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A Changing Industry: Why Public Relations is Now Personal Relations

personal relations

Public Relations. When broken down it quite literally means relating (i.e. communicating) with the public. Yet, the term “public” is no longer as fitting as we move into an ever-increasingly personal society where we share intimate information with one another every day. Within our social circles, technology has granted us the ability to know what our neighbor had for dinner on Saturday, what our second cousin purchased at a sale on Sunday and the new job a fellow high school graduate accepted on Monday.

No matter how you slice it, we are personally connected and we have grown to appreciate and expect this personal communication. It’s only fitting that Public Relations has caught up with the trend and has moved into the realm of personal relations in order to be more effective and well received.

Let’s take a look at four main reasons why the Public Relations industry is shifting toward personal relations – and how you can utilize resources and opportunities to keep your business ahead of the curve.

There are more ways than ever to communicate with the masses on a personal level

I’ve written about how important it is to highlight the human element within your business and to build your personal brand. Thanks to technology, there are more ways than ever to achieve both of these PR goals easily and fairly inexpensively. Social media is an obvious (and very powerful) platform for connecting with your target audience on a personal level. Finally, us “regular folks” can address a concern or give a compliment to the biggest brands and get a direct – often real-time – response.

In addition to social media, technology has enabled businesses to make even direct marketing a more personalized experience. Mail and email messages not only address the recipient by name but can be crafted to reflect their very specific interests like what car they drive or what street they live on.

As surprising as it may be sometimes to receive an email from a business that knows I have a Russian Blue cat based upon a previous purchase, I love that the offers and coupons are directly relevant to my needs.

Social media encourages sharing the “human” side of your business

I don’t expect everyone to be willing to get extremely personal on social media, but I do encourage you to find a point on the spectrum that is comfortable for you. Whether you are sharing content on your personal profiles or your business’s profiles, you will increase the visibility of your posts by crafting genuine content that engages your viewers.

What this really means is skip the stock photos and use real photos of your staff or pictures from inside your office. Give a face to a name. Don’t just share a link; ask a question or offer an insightful thought that will inspire people.

Social media platforms are getting smarter at weeding out overly promotional content and spam. Avoid getting trapped in these filters by remaining genuine and personal with the content you share.

People don’t want to be sold something, they want to learn something

Think about the websites, blogs, emails and social media posts that catch your attention. Do they engage you because they are trying to sell you their product or service, or do they engage you because they offer information you deem to be valuable. I would imagine the vast majority of you responded with the second option.

Practice “personal relations” by first building trust with your potential customers. Give them useful information at no cost and with no obligations. As an expert in your field you should be grateful for any opportunity to share your knowledge.

Technology provides us with the ability to access information we need right at our fingertips which has evolved us into a society hungry for knowledge. Feed that hunger – and build trust in your brand – by offering useful information to your target audience.

Telling your story is what breaks through the noise and gets you remembered

If you have visited my new website, you will know that my PR philosophy is “Every business has a story. What makes yours stand out is how well you communicate it.” I truly believe in the power of modern day storytelling and I also believe that every business has a unique story or angle that can be their point of differentiation.

As the Public Relations industry shifts toward “personal relations,” telling your unique story is even more important. As a potential customer, yes we need to know what you do and how you do it, but we also now want to know WHY you do it. What inspired you? Where did you gather your expertise? Are you carrying on a tradition or legacy?

The answers to these questions are what will break through the PR and marketing noise that we are inundated with daily and help us remember why we want to do business with YOU over anyone else.

Do you agree or disagree that Public Relations has a growing emphasis on personal relations that is reshaping the industry? Share your thoughts by commenting below!

 
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Posted by on May 18, 2015 in Business & Success

 

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How to Get Comfortable with Getting Personal on Social Media

personal genuine real quote

If you’ve taken notice of how your personal social media accounts engage far more interactions than your business accounts – you’re not the only one. In particular, Facebook continues to make major changes to their algorithms that determine whether or not your content appears in people’s newsfeeds. The bottom line is that business pages are getting hit the hardest with the negative impact of these changes and personal accounts are becoming more and more valuable for reaching a broader audience.

Yes, social media is a vast unknown and a very public forum. It can be intimidating to think about how the content you put out on your social profile will live on for eternity. So while it’s more important than ever to be smart about what you post, it’s becoming equally important to be personal and genuine. This type of content is rewarded with far more views. Additionally, people feel more compelled to comment, like and share content that feels “human” – and not like a sales pitch.

If we want to better promote our personal brand, engage our core audience and grow our business, we need to shift our focus away from trying to “outsmart the system” with shady SEO tactics and tricky automated posting and toward quality, genuine content posted by us – a human. Moreover, we need to open up, get more personal and allow our fans and followers to connect with the person behind the business.

Let’s take a look at 9 ways to get comfortable with getting more personal on social media – in a safe and professional manner.

Speak to your core audience.

For the vast majority of us, we have far more connections on our social media profiles than we will ever have friends in real life. This is part of the beauty of social media, but also part of the downfall. It’s easy to get overwhelmed by the thought of your content reaching thousands upon thousands of people.

Who are these people, really? What do they think about me? Why do they even want to hear what I have to say? These doubt-filled questions can really do a number on your self-confidence and your willingness to share personal and genuine information about your life. Forget about these “unknown” followers and rather focus on your core audience – the people you know in real life or with whom you have built a meaningful relationship online. Talk to your supporters, your cheerleaders and ignore the opinions of all the rest. If they don’t like your content, they’ll weed themselves out.

Showcase more than just your “brag reel.”

Social media is fun because we can carefully frame all of our life events so that they appear far more fabulous and perfect than they really are. Not to mention how we are able to completely crop out the mistakes, bad days and blunders we don’t want people to know about.

But in order for people to get to know the real you, you have to share the good with the bad. This means letting people know when you’ve made a silly mistake, have a “case of the Monday’s” or are just in a bad mood. Not only does this make you more genuine, it helps people connect with you on a deeper level because, guess what, they’ve been there too! Best of all, you will find that your core audience will rally around you in support and help move you on to a more positive moment.

Be positive.

In sharing both the highs and the lows on your newsfeed, be sure to stay positive. Don’t rant or throw someone/some business under the bus. I have yet to see a scenario where this is ever justified – maybe between you and a close friend in a private conversation, but never on social media. Stay classy and stay positive. This will draw in other positive people and create a welcoming and uplifting environment in which you feel comfortable getting personal.

Mix in quotes with photos.

There are only so many selfies or photos of your food, pets and kids that you can share in a day without overdoing it. Mix up your social stream by sharing images that capture people’s attention and inspire them. Use quotes! Pinterest is a great source of quotes for any topic you can imagine that are already formatted into images. Build a small library as you have time so that the quotes are ready to go whenever you want to share them. Inspiring people is a powerful way to connect with them on a deeper level and build a loyal following.

Interact with your audience.

This one is so important! If you want to engage people on social media, you must give to receive. This means setting aside a finite period of time each day (and don’t go over!) when you browse your newsfeed and like, comment, share and follow content that interests you. Leave meaningful comments or ask questions. I can’t say enough about how important it is to be “social” on social media.

Don’t take yourself too seriously.

No matter how you slice it, selfies are always going to feel a little awkward, cheesy and narcissistic. Just have fun with your social media content! Make a funny face, crack jokes, be sarcastic and make fun of yourself from time to time. All of these things will help to make you real and relatable to your audience.

Not everyone has to be shared in real time.

Some days lend themselves to countless opportunities to share updates on social media. Vacations, holidays, weekends, birthday parties and other celebrations provide far more content than what our audience likely wants to see in a day (or an hour). Enjoy the moment, take those snap shots, but save some for later. Thanks to #ThrowBackThursday and #FlashBackFriday (or any day of the week, if you’re feeling bold), you can use these photos as content for another day. Whether or not your audience connects with your content really comes down to the caption, so make it clever and relevant!

Don’t tolerate trolls.

Even if you post genuine, uplifting content that shows your personal side, you will inevitably run into social media “trolls” who have no problem leaving biting comments while hiding behind their social media mask. This is my advice on how to handle such situations. If a comment contains a personal attack, profanity or untruthful information, you have every right to delete it and black the user. Just as you wouldn’t put up with being bullied in real life, don’t tolerate hateful and hurtful comments that are unsolicited.

Be personal while still being appropriate.

Finally, and most importantly, carefully walk the fine line of being personal while still being appropriate. It’s possible (and we’ve likely all seen it) to get too comfortable with sharing personal updates on social media. I’ve had everything from family feuds to detailed medical information voluntarily shared by members of my network. The best rule of thumb is to assume your grandma can and is reading everything you post. Make her proud by building a strong personal brand that is engaging and professional!

Do you choose to share personal photos and updates on social media? What are some of the reasons behind your decision? Join in the conversation by commenting below!

 
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Posted by on May 4, 2015 in Social Media, Technology

 

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7 Ways to Use a Press Release Beyond Pitching to Media

reuse press release

When a business has an exciting announcement, one of the most popular reactions is to issue a press release. Sometimes the news is indeed press worthy and you will earn a feature story, but more commonly it’s something that will never get picked up by the media.

So now you have invested your time and resources into creating a quality press release, but are left feeling like it was a complete waste. The good news is there are still a variety of ways in which you can get a bang for your buck out of this content. Here are 7 ways in which I encourage clients to utilize their press releases in addition to simply pitching it to media.

  1. Dedicate a section of your website to news and announcements

Businesses that find themselves frequently issuing press releases or making announcements should consider adding a dedicated “news” section to their website to archive this content. Upload your press release to the top of this page and also include a link to download the PDF version. Not only will this create fresh content for your website, it will also increase your press release’s visibility and SEO.

  1. Pull quotes and use on social media

Next, get that press release out on your social media accounts! The best strategy is to pull a few of the most compelling excerpts from your announcement and use them as a “teaser” to then direct people to read the full announcement on your website (once you get that “news” section added). Pull different quotes and update your social media accounts multiple times over the course of several days to fully promote your press release to your social networks.

  1. Post it to your blog

In addition to having a “news” section on your website, I also highly recommend starting a blog. This is the personal arm to your business where you can post valuable content that helps your customers get to know the people behind the brand.

Once you’ve issued a press release, alter it to function more like an editorial piece and post it to your blog. This means get rid of all the odd formatting of a press release, add a more creative, less “newsy” headline and weave in fun and personal elements into the content of the announcement. Include photos and relevant tags to increase readers’ interest and SEO.

  1. Promote it on Linkedin as a long form post

We talked about promoting this as a social media status update, but don’t forget about Linkedin’s long form post feature that is very valuable for promoting articles and announcements in full form. Use the content you posted to your website’s blog so that it appears more like an article than like a press release. Simply add your title, content and some photos and you’re ready to publish!

  1. Email it to your marketing list

Next, take your announcement and format it into an email template (by using an email platform like ConstantContact or MailChimp). Send this out to your business contacts and client lists. They should already receive regular news and announcements from you, so it makes sense that they would also be informed of this announcement as well. Include a call to action, if relevant, and link back to your website’s blog and/or news section.

  1. Include it in your printed newsletter

Many businesses have moved away from sending printed newsletters or publications, but some still do. If you’re a business who uses this as a marketing tactic, be sure and also utilize this to further promote your press release. Edit down the press release content to be a concise paragraph or two and compliment it with a compelling title. Then include this, along with other articles and announcements, in your next printed newsletter.

  1. Make it part of your annual report

Finally, for businesses who produce a quarterly or annual report, this is a valuable opportunity to also promote your press release. Take a similar approach to what you did for your printed newsletter and create a brief and to-the-point version of your press release. Include this in your “news and announcements” section of your report to showcase the recent milestones you’ve achieved.

BONUS TIP: So your press release didn’t get picked up by the media the first time you sent it out, well then try, try again! I’ve found value in waiting a few days after an initial dissemination and then slightly changing the subject line of both the email and the press release. I re-send this to the same media list and include a photo or two from the event (if one took place).

You never know if your first pitch hit a reporter on a bad day, got lost in a spam folder or the subject didn’t resonate with them. Re-sending just one more time will increase your chances of getting a press hit without becoming spammy or annoying.

What other tips do you have for getting the most traction out of your press release? Share your thoughts by commenting below!

 

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Oh What a Year! Top 10 Blog Posts from 2014

2014-year

At the end of December, it’s become a new tradition on the BPR blog to pause, reflect upon and highlight some of the best moments from the year gone by. As we say “Goodmorning!” on this last Monday of 2014, it’s only appropriate to again feature a top ten list of the best blog posts we published in 2014.

What exactly determined what blog posts made the cut? A combination of things really, that – let’s be honest – just boiled down to my personal preference. But there is some method to this madness. I wanted to include the blog posts that you, the readers, deemed most popular based upon web hits. I also included some blog posts that captured an important memory or milestone from the year. In many instances, these overlapped, making the selection quite obvious!

If you’re a frequent reader, join me on this trip down memory lane. And if you’re stopping by for the first time, perfect! You get to experience a whole year’s worth of our best moments in one blog.

  1. The Easiest Way to Find Your Passion

In our busy lives, we often lose sight of our passion and forget to devote time to cultivating this into each and every day. This post looks at the single question you need to ask yourself to truly understand your passion – and it’s not “What do you want to be when you grow up.” As we look toward the New Year, we could all benefit from revisiting this particular post…and looking critically at whether our lives align with our passion.

  1. 4 Ways to Make More Money Without Raising Your Rates

I had a lot of fun writing this one and it’s a wonder the topic didn’t come to me sooner! As an entrepreneur, I have to stay flexible and resourceful when it comes to earning a living. These four tips show you that simply slapping a higher price tag on your products or services isn’t always the best answer. Think outside the box with these expert tips!

  1. The 11 Most Annoying Email Personalities

For this blog post, I of course came up with quite a few of these most annoying email personalities based upon my own personal experiences. But I also turned to friends and family who had some great input on ones I missed by sharing their own horrifically frustrating stories. It’s comforting to know I’m not alone, but unsettling to know how common these personalities are! Take a look and tell me how many you’ve personally encountered.

  1. Why We Need Rainy Days

This blog post was written on the tail end of an absolutely gorgeous and invigorating summer. We didn’t have too many rainy days to speak of, which helped me stumble upon the realization of just why we need the rain to keep us balanced on a personal and psychological level. Now in December, I would love for the summer warmth, but looking back on this post was a good reminder to appreciate the weather we have and use it to keep you balanced.

  1. When an Introvert Takes a Family Vacation

2014 was the year of our first family vacation with a toddler in tow. What a different experience! In addition to the wonderful memories, I also gained the realization that family vacations as especially challenging for introverts who rely on alone time to recharge. I was blown away by home many of my readers could relate to this scenario. Thank you for helping alleviate my guilt for liking my solo time!

  1. 7 Ways to Effectively Manage Busy People

I’m a busy person and I live with two other busy people (an entrepreneurial husband and a toddler). Not to mention the many clients I serve on a daily basis. Communicating with truly busy people can be quite the challenge, but I’ve developed quite a few techniques for breaking through the noise. Check them out!

  1. At the Intersection of Passion and Purpose

This blog falls into the category of “2014 milestones” as it describes my physical, mental and emotional journey taking on a crazy GORUCK challenge while raising funds for rare disease research. When you have a Special Ops Cadre leading your team for 6 hours of military training, you can expect to be sore and tired. What I didn’t expect was how fulfilling and life changing this experience would be…beyond that single day.

  1. Life Lesson: 5 Ways to be Your Own Advocate

In this blog post, I shared a personal backstory as to why this topic is so important to me – and my career path. While I am not an outgoing, demanding or selfish person by nature, I’ve learned that at certain moments I need to do a better job of speaking up and going after what I want. These 5 ways to be your own advocate will teach you how to do the same.

  1. 8 Time Saving Hacks I Use Everyday

I haven’t mastered the 4-Hour Work Week, nor am I sure I want to, but I am a huge proponent of saving time by being smart and efficient. Work smarter not harder, right? This blog takes a fresh look at what I am doing right now in my daily life to save time as an entrepreneur, mother and wife. I swear that these tactics have helped me to “make” more hours in my day!

  1. 5 Ways to Build Your Personal Brand

Personal branding is a hot topic that calls for an expertise all its own. I’ve had the pleasure of working with many different clients and helping them to improve and market their personal brand. As a sole proprietor, I am my business’s brand, so I have also implemented these techniques on a personal level. What I like most, is that they are ones you can start doing today. You don’t need a grand budget, entire PR team or celebrity status. Your personal brand really comes down to telling your story in a way that connects with your audience.

There you have it! A sweet and condensed version of the 52 weeks of the BPR blog from 2014 transformed into a Top Ten list for your skimming pleasure. I already have some great topics on my “brainstorming list” cued up for the New Year, not to mention the many new milestones that will inspire topics I can’t even predict. I invite you to continue along with me on this journey of a 20-something entrepreneur!

What blogs or pieces from your portfolio represent your year? Share some of your most memorable moments from 2014 by commenting below!

 
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Posted by on December 29, 2014 in Business & Success, Life

 

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7 Ways to Better Promote Your Blog on Linkedin

linkedin logo cartoon

Linkedin has become a powerful tool for promoting your blog and other articles you have written. I’ve personally seen how Linkedin pushes new visitors to my blog every day – more so than any other type of social media I use, even more than my website.

But how exactly do you go about effectively marketing your content on Linkedin? It can be overwhelming to research and analyze what each of your connections is doing in an effort to “keep up with the Joneses” So I thought I’d make it simple for you. Here is a list of seven ways to promote your blog on Linkedin – at no cost and with a very small time commitment.

  1. Use the long-form post feature

In August, Linkedin made the announcement that all members would be allowed to utilize their long-form post feature, not just influencers. What this means to the mass majority of us is that we are now able to format an article or blog post (with title, photo, hyperlinks, everything) and post it as you would a status update. Additionally, this content becomes part of you professional profile, is shared with your connections, allows people to subscribe to follow your posts and shows up in search engines (on and off Linkedin).

Yeah, this is a pretty obvious and essential tool to take advantage of if you’re looking to promote your blog on Linkedin. One extra tactic I always include is that at the end of every blog post, I insert hyperlinked text that will take readers to the original article on my blog. You’d be surprised how many people click on that link and read through other posts on your blog.

  1. Make it a status update

Why make your blog just a long-form post? You can also share the link directly to your blog as a status update. Ideally, you should wait a few days to do this after posting your long-form post to maximize and prolong the impact. You can also share your link multiple times with a different question or comment to spark discussion.

The benefit of sharing the link to your blog as a status update several times over the coming days and weeks after publishing is that you will hit a different audience with each update. Depending upon what contacts are checking their Linkedin newsfeed at any particular moment, your multiple status updates will increase your reach and broaden your audience.

  1. Share it in relevant group discussions

Don’t overlook the power of all those groups you joined. You can join in meaningful conversation with fellow group members by sharing your blog. I’m a member of various groups; some are targeted at connecting with potential clients, some are targeted at connecting with fellow industry professionals and some are geographically relevant to my business.

Depending upon the topic of the blog I’m promoting, I carefully select the right groups. I don’t just blast out the link to every group out there, otherwise I risk looking “spammy” and turning off the audience I’ve cultivated.

  1. Include a compelling intro/question

Whether you’re sharing your blog as a status update or in a group, it’s most important to remember to craft a compelling introduction or pose a question to accompany the link to your blog. It’s absolutely worth the few extra minutes it will take you.

Think about what makes your blog relevant to each audience. Why should they care enough to read it? Don’t just say “Hey, look at my latest blog post!” Give them something of value or ask for their input. Once you begin implementing this tactic, you will be amazed by the increased number of views, likes and comments you receive!

  1. Comment on other people’s posts

You get what you give. This means if you want to increase your number of subscribers or comments, you must also become a subscriber and commenter. Make it a goal to subscribe to one new interesting Linkedin publisher a day and comment on three other people’s latest post. If that’s too ambitious, bump it back to every week.

No matter the frequency at which you engage with other people, it’s most important that you make an effort and do so consistently. Becoming a valuable member of the Linkedin publisher community is not only about sharing quality content, it’s about contributing to the conversation which includes engaging with the content produced by other members as well.

  1. Add it to your profile’s portfolio

As I mentioned above, Linkedin’s long-form post feature will automatically place your posts under the “posts” section of your profile. That’s great for promoting each individual post on Linkedin, but what about promoting your blog as a whole? You can and should utilize the “portfolio “section of your Linkedin profile by adding the link to your (wordpress, blogger, etc) blog. You can include a graphic with this to really capture viewers’ attention and bring your blog to life.

  1. Add it to your profile as a publication

Finally, be sure and add your blog as a “publication” on your Linkedin profile. This allows you to display your blog’s name, link, when you started it and a short description to give readers a feel for the type of topics you feature. This is a very professional-looking way to promote your entire blog while ensuring that it is always easily accessible to connections who visit your profile.

What other ways have you found to effectively promote your blog on Linkedin? Share your tips and tricks by commenting below!

 
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Posted by on November 17, 2014 in Social Media, Technology

 

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Twitter’s 6 Distinct Communication Networks and How to Utilize Them

Photo courtesy of Social Media Today

Photo courtesy of Social Media Today

Twitter is a vast ocean of information that is constantly being washed over with new content every second of the day. This fact alone can make Twitter feel like an overwhelming marketing tool or one that is simply impossible to keep up with. The fact is that you don’t have to keep up with it all. You only have to effectively connect with one of the several distinct communication networks that exist within Twitter to make an impact.

To better understand just how our communication strategy should shift when reaching out to these various groups of contacts, let’s take a look at the 6 different networks as well as how we can more effectively shape our message to appeal to them.

  1. Polarized Crowds

This communication network attracts some of the most heated and uncomfortable Tweet debates out there. You know what I’m talking about, the ones where 140 characters are flying back and forth with more sarcasm and passive aggression than any professional adult would dare to use face to face.

Polarized crowds make the social media world go round. It’s why divisive topics like pro-life/pro-choice, religion, immigration, gun control and every other political issue imaginable rank among the top trending hashtags day after day.

Polarized crowds are a great network to tap into if you’re looking to “poke the bear” a little. Stirring up a debate is an effective way to get your name out there – for better or for worse. Just be prepared to stay interactive with this network as responses will come at you faster than you might be able to handle and an unacknowledged Tweet is often assumed a concession.

  1. Tight Crowds

Opposite to polarized crowds are tight crowds. These are a network of Twitter followers that come together over a unified hobby or career. If you’re into social media marketing, for example, there is certainly a “tight crowd” to tap into for professional advice and discussion.

You can utilize the knowledge of tight crowds by regularly participating in live discussions. Research relevant hashtags or upcoming tweet chats and jump right in! Be sure and balance sharing information with asking insightful questions. Never has such a wealth of knowledge been expressed in rapid-fire mini-conversations.

  1. Brand Clusters

Brand clusters are fun because they are the cutting edge (if not bleeding edge) of anything trendy going on. This is a fragmented community, but very tight-knit when you hit upon a trend that a group of people are interested in.

You can easily identify potential brand clusters by watching what’s trending on Twitter at any given moment. Check out the hashtags to get in on this network and contribute some valuable information of your own that just might earn you some extra trendy clout.

  1. Community Clusters

Community clusters are exactly that, a cluster. You can often find them swarming around news events whether it’s local, regional, national or global. Community clusters are a great way to stay in the know of what is going on in a particular area.

Harness the power of community clusters by carefully crafting your content to what is most likely to interest them given their demographics and geographic location. Or find answers to particular questions – even public opinion – by joining in a tweet chat relevant to your topic of interest.

  1. Broadcast Networks

Next up is broadcast networks which include media outlets and famous individuals who are in the public eye. Public Relations professionals are most likely keeping a close eye on this communication network as they present relationships that could offer future publicity for your client or cause.

The best way to utilize the broadcast network on Twitter is to stay up to date and to offer meaningful information, when appropriate. Keep in mind that this network if most likely to be bombarded with news pitches and requests for retweets every minute of the day. They’ve become mostly immune to all the “noise.” Your best bet to breaking through is to first build a sincere relationship, only tweet when you have something really good to say and support them in return by retweeting and favoriting their tweets (with insightful comments, for bonus points).

  1. Support Networks

Finally there are support networks. These include companies or services with customer support and non-profit organizations who may offer emotional or medical support to their constituents. For the most part, the members of this network have a vested interest in helping you solve your problems. This is when one small tweet can go a long way to getting the support you need.

The best way to utilize support networks is to be kind, ask a sincere question or politely explain a problem and always, always use your manners! I stress this because it can be easy to get irritated when dealing with a customer service issue, but just as much as the problem is a reflection on the company, how you communicate with them is a reflection on your own brand.

Now that you have a better understanding of the 6 different types of Twitter networks, be sure and consider this information when planning your social media strategy. Who you’re trying target should shape your message and the way you approach questions/discussions. It can also help you organize your list of contacts to connect with them on a more personal level.

How have your social media efforts been impacted by Twitter’s distinct communication networks? Share your personal experiences by commenting below!

 

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The Power of the Written Word: Why Marketers Say Written Content Still Trumps Visuals

words have power

The saying goes that a picture is worth a thousand words, but it when comes to marketing and branding, experts say that written content is still king.

A recent survey from Social Media Examiner shares some interesting (and unexpected) insights into how marketers value social media and content. What really caught my attention was that even in a social landscape that appears to be dominated by visuals and graphics, it’s the written content that still has the greatest impact on sharing a message.

Over half of marketers – 58 percent – claim written content is their most important form of social content. Visual content – the next highest category – came in at just 19 percent. From there the categories become even weaker and more spread out.

But we know visuals grab our attention, so why should we care about these numbers? The results of this survey were from 3,000 marketing professionals that live and breathe social media every single day. They quite literally make it their job to try new trends and monitor the results. Regardless of what we feel is most effective, these people have the data to show us what’s really working. And they’re saying that even the most mesmerizing graphic designs will miss the mark without quality written content to back it up.

Really though, this survey isn’t telling us anything we shouldn’t already know. It’s simply bringing to light the obvious trends that may be so obvious we are completely overlooking them. Social media values (and rewards) original written content. Take for example, LinkedIn. They understand the power of the written word and that’s why they created a publishing platform where members can share their thoughts in an organized and attractive format.

In case you still need more proof to convince you of the importance of written content as part of your marketing strategy, let’s not forget about SEO. Search engines love original written content! Even visuals rely on written content in the file name and captions to help boost their indexing on search engines.

The Takeaway

This is an important reminder to not get lazy with our content and messaging. Your visuals and audio clips will grab your audience’s attention, but your message will be what makes them stay. So often I see a business or brand post beautifully designed graphics to their Facebook page only to combine it with a poorly written caption – or none at all. The difference between these visuals and ones that include a quality caption can be clearly seen in the interactions it receives.

Additionally, original written content is a valuable opportunity to give a voice to your brand or define yourself as a thought leader and authority. Better yet, use it to tell a captivating story!

And finally, there is absolutely still reason to share visuals alongside your written content. When combined, the two will grab the minds and hearts of your readers – and keep them coming back for more.

Do you agree or disagree that written content remains more powerful than visual or audio content? Share your reasoning by commenting below!

 
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Posted by on October 20, 2014 in Business & Success, Social Media

 

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