What’s Shakin’: Social Strategy

Gen Zer’s View: PR Needs to Prompt Social Conversations About Change

By: Thomas Gillespie
August 19th, 2020

[Editor’s Note: From time to time, The Social Shake-Up presents thoughts from those breaking into the business. Thomas Gillespie is a 2020 graduate of Tufts University. He recently completed an internship at Momentum Communications Group.] I am constantly reminded of the Greek myth of Sisyphus–cursed to eternally push a boulder up a hill, only to […]

social media app on phone and desktop with like symbols

A Platform-Specific Social Media Guide for Small Businesses Hit By COVID-19

By: Julia Angelen Joy
June 18th, 2020

As small businesses attempt to find their footing amid the COVID-19 pandemic, social media has proved invaluable for engaging with customers in real time. Edelman’s March 2020 Trust Barometer found that 84 percent of brands use social media channels to facilitate a sense of community and offer social support to customers. Furthermore, one in three […]

people in masks holding phones

COVID-19 So Far: Lessons Learned for Marketers

By: Dwayna A. Haley, Senior Vice President & Practice Director, Brand Innovation & Impact, Porter Novelli
June 8th, 2020

Admittedly, the idea of serving best practices in a global pandemic feels ambitious. Most of us have never experienced anything quite like this in our lifetime so a healthy level of trial and error is to be expected.  Additionally, the psychological complexities inherent in managing productivity at home certainly affect the process. After all, businesses […]

skittles no rainbow

Skittles’ Rainbow-less Social Campaign Proved Tasteless. Here’s How Social Media Marketers Can Avoid Pride-Washed Content.

By: Sophie Maerowitz
June 1st, 2020

On May 20, Skittles pledged to honor LGBTQ Pride Month by removing the rainbow colors from its signature product. “Only one rainbow matters during pride,” greyscale candy wrappers read; individual candies will temporarily be leeched of color. Skittles will donate $1 per pack of its all-white Skittles to LGBTQ media advocacy group GLAAD, up to […]

coronavirus graphic on cell phone

Ask a Social Media Director #10: Social in the Time of COVID-19

By: Justin Buchbinder, Social Media Director, FINN Partners
May 28th, 2020

A lot has changed since we last spoke, yeah? It feels weird to be my normal bubbly self with all that has gone and is going on around us, so I’m going to be a little less punny on this go-round of Ask The Social Media Director. I hope that each of you is doing […]

woman in quarantine on social media

How to Adjust Your Quarantine Social Media Strategy to Meet Shifting Audience Tastes

By: Molly Jones, Content Strategist, Sparkloft Media
May 21st, 2020

Social media usage has soared since lockdowns began and Americans went online seeking relief and distraction. As the weeks wear on, it’s likely we will enter a phase of frustration and burnout. To stay relevant, brands will need to monitor social media users and offer content to meet their needs. As a way to gauge […]

crowd wearing masks

Social Media During and After COVID-19: What Brands Need to Know

By: Rachael Samuels, Manager of Social Media, Sprout Social
May 18th, 2020

As the world focuses on flattening the COVID-19 curve, marketers are still finding their footing, especially on social media. There is no official manual for the current situation. But by taking a deep look at existing data we can better understand how the landscape has shifted and where the path forward lies for businesses. Looking […]

new idea

7 Overlooked and Underrated Social Media Features to Try This Spring/Summer

By: Sophie Maerowitz
May 14th, 2020

As the world of mainstream social media enters its second decade—and at a time when global attention is understandably fixated on coronavirus-related content—many social marketers are finding themselves at a loss. Similar to the mid-2010’s “death of organic,” tried-and-true social media tactics may not be having the same impact as in years previous. Still, there […]

hands holding megaphones

6 Steps to Rethinking Your Social Media Engagement Strategy

By: Joe Pollicino, Social Lead, Hot Paper Lantern
May 11th, 2020

So, you’re prepping for your new social media campaign or brand launch. You have beautiful visual assets, a few weeks’ worth of content planned out and a broad audience development strategy supported by day-to-day posts. What tends to be missing, however, is a key component of audience development: direct engagement. Here are six frequently missed […]

many people in masks

How to Develop a Long-Term Social Media Strategy Amid COVID-19

By: Hana Bieliauskas, VP & Digital Lead, Inspire PR Group
April 23rd, 2020

It’s not news that the social media landscape looks much different than it did even a few weeks ago.  Don’t expect to flip on that now-paused 2020 social strategy switch when businesses reopen. While nobody knows when the country will be back to business as usual, it’s advisable for organizations to plan and implement digital […]

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