Author: Clairemont Intern

Step Up Your New Instagram

Clairemont InternBlog, Marketing, Social Media + Influencer Engagement, , , ,

You’re scrolling through your Instagram feed one day when you notice that a post from two days ago is at the top. You feel a little confused, maybe even betrayed, and you can’t figure out why change is so inevitable with social media. After all, you were just getting used to the old way.

You discover that in March, Instagram announced its new algorithm dictating how posts appear on the feeds, and you wonder how this will affect your marketing strategies.

Here’s the scoop. The new algorithm was created to show content that it is most relevant to users, not necessarily to help businesses with their advertising or profiles.

When Instagram created the new algorithm, it did so knowing that people miss 70 percent of their feeds when posts are displayed chronologically. Timeliness is still a factor, but now feeds also incorporate another factor: the user’s interaction with content. Instagram’s algorithm uses your activity to determine what types of posts you will value most based on previous likes, comments and shares.

But fear not; this doesn’t mean that businesses can’t leverage this shift as an advantage. In fact, with a few tips, the new Instagram algorithm can help increase your engagement with your target audience.

1) Use this opportunity to target and convert your niche followers. It may be tempting to use Instagram for mass marketing with broad hashtags and giant giveaways, but as Forbes advises, finding and keeping up with your target audience will help improve and maintain your brand. When you use hashtags, posts and giveaways, make them relevant and narrow them down to target your hot leads (those already prone to purchase or “convert” to an action) to maximize visibility.

2) Maximize influencer marketing. Now is the time to leverage strategic influencers to engage with you and promote you to their followers. This could be as simple as having that loyal customer snap a picture in your location and tag it to get a discount. People trust their friends’ opinions, and this is a good way to create genuine interest in your content without having to go the mass giveaway route!

3) Focus on the quality of the content you are posting. While the algorithm still considers timeliness, stop stressing over finding the “golden hour” of posting and spend more time making sure your content is worthwhile. As Instagram pointed out, users don’t have to worry about missing their favorite people’s posts anymore; the post they missed while they were sleeping will be waiting for them if it is something they find interesting.

4) Take advantage of other new Instagram features. If you’re still worried about the new algorithm, remember that Instagram is growing quickly and adding new features you can use, from going “live” to posting multiple photos at a time. Check out these tips from Hootsuite for monthly updates on the new features you can use!

Check out more tips to leverage Instagram Slideshows!

Written by Haley McDougal, rising senior at UNC-Chapel Hill.

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“Tell Me About Yourself”

Clairemont InternBlog, Free Advice, Professional Development, , , , 1 Comment on “Tell Me About Yourself”

As a rising senior in college, many job interviews are (hopefully) just around the corner. However, there is always one question I seem to dread the most.

“So, tell me a little about yourself.”

This question, like it or not, is inevitable in nearly any job interview. How do you answer it? What is the interviewer looking for? What information is relevant? Am I just summing up my resume? How far into detail should I go?

I recently attended a workshop at UNC-Chapel Hill entitled “From School to the Working World: Tips and Advice for Landing Your First Job.” Here is where I finally understood what interviewers are looking for when asking this very question (or, at the very least, where I found a good starting point for crafting my answer).

One of the speakers described it to us this way. “Think of your answer as an elevator pitch.”

An elevator pitch: a short, sweet and to-the-point summary that defines you and shows your value. This narrative should explain how you got to where you are today and what has led you to the job interview. It should be concise enough that it could be delivered during a short elevator ride.

Want to deliver the perfect elevator pitch? Here are a few tips.

  1. Create your own brand identity. In any job interview, you’re essentially selling a product: yourself. Think of your brand identity as the mission statement of a company and the purpose of a product. Your mission statement describes who you are and encompasses your professional values; your purpose should explain why you are interviewing for the job and why you’re the best candidate for it.
  2. Develop your storyline. Think of your elevator pitch as a quick story (emphasis on “quick”). Give some background on yourself, explain where your “spark” was (for example, you gained interest in the marketing field after X experience), describe your growing interest and relevant experience in this area, and finally, explain why you are at the interview today. Make sure to have good transitions; don’t leave the interviewer connecting the dots on his or her own.
  3. Do your research. Have a good understanding of the company and its work. This will also help you stay calm and cool during the duration of the interview. By the end of your elevator pitch, you should have somehow tied what you have said back into the company and the job for which you are interviewing. With that in mind, your elevator pitch won’t be the same for each job interview. Tailor it to each specific job.
  4. Dress for success. Rumor has it that most interviewers generally make up their minds on a candidate within the first few minutes of the interview. Make sure your first impression is a strong one by first and foremost dressing the part. Then dive into your elevator pitch and get that job!
  5. Practice makes perfect. Give your elevator pitch some serious thought and make sure it represents the best version of yourself. It will take some trial and error, and it helps to practice with others. Most universities offer career centers where soon-to-be graduates can arrange mock interviews. You can also run through common interview questions and practice your elevator pitch with a friend or family member. Get some feedback! Find out if your elevator pitch is memorable or not.

Looking for other ways to develop your professional skills? Clairemont team member Tracy Lathan shares insights from the book Lean In.

Written by Sissy Rodriguez, junior at the University of North Carolina at Chapel Hill.

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3 PR Tips from a Rising Star

Clairemont InternBlog, Professional Development, Public Relations, , ,

Written by Casey Moore, senior at the University of North Carolina at Chapel Hill.

Throughout my time at UNC-Chapel Hill, I have been lucky to enough to learn from established professionals within public relations. I have taken courses in Crisis Communication, PR Writing, Marketing, Case Studies and PR Campaigns. Despite this robust selection, I still believe I’ve learned many valuable communication lessons outside of the classroom. I spent time as a Media and Journalism School Ambassador, the marketing manager of an improvisational comedy group and a multi-media leader for Relay for Life, among other things. With these groups, I have walked away with a few  “aha” moments.

1. You can’t please everyone.

Sometimes it is best to trust your instincts rather than ask for a vote on campaign items. Crowd-sourced design or writing can be hard to manage, and there will also be things various voices wish you had done differently. That being said, it is better to turn in the creative deliverable on time than worry about getting it “perfect” according to every party.

2. Wacky Can Work.

Crazier marketing material can garner significant online traction! Due to the fact I was often promoting comedy shows, I had freedom to get sillier. My team used guerilla tactics on campus to nab attention. For one show, we staged a milk and La Croix chug in the center of the university. Approximately 50 students gathered around to gape at the showdown, and hundreds watched the video via Facebook Live. Another comedic venture was “Fall for Chips.” Several teammates decided to stage fake tripping incidents on campus, causing a ruckus in the library and in lunch halls. They filmed passerbys’ reactions, creating a hilarious video was viewed more than 6,000 times on Facebook.

3. Timing Matters.

While every millennial seems to be on her phone throughout the whole day, there are certain times where more college-aged people will see your post. In Relay for Life, we carefully strategized when to announce updates or post on Instagram. Most people scroll through their entire newsfeeds first thing in the morning and right before they go to sleep. While you may be eager to post an exciting design or picture, post in these windows of opportunity.

Check out Casey’s other tips on how to keep your audience’s attention!

 

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Social Media in a Crisis

Clairemont InternBlog, Public Relations, Social Media + Influencer Engagement, , , ,

Written by Sissy Rodriguez, junior at the University of North Carolina at Chapel Hill.

The unprecedented rise in social media over the past decade has turned traditional crisis communication on its head.

Social media has become the new avenue for “breaking news.” No longer does a business have the luxury of composing a news release or holding a press conference within the first few hours of a crisis. Companies now are responsible to answer to the public within minutes, even seconds, or risk the wrath of social media permanently tainting its reputation.

Take United Airlines’ recent public relations disaster that began with a bystander posting onto Twitter.

In response, United defended its decision to prohibit the passengers and posted a cookie-cutter response to the growing number of irate Twitter users. The response did not resonate well with the Twittersphere; rather than the scandal dissipating since United Airlines was technically in the right, people recognized only United’s poor crisis communication strategy.

This situation isn’t uncommon. In fact, one study revealed that now more than 25 percent of crises spread internationally within one hour, thanks to social media, and it takes an average of 21 hours for companies to respond externally. Now more than ever, it’s vital that businesses have crisis communication plans already in place specifically addressing social media.

Have a plan.

Does your company have a strategic plan if a crisis were to erupt over social media? If not, it’s time to come up with one. Include:

  • Roles and responsibilities for key communicators within the organization.
  • Up-to-date contact information for executives or department heads.
  • Clearly defined approval process for any and all social media posts.
  • A list of all social media accounts–and passwords!
  • An outline of the organization’s social media policy.

Keep your eyes peeled.

When a crisis hits, it can only take minutes to trend on Twitter. However, there are ways to be proactive. Using environmental scanning tactics, your company should be constantly monitoring the social buzz. Using websites like Keyhole will allow you to automatically track any mentions of your organization or relevant hashtags. This can allow you to abreast of developing issues getting traction on social media.

Communicate internally.

In addition to implementing environmental scanning tactics, make sure you’re actively engaged in communication within your organization. The last thing a company needs during a crisis is two employees contradicting each other with misinformation. Make sure everyone is on the same page with what they can (and cannot) say regarding the crisis.

Join the conversation.

Many social media users will directly mention a company with a complaint or an issue. Don’t ignore these and don’t respond the same way to everyone. Even if the user is in the wrong, people simply love to know they’re being heard. Remaining in line with your organization’s tone and voice, craft a professional, warm and honest response. Even if you don’t quite have an answer for someone yet, try a response such as “@user- we are so sorry X happened, and we are looking into Y now.” It’s not possible to completely control the message when it comes to social media, but remaining active in the conversation can at least allow you to steer it in the right direction before a problem escalates.

Bottom line: Prepare for uncertainty. Social media is now a critical part of crisis communication strategies, and a strong guideline of best practices to utilize social media will help your company weather the storm–and maybe gain a few followers along the way.

For more tips on handling social media during a time of crisis, check out the PR Council’s Guide to Integrating Social Media In Your Crisis Communications Strategy.

 

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Dazzle Before Distraction

Clairemont InternBlog, Marketing, Social Media + Influencer Engagement, , , , , , ,

In an oft-quoted 2015 study, Microsoft revealed that the human attention span is now shorter than that of a goldfish. The small creature can remain focused for approximately nine seconds, while the average person stays focused for only eight. Public relations professionals must adapt to the changing media environment, constantly crafting creative ways to communicate their messages. Everything from word choice to timing can make or break the efficacy of your communication.

Tips for Emails

John Edwards, marketing consultant and CEO at Hosting Facts, unveils important tips for effective email communication. He points to a USC Viterbi School of Engineering study that observed 2 million users who sent more than 16 billion emails over the course of several months. Two findings include:

  1. Send Emails in the Morning

While most professionals check email throughout the day, the highest response rate comes first thing in the morning. Send a note early to catch the reporter when she first gets to her desk.

  1. Follow Up After 48 Hours

There is a 90 percent likelihood you will get a response to your email within 48 hours. If you don’t receive one after this time frame, you may not receive a reply at all. Follow up after two days to improve your chance at an answer.

Tips for Mobile

A 2015 study released by Deloitte concluded Americans collectively check their phones 8 billion times a day, and the average person reaches for his phone 46 times daily. It is vital to adapt your PR strategies for mobile considerations.

  1. Keep Email Subject Lines to Five Words

Pierpont notes that if recipients can’t read your entire subject line on their phone, they’ll delete your message. Google’s algorithm will truncate your headlines if it is more than 65 characters and eliminate additional subheads. Keep openers, subject lines and headers brief!

  1. Add Video

Fifty-nine percent of senior executives prefer to watch video instead of reading text if presented with the option. Consider relaying information through a short, eye-catching video.

Tips for Blogs

  1. Hubspot notes that B2B firms with blogs generate 67 percent more leads per month than non-blogging firms.

Encourage clients to produce their own content. Whether it’s a feature on management, opinions about the industry or tips about work-life balance, allowing potential customers to get a behind-the-scenes peek at the company’s personality can boost the website’s reach.

  1. Keep Age in Mind

Millenials are 247 percent more likely to be influenced by blogs or social networking sites. Think closely about your client’s audience when considering which platforms to focus efforts. If the client base skews younger, for example, explore Snapchat and Instagram.

Check out other tips to master your social media in 2017!

Written by Casey Moore, senior at the University of North Carolina at Chapel Hill.

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