Posts Tagged ‘planning’


Confession of a Social Media Consultant

Wednesday, May 25th, 2016

By Brad Wester

secret-1142327_960_720 I’ve been a freelance social media consultant for several years, and I have a confession to make.

The power of social media is a myth.

You know that great idea you have for your next Facebook post? It’s probably worthless. I’m not trying to be harsh, and I’m not saying you have terrible ideas, but take a moment to think about it. How many people are going to see that post? Hint: not enough.

In 2015, Facebook organic reach dropped from an average of 12% to under 6%. This trend has continued in 2016. Facebook’s organic reach is low and continues to drop. Reaching less than 6% of your audience isn’t powerful. It’s time to stop posting and hoping for the best. It’s time for a plan.

The power of social media has always been a myth. The true power is in the planning – it’s in the development of a social media strategy.

Posting on social media without a strategy means your posts may be missing your targeting audience. You may be posting at the wrong times, creating the wrong content and using the wrong call to actions. You could be using improper tracking methods or relying on the wrong metrics to show success. Without a social media strategy, you’re at risk of wasting time and energy that could be spent more effectively on other parts of your business. You may even be hurting the future success of your Facebook page due to poor performance now.

Having a fully developed social media strategy is essential and should include the ability to track and analyze data in each step. Tracking data will allow you to determine what social networks you should focus on, what type of content is most effective, if it’s more effective to create a wide variety of content, simply promote high performing content to a larger audience and even how much you can afford to spend on promoting your high-performing content.

More social networks, including Instagram and Snapchat, are creating algorithms to determine what content to show users. These algorithms will continue to decrease organic reach and increase competition, driving up the cost of effective social media marketing. Developing a social media strategy will help you rise above your competition.

It’s time to stop posting and start planning.

 

Byline

Brad Wester is a freelance digital marketing consultant specializing in helping small businesses create engaging online experiences that generate leads and drive sales. Follow Brad on Twitter: @wester_brad.

7 Steps to Setting Meaningful Goals

Friday, December 28th, 2012

Goal setting

December 2012

As a PR and marketing professional you’re probably familiar with both the excitement and, perhaps, even the anxiety of creating new goals for yourself and your organization. In the past, BurrellesLuce has written about using S.M.A.R.T goals to boost productivity, setting measurement goals aligned with company benchmarks, and how to commit to communications planning and achieve PR resolutions.

Now we are offering you 7 steps to help you achieve more meaningful and satisfying goals. Read more.

HMA Public Relations: A Tip for Tuesday- Plan an Awesome Event

Wednesday, September 19th, 2012

This post first appeared on HMA Public Relations blog 9.18.12 by Katie Snyder and is cross-posted with permission.

Events- groundbreakings, grand openings, festivals, fiestas…. while we all can agree we enjoy attending events, we don’t often think about what it takes to create an event. From creating a budget to deciding a theme and venue, events are notoriously difficult to plan and produce

Recently I had the opportunity to attend a webinar taught by none other than Abbie S. Fink, the queen of event planning.

How do I know this? Well, not only was I a student of Abbie’s in one of her online event classes but I also happen to know Abbie started her career in the events industry which made her the perfect person to teach the tips and tricks for planning events.

In the webinar hosted by BurrellesLuce (can be downloaded here) and moderated by Johna Burke, Abbie gave great insight on ways for PR professionals to use their communications tools to effectively promote events on all levels.

So here, take a tip or two from her webinar:

  • Develop a PR plan that defines measurable goals and objectives
  • Choose an event that meets your needs as an organization
  • Create a timeline with basic tasks and tactics for accomplishing goals and objectives
  • Relationships are key to the success of your event. Make sure to work with the right individuals to help accomplish goals and reach your target audience.
  • Team up with the media and establish partnerships to run promotions prior to event.
  • Create a budget which includes soft costs, trades and sponsorships.
  • Build a team of volunteers and others you can count on to help create your vision for the event
  • Evaluate the success/effectiveness of event
  • Thank those involved.

Events are an important aspect of any business. Whether a company party or creating a community get-together, it’s a great way to generate excitement and enthusiasm about your company, grow a business and strengthen the relationships between employees, clients and the community.

Highlights from BurrellesLuce #PRWebinar – Tips for Planning & Evaluating Successful Events

Tuesday, September 11th, 2012

HMA Public RelationsYesterday BurrellesLuce had the opportunity to host a webinar, “Tips for Planning & Evaluating Successful Events,” with Abbie S. Fink, vice president/general manager of HMA Public Relations. (Download the on-demand webinar and slides on the BurrellesLuce website).

During the webcast Abbie offered some great tips to help PR professionals drive awareness, boost organizational profits, and pitch events to the c-suite and employees.

Here are some Twitter highlights from Abbie’s presentation:

  • Improve the outcome of events by using a PR plan. Your organization’s mission and goals can serve as the foundation for a strategic PR plan for your event.
  • Make sure events fit your plan. Have goals to measure the success and value!
  • Don’t short change your goal setting. Set the expectations in advanced, look at the calendar, and make adjustments.
  • Prioritize your goals and develop objectives. Then develop strategies, tactics and tasks based on needs.
  • Build relationships with spokespeople at every level. Remember to include internal communications/employees as part of your PR strategies. They are one of your best resources for planning a special event.
  • When you partner with the media remember this may limit how other outlets can cover the event. Target your audience.
  • To add value, implement promotions and activities to further enhance media relations efforts & establish partnerships.
  • If you mix the general public and the media at an event – let your spokespeople know.
  • It is easy to get lost in details. So, share responsibilities and know who does what and what time is needed.
  • Remember soft costs should be accounted for when determining the COST of events.
  • Think about trade and other ways to use and maximize your budget through sponsorships and in-kind donors.
  • Separate specific events from special ones. Know what would be standard or regularly occurring rather than a one-time or special milestone. (Think annual Gala vs. 25th Anniversary Celebration).
  • When looking for volunteers, look for people with particular qualities and who enjoy giving their time and energy. Then ensure there’s work for them, even if it is as simple as stuffing envelopes.
  • Remember – if it’s mandatory than it isn’t volunteering.
  • After implementation consider conducting an evaluation (e.g., survey or focus group) to determine the effectiveness of events.
  • Always say “Thank you.”

Want more tips for planning and evaluating successful events? Download a copy of Abbie’s Tip Sheet for Planning and Evaluating Successful Events! And be sure to keep an eye out for an upcoming post where Abbie shares additional insights on the Q&A not addressed in the webinar.

Reminder: BurrellesLuce Complimentary Webinar Tips for Planning & Evaluating Successful Events

Monday, September 10th, 2012

Webinar: Planning & Evaluating Successful EventsThere’s still time to register for today’s complimentary webinar from BurrellesLuce, Tips for Planning & Evaluating Successful Events. Not sure if you can make it? No problem! An on-demand presentation will be available for review after the event at www.burrellesluce.com

REGISTER NOW!

 

When: Monday, September 10, 2012

Time: 1:00pm EDT

Participating in and hosting events can help drive awareness and visibility for your organization. Events can help boost organizational profits and financial success. However, pitching events to the C-suite and ensuring company buy-in can be tricky. Growing your revenue requires strategically understanding your income streams and how to financially maximize every opportunity.

Join BurrellesLuce and Abbie S. Fink, vice president/general manager of HMA Public Relations, for this informative 60-minute webcast, “Tips for Planning & Evaluating Successful Events.”

During the webcast you will walk away with:

  • PR tips for incorporating special events into your communications strategy.
  • How to establish strategic goals and properly review your revenue streams
  • How to manage revenue goals and enlist the support of others to help you.
  • How to continue to leverage attendee participation and attention after the event is over.
  • Why it’s important to participate in industry events.

And much more…

REGISTER NOW!

 

Moderator: Johna Burke, senior vice president, BurrellesLuce

Space is limited. Sign up now for this free webinar, “Tips for Planning & Evaluating Successful Events.” If we are unable to accept your registration, an on-demand presentation will be available for review after the event at www.burrellesluce.com.

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abbie1Abbie S. Fink is vice president/general manager of HMA Public Relations, where she serves as HMA’s primary media and digital communications trainer.  Her varied marketing communications background includes skills in media relations, digital communications/social media strategies, special event management, community relations, issues management and marketing promotions for private and public sectors, as well as not-for-profit organizations.