SEVEN SOCIAL MEDIA LESSONS LEARNED IN 2013

The seven lessons learned outlined in this original post can be applied, across the board, to every industry and for both corporate and personal brands.

Reblogged from Social ‘n Sport:

….one of the keys to being successful in social media is taking the time to measure, evaluate and tweak. In an industry (in this case, the sports industry) that is constantly evolving, we have to sit back and reflect. As 2013 comes to a close, now is the perfect opportunity to put all the pieces to your social media puzzle together—what worked, what didn’t work, what stays, what goes, etc.

Read more…


Is PR the new SEO?

google-hummingbird-1380545875

PR Pros (especially those who are engrained in new digital media like me) are buzzing about the introduction of Google’s Hummingbird. Earlier this month PR Week contributor Martin Jones’ wrote a fantastic article, PR: The new SEO? that provides further and valuable insight about the potential positive effects the latest and greatest Google algorithm will have on the public relations industry.

Jones: “Google’s new approach is putting more weight on meaningful stories when deciding where different links appear in search results – and that’s a windfall for PR agencies.”

In this short, easy to read, article he explains the three “PR-friendly” assets of Hummingbird:

1. Backlinks from third-parties linking back to company sites
2. Content that is easily searchable through “search-optimized blog posts and knowledgeable contributed articles”
3. Weighted “social shares” on social media

Read >PR: The new SEO?

Jones: “The best part about these changes is that PR is just going to keep doing what we’ve been doing: telling great stories, getting media placements for clients, and building relationships.”


Come out from behind the brand and start operating like Sir Richard Branson…

 if you want to see your business’ social media program succeed.

As you probably know by now (or are just starting to hear), a robust social media and general web presence has become a must-have for professionals who are looking to support the success of their personal as well as their own company’s online marketing and publicity strategy. Professionals (corporate leaders to politicians or artists to small business owners like me) now need to focus on social media thought leadership, public relations and reputation in order to compete for new and future business, career advancement opportunities, and even mainstream media attention.

A 2013 article in Social Media Today (10/15/12) by Sean Royer (CEO of Minneapolis-based Internet Marketing Agency SyneCore Technologies) discusses the latest IBM Study (2012 Global CEO Study) that surveyed some 17,000 CEO’s on the subject of social media usage and engagement.

The study found that only 16% of the CEOs currently participate in social media (I was not surprised to read that!). For many executives, (their own personal) social media public relations effort is one of the least-utilized methods of customer engagement–or for marketing and increasing the visibility of their business brand for that matter. The Study also found that social media will likely become the #2 way to engage customers (57%) within the next five years.

So what’s the bottom line? According to Branson, “Whether you are launching a start-up or leading an established company, you should start establishing your social media presence if you haven’t already.”  Read the article

Over the last 10 years in particular, I have found that most busy professionals (at least 75% of those I meet), simply do not have the know-how, ability and or (mainly) the time to stay on top of the production of personal content, building of network and targeted audiences, engaging and responding to people or monitoring social media activity as it pertains to her own personal or business brand and industry, (etc.)

While internal company brand marketing or public relations managers might be able to take care of (an executive’s) personal social media presence, I have found that most just do not have the bandwidth to do this. And it doesn’t really matter if it’s within a large or small organization. Then there are those professionals who might also be in career transition or those who do participate, but perhaps have not had the success they wish they could have in social media channels.

We all need to remember that social media was built for people to communicate and publicize to other people. Facebook was not built for Pepsi to market to consumers. It was built for individual people to communicate with other people on a mass level. The whole marketing of the “non personal” brand thing came along and everything got very confusing. Read the article!  Richard Branson (among other executives, like Dell and Trump) have gotten it right and got it right from the onset of Social Media. Now it’s time for the rest of the professional leadership world to step in and stop hiding behind the brand–for the good and the growth of the brand. Why wait five years or more. It takes time to build a personal social media following and thought leadership. There is no magic to it, just dedication and work.

I’ve been working with executives for years on personal branding, but mainly on a publicity and promotional level (from job search to business development to press/media placement). Social media has provided us with a new and improved personal publicity channel. However, there is a fine line to walk when it comes to personal social media publicity (promotion) and engagement–as it pertains to the promotion of a professional brand in a leadership role.


Social Media and ROI: What Should You Expect? It depends.

Gaining ground within social media and digital/Web channels has to do with content and thought leadership. The more quality content you can generate, the more you (or your company) will be seen, heard, and followed. Add to this a high “engagement factor” (the amount of responding, sharing, that you and your followers engage in) then you are most likely on your way to a good Return on Investment (“ROI”).

That said, if you were to outright ask me, “What’s my return on investment going to look like?” I would be hard pressed to give you a number. Every client and every situation is different, from the industry or niche you operate in, to your reasons for wanting to engage in social media, to how involved and active you can or want to be.

Many of my clients come to me because they . . .

• Have little experience in social media, other than the occasional Facebook post or like, and simply don’t know where or how to start
• Don’t feel they have the time necessary to dedicate to beefing up their social media and digital presence
• Don’t know what’s reasonable to expect in return for their efforts.

Getting started and making the time are easy to address. Social media (at least how we know it as today) has been around in a big way since 2007. There’s history, there’s precedent, and there are clear do’s and don’ts. As for what’s reasonable to expect for a return on your investment . . . it depends.

With Social Media, ROI doesn’t show up as easily it does with direct marketing or advertising, where there’s a clear target and a beginning, middle, and end to a campaign. Measuring Social Media ROI is more complex, especially when Social Media is done in concert with other, more-traditional marketing efforts.

While I can clearly measure the exposure my clients get through various Social Media and Web channels—such as the number of tweets, LinkedIn shares, or Facebook posts; the number of new followers or connections; or an uptick in likes, Web traffic, and new subscribes—I can’t for certain quantify if Social Media alone is generating more sales. It’s simply impossible for me to link every client’s sale/new client acquisition to what ultimately influenced a customer to buy (unless I do a customer survey, of course, but that’s a whole other topic!). Most likely, there is no one thing that made it happen. Most likely, it’s a combination of various efforts made by my clients, including Social Media.

Social Media can go a long way to getting customers interested and to the “table,” but sealing the deal also relies on your customer/prospect’s emotional connection to your product or service, together with pricing and delivery. Is your product or service what the prospect wants? Is it what the prospect thinks he or she needs? And are you the one to provide it?

Ultimately, TV, Radio, Print, Social Media, the Web, and what you get out of your efforts with each of these mediums, is all about communication and approach. Just as most people wouldn’t produce their own TV or radio spots to sell a product or service, Social Media really should be viewed no differently—especially by busy executives and business owners who are running their companies and don’t have the time, the inclination, or the experience to optimize Social Media as a branding and messaging tool.


PR success? It’s all about strategy

PR_luckAward-winning publicist, Kathy O’Brien brings nearly two decades of experience encompassing both corporate and agency work to Jaffe PR.  As both an in-house marketer and a publicist with agencies in New York and Connecticut, she appreciates both sides of the public reputation curve – as the client at the top, and the service provider helping customers get there. Kathy understands PR challenges (more than any veteran publicist I know!).

Her recent post on the Jaffe PR Blog brought up the issue of the common misconception that all PR folks face, and that is the fact that many people really do believe that public relations is a crap shoot – that publicists simply sit in front of their computers all day long, sending out press releases (and in my case, posting tweets, blogs, updates and comments on new digital and social media) in hopes that something will stick and end up in the New York Times.

“Here is a news flash – it really doesn’t work that way,” Kathy says, “PR is and always will be about building relationships with the press and telling a great story in a way that perfectly captures the value you provide. The only way to get there is with a proper PR strategy instead of a ‘shoot from the hip, fingers crossed’ approach.” Please read Kathy’s article here.


B2B Social Media PR/Marketing: It’s still about people connecting with people

Remember! If you are marketing your business to other businesses online (in social media channels especially):  A personal touch goes a long way when trying to make a connection with someone. Generic pick-up lines aren’t going to get you too many dates, and generic content won’t bring in many leads. To make an impression and start off on the right foot, whether at the bar or on your blog, you need to make sure the person you’re reaching out to understands that you’re right for them.  Read more.

After all, social media was invented “for people” to connect “with people.”  Right?

Loving this article in the OpenView (Marketing) Labs blog this week. OpenView Market Research Associate Brandon Hickie explains how to develop an “effective buyer persona” to take your (brand’s) content marketing to the next level.  I couldn’t have explained all this ANY better myself–something I have been preaching for YEARS!

Buyer Personas: The Key to Targeting Your Content Marketing for Real Results


Google Search Algorithm Shifting to On-line Public Relations Campaigns


Google Search Algorithm Shifting to On-line Public Relations Campaigns (via PR Newswire)

NEW YORK, Nov. 19, 2012 /PRNewswire-iReach/ — An important shift is occurring in which the page rank of a web page is based no longer on the number of back links but rather on the amount of social media interactions, user views, and original content a page has. Once the dominating factor in any page…

Continue reading…


Executives and Professionals…welcome to the Engagement Economy

This month, PRWeek published the findings of the 2012 C-Factors Survey that polls leading CEOs and other senior executives to determine how and if creativity is affecting business, globalization, culture and communications. Just as I thought, the survey found that creativity was one of the most influential forces driving our current global economy. 96% of the poll respondents said that creativity is one of the key elements for driving new and continued business growth (18% increase from 2011). Other key findings include:

  • 100% see building winning experiences as vital to business success and take  holistic approach to communication (marketing, advertising and PR)
  • 85% think we have entered an “y” — 96% of the respondents said that creativity is now very critical to economic success
  • 86% view their organizations as now being more creative with 81% believing this to be a continuing trend
  • 94%t of CEOs and CIOs and 92% of CMOs said they will continue to put more emphasis on creative communications initiatives

The new engagement economy is pushing senior executives to reinvent their roles and organizational value–which can be attributed to the whole rise of creativity over leadership alone!  This engagement economy has a lot to do with my previous post: Come Out From Behind the Brand

In my opinion, the results from this year’s C-Factors Survey demonstrate this “new need” for new thinking in the communications (and public relations) area of every business. And the continued traditional marketing and technology merge also includes usage of more and more social media platforms and mobile applications. The bottom line though is that with all these new media factors coming into play, key executives and even other employees must continue to learn how to be more creative and involved in social media as the voice or ambassador of the (company) brand. People connect with people more successfully within social media channels. And while traditional communications (and media) tactics and channels are also still very necessary, the engagement economy will only continue to grow and flourish for the benefit of business growth!