The algorithm-driven, video-based app TikTok—where users can create, edit, and share their own videos—has skyrocketed in popularity over the last year, largely due to the pandemic. Users can follow other people to get a curated feed with content they’ll enjoy, or they...
Social media’s ‘influential’ role during the 2020 Olympics
Due to the global pandemic, the latest edition of the Olympic Games was largely virtual, which gave social media channels and digital formats a crucial role in helping people tune in to the games and following the event. This will also make the 2020 Tokyo Olympic...
Crisis case study: How to turn an employee lawsuit into a brand disaster
Recently, the employees at the video game studio Activision Blizzard ended up walking off their jobs after news of а sexual harassment and gender discrimination lawsuit inside the company surfaced. Before the scheduled walkout, the employees shared a statement of...
Do’s and don’ts of social media marketing
Social media marketing can raise the popularity of a brand significantly. It is important to utilize the power of social media to a brand’s fullest advantage. Some businesses have done remarkably well in growing customer awareness and translating that to leads. At...
Comms lessons learned from 4 brands’ marketing campaigns
It is important to continue to listen to customers even if a business thinks it has them figured out. There is always a lot to be learned from major marketing and digital PR campaigns. Although most of the marketing campaigns that are cited below are by brands that...
Corporate collusions, crisis communications and regulations
Recently, the car corporations Audi, Volkswagen, BMW, Porsche, and Mercedes-Benz, along with the parent company Daimler, were fined $1 billion by the European Union because they had spent years colluding on ways to slow down the deployment of technology that would...
5 reasons to include user-generated content in promotional campaigns
Any content that’s created by the target audience of a company instead of the company itself is called user-generated content. Companies often use and share user-generated content on their own social media accounts, websites, digital PR or other marketing platforms....
8 actions that can make a PR crisis worse
While timely action can prevent the worst consequences of a PR crisis, there are certain actions that an organization can take that will make the crisis worse. The worst things that an organization can do that will make a PR crisis worse are: Lying Since the point of...
5 insights on the value of observing customer behavior
Once customer behavior is analyzed successfully, businesses can engage people more effectively. Studying consumer buying behavior leads to a greater understanding of the expectations of customers. By assessing what leads a consumer to decide on a product, a business...
In today’s PR, patience is a virtue—here’s how to restrain yourself
With the advance of social media platforms, multi-channel markets, the Internet of things, and omnichannel campaigns, many businesses are trying their best to navigate this field in terms of marketing and public relations. The first step in maximizing the return on...
6 marketing strategies to boost your brand on YouTube
YouTube is an incredibly powerful network. Creating a video, optimizing it, and getting it ranked high on Google for any given keyword are the strategies that need to be focused on by marketers. YouTube is a took which marketers should focus on. Some marketing...
Social media and search engine marketing—divergent yet interconnected
Both social media and search engines are ways that companies are able to promote content to a target audience, and both are considered to be inbound channels. However, both of these approaches are different from one another, and in fact, can be seen as opposites....