Tag Archives: social media for public affairs

10 ways to use Twitter to promote business blogs

Blogs are a very effective method for generating new business leads, however a blog itself needs to be promoted to be fully effective.  Among the most effective ways to promote a blog is informed use of Twitter, as Wishpond details.  

Twitter is a social media channel utilized by many prospective clients, customers, influencers and media in your industry. Notably, recent studies reflect the increasing utilization of Twitter by businesses to engage key audiences including potential clients or customers.Proactive use of Twitter, therefore, will expand exposure for your blog among these key audiences.  

Lisa Bruckner, a small business entrepreneur, has written about how Twitter has been a  “powerful business communication tool” which helped her grow her business and business blog via connecting her with ideal prospective customers quickly and efficiently.  

For those who are or planning to utilize a blog to promote their business, here’s a list of 10 ways (curated from a larger list from Wishpond) to most effectively use Twitter to support your blog:

  1. Use Short Tweets – as they generate a higher interaction rate.  When posting tweets, it’s not necessary to post the original article title.  
  2. Post an excerpt from the article – Studies reflect that tweets including quotes are more likely to be retweeted.
  3. Include statistics – Numbers and characters makes tweets stand out amidst many other tweets in readers timelines
  4. Use #hashtags – Hashtags are regularly used and help connect you to users beyond your followers
  5. Use @mentions — Mention prominent bloggers, companies or clients/customers via a tweet that links to your post
  6. Retweet Mentioned Blog Content — If someone mentions your blog content on Twitter, retweet their tweet.”
  7. Ask for a Retweet – This leads to more shares
  8. Use Images – These increase interaction with posts and, and drive traffic back to blogs
  9. Pose Topical Questions — This increases curiosity and engagement from readers
  10. Include a link to your blog bio or other posts – This will increase traffic to other sections of your blog

Need help with creating content or managing social media?  Click here for more information or to arrange a discussion.

 

9 ways to use social media to promote business events

Social media can be used very effectively to promote business events.  Even if your firm or organization hasn’t yet utilized social media to promote events — here’s an inspirational story:  One very high-profile business organization has successfully gone from opposing the use of social media to promote its’ events — to enthusiastically embracing the use of social media: The World Economic Forum (WEF).

As the BBC reported in 2016 — in the past few years – WEF has gone from opposition to social media use – to a highly active and successful example of its’ best use.  As many will know, WEF’s annual meeting occurs in Davos’, Switzerland.  Attended by many prominent business and political leaders from around the world — in the last few years the organization has been superb at promoting this event using social media.  I wrote in more detail about those efforts here – and emulate them in another blog and social media channels I publish here.

As the BBC details: “In the past couple of years, the World Economic Forum’s social media operation has come into its own. A decade or so ago, sharing what was going on at the WEF’s meetings was verboten, but opposition to using social media as a communication tool at Davos has changed in a big way.”

WEF’s social media team in action

As the BBC explains, WEF now has a social media desk staffed by two professionals who search for what is being shared or provoking online discussion.  They then repost or repackage this content in a way tailored to reach a broader audience.  When WEF conducts its’ annual meeting at Davos, the WEF social media team live-tweets the event — often adding original posts focused on its’ followers on its’ widely followed social media channels.  In addition to Twitter, Facebook and it’s own blog — WEF also utilizes Weibo, LinkedIn, Instagram and Snapchat.

Mike Hanley, Head of Digital Communications for WEF () told the BBC that these outreach efforts are intended to harness the power of social media to amplify the conversations at Davos: “It helps us emphasize the importance and complexity of the issues that our participants are discussing, it helps us make those issues understandable, and it helps us bring the voice of the general public into our proceedings.”

How can your organization emulate WEF’s social media success?

Social Media-focused blog Tint has published an excellent article about how you can promote events via the use of social media.  Below I’ve distilled that post into 9 basic tips for promoting business events via social media:

  1. Create a short Twitter hashtag for your event and use it often — It can markedly increase awareness, participation and attendance for your event.
  2. Be proactive with your Twitter hashtag — “Promote it everywhere including your event website, dedicated emails, social networks, and the event’s mobile app. The hashtag is a great way for your attendees to engage with the event content, speakers, and each other. You’ll be able to watch what is trending around your event in real-time and get relevant feedback in the process.”
  3. Promote your event as early as possible — “The earlier you promote the event and dedicated hashtag, the greater your chances are for success. Promote early to create momentum and reach a larger audience.  Social media is an ideal channel for initiating conversations.”
  4. Create enthusiasm before the event — which in turn will encourage others to promote the event.  “Reach out to attendees, speakers, and prospective conference-goers to get them excited about the event.”  Share other related content about the event, e.g. blogposts by influencers, news reports, social posts by those interested in the event.
  5. Leverage Thoughts Leaders — “Using social correctly can help your attendees to become your biggest promoters. Encourage attendees to leverage their social networks to help spread the word. Create mutually beneficial relationships with industry and thought leaders by sharing their updates and engaging them in conversation online. They already have loyal fans and are admired in their industry.”
  6. Encourage event speakers to promote the event. It’s helpful for them to promote conferences where they’ll be speaking.
  7. Engage guests before the event — Here you might publish and promote shareable content with interesting facts, discounts or other creative efforts.
  8. Use All Your Social Channels – Or Create a Dedicated Event Channel — “Create a LinkedIn group and a Facebook page for your event. Post topics including activities, photos, sponsors, special guests, speakers, agenda info, and anything else that is relevant for the conference. Organically growing an attendee community on these networks means higher shareability for your event”.
  9. Follow Back — “Engage with and reward attendees [and dedicated social followers] who are regularly promoting and mentioning your events on social media and encourage two-way communication.”

Need help with creating content or managing social media?  Click here for more information or to arrange a discussion.

4 essential qualities to look for in a Public Affairs content writer

As online communications continue to disrupt traditional industries, so too are they impacting both the practice of Public Affairs advocacy, as well as the ability of advisors to attract and retain new clients.

Importantly, communications have now become global and instant and public affairs advisors are both helping clients navigate these environments — as well as harnessing digital platforms like blogs and social media for their own business development purposes.

Why writers are essential for both Public Affairs practice and marketing

As Susanna Gebauer detailed in The Social M’s Blog, writers are essential to the success of any organization because the production of content of unique appeal to your key audiences is imperative for success in a social-media driven communication age.

Any public affairs firm, therefore, should seek to retain the best available professional writers capable of uniquely articulating its’ value proposition to — and on behalf of — clients.  With that in mind — here’s 4 qualities an excellent Public Affairs content writer should possess:

Deep experience in the public affairs industry — Public Affairs advocacy is a unique and rarefied specialism often difficult to explain to clients – and requiring deft articulation in written form when advocating on behalf of those clients.  Therefore, anyone seeking to provide writing services to a public affairs consultancy, ought to possess a deep understand of the industry.  Does he or she have direct experience of public affairs advocacy initiatives before legislative and regulatory bodies, non-governmental organizations – on a domestic or international basis?  How deep and extensive is that experience?  Look for this as a prerequisite to the ability to articulate the most sophisticated messages on behalf of your firm.

Deep public affairs industry writing & editing experience — Above and beyond experience in the industry – is the need to have experience in writing about public affairs – both from the standpoint of client advocacy – as well as client development.  Both these skills together permit a writer to have a 360 degree capability to write both on client campaigns and for business development and marketing efforts aimed at attracting and retaining new and existing clients.  

Comprehensive knowledge of digital media promotion — The competitive landscape both for public affairs advocacy and marketing and business development aimed at public affairs clients — has been transformed by the internet.  The methods and mediums used to communicate to key audiences are now changing rapidly year-on-year.  An excellent content writer will be aware of this changing landscape and the digital mediums and methods ideal for use by public affairs agencies.

Deep understanding of the connection between digital media and business development — Since the adoption of internet-based content marketing as a means by which to attract and retain clients – traditional methods of business development have adapted and changed as a result.  But many of the fundamental principles of superior business development still apply.  An excellent public affairs writer will understand these distinctions and how both disciplines complement one-another — rendering him or her capable of producing superior written content for both online and offline use.

Looking forward

Public Affairs firms that grasp the importance of excellent writing in a digital age both for client advocacy as well as new business development – and who seek to secure the services of writers possessing all of the four attributes I’ve described above — will in the years ahead be superbly positioned to both maximize client outcomes as well as increase firm revenue.

Need help with creating content or managing social media?  Click here for more information or to arrange a discussion.

Why it’s important for professional services firms to develop thought leadership

Companies are turning to online sources of information when seeking to be educated buyers of consulting services, according to an article by Braden Kelley.  It is vital, therefore, as Mark Clemente details, for firms to seek to maintain a sophisticated online presence.

Power has shifted to the buyers of professional services

The reasons for this, as Kelley detailed, are rooted in how the internet has changed the relationship between professional services firms and their corporate clients.  He explains that in the past — information “was scarce and external knowledge was valued by the client.”  But now as information is so readily available — corporate buyers of professional services are – via their own research — amassing data and information once held by their professional advisors.

Companies have, therefore, “become less open to being sold consulting services and instead more focused on becoming buyers of consulting services”.

Thought leadership requires commitment and discipline

But as Kelley details — professional services firms are “struggling to identify and provide the content necessary to help them maintain (and possibly extend) their success in this new environment.”  He argues that professional services firm tend to under-invest in thought leadership and consequently become vulnerable to competitors who do — missing out, therefore, on the revenue that would have resulted had that thought leadership been cultivated.

He argues that the value of thought leadership and those capable of creating it and facilitating the execution of a content marketing strategy — cannot be underestimated.  And specifically — to do it well — as Carter Hostelley details — “treat your blog like it’s important” – “think like a publisher” – “make it about your target audience” – “blog often but keep quality high” — and “get other experts to contribute”.

Sophisticated thought leadership distinguishes professional services firms

With this information in mind, professional services firms can seek to distinguish themselves in a crowded marketplace of competitors by a commitment to carefully cultivating the best thought leadership posture they can.

Need help with creating content or managing social media?  Click here for more information or to arrange a discussion.

How to find an excellent content writer

An article by Chris Warden on JeffBullas.com succinctly details what to look for in a great content writer.  As Warden details: “In an age where content is the new gold standard of web-related and social media marketing; it’s time to start producing great content or find someone who can.”

He explains that great writers are capable of creating content which is informative enough to lead customers or clients to take a desired action.  And that while anyone might have the ability to write, not everyone is a good writer.  Warden argues that if you’re not confident in your writing ability — or I would add – don’t have the time to produce excellent content — then it’s time to find a great writer to help you do so.

Warden details 5 key attributes to look for in a writer who can be trusted to consistently produce great content:

  1. Commitment to meeting deadlines 

Deadlines are about as important as the content itself.   Professional writers know this and always produce content in a timely fashion.

2. Ability to articulate your message in writing

Great writers have the ability to craft distinctive written messages capable of articulating the unique story of each client.

3. Adaptability

In today’s digital world – written communications take a variety of forms transmitted via a number of mediums.  Great writers are capable of understanding how to write for specific audiences and the specific mediums you’ll be utilizing

4. Ability to conduct effective research

What underpins good content and makes it meaningful is:  Good research.  Great writers are able to effectively research topics to help underpin your message with verifiable information of specific relevance to your unique audience.

5. Availability

A professional writer should be able to turn around even the most challenging content on short time frames.  Warden explains that: “This is one of the most profound arguments for hiring professional, full-time writers rather than hobbyists and those that use content as a means to derive a second form of income.”

Finding good writers isn’t easy

In the age of content marketing, finding and retaining a great writer isn’t easy – but producing client-focused superior content on a regular basis – requires it.

Need help with creating content or managing social media?  Click here for more information or to arrange a discussion.