Tag Archives: social

Does Your Marketing Mix Have Enough Ingredients?


Too often in marketing organizations a small number of tactics receives a disproportionate amount of attention. Whether it’s one or two social media platforms, email, or sales engagement, a number of factors including internal pressures and associate skill levels can influence where time is spent. Stepping back to make sure all you’re evaluating all available marketing tactics and including the right ones will need to long-term success.

Email Marketing

MediaPost: Are They Kidding? Survey Shows Small Businesses Prefer Social Over Email
The author of this column oversells the value of email a bit but his point about it being an extremely important part of the marketing mix is 100% correct. As we mentioned above, each of these individual tactics can drive results for your business even with limited budget and bandwidth. Read more after the jump…

Weekly Reads – Where Will 2017 Take Social Media and Digital Marketing?


The numerous recaps of 2016 have been written, so it’s clearly time to usher in the “what will happen in 2017” articles, and we have a number of interesting insights and predictions for you this week. This is for certain: the only constant in our industry is change.

Fast Company: How Companies Will Use Social Media in 2017

The decline of organic reach on social platforms continued in 2016. Changes in platform algorithms are making it harder and harder to get your messages in front of your followers. But fear not, says Fast Company, “The new social media order that’s taking shape in 2017 promises companies the kind of precision and measurable results long expected from traditional channels like print and broadcast.”

Media Post: Social Video Viewing Enhances Purchasing

While the Fast Company article tells us as many as 25% of purchases are influenced by social media, this research-based article is a bit more specific, “45% of people are more likely to tell friends and family about a brand after watching a good video by that brand on social media.

Social Times: A Look At Social Video’s Big, Bright (And Somewhat Uncertain) Future

Juxtaposed against organic reach, the social media and digital advertising target continues to move at a breakneck pace. The advent of live and 360 video offerings are the latest keeping advertisers on their toes…and there doesn’t seem to be any end to the constant change in sight.

Ad Age: Google Links Brands With YouTube Creators: Are Agencies and Influencer Networks Threatened?

Speaking of change, Google’s latest offering is connecting brands directly with YouTube personalities/influencers, leaving some influencer-related agencies wondering what their future seat at the table will look like.

What CenterTable and GroundFloor Media Blogged About This Week:

#SB48 Via Twitter

For Broncos fans (like most of us here at GFM), yesterday’s game was a debacle. That is really all there is to say. Since it was too painful to watch I did not mind that I was multitasking throughout the afternoon with a baby who wanted to play and parents visiting for just a few hours from California. After an airport run I never made it back downstairs to watch the TV. Instead, I settled in for playtime with our son and Twitter on my phone.

Read more after the jump…

Weekly Reads – New Features Abound with Vine and Instagram

It’s hard to keep up with new features across all of the social media channels – so that’s why we do it for you! This week, important updates occurred with both Vine and Instagram, changing the way you can use both platforms. Take note and share with your colleagues, as both improvements are game changers when it comes to creating valuable social content and connecting with other professionals online.

Read more after the jump…

8 Guidelines for Crisis Communications

Though each breaking news event — whether a shooting at a school or a series of explosions — is different, PR people handling crisis communication should at least keep in mind the following guidelines:

1. Your first responsibility is to the victims and their families. In this case, that includes those living and working in Boston particularly as more devices are found across the city.

2. Acknowledge social media as an instantaneous source of news, some of it not-so-reliable.

3. Be professional with the media and the community, but don’t be afraid to show emotion.

4. Remember that the news cycle will move on eventually, but the mourning by victims’ families and the community will last for years, even after the media stops calling

5. Work with law enforcement. All parties should provide consistent and complementary information at regular intervals. Think of the pyramid approach to communications, with one voice coming from the top.

6. Tighten up leaks. This will keep media from playing sources off one another.

7. Don’t be afraid to say that you don’t know. Giving the media a snippet of news now is not worth jeopardizing an investigation. Plus nothing is worse than providing wrong information.

8. Provide a briefing schedule, and stick to it. Consistency helps build confidence.

GroundFloor Media’s Gil Rudawsky quoted as social media crisis expert

us-embassy-cairo-daily-show-tweetGroundFloor Media’s Gil Rudawsky was quoted in Ragan’s PR Daily about State Department’s Twitter blunder when the Embassy Cairo tweeted a link to a “Daily Show” segment about an Egyptian TV personality—billed as that nation’s Jon Stewart—who had been arrested for criticizing President Mohamed Morsi.

Rudawsky’s response:

“This issue should be a wake-up call for other State Department officials using Twitter to institute a social media policy about what is appropriate, and what is not,” he said. “If they have one, it’s time to review it.”

According to Rudawsky, who is a frequent contributor to PR Daily, the State Department, particularly those working in the Middle East, need to approach Twitter with the same oversight as traditional communications.

“I highly doubt that they would have sent out a release teasing to a ‘The Daily Show’ [segment] critical of the Egyptian president,” he explained. “Satire isn’t appropriate in press releases, and, likewise, it is not appropriate in official Twitter accounts.”

He recommends that the State Department keep the Twitter account open, but be smarter about it.

Read the entire article here.

GroundFloor’s Gil Rudawsky featured in Denver Business Journal on Social Media Crisis Plans

Gil Rudawsky MugCorporate or business Facebook and Twitter accounts aren’t just about “likes” and updates.

They are about honest interactions with the public, good and bad. And beware: Online social forums are one hashtag or Facebook post away from turning nasty.

To help prepare an organization’s Facebook and Twitter pages or online campaigns from turning sour, there’s an ever-growing list of case studies — from mom-and-pop businesses to corporate giants — to help teach about social media failures, or quite simply, what not to do.

Read the entire article in the Denver Business Journal.

Election night 2012 makes history on Twitter

The following is an excerpt from a story published by the GroundFloor Media’s Gil Rudawsky at Ragan’s PR Daily.

Millions of tweets, likes and online posts are the new political lawn signs. From the debates to Tuesday’s election, the country took to social media as the preferred outlet for political commentary for the 2012 general election.

There were 10 million tweets during the first presidential debate, and Twitter’s own election coverage feed @gov said 20 million tweets were posted Tuesday using the #election2012 hashtag, making it the most tweeted political event in US history. As the television networks called the race for President Obama, @gov reported a stunning 327,453 election tweets per minute.

And the most retweeted missive ever came from the @barackobama feed, saying simply “four more years” and attached a TwitPic of the president hugging the First Lady.

Read more here.

Responding to Twitterventers

“Sometimes you just need to know when to say ‘when’ and move on,” said Joel Frey, director of public relations for Travelocity.

Frey was referring to angry Travelocity customers who take to social media platforms when they’re upset after having no luck from customer service. His team, mostly Frey and another colleague, monitor, encourage customers to contact them when they’re venting, gather the facts, and ensure that the customer service team is trying to solve the issue.  But he knows that he can’t make everyone happy. “Know when to move on so you can help others,” said Frey.

Frey spoke this week at a PRSA Colorado monthly lunch: “Social Media: Where Public Relations and Customer Relations Collide.”

Frey used Twitter as the social media platform example in his presentation, and referred to people who use Twitter as a last resort as Twitterventers (Travelocity set up a special email for Twitterventers: twitter@travelocity.com).

Read more after the jump…

Newsweek learns difficulty with managing social media conversations

Newsweek‘s attempt to start a legitimate conversation and interest in its controversial cover story titled “Muslim Rage” is backfiring.

The magazine, which is trying to reinvent itself amid struggling circulations numbers, wanted to hear readers’ reactions to its controversial story, and earlier Monday it tweeted:

“Want to discuss our latest cover? Let’s hear it with the hashtag:#MuslimRage.”

What followed over the better part of the day was nothing short of amazing—a hilarious response to the magazine’s attempt to draw eyeballs by provoking fury. Continue reading at Ragan’s PRDaily.