Group items tagged

Twitter shows you everything posted by those you follow: news, thoughts from friends, pictures and more. You dip in and out as you like. But similar to live TV, when you turn it off — when you’re not actively watching Twitter — then you’re missing everything. Those 10 or 100 or 1,000 accounts you follow? Even though Twitter shows you everything from them, unlike Facebook, you’ll largely miss whatever they do if you’re not watching Twitter constantly.

That 5% engagement rate sounds pretty good, but it’s based only on the 7,195 people who actually saw my tweet. What’s the engagement rate for my overall audience of 390,000? That’s 0.1%, rounded up from 0.0923%.

Tweet & Tweet Again To Reach 30% Of Your Audience Twitter’s own post suggests that high visibility isn’t common. Consider this from it wrote today: We saw that brands that tweet two to three times per day can typically reach an audience size that’s equal to 30% of their follower base during a given week. This indicates that Tweet consistency is a key factor when it comes to maximizing your organic reach on Twitter.

A crisis creates a vacuum, an informational void that gets filled one way or another. The longer a company or other organization at the center of the crisis waits to communicate, the more likely that void will be filled by critics.

in the two days after the Ethiopian Air crash, Boeing made crisis communications missteps that may have a long-term effect on its reputation and credibility.

Silence is passive and suggests that an organization is neither in control nor trying to take control of a situation. Silence allows others to frame the issues and control the narrative.

Seeking questions ask for product-specific use cases, and look for facts rather than opinions. “Does this hotel offer free wifi?”

Our study found that most questions asked in automotive (81%), travel (79%), and consumer electronics (79%) were seeking questions.

Samsung reps answer shopper questions on retailer sites under the moniker “Mr. Samsung,” and find that questions reveal large gaps in product information: 91% of the content they provide in answers is not already on the site.

While women make up about 70% of the PR workforce, they only hold about 30% of the top positions in the industry.

This raises the question, are big agencies losing talented women — some of whom start firms that ultimately become competition because of rigid policies?

A recent study by Bain & Company found that 43% of women aspire to top management within the first two years of their position, compared with 34% of men. “Both genders are equally confident about their ability to reach a top management position at that stage,” reads a blog post on the research. “This suggests that women are entering the workforce with the wind in their sails, feeling highly qualified after success at the university level.”

Part of the reason why advertisers spent more on Facebook, suggests Resolution Media, is that Facebook ads are cheaper: both impressions and clicks cost less on Facebook than on Twitter, so marketers are enticed to spend more. Plus, Facebook offered more extensive alpha and beta opportunities than Twitter.

the need for “an algorithm that delivers the depth and breadth of the content we have on a specific topic and then eventually as it relates to people,” he added.

This is related to Twitter’s larger aim to better organize its content—to separate the interesting and timely tweets from the noise. Twitter has already begun tweaking the timeline where tweets appear—most notably (and controversially), by introducing tweets from accounts users haven’t chosen to follow.

Costolo said that the favorited tweets by other users show up when the user pulls to refresh their timelines twice and Twitter has no new content to show both times.

Native advertising has come under fire for being deceptive. It is, claim critics, an attempt to fool readers into thinking they’re consuming content produced by the publication itself when in fact they’re consuming an ad. It’s this criticism that led Outbrain CEO Yaron Galai to ban ads masquerading as articles.

Outbrain banned native advertising from the inventory of content it promotes on websites.

In an AdAge post, Rafat Ali suggests the following ways to improve branded content: Approach a native advertising assignment from the customer’s perspective, answering their questions and solving their problems. Go deep, with a narrow focus and uniquely valuable content that appeals to a defined audience subset. Offer data not easily found elsewhere that provides genuine insight, including new ways to understand the business. Approach native advertising like an editor, not a marketer.

Marketing in 2015 is about treating your audience as fans, not customers. We found that 63 percent of people wish brands treated them like a friend instead of a consumer, so it's important to understand the attitudinal and behavioral nuances of groups in order to do that well, and connect in a more intimate way."

When you’re ready to write PR content, these free tools and resources can help you with the process. SEOToolSet: provides information on search activity (e.g., how popular search terms are) and the demographics of people doing the query Ubersuggest: gives suggestions of keywords you might want to add to your keyword list or article content Google Trends: shows topics trending on Google, which can help you as you brainstorm topics to write about Scribe: shares the content marketing process with an integrated, holistic approach that maximizes your return on investment.

Twitter says that this change is due to “finite engineering resources” as they moved to a new platform. People frustrated with this change suggests that there may be other motives for it (one of the big arguments being that Twitter has two partners that will enable share data for larger publishers).

Twitter reach may vacillate between 1 and 3 percent on average for most tweets. So, that share to 100,000 followers becomes an impression to 2,000 followers.

News publishers’ “pivot to video” was driven largely by a belief that if Facebook was seeing users, in massive numbers, shift to video from text, the trend must be real for news video too — even if people within those publishers doubted the trend based on their own experiences, and even as research conducted by outside organizations continued to suggest that the video trend was overblown and that news readers preferred text. (Heidi N. Moore put many of these trends together in 2017, and her accounting is only strengthened by the new information that we’re seeing this week.)

The court case was unsealed this week, following efforts by organizations like the online publishers’ trade organization Digital Content Next to make previously redacted parts available to the public. I read the filing and pulled out some of the most interesting and relevant parts for news publishers below. I wanted to try to see whether Facebook’s active promotion of its video offerings might have influenced news publishers’ allocations of resources, and whether it is reasonable to allege that Facebook knew, as publisher after publisher laid off editorial staff and pushed into video, that that was misguided. I wanted to know whether people working in news organizations were fired based on faulty data provided by a giant platform that publishers believed they could trust.

“This consumer complaint raises a number of concerns about Facebook’s privacy policies and practices,” the committee leaders wrote in the letter. “Facebook’s systems lack transparency as to how they are able to gather personal information and synthesize that information into suggestions of relevant medical condition support groups. Labeling these groups as closed or anonymous potentially misled Facebook users into joining these groups and revealing more personal information than they otherwise would have. And Facebook may have failed to properly notify group members that their personal health information may have been accessed by health insurance companies and online bullies, among others.”