Posted by: Rachel Neff in: Digital/Social -
Social media platforms provide an opportunity to connect with your customers in an authentic way. Lately, many brands have noticed their impressions decreasing. Worse, many using paid support find that their reach is diminishing. What can you do to combat the reduced visibility on social platforms? Here are a few tips and tricks to hack the social media algorithms and better speak to the people seeing your posts.
Recognize That Facebook Organic Reach Is Dead
What kind of organic reach can you expect these days? Less than 2 percent. That’s right. The incredible page and fan reach of 2016 has shrunk to barely a trickle. In part, this is due to Facebook reprioritizing the user experience to focus on content created by friends and family.
How does the algorithm work? Within the first hour or two of posting, the algorithm checks to see how the most engaged fans of your page interact with your content. If those folks don’t like, love, comment or share, then the algorithm decides the content isn’t that interesting and pushes it further down in someone’s news feed.
The result? If you want your content to be seen beyond your most hardcore fans, you have to consider paying to boost posts or putting spend behind ads. Don’t worry. The amount of money you put in doesn’t have to break the bank. Even a modest spend can help you reach your audience.
Avoid Saying “Today” or “Tonight” Without Including a Date
Most social media platforms are moving away from chronological feeds, even Twitter. Now inclusion is often based on how much people interact with the content and the newness of that content. So it’s entirely possible that your post about today, tonight or tomorrow’s event will show up in someone’s feed hours or days later.
As a best practice, try to put a day of the week or date with these types of posts. Also, make use of the “Stop News Feed Distribution” function on Facebook if the content is time-sensitive.
Posted by: Lisa Heathman in: Media Relations -
Crises in the news hit record levels in 2017. The Institute for Crisis Management tracked 801,620 crisis news stories during the year, an increase of 25 percent over 2016, and there are no signs of slowing in 2018. While not every crisis can be avoided, you can prevent some and mitigate the impact of others by understanding what fuels a crisis and taking preventative measures.
Facing the perfect storm
The combination of a 24-hour news cycle and competitive media environment, coupled with the always-on nature of the internet and social media, creates a perfect storm for brands caught in a difficult situation. News and information travel at unprecedented speeds, and individual voices of consumers – not just of media or influencers – can stretch far and wide, leaving brands at the mercy of whatever negative situation may arise.
News stories break from many directions, well before traditional media engage or can assess and report. Plus, as stories ramp up quickly on social media, traditional media may move faster than is prudent to capitalize on its popularity. Consumers, social media and traditional media now expect immediate responses from organizations, and stories may run before an organization has had time to fully process a situation and formulate a response.
In an environment that makes it very difficult to think and act clearly to get ahead of a storm, brands need more than a crisis plan for a challenging situation. A crisis plan is just part of the equation; the other part is prevention.
Posted by: Malisa Meresman in: Consumer Lifestyle -
We recently had the opportunity to attend The Wellness Revolution, a curated conversation at 92nd Street Y with three trailblazing women at the center of it all. Renowned writer and chef Candice Kumai, Inspiralized founder Ali Maffucci and F-Factor diet creator Tanya Zuckerbrot sat down with Alexia Brue of Well+Good to discuss the latest industry intel and share their tips for getting started down the life-changing path of wellness.
Alternative yesterday, mainstream today
The wellness sector is undoubtedly booming, and it’s impressive just how strongly (and how quickly) this revolution has taken hold. One of the key themes of the panel discussion focused on the origins of today’s leading wellness trends. Practices that were considered “alternative” and “niche” in the past are today quite mainstream. All the panelists noted that many concepts that are now trending in wellness aren’t necessarily new and original. What is new is how today’s wellness innovators, entrepreneurs and experts are applying existing research and science and evolving traditional practices, as well as how consumers today are educating themselves and seeking wellness solutions that fit their lifestyles.