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As Social Media Evolves, So Should Your Approach

Get the inside scoop on the latest changes to social media

by Lindsay Nelson, Senior Program Manager, imre

Remember when social media was judged by how many Fans your Facebook page had? You couldn’t go a week without someone asking, “what’s our count up to now?”

If this isn’t something that feels like a blast from the past, you may be in for a bit of a surprise…

Social media continues to evolve, not just by how many people use the increasing number of platforms, or the cool new content types you can develop, but it is also changing how brands can plan, measure, and report value and impacts the actual business.

So, as the power of social media grows, and more brands are finding themselves turning to Facebook, Instagram, Twitter, YouTube, Snapchat, & LinkedIn to help share their story, it’s important to stay in touch with what really matters. Below is a list of just a few cataclysmic shifts in how we think about social media.

Likes, Comments and Shares are NOT the best way to measure value of your efforts: While not entirely misleading, these metrics can be helpful in understanding if people are interested in the content you’re sharing, but social has moved well beyond these measurements to really focus on driving value through site visits, tracking behaviors, understanding your audience, and even tracking sales lift.

Posting organically WON’T help us reach our fans: Long gone are the days of organic when it comes to brand content. In many instances, the time used to route, develop and publish content is not worth it’s weight in exposure if paid isn’t a part of your plan. This is why it’s critical to think through the value of your program in terms of reporting beyond channel metrics (like Fans, comments, shares, and likes) to really be responsible with your investment.

We should NOT just post it on social: While historically many have viewed social media as the place to share your content, it’s increasingly important to consider planning for social media before you even begin developing the content. With continued platform changes, and an endless list of potential placements for your content (pre-roll, mid-stream, in-feed – desktop and mobile, stories, & audience networks… to name a few) having a plan for the content you’re developing, and where it lives, as well as the audience you are targeting is essential to drive home the value social media can provide.


Of course, if you’re interested in hearing about these topics and more, please join me at the PRSA Maryland Conference on June 12! I look forward to seeing you there!

*Read more about Lindsay and all our #PRSAMD18 presenters by clicking here

What PR can learn from the Tupperware

So, what does Tupperware have to do with PR in a digital world? “Indeed, 60 years later, the Tupperware business model has resurged into a ‘digital’ house party for the 21st century mom,” explains Millennial Mom, influencer and marketing exec for McCormick, Christine Carter. She has a whole lot more to say about the digital remake of Tupperware but her key message on June 12 will be how PR professionals can and should embrace Millennial Moms, the $2.4 trillion social media influencers.

Christine Carter will speak with authenticity as a Millennial Mom, Influencer, McCormick Exec. And she said in our interview, she wants to meet you! She loves to share stories.

The top reason you might want to get to know Christine Carter is because she knows black Millennials and Millennial moms. First, she’s one of the them and secondly, she’s been writing, blogging and speaking for and about Millennials for 10 years. She’s got lots to enlighten us about in terms of connecting with and meeting the needs of Millennials. Take for instance her Forbes post on “Moms Under 30 Are Changing Their Work Status & Other Millennial Mom Career Insights.” In this post dissecting research she writes: Millennial moms are proud to be working parents, but they are not defined by their careers. Rather, they believe their position contributes to their serving as positive role models for their children.

Beyond helping all of us better understand this market, you might want to get to know Carter because she is an influencer who can share her own case study as a micro-influencer for Brick Bodies. A prolific blogger and writer whose work has appeared in Time, Ebony and HuffPost, she has nearly 23,000 followers on Twitter and 35,700 on Instagram.

There’s still one more reason to connect with Carter – she is on the global marketing team for McCormick. She’s a Baltimore native so she knows a thing or two about this iconic Baltimore company. Now on the marketing team, she is connecting her influencer background and Millennial insight to corporate brand strategy.

You can read more (see below) before you met and talk with her on June 12 when she joins us for the session, Rise of Influencer Communications: Changing the Face of PR and Marketing. Joining her are Jill Smokler, founder, Scary Mommy; Jessica Fast, account director, Abel Communications; and Margaret Nam, influencer and social media manager, Planit.

The McCormick exec who inspires Millennial Moms (Bizwomen, Business Journals)

Christine Michel Carter Forbes Site

Follow her @cmichelcarter

Want to join us on June 12? Click here for more information including the full program and registration details.

Learn How to Create a Snapchat Series & Take Storytelling to a New Level

Learn How to Create a Snapchat Series & Take Storytelling to a New Level

Online registration is closed. Please register onsite. 

Coming to the event? Click here for a campus map. 

Go beyond Geofilters and overlays and discover new ways to tell your brand’s story using Snapchat. Learn how to identify social media influencers on Snapchat and partner with them to create Snapchat shows a.k.a. “Snapisodes” to tell your brand’s story to their millions of followers. Lunch is included with registration. Special pricing available for students/PRSSA members.


Immediate and immersive, experiential storytelling is an ideal way to connect with millennials and other tech-savvy audiences. But how do you bottle the magic of the moment and turn it into a movement?

Bringing an experience to life for viewers at home has always been challenging, but new channels, technology, and the rise of online influencers have all created new, exciting opportunities for creativity. Building a story around an experience helps forge a deeper connection with the audience, giving them a feeling they will associate with your brand.

Associate Creative Director, Jason Burelle, from imre, a transformative marketing agency, will speak about his most recent Snapchat campaign, which was shot live on the iPhone 7 Plus across four countries for a total of 26 days. He will also discuss the agency’s work with beverage brands and how they’ve partnered with influencers and events to drive awareness and trial among influential markets.

Live from Loyola

Deserie Lawrence and Alissa Carr Live from Loyola. They shared tips and ideas to maximize the value of live video streaming to engage with your audience.

Posted by PRSA Maryland on Thursday, June 8, 2017

Let’s Get Personal . . . On Twitter

Submitted by Sandra Arnette, APR

Building any relationship takes time and commitment. And the rules are much the same whether you’re on Twitter or face-to-face. Here are seven helpful tips to get you started:

  1. Don’t overthink it. Just be yourself. Show genuine interest in the person you wish to engage.
  2. Don’t be afraid to introduce yourself and perhaps share why you’re following this person. (Perhaps you found a recent post to be interesting and insightful, or there are other things you have in common.)
  3. Always be respectful, polite and considerate. If the person you wish to engage doesn’t respond to your tweets, don’t whine and complain, especially online, or bombard the person with more tweets.
  4. If your tweets are retweeted or favorited, send a note to say thanks and reciprocate.
  5. Engage the person you’re building a relationship with. Respond to questions. Comment on his or her posts and include how the information impacted you. Don’t make it all about you.
  6. Always make a positive first impression. Post a good bio with a link to your website, if you have one. Ensure that your spelling and grammar are correct. Avoid retweeting information that does not position you or your business in a favorable light.
  7. It’s a courtesy to follow someone who’s following you and comment on what that person has posted. Remember, this person could be a major player in your field down the road.

–Industry News