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Survival of the fittest: How to navigate Facebook’s news feed updates

Facebook recently announced updates to its News Feed algorithm in order to predict which posts users will want to interact with the most. Posts from family and friends will be prioritized, but where does the new update leave posts from brands?

The bad news for brands (and maybe Facebook users) is that users will most likely see less organic content from organizations and publishers near the top of their feed. The good news is that organizations have the opportunity to stand out among the competition and create meaningful content for users.

Here are four steps organizations can take to survive the News Feed update:

1. Plan. Measure. Evaluate. Modify. Repeat.

Marketers and communicators are asked to juggle different tactics and social platforms for their…

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Manage the blitz – PR lessons learned from the NFL

Each year, the National Football League and its teams absorb a number of PR hits (no pun intended). In recent weeks, the New England Patriots and my favorite team, the Pittsburgh Steelers, have dealt with PR issues, with mixed results.  Consider how these situations were handled (or mishandled) and the lessons that could translate to your organization:

  • ESPN published an expose on rumors of a rift and power struggle among the New England Patriots Chairman and CEO Robert Kraft, Head Coach Bill Belichick and Quarterback Tom Brady. Although some of us may relish the impact of such a schism, the Patriots swiftly squelched speculation when they issued a statement within hours calling the accusations “fallacies.” Kraft, Belichick and Brady, the statement said, “stand…
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The uphill battle to take down the ‘merger tax’

Merger objection class-action lawsuits have been the bane of public companies for going on a decade. Each year from 2009 through 2015, somewhere between 84 percent and 94 percent of all merger transactions over $100 million were challenged by at least one shareholder class-action lawsuit. In the January/February 2018 issue of the National Investor Relations Institute (NIRI) magazine IR Update, I write about the efforts of jurists and activists to clamp down on meritless merger suits and the maneuvers of opportunistic plaintiffs’ law firms to keep the six-figure fees flowing.

Read the full IR Update article here.

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5 ways to get SEO value from the investor relations website

In the Search world, creating relevant content about your company and products/services is at the core of a strong ongoing strategy. Investor Relations reporting is a guaranteed stream of content being generated at a publicly traded company. Because creating content can be the bane of an SEO program, investor relations can be a gold mine for easy SEO opportunity.

With the demands of Investor Relations reporting, having a strong online platform to manage investor relations needs takes on a great deal of importance. To be time- and cost-effective, many Marketing Communications teams turn to externally hosted platforms for these services. 

Although building an investor relations site as part of your corporate website allows for ultimate flexibility, costs and project…

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4 steps to boosting your social media performance

Social media has grown up over the last several years and become a key component to almost all marketing and communications strategies and plans. It’s no surprise given the volume of social media users, time spent on these platforms and engagement potential. With social being such an important communication channel, it’s critical that organizations take steps to increase returns, drive effectiveness and efficiency. Below I’ve outline 4 steps organizations can take to boost social media performance.

1. Ensure your social media strategy aligns with your business and communications objectives.
Use your business and communications objectives as your North Star when evaluating and determining your activities. If your social media activities don’t support your overall…

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