Content marketing // Marketing // Public Relations // Social Media
Feb 5, 2018

Top of Mind: Tracking Costs, Adapting to Video, and Social Strategy

Top of Mind Must Reads for the Week of February 5, 2018

Top of Mind is a weekly, hand-curated selection of must read articles on public relations, social media and content marketing. These are the articles that we are reading and reacting to this week. Expert PR advice is all about preparation and knowledge. Hope these articles add to your ongoing education and PR toolkit.

The Road to MROI: The 5 Marketing Costs You Should Be Tracking — PR 20/20

We’ve got lots of social media tips and tricks this week, so while you’re rolling out your new strategies, make sure your internal tracking is just as meticulous, if not more so. The efforts you make in-house may play out in more subtle ways than social, so be clear on what your goals are (to your partners too), and how you’re achieving them.

The State of Video Marketing in 2018 [New Data] — HubSpot

Stay ahead of the curve with these new findings about how video content will evolve this year. Even platforms like Snapchat are going to have to change with the times if they want to keep offering a unique video experience. Check out HubSpot’s report for insight on how the industry is adapting itself to spotlight video over the next 12 months.

What Are the Best Times to Post on Social Media in 2018? —

Presented with reasoning and alternate times, this data should smoothly guide you in making those key decisions of when to post. Try keeping a log of your results when you play with timing, so you know if changing it up is going to work for you and your audience. Inform your decisions with analytics about when your particular base is active, and go from there.

Just How Scary IS Facebook’s Latest Algorithm Change? — MeetEdgar

You’ve seen the headlines, and it all sound pretty apocalyptic for brands. The truth is, this sort of change isn’t exactly new. And even though posts that specifically ask you to engage will be less prioritized, for example, use this as an excuse to get video content under your belt, where directly prompting discussion will be super beneficial. And if you’re going to pay to promote posts, throwing a few dollars in right after posting could actually lead to great organic engagement. Take a breath, we’ll all be okay.

20 YouTube Tricks, Hacks, and Features You’ll Want to Know About This Year — HubSpot

Whether you’re new to the ways of YouTube or a bit more well-versed, this list explains how to use certain features to make the most of your video content and attract a wider audience. There are some great tips about optimizing transcripts, and you can also learn how to adjust your mobile settings to continue playing videos as you use other apps. Some more cutting edge features like 360-degree and virtual reality are going to be heating up very soon, and maybe you’ll be one of the pioneers!