It's a news source, a place to consume pop culture, a channel for audiences to engage in live events, a customer service platform and much more. With 330 million global users, Twitter is clearly the place to be - but are YOU maximizing Twitter?
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An interesting article recently came out at CIO Dashboard, entitled “Who’s in Charge of Digital?” The world often presents dramatic business changes that cause questions about C-suite roles and responsibilities. But I'd caution leaders to pay close attention when changes are proposed to executive designations.
It’s been a busy year at Lewis Public Relations. This year, we updated our website, revamped our content and social strategies, streamed our first Periscope and survived mobilegeddon. Here’s a look back at the best of 2015 for LPR: Most Popular Blog Posts
- Born For Public Relations - A look at Amanda Hill's path to LPR on her second work anniversary.
- Dear PR Graduates - Advice for new public relations graduates as they enter in the workforce.
- Goodbye, Steve Blow - In the changing media landscape, The Dallas Morning News bid farewell to many great reporters in 2015.
- Going Back to School with APR - LPR's Director of Account Service Christi Chesner shared her story on pursuing her APR. (Spoiler: she succeeded!)
- A New Brand Takes Flight - Dallas Fort Worth International Airport launches a new brand built on strategic international growth and excellent customer experience.
- Amanda's Second Workiversary at LPR
- Christi receives her APR
We’d love to hear what your favorite was. Comment below or connect with us on Twitter. Thanks for stopping by, and we hope to see you back next year!
A recent Harvard Business Review article has been making the rounds in the marketing and communications circles, “Content Is Crap, and Other Rules for Marketers” by Greg Satell. We’ve all heard that content is king, so declaring that content is crap is a pretty strong statement to make. The point isn’t that content doesn’t matter. The point is you should want more than some flash-in-the-pan content—you should want a relationship with the consumer. The article explains, “Today, marketers need to build an ongoing relationship with consumers and that means holding attention, not just grabbing it. To get people to subscribe to a blog, YouTube channel, or social media feed, you need to offer more than a catchy slogan or a clever stunt. You need to offer real value, and offer it consistently.”
We like this idea. We see this as relationship building, and relationships are what drives engagement and results for businesses and organizations.
Thinking about this relationship-building and engagement-driven content, I wanted to highlight some organizations on our radar. These are just a few examples that have caught—and kept—our attention by keying in on the human experience.
General Electric– GE has been pumping out quality content since before Ronald Reagan was in politics. They are constantly innovating, and I, personally, am consistently impressed with its marketing efforts beyond the customary Facebook and Twitter channels. I have to admit I follow GE on Instagram, Periscope, Snapchat and even LinkedIn and Tumblr. It’s all different content, and it’s all done exceptionally well.
GE has come a long way since the days of General Electric Theater. If your team needs some inspiration in the digital space, check out how GE is and engaging the younger generations through #EmojiScience.
- Bonus: GE Health is also creatively promoting their new Automated Breast Ultrasound technology by explaining breast density with emoji. (Don’t worry, it’s pretty G-rated.)
Southwest Airlines – You’d be hard-pressed to find a value airline that has more LUV for its customers than Southwest. Enter its new trademark: Transfarency, Southwest Airlines’ philosophy that means “low fares actually stay low — no unexpected bag fees, change fees or hidden fees.”
So our bags fly for free, and the in-flight hot chocolate always hits the spot. We’re on board, but what’s really caught our eye with Southwest lately is its Periscope channel. While most big brands have jumped on the Periscope band wagon, Southwest has definitely set itself apart from the noise. Building anticipation through Twitter, Southwest shows us different sneak peeks inside the company that aren’t stuffy or scripted, and the company engages with its viewers by listening and responding to comments. Viewers get an inside look at operations, company events and employee life, and back in August, Southwest put the Texas Rangers to work for a day! Southwest is definitely one to watch.
REI – This company is truly all about relationships. REI is a co-op and values its members heavily. They offer special events, discounted rates for its Outdoor School and a great return policy for members—not to mention the year-end rebate. REI promotes clean, crisp and wanderlust-evoking images and videos on Facebook, Twitter and Instagram that make you want to quit your day job…
If you haven’t heard yet, REI plans to #OptOutside on Black Friday and is closing all 143 of its stores for the day. This bold move, which includes delaying any online sales that day and paying its employees to enjoy the day outside, aligns with the company’s core values. While social is still reeling from this news, we’ve also noticed a coordinated effort for holiday shopping encouraging “no inside gifts.” People seem to like the idea to #OptOutside on Black Friday, and admittedly, it’s probably going to create much more consumer-created content for them. Overall, well-played.
With everything floating out on the internet, we’re impressed by what these brands are doing to grab our attention and keep us engaged. We’re on the lookout for what’s next, what works and what doesn’t, and we’re interested to hear what you think, too. What’s on your radar? Comment below and fill us in!
Our society is continuously inundated with information through an ever-growing field of tools and mediums. As a corporate or government leader, it can be hard to know which channels are most effective and how to get your message across. Customers, media and other key audiences are demanding direct access to corporate and government leaders, and communication from the top has become increasingly scrutinized. We’ve got examples of the best tools for executives to make sure you—and your brand—are understood.
Facebook, Twitter and Instagram are great options for leaders and executives to directly engage with new, broader audiences. A recent a Public Relations Global Network Survey discovered that journalists regularly peruse a CEO’s social media presence—LinkedIn, Twitter and Facebook—before an interview. Other studies have shown that CEO engagement on social media helps drive consumer spending and create brand loyalists. Executive presence on social media may be the last thing in the world a CEO has time for, but check out these examples before you write it off:
-President Obama generated more than 50,000 tweets last week with his #AskPOTUS Twitter chat. The initial response was so overwhelming that it took one hour before his first response.
-Mashable CEO Pete Cashmore used a selfie stick to give viewers an inside look of SXSW with Meerkat broadcasts.
-NASA and the United States Air Force used Periscope to interview Astronaut Terry Virtz upon his return from the International Space Station.
-Former Governor Perry previewed his 2016 campaign bid on Snapchat.
-Elon Musk teased out new Tesla product lines on Twitter and stocks jumped.
-Intel CEO Brian Krzanich opted for a Reddit AMA, but came under criticism for avoiding top two questions regarding the NSA.
-Facebook COO Sheryl Sandberg brought tears to our eyes with a post about her late husband.
-DFW Airport has been hosting #AskDFWExec Twitter chats to connect AvGeeks everywhere with a sampling of their executive leadership. Watch for EVP Ken Buchanan on July 10.
Opinion editorials in local, business and trade media publications are a great way to put the leader or company’s message on the record. Strategically placed editorials can impact public opinion before an election or vote. It can also be a great way to highlight and raise awareness on different issues. See some of my favorite examples below:
-McDonald’s CEO Steve Easterbrook’s Chicago Tribune Op-ed, “Why we're raising wages”
-Former first lady and founder of Taking Care of Texas Laura Bush’s column in The Dallas Morning News, “Conservation can start in your own garden”
-Levi Strauss & Co. CEO Charles Bergh Forbes Op-ed, “Do the world a favor n’ wash your jeans every 10 wears”
You can also consider speaking engagements or conferences where there will be industry leaders, rising experts and respected media. A speaking circuit of handpicked events can be an effective way to get your message heard and confer with influencers. Participating in these types of events also positions your executive or executive team as the trusted industry leader and expert.
Last month, the LPR team helped place ConocoPhillips’ Chief Technology Officer Ram Shenoy as a keynote at the University of Colorado-Denver’s Energy Moving Forward forum.
Clear and effective communication is crucial to the success of any leader. Much more goes into a CEO media orientation and preparation, but exploring these tools can help set your business leader apart from the crowds.
What are some techniques or stories you’ve seen or used when working with c-level clients?
Be sure to check back with us for Communications from the Top: Effective CEO Messaging.
In a world that is more connected than ever, it’s hard to imagine something could increase global connectivity, particularly on a social media level. Cue free live-streaming and connect it to Twitter.
For those who don’t know, Periscope is an app that lets a user film in real-time what’s happening around them on their phone. Other users can then log in either on Twitter or on Periscope to watch the live stream. Since Periscope is integrated with Twitter, a user’s Twitter followers instantly become a part of their Periscope audience.
There are no time or memory limitations, because the video is not saved to the phone. Users have 24 hours after filming to view the stream, which means Periscope combines the exclusivity of Snapchat, the relevancy of a news site and the brevity and immediacy of Twitter.
So, more than just being a cool, new trend, what does Periscope mean for businesses?
Just as the name implies, Periscope allows a user to look up and out, seeing and experiencing things they wouldn’t otherwise be able to.
Periscope significantly increases audience engagement. Users can experience an event even when they cannot physically attend. Thanks to Periscope’s live-commenting feature, audiences also can engage real-time with the person filming and others who are watching.
Similarly, a company can ask customers and communities what they think of an idea or product and expect real-time responses. Research doesn’t get much easier than that.
A business could make an announcement via Periscope, using the anticipation factor to the company’s advantage while also giving viewers a sense of inclusivity.
For a change of pace, a company can use the app for more casual streaming, like offering behind-the-scenes looks at the office and team members. Candid streams here and there can make a business more relatable to customers and clients.
Another draw for companies and brands to use Periscope is the ability to track metrics on its streams. Periscope provides data, such as viewers, time watched and duration.
Live-streaming as a social media platform is gaining traction. Periscope can become a powerful tool for engagement once social media users – both businesses and individuals – find their Periscope niche and utilize its potential.
If you haven’t streamed a video on Periscope, try it out. You’ll find traveling the world on your lunch break is not so absurd after all.
Some of our favorite Periscope users:
The Dallas Morning News (@dallasnews) -- Local events and news coverage.
Jimmy Fallon (@jimmyfallon) -- Always a laugh.
Roger Federer (@rogerfederer) -- Where else can you watch him practice his back hand?
Photo by Anthony Quintano via Flickr
I recently decided to make a change. To be honest, it's a change I was hesitant to make. No, I didn't do anything to my appearance, my routine or my lifestyle... I changed my Twitter handle.
It sounds a little trivial. What should have been an easy change, actually took some contemplation. For the duration of my Twitter experience, I had been "@blaketexas081." To many, that was a string of characters and numbers. To me, it was my identity.
But I also understand that success and visibility in social media comes from others' ability to connect with me. To my dismay, @BlakeLewis has already been claimed by the season six American Idol runner-up. Outside of that one time I convinced a Nashville hotel staff that I was, in fact, the singer and just looked younger on TV - that handle is unavailable.
Instead, you can now find me at @LPRBlake. It's simple, short and easy to find. It still represents me and what I do with @LPRDallas. It's great for searches that include LPR, PR and LPR Blake. It's the right fit at the right time.
So, follow me on Twitter at @LPRBlake, and let's talk PR, Lewis Public Relations and all things Texas.