By Evan Kropp

Thanks to social media, we live in the most connected society in history. Much is made about the negative side of this hyperconnectivity, including the spread of misinformation. However, despite justified concerns about its negative aspects, social media plays an indispensable role in one critical area: crisis communication and management for organizations.

A tweet, post, or video snapshot can spark outrage or panic in minutes. How an organization responds (or fails to respond) on social media determines whether a crisis escalates or is contained. Social media crisis communication is uniquely suited to manage these moments because of its speed and reach.

Professional communicators benefit from understanding the essential role social platforms play during crises and the best practices to communicate effectively under pressure.

Why Social Media Matters in a Crisis

Unlike traditional channels, social media crisis communication allows organizations to broadcast real-time updates and engage with people directly. This is especially critical when organizations need to correct misinformation.

The type of crisis where social media offers the most benefits is one where negative attention spreads rapidly and unpredictably across social media itself. It’s a situation that makes social platforms both the battleground and the front line of reputation management.

Social media is a double-edged sword. The same tools that help institutions respond to a crisis also amplify missteps. An organization’s presence, tone, and responsiveness on social media significantly influence public trust. 

Because crises often unfold faster than official public relations or news cycles, social media becomes the critical medium through which narratives are shaped. Social media platforms are where stakeholders look first when they want answers or accountability.

Best Practices for Social Media Crisis Communication

To manage crises well on social media, organizations should follow a deliberate, well-prepared approach encompassing real-time updates, engagement practices, and reputation recovery.

Preparation Is Key

Organizations should develop an evergreen crisis communications plan that integrates social media as a core channel. By creating templates and checklists to define roles and response protocols, communicators are better prepared when something happens. It’s also helpful to conduct simulations and drills to test a team’s speed and coordination before a real crisis strikes.

Monitor Actively and Listen

It’s vital to use social listening tools to monitor brand mentions, emerging sentiment shifts, and “hot topics” early. Organizations should also track conversations across platforms (such as X, Instagram, Facebook, LinkedIn, and Reddit) to spot patterns of escalation.

Pause and Assess

One mistake many organizations make is continuing to publish scheduled content during a crisis. The better move in a crisis is to immediately pause scheduled content, especially anything that could come across as tone-deaf. Businesses should take a moment to gather information and understand the broader context before issuing a response.

Communicate Quickly and Clearly

A holding statement is often needed during a crisis. These statements acknowledge the situation and promise updates, even if full details are not yet available. As with all crisis management communication, the goal is to respond substantively, aiming for clarity, empathy, and transparency. Cut out any jargon or deflection. The message should be consistent across all platforms.

Strategic Engagement

During a crisis, teams should respond where appropriate to questions, concerns, or misinformation. However, it is vital to avoid argument-style back-and-forths, the hallmark of far too much communication on social media. The focus should be on facts, corrections, and transparency.

Correct and Rebuild Trust

People make mistakes. That means they also understand that organizations make mistakes. The key during a crisis is for the organization’s leadership to address the issue directly, not deflect, and share progress updates and next steps. Most people will forgive mistakes, but also want to know what actions are being taken to correct them.

UF’s Online MA in Mass Communication Social Media Concentration

The University of Florida’s online Master of Arts in Mass Communication offers a full 36-credit, online program delivering a professional degree from UF’s College of Journalism and Communications. Students can choose among several concentrations, including Social Media, Digital Strategy, Global Strategic Communication, Public Relations, and more.

Crisis management is one of the areas that graduate students explore in the Social Media concentration. The curriculum focuses on narrative development, platform strategy, audience analytics, content creation, and campaign evaluation.

Students in the program learn to integrate social media within broader strategic communication efforts. These skills are especially relevant in crisis management contexts. Graduates are well-positioned for roles such as social media strategist, digital media manager, brand manager, or online communications director.

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Sports was his early passion, but “soon after I became obsessed with social media,” Paulucci says. The fusion of sports and social media led him in 2018 to create Athletic Minds, an NCAA athlete representation company, while still a 16-year-old high school junior. 

“It started as a motivational sports page where I posted two to three times per day with quotes or images I thought were inspiring,” he says. “The ability to grow a social media following, and eventually an audience that would later buy merchandise, was something I realized I could control.” Paulucci was hooked. 

With Athletic Minds Representation, he knew he had what it takes to succeed in a competitive industry while doing what he loved. “I knew I had found the industry in which I wanted to build a career,” Paulucci says.

Entrepreneurship and Academics: Building a Foundation

Since founding Athletic Minds Representation, Paulucci has launched Believed Labs, a social media marketing agency, launched a podcast, earned a Bachelor of Arts in Strategic Communication from Rutgers University, and is currently enrolled in the University of Florida College of Journalism and Communications online Master of Arts in Social Media Management program. 

Chasing a passion means learning every aspect of it that you can. “I wanted to take my practical business experience and back it with advanced academic knowledge,” Paulucci says. 

For Paulucci, the University of Florida was a logical choice. “The MA in Social Media Management gave me a chance to strengthen my strategy, analytics, and leadership skills. A lot of graduate programs treat social media as an add-on to traditional marketing, but UF treats it as its own discipline,” he says. 

This focused specialization, combined with a strong communication program and respected faculty, was a “huge differentiator” in his decision to pursue his academic goals at the University of Florida. 

“Whether it’s structuring influencer campaigns for clients at Believed Labs, refining athlete brand strategies with Athletic Minds, or presenting reports that translate data into actionable strategy, I’ve gained a deeper expertise in audience analytics, campaign measurement, leadership, and digital storytelling,” explains Paulucci. 

“The program is both academic and practical. It’s rooted in theory and research, but everything connects to real-world applications. I’ve been able to immediately apply what I’ve learned to client campaigns, brand strategies, and even contract negotiations,” he says, adding that “I use what I learn in the program daily.”  

Motivation and Ambition

His entrepreneurial drive and academic commitment reflect his dedication to the art and science of audience engagement, brand-building, and social media leadership. 

“What keeps me motivated is setting and achieving goals,” says Paulucci. “I absolutely love what I do, which is building and creating brands and businesses. I enjoy watching my creative ideas turn into successful campaigns and partnerships.”

Motivation and ambition lead to results. For example, Paulucci launched Believed Labs in October of 2024. “By the end of the year, we had signed six clients, with five currently still active on retainer,” he says. “That translated to about a 70% profit margin.” 

Believed Labs’ success enabled Paulucci to build a talented team of contractors. “We’ve already successfully upsold services to clients, expanded influencer campaigns, and delivered measurable growth across social platforms.” 

Adapt, Connect, Deliver 

For Paulucci, the world of digital marketing presents limitless opportunities to listen, adapt, and learn. “Every campaign is different, and every brand has unique goals, and every result brings a new outcome,” he says. “Strategy and execution matter equally.”

Paulucci cut his teeth working with big brands including Tripadvisor, Afterpay USA, and Spartan Races. “These companies have high expectations, and every campaign has to be grounded in data, creativity, and brand alignment. I learned to build campaigns that look good and perform against measurable goals, such as engagement growth, website traffic, and conversions.”

“I thrive under the pressure of meeting client needs and knowing that results directly reflect the effort put in,” Paulucci says. “Each brand has unique audiences and goals, and the ability to shift strategies while keeping results top-tier has been one of my biggest takeaways.”

The reward is the satisfaction of learning something new, solving problems, and going above and beyond what was thought possible. “One of the best feelings is seeing the reactions of clients and partners when we not only meet expectations but exceed them, bringing ideas they once thought were impossible to life,” Paulucci says.

A Focus on Building Communities and Connections

When he is not building communities and exceeding client expectations, Paulucci enjoys fishing, spending time outdoors, and, of course, following sports. “I’m also big into sports card collecting,” he says. “I love spending time with the people I care about the most and traveling. I value experiences a lot and making memories that’ll last forever.” 

There is a direct through line between his personal and professional life. “Those hobbies tie back to what I do professionally,” Paulucci says. “It’s always been about sports, community, and connection. 

Just Do It

The thread through all this for Paulucci is community building. “Whether through social media, entrepreneurship, or sports, I’ve been focused on creating platforms where people connect, grow, and share experiences. That’s at the heart of everything I do.”

His advice for prospective social marketing and brand-building entrepreneurs is simple: start. “That doesn’t mean you need to launch today, tomorrow, or even this year, but commit to the idea and keep moving toward it,” he says. “I’ve been in the social media marketing game since 2018, and creating my own social media agency was always the goal. Back then, I didn’t know anything. What I needed most was experience. Learning how people think, working inside different agencies, and seeing both the good and the bad. All of that shaped how I run my own business now.”

Circling back to the commitment he made to himself when he was younger, Paulucci offers perhaps his more profound bit of advice: “Build something you actually love, take care of the people you work with, and block out the outside noise. It takes time, but if you keep showing up for yourself, you’ll get there.”

The University of Florida School of Journalism and Communications built the Master of Arts in Social Media Management for dedicated, motivated, and passionate people like Charles Paulucci. 

We look forward to seeing what he will do next.

The post Charles Paulucci: Passion, Motivation, and Education appeared first on UF CJC Online Master's.

By Evan Kropp

Social media is one of the most fluid aspects of modern digital marketing. Staying on top of the latest changes in content platforms and shifts in customer behavior can mean the difference between organizations leading the pack and getting left behind.

For brands, marketers, and content creators, social media long ago moved past being just a communication tool, becoming a cultural barometer and a strategic business asset. From the rise of AI-driven tools to the dominance of short-form video, the tools of social media continue to change, demanding a fresh approach to engagement.

Current trends reflect a blend of creativity, technology, and cultural awareness. The platforms we use are not only changing how we connect but also how we market, tell stories, and shape public opinion. To remain competitive and relevant, brands must adapt to these new dynamics while staying grounded in authentic human connection.

Short-Form Video Continues to Dominate

Short-form video remains one of the most influential trends in social media, with platforms like TikTok, Instagram Reels, and YouTube Shorts leading the way. These quick, punchy videos are favored for their ability to convey messages efficiently and capture shrinking attention spans. 

About 66% of consumers find short-form video the most engaging content format, making it a critical part of modern content strategies. 

More brands are investing in storytelling through this format. The approaches vary depending on what works best for the brand and the message. This includes using humor, behind-the-scenes content, or real-time challenges to connect with audiences. For marketers, short-form video means rethinking traditional advertising and incorporating bite-sized content into marketing campaigns.

AI Is Reshaping Content Creation

Few aspects of an organization’s operations will remain untouched by AI. However, in marketing, it might take a much larger role than in most areas. 

AI has the potential to transform how social media content is created and managed. From AI-generated captions to automated video editing and even virtual influencers, the integration of AI tools is one of the most groundbreaking trends in social media.

Many brands now use AI to analyze trends, predict user preferences, and personalize content at a large scale. Tools like ChatGPT allow creators to produce engaging posts faster, although human input into the process remains key to ensuring messages remain emotionally resonant rather than overly automated or generic.

Cultural Fluency Is Now a Must

A global and diverse online environment also requires social media marketers who are authentic and culturally fluent. Brands are increasingly expected to understand and reflect the values, identities, and experiences of their audiences. 

Audiences want to interact with brands that are socially aware and respectful in their messaging. This goes beyond using trending hashtags. It means hiring diverse creators, listening to feedback, and staying informed about social and cultural conversations.

Companies that embrace cultural fluency can build stronger communities and deepen brand loyalty. It also helps them avoid costly missteps in public perception.

This community-building coincides with another shift in trends in social media, which is a move away from vanity metrics like followers and likes and toward meaningful engagement. Social platforms now emphasize content that generates conversations and builds community. This has led to more focus on direct interactions, user-generated content, and long-term relationships rather than viral fame.

Preparing for a Future in Social Media

As these trends in social media continue to change, professionals who understand both the technical and human sides of digital communication are in high demand. The University of Florida’s online Master of Arts in Mass Communication with a specialization in Social Media is designed to help students stay ahead of the curve.

This fully online program equips students with a deep understanding of social media strategy, analytics, content creation, and digital storytelling. With a curriculum developed by industry experts, students learn how to harness data-driven insights and lead successful marketing campaigns across all types of social media platforms.

Both marketing professionals and communications specialists can benefit from the program, helping graduates shape the future of social media. For those not ready to commit to the master’s degree, UF also offers a Social Media Graduate Certificate program. The four courses can be completed in two semesters, and students can choose to apply the credits earned toward a master’s degree should they decide to pursue a graduate degree.

The post Navigating the Latest Social Media Trends and Technologies appeared first on UF CJC Online Master's.

By Evan Kropp

Once a new and unexplored territory filled with creative amateurs and experimentation, the digital world is now saturated with curated content and polished personas. Audiences, especially younger audiences, are far more discerning and skeptical about what they see on social media. Increasingly, they seek brands that feel real, relatable, and trustworthy.

That’s why authenticity on social media is now critical to business success. Traditional approaches to social media marketing no longer work for people who feel they have seen it all. This is true for every organization, from government agencies and nonprofits to private companies and media organizations. For brands trying to stand out in crowded feeds, genuine connection can matter more than production value or trendiness.

Social media authenticity in this context transcends posting behind-the-scenes content or using a casual tone. It means communicating with clarity, consistency, and purpose. Brands that engage transparently, own their values, and respond meaningfully to their audiences are likelier to earn lasting loyalty.

The Power of Social Media in Modern Marketing

Social media has transformed modern marketing, allowing brands to better connect with audiences in real time. Platforms like Instagram, TikTok, and Facebook enable companies to build brand awareness, engage directly with consumers, and provide measurable results through targeted content and advertising. 

According to Forbes, effectively leveraging social media can help businesses build strong brand awareness, engage with customers, and drive meaningful results. “In this digital age, ignoring social media can be tantamount to neglecting a significant portion of your potential market,” the business magazine stated.

Beyond visibility, social media fosters community and authenticity, key factors in earning consumer trust. Brands that prioritize social media authenticity, transparency, and consistent engagement often see stronger loyalty and long-term growth. Social media can allow brands to deliver greater insight into their mission and values, giving customers and potential customers their own voice to coexist with the brand’s.

Best Practices for Social Media Authenticity

Audiences crave authentic connections, but organizations don’t always follow the best practices to forge them. The following are ways to foster trust and engagement with an audience. 

Feature real voices. This includes highlighting customers and trusted individuals in content. It extends to sharing user-generated content and partnering with influencers who align with brand values and can build social proof to expand the brand’s reach.

Be thoughtful about taking a stand. Only 25% of consumers remember brands that speak out on causes aligning with their values. Ensure that any stance a brand takes is consistent with core principles to avoid perceptions of inauthenticity.

Engage transparently and consistently. Regular, honest communication helps humanize a brand. Responding to comments and messages in a timely, personalized manner demonstrates that an organization values audience input. ​

By implementing these strategies, brands can cultivate authentic relationships with their audiences, increasing loyalty and long-term success.

Tools to Help Create Authentic Content

Social media authenticity doesn’t mean doing things on the fly. It’s best when done through planning supported by the right tools. Social media management platforms make scheduling posts easier, maintaining a consistent voice, and monitoring engagement in real time. These tools allow brands to stay organized while remaining responsive to their audience.

For visual storytelling, online platforms can help create polished content that still feels personal. Analytics features built into these tools also provide valuable feedback on what resonates most, so brands can refine their messaging based on actual audience behavior. 

Rather than chasing trends or crafting overly curated content, the right tools can empower marketers to focus on honest, audience-driven storytelling. With the right mix of strategy and sincerity, brands can use digital tools to deepen trust and nurture meaningful online relationships.

A Degree That Prepares Graduates for Social Media Leadership

The University of Florida’s School of Journalism and Communications offers an online Master of Arts in Mass Communication with a concentration in Social Media. This comprehensive program provides students with the necessary skills to succeed. 

The  36-credit, fully online program combines rigorous academic coursework with practical applications, preparing graduates for roles in social media management, digital marketing, and content strategy across various industries. ​

The curriculum includes core courses:

• Introduction to Social Media
• Introduction to Multimedia Communication
• Social Media Metrics and Evaluation
• Branding Using Social and Mobile Media

Students also complete a capstone project that involves developing a comprehensive social media strategy for a real-world client, allowing them to apply their knowledge in a practical setting. For those who aspire to leadership in social media marketing, the program can help them achieve their academic and career goals.

The post Why Authenticity on Social Media Matters for Brands appeared first on UF CJC Online Master's.

By Evan Kropp

Social media is central to the success of businesses across all industries, nonprofits, and even some government agencies. Crafting compelling social media content is essential for brands and businesses who want to engage audiences, build brand loyalty, and drive conversions.

Success in social media content strategies requires a strategic approach. This approach considers several factors, including platform-specific features, audience preferences, and content trends. A well-structured content strategy ensures that messaging is impactful, aligned with brand identity, and visually appealing.

Students in a Master of Arts in Mass Communication degree program study how to manage these complexities. The skills and knowledge they bring to their organization are critical as attention spans shrink and competition increases.

Understanding Platform-Specific Nuances

Each social media platform serves a unique purpose and caters to different audience behaviors. Understanding these nuances helps brands create social media content strategies that resonate with the audiences of different platforms. For instance, Instagram and TikTok thrive on short-form video content and trending audio, making them ideal for brand storytelling and influencer collaborations. LinkedIn, on the other hand, favors professional insights, thought leadership, and industry discussions.

According to SEMrush, brands that customize their content for each platform see a 23% increase in engagement compared to those that post identical content across all channels. Twitter (now X) remains a hub for real-time conversations, while Facebook excels at community-building through groups and interactive features.

Marketers can optimize their content strategy by analyzing audience demographics and platform algorithms for maximum impact.

Using Multimedia Elements to Drive Engagement

Integrating multimedia elements improves content performance significantly. Video content, in particular, dominates social media engagement. HubSpot reports that video posts generate 48% more views than static content, with short-form videos leading retention rates. Live streaming, interactive polls, and carousel posts further boost engagement by encouraging audience participation.

Brands that use a mix of high-quality visuals, animations, and user-generated content create a more dynamic social presence. Infographics simplify complex information, while behind-the-scenes videos humanize brands and promote trust. Multimedia content also increases shareability, helping posts gain traction and reach wider audiences.

HubSpot also reports that 80% of marketers prioritize visual content in their social media strategies. Images, videos, and interactive media outperform text-only posts. 

Consistency in Branding and Messaging

A strong social media presence relies on consistent branding and messaging. The tone of voice and content themes should remain uniform across all platforms to reinforce brand recognition. According to SEMrush, brands that maintain a consistent voice and aesthetic achieve 33% higher brand recall.

Maintaining consistency does not mean redundancy. Content should adapt to different platforms while preserving core messaging. A cohesive content calendar helps ensure timely and relevant posts, while branded templates, color schemes, and typography create a recognizable identity. Additionally, using a consistent hashtag strategy and call-to-action phrases reinforces brand positioning.

Successful social media strategies are also data-driven. Monitoring performance metrics such as engagement rates, click-through rates, and audience demographics helps brands refine their content approach. Platforms like Instagram Insights and Facebook Analytics provide valuable data on post-performance, peak engagement times, and audience behavior.

User-generated Content and Community Engagement

Encouraging user-generated content (UGC) is a big part of social media content strategies. UGC can strengthen brand credibility and community engagement. Consumers trust peer recommendations more than branded advertisements, making UGC a powerful tool for authenticity. Brands that integrate customer testimonials, reviews, and shared experiences into their content strategy may build stronger relationships with their audience. It’s also free content.

Interactive content, such as live polls and contests, encourages direct engagement. According to SEMrush, brands that actively respond to comments and messages experience a 22% increase in customer loyalty. Businesses can create a loyal and engaged social media following by prioritizing community interaction.

Social media platforms constantly evolve, with algorithm updates influencing content visibility. Staying informed about industry trends, emerging formats, and platform updates ensures that content strategies remain relevant.

Brands that experiment with new content formats and adapt to shifting algorithms maintain a competitive edge. Partnering with influencers, utilizing trending hashtags, and engaging in viral challenges help brands stay top-of-mind. By being proactive and adaptable, businesses can sustain audience interest and expand their reach.

Advance Your Social Media Expertise

For professionals looking to deepen their expertise in social media strategy, the University of Florida offers an online Master of Arts in Mass Communication with a specialization in Social Media. This program provides a comprehensive understanding of digital communication, audience engagement, and content creation tailored for social platforms. The program curriculum is designed for marketing and communications professionals, covering emerging trends, data analytics, and multimedia storytelling. The flexible online format enables students to develop practical skills in campaign management, brand strategy, and digital engagement.

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October 1, 2020

As many nonprofit fundraisers have come to realize, social media is becoming more important when asking for a gift. For most donors, visiting your Facebook or other social platforms is the first step in considering whether or not to donate to your organization. It’s crucial to set your organization up for success with a well-crafted social media presence. 

To several organizations, simply having an account on social media is a benchmark for success. However, maintaining a consistent posting schedule, sharing engaging content and providing value to your online following can open your organization to more giving opportunities. 

When creating social media posts on behalf of your organization, keep in mind it’s okay if you aren’t a social media guru! Allow your passion for your nonprofit to shine through in your posts. Just in case you’re still unsure of taking over your organization’s social media, here are a few general best practices to follow that will create an authentic online following that’s willing to reach into their wallets.

Keep your Followers Engaged

The organization’s mission is what attracts individuals to follow your accounts, but it’s your content that keeps them there. Creating engaging content to share on your social channels is vital to your organization’s social media presence. 

• • Hold creative contests for your followers. Invite your followers to enter a contest through liking, commenting or captioning a post to win swag. Not only are you keeping your followers engaged, but their activity on your content is being shared with their network and possibly increasing your following. 

• Include visuals with every post. To help your message stand out to followers, include an engaging picture, video or graphic with every post. Several platforms, such as Canva, offer free and easy to use graphic design software that will take your content to the next level. 
• Respond to your fans. It’s common for followers and fans of your organization to comment and share your content. Rather than leaving them hanging, respond! Even a simple “Thank you for your support!” shows your followers that they matter and that you recognize their engagement. 

Be Transparent and True to Your Mission

Social media exists to provide your fans with behind the scenes insight into your nonprofit that they might not typically see. Use your social platforms as an opportunity to showcase the secret sauce of your organization. Highlight staff members, volunteers and board members. Provide value in following your social media that will set your organization apart as a leader in your subsector.

Don’t Be Afraid to Have Some Fun!

Use your social media as a reflection of your organization’s personality. Use funny hashtags, participate in internet challenges and make your organization stand out! In 2017, zoos across the nation partook in a #CuteAnimalTweetOff by sharing their most adorable animals on their social media. The hashtag quickly went viral on Twitter, bringing tons of publicity to participating zoos. 

I got here as fast as I could… #cuteanimaltweetoff pic.twitter.com/wPWHHoPaS1

— Los Angeles Zoo & Botanical Gardens (@LAZoo) January 25, 2017

Connect Data to Organizational Goals

One final social media best practice for those in the nonprofit sector is to connect data to your organization’s goals. Take note of any increase in followers, likes, comments or shares and see if there is any correlation to an increase in gifts. Keep track of how long an individual follows your organization before donating. These types of insights can demonstrate what is working well for your nonprofit when it comes to social media and what content seems to fall short. A great way to begin accessing your social media analytics is through Facebook Audience Insights. This analytics platform is built into Facebook and allows page admins to see reach, engagement, likes, page views, actions on page and more. 

Though social media can be daunting to many, it’s a great tool to gain an online following for your organization. It can be easy to get caught up in the number of likes and followers, but I can assure you, as long as you provide value, keep your followers engaged and track your progress, your organization will gain loyal followers willing to financially help your organization when they can.

The post How to Maximize Your Nonprofit’s Social Media for Online Giving appeared first on UF CJC Online Master's.

August 27, 2020

By now you’ve likely heard of the social media app taking the world by storm – TikTok. Even with the uncertain future of the app in mind, TikTok has highlighted the power of earned media, a type of media published by an outside third party about a specific brand or product.

The app’s “For You Page” offers curated content specific to each user’s interests, previously liked videos, accounts followed and more. Because users frequently see content from creators they aren’t following, the platform gives anyone the chance to go viral. For users who use the platform to share their favorite products and recent purchases, the fact that they aren’t being compensated to promote the product gives them a level of authenticity many influencers lack. 

Since companies aren’t paying for this content or creating it themselves, it falls into the category of earned media. As one of the most trusted and hardest to obtain types of media, earned media is leading to the rise and fall of many brands on TikTok. From skincare to LED light strips, earned media generated on TikTok are causing products to sell out across the nation. 

One example of this phenomenon is how one user’s video spurred the sale of 52,000 units of The Ordinary’s AHA 30% + BHA 2% Peeling Solution. In late January, TikTok user @kaelynwhitee posted a video documenting her skin transformation from using the weekly peel serum. Kaelyn’s video includes before and after pictures of her skin demonstrating how much the product helped with acne and scarring. 

Product Review on Sephora

To date, Kae’s video has amassed over 637,000 likes and one million views. According to InStyle, a representative for the beauty brand attributed Kae’s TikTok to the sale of 52,000 units of the serum in two weeks. 

As shown by Kae’s viral video, earned media doesn’t have to come directly from news outlets to make an impact on your brand. In fact, earned media can be even more powerful when coming from someone similar to yourself. According to HubSpot Research, 57% of individuals in the U.S. trust their friends and family most when they discover a new product or company. 

For brands looking to increase their earned media, it’s important to acknowledge the role of social media. Regardless of which social networking platform, users frequently build a sense of trust with one another when it comes to which brands to buy from, explaining the rise in influencer marketing. Outside of maintaining an active social media presence, there are a few best practices to follow for increased earned media opportunities. 

Create an Experience Worth Sharing

During every stage of the marketing funnel, customers are observing your brand and making unconscious notes about their experience. Enhance their experience from start to finish with engaging targeted ads, social media content worth sharing and a product worth purchasing over the rest. Consumers notice everything from messaging to packaging, so give them a meaningful experience worthy of sharing on social media.  

Build Relationships with your Customers

Social media was built on the preface of building relationships with users across the globe. For companies looking to make an impression on their consumers, it’s crucial to engage with them on social media. Show your customers that you care about them by replying to comments, answering direct messages and asking for their input on your brand and products. Doing so demonstrates your commitment to their experience and gives them a positive impression of your organization that they are more willing to share with others. 

Though earned media is seemingly out of your brand’s control, it is entirely possible to position yourself for more earned media opportunities. TikTok serves as a reminder for communications professionals to look outside of influencer marketing and take a step towards creating an experience that everyone will want to promote, not just those being paid to do so.

The post TikTok Revived Earned Media – and How to Do the Same for your Brand appeared first on UF CJC Online Master's.

By Angel Burns

Yes, you have heard of it, but do you use it? Do you use it for business? Besides making pretty collections of pictures, how can you market your brand with it?
Pinterest is one of the main social media platforms today, but less familiar to most than Facebook, Twitter, YouTube, LinkedIn, Instagram and SnapChat. Still it is the 6th most popular according to DreamGrow (November, 2017), and an expected growing platform as 2018 Social Media Marketing Trends show its increase as personalized content.
Because it is a lesser-used platform, Pinterest could be your green pasture to till for fresh leads.
Let’s look at what it is, how it works, and finally, how it can work for your business interests.
First comes appreciating its appeal, reviewing its capabilities, then comes the strategy.

Did you know?

Deciding to market on Pinterest means considering its demographics. According to Pinterest stats (Omnicore, 2018):
• over 30% of all U.S. social media users are Pinterest users
• 81% of users are FEMALE (although 40% of new signups are male)
• 67% users are under 40
• MILLENNIALS use Pinterest as much as Instagram
• Pinterest generates over 5% of all website referral traffic
• 80% of users access it from mobile devices
• 2/3 of all pins represent brands and products
• 93% of active pinners use it for purchase planning
• 87% have bought something because of Pinterest!

Just take a moment to let those numbers sink in. This is a huge captive market!

Another important Omnicore statistic shows that most users have healthy incomes: half earn over $50K per year, and 10% make over $125 per year. This may qualify your target market too.
If this gets your urge to sell going, let’s understand how the platform works.

The basics:

Pinterest began in March 2010 and is headquartered in San Francisco. It charming history by cofounders Ben Silbermann, Evan Sharp and Paul Sciarra has turned them into billionaires.
Pinterest is a scrapbooking platform that allows users to clip, or “pin,” found images to a collection, or “board,” for later review. The boards can be shared publicly or with followers, and each image can also direct viewers to websites, for more information or purchase.
Available as a mobile app as well as a desktop application, the first step is to create a profile for business.
Pinning can begin by browsing Pinterest by subject or simply exploring, clicking on images to add to your own boards. These can be named and groups according to topic, and hidden for privacy. From there they can be shared.
Brands will want to create their own pins to populate their boards, and test engagement by subtopic and image.
The biggest draw to using Pinterest, particularly for product sales, is with BUYABLE PINS. With this feature, viewers can not only save favorite pins but swipe up to see an item’s price and drop it into a shopping cart right from the platform!
Note that sellers must get approved by Pinterest to have buyable pins, and then it takes about a week for their board to activate. You must have a Pinterest business account to be considered, but good news: these are FREE and offer analytics.

Here’s how to set this all up:

• Business accounts: https://www.businessnewsdaily.com/7552-pinterest-business-guide.html
• Buyable pins: https://www.socialmediatoday.com/social-business/how-setup-buyable-pins-sell-products-direct-pinterest

Also, sellers can advertise these pins with featured paid ads known as Promoted Pins, to get more viewing. Expand reach, without annoying potential customers with distracting intrusive ads. Choosing pins to promote should involve some strategic considerations.

Now, sellers can connect with influencers to create campaigns using Promoted Pins:

Consider the three types of Promoted Pin Campaigns: Traffic, Engagement and Awareness.

Since most customers access Pinterest on mobile devices in addition to computers, they can use Apple Pay or a credit card to complete the transaction. The best part is that sellers don’t lose a cut of the sale to Pinterest: they get to keep the whole amount! Zounds! I mean, $$$$!

Brand examples:

There are brand success stories to emulate.

These are favorites that may be familiar: Six consumer brands with picture-perfect Pinterest strategies

It’s always good to see how other successfully gain followers and create engagement. Check out some top Influencer boards to learn from. Notice how compelling imagery is used to share links and consistency creates expert curator status upon the best pinners.

Not all are static product shots. There are advice tips, quotes, how-tos, detailed and behind-the-scenes angles of events; anything to serve as inspiration. Consider ideas that SELL.

Links shared can be to blog posts, to websites to build email marketing lists, or best of all, e-commerce shops for processing sales directly.

Strategy:

Source: https://goo.gl/images/pXiDik

Anna Bennett is a Pinterest Marketing Expert, chosen by Pinterest itself as an Elite Business coach. Using Pinterest to rank number one on Google, she offers marketing and coaching services (https://www.whiteglovesocialmedia.com/pinterest-marketing-for-business/), plus is the author of the Pinterest Marketing for Business Master Course and How to Become a Pinterest Account Manager. She lives by the motto: “Those on the top of the mountain did not fall there.”

Here’s Bennett’s illustrious advice:

“It is very important to realize that Pinterest is not a social media website like Facebook, it is a search engine like Google. People go on Pinterest to plan, look for solutions or look for things to buy.

Therefore, it is vital to identify who your target audience is and what their needs & problems are. Ask yourself “am I creating content that connects with my target audience by helping them achieve their goals or solve one or more of their most pressing problems?’”

So, she is saying to become customer outcome-focused, so your pins will be relevant. Also, since Pinterest is a search engine, keywords are vital to being found.

Here’s an in-depth article on keywording: Pinterest Search – 11 Smart Places to Use Keywords for Better SEO

Keep in mind places Pinterest utilizes keywords: username, profile/business name (the one customers are most familiar with) and About section. Choosing the correct category is important too.

New features to integrate:

Bennett explains the Pinterest LENS:

“The visual lens is a camera located on the right side of the Pinterest Search bar on your mobile device. When you take a picture using the visual lens Pinterest will then show you other ideas inspired by the picture you took. Visual searches on their (Pinterest) platform have increased 74% year-over-year.”

Imagine…with so many using their mobile phone as a camera, it is becoming a primary search tool and a better one, for showing not just products, but ideas how to use them. *HINT, HINT!

Bennett continues with a caution:
“A second thing, according to Pinterest is that the advertising is going to be less and less about keywords or interests to target. Instead, it’ll be about using visual signals behind the scenes to create more useful, relevant and results-driven advertising.”

Anna forecasts this as, “very powerful for verticals like home decor and fashion.”

Leveraging Pinterest for best engagement and brand awareness:

The first step is having quality pins that people want to save and share.

• Canva is a FREE software tool, that helps with content-creation. It available as an app on iTunes, making professional looking pins with stock images, graphics, templates and free icons with a drag-and-drop method that lets you use your own images too.(Now you won’t need to hire a graphic designer!)

Engagement depends on frequent consistent posts, and luckily there are scheduling tools to help with that. The top ones are:

• Tailwind
• ViralTag
• Hootsuite
• Buffer
• Boardbooster This one creates secret boards that no one can see or access, but your collected pins on one board can then be individually scheduled to a public board. It’s free for the first 100 scheduled pins and then either plans start at $5/month to schedule 500. You can loop pins to re-pin old ones to the same board, while automatically deleting lesser performing ones. Especially helpful is testing for broken links and duplicates, to improve pin quality.

With so many tools to automate the process, and a burgeoning market interest, Pinterest could be the next big thing for marketing your brand. Pin and profit!

Source: https://goo.gl/images/QePnoY

About the Author: Angel Burns is a photographic artist and film producer, from Los Angeles. She holds a B.A. degree in Advertising & Public Relations, and is pursuing a Master of Arts in Mass Communication at the University of Florida. In her free time, she can be found cheering for her two performing daughters, or roaming the globe.

Other recommended readings:

Pin Your Way To Success: How Pinterest Is Changing The Game For Marketers

Why You Need To Know Your Audience

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