By: Armani Shumpert
Hashtags are important for success in supporting social media content. Appearing as a keyword or phrase with no spaces with the # (pound) symbol at the front of it, the hashtag is a way to make material easy to find, at least when used correctly.
Hashtags have been widely used on Twitter, but they are now popular on other social media platforms sites such as Facebook, Instagram, LinkedIn, and Pinterest. Understanding the difference in these platforms and how to use hashtags effectively is a great way for you to maximize your engagement with your followers.
While a hashtag seems easy to place before keywords, some other specifics are important to note as you try to reap the greatest benefits of using hashtags. Here are some tips for general purposes:
- Keep hashtags brief and unforgettable rather than attempting to include a variety of words with one tag.
- Try not to pressure any post with hashtags. Use them only if they add importance to your post and are likely to encourage dialog and discussion
- Do not overuse hashtags. The number of hashtags you use depends on which platform you are using, but in most cases, one or two hashtags work better than many.
- The use of descriptive and unique hashtags can yield better results than widespread or generic ones.
Using hashtags is not a one-size-fits-all proposition that is the same for all social media. Here are a few ideas about how hashtags on specific social media platforms can be used properly.
Use Hashtags on Instagram
When it comes to Instagram, using more hashtags will lead to more engagement. Use up to 10 or 11 relevant and popular hashtags on this platform to get the most out of it. You probably do not need to use too many of them, but it is good to know that using more is good here, so you can experiment with what works for you.
Use the search box to see which hashtags are used by influencers or competition. Since this is the best forum for many hashtags, try various hashtags. For blogs, videos, and comments, use them.
Use Hashtags on Twitter
Using the appropriate Twitter hashtags will boost your participation. One or two hashtags on a tweet should be enough. If you use a few hashtags and explicitly ask your followers to retweet, this may result in more engagement.
Using Twitter hashtags can make your post available as people search for your tag. It can also help you locate conversations to get involved. To have even more effect on this forum, research hashtags are trending. Twitonomy is a good method specifically for studying Twitter patterns.
Use Hashtags of LinkedIN
On LinkedIn, people have not always stressed the use of hashtags, but they function on this site in the same way as any of the other social media sites. Using a couple of hashtags on your post if you are posting long-form material on LinkedIn. LinkedIn typically recommends one or three hashtags.
You can get your alerts outside of your network by using hashtags on LinkedIn. It is a perfect way to raise awareness about the brand.
The use of hashtags is an excellent tool for interacting with your followers as well as increasing interaction and attracting new target audiences. To be effective please keep in mind the social media platform you are using and best practices for best results.
By Ashleigh Horn
There’s no denying that each generation is different. Baby Boomers, Generation X, Xennials, Millennials, Generation Z, I’m sure as you read each of these titles, you may have recalled your own thoughts toward each group. During a time where as many as five different generations are working together in the workplace, it’s important to understand how they all function and what each brings to the table.
Though I could certainly cover all five of these and the impacts they have in the workplace, I want to instead provide first-hand insight into a generation that is seemingly misunderstood by its predecessors. This is a generation with a desire to create change; a generation that I have nearly 21 years of experience being part of.
Who are we?
Although the lines defining the age range of my generation are a bit blurry, the Pew Research Center identifies this group as having been born after 1996 (Parker & Igielnik, 2020). Today, some Gen Z-ers walk the halls of middle schools, whereas others are hunched over books in their dorm rooms, working full-time agency jobs or even preparing to vote in the upcoming presidential election. There’s no doubt we’re all at different stages in our lives; however, somehow, some way, there are a few common desires and passions we all seem to share.
How is this generation different?
Generation Z is the largest generation to date. We also have access to more technology, media and quite honestly, each other, than any generation before us. It may be our sheer size, or it quite simply may be the comfort we feel in sharing our thoughts and ideas through Instagram, YouTube and Snapchat, that compels us to reach for our dreams and to stand up for what we believe in. Politics, social injustice, sustainability, ideas for new products or businesses, we Gen Z-ers are a researched, opinionated, innovative, change-making group.
The Target Incubator
A few years back, the Target retail chain set out to better connect with this next generation of consumers. One way they did so, was through directly engaging with young Gen Z entrepreneurs in what they called the “Target Incubator.” Inspired by these young adults’ big ideas about “better for people” and “better for the planet” products, the company selected eight business pitches, created by students, to help become a reality.
You may be asking, “Why would the company do this, and what was their reward?”
Generation Z is often referred to as the “Changemaker” generation. Target recognized that many of its Gen Z consumers have big plans to change the world and sought to help make their dreams become reality. The students’ ideas ranged from producing compostable single-use products to using juice pulp waste to create healthy snacks. These eight businesses were not only unique—they did not simply provide innovative products or services—rather, they were all created as solutions to a number of the social and environmental issues we face in the 21st century.
I think James Sancto, founder of We Make Change, hit the nail on the head when he described Generation Z’s passion as “not willing to accept the world as it is, [who] believes [it] can address the challenges the world faces today, and [who] will do whatever [it] can to make the change [it wants] to see” (Sancto, 2019). The product of the Target Incubator is a testament to Gen Z’s eagerness and willingness to ensure the changes we wish to happen are made.
Gen Z’s not so breakthrough solution to creating change is to have a purpose. Whether you’re a business, college institution, or just someone we pass on the street, Gen Z-ers want to know what you’re all about.
What are your goals?
Who or what do you stand for?
Does your vision align with what we believe?
Generation Z prioritizes purpose and “[looks] to engage with brands and organizations that have a higher purpose that goes well beyond a simple transaction” (Beal, 2019). Unlike generations before us, we don’t simply purchase a product or rep a brand because we like it or it’s “convenient.” Rather, we use the power of reviews and our access to technology to compare prices, product availability, to research a company’s CSR practices and what it values, in order to make educated purchases (Salesfloor, n.d.).
Google, Netflix, Spotify and the Walt Disney Company are all examples of some of the most loved brands by Gen Z consumers. It’s no coincidence that all of these same companies placed in the Digital Marketing Institutes (2020) list of the “Top 16 Brands doing Corporate Social Responsibility Correctly.” Generation Z values these brands because they do more than provide their specific products and services; these companies use their platforms to create change on issues important to their employees and to each company as a whole.
As I mentioned earlier, Gen Z-ers look for ways to impact our own corners of the world. In fact, we often make decisions with long-term consequences in mind. We’ve been called lazy, self-involved, tech-dependent, and more (The NPD Group, 2020). Yes, some of these monikers may be partly true. But, we are also a passionate generation focused on standing up for only those issues or movements that align with our interests. Our passions drive our actions. We just might change the world.
As each new year has passed onto the next, Generation Z, or the “Changemaker” generation, has become older and older. With this age has come new responsibilities, both in our own lives and in contributing to the world around us. We are growing up, entering the workforce and making an impact in our own generationally-unique way. Slowly but surely, we are revealing who we are, what we value, what our goals are, and are debunking the generational stereotypes that have defined us since we were babies. In turn, we are using these differences to provide new perspectives in both the workplace and in society, and are doing all in our power to create change.
By: Samuel Jordison
For the past year, I had the opportunity to work as a human resources intern for a manufacturing plant in Kansas City. When comparing PR and HR on the surface it looks like two completely different fields, but there is a lot they have in common. I’ve found that certain commonalities extend not just between PR and HR, but PR and almost every field in business. One of those things is that you have to know your audience.
One of the first things we learn in Intro to Public Relations is that you need to understand who your “public” is if you want to relate to them. That advice is universal across the world. If we want to communicate something to someone, first we need to make sure they are interested in what we are communicating. If we want them to respond, we need to communicate in a way that is clear to them. If we want them to have a positive reaction to what we say, then we need to say it in a way that encourages them in a positive way. All of these things hinge on knowing who your audience is and understanding what is important to them.
This is not exclusive to those in the PR world. In the workforce, managers need to know that their employees have an interest in their work to be good employees. Parents want their children to understand them, and will try and communicate in ways their children will understand. Even friendships are built with recurring positive interaction.
Knowing your audience, whether it’s employees, co-workers, friends, or family members, is important in any setting. As an HR Intern, my primary audience was the employees inside the company. I strived to gain an understanding of how they think and the best way to communicate with them. Otherwise, the programs or events we would roll out would be ineffective.
When we take time to figure out how those around us will best receive our message, we are strengthening a relationship. Whether that relationship is with consumers, employees, family or friends, it’s extremely beneficial.
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by Evan Whittaker
In today’s professional world, you would be hard-pressed to find anyone who doesn’t recognize the logo of technology industry giant, Apple. In addition to how strong the company’s brand identity is, consumer perceptions of it are overwhelmingly positive, as evidenced by its current standing as number five on the Fortune 500 list for 2014. Those perceptions are so strong and positive, in fact, that people wait in line for days to receive the company’s newest products while knowing virtually nothing about them.
So, how has Apple managed to amass such a loyal audience and create a powerful brand identity? The answer can be found in the company’s consistent design principles and genius marketing techniques. Let’s take a look at a few of the elements that contribute to Apple’s success.
Improvement, not innovation
You might be surprised to learn that smartphones, portable music players and tablet computers all existed before Apple made its foray into these markets. Many find this surprising since Apple’s iPhone, iPod and iPad have dominated these respective markets since their releases. If Apple wasn’t the first to introduce these products, why have its versions become the most popular? The answer is the company’s focus on improving and refining existing products to entice consumers.
These refinements take various forms: reduced device size for increased portability, simplified operating systems and construction using premium materials. While these may seem like trivial changes, the results are anything but. Consumers would pick up a rival product, then compare it to Apple’s thinner, lighter and more attractive version. Given that, is it any surprise that many would lean toward the latter? There is certainly something to be said for Apple’s focus on improved aesthetics.
It’s not a device, it’s an experience
Apple creates products. What Apple sells, however, are experiences. It’s not a phone with a camera, it’s the ability to capture memories. It’s not a video-chat feature, it’s the ability to be there even when you’re not. It’s not an app store with more than one million apps, it’s infinite possibilities.
Much of Apple’s marketing focuses heavily on emotional appeals. Rather than highlighting what its devices are capable of, Apple highlights what you are capable of if you own those devices. By connecting its products with sentimental activities consumers can relate with, those consumers, in turn, connect Apple itself with those activities.
It’s quite clever, really. Can you really put a price on sharing moments with your loved ones? As it turns out, you can if you’re Apple – it’s $199 with a two-year contract through your wireless carrier.
Join the club (read: cult)
Humans are social creatures. We have an inherent desire to feel included. So when a brand becomes associated with luxury and exclusivity, consumers tend to want it merely in order to feel like they’re a part of the club. It works for high-end fashion and high-end cars; it works for Apple as a high-end technology company.
This is an interesting development that has occurred over time as Apple has employed the marketing tactics listed above. Think of it as a passive benefit the company has attained through active processes. This is not to say that Apple hasn’t acted strategically to drive desirability for using their products, though. Features like AirDrop, iMessage, FaceTime and AirPlay offer improved functionality for those who want to connect with other Apple device users. Now that Apple has managed to position itself as the industry standard in terms of high-end technology, every new product release has consumers clamoring to drink the Apple iKool-Aid.
Apple did an incredible job of establishing itself as a technology industry giant. Although its products may not be the first of their kind, premium materials and effective marketing techniques are sure to convince many that they are the best. With all of the hype surrounding the new Macbook and Apple Watch released this month, Apple’s streak of successful product launches and sustained brand loyalty are showing no signs of stopping.
by Ambria Paul
As public relations practitioners, our duties include keeping target audiences in mind—external and internal, but far too often, the importance of internal communication goes unacknowledged. A concept we need to embrace is that good internal communication is the driving force for organizational success externally. What is grounded within the organization defines the quality of what is communicated outward. PRWeek’s Julie Skidmore states, “Internal communications can be seen as the oil that keeps an organization working smoothly.” With the proper system of communication and participation, and climate, an organization thrives.
Two Factors That Negatively Affect Internal Relations
-Dented Upward and Downward Networks
Generally, within every organization there is a hierarchy. For example, in the workplace there are “technicians” and “managers.” According to Alan Jay Zaremba’s Organizational Communication, “communication within an organization is disseminated through an upward and downward network.” Upward relates to communication from technicians to management, and conversely for downward. If the technicians feel as though their ideas, opinions, or concerns are not valued by management, they will more likely feel unappreciated and might grow resentment toward the “top dogs.”
At the same time, if management does not personally engage with the technicians a wall will be created that separates the two. Building and maintaining healthy, interactive upward and downward networks within an organization is essential to productivity and equality. Company newsletters, surveys, opinion polls, and frequent emailing can provide a healthier system of communication within.
Jay Zaremba’s explains, “the climate is the atmosphere in the organization that either encourages or discourages communication.” A cold climate can resemble workers who are tired, cranky, nonchalant, or angry due to excess duties, hunger, feeling unappreciated by fellow employees or management, and confusion.
Creating a warm climate in an organization does not have to be hard. Aside from maintaining a healthy system of communication between employees, an environment less “frigid” can stem from the simple things. Providing snacks for employees and keeping the room’s temperature at a comfortable degree can cure physical distractions of productivity. Having monthly meetings for strictly concerns the employees may have, sending encouraging emails, and having “Employee of the Month” encourages productivity and gives employees a sense of value.
These tactics can have a huge impact on the climate of the organization, further creating more successful internal communication and relations. A good example of a company creating warm climate for employees can be seen with Killer Infographics, a leading visual communications agency. Employees are provided with a climbing wall and two kegerators with locally brewed beer to release stress in the workplace. Sounds like fun to me!
An organization can have every goal of serving the external public, but if it does not start first behind its walls, there will be no outward success. Internal communication is a must!
by Nikki Carpenter
For public relations students like myself, there is not an experience quite like Innovative Public Relations. To be honest, I did not know what I was getting into when I joined IPR. I had no idea what projects I would be assigned to, who would be on my team, and the skills I would quickly develop. The only thing I had to compare it to was a sports internship from over the summer.
In August, my team learned that we would be collaborating with the firm’s first off-campus client. Larry Schnieders, a retired corporate executive and UCM PR alumnus, wanted to share a story connecting two Kansas City high schools that have been housed at the same location. Both of the schools and their students prospered when all odds were against them.
The focus of our campaign is to utilize a crowdfunding platform to acquire the funds necessary for the shooting and editing of the film. As specialists with marginal knowledge of this unique fundraising technique, we found ourselves spending our time researching everything possible. From tips to statistics to looking at successful pages, we quickly developed a strategic approach in order to raise the necessary funds.
In partnership with Through A Glass Productions, “Together We’re Stronger” revisits the extraordinary story of Bishop Lillis High’s unexpected Missouri basketball state title in 1961. The team consisted of transfer students and a first-year coach. The film will have interviews of the players and coach of this team, who have gone on to be successful. One player was twice-elected mayor of Omaha, Nebraska. Another went on to win a gold medal at the Olympics.
The documentary will also follow Lillis’ legacy through the building’s current tenant, DeLaSalle Education Center. DeLaSalle is a charter school with alternative-style curriculum, and the only school of its kind in Missouri. DeLaSalle relies on donations and fundraisers to provide at-risk youth a personalized education to improve learning and life skills. The film is expected to bring a new audience to the school that has already reached its capacity of 300 students with a waiting list.
The crowdfunding campaign to raise $18,000 will continue until Dec. 7 on Kickstarter. Check out the page here! For up-to-date information on everything regarding this project, make sure to like “Together We’re Stronger” on Facebook and follow the film on Twitter.
Pictures via Hank Young and Kali Schnieders
by Erin Robinson
Millennials. We have all heard the term, but do we understand its meaning and importance? Before exploring the challenges of marketing to millennials and some helpful ways to overcome them, let’s take a look at who millennials are and why marketing to this generation is so vital to the success of companies and brands.
Who millennials are and why they’re important
Millennials are individuals born from 1977-1995 and they represent 25 percent of the US population, according to Barkley’s report, “American Millennials: Deciphering the Enigma Generation.” There are millions of them, over 82 million to be specific. They spend money, with an annual purchasing power at $200 billion. Lastly, they are making gateway purchases, which Bulldog Reporter Editor Talia Sinkinson defines as, “choices that can influence brand allegiance for the rest of their lives.”
Overcoming millennial marketing challenges
While every company may have different challenges in its efforts to market to millennials, I am going to focus on a few of the most common from my own perspective as a millennial.
#1: Grabbing millennials’ attention
We are exposed to thousands of marketing messages every day, so creating something that is going to stand out in the clutter and remain in our minds is no easy feat.
Fix: Make us feel like a part of your brand, use visuals to engage us and inspire us to take action. Do what hasn’t been done. We like new and bold.
#2: We don’t like when you try to blatantly sell us things
Millennials can sniff out an advertisement from a mile away. We are so inundated with advertisements that we begin to resent them all together and we find ways to block them out any chance we get.
Fix: Sell your story rather than your product. Find a way to relate your brand to us personally and tap into our emotions a bit. We love a good story and want to support things that make us feel good about ourselves. When companies or brands find ways to engage us without yelling “BUY ME!!!” we appreciate it.
#3: Keeping up with us isn’t easy
Our world is constantly changing, especially when it comes to technology. We are also always connected, so we are aware of what is going on around us.
Fix: The companies and brands that keep up with changes and trends in technology and adapt their marketing messages to what is going on around us will be the most successful. Pay attention to what we are talking about and find a clever way into the conversation.
Moral of the story
Marketing to millennials should be at the top of companies’ priority list and will benefit them tremendously if done the right way.
by Jonathan Haile
Creating a logo is an important, dare I say, sacred part of the branding process. A logo should be recognizable, but should encompass a brand’s identity, values and in many cases, its history. As Major League Soccer prepares for its 20th season, the newly unveiled logo is a different take on what we’ve come to know.
Pictured below, you’ll notice that the new logo in the bottom right. It has an interesting story to tell. The perimeter represents the field of play, the slash represents the speed and energy of the game, and the three stars represent what MLS calls its pillars of the brand: For Club, For Country, For Community.
Evolving over time, MLS maintained the image of a cleat and a soccer ball in its logo, so the update is a definite departure that league is happy to explain:
“The new brand’s design is intended to say ‘soccer’ without the literal ball and cleat. In the end, we decided that the inclusion of a ball and cleat is unnecessary as it dates us very quickly (due to the fast pace of innovation in our game) while many other ways exist to signal we are a soccer league. Our new brand will build meaning over time so that our new crest signifies soccer in North America and has a unique place in global sports.”
Sharing the sacredness with its teams
What’s most interesting to me is the story the logo doesn’t necessarily tell you. Each individual club gets its own MLS logo, featuring the colors of each individual brand. It suggests, to me, a dynamic that you don’t get from the NFL, NBA, or MLB. One could argue that those leagues have hierarchies that place league offices and officials above their teams. This MLS logo suggests that the league cannot function without them. It eliminates the disconnect.
Of course, the logo also a celebration. MLS Next is the new positioning platform that highlights the new clubs, new sponsorships, new stadiums and the excitement ahead, so why not let each club share that excitement?
At first glance the logo seems simple, but when you understand it, it makes a lot of sense. The league’s approach should serve as an example for all aspiring branding experts. There are awesome stories you can help your clients tell. You can take them into account to make something fresh and recognizable.
Image via MLSSoccer.com
by Jackie Meade
Have you ever noticed the ‘Other’ folder on your Facebook message page? If you are like me, you are probably thinking what ‘Other’ folder? What happened to just my regular Inbox?
The ‘Other’ Folder
I did some research and found that when someone sends you a private message it is sent to one of two places: your Inbox folder or your Other folder. The Inbox folder is reserved for messages sent by friends you are connected to, while your Other folder is where spam and messages from those you are not friends with are routed. The Other folder is ignored by some users and its existence is completely unknown to others.
Facebook released an update in 2012 to its messaging system (that I feel was largely unnoticed by the majority of its users) that allows people outside of your network to send a message directly to your Inbox for a small fee. For twice the price of a postage stamp, users are charged $1 for every message they want to send to non-friends hoping it will get noticed. Although the Other folder has been in existence for some time, it cannot be accessed on your mobile app, which is why most of us have never heard of it. While this opens up another avenue for Facebook to make an extra buck, it also opens up the doors for stranger danger.
Beware of Creepers
Although this update was put into action a couple years ago, there are still many ‘creepers’ out there using this system to their advantage today. Check your Other folder if you want a good laugh because you never know what you might find in there. Some of it may just be spam or legitimate messages from co-workers or long-lost friends, but chances are you will find some awkwardly written love notes from a secret admirer. Here are some real messages I found online that Facebook users have received:
So what does this all mean for you?
Facebook hopes the $1 charge will discourage spammers and therefore, decrease the amount of ‘junk’ mail that is sent to you. It will also allow you to send a message to someone you, for example, saw speak at a conference you attended or a potential employer about a job opportunity. You can connect with those who may have been out of your reach, so to speak. Also, it may give long-lost friends or relatives a way of getting a message to you that was previously blocked to them. If nothing else, it may finally give you the opportunity you have been waiting for to ask out that cute girl or guy in your class you have been pining over all semester.
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