As each year comes to a close, we like to sneak a peek into the SHIFT archives to see our content hits and misses. When devising a content strategy for a new year, it’s important to take note of what worked (and why) to plan what’s to come next year. Want to see how to do this for your blog? Here’s how.

Our top posts from the third quarter of 2015 focused on PR strategy, Facebook, and Twitter. Let’s jump in:

How to Choose a PR Strategy: Part 1 of 6

The hot topic in PR is always strategy. SHIFT honed in on creating a way to choose a PR strategy based on visible, measurable criteria and a meta-strategic framework. The framework rests on pace and visibility, with pace referring to how fast conditions are changing in an industry, and voice referring to how well a message can be heard in the communications landscape.

These dimensions create four PR environments – traditional, chaotic, innovative, and collaborative. If this piques your interest, the rest of the series takes a deep dive into discovering which environment might be best for each reader.

What Facebook Dislikes Could Mean for Data-Driven Marketers


Facebook's Continuum of Sentiment










When the possibility of Facebook’s introduction of a dislike button feature reared its head in September, SHIFT was swift to deliver a commentary. The advent of such a button would give users a new way to respond to posts, and a new dimension of feedback for marketers to take into account.

While it eventually emerged that what Mark Zuckerberg actually had in mind was a series of emoticon reactions instead of one holistic “dislike” button, the blog remains valid. Facebook will be able to broaden understanding of engagement to indicate sentiment around engagement, which is key for communications pros to better understand their audiences.

How to Build Rapport and Pitch Media Using Twitter









PR pros know that journalists aren’t limited to being pitched solely via email anymore. Twitter is emerging as a new frontier of pitching opportunities for the savvy PR professional.

Building Twitter lists and then forming relationships via Twitter with reporters is an art, but can yield great dividends if done correctly. Everyone’s favorite blue bird is here to stay, so harness its power for your PR.

Amanda Loewy
Marketing Coordinator


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