Category: Technology

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How to Elevate Your Social Media Content

By Kate Templeton

Social media is an important tool to build engagement online. When using social media to advance a brand or company, digital strategists are encouraged to create a content calendar and post variations of the same themed posts each week. Routine is necessary in social media planning; however, it is important to switch up content to gain traction and keep audiences coming back. Here are a few ideas to elevate your social media content:

Infographics
An infographic is a tool used to display information in a digestible, visual manner. They answer the following questions: What is the problem? What is the solution? What do you want your audience to do? A successful infographic is unique, simple and creative, yet provides a targeted message. They help enhance social media content by allowing viewers to engage in information that may be too complex in traditional writing.

Instagram/Snapchat Stories
Instagram and Snapchat are the front-runners of mobile social media. Both platforms have developed story features where users can post a series of photos or videos for 24-hours. Organizations can use stories to expand their digital content and audiences, as story user demographics skew younger. Brands can post behind-the-scenes footage from an event, incorporate geofilters on Snapchat, and run polls on Instagram to increase user interactions.

Contests and Giveaways
Holding contests, giveaways and sweepstakes is a strategic way to engage users and advance a brand’s digital following. Before holding a contest or giveaway, it’s important to read up on rules and parameters to ensure it goes smoothly. This Adweek article has some helpful tips to help you learn more about creating a successful social media contest that will increase followers and brand awareness.

Live Video
Live video has become a valuable tool for creating interactive social media content. They create a sense immediacy and allow viewers to interact with comments and reactions in real time. Live videos are also favored algorithmically on social media platforms and notify followers when you go live. Since there’s no going back once you hit go on live video, planning is essential to make sure everything goes off without a hitch but it’s also important to remain spontaneous and genuine. As this Convince and Convert article puts it, “plan but don’t produce.”

Now go out and create genius social media content that will greatly benefit your client and enhance your PR work!

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What You Need to Know About Social Media Analytics

By Sierra Goodman

Social media analytics is a measuring tool that helps professionals monitor their digital audience and performance. Analytics allows them to see what strategies work and what strategies don’t in order to use the platforms as efficiently as possible. Reading and understanding these numbers can be a bit daunting and difficult to interpret. As rising PR professionals, social media analytics can bolster a resume and portfolio with quantifiable results. Here is what you need to know about social media analytics:

Reading SM Analytics

Filtering through all of the noise is the first step to categorize the information and understand what is and isn’t important. Facebook and Twitter provide free built-in analytics through the platform. If you are looking for deeper insights, you may want to consider “freemium” social media management applications such as Google Analytics, Meltwater, Hootsuite, and Buffer. Many employers use these programs to help clients run their social media accounts and set goals.

While these programs will do some of the legwork, running a social media audit by categorizing past post into themes (videos, links, photos, etc.) will help you determine which themes produce the best results. This, in turn, will help you figure out which content to invest more time and energy. For example, you discover that over the past three months, posts about new products receive significantly more likes and shares than events. This could help you and your organization pivot to create more content that your viewers like to see.

Reach VS. Engagement

Reach and engagement are often confused to mean the same thing. Reach refers to the number of people that have viewed your post while engagement is all the likes, shares and comments your post has received. Engagement may be oddly high at times — when this happens some investigation may be needed. Perhaps a post went viral or became popular for a reason. The high engagement will affect your data for about a month until it gets back to normal. This occurs because of Twitter, Facebook and Instagram’s algorithms that send posts with high engagement to the top of people’s feeds.

Boost Your Portfolio and Resume

It’s a competitive world out there and social media analytics can help boost your resume and portfolio with tangible results. Running the social media account for a club, organization, nonprofit, or even your own professional accounts will show employers your social media knowledge extends beyond personal use.

When you first start tracking analytics, be sure to record the number of followers and the average post engagement and reach. That way you can determine how you have increased followers, engagement and reach over time. It is one thing to say you “increased social media presence” but you offer more credibility if you can say that you increased followers by 25 percent and the average engagement by 30 percent over a six-month period. Plus, you can turn your results into an infographic to make your portfolio aesthetically pleasing.

If you want to learn more about social media analytics, sign up for Kelli Matthew’s strategic social media class at the SOJC.

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UO PRSSA’s Top 20 Twitter Influencers

It started as a simple question to a professor: “Who should I be following on social to keep up to date on the industry and learn more about PR and media in general?” From there, it blossomed into an idea to compile a list of people and companies students in the SOJC should be following in order to learn outside of the classroom. Each account was chosen by professors in the SOJC (with a few bonuses added by myself) and includes a small blurb about why students should be following. In no particular order, these accounts will give students a diverse range of profiles so they can learn about the media climate, techniques to use and the wonderful, crazy world outside of Eugene.

Lydia Polgreen: @LydiaPolgreen

She is the editor-in-chief of The Huffington Post. She is believed to be the first woman of color to head a major news organization. She has an international perspective as a former foreign correspondent who grew up in Ghana. She was quick to adapt to digital news and is a prolific Twitter user. She’s working to reenergize a newsroom that had previously had only one editor—Arianna Huffington, the organization’s founder.

Fast Company: @FastCompany

Originally a monthly magazine, now a popular news website, Fast Company focuses on business, technology, and design. Fast Company operates as a network of websites online that focus on a variety of issues from the environment to the economy. Students should follow if they are considering entrepreneurship in their future.

Recommended by Public Relations Professor Kelli Matthews

Brian Stelter: @BrianStelter

He is the host of CNN’s @ReliableSources and is a senior media correspondent. Students should be following him because he will help them to understand the latest developments in modern media. He is especially knowledgeable about media coverage of the political landscape.

Recommended by Journalism Professor Damian Radcliffe

Kelli Matthews: @KelliMatthews

She is a PR professor at the SOJC, but is known nationally for her social media know-how. “She’s the first person I thought of in terms of Twitter importance. I’ve learned so much from her.”

Recommended by Public Relations Professor Dean Mundy

Gini Dietrich: @ginidietrich

Gini Dietrich is the founder and CEO of Arment Dietrich. She is very involved in the PR world and has authored books and blogs on the subject of digital marketing communications. She operates “Spin Sucks,” which students should also follow.

Recommended by Public Relations Professor Kelli Matthews

Salena Zito: @SalenaZito

She writes for The New York Post and The Washington Examiner. She accurately predicted that Donald Trump would win Pennsylvania when no one else did. She is now a commentator for CNN. She lives just outside of Pittsburgh, Pennsylvania, which takes her out of the bubble that tends to envelop media based in New York and D.C. “I’ve found her reporting and perspective highly valuable over this year.”

First Draft News: @firstdraftnews

The account is for a non-profit working on solutions to challenges with trust and truth in news. Following will teach students about social media reporting, verification tips and case studies.

Recommended by Journalism Professor Damian Radcliffe

Arik Hanson: @arikhanson

Arik Hanson is the head of ACH Communications. He focuses on a blend of digital and traditional PR through multiple marketing channels. He has been in the communications industry for more than 20 years and has worked with Fortune 500 companies as well as small boutiques. Students should follow him to learn about theory and different parts of the industry.

Recommended by Public Relations Professor Kelli Matthews

Karen Freberg, Ph.D: @kfreberg

She is from Louisville. She’s amazing and provides a ton of great information on Twitter. I’ve learned so much from her.

Recommended by Public Relations Professor Dean Mundy

Spin Sucks: @SpinSucks

Founded by Gini Dietrich, Spin Sucks intends to “change the perception people have the PR industry.” Tweets focus on how to use PR without becoming a “shark” and to be respected in the industry.

Recommended by Public Relations Professor Kelli Matthews

Margaret Sullivan: @Sulliview

She’s a columnist for The Washington Post and former public editor for The New York Times. She is one of the sharpest media analysts working today. She tweets links to her own work as well as other noteworthy links and engages with followers. “I don’t miss anything [she] writes.” She’s an important figure as the media learns how to handle the Trump administration. “An essential follow for any student who wants to be an engaged citizen of the world. I don’t say that lightly.”

Recommended by Journalism Professor Lori Shontz

News Whip: @NewsWhip

The account offers news, trends and insights from the world’s most advanced content intelligence platform. It has great data on social, including analysis of campaigns, platforms, publishers etc.

Recommended by Journalism Professor Damian Radcliffe

Corey duBrowa: @coreydu

He is a University of Oregon alum and the current VP of Communication for Starbucks. He’s great on Twitter. He not only represents Starbucks well, but has a great Twitter personality overall.

Recommended by Public Relations Professor Dean Mundy

PR Daily: @PRDaily

Advertised as, “your one-stop shop for news on PR, marketing, social media & more,” PR Daily has everything and anything a PR major would need to know about the industry. It is important for students to stay updated on what is occurring on a daily basis in order to stay current in an ever-changing market.

Recommended by Public Relations Professor Kelli Matthews

Jay Rosen: @jayrosen_nyu

He’s a journalism professor at New York University. He is one of the smartest media analysts and critics working today. He tweets links to his own work and shares other noteworthy links. He engages with followers on Twitter and his blog. “I don’t miss anything he writes.” He is an important press figure in the media in terms of politics. “Essential readings for students who want to be engaged citizens of the world.”

Recommended by Journalism Professor Lori Shontz

Bulldog Reporter: @BulldogReporter

“Bulldog Reporter serves PR professionals by delivering industry news, opinion and analysis.” Students should be following because the account is produced by PR professionals for PR professionals and will help students establish career techniques and principles that they will be able to take with them when they enter the job market post-undergrad.

Recommended by Public Relations Professor Kelli Matthews

Tina McCorkindale: @tmccorkindale

She is the President and CEO of the Institute for PR. She is an amazing leader (and all-around amazing person), great Twitter personality and provides a ton of great resources that bridges academics and practitioners. She was the PRSSA national adviser. (I’d also recommend following the Institute for PR. It is a great organization with many resources.)

Recommended by Public Relations Professor Dean Mundy

Pew Research Center: @pewresearch

Data. Data. Data. PR is based on results in so many ways. By following Pew Research Center, students can learn about data and analysis on “issues, attitudes and trends” in the U.S.  Following will help students stay up to date on the latest trends. 

Recommended by Public Relations Professor Kelli Matthews

Juan-Carlos Molleda: @GlobalPRMolleda

Students should be following the Dean of the School of Journalism and Communication for a multitude of reasons:

1) To learn more about the happenings at UO and #LifeAsAJStudent.

2) To learn about the PR industry as Dean Molleda has years of experience working professionally.

3) To get a more global perspective from a very worldly person.

University of Oregon PRSSA: @UOPRSSA

Follow the University of Oregon chapter of the Public Relations Student Society of America in order to stay up to date on our events and meetings and gain firsthand experience networking with local professionals. Engage in our workshops and learn about navigating the SOJC!

Recommended by author/PRSSA member Jillian Niedermeyer

 

 

 

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VR and PR: Ready or Not, Here it Comes

Talia Smith

The public relations (PR) field may involve more than press releases and social media in the near future. With virtual reality (VR) gearing up for a mainstream audience, brands are already starting to see VR’s potential for producing creative and innovative PR campaigns.

Donna Davis, Director of the Strategic Communication Master’s Program at University of Oregon, is researching the positive psychological effects of VR.

“I think the public relations industry can’t ignore what’s happening in VR and AR (augmented reality),” said Davis. “We’re moving to an experience economy where audiences, especially younger audiences, are demanding ways to engage with brands.”

At this point, VR is only viable to certain brands with the right budget but that could be changing rapidly as the price of VR technology continues to fall. Before you go out and buy an Oculus Rift headset, let’s see which brands are using VR technology successfully to create an effective PR strategy.

Toms
Toms is a shoe company with a one-for-one business model; for every pair of shoes sold, Toms donates a pair to a child in need in over 70 countries. Toms created a VR experience to let viewers see what it is like to deliver shoes to a school in Peru. We learn about the story of nine-year-old, Julio, who walks several miles to school every day on a dirt road. We are immersed into this giving trip as we see 360 degrees of the dirt road, the school, Julio’s house and more.

Why it worked
Toms facilitated organic empathy. While other media such as writing, photography and videography can certainly convey empathy to stakeholders, there is no comparison to actually experiencing what it is like to bring barefoot school children new shoes. Toms created a new path for VR as a philanthropic tool for nonprofits and charitable for-profit companies. Consumers can experience where their purchase or donation is making a positive impact.

Marriott
Marriott introduced VR as a game changer in the travel and hospitality sectors. Marriott representatives set up a VR experience outside of city hall in New York City to capture recently wed couples as they exited the courthouse, presumably to go on a honeymoon or to at least start planning one. Marriott created a VR experience allowing the brides and grooms to teleport from London to Hawaii while wearing a headset. The hotel company insinuated to the newlyweds that there is a Marriott wherever they choose to spend their honeymoon.

Why it worked
Virtual reality provides travelers the ability to experience a destination through a pair of goggles. It will be interesting to watch VR’s role in the travel industry as VR provides customers the ability to travel around the world without getting on a plane. Instead of choosing a hotel blindly, you can virtually step inside one and walk around. It is an experience given most justice in 360 degrees.

Boursin
This upscale soft cheese company used VR to take viewers on a roller coaster ride through a well-stocked refrigerator. In the perspective of being just a few inches tall, the virtual roller coaster ride zooms past packages of Boursin cheese and fresh ingredients. Consumers begin to catch on to the idea that Boursin belongs in a healthy, well-stocked refrigerator. Towards the end, the interactive adventure weaves around champagne bottles, signifying the soft cheese company is an elite snack.

Why it worked
Boursin was one of the firsts to pioneer a VR experience within food and beverage. The novelty of the video earned Boursin a Masters of Marketing award for its creative approach to promoting a product you might not initially associate as a perfect candidate for VR content.

As strategic storytellers, it is our job to determine which media platforms will best tell the story of a particular client and produce the best results. While we may not be the ones coding a VR script, we may be the ones drawing up a storyboard or writing the copy for your brand’s VR experience. Virtual reality is proving to be a fruitful option for customer engagement and virality.

“Increasingly agencies are looking at ways to build interactive content in VR that places their clients’ brands in the center of the experience,” said Davis. “Ready or not, it’s coming!”