Obama’s victory post was the most liked photo on Facebook of all time, receiving over 4 million “likes”. It is safe to say that social media has become an essential piece in the communications strategy of any business.

Mobile applications triumph over websites. Smartphones have become an indispensable part of everyday life. Instant access to the internet at any time or place has opened the door for numerous mobile applications for social networks. According to Google Insight, 79% of smartphone users have used their mobile device for help with shopping and 35% of users have made a purchases with their mobile devices. As a result, social media sites will have to strive to create the most functional and efficient mobile applications. In the fourth quarter of this year, Barneys New York has launched a newly optimized mobile site. The site features more efficient ways for consumers to filter and search for products, as well as the same personalized check out options featured on the Barneys website. 

Social media and business 101: Personal is never truly personal

Perhaps, as a Gen Y-er, I can chalk it up to having been technologically spoiled since the age of sixteen. From my earliest memories, technology was always at my disposal, assisting me in areas where I never really needed to develop the skills that countless generations before me relied on (To put it in perspective, I only passed my driving test thanks to a rear-view monitor). Thanks to technology: I know when the roads are closed; how the next 15 miles of traffic will impact my travels; when storms are coming, when a dollar exits my bank account, and the moment my or a client’s name appears online.

Within the last month, though, I’ve encountered more than one situation that reminded me that technology is wonderful but, when it comes to business, is only as good as gut instinct.

I will preface my first example by saying that I (in case I haven’t made it obvious) pride myself on my professionalism. A bold statement, yes, but one that I’ve lived by all my life. I’m notoriously over-dressed, over-prepared, over-packed, and over-resourceful. Most people keep a first aid kit in their glove compartment. I, however, keep an emergency bow-tie, just in case of a formal emergency (yes, they do happen). Having said that, you can probably assume that Halloween wouldn’t be one of my favorite holidays. Just because I don’t personally like appearing in costume, doesn’t mean I’m not entertained by them, in fact—quite the opposite applies. Unfortunately for me, though, the entertainment factor of a tongue-in-cheek costume (and resulting photo of me with the person in said costume) did not make for a well-received addition to my personal Facebook page.

 'So what’s the fuss about? It was your personal page, and its not like it was YOU?'

Personal? More like semi-private. Upon further examination of the post, I realized that people I wasn’t even friends with had seen and liked it, despite my privacy settings. How? Because they subscribe to my public updates. Further, while I--like many in a small business setting--attempt to keep personal and professional separate on Facebook, the lines always blur. In discussing this matter with Carrie, she framed this example perfectly: “Josh: you are NOT a nameless, faceless cog in some big corporate machine; You are a high level employee at a small firm with national presence.” Quite possibly the best argumentative point I’ve ever heard.

Underscoring the lesson of this very personal experience are recent high-profile examples of the damage that can be caused by professionals thinking emails, tweets and status updates are "personal"; or, worse, professionals not thinking about the bigger picture when posting something online. Take, for example, Hurricane Sandy. While this superstorm paralyzed the northeast, taking not only homes and businesses--but also lives... companies like Gap Inc. took it as an opportunity to tweet to encourage online shopping with the 'spare time' the storm afforded its victims.  Needless to say, the backlash was tremendous.

So what if you are a cog in a major corporate machine? Does this make you exempt from following the rules of social media etiquette? Absolutely not. In fact, the stakes are higher. While in a smaller company, a good working rapport with your superior means that he/she will, in most cases, understand that your social media post was made in good humor and work with you to correct it. However, if a tweet or post could even have a whiff of being in poor taste, chances are, it is, and could result in the termination of your employment.

The moral of the story? Know your audience, and never forget that your social audience--regardless of your so-called safeguards--also consists of your coworkers, superiors, and clients. Remember: words are the new 'sticks and stones'; 'everything you say, share, post or photograph can and will be held against you'.

The prosecution rests, your Honor.

Lessons in PR: Communication isn't simple

Communication. Pretty simple word. But pretty tricky business. Ever tried to communicate to a family member, friend or significant other how they hurt your feelings in a tense situation, only to have it backfire? Okay, now that 99% of you are nodding, I’ll get on to my point…

Everyone, it seems lately, thinks they are “PR experts”. But public relations isn’t about having a lot of friends or throwing fun parties. It is about expert communication, especially with the press (and, in this age, on social media). I find myself, almost daily, cringing at PR faux pas—from basic to potentially fatal.

While hiring a professional to represent your brand is the best way to avoid this sort of deadly foot-in-mouth syndrome, I understand that this is often cost-prohibitive. If that’s the case for your company, there are some basic PR/communication rules that I drill into my staff and interns daily, and that I happily share. From me to you: lessons learned thanks to my 10+ years’ experience interviewing thousands of designers, politicians and retailers as journalist; 3+ years as a publicist giving press interviews and representing brands on social media… but, mostly, thanks to my relentless journalism professors at the University of Connecticut.

1. Fact check. Think you know how to spell the proper name of an organization or person? 98% of the time, you’re probably right. You do. The problem is the other 2% of the time. If I spelled a proper name wrong on a college journalism project, my journalism professors would make me write it correctly, by hand, 500 times. Actually, it may have been less than 500; but having spent a couple nights sitting in the dorm lounge writing a name over and over until my hand ached: I still double check the names of even clients I’ve worked with for years.
2. Listen. As a reporter, I learned the most in interviews when the interviewee suddenly went off on a tangent in response to an innocent question… often revealing more than I ever imagined asking. This is a basic of any business communication: listen carefully to the question before opening your mouth. Example: I once served on a non-profit board and, when I hadn’t received end-of-year financial reports, I asked the executive director for them. The executive director’s reply was shockingly angry and defensive. How dare I accuse her of misappropriation of funds? Well, actually, that hadn’t crossed my mind. But once she threw it out there, told me to call her lawyer, and told everyone within earshot that I’d made such an accusation; it definitely crossed my mind (and everyone else’s). Enough said.
3. Condense. Short is, indeed, sweet. Say what you have to say. Then wait an hour and go back to edit. In PR, wordiness has always been a cardinal sin. Today, it’s deadly for a publicist or any business person. Who among us isn’t suffering from information overload? Case in point: The average attention span of someone opening an email? 8 seconds. The average attention span of a goldfish? 9 seconds. Need I say more?

The Social Side of Fashion Week

Another Mercedes-Benz Fashion Week has come and gone. We all now know the must have trends for Spring/Summer 2013. We also now know that social media shows no sign of slowing it’s influence on the fashion and luxury industries. Social media has transformed Fashion Week from an elite, industry-insiders-only event, to one with a global audience of consumers. This transformation allows brand customers and fans to feel that they are more a part of the event, and allows them to have a voice in the fashion world. A voice that brands must be prepared to hear.

The lessons learned from Fashion Week apply to any luxury or designer brand – small or large. First, the importance of video in social marketing. For example, more than 30 shows are streamed live on YouTube Live Runway, and designer participation in live streaming runway shows increased 17% this season. Video streams from an event like a runway show have long provided a great way to engage potential customers but, as social marketing gets more sophisticated, Fashion Week designers upped the ante this season.

For example, Michael Kors didn't just live stream his show on the site Live Michael Kors, but was tweeting and posting photos right before his show. His live stream, meanwhile included a task bar, where viewers could tweet from the live stream directly to Michael Kors. Lacoste, meanwhile, pursued long-term engagement with interested consumers by integrating the live stream with Facebook. To view the stream of their live runway show, viewers had to first like Lacoste’s Facebook. The brand also posted back-stage photos during the show and created a "Lacostagram," which had images of the runway show posting on Instagram. Further, on Lacostagram, Lacoste encouraged viewers to tag and tweet their own photos using the hashtag #LacosteSS13.

The results of these strategies? Aside from great exposure during their events, Lacoste and Michael Kors have both grown their social audience and have long-term connections via Facebook, Twitter and Instragram, with those who watched their runway shows. While not every luxury company has the status or budge to show at Fashion Week like these brands, social media allows a breadth of opportunities (many affordable) to implement the same concept – long-term engagement with your target audience. So, how are you using social media to allow your consumer to feel more involved with your brand?

Social Media: User Data and Business Insight

The most recent social media statistics show that social networking platforms are not only dominating web use and social interaction but—more importantly—increasing numbers of users are in that luxury-goods sweet spot: women who are either affluent or aspirational. 

A wise coffee company once said, “America Runs on Dunkin”. We disagree: America runs on technology. And, especially, women with disposable income run on technology. To illustrate, let’s look at each of the top platforms individually.

Facebook

Facebook, of course, continues to be the most dominant social media site on the web.

·      According to the cnn.com, as of March 2012 Facebook has exceeded over 900 million active users.

·      Of all these Facebook users, 31% check in every day.

·      A majority of Facebook users earn more than $50,000 per year:

o   47% make between $50,000-99,999

o   11% make over $100,000

Readwriteweb.com says that Facebook has “two basic social needs: the need to belong and the need for self-presentation.” With that in mind, it’s up to the individual how they can make that page more personal.

·      This is why many people on the site will “Like” pages from their favorite shopping store to their favorite actor/actress.

According to Wildfire’s Why Social Marketing Will Deliver A Positive ROI for Your Brand (click to download file) these are the “3 phases of social media.”

·      Users become fans

·      Fans engage with the brand through their News Feed

·      They become familiar with the brand they are more likely to connect by buying a product or advocating for it.

o   Washington University did a study on brand familiarity and stated, “when consumers are exposed to an ad for an unfamiliar brand, they are more likely to have a goal of learning about and forming an accurate impression of the brand.”

Twitter

Twitter continues to grow and, today, has about 200 million active users. Who are those users?

·      53% women (according to Palatnikfactor.com)

·      The majority of users are Caucasian, between the ages of 18-34.

·      Twitter users are financially comfortable:

o   37% earn between $50,000-99,999

o   10% earn over $100,000

Pinterest

With 10.4 million users, Pinterest is Twitter’s closest competitor in terms of use and activity.

·      Pinterest users range from the ages 25-54

·      80% majority of users are women.

·      Annual income of Pinterest users:

o   46% make between $50,000-99,999

o   7% make over $100,000

Why is Pinterest so popular? Because pictures are worth more than 140 words, apparently.

Foursquare

Foursquare is location-based outreach; and targeted to local businesses. Foursquare.com says that it “makes the real world easier to use. We build tools that help you keep up with friends, discover what’s nearby, save money and unlock deals.” This application allows people to check-in to a business while those who are connected can see where the individual has checked in.

Who are the users for Foursquare?

·      There are 20 million users worldwide.

·      Rooster.com says that foursquare consists of the majority of 63% females

·      36% users are between the ages of 35-49.

So, armed with all this data, we ask: how are you utilizing social media to harness its marketing potential?