Nowadays, it is essential to ensure that brand websites are easily found by customers. Search engine optimization (SEO) is the key to achieving this goal. However, to maximize organic results, it is crucial to implement an integrated strategy that combines SEO...
Adapting to social media Communication in social media requires some additional skills and adaptations in style. Because social media is interactive, it requires a personal and engaging mode of writing instead of a didactic, authoritative approach. Large...
Use of digital and social media Public Relations uses digital and social media in many types and formats, but we can sum up some of the most typical. These — in addition to being the most prominent — have also proved to be the most effective. Here are some...
Opportunity for reciprocity Today, we are witnessing the greatest evolution in the history of PR. New forms of digital media are developing, and PR professionals have the opportunity to cultivate practices that take advantage of social media, as well as digital...
Despite the ‘self-correcting adhocracy' of social media through the work of vigilant peers, there are still, and there always will be, major concerns in relation to the spread of misinformation. Breaches of privacy and security; attacks by trolls and...
Web evolution When companies analyse, develop, and use social media, they have to take some factors into account that are instrumental in these processes. Digital Audiences First of all, the ‘digital divide’ is very much real. It is the lack of access to...
Social media potential Business, industry and government have embraced digital and social media. A recent survey estimated that almost 9 in 10 companies (83%) use at least one form of social media. Also, most of them use online video conferencing (60%), social...
Media Policies In an organisation, various departments manage and interact with Social Media. These include the marketing, PR or corporate communication, and sometimes the IT divisions. The latter is there because some organisations still ban social media at...
Engagement has become a buzzword in marketing and in public relations. Often, low-level interactivity metrics such as click-throughs, views, ‘likes’, ‘follows’, retweets, ‘shares’ and downloads are seen as indicators of engagement. However, social media offers...
There are a series of fundamental characteristics of social media that are not new in the history of media, and certainly not in the history of human communication. But during thanks to the rise of social media they gained new relevance. Old...