On April 21, members of #TeamProsper attended The 10th Annual YouToo Social Media Conference at Kent State University to learn about developments and trends in social media and digital communication.
The conference opened with speaker Greg Josken, digital marketing and social media manager for Disney Theatrical Group, who talked about Disney’s social media strategy now that we’re 10 years into the social media “revolution”.
As Greg walked us through a few of his extraordinary projects, one particular lesson stood out: When applied correctly, social media can be a successful and cost-effective tool across all levels of engagement with your audience, from awareness, consideration, and conversion to loyalty and advocacy.
It was pretty crazy to think about where social media was just 10 years ago. Some major social platforms were still fairly new at the time.
- MySpace launched in 2002
- LinkedIn began in 2003
- Facebook launched for students at Harvard in 2003
- Twitter was born in 2006
Even crazier is the fact that online social networking has been around for more than 30 years. Check out this infographic by MarketingDirecto.com for neat facts about the past few decades of social media.
At “The Evolving Social Media Landscape – Pay to Play” breakout session, we learned how to make our ad dollars go further. Given the many changes to the Facebook algorithm and the decline of organic reach, approximately 80% of posts are not seen! So how do we ensure our message is reaching our audience? Through very targeted and affordable social media advertising. When developing content, it must be engaging, measurable, and have a purpose.
Another trend we must take into consideration when planning our social media strategies and advertising plans is the use of mobile. Mobile is taking over. Research shows that “57 percent of mobile users will abandon your website if it takes more than 3 seconds to load and 30 percent will abandon a purchase transaction if the shopping cart isn’t optimized for mobile devices.” It’s time to invest in mobile and the first step you can take is to make sure your website is optimized for mobile usage.
An afternoon session focused on the future of social media and interactive tech. How will virtual and augmented reality technologies impact social media and communications over the next 10 years? What’s the difference between the two?
Augment.com breaks it down for us:
“Virtual reality (VR) is an artificial, computer-generated simulation or recreation of a real life environment or situation. It immerses the user by making them feel like they are experiencing the simulated reality firsthand, primarily by stimulating their vision and hearing.
“Augmented reality (AR) is a technology that layers computer-generated enhancements atop an existing reality in order to make it more meaningful through the ability to interact with it. AR is developed into apps and used on mobile devices to blend digital components into the real world in such a way that they enhance one another, but can also be told apart easily.”
Some examples of AR and VR already being utilized today include Target’s Cartwheel app and Facebook Spaces.
So, how do we prepare for what the next 10 to 30 years will bring to social media? Be agile, be ready for change, and always remember that people want to do business with people. It’s important for brands to remain and be increasingly engaging and authentic on social platforms.
What does your future social media strategy look like? Email us if you need help or have questions!
As you finalize your content strategy for 2017, it’s important to recognize the value and importance of earned media in your plan. According to BullDogReporter.com, earned media placements “are regarded as the most influential sources of news and information when it comes to driving consumer opinions about brands and products and when driving sharing across social media and other platforms.”
So what is earned media? Brandwatch defines it as “the content and conversation around your brand or product that has been created by somebody else and published somewhere other than your owned channels.”
A white paper from Outsell, Inc. shows that “pull” methods are the most effective marketing methods, resulting in a shift away from intrusive tactics (“push” methods) to user-initiated behavior (“pull” methods).
Telling your story and explaining your ‘why’ is important, but having an influencer advocating for your brand builds credibility. Content published about your brand and secured media coverage give your brand third-party credibility. Earned media can also help your brand build trust with your community. When a consumer trusts a brand they are more likely to engage with it.
So how do you secure earned media? You need to go a step above sending out blanket press releases and media alerts. The first step is to do your research. Look at what your targeted influencers have covered in the past. What kind of stories have they published? What are they tweeting about?
Next, create a tailored pitch. Explain exactly why you think your brand or story idea will resonate with their audience. Then, build positive relationships with leaders in the industry. Ideally, by building a relationship with an influencer they will begin to reach out to you, making it easier for you to secure future coverage for your brand.
Leveraging earned content
So, you have valuable earned content. Now what? It’s important to consider how to leverage your earned content. After receiving permission to share, promote the earned content across all of your brand’s marketing channels to continue to increase the reach and impressions.
Focus on what happened after the earned media content was digested. Did readers to go the website? Like you on Facebook? Sign up for your newsletter? Make a purchase? Focus on engagement. You can also look at your share of voice. This will show you where you stand within your industry and against your competitors.
So what exactly does this all mean? Brands need to focus on content that engages their audience, and builds trust and credibility for their organization. Earned media has a proven track record of being able to do just that.
What role does earned media play in your strategy for the coming year?
When you sit down to write, what is your first thought? Is it the topic you’re writing about? Your audience? How often do you think about your level of writing?
PR practitioners are writers. As with many other authors, much of our focus is writing for our audience. So what reading level is optimal when writing?
How to assess your writing level
A variety of components go into measuring readability, including syllables, sentence length, and other proxies for vocabulary and concept complexity.
The Flesch-Kincaid Grade Level formula is one readability test that calculates a grade level based on sentence length and the amount of three-syllable words within a given text. Also, sites like Readability-Score.com are an easy tool you can use to measure the readability of your writing.
Readability or complexity?
Research says writing somewhere between a 4th to 8th grade level will allow you to reach the largest audience.
“Copy that’s 4th to 6th grade level is barrier-free and can be read quickly and comprehended well by all adult readers,” according to blogger Jeff Brooks.
For blogs, you can get away with writing at an 8th grade level.
Contently explains that by keeping your writing simple you have the opportunity for a larger reach. “The other lesson from this study is that we should aim to reduce complexity in our writing as much as possible. We won’t lose credibility by doing so. Our readers will comprehend and retain our ideas more reliably.”
Writing for your audience
In addition to making sure you simplify your writing, it’s also important to consider your audience. If your goal is to reach a large, diverse audience, you should aim for a lower level. If you’re developing a newsletter that will be distributed to a highly-educated audience, your writing can be more sophisticated.
To sum it up, write simply and keep your target audience in mind while writing in order to communicate most effectively.
You did your research, you nailed your interview and you were offered your dream internship. Now what? How can you ensure you have a successful internship?
Follow these five tips to impress your supervisor and optimize your time as an intern:
1. Treat your internship like a real job
2. Set goals
3. Ask smart questions
4. Get to know your coworkers
5. Challenge yourself
Treat Your Internship Like a Real Job
Above all else, acting professionally should be your top priority if you want to leave a lasting impression. This includes being punctual, dressing appropriately and following proper office etiquette. Being professional will show your supervisor you’re taking your internship seriously. It can also lead to a killer letter of recommendation (a powerful tool that can help you stand out when searching for a full-time job).
It’s also crucial to always, always, always turn in projects and assignments as if they were going directly to a client. Don’t expect your supervisor to check your grammar and spelling for you.
When we begin working with new clients, one of the first things we do is set goals and review expectations. An internship should start the same way. Meet with your supervisor to review your personal goals and clarify expectations. What is expected of you? What would you like to accomplish during your internship? This is the time to let your supervisor know what projects you’re interested in working on during your internship (Tip: think about what you would most like to showcase in a portfolio).
Ask Smart Questions
Don’t be afraid to ask questions (preferably ones that can’t be answered with a simple Google search). Asking questions shows you’re engaged and eager to learn. So speak up!.
Get to Know Your Coworkers
Take the time to get to know as many of your coworkers as possible. Networking is invaluable when it comes to searching for a full-time job. Building strong connections can also help when it comes time to ask for that invaluable recommendation letter. Learn about other positions, ask your coworkers how they got to where they are now and inquire about what else you can do to make yourself more marketable to employers.
The goal of your internship should be to learn and gain valuable real world experience. Don’t waste your time – or your employer’s time – texting your friends or scrolling through social media. Truly focus on developing your skills. Take on new projects, introduce yourself to someone in a different department or make a suggestion at a big meeting. Great things can happen when you step outside your comfort zone.
Looking for more advice? Check out our blog to see what two former interns had to say about their experience at Prosper for Purpose.