Study: Social media ads increasingly less popular among viewers

Americans have a dimming view of online advertising.

That’s the gist of a new report from Sprout Social, a social media monitoring and management provider, in which over 1,000 Americans were surveyed for their opinions about advertisements. The report found that when perusing social media platforms such as Facebook and Twitter, users ignored a lot of brands’ offerings.

Whether or not the downturn can be pinned on increased fears over how user data is being handled, the results are clear. Twenty-seven percent of consumers say their opinion of social media has worsened, with 58 percent saying their dismay stems from the proliferation of ads.

The study’s findings highlight a growing problem for communicators: How can brand messages break through the noise and reach a overstimulated general public?

The study suggests these tactics to stop users from scrolling past brand messaging:

1. Entertain your audience.

Though your first instinct might be to use your precious ad budget to talk about your brand and highlight corporate objectives, your audience might not give a fig about your business objectives. Instead, create infotainment or content that creates interest, and always look to tell a story.

[RELATED: Join us at Amazon HQ for the Social Media & Digital Communications Conference.]

The study found that entertainment was the “best way to stop the scroll,” with 41 percent reporting that fun content would engage them on social media. Thirty-seven percent allowed that a discount would grab their attention, and 33 percent wanted content that would “teach them something.”

One insignificant factor for online users: brands that are recommended by a friend. Only 10 percent said content that came from a brand that a friend likes would sway them. This means marketers shouldn’t rely on viral hits—the chance of engaging viewers through their social media network is slim.

2. Educate your audience.

Informative content delivers.

Sprout Social wrote:

While building awareness is important, ensuring potential customers understand what your brand offers is just as crucial. The latter requires that consumers make personal connections with your brand—they might appreciate your differentiators, share the values you’re communicating or learn a new skill that your offering enables. This type of advertising makes people feel good about your products and confident in choosing your brand over others.

The researchers backed up this finding by reporting what kinds of actions users would take when interested in a social media ad. By far (65 percent), the most popular answer was to click through to learn more.

These data points also suggest that brand managers should care deeply about clicks over other metrics. If a customer is on the hook, they probably are looking for more information. Make sure your landing page is clean and informative when they get there.

3. Offer a discount.

Though not as highly ranked as entertaining and educational content, price breaks can be powerful motivators for social media promotions.

The study found that 37 percent of consumers were more likely to engage with social media ads that offer a discount. However, that number changes when you factor in generational differences.

Baby Boomers were more likely to be swayed by discounts, whereas millennial consumers were less responsive to brash discount offers.

The study authors wrote:

While the decision to offer a discount may require buy-in from others in your organization, the ability to communicate value is always on the table. Given Baby Boomers’ preference for discounts and educational content, there’s an opportunity to combine the two into stories and messaging that highlights your value proposition and connects with this generation, even if there’s no immediate sale.

A top takeaway from the survey was the need for social media marketers to get to know their audience.

Survey authors wrote:

Getting to know your audience in depth and breadth demonstrates a commitment to seeing them as real people instead of sales targets. The consumer research process also ensures a more strategic use of your marketing budget to gain a competitive edge.

How are you changing your social media messages to reach your desired audience?

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Biking the Mekong Delta in Vietnam

I met Matt and Kat in Ninh Binh in northern Vietnam. They were a British couple cycling across Southeast Asia for six months. Being the only people in our guesthouse, we spent a couple evenings eating, drinking beer, and talking. We became friends out of necessity, less for them because they had each other and more for me, who was a bit bored from being alone.

And then, like so many travel relationships, it was time to say good-bye. In the blink of an eye, it was time for all of us to move on.

But, during our time together, we had actually grown to enjoy each other’s company and made vague plans to meet up again in Ho Chi Minh City.

And, over drinks, what started off as an off hand comment became solid plans to join their bike trip for a few days.

Our plan was simple: I’d bike with them across the Mekong Delta then take the bus back to Ho Chi Minh City, while they continued on to Cambodia. I didn’t want to buy a bike and wasn’t outfitted for a multi-week excursion, but a couple of days over flat land seemed totally doable.

Our first day’s plan would take us to My Tho about 80km away. Though I was no expert in kilometers, it still seemed like a long distance to me.

After spending a day searching for a bike in Ho Chi Minh City, I stored my stuff at my guesthouse and we left early the next morning.

“It’s good to get out early before the sun gets too high,” Matt said. “Once it peaks, it’s very hot and we won’t get far between stops.”

The chaotic streets of Ho Chi Minh City are a no-rules zone. Pedestrians walk without looking, motorcycle drivers ride on sidewalks as they chat on their phone, and cars and trucks merge with utter disregard for others. It seemed the only rule was to drive aggressively and let everyone else adjust.

Mat and Kat led the way and I followed as we merged into multilane highways with no shoulders, careful not to get hit as giant trucks raced past us. Soon, rice terraces, dusty roads, and houses in the distance replaced the chaos of the city. We stopped for photos and kids would come racing up to us to practice their English, look at our bikes, take pictures, and laugh at our sweaty appearance.

As the day dragged on and the sun got high in the sky, I began to run out of steam. I was not in as good shape as I thought. Though I was a healthy eater and regular at my gym back home, being on the road for over six months had taken its toll on my body. My legs were sore, my pace slowed, sweat-stained the back of my shirt.

My friends looked at me with pity. “Maybe we should rest,” Matt said empathetically.

“Yeah, let’s stop for lunch,” Kat said.

We pulled into a restaurant by the side of the road. The proprietors gave us strange looks. It’s probably not often that three sunburned foreigners pull in on bikes. We sat down, rested, cooled off, and gorged ourselves on pho. We kicked back multiple cans of coke – trying to replace the sugar we lost on the bike ride. I drank slowly, hoping to extend our rest stop as long as possible.

“Come on, mate. We’re halfway there,” Matt eventually said standing up. “You can do it!”

Matt found a route off the highway through the countryside. “It’ll be more scenic and relaxing than this main road,” he said, still worried I wasn’t enjoying myself.

We got off the main road and headed through a few little towns when we realized we were really lost. Way off the highway, we were now in deep trouble. No one spoke English. We made some gestures at the first group of locals we saw, with no luck. Group two provided just as unhelpful. We tried to figure out a route but ended up back where we started.

Finally, we came across a guy who spoke a little English. He pointed us in a direction we could only hope was right.

So we biked. And biked some more.

There was still no sign of the highway. Just empty roads and the occasional house. Eventually, we found a convenience store, and after some clever sign language on Kat’s part, learned how to get back to the main road.

With 25km to go, I was dragging behind again. Our brisk early-morning pace had come to a crawl as I pedaled with lead in my legs.

While Matt and Kat were reassuring, their faces revealed a hidden frustration at the time it was taking to cover the distance. What did we get ourselves into they must have thought.

Around 6 pm, we finally pulled into My Tho. I was barely biking at this point, moving only by inertia. I decided that after we had checked in and, drank a very cold beer, I was off to bed.

“Passports, please,” the clerk of the hotel said.

We all got them out.

“What’s this?” she asked looking at my photocopied paper.

Before we had left Ho Chi Minh City, I had dropped off my passport at the Thai embassy so that I could get a two-month visa: one month for learning Thai and the other for traveling around Isaan. Being the smart traveler I was, I kept a copy of my passport and my visa for hotel check-ins.

“It’s my photocopy,” I said, explaining the situation.

“No good. You have to have the original. You can’t stay here.”

“But it’s me. Look, I even have backup,” I said, pulling out all the papers that proved I was me, hoping to be granted a reprieve.

“Sorry, the police are very tough here. No passport, no stay,” she said.

“Well, my friends have theirs. Can I stay with them?”

“No.”

After trying and failing at five other places, it didn’t look like I would find a place to stay. If we had gotten in earlier, we could have searched longer or come up with a solution. But the sun was setting — and with it the last bus was going back to Ho Chi Minh City. I had to decide quickly what to do.

“There is a bus to Ho Chi Minh City at 7pm. You can take that back,” said the owner of the first guesthouse.

It was 6:45.

As my guesthouse owners back in Ho Chi Minh City already knew me and wouldn’t ask for a passport, heading back to the city was the only safe bet. We got on our bikes and raced to the bus station. If I missed this bus, I might be sleeping on the street.

Luckily, buses here didn’t really follow a set schedule, and they waited until the last minute for late passengers (if the bus were full, it would have left already). This might give us extra hope.

Despite our fatigue, we kept pedaling, trying to get to the bus stop in time. We went down the wrong street and had to double back. I was sure that I had missed the bus, but, pulling into the parking lot, we saw it that it was still there.

“Yes!” I exclaimed.

I said good-bye to Matt and Kat, apologizing profusely for all the trouble, thanking them for the experience, and promising them drinks when we met up again in Cambodia. I plopped into the bus seat among locals gawking at my disheveled and dirty clothes and fell asleep until Ho Chi Minh City.

It was 10pm when I finally got back to my guesthouse. I walked to the bar next store and saw some other friends. They looked at me as I sat down.

“What the hell are you doing here?” they asked. “Aren’t you supposed to be in the Mekong?”

They saw the tiredness. The defeat. The sweat. The dirt.

“We might need some more beer for this story,” I said as I began my tale.

Book Your Trip to Vietnam: Logistical Tips and Tricks

Book Your Flight
Find a cheap flight to Vietnam by using Skyscanner or Momondo. They are my two favorite search engines. Start with Momondo.

Book Your Accommodation
You can book your hostel in Vietnam with Hostelworld. If you want to stay elsewhere, use Booking.com as they consistently return the cheapest rates. (Here’s the proof.)

Don’t Forget Travel Insurance
Travel insurance will protect you against illness, injury, theft, and cancellations. I never ever go on a trip without it. I’ve been using World Nomads for ten years. You should too.

Need Some Gear?
Check out our resource page for the best companies to use!

Want More Information on Vietnam?
Be sure to visit our robust destination guide on Vietnam for even more planning tips!

Photo credits: 2, 3

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Why PR pros should focus on audience emotions

Delivering just the facts was a winning strategy—until it wasn’t.

The onslaught of digital marketing and social media advertising created such intense competition for scarce space that emotional intelligence now often determines who gets their name in the paper.

Brand managers must not only offer emotionally gripping products or services to appeal to their audiences, they must also find an emotional angle for media gatekeepers to let it through.

“With the current state of the media industry (less people doing more jobs), the competition for media attention is tight,” Nicole Wyatt with Markstein says. “The emotional appeal of a media pitch has always been important, but now more than ever it is crucial.”

[RELATED: Get the skills you need to become a trusted advisor to leaders.]

How emotion grabs consumers

Becky Honeyman with SourceCode Communications argues that PR pros only recently uncovered knowledge that marketing and advertising creatives have forever known.

“That is, if you can make someone ‘feel’ something, you will increase the response rate or engagement level tenfold,” Honeyman says. “It's fundamental for brands today to build relationships with their audiences. They can only do that by communicating consistently and authentically on subjects that are genuinely meaningful to them.”

INK Inc. Public Relations CEO Dick Grove opines that emotion certainly plays a pivotal role in appealing to consumers, but a product or service needs something new, interesting or tangible to succeed as well.

“The trick is connecting emotion to something inherently unemotional,” Grove adds. “As an example, we’re working with a company that protects and stores passwords, which on the surface, is straight tech. But it’s not tech to the person locked out of a site because they forgot their password.”

How emotion piques media interest

Technology—whether social, data or analytics—enables PR pros to know the communications preferences and times of day to connect with specific contacts and influencers. Such information can only carry outreach so far, however.

Harden Partners in Oakland, California secures top-tier placements in health care, financial services, insurance and real estate space by combining a data-driven and personal approach to journalists.

Harden leverages software and social monitoring as a baseline to gauge interests, connecting with a smaller group of reporters quarterly. It alerts both East and West Coast offices of hires and departures at national and regional outlets.

The firm also schedules biannual media days in which it invites major journalists in finance and healthcare—its core markets—to relate their editorial interests. Harden’s messaging is concise and always includes a reference to a reporter’s most recent work on a subject.

“Emotional appeal for us is based not on face-value assumptions, but data that has been gathered for each individual reporter we are pitching,” Harden public relations and digital strategist Nadine Argueza says. “In our experience, cultivating a productive working relationship can take months and can last years provided that we pitch media-worthy material in that individual’s area of interest.”

‘What’s in it for me?’

Emotional intelligence factors into the entire transaction, from appealing to specific consumers to capturing the attention of media types.

Amy Dardinger, manager of media relations at SSPR Public Relations Agency, reinforces the necessity of understanding the news relevancy of clients and how it resonates with individual reporters for successful campaigns.

“Even in the B2B world, you have to put yourself in the shoes of reporters and their readers,” Dardinger says. “Why would they care? Could our messaging be misinterpreted? Are there pitfalls to our approach? It makes sense to spend time thinking about issues important to the company and then working out how those fit into the campaign. If you figure out the concerns of your target audience, you can develop a campaign with real resonance.”

Ryan McCormick with Goldman McCormick Public Relations says some his most successful campaigns served larger, altruistic purposes.

“We think emotional appeal is the heart and soul of every effective media campaign,” he says. “If you can captivate someone’s heart—unless they are completely rooted in logic—their mind will follow.”

Dave Yonkman is the President of DYS Media, LLC, former Washington Correspondent for Newsmax Media and Capitol Hill Communications Director.

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‘Emoji,’ ‘turducken,’ ‘HIPAA’ and more: AP style rules to remember

The newest version of the AP Stylebook is here, and savvy communicators should read up now to hone their copy.

The 2018 edition, which became available Wednesday, has roughly 200 new and updated entries. It also includes a chapter on polls and surveys, meant to guide journalists and other communicators to “report responsible on public opinion research heading in to the U.S. midterm elections.”

Here’s a look at several AP style guidelines that have been added or revised in its most recent edition:

Today/tomorrow

When writing a news story, it’s best to use the day of the week instead of the more confusing “today” or “tomorrow.” For example:

On Thursday, PR Daily published an article highlighting this year’s AP style revisions and added entries.

However, feel free to use the terms outside of news articles:

It's now OK to use "today" and "tonight" in uses other than news stories: “We're sharing lots of great tips in our #APStyleChat today.” But use day of the week in news stories.

— AP Stylebook (@APStylebook) May 30, 2018

Co-worker vs. coworking

Though AP style still hyphenates “co-worker,” drop the hyphen when referring to freelancers and remote employees sharing office space:

Our style is "coworking" to mean sharing workspace and amenities when people don’t actually work for the same company but instead are self-employed or remote workers. No hyphen. But: "co-worker" for a colleague within the same company. #APStyleChat

— AP Stylebook (@APStylebook) May 30, 2018

[RELATED: Distracted audiences? Mind-numbing topics? Cut through the clutter clear, creative corporate writing.]

Food

There is a cornucopia of new food entries in this year’s AP Stylebook:

New or revised food entries also include: ahi, amaro, chorizo, churros, gingersnap, gluten-free, grain bowl, India pale ale, Instant Pot, Kobe beef, locavore, matcha, multicooker, soba, superfoods, udon, vegan, za’atar. #APStyleChat

— AP Stylebook (@APStylebook) May 30, 2018

For those already looking forward to Thanksgiving, you might be pleased to find out that “turducken” is now included in the Stylebook:

We have a new entry for "turducken," a deboned chicken stuffed inside a deboned duck stuffed inside a deboned turkey. #APStyleChat

— AP Stylebook (@APStylebook) May 30, 2018

Also note the difference between “stuffing” and “dressing”—but you can revisit these rules in November.

Also with Thanksgiving in mind: A new entry notes that "dressing" is cooked outside of the bird; "stuffing" is cooked inside. Use of the terms also varies regionally in the U.S., with one preferred over the other in some places regardless of how it’s prepared. #APStyleChat

— AP Stylebook (@APStylebook) May 30, 2018

Race relations

When referencing people of different racial backgrounds in your writing, use terms to properly describe both individuals and groups of people, but be prepared to explain your subject’s background:

The terms “biracial” and “multiracial” are acceptable, when clearly relevant, to describe people with more than one racial heritage. Usually the terms are more useful when describing large, diverse groups of people rather than individuals. (1/3) #APStyleChat

— AP Stylebook (@APStylebook) May 30, 2018

Avoid “mixed-race,” which can carry negative connotations, unless a story subject prefers the term. Be specific if possible, and then use “biracial” for people of two heritages or “multiracial” for those of two or more on later references if needed. (2/3) #APStyleChat

— AP Stylebook (@APStylebook) May 30, 2018

Examples: “She has an African-American father and a white mother” instead of “She is biracial.” But: “The study of biracial people showed a split in support along gender lines.” (3/3) #APStyleChat

— AP Stylebook (@APStylebook) May 30, 2018

AP Stylebook warned that certain terms are best to be avoided:

While it is always inaccurate to call people under 18 “men” or “women” and people 18 and older “boys” or “girls,” be aware of nuances and unintentional implications. (1/2) #APStyleChat

— AP Stylebook (@APStylebook) May 30, 2018

Referring to black males of any age and in any context as “boys” can be perceived as demeaning and call to mind historical language used by some to address black men. Be specific about ages if possible, or refer to “black youths, child, teen” or similar. (2/2) #APStyleChat

— AP Stylebook (@APStylebook) May 30, 2018

Balance sensitivity with AP style

Writing about legislation surrounding pregnancy and abortion requires careful thought and precise wording. Here’s what AP Stylebook recommends:

With the terms “fetus,” “unborn baby” or “unborn child”: Write clearly and sensitively, using any of the terms when appropriate. (1/3) #APStyleChat

— AP Stylebook (@APStylebook) May 30, 2018

"Fetus," which refers to the stage from the eighth week of pregnancy to birth, is preferred in many cases, including scientific and medical uses: “The virus can be harmful to a fetus.” “The lawsuit alleges harm to a fetus that prosecutors say was viable.” (2/3) #APStyleChat

— AP Stylebook (@APStylebook) May 30, 2018

A story's context or tone can allow for "unborn baby" or "unborn child" in cases where "fetus" could seem clinical or cold: “She said her love for her unborn baby was the strongest feeling she had ever felt.” (3/3) #APStyleChat

— AP Stylebook (@APStylebook) May 30, 2018

Emoji and GIFs

The 2018 AP Stylebook also gives guidance for writing about content and culture on the internet (note the lowercase “i”), which is especially important given the rise of social media and how it affects both news cycles and reporting.

Use “emoji” when referring to single and plural instances:

We now use “emoji” for the plural, rather than “emojis.” (1/7) #APStyleChat

— AP Stylebook (@APStylebook) May 30, 2018

You can also include uses of emoji or GIFs in your copy by describing the visual symbols and images:

How you quote emoji or GIFs? Treat the visual material in emoji or GIFs as context or gestures when important to include. Describe them by paraphrasing. (2/7) #APStyleChat

— AP Stylebook (@APStylebook) May 30, 2018

For example: Chavis sparked a flurry of responses against the airline after tweeting a GIF of large crowds at the gate, with the message “#missinghoneymoon” and an emoji string of a worried smiley, a ring, an hourglass and an umbrella on a beach. (3/7) #APStyleChat

— AP Stylebook (@APStylebook) May 30, 2018

However, take care not to confuse readers when describing the emoji or GIFs used.

Be aware that some GIFs, emoji or other images may contain hidden meanings and nuances requiring consideration and more than just a simple description of the image posted. (4/7) #APStyleChat

— AP Stylebook (@APStylebook) May 30, 2018

Don’t use parentheses to describe an emoji within a direct quote, to avoid confusing readers by making it seem as if the person being quoted wrote out the description in text. (5/7) #APStyleChat

— AP Stylebook (@APStylebook) May 30, 2018

When possible—and as it fits your organization’s style guide—embed or link to social media posts, including those using emoji and GIFs. That way, readers can view the visuals in the full context. Many communicators use screenshots for tweets that have been or might be deleted.

Many story platforms support displaying posts as they actually appear, or hyperlinking to posts on social networks, giving journalists several options to let readers see material for themselves. (6/7) #APStyleChat

— AP Stylebook (@APStylebook) May 30, 2018

Also, most social networks allow for direct embedding of such material, and screen captures may also be acceptable if images are displayed in accordance with your newsroom’s visual standards. (7/7) #APStyleChat

— AP Stylebook (@APStylebook) May 30, 2018

2D, 3D and other tech terms

If you’re referencing a film you saw in 3D (perhaps for an article on what kind of “Avengers” character bestrepresents your PR personality), go without a hyphen. You also can start a sentence with “3D” or “2D”:

“3D” now has no hyphen. Same with “2D.” Both are acceptable on all references. #APStyleChat

— AP Stylebook (@APStylebook) May 30, 2018

Revised section of the numerals entry: A numeral-and-letter combination may start a sentence: “3D movies are drawing more fans.” That joins starting a sentence with the year as the only times when a numeral is OK at the beginning of a sentence. #APStyleChat

— AP Stylebook (@APStylebook) May 30, 2018

Additional technology terms, such as “homepage” and “smartwatch” are one word. However, AP Stylebook noted that “health care” is still two words:

We've changed our style to one word for “homepage.” We added “smartwatch” and “timeshare” as one word. But: “health care.” #APStyleChat

— AP Stylebook (@APStylebook) May 30, 2018

HIPAA, not HIPPA

Speaking of health care: If you’ve ever incorrectly used the acronym “HIPPA” when referring to the Health Insurance Portability and Accountability Act of 1996, you’re not alone. Many health care communicators have done the same—as AP Stylebook itself did in heralding the new edition.

It’s “HIPAA,” but you can avoid a mistake by using the entire name (even though it’s lengthy):

One more reason not to use the acronym HIPAA: You might incorrectly call it HIPPA, as we did in our email today announcing the launch of the 2018 Stylebook.
Where possible avoid using the term, an acronym for the Health Insurance Portability and Accountability Act of 1996.

— AP Stylebook (@APStylebook) May 30, 2018

Instead refer to privacy laws or the federal law restricting release of medical information. If HIPAA is used in a quote, explain it.
And it always pays to proofread everything one more time than you think you need.

— AP Stylebook (@APStylebook) May 30, 2018

Proofreading your copy is crucial, but remember: Even the most diligent writers and editors can make mistakes.

How did we end up with HIPPA instead of HIPAA in our note? We are asking ourselves that, too. When you look too hard and too often at the very thing you're trying to avoid, you tend to crash right into it. The entry itself is correct. Thanks to all who have noted the error.

— AP Stylebook (@APStylebook) May 30, 2018

What do you think of these recent AP style entries and revisions?

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These communicators took video production into their own hands—and so can you

The idea of “doing it yourself” can seem intimidating—especially when your last Pinterest-sourced home improvement project ended with a trip to the emergency room.

When it comes to incorporating video into your corporate communications, though, you don’t have to shell out big bucks to a professional to avoid a catastrophe.

One-time video novices at top organizations have found the secrets to success when it comes to taking the camera in your own hands:

1. Stacey Derk at Microsoft focuses on making the most of filming locations with easy shooting techniques
2. Jordan Allen from POPSUGAR Studios developed a deep understanding of Facebook’s algorithms to get more eyes on his videos
3. Kim Clark at GoDaddy aligns communications goals with the story angles she picks for videos

Hear insights and tips for success from these and other video experts at the Do-It-Yourself Video Conference on June 20–21 in Chicago.

You’ll learn how to ace all aspects of video production, from holding the camera to sharing your content on social media.

Creating great videos doesn’t require a film school degree or a million-dollar budget. Join us and start tapping into this powerful medium today.

Register here to save $100.

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There’s still time to enter Ragan’s Health Care PR & Marketing Awards

 

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7 ways to ensure you get and keep clean data for PR metrics

How dirty is your data?

Good data from media metrics can help industry pros uncover valuable insights and demonstrate PR’s importance to their organization.

Inaccurate or corrupted “dirty data” can lead to wildly incorrect conclusions, tainting presentations and even ruining entire campaigns.

Follow these expert recommendations for collecting, maintaining and measuring data:

1. Use Excel rather than Word. Excel enables you to divide data by category into rows and columns that can be cross-referenced and dissected with pivot tables, says freelance media analyst Steph Bridgman. List each new media item in a new row, and divide coverage up into categories. Organizing data into rows and files makes it easier to produce valid analytics about media coverage.

2. Use Boolean search terms. A fast-food chain once collected 4,000 extraneous references to underground transportation systems that had no relevance to the business, producing a ridiculously large reach figure, recalls PR measurement expert Katie Paine, CEO of Paine Publishing. Most all media monitoring services, including free tools such as Google Alerts, offer Boolean search queries that can eliminate extraneous results. Simply enter “not” before a word to exclude the word from results. You can write “and” between search terms to include both words in any order.

3. Eliminate duplicates. Take advantage of Excel’s Remove Duplicates option. Go to the Data tab and click “Remove Duplicates.” Select a column with a unique number, like “Clip ID,” or “Item ID.” If that doesn’t exist, use the unique URL of the article and click OK.

[RELATED: Ragan Consulting Group can help you find, tell and share your organization's most compelling stories.]

4. Periodically prune metrics. An organization might accumulate a glut of metrics over time as team members add their opinions. Some metrics may be obsolete, irrelevant and even dangerous. In addition, a vast supply of metrics becomes time-consuming to track, report and analyze. Once a year, or after a change in leadership, review the metrics. Eliminate useless figures; keep only those linked to business objectives. “It all comes down to one thing: Does the metric help you make decisions? When you see the metric, do you know what you need to do?” says Lars Lofgren, KISSmetrics marketing analyst.

5. Establish standard terminology. Different data providers and vendors might apply different definitions for the same metrics, causing confusion. Gather your team to agree on specific definitions for key terms, relying on industry benchmarks such as the Media Rating Council standards for social media or the Institute for Public Relations standards for PR, Paine advises. Then post the lexicon where everyone can access it.

6. Audit data. Audits check entries to ensure they are accurate and relevant. They’re especially important if you combine multiple sources. The most frequent error in combined data sets is misaligned dates. Make sure date formats are consistent.

7. Use an established media monitoring service. Doing so can be more effective overall, in addition to saving your organization time and money.

A version of this post first appeared on the Glean.info blog.

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7 things all PR pros should do before going solo

The PR profession is growing.

Public relations is projected to be one of the top 10 occupations by 2022, and there are plenty of career options. PR pros can work for a corporation, an agency, a non-profit, a startup or a small business. They can specialize in a variety of areas, including influencer marketing, crisis communications, media relations and thought leadership.

Going solo as a public relations pro seems to be an increasingly popular choice. It sounds so appealing to choose your clients, choose your hours or work from wherever you want. However, there are a few steps you should take before you hang out that shingle?

Here are seven suggestions:

1. Line up potential clients.

In advance of quitting your day job, be thinking—and talking—to those who may be interested in using your services. Certainly, use discretion, but it doesn’t hurt to start putting the word out to those you trust that you’ll be striking out on your own soon.

2. Never stop networking.

Per the tip above, you should be in networking mode everywhere you go. This is good advice even if you intend to keep your day job, because you never know when you might meet someone who can help you in some way—or that you might be able to help.

When you meet someone new that you want to keep in touch with, add them to your LinkedIn network. Look for opportunities to connect with them again. Keep in touch by occasionally dropping them a note or inviting them to coffee or to join you at an event.

Your network is one of your most valuable assets as a solo PR pro (it’s a referral-based business), so always be building and maintaining it.

3. Get some agency experience.

Working at an agency gives you an idea of how client service works and helps you understand what systems you need to have in place to successfully work with multiple clients. You learn procedures like reporting and billing.

Maybe as importantly, you meet a lot of other folks in PR. This turned out to be a huge boost to my solo business. Not only did the agency I worked for hire me back as a contractor, but to this day, I still hear from those public relations pros I worked with. They’ve been a constant source of client referrals and new business opportunities over the years.

[RELATED: Take advantage of the power of video—regardless of resources orbudget]

4. Work on your branding.

If you’re going out on your own as a PR consultant, you need a website. And beyond that, you need a social media presence.

Get those established before day one. You can always tweak them as you go, but be sure to have something there for potential clients to view.

5. Get your administrative house in order.

You need business cards. You need a bank account. You need software for accounting and invoicing. You need an accountant who specializes in self-employed professionals (and maybe one who knows about home office deductions, if you plan to work at home).

You may need to do things like pay quarterly taxes, and you need to understand how to plan for that. Get referrals and find someone to help you get set up.

6. Make sure your workspace is ready.

You should consider where you’ll be working. A home office is the easiest option for many, but co-working spaces are popular, too. Of course, you’ll need a computer, and you may need access to a media database (those aren’t cheap).

Make sure to think through all the things you may need to have in place when you start.

7. Manage your mindset.

Anytime you change jobs, you should think through how you’ll cope in the early days. Change can be difficult, even if it’s change you proactively pursued.

Remember that you want to be in this for the long haul, so prepare yourself to ride out a few bumps in the road. Give it at least six months to a year to even out. In the long run, that’s a brief amount of time to devote to a career choice that could lead to many fulfilling years.

Granted, self-employment isn’t for everyone, but you may want to give it a little time to know for sure before giving up on your dream.

Those are just a few of the things you’ll want to do before going it alone. If you plan ahead, you should be able to launch your public relations consultancy with fewer, “Oh, no,” moments.

Just keep in mind that once you work for yourself, you may never want to go back to working for someone else.

Michelle Garrett is a PR consultant and writer at Garrett Public Relations. Follow her on Twitter @PRisUs or connect with her on LinkedIn. A version of this article originally appeared on Muck Rack, a service that enables you to find journalists to pitch, build media lists, get press alerts and create coverage reports with social media data.

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Viacom and Hulu pull ‘Roseanne’ reruns

More media companies have cut ties with Roseanne Barr—but some people are wondering why they took so long to do so.

On Tuesday, Barr compared former White House adviser Valerie Jarrett to the progeny of “Planet of the Apes” and the Muslim Brotherhood. She later deleted the tweet and apologized more than once as online outrage grew.

Gizmodo reported:

Barr spent the night tweeting apologies to Valerie Jarrett, the Obama official who Barr said looked like a cross between the Muslim Brotherhood and Planet of the Apes. But Barr also retweeted plenty of far right users who believe that ABC was hypocritical to cancel her show, since left-leaning entertainers have said offensive things about President Donald Trump.

But Barr started taking heat yet again when she explained that maybe it was the Ambien that made her do “weird stuff” like send out racist messages.

The Guardian reported:

Barr has since defended herself, writing: “It was 2 in the morning and I was Ambien tweeting,” Barr tweeted. “It was Memorial Day too. I went too far and do not want it defended. It was egregious [and] indefensible.”

“I think Joe Rogan is right about Ambien,” she added, referencing the comedian and UFC host who described the drug as “ scary stuff”. “Not giving excuses for what I did (tweeted) but I’ve done weird stuff while on Ambien: cracked eggs on the wall at 2am etc.”

Gizmodo reported:

The tweet had roughly 3,000 likes and 495 retweets before she deleted it around 6:20am ET, 3:20 PT. She also deleted a tweet from earlier where she said that “it was 2 in the morning and I was ambien tweeting.”

Though Barr is still receiving backlash for her comments, ABC and Disney are being applauded for canceling the show—and quickly: The announcement came only hours after Barr first apologized.

Other networks sought to avoid similar outrage and to stay in viewers’ good graces.

Viacom has pulled “Roseanne” reruns from Paramount Network, TV Land and CMT. The announcement came Tuesday afternoon—shortly after ABC pulled the plug on “Roseanne” and after Barr’s talent agency, ICM Partners, cut ties.

Others quickly followed Viacom’s lead, and ABC continued to erase further references of the show’s episodes.

Variety reported:

A Viacom representative declined to comment. A Hulu spokesperson told Variety, “We support ABC’s decision and are removing the show from Hulu.”

Entertainment Weekly reported:

Laff, a digital network that specializes in reruns of popular sitcoms, has similarly yanked old episodes of the series. “While we believe viewers have always distinguished the personal behavior of the actress Roseanne Barr from the television character Roseanne Conner, we are disgusted by Barr’s comments this week,” read Laff’s official statement. “Therefore, we are removing the original Roseanne series from the Laff schedule for the time being, effective immediately.”

Bustle reported:

ABC seemed to quickly wiped the show's presence from its press site and main network website on Tuesday afternoon. The Tuesday night schedule on ABC's website , however, shows, at press time, an episode of Roseanne airing on Tuesday night at 8 p.m. ET. The episode description read: "Roseanne spars with Darlene over the children." The official ABC schedule for the following Tuesdays, June 5, and June 12, are not available.

CNN reported:

On ABC's website, where all nine episodes from Season 10 had been available for viewing, the URL that once led to the "Roseanne" landing page now redirects users to the homepage or a list of current shows.

“Amazon still has SVOD rights to seasons one through nine of the original series,” The Hollywood Reporter’s Katie Kilkenny wrote.

Jarrett called the backlash and show’s cancellation a “teaching moment” for Barr.

Kilkenny wrote in another article:

On Tuesday, the former senior adviser to the president during the Obama administration, who appeared on MSNBC's town hall Everyday Racism in America, told the gathered audience of Barr's tweet, "This should be a teaching moment."

However, some wondered why it took so long for Barr to face consequences for her controversial tweets.

In an opinion piece for The New York Times, Roxane Gay wrote:

It was a dignified statement to be sure, but one wonders just how many teaching moments we need for white people to no longer feel entitled to comment on or police black bodies. And how much longer will we choose to consume pop culture that encourages such policing, either implicitly or explicitly?

Ms. Barr was free to speak her mind, but she was not free from consequences. Now that she is reaping those consequences, many people are praising ABC and its swift action. But there is no nobility in what anyone involved in “Roseanne” has done at any point during the reboot’s trajectory. Certainly, I empathize with all of the people who are now out of work, particularly those in the trades — the grips, best boys, camera people, production assistants and others who are not famous faces. But I also question what kind of empathy the decision makers had for the targets of Ms. Barr’s hateful rhetoric as they supported this show and her. They seemingly had none. Even at the recent network upfronts, ABC executives were joking about Ms. Barr’s Twitter feed.

… I am more interested in the statement ABC could have made by never making the reboot in the first place.

Brand managers should consider Gay’s comments in light of ABC’s recent decision as well as other reputational crises—one in particular that led Starbucks to close all of its company-owned stores for racial bias training.

The Guardian reported:

The revival of Roseanne was the most popular US show of 2018, with an average of 18 million viewers per episode. The reboot’s debut episode attracted 27.3 million viewers, including those using on-demand services.

TV critic Tony Wong wrote in The Star:

Channing Dungey, president of ABC Entertainment, would often find herself dancing around reporters’ questions about her star’s history of Twitter rants, filled with conspiracy theories and racist allegations.

It must have been agonizing for Dungey, the first Black woman to lead a major U.S. network, to defend Barr. But the fact that Roseanne was a ratings monster that helped to revive the struggling network, and was already renewed for a second season, gave cover. It was the biggest show in the U.S. upon its premiere and, according to the most recent ratings, was the fourth most watched show in Canada. But no more.

USA Today reported:

[ABC’s] decision — lauded by Barr's critics and blasted by her fans — speaks to a fraught new corporate era in which companies have been pushed to the front lines of the nation's contentious cultural debates. In this battleground, swift responses often are seen as the only way to contain a social media firestorm.

“You’re looking at a very 21st century challenge,” says Jay Tucker, executive director at the Center for Media, Entertainment & Sports at UCLA’s Anderson School of Management. “In an earlier (TV) era, it would have taken half a season to make that decision after much internal analysis."

However, brand managers are being forced to quickly address both moral and political issues before they threaten to destroy brands’ images.

USA Today reported:

Corporations are making quick calls to avoid permanent damage in a social media age in which angry tweets and Facebook posts can quickly go viral, says Columbia Business School professor William Klepper.

"People have been around this circuit too many times," says Klepper. "Now it's an issue of: State your values. State what you stand for. Hold to your code of ethics. But if you delay, try to explain away or, worse yet, you try to defend, it's a lose-lose today."

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How to Spend 4 Days in Amsterdam

Amsterdam is one of my favorite cities in the world. I love its brick buildings, open skyline, rich history, and relaxed, easy going attitude towards life. Over the years, I’ve visited Amsterdam more times than I can count (I’m bad at math) and have spent countless hours walking the city, making friends with locals, and getting under its skin.

Amsterdam has so much to do that, even after so many visits, I still find new things to do and see. The city deserves more than just the few (and often smoke filled) days travelers give it, but if a few days is all you have and you want to make the most of it, this is the itinerary I would give to someone looking to get a good overview and feel for what makes Amsterdam so special:

Day 1

Free walking tour

A great way to orient yourself to the city is with a walking tour. You’ll learn some history, find out where the major sites are, and explore all those winding canals. Free walking tours are a wonderful first activity in any city. I recommend the free New Europe walking tour. It covers a lot of ground and gives you a general overview of the city and landmarks. The tour meets in the main square and lasts about 2-3 hours. (Be sure to tip your guide though!)

Canal tour

Amsterdam is a city tied to the water – it grew around its canals and the taming of the Amstel River. The canals of Amsterdam are incredibly beautiful, and there’s nothing like seeing the city from a boat. Skip the big canal boat tours you see around the city — they’re overpriced. You can often hire a private boat tour for about 20 Euros an hour (look for guides around the Red Light District). Moreover, you can also take the open-air Canal Hopper Small Boat. This is the company I use when I run group tours to the city — the boats are small, the tours more intimate, and your driver will give you a good personalized tour. The tours last about an hour. It leaves from Pier 6.

Van Gogh Museum

This may be one of the most popular tourist attractions in the city, but don’t let the crowds deter you. The museum features many of Van Gogh’s best works of art alongside an excellent biography of his life and is laid out in chronological order, starting with his earliest works. Though not a huge museum, I can spend hours just staring at the paintings as Van Gogh is one of my favorite painters. The museums also has paintings by other famous artists of the period, like Monet, Manet, and Matisse. Try to come late in the late afternoon when the crowds subside.

Rijksmuseum

The Rijksmuseum is located right next to the Van Gogh Museum, and after years of renovation, it’s now beautifully remodeled. The museum still features an extensive Rembrandt collection, and you’ll be able to see the famous painting “The Night Watch.” Besides Rembrandt, there’s also an incredible and robust collection of other classic Dutch painters, like Frans Hals and Johannes Vermeer. Over one million works of art, craftworks, and historical objects are kept in the collection, and around 8,000 objects are on display in the museum so be sure to budget a few hours!

Day 2

Anne Frank House

In all honesty, I don’t like this place. I found it to be anticlimactic. You basically do a slow walk through the house as the crowds pack the place. You don’t get to let everything soak in as you’re being pushed from behind by the endless crowds. It’s maddening! But, if you don’t mind waiting in line and you’re curious about Anne (I think the Jewish History Museum does a more thorough job of relating the events in Anne Frank’s life to the Holocaust), it might be worth the visit for you. You can book tickets online up to two months in advance, which lets you skip the line. If you don’t do this, get there very early in the morning to avoid the long queue that develops over the course of the day!

The Jordaan area

This heavily residential area (an old working-class neighborhood turned hip) is probably the most missed part of Amsterdam. Although it’s right near the city center, hardly any tourists enter this maze of restaurants, cafes, and shops. It’s peaceful and a great place to wander while avoiding the mass of tourists crowding the main streets just a few blocks away. While in the area, be sure to eat at Moeders (traditional Dutch food) and Winkel 43 (apple pie).

The Tulip Museum

Located in a room inside a tulip shop, this little basement museum does a wonderful job of telling the history of tulips in Holland and the infamous tulip craze. It’s one of the best off-the-beaten-path attractions in Amsterdam. You’ll never find a crowd, and it’s only 5 euros (3 euros for students)!

Amsterdam History Museum

This museum features a very thorough history of Amsterdam. It’s big, and you’ll need 3–4 hours to really go through it in detail. There are a lot of relics, maps, paintings, and audiovisual displays throughout the museum. My favorite is the computer graphic at the entrance showing the growth and construction of the city over time. I can’t recommend this museum enough. It’s one of the best history museums I’ve ever visited.

Red Light District

Though much tamer than in previous years, the Red Light District manages to balance sex and seediness with being a major tourist attraction. During the day, it’s a quiet place. If it wasn’t for the red lights and sex signs everywhere, it would look like any other part of the city. But, at night, the area becomes awash with drunk, gawking tourists moving slowly down the street as they stare at the girls in the window while going from bar to bar and coffeeshop to coffeeshop. It’s a place to see and experience for a very brief time.

Day 3

Do a bike tour

Bikes are to Amsterdam like wine is to Bordeaux. The city loves bikes, and there are supposedly more bikes than people in Amsterdam. In fact, forget about keeping a lookout for cars — it’s the bikes that will run you over. Seeing Amsterdam and its surroundings from a bike is something I definitely encourage you to do. Mike’s Bike Tours is the best company to use, whether for a tour or to rent a bike on your own.

FOAM

This photography museum houses wonderful pictures and sees few crowds despite being in the main part of the city. It’s a must for any photography lover. The exhibitions are constantly changing so you never know what you might see! They have a beautiful outdoor garden too. It’s a small museum and doesn’t take long to see.

Jewish Historical Museum

Often overlooked in favor of The Anne Frank House, the Jewish Historical Museum tells the history of the Jews’ prominent and influential position in Amsterdam. The exhibit on World War II does a great job of highlighting Dutch complacency, resistance, and guilt over the Holocaust.

Oosterpark

Everyone goes to Vondelpark to sit around, bike, or get high, but east of the main city center is a beautiful park with fewer people and green space that is just as relaxing. It’s about a 30-minute walk from the city center, but the walk takes you through residential areas of the city not often seen and way off the tourist map. I enjoy coming here because it’s far quieter and more peaceful than Vondelpark. If you wanted a quiet park experience, this is it!

Day 4

Museum Amstelkring

Ons’ Lieve Heer op Solder (“Our Lord in the Attic”) is one of the most interesting churches in the city. Hidden inside a 17th-century canal house, the clandestine Catholic church was built during Protestant rule. It was never really a secret but it was out of sight and out of mind for the authorities. The drawing room here is quite beautiful and the furnishings make it one of the most best 17th-century rooms left.

The Rembrandt House Museum

Rembrandt lived and worked in this house between 1639 and 1658. Daily demonstrations show modern visitors how he worked and you can also explore the house and see a recreation of how it was decorated during Rembrandt’s time. I wasn’t too impressed, but Rembrandt enthusiasts shouldn’t overlook it.

Museum Van Loon

The Museum Van Loon is a double-sized canal house (built in 1672) located on the Keizersgracht canal in Amsterdam. The house was owned by the wealthy Van Loon merchant family who set up a beautiful art collection. Now it’s a museum with period furniture, art, and family portraits. There’s a beautiful garden here too. This is definitely a place not to miss.

Vondelpark

Amsterdam’s largest and most popular park is a great place to walk, bike, people-watch, or relax, especially after a visit to a local coffee shop. There’s a playground as well as places to play sports, and numerous areas for kicking back. During the summer, Vondelpark is filled with people, especially locals who hang out at the café ‘t Blauwe Theehuis for drinks in the center.

The Heineken Experience

This museum used to be a lot better when it was cheaper and they offered more beer. It’s not a working brewery, and in comparison to the Guinness Museum in Dublin, it’s lame. But the price of admission buys you three beers and you’ll learn a bit of the history of Heineken (which I enjoyed since I drink a lot of their beer). It’s not a must-see, but it’s not a must-avoid either.

Some other sites in Amsterdam worth visiting

Don’t like the above? No problem! Below are some of my other favorite activities to do in Amsterdam

• Waterlooplein Flea Market – This open-air market is like a giant flea market — everything and everyone can be found here. People sell secondhand clothes, hats, antiques, gadgets, and much more. You can also find new and unused items. If there’s something you want, you’ll probably find it here. Open Monday to Saturday.
• Day trip to Haarlem – Just a quick train (or bike) ride from Amsterdam, Harleem is a quiet Dutch town that has a beautiful central church, great outdoor market, and all the beauty of historic Amsterdam with fewer crowds.
• Visit Noord – Leave the city center, take the ferry across the IJ, and visit the up and coming area of Noord Amsterdam. In the last few years, a lot of people have moved here (it’s cheap), cool markets and restaurants have opened, and a lot of old industrial land has been reclaimed for public use. It’s the new hip place to be! Be sure to visit the famous EYE, Amsterdam’s film institute.
• The Amsterdam library – The city’s library is a beautiful modern building built in 2007. It’s gigantic, overlooks the IJ, and has a wonderful top floor cafe for impressive views of the city. It’s one of my favorite places to relax in the city. It’s quiet, peaceful, and there’s nothing like reading a good book with a great view!
• Stedelijk Museum Amsterdam – Like modern art? Well, I don’t but if you do, this is the place in the city to see it!
• Foodhallen – Located in Amsterdam west, this place is what the name implies – a food hall! This indoor food market has various vendors serving a variety of delicious food. It’s like food trucks in one location. Personal favorites include Viet View, Le Big Fish, and Friska.
• Houseboat Museum – This museum will show what it’s like to live in a houseboat! It doesn’t take long to see and only costs a few Euros.
• Take a drug tour – This two-hour walking tour highlights the history of the city’s relationship with drugs. It’s designed to dispel the myths and perceptions of drugs in Amsterdam and Dutch society. It’s a very “pro-drug” tour, so go with an opinion mind. Or just for a history lesson. Tours are every Friday at 6pm; reserve by emailing booking@drugstour.com. Must be 18+ years old.
• Take an alternative art tour – This is a really unique tour that I took this year. I was blown away by it. You get to see the city’s street art in alleyways, squats, and independent galleries while you learn about Amsterdam’s alternative side and underground and immigrant culture. It’s really fabulous. All the people I took on it loved it. Tours are private and require at least four people. Visit Alltournative Amsterdam for more!
• Erotic Museum — This museum is located in the middle of Amsterdam’s Red Light District (where else would it be?) and looks at eroticism in all its forms through the ages and includes sculptures, paintings, drawings, photographs, and other artwork. It’s similar to Sex Museum Amsterdam but focuses more on the “art” side of nudity and sex.
• Hash, Marihuana & Hemp Museum — Only a 5-minute walk from Dam Square, this museum presents information about the historical and modern use of cannabis for medicinal, religious, and cultural purposes. The exhibits focus heavily on how hemp can be used for agricultural, consumer, and industrial purposes.

ONE LAST AMSTERDAM TIP: Be sure to visit the city tourism office near central station. They have lots of information on free things to do, current events and activities, and discount passes and tickets you can use to save money! They are an underused resource by travelers!

****

Four days in any city is never enough time to really see it, but given Amsterdam’s compact nature, it’s definitely enough time to hit all the “major” attractions here. This four day Amsterdam itinerary will help you make the most of your stay in Amsterdam while getting you on and off the beaten path.

Want the real, most honest, straight to the point guide on Amsterdam?

Want to plan the perfect trip to Amsterdam? Check out my comprehensive guide to Amsterdam written for budget travelers like yourself! It cuts out the fluff found in other guides and gets straight to the practical information you need to travel and save money in one of the most beautiful and romantic cities in the world. You’ll find suggested itineraries tips budgets, ways to save money, on and off the beaten path things to see and do, and my favorite non-touristy restaurants, markets, and bars, and much more!! Click here to learn more and get started.

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9 tips to shoot more compelling videos

Don’t let this happen to you.

When communicators prepare to create videos, the first impulse is often to gather all the top executives, sit them down in a conference room, and capture them talking about the organization’s work.

Is that the best way to entice, sway and convince potential clients or customers? Is that something you’d want to watch? Probably not.

[EVENT: Learn video production secrets that captivate audiences—without breaking the bank.]

Here are nine ways to make more memorable, compelling videos:

1. Consider the audience.

Is your video geared toward employees who are familiar with industry lingo, or is it an explanatory piece for new customers? The interviewee must know who the audience is, so the intended viewers understand the language.

If you’re trying to use video to explain how your product or service works, prioritize clarity over creativity. You want something visually appealing and interesting, or course, but make sure to translate material into everyday language and clear calls to action.

2. Introduce the characters.

Execs are typically the first choice to appear in videos, but it’s important to find front-line workers to tell your company’s story. Identify one or two strong personalities who can passionately reflect the key corporate messages you want to convey.

The person at the top isn’t always the person who should be in front of the camera. Put people on camera who ooze authenticity, passion and integrity.

The best way to get a message across is to find a compelling character who knows how to tell a story.

3. Keep it simple.

The more people, places and points you cram into a video, the less your audience will retain.

What good does a sleek production do if your calls to action get ignored? Keep your videos simple, short, punchy and easy to digest. Drive home your key points, and wrap it up swiftly.

4. Get your subjects where the action is.

Conference rooms and offices are typically uninteresting settings for on-camera interviews. Ideally, you should interview somebody in an active environment that shows where people are working, such as a shop, factory or construction site.

5. Entice the viewer.

Company leaders should view video the way writers consider headlines: It’s a means to entice potential customers or clients into the meat of your story.

Videos should highlight a primary message, then direct viewers to places that provide additional information or conversion points, such as a website or blog.

6. Plan ahead.

Scripts tend to drain on-camera authenticity, but it is wise to craft a strategic plan for your project. This can include whom to interview and which type of setting they will be in.

You don’t have to map it out like a Hollywood film, but you should have a plan in place to help you work efficiently (and harmoniously) toward a final product. Without a plan, you’ll get sidetracked, go over budget and cause conflict among colleagues involved in the project.

Don’t wait until late in the process to choose your interviewees, either. Give them ample time to prepare, and they’ll likely be less nervous when the time comes.

7. Include testimonials.

Impartial endorsements are pure marketing gold.

Companies are often unprepared to find happy customers willing to appear in a video, however, so before you commit resources toward a testimonial piece, start compiling names of possible participants. Identify your interviewees first to avoid scrambling at the last minute.

8. Coach your subjects.

Instead of a rambling 30-minute Q&A, try to conduct a concise interview packed with questions that the person is familiar with. Prep them beforehand so they know, generally, what’s coming.

It’s a waste of time, money and resources to conduct marathon on-camera interviews that meander off the messaging path or fall outside a subject’s wheelhouse.

A video interview should be a well-planned scenario, where the person on camera knows the questions and the interviewer knows what this person can address.

9. Remember the main goal.

Communicators might feel obligated to squeeze as many people as possible into a video, whether for political reasons or sensitivity to someone who might feel left out. Remember, the main goal is to convey a message. Direct your energy toward that chief objective.

The more people you stuff into a video, the less your audience will remember. If there are too many different voices, none will stand out, and you’ll end up leaving the viewer with no memorable takeaways.

A version of this post first appeared on The Flip Side Communications blog.

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Report: Small businesses plan to double-down on Facebook

Facebook’s fortunes seem likely only to get brighter, despite its recent scandals.

That’s because there are few alternatives for small-business owners looking to get their products and services in front of the platform’s immense user base. A recent survey from The Manifest shows that most business owners plan to expand their Facebook spending.

 

Overall investment in social media is projected to increase, the survey finds. Ninety-two percent of businesses plan to expand their social media portfolio, with 58 percent increasing Facebook spending.

Although the data scandal that has rocked Facebook has given pause to some marketers, there are few alternatives for communicators eager to use the power of social media.

The Manifest shared:

“Facebook’s usership may dip slightly because individuals will choose not to use the platform after news of the Facebook Cambridge Analytica situation, but the platform still remains a key player in building relationships with customers,” said Charlotte Chipperfield, CEO of social media agency Chipperfield Media.

Small businesses still see the importance of Facebook in connecting with customers.

For example, Heartland Funding Inc., a cash buyer for residential real estate in Illinois, plans to increase its investment in Facebook this year.

“Even with Facebook’s recent problems in the media, we are not backing off, but we are ramping up our exposure with Facebook,” Heartland Funding President Don Wede said.

[RELATED: Join us at Amazon HQ for the Social Media & Digital Communications Conference.]

Which social media metrics matter?

What do small businesses hope to get from their increased spending? In a word, engagement. Other important metrics for respondents were audience growth (19 percent), clicks (16 percent) and conversions (15 percent).

Businesses are willing to pay to make a social media splash, too. Forty-six percent of small businesses said they spent money on social media advertising.

The survey reported:

“Social media advertising has become more common place,” said Darren Cabral, CEO of social media marketing agency Suits Social. “Social media is a pay-to-play game now. Fewer businesses are putting out door hangers and flyers. That money is going to go somewhere, and … they use it for social media.”

Businesses shouldn’t abandon their organic social media efforts, as there are many benefits of investing in organic reach. However, paying for social media is a growing part of the interconnectedness of paid and unpaid marketing efforts, embodied by the PESO model.

Marketers and brand managers should be prepared to spend a little to get the social media wins necessary to propel today’s organizations.

Who handles your social media campaigns?

For social media marketing, most small companies rely on in-house staff.

However, The Manifest reports outside resources can be boon for many smaller companies.

It reported:

“I generally advise that businesses use an outside resource for strategy, especially small businesses,” said Jeff Gibbard, chief social strategist at digital agency I’m From the Future. “The average small business simply does not have the time to keep up with the speed and complexity of social media and advertising changes while also running its business. An outside strategist can provide the right direction, ultimately saving the business time and money.”

Social media can help small businesses punch above their weight. To that point, size seems to dictate just how much an organization invests in online platforms.

By spending time to increase your social media presence, and/or hiring an outside agency to juice your social media messaging, your organization can compete with larger, more sophisticated outfits without wrecking your marketing budget.

The study concludes:

Social media is a part of consumers’ everyday lives, and companies are hard-pressed to find consumers who aren’t affected by social media in some way.

Ninety-two percent (92%) of small businesses plan to invest more in social media because it is a way to successfully reach consumers and spread brand awareness.

Read the full study to learn how your social media efforts stack up against the competition.

How are you planning to invest in Facebook and other social media channels, PR Daily readers?

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