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5 Must-Haves for B2B Social Media Marketing from my article on The Social Shakeup B2B companies have a huge opportunity right now to deploy social media strategies that will move the needle – but with everyone doing it, how do you stand out in such a noisy marketplace? It all comes down to not being boring and telling a story that connects with your target audience. Easy enough right? But most B2B marketers are not storytellers, so the content too often comes across as a sales pitch, which makes it all too easy for your customers to tune you out. B2B social media marketing in 5 easy steps: 1. Understand your audience. What platforms, publications, and channels are most relevant to them? 2. Understand your team. What resources, stories, and digital tools can you use in-house to build your B2B social media marketing plan? What activities or competencies need to be outsourced? 3. Set a well-researched strategy and use an editorial calendar to keep your content and social media frequency and freshness moving forward. 4. Review the data and use it. Understand what posts, stories, white papers, toolkits, etc. resonate with potential customers and lead to sales. Once you know what is working, you can do more of it. 5. Refresh and follow-up, making sure that your content and stories are always connecting to the brand. And whatever you do, don’t be boring! #B2B #socialmediamarketing

5 Productivity Hacks for the Social Media Army of One from my article in The Social Shakeup As a social media army of one, I have managed social for small businesses, large corporations, PR agencies and entrepreneurs. The best advice I can offer for fellow solo social media “teams” is to make sure social media marketing is part of your daily routine. Engagement requires steady momentum; it follows that a daily social media routine will help you grow your brand’s following. Here are my tips for saving time as a small or solo social media department: • Use a content calendar to plan your posts in advance. • Reduce, re-use, repurpose. • Plug blog posts into your content calendar at a cadence that is realistic for your workload. • Predetermine a general topic for each post. • For each day’s theme or topic, write a post your audience will consider useful. • Gather photos relevant to the topic. • Shorten the blog post into a thought leadership piece for LinkedIn. • Trim the LinkedIn post further to craft a Facebook post with a few photos and a link back to the blog. • For Instagram, post the best-looking photo to your feed, with a provocative sentence from your post in the caption, directing followers to a “link in bio.” • Pull a 280-character (or less) quote from the blog post, and post it with an accompanying photo on Twitter, linking back to the original blog post. • Don’t like-and-run. Engage! • Focus your platform-specific efforts. #PR #socialmediamarketing

Lots of great social media tips in my latest media mention (see link in bio) for #Realtors, but really this advice applies to any professional or small business on social media: • Build social media into your daily routine to foster engagement • Growing an audience takes more than just posting when you have a listing. Building social media strategy into a daily practice will get you much closer to the large following that you want and need to support your business. It's also not enough to simply post and like. That's a hit-and-run approach that does not build trust, a community, or long-term benefits. Engagement means that you post comments to others' relevant posts, answer questions, respond to those who comment on your posts, and share others' creative content. #socialmedia #smallbusiness #solopreneur #socialmediamarketing

#PRWeek has shared 3 articles this week under the heading: Choosing clients in an age of activism. Additionally we’re seeing stories such as, Nike wins, Gillette loses, Cloudflare takes a stand & Edelman retreats. In #PR, when does stepping into the political space shift from being a #publicrelations social cause tactic to a #PRfail cautionary tale? Let’s discuss on Tuesday’s #PrimeTimePRchat! 12 pm EST / 10 MST

Worked on my weekly To-Do list last night and I decided to take a totally different approach as I was also reading articles on #burnout and #anxiety in my industry. This is what I came up with: SLOW DOWN.

Today was super fun! I launched the inaugural #PrimeTimePRchat on Twitter today. It was awesome! Not only for the good content and ideas but because it affirmed my belief in the field of public relations. As a practitioner who has often been in the humbling and uncomfortable position of searching for employment, I started asking questions, which led to a conversation about being an experienced, Director-level professional and the issues we face. The chat came about as a group of us were discussing on Twitter about the fact that I am “overqualified” for many #PR jobs. I jokingly called myself PR Old Lady. The conversation focused on the fact that as senior or very experienced practitioners, we see a lot of #PRfails due to inexperience. Several of my favorite Twitter friends jumped in on the conversation and voila, a chat was born. I will track the conversations here and keep you posted on my thoughts, learning, and experiences navigating the upper echelon of the communications world. Thanks for being here and visit me on Twitter to add your comments or to send me your ideas. As with any new project or event, there’s always that moment of panic when you think no one is going to show up. My goal was to set the tone and to provide a comfortable spot for experienced professionals to discuss important issues facing our industry. The small but mighty group did not disappoint! We covered the expected skills of senior practitioners, ethics, and the benefits of recruiting or engaging very experienced employees. Much of what I brought to the chat was based on an article I read recently that had a phrase that I can’t get over: The Leadership Drought. We talk about leadership all day long in communications, but what if we are running dry in that department? Click through to review the conversation {link in bio} and I would love to hear your thoughts.

Still relevant after all this time because we seem to have them at least weekly, if not daily! How to Avoid a Social Media Public Relations Crisis {Link in BIO} How is this possible when we have a very precise and dependable body of knowledge that tells us what to do in a crisis, and more importantly, how to avoid a crisis. This is PR 101 and I bet even your intern can tell you how to fix a social media snafu. Except, it keeps happening. Read my blog for the full story, but I can tell you quickly how to avoid a scandal and keep your company out of the news. As we watch (often finding it both humorous and horrific) we begin to see the patterns around the actions that lead to these massive PR failures. Companies that have been socially skewered seem to have fallen into or away from one of The Five Faults: 1. Rules and Regulations 2. Data and Technology 3. Social Exuberance 4. Sexism and Lack of Diversity 5. Celebrity Style (CEO and otherwise) I would love to hear your thoughts! {Link in BIO} #PR #PublicRelations #CrisisCommunication

Why Media Relations Isn't Enough For Effective PR By Beth Monaghan | Forbes [edited] For a long time, PR was synonymous with media relations, with some analyst relations, awards and speaking engagements on the side if you were really comprehensive. But media relations was the reason companies hired PR firms. Why did media relations always come first? It was the most effective way to build awareness and credibility, and it still is. The catch is that the lifecycle of a news story is not what it once was. There’s been a 106% increase in news stories in the last 10 years and there are no signs of this slowing down. People are inundated with polarizing information, and its impact has caused them to tune out and shut down. Brand trust is at stake and can be lost with a single tweet. With all of this playing in the noisy background, earned, owned and paid media continue to blur, making it even harder for average consumers to distinguish real news from clickbait headlines. The job of PR today is the same as it’s always been: build mutually beneficial relationships between organizations and their audiences. However, the intent is redefining the marketing funnel. The buyer’s journey is now more of a constellation: a scattered series of moments or touch points. So how do we make PR more effective? We move beyond the idea that media relations alone will drive leads. We need to make content more discoverable. Traditional PR activities like media relations won’t succeed without integrating them with visual design, paid amplification, influencer support, SEO best practices and other digital marketing tactics. This is the only way to create a meaningful and measurable program. This shift has put increased pressure on PR programs to drive traffic, leads and sales similar to marketing campaigns. While certainly possible, it requires a shift in mindset and approach in order to design and execute campaigns that cut through the clutter and have measurable impacts.

10 LinkedIn Tips (You've Probably Never Heard Of) From 10 Different Experts https://www.forbes.com/sites/adriandayton/2019/05/15/10-linkedin-tips-youve-probably-never-heard-of-from-10-different-experts/#27d64e02625a Golf has Tiger Woods, basketball has Lebron James, and tennis has Roger Federer, but when it comes to the master of LinkedIn, there is not one single superstar that stands out. Here are tips from 10 experts, including me! My advice, and this may seem obvious, but it has to be said: LinkedIn users need to be keenly aware of the difference between Facebook and LinkedIn. Treating them the same may give your peers and professional contacts pause. Personal rants, family photos, and the like are rarely embraced on LinkedIn. (1) Beat the LinkedIn Algorithm (2) Change Your "Connect" Button to "Follow" (3) Make Sure Your Profile Image Doesn't Block Any of Your Background Info (4) Request Recommendations (5) Meaningful Engagement Over Likes (6) Post Unique or Unusual Content (7) Seek to Understand First (8) Pull Key Stats and Figures from Shares to Post in Comments (9) Treat LinkedIn Differently than Facebook (10) If you are Barry Manilow, Go All-In on Being Barry Manilow

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