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Entries in social media (54)

Monday
Sep172012

Visual Sharing Like Yearbook Party

Videos, followed closely by photos, are the content most likely to be shared on Facebook. If you aren't posting videos and photos, you aren't engaging your online fans to the fullest extent possible.

According to a report from Zuum, a social media insight tool, videos and photos have a much stronger probability of being shared than status updates or links. Facebook has made it easier for brand pages to offer visual fare, and the brands that enjoy the highest level of engagement are feeding their fans eye-catching treats.

Of course, it is not an either-or situation with visuals versus words. A mix of relevant material is best. But failing to post videos and photos, including those that are user-generated, is a mistake.

Sharing visual content is what has spurred the remarkable growth and usage of Instagram and Pinterest.

Writing about this trend, Jon Thomas of Story Worldwide provides some compelling examples of visual branding, including Oreo's striking rainbow cookie to celebrate gay pride. The simple graphic generated 300,000 likes, more than 90,000 shares and some 60,000 comments, Thomas reports. Plunging into a controversial subject earned Oreo lots of pushback. But if its goal was engagement, it succeeded.

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Tuesday
Sep042012

Marketing on a Shoestring

Small businesses and startups can get the marketing boost they need without spending a fortune.Small and startup businesses shy away from marketing because they fear they cannot afford it. However, lean marketing plans can be affordable and extremely effective.

Business owners imagine astronomically expensive ad campaigns, but a whole lot can be done for far less. In fact, the whole notion of marketing public relations is based on clever, cost-effective techniques that attract the attention of target audiences.

The first steps to success on a shoestring budget include:

  •   Clear, mutually agreed upon objectives
  •   Sharply defined target audience
  •   Fixed dollar limit
  •   Measurable outcomes 

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Monday
Jul162012

Count on Marketing PR for Creativity

You count on your PR team to deliver your key messages. Give them a shot at coming up with a creative, out-of-the-box idea that wows your customers or solves a vexing business problem.Count on your marketing PR team for creativity, not just hod-carrying your key messages.

An article titled "The Creativity Crisis" in the spring edition of the Public Relations Strategist urges company managers and clients to lean more heavily on PR professionals for fresh ideas. Authors Douglas McKinley and Susan Balcom Walton, both professors at Brigham Young University, say part of the problem is that many top-level officials fail to recognize that PR is a creative discipline.

"Actually, PR people are — and must be — more creative than people in advertising and marketing because we have to persuade the media and others of the merits of our ideas to secure their participation in communicating messages to our target audiences," explains Patrice Tanaka, co-chair and creative director for New York-based CRT Tanaka.

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Tuesday
Jul032012

Putting the Zip in Your Communications

A media audit is an excellent way to see whether your media coverage conveys your key messages — and whether your communications match up to your strategic objectives.

This simple form of research can yield invaluable insight into the effectiveness of your communications and how they can be improved.

It is common nowadays for organizations to conduct social media audits. Nothing wrong with that, but too often a social media audit misses surveying the broader impact of all communications, ensuring they reinforce, not confuse, your messaging.

A comprehensive media audit will examine both internal and external communications, talking to employees, customers, stakeholders and the media. What you learn from these focused conversations can be lined up against objectives such as key messages, target audiences and successful calls to action. Did you actually send the messages you intended? Did those messages reach your target audience via the tactics and channels you chose? Did employees, customers and stakeholders respond? Did the media find you believable?

Even highly successful communications programs can benefit from a media audit, which can illuminate ideas to freshen your message and leverage new channels. For example, an award-winning communications program designed as recently as three years may not have integrated Pinterest, Instagram or Cinemagram into its arsenal.

A practical value of media audits, which senior managers appreciate, is information that can be used to allocate always-scarce communications resources. You may discover it pays richer dividends to strengthen the content on your website and spend less time on Twitter. Or maybe your networking on LinkedIn can be expanded through more intensive blogging.

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Monday
Jun252012

Staying in Touch on Social Media

The question isn't whether to be on social media, but how to use social media to track brand comments, engage customers or snoop on competitors.There are credible reasons to steer clear of social media. But there is one compelling and overriding reason to participate — to listen to what your customers and fans are saying about you.

You can have different strategies for listening:

  • Track brand comments

  • Respond to customer complaints

  • Engage your audience

  • See what your competitors are doing

Tracking comments on social media is the simplest and very often a revealing strategy. It requires learning enough about social media so you know where to listen and watch for relevant comments. This is a great way to dip you toe in the water to see how social media works or gain insight into consumer perspectives and industry trends

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