• What’s New in Social Media? 10.18.18

    What’s New in Social Media? 10.18.18

    The constantly evolving world of social media is ever-changing and marketers, business owners and even the daily Facebook user should be aware of the updates. Make sure you are subscribed to our blog to get the monthly news and updates on all things social media sent right to your inbox. Let’s check out some of the latest news.

     

    Google+ is Headed for the Google Graveyard

    Joining the deathly ranks of Google Reader, Google Glass and Dodgeball, Google+ is officially on the way out. If you’re thinking that it’s about time, then you’re not alone. After a security breach in which user data was exposed (and the revelation that G+ sessions last less than 5 seconds for 90% of users) Google has decided it’s time to close it down. Just in case you have actually been using Google+ in recent years, you can read their blog about their plans to shut it down and how you can save your data.

     

    You Can Now Sell Products Through Instagram Stories

    Earlier this year Instagram announced that it would be extending its product tagging feature from posts to Stories. For brands that have products for sale on their website, Instagram can be a powerful tool to bring people to your website and sell your goods! Instagram finally rolled out the new feature in recent months, so if you haven’t set up your product catalog yet, get to it! Instagram Stories is the new and best way to keep engagement up on Instagram. For more recent Instagram updates, read this.

     

    Your Facebook Page Can Join Facebook Groups

    Facebook Groups were around before Pages were a thing, and now they’re coming back in style. Some Groups will now allow Pages to join and post, so if you’re a brand that wants to get into some local niche Groups to promote events or services, give this a try. It’s a much better option than posting in Groups through your personal profile! Make sure you read the Group rules before posting, as many have rules against being overly promotional.

     

    Facebook Adding First-Party Cookies to Their Pixel

    Starting on October 24, 2018, Facebook will be adding first-party cookies to their Pixel. A cookie is a small snippet of text that is placed on the hard drive of a user’s computer by the server of a website that they visit. Facebook’s update is good for advertisers – the number of individuals manually blocking third-party cookies or deleting them regularly has been steadily increasing. Think about the number of times you clear your cache, you’re removing all those third-party cookies as opposed to the first-party cookies.

    As an advertiser, you can opt out of this if you want to (by default you’re opted in, you’ll need to change your settings to opt-out). For those who are advertising in data-sensitive areas such as healthcare and finance, you’ll want to opt-out.

    For everyone else, you’ll probably want to keep the first-party cookies. The first-party cookie (in addition to the third-party cookie that the Pixel already utilizes) will help give you more data and a better overall picture of your marketing efforts. This is good for advertisers!

    If you’re advertising on social, you can and should add tracking pixels to your website so you can utilize remarketing audiences.

     

    And just for fun…  7 Cringeworthy Social Media Fails.

     

    Questions about social media? Need help with a competitive audit or social strategy? Let us know! Email Caitlin at [email protected].

     

    Matter

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  • A Newcomer’s Guide to Drone Videography

    A Newcomer’s Guide to Drone Videography

     At this day in age, it’s amazing to think that remote controlled drones (or UAVs) are becoming a part of everyday life. They can be seen in search and rescue applications, lighting scenarios, and of course aerial videography. When it comes to other places it can be useful, the sky is the limit (pun intended).

     

    Let me preface this write-up by stating that I am still a newcomer to the drone videography world. My goal for a while has been to learn any video rig I can get my hands on, and this is the most logical next step. The value in drone videography is obvious as well; shots from the sky add an interesting perspective to your video that simply cannot be replicated.

    At first I was under the impression that someone can go out and buy one of these and use it freely, similar to a remote controlled car- boy was I wrong. Here are a few tips and other things you should consider when becoming a drone enthusiast

    1. Start Small: A drone big enough for a camera complete with all the necessary batteries, prop guards, gimbal, and controllers will set you back at least a couple thousand dollars. Before making such a purchase, I found that buying this $70 drone is a great stepping-stone before graduating to the bigger contraptions. It helps with getting a feel for the controls, air resistance, and aerial maneuvering. It’s also inevitable that you’re going to have a few crash landings, which won’t damage it because of the small size (the drone in the link fits in the palm of your hand).
    1. Take a Class: Flying a drone is not a “plug and play” solution. There are important details such as calibration, course setting, home lock, airport communications, and many other things you need to know that can’t be summed up in a brief YouTube video. I found that taking an in-person course really helped me get familiar with both the drone and the app. The instructors are all licensed helicopter pilots who can address any other questions you may have, and there’s a block of class time that’s used for flight practice.
    1. Stay Current with Government Regulations: The FAA controls all of the airspace in our atmosphere. Whether it’s a few inches above your head or 400 feet off the ground, they are the ones who make the rules. It’s important to read up on their current and proposed regulations, so that you don’t get ticketed or fined for flying illegally. Right now, in order to make money from flying you’ll need to obtain an FAA 333 Exemption, or be a commercial airline pilot. While this paperwork can be easily applied for, it takes roughly six months for it to get approved and sent back. I’m writing this blog in June, and it’s been rumored that the FAA will be coming out with a separate set of drone pilot regulations this month. We’re still waiting on that, which leaves a lot of us commercial drone pilot hopefuls in limbo.
    1. Practice, Practice, Practice: Similar to the first tip I covered earlier in this blog, you can never have enough practice. After all, a great aerial shot cannot be achieved without great aerial maneuvering. Setup a chair or trash barrel in your yard and practice orbiting around it, with the nose of the drone constantly facing the subject. Once you’ve mastered that, give these a try.

    To sum it all up, it seems like drone flying is a hobby/professional tool that is here to stay. It’s an activity that should be done with safety as the number one concern, and enthusiasts should not rush to the finish line. I’ll leave you with my three favorite drone videos on YouTube (1) (2) (3). Happy flying!

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    Matter

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  • 3 PR Lessons from a Taylor Swift Concert and the CrossFit Games

    To observe an elite star at the height of his or her powers can be vexing or inspiring. I suppose that’s why there are Instagram posts and coffee mugs to remind us all that Beyoncé also operates in a day with 24 hours – whether we’re meant to feel bad about ourselves or determined to do more is a matter of perspective. This weekend, I watched two different types of stars at the pinnacle of their games: Taylor Swift and the athletes of the CrossFit Games. And, yes, I swear this post is not total clickbait.

    On Saturday night, along with 60,000 other #Swifties at Gillette Stadium, my ticket was scanned, my LED bracelet adorned my wrist and my eyes were fixed on the 1989 Tour. What struck me more than the manic jubilation of the mainly tween crowd was the incredible precision and care given to every set piece, light, costume and word spoken on stage. As a longtime fan who admittedly cringed at some early live performances, it was impossible to ignore what a pro Swift has become since her teen years – from her voice to her command of the stage and crowd.

    https://instagram.com/p/5le9Lko0V_/

    The rest of the weekend, aside from summiting a “mountain” and grabbing brunch with friends, found me on the couch, keeping up with the 2015 Reebok CrossFit Games. Like 270,000 other CrossFitters, I competed in the CrossFit Opens this year and, needless to say, was a few Kettlebell swings and muscle-ups short of qualifying for Carson. During the Individual Men’s Snatch Speed Ladder, Elijah Muhammad failed on his first attempt at the final Olympic lift, and 200+ pounds crashed down on his head and back – a scary sight so I’ll spare you the link. Rather than quit, Muhammad composed himself, returned to the bar and hit the lift.

    So, does any of this pertain to PR, or is this just a thinly veiled ploy to tell the world I’m a CrossFitter who likes Taylor Swift and wants more Instagram followers? The answer to both questions is yes.

    Here are three things I’m taking to work from my weekend of stargazing:

    1. Details Matter: Whether timing pyrotechnics, crafting the right pitch for the right target, tracking coverage or pulling statistics, any campaign or PR program is only as good as the sum of its well-choreographed parts. Take time to be precise and accurate before you hit send.
    1. Progress Matters: While it’s critical to be mindful of the small stuff and not to rest too long on your laurels, pull back when you can and make note of how far a program has come, as well as your own personal development as a PR pro, colleague, friend, athlete, pop star. You may be surprised.
    1. Perseverance Matters: It hopefully won’t feel like a heavy barbell to the head, but PR is full of failures and rejection. How you react to those disappointments will determine your success. When a pitch doesn’t click or a campaign concept gets dismissed, refocus and get back at it.

     

     

     

    Matter

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  • 3 Ways to Win at Social Media (like the CIA)

    I’d like to congratulate the U.S. Government. You’re winning at public relations right now. No, really. Two well-known and often maligned government agencies have found respective niches to educate and entertain, helping to project a friendlier image to the masses. There’s a few lessons we can all learn from their social media triumphs.

    Let’s start with the CIA. The agency renowned for keeping tight lips about its intelligence gathering and secret keeping efforts turned the spotlight on itself with a tongue-in-cheek announcement that it would be tweeting news and updates in 140 character bursts.

    The CIA wasn’t afraid to poke fun at itself. It was smart: more than 300,000 people Retweeted their first Tweet.

    A slight twist on the iconic spy catch phrase garnered more than 302,000 retweets and over 188,000 favorites. Now the government agency with secret agents operating incognito around the world has more than 712,000 followers watching its every tweet.

    The TSA has been on Instagram for a little over a year now, but Wired.com recently profiled some of the unusual, and even frightening, items that have been confiscated from travelers. It’s both scary and funny to see what people have attempted to smuggle on airplanes. And yes, these are apparently batarangs someone had in their carry-on:

    From bizarre to extremely serious, the TSA uses a mix to send a message on Instagram that security screenings are working.

    Mixed in the assortment of weapons are photos showing the good work of TSA agents (and their K-9 teams – another smart move because, well, dogs are social media gold) and key messaging about important TSA travel initiatives. The overall point being made to the TSA’s 77,000+ followers is crystal clear: those controversial body scanners and ensuing pat downs are making a difference with regards to safety.

    Here’s my three takeaways for what we can all learn from the newfound social savvy of the CIA and TSA.

    1. Pick a channel that fits your message: Facebook, Twitter, Instagram, Pinterest, Google+, YouTube, Vine, Snapchap – there seems to be a new social media channel popping up every month, and it can be daunting to try to master each one. Every channel is unique. Instagram, with an exclusive emphasis on photos, is the perfect fit for the TSA to showcase bizarre, confiscated items. (It has a Twitter account too, but with only a quarter of the audience.) Don’t try to conquer every network at once. If you’re just starting out, pick one or two that best suit your needs.
    2. Don’t take yourself too seriously: Mission critical is a cliché tossed around in business all the time, but when it comes to the CIA, its work is truly mission critical to our safety. But that doesn’t stop it from taking an irreverent poke at the pop culture spy vs. spy perception most of us have of its operations. There will be plenty of time to broadcast your company’s core values, key differentiators and repackaged sales collateral. With the need to post up to three times a day depending on the channel, there are also many opportunities to inject personality and pop culture in your brand (within reason, of course.)
    3. Make a commitment: Social media is not one-time deal. Rather, it is a full-time if not 24/7 endeavor. Even though the CIA is already approaching three-quarters of a million followers, not everyone will experience that rapid growth. When it comes to a brand or executive looking to build a following, growth is achieved through a steady stream of content and engagement. If you want to reach an even larger audience, seriously consider tossing a few advertising dollars to support the effort.

    It’s trendy to make jokes about Big Bureaucracy, but in this instance, we should tip our hat to the CIA and the TSA. They’ve provided creative examples of how brands that at first glance have no business being on social media are totally winning at it. (And maybe with this praise, the TSA will let my teams cut to the front of the airport security line the next time we travel to support a client’s trade show efforts or shoot a video.)

    If you want to check out the CIA’s Twitter or the TSA’s Instagram, just click the links. If you enjoy shameless plugs, I’ll plug myself right now with a link to my own Twitter right here. Most importantly, for a great example of the best way to leverage a collection of social media networks, I’d encourage you to check out Matter’s Facebook, Twitter, Instagram and YouTube.

    OK, we’ll stop asking.

    Do you follow any businesses, organizations or brands that unexpectedly have a sneaky good social media channel? Let us know who it is and why its great in the comments section.

     

     

    Matter

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  • Instagram's Photographer of the Year & My High Horse

    (Image Credit: David Guttenfelder for the Associated Press)

    “North Korea photojournalist named ‘Instagram photographer of the year”

    When I read that headline a few weeks ago I was hit with so many competing thoughts it was hard to articulate even a single word in response. A photojournalist (true professional) in North Korea (incredibly harsh atmosphere) winning an…Instagram award.

    Wut

    On one hand, chief Asia photojournalist David Guttenfelder for the Associated Press has been recognized for his extraordinary images of life inside North Korea, and rightly so. It’s a collection of revealing photos that might not otherwise be afforded to us, and certainly not in such an accessible, widely-sweeping manner.

    On the other hand, he’s being recognized by a platform so frequently mocked for its users’ often banal, overly-filtered subject matter, the name “Instagram” has in many ways become synonymous with “hipster food photography”. I would have expected their photographer of the year to be the user with the most popular shots of club sandwiches, PBR and bare feet condescendingly buried in sand on beaches where you currently aren’t.

    But then I read the article. And I actually looked at Guttenfelder’s Instagram feed. And, having completely descended from my high horse and actually endeavored to crawl beneath it, I realized I had fallen victim to the very line of thinking I’ve been battling for nearly a decade. The truth behind Guttenfelder’s accomplishment is this: no matter how new a platform may be or how unremarkably it may be used by some, it can still enable a unique, entertaining or provoking message to make an profound impact.

    He has done what many photographers and photojournalists – nay, what everyone – is being forced to do.

    Evolve

    I said everyone. And if you’re a communicator for your brand, personal identity or product, I mean you most of all. It is critical that we all recognize two things: one, that instances of media consumption occur in completely different ways than they once did, and two, that more and more of those instances are occurring through visual communication alone.

    These lessons aren’t new. The biggest names in marketing, PR and advertising have been teaching them for years, but all we really need to do to find sufficient evidence is take a look into our own past. From the very beginning, we as a species have expressed our loves, fears, dreams, designs and history through visual means. And quite amazingly, we now have more opportunities to chronicle who we are, what we want and how we live than ever before.

    Pew Research Center’s Maeve Duggan, who authored a report on photo and video sharing last October, said it best: “Pictures document life from a special angle, whether they relate to small moments, personal milestones, or larger news and events. Mobile connectivity has brought these visuals into countless lives in real-time. This all adds up to a new kind of collective digital scrapbook with fresh forms of storytelling and social bonding.”

    Any brand that proactively adjusts their communications strategy to reflect this trend is far ahead of the game. And digital imaging brands, in particular, have fewer excuses than most as to why they haven’t engaged their audiences visually and socially. It doesn’t matter whether you prefer the click of a shutter or the silent flash of a smartphone. What matters is the unique perspective you can provide in a single moment and your willingness to put it out into the world where others can experience it, learn from it and pass it along.

    So just take the photo, already.

    …And maybe consider joining Instagram.

    Vanessa Boynton

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  • Can't Leave Home Without It

    I Forgot My Phone*

    In a world where more and more of our social interactions happen digitally, our face-to-face interactions are becoming increasingly limited, where emails have replaced phone calls and people forget that spending quality time with others involves talking, not texting. In one week, ‘I Forgot My Phone’ has gone viral – and as of 11:30 a.m. today, it’s received 14.5+ million hits (the view count is growing exponentially each day, so you should probably re-check those numbers). It’s prominently featured on Facebook and Twitter, BuzzFeed, Thought Catalog and YouTube, to name a few. How many of you will watch this clip on your phone? It’s all pretty meta, if you think about it.

    I am not above admitting I’ve had a few close encounters with parking meters and street lamps because I’ve been texting or looking at someone’s newly posted vacation album – but is our FOMO (fear of missing out) on what’s hot in that moment replacing face-to-face interactions?

    As an example, Instagram has become one of the most popular social sharing platforms, with 130 million active monthly users and 16 billion shared photos in just under three years (the company launched in October, 2010). 45 million photos are being published every day, garnering over one billion likes. Everything, from the swirls in your morning coffee to your toes in the sand are being seen as Instagramable moments – but are they actually detracting from the moments themselves? Enjoying a live concert vs. recording the whole thing so you can show your friends later, while watching it through your tiny screen; Staring at your phone alone, posting about how much fun you’re having with your friends who are talking around you; Taking photos of your dinner while it gets cold and your family converses without you. These are the trends slowly replacing ACTUAL interaction and it begs the question – if it’s not documented, did it really happen?

    Oh course, technology has afforded us a number of once impossible luxuries, like FaceTiming a family member on the other side of the world, but it has become increasingly clear we need to find the right balance in our relationships and recognize that there is a time for digital vs. face to face. Albert Einstein said it best: “I fear the day technology will surpass our human interaction. The world will have a generation of idiots.”

     

    *The video featured was written by and stars Charlene deGuzman (charstarleneTV on YouTube)

    Matter

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  • Seeing Red on Boston’s Red Line: Social Media PR Combats Proposition 8

     

     

    I rode the Red Line into our Boston office yesterday morning and was greeted as usual with the glow of smart phones in the hands of commuters. The difference this time was the repeated flicker of red squares skimming past on people’s Facebook, Instagram, and Twitter feeds. I pulled out my own phone to check up on the club I hadn’t been invited to.

     As a strong supporter of equal marriage, it turns out I was already in the club – I just hadn’t donned the badge to reflect it on social media.

    Though I already have an idea where most of my friends stand on the issue regardless of their profile picture, seeing the flood of new defaults served as an in-your-face, all-day reminder about this critical “moment in time” concerning Proposition 8. Though the repetition of red may have caused you to get a bit dizzy by day’s end, the display is something that I deem great PR for the cause of equal marriage.

    What commanded more attention on your news feed – the red badges or the standard profile pictures?

    Was your feed dramatically red-heavy in general? Mine was. To me, that seems to shout that the mindset of my social network was largely in favor of equal marriage.

    Who got more media attention today from TIME, ABC, MSNBC, Mashable (etc., etc.)? Surely it was the people who chose to change their pictures over those who did not, illustrating for all that there’s a hellavalot of people supporting same-sex marriage in this country, be it grounded in generational opinion or a changing mindset overall.

    The Human Rights Campaign got some great PR today. Their creative take on the organization’s usual logo had much of the country seeing red, turning the attention of supporters and non-supporters alike to an important issue in this country’s history. It also landed the organization in the headlines of major, respected news harbingers across the nation – not because of the controversy they stirred up, but for the positive response they received by millions.

     

     

     

    Matter

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  • @MatterComm – We’re on Instagram!

    I actually intended to register Matter Communications on Instagram months ago, but then the whole “Instagram is going to sell your photos” thing happened. So, I waited to see what would come next…

    But I’m tired of waiting – Instagram is just too darn fun NOT to use! I’ve been using Instagram for about a year now, since I purchased my first iPhone. I know, I was late to the party. But, Instagram was the first App I installed. For the curious, here’s my handle: @timbradleyvideo – like, comment, and/or follow!

    Instagram is my go-to social network. These small blocks of pixels provide some of the most intimate insight about my favorite people – family, friends, artists, athletes and heroes. You’re literally seeing what they are seeing, and, in essence, experiencing ever-so-briefly what they experience. In an instant, I can travel from sunny California to colorful Norway, for example. Or skydive. Or surf Pipeline. Or smile at cute puppies. If you can take a picture of it, you can find it on Instagram – just search with a #hashtag.

    There are a few rules of Instagram to abide by, but I’ll let one of my favorite ‘Grammers (@caseyneistat) educate you:

    I’m happy to announce that Matter is finally on “the Gram.” Follow our agency here: @mattercomm – and while you’re at it, you can also connect with us here: Facebook, Twitter, LinkedIn, Pinterest, YouTube and Vimeo.

         

    All-in-all, we hope our own tiny cellphone pictures will enlighten others as to the daily happenings of our PR Professionals and Studio-C creatives here at Matter, and help all of us strengthen our connections together.

    P.S. Instagram will not be selling your photos – as least for now.

    Tim Bradley

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