Public Relations & Social Media Insight
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Public Relations & Social Media Insight
Social media, PR insight & thought leadership - from The PR Coach
Curated by Jeff Domansky
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11 Times Companies Bowed to Customer Outcry

11 Times Companies Bowed to Customer Outcry | Public Relations & Social Media Insight | Scoop.it
The customer is always right, as these 11 companies learned the hard way.... Exceptional bad PR lessons...
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Inequality: A Nonprofit Social Media Best Practice | Colleen Dilenschneider

Inequality: A Nonprofit Social Media Best Practice | Colleen Dilenschneider | Public Relations & Social Media Insight | Scoop.it

Simply put, your organization’s fans and followers are not all of equal value to your nonprofit’s relevance and long-term solvency – and treating every ‘like’ the same way means purposely sabotaging your ability to achieve organizational goals through social media. Some types of fans and followers are much, much more important than others in terms of increasing amplification, spurring visitation (if you’re a visitor-serving organization) and inspiring donations.

 

Like most matters of organizational strategy, social media is about “knowing where your bread is buttered.” Many nonprofit organizations misunderstand the distinct importance of unique online audiences or individuals, and instead, calibrate their efforts to the average “potential supporter.” Forcing striations of unique audiences to a “mean” misses opportunities for deeper, more meaningful engagement with higher-value individuals and wastes precious resources trying to attract folks that aren’t likely to engage with your organization beyond a status “like.”...

Jeff Domansky's insight:

Target, focus, retarget, refocus. Social is simple. Or is it?

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Roger Allen Conner's curator insight, June 26, 2013 10:31 PM

Applying effective business strategies to social media results in a better return on investment. Nonprofits are stretched for time to dedicate to social media so making every time investment count is important. 

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Four Steps to Opening Social Media to Employees | The Buzz Bin

Four Steps to Opening Social Media to Employees | The Buzz Bin | Public Relations & Social Media Insight | Scoop.it
Compared to other industries, healthcare has been slow to adopt social media to engage employees. For many, their focus has been to use social media to market services to consumers and to engage with the community. But when it comes to employees, social media is considered a “hands off” communication tool by managers who fear it will impede productivity and create a hard to manage channel for employees to complain or share sensitive information. More importantly, it’s seen as a resource drain. For most healthcare companies, social media is managed by an already strapped public relations and marketing department who are lucky if they have one staffer dedicated to pushing out Facebook posts and monitoring Twitter. It’s time to change this thinking. Within each organization, there’s a PR army of ambassadors who are ready to share the good news about your brand. Likely, they are already doing so on their own social media properties. Why not leverage the power of this group to forward the company’s messages? Here are four steps to get you started....
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Communications Leadership Council » Reputation: 4 Steps to Safeguard Against Risk

Communications Leadership Council » Reputation: 4 Steps to Safeguard Against Risk | Public Relations & Social Media Insight | Scoop.it
...Effectively managing reputational risk begins with recognizing that reputation is a matter of perception. By definition, reputation risks arise when a company fails (or is perceived to fail) to behave in ways that align with stakeholder expectations. To manage reputation risk, leading communicators design systems to identify and address areas of potential reputation exposure. Smart teams don’t wait until a crisis hits to start monitoring their reputations, especially online reputations. Leading communicators also recognize that reputation risk is too complex and widespread to manage alone. As a result, these teams are equipping others across the organization to respond to and escalate risks appropriately. Those getting it right focus on four fundamental elements to create effective reputation risk management systems. The four elements include....
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Can Branded Content Marketing Help Publishers Survive? | SixEstate

Can Branded Content Marketing Help Publishers Survive? | SixEstate | Public Relations & Social Media Insight | Scoop.it
Great context for content... Should traditional publishers tap into the potential of creating brand-sponsored content in-house, or will it ruin their editorial credibility? In the March 21 Forrester report on “How To Build Your Brand With Branded Content,” principal analyst Tracy Stokes, who created the report along with David M. Cooperstein and Alexandra Hayes, noted that in today’s connected world, “traditional marketing vehicles” are increasingly ineffective in capturing consumers’ attention and keeping them engaged. Marketers, according to the report, should use “branded content to build the trusted, remarkable, unmistakable, and essential brand that will drive success.”...
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5 Inbound Marketing Methods that can Drive Traffic and Conversions | Kaiserthesage

5 Inbound Marketing Methods that can Drive Traffic and Conversions | Kaiserthesage | Public Relations & Social Media Insight | Scoop.it
Inbound marketing – or combining different online marketing processes such as SEO, content marketing, social media and conversions – has been one of the most effective ways to hit a site’s various business goals in one go, like driving more specifically targeted traffic, improving revenue and/or building a stronger brand mind share. Aside from involving practices that is measurable, utilizing inbound marketing as an approach to reach a business’ target audience (without disrupting their online activities) has proven itself to be very effective in terms of scaling and growing businesses in a shorter span of time. Some of the most known advantages of implementing these practices as a whole are: -Processes involved are cost-efficient and can be implemented in-house. -It works on almost any size of site/business and on almost any industry. -Can help cumulatively achieve business goals (like constantly generating traffic, leads, conversions), through all the past and current efforts done to improve the brand/site. There are so many tactics that you can choose inside the inbound marketing realm that can really help your business grow. Although, in this post, I’ve chosen to highlight a few strategies which I believe can really grow both traffic and conversions when implemented continuously....
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Sugar industry's secret documents echo tobacco tactics | CBC News

Sugar industry's secret documents echo tobacco tactics | CBC News | Public Relations & Social Media Insight | Scoop.it
A dentist uncovered a pile of confidential U.S. sugar industry documents that reveal use of Big Tobacco tactics to deflect growing concern over the health effects of sugar. When Cristin Couzens went on the hunt for evidence that Big Sugar had manipulated public opinion, she had no idea what she was doing. She was a dentist, not an investigative reporter. But she couldn't let go of the nagging suspicion that something was amiss. Her obsession started in an unlikely place, at a dental conference in Seattle in 2007 about diabetes and gum disease. When one speaker listed foods to avoid, there was no mention of sugar. "I thought this was very strange," Couzens said. And when a second speaker suggested sugary drinks were a healthy choice, she chased him down at the end of the conference to make sure she'd heard him correctly. "How could you possibly recommend sweet tea as a healthy drink?" she asked the speaker, who paused just long enough to say, "There is no evidence that links sugar to chronic disease," before he bolted out the door. Cristin Couzens publicized secret documents in a magazine article titled Big Sugar's Sweet Little Lies. (Eric Weber) "I was so shocked by that statement," she said, "I felt obligated to do a little bit of research, thinking perhaps the sugar industry had somehow had an influence over the lack of advice to limit sugar intake to prevent and control diabetes. That's what set me off."... Great investigation and storytelling in the public interest...
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Issues Management: Activism on the Menu for Kraft | The PR Coach

Issues Management: Activism on the Menu for Kraft | The PR Coach | Public Relations & Social Media Insight | Scoop.it

Never underestimate the influence of two Mommy bloggers and the power of online activism.

 

A recent online petition at Change.org, has gathered more than 278,000 supporters protesting against food dyes added to several popular Kraft macaroni and cheese products....

Jeff Domansky's insight:

A classic grassroots activist campaign against Kraft food dyes gains momentum. Lots of lessons.

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12 Content Marketing Ideas that Still Rock | Social Media Today

12 Content Marketing Ideas that Still Rock | Social Media Today | Public Relations & Social Media Insight | Scoop.it
Some people may argue that by concentrating more on content marketing, we are actually dragging ourselves one step further to becoming a content mill. ...Without stretching the truth, we can safely assume the fact that the very concept of web marketing, outbound marketing, social media marketing, search marketing or whatever it is, fall flat if we fail to add engaging content in it. In fact, content is the driving force behind all these marketing initiatives. But not all content marketing initiatives are great for the health for your online presence. Well I do not intend to confuse you; rather here I am going to tell you exactly the types of content marketing that actually work. Want to know more? Follow me then...
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15 Stats Brands Should Know About Online Video

15 Stats Brands Should Know About Online Video | Public Relations & Social Media Insight | Scoop.it

Video is becoming a must-have for brands that want to make an impression on consumers. Web video is seeing massive growth. Watching video online has gone from a niche activity to mainstream. With new devices, video everywhere has become a reality. The implications of online video’s growth for the digital advertising industry are huge. Sight, sound and motion is of utmost importance to brand advertisers. It can pull on heartstrings and entertain people the way banners have never been able to do. That’s led to Web video ads being the bright spot in an otherwise tough market for publishers. The big question is whether the growth in inventory will continue that trend. Here are 15 must-know stats on online video....

Jeff Domansky's insight:

More on the importance of video in your content marketing program.

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The Move to Native Ads in 2013: Think Outside the Banner | Social Media Today

The Move to Native Ads in 2013: Think Outside the Banner | Social Media Today | Public Relations & Social Media Insight | Scoop.it

...As this year’s newest addition to the marketing jargon handbook, native advertising challenges brands to think differently about both social engagement and advertising, and requires marketers to appeal to prospective customers in unique ways.

 

What are Native Ads?

 

Native ads place brand content such as videos, photos and articles directly into a site, such as Facebook Sponsored Stories; Twitter's Promoted Tweets; promoted videos on YouTube, and promoted playlists on Spotify and Rdio....

Jeff Domansky's insight:

Good look at the fundamentals of native advertising.

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How H&M uses Facebook, Twitter, Pinterest and Google+

How H&M uses Facebook, Twitter, Pinterest and Google+ | Public Relations & Social Media Insight | Scoop.it

H&M is rated as one of the world’s top 25 brands, so it’s a great candidate for one of our posts looking at how brands use the four main social networks.... H&M has actually gone to the trouble of publishing the basis of its social strategy online. It states that through social media “millions of H&M fans and followers share ideas and opinions and get quick answers to their queries.” It has official accounts on almost every major social network, including Chinese platforms Youku and Sina Weibo. Unfortunately my Mandarin is a bit rusty, so for this post I’ll just focus on Facebook, Twitter, Pinterest and Google+...

Jeff Domansky's insight:

Nice social marketing case study.

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When is an Explainer Video Right for My Business? | Business 2 Community

When is an Explainer Video Right for My Business? | Business 2 Community | Public Relations & Social Media Insight | Scoop.it
This article will introduce you to explainer videos. We will offer some good examples of how businesses are using explainer videos. Then we will talk about the right opportunities for using this type of video for your business.... Explaining explainer videos The clue is in the title. An explainer video is a video that offers an explanation to a customer. It may be a general explanation to your whole business, or it may be a specific explanation into how a particular product functions for example. Some good examples of explainer videos...
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15 Unapproved Ads That Got Top Brands In Trouble | Business Insider

15 Unapproved Ads That Got Top Brands In Trouble | Business Insider | Public Relations & Social Media Insight | Scoop.it

Ford isn't the only major company that has had to answer for a controversial ad it never wanted to go public. A series of Pepsi ads in Dusseldorf showed graphic images of a personified calorie committing suicide in various violent ways. The World Wildlife Foundation had to apologize when DDB Brazil created ads in which dozens of planes were shown flying at the World Trade Towers with the text, "The tsunami killed 100 times more people than 9/11." WWF said it never approved the ads even though they were submitted to various ad award ceremonies. Click here to see when big brands had to answer for huge ad fails ... 

Jeff Domansky's insight:

So many bad ads, so many bad PR lessons...

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Is There Room in PR for Content Marketing? | PR 2020

Is There Room in PR for Content Marketing? | PR 2020 | Public Relations & Social Media Insight | Scoop.it

How traditional PR professionals, firms and organizations can adapt, and retain relevancy, in the content marketing era.... The buzzword on every marketer’s lips this year is content marketing—and with good reason. Never before have brands been able to so easily transform themselves into de facto content creators through the use of affordable publishing and distribution tools, such as blogging platforms, Twitter and LinkedIn.

 

Meanwhile, the definition of what constitutes a traditional media outlet continues to be flipped on its head as websites, blogs and social media sites become go-to reads for consumers and key decision-makers. So, what does this shift in the way information is produced and consumed mean for the world of public relations? If audiences are more prone to read a Twitter feed over the New York Times, is it time for all us publicists to hang up our hats and call it a day?...

Jeff Domansky's insight:

Great question, interesting answers...

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The Real Reason Marissa Mayer Should Catch Flack

The Real Reason Marissa Mayer Should Catch Flack | Public Relations & Social Media Insight | Scoop.it
Many pointed to the fact that Yahoo!’s working mom CEO got flack when Best Buy’s working dad CEO didn’t as unfair for gender inequity reasons.... ...Yahoo! builds exactly the kind of products designed to help work-at-home employees. On its face, then, Yahoo!’s rejection of such practices for its own employees looks like a brand misalignment. I mentioned this in a previous article and it generated a Twitter conversation that I thought deserved more than 140 characters. Lest you think that I am supporting the shut-down of work-at-home policies, I’m not. I want to show you that the extent to which such policy changes are made intentionally, and communicated in ways that help reinforce the brand promise to employees and customers, even unpopular decisions can reinforce a brand’s market position. Best Buy will have an easier time of this than Yahoo! for reasons outlined below. Creating a brand that makes sense to the market – especially when a leaked employee memo can the internet ablaze as Yahoo!’s did – means you have to avoid the 2 biggest mistakes of internal branding....
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