Tag Archives: Social Media Marketing

Forget Control, The Web Is In Charge

Today’s news is tomorrow’s fish and chip paper….

or so the saying goes.  These old words of wisdom were often used to console those on the receiving end of unwelcome publicity. The next day would bring a new headline, and the world would move on. Well, not anymore.  The invention of new media has brought about some new words of wisdom and we’d all do well to remember them…

What goes online, stays online.

The World Wide Web has been around for almost thirty years now, and during that time has undergone a number of re-births.  It has evolved from Web 1.0 which merely ‘pushed out’ information, to Web 2.0 which allowed for two-way communication.  According to Dr. Jim McNamara in his 2007 article New Media: How Web 2.0 is changing the world, “Web 2.0 refers to a second generation of internet-based services, the key attributes of which are that they allow openness for collaboration and high levels of interactivity without requiring programming skills”.  In terms of the public relations profession, this change in technology shifted the onus of online communications from IT professionals to PR professionals.

Dr McNamara notes the key challenge in learning how best to utilise the internet is that most of what is written is out of date by the time it’s published.  And true to this, we have now seen the emergence of Web 3.0, a phrase first coined by John Markoff of the New York Times in 2006.  Web 3.0 refers to an ‘intelligent web’ which allows machines to do the thinking, instead of just following commands.  It seems likely we will just be coming to terms with the workings of Web 3.0, when Web 4.0 will emerge, offering new and more exciting methods of communication.

These changes in technology pose enormous challenges for those working in public relations.  Everything has changed, from media monitoring and analysis to media relations and corporate communications.  Media now includes bloggers, podcasters, chatroom hosts, citizen journalists and many more.  Public relations must strive to communicate in a manner appropriate to each and ensure key messages are still reaching target audiences.

A 1996 report on the issues facing communication professionals, Managing the Information Superhighway, said that the role of public relations within an organisation is to act as coordinators or integrators to ensure that the material located on the internet fits the organisation’s image.  The World Wide Web may have evolved since 1996, but the role of the public relations profession still remains the same.

Every one of an organisation’s stakeholders is now a potential communicator, and every one of them holds the ability to affect the organisation’s brand.  According to Heidi Cohen (2014), President of Riverside Marketing Strategies, given the widespread corporate social media use, it is surprising that businesses continue to make the same mistakes that get them into trouble with their customers and their public. She believes such failings point to a ‘hole’ in social media strategies.  Cohen recommends providing social media training and guidelines to all employees to empower them to participate in social media and represent their organisation in a way that takes into consideration the implications of the content used and how it may be interpreted by different backgrounds and perspectives.

As we make our way through this era of fast moving technology, those who work in public relations need to accept that they cannot control the internet.  Only when they accept this, can they truly begin to formulate an effective digital plan on behalf of an organisation.

For more information on implementing an effective online communications strategy for your company contact Communications Hub.
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Why Your Business Needs to be on LinkedIn

When it comes to LinkedIn, I’ll admit I’m a relative newcomer…but like most people who discover things later in life that they enjoy, I’ve taken to it with gusto.

In fact, it’s swiftly becoming one of my favorite social media platforms.  And, I’m not alone.  According to IPSOS MRBI Social Networking Quarterly, LinkedIn registered a 5% increase in Irish users from September 2015 to January 2016.

With almost 30% of Irish professionals now having accounts, LinkedIn is becoming the social network of choice for those looking to build professional connections and showcase their skills.  And where the online masses venture…businesses quickly follow.

The benefits of LinkedIn in business are multi-faceted.  Not only is it the natural place to attract and headhunt for top class staff, but it also provides invaluable opportunities for B2C and B2B networking. Best of all, it offers companies an opportunity to grow their brands in an affordable, flexible and interesting way.

Still not convinced?

Here are even more benefits of having a company profile on LinkedIn:

  • Makes a brand more credible.
  • Improves SEO.
  • Helps personalise a brand.
  • Showcases products and services.
  • Targets specific audiences.
  • Allows for customer interaction.

While Facebook and Twitter may still be the more popular social media platforms in Ireland, those on LinkedIn (over 300 million worldwide) are there for a completely different reason – to grow and promote themselves and their business.

To really impact online, LinkedIn must form part of a social media strategy for Irish companies.  Regardless to the size of your business, maintaining a well-managed LinkedIn page will boost your company’s profile and ultimately, your business will reap the benefits.

For more information on social media strategies for your business, contact Communications Hub today.
Communications Hub
(business2community.com)
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Five tips for advertising on Instagram

With over 300 million users worldwide, Instagram is one of the fastest growing and most relevant social media platforms today. So why do businesses still not use it as a means of marketing and connecting with their clients? 

Communications Hub
(thestudentblogger.co.uk)

The simple answer is they are unsure how best to use Instagram. Once businesses do start strategically using the picture based social media platform, the vast majority see an instant increase in interaction and referrals to their websites.

So here are some simple tips to help you on your #Instajourney.

  • Use images/videos that not only sell a product, but sell your brand – who you want to be and the vibe you want to create.
  • Post content at least once a week (of the Interbrand Top 100 Brands 86 are Instagram users and 73% of these post at least once a week).
  • Keep it short and sweet.  Under 140 characters is a good guide and has the added bonus of being Twitter compatible.
  • Hashtag clever.  Check out what hashtags competitors are using. Think about the audience you want to reach and the action you want them to take.  There are no limits to the number of hashtags you can use, but seven or less would be a good guide.
  • Connect.  Research has shown that posts which tag other users experience 56% more engagement.  While posts that tag a location earn 79% more engagement.

And finally,  don’t be afraid to experiment.  Instagram is the home of creative content with posts showing everything from holiday destinations to homemade baking.  Work out a formula that works for your brand and your followers and, if you’re not already including Instagram in your marketing strategy, get doing it now.  #Instagram #Instamarketing #Instafun

Contact Communications Hub for more information on how to effectively market your brand on social media.

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