How to be a Facebook Superstar

Growing a business for your brand on social media takes a lot of trial and error. Here are our top three tips for creating a strong Facebook presence for your brand:

  1. Go Native: Wondering why your video or photo posts don’t attract more views? It could be because you’re not uploading videos and photos natively. When you use links, your posts lack the seamless integration and high quality that make native posts so appealing. To upload a photo natively, you must obtain the raw file and directly post it to Facebook. Additionally, you should always fill out all of the description choices for your video and photos. This descriptor information can help people searching online find your content.
  1. Think About your Audience: Do you know your audience? Are they using their phones to access social media or are they more likely to use a computer? Would they respond better to an email campaign or a paid search ad? These are important questions to think about for your audience in order to reach them effectively. Regardless of your audience, you should make sure your landing pages are mobile optimized, to increase search visibility and boost your page on Google search. You also cannot rely solely on Facebook to promote your business! Be sure to optimize all of your content to make it visible on the web.
  1. Stay Consistent: Don’t chase marketing trends or fads— they change so quickly, that by the time you’ve implemented something trendy, those hip marketers will be on to the next. Instead, focus on staying consistent with your content. Find a tone and brand image that work the best for your audience. By keeping consistent, your brand will appear reliable and trustworthy. Additionally, you will have a much easier time creating new content, as you’ll have clear-cut standards and procedures.

Of course, each brand has its own set of needs and challenges. However, these three tips are great starting points for all brands wanting to grow their Facebook presence!

What Facebook tips and tricks have you used to grow your audience? Share with us below!

FB superstar

How to Use Facebook Graph Search to Increase Visibility

 

There’s a little known tool on Facebook that only those “in the know” seem to use effectively: Facebook graph search. We’re all for sharing knowledge, so we would like to shed some light on this accessible marketing tool.

Facebook graph search allows you to target your ideal audience. When you search on Facebook, results are sorted by people, posts, hashtags, and locations as well as your Facebook friends and extended network. You can use the graph search feature to find what’s being posted about your brand, as well as to find out your audiences’ buying patterns. A great way to use the search feature is to search “posts by people who like BRAND”— by doing this search; you can easily find posts from those within your audience. Once you have this data, you can further tailor your content to your audience and increase engagement.

Using Facebook graph search, you can also search by hashtags and find out what’s trending. When you search your brands hashtags or trending hashtags, you gain further insights. By monitoring your relevant hashtags, you can find what is and is not working and tweak accordingly. By monitoring hashtags that are trending, you can stay culturally relevant and show your consumers your brand understands them.

By using Facebook graph search you can learn, monitor, and properly engage your audience. You will also have an easier time keeping up with your competition. This simple Facebook search tool is actually a great tool in your arsenal to figure out how to reach your audience effectively!

(more info found at: http://www.socialmediaexaminer.com/how-to-use-facebook-graph-search/)

         

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How to Create a Cohesive Communications Plan

In today’s increasingly digital landscape, PR, Marketing, and Advertising are merging together at a rapid pace. Now, more than ever, it is important for public relations practitioners to return to their core value: being persuasive storytellers. We’ve found that the most effective forms of communication are all part of an integrated communications plan.

Here are RMG’s top 3 recommended approaches:

  1. Experiential Marketing: This creates an experience for the consumer to interact with a brand in a real-world setting. This face-to-face engagement leads to an emotional connection with the consumers, something that is necessary to reach GEN Y consumers. Experiential marketing can include branded festivals, pop-up shops, and behind the scenes tours. Experiential marketing is best used to enhance and complement traditional marketing campaigns.
  1. Social Media: Social media is something we use in our daily lives, so it makes sense that brands would be eager to use this medium to communicate with their consumers. However enticing social media may be, it is important to remember that social media is a tool and not something that can stand alone in a strategic communication plan. In fact, some campaigns do not need social media components at all because it would not be effective in reaching the target audience. If social media is the right fit for your audience, content must be kept short and sweet, as consumers are usually multi-tasking and have shortened attention spans.
  1. Native Advertising: This approach is similar to sponsored content. Native advertising is online advertising that appears like editorial content. This content can be a promoted tweet on Twitter, a suggested post on Facebook, or a full-page ad on Flipboard. Native ads have the tendency to go viral and are shared more often than content ads; however, it is important to remember that the information and tone of your native ads are still key in having a successful campaign. Without the correct information, tone, and placement, native ads will have a decreased likelihood of going viral.

These are just a few of the strategies that brands can use to create a successful integrated marketing plan. With the ever-changing state of communication today, we are always on the lookout for new and innovative communication tools and channels. What strategies have been most effective for promoting your business?

westchestersocialmedia                       Photo credit: mkhmarketing

 


Ruby Media Group CEO Kris Ruby Takes on The NYSE

RMG CEO Kris Ruby NYSE CNBC

 

Did you catch Ruby Media Group CEO Kris Ruby on CNBC yesterday? Kris joined CNBC’s Retail Investor Roundtable live from the New York Stock Exchange and shared her stock picks, investing style, and where she sees the market heading.

Check out a clip below:

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Social Media Expert Kris Ruby of Ruby Media Group Weighs in on Baltimore Riots

Have you noticed a change in the way news is reported?  Citizen journalism has become an increasingly relevant form of communication in today’s connected world. The Baltimore Riots are a prime example of how citizens are spreading the news. Thanks to technology, we know the news before it’s reported. The police can receive warnings and share their updates easily and effectively. Thanks to social media, the world can keep up with the Baltimore Riots in realtime. Kris Ruby shares her observations about social media’s role in the Baltimore Riots below.

1. Citizen Journalism: Shows an increase in citizen journalism on social media. A lot of the videos that are going viral on this topic are all from individual citizens cell phones being broadcast on social media. Citizen journalism is again happening in Baltimore. We are relying on citizen videos to get the latest news and updates. Traditional journalism cannot keep up, so we rely on viral videos, tweets, and status updates to get the latest news.

2.  Use of hashtags to follow the riots in real time. You can keep up with riot updates through hashtags. For example, we know the Crips and the Bloods are joining together in riots because of hashtags, tweets, and updates from civilians. Relevant hashtags to follow include #crips #bloods #blackguerillafamily #freddiegray. They are also bringing back the #blacklivesmatter hashtag.

3. Police and National Guard are communicating via Twitter. The police are using Twitter to send out real time updates to citizens.  This provides realtime communication between the police and the community. The National Guard is sending updates and photos to Baltimore citizens and the world via Facebook. With social media, civilians can also communicate with the police and the National Guard, asking questions, commenting on updates, etc.

Baltimore Riots Kris Ruby Weighs In

Tinder sets age-based pricing tiers

With Tinder becoming one of the most popular forms of online dating, will tiered payment costs defer users from continuing to use the dating app?

Today Tinder launched a premium service called Tinder Plus. Users in the U.S. between 18-20 will have to pay $9.99 per month, and users 30+ will have to pay $19.99 per month. Tinder plus offers users the ability to have unlimited likes, rewind when swiping and even change your location to anywhere in the world with the passport feature.

But is the price for Tinder Plus really worth it?

The passport feature that allows you to change your location while traveling is helpful for those looking to create real world connections wherever they go before they get there. This is great for avid travelers or those looking to make new friends, but isn’t a feature worth paying for. The rewind feature that allows you to go back on a match is helpful but also not worth paying for. When have you ever thought, that was the love of my life I swiped past, I wish I paid money to be able to swipe them again?

But the biggest issue with Tinder’s new rollout isn’t the features- it is the age-based pricing tier model they adopted. This is Tinder’s first attempt at monetization, and the PR component of this launch was handled very poorly.

In an email to Bloomberg Business, Tinder spokeswoman Rosette Pambakian justified the price points by saying “lots of products offer differentiated price tiers by age, like Spotify does for students, for example. Tinder is no different; during our testing we’ve learned, not surprisingly, that younger users are just as excited about Tinder Plus, but are more budget constrained, and need a lower price to pull the trigger.”

Tinder is trying to get an older subset of the population to subsidize the cost of operations of their core users. As Jessica Goldstein pointed out, Tinder is still not solving the basic problem of getting core users to pay for themselves. But that is only one of many problems for Tinder. Their CEO has already made headlines (and not in a good way). As a woman, this is one more check against wanting to use Tinder knowing you have to pay more after you reach the ripe old age of 30.

When I went to Santa Monica recently, I stopped on the pier and wanted to take a touristy photo. The salesman asked me, “Where are you from?” When I said New York, he said it would be $10 for the photo. The Malibu native I was with said, “Wait a second, I was just here last week and the photo was only $5.”

Sizing up your customer base and charging them based on what you think they are willing to pay vs. a standardized rate is wrong.  If Tinder wants to charge users for a premium experience, I have no issue with it. But at least charge everyone the same price. The price for finding love in this country should not have to literally double the second you turn 30.

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Top 7 Marketing & PR Trends to Look Out For in 2015

It’s a new year, which means there is a whole new set of PR and marketing trends to look out for when planning your campaigns! Instead of sifting through all of the trends, we have done the work for you! Here are some of the top marketing & PR trends to consider as you lay out your 2015 PR plan:

1) Mobile is continuing to grow

As of 2014, 58% of Americans own a smartphone, which means 58% of the population has immediate access to the Internet right in the palm of their hands. To keep up with this trend, marketers must optimize their brands for mobile. Having your own and mobile friendly content is necessary to keep up with consumers needs.

2) Real Time Marketing is the optimal time to market effectively

Real time marketing is no longer just a good idea, but necessary for any successful communications plan. Due to the increased use and adoption of social media, responding in real time to customers will be a necessary function of B2C marketing.

3) Visual Content is the New King

Today’s social media-dominated society is seeing a steady increase in the popularity of visual content marketing. Studies have shown that 90% of the information the brain receives is visual, and our brains process visual content up to 60,000x faster than text. Posts containing, photos, videos, infographics and memes are easy to digest and make it even more enticing to “like” or “share” a post, which increases exposure.

4) Standard, text heavy press releases are going to become obsolete

Visual content in press releases is becoming more popular rather than text-dense press releases. Use visuals to cut through the expected press release mold and stand out.

5) Mom’s are a hot demographic to target

There are 82.5 million Moms in the U.S. who spend roughly $2.5 trillion annually. Do not underestimate the buying power of Mom’s! More women are becoming the financial managers of their household and using this information to make smart purchasing decisions. Think about how your brand can help a busy mother save time to appeal to this target demo.

6) Quality brand content beats out quantity

As always, quality supersedes quantity. You are better off having a handful of high quality content, than then releasing daily posts that will seem like white noise to your followers. spam to your followers.

7) The paid, earned and owned strategy is still relevant

With a well thought out strategy, paid media is still critical. Just because social media makes content more accessible, does not mean that the public has forgotten about traditional forms of media. Your overall PR plan should include an integrated communications plan for maximum exposure.

 


Digital Monogamy

Social media is a real challenge for anyone entering a new relationship (Business or personal!). Digital compatibility is a very real issue in today’s environment. For someone who is very plugged into social media, they can make quick judgments based on someone’s digital habits. For someone who could care less about social media, all of it seems foreign to them and irrelevant. How do you balance both when starting a new relationship in todays digitally connected world?

Digital Monogamy- Social media non-believers and social media gurus will have a hard time agreeing on this one. While a social media expert may want digital monogamy, the social media non-believer could care less.

If you are ready to cleanse your social media and be open to the possibility of a new relationship, be sure to clean up your social media and apply Ruby’s Digital Dating Karma Cleanse

Steps:

Un-friend ex’s on social media sites

Remove tagged photos of ex’s that may give the wrong impression to someone new in your life

Respect social media boundaries when tagging or posting about your date

Do not like others posts on Instagram that would be offensive to your significant other

Do not flirt through liking, following and cryptic tagging

Is it really that insecure to ask for digital monogamy? I say, absolutely not. In fact, it is a sign of security and respecting healthy boundaries- both offline and online. While the social media non-believer may see this as irrelevant, the digitally connected needs this to feel safe and secure. If you respect their boundaries offline, why not respect their boundaries online as well?

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If you don’t believe that digital monogamy is a real issue, be sure to click here to view what happens when this isn’t sorted out up front.

 


How to Craft an Effective Editorial Content Calendar to optimize your social media presence

why is content marketing important

 

What is Content Marketing?

Content marketing is the practice of crafting high-quality, valuable content and delivering it to your target audience. It is the opposite of old-school, spammy, promotional-driven tactics aimed only at a short sell. Content Marketing is the new way of selling through educating prospects with the information they actually want to read. Content marketing should answer a prospects pain points and questions. It should be highly targeted to an audience with optimized keywords that matches a searcher’s intent. A content marketing resource library should include answers to your prospects challenges to help them become informed decision-makers. Plus, this can help you get found in featured snippets on Google.

Why is Content Marketing important?

As the digital media landscape has changed, the expectations for content output has exponentially increased. The reality is that if you are a small business owner, content output is critical to your PR and Social Media Strategy. Plus, if you are going to use sponsored content or advertorial content to reach your target audience, you have to know how to craft SEO-friendly copy.

What is a content calendar important?

Content marketing is quite possibly the best investment you could make in your business right now. However, in order to do it right, you need to get into a publishing flow and have the right resources lined up to make sure your content is optimized for search engines. As any writer can attest to, writers block can spring up out of nowhere, sometimes when you least expect it. The best way to stay on track is to plan ahead. Great content does not come from thin air—it comes from a team of marketers, SEO strategists and editors who take the time to meticulously plan and publish through the use of an editorial calendar.

Follow these five rules if you’re serious about publishing consistently and increasing your search rankings:

5 Tips for Creating the Perfect Content Calendar

Set goals. Setting an attainable content goal is the first step to publishing quality content. It is imperative to clearly understand what you want to achieve before you start to execute a content marketing strategy. If you have no strategic direction, your content will not be effective. Clarifying the end result prior to launching your first piece of content will help make your ideas fall into place. For example, are you publishing content in order to build up keyword-rich content and backlinks to your site? Are you publishing content to create a library full of helpful resources for prospects? Or are you trying to distinguish your personal brand in an over-saturated industry? Be sure to establish the goals for why you are engaging in content marketing prior to writing your first piece.

Know who you are writing for. Before creating an editorial calendar it is important to identify your target audience. What do they want to read about? What posts have they liked in the past? Use your past engagement metrics to create content around what your audience is looking for. Sometimes, the content that you, as a writer, find most interesting may not be what your audience wants to read about. It is important to distinguish between the two and to make sure the content that you publish aligns with what your audience craves.

Know what you want to write about. A great way to bring clarity to your content marketing strategy is by tying each month together with a cohesive content theme. Using an editorial calendar will make creating these themes easier to conceptualize. Try focusing on a key central messaging topic to keep your followers interested. For example, if you want to establish a personal brand as a top surgeon, then all of your posts should tie back to medicine and wellness. Once you establish a theme, be sure to stick to it.

Know where your content will go. Think about the social media channel where your content will appear and tailor your writing to that audience. Each social media channel has a different set of users; therefore, tailoring your voice to those unique users will help grab their attention. For example, a different editorial strategy should be used when posting your article on LinkedIn as opposed to Twitter. In addition to the home base where your content will reside, carefully outline the other channels where it will be hosted. You may want to publish the article on LinkedIn, Medium or even repurpose it as a guest post. Be sure to change the title around a bit each time you do this to avoid SEO penalties for duplicate content. If you are concerned, you can even add in a no-follow link where the second version of the content appeared.

Know your frequency limits. How much can your content team handle? It is crucial to be realistic when creating an editorial calendar. If you do not have the time or manpower to execute a blog post a day plus social media posts, do not be afraid to scale back! It is better to publish high-quality content a few times a month than to post poor content that will damage your brand equity. When deciding on how frequently to publish, plan your content around how much work will go into each type of post. For example, an attainable publishing frequency may include social media posts three days a week, a blog post once every other week and an e-book once a month. Keep in mind that a typical blog post could take up to ten hours to complete between writing, editing numerous drafts, sourcing images for the post, optimizing the post with keywords and distributing the post on social media.

Content that ranks can lead to profitability for your business for years to come!

“Content marketing never goes out of style.” -Kris Ruby

Content Marketing Takeaways:

  • If you frequently publish content, you must be proficient in SEO (search engine optimization) for your content to rank.
  • Content marketing must be tied into your overall business marketing strategy.
  • For content marketing to be effective, you must understand what the business’s growth objectives are to create compelling content.
  • Understand your audience. Know who you are writing for, how to reach them, and the best keywords to make your content visible on search engines.
  • Craft content that answers questions. Look at Google snippets for inspiration to see what others are asking in your industry.

Content Marketing can be overwhelming! Here are two insider tips to make it easier on you:

1) Take free courses. There are many content marketing classes online which will help writers in this area, particularly SEO classes, which is an integral part of content marketing. Also, consider taking inbound marketing courses to hone your content skills. Content marketing is integral to an inbound marketing strategy.

2) Sharpen your marketing skills. To create content that will rank and convert, you need to understand things like buyer persona, an inbound sales funnel and social reach. If the writing is good but it isn’t written to a target audience, it will ultimately fail to achieve the higher level conversion goals in your sales funnel. You cannot write content without understanding your buyer personas journey, otherwise, you will be writing articles that will ultimately be tailored to a non-specific audience. If you want to understand content marketing best practices, you can also check out The Content Marketing Institute.

CONTENT MARKETING RESOURCES

This article also appeared in Observer- written by Kris Ruby.

5 Golden Rules for Crafting Your Content Strategy | Observer

Why Content Marketing is Critical In The Age of Visual Marketing | Ruby Media Group


Kris Ruby To Speak at New York Women in Communications Annual Conference at NYU

Westchester PR Agency CEO Shares Career Advice on Succeeding in the Changing Landscape of Communications

On November 22, Kris Ruby, CEO of Westchester PR & Social Media Agency Ruby Media Group, will be speaking at the New York Women in Communications Foundation’s 2014 Student Career Conference. The conference will be held at NYU’s Kimmel Center in New York City. Students and aspiring young professionals seeking advice and tips about pursuing a career in the rapidly evolving communications industry will be attending.  The full day event includes networking opportunities, informative panel discussions, essential career advice, and incomparable access to the industry’s leading experts.

The event will address the swiftly changing disciplines and unfolding opportunities in the communications industry including broadcast and radio, digital content, public relations, advertising, marketing, entertainment, fashion, beauty, food and beverage, social media, entrepreneurship and secrets to a successful job search.

“I am thrilled to be speaking on the Women in Communication Personal Branding Panel and hope my advice will inspire other young women to develop a thriving career in Public Relations,” said Kris Ruby of Ruby Media Group.

Ruby will use her experiences as an agency owner, noted social media expert and on air television commentator to provide young professionals with powerful career advice to building a personal brand.

“Kris Ruby has built a strong brand as a social media expert on network television. She is a force to be reckoned with and I know attendees are going to learn a lot of valuable information from her,” said Brittany Hennessy of New York Women in Communications.

Some of the communications companies represented at the conference will include FOX5, Mashable, Barclays Center, Huffington Post, Fashionista.com, Kaplow, ABC-TV, The Muse, LinkedIn, The Wall Street Journal, Good Housekeeping, USA Today, NYC Mayors Office of Media and Entertainment, to name a few. Keynote speakers include Anne Fulenwider, Editor-in-Chief, Marie Claire Magazine and Rachel Sklar, Writer/Editor, Founder of Change The Ratio and TheLi.st.

 

new york women in communications foundation career conference flyer