Prepare to see more baby pics and engagement announcements on your Facebook News Feed — the social media giant is changing the way it determines what users see first when they log in.
Mark Zuckerberg recently announced a new algorithm that will prioritize updates from family and friends over posts from businesses, brands and media companies. This is great for keeping up with your great aunt’s trip to Belize, but what does it mean for your company’s social media strategy?
(Wait, you do have a social media strategy, right? If not, let’s fix that first.)
Whether you are a Fortune 500 company or a small business, the new algorithm is sure to impact how you reach and interact with consumers. Here’s what to know and how to prepare for the shift to keep audiences engaged:
Micro-influencers are even more important.
As social media as a whole has changed over the past few years, our strategies have adapted to include partnerships with micro-influencers — individuals with between 1,000 to 10,000 followers who aren’t quite celebrities or media contributors but create quality content and have significant pull with their niche audiences. Their followers trust their opinions and have a genuine investment in what they are up to day-to-day. Because many of these micro-influencers are not considered media or individual brands, they will be key to reaching consumers in coming months. The way we select and work with them may change, but they will be essential to a successful social media campaign nonetheless.
Your ad budget may need an increase.
Facebook says the new algorithm will not affect paid posts on the platform , but it remains to be seen how the changes will affect ad pricing and the bidding process. Posts from brands will not be completely shut out, but they will be ranked as lower priority — unless you’re prepared to pay — and we can infer that fewer chances to reach consumers likely means a higher price tag. Being strategic with your social media ad dollars is crucial. Run multiple campaigns, track results, and if at all possible, hire an expert to manage the process for you.
A traditional PR strategy is still necessary.
A well-rounded campaign should incorporate social media, not rely on it completely. If you already have a traditional PR strategy in place, it will lessen the blow from the Facebook drawbacks. Take the first few weeks of 2018 to get your PR plan in order, including a media and social media strategy, crisis communications plan, community partnerships and involvement in any local or industry events. Ensure you are reaching your audiences in multiple ways and that messaging is consistent across all platforms.
Our Vice President Tori Ross recently joined PR pros from around the country in sharing their best trade secrets with Fit Small Business. What stellar advice did she have to help brands extend their reach to their target audiences? Understand how social media influencers work before dishing out big bucks to the first person with a large following. Tori says:
When it comes to working with influencers such as bloggers, celebrities and other social media personalities to promote your small business, sometimes less is more in terms of followers. You can easily spend hundreds or thousands of dollars for a single sponsored post from big-name influencers. However, studies show that as an influencer’s number of followers increases, their audience engagement decreases.
Individuals with between 1,000 to 10,000 followers – known as micro-influencers – actually hold more power in today’s digital world. These micro-influencers tend to have a more engaged, loyal following. They are more likely to be seen as a trustworthy source of information and recommendations than influencers with hundreds of thousands or millions of followers. They are also usually more open to sharing posts in exchange for goods and services rather than monetary exchanges so they can be a cost-effective in that way as well.
A new season brings a new intern here to RPR, and this one’s definitely got gusto.
Meet Megan Heiner. Megan is finishing up her PR degree at Belmont University this fall, but she’s already accrued real-world experience and several awards including Best Series from the Dallas Morning News High School Paper Competition, #1 Graphic Design and #2 Feature Story from Press Women of Texas and Best Daughter Award from her parents – a truly grueling competition when you have two brothers.
She spends her spare time pining over puppies on the Nashville Humane Association and Great Pyrenees Rescue websites, but she’s waiting until after graduation to adopt one because she’s a responsible person. Here are a few more fun facts about Megan.
It’s no secret that here at RPR, we genuinely love non-profit work. Our projects with organizations like Blood:Water, HOPE International, The Phoenix Club of Nashville, REBOOT Combat Recovery and so many others are some of the most rewarding and awe-inspiring projects we have.
These organizations are one of the reasons we launched our Be The Good travel grant program in 2015 and a division dedicated solely to Cause Marketing in 2016. They do more than turn a profit – they enrich and improve the lives of others – and it is an honor for our agency to be able to help them do that.
In 2015 as part of Be The Good, we donated a portion of our company’s profits to build a classroom for incarcerated mothers and their children in El Salvador. The organization behind the project, Christ for the City International, provides English classes for these women and their children, who also live in the prison until the age of five with no place to play or learn. The prison had finally identified a space for a classroom and they just needed money for the materials, which we were happy to provide.
Due to restrictions at the prison, that classroom was never built. Shortly after the donation was made, the local government closed down all visits to the prisons due to issues with gangs. No visitation was allowed by family, friends, churches or anyone else.
But the money didn’t go unused. This year, Christ for the City International took the donation from RPR and built a home for a wonderful family in need on La Calzada Island. The island is community of about 1,600 people that is isolated from the mainland by a maze of waterways through mangroves. Most of the people there live in extreme poverty, only a few have formal employment and no one on the island has ever received a university degree. Many people live in extreme poverty making $1-2 per day and survive off the land.
Our team is ecstatic to see that our hard work and amazing clients have given a family in El Salvador a safe place to stay with the construction of this new cinder block home. Thank you to everyone who has helped us Be The Good in Nashville and around the world.
San Francisco: the city by the Bay. Famous for the oldest Chinatown in North America, clam chowder in bread bowls and, of course, the Golden Gate Bridge. It’s also home to one of the best PR firms in the country: Landis Communications Inc. Because of Reed PR’s membership in the Public Relations Global Network (PRGN), I was fortunate enough to visit their agency and see how PR is done on the West coast with a team that is actually 60 percent male – a rarity in our industry. Here’s what I picked up:
Educate them. A PR professional should never assume a client knows what they want or the best way to achieve it – that’s what they’re paying us for, right? But it actually goes further than that. Because we develop launch plans and pitch media and create traditional & digital campaigns every day, it can be easy to forget that clients are experts in their fields, not ours. When they say press release, they may actually mean internal newsletter for their customers. When they agree that they should be positioned as thought leaders, they may not realize that means attaching their names to bylined columns and doing media interviews. It’s no one’s fault, but it’s our job to explain our tactics to clients and set clear goals so we’re all on the same page.
Educate yourself. The Landis Communications team places a huge emphasis on staying “plugged in.” That means staying on top of PR industry trends and their clients’ industry trends. One way they’re doing this is by attaching a sticky note to every magazine that comes in their door with a place for each team member to sign off once they’ve read through it. This goes for everything from San Francisco’s newest high-end glossy mags to the latest edition of AARP. We have a similar set-up at RPR minus the sticky note (we might have to steal that one from you, LCI) and we’ve recently adopted Ted Talk Tuesdays, where each month a team member shares a Ted Talk and we meet to discuss how it can help us grow both inside and outside of PR. It’s an easy way to stay in tune with how industries and our team members are evolving.
Don’t be afraid to push back. At RPR, we’re far from Yes Men (or Women?). But it was nice to hear from another agency that sometimes pushback is necessary to keep a client on track and help them reach their goals. We’re not advocating forcing a program onto a client or pushing them too far out of their comfort zone, but making firm recommendations for when and how an announcement should be made, which events will have the most impact and which tactics we think make the most sense is essential for both the PR team and the client.
Overall, it was an amazing trip that left me with a greater appreciation for the small PR agency environment. Once I got back to Nashville, I learned that Landis was given the ACE Award for America’s #1 #PR agency (small) from Ragan Communications and PR Daily. So congratulations to Landis and thank you for letting me see a small part of what you all do each day!
One of the biggest perks of being a part of the Public Relations Global Network? Constantly being introduced to some of the best agencies in the world.
Last month during our network-wide meeting in Dubai, PRGN added a new affiliate based out of Los Angeles to the group.
The Hoyt Organization, Inc. was founded in 1986 and has grown into a full-service strategic communications firm that provides PR counseling and crisis communication services and specializes in developing PR programs for business to business and business to consumer-based companies. Their clients often have a focus on the real estate, financial and professional services, retail, legal, technology and healthcare industries.
We’re digging their current client list, which includes Auction.com, Sotheby’s International Realty, USC Lusk Center for Real Estate and Genton Property Group for the Four Seasons Private Residence, Los Angeles, among others.
Needless to say, if you have a PR need in L.A., we now have a stellar partner that can help you out.
If you are part of an agency interested in joining PRGN, the network is actively recruiting PR members in China, Africa, Belgium and New York. Visit the PRGN website’s member recruitment section for more information or email its membership chair, C.L. Conroy, at CL@conroymartinez.com.
Our boss is better than your boss.
Lauren sat down with Bizwomen to talk millennials, creating a collaborative work space and the launch of our pilot program for Be The Good.
Lauren Reed was having a generational identity crisis.
She was born in 1982, which marks the beginning of the millennial generation (according to most sources), but she didn’t feel like a millennial — especially when she went to work for baby boomers after college.
“Being born in 1982, we are millennials, but we lack so many qualities and experiences this generation is known for,” Reed said in an interview with Bizwomen. “I didn’t even have Facebook until after college. I used to deny, deny, deny that I was a millennial. For a while there it had this negative connotation.”
But in the last year, Reed has come to embrace her millennial label, as she wrote in the Nashville Business Journal (a Bizwomen sister publication). And adopting the mindset and values associated with the millennial generation has helped her create an appealing culture for her PR and marketing agency, Reed Public Relations.
She founded the company in 2012, after working for the full-service agency Peritus. Reed says her Nashville-based company was profitable the first month it was in business, and she now has national clients such as Ford Motor Company, O’Charley’s and Paramore, a national digital agency.
And all of her employees are millennials.
So she’s had to adjust her business plan and company culture accordingly. Here are three ways Reed has made her agency millennial-friendly, for the benefit of her team and her bottom line:
Open floor plan
The company recently moved into a new office space, and Reed wanted to build private offices — a baby boomer-esque move.
But after talking with her five-person team, Reed realized they wanted an open, collaborative environment. So now the account team is all in one open space, and there are meeting rooms available for privacy or phone calls.
In the background, the company’s core values — “give back,” “fresh approach” and “action-oriented,” among them — are painted on a wall. Reed said the team members all played a part in coming up with those values. And if they get an email from a client praising them for something they did, they tie it back to a core value.
It’s all about the team mentality, even when it comes to where they sit.
This was the hardest part for Reed. She wasn’t used to giving or receiving constant feedback. The baby boomers she worked for trusted her to figure things out on her own. They gave her a Blackberry, a list of clients and told her to go figure it out. Frequent communication was not a priority.
“I have always been very independent, and I don’t require a lot of external validation,” Reed said. “I came from a sink-or-swim environment.”
Millennials, on the other hand, prefer frequent feedback — whether positive or negative. So Reed adjusted. The team now has daily huddles for 10 or 15 minutes to run through top priorities of the day. She holds individual meetings with each employee every two weeks to talk about goals and growth. And then there are 90-day and six-month reviews.
“This all feels like overkill to me, but it’s what this team needs to keep moving forward,” Reed said. “It’s not that they need pats on the back — they want negative feedback, too. We rarely have communication issues because we are always over-communicating.”
Reed had her team write down personal and career goals on a recent company retreat. No one put down money as a top priority.
“They were focused on new skills, traveling to new places and having new experiences,” Reed said. “That’s a shift from my previous job to now.”
And it made Reed think. She started brainstorming with her team about why they came to work each day.
“Yes, we’re good at PR and we enjoy it, but we all felt that there must be a bigger purpose,” Reed said. “What can we as an agency do to make that lasting impact? We’re just a handful of people working in a small office in Nashville. How can we work for something bigger than ourselves?”
Eventually (after an account manager asked Reed what business she would start if money were no object), Reed decided to provide travel scholarships or financial assistance to send people around the world to do volunteer or mission work. They named the initiative “Be The Good.” It’s in a pilot phase this year, and Reed said it will officially launch in 2016.
The purpose of donating revenue to a philanthropic cause is threefold for Reed: First, to recruit the best millennial talent, since millennials expect a social good element in business. Second, to set an example for clients, whom they encourage to create cause-related programs. And third, to give the team something bigger to work toward.
“This is an area that I am deeply passionate about. Mission work changes you,” Reed said. “It makes you a better business owner, team member, spouse, parent, friend.”
This article by Lauren Reed was originally published in the Nashville Business Journal.
“Well, I was born in 1982, so depending on who you ask, I’m actually Gen X.”
I’ve spent a lot of time denying that I am a millennial.
After all, I didn’t grow up with the Internet or social media. I never received a participation trophy. And once I left for college, I never moved back home. I graduated in a sweet spot before the Great Recession hit and found a job in my desired field within weeks. I even stayed at that first job all throughout my twenties. See, I am not a job-hopper. I am totally not a millennial.
Except that I am. The exact years are up for debate, but most sources agree that Gen Y began in 1982. While there are undeniable differences between a 32-year-old business owner and a senior in high school, there is one core theme among this generation that I can identify with.
We demand social impact. We want to love our work and expect for it to have a deeper meaning than a paycheck every two weeks.
A recently released Deloitte 2015 Millennial Impact survey shows that 77 percent of millennials said part of the reason they chose their employer is because of their company’s sense of purpose. This same survey showed that 75 percent of millennials feel that businesses are focused on their own agenda rather than society.
We require the same from brands that we give our business.
A 2014 study from Merrill Lynch’s Private Banking and Investment Group showed that millennials consider social impact one of the most important roles of business. This study showed that of all of the generations alive today, millennials are the most willing to trade financial return for a greater social impact.
This millennial stuff really is starting to sound like me. My team has had countless discussions about our core purpose as a company. Why do we come to work each day? Yes, we love clever marketing, and we get what some might consider to be unreasonably excited by getting results for our clients, but there must be something more. All of our discussions ended with the same statement — we want to make a lasting impact.
To retain this generation, as both employees and customers, it is critical that you communicate the social impact of your brand. Find a cause that motivates you and weave it into your business. It’s called cause marketing and it’s no longer simply a nice thing to do. It’s expected.
Lauren is the founder of Reed Public Relations. Contact her at firstname.lastname@example.org.