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.

 

Top Tips to Avoid Heat, Water Damage to Your Smartphone

Summer is a time when school is out and we venture outdoors to escape the heat at a local beach, pool or lake, take a vacation to a favorite campsite or explore an unseen location. Smartphones will typically be in tow and utilized to enhance outdoor experiences. Extreme temperature changes can influence how smartphones function, so it’s important to protect a device as you travel and enjoy outdoor summer activities.

U.S. Cellular offers tips to help protect smartphones from heat or water damage:

Protect against water. Consider purchasing a separate water-resistant case for summer activities around water. Cases, such as an OtterBox, DryCase or LifeProof, are options to consider that will still allow normal use of the phone. A less expensive home remedy is to utilize a plastic bag, which will keep a smartphone sealed and safe to avoid damage, that includes sand or dirt. The downside is that functionality is limited while inside the bag.

Know the drying process. Accidents happen, so when a smartphone falls into water or other liquid, the key is to act fast and retrieve the smartphone as quickly as possible. Next, take out the battery. If the phone does not have a removable battery (as is the case with an iPhone), power off the device right away to prevent a possible short circuit. Resist the temptation to “test” the phone to see if it still works. To dry, wipe the smartphone down, use a fan not heat, which can warp circuits, then use desiccant packets to help absorb the water.

Avoid excessive heat or cold. When taking a smartphone outdoors this summer, be mindful of its temperature. Many manufacturers recommend keeping a phone between 32 and 95 degrees. It’s a good idea to keep a phone in the shade and not store it in the car, where temperatures can climb to between 130 and 172 degrees. You also should keep smartphones away from other devices, which can share and compound the heat they produce. If a device overheats, the internal components may become damaged and cause data loss or a dead battery. If a phone is overheating, it will likely display a temperature warning screen. If you happen to see this, turn the phone off immediately and begin a cooling process. If it does overheat, don’t cool it too fast. Rushing the cooling process can produce condensation inside the internal components and lead to water damage.

Utilize your wireless carrier. For peace of mind, ask about insurance or data backup options when you purchase a wireless device. Later, if you suspect the phone is not working due to water or heat damage, take the phone to your wireless carrier, who can sometimes fix it when home remedies do not work. Be honest about what happened and walk a wireless associate or technician through the steps already taken to try and fix it.

Many wireless carriers offer device protection that includes device replacement, tools to backup data and malware protection. As they say, it’s better to be safe than sorry.

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

 

 

 

Beyond Bond: Snapchat Spectacles Are Making Waves

Gone are the days when photograph enabled spectacles are only a tool of fictional secret agents like James Bond. When Snapchat unveiled their version of glasses that are photo enabled in 2016, called Spectacles by Snap, Inc., the word skeptical was used in tandem with the spectacle as uncertainty loomed of whether they would catch on and be the next big thing.

At Lukas Partners, we keep an eye on digital trends and gadgets that are new to the market to keep our clients up-to-date on the latest tools to use for increasing digital engagement and awareness.

Retailing at $129.99, the sunglasses offer a first-person perspective of the world that is mostly hands-free through a small camera built into the sunglasses. The glasses cut out using hand-eye coordination to frame shots and instead, you fully rely on your eyes to capture the best vantage point. Once you are done the glasses send 10-second clips to your iPhone or Android smartphone via the Snapchat app.

While the sunglass aspect of the Spectacles limit use to outside activity, organizations are starting to use this first-person vantage point as a tool to help boost brand awareness and social engagement. From Mountain Dew to the New York Stock Exchange, brands and organizations have been testing the waters with their new shades. Most recently, Royal Caribbean modified a pair of underwater googles to work with Spectacles to give Snapchat followers previously unseen underwater viewpoints from divers. They have expanded it beyond Snapchat to tap into the experience’s full social media potential on other platforms by utilizing the hashtag, #SeekDeeper.

Snap Spectacles recently launched in Europe and won three gold Lions at Cannes for functional design aspects. In a recent TechCrunch article, sources say Snap Inc. has a 2.0 version of Spectacles in the works. It is believed the new version would intertwine augmented reality.

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 Prepared?

Issues are warning signs that an incident or crisis could occur and issues management is a tool for avoiding incidents and crises. Incidents are unexpected events that have been triggered by a deviation from internal or external standards. Both issues and incidents can be managed however, to avoid becoming a crisis.  A crisis is an event that can permanently damage the image and value of your organization.

Lukas Partners offers these tips for proactively managing issues:  

Select a team from your organization (issues task force) with one representative from each department.

Set meetings on a bi-weekly or monthly schedule to discuss what is or may potentially become an issue.

Make a list of all possible issues and prioritize each issue into categories such as personnel, safety, operational or financial.

Analyze each current and potential issue to gain a full understanding of how to respond to or plan for each specific issue scenario.

Create a list of questions and answers for each issue category.

Be transparent and informative with your messages (answers).

Distribute your possible issues and responses to your Board of Directors and members of your executive management team as well as your legal counsel.

Update your issues management plan or spreadsheet regularly to ensure that it is in line with your organization’s mission.

Since incidents can happen without any warning signs or as a result of a mismanaged issue, make sure your organization is ready to respond accordingly by:

Creating an incident team (response team) and clearly defining roles of each member.

Evaluating who has been affected by the incident or who could be.

Developing statements that address what happened and why, and what your organization is currently doing to minimize damage to all affected.

Communicating what will be done in the future to avoid a similar incident from occurring.

Developing and categorizing possible scenarios for incidents that could occur in the future.

Crafting statements of response from your organization to address any future incidents, so you can have them ready, in the event an incident does occur.

Taking corrective actions by making internal operational or policy recommendations to reduce any future risks.

At the heart of issues and incident management lies the theme of preparedness and responsiveness. There is no better time than now to prepare and identify issues and incident scenarios- because around every corner, there is potential for issues to arise and incidents to occur.

About the blogger:
Jim Bush is a senior account executive at Lukas Partners. He is accredited in public relations (APR) via the Public Relations Society of America (PRSA). Jim is a seasoned communication professional with experience in every aspect of corporate communication and takes pride in helping businesses and organizations better relate to the communities they serve.

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

Framing Messages for Effective Communication; Wear the Hat of Your Audience

Hats come in all sizes and shapes, just as do the people who wear them. The audiences that your organization communicates with do as well. Their experiences are different and with that comes varying opinions, beliefs and behaviors. That’s why it’s important for your organization to identify who you’re communicating with and what messages will resonate with those audiences.

Lukas Partners works with clients on a daily basis who have stories to tell across multiple media platforms. The Pew Research Center reports that 57 percent of people get their news from cable, local and nightly network outlets; 38 percent rely on social media, websites and apps, 25 percent via radio and only 20 percent receive news from print sources. The demographics using each medium also varies. Framing your message content to each individual audience has never been more important. Here are some helpful tips and reminders for effective message targeting across all mediums:

Define what the intent of your message is and determine what you want to accomplish.

Identify the position and the attitude of the audience you are targeting.

Design communication for the situation, time, place and audience.

There is no such thing as a “one size fits all” strategy. What resonates with one audience may not for another.

Use channels that fit the demographics you are trying to reach.

Use different strategies and techniques to accomplish goals for each audience, as they will undoubtedly be unique.

Frame your messages for the media, as according to Forbes, nine out of 10 news releases get discarded because they lack impact, proximity, timeliness, prominence, novelty or conflict.

Craft your messages to be newsworthy and understandable (try to keep stories local and capitalize on a timely topic). Messages must be immediately actionable (do they answer questions, respond to interests and do they empower audiences to act).

Remember that your audiences consist of people who come from all different backgrounds and are subjected to varied influences. They read, watch and listen to communication that matches their opinions, beliefs and personal viewpoints. If you take the time to research and set goals, objectives and strategy when framing your messages to your audiences, you’ll be more effective and will better relate to the audiences your organization depends upon for its success.

About the blogger:
Jim Bush is a senior account executive at Lukas Partners. He is accredited in public relations (APR) via the Public Relations Society of America (PRSA). Jim is a seasoned communication professional with experience in every aspect of corporate communication and takes pride in helping businesses and organizations better relate to the communities they serve.

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

Top Tools for DIY Reputation Management

Because a good reputation can be earned or lost in today’s online universe, you need the right monitoring tools to help determine where you stand.

Lukas Partners focuses on some do-it-yourself monitoring tools that won’t break the bank and may provide a solid foundation for developing a reputation management strategy. Explore some of these to help identify what sentiment surrounds your organization:

Talkwalker’s Free Social Search – Talkwalker’s Free Social Search allows you to quickly see sentiment toward your brand, products or services within a seven-day period, and understand what posts, tweets and articles are driving the social discussion about your brand. The search takes place over 150 million websites, so you can be sure that all your bases are covered across social media and online outlets.

Go Fish DigitalGo Fish Digital is a complaint search box that allows you to perform a Google search for negative comments or reviews on more than 40 websites at one time. Pricing for this service starts at $49 per month for a single location.

ReviewPush This is a paid review monitoring site service that searches for reviews about your company or its services across Google, Facebook, Yellow Pages and others. It provides automated email notifications, analytics, options to rank locations against one another and email alerts that allow direct responses to customer feedback.

ReputologyReputology is a customer service-based platform that provides analytics surrounding negative customer experiences. It sends out a detailed summary report of consumer feedback that allows quick response time and helps identify any areas of improvement needed at your organization. It also integrates with Hootsuite and other social media management tools. The cost for this service is $25 per month.

NaymzNaymz is a tool that helps track and manage your social influence, which is closely related to your online reputation. The higher your social influence, the more positive your reputation may be.

RepScoreRepScore is a Naymz service that helps your business rate your online influence across different social networks in comparison to others using the same service. It assesses peer reviews whether or not the organization is related with the reviewing organization. It makes an assessment of what makes your business unique and valuable and provides a score between one and 99, with 99 being the best and ranks your influence level amongst other Naymz members.

About the blogger:
Jim Bush is a senior account executive at Lukas Partners. He is accredited in public relations (APR) via the Public Relations Society of America (PRSA). Jim is a seasoned communication professional with experience in every aspect of corporate communication and takes pride in helping businesses and organizations better relate to the communities they serve.

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

What are people saying about your organization?

Today’s fast-paced news cycle never stops. Social media chatter is a constant and websites are dedicated to gathering and disseminating reviews about your organization. If you aren’t monitoring your reputation online every day, you don’t know what is being said about you or you may be missing important comments, which could affect your reputation both negatively and positively.

The statistics are compelling

According to StatCounter, businesses with mostly 1-star or 2-star online reviews posted by consumers fail to convert about 90 percent of prospective customers. That is cause for concern as the Online Marketing Institute reports that more than 85 percent of customers use the Internet to research before making a purchase and that roughly 78 percent of consumers trust peer recommendations either received by social media or by word of mouth over advertising. Approximately 86 percent of people would pay more for services from a company with high reviews online, and 74 percent of consumers depend on social media to guide their purchases, as indicated in a BrandYourself study. 

StatCounter also reports that with more than one billion Google name and business searches a day, and Google controlling 90.62 percent of search traffic, coupled with the fact that 92 percent of North American consumers regularly read online reviews to learn about a business, it is clear to see that organizational reputation is something that needs to be proactively protected on a daily basis.

Even though 58 percent of executives believe that managing its company reputation online is something that should be done, only 15 percent do anything about it. And given that 41 percent of companies that have experienced a negative reputation event experienced a loss of brand value and revenue (Source: Statista/Pew Internet/Hubspot), it is worth doing something about.

Take action

Lukas Partners recommends some initial steps to begin proactively managing your reputation:

Monitor online and traditional news outlets regularly. Try Talkwalker Alerts as well as Google Alerts.

Respond as soon as possible to inquiries and negative posts.

Think about what could cause negative public perception and prepare responses to have on hand.

Monitor daily what people are saying and how they’re reacting to your industry, your products and your service.

Form a rating system that you can understand based on what you’re seeing online (green-yellow-red) – green being the most positive; this will help you place the comments into context.

Tools like Google Analytics are free and help you determine how people are engaging with your brand.

Monitoring your online reputation takes work and dedication, but it is something that should be a given in your day-to-day operations, as it is the first step to developing a comprehensive reputation management program.

About the blogger:
Jim Bush is a senior account executive at Lukas Partners. He is accredited in public relations (APR) via the Public Relations Society of America (PRSA). Jim is a seasoned communication professional with experience in every aspect of corporate communication and takes pride in helping businesses and organizations better relate to the communities they serve.

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

Online Giving Continues to Grow In Popularity

Several communities have Giving Days this spring. Nonprofits stand to benefit as online giving increases year after year, with an increase of 7.9% in 2016 compared to 2015, according to the Blackbaud Institute’s latest charitable giving report.

The report surveyed 2,162 nonprofit organizations that showed an average online donation amount of $128. About 17% of all online transactions came from mobile devices, which is an increase over 2015.

“Whether you can give $10 or $100 or even more, you can make a difference in nonprofits in your area,” said Anne Hindery, CEO of the Nonprofit Association of the Midlands.

The Nonprofit Association of the Midlands strengthens the collective voice of nonprofit organizations to enrich the quality of community life throughout Nebraska and Western Iowa.

According Hindery, online donations allow donors to give at their convenience, any time of day. “You can donate to the charity of your choice—whatever cause speaks to you—and it doesn’t have to be a lot of money,” said Hindery.

While online giving typically makes up about 20% of all nonprofits’ yearly donations, approximately $15 million was donated during Giving Days across the state of Nebraska in 2016.

Giving Days in Nebraska and western Iowa

Fremont May 9, 2017  https://www.fremontareabiggive.org/
Hastings May 11, 2017  https://givehastings.org/
Lincoln May 18, 2017  https://givetolincoln.com/
Columbus May 19, 2017  http://www.columbusbiggive.org/
Norfolk May 23, 2017  http://www.norfolkareabiggive.org/
Omaha May 24, 2017  https://www.omahagives24.org/
Pottawattamie County May 24, 2017  https://www.omahagives24.org/pottawattamie
McCook November 2017  https://biggivemccook.org/
Lexington November 2017  https://givebiglexington.razoo.com/
Phelps County November 2017  https://www.give2growphelps.org/
Siouxland November 2017  http://www.siouxlandcommunityfoundation.org/
Kearney December 2017  https://givewhereyoulive.razoo.com/
Boone County December 2017  https://www.bcbiggive.org/
Ord March 2018  http://www.ordnebraska.com/give/thebiggive/
 Grand Island area May 2018  https://www.gobiggive.org/
 North Platte May 2018  https://northplattegivingday.org/

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

 

 

 

 

Get More Miles Out of Creative Content

Have you ever spent hours on end fine-tuning a newsletter email or trying to achieve social media post perfection? Sometimes the content we produce as organizations can be time consuming to create, and the return doesn’t always equal the effort. Sometimes stretching content across multiple platforms can get more mileage out of your hard work.

When I create content for clients at Lukas Partners, I always consider first how I can rebrand and reuse it on different mediums to squeeze out the most value.

For example: fun facts, phrases, statistics, quotes or thoughts from a blog, newsletter or informational email can be extracted and reworked for a Facebook post or tweet.

Why repurpose? Repetitive text and messaging can help further develop brand awareness and reach a broader audience.

Repurposing images is effective. Images used for an email may transfer over nicely to a blog or social post. In addition, creating new graphics for an older but still relevant blog post can give it a fresh new look on social media, getting the attention of those who may not have noticed it the first time. Thoughts from a blog or email can be made into graphics and a slideshow for social media or other marketing efforts.

For example, when I create a blog post for Lukas Partners, I not only create an image for the post itself, I also create a second, third and sometimes fourth image to use on social media and email. Sometimes I take those images and include them in a slideshow for Facebook. The images are sized so that they play well with all platforms, if not, I can quickly resize them. I also choose different phrases, facts or tidbits from within the blog to go with the images, so each post appears to be a new and different thought and not more of the same.

Videos can be repurposed as well. A video sent in an email can be added to social media or your website and it also can be placed underneath your email signature. Or sometimes it’s possible to break a longer video down to bite-size snippets for social media.

Ultimately, I recommend thinking ahead when creating content to define how you will reuse it and what aspects can be used elsewhere to ensure a versatile end product.

About the blogger:
LeAnne Morman is an 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.

 

Take Along Tools for Your Next Video Shoot

Every professional videographer you meet will carry a bag of supplies with them on shoots. Have you ever wondered, what’s in the bag? If you are producing live or recorded videos from your smartphone, you can definitely glean some knowledge from the answer to that question.

At Lukas Partners, we work with videographers and help produce video for clients. Here are must-haves when you film videos:

The first item professional videographers always carry is a set of headphones. They are a real life saver when it comes to shooting video. Headphones allow you to monitor the audio to make sure your microphones are working and that you’re getting a good sound level while you are out shooting video. There is nothing worse than getting back from a shoot and realizing you have a problem with your sound that could have been prevented.

A handy portable light for use in dim lighting situations also fills the bag of a pro videographer. Since oftentimes you can’t control the amount of light in a room, videographers will use lights to brighten the space that they are filming.

If you have a piece of equipment that is run off of batteries, you are going to want to always bring extra batteries. You may never need them, but it’s better to have them and not need them over the alternative.

Smudges can happen frequently to camera lenses. Most pros have a lens wipe & cleaner handy to avoid those smudges being transferred over to their video projects via a dirty lens.

And last but not least, I recommend you carry along your extra gear. If you have a selfie stick or extra tripod, still camera or gopro, you always want to have that stuff with you because you never know when creativity will strike.

About the blogger:
LeAnne Morman is an 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.

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