PR Niblets

Monday, March 2, 2015

Going Global: Google Style


As you may have known from our previous blog posts, we kind of love to talk about social media. So of course we were thrilled to be the first hosts for a monthly series of webinars organized by our friends and global public relations partners, PR World Alliance, where we discussed optimizing LinkedIn company and brand pages.
 

While we may have been talking about LinkedIn, we also ended up getting a crash course in the social world of Google. As we were expecting a number of attendees from countries all over, we decided to use Google Hangouts on Air, an easy and free service that allows anyone with a webcam and microphone to become a virtual radio/TV host and anyone with a computer screen to tune in. Streamed from our headquarters in New York on February 19, we were joined by attendees from countries including Turkey, Italy, Canada, Sweden, France and Greece.

The page for our scheduled hangout came with its own private message board where the invited users could leave notes and messages. Leading up to the webinar, we used this as a way for us to leave tips for attendees or for them to tell us they were participating. Once the presentation began, we kept this open dialogue running by regularly checking in and asking attendees to post questions to the page. This allowed us as hosts to interact with the viewers and also let each attendee interact with each other. Rather than a one-sided conversation, the webinar became a social dialogue where each attendee could share his or her own tips and tricks. The U.S. was responding to Sweden, French was responding to English… no form of communication was off limits.

Throughout the webinar we discussed some of our favorite tips and best practices for LinkedIn. We walked through the required steps of creating an active company page such as selecting administrators, encouraging employees to link their current positions and outlining a rich company overview. We shared insight on what makes good content and how adding multimedia elements strongly drive engagement. We also introduced the webinar attendees to some of our recommended social media management tools such as Hootsuite and Buffer, which allow an administrator to schedule and queue posts; and Bitly, which shortens links and provides additional click though analytics.

In the end, even though Feintuch Communications was in front of the camera, each attendee had their own voice and role in the event. A big thanks to PRWA for letting us share this presentation and to all those who attended and shared their questions and advice!

You can view an archived cast of our first webinar and join our global conversation through the PRWA LinkedIn group.

Thursday, February 12, 2015

Free Advice -- Worth What you Pay for It

This guest blog is written by Peter Walker, FNIPR, FCIPR, Chartered Public Relations Practitioner.
Mr. Walker is senior partner in PIELLE Consulting, Feintuch Communications' UK-based partner in the PR World Alliance. The blog post originally ran in PRO PR Magazine (Croatia) in Croatian and is soon to be published in Nigeria and Ghana.

Yesterday my doctor complained to me that she was worried at the number of patients who now came to see her armed with their own diagnosis of their ailment together with a list of treatments they wanted her to give them. It’s the internet she said, easy to access, free, just type in a set of symptoms and there you are, a menu of illnesses and a set of treatments. Instead of being respected for my six years specialist education and training, Wikipedia and websites are making me redundant in the eyes of my patients.

It was tempting to tell her that she had just joined the real world of professional advisors and the world where, thanks to Google, everyone is an expert and firmly believes they can do most jobs as well as a properly trained and experienced expert. Just ask any experienced public relations manager. It isn’t helped by those, among the ranks of every profession, who take a great delight in suggesting that flair creativity and personal genius is all you really need. Education, training and expertise born of experience is as nothing. It is particularly true in the world of the media what price a properly trained journalist with clear editorial standards in a world of the ‘citizen journalist’ When the immediacy or Twitter, Instagram and any number similar web based platforms are taken seriously and become the basis for Government policy and legislation it is about time someone sounded a warning. Are these really the expressions of the majority or, as is more likely, are they are the vehicles of self promoters, pressure groups, big business interests, and a host of vested interests?

During the so called ‘Arab Spring,’ the world was awash with Tweets, mobile phone videos and pictures. No-one questioned their provenance or suggested they were part of a propaganda war; only later did the truth emerge. Far from demonstrating that the youth of the Middle East were using the internet to shape a democratic future -- in reality the vast majority of the social media traffic was coming from vested interests promoting revolution from outside the countries where uprisings were being fermented. Professional journalists trained to answer to editors, check sources and certify the information might just have
provided a more balanced picture. Instead spurred by what they saw a commercial competition they joined in the battle as herd instincts took over to confuse and confound the watching, reading world. 

Contrast that position with the protests in Turkey in August 2013 when that Government proposed building over a park in Istanbul. Trust in the national and some international media fell to about 20 per cent and social media became the most relied on sources of reliable information. The circulation of newspapers dropped and with the drop came the loss of advertising revenue.

Only Government and Government agency advertising kept some of them afloat. The difference here was that under 20 per cent of the social media traffic came from outside the country and then it was clearly coming from expatriate Turks in the UK, Germany, and the rest of the world. A salutary reminder perhaps that professional advice and comment still has a real and important value.

Reflecting with some amusement on my Doctor’s despair, Linked-In this morning reminded me not to be smug. There, as the first entry in the PR community section I read on my phone, was an appeal by the managing director of a small electrical business for advice on where he could get low-cost public relations. He explained his was a small business and by inference couldn’t afford a real professional consultancy.

For a while I was tempted to suggest that he got a management handbook out, started out by defining the firm’s commercial, social and corporate objectives, and then thought carefully about just what he wanted a public relations programme to achieve for him, his business and as a contribution to the future he had defined. Then to think hard about what sort of budget he could afford to invest in the firm's future. Do that and he could have had a sensible conversation with a professional advisor about the art of the possible and advice on whether his aspirations for public relations were actually achievable.

We don’t know and probably won’t ever know whether what he wanted was just a few moments of photo-op glory in a trade paper, on local radio or TV on a slow news day and with a bizarre or creative enough idea a national newspaper might pick it up. Vanity has a value but for the professional advisor clear management based objectives are a better guide to shaping, managing and measuring the effectiveness of the programme. Did footfall into the store increase, have the reps on the road found that the company name and product is familiar to buyers – has making the sale become easier as a result of the planned and sustained public relations activity. Has recruitment and job applications increased, is staff retention high? In short have the objectives you defined and were then factored into the public relations programme been met?

It doesn’t take a fortune and it does not need a genius. It does require a manager who knows his business, has clear plans for its future, has defined his objectives and his budgets.

The next step and it is a difficult one is finding the advisor, the firm with whom you are comfortable professionally and whose advice you believe you can trust. There is no alternative to taking the time to research and then setting up and structuring the interview. If you believe that a beauty parade of companies each given up to an hour to convince you is the best way to select the people into whose hands you are entrusting the reputation of your organisation then go ahead.

But the smaller the budget the more time you should invest in interviewing the small number of likely candidate firms or individuals your research should have identified. A series of discussions rather than ‘pitches’ from a  professional advisor on how they would plan a properly planned and professionally managed public relations programme that responds to your commercial objectives and  can contribute to sustaining the present and realising the future is probably the best way to go.

When NASA was upgrading its computer systems some while ago they froze. Nothing the assembled array of computer engineers could do to restart the programmes on whose effectiveness the lives of astronauts -- let alone the prestige of the USA relied. In some desperation about the heritage programmes thought to be the cause, they sent for a long retired NASA computer engineer and flew him in from the wilds of Nebraska to take his advice.

On arrival he spent about three hours checking the programmes and coding asked for a small rubber ended hammer and walked over to the bank of servers and after ten minutes careful inspection he took the hammer in his left hand he gave a gentle but firm tap on the casing of one of the servers walked back to the desk asked for the system to be rebooted.

No surprise the upgrades started to load. Having seen them installed and satisfactorily operating, the question of his fee was broached. $350,000 was the reply, no surprise there was a clear objection at what one manager saw as a preposterous rate for just 4 hours work and 7 hours travelling time in a private aircraft sent by NASA.

"All you did was tap the casing and any fool could have done that and it could have been done for free.” Yes said the retired engineer but this fool spent 10 years in college and 30 years at NASA learning just where on the casing to tap.

There is plenty of free advice out there, most of it, worth what you pay for it. Any professional, even my doctor, can do more with an informed and well-briefed client, customer or patient. But every manager should be clear about their objectives and keep value rather than cost in mind when looking for a professional advisor particularly when the reputation of the organisation is involved.
# # #
 
A former President of the Chartered Institute of Public Relations Peter Walker is a Freeman of the City of London. After a period in advertising, management consultancy, UK and European Government then as Secretary to the Board Pubic Policy Committee of one of the UK’s largest multi-national groups, he joined Pielle as one of the founder partners in 1980 and is a board member of the Public Relations World Alliance. An expert in international risk and issue management, Corporate Responsibility, community relations and governance his advice is sort on national and international public affairs and public relations programmes  that protect and promote business, brand ,individuals organisations and governments.
 
 
 

Tuesday, October 7, 2014

Social Media Grad School: Our Favorite Tools

The following is part of a series about understanding social media

Now that you’ve graduated social media 101 on platforms like Facebook, Twitter and LinkedIn, we’d like to share some of our favorite tools to take you from beginner to social media extraordinaire.




Bitly – Let’s start with one of the most simple social media tools available out there. Bitly at its most basic is a link shortening service. This type of service is particularly helpful when sharing content on Twitter as it reduces the number of characters in your link. This means you have more characters to use for your own commentary. Other common link shortening services include ow.ly and TinyURL. Anyone can use Bitly without signing up for an account. However, a Bitly account allows for better social tracking as you can view how many people clicked through to your link.


Hootsuite – Hootsuite is one of the most popular social media management tools available today. Hootsuite allows you to schedule posts across a number of social media platforms such as Facebook, Twitter, LinkedIn and more. Posts can be scheduled with a specific time or in a bulk, automated queue (the latter feature is only available with a paid plan). Hootsuite also has an extensive dashboard to monitor your social accounts. You can set up feeds to watch Twitter mentions, trending topics, Facebook posts… anything your social media heart desires.


Buffer – Buffer is very similar to HootSuite in that it allows you to schedule posts across various social media platforms but in a much simpler format. While Buffer does allow time-specific scheduling for posts, it also allows you to set up a queue of content to be posted throughout the day at pre-selected times. Buffer accounts are available for free or on a paid, premium basis. One downside to a free account: you can only add up to ten posts in your queue.

Topsy – Topsy is a great tool for discovering the social reach of a link. While Bitly analytics show how many people engaged with your link, Topsy shows how many people have shared a link. Perhaps the most helpful element of Topsy is that it searches beyond proprietary sharing. Even if someone copies and pastes the link into their own tweet rather than retweeting yours, Topsy will find it.


What are your favorite social media tools? Share with us on Facebook or Twitter or even pen your own guest blog.

Monday, September 29, 2014

LinkedIn 101: Business Goes Social

The following is part of a series about understanding social media

Now that we have a solid grasp on using Facebook and Twitter, it’s time that we tackle the lesser known platform of LinkedIn. While LinkedIn has become an important tool in terms of individual professional development, it is often underutilized when it comes to brands. What sets LinkedIn apart from giant social media platforms like Facebook and Twitter is its emphasis on business. This makes LinkedIn a prime tool for B2B brands. Let’s jump right in.



Employees as Brand Advocates - One of the best benefits of LinkedIn for a company is that you already have a built in audience: your employees. When employees update their profile and list your company as their place of employment, they are automatically connected. This improves the quality of your page immediately by listing the number of active employees on LinkedIn and making your page appear more complete.

In addition to simply appearing on your page, employees can be useful in advocating for your brand. Sharing content that your employees believe in and support increases the likelihood of them engaging with the company page. When employees share updates or information from their company, it demonstrates value in what your brand is saying as well as provides you with further reach.

Thought Leadership – As LinkedIn is typically seen as a more professional social media platform, it provides an opportunity to truly engage with peers in your field. This is where it is most important to refrain from too much self-promotional material and follow the 80/20 rule: 80% of content should be value driven while 20% ties back to your company. This is an easy rule of thumb that helps demonstrate thought leadership in your industry instead of self-serving promotion.

Multimedia – As we learned in Facebook 101, including multimedia-rich content increases chances of engagement. This is just as true with LinkedIn. Including links, images and videos in your page updates significantly drive engagement. In fact, according to LinkedIn, including a link can drive twice the engagement than a post without one, images result in a 98% comment rate than posts without, and links to videos typically see a 75% higher share rate. You can’t argue with those numbers.
 
Cross-promotion – While Facebook and Twitter may be more consumer-facing than LinkedIn, if you’re creating content of value, it will be applicable to various audiences on different platforms. If you have a following on one or more existing platforms, leverage that to introduce audiences to your LinkedIn page so they can engage with your company in a holistic and all-inclusive way. In the same vein, use your LinkedIn page to promote and drive traffic to existing company pages such as a branded blog.

Have any thoughts, comments or questions? Connect with us!

Monday, September 22, 2014

A Week without Connectivity: Ireland Edition



I recently returned from a vacation in Ireland, which is probably one of my first real vacations since entering the professional workforce. Sure, I have been to the beach and taken a few domestic trips here and there to visit friends and family, but this one was different. I was planning it all from start to finish (with the help of a small group of friends, of course) AND it was in a foreign country. We had a game plan: Itineraries, run-of-show packets with tickets for pre-scheduled activities, printed maps/directions for every leg of our trip, etc. The one thing we didn’t anticipate: Internet bandwidth.


The last time I was in Europe, the iPhone didn’t exist and cell phones were a means for calling on-the-go, rarely texting. I knew I wouldn’t be able to text or call my friends like normal, but I had always heard that WiFi was readily available in Ireland for periodic check-ins. This is true EXCEPT when 50,000 college football fans come to town (Yep – that’s right, we went to Ireland to watch American football). 

We all seemed to travel back a decade to “survive” without our mobile devices. That meant:

Making a plan and sticking to it. At any given point in the trip, we had anywhere between five and 12 people that we were coordinating. Rarely did everyone want to do the same thing at the same time… and we had no cell phones to text or call to meet up somewhere later. Instead, we designated specific meeting spots and times to meet. (Time is a difficult concept for many of my friends, but without the distraction of being connected, it was never an issue!)


Our trip mapped out
Having a conversation over meals. I try to do this in my everyday life, but it becomes more and more difficult to not pull up emails or texts during a dull moment of discussion. After spending six days with the same four people, the conversation begins to fade. Many times we found ourselves also striking up a conversation with the friendly table next to us; something that rarely happens these days in NYC. 

Reading a map…and navigating. All of us are pretty reliant on GPS systems these days. But luckily, we had printed maps and were always sure to plot the trip before we hit the road, marking key exits and turning points. As a driver, it’s stressful enough having to drive on the left side of the road from the right side of the vehicle. The last thing you want to think about is where to exit in the next roundabout.

Peace Wall in Belfast, Northern Ireland
After the initial shock of being cut off from the hustle and bustle back home, we quickly embraced the lifestyle of not being connected and enjoyed the endless views and rich culture of Ireland. In just one week, four friends and I road tripped around Ireland and Northern Ireland visiting Dublin, Midleton, Killarney, Dingle, Galway, Belfast and everywhere in between. The endless views were priceless and the memories are surely to last forever.

What would you miss if you were without a smartphone for a week?
 
Cliffs of Moher


Wednesday, September 3, 2014

Facebook 101: It's All About Engagement

The following is part of a series about understanding social media

Now that we’ve learned all about the symbols and acronyms on Twitter, it’s time to handle the other blue beast of social media:  Facebook. While Facebook may seem a little more straightforward than Twitter, due to the longer post availability and easier to understand terminology, there is quite a lot to learn when it comes to running a corporate page. Let’s get started!



Engagement – Engagement is an all-encompassing term that refers to anytime a fan “likes,” shares or comments on your content. This is the most important part of using Facebook for your brand as it increases visibility. When a fan engages with your post, it becomes visible in their timeline to friends that may not already like your page. This is a great way to gain new fans without spending ad dollars.
  •  Like – When a Facebook user likes your page, they are opting-in to become a “fan.” This means that they are more likely to see your content directly from their Facebook homepage; however, it is not a guarantee. Facebook is consistently changing its algorithm so users only see the most up-to–date and what it considers “relevant” content. This means it is important to share relevant content frequently.
  • Comment – When a fan wants to directly interact with your update, they have the ability to comment. One of the easiest ways to encourage fan interaction is to add a question into your update. This encourages fans to respond and share their answers to your inquiry.
  • Share – Sharing is likely the most coveted form of Facebook engagement for brands. When a fan shares your content, they are republishing it on their timeline for all of their friends to see (this is kind of like a RT, explained in Twitter 101.)


Multimedia – Facebook users are highly visual, social media consumers and respond well when posts include some element of multimedia. When an update includes a photo or a video, users are more likely to pay attention and engage with your content. The key here is add compelling multimedia content that supports your brand’s look and feel (e.g. voice) and not just use any random photo or video -- otherwise users may feel like your content is not worth their time and attention. Always ask yourself what this content has to offer your fans before sharing.

A sample graph of Facebook’s week and time insights

Analytics – Facebook’s built-in analytics system, like its algorithm, is continuously changing and improving. This system can be extremely beneficial to brands in learning just how to target their key audiences. One very key piece of data that Facebook provides with its analytics system is what days and times fans are active on Facebook. By pinpointing when your fans are online, you can rearrange your posting times to increase your chances of engagement.

Audience – The most important aspect, aside from the various terms and tactics, necessary to understand how to properly use Facebook is your audience. The target audience for a consumer brand is immensely different from that of a B-to-B company. However, Facebook can be an important tool for companies in either of these categories. According to Pew Research Center, 71% of online adults use Facebook. By neglecting this wide of a segment, you may be missing out on quite a bit of business. The key to maximizing Facebook is to know your audience and provide content relevant to them, whether it is a consumer or another business.


Have any thoughts, comments or questions? Engage with us!

Monday, August 25, 2014

Twitter 101: Decoding the Language


This is part one in a series on understanding and using social media

In these days of social media frenzy, it’s hard to avoid the little blue bird of Twitter, a microblogging site where individuals can post short social updates using up to 140 characters. Everywhere you look is hashtag this, RT that. But with all those symbols and acronyms, it can get a little confusing. We’re here to explain the basics; welcome to Twitter 101.



@ - Let’s start with the most basic element of twitter: the “at” symbol. Twitter users are identified by a username which, when used with the @ symbol, becomes a sort of call sign.

When you include “@username” within a tweet, that user receives a notification. There are two different reasons to include someone else’s username in your tweet: a mention or an @ reply (hang in there; we’ll explain below).

Mention – A mention is when you, well, mention another user in your own tweet. This type of message is shared publicly on your stream.  

Example: “Just read an awesome blog post from @feintuchcomm on how to use twitter”

This is slightly different from…  

@ Reply – An @ reply is used for a more private, direct comment to a user that still appears on your stream. When you include the username at the very beginning of the tweet, your update is not automatically visible to your followers.

Example: “@feintuchcomm Enjoyed yourer101 from @feintuchcomm"from @feintuchcomm!"are sent with the same hashtag, the topic starts to trend post today on using twitter language!” (only shows up to @feintuchcomm)

DM – A DM, or direct message, is essentially a private @ reply. Direct messages come in handy when you want to interact with another twitter user but don’t want it to appear on your stream.  

Example: DM @feintuchcomm “I really enjoyed today’s blog post and would love to discuss this topic further. What is your email?”



RT – A retweet is a direct, verbatim share of someone else’s tweet. There are two ways to do this --  manually or automatically. A manual retweet is when you copy and paste the original tweet and preface it with “RT@username”. This allows you to share the tweet and add your own commentary, characters permitting. An automatic retweet is when you click the twitter icon which allows the original, proprietary tweet to show up in your stream.

Example: “Great! RT @feintuchcomm Check out our latest blog post about twitter lingo and learn what @, DM, RT and others mean”

MT – MT, or modified tweet, is just a retweet with a few minor tweaks. A modified retweet is most often used when you want to share someone’s tweet or add commentary but have too few characters to do so.

Example: “Educational post about twitter terminology MT @feintuchcomm Check out our latest blog post about twitter lingo”

h/t – There are two debated meanings for the abbreviation “h/t” but they both share the same meaning. h/t is shorthand for either “hat tip” or “heard through.” This is a way to give credit to someone for bringing a topic to your attention.

Example: “Finally understand all the twitter terminology like RT and DM. h/t @feintuchcomm”



# - Finally, the hashtag, or as it’s originally known to most non-millenials, the pound sign. Hashtags are sort of like the @ for a topic. When you add a # sign to any word or phrase it becomes an easily searchable term. Hashtags are useful in grouping tweets related to a certain topic and for searching for tweet topics. If a hashtag appears in a large quantity of tweets, that topic begins to trend.  

Example: “Informative post on #twitter101 from @feintuchcomm”


Have any thoughts, comments or questions? Tweet us!