In Support of the Multigenerational Communications Department

If I had a dollar for every time I heard someone say, “We need to hire younger people because they understand social media,” I could retire. Maybe that’s what people want… Yes, younger workers may have more real life experience with social media platforms, but don’t discount the older workers. They may have more real life experience. The best communications programs, and social media should be part of an integrated communications strategy, have these elements in common: They are data-driven. They are targeted to a specific audience. They have a compelling story and message. They are relevant. They…

An Important Message: It Starts With Message

On a weekly basis, I field questions like, “How many times should I tweet?” or,  “Which social media platforms should I use?” How the heck would I know? I mean, I can tell you the best times to post to certain platforms. And I can tell you the demographic profile of the typical Facebook user vs. the typical Snap user. I am well read on the latest research about how many times to share the same post. But I don’t want to tell you that. At least not yet. I want you to tell me something first. Tell me this: What is…

Instagram Stories: What You Need to Know

By Aleah Feuerborn It’s been exactly one year since Instagram stories were announced – 365 days of a new social media frontier. A year of face filters, geotags and figuring out how to best explain that Instagram Stories are basically like Snapchat, but better. While there is still more to learn and Instagram continues to evolve, we’ve created a rundown of pros, cons and other helpful hints below. PROS User growth rate: Instagram Stories now has more than 200 million users per day, measured by someone either posting an update to their story or viewing a friend’s from the carousel at the top of…

The Rise of Placement PR

Have you been receiving the same emails we have? Almost weekly someone sends us an offer to place a story in a specific media outlet for a flat fee. Two stories? The fee doubles. Three, it triples, etc. etc. It’s tempting. Especially for companies that have been burned by bad PR firms in the past. But beware the quick fix. Remember the old adage, you get what you pay for? If you pay for a placement, that’s what you get: a placement. And ask yourself, what does that do for you? It might give your website a temporary traffic boost….

Building Brands: The 30-month mindset

by Sarah McDonough Looking to build a credible brand through Social Media? Embrace the 30-month mindset. “Let’s make a viral video!” “But can you just, like, buy followers?” Raise your hand if you’ve ever heard – or even uttered – some version of those phrases during a brainstorm centered around ways to establish thought leadership via social media. Go on, we aren’t here to judge! The hard truth of the matter is that a viral video, by nature of having the word viral (stemming from virus) in it, is not something that can be manufactured and controlled…even if you just, like, buy followers to…

Why You Need A Social Media Style Guide

Does your company have a social media style guide? A style guide acts as the cornerstone for your entire social media strategy. It’s the foundational document that ensures clarity and consistency in how your business uses social media. Every social media style guide needs these 7 core elements: Voice Inventory Goals Audience Dictionary Calendar Guidelines To help you understand why, and assist you in build your own guide, we’ve created a handy download. Get your copy  HERE.

5 Lessons on Brand Reputation from The New York Times

“We live in an era dominated by the unyielding influence of social feeds,” so stated The New York Times in an article Sunday titled, “How Battling Brands Online Has Gained Urgency, and Impact.” This is a must read article for anyone managing a brand, corporate, or even a personal, reputation. In talking about the ousting of Uber CEO Travis Kalanick, and Fox’s Bill O’Reilly, the Times highlighted the impact online campaigns can have on corporate decisions. Here are some of the key lessons from the article: Online campaigns against brands are powerful forces in business. Customers have more…

When It Comes To Influencer Relations, Play Small Ball

The Double Forte team is off to watch the San Francisco Giants play the Colorado Rockies this afternoon and while the homeruns will probably bring us to our feet cheering, it’s small ball that could decide the game. The same is true about influencer relations. When planning influencer campaigns, we see so many brands wanting to partner with celebrity influencers and “A-list bloggers” or social stars with hundreds of thousands of followers. And while it might be fun to have a sitcom or pop star post about you on her Instagram account, it may not be the most effective strategy. When…

How Employee Input Impacts PR: Witness Uber

In case you were holding on to that very untrue idea that all press is good press, read some recent articles about Uber. The ride service company has had it’s share of negative stories – the latest headline that Travis Kalanick has stepped aside as CEO. Uber CEO Travis Kalanick resigns after months of crisis Uber CEO Travis Kalanick’s Spectacular Flameout Travis Kalanick, Who Personified Uber and Its Demons, Has Resigned And where does all of this negativity stem from? Uber’s corporate culture. Our CEO and resident culture vulture…

Actions Must Support Words

In light of recent conversations at a PR Week-sponsored event and at an Uber all-hands meeting, we feel compelled to revisit a blog post written earlier this year by our colleague Joe Kowalke. In “Please Talk Politics At Work,” Joe wrote about our company’s practice of talking in the office about gender equality, executive orders that limit civil liberties, or how we’ll no longer support corporate vendors that practice sexism. Joe wrote, “These conversations are learning moments that build trust. The process isn’t perfect, but, … we’re willing to wade into these murky…