Tag Archives: social media

Content We Love: A ‘Snap’-py Approach to Social Media

ContentWeLove

Though the world of #selfies seems to be dominated by teenagers, they aren’t the only ones turning cameras on themselves. Brands are now incorporating the wildly popular form of content creation to connect with their social audiences, a topic we’ve been tackling in our ongoing event series “How to Keep Your Content Relevant in the Age of the Selfie.”

Grey Panda LastSelfieA recent release by Grey Group  and The World WildLife Fund titled, “ Grey And The World Wildlife Fund Use Snapchat To Raise Awareness Of Endangered  ” debuted a new social media campaign on Snapchat called the #LastSelfie, to raise awareness about the diminishing population of tigers, rhinos, orangutans, pandas and polar bears. The campaign encourages Snapchat users to share images created by the WWF of these animals utilizing the platform’s short lifespan to transmit the real message: these animals are in danger of disappearing. The press release tactics incorporated into this announcement showcase Grey Group and WWF’s thorough understanding of where their desired audience is engaging and the types of content that will be most interesting to them.

Powerful visual assets paired with minimal text

Organizations are becoming attuned to the fact that attention spans are shrinking and communication is shifting from a text-based to image-based approach. The WWF forfeits lengthy text in favor of three visual assets including video, which amplifies their message exponentially. They have allowed their message to reach not just Snapchat, but Instagram, YouTube, Pinterest, and all other social platforms where their target demographic is engaging with primarily visual content.

A perceptive and targeted approach to social engagement

The WWF covers largely uncharted social territory by targeting their selfie campaign to Snapchat. The mobile app has become a hit among a younger demographic due to the user’s ability to send photos and videos to peers that disappear forever within seconds of being viewed. WWF is tactfully mirroring this idea to raise awareness of endangered animals to a new generation of activists. It is a targeted approach to social engagement that demonstrates a true understanding of this platform and the kinds of messages that will resonate with its users.

Now that social media has solidified its place as a necessary part of communicating for brands and consumers alike, the audiences on these channels have evolved. Using social media platforms with purpose instead of a scattered approach targets your message to the people most important to it and indicates  the types of content that you should be creating for that audience. Congrats to Grey Group and the WWF on their social-savvy communications efforts!

Author Alyse Lamparyk is a Customer Content Specialist for PR Newswire. Follow her on twitter @alyselamp.

5 Ways Journalists Use LinkedIn for Research and Reporting

 

Data courtesy of the Oriella Digital Journalism Survey, image via MediaBistro

Data courtesy of the Oriella Digital Journalism Survey, image via MediaBistro

LinkedIn has come a long way from its start as a conduit for creating professional connections.

In fact, LinkedIn quickly is making inroads into newsrooms as a place for research, sourcing, and listening, allowing journalists to follow issues and pull stories out of conversations.

Journalists can keep their ears open for nuggets through groups on LinkedIn, said Yumi Wilson, a corporate communications manager with the Mountain View, Calif.-based company.

“With groups, if you just want to follow new technology or mobile, you can find what people are saying about different companies,” Wilson said. “Journalists can follow groups, participate in discussions, and solicit feedback.”

LinkedIn also consistently is adding new tools to help users be more productive and successful in their business.

Here are 5 ways journalists are using LinkedIn:

  • Sharing stories. There are 1.5 million publishers currently using the LinkedIn share button on their sites. This includes traditional news organizations and media, such as Mashable, TechCrunch, and Gigaom.
  • Increased story visibility. LinkedIn acquired Pulse about a year ago. This means stories from those publishers with the share button are being featured in Pulse. Wilson explained the algorithm to display stories is based on an individual’s customizations and the publishers they’re following. The same happens with trending stories on LinkedIn, which takes place when many people share a particular story.
  • Following companies and employees. Journalists are staying on top of companies and running searches of employees there to see those with LinkedIn profiles. Watching a particular company’s job listings – and the types of job listings – is a clear indication it’s in the market to grow and expand.
  • Keyword search for research or story ideas. Wilson used the example of the Facebook acquisition of WhatsApp. When the story broke in February, Wilson was in a training with Bloomberg reporters, who wanted to find WhatsApp members with LinkedIn profiles. The search was successful, and it came up organically, Wilson said.
  • Looking up sources. The advanced search function on LinkedIn allows journalists to find and connect with people for stories.

LinkedIn also is unveiling long-form publishing beyond their Influencers program. This feature is being rolled out in stages, with initial access available to about 25,000 members. It will be a great benefit to writers, or those wanting to share certain insights, Wilson said.

“It means I can write a longer post and not just a personal update and share it on LinkedIn,” Wilson said. “If someone likes it, they can follow me.”

LinkedIn celebrated its 10th birthday last year. Its membership is staggering: 277 million worldwide, of whom roughly 100 million reside in the United States and Canada.

To meet this incredible demand, LinkedIn beefed up its corporate presence, expanding staff from 2,100 employees in 2012 to 5,000 employees this year.

Learn more about LinkedIn for journalists on the site’s Press Center.

Christine Cube is a media relations manager with PR Newswire and freelance writer. She’s absolutely on LinkedIn. Follow her on Twitter @cpcube.

6 Keys to Using the New Twitter Design for PR

Actor Channing Tatum’s Twitter profile shows off the new format.

Twitter’s new design – mirroring Facebook’s layout and emphasizing visuals – reinforces the importance of using multimedia elements in communications. However, the new layout offers more opportunity for brands than initially meets the eye.  (See related: Coming soon from Twitter)

Surfacing granular content (& winning attention)

The brands that do it best know that Twitter is about granular information. The short format requires brevity, and forces tweet authors to get straight to the point. Best practices for tweeting links are straightforward:

  • On Twitter, your tweet is your headline. Its role is to arrest the reader’s attention and get them to take a next step, such as clicking on the link or re-tweeting the message.  lil tweetAvoid generalizations. Instead, carefully craft your tweet to give followers insight into what the link contains (and incentive to click!)
  • Include visuals that are strongly related to and illustrative of the content you’re sharing. Pictures and videos stand out in the newsfeed and command attention, and they convey messages in their own right.
  • Use relevant hashtags. While hashtags can be used to convey side commentary or emotion, for brands, hashtags are also how content is found. Scan your own Twitter feeds for relevant hashtags, and also use the Twitter search function for research. Don’t use a hashtag without first looking at the related tweet stream. You want to make sure your messaging is in relevant and appropriate company.

Drill into the angles
You can surface (and illustrate!) a variety of themes and elements for the story you’re promoting. In most cases, the stories we create –whether in the form of a press release about a new product, a blog post about an industry trend or pitches about an important development at the companies we represent – contain multiple hooks and angles and elements. Every tweet is another opportunity to engage your audience, and sharing different story angles increases the message’s appeal.

So for PR pros whose brands have cultivated strong presences on Twitter, some new tactics are in order:

  • Don’t get in the habit of tweeting the headline and calling it a day. Instead, create a series of tweets highlighting different elements of the story.
  • Share individual visual elements. And when sharing large infographics, consider having your designer create image snippets that illustrate one key fact. A simpler image will render better in the Twitter feed.
  • Don’t be afraid of tweeting multiple messages about one piece of content. One white paper or press release could reasonably offer a host of tweeting angles – quotes from people mentioned, a host of key findings, a variety of charts and graphs. Stagger the tweets over a few days (or even longer) to maximize visibility.

One final note: as Twitter rolls out the new design, we all need to be mining our image files for visuals that will fill the new space. Larger profile pictures and a Facebook cover-style banner are key features of the new look, and offer brands the opportunity showcase their visual identities.

Learn more about using visuals in B2B campaigns by viewing the on-demand webinar: Powering B2B Content with Multimedia.

Author Sarah Skerik is PR Newswire’s vice president of content marketing, and is the author of  the ebook  New School Press Release TacticsFollow her on Twitter at @sarahskerik.

 

 

Trend ID Algorithms: What Communicators Need to Know

During the height of the Occupy Wall St. movement, some speculated censors were at work, because the related hashtag didn't trend.

During the height of the Occupy Wall St. movement, some speculated censors were at work, because the related hashtag didn’t trend.

Trend ID algorithms - such as the one powering trends on Twitter - reward spikes,  which is why Occupy didn't stand a chance against a Kardashian wedding.

Trend ID algorithms – such as the one powering trends on Twitter – reward spikes, which is why Occupy (the cobalt blue line, with consistent levels over time) didn’t stand a chance against a Kardashian wedding (purple line), Steve Jobs (yellow) or a popular hashtag used by individual tweeters (grey.)

You may not realize it, but much of what you see online is determined by the algorithms that power search engines and social networks.  Designed to surface the information that is most compelling, and likely to get you to read the article/view the video/take the survey – and then share it with your friends – algorithms are doing more than serving information.  They are shaping journalism and arguably, having a negative impact on democracy, according to Heidi McBride, a senior member of the faculty of the Poynter Institute and Gilad Lotan, chief data scientist for Betaworks, during the discussion they lead at South by Southwest.

“Trend identification algorithms are all over the web,” Lotan stated. “We have to think about the power they encode, and that is the power to draw attention.”

Learn more about how the digital evolution has impacted newsrooms and journalism by viewing our on-demand webinar, “The Evolution of Media: How Newsrooms are Adapting to the Ever-Changing Digital Environment.”

On web sites everywhere, data scientists are using algorithms to find and display content that is likely to draw readers and inspire social sharing (thus drawing more readers.)  These numbers have an economic impact – after all,  Google, Facebook, CNN and the New York Times are all add-supported, and more visitors to their web sites (and visitors who stay longer) equal more ad impressions, and thus, more dollars.

In building the trend ID algorithms, data scientists are looking for trends away from the norm.

“We look for spikes, things out of the ordinary, outliers,” noted Lotan. “And activities around celebs spike much more dramatically than other conversations.”

There’s a self-reinforcing effect as the journalism companies respond to the algorithms, as the algorithms have an economic effect on the journalistic companies, effectively steering news coverage.

Lotan reminded us that algorithms are created by humans, and thus may reflect their creators’ biases or preferences.  Additionally, he noted that algorithms can be selectively manipulated, citing as a case in point changes Twitter made when Justin Beiber was constantly trending, causing user complaints. The team changed the algo, making it more difficult for Beiber to trend.  Another example of selective algorithm manipulation happens on the search engine side of the house, such as when Google penalized JC Penney for poor SEO practices by dropping the Penney website to the bottom of the rankings heap.

What’s needed, McBride and Lotan posited, is more public understanding of how these algorithms work, and more transparency from the companies employing them.

“The companies that control our attention to so without any transparency,” McBride stated. “We build our understanding of ourselves and the world around us through the stories we tell, and if algorithms only reinforce certain types of stories, it reduces our understanding of ourselves and our communities.”

The session did offer one important tactical take-away for brands.  Stories take hold fast and algorithms reinforce this.  If a problematic story is gathering steam, swift response is absolutely essential. The more quickly you can correct information, the more quickly the entire news democracy can reference that information as the topic trends.  But if you miss the gap, your message will be left by the wayside. Click to register for the our free webinar on March 20 at 1:00 ET.

Click to register for the our free on-demand webinar 

You can also read more from this session on The Guardian’s extensive recap.

Author Sarah Skerik is PR Newswire’s vice president of content marketing, and is the author of  the ebook  New School Press Release TacticsFollow her on Twitter at @sarahskerik.

MEDIA News: National Journal, The New Republic, The Wall Street Journal and More

http://prnbloggers.files.wordpress.com/2012/07/agility-logo.png?w=127&h=125&h=125PR Newswire’s Audience Research Department makes thousands of updates to the  database of journalists and bloggers that underpins our Agility media targeting and distribution platform.  Below is a sampling of recent media moves and news from the research team.  Learn more about Agility media targeting here.

National Journal National Journal (Washington, DC): Amanda Cormier has been hired as Managing Editor @nationaljournal.

The New RepublicThe New Republic (Washington, D.C.): Alice Robb (@AliceLRobb) and Danny Vinik (@DannyVinik) are now Staff Writers for The New Republic (@TNR).

Wall Street JournalThe Wall Street Journal (New York, NY): Jack Marshall (@JackMarshall) is leaving Digiday for a position as Advertising and Marketing Reporter at the Journal (@WSJ).

The New York Times The New York Times (New York, NY): Publishing Reporter Julie Bosman (@JulieBosman) is leaving The New York Times (@nytimes) to move to Chicago as Midwest Correspondent. Also, Former Technology Editor Kevin McKenna (@kemcke) is now Deputy Business Editor. In addition, Adrienne Carter (@adriennecarter) has become International Business Editor.

The New York Times – Chicago Bureau (Chicago, IL): Julie Bosman (@juliebosman) joins the daily (@nytimes) as a Midwest Correspondent covering book publishing.

The Star-Ledger The Star-Ledger (Newark, NJ): Business Editor Rick Everett announced his retirement from The Star-Ledger  (@starledger).  There is currently no replacement.

New York Post New York Post (New York, NY): Veteran Reporter Jeane MacIntosh is leaving the Post (@nypost) to join a PR firm. She has been a staple at the paper for nearly 20 years where she started @PageSix.

IBTimes The International Business Times – New York Bureau (New York, NY): Peter Goodman (@petersgoodman) is leaving The Huffington Post (@HuffingtonPost) to become Editor-in-Chief of The International Business Times (@IBTimes).

Cosmopolitan Cosmopolitan (New York, NY): Cosmopolitan (@Cosmopolitan) welcomes Madeline Haller (@madeline_haller) as Social Media Editor and Patti Greco (@PattiGreco) as the Online Entertainment Editor. She begins March 24th.
AdweekAdweek (New York, NY): Long-time Blogger and Contributor David Griner (@griner) becomes the first Social Editor at Adweek (@Adweek). Also, Staff Writer Christopher Heine (@chris_heine) has been promoted to Digital Editor. Also, Michelle Castillo (@MishCastillo) and Kristina Monllos (@KristinaMonllos) are joining as Staff Writers.

Crain's Chicago Crain’s Chicago Business (Chicago, IL): Illinois Political Reporter, Editor and Blogger Rich Miller (@capitolfax) is set to join the trade publication (@CrainsChicago) as Political Columnist.

NBC Chicago WMAQ-TV (Chicago, IL): Tammy Leitner (@TammyLeitnerNBC), a Peabody Award-winning Reporter is joining the NBC station’s (@nbcchicago) expanded investigative unit as Investigative Reporter.

Los Angeles Times Los Angeles Times (Los Angeles, CA): LA Times (@latimes) Staff Writer Sam Quinones who was already on sabbatical while writing a book has parted ways with the paper. Tim Logan (@bytimlogan) joins as Real Estate Reporter from the St. Louis Post-Dispatch and Reporter Dawn Chmielewski has parted ways with the paper for a position with Re/code (@recode).

Bloomberg News – Los Angeles Bureau (Los Angeles, CA): Anousha Sakoui (@anoushasakoui) joins the Los Angeles Bureau as a Reporter covering Hollywood.

BillboardThe Hollywood Reporter (Los Angeles, CA): Music Editor Shirley Halperin (@shirleyhalperin) is now also Music Editor for Billboard (@billboard).

The Game 87.7 WGWG-FM (Chicago, IL): Jarrett Payton (@paytonsun) is set to join the sports/talk station (@gamechicago) as afternoon Co-Host with Harry Teinowitz (@HeyTweetHarry) and Spike Manton. You may know Payton as the former NFL running back and son of the late Walter Payton.

Local 12/WKRC-TV WKRC-TV (Cincinnati, OH): Sheila Gray (@SheilaGrayTV) joins as Co-Anchor of Good Morning Cincinnati at the CBS station (@Local12). Tiffany Wilson is leaving the morning show to join her husband in San Francisco.

Chicago Sun-Times Chicago Sun-Times.com (Chicago, IL): The daily (@Suntimes) is set to rehire four photographers after cutting the entire photo staff last year.

CNNMoney.com CNNMoney.com – CNN (New York, NY): CNNMoney.com (@CNNMoney) welcomes Heather Long (@byHeatherLong) aboard as Markets and Investing Editor.

CBS NewsCBS News (New York, NY): Vinita Nair is now a CBS News Correspondent in
addition to Co-Host of CBS This Morning: Saturday (@CBSThisMorning).

CBS News – Miami Bureau (Miami, FL): CBS News (@CBSNews) welcomes Vicente Arenas as a Miami Correspondent.

WBZ-TV (Boston, MA): Katie Brace bids farewell to Atlanta’s WGCL-TV and joins Boston’s WBZ-TV to Co-Anchor the weekend evening news

The Litchfield County Times
(Torrington, CT): Jenny Golfin (@JennyGrc) joins the paper as a Breaking News Reporter.

The Middletown Press The Middletown Press (Middletown, CT): The paper (@Middletownpress) hires Kaitlyn Schroyer (@whenravensfly) as a Breaking News Reporter

New Haven Register The New Haven Register (New Haven, CT): Charlotte Adinolfi (@NHR_CharlotteA) and Mercy Quaye (@Mrs_WriteNow) join the paper (@nhregister) both as Breaking News Reporters. Previously, Quaye was a Reporter for sister paper The Register Citizen. 

The TelegraphThe Telegraph (Hudson, NH): The paper (@NashuaTelegraph) has hired Jim Konig as Publisher.

WAAF-FM (Boston, MA): Later on this month, Rob Stevens will join the rock station as a Producer for the Hill-Man Morning Show

WAVZ-AM
(Hamden, CT): Afternoon Host Mike Bower has parted ways with ESPN’s sports radio WAVZ-AM.

BuzzFeed BuzzFeed (New York, NY): BuzzFeed (@BuzzFeed) welcomes Jeremy Singer-Vine (@jsvine) as  Data Editor.  He moves to BuzzFeed from The Wall Street Journal (@WSJ).

Esquire MagazineEsquire Magazine (New York, NY): Andrew Luecke joins Esquire (@Esquiremag) as Online Style Editor.

KFOGRadio KFOG-FM (San Francisco, CA): Music Director/Host Renee Richardson moves from midday to mornings as Annalisa Parziale returns as Midday Host for KFOG-FM (@KFOGRadio).

KFWB NEWS TALK 980 KFWB News Talk 980 (Los Angeles, CA): KFWB News Talk 980 (@KFWB) is losing General Manager Valerie Blackburn next month. No replacement has been named.

KREV-FM (San Francisco, CA): San Francisco station KREV-FM names James Palomares (@djsupajames) Program Director and Eric Sean Casucci is Assistant Program Director/Music Director.

Huffington Post The Huffington Post (@HuffingtonPost):: Sara Bondioli (@SBondioli) has been hired at The Huffington Post as the Deputy Politics Editor. She begins March 14th.

HuffPost Taste (New York, NY): Rebecca Orchant (@SMcPickles) is no longer at HuffPost Taste
(@HuffPostTaste), where she was Associate Food Editor.

Travel + Leisure Travel + Leisure (New York, NY): Laura Begley Bloom (@laurabegley) is leaving her role as Deputy Editor at Travel + Leisure (@TravlandLeisure).

WNYM-AM (New York, NY): Joe Piscopo (@JrzyJoePiscopo) has joined the station as Host of Piscopo in the Morning from 6am-9am.

Good Housekeeping Good Housekeeping (New York, NY): Lauren Piro (@HelloLaurenPiro) is the new Web Editor for Good Housekeeping (@GoodHouseMag). She replaces Nicole Price Fasig.

HGTV Magazine HGTV Magazine (New York, NY): Kate English Mankoff (@KOEMankoff) has been named Associate Publisher at HGTV Magazine (@HGTVMag).

The Awl
(New York, NY): John Herrman (@jwherrman) of BuzzFeed (@Buzzfeed) and Matt Buchanan (@Mattbuchanan) of The New Yorker (@NewYorker) are leaving their respective publications to join The Awl (@Awl) as Editors.

The Daily Southerner (Tarboro, NC): The Southerner has promoted Calvin Adkins to News Editor upon the retirement of Editor/Publisher John Walker.

FOX10News | WALA WALA-TV (Mobile, AL): Former WCBD-TV (@wcbd) News Director Scott Flannigan is now News Director at WALA-TV (@FOX10News) in Mobile, AL.

PHLBizJournal Philadelphia Business Journal (Philadelphia, PA): Lauren Hertlzer is a new Reporter at the Philadelphia Business Journal (@PHLBizJournal).

inforum The Forum (Fargo, ND):  Sherri Richards (@sherririchards) is now the Business Editor at The Forum (@inforum). Richards was previously Features Reporter at the publication.

KWQC News KWQC-TV (Davenport, IA): Richard Kurz has been named News Director at KWQC-TV (@kwqcnews).

Delaware Today Delaware Magazine/Delaware Today (Wilmington, DE): Editor-in-Chief Maria Hess has left Delaware Today (@delawaretoday) and Delaware Bride.

NBC 6 South Florida WTVJ-TV (Miami, FL): Investigative Reporter Tony Pipitone has joined WTVJ-TV (@NBC6)

KIRO 7 KIRO-TV (Seattle, WA): Rob Munoz (@ActionNewsRob) has joined  the station (@kiro7seattle) as a News Reporter. He was previously at WFTS-TV (@abcactionnews)  in Tampa, FL.

MEDIAware’s full weekly version can be found at:www.prnewswire.com/knowledge-center/medi…

PR Newswire’s Audience Research Department provides daily updates on Twitter (twitter.com/PRNmedia).

Detailed outlet and contact information is available at Agility (agility.prnewswire.com).

Trust at Scale: Harnessing Authentic #Advocacy for Your Brand #SXSW

influencers v advocatesMedia fragmentation and information overload stymies ad effectiveness. Consumers are ignoring digital ads, and overall, trust in brands is declining, a trend which according to the Edelman Trust Barometer, is accelerating.

Influecers vs. Advocates

How can brands convey communications in a trustworthy matter that resonates with their audiences?  The key, according to Jim Larrison (@jlarrison) of Dynamic Signal, is advocacy, and this doesn’t simply mean paying an industry bigwig to tweet on your brand’s behalf.

Jim’s presentation centered on importance of finding passionate advocates amongst employees and the “mid-tail” of the influence spectrum – connected people who have enough social media pull to move the needle in a particular sector, and who really care about the industry or segment.

These trusted peers who are talking about relevant topics have the real ability to drive individual behavior.   And those ‘trusted peers’ include employees, who have significantly more credibility than the C-suite, according to the aforementioned Edelman Trust Barometer.

Why advocacy works is simple: it’s centered on trust, and done well, it’s trust at scale [tweet this].  But brands and marketers need to realize they’re not renting trust – it’s not a transactional relationship.  Herein lies the challenge, because most marketers today stop marketing at the buy.  They are optimizing for the purchase event, not building advocacy.

Rewards for advocacy can be surprisingly simple

The rewards advocates value are simple.  Employees are motivated by simple recognition, as are brand fans and followers.  Access to unique content and authentic relationships are also rewards they value.  And tangible rewards – membership in a group, swag and prizes, are also important — but not as much as the recognition and access.

Marketers who develop advocacy programs dramatically increase marketing effectiveness.   In addition to being authentic and credibility, empowering and cultivating advocates also covers more surface area within the marketplace.

Author Sarah Skerik is PR Newswire’s vice president of content marketing, and is the author of  the ebook  New School Press Release TacticsFollow her on Twitter at @sarahskerik.

The Secret to Real-Time Storytelling Revealed at #SXSW

What’s the secret sauce for real-time storytelling? Telling a story as it unfolds requires significant planning.  At SXSW today, I got a look behind the scenes at the making of the Melbourne Remote Control Tourist campaign, an extraordinary piece of work masterfully produced by Clemenger BBDO Melbourne, Tool and Exit Films for Tourism Victoria. Our guides were:

Dustin Callif, managing partner of digital, Tool North America

Jason Nickel, interactive director & technologist, Tool North America

Jason Zada, director, Tool North America

Together, the three told the story of creating the Remote Control Tourist (“RCT”) an example of what they call real-time storytelling, which they describe as the merging of social media and live action, and having the audience impact what’s happening with a narrative.

The project started with the task of “curating the city,” which involved finding the best and most interesting things in Melbourne, but doing so with an eye toward the logistics of filming.

“You have to start from the standpoint that this will be something good that people will want to watch,” noted Zada. “The second you started being boring, people start leaving. When you are doing  a show like this, every single second needs to be as interesting as it can be.”

The user interface also required an extraordinary amount of work. There were a lot of moving parts, starting with an interactive map, into which the team built a lot of functionality including realtime updates on the RTC’s status as well as background  information and context for each location.  All of this was framed around the live video, and overlayed with near real-time social interactions.

The campaign exposed the fun and positive messages about Melbourne to more than 100MM people worldwide, and resulted in the world’s first crowd-sourced city guide.    Thousands of people made requests of the tourists during the live window, and the wide-ranging RTCs garnered some surprising celebrity cameos, too.  Despite the visibility generated, at the end of the session, Callif noted the value of high quality owned media and recognized that even more could have been done.

“There’s a PR hook in this stuff that needs to be capitalized on,” he said, noting that in the next project, he’d want to more emphasis on  leveraging the content to earn more attention.

Author Sarah Skerik is PR Newswire’s vice president of content marketing, and is the author of  the ebook  New School Press Release TacticsFollow her on Twitter at @sarahskerik.

MEDIA News: Media Moves at Wall Street Journal, Forbes, The Atlantic and More

http://prnbloggers.files.wordpress.com/2012/07/agility-logo.png?w=127&h=125&h=125PR Newswire’s Audience Research Department makes thousands of updates to the  database of journalists and bloggers that underpins our Agility media targeting and distribution platform.  Below is a sampling of recent media moves and news from the research team.  Learn more about Agility media targeting here.

Wall Street JournalThe Wall Street Journal (New York, NY): Former CNBC Reporter John Carney (@carney) will now work the “Heard on the Street” column @WSJ. His focus will be on Wall Street, Finance and the Banks. Beth Reinhard (@BethReinhard) is the new National Politics Reporter. And Andrew Tangel (@AndrewTangel) of The Los Angeles Times (@LATimes) joins the Journal (@WSJ) as a Transportation Reporter.

The Wall Street Journal – San Francisco Bureau (San Francisco, CA): USA Today Technology Reporter Alistair Barr (@alistairmbarr) joins WSJ’s San Francisco Bureau as a Technology Reporter.

ForbesForbes (New York, NY): Staff Writer Jacquelyn Smith (@JacquelynVSmith) is no longer at @Forbes. Assuming her vacated position as Staff Writer, covering Careers, is Kathryn Dill (@KathrynDill). Dill joined the publication as an Associate Reporter in June 2013. In addition, Nin-Hai Tseng (@ninhaitseng) has been promoted to Contributors Editor reviewing Op-Ed submissions.

The Atlantic  The Atlantic (Washington, D.C.): Chris Heller (@C_Heller) has been promoted to Senior Associate Editor and Eleanor Barkhorn (@EleanorBarkhorn) is now a Senior Education Editor here (@TheAtlantic). Also Associate Editor/Science Rebecca Rosen (@beccarosen) has been promoted to Business Channel Editor.

BuzzFeed BuzzFeed (New York, NY): Former Newsweek Reporter Katie J.M. Baker (@katiejmbaker) will join @BuzzFeed in April. She will cover social issues and criminal justice in relation to higher education. Naomi Zeichner (@NomiZeichner) is now the Music Editor. Molly Hensley-Clancy (@Molly_HC) will join in March as the new Business of Education Reporter.

Washington Post The Washington Post (Washington, DC): Former Associated Press scribe Katie Zezima (@katiezez) is the new White House Correspondent @washingtonpost. And Politico Jason Millman (@JasonMillman) and The Atlantic’s Emily Badger (@emilymbadger) are joining Washington Post’s Wonkblog (@Wonkblog).

The Boston GlobeThe Boston Globe (Boston, MA): Kathleen Kingsbury (@katiekings) is the new Sunday Op-Ed Editor @BostonGlobe.

Whisky Advocate Whisky Advocate (Emmaus, PA): Geoff Kleinman (@geoffk) is now a Contributing Editor at this “spirited” magazine (@WhiskyAdvocate).

Times Free Press Chattanooga Times Free Press (Chattanooga, TN): Features and Religion Reporter Clint Cooper (@CooperCTFP) is now the Free Press Editorial Page Editor here (@timesfreepress).

FOX & Friends (New York, NY): Producer Laurie Weiner has left the show.

FOX Business  Fox Business Network (New York,NY): Deirdre Bolton (@DeirdreBolton) has accepted a host position at Fox Business (@FoxBusiness).

Mahoning Valley Parent and Trumbull County Parent (Youngstown, OH): The lifestyle magazines have named Megan Smith as the new Editor.

CantonRep.com The Repository (Canton, OH): The daily (@CantonRepdotcom) has named Laura Kessel (@LauraKesselREP) Managing Editor. She joins the publication after serving in the same position for The News-Herald (@newsheraldinoh) in Willoughby, Ohio.

WKYC Channel 3 News WKYC-TV (Cleveland, OH): Anchor Robin Swoboda (@Robinswoboda) is leaving the NBC station (@wkyc) at the end of this month.

WOIO-TV/WUAB-TV (Cleveland, OH): General Manager Bill Applegate is set to retire from the Raycom Media owned duopoly (@19ActionNews) in April.

Enquirer Cincinnati Enquirer (Cincinnati, OH): The Cincinnati Bengals Beat Reporter Joe Reedy (@joereedy) is leaving the daily (@Enquirer).

WHAS11 News WHAS-TV (Louisville, KY): Josh Eure has been named Executive News Director at the ABC station (@WHAS11).

FOX19WXIX-TV (Cincinnati, OH): Investigative Reporter Matthew Nordin (@MatthewNordin) is leaving the Fox station (@FOX19).

Style.com (New York, NY): Noah Johnson (@noahvjohnson) has been named Deputy Editor. He will assume his new role at the end of the month. He previously held the same position @ComplexMag.

Rolling Stone (New York, NY): Investigative Reporter Matt Taibbi (@mtaibbi) is no longer with the magazine.

WATE 6 News WATE-TV (Knoxville, TN): Long-time Sports Director Jim Wogan is leaving WATE-TV (@6News) in June.

actionnews5WMC-TV (Memphis, TN): Tracey Rogers is the new VP/GM at WMC-TV (@actionnews5). She arrives from KAIT-TV (@Region8News) in Jonesboro, AR.

THV 11 KTHV-TV (Little Rock, AR): This Little Rock station (@thv11) has hired two Reporters from Virginia. Alyssa Raymond and Dan Grossman both join from TV3 in Winchester.

Y107.9 WXYY-FM (Hilton Head, SC): Tony Bristol is the new Program Director at WXYY-FM (@y1079). He arrives from Providence, R.I.

The Tennessean The Tennessean (Nashville, TN): Former Detroit Free Press Assistant Managing Editor Stefanie Murray is now a VP with The Tennessean (@tennessean).

CBS Atlanta NewsWGCL-TV (Atlanta, GA): Reporter Jennifer Mayerle of WGCL-TV (@cbsatl) has given her notice. She will join WCCO-TV (@wcco) as a Reporter in Minneapolis in April.

CF LifestyleCentral Florida Lifestyle (Orlando, FL): This lifestyle magazine (@CFLifestyleMag) welcomes Lyndsay Fogarty as an Associate Editor.

St. Augustine RecordThe St. Augustine Record (St. Augustine, FL): Phillip Heilman (@phillip_heilman) is now a Sports Writer @StAugRecord.

Entertainment Weekly Entertainment Weekly (New York, NY): Matt Bean (@MattBean1) has joined Entertainment Weekly (@EW) as the new Editor-in-Chief.

People magazinePeople Magazine (New York, NY): After 26 years, Peter Castro (@PCastroEditor) is leaving People (@PeopleMag). Bronwyn Barnes (@BronwynBarnes) joins as Senior Style Editor. She was formerly Senior Editor at Entertainment Weekly (@EW).

The Progressive The Progressive (Madison, WI): Elizabeth DiNovella (@LizDiNovella) is no longer the Culture Editor at The Progressive (@TheProgressive).

Psychology Today Psychology Today (New York, NY): Gary Drevitch (@GaryDrevitch) is the newest Senior Editor at Psychology Today (@PsychToday).

Us Weekly Us Weekly (New York, NY): Journalist Rachel LeWinter (@Rachel_LeWinter) has joined Us Weekly (@UsWeekly) as a Senior Market Editor.

Capitol File Mag Capitol File (Washington, DC): Suzy Draddy Jacobs is the new Publisher @capitolfilemag.

CapitalGazette.com The Capital (Annapolis, MD): Ted Black is a new Sports Reporter at The Capital (@capgaznews) .

VANITY FAIR Vanity Fair (New York, NY): Vanity Fair (@VanityFair) welcomes Michael Kinsley (@michaelkinsley) as Contributing Editor and Columnist.

Business Insider Business Insider (New York, NY): Hunter Walker (@hunterw) joins @BusinessInsider as the new Politics Editor.

The Am Law DailyThe American Lawyer (New York, NY): The American Lawyer (@AmLawDaily) welcomes Kimberly Kleman (@kdkleman) as Editor-in-Chief.

TheWrap TheWrap (Internet): TheWrap (@thewrap) welcomes Jordan Zakarin (@jordanzakarin) as Film Reporter; Inkoo Kang (@thinkovision) as Film Critic; James Crugnale (@jamescrugnale) as Media Reporter; and L.A. Ross (@newsielady) as Blogger/Reporter.

GeekWireGeekwire (@Geekwire)(tips@geekwire.com): Tricia Duryee (@Triciad) has been hired at here as a Reporter.

Mashable Mashable (@Mashable) (news@mashable.com): Brian Ries (@MoneyRies) joins the Mashable team as the Real-Time News Editor. Eli Epstein (@EliEpsteinYO) has been hired by the outlet as a Branded Content Writer.

ProPublica ProPublica (Internet): Heather Vogell and Ryan Gabrielson (@RyanGabrielson)have been hired as Reporters at here.

Salon.com Salon.com (@Salon): Author Thomas Frank has joined Salon.com as a Politics and Culture Columnist.

VentureBeatVentureBeat (@VentureBeat):  Jolie O’Dell (@jolieodell) is now Managing Editor for VentureBeat (@venturebeat) while Harrison Weber (@HarrisonWeber) joins as News Editor. Meanwhile  Rebecca Grant (@BekahGrant) is no longer a writer for the weblog.

POLITICO Politico (Arlington, VA): Steven Shepard (@HotlineSteve) is leaving The Hotline (@njhotline) to cover campaigns and elections @politico.

BloomReach Inc. BloomReach (Internet): Former San Jose Mercury News Business Columnist Mike Cassidy joins BloomReach (@bloomreachinc) as a Staff Writer.

The Doctors The Doctors (Los Angeles, CA): Leslie Marcus joins The Doctors (@thedoctors) as a Producer. Leslie was previously with KSWB-TV.

BayAreaNewsGroup (San Jose, CA): Sharon Ryan has been named President and Publisher of 11 BayAreaNewsGroup newspapers, including Contra Costa Times (@cctimes) and San Jose Mercury News (@mercnews).

Carla Correa FiveThirtyEight (nrsilver@gmail.com): Carla Correa (@PinkGrammar) has joined the political blog as the General Editor.

SheKnows She Knows (@SheKnows): Lauren Swanson (@SheKnowsLauren) has been promoted to Director of Editorial Operations at the outlet.

Austin Statesman Austin American-Statesman (Austin, TX): After 40 years, Editorial Page Editor Arnold Garcia has parted ways with the Austin American-Statesman (@statesman).

The Oregonian The Oregonian (Portland, OR): Gina Mizell (@ginamizell) is set to begin in her new role as Reporter on March 17, to cover Oregon State Football for @Oregonian.

MEDIAware’s full weekly version can be found at:www.prnewswire.com/knowledge-center/medi…

PR Newswire’s Audience Research Department provides daily updates on Twitter (twitter.com/PRNmedia).

Detailed outlet and contact information is available at Agility (agility.prnewswire.com).

7 Ways to Leverage the Power of Social Influencers

Influencer Marketing Forum 2

While digital communication has afforded brands more opportunities to reach their audiences, consumers have developed a heightened awareness of traditional marketing tactics and look to their peers as a trusted source of information. Brands are now harnessing the power of those influencers for a return on investment that goes beyond retweets and Facebook likes. PR Newswire and Business Development Institute recently co-hosted the Influencer Marketing Forum featuring senior-level marketing and communications leaders who have successfully boosted sales by engaging their social influencers. Here are some of the valuable strategies they offered to help other organizations target and tap into their network:

Leverage the power of other brands that are thought-leaders in your desired market

Alberto Canal, Vice President of Verizon Communications Inc., hoped to establish his company’s brand as a technology innovator beyond cell phone devices. To accomplish this, Verizon teamed with the MIT Enterprise Forum and Mashable to host offline meet up sessions with start-up tech companies. Engaging with these notable brands and initiating personal interaction with other influencers enhanced Verizon’s efforts and increased their value as a part of the tech community.

Pick your social channels with a purpose 

Stats on social moms via Sharon Vinderine

Stats on social moms via Sharon Vinderine

According to Sharon Vinderine, founder and CEO of Parent Tested, Parent Approved Media, over 90% of the time spent online is by moms who rely on social media more than email as a means of communication. However, each social channel is valued for a different reason. Vinderine has observed that Twitter is used to view breaking news, Facebook to connect with friends and family, and Pinterest as a source of creative inspiration. Marketers need to understand their audience intentions on each these channels in order to customize the messages that connect and engage.

Establish a blog

Hosting a blog is key to reaching niche markets because it is viewed as an educational resource that builds credibility.  Sprout It CEO, Matt Armstead, sought the help of six influential bloggers within the home and garden industry to develop engaging content that promoted his company’s new iPad app and “backyard takeover” Instagram contest. The move helped Sprout It generate awareness among thousands of contest participants and firmly establish the brand within the home and gardening space on a conservative budget. It also earned Sprout It a spot on the list of 10 Best Influencer Marketing Campaigns of 2013.

Create visually stimulating content

Tap Influence’s Head of Business Development, Jennifer Swartley, believes that

Photos drive the most engagement on social channels.

Photos drive the most engagement on social channels.

in the age of constant connection, a brand’s social hub is “always on” and must be able to stand out against an overflowing stream of social chatter. According to Swartley, eye-catching images are the types of compelling content that “cuts through on every platform” and provides something of value for audiences to connect with emotionally. A recent survey conducted by PR Newswire supports this notion, proving that photos indeed drive the most engagement on social channels.

Mine your influencers and follow the people they follow

Social engagement is what drives discoverability of a brand’s messages. Therefore, brands need to seek out not just single influencers, but entire communities of people who are participants in the conversation. AARP was able to find a voice amongst an older generation of social media users by listening to conversations and targeting the same people that their identified influencers follow.  As Tammy Gordon, AARP’s Vice President of Social Communications says, “You want the people they care about to be delivering your messages.”

The 5 types of social influencers according to Neil Beam

The 5 types of social influencers according to Neil Beam

Know who your advocates are

Neil Beam, research and measurement council chair at WOMMA, identified five categories of social influencers: advocate, ambassador, celebrity, professional occupational, and citizen. According to Beam, advocates are the most powerful voice among all five categories because they are uncompensated and independent thinkers who bring the most financial return to the brands they support. By identifying advocates, brands are able to gain a number of valuable insights  such as competitive intelligence, locating target audiences , and diagnosing campaign strengths and weaknesses.

Drive new discovery through distribution 

Social media is undoubtedly a valuable tool for engaging with communities that share a common interest, enabling brands to gain visibility and traction among new audiences. To reach fresh audiences and continually introduce organization’s messages to new audiences, brands must put some thought – and some effort – behind the distribution of content they produce.  Reaching beyond your brand’s existing followers is crucial to both acquiring new audiences and driving ongoing discovery of the brand’s content.

Distribution can mean a variety of things, from developing a presence within a

A snapshot PR Newswire's press releases shared on Twitter within 3 minutes

A snapshot PR Newswire’s press releases shared on Twitter within 3 minutes

connected industry community to distributing granular content across a network of web sites.  Re-thinking your PR approach is important too – your audiences, as well as the bloggers and journalists who cover your space – are voraciously consuming and sharing content. Want proof? Take a look at the live feed of tweets about press releases issued via PR Newswire! Distribution beyond social channels will ultimately drive more visibility for your messages everywhere, including those same social channels.  When thinking about reaching audiences, remember that content distribution is additive, channeling more attention to your brand’s owned content.

For more thinking on how content distribution drives ongoing discovery and visibility for brands, click to download our free ebook Driving Content Discovery: How to Generate Ongoing Visibility for Your Content.

Real Time Reactions & Timely Tweets From #Chiberia

I live in the Chicago suburbs, and we’re freezing our tailfeathers off tonight as the polar vortex makes another swing through the Midwest. As I write this post, the temperature is -4 F.  However, the fun is just starting.  We’re going to hit -20 tonight.

At this point, most of us have pretty much had it with the weather, but let’s face it. It is what it is.  Complaining will get you nowhere.   And nowhere is that sentiment evidenced more clearly than on the #chiberia hashtag on Twitter, where local brands and their fans are not hunkering down.   Here are some great examples of timely, topical tweets from local media and brands that are generating positive exposure and conversation on this coldest-of-cold days.

The folks at Crain’s Chicago Business are (wisely) crowd-sourcing photos of the frozen locale, and they’re generating a fantastic (and beautiful) response. 

The team at Today’s Chicago Woman magazine know that many potential readers out there are stuck somewhere, and are offering empathy, and a suggestion to alleviate the boredom:

The Sun-Times is dishing secrets for staying warm from TV reporters – specifically, the intrepid souls who do live traffic spots at 4 a.m. on bridges above expressways:

The intrepid souls at Fleet Feet Chicago aren’t letting the cold deter them from encouraging and interacting with their audience.  Enjoy those runs, folks, wave as you go by.

The folks at LA Valet services are capitalizing in a very timely way by offering their snow-plowing services under the #chiberia hashtag.  It  may not be the most interesting tweet, but given the high winds we’ve been having, coupled the copious snow and frigid temperatures, there are probably more than a few people out there who are ready to seek professional help for snow removal.

The lesson here for brands?  Stay warm, and stay engaged. Follow trending hashtags, gauge the audience spirit and go with it.  The brand tweets I shared are very consistent with the resilient (albeit resigned) tone of the #chiberia tweets.  Spirits are pretty positive.  Heck, we’re even joking about the Cubs. 

Keep on top of hashtags, influencers and social conversations with the Agility platform. You can even research media, build targeted lists and distribute content while you’re at it – it’s easy and fast.  Learn more about Agility here: http://www.prnewswire.com/products-services/agility/ 
Author Sarah Skerik is PR Newswire’s vice president of content marketing, and is the author of  the ebooks Driving Content Discovery and  New School Press Release Tactics.  Follow her on Twitter at @sarahskerik.