Industry Experts & Best Practices

Like so many others, my career trajectory hasn’t exactly been linear. If I were to draw a roadmap of my route to where I am today, it would be full of twists, turns and dead ends. I’ve had so many different roles in different functions, the “skills” section on my LinkedIn looked like someone put up a bunch of fun phrases on the wall and threw darts in the dark to pick which ones made the list.. While it’s been a whole lot of fun, and having diverse experiences is a great asset in many scenarios, it seldom looks super exciting to a higher-level employer who’s looking for depth not breadth. As I looked to level up my career, I found myself browsing job posting after job posting, and getting interviews but never the job. I realized that while I had the skills, the experience, and the work-product, I needed to package them up and tie a bow for the next hiring manager.   I’ll be honest, after so many diverse experiences, trying to choose one particular skillset to present as a selling point

Here’s a mind-boggling stat for you: there are over 4 billion social media users today – and that number continues to grow as more and more of the world population gets online. What used to be an internet landscape of nothing more than forums and blogs has evolved into an indispensable public utility that allows individuals and organisations to connect, share, and engage with a global audience. But as Uncle Ben said: RIP, Uncle Ben 😢 For every piece of social media copy I write, every video I edit, every graphic I make, I ask myself: is this content universally accessible? In this post we will explore strategies and best practices for creating content that is accessible to all, fosters inclusivity, and effectively manages and responds to any potential backlash. Accessibility Accessibility in social media content creation is about ensuring that your content is available and usable by as many people as possible, regardless of their abilities or disabilities. The legal requirements of ac

Do you remember the day Twitter pulled the plug on “Moments” on the Explore page? I certainly do. It happened in the last days of 2022, and right at the onset of the 27th Conference of the Parties to the United Nations Framework Convention on Climate Change (COP27).  At Context, we’d spent the previous two weeks meticulously crafting a social media strategy for our Climate account, preparing for what's typically the most pivotal week of the year. Our plan was brimming with diverse content formats – carousels, spaces, and, of course, threads – all of which had previously enjoyed success with Twitter's Explore page features. However, on the very first day of COP27, Elon Musk announced that Twitter Moments were no more. Suddenly, our well-crafted social plan didn’t work, and we had precious little time to adapt. In a world governed by mercurial CEOs, algorithms, and unforeseeable events, the capacity to pivot your strategy stands as an indispensable skill. Whether you're an individual, a

“So, how do I create content that people will actually, you know, like? And engage with?” When I sit down with a campus partner or a faculty member to discuss their social strategy, this is probably one of the first questions I’ll be asked.  And it’s a really important question for anyone looking to foster a sense of community with their online social media presence to ask. I truly believe that community is at the core of the social media experience, no matter what industry you’re in or what your end goal is.  There’s that old phrase: “If you build it, they will come.” Okay, sure. But here’s the thing. Community is built out of and then sustained on strong, meaningful relationships. That means after you build it, you need to maintain it. So how do you do that, especially when the community is virtual? Well, engaging content is a great base for that. Another question I get is: “Can you help me go viral?” I want to emphasize that going viral isn’t a formula—it’s often just a mix of the r

Recently, my coworkers and I were discussing how much social media has changed since the early 2010s. One mentioned that she launched a Twitter account for a magazine around 2009. In about a year, she said the account reached 25k followers, with her doing nothing much more than sharing article links. Oh, how times have changed! Now, growing a social media following requires a much more strategic approach. Social media managers have a myriad of things to consider – algorithms, paid promotions, influencer partnerships – the list seems endless. It’s understandable to feel overwhelmed, but when I do I usually find that it’s because I’ve lost sight of the basic foundation my strategy is built upon. Here, I've put together five key questions you should ask yourself when crafting a social media strategy for your newsroom. 1. What do you want to achieve? Before you even start creating content, it’s essential to outline your objectives. This question seems super obvious on the surface, but it’s

When you're a public affairs firm working in and for the public sector, you want things to be boring. Not in the sense that you want your employees to languish in daily drudgery, but you really hope, for your clients' sake, that they don't find themselves in the spotlight due to some exciting or salacious incident. When you've seen the things we've seen, you realize there is a reason people consider the expression, "may you live in interesting times," more a curse than a blessing. In this post, Tripepi Smith Principal @JonBarilone and I provide a behind-the-scenes look at how Meltwater aided our crisis communications response involving one of the most famous athletes in the world, including how the Tripepi Smith team monitored a breaking news situation, leveraged media intelligence to generate talking points for critical stakeholders, and kept our finger on the pulse of the media's fluctuating coverage.  One more thing to keep in mind about this story: all of this happened when Tripepi

You may be familiar with this PR horror story: You have constructed a comprehensive communications strategy for a brand or entity taking on a project of great significance. You’ve planned for almost every contingency and have briefed everyone in the inner circle on how to respond to almost any question. One dark and stormy night, you check your social and news searches and spot an off-the-cuff comment from a “source close to the mayor.” It’s inaccurate, but that doesn’t matter: Twitter/X has turned it into the hashtag of the day and, suddenly, your meticulously planned strategy is being dismantled piece by piece. Your mouth opens in horror, and you think, “The mayor said WHAT?!”Rather than being a story about an actual statement from an actual mayor, the title of this post refers to the volatility of public comment and the importance of staying ahead of shifts in public sentiment. It’s also about the impact a timely response can have on a city or entity’s reputation and its relationshi

Would you rather watch a webinar or get 1:1 time with an expert in your field?We think we know the answer. 👇 Our highly-anticipated Experts Exchange virtual meetups are back and you won’t want to miss the next one! In October, we have the privilege to host two distinguished experts from Code Red: CEO Robin Campbell-Burt and SEO Content Executive Mohammad Shahidulla 🙌Code Red is a leading cybersecurity marketing and PR specialist agency with over 25 years of experience in the security sector. Robin and Shahid share a passion for AI, and for early adoption with a practical and ethical grounding 👾 Learn more about Shahid, Robin, and Code Red in their #Experts blog intro here. The conversation will cover:1️⃣ Balancing AI with Human Resources: Uncover how AI can complement, not replace, your team’s efforts.2️⃣ Facing the FUD: Let's talk about the Fear, Uncertainty, and Doubt you may have about integrating AI into your business, and learn proactive strategies to manage these concerns thro

Now that your strategy, tone of voice, and visual identity are in place, it's time to implement them. This step requires careful attention and diligence. In my experience, many organizations lose momentum after completing the strategy work. This is partly due to the lengthy and strenuous process but also because there's often an assumption that everyone now understands the strategy and it's simply a matter of execution. However, successful implementation requires more than that. It's crucial to create a detailed plan and consistently communicate it with your organization. Let's explore some key learnings from the implementation process that can help you achieve your goals effectively: Set up measurements and KPIs for your strategy.  Before implementing, define your baseline for all the KPIs identified in the previous step. This allows you to continuously measure the impact of the implementation and assess whether the new strategy is propelling the company in the right direction. For in

So, you've successfully defined your brand personality and created your tone-of-voice. Now, it's time to take your brand to the next level by creating a captivating visual identity. Here's a step-by-step guide to help you bring your brand to life through visually engaging assets, such as photos, videos, graphics, and fonts: Gain inspiration from similar brands: Take a look at other brands that share a similar ethos to yours and analyze their visual identities. This will help you understand what works well in your industry and provide inspiration for your own unique approach.   Utilize your tone-of-voice guide: Leverage the words and descriptors that define your brand persona to guide your visual choices. For example, if your brand is warm and personal, ensure the visual elements evoke these qualities. Other examples include personal/professional, formal/info, etc.    Define your color scheme: Select a color scheme that aligns with your brand's personality and resonates with your target

Defining your brand's persona and tone of voice is essential for creating a strong and consistent brand identity. It helps you connect with your target audience, differentiate from competitors and, ultimately, build brand loyalty. The goal is to create a position so strong that customers see no other satisfactory alternative. So, where to begin? At Cryos, we launched our communication strategy project in order to streamline our fragmented approach. At the time, we were communicating differently to each target group.  For example, for a B2C client, our tone would be softer; B2B customers would see a more formal communication, whilst donors were targeted with a more youthful language. This meant our communication was overly complex, impacting efficiency and reporting. In addition, when we took a critical look at our website, we found that it gave a confusing impression. We realized that customers, donors and clients were all browsing sections of our website that were written in a range o

Meet Theresa Faerch Hello! I'm Theresa Faerch, EVP of Sales and Marketing at Cryos International. With over a decade of experience in marketing and management, I am passionate about creating exceptional customer experiences and driving growth for organizations. Previously, I was the CMO and have worked in several global organizations. I've recently relocated to Orlando, Florida, USA, to be Executive Vice President, leading a team of marketing, sales, and operational professionals to develop and implement innovative strategies to reach and engage with our customers. Building a solid brand and delivering exceptional customer experiences are critical drivers of success for any organization, and I work tirelessly to achieve these goals. One of the things that excite me about my role is the opportunity to work with a team of highly skilled and motivated professionals. A happy team leads to happy customers, and I'm dedicated to creating a positive work environment where my team can thrive. I

Thank you for joining today’s Expert Exchange with @Sara Ajemian, Expert in Data-Driven Communications and Corporate Marketing. Some of the topics that were discussed were: How can you better analyze social data to drive PR strategy? Which KPIs are good metrics to measure results? How do you develop external PR campaigns that incorporate social media elements on owned channels? What is your experience with the convergence of Comms and Marketing?  Should leaders expands their abilities to have both skills? How does this impact team structure? With the current climate,  short staffing and turnover found in local media,  how do we now maintain relationships with them? What are your thoughts on PR and AI? Sara answered a lot of your questions in the meetup, but let’s keep the conversation going!  Please add any additional questions you have below as Sara will be around throughout the week to answer them. 👐

Expert Exchange Meetup crew - we want to hear from you! Answer the poll below: 

If the key to building community on social media is in facilitating truly meaningful relationships with my followers, then how do I cultivate the kind of trust that results in valuable and authentic interactions?  Here’s the thing: it all comes back to authenticity and being a voice that is deemed trustworthy. From testimonials to reviews, so much of online branding is rooted in the assurance that the brand, company, and/or product is worthy of gaining and keeping your followers’ trust. And what better way to build that than from the inside out? It turns out that one of your greatest assets for building out a meaningful engagement circuit on social media is your own team! Leveraging the very people who know your brand and product best of all is powerful for several reasons. Key areas in which employee social media advocacy can positively impact your brand include: It’s a smart brand move. Your employees have their own networks that often reach far beyond your brand’s core community. Em

Did you know that recent social media trends show we’re moving back toward a major focus on community and away from platform and API-driven content? This is really exciting for me because, simply put: I’m an extrovert. I’m at my best when surrounded by others, sharing ideas and learning from differing insights and opinions. Asking questions, celebrating moments, and working through challenges together. Engagement and conversation fuel my everyday life, my workplace initiatives, and my creative soul.  Looking back, that’s probably why a career in social media landed in my lap.  I’m currently the Assistant Director of Social Media at Harvard Business School. I’m the head of the team responsible for the School’s primary handles across all the major platforms. We get to discuss #LifeAtHBS, the Case Method of teaching, cutting-edge faculty research, our in-house podcasts, and other exciting events across and beyond campus. But my favorite part of my role here is driving initiatives that boo

This month, we’ve discussed building community among your social media followers and encouraging engagement and interactions with your brand’s online presence. We’ve looked at ways to leverage your internal community (your own team members) to boost engagement and trust in your brand.That’s a lot of great, meaningful work. But…how do you know if it’s making an impact? Evaluating Impact I like to look at this at a couple of levels. On the social front, you can track a few key performance indicators. Vanity metrics (likes, impressions, etc.) can give you a high-level view of how your channels are perceived across the platforms. You can get granular about the numbers, sure. It’s important to track these channel metrics and understand why they fluctuate. But where engagement is concerned, you want to look at things like comments, shares, and reposts.One of the biggest ways I’ve been able to tell that our strategy is having an impact is by the increase in what I call humanized engagement mo

Would you rather watch a webinar or get 1:1 time with an expert in your field?We think we know the answer. 👇Announcing our next mCommunity Experts Exchange! This monthly virtual meetup connects you with knowledgeable Meltwater customers, giving you the opportunity to connect directly and ask them questions in a laid-back, conversational setting.This time, we welcome back resident Expert and lead of the Community-Led User Group, Soaring Professionals, Sara Ajemian. She will be running a much-requested "part two" of her session in March on the evolution and modernization of PR!Sara, an experienced Communications and Corporate Marketing Executive, will facilitate discussions based on the topics and questions you submit when registering. In addition, she will be sharing her expertise on the following:• How social media has affected the industry• The convergence of Communications and Marketing• Data-driven story-telling• Planning for the future of Communications By popular demand, we will

Thank you for joining today’s Expert Exchange with Ashley Jakubcyk, Assistant Director of Social Media at Harvard Business School.@aejaku  answered a lot of your questions in the meetup.  Please add any additional questions you have below as Ashley will be on throughout the week to answer them. 

As part of this month’s Expert Exchange, led by Ashley Jakubcyk, Assistant Director of Social Media at Harvard Business School (HBS), we want to hear from you:

I know many community folks who made their way into this role because they enjoy working with people or making connections. It’s a great way to start the path, but it can leave room for skill gaps. Take me, for example. As I mentioned in my intro, community started as a hobby and morphed into a career. When managing a company community for the first time, I was happy to answer questions, help connect members to resources, and write content. It didn’t take long to realize I needed to develop additional business skills if I wanted to continue along any sort of career path.Prior to my foray into a community career, I spent many years in higher education. And while I worked in one of the business offices—and even in an IT group until I left—creating a business case, tracking metrics, creating KPIs and justifying ROI was very different from an enterprise company. I had to relearn a lot. You may want to focus on your community members to the exclusion of almost everything else, because you s

Would you rather watch a webinar or get 1:1 time with an expert in your field?We think we know the answer. 👇Announcing our next mCommunity Experts Exchange! This monthly virtual meetup connects you with knowledgeable Meltwater customers giving you the opportunity to ask them questions and network in smaller, more in-depth breakout rooms.On March 28th at 11 am ET / 8 am PT, we will be speaking with Ashley Jakubczyk, Head of Social Media at Harvard Business School, for our Experts Exchange virtual meet-up.In this session, we will be focusing on understanding your brand’s community on social media platforms, specifically how to enhance community engagement. Ashley will facilitate discussions based on the topics and questions you submit when you register.In addition, she will be sharing her expertise on:• Using social data to understand your audience• Building a strategy around social media brand presence• Creating content that encourages engagement• Developing a deeper understanding of y

Hello mCommunity! If we haven’t met, I am Sara Ajemian - a corporate communications executive with over 16 years of experience working across the technology sector. I’ve spent half of my career working in-house for both communications and marketing teams and half of my career growing B2B Tech PR agencies. Because of this, I’ve become a passionate advocate of data-driven communications. I’ve been so happy to share some of my thoughts with you over the last few weeks (you can find my February Experts with Insights series  I’ve also become a huge proponent of mentorship and community. I credit a lot of my success to leaders I had the privilege of being mentored by when I was just starting out, and the myriad young professional programs such as She Runs It (formerly AWNY) that I took advantage of when I was under 30. But once I aged out and hit that 10-year mark, I struggled to find the right community to help me navigate the “changing tides” of communications and figure out how to adapt p