PRSA

Five Tips to Help Simplify Your Social Life

Ashleigh Mavros Leave a comment

As young PR pros, social media has grown into our everyday routines, used as a tool for both Don't stress out. Breathe.personal and professional use. With social media growing ever so rapidly, it is sometimes hard to keep up with the constant changes and advancements.

Producing engaging content and adhering to guidelines to make sure your post gets as much traction as possible can be overwhelming. Thankfully, there are ways you can simplify your social life on both a personal and professional level.

1. Maintain your online presence. Follow people on Twitter, clean up your Facebook, update your LinkedIn, and keep your profiles public – these are the easiest ways to be found via social media.

2. Schedule, schedule, schedule. In maintaining your online presence, you need to make sure you have time to keep the profiles listed above up-to-date. Pre-scheduling posts has made every community manager’s life easier, but it can also help your personal profiles so you don’t have to worry about losing your online impressions. There are numerous free online tools you can use for this including TweetDeck and Hootsuite!

3. There’s an app for that! If This Then That, LastPass, Evernote, Hootlet, etc. are only a few of the apps that can help simplify your social life. Useful for business and personal profiles, there is the right app for you depending on what you’re looking to post. My favorite is the “recipes” created on IFTTT which automatically posts your Instagram photos to your Twitter using the proper links so you can see the image.

4. Share, share, share. Sharing content! There’s nothing like creating traffic and sharing what people are saying online to get your message across. Always give credit where credit is due by tagging authors or publications in which will also help create more engagement for your profile.

5. Always measure up. Those of us who don’t work in social media don’t think to measure how our online presence is doing. Being able to measure your content helps you to see what posts are working and how to improve your content for the future. This can been seen through many online tools such as Klout, Twitter and Facebook Analytics, Hootsuite, Sysomos, and Sprout Social just to name a few.

What have you done to simplify your social media presence? 

Marcy McMillanMarcy McMillan is the Marketing Communications & Events Coordinator for York University’s Campus Services and Business Operations department. When she’s not working, you can find Marcy discovering new restaurants in downtown Toronto, attending and writing about events or spending some time at the public library. Find her on Twitter @marcy113 or visit her site. 

#ThrowbackThursday with Heather Whaling

Stephanie Vermillion Leave a comment

Heather w PhoneEditor’s note: This is the second post in our monthly #ThrowbackThursday series, which features a prominent, successful PR pro taking a look back and sharing tips from his/her days as a new pro. 

Are you following Heather Whaling on social media? You should be. Consistently making her way onto “Best PR Pros You Should be Following” lists on PR News , Cision and The Muse – just to name a few – Heather is making her mark on the social media industry.

She’s the president and founder of Geben Communication in Columbus, Ohio, co-moderator of the weekly social media #pr20chat Twitter chat and runs one of the most popular social media blogs in the industry – prTini. 

As an admired professional in the social media industry, we take a look at Heather’s thoughts on her early beginnings (MySpace!) and how she’s not only kept up, but thrived, within the ever-changing industry.

Question 1: What were the first social media platforms you ever used, whether for personal or professional use? How did you predict these channels would develop?

If we’re not counting things like AOL Chatrooms, then my first social platform – in terms of how we think about social now – was MySpace. I hadn’t totally bought into social, so my friends actually created my MySpace profile for me.

Who knew I’d be dragged into MySpace and then go on to make a career out of helping brands excel in a social world!

Question 2: How did you stay knowledgeable and updated on the fast-paced world of social media as a young professional?

When I first started incorporating social media as an extension of PR, I was the director of PR for an agency in Orlando. They gave me a lot of freedom to research and experiment. After we did some internal testing and iterating, we offered our services pro bono to a few nonprofits.

We learned a lot and those nonprofits were seen as early adopters and maximized the benefits of being “first” in their market. Learning by doing is incredibly helpful (Click to Tweet!).

Then and now, I try to read as much as possible. I also carefully curate Twitter lists to help me find really great content that I may otherwise miss.

Question 3: As a young professional, how did you work with clients or brands that were resistant to new social media and digital trends?

When you pitch an amazing idea to a client, it’s tough to stay energized and engaged if the client shoots down the idea.

But, instead of getting frustrated, take a step back and try to understand WHY the client is resistant. Once you understand the apprehension, then you can develop a way to get them on board.

You may need to start small – perhaps a pilot program – before they’re ready to go all-in on a social/digital strategy. Stay focused on the big picture goals. Help them understand how this social thing you’re proposing will help them achieve the goals they’ve already prioritized.

It can also be helpful to present skeptical clients with research or case studies that show how similar companies approach social and the value it provides their organization.

Question 4: What has been your most memorable campaign or program that has embodied effective social media strategy?

At Geben, we’ve had the opportunity to develop and implement a number of social media campaigns. That said, I still think the best efforts integrate traditional and digital PR to maximize the value and outcomes, but I digress …

Here are a few of my favorite campaigns (with case studies if you want to learn more details!)

Question 5: If you could go back five years and tell yourself anything about the way social media would transform the communications industry, what would it be?

I started my company just over five years ago, making a big bet on the fact that social media would radically transform PR and open new doors for a fresh approach to traditional PR best practices. Thankfully, I made the right bet!

Looking back, I’d tell myself to get ready to meet some of the nicest, most helpful people. I’m always amazed at how the people I’ve met through Twitter and other social channels are so willing to make introductions, send you new business leads and generally root for you.

The social community’s generosity is incredible. I’d also tell myself to hang on for a wild ride and to embrace the crazy ( — one of our House Rules!)

More about Heather:

As president of Geben Communication, Heather Whaling (aka @prTini) leads new business development and client strategy. An avid Twitter user, Heather can trace 75% of Geben’s business back to relationships that began online. This ability to turn social networking into business outcomes has helped Geben evolve into a highly respected, sought-after, award-winning PR firm. In addition to helping clients secure coverage in a range of high-profile media outlets – from the New York Times and Wall Street Journal … to Huffington Post and TechCrunch – Heather has been quoted in Inc.com, Entrepreneur  and BusinessWeek about technology’s impact on communication and business.

Heather was selected as one of Columbus Business First’s “Forty Under 40” and named one of Columbus’s top 10 entrepreneurs by The Metropreneur. She also serves on the Board of Directors for The Women’s Fund of Central Ohio.

Heather was one of five women bloggers to join Fairwinds Trading and Macy’s in Haiti in March 2010 to learn about the “Heart of Haiti” economic development initiative. She was also one of three social media correspondents selected by Outback Steakhouse to document the 2012 Outback Bowl via social media.

Why Your Social Media Team Needs an Asset Audit

Ashleigh Mavros Leave a comment

Why Your Social Media Team Needs anIt’s Taco Tuesday, and you and your friends want to make some delicious margaritas. You make a list of ingredients, and check your kitchen to see what you already have. You jot down what you’re missing and head to the grocery store.

Without even realizing it, you just did a type of audit. You identified what you needed, what you already had and what you still needed to get.

Whether your social media team is relatively new or made of more seasoned professionals, there is incredible value in taking the same approach when it comes to content for your social channels. An asset audit helps you identify what content you need, what already exists within your company and identify gaps that your social media team need to fill.

So how does this identification process work? It’s simple: Make a “wish list” of assets and think through who touches that type of content at your company. Here are a few ideas to help you get started:

Photos. Who else takes photos within the organization? Is there an archive of photos and headshots (with the necessary release forms)? If yes, see if you can get access. If not, consider developing a common drop location for people within your organization to submit photos.

Written Content. Your social media team might be new, but your company has probably been writing stuff for quite some time. Think about websites, brand publications, white papers and e-newsletters. Reach out to the individuals who manage the content to identify opportunities for collaboration. Not only does repurposing content save time, but it also brings consistency to your company’s messaging.

Icons and Custom Visuals. In social media, we always need new visuals and graphics whether it’s cover photos, Facebook posts, infographics, presentations or more. Whatever it might be, it’s a heck of a lot easier to create quick graphics if you have a custom library of icons and other visuals to pull from. If your company doesn’t have custom icons, there are a lot of free icons and open source icon sets out there as long as you follow the correct attributions.

Video. Has your company created videos in the past? If so, where does the raw footage live? You might be able to pull b-roll, or just audio that could be repurposed for a new podcast. If you can’t find existing footage, make a list of all the evergreen b-roll that you’d like to have on file and set aside time for capturing it.

Spokespeople. Executives and subject matter experts can be a huge asset as you look to position your company as a thought leader and trusted expert within your industry. Think of all the potential spokespeople at your company. Are there any that might be interested in guest blogging? Being the expert for a Twitter chat or video series? Consider developing a spokesperson database with titles, bios, expertise and what social media opportunities they’d be interested in.

Taking an asset audit and organizing your company’s content resources can be a long process, especially if you’re a social media team of one. However, putting in the work up front will save you countless hours in the long run.

Have you ever done an asset audit? Have any suggestions on how to effectively manage an organization’s content? Share your ideas below!

Carly Getz HeadshotCarly Getz is a public relations and social media professional, and works to integrate the two in her current position at Blue Cross Blue Shield of Michigan. When she’s not exploring digital tools and trends, Carly is most likely to be spotted dancing, traveling, or cheering on the Syracuse basketball team. She’s an active member of PRSA, IABC Detroit, Toastmasters International and Social Media Club Detroit. Connect with Carly on LinkedIn or Twitter (@cpgetz).

Show Your Worth: 4 Ways to Prove Value with Social Analytics

Ashleigh Mavros Leave a comment

rsz_screen_shot_2015-02-10_at_82849_amSo there you are, a PR pro updating executives on the progress of their company’s latest social media campaign. You describe the strategic messaging and execution, which has increased engagement and strengthened their web presence, but there’s only one problem…

These executives aren’t communications professionals and they don’t understand why any of this matters.

Measuring success and proving value is an age-old challenge for PR pros. Today, we’re fortunate to have many programs available that provide detailed analytics, which makes it easier for non-communications executives to understand the value and impact of our work. To help them understand the value PR pros create, keep these four tips in mind:

Validate Your Target Audience. Regardless of whether the executives understand the importance of public relations, they most likely do understand the importance of reaching the right customers. With many social media channels and analytics platforms today, we can be certain that we’re targeting the correct markets. For example, social ads with Facebook are highly-targeted and can focus upon people with very specific interests, jobs and education levels.

Similarly, social media analytics platforms can often tell you the gender, location and ideal engagement times of your followers. Making sure that your message gets across at times of peak engagement can increase the odds that the message will stick.

Use Charts and Graphs to Visualize Your Data. When discussing the progress of your campaign, you’d be wise to use visual tools because they’re easier to understand.

For example, a line graph that has been fairly constant and then sharply increases is far more impactful that simply saying, “Our engagement is up significantly this month.” The visualization makes it easier for the executives to see the difference between where they started and where they currently stand, which brings us to our next point…

Draw Comparisons. To show that you’ve made a meaningful contribution, stack your statistics up against those of when you started. One way to do this is to maintain a year-over-year chart. Where was the number of followers in February 2014 versus February 2015? If there has been a significant increase, take a look at things like website traffic and online sales. While it’s safe to say that a social media campaign is not the only factor influencing these metrics, it’s also safe to say that it has had at least some impact, which can be supported by your comparison.

Translate the Language from PR-speak to English. I can hear the executives now:

“Okay, so you’re saying we’ve increased in, uhhh… organic… impressions. And our number of unique visitors is up too? That’s great, I guess.”

The bottom line is that your analytics will have no impact if the executives don’t understand what you’re saying (click to tweet this!). Take the time to explain what these results truly mean. Remember, people won’t always speak up when they’re confused. The burden lies upon you to be clear and thorough in your explanation. You have the data at your fingertips – make the most of it by explaining what it means.

Remember these four tips when the time comes to provide a progress update of your social media initiatives. Aside from these, how else have you used social media analytics to prove value?

Jeff Adkins - HeadshotJeff Adkins is a communications associate with MCCI (Mort Crim Communications, Inc.), a Detroit-based integrated marketing agency. An active member of the Detroit chapter of PRSA, Jeff enjoys connecting with fellow PR pros and seeking out new professional experiences. He’s an alumnus of Wayne State University, where he graduated with a Bachelor’s in Public Relations and was a member of the university’s PRSSA chapter. In his free time, Jeff enjoys being active outdoors and volunteers as a public relations officer with Portal Paranormal Society. Feel free to connect with him on Twitter at @jeffadkins14 and LinkedIn.

Why Facebook and Twitter are Reviving PR

Ashleigh Mavros Leave a comment

twitter-facebook-2When I landed my first public relations job in 2012, I sensed the field—and those within it—were experiencing a paradigm shift. Working next to seasoned professionals, I watched as savvy practitioners stumbled over using one of the most important public relations tools of our time: social media.

In my opinion, practitioners often lose sight of the purpose of public relations, focusing on output-oriented measures like the number of press releases sent out or the amount of media coverage received. Over the last three years, though, I’ve seen social media bring an exciting transformation to the field.

Thanks to sites like Facebook and Twitter, publics expect honesty, quick responses, interaction and engagement more so than ever before. Gone are the days of hiding behind press releases and media outlets. Social media makes public relations operate on real time. More importantly, social media has helped PR rediscover its relational roots.

This public-focused approach has transformed the way my company operates and executes its public relations strategy. If you’re interested in harnessing the power of social media for PR, here’s four ways to step up your strategy:

1. Use social media to refocus on relationships. I firmly believe that relationships are the glue that hold public relations and social media together. As practitioners, it’s our job to know, understand and advocate for our company’s or client’s publics. Social media offers us the opportunity to do all three on a daily, sometimes hourly, basis.

2. Use social media to empower your position. Social media makes the need for a public relations practitioner mandatory. In addition, in order for the company’s social media pages to align with the business’ goals and values, the public relations practitioner in charge of social media must have support and approval from the dominant coalition, making way for opportunists to discuss and make the presence of public relations known.

3. Use social media to facilitate two-way and symmetrical communication. Social media enables businesses to practice two-way and symmetrical communication with their publics like never before. In other words, answer questions, create opportunities for dialogue and get personal! Social media efforts flop without a human touch.

4. Use social media for environmental scanning. Used as a tool for analysis, social media allows for practitioners to listen to the concerns of consumers and other risk bearers. In fact, I’ve started to track every single complaint we get on social media. It’s a great way for me to detect trends and a useful resource when asked for customer feedback.

What other ways do you feel social media has impacted public relations? 

Audrey Roeder HeadshotAudrey Roeder works as a public relations coordinator for two of the nation’s top-selling master-planned communities. She’s an alumna of Texas A&M University and the University of Houston, where she received a Master of Arts in Public Relations. In her free time, Audrey enjoys exploring her city’s ever-growing restaurant scene, binge-watching Netflix with her fiancé and posting too many pictures of her Siamese cat, Sibel, to Instagram. Connect with her on LinkedIn.