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What is Data-Driven PR, Part 6: Analysis

Shift Communications

We’ve used the expression data-driven PR for quite some time now, but haven’t clearly defined it. What does data-driven PR mean? How do you know whether your public relations efforts are data-driven or not? To be data-driven is to make decisions with data first and foremost. In this series, we’ll examine how to become a more data-driven PR professional. Identifiable variables and data sources.

What is Data-Driven PR, Part 5: Testing

Shift Communications

We’ve used the expression data-driven PR for quite some time now, but haven’t clearly defined it. What does data-driven PR mean? How do you know whether your public relations efforts are data-driven or not? To be data-driven is to make decisions with data first and foremost. In this series, we’ll examine how to become a more data-driven PR professional. Vice President, Marketing Technology.

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What is Data-Driven PR, Part 7: Refinement

Shift Communications

We’ve used the expression data-driven PR for quite some time now, but haven’t clearly defined it. What does data-driven PR mean? How do you know whether your public relations efforts are data-driven or not? To be data-driven is to make decisions with data first and foremost. In this series, we’ll examine how to become a more data-driven PR professional. What if we looked at our data more granularly?

What is Data-Driven PR, Part 9: Pitching With Data

Shift Communications

We’ve used the expression data-driven PR for quite some time now, but haven’t clearly defined it. What does data-driven PR mean? How do you know whether your public relations efforts are data-driven or not? To be data-driven is to make decisions with data first and foremost. In this series, we’ll examine how to become a more data-driven PR professional. How to Pitch a Data-Driven Pitch with… Data!

Data-Driven PR Milestone: SHIFT Becomes Google Analytics Certified Partner

Shift Communications

Digital has been in SHIFT’s blood for over a decade, from being one of the first agencies to embrace social media to creating the social media press release and social media newsroom. One of the greatest challenges to public relations as an industry since the advent of digital marketing and communications is how to measure the effectiveness of PR. These qualitative benefits of PR are as old as the marketing funnel itself.

Does social media sharing matter?

Shift Communications

On virtually every site you visit on the Internet, you’ll find social media sharing icons. We just want to prove or disprove a positive association between social media shares and page views. Let’s first get our data. I’ll use data from my personal website so as to avoid revealing anything under NDA. Thus, we can say there’s a very strong positive relationship between social shares and page views.

Should you stop using hashtags in social media content?

Shift Communications

This is a question asked recently by Patrick Coffee of PR Newser at AdWeek. Should social media managers be skipping the hashtag? Rather than guess, let’s take a data-driven approach. SHIFT examined the social media engagement of posts from the Fortune 10 companies over the last year, June 15, 2014 – June 14, 2015: Apple. Where a brand had more than one social media page or profile, we chose the page with the largest audience.

How to build communities of social media influence

Shift Communications

It’s why social media influence scores and top 100 social media lists seem to matter a great deal. The blue cluster above are general media and influencers. Vice President, Marketing Technology. The post How to build communities of social media influence appeared first on SHIFT Communications PR Agency - Boston | New York | San Francisco | Austin.

3 Reasons Small Business Needs Social Media

Shift Communications

You try to find information on a local business through social media, only to find a few accounts frozen in time. Even worse, sometimes the business doesn’t have social media accounts at all. According to a 2015 study from Clutch , nearly half of small businesses do not actively use social media. A quarter of businesses surveys even stated that they won’t be using social media in the future. We’ve all seen it before.

3 Reasons Small Business Needs Social Media

Shift Communications

You try to find information on a local business through social media, only to find a few accounts frozen in time. Even worse, sometimes the business doesn’t have social media accounts at all. According to a 2015 study from Clutch , nearly half of small businesses do not actively use social media. A quarter of businesses surveys even stated that they won’t be using social media in the future. We’ve all seen it before.

How to Research Industry Trends Hassle-Free

Shift Communications

The current media landscape lends itself to lucrative opportunities on a global scale. The ability to tap into this knowledge can help inform owned, earned, and paid media of your organization’s PR and marketing efforts. Trends on Social Media. When it comes to earned and owned media getting a pulse on what’s trending worldwide provides a competitive advantage. Trends on Social Media. along with post content data.

State of Social Media Q3 2015: Facebook has 1.5 billion people

Shift Communications

Of that, almost 90% – 9 out of 10 people – use Facebook at least partly on a mobile device each month, as shown by the orange bars below: In the conference call, COO Sheryl Sandberg remarked that 1 out of every 5 minutes spent on smartphones in the US was spent on Facebook and 25% of all media time in the United States was spent on mobile devices. Concurrent with this technology release, Facebook continues to make significant investments in video integration in its news feed.

IBM Vision: The Future of AI and Public Relations

Shift Communications

We see this happening in the communications and PR industry. At the same time, generation after generation of new media pop up, from blogs to social media to video influencers and more. One of the most impressive demonstrations of managing unstructured data was IBM Watson’s ability to read and interpret legal and financial regulations, then compare a company’s compliance with those regulations. Social media management. The Data Science Shortage.

Find your Brand’s Optimum Facebook Strategy

Shift Communications

It’s never a surprise when another ‘update’ materializes in the daily news scan, making the maintenance of a successful social media strategy difficult for marketers and communicators. The question facing both our agency and our clients is: Of these two basic Facebook paid media strategies, which is more effective for actually getting your content seen? if you want to replicate this for your own purposes, use your data, not our conclusions ).

Top Public Relations Trends in 2018: Introduction

Shift Communications

In this series, we’ll examine some of the major trends we see ahead and how PR practitioners of all stripes should prepare. Thanks to technologies like cloud computing, ubiquitous Internet access, mobile devices, and machine learning, the pace of change will only increase. The 2018 PR Mega-Trends. Part 1: Earned Media. Hyper-Segmentation of News Means Hyper-Segmentation of PR. Society and social media have created hyper-focused segmentation of the audience.

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Data-driven still needs human decisions

Shift Communications

Data would say to us, syndicate this, talk with people on reddit about it, take action. ” Data makes humans smarter, provides direction, and keeps pushing us to question what we think we know. We don’t deny that data is valuable when it comes to making human-driven decisions. However, being data-driven does not leave in entirety the decision-making up to machines. Account Manager, Marketing Technology. Data-Driven PR Social Media

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State of Social Media Q3 2015: Facebook has 1.5 billion people

Shift Communications

Of that, almost 90% – 9 out of 10 people – use Facebook at least partly on a mobile device each month, as shown by the orange bars below: In the conference call, COO Sheryl Sandberg remarked that 1 out of every 5 minutes spent on smartphones in the US was spent on Facebook and 25% of all media time in the United States was spent on mobile devices. Concurrent with this technology release, Facebook continues to make significant investments in video integration in its news feed.

State of Social Media Q3 2015: Facebook has 1.5 billion people

Shift Communications

Of that, almost 90% – 9 out of 10 people – use Facebook at least partly on a mobile device each month, as shown by the orange bars below: In the conference call, COO Sheryl Sandberg remarked that 1 out of every 5 minutes spent on smartphones in the US was spent on Facebook and 25% of all media time in the United States was spent on mobile devices. Concurrent with this technology release, Facebook continues to make significant investments in video integration in its news feed.

Breaching 140: Who’s Using Twitter’s 280 Characters?

Shift Communications

Naturally, as one of the first-ever social media agencies, we wanted to understand the impact of the doubled character limits. Using tools like Facebook’s Crowdtangle social monitoring platform, we digested over a million tweets. Some observations we noted: Marketing and PR aren’t making significant use of the new character limits. Vice President, Marketing Technology. B2B technology. Consumer technology. Media and publications.

Social Media Game of Thrones: A Song of PR and Social

Shift Communications

In early 2007, SHIFT CEO Todd Defren commissioned a map of the social media world to better visualize the social media landscape. This was a simpler time, when MySpace ruled the social media sphere and people still blogged heavily on services like LiveJournal. Today, the world is radically different, and thus it was time to revisit the social media world map. Vice President, Marketing Technology.

Connecting PR To Business Results

Shift Communications

This question – and its many variations – is a disguise for a much simpler question: How does PR help me make money / not get fired? PR Isn’t Sales. The Impact of PR. We use digital marketing tools in public relations to assess the quantitative impact of PR activity. There’s nothing wrong with quantitative data, especially if you want to answer the question, “ what happened? ”. The Root Cause of Lack of PR Impact.

How DOES Mobile Change The Brandscape?

Shift Communications

In the PR and marketing space, we hear a lot of talk about how mobile devices change the “brandscape” as we know it. It certainly is convenient that nearly everyone carries a mobile device with built-in GPS, devices that are constantly communicating that location data to outside parties. appeared first on SHIFT Communications PR Agency - Boston | New York | San Francisco | Austin.

How to measure the quality of your audience

Shift Communications

You don’t need to be as popular as Taylor Swift in order for PR to deliver real results to the bottom line as long as you have the right audience. Certainly, you can look downfunnel and see how many closed deals you’re getting in your sales CRM, but if your website is broken or your retail staff are surly, you may not see the results you want no matter how good your PR is. For that, let’s look first at social media. Do this exercise with your own data!

How to Build a Data-Driven Public Speaking Program

Shift Communications

Rather than just wing it or have a purely canned talk that may not be relevant to the audience and the event, we can look to data. Let’s dig into what a data-driven public speaking strategy would look like as part of your overall data-driven PR program. Build influence in advance of and at an event by identifying who you should be talking with and what you should be talking about through the use of data. Vice President, Marketing Technology.

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Twitter’s New Algorithm

Shift Communications

” News of this announcement spread (okay—exploded) across the internet with widely varying interpretations like a game of social media telephone. Additionally, Twitter Analytics will take you specifics about your audience including topics of interest to them—this data will allow you create content that targets fields and topics that matter to them. Marketing Analyst, Marketing Technology.

SHIFT Archives: The Best of Q4 2015

Shift Communications

Our top posts from the fourth quarter of 2015 focused on best and worst times for press releases, connecting PR and sales, and measuring PR for 2016 planning. Ah, the question on every PR pro’s mind. How to Help Sales and PR Speak the Same Language. At the end of the day, sales and PR both want the same thing: the success of the business. That’s why we collected the key understandings needed to explain the profitability of PR to a sales team.

{PR}edict: Predictive Analytics and the Future of PR, Part 2

Shift Communications

The foundation of predictive analytics is one familiar to modern PR practitioners: data. What Data Do We Need for Predictive Analytics? To make accurate predictions, we need data with three attributes, what I call the three Cs: Clean. If our data lacks any of these attributes, creating reliable predictions will be impossible. Clean Data. Prediction is nothing more than sophisticated mathematical extrapolation of existing data. Compatible Data.

PR and the Google Customer Journey to Online Purchase

Shift Communications

However, many were concerned that its overly broad models – “business and industrial”, for example – could mean a B2B technology company or an industrial concrete company, two very different businesses. What if a company’s data doesn’t exactly map to the generic model? A few companies are likely to have community managers who create awareness and revenue on social networks. Our Data-Driven Customer Journey model helps you: Understand what channels deliver results.

Be new to be newsworthy

Shift Communications

PR practitioners must constantly create at the leading edge. In the PR industry, however, we hold that distinction. We are, to the best of our knowledge, one of the earliest adopters in PR. We’ve used Watson Analytics to prescribe social media engagement strategy based on users’ engagement habits. ” when you read about the emergence of a new technology, a new tool, a new idea. Vice President, Marketing Technology.

Shark Week Case Study: A Lesson in Crisis Management, Pt. 2

Shift Communications

s vegan donut shop is suffering from a crisis as a result of the negative media attention around sharks during Discovery Channel’s Shark Week. recognizes the potential controversy Shark Week could stir up for his business, and knows he needs to bring on a PR team to build an actionable plan before the situation gets him into deep water. Brands that are too quick to pull the trigger – usually via social media – often get caught in a riptide of negative backlash.

Key Marketing Lessons for PR Pros

Shift Communications

In the spring of 2015, SHIFT launched its cutting-edge Marketing Technology Immersion (MTI) program to help the agency develop a better understanding of SHIFT’s data-driven approach to communications and client services. The program offers SHIFTers the opportunity to participate in an educational course that allows traditional PR pros like myself the chance to dip our feet in the intricate and fascinating world of marketing.

3 Google Analytics Issues to Correct for Better Data

Shift Communications

In between those times where you use Google Analytics to do reporting, there is plenty of maintenance to do to ensure that the data that you rely on to make decisions is accurate and will lead to the best decisions. Social Media Configuration. Hidden in Google Analytics is a way to set up your social media channels so that Google Analytics tracks the content that you share on social channels and splits it up from other’s shares of your content on the same channels.

Don’t Be Outdated: Why It’s Important to Refresh Your Models

Shift Communications

It’s becoming more fashionable to claim that your PR and marketing is “data-driven,” but what exactly does that mean? This often means using data about our current market or audience to create a model. A simple example may be an analysis of engagement for a brand’s 2015 social content, revealing what types of posts earned the most attention. Why can this be such a problem for marketing and PR?

SHIFT Archives: The Best of Q3 2015

Shift Communications

Our top posts from the third quarter of 2015 focused on PR strategy, Facebook, and Twitter. Let’s jump in: How to Choose a PR Strategy: Part 1 of 6. The hot topic in PR is always strategy. SHIFT honed in on creating a way to choose a PR strategy based on visible, measurable criteria and a meta-strategic framework. These dimensions create four PR environments – traditional, chaotic, innovative, and collaborative.

Advanced analytics: position, velocity, and acceleration

Shift Communications

At this year’s Social Media Success Summit, I had the opportunity to teach an advanced marketing and communications analytics session. One of the ideas I shared was looking beyond just the data that comes out of the box from tools like Google Analytics, Facebook insights, etc. and using some relatively simple mathematical principles to turn data into insights. A metric of any kind is a snapshot in time of where a piece of data is.

Data doesn’t have to be scary

Shift Communications

Big data is a buzzword thrown around in every industry. Companies of all shapes and sizes collect data that can be used to make strategic decisions at every level. petabytes of data. The data available to PR professionals and marketers today has the potential to answer so many questions, but the problem is: lots of people don’t know what to do with the data they have. Social Media Data. PR pros, want a deeper dive?

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What PR Professionals Should Have Learned at IBM World of Watson

Shift Communications

During that time, I met exactly four PR professionals, all of them IBM employees. Out of almost 20,000 people, I was the only person I knew of representing a PR firm. Because AI and cognitive computing are the future of PR. PR isn’t just press releases and bylines. And as an information industry, we are powered by data. Let’s look at a few key trends from the event for PR professionals. As an industry, we must stop fearing technology.

Three Public Relations Mega-Trends in 2017

Shift Communications

What’s in stock for us as practitioners, as agencies, as companies seeking to build awareness, reputation, and trust? The most cutting-edge public relations and media relations professionals will be investigating the forefront of artificial intelligence and how it can be used to generate massive amount of relevant content. How can we use data, analytics, and algorithms to achieve awareness at scale? Dark Social and Influence. Vice President, Marketing Technology.

Share your data for a better PR program

Shift Communications

If you’re working with a data-driven PR firm, chances are at some point in your relationship you will be asked to grant access to a variety of marketing and data systems. To understand how systems access informs your PR program, we’ll reference the SHIFT Earned Media Hub Strategy as the base framework. This helps to narrow down PR campaigns, making them more appealing to your target audiences. Earned Media. Owned Media.

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SHIFT Archives: The Best of Q2 2015

Shift Communications

One of the top questions in social media marketing (and content marketing in general) is how do you know what content is worth promoting? It’s certainly possible, using predictive analytics, to get a rough sense of what might work and what might not work, but few companies have access to that much technology and expertise. Social Media Game of Thrones: A Song of PR and Social. From PR to Marketing: Why You Should Expand Your Skill Set.