Category: Public Relations

Facebook’s Change: Now What?

Cherith AndesBlog, Public Relations, Social Media + Influencer Engagement, , , , ,

Adam Mosseri, Facebook’s head of news feed, described Facebook’s newest change as “bigger than the average tweak … It’s not a tweak.”

Michael Stelzner, founder of Social Media Examiner, dubbed it “Facebook Zero,” and Contently described it as the “Facebook apocalypse.”

It might just be all three.

In mid-January, Mark Zuckerberg unveiled an overhaul to Facebook’s algorithm, one that possibly spells disaster for business pages. Rather than pontificate on death’s door, here are the CliffsNotes:

The Main Shift

Previously, Facebook aimed to connect users with relevant content. Now, the algorithm will prioritize meaningful interactions between people, not between pages and people. Think … posts by people who ask for recommendations or who share personal stories that spark heartfelt responses.

Who Matters? People. Real, actual people, not businesses or news sources. This overhaul places a premium on people who are in your network as well.

What Matters? Previously, the Facebook algorithm evaluated successful posts by the amount of time spent and the number of likes. The new system values post engagement in the form of comments. Lengthy, meaningful comments that require time and effort score far higher than short, monosyllabic quips.

(Facebook spells it out in its short video.)

The Effects

Straight from Marky Mark (Zuckerberg) himself — content from pages will increasingly disappear from news feeds. Reach, views and referral traffic will decrease to pages, including the Facebook content darling itself: video. Facebook will view this as a passive media type. (Note: video is not disappearing or becoming obsolete; we’ll need to adjust how we utilize it!) Overall time on Facebook will decrease while, Facebook predicts, quality of interaction will increase. And while the shift will start in the news feed, it will eventually infiltrate the entire platform.

Why the Change?

Facebook adopts a psychological stance on this one. Passive scrolling and empty interaction on Facebook, it says, decreases quality life. Meaningful, engaged interaction that requires effort and time investment add value and boost positive feelings. Hence, it seems that Facebook is striving to bolster our quality of life.

But back to business … now what?

First and foremost, don’t panic. Here’s what we see as promising grounds so far.

1. Ad Campaigns. There’s little chance that Facebook will hamstring its revenue source: ads. Begin to beef up your ad strategy, solidifying campaigns and goals to increase website traffic and nurture conversions. While many predict that costs for campaigns will rise as supply and demand adjusts, ads are currently still a firm method to connect with your consumers. (P.S. Check out a few tips here.)

2. Live Videos (and others). Live videos seem to be a slight exception to Facebook’s new rules. It encourages viewers to actively engage with both the content creator and with other viewers. Video, in general, is not dying, especially with recently launched features like Facebook Watch. So don’t ditch your cameras yet! Just stay tuned for ways to create “thumb stopping” content that will illicit comments and shares.

3. Encourage “See First.” For now, train your followers to mark your page as “See First,” affording your business content some priority in their news feeds.

4. Explore Using Messenger Bots. These “behind-the-scenes” bots can deliver ad content, answer questions and help streamline the sales process beyond standard news feed content or ads. Jon Loomer shares tips on leveraging Facebook Messenger ads.

5. Avoid Engagement Baiting. Facebook has made it clear that they will demote pages and posts that use engagement baiting to artificially increase post engagement. Asking fans to like, share, comment or tag friends are examples of engagement baiting. It’s a no-no.

6. Diversify. Psssst. Don’t forget; Facebook isn’t the only platform to nurture your fan base and gain customers. Now is the time to revisit your content marketing and broad social media strategy.

As marketers, we now need to consider how to create conversations between people, not between our followers and the page. Also evaluate how investing time in this Facebook shift supports — if at all — your core business goals.

In essence, Facebook has transformed from a broadcast platform into a coffee house table for thoughtful conversation. Pour a cup of joe and chat.

Need some help revamping your Facebook strategy? We’re here to help.

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Instagram “Highlights” for Business

Cherith AndesBlog, Public Relations, Social Media + Influencer Engagement, , , ,

Instagram is on a roll.

With version 25, the Insta team unveiled Story Archives and Highlights, providing a longer lifespan for Instagram content. Sure, it’s fun to save your stories for a later review, but what are these updates, and how can businesses leverage them?

What are these new goodies?

Story Archives:

Recently, users have been able to archive Instagram posts, removing posts from their feeds into a storage folder that only the user can see. Now, the feature has expanded to Insta stories. With the Stories Archive, users can save those stories they worked so hard to filter, edit, caption, tag and emoji to death. The Stories Archive saves posts at the same quality at which you uploaded them and displays posts in reverse chronological order. The bonus? Archives are stored on the cloud, saving valuable memory on your phone.

Highlights:

It’s like a “best of the best” reel! The Highlights feature allows you to create permanent video rolls on a given topic or theme. You can curate video snippets or photos from your archived stories, choose a cover photo and name, and post to this new section of your Insta profile.

How should I use my new toys?

Story Archives:

Once archived, you can reshare selected stories to your Highlights (more on that in a moment), Direct Messages or your feed. You can also download them (one at a time, unfortunately) and reshare to your current story. For businesses, this is an opportunity to build an arsenal of footage and content for repurposing. Throwback posts just got a lot easier, as did overviews of returning product offerings or industry events.

Highlights:

Highlights can function as a mini overview of services or products at a glance! For example, restaurants might curate a reel of high-quality photography of its best dishes or a special-event menu. Designers can feature a fall fashion line, or real estate companies can spotlight hot homes on the market. And not everything need be product-centric. Highlights proffers an opportunity to reshare moments from an event, grand opening, conference or celebrity appearance — bolstering brand credibility and reminding viewers of past successes.

As a whole these features extend the lifespan of Insta content, slowly revolutionizing the platform into a destination rather than a newsfeed. Keep your eyes peeled! No doubt this is just one of many permutations with many more opportunities for businesses to leverage Instagram as a branding platform.

Are you getting the most out of your social media strategy? Send us an email to explore ideas!

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“Out-of-Office” Outdated?

Clairemont InternBlog, Professional Development, Public Relations, , , ,

When prepping for PTO, your mind is fixated on your much-anticipated, well-deserved time away, not on your out-of-office (“OOO”) email message.

However, take a moment to consider your OOO response. The tone, content and very existence of OOO messages have been thrown into the hot seat recently, as professionals debate what makes the ideal OOO message, if one at all. Here, we present the varying viewpoints. With which OOO response do you recommend?

The Traditional OOO: Direct, Short and Helpful

Supporters of the classic OOO message stand by its professional, succinct nature. CEO of officebroker.com Chris Meredith proffered 10 tips to crafting the effective, tried-and-true OOO email. The traditional OOO message doesn’t detail why you’re away, nor is it rude, funny or too friendly. It provides alternate contact details and correctly states when you’ll be back. Short, sweet and to the point.

The Revolutionized OOO: Clever and FunnySpice up your OOO message with a picture of baby sloths.

Visionary employees threw a curveball in the OOO email conversation and seized the email’s potential to “show your personality, generate leads and entertain your audience.” Content writers for Yesware and Travel and Leisure illustrate original approaches to the message, such as using it as a marketing opportunity (“I’m not here, but in the meantime, check out …”). Employees can exercise their rhyming skills in a poem or hone their sarcastic humor using witty jokes. Heck, even include a GIF or photo of adorable animals for good measure. Although unorthodox, the messages showcase creativity and appear more personalized to recipients.

The Outdated OOO?

Still, other professionals disagree with OOO emails altogether, deeming them unnecessary and unrealistic. The Huffington Post notes that even when physically An honest OOO email response by an overthinker.out of the office, employees likely have access to and check their email. Investment News criticizes OOO messages as a “terrible client touch point.” In order to maintain strong relationships with their clients, employees should remain available in the wake of immediate crises (and in PR, that’s one of our raisons d’être).

With such contrasting positions on OOO messages, it’s clear that no consensus has been reached on the issue. Ideally, the OOO email should strike a balance between (1) fulfilling your job duties even when off the clock, such as in the event of emergencies, and (2) allowing yourself to enjoy the vacation. Perhaps replacing the “out of office” expression with “currently unplugged from technology” may reflect a more realistic scenario.

What’s been your go-to OOO response? Before your next vacation, take some time to reassess in which camp you stand. Doing so will ensure that your clients and coworkers are appeased when you’re not there.

Written by Clairemont Intern Elizabeth Comtois, a senior at UNC-Chapel Hill. 

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Sticky Situations: PR Ethics

Clairemont InternBlog, Public Relations, , ,

At some point in our lives, we all face a dilemma that makes our stomachs churn. The public relations world presents tricky scenarios that professionals must respond to quickly, honestly and effectively. And with serious legal and reputational consequences on the line, it is crucial for practitioners to develop strong ethical codes to guide their responses. Thankfully, industry experts and Greek philosophers have proffered decision models, paradigms and guidelines to help professionals feel good about the work they do both in and out of the office.

The Codes in Place

The Public Relations Society of America requires its members to abide by its code of ethics. As a refresher, we’ve included the Code’s two key elements.

The PRSA’s six core values:

  1. Advocacy
  2. Honesty
  3. Expertise
  4. Independence
  5. Loyalty
  6. Fairness

The PRSA’s six provisions of conduct:

  1. Free flow of information
  2. Competition
  3. Disclosure of information
  4. Safeguarding confidences
  5. Conflicts of interest
  6. Enhancing the profession

The Code serves as a guide for professionals to reference when handling ethical challenges.

Ethics in Practice: the Potter Box Model

Allow us to transport you back to your college ethics class and reintroduce you to an old friend: the Potter Box model for ethical decision making.

This tool allows you to apply the professional codes and your individual beliefs to a specific situation with four steps:

Facts: What is happening in the situation at hand? What is your role in the organization or entity involved?

Values: Which of the six core PRSA values are at play in the scenario? (Hint: it’s usually more than one.) Is the situation threatening your ability to be honest with a client or public, or is your loyalty to a public at risk?

Disciplines: How would philosophers advise you to handle the situation? To which philosopher do you relate most? For example,

  • Aristotle’s “Golden Mean” theory encourages individuals to perform an action because they believe in it, not just because it is a rule.
  • Immanuel Kant’s categorical imperative suggests that one should act rationally, and actions should be applied universally to all situations.
  • J.S. Mill’s utilitarian school of thought says the ends justify the means. If the outcome produces the greatest good for the greatest number of people, compromising some values along the way may be acceptable.
  • Ross’s competing ethical duties emphasize the context. Depending on the situation, one duty may take priority over another. As a low-stakes example, when you lie to your friend to conceal her upcoming surprise party, you prioritize your duty to do good for others over your duty to tell the truth.

Loyalties: To which publics are you most loyal in this case? What other groups would be directly or indirectly affected by your decision?

After moving through those four steps, new facts may emerge, bringing you back to the start. And thus, the cycle continues until you determine the best course of action.

With these vital resources in your ethics tool kit, you’re well-equipped to navigate any sticky situation that comes your way. Take some time before the next moral dilemma to reflect on your ethical code, and you’ll be primed to make wise, effective decisions throughout your career.

Written by Clairemont intern Elizabeth Comtois, a senior at UNC-Chapel Hill.

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Clairemont Lands 10 Industry Awards

Cherith AndesAwards, Blog, Public Relations, , , ,

The Clairemont House is brimming with fun, head-tilting little touches. Like a conference table surrounded by pink, heart-shaped stools. A row of reclaimed stadium seats. And a room of doodling chalkboards. We love working in a creative atmosphere, but what we love even more is the chance to craft creative campaigns that secure successes for our clients. So our little heart-shaped hearts were thrilled when we were honored last week for our client work!

On October 17, the Raleigh Public Relations Society (RPRS) hosted its 2017 Sir Walter Raleigh Awards honoring exemplary campaigns by public relations and marketing professionals in the Triangle.

Clairemont’s 2017 Sir Walter Raleigh Awards included:

  • Platinum Award in Campaigns: Branding (Community or Product) for “Il Palio Dishes Up Something New”
  • Platinum Award in Campaigns: Organizational Identity/Promotion for “Wendell Falls Busts Real Estate Myths”
  • Platinum Award in Digital Communications: Social Media Campaign for “A Taste of Italy at Il Palio”
  • Gold Award in Campaigns: Branding (Community or Product) for “Il Palio Dishes Up Something New”
  • Gold Award in Campaigns: Special Events for “Fire It Up! Briar Chapel’s 9th Annual Pepper Festival”
  • Gold Award in Campaigns: Organizational Identity/Promotion for “Briar Chapel Back on the Map
  • Gold Award in Digital Communications: Video/Podcast/Videocast Program for “Our Coffee Cares Video”
  • Silver Award in Event Marketing for “Vita Vite Creates ‘Raleigh’s Sunday Spot'”
  • Silver Award in Media Event for “Hoedown Showdown at Wendell Falls”
  • Silver Award in Publication & PR Writing: Press Release for “DQ’s Miracle Treat Day Benefits Duke Children’s Hospital”

Our biggest thank you goes directly to our wonderful clients; we love doing what we do, and we love that we get to do it with you!

Want to partner with Clairemont to cook up your next creative campaign? Drop us a line!

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