Category Archive for: Strategy

How to build communities of social media influence

As marketers and communicators, we have focused relentlessly on the single influencer. This is the megaphone, the broadcast personality who has the biggest reach, the biggest audience, the loudest voice. It’s why Kim Kardashian can command up to $10,000 a tweet (source: NY Mag). It’s why social media influence scores and top 100 social media…

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Measure What Matters

Photo credit: Buzzfeed Motion Pictures Last week, we witnessed another major milestone in presidential digital media: President Barack Obama appeared in a BuzzFeed video. The BuzzFeed Video division wanted to interview the President for a number of months; the White House was interested in pushing for more registrations on Healthcare.gov before the February 15 deadline.…

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You Can’t Own a Conversation

Hashtags are everywhere. The convention began on Twitter years ago as a way to create centralized conversation topics between people that cared about the same thing but who weren’t necessarily following each other. It eventually spread to Instagram, Facebook and most major social networks. In fact, it’s so pervasive that the phrase has crept into…

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PR and Marketing in 2015: The Road Ahead

As we kick off the new year, many of us will be looking to formulate new strategies, new ways of doing things or improving old ways. As businesses and brands, this is one of the key challenges facing us. What’s different, what’s new, what should we be doing? At SHIFT, we look to our Reflex…

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Share your data for a better PR program

If you’re working with a data-driven PR firm, chances are at some point in your relationship you will be asked to grant access to a variety of marketing and data systems. What systems might you be asked about, and why? To understand how systems access informs your PR program, we’ll reference the SHIFT Earned Media…

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How to measure the quality of your audience

Do you have the right audience? One of the core tenets of effective public relations is building the right audience. You don’t need to be as popular as Taylor Swift in order for PR to deliver real results to the bottom line as long as you have the right audience. (though it certainly doesn’t hurt)…

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Finding Your Mission, Vision, Values, and Strategy

As many of us in the marketing and communications world begin to plan for the next year, one of the most important things you can do in your own planning is to understand the differences among vision, mission, and strategy. Once you have that understanding, everything about your marketing and communications will improve dramatically. First,…

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How to stop watering the sidewalk

At a recent MITX event, I heard a wonderful expression as it relates to marketing and public relations: watering the sidewalk. Think about the connotations of this phrase. You’ve got all of the infrastructure: sprinklers, underground water, electricity, a lawn you want to keep nice, probably some electronics to control the timing. You’ve done all…

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How to Use Analytics to Build Your 2015 Marketing Plan

As marketers, PR professionals, and advertisers begin to wind down the year (save for those in retail who are firing on all cylinders right now), one of the top things you’ll focus on in 2014 is reviewing the numbers. There will be countless Powerpoint slide decks of charts, graphs, graphs of charts, charts of graphs,…

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Beginner’s Guide to Blogging 6/10: The Telephone

Blogging isn’t going out of style any time soon; with the ascent of content marketing, blogging, podcasting and video are on the minds of marketers and PR professionals all the time. In this 10-part Beginner’s Guide to Blogging series, we’re going to explore what makes a blog great and give you some structures and frameworks…

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