Why You Should Include Influential Social-Media Users in Your PR Strategy
Marketers have a lot of options when it comes to choosing how to best reach customers: traditional marketing, mass media, digital, social media, public relations, celebrity promotions, guerrilla marketing, etc.
However, the newest emerging marketing category is all about social media users with large followings, sometimes called “influencers,” those undercover trendsetters who are gradually adding new layers to the way marketers leverage social.
These social media users are everyday people who turn themselves into rock stars. They’re the ones who blog, record, and podcast themselves straight into online fame, and the fame portion is now translating into massive potential for brands.
In the world of social media, the spotlight’s direction is determined by what interests readers and viewers. Those who have something interesting to say collect their own followers, giving people with wits and talent instant influence with the power to plug your brand.
Some marketers still aren’t sold on this Social-Media PR strategy, but those who hesitate may soon be left in the dust.
Popular social media users are wising up to the chance to connect with major brands they love, and smart marketers are building relationships that cost pennies and could pay out for years to come.
These popular folks are making their mark on marketing, and not just because investing in them is is easy.
‘Influencers’ blend well with the marketing tools you’re already using.
About a year ago, Google dropped their well known PageRank algorithm and now rely on a different ranking calculation altogether. SEO Moz (A keyword research service) has put together a theory on how Google ranks their pages, calling the figures used for ranking “Page Authority” and “Domain Authority.” These two figures provide an educated guess regarding what rank you will land on Google, when targeting a specific keyword. Since DA and PA are easy to understand and the closest estimation we have on determining exactly how Google ranks pages, I am going to use those terms to explain the process of keyword research and ranking your website.
Page Authority and Domain Authority are scored on a scale from 0-100 based on a number of factors. New sites with no backlinks will generally have a Domain Authority of under 10, where larger sites could be 50-60 or more. Sites like Facebook, Twitter and YouTube have 98+ Domain Authority and Page Authority, so unless you run a multi-billion dollar business, you probably won’t be outranking them anytime soon!
Domain Authority climbs higher when you have a large amount of high quality backlinks pointing to your domain. (This includes all websites that link back to your site, from any source on the internet.) These links can point to any location on your website, from the root domain homepage all the way to a small hidden post on your blog about puppies. The bigger the websites are that rank to you, the more authority you will receive.
The several editors at Automattic spend part of their day exploring the WordPress.com Reader, watching for trending posts on Twitter and Facebook, and using internal tools to find noteworthy posts across WordPress.com, WordPress, and Jetpack for the Freshly Pressed showcase, which we’ll retire soon. We’ll continue to select and feature editors’ picks of the day on our new destination site chttps://cherilucasrowlands.wordpress.com/writing-201-clinic/what-makes-a-great-post/alled Discover, which you’ll be able to explore soon at discover.wordpress.com.
We look for material across different categories, old and new. (In fact, we love finding timeless older reads deep in bloggers’ archives.)
There are millions of new posts published each day across WordPress.com alone, so “a great post” needs to stand out immediately, hook readers at the first line, and keep their attention to the end. Not only that, an excellent read resonates long after it’s over — a great post makes you think and engage in the comments, and inspires you to respond with your own take. It’s a piece you can read again (and again).
In past posts on social media and content strategy I’ve always included a section called something along the lines of “measure, iterate, & repeat”. This essential step in content strategy is where you take time to reflect on your content’s performance, make data driven changes to your existing strategy, and try again. All of which is pretty hard to do if you don’t have some way of measuring your efforts.
That’s where social media analytics tools come in. They allow you to make informed decisions about your content strategy and (ideally) improve with each round of iteration. Which is why in today’s post I’ll be providing an overview of a wide variety of social media analytics tools WordPress users may wish to integrate into their overall content strategy efforts. Beginning with some of the best free social media analytics tools available.
Collectively, a hashtag campaign called “#PrayItForward” took place last month to reach the churched and a base of more than two million followers worldwide. The idea was to connect with Christians seeking the grace of God and tailor a social media campaign to encourage individuals to respond with how they performed random acts of kindness through prayer within their communities. We wanted to create an online environment to share the prayers – devotions that are usually kept in silence – across the digital landscape helping people to see the goodness that is trending across the web.
Launched on Facebook, Twitter and Google Plus, the online community created a conversation that united individuals, who shared a common cause, to a global ministry reaching 12.4 million social media users. To date, the campaign has reached over 4 million people and has received more than 185,000 likes, shares and posts on Facebook and Twitter. Through a concerted effort, statistics from the social media campaign indicated that thousands of people from 171 countries responded to the prayer-themed content being generated from posts that expressed individual needs and prayer for others.