Three Ways to Let Analytics Guide Your Social Strategy

February 2, 2015Ashleigh Mavros 3 Comments

Every PR pro knows a good online strategy is nothing without great content to back it up. Social media should not be overlooked when it comes to strategic planning. As more and more organizations incorporate social media into their overall PR strategy, it becomes increasingly important to create content that sets them apart from competitors and builds trust with audiences. There are so many great tools available (for free!) that can help guide social content to maximize its benefit.

Here are a few ways to use them:

1. Find the Right Time to Post. Timing is everything. The great thing about social media is its instantaneous nature, so messages can get out to audiences in seconds. But is it really necessary and/or beneficial to deliver every message in real-time? Social media users can be connected to hundreds of other users or organizations, and every post is competing for attention. Most PR pros work typical 9-5 hours, so it might seem like it makes sense to post a link to a new blog on Facebook during your work day. But if those who follow a brand on Facebook aren’t online during that time, the post becomes buried among a hundred others.

Tools like Facebook Insights allow organizations to see the demographics of their Facebook followers. One of the most valuable pieces of information is a daily timeline that shows follower activity peaks. Insights is completely free to business/organization pages on Facebook, and it can help pinpoint the best time to schedule posts. It may turn out that time is at 7:00 p.m. on a Friday evening. There are plenty of tools available to schedule posts automatically so the prime posting window isn’t missed because it is outside of traditional work hours.

2. Figure Out What Content Works. It can be easy for a social media strategy to place too much focus on building an audience. Social media is a tool to engage in conversations with an audience. If the audience isn’t responding, something isn’t working. A large fan base does not equal a successful social media strategy.

“While the number of page likes or Twitter followers seems like an obvious metric to track, it is important to measure reach and engagement as well,” said Katie Hinerman, Freelance Digital Marketing Specialist.

Twitter Analytics is a new tool available for organizations to measure the engagement of their Twitter content. The dashboard shows overall impressions (how many times a tweet was viewed), engagement (how many users interacted with a tweet) and engagement rate (ratio of tweets to interactions). A good social media strategy should include a plan for increasing engagement rate across all social platforms.

“Social media marketing as we know it is changing,” added Hinerman. “In 2015, brands are going to have a harder time reaching users organically. This is why it will be especially important to track reach and engagement metrics when measuring your efforts.”

3. Measure Your Success. A strategy can’t be created without goals, and goals can’t be deemed successful unless they’re measurable (Click to tweet!). A social media strategy is no different than any other part of an organizations’ overall communications plan. Once SMART goals are set, they should be measured and tracked for progress. Lack of progress toward a goal could mean efforts need adjusted.

Google Analytics includes statistics on web traffic referrals from social media accounts. If increased web traffic is part of a social media goal, this tool is the best way to measure progress. The results are offered in real-time, and a variety of time frames can be analyzed and compared. Google Analytics is free to use and offers several tutorial videos to coach beginners through the analytics process.

In a world where PR pros are already stretched thin and wearing many hats, strategizing and measuring social media efforts can keep everyone on the right track. Using analytics to guide social media strategy is a great way to make sure that too much or too little work isn’t being done. Knowing what content is most engaging and when audiences are looking for it maximizes the impact with audiences and minimizes the drain on staff. And that keeps everyone happy.

Jennifer Materkoski is a graduate of Kent State University with a Master of Arts in Journalism and Mass Communications with a specialization in Public Relations. She has worked as a writer and editor for both newspaper and television and as a member of a non-profit marketing and development team. Materkoski is the owner and principal consultant of a boutique public relations firm, Songbird Public Relations. She is an avid sports fan and a yogi. Materkoski resides in Wheeling, West Virginia with her husband and son. Find her on LinkedIn or follow her on Twitter @MrsMaterkoski. She can be reached via email at jen@songbirdpublicrelations.com.

#ThrowbackThursday with Deirdre Breakenridge

January 29, 2015Stephanie Vermillion 1 Comment

Editor’s note: This is the first 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. Thanks to Deirdre for helping us kick this off!

For those who don’t know her, Deirdre Breakenridge is the chief executive officer at Pure Performance Communications. But, like most successful PR pros, that’s only the beginning of her portfolio.

She’s the author of five Financial Times books, including her latest “Social Media and Public Relations: Eight New Practices for the PR Professional,” an adjunct professor at New York University, a member of PRSA (woohoo!), and co-founder of #PRStudChat, a dynamic Twitter discussion scheduled monthly for PR students, educators and PR pros.

Honestly, we could fill this post with all of her work and achievements, but we know what you’re all here for: Deirdre’s life lessons! So, without further ado, let’s dive in.

Question 1: What were three of the biggest challenges you faced as a new professional in the PR industry and how did you overcome them?

Thinking you’re prepared when you’re not. No matter how junior the team member, you must come into a meeting fully prepared. However, this goes far beyond having a pad and pen to take notes. Being prepared involves challenging yourself to think about and answer the questions that a supervisor / boss may ask you during the meeting. Still to this day, I coach professionals to think ahead. And, if they are in a meeting with executives it’s important to identify what they would ask, or need long before the meeting begins.
Rejection from the media. Rejection is a part of public relations, especially when it comes to media pitches. Even in the face of rejection, you must continue to perfect your pitching efforts by spending more time doing homework about the journalists / bloggers you’re pitching, and the communities they serve. Relationships develop over time, so if you are persistent and consistently offer good information, then you are more likely to land a really good story and be recognized as a reliable source.
Networking more often at association meeting and special events. Not everyone is a natural born networker and making good connections requires you to get out there to meet people. When you’re a young professional it can be difficult to walk into a room not knowing anyone and strike up a conversation. However, the more opportunities you take to network, the more you realize that people are at these events for the very same reason. What is the worst that can happen? Perhaps, you introduce yourself and shake hands. Then, you exchange business cards and move on to meet someone else. However, there will be those instances when you meet someone and there is a great connection. What may come out of a simple introduction can be a number of opportunities. I learned early on that not every person you meet will lead to a next step connection, but you will never know unless you try.

Question 2: What type of time management tools did you use to stay on track as a new professional?

In the past, time management for me was a big black planning book that I carried everywhere and a large calendar sheet on my desk that was marked up daily. Then, about 10 years into my PR career, time management software was integrated into our agency, and we no longer had to fill out manual time sheets. I think I just dated myself!

However, what I would recommend to young professionals today are several apps to make them more organized. I’m a big fan of Evernote, which is the note taking software that allows me to capture notes, ideas and images, and then syncs on all of my devices. I also use Circa, which is a news app that curates the important news headlines. There is a scanner app that I find very helpful. It allows me to scan documents into PDF form and then share them. Of course, my Google calendar keeps me organized and on track, with alerts so I can properly prepare for my meetings. Lastly, Spreeder is free online speed-reading software designed to improve not only your reading speed but also your comprehension.

There are many great apps and tools. This article from Lifehack has several really good time saving resources that you can check out here.

Question 3: What were some of your most important career goals as a new professional?

Building relationships was at the top of the list. It is your network of connections that will allow you to excel in business and to help others (Click to tweet!). There is so much that goes into relationship building, but it all starts with getting to know people, learning more about them and listening, rather than immediately sharing information about yourself. To be known as someone who is connected, or that you’re a great connector, is very valuable, and often sought out by companies large and small.

Focusing on your integrity as you pursue new opportunities. There will be times that your values and integrity may be challenged, and you will have to make an important decision. Always choose the ethical side of the situation and your integrity will remain in tact for the duration of your career. If you need a refresher on ethics, you can check out the PRSA Code of Ethics. At the end of the day, you have to be sure that your communication is transparent and in the best interest of all parties involved. Always let your values and ethical standards guide you.

Perfecting your writing skills. If you’re in PR today, then writing for all different types of media is important. We have moved from earned media to owned, paid and shared. Companies are looking for professionals who are not only able to write byline articles, editorial opinion pieces and news releases, but also blog posts, video scripts, tweets and Facebook updates, ebooks, etc. Perfecting your writing skills takes a lot of practice and also requires you to read in your spare time. The more you read the better your writing will become. I’ve been writing for 25+ years. Practice makes perfect, and for me, led to some incredible writing opportunities, including several books published by Financial Times Press.

Question 4: How can today’s new professionals find time to focus on personal career goals without getting sidetracked by work?

Careers can get very busy and you will always find yourself sidetracked. You have to make a date with yourself to find time to focus on your personal goals. If you’re a morning person then you should set aside the time then, or if you like to stay up late at night, then this may be your best time plan out the steps to reach your personal career goals. You should also incorporate regular telephone, Skype and in-person meetings into you weekly routine, so that you can meet people, get different perspectives and learn about new career directions. In addition, finding a mentor will help you to grow in your career and to have a seasoned professional guide you as you strive to reach your personal career goals.

Question 5: If you could go back in time and give advice to yourself during your first year on the job, what would you say?

My first year of work was an incredible experience, so I’m not sure what I would have changed or where I would have given myself advice. But, I do remember my second job, wishing I had given myself some advice early on.

I was doing PR for a cosmetology school that was affiliated with a popular hair and skin care company. I remember, within my first couple of weeks of working there, I was asked to model for one of their hair fashion shows. It was an honor and then quite a shock when I was on stage and they cut my hair above my ears and colored it bright red. After the show, I had to keep my hair short and colored. They also gave me a lot of makeup that I was supposed to wear as a representative of their company and advised me on my wardrobe. But, It just wasn’t me.

Although I had fun and stayed with the company for a few years, I eventually realized that I wasn’t being true to myself. Almost like a “Devil Wears Prada” movie scenario. After I left, I grew out my hair, went back to my natural color and found my own style of fashion. If I could go back in time, I would say to myself, “Be true to who you are from the work that you do to how you present yourself (including your appearance) in any role that you play.

If you can learn this early on you’ll be a lot happier!

To learn more about Deirdre, visit deirdrebreakenridge.com or follow her on Twitter at @dbreakenridge.

New Year, New Degree: The Road to Grad School

January 15, 2015Lauren Gray 1 Comment

When I graduated with my bachelor’s degree in May 2012, I couldn’t wait to be done with college. Passionate about starting my career and impatient to begin my new agency job, I was ready to leave behind tests, lectures and projects for the real world.

Exactly three years later, in May 2015, I’ll be in class again – this time, as a graduate student pursuing my master’s degree in integrated marketing communications.

Why grad school?

My decision to pursue a graduate degree was the direct result of a shift in my career path. After two years of working agency jobs – and an unexpected layoff after the loss of a client – I was unfulfilled, frustrated and ready for a change.

After much thought, I accepted a marketing position with a small liberal arts college where I focus on telling the stories of students, faculty and alumni who are doing amazing things. I assist in developing communications plans for community relations, development and alumni relations efforts. And I’m in an environment where education and the pursuit of lifelong learning are valued and respected.

Unlike the agency world, where experience is indispensable and graduate study isn’t a necessity, nearly all management and executive-level jobs in higher ed administration require an advanced degree. And, with more of their top communications officers reporting directly to college and university presidents than ever before, I’ve got my eye on the top spot and a plan to get there.

In addition, I hope to teach at the college level in the future – another position that nearly always requires at least a master’s degree.

For both of these reasons, grad school became a logical next step for me. But how do you know it’s right for you?

Is grad school the right move for me?

It’s a difficult decision to go back to school – one with personal, professional and financial implications. Before you sign up for a GRE prep class, here are some questions to ask yourself:

Will earning a graduate degree further my career? Think about where you’d like to be in your career five, 10 or even 15 years down the road. Search job postings based on those goals and look at the qualifications. Is a master’s degree preferred or required? Talk to your professional mentors and explore LinkedIn profiles. Understanding exactly where you want to be in the future will help shape your plan for how to get there.

What program fits my objectives? Part-time and online programs are flexible options for working professionals. MBA programs focus on business, while M.S. and M.A. programs can have professional and academic tracks. Since my bachelor’s degree is in public relations, I was looking for a graduate program that would complement my skill set while allowing me to focus on taking classes in areas where I was less versed. After narrowing down the choices, I reached out to alumni via LinkedIn and learned firsthand their experiences and how they were using their degrees.

How much will it cost? Though grad school isn’t free, there are many ways to cover costs and make sure you’re not saddled with large debt in the process. Make sure to submit the FAFSA, which will help generate loan eligibility. Explore scholarships and fellowships. In addition, talk to your boss about going back to school. Many employers will look favorably upon an employee seeking education and may provide tuition assistance or reimbursement.

Does the timing make sense? It’ll take me a little more than two years to finish my degree taking classes part time while I continue to work full time. That’s quite a commitment. Will you be able to devote the time necessary to be successful? Each person’s situation is different; take a look at personal and professional obligations and be realistic about what you can take on.

With public relations and marketing professionals working in a variety of industries, each with their own set of requirements and qualifications, grad school may not be the right move for everyone. My best advice? Do your research. Ask the right questions. Create a plan. It will soon become clear if (and when) graduate school will fit. And, if you end up back in class in 2015, I’ll save you a seat!

Sarah Lack is an alumna of Kent State University’s School of Journalism and Mass Communication. She works in the communications department at Notre Dame College in South Euclid, Ohio, and is the communications coordinator for Girls on the Run of Greater Summit, a nonprofit organization serving Northeast Ohio. Connect with her on LinkedIn and Twitter (@sarah_lack).

Why De-Busying Yourself Should Be Your New Years Resolution

January 12, 2015January 12, 2015Lauren Gray Leave a comment

There are approximately 500,000 words in the English language. How we weave those words together in sentences with one another is what many call “the art of communication.” Or should I say, the lost art of communication?

How many times have you replied, “I’m good” when really, last week a rock shattered your windshield so you’ve been eating pb&j’s to afford rent? And how many times have you gone to dinner with a friend (or worse, a date) only to have their cellphone receive its own placemat; as if silently saying, “I’m here for you. But I’m also here for my 600+ network of friends, should anyone message me.” A phone call or handwritten note is becoming so rare that most people don’t even know what to do when they get one. Sadly, the art of communication is a dying trade, and though we don’t like to admit it, we and our busy schedules are to blame.

You wake up: Emails. Brush teeth: Facebook. Riding around: Snapchat. Drink coffee: Google Alerts. *Cue Beyoncé* Do you wake up like this? Many of us have fallen prey to the idea that always being accessible simplifies our lives in saving us time, and provides us with better access to, and thus improves, our level of communication.

However, in reality, constant connectivity deteriorates and distracts much more than it builds. In a study conducted by University of Utah psychology professor David Strayer, 1,000 individuals were put through a series of cognitive and motor skill tests to determine who could be truly capable of multitasking. In the end, only two people passed. TWO. That means on average, 98% of people cannot devote their care and attention to more than one person or situation at a time without deteriorating their original quality of focus.

Despite this somewhat depressing fact, the average person tends to overrate their ability to multitask and/or believes, from practice makes perfect, a light bulb will suddenly illuminate the way to mastering the Rubik’s cube of multitasking. When in reality, Strayer’s same study showed that those who regularly engaged in multiple activities at once were worse at it than occasional offenders. [If you’d like to take the experiment’s electronic test and shatter your illusion of ever being a said “supertasker,” click here.]

It’s no secret our society is over-stimulated. Between the constant bombardment of pop-up ads, Facebook check-ins and Candy Crush invitations, we rarely leave ourselves idle time. Yet, perhaps even worse lies in how we’ve created a sort of silent competition of who can do the most, see the most, BE the most. It’s as though the longer your laundry list of events and to-do’s, the higher you rank on the social status o-meter. Busy has become synonymous with important, and who doesn’t want that? But, our attention has stretched so thin from always looking forward to what’s next that we forget how to see what’s standing right in front of us.

If we are too busy for something as simple as laundry, how can we expect to make time for friends and fostering relationships? Humor me for a second and think; when was the last time you called (not texted) someone on their birthday? Or took the time to give your best friend a pep talk before their big interview? These meaningful moments and opportunities to build deep connections are what we trade in when we overrun our schedules with busyness for the sake of busyness. As much as our devices and determination might argue otherwise, it’s time to admit that we can’t do everything; and inevitably things (and often people) will fall through the cracks, in both our personal and professional lives.

One of the best pieces of advice I’ve received was from someone who said plainly, “don’t confuse action with traction.” We pour so much time, energy and emotion into doing a-z, but how many of these things actually propel us in a direction we’d like to be going? Toward reaching a goal, toward happiness, toward connecting with others on a sincere level or simply toward becoming a better person? As the New Year begins, step away from the laptops, the ringtones and the calendar reminders and ask yourself, how do you want to be in this world? Not who do you want to be, or what; just how. And whatever your answer, don’t be afraid to go out and do just that!

Megan O’Neal graduated from UCLA in 2011 with a Bachelor of Arts in Communication Studies, emphasizing in mass communications. She is currently the PR Coordinator at Marketing Design Group and volunteers with the National Multiple Sclerosis Society, freelancing for the public relations department. Connect with her on Twitter @megannenicole.

A Look at The Edge in 2015 – And How You Can Be a Part of It!

January 7, 2015January 7, 2015Lauren Gray 2 Comments

Who’s ready to take 2015 by the horns?

I’m sure you’re all standing up on your chair, chanting “me, me!” at the office now, right?

Well, here at The Edge, we’re pretty close. Ashleigh Mavros and I, the new blog co-chairs, have a lot of exciting plans for the New Year, from a thematic strategy to member highlights, and we’re going to spend a few minutes getting you in the know.

Monthly themes will guide our content strategy.

To keep content cohesive every month, we’re going to introduce new monthly themes. Some coincide with PRSA initiatives, such as Ethics Month. Others delve into issues facing new professionals, including this month’s theme: “Kickstart to 2015”.

So how are we turning this idea into a theme? We’ll focus on a few things:

Helping you achieve your 2015 career resolutions,
Discovering new productivity tools to help you accomplish more,
How to de-busy yourself to save your sanity, and
Whether or not you should consider going back to school for a master’s degree in 2015.

Of course, we are always accepting guest posts from new professionals, so if you have an idea that in some way relates to this theme (we’re open to all types of ideas, so get creative!), please email me or Ashleigh Mavros.

If you’re interested in writing for us in the future months, here’s what we have slated for February – June 2015:

February: Social Media Strategy
March: Integrated Marketing Communications
April: Building Your Network
May: Graduation Tips and Next Steps
June: PR/Career Book Review Series

Highlighting members going above and beyond.

Do you know a PRSA new professional who had a major accomplishment or works hard consistently? We’d like to profile him/her on The Edge.

These nominations don’t have to coincide with the monthly themes; the only requirement is the individual is a member of the PRSA New Pros chapter. Please email Ashleigh or me with nominations!

Posting schedule set, so mark your calendars!

Similar to last year, we will be posting on Mondays and Thursdays, so make sure to set those reminders.

Additionally, the social team is working on the #NPPRSA Twitter chat lineup for 2015, so make sure to check The Edge regularly for the latest news. If you have any ideas for Twitter chats, please email Erica Brown or Lauren Rosenbaum.

As you can tell, the PRSA New Professionals team is excited for a stellar 2015, and we hope you are, too. If you’d like to learn more about joining the New Professionals section, please visit the PRSA website.

Questions about this year’s blog strategy? Thoughts for how to improve it? Please leave a comment below or email our team.

Stephanie Vermillion is a senior account executive at Wordsworth Communications, a public relations agency in Cincinnati. She is the PRSA National New Professionals blog co-chair, and is on the PRSA Cincinnati Leadership Team. Connect with Stephanie on LinkedIn and Twitter (@SMVermillion).