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How to Maximize Social Media ROI with a Sure-Fire 5-Step Process

You have invested a great deal of your budget and valuable time in social media, but you may not be getting the ROI you wanted. Of course you’ve read about other businesses who are thriving on Twitter, attracting customers from Pinterest and Instagram accounts and making money off of Facebook, but that is not you. Before you hit the delete button and withdraw from the social media world, take time to review what is and isn’t working and refine your strategy. Follow RMG’s 5-step review system every quarter to become a well-oiled B2B social media machine!

Customer Review: First, do you really know who your customers are? Are they teens, young millennials, or baby boomers? Mostly men or women? The content that you put up on social media should be of interest to your customers, but you need to know who they are first. If you’re unsure, do a little research into who is buying your product or services. Once you know this information, you’re halfway there to social media success.

Content Review: What content is performing the best with your target audience? Do they like images, video or long form content best? What content have you created that generated the highest shareability? If your followers love to share pictures, but do not seem interested in back-and-forth discussion, then remember pictures say a thousand words and you can still get your message across in a creative way that they enjoy. Measure the shareability then tweak accordingly.

Channel Review: Are you spending hours filtering photos for Instagram and seeing little results? Your target clientele may not be active users on Instagram. Maybe they are on Pinterest or Periscope now. According to studies, the average American spends about 40 minutes per day on Facebook. Your target clientele might want six-second Vine videos versus long YouTube videos. You need to find out where your customers are and then focus on the social media networks that perform best with your prospects. Do not spread yourself thin just to make sure you are “everywhere.”

Shareworthy Review: Is your content even shareable? For example, you want your customers to know what a great staff you have and you are posting office photos daily. While customers care about customer service, they are not sharing or commenting on these photos, so stop posting them. Instead, focus on your products or services, provide tips or articles that help your customers live better lives. Stop wasting time creating content that your customers clearly do not want.

Response Review: Are you Tweeting out questions and not responding when your customers answer? Do your followers Tweet and tag you in it, but you don’t interact with them? According to Entrepreneur Magazine, almost half of the millennial segment — and one in three consumers overall — say they are influenced by social media and use it to make purchasing decisions. Customers build relationships with companies through social media, so you need to take time and respond to them. If they do not see that you are responding, they will leave you behind in the social media dust.

Devoting time daily to your presence on social media is a must in order to succeed in business. However, by completing the RMG 5-step review process every three months, you’ll be able to tweak your strategy and truly maximize your ROI.

b2b social media process

Inbound Marketing: The Next Frontier in Digital PR

“Use content as your currency and create content that your prospects are looking for.” – Hubspot

I recently completed the Hubspot Inbound Marketing Certification program for 2015. There were some great takeaways that I wanted to share with you to help increase your brand exposure this year. If you need a quick refresher on best practices for digital PR, this is a perfect guide. Enjoy!

What is inbound marketing?

Inbound marketing is about empowering potential customers with the information they need to help find your business online. Your goal should be to create focused content that will help solve your prospect’s problem. Think about it. When you made your last purchase, did you call a salesperson asking to buy OR did you hop online and conduct thorough research? Chances are, you did thorough research, BUT when you did that research you didn’t type in a company’s name (because you don’t know the names yet). You were Googling the PROBLEM you had. When the prospect searches for their problem, your company needs to be on page 1 so the buyer sees it as a solution.

Why does inbound matter for PR executives?

Inbound marketing is very important for digital PR practitioners, because all companies should have a solid digital footprint. Today, all clients need a solid content library. Even repurposing old releases and turning them into blog posts can help secure backlinks and increase your SEO. A synonymous title for digital PR could actually be earning inbound links!

How do you get started with inbound marketing?

Figure out your buyer persona. Who are they? What information is most valuable to your prospects? How do they like to consume information? Once you have determined who your buyer persona is, you can then focus on creating keyword-rich content to reach them. If you are still wondering, “How can I engage my current customer base more?” you can always ask current clients some of these questions. Their answers can prove to be invaluable in the upfront research. Remember, your job is to deliver information that prospects need to help them make smart, informed purchase decisions. When thinking about the motives of buyer personas, focus on the ‘why.’ Uncovering their motives can lead to a powerful content strategy. Try interviewing current clients and look for trends in their responses. It is your job to know what they want to see, what they want to read, and what issues they are currently dealing with.

hubspot inbound marketing certification

“Put the education of your prospect before your personal initiatives.” Hubspot

Creating Content

Keyword research is critical to clearly giving a name to the prospect’s problem. Remember, think about the phrases that prospects are using to find someone who offers your services, instead of thinking about what you would use. Try not to use too much industry jargon either.

Formatting Content

What format will you use? Is your persona a visual learner? Do they read blogs on a regular basis? Do you have a valuable piece of content that belongs behind a form vs. on your blog? Here are some options that were recommended in the certification program for creating content:

  • Case studies
  • Videos
  • Infographics
  • White papers
  • Worksheets
  • Ebooks
  • Templates
  • Checklists
  • Webinars
  • Slideshare decks
hubspot inbound marketing certification program

CTA (Call to Action)

Every blog post should also have a call-to-action, or CTA. Examples of calls to action include: download, request, sign up and receive. When writing your CTA, focus on action verbs.

Awareness, Consideration, Decision

After a prospect is aware of their problem, they are in the consideration stage and are committed to understanding all available methods to solving the problem. You want to make sure you reach your prospect in the consideration stage by creating keyword-rich content. Remember, consumers don’t want to be sold to; they want to be educated. Once they are in the decision stage and have decided on a solution strategy, they are focused on the method of approach. It is important to have content prepared for each stage of the buyer’s journey.

Avoid Inbound Marketing Mistakes

The buyers journey has to be from the buyers’ perspective, NOT yours.

Your content needs to answer their problems vs. going straight to your business solution.

Your blog shouldn’t even begin to discuss your specific solution until the decision stage.

Content Creation Tips

Understand their problem: In order to provide a solution to potential customers, you need to first recognize the problem. Ask yourself, is your content focused on their problem?

Tailor the post: Write blog posts tailored to who you are trying to reach and what they are interested in. The best content has to be grounded in the correct context.

Question the post: After you write content, ask yourself if the content helps your buyer persona. If your answer is that it helps anyone other then your persona, it belongs somewhere else or shouldn’t be created. ALWAYS focus on mapping content to your persona and where they are at in the buyers’ journey. Make it EASY for them to consume your content. Type in the last 5 blog posts you have created with 5 client names. Would these clients read the content? Another trick: If you are stuck creating content, ask yourself this: What questions might buyer X have that your company could provide solutions to? 

Distribute content: Make your content available through other platforms so prospects can find it more easily. It’s not enough to just have content. You need others to re-distribute it.

Leverage sales for content mapping: What questions do people have who are interested in what you do? Work with the sales team to leverage prospects’ questions into great content! Figure out what your prospects are searching for so you can make sure they find your site. Make sure you are addressing a topic your prospects actually want to learn about.

Categorize keywords: Do this by stages of the buyer’s journeys. Keywords should include: problem-based keywords, solution keywords, branded keywords, and casual language. Use keywods.io or Google’s webmaster tool to get suggestions.

Tips for Optimizing SEO: In order to optimize your content, you need to be specific with your service offerings or else SEO will actually be more difficult. It is easier to rank if your keywords are more specific and targeted. If you are looking to quickly boost your SEO, be sure to set up business page on the top online directories including Yelp, Yellow Pages, local chambers of commerce, bing, Yahoo, Google plus and more. This will help increase links back to your site.

SEO Tips

Create content that uses natural language and variations on the long tail keyword.

Shorten the title to under 60 characters. If it is over 60 characters it will get cut off in search results page.

You should know what the value of the post is and what you learn from the title.

Format the post so search engines can easily find it.

White space is your friend. Focus on content, not clutter. Use section headers, bullets and lists to help break down the content.

Optimize the page around long tail keywords, including your page title, url, post title, image alt text, body, headers.

Measuring Success

When measuring the success of your content strategy, be sure to focus on the following metrics:

  • Number of visits
  • Page views
  • Leads generated
  • Shareability on social media
  • Inbound links generated

Remember, your content is a solution to your prospects greatest challenges. Make sure you use keywords that will draw attention to your client’s business by crafting a stellar content strategy. If you want to get inbound certified, click here.

Ruby Media Group is a premiere public relations firm in Westchester County. For more information on optimizing your exposure, contact kruby @ rubymediagroup.com 


Integrated Communications Plan: Media Ideas to Explore for 2016

The most effective forms of communication are part of an integrated communications plan. As we dive deep into Q4 and begin to plan 2016, it is important to look at these different tactics, see what worked, what didn’t work and what you would still like to try.

Experiential Marketing: This creates an experience for the consumer to interact with a brand in a real-world setting, such as branded festivals, pop-up shops, and behind-the-scenes tours. This face-to-face engagement, which is best used to enhance and complement traditional marketing campaigns, leads to an emotional connection with consumers, something that is necessary to reach GEN Y consumers.

Sponsored Content: This approach is similar to native advertising. Native advertising is advertising that appears to look like editorial content. This content can be a sponsored tweet on Twitter, a suggested sponsored post on Facebook, or sponsored piece of content paid for by the advertiser. Sponsored content has a higher click through rate then traditional banner advertising. According to a recent survey, 70% of individuals wanted to learn about products through content rather than through traditional advertising. The survey also stated that people view native ads 53% more than banner ads. Also interesting to note, 71% of publishers received no major complaints from readers for featuring native ads. It is important to remember that the information and tone of your sponsored content is still key in having a successful campaign.

Search Engine Optimization (SEO): Google is the first stop when prospects want to learn more about any business. It should be your goal to get your brand onto the top page of relevant search results, because 75% of users never scroll past page one. SEO can take a lot of time and thought, but you can begin by trying keyword analysis, which will enable relevant searches to link to your site. Also, be sure to use quality website content with on-trend keywords and phrases. 61% of global Internet users research products online prior to buying, making the Internet and search the best way to reach customers today. 

Blogging: This may seem so last year, but you would be amazed how many companies have yet to embrace a corporate content strategy. However, just writing for the sake of writing isn’t enough. What format are you going to put the content in? A blog? Downloadable e-book? Listicles? Guest posts? Writing a blog is a great way to craft your brand’s voice and engage consumers in a more real and thoughtful way. Companies that blog typically generate 88% more leads than those that do not. Businesses that blog more than 20x a month generate 5x more consumer interest and attraction. Frequency and quality are the two most important factors when beginning your brand’s blog. What is your content strategy?

Promoted Social Media Posts: One out of every 7 minutes spent online is spent on Facebook. Social media in the US has increased by 356% since 2006. The most important thing to remember when using social media is to know your audience. Where are they? Is your target audience mostly on Twitter? Or Instagram?  What do they respond to? Do they prefer engaging in conversation or do they want short, snappy one line posts? What type of content has resonated with your audience on Facebook? Analyze it then boost accordingly!  Boosting posts is also a great way to reconnect with fans who may not have seen your posts in a while. Once you know your target audience, you’ll know where and how to best reach them.

Inbound Marketing: We hate to break it to you, but traditional advertising is no longer as effective as it used to be. Studies show that a whopping 86% of people skip TV ads and 44% don’t open mail from irrelevant advertisers. The answer to traditional advertising woes is Inbound Marketing, or “earned advertising.” Rather than pushing your message out to the consumer, Inbound Marketing compels the consumers to find out more about your brand. Inbound marketing includes, but isn’t limited to blogs, social media, and search engine refinement, which make your brand more noticeable to consumers.

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 and have not been most effective for your business?


Should you be Facebook friends with your boss?

I recently sat down with The Daily Mail to discuss the new rules of social media in the work place. To read the full article, click here.

 social media in the work place kris ruby

Is it ever okay to be friends with your boss on social media? What are the dangers?

It really depends on the corporate culture at your firm. If you are working for an up and coming digital agency where you live and breath social media, then friending your boss is okay. However, if you work at more of a traditional commercial real estate firm or investment bank where social media usage is shunned upon during the workday, then I would not recommend connecting with your boss.

It also depends on the platform. It is always acceptable (and encouraged!) to connect with your boss on LinkedIN. If your boss has a public Twitter account for business, it is also acceptable to

Follow them to show you are engaged with the company. Favoriting a few tweets goes a long way to show you care.

The dangers are endless- there can be serious consequences with friending a boss if you are posting inappropriate content. It can also blur the lines between professional and personal boundaries, which many have a hard time distinguishing between.  Also, if you fib about why you couldn’t make it in that day and your boss sees you are actually out jet skiing, you may get fired. Be sure to always read your firms social media guidelines regardless.

If you are friends with your boss on social media, are there any rules you should follow?

  1. The same traditional etiquette rules apply here- stay away from any discussions on sex, religion or politics. Basically anything that you wouldn’t traditionally discuss with a first date (or your boss) should not be discussed online. People get heated in conversations and forget that what they are saying is public and fairly easy to find.
  1. Use privacy filters when you post. Be selective with who you choose to share each piece of content with- that’s why groups and filters exist for this very reason.
  1. Be cognizant about what you are posting. After you have posted the 500th photo of your baby, your boss may subconsciously begin to question what your top priority and focus is. Having a balance of the type of content you post is critical.

Do you believe it is a good idea to connect with colleagues on social media? Are there any rules to follow in this case?

It really depends. If you have a close relationship with the colleague in the office, then yes. If you don’t speak to the colleague at work but friend them on social media, it is strange and socially awkward. Friend and connect people you are actually connected with in real life.

Top rule- respect people’s boundaries. Some people are extremely private and won’t accept any requests from coworkers. Don’t take it personally and don’t harp on it! It’s not about you. It’s their personal choice.

What would your advice be if your boss/co-worker adds you but you’d rather not be connected?

Send them a direct message or email and let them know you really appreciate the friend request but only use social media to stay connected with your family. Reassure them it’s nothing personal and re direct them to connect with you on your LinkedIn. Have at least one professional presence on a social media network to connect with them on so you aren’t completely ignoring the request entirely.

Are there any particular social media sites you believe are best avoided in the workplace?

Facebook has been brought up many times in recent lawsuits and employee hirings and firings. I think it’s safe to assume that even if you don’t connect with colleagues, potential employers will still use your social media for background checks. Assume everything you post is for public consumption.

Instagram is pretty private and users put on privacy restrictions so their colleagues cannot access their posts. Sometimes people overdue it with excessive party posts or humble brag weekend posts, and can also be obnoxious with hashtags. If you are constantly posting quotes or mantras that “somewhere it’s 5 o clock” it’s safe to say your boss will think you are not that motivated and can’t wait to leave. Use your social media to empower you NOT to hurt you in the workplace.

Twitter is fine if you have a public, corporate Twitter persona. However, if you are tweeting extremely personal opinions and favoriting content from outlets you may not want your boss to know you are associated with, keep it private.


Check it Off! The Importance of Goal Setting in your Public Relations Campaign

Setting goals is vital to achieving success in business.
PR goal-setting

When you wrote your business plan, you probably set a variety of goals, but did you set goals for your public relations campaignWhat are your PR goals? Do you want to be on the cover of Time Magazine? Do you want to be a guest on The View? Do you want to have a million Twitter followers? Do you want your product to be mentioned on Ellen? Write down what you want to accomplish in your public relations campaign. Now, it’s time to break down those goals even further.

For example, in one year, you may want to double your profits, open a second location or triple your clientele list. In order to achieve these goals, you need to break this down into tactical steps such as developing a targeted media list, pitching trades and leveraging social media influencer relationships.

Goals keep you focused and motivated. Earlier this year, Staples released the results of their small business survey, showing that the leaders they surveyed are also focused on getting results and setting goals. Those goals included increasing revenue, driving profits and gaining more customers. To achieve those goals, 46% of those surveyed said wanted to use promotional marketing techniques to meet these goals.

Not only should you have business goals, but your public relations campaign should also have goals. Running an entire campaign can be extremely overwhelming, but breaking it up into smaller goals makes it more manageable. Most importantly, these goals should be SMART, which means that they are:

  • Specific.
  • Measurable.
  • Action-oriented.
  • Realistic.
  • Time specific.

Let’s say that you are a doctor and your goal is to double your practice and appear on the cover of your local newspaper. Your public relations goals for this month might look like this:

  1. Create a Contest: Give away a healthcare makeover to a community member. Entrants will submit essays telling their stories and what they would do if they achieved optimal health.
  2. Contact the Media: The media love feel good stories. Write a press release and announce your contest. Offer the media a chance to follow the winner from before to the ‘after’.
  3. Organize a Big Reveal: Create an event to announce the winner and invite the media to attend. Create another event for the big reveal.
  4. Network: Attend a local Chamber event each month where you offer to speak, provide tips, or be a guest on a local radio show.
  5. Tweet, Instagram or Facebook. Get on social media and let people know who you are. Give out tips, share links to healthcare advice and post before and after pictures of the contest winner (with consent of course). If you can’t do all of this yourself, your goal this month should be to hire someone who can.

Celebrate Your Success

If you’ve accomplished your PR campaign goals, the community should begin to chatter about the contest and entries should come pouring in. The media will hopefully contact you for an article and you may even land a feature in the local newspaper. Finally, after seeing the transformation in the winner, potential patients will call to book a consultation with you- showing a direct lead conversion. Make sure that what you’re doing each month pushes you toward accomplishing your continued goals.


Pitch Perfect: Pitching the Media

How to make sure your story gets picked up

pitching the media

Making connections with broadcast and print media is vital to the success of your public relations campaign, but as the old saying goes, ‘you only have one chance to make a first impression.’ Just because you have what you think is a great pitch doesn’t mean that you are ready to start pitching the media. Before you do so, there are several steps you should take to make sure that you maximize your chance at scoring coverage.

Get the name right: It sounds simple, but editors move around frequently and you could be pitching an editor who moved on to another publication six months ago. Take a few minutes to call the newspaper or TV station and make sure that the journalist is still on staff and that you have the right spelling of his or her name. While you’re at it, ask if you have the right gender too. Does “Kelly” want to be called a Mr. or Ms.? Is Charlie a man or is it short for Charlene?

Title confusion: You want to start pitching the media a great segment about your newest product, but the name on your list is actually the name of the entertainment editor. Make sure that you have the right person for your pitch and their correct email address. Do not assume that the entertainment editor will send the pitch on for you. On the other hand, sending a blanket pitch out to everyone on staff is a bad idea. Make sure that your pitch is targeted to the right editor.

Watch and read: Pitching The View? Make sure you’ve watched a few episodes. Pitching The New York Times travel editor? Read the section before pitching. Refer back to previous articles written.

Timing is everything: At most, you should confine your pitching to the media to once or twice a week, but make sure that day is Tuesday-Thursday . Friday night emails will get pushed down by all the other emails that will come in during the weekend.

Pitch perfect: Make sure that you actually have a newsworthy pitch. Sending an email to a producer asking if they want to do a segment about your company will have the producer pressing the delete button before you’ve had your morning cup of coffee. Your pitch should include a specific idea and everything the producer will need, including quotes, photos, background information, etc. In other words, make sure your press kit is ready to go when an editor or producer comes calling.

Don’t oversell: When pitching the media, leave out the jargon and, whatever you do, do not tell a journalist that you’re the first company to ever do so-and-so unless you can back it up.

Write a great headline: Editors won’t click on emails unless the subject line interests them, so make sure you create a compelling one. Oprah Winfrey reportedly received 15,000 emails a day from people pitching various products and ideas. That’s a lot of emails! Make sure your story idea stands out.

Social media snafu: Facebook and Twitter are great tools to promote your hits, but not to pitch editors. Mikal Belicove of Forbes says that pitching him through Twitter isn’t ‘cool.’ Instead, he says in this article, pitch him privately.

Lead time: A Mother’s Day story idea shouldn’t be pitched the week before the big day. Newspapers and broadcast media need a few weeks of lead time while magazines work even further ahead. Plan your pitch calendar accordingly.

Call me, maybe: In the past, public relations professionals were encouraged to follow up with a phone call to the media to see if their pitch garnered any interest, but today, thanks to technology, editors are so bombarded with calls and emails that the protocol has changed. It’s okay to send one follow-up email, but if you do not hear from the journalist, assume that they are not interested or that they will get back in touch with you if they are.

nyc media relations

nyc media relations


Blogging for Business

Should your business have a blog? Of course it should. A blog is a great way to connect with your clients, increase search engine optimization (SEO) results and get your content found by key prospects. According to Inside View, research shows that B2B marketers who use blogs generate 67% more leads than those that do not. Other research shows that business websites that have a blog with more than 20 posts per month get five times more traffic than those who blog significantly less (less than four times per month). Blogging should be a critical part of your ongoing communications strategy.

Companies such as Whole Foods, IHG, Turkey Hill, Starbucks and even YouTube have blogs. Their content is consistent with the brands’ key messaging and includes thoughts from the CEO, recipes, and even tips on packing like a pro.

The goal of your blog should be to draw potential customers to your website and keep them interacting with your content.

strategy-blogging for business

Here are 10 more tips to creating a successful blog for your business:

  1. Create an editorial schedule: Don’t just wing it. A schedule of topics and deadlines will keep you focused and allow you to build up momentum and followers.
  2. Know your audience: Who are you trying to appeal to? Write for that audience. If you’re trying to reach customers, do not use the blog to talk about employees or company news. Write only about what is important to your prospects and what they want to read.
  1. Link your blog. Discussing key trends in your industry? Link back to previous article you wrote on the trend. Be sure to link articles, discussion posts, and tweets to your blog to increase traffic to the site.
  2. Create a blog roll: Add relevant industry blogs to a blog roll on your site to direct users to other viewpoints on the topics you are writing about. Add these blogs to the “blog roll” to show strategic alliance and to get on the radar of the bloggers you want to impress.
  3. Invite a guest: A blog serves as a personalized expression of your brand and will serve as a platform for the company. You can encourage employees and members to contribute to blog content. In turn, they will often help to promote their content and, as a result, bring more readers to your blog. You can also invite experts in your industry to guest blog. This is great for increasing backlinks and positive link juice!
  4. Share helpful information: Maintain a balance between posting unique content and sharing content from related blogs to your industry. All of your content should address the pain points of your target audience.
  5. Update frequently: Your blog should be updated at least several times a week and should continually include tips, articles, industry news, etc. For example, if you design office spaces, then post inspirational ideas and create a contest for a customer. Readers will repost and re-tweet contest information and provide feedback on the ideas.
  6. Integrate SEO keywords: You want your blog to make its way up the Google rankings. To do that, you need to insert Search Engine Optimization (SEO) words into the copy. Learn what keywords you want to rank for and optimize accordingly.
  7. Promote your blog: Tweet a link to your blog post, talk about it on Twitter, send out a teaser in your newsletter, mention it when you do interviews and put your blog address in your e-mail signature line.
  8. Keep tabs on your progress: Programs such as Google Analytics will provide key insight into click throughs, who is reading the blog, and what posts are most popular. This is vitally important when you are planning an editorial calendar. For example, if you are writing for a 30-50 year old audience, but the majority of readers are in their 20s, you may need to alter your content. If you are spending a ton of time writing content that isn’t getting high traffic, you may need to alter your content calendar accordingly. Remember, you are writing for your audience and the content that they want to read, not that you want to read.

 

 

Screen-Shot-2014-10-21-at-5.46.18-PMBottom photo Credit: hubspot

 


How to Secure Regional Broadcast Media

Looking to secure a strong local hit in Westchester media? Here are my top tips!

news 12 westchester cooking realtor

 

 

  1. Visualize the story. Pitching Westchester broadcast media is very different then pitching Westchester print media. If you want to make your story stand out, think about how you can visually bring the story to life for television. What visuals do you have that will make the story pop? Go out of your way to make your story aesthetically appealing to a producer. You can even add some props, such as a stunning table display if you think it will add to the story.
  2. Tie it In. Give the producer a compelling reason to run the story now. There should be a strong tie in to a calendar event to give a compelling reason why the story should run. For example, is there a specific time of year you do an annual family tradition that is happening this weekend?
  3. Larger Trend. How does your story tie into the larger trend in the community?  For example, this weekend RMG pitched and secured a story on The Cooking Realtors Tomato Sauce. It was the featured package on News 12 Westchester on Saturday at 5 pm. The larger trend was that this was a behind-the-scenes peek into one Westchester resident’s annual tradition that hundreds of Westchester residents actually do all weekend. By mentioning the fact that hundreds of county residents also do this, the appeal of the segment suddenly became a lot larger.
  4. Walk the Producers through the process. After you’ve secured a segment, walk the producers through it.  For example, we stirred the tomatoes and let the producer taste the sauce. We also had b-roll opportunities available to show the entire process from beginning to end to visually walk the viewer through it.
  5. Provide Sources. Producers like when you have additional sources available. If you are hosting an event, have other attendees or sources available to talk to the press.  Are there other Westchester residents attending the event that can provide commentary on the annual tradition in their own family? If so, have them available for commentary for the media to provide an outside perspective.
  6. Don’t forget the 5 W’s. This goes without saying, but if you want Westchester media to show up, be sure to provide them all of the relevant details in one condensed email: who, what, where, when and why. Also, provide correct spellings up front for all town names, resident IDs and interview names. The address of the location shoot and a phone number of a point of contact are also critical.
  7. Graphics. Be sure to capture tons of graphics before, during and after the event. Many of these graphics can be used to promote the segment on social media (a must!) and to include in a post-event release for extended coverage. If you want to re-pitch the same segment when the event takes place next year, and to do a post event release for extended coverage. If you want to re pitch the segment idea next year, it is good to have accompany graphics to help show what the finished product will look like. Get super creative with your graphics by combining screenshots of the press coverage with photos of the displays you created. We recommend using some of our favorite apps to create these pieces: PIP Camera, Photo Mirror, FotoFus, InstaMag. Enjoy!

news 12 westchester media cooking realtor news 12 westchester cooking realtor 2015-08-17_15-38-15 news 12 westchester media cooking realtor

Celebrity FDA Endorsements- Instagram Marketing

Social Media Expert Kris Ruby Weighs In 

Kim Kardashian West received a stern warning from FDA officials stating that her social media post was misleading and failed to communicate any risk information. Whether is a drug label of social media, FDA rules apply if it is the manufacturer who is paying the celebrity for endorsement. The post was since taken down.

“By omitting the risks associated with Diclegis, the social media post misleadingly fails to provide material information about the consequences that may result from the use of the drug and suggests that it is safer than has been demonstrated,” the warning letter reads.

This Instagram marketing fiasco brings up a larger issue in healthcare marketing- do the FTC’s guidelines concerning the use of endorsements and testimonials in advertising adequately address social media promotion today?

kardashian FDA warning social media expert

The Legal Facts- what you need to know

The FDA previously issued guidelines about celeb endorsements stating that they must be bona fide users of the product and disclose any financial information. On a TV commercial, that makes sense and has been accepted, but in social media, it is still a fairly new concept.

Celebrities have been promoting prescription drugs for years with ads that include a long list of safety issues. However, when it comes to social media, the rules are very vague. Here’s why:

Space Issue- Social media has opened up a new world of promotional opportunities. Even through the rules are the same, there is room for only 140 characters on Twitter. What celebrity wants to use that limited amount of space to post all of the potential issues associated with a drug?

Coolness Factor- There is an art to celebrity testimonials on Instagram marketing. It completely takes out the coolness factor when celebrities start posting #PaidForThis or #WarningYouCouldDieFromThisDrug. The art of the celeb endorsement is that it is supposed to seamlessly integrate with the celebrities every day life on social media. The second they start adding these rules/regulations to it, it looks entirely spammy and damages their credibility with their followers.

It is also interesting to note that if Kardashian or any celebrity decides on their own to promote a product that they are not financially tied to, she would not have gotten in trouble.

“We all have first amendment rights and can say whatever we want — but once you are paid by a company it’s the manufacturer who has to make sure the information is accurate and not misleading,” former FDA commissioner Dr. David Kessler told NBC news. “Once you are paid, you are under FDA rules.”

Here’s a suggested Tweet for such a drug: “NoFocus (rememberine HCl) for mild to moderate memory loss-May cause seizures in patients with a seizure disorder www.nofocus.com/risk [134/140]”

While in theory this meets the FTC’s criteria, any social media expert with half a brain advising a client on Instagram marketing or celeb endorsement deals would never encourage their client to post this. It looks entirely spammy and damages their credibility.

Ruby’s Suggestion for Celebs:

Stick to traditional advertising for FDA endorsement deals. If you like a product on social media and want to endorse it to your fans, you are better off promoting it because you actually believe in it rather then being financially tied to it and damaging your credibility.


How to Maximize National Media Exposure

Score! You just landed a hit on a national TV show. But now you may be wondering, how do I maximize the appearance? The truth is, the most important part of the hit isn’t the actual hit. It is what you DO with the hit before, during, and after. To make the most of it, you have to ramp up your social media efforts and make sure you are creating engaging content.

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Don’t wait until after the interview is over to start promoting it and getting your followers involved.

Live tweeting: Start by encouraging fans to live tweet with you before, during and after the show. For example, one tweet might be, “Have any questions for @yourname on @Nameofshow? Tweet them to us before #nameofshow at 8 pm.” According to ExpandedRamblings.com, 47% of people who follow a brand on Twitter are more likely to visit that company’s website, so it’s important to be active.

Use your audience to promote: Simply ask your Twitter followers or newsletter subscribers to help promote the appearance. Fans love to help their favorite thought leader gain more notoriety.

Integrate social media: Be sure to tag and hashtag the media outlet and handles of any interviewers in all tweets mentioning the show. This will show the outlet that you are socially engaged and are interested in moving eyeballs to their network.

Search hashtags: If you really want to see what everyone is saying about you on Twitter, search “all tweets” and search for the hashtag of the show, mentions to the show, mentions with your handle, and any relevant content. Sometimes people will post their thoughts on the segment with the handle of the show directly without mentioning your handle. Remember, that sometimes people will post their thoughts on the segment with the handle of the show directly without mentioning your handle.  If you are a TV Star, you may want to purchase a monitoring app, such as Mention, which will aggregate all of the social mentions for you.

Share behind-the-scenes moments: Fans want to see more than what they just see on television, so while you are in the green room, tweet a photo or post one on Instagram. If there are other guests in the room, take photos and share them on your social media or create a Vine. Be sure to tag the people in the photo!

Increase viewer engagement: Until it’s time for your appearance, host a live Twitter chat, answering behind the-scenes questions. This builds an ongoing relationship with your audience.

Ask questions: Questions require answers and that leads to interaction. For example, after the show you can tweet, “What did you think of the appearance?” “Did I wear the right dress?”

Stay positive: Social media builds relationships with your audience, but one negative post can ruin it all. Stay positive and be aware of what you are posting. If something does go wrong, learn how to take a digital detox. For example, if you post something questionable – a photo or a tweet – that offends a core part of your audience, remove it. Stay away from social media for a while.

Close the door on drama: Tweeting includes responding, but getting involved with someone else’s drama can be a big mistake. Know when to stop.

Pull in a team: If you will be wearing a special brand, tweet to the brand before the appearance and let them know. Most likely, they will retweet you. This increases the likelihood of them putting out their own tweet or post promoting it that you could then retweet. Ex. ““Love the outfit @InfluencerX is wearing on the segment? Buy it here!”

Once the appearance is over, continue tweeting links and clips, posting photos on Instagram and Facebook or promoting a Vine from the green room. Post the appearance on your blog.  Do as much as you can to maximize the appearance and use your audience to publicize it even more.

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