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Tracking the Invisible – Analytics for Social Media Images

Posted on May 29, 2015 by Wellons team

Social media has become increasingly more image-based. This fact can be attributed to why platforms like Instagram and Vine are increasingly on the rise. Here are some quick stats:

According to 2014 research published on eMarketer, photos accounted for 75% of content posted by Facebook pages worldwide.
Photos and images are also the most engaging type of content on Facebook, with 87% interaction from fans.
For Twitter, adding a photo URL to your tweet can boost retweets by 35%.

Knowing this is great for content marketers. However, for those attempting to track mentions from followers and engage their brand in the conversation, this is a challenge.

How do you find a great post to “regram” on Instagram if no one tags or adds a #YourBrandHere to their post? How do you respond to customers on Twitter who don’t include your handle? How do you respond to Facebook users who don’t post directly to your page? How do you track the analytics to show your boss that social media is worth the time?

Nearly 85% of posts that contain a logo contain either no text or no text that is relevant to your brand, according to Brian Kim, director of product management for ad-tech startup GumGum.

If the visual elements going on social media largely elude the tracking and analytics brands use to keep tabs on what people are saying, how can we give an accurate picture to our clients about what’s being said about them?

Our recommendations:

Enter the new social media analytics platform, Mantii. This platform is an offshoot of GumGum. Mantii looks for all or part of brand logos contained in social media posts, whether they mention the brand in text or not.

Another method is to track your own images being shared through a reverse Google Image search. Google’s search by image can easily give you the information you need about your own pictures being shared by others.

A final method is to use the platform Curalate. Curalate applies image-recognition algorithms to social media platforms, much like Mantii. However, this platform is officially recognized by Pinterest, Tumblr and Instagram.

Have you used, or plan to use any of these platforms? Or are you using a different platform to track your images? Let us know in the comments.

The Importance of Knowing Your Audience in PR

Posted on April 21, 2015 by Wellons team

So you got the new iPhone update which includes the new emoji keyboard and you’re really excited about it.

However, you wouldn’t send your grandmother a text full of emojis when you know that:

She doesn’t understand that means that you did not enjoy waking up this morning.
Her cell phone doesn’t receive text messages.

You would simply pick up the phone and tell her that information. It doesn’t make sense to send her a message she doesn’t understand through a medium she would never see.

The same is true in public relations. Knowing who you’re speaking to – knowing your audience – is a critical part of the PR practice.

No matter what strategy or tactic you are using, the best message in the world won’t be effective unless it’s in front of the right people in a way they understand. From collateral to social media campaigns and press releases, knowing your audience is crucial.

For example, when choosing outlets to send press releases to, we choose the ones most relevant to the client’s audience. A food blogger isn’t going to want to know about an upcoming marathon race. A CEO of a company probably doesn’t read or watch the same material that a college student does.

It’s important therefore to know where your audience gets their information and what channels they frequent. Facebook seemed like it was going to be the end-all-be-all of social media, but did you know that today’s teenagers don’t see Facebook to be as important as their parents do? If your product appeals to a younger demographic, it’s important to follow the trends of social media platforms. In the long run, these teenagers will hold major buying power 5-10 years from now. How will we adapt?

It’s also important to ensure that your message and tactics are appropriate for you audience. Messaging that is humorous isn’t always going to translate well for serious non-profits or business people. Similarly, a text-only ad for a children’s breakfast cereal isn’t going to communicate to toddlers.

In public relations and marketing, knowing your audience is step 1 in a successful campaign.

Don’t be a dope: drug scandal leads to sponsor fall out

Posted on October 18, 2012 by Wellons team

Lance Armstrong. American professional road racing cyclist. Seven-time winner of the Tour de France. World champion of the sport. And a bona fide dope.

In light of strong evidence of the use of performing-enhancing drugs, the U.S. Anti-Doping Agency has banned Lance Armstrong from competing and will strip away all his titles earned throughout his career.

For years Armstrong has craved the spotlight, but now he’s making front-page coverage in leading media across the country for all the wrong reasons. And sponsors are taking notice. Endorsers – such as RadioShack, Anheuser-Busch, and longtime friend Nike – are bailing on the popular former cyclist in light of these allegations.

This controversy surrounding Lance Armstrong shows how a reputation built over time can be destroyed in mere seconds. Especially in today’s digital world where headlines jump from your computer screen to your daily morning paper in less than a day, it can be hard to hide from the truth.

Facebook frenzy in the Zimmerman case

Posted on May 9, 2012 by Wellons team

Social media sites have transpired past our everyday lives and into the courtrooms. Just look at the Trayvon Martin case and current trial against his killer George Zimmerman. Zimmerman’s team of lawyers has now entered the social media fray by creating a blog, Twitter and Facebook accounts to interact with the public, sparking interest and conversation. Recently, the George Zimmerman Legal Case shared a link on their Facebook to a blog article about Zimmerman’s abandoned Myspace page. In just four hours, the post had one share, seven “likes” and 93 comments.

With that said, the Zimmerman defense team may have bitten off more than it can chew. Media exposure has made George Zimmerman a household name and the face of evil. Their tactic of trying to shape public opinion of the most vilified man in the nation is an admirable effort, but the consequences have revealed that these social media labors can be detrimental to their cause. With dozens (sometimes hundreds) of comments popping up every time something is posted, we can see that the perception of Zimmerman continues to spread and swell. The handler of the Facebook account is threatening that any discussion or speculation on the facts of the case will be deleted, but that is not enough to control the catalyst of negative opinions brought on by every post.

Only time will tell how George Zimmerman’s legal defense team will handle such heightened criticism of their high-profile client and whether their online efforts will pay off. Either way, this case has certainly proven to be an interesting experience showcasing the evolution of social media.

Reputation Management in a Modern World

Posted on April 24, 2012 by Wellons team

“Glass, china and reputation are easily cracked and never well mended.”
– Benjamin Franklin, “Poor Richard’s Almanack”

Long gone are the days where figureheads of corporations remain in the shadows. Now, news outlets and the public are putting the spotlight on these bigwigs, often exposing their misdeeds in the process.

Best Buy is a recent example of this. Two weeks ago, the CEO of the consumer electronics giant, Brian Dunn, resigned after the company opened an investigation into his “personal conduct.” There was speculation that he misused company assets to contribute to an alleged relationship with a female subordinate.

Another high-profile case involves University of Arkansas head football coach Bobby Petrino, who was recently fired from his multi-million dollar gig for violating a morals clause. The crime? He had a secret affair with a recruiting coordinator for the Arkansas football team.

These examples highlight two important lessons related to reputation management and the media. First, political leaders are no longer the only ones to have their personal lives catapulted to the front page; no one is safe from the scrutinizing eyes of the customers or shareholders. In fact, everything from financial records to emails to cell phone text messages can sometimes be fair game to the press thanks to the Freedom of Information Act.

Good reputation management involves being aware of the fact that nefarious activities in your personal life can easily cross-pollinate to news outlets and spread like a virus. It takes just one blow to your credibility to dismantle the years of hard work building that reputation.

Secondly, we learn how personal reputation is not the only concern in these scenarios. As shown from the Dunn and Petrino issues, organizations believe their image is tied to that of their employees. This is nothing new, as noted by Cees B.M. van Riel and Charles J. Fombrun in their 2007 publication, “Essentials of Corporate Communications.” They termed the phrase “media mania” to refer to this trend of how companies and their top executives now perform in the media spotlight. The book also states that chief executive officers in particular act as spiritual and emotional symbols of the organization, so it is especially important that these figures adhere to the same values and ethics of the companies they represent.

In this day and age, technology has allowed media outlets to report and deliver news instantly, which means they are quick to pounce on breaking scandals in politics, corporations and even football fields. Organizations have certainly taken notice and become more critical with media monitoring and reputation management, showcasing how they may react to threats by removing scandal-plagued employees from payroll, like what Best Buy and the University of Arkansas did to their offenders.

It also helps if the immoral acts weren’t committed in the first place, either.

What do the media and hurricanes have in common?

Posted on August 30, 2011 by Wellons team

Unpredictability is the rule of the game when it comes to hurricanes…..and the media.

This past weekend, the media rushed to call Hurricane Irene a once-in-a life time storm – a major hurricane that would race up the eastern seaboard and wreck havoc on all along its path.

In many ways, Irene lived up to its billing. Just ask the millions of people still without power or the good citizens of Vermont who are still sopping up the damage from massive flooding.

Yet the same media that staked out weather teams ready for wall-to-wall coverage did not appear satisfied with the multi-billion dollars of destruction. As soon as the storm cleared the U.S. border, many news organizations switched quickly from forecasters predicting gloom to news writers asking why the gloom and doom didn’t meet the forecast.

Only the media could create so much noise and then turnaround and complain that the noise was too loud for the result.

Hurricanes have been – and always will be – unpredictable. You never know what path they will take or how hard they might hit their target. Unfortunately, the same can be said for many members of the media.

The take away: Prepare as best you can. Whether with hurricanes or media relations, it is best to have a firm plan in place for when the storm hits your business.

U.S. in a PR nightmare with no end in sight

Posted on August 8, 2011 by Wellons team

Posturing with no results behind it will lead to very bad PR – just ask the federal government.

For most of the past month, consumers, big businesses and small businesses held their breath while our so-called leaders debated raising the national debt ceiling. Some in Congress saw this debt ceiling debate as an opportunity to take a stand, make points and play politics with the stability of the U.S. economy.

Payback time has arrived. Our leaders are awash in bad PR. One of the leading rating agencies – Standard & Poor’s – has trimmed the U.S. gold standard AAA credit rating. Financial markets across the globe are taking a beating.

A credit rating is just an opinion, but perception is reality. The new reality for the U.S. is that our leaders can’t be trusted to make financial decisions in a timely and prudent manner. So we all suffer.

The communications lessons are many. Words and boastful stands without actions and results to back them up can be damaging. Sometimes empty promises damage brands, and sometimes empty promises damage entire economies.

The Value of Social Media: What’s a Tweet Really Worth?

Posted on October 19, 2010 by Wellons team

Most businesses—large and small alike—are urged to get in on the social media game in order to connect with customers, build SEO and ultimately increase sales. But what is a Tweet or a Facebook message or even a LinkedIn connection really worth?

A recent study by a San Francisco-based ticket sales startup, Eventbrite, quantified the buzz around its social media.

Twitter: A link shared on Twitter nets the company 43 cents in additional ticket revenue.

E-Mail: Using the “e-mail friends” feature on the site, an event shared through e-mail turns into $2.34 in ticket sales.

LinkedIn: This social site equals 90 cents in sales.

Facebook: But the winner—Facebook. Eventbrite nets an additional $2.52 when a user shares that he/she plans to attend an event on his or her wall.

What’s more, with increasing sales, this startup has secured $20 million in venture funding.

To learn more about how social media and integrated public relations can benefit your business, contact our social media experts at Will Wellons Communications, 407-339-0879. And as always, follow us on Facebook and on Twitter.

Rocketing your way to a PR problem: Taking liberties with the truth before Congress

Posted on September 13, 2010 by Wellons team

What’s happening to Roger Clemens is a Public Relations teaching opportunity. roger-clemens.79740099

Clemens has been indicted on lying before Congress.

The seven-time Cy Young award-winner was the most dominating pitcher of the steroid era in baseball. That goes to figure, because his former trainer Brian McNamee said the star player took steroids. Even good friend and former teammate Andy Pettite, who has admitted taking steroids, has confirmed Clemens said he took steroids.

So what does all of this have to do with Public Relations?

Try Rule One of crisis PR: Tell the truth.

My 13-year-old son loves baseball. He plays it every day and lives the game.

Recently, I heard him debating with his friends who the best players of all time might be. When talk turned to Roger Clemens, my son could not figure out what the fuss is all about.

“Everybody knows he took steroids,” my son said. “He should just tell the truth and move on.’’

Great point. When stuck in bad public relations situations, it is paramount to tell the truth as quickly as possible and move on.

But the trouble Clemens faces is not that he is accused of telling a fib to friends, or even a member of the media. The Texas flamethrower is accused of lying to Congress. So now the full force of a federal investigation is bearing down on him.

Clemens proclaims that he never took performance-enhancing drugs. But we have heard that story many times from athletes who later admitted they lied.

The fan in me still hopes that Clemens is being honest. The PR person in me wishes everyone would learn to tell the truth from the beginning.

We’ll see how this plays out. No matter what happens, Clemens’ All-American reputation will never be the same.

alg_roger_clemens

“Glass, china and reputation are easily cracked and never well mended.” – Benjamin Franklin, “Poor Richard’s Almanack”

“Glass, china and reputation are easily cracked and never well mended.”
– Benjamin Franklin, “Poor Richard’s Almanack”