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Chart of the Week: The majority of marketers find influencer marketing to be an effective strategy, but it doesn’t come without its challenges

Influencer marketing has become a popular tactic for a number of brands, whether they’re using well-known names or micro-influencers. In fact, according to new research from Mediakix, 80% of marketers find influencer marketing to be an effective strategy. Almost half of marketers (45%) said they find influencer marketing effective, with a further 35% saying they find it very effective. In comparison, only 5% said influencer marketing was an ineffective tactic, while15% were neutral on the topic. This suggests that getting your influencer marketing campaign right - finding the right people to work with, promoting the best products or services and having them share content across channels that suit your audience – can help you…

Examples of social media workflow to review and respond to online comments about a brand

A while ago, I received this question by email, it describes a common concern of managing brand reputation given the growth in consumer comments in social media: "I would be interested in any case studies or examples of controlling social media discussions, especially in a case of negative flow". The questioner went on to explain that in her case, in the health sector, and many health and looks treatments etc. create a lot of social media input. Experiences, questions, complaints etc. Also, in some cases, competitors are creating negative posts. She explains that example is where companies have faced non-satisfied customers that are creating a lot of noise in social media. [si_guide_block id="13290" title="Download Premium Member resource – Social media marketing playbook" description="A checklist defining 20 key governance activities for strategic management of social media marketing communications."/]

Example flowcharts for managing…

Positive and negative PR campaigns can affect brand equity and identity - learn how to apply positive PR across touchpoints in the RACE customer lifecycle

It's a general marketing myth that without PR (positive or negative) consumers won't know who you are and how you can help - wrong. Although effective PR can be the make or break for smaller companies who want to get their name, vision and message out to the public, larger brands have build a brand identity that keeps them noticed regardless of ill-thought out publicity stunts and, sometimes, even the products they offer. Brand equity refers to the customer's perception of a brand name or company rather than the multitude of products or services they provide. Brands that successfully create a strong online and offline brand equity includes: Apple, Google, Microsoft, Amazon, Netflix etc. You can instantly identify them, even if you don't know everything they offer. However, solely…

Research shows how PR specialists use social networks

This new Social PR Survey, including data from the Social Journalism Study shows how important social media is to PR Specialists. So how are PRs using social media? Is it to post their own content, repost content, monitor brands, engage with the media or join in conversations? As you'd expect, it's popular with more than 2/3 using social media on a daily basis. This report shows how it breaks down.

So, how active are PR Professionals who are using social media?

As expected, reasons for using social media include promoting their own content (74%) and a secondary goal is to reach out to the media.

The most used platforms when using Social Media for PR?

In terms of the preferred platforms, they primarily promote their content across Facebook and Twitter, with the latter…