Times are changing for LinkedIn: Images are the new Headline

Gone are the days where LinkedIn is solely a social platform to post your resume and connect with colleagues. More often, organizations are turning to LinkedIn to do business with other like-minded organizations, engage future employees and to share and read subject matter experts’ viewpoints on industry changes and trends.

According to LinkedIn, 45% of post readers are in the upper ranks of their industries. This is great news for social media B2B marketers, because posts have the potential to cut through clutter and go direct to a company decision-maker.

LinkedIn has been known for influencers, and a good strategy we utilize at Lukas Partners is to engage influencers within an organization to post to LinkedIn and support the company page, to help grow an organic audience and increase engagement.

Recently, LinkedIn opened up the capability to post video for people with personal LinkedIn accounts. It currently does not allow this on company pages, but has announced it will roll out video on company pages in 2018. Company page managers will have the ability to measure engagement on videos they post on the platform, as well, once video posting is made available.

Right now, for company pages, posts with compelling images get the most engagement. LinkedIn Marketing recently tweeted that “Images are the new Headline.” Which rings true on most social platforms in order to draw engagement. The ideal image size for LinkedIn is 1200 X 627.

LinkedIn is constantly evolving and definitely an asset for businesses and organizations. Especially in the B2B channel where it can be difficult to cut through the millions of people to get to decision-makers at other businesses.

About the blogger:
LeAnne Morman is a senior account executive at Lukas Partners. As a former journalist, LeAnne has a great deal of experience with all types of media, including social and digital formats. She works with organizations on a regular basis to help them use digital and social media to their advantage.

To hear more from Lukas Partners, follow us on Twitter @LukasPartners or subscribe to our newsletter.

Is Livestreaming Set to Become Amazoned?

Did you know that in China analysts expect the livestream video market will grow from $2 billion in 2015 to $15 billion in 2020? China’s livestreaming market is a step ahead of many other countries, including the U.S.

In the U.S., Instagram influencers and Youtube Stars are the norm. In China, livestream apps have created a new kind of celeb. Through livestreaming, viewers can peek into the daily lives of ordinary people, watching live makeup tutorials or something as common as eating a bowl of soup.  In 2016, Maybelline sold 10,000 lipsticks in 2 hours in China by utilizing a handful of popular live streaming influencers. The apps allow in-stream purchasing, allowing users to have an interactive experience of seeing a product used and being able to buy themselves said product in an instant.

YY is a video-based social app in China with 300 million users. It features a virtual currency that users can earn through activities such as karaoke or creating tutorial videos. The virtual currency is later converted to real cash for livestreamers.

At Lukas Partners, we keep an eye on upcoming trends in the U.S. and beyond to help our clients amplify their message through the latest and greatest means possible. Livestreaming has been a runaway hit for many organizations, helping them stand out in the crowd amongst all the noise on social media. It has brought more engagement for organizations than video, photos and texts on social media.

Facebook live video has no doubt changed social media, with other popular U.S. social media platforms following their lead. However, brands and organizations in the U.S. have not been allotted a way to utilize influencers on the social platforms with an ability to make a live video interactive where viewers can make a purchase, like livestreaming in China.

Amazon employs more than 40,000 people in its Seattle-based headquarters, topping the list as the largest private employer in the city. 

Enter, Amazon. Reports indicate Amazon may be seeking talent to staff one of its start-ups centered on incorporating videos and shopping. “Amazon Live” would leverage streaming video to create new shopping experiences for customers, according to a recent job posting.

Amazon already owns Twitch, a live video platform for gamers, and has recently rolled out a plan to utilize influencers on the livestreaming platform to increase Amazon retail revenue. According to Bloomberg, “The Gear on Amazon” feature will let Twitch streamers become partners and showcase their favorite products as a widget on their page. The partner showcasing the goods gets a commission from sales. Amazon also has an influencers program where it has been recruiting YouTube personalities to sell Amazon listed products.

Facebook does not have purchase button options during livestreaming, but the platform does allow verified nonprofits to add a donate button to livestreaming videos. This donate button was very popular during the Manchester One Love tribute concert following the tragic suicide bombing during an Ariana Grande concert at Britain’s Manchester Arena. Right now Facebook is focused on creating livestreaming channels, which could eventually lead to in-stream purchasing down the road.

In the meantime, while livestreaming may not be quite an immediate money generator for brands and organizations, it is still part of building a social audience and creating micro moments that ultimately impact brand recognition and reputation.

About the blogger:
LeAnne Morman is a senior account executive at Lukas Partners. As a former journalist, LeAnne has a great deal of experience with all types of media, including social and digital formats. She works with organizations on a regular basis to help them use digital and social media to their advantage.

To hear more from Lukas Partners, follow us on Twitter @LukasPartners or subscribe to our newsletter.

Are You Camera Ready?

When you are shooting a photo or video with your smartphone – things can go wrong that you feel you have no control over. But, you have more control than you may think.

Have you ever noticed that when subjects pose in front of a window during the day – they are dark and hard to see? This concept is called backlighting. If you have a photo or video subject in front of a window you can avoid this effect two ways: politely ask them to move to a different location, or move yourself to a location where you aren’t shooting directly at the window. Or, if possible, close the shades and turn on more lighting.

It also can be a real let down when you view and listen to your video and your perfectly shot video has bad audio because of jewelry, hair or a piece of clothing brushing against the audio microphone. We always keep a pair of headphones handy to monitor audio – and make sure your subjects know to carefully place the microphone in a spot where it won’t rub on anything. Ladies, watch what jewelry you wear. If it jangles, avoid wearing it.

Speaking of clothing, you want to make sure you have the right look for the setting. Shirts with tight patterns confuse video camera lenses, so avoid those at all costs. Usually bright, solid colors look best on camera. Ultimately wearing the right clothing comes down to planning ahead of time.  At Lukas Partners, we always mention wardrobe before any on-camera appearances to clients ahead of time to ensure they come prepared and looking their best on the day of the interview or video shoot.

Ultimately anything that is distracting to the message you are trying to get across should be avoided. That includes the background of the shot, wardrobe, jewelry and any other sights and sounds the camera may capture.

Preparation and attention to detail can help organizations avoid most issues that come up, whether it’s live or recorded video.

About the blogger:
LeAnne Morman is a senior account executive at Lukas Partners. As a former journalist, LeAnne has a great deal of experience with all types of media, including social and digital formats. She works with organizations on a regular basis to help them use digital and social media to their advantage.

To hear more from Lukas Partners, follow us on Twitter @LukasPartners or subscribe to our newsletter.



Create Compelling Videos and Graphics for Social on the Quick

Recently, we highlighted Canva, Ripl and a few other online platforms to make social media content creation a breeze. Another free platform, Adobe Spark, has burst onto the scene, and it includes a video component that makes creating a 15-30 second video quick and easy.

At Lukas Partners, we are always keeping an eye on the latest and greatest tools to help our clients streamline social media management and boost engagement. Social media continues to grow, with Facebook topping out at 2 billion monthly users.

Adobe Spark has about 25 video templates that help users make images, videos and text come to life, complete with music. The templates are professional and have an option to use icons, photos, text and video. With video expected to only grow in popularity, the ability to create quick, professional, cost-effective and engaging video content is becoming increasingly important to organizations.

The only drawback to Adobe Spark’s video component is that the templates are not able to be manipulated beyond a few layout options for each “section” of the video you create. The color, animation and fonts within the template you choose are not able to be changed or modified.

Spark also gives an opportunity to create graphic images with text, photos and icons for Facebook, Instagram, Youtube, Eventbrite, Pinterest, Etsy and also has a feature to help users quickly and effectively create Instagram Stories, which are gaining in popularity for businesses.

The platform has a mobile app for each of its features: video, posting and web story creation.


Spark is free for users, but paid Adobe Creative Cloud members can now remove Spark branding from graphics, web posts and videos.

Facebook also has upped the game on content creation lately, adding 360 video-ability within the platform, canvases, photo carousels and slideshows. The majority of the other platforms, with the exception of Instagram do not offer these options for richer, professional content creation within the platform.

About the blogger:
LeAnne Morman is a senior account executive at Lukas Partners. As a former journalist, LeAnne has a great deal of experience with all types of media, including social and digital formats. She works with organizations on a regular basis to help them use digital and social media to their advantage.

To hear more from Lukas Partners, follow us on Twitter @LukasPartners or subscribe to our newsletter.

Ready, On Three! Undercover Husker Surprises Unsuspecting U.S. Cellular Customers in Lincoln

It’s not every day you come face-to-face with a legendary Nebraska football player who’s won a Heisman Trophy and broken a series of NCAA records. Less than 80 individuals in the U.S. have won the Heisman Trophy, after all.

Lukas Partners’ client, U.S. Cellular recently did a fun promotion for the annual U.S. Cellular Husker Fantasy Camp Sweepstakes. Former Husker and Heisman Trophy winner Eric Crouch spent time at a U.S. Cellular store in Lincoln surprising customers, and their priceless reactions were captured on video.

“Hi, how are you doing? My name’s Eric,” Crouch said as he greeted a U.S. Cellular customer. The unsuspecting customer shook his hand, with a puzzled look on his face.

Crouch’s interactions with customers in the video included those puzzled looks, a few pauses, some autographs and of course, pics or it didn’t happen. At one point, Crouch even brought out his Heisman Trophy with him as he greeted customers, as part of the “prize.” Naturally, they didn’t get to leave with the piece of hardware, but two people did win entry into the U.S. Cellular Husker Fantasy Camp to spend more time with Crouch and other Husker greats.


The fourth annual U.S. Cellular Husker Fantasy Camp Sweepstakes will bring fans and their guests through the team tunnel at Memorial Stadium and on to the field for drills on Oct. 28. Fantasy camp participants also will hear a “chalk talk” from a Nebraska football legend and receive a shirt, lunch, playbook and souvenir photo.

There also will be weekly drawings for Husker team and autographed merchandise, Nebraska football tickets, a Samsung Gear S3 Classic Smartwatch and a Samsung Gear VR Virtual Reality Headset.

“As the official wireless sponsor of Husker Nation, we are excited to offer this unique opportunity for Nebraska football fans,” said Mike Adams, U.S. Cellular’s director of sales for Nebraska and Iowa. “At U.S. Cellular, we strive to build a connection with our communities that extends beyond our business, and we look forward to having a memorable day at the stadium and providing 12 lucky fans with an unforgettable experience.”

Fans also will have an opportunity to virtually experience Memorial Stadium at the Nebraska State Fair in Grand Island. The Husker Fantasy Camp Virtual Reality Experience will provide an immersive, virtual reality viewing experience that takes people behind the scenes at Memorial Stadium for a peak at what it’s like to be a Nebraska football player.

Fans can enter the Husker Fantasy Camp Sweepstakes at www.camphusker.com or by visiting the virtual reality experience. The sweepstakes is open to legal residents of Nebraska, Iowa, Kansas and Missouri 19 years or older. No purchase is necessary to enter the sweepstakes, which runs through Sept. 15. Complete information on eligibility, entry and prizes is included in the Fantasy Camp’s official rules at www.camphusker.com.

To hear more from Lukas Partners, follow us on Twitter @LukasPartners or subscribe to our newsletter.

Tech Tips for Snapping the Best Pics of the Solar Eclipse

The first total solar eclipse viewable across the United States in nearly a century will fall across the majority of Nebraska on Aug. 21.

At Lukas Partners, we know what value good images and video can add to an organization’s presence on social media, so we wanted to pass along some photo/video tips recently released by our client, U.S. Cellular.

Whether you are located in the eclipse’s path of totality or not, you can still snap great photos and video of this rare phenomenon with a smartphone or drone. U.S. Cellular has provided technology tips to safely capture and enjoy the total solar eclipse, which beats waiting for the next occurrence in the continental U.S. in October 2023.

No Flashing – To ensure the safety and enjoyment of everyone around you, do not use a camera flash of any kind because it will ruin the dark adaptation of people’s eyes and could spoil the event for others.

Apps and Settings – Individuals should experiment with their smartphone camera settings ahead of time and consider downloading an app, such as Camera+ or NightCap Camera for iPhone and iPad or Night Camera for Android devices. These apps can provide higher-quality photos and video in low-light and help you prepare to capture this moment. For additional preparation, you can pre-focus your camera on a full moon prior to the event, double check camera settings and make sure your device is fully charged.

Drone Do’s and Don’ts – Drones are suitable to catch video of the approaching and retreating shadow of the moon as it crosses the landscape, and the fun reactions of people enjoying the eclipse. However, they are not good for catching the eclipse itself. If you decide to fly a drone during the solar eclipse, avoid populated areas and practice good wireless etiquette by not flying a drone between crowds and the eclipse.

Not Too Close – Most smartphone cameras will be able to pick up the moon’s darkened disk surrounded by a recognizable bright solar corona, but you should avoid zooming into the eclipse, as it will give you a pixelated, enlarged image that will not show much detail.

While the total solar eclipse is not to be missed, there are safety procedures that should be followed. Looking directly at the sun or taking photos of it without a special filter is unsafe except during the brief total phase of a solar eclipse, when the moon entirely blocks the sun’s face.

More information is available online through NASA or the American Astronomical Society.

About the blogger: Kevin Schuster is a senior account executive at Lukas Partners. Kevin manages public relations and fundraising for Lukas Partners’ clients, including U.S. Cellular in Iowa and Nebraska.

To hear more from Lukas Partners, follow us on Twitter @LukasPartners or subscribe to our newsletter.

Get Instant Updates with Instagram Stories

When Instagram first introduced Stories, another way to share your life with your followers, it was very unpopular. But now, one year later, it has  250 million daily users. For brands, it’s another way to promote your business; and for people already on the app, it’s a great way to show little snippets of your day.

One pro about Stories is that Instagram already has a ton of people using the app; as of June, it’s up to 700 million monthly active users. So brands and businesses are leaning more towards promoting their content on Instagram, rather than Snapchat. Snapchat Stories are still very popular but not as popular as Instagram Stories.  One con with Instagram Stories is that it shares the same algorithm as the app; it decides the order you see stories… unlike Snapchat, which shows them in order, from the most recently added to the least.

It doesn’t matter what you’re marketing because Instagram Stories can help sell it. Lush, a brand that makes fresh, handmade cosmetics, uses Instagram Stories to show what new products they’re making in the factory. Urban Outfitters, a clothing store, uses Instagram Stories to promote events they’re having in their stores or how to style new pieces.

Being a teenager as a summer intern at Lukas Partners, I tend to lean more towards Snapchat because I know how the app works, and I’m more comfortable with the settings; but since Instagram’s rise, I am starting to use Stories on there more and more.

Even though Snapchat came up with the concept for Stories in 2013, it’s still being reinvented through Instagram and, now, on Facebook. Though popularity is different between the platforms, time will only tell which one is the most popular. For more information, click here.


About the blogger:
Abby McLaughlin is an intern at Lukas Partners. Being a senior at Marian High School who is interested in digital media, journalism and writing, Abby is learning the different skills and techniques in public relations that helps our clients reach their targeted audiences.

To hear more from Lukas Partners, follow us on Twitter @LukasPartners or subscribe to our newsletter.

How Twitter Chats Boost Engagement

Remember when AOL instant messenger was “the” premier chatting tool of the 90’s? Flash forward to 2017; social media and online connections have come a long way. Over the past year at Lukas Partners, we have seen online chatting take a new form on Twitter.

Twitter chats and Twitter parties are a successful way to engage subject matter experts (SMEs) and organizations with online audiences. For example, Hootsuite and Buffer host regular chats for marketing and social media experts, novices and everyone in-between who may be looking for tips. The two organizations use their rather large social followings to engage others, and the engagement ends up snowballing. Both participants and hosts stand to benefit because of the two-way conversation flow.

At Lukas Partners, we engage clients in Twitter chats regularly and have successfully grown audience bases and engagement as a direct result.

Here’s how it works: the host of the chat tweets a series of 5-10 questions on a given topic using a designated hashtag and anyone interested can answer. Respondents format their tweet to include the question number and designated hashtag to ensure the tweet becomes part of the conversation.

Brands and organizations also partner with SMEs to cohost as an influencer and a second voice to contribute to the conversation, and keep it rolling.

When hosting a Twitter chat or party, we recommend first planning an optimal time based off of your audience analytics. When are your followers scrolling through Twitter?

Most chats typically last one to two hours.

Next, create a strategy to notify your audience. You can do this through many means, such as posting tweets in advance by utilizing other social channels to drive to Twitter, as well as email. Engaging others to participate in advance is key to a successful chat. You might think about contacting other organizations and involving your organization’s subject matter experts early on to ensure you have someone to add to the conversation, engage with responses and keep the chat flowing.

Finally, craft questions that are open ended and sure to spark a conversation. I recommend creating a graphic for each question, as well as a graphic image to use on social media to promote the Twitter chat or party. Keep questions more broad to get the best response.

After the chat, you could create a Twitter Moment that groups all the tweets associated with the chat together to share the link with your audience to thank those who participated and continue the momentum of the conversation onto those that may have missed out on the chat itself.

Ultimately, Twitter parties are great because they get audiences interacting on Twitter more than usual, which can mean more engagement and an increased following resulting in more exposure for your organization. If your organization is not ready to host a chat or party quite yet, we recommend trying to join in on the conversation when a Twitter chat or party comes around that is in your organization’s wheelhouse to still benefit from the engagement and audience growth.

About the blogger:
LeAnne Morman is a senior account executive at Lukas Partners. As a former journalist, LeAnne has a great deal of experience with all types of media, including social and digital formats. She works with organizations on a regular basis to help them use digital and social media to their advantage.

To hear more from Lukas Partners, follow us on Twitter @LukasPartners or subscribe to our newsletter.

Build a Solid Social Media Plan Ahead of your Event

Social media platforms provide organizations with great opportunities to engage with potential clients, customers and attendees ahead of their events. At Lukas Partners, we see social media as the welcome mat at the front door of every organization, and there are various strategies to promote events to social audiences.

Start planning social media strategy well before the event for the best results.

Before an event:

Outline your social media strategy and budget, and plan to invest a small amount of money to sponsor or boost social media posts. At Lukas Partners, we have found that sponsoring and boosting certain posts can extend organizations’ reach beyond the existing core audience. Sponsored posts can be tailored to key audiences through targeted age groups, cities and professions. Paying to promote the event to the right audience can help build participation in a big way. Creating an event page on Facebook and circulating the event through paid placements on LinkedIn, Twitter and Facebook can be a very effective technique, keeping in mind that rich images and videos are going to garner the most engagement from audiences throughout all platforms.

Display products to social audiences because most social media users are naturally drawn to visual elements. According to Brightcove, social video garners 1200% more engagement. Consider displaying photos and videos of new products to demonstrate new features, how they work and why/how consumers or businesses stand to benefit.

Tag and follow businesses, event organizers and other key players affiliated with the event on social media, well in advance of the event date. At Lukas Partners, we believe in harnessing the power and audiences of other entities involved to grow your core audience who may be interested in attending. Teaming up on social media can be a very effective strategy. When others involved in the event share related event content, it provides an opportunity to re-tweet or share to help promote the event and vice versa.

Encourage tweets and/or posts from those who are attending the event. Also, research or create a hashtag relating to the event. We tell clients to keep it simple and memorable when it comes to hashtags because short and effective hashtags are more likely to catch on. Ask others involved to share and use the hashtag when posting.

Drive people to your event through other social media aspects beyond posting. Add an event link in bios on Twitter, Facebook and LinkedIn and create a dedicated profile or timeline photo for Facebook and other platforms. You also could put the link in your organization’s email signatures to help generate interest beyond social audiences.

Post a map to let people know where they can find your table, tent or booth if you are participating in an event.

Post a map to let people know where they can find your table, tent or booth if you are participating in an event.

Create contests and product giveaways to grow your presence on social media. Invite people to enter to win a product in exchange for a like or follow of your page. Another way to drive engagement through a contest is to ask contestants to share or re-tweet the post as a way to enter. We suggest this type of social media campaign as a way to generate excitement for an event that is seeking appeal to a broader audience.

Think about a team approach to events on social media. Social media networking to build a team supporting an event is key to building an audience. Post early and often, and vary posts so that the information is flowing at a continuous pace leading up to an event. Keep your social media messages clear, concise and grammatically correct. Tell the story of the event and give a good reason as to why people should attend.

During your event:

Live video is growing in popularity and attracts a greater audience on social media. At Lukas Partners, we suggest clients seize live video opportunities because according to Facebook, audiences watch live content three times longer. Think about offering your audience a live video tour or showcase a product live on social media. You also could stream part of the event live. We recommend a bit of planning in advance of any live video, including a connection test and basic game plan for the flow and content of the live video.

Consider running special pricing for a product that is being displayed at your event. You can advertise through social media as a way to increase foot traffic to your event.

Post a map to let people know where they can find your table, tent or booth.

Ask attendees to engage and post content to social media at the event. Create a special offer for a tweet or check-in on social media using a specific hashtag. Organizers also could arrange for posts with a certain hashtag to appear on a big screen at the venue. This can cause a domino effect on social media and possibly result in a trending hashtag. Having a photo booth or backdrop specifically for selfies and other photos is also optimal for social engagement at events. The bottom line is that events can build momentum on social media by making it clear to attendees that social media posts are not only welcomed, but encouraged. If you build it, the social media posts will come.

At Lukas Partners, we recommend organizations post on social media a few times during the event about what’s happening to entice audiences during the event. Use the event hashtag, keeping in mind that videos and photos will be most effective. Keeping others in the loop about what’s happening through social media or allowing them to participate in some way in their hometown can really boost engagement during the event.”

After the event:

If you’ve collected contact information for potential clients or business leads, follow up with them by writing a letter to the attendee, their company or their CEO. The letter should contain more information about your company and its products and services, and tailor the letter to the recipient. Let them know how your company can make their operations more efficient and offer tours or consultations. The art of letter writing is rare with the growth of social media, so your letter will stand out among the crowd.”

Use your new contact list to engage with the prospective clients and customers on social media. You could follow and like the pages of their companies. Using this strategy can, in turn, increase your social media presence and following and indirectly let the companies know that you were invested in them and their company needs.

Follow up with an email to attendees to thank them for attending. At Lukas Partners, we recommend recapping the event with stats and key takeaways. Be sure to include an actionable item, be it following a company blog or a save the date for next year’s event. Also connect with them on LinkeIn, and write something about the conference on LinkedIn to engage them.

Maximize content by repurposing it for social media. If you’re posting to social media, think about how you can re-use or re-tool the post for other platforms or for another time or date. You also can keep an eye on your social media analytics to capitalize more on engaging posts. Keep in mind that you shouldn’t overdo it on social media. There is a fine line between posting often and posting too much. Follow best practices to ensure you aren’t bombarding your audience.

Organizations could greatly benefit by exploring all of the opportunities available to them for building up momentum before an event. Simply putting an event on Facebook isn’t enough in today’s social centered world. We live in a fast-paced, technology-driven society, and audiences today want video and rich images, as well as solid information and facts that provide enticement to attend events in-person. With 2 billion active Facebook users worldwide, social media can help drive more traffic and interest to the event itself which can give you more face-to-face time with potential event goers. Keeping an eye on social media trends also is a great way to ensure you’re getting the most out of your promotion strategy.

To hear more from Lukas Partners, follow us on Twitter @LukasPartners or subscribe to our newsletter.

How to Maximize Media Placements on Social Media

Reporters covered your event. Success! You’ve got the news media placements, and the adjoining spike in web traffic to your site, and that’s likely to last for a few hours after the story is posted online. Before you start tallying the total impressions made, or analyzing how your spokesperson did with the key messages, think about this media placement the same way you think about a stick of your favorite brand of chewing gum – how long can I make this piece last?

The hard part is over – engaging the media and garnering coverage. But there are some important follow-up steps to take that can maximize the mileage gained from that hard-earned placement. As PR professionals and experts in social media at Lukas Partners, we know that acting quickly during this period of increased visibility can extend the shelf life of the attention you’ve created in a big way. Media placements give your organization coveted third-party credibility and maximizing coverage only extends that credibility to reach more of your audience.

To increase credibility and boost Search Engine Optimization for your website, the first step is to drive traffic to the media placement. Here are steps that can help you direct traffic to media content:

Share it on social media – This is the most important and most obvious step, but one important component to it that sometimes gets left out is mentioning the reporter who covered the piece, and offering credit and gratitude in a follow-up post. Like you, reporters are also responsible for driving traffic to their work, and you can help them achieve this simply by including their handle in your post (see example below).

 There are additional layers to sharing your placement. After you’ve shared it with a mention of the author of the piece, share it again with the name of the media outlet in your post, which will make it more visible and easier to find for marketers of the brand, which also gives them the chance to reshare it and further spread the story.

Now that you’ve elevated visibility for the coverage within the organization that published it, it’s time to dive within the content of the article itself and share it with others who appear in the piece to enlist their help in spreading the news. Using hashtags, posing questions and writing interesting lead-ins related to the piece also are key drivers of reshares and clicks.

Resharing is caring – Online tools like BuzzSumo allow you to view who else has shared your content, and packaging some gratitude in a post to the people who have shared it is a great (and subtle) way to redistribute the coverage. Search for people who have shared the article by entering the web address into the search field. A list will appear when you click “View Sharers,” and mentioning them creates an additional layer for resharing your content.

Contribute to the conversation – Check the publisher’s social media outlets for posts about the article. Once you’ve found your content on the publisher’s Facebook, Twitter and LinkedIn accounts, make sure to like it, comment on it, share it and retweet it. These steps widen your reach and reinforce to the writer that you are diligently promoting their work.

Repurpose your piece for external communication – Add the coverage of your outreach to any newsletter or relevant email campaign within your organization and send it out. After you’ve done so, forward it to the reporter so he/she knows you’ve shared it with your professional network.

Get linked up – Link to any relevant posts within your site that provide good opportunities to revisit your recent media placement. Remember, the more paved ways there are to your content, the more likely your target audience is to find it. You might also share this page with publishers to demonstrate that you’re doing everything possible to drive traffic to their site, too.

All of these steps are aimed to maximize the reach by increasing the chances of it being seen and shared. Each also has a networking component baked in that helps establish that you’ll work hard to drive traffic anywhere your organization is mentioned. This increases the probability of being mentioned again in the future because you’ve shown value to the member of the media you’ve been working with by getting more mileage out of their work, too.

About the blogger:
Brian Ayers is a senior account executive at Lukas Partners. As a former journalist, Brian has a great deal of experience with all types of media. He works with organizations on a regular basis to help them tell their story in meaningful ways through a broad range of formats.


To hear more from Lukas Partners, follow us on Twitter @LukasPartners or subscribe to our newsletter.


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