The start of a new year brings New Year’s resolutions, new beginnings and new goals. And the beginning of a new year is also an opportunity to reflect on the previous year’s public relations successes and missteps.
If you find that you were just shy of reaching your communications goals in 2016, either because they were not specific enough or too ambitious, check out our end-of-the-year PR checklist below. Use it to help guide your PR strategies for the upcoming year.
Evaluate Competitors – Have your PR team perform a competitor communications analysis to identify the various tactics your competitors use in their PR and communication programs. Take a deep dive to see if they are doing anything unique and analyze what seems to be working for them or not. Most importantly, look for areas of missed opportunities. By analyzing your competitors, you can find ways to differentiate and more effectively position your brand.
Review Messaging – Does your messaging still resonate with your audiences? Have your messages changed overtime? If you think your messaging needs refreshing, it may be time to hold a messaging session. As your company grows and changes, your messaging will as well. It is important that your messaging stays current to ensure that all PR deliverables – press releases, social media posts, website content, whitepapers, conference materials and more – are in sync and consistent with what you want to communicate to your publics. Look for your use of jargon and overused phrases. Work to develop messaging that clearly communicates the compelling benefits of working with you and how you solve challenges. Make sure your messaging is as unique as your organization is.
Analyze Social Media – Examine your social media channels to see what type of posts resonate with your audiences. Consider updating your social media strategy to coincide with your messaging.
Social media is constantly changing. What is trending one day may change the next. It’s critical that you understand which social media platforms your audience uses most and what content results in solid engagement. Once you have reviewed your social media, create a new social media plan and calendar for the new year. Focus on goals you want to accomplish with social moving forward.
Update Website – Similar to social media, website trends continually change – everything from navigation to design to mobile capability, and everything else in between. We recommend refreshing your website at least once every two years. It is also important to update your website content to be concise, well written, and on target with your messaging. Look at your images and headlines. Sometimes just changing out the images and adjusting headlines can freshen up your website between major revamps.
Set Goals – Work with your PR team to determine communications goals for the forthcoming year. What are the most important things you need to communicate to your publics? Is there a challenge or opportunity you must address? Are there more creative ways of telling your brand’s story? Did you land the kind of earned media you wanted to over the past year? Did your press releases tell a story over time? What kind of content do we need to create? Ask yourself these types of questions and develop a set of goals, and at by this time next year, you will have a way to measure your communications success.
From everyone at Clearpoint Agency, we wish you a happy and prosperous new year!
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The expression “timing is everything” could not be more true when it comes to posting on social media. It’s one thing to create fresh and exciting content, but what’s the point of posting something if your audience is not seeing it? Posting content at the right time, on the right day, and on the right platform can make all the difference between comments, clicks and shares, to no engagement all.
However, the best days and times to post do vary across all social media platforms. Below, we created an infographic and listed some tips and guidelines when it comes to the best days and times to post on social media:
We’ve found the best days to post on Facebook are later in the week, with the highest engagement rates occurring on Thursday and Friday. The Huffington Post found the optimal time of the day to post is in the afternoon from 1 – 4 p.m.
According to Quick Sprout, content that is posted at 1 p.m. will get the most shares, while 3 p.m. will give you the most clicks. In general, if you post during the 9 a.m. – 7 p.m. time frame you will still receive higher engagement than posts posted before work or later in the evening.
- Best days to post: Thursday and Friday
- Best times to post: 1 – 4 p.m.
- Most shares: 1 p.m.
- Most clicks: 3 p.m.
- Broad timeframe to post: 9 a.m. – 7 p.m.
Since LinkedIn’s audience is predominantly professionals, and used for networking and business status updates, the best days to post are during the core of the workweek – Tuesday, Wednesday and Thursday. LinkedIn is the “professional” social network so it makes sense that an Elle & Co. study discovered optimal times to post can be from 7:30 a.m. – 8:30 a.m., just before lunchtime, and 5 p.m. – 6 p.m. Just as people check LinkedIn before their workday begins, are getting ready to break for lunch, or as they wrap-up for the day.
According to the Huffington Post, posting on Tuesdays from 10 a.m. -11 a.m. can be the “sweet spot” for status updates, and will get a high number of clicks and shares. Avoid posting on LinkedIn from 10 p.m. – 6 a.m. and on weekends.
- Best days to post: Tuesday, Wednesday and Thursday
- Best times to post: 7:30 a.m. – 8:30 a.m., 10 a.m. – 11 a.m., and 5 p.m. – 6 p.m.
- Most engagement: Tuesdays from 10 a.m. – 11 a.m.
Audience is key when it comes to timing your tweets. According to Buffer, B2B organizations get higher clicks and retweets on Twitter during the workweek, with Wednesday having the highest click-through rates. However, B2C related tweets seem to perform better on the weekends. To get a maximum number of retweets, the Huffington Post suggests to tweet from 12 – 5 p.m., with around 5 p.m. being the most optimal.
- Best day to tweet for B2B: Weekdays; Wednesdays have higher click-through rates
- Best day to tweet for B2C: Weekends
- Best time to tweet: 12 – 5 p.m.
So the next time you are planning your social strategy, give the day and time some thought. It just might make the difference between posting to an abyss or getting clicks, retweets and likes.
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Welcome to Clearpoint’s new blog! A Clear View will consist of monthly PR and marketing tips with a twist. We want you to soak up important PR, social media and marketing news in a fun, engaging way. Stay tuned, we have a lot to say! Clearpoint has already had so much going on in 2011! To start with we moved. After nine years we moved from our cozy beach office in Solana Beach to a larger beach office at 511 Saxony Place in Encinitas. What can we say? We like being near the water so we can take our weekly beach walks. We live in San Diego for a reason after all. The new location is fantastic; we have doubled our office space to accommodate our growing team and our popular client services such as our Positioning Program and messaging workshops. We are also having fun exploring Encinitas restaurants and recently discovered Which-Wich, whom we are now ordering from at least once a week (our fave is the spicy black bean burger)! We are also getting to know our new neighbors, and have all joined the YMCA next door.
In addition to our move, our clients have kept us busy too! We landed a new client whom we cannot announce yet, but look forward to announcing soon. We’ve had a big product launch for our client, Projecis. Check out their collaboration tool, it’s the most robust system we’ve seen. And as always, we continue to manage lots of great news, site updates, and social media programs for our clients.
That’s what’s new with Clearpoint! Please check our latest A Clear View posts and check back often for updates. We look forward to getting to know you too and answering your questions and comments, so please leave feedback.
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