Defining Success in Social Media: Revisited

          Social media continues to change how we as a society interact. Programs like Facebook, Twitter, Pinterest, Instagram, Snapchat, and the like allow for two-way communication to be immediate and boundless. Businesses and organizations must embrace social media to insure a higher level of goal achievement.While the idea of implementing these programs into an organization may seem daunting and unnecessary to the old guard, the new guard knows that social media must be embraced. As "new" as they seem, however, social media networks are simply different ways to fulfill old needs.

What a business does has not really changed.

How that business does it clearly has.

          One of the easiest ways to convince executives that social media can create value within an organization is to define what that value will be. While increasing the number of followers a social media channel has can be impressive, it is not a definable measure of success. Most businesses are concerned first and foremost with profit. Showing how - or if - those followers convert into monetary transactions is something that will show an executive the value that a social media program can bring. In his book "Social Media ROI," Olivier Blanchard suggests focusing on frequency, reach, and yield. Those terms can be defined as follows:

• Frequency - the number of times a customer makes a purchase
• Reach - how many customers you can reach
• Yield - increasing the amount of each customer's purchase (upselling)

          When social media efforts can be quantified in these terms, executives and other members of the organization are more likely to appreciate and understand the need to integrate social media into daily operations. Tracking how each program affected sales can be tricky. It is helpful to implement certain checkout codes or landing pages that are assigned from each different social media channel. Shoppers love saving money. Applying specific coupon codes to online orders can help determine if the social media program reached that customer and helped make the sale.

          An additional point to consider is that social media is not completely free. While most social media platforms are free to use, someone's time must be devoted to the implementation. Advanced monitoring programs - or outsourced monitoring services - can increase the cost of effectively implementing social media. These potential costs must be considered when justifying the program as well.

          There are many examples in today's business world where social media has had a large, positive effect on a company.  Domino's Pizza has effectively used social media, as Evan Schuman explains in this article:

"When the Domino's pizza chain announced on Wednesday (May 20) that it can now take pizza orders via Twitter, it was part of the chain's buy-anywhere-anyhow campaign. The rationale is that customers can stay within whatever media form they are using - social media, mobile, desktop, Apple Watch, etc. - and order a pizza without having to switch media."

      

This is a great example of social media being applied extremely well within a business. The particular use of Twitter and that company's "follower" rules plays again to Domino's advantage. When someone orders a pizza, it's easier for the customer, and Domino's profits financially while gaining a follower with whom they can share future promotions Additionally, that follower is likely using his preferred social media channel, so Domino's has a stronger chance of successfully reaching him in the future - increasing their reach. That's a fine example to show a hesitant adopter of social media for business purposes. 

In order to get others behind the idea of instituting a social media program, they need to be shown that there is a plan for social media, and that plan needs to be measurable. While her support is vital, it is not just a matter of convincing the executive in charge. All departments must be on board. Social media can benefit sales, public relations, marketing, human resources, and so much more. It is an integrated approach that will ultimately change daily practices - and results - for the better.

Shoot and Share

Public relations professionals are often so caught up on exploring where to post, that they lose focus on what to post. Just because you post something doesn't mean that your message will be heard. 

Creative content is key to reaching an audience. Undoubtedly, exploring social media channels is a vital function in PR, but posting interesting content on those channels is just as important. 

In general, posts that require the least amount of reading are usually among the most effective. Bullet points trump paragraphs as consumers' attention spans continue to shrink in this digital age. 

Showing, however, is almost always more effective than telling. Video is a viable option to consider when crafting your creative content. Storytelling is a great way to engage an audience, and video can be an effective way to tell your story.

Video content engages both the eyes and ears of your audience. In her article, "The 5 Basic Steps to Using Video for PR," Katie Gaab says:

"Ninety percent of information transferred to the brain is visual, and the brain processes this information 60,000 times faster than text. With video content, an organization initiates brand recall more quickly and efficiently."

But just how should you use video in your content creation? There are many ways:

• testimonials 
• video blogs
• tours
• Q & As
• commercials

...and more can help create interest in what you're trying to say. Video is sometimes even capable of improving the chance for media coverage when pitching a story to a journalist.

Alison Podwarski says that "90% of online shoppers at a major retailer’s website said they find video helpful in their purchasing decisions." The budget for your video production could be expensive to non-existent. Even videos shot on a cell phone can provide an authentic feel if that is the angle you wish to pursue.

Once you've created your video content, it can be broadcast effectively through multiple channels. "YouTube is currently the second largest search engine, after Google, with 800 million unique users per month." A YouTube channel can also provide you with an opportunity to offer your viewers the chance to subscribe if your content is interesting enough. Posting your video to YouTube also helps make the content more shareable and searchable. Additionally, YouTube is increasingly becoming a source for instructions. I personally have used the channel numerous times to research the best ways to make repairs around my home, for example. It is possible that repurposing your content with an educational angle could be beneficial in some instances.

Laura Sutherland, in her article Why Using Video in PR Activity is Good for Engagement says: "Cisco forecasts that by 2019, video will make up 80 percent of all consumer Internet traffic, up from 64 percent in 2014." There is no denying that video is a popular means of communication. If your audience research leads you to consider video as an option for your PR efforts, there are many examples - both good and bad - that can be viewed on YouTube. Learn from others, but make your content your own.

Snapchat Chat

Social media is a constantly-evolving means of communication that can expand the reach of public relations. As such, public relations professionals must stay up-to-date with the latest emerging trends and discover through trail and error if new platforms are worthwhile investments. In general, if your audience is using a certain social media platform, you most likely should be using it too. It is always best to reach people where they are already congregating. Other areas of business are not immune to these changes in technology as well. Studies show that many people are starting to prefer receiving customer service through messaging rather than the more traditional use of a phone number. Business evolves, and so must public relations.

Blogging, Facebook, Google+, Twitter, Pinterest and more have all worked their way into the public relations' toolbox. One of the most recent platforms to prove useful in PR is Snapchat. Snapchat is essentially a photo sharing application where the images ultimately disappear. It is used by most for its chat, messaging, and image-sharing functions. Overall, it has succeeded because using it is fun and immediate. Unlike other platforms, Snapchat's content is fleeting. 

In her article "6 Ways PR is Using Snapchat" Michelle Han outlines the following possible public relations functions for Snapchat:

1. Creative Messaging
2. Previews and Behind-the-Scenes Peeks
3. Deals and Discounts
4. Tips and Insights
5. Influencer Partnerships
6. Politics and Public Awareness

She also points to the recent #LastSelfie campaign by the World Wildlife Fund as a solid example of Snapchat being used successfully for PR. An example of Snapchat being used by small businesses comes from 16 Handles, a yogurt shop that offers discounts for users that share photos of themselves with their product. 

Content created for Snapchat should be designed to meet the distinct limits and common uses of the platform. Snapchat is not about yesterday or tomorrow, but instead today. Snapchat is about connecting in the moment. In my opinion, the closest comparison would be live-tweeting without the tweets sticking around afterwards. 

As with many social media applications, it is best to go directly to the source to learn the full capabilities of the platform. Snapchat is very different from all other platforms and not as intuitive in my opinion. Thankfully, Snapchat has a detailed and user-friendly support area for the novice user like myself.

In her helpful article "5 Snapchat PR Secrets: Digital Marketers Are Flocking to Snapchat. Are You?" Lisa Buyer says, "There are more pros than cons starting with a way to instantly get news out to followers to connecting with the media in an instant way using Snapchat’s chat feature, to communicating with clients and teams."

While some pre-existing posts from other social media platforms can be repurposed for a Snapchat audience, that's not really the purpose of Snapchat. There are many opportunities within the program to create platform-specific content that involve storytelling and point-of-view. 

Using Snapchat for public relations can be beneficial in reaching audiences in the here and now. If your audience is using Snapchat - and they most likely are - so should you.

Pinterest Interest

In order to build effective relationships with audiences, public relations professionals must be familiar with the constantly-changing landscape of social media. Facebook and Twitter have become two of the 'new traditional' tools of PR. Other applications like Instagram, Snapchat and Google+ are all rapidly joining their ranks as well. One social media channel that is sometimes overlooked in the public relations practice, however, is Pinterest. Since I am fairly unfamiliar with Pinterest, I decided to research to see how it can be used for the purpose of public relations.

My initial, uninformed impression of Pinterest essentially focused on a place to save recipes and plan weddings. While that is certainly true, it is also a vast understatement. Pinterest can be highly useful for PR if it aligns with your goals. There are many platform-specific advantages to using Pinterest for PR in certain situations.

Douglas Idugboe suggests that the ability to incorporate storytelling is a key, unique benefit of Pinterest. Public relations professionals should be prepared to use that to their advantage. With any social media platform, Pinterest should feature substantial content. That doesn't mean overly-detailed in this case. It means visually-appealing, useful, interesting and relevant. Hashtags and keywords are used as warranted, but don't overdo it. If what you're posting doesn't contribute, don't post it. It is better to wait until you have something useful to say or share.

Kate Snyder explains in her article "7 Pinterest Points PR Pros Need to Know" that another benefit is just how brand-friendly Pinterest is. They offer many helpful resources like a best practices guide as well as case studies featuring several brands highlighting how they achieved their social media success. Like Facebook and Google, Pinterest also offers helpful analytics to let you measure your efforts.

It surprised me to learn that Pinterest has a larger amount of traffic referrals than Twitter, Instagram or Snapchat, ranking it second only to Facebook. In her helpful webinar and book "Pinterest Marketing: An Hour a Day," Jennifer Cario suggests that:

"If you rely on social media as a huge part of your traffic sources, Pinterest should be second only to Facebook in terms of the time and effort and dedication in really making an impact there."

Not all social media platforms are equal. Actually, none of them are. Different social media applications meet the needs of different audiences. Likewise, Pinterest is used for a different reason than Facebook. Another point to keep in mind is that Facebook uses an algorithm to lessen your organic reach the more content you share. Pinterest imposes no such limit. You can share as much as you'd like. Pinterest is also very visually based. As Cario says, Pinterest is "more of a collection and an inspiration platform." Determining whether or not to use Pinterest or any application should be decided first by whether or not your audience is using it.

As I mentioned last week, Google+ may serve a significantly smaller population of active users than Facebook, but it still has its own specific audience - an audience that may not be reached elsewhere. A majority of Pinterest users are female, specifically mothers. Is this your audience? If so, Pinterest is a must.

With any social media platform, public relations professionals must first decide if Pinterest will help them meet their goals. If your audience is there and your content would contribute positively, Pinterest could be a very beneficial channel to explore.

Google Plus or Google Minus?

New social media tools and platforms are constantly emerging. It is the task of the public relations professional to test these options and determine what best fits their specific needs. Facebook, Twitter, Instagram and Snapchat have certainly proven to be key players in the social media scene, but there is another option that, while once thought dead, should possibly be considered for public relations: Google+.

Google the company is an undeniable powerhouse of the internet. The verb form of the term "Google" is even found in the dictionary. It only made sense that the company ventured into social media. When Google+ was launched in 2011, there was a surge of interest in what was perceived as a potential rival to Facebook. However, that level of interest quickly diminished, leaving many to wonder if Google+ was dead-on-arrival.

Kim Speier, in her 2016 article "Google+: Worth It or a Waste of Time?" makes some interesting points regarding the place of Google+ in the social media landscape today and just what happened to put it in the somewhat confusing position it holds. An inherit problem with Google+ at launch was that it tried to be everything to everyone. It was information overload and not very user-friendly. Another shortcoming of Google+ at that time was that all registered Google account-holders had a profile automatically created for them. This inflated user statistics to false levels. While Google+ actually had more user profiles than Facebook, only 90% of those users were active. Due partially to its design and lack of intuitiveness, Google+ did not prove to be nearly as much of a rival to Facebook as the public expected. Speier points out, however, that being a rival to Facebook was never Google's true intention. Google+ was created to add a layer of social interactivity to the massive Google brand of products. While the public may not have realized Google's intention, the comparisons to Facebook were widespread and quite critical. Interest in Google+ quickly waned as a result.

Google, ever one to learn from their mistakes, listened to users and implemented changes to improve their platform. Google+ has recently began to focus on being less of a centralized location for social media which makes it less overwhelming to use. Likewise, they decided to unbundle some of their features including Google Photos and Hangouts, both of which are now separate applications that are available outside of a user's Google+ page. Google has refocused on making the actual Google+ page interface more about conversations and sharing based on mutual interests. The features of "Communities" and "Collections" (similar to Pinterest) facilitate this and are now key to the Google+ experience. To better promote this retooling of the platform, a relaunch called "New Google+" happened in November of 2015.

Google+ finds itself now at an interesting crossroads. The original version of Google+ is no more. They listened to their users and realigned the service while hopefully creating new interest. It is certainly a more relevant and user-friendly experience than it once was. As the active user-base grows, "Communities" and "Collections" could help spread brand awareness and allow for improved customer interaction. While Google+ does not enjoy the reach, popularity or reputation of Facebook, it does have a devoted audience that should not be overlooked. In my opinion, anything that helps build "Community" can and should be harnessed for public relations. If the audience wants to use Google+ for their social networking needs, it is our responsibility to be there with them. Public relations professionals should try to reach our audiences in the ways they want to be reached.

Exploring Live-Tweeting

Live-tweeting is a concept that I understand, but have never actually be involved with. This week one of our assignments was to live-tweet an event and then write a reflection on the experience. In order to do this successfully, I decided to research some best practices for live-tweeting.

There are several articles online that offered helpful advice. As one article suggests, it is very important to know the event's hashtag. You cannot assume what the hashtag would be. Search online to make sure you're using the correct one. Applying the hashtag to your post will insure that your thoughts are included in the main conversation. Tweeting under the hashtag can also continue after the live event has ended to further reinforce new connections and possibly create more.

As with any communication, you need to know your audience. Live-tweeting not only allows you to engage with others that are following the conversation, but also with others that are simply following you. It's also important to acknowledge others' tweets. This can be done by agreeing with them or offering your alternate view. Retweeting will help spread ideas that you particularly appreciate. Be active in the conversation, but have something to say. You should not just retweet or agree with everyone.

Some suggest posting around once every fifteen minutes to remain in the conversation. I think that this is completely relative to the length of the event itself. Creating some content in advance was also suggested by several sources. Having some posts ready to go will help you stay in the conversation while you're engaging in other ways or creating new, appropriate content in real time. You don't want to miss important information because you're too caught up in tweeting.

Using tools is also a common suggestion including those like Tweetdeck, Hootsuite, and Tweetchat. These tools can also help you by incorporating the appropriate hashtag in each of your posts by default. Another piece of advice that was new to me is to include a "." in front of an @reply if you want the reply to be seen by the whole group.

Sarah Dawley has some interesting thoughts about live tweeting:

"Twitter is where the pulse of big events lives. From breaking news about natural disasters to the finale of an epic television show, we live-tweet things so that we don’t feel like we’re experiencing them alone...Live-tweeting can help businesses raise brand awareness, increase engagement, or draw attention to an event or campaign as it happens. Whether it’s a conference you’re attending on behalf of your company or the halftime show of a major sporting event, live-tweeting requires just as much strategy and expertise as your long-term social media plans do."

She also goes on to suggest that variety is another key to successful live-tweeting. Don't just post photos. Share quotes from speakers. Post videos. Seek questions that are being asked and answer them. Tweet questions of your own to engage your audience. Retweet others. Mix it up. Tagging the media will of course help you connect with others. Even though speed is a concern, don't sacrifice quality or content.  

Live-tweeting does seem to have benefits that could help spread information in real-time while building new relationships. Like Twitter itself, live-tweeting is another tool that can be used to help achieve networking and public relations goals.

Better Business By Blogging

As someone who has a side business, I am definitely interested in strengthening that business through the public relations skills I am learning. One area that I feel incompetent in is Google Analytics. This is a term that I hear often, but I am unfamiliar with just how to properly use it to grow a business. This article was an interesting read that helped clear up some of my confusion.

The article profiles Mandy Menaker and her time at Fluent City, a language school in New York City. She was given a small budget and big task: get Fluent noticed. She decided to write a blog that used keywords and Google Analytics to their advantage. Since Fluent City was targeted toward people in NYC that were interested in learning a foreign language, Menaker targeted other areas of foreign interest as well including films and cuisines.

With Google Analytics, she would type a term in and not hit enter. This brings up previous searches that included that term. She also used GA to insure she was not using a title of a pre-existing article for her new blog posts. While keywords are important, her advice of writing for people instead of machines is helpful. I think that every article should always have a solid amount of content. No one wants to waste their time without finding something of substance in return.

She suggested dividing your blog content into two types: seasonal and evergreen. Evergreen would always stay on the site, while seasonal would be related to something that would potentially outlive its usefulness (like advertising certain foreign films before the Oscars each year). Menaker also stressed the importance of following through on your momentum. Keeping posting regularly. Fluent City posted at least once a week in her stead.

Similarly to the ideas presented by Olivier Blanchard in his Social Media ROI book, Menaker says, "your goal is to convert clicks into customers…not just have people searching your site.” Always be searching for ways to allow people to sign up to receive future information. Just as Domino's has proven with their campaigns promoting buying a pizza through Twitter, users want ease of access. It's a win-win situation.

Menaker's blog helped produce impressive results for Fluent City. When the blog launched, Fluent City served 2,000 students. Four years later, enrollment was 23,000. This is another example that social media can be a powerful tool when implemented well. While I don't feel skilled in Google Analytics just yet, I do recognize that it has the power to help achieve many goals.