Author Archive:

most important metric in PR

The Most Important Metric in PR Today

I was asked recently what the most important metric, the most important thing to measure in PR is. It’s difficult to boil everything down to one number; the nature of attribution analysis is that there are often many variables which influence someone’s decision to buy something. However, if we distill down the essence of public…

Read More →

breaching 140 whos using twitters 280 characters

Revisiting Twitter’s 280-Character Limit: What’s Working Today

In mid-November 2017, we examined the new 280-character limit that Twitter made generally available to the public on November 7, 2017. At the time, it was definitely too early to tell whether companies and individuals were embracing the new character limits. Now that we’ve had a few months pass, how has the landscape changed? Length…

Read More →

facebook algo

Facebook View Metrics Decline Suddenly

Late last week and over the weekend, Facebook brand managers started noticing something: post reach/viewability dropped like a rock. In a statement to the various marketing publications, Facebook announced that it was changing how its measurement algorithm calculated post views to match how it calculates ad views. The change now means that a post has…

Read More →

State of Social Twitter

State of Social Q4 2017: Twitter Becomes Profitable

Twitter, the 140-character stream of what’s happening now, surprised investors by announcing that it was finally revenue-positive after over a decade. Let’s dig into everything they announced. Audience Growth The statistic that alarmed investors was Twitter’s flat user growth, which was a repeat of the year before: Twitter now addresses 330 million users around the…

Read More →

state of social media snapchat

State of Social Q4 2017: Snapchat Snaps Back

Snapchat, the shiniest new object in social media (at least as far as publicly-traded companies go), held its fourth quarter earnings call and its first annual call since its initial public offering (IPO) recently. Let’s see what the company had to report. User Growth Snapchat reports its userbase by quarterly averaged daily active users, meaning…

Read More →

State of Social Facebook

State of Social Q4 2017: Facebook Smashes Ad Revenue Records, $6 ARPU

Facebook, the largest social network and the largest product ever made for the human race intentionally, released its 4Q 2017 earnings report. Let’s see what the social media juggernaut had to say. User Growth After passing 2 billion monthly active users last year, Facebook added another 2.75% growth to its user base, taking it to…

Read More →

end of instagram influencers

The End of the Instagram Influencer (As We Know It)

Facebook, Instagram’s parent company, has had it with influencers, at least as many of them stand on the service now. They’re taking strong action to nullify the automated tactics of many Instagram influencers. The collateral damage? Like its parent, Instagram will be far more pay-to-play for brands and businesses. The free ride is over. What’s…

Read More →

facebook algo

How Much Impact Has Facebook’s Newsfeed Changes Had?

Much ado was made during the month of January about Facebook’s Newsfeed changes. Social media experts proclaimed that everything was fine; business press declared the era of social media over. What actually happened, and how measurable has the impact been? Methodology To examine the changes, we looked at the Facebook engagement rates of 3,265 Facebook…

Read More →

Repairing Trust: Reputation Management and Crisis Communications

How do we know what to fix in a PR crisis? In previous posts, we’ve shared the basic crisis triangle: Respond with knowledge, speed, and ownership. But what do we respond to? To develop a more effective crisis communications strategy, we need to understand trust. When a crisis occurs, it’s generally because of two very…

Read More →

pain balm

Marketing After Facebook for Brands [VIDEO]

Facebook changed its algorithm to suppress unpaid brand posts. Do we just dig our credit cards out and pay Mr. Zuckerberg whatever he wants? What are our alternatives? In this video, we’ll review the five pillars of digital marketing communications and how Facebook’s changes shouldn’t impact the rest of our marketing efforts: Search marketing Social…

Read More →

Back to Top