Joining a new social media platform can be intimidating, especially if a brand that isn’t really popular joins a platform that never thrives. I have been asked more times than I care to share if I plan on creating a TikTok account. On a personal and professional level, it’s a “no” for me, until I absolutely have to create one. TikTok is “is a short-form, video-sharing app that allows users to create and share 15-second videos, on any topic.” On the rare times I’m on Instagram, I catch a few TikTok videos and they are very entertaining. I appreciate the…

Essence Festival is an annual event held in New Orleans over a series of days, typically near the Fourth of July. It is “the world’s largest cultural, music, entertainment and empowerment experience and the global epicenter of Black culture.” This event has major components to it: there are workshops that cover beauty, politics, fashion, social issues and entertainment in the day time. Then there are major concerts during the evenings. I have had the opportunity to attend Essence Fest back in 2018, and it was wonderful. …

Crises can spur at any time. There are times when a communications team can plan and get ahead of a response, due to the understanding that a controversial story may come out in the near future. And then there are other times when the communications team has to respond promptly to an urgent issue. In either circumstance, the team should have a crisis management plan. Kristen Baker, a writer for HubSpot, defines a crisis management plan as “the process of preparing for and managing any disruptive or unexpected emergency situations that affect your business, stakeholders, employees, customers, and revenue. …

Let me preface this by saying: I am not a social media aficionado when it comes to analytics. I have been managing social media accounts since I was in college, and there is still so much that I need to know. Social media is a powerhouse where people go to waste time, talk to fellow users, and learn about the latest news. According to Andrew Hutchinson, a content and social media manager for Social Media Today, “around 71% of people now get at least some of their news input from social media platform.” …

Social media management tools are vital to running a successful business social media platform. Those tools are where companies can monitor how the general public feels without conducting a focus group. These management platforms “are aimed at maximizing search engine optimization along with increasing inbound traffic, customer satisfaction, and customer conversion.” There are many tools available, such as Agora Pulse, Buffer, Social Pilot, and TweetDeck that can assist with community management and social listening.

Community management and social listening are just as they sound. Companies able to steer the discussion the right way with both of these concepts. Organizations can…

I love books, but I don’t have time to read, so I turn to the next best thing: audiobooks. If I had more time, I would spend my days listening to the authors narrate their books while I clean and workout. I created an Instagram account to connect with fellow bibliophiles and authors to eventually create an online book club. What’s a good book if you cannot share it with others, right? Hence, the beginning of The Audiobookstagrammer.

Instagram is great for posting photo updates of your kids, your dogs, your elite vacations, and maybe even your relationship . This…

Crowdsourcing is when a brand uses groups of people (or platforms) to gather information. To use in simpler terms, it is when someone throws a party and tells other people to bring a snack or drink to contribute. In this case, the brand is the host of the party and the people bringing food and beverages are the contributors to that brand’s campaign or “ask” for that time.

Laureen Miles Brunelli wrote that “by crowdsourcing, companies can tap into a huge group of people’s expertise and skill sets, ensuring diversity of thought, expedited production, and cost-cutting, since they don’t need…

Influencers are meant to generate awareness and boost revenue for brand due to their powerful sway to get followers to buy into what they are selling. “Over 90% of users say they trust influencer’s opinions.” They are — for a lack of a better term — a mascot for that brand. “Influencers must be trusted figures within a niche community and retain a loyal following.” Two influencers that are making an impact are Tabitha Brown for Donna’s Recipe and Beyoncé for Ivy Park’s collaboration with Adidas.

Tabitha Brown’s Success with Donna’s Recipe

Tabitha Brown is a social media personality with a kind soul and fabulous lifestyle…

Created in the 1960s and early 1970s, SWOT analysis is used for communications experts and leaders to assess an organization’s strengths, weaknesses, opportunities and threats. SWOT analysis relies on internal and external data that “can guide businesses toward strategies more likely to be successful, and away from those in which they have been, or are likely to be, less successful.”

Potential benefits that can stem from a SWOT analysis include: understanding the organization better, addressing any weaknesses, preparing for and deterring threats, capitalizing on opportunities, taking advantage of the organization’s strengths, and developing business goals and strategies for achieving them.

What constitutes a successful social media campaign? In my opinion, the successful campaigns are the ones that creates user-generated content. We have all witnessed a viral campaign or two, but my favorite thus far has been the “Straight Outta Somewhere” (SOS) campaign that was created to promote the movie, “Straight Outta Compton,” which premiered in 2015.

This campaign was created by “Beats by Dre partnered with Universal Pictures to promote Straight Outta Compton, a film about Beats’ founder [and N.W.A. group member], Dr. Dre, and his life and career in Compton.” …

Reba Liddy

Reba Liddy is a graduate student at the University of Florida.

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