By Vilan Trub, Business Wire
There was a time when CBS, NBC and ABC dominated people’s attention, but in today’s world we find ourselves glued to the constantly updated timelines of Twitter, Facebook, Instagram and other unique and highly engaging platforms. For an organization, these platforms pose an immense opportunity to reach potential clients and customers to maintain an open line of communication, and amplify brand awareness. However, these digital platforms are rapidly changing and keeping up is difficult.
Many questions arise when determining how to maximize impact when sharing on the most popular social platforms. Business Wire’s director of global media relations, Raschanda Hall, had the opportunity to co-moderate a conversation with today’s leading communicators on what the current trends are in social media. The webinar, hosted by Bernadette A. Morris, president/CEO of Black PR Wire, offers listeners insight into the best practices for utilizing social media as a communications tool.
Increasing Video Impact with MORE by Lashanda Henry, SistaSense
Lashanda introduced listeners to the MORE strategy. An acronym, MORE stands for Master Originality Reach Engagement. MORE needs to be applied to brand storytelling by creating videos that present authentic messaging. Videos are today’s key piece of social content. Not only do they drive deeper connections with viewers, social networks are emphasizing video content, giving it broader reach than any other type of update.
“You can’t go wrong by constantly showing your content on social media,” Lashanda emphasized.
There are multiple kinds of videos organizations can produce today to meet their goals. These include live streaming video, video conferencing and video podcasting. Which one is the right one for you?
Although incredibly popular, live streaming isn’t always applicable. It’s a great tool to use when on location at a conference, during an interview, or other situation where the audience can’t physically be present at the scheduled time of the event. Other situations might call for pre-recorded video, such as a video podcast, that is relevant at any time the viewer chooses to watch the footage. Organizations must look at their end goal first, then decide which video type will achieve it.
Lashanda’s tips for creating videos that drive sales and revenue:
- Create a publishing schedule. This is key for budgeting purposes, but will also help you connect your videos to your sales goals
- Video length will vary from 60 seconds to 60 minutes, depending on content and platform.
- Being professional doesn’t’ cost a lot. Don’t prop your phone against a book! Use a tripod and other equipment to create production value for your videos
- Stop including “inbox me” or paypal links in your video. Create easy short links that send people directly to your own sales page (not your homepage).
- Include customer photos for testimonials. Visual storytelling allows viewers to connect with the story, deepening loyalty and ultimately driving more sales
Social Media Takeaways for Non-Profits with Dr. Erica Taylor Southerland, Ph.D.
Dr. Southerland provided social media tips and trends that can benefit organizations in the non-profit sector such as best practices for social media management on a small budget. The easiest tip to implement is to have a social media plan. Know what kind of content you want to be putting out and have a schedule so that content is created and published regularly. Scheduling content for automatic posting on platforms such as Facebook creates the opportunity to plan ahead and develop initiatives for the future.
Another great tip provided by Erica was to leverage your partnerships to increase the visibility of your content. Share content with other similar organizations and social media influencers who are talking about the same issues. Build reciprocal content sharing relationships with likeminded organizations to increase the overall impact of your messaging. Within the social world there is a community element that should be taken advantage of to maximize outreach efforts.
Top non-profit social media trends
- Building your reputation: Utilizing executive blogs, such as posts on platforms like Medium, gets your voice out as a sharable asset.
- Finding passionate audiences Hashtag activism is a great tool to tap into and engage large audiences.
- Use humor. Smartly. Use humor but maintain cultural awareness and authenticity. Use facts and supplement those facts with a relevant joke.
- Use data to create a smart “clap back.” Today’s top social commentary is filled with brands utilizing the “clap back” to make their point. As with all communication though, brands need to be careful of the potential “clap back.” There are a lot of opposing opinions and alienating potential clients or customers is counterproductive. The goal should always be what’s best for your organization, the bottom line.
- Go big. Crowdsourcing and social fundraising are great ways to get potential and current donors excited.
Check back next week for Part II featuring insights from Alfred Edmond Jr., Senior VP/Executive Editor-at-Large of Black, Stephanie Tavares-Rance, Director of Digital Marketing, PR and Social Media at Boston Market Enterprise, and Melissa Kimble, Founder of #blkcreatives and Senior Social Media Manager at Ebony