Webinar: How and why to use social media to inform creative content
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The webinar presented by Dan Bermingham-Shaw discusses effectively using social media for campaign inspiration and data collection, focusing on platforms like Twitter, TikTok, Reddit, Instagram, and YouTube. Key strategies include leveraging tools for trend tracking, engaging with journalists, and utilizing data visualizations to inform content creation. The session emphasizes practical tips for using various social media platforms to enhance outreach and research in digital PR.
Webinar: How and why to use social media to inform creative content
- 1. Webinar Using social media to inform you and your campaigns Social Media Ideas, Inspiration and Data
- 2. Using social media to inform you and your campaigns • Background: Digital marketing and Digital PR • Client sectors: Leisure, tech and finance • Main responsibilities: Outreach strategy, campaign development and digital PR tactics Dan Bermingham-Shaw Senior Digital PR Executive at Builtvisible Twitter: @dbs__7
- 3. Using social media to inform you and your campaigns Coming Up… What to expect from the next half hour. I will be taking you through some of the places I go, along with the team, to find inspiration online and across social media channels, as well as some great free tools that will be able to: • add helpful social-media-based data points to your campaigns • validate interest in topics • spot trends in activity among online communities • develop your knowledge and awareness of social media tools
- 4. Using social media to inform you and your campaigns Twitter is the by far the most popular social media channel for journalists For Digital PR pros, knowing where journalists spend their time and find their news is important. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Twitter Facebook LinkedIn Reddit YouTube Instagram TikTok Which social network is most valuable to you as a journalist? Muck Rack State of Journalism 2020
- 5. Using social media to inform you and your campaigns What makes a story more shareable? Knowing why journalists will take on a story is equally important. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Contains an Image Subject could be connected to a trending story Easily localized/made relevant to your target audience Contains a Video Brevity Data in the headline Quotes from a company spokesperson Muck Rack State of Journalism 2020
- 6. Using social media to inform you and your campaigns Inspiration and Data The two main points of this webinar… There are many paid social listening tools, Application Programming Interfaces (API) and ways to scrape social data, but this won’t be my focus. I will be sharing ways to find inspiration and data in free and easy ways for everyone and I’ll be covering these social platforms: • Twitter • TikTok • Reddit • Instagram • Twitch • YouTube • Wikipedia • Bonus
- 7. Using social media to inform you and your campaigns Twitter… Where the news breaks • Follow news trends live in the Explore Tab • Use #JournoRequest to communicate directly with journalists • Use #PRRequest to find contributors for your own content • Direct message influencers and experts to get quotes These are the bread and butter uses, but how else can we use it?
- 8. Using social media to inform you and your campaigns Trends can be hard to keep up with The news is non-stop…
- 9. Using social media to inform you and your campaigns Apps like Trends Map and Trends24 A look at what people are tweeting right now across the world
- 10. Using social media to inform you and your campaigns Twitter Lists Keep up with Twitter and the niche expert discussions Twitter lists are under-utilized but a super helpful way of keeping track of niche discussions of topics. It is also a great place to segment down experts from various fields such as “politics”, “sport”, “Digital PR”, “data” and so on. Rather than following thousands of people and getting drowned in a busy timeline, add people to lists that you can click into and follow.
- 11. Using social media to inform you and your campaigns Twitter Data Snacks Search for data-lead accounts on Twitter for inspiration and sources
- 12. Using social media to inform you and your campaigns Twitter Data Snacks Search for data-lead accounts on Twitter for inspiration and sources Accounts like @ChartrDaily are great at taking current news topics and presenting them in chart format. Their newsletter provides a roundup of their charts, and a topical list of “data snacks.” Utilize data accounts to inspire your own campaigns and keep up to date with trends and data worth visualizing. These are much easier to keep up with using Twitter lists.
- 13. Using social media to inform you and your campaigns Social Blade Such a vast, data rich and helpful tool This tool covers pretty much every social and is often cited as a source from big sites. Social Blade tracks social media statistics and analytics for Twitter, Instagram, YouTube, TikTok and more. You can see all the details about every public account on each platform. Spot trends and spikes in the followers of each account, their posts and their ranking vs other accounts.
- 14. Using social media to inform you and your campaigns Spot trends in growth among users Followers and other stats
- 15. Using social media to inform you and your campaigns Social Blade Such a vast, data rich and helpful tool Similarly, stats for YouTube can be found, with even their estimated monthly and yearly earnings being predicted… • Follower/subscriber counts • Engagement rates • Video Views • Estimated Earnings These sort of stats could be put together in data rankings for campaigns or even just used as supportive figures.
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- 17. Using social media to inform you and your campaigns Talking of TikTok… The emerging platform that exploded over the past few years 1% of journalists used TikTok, and 76% say they have no plans to use it. However, journalists are on it, and some have done great jobs of getting the news in front of a younger audience. We will likely see a lot more jumping onto the platform in the future. It’s also an incredible place to spot internet trends, memes and creativity online… "People on this app are the people of the future, whether you like it or not. From a business perspective, I don't know why you would ignore that. "It's a great creative space and a really collaborative space perfect for a newspaper.“ Dave Jorgenson, Washington Post journalist and famous TikToker
- 18. Using social media to inform you and your campaigns “What happens on TikTok today will be driving global cultural conversation tomorrow.” Creative Review
- 19. Using social media to inform you and your campaigns What happens on TikTok… …doesn’t stay on TikTok
- 20. Using social media to inform you and your campaigns Trending TikTok Tags Stay in the loop with the latest TikTok trends
- 21. Using social media to inform you and your campaigns Searching for trends on the platform Discover hashtags and their view data
- 22. Using social media to inform you and your campaigns Data on TikTok Just a little data nugget for you… As with most social platforms, hashtags are a great way to find what you are looking for quickly, and TikTok is no different. For a bit of inspiration away from the funny video memes and so on, check out stuff like this. Data viz videos are quite popular, and are being used by news accounts on the platform to convey complicated news stories in an easily consumable way…
- 23. Using social media to inform you and your campaigns And it’s not just for idea inspiration… journalists are on TikTok too Some are even asking users to help with their stories…
- 24. Using social media to inform you and your campaigns A Google Doc of Journalists on TikTok Journalists and publications are on the platform, and you can see them all here… Here is a running Google Doc of all the journalists and publications currently on the platform… Keep up with the news in video format – how are journalists and publications visualizing the news in this way? Look at what they are covering and how they are covering it – take inspiration from this and spot trends that you can jump on.
- 25. Using social media to inform you and your campaigns
- 26. Using social media to inform you and your campaigns Reddit: The front page of the internet Communities and Data on Reddit Reddit is one of the first places I go when I’m trying to kick off an idea. It’s so easy to find passionate and knowledgeable people discussing topics that they have experience and asking questions that you haven’t thought of. It’s one of the biggest websites in the world. So how can it be used for campaign inspiration and data sources?
- 27. Using social media to inform you and your campaigns The front page with millions of pages to explore Millions of subreddits, hundreds of thousands of active communities Harold Kalje, the VP and President of Global Advertising recently explained how Reddit embodies what is going on in society. Communities grow based on trends that are happening in society. Explore, contribute and ask questions of communities to gain a greater understanding of what content people want and need. 72% say they want brands to contribute and participate in communities.
- 28. Using social media to inform you and your campaigns Search the site Search for whatever topics you’re interested in
- 29. Using social media to inform you and your campaigns Choose a Subreddit Select a niche subreddit to explore
- 30. Using social media to inform you and your campaigns Search through this Subreddit Queries such as “how to” are a good place to start 7 pt
- 31. Using social media to inform you and your campaigns
- 32. Using social media to inform you and your campaigns Read the comments Look through discussions and engage with the conversation
- 33. Using social media to inform you and your campaigns According to Reddit… Insights from Reddit make the news.
- 34. Using social media to inform you and your campaigns Subreddit Stats https://subredditstats.com/ is a good place to spot growing communities and to gather data on them
- 35. Using social media to inform you and your campaigns
- 36. Using social media to inform you and your campaigns r/datasets A subreddit for users to request and share datasets
- 37. Using social media to inform you and your campaigns Data is Beautiful A cool place for original content with sources for their data visualisations
- 38. Using social media to inform you and your campaigns Instagram “Capture and share the world's moments” The most visual social media platform, with a huge active user base. Instagram wouldn’t be my first choice for content inspiration, but I still spend a lot of time on the app. There are plenty of data viz accounts. Data from hashtags and tagged locations can be used for content and is quite popular in media coverage.
- 39. Using social media to inform you and your campaigns We can use Instagram hashtag and post data to create rankings in content…
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- 41. Using social media to inform you and your campaigns Pieces like this use hashtags as data These are easy to simply search and the numbers are visible on page.
- 42. Using social media to inform you and your campaigns We can use Geo-Location numbers too These are also simple to search for, but posts numbers don’t display on the page
- 43. Using social media to inform you and your campaigns Search for a location on Instagram Such as The Colosseum
- 44. Using social media to inform you and your campaigns Search “Instagram Posts” on the page Find the number of posts tagged in that location
- 45. Using social media to inform you and your campaigns From favourite food to regional maps… There are many options to make the most of in rankings.
- 46. Using social media to inform you and your campaigns The 7 Insta-World Wonders… A comprehensive ranking for Icelandair The Seven Insta Wonders
- 47. Using social media to inform you and your campaigns Data and visual accounts A few good accounts to follow below, but a more comprehensive list can be found on ChartrDaily’s ‘following’ section…
- 48. Using social media to inform you and your campaigns YouTube Finally… the second biggest social channel While Twitch reached 1.6 billion hours of views in October, YouTube achieves over 1 billion views a day. 3 billion searches per month and the #2 search engine in the world… It’s popularity and massive usage makes it a perfect place to pull trends and data from.
- 49. Using social media to inform you and your campaigns Google Trends… but for YouTube Trends with benefits
- 50. Using social media to inform you and your campaigns YouTube Culture & Trends Search through the latest trends, stories and YouTube records YouTube Discover Trends
- 51. Using social media to inform you and your campaigns YouTube Trends in the News Collated articles featuring YouTube videos and data
- 52. Using social media to inform you and your campaigns Twitch The live streaming Platform Twitch is a livestreaming platform focused on video games. The pandemic has caused usage to rise with 1.6 billion hours of video watched in October. Twitch itself is on an upward trend, and should be paid attention to… There are sites to monitor these trends and utilize that data.
- 53. Using social media to inform you and your campaigns Twitch Tracker twitchtracker.com
- 54. Using social media to inform you and your campaigns Wikipedia Not necessarily a social platform While it isn’t quite a social platform, it is one of the biggest sites in the world and one of the largest online communities. It’s a great indicator of trends. If you could see the page views of certain Wikipedia pages, it could certainly help validate data points and trends…
- 55. Using social media to inform you and your campaigns Page View Analysis The data goes back to July 2015
- 56. Using social media to inform you and your campaigns Cultural Trends can be highlighted with Wikipedia data The Queen’s Gambit was a Netflix hit – and all about chess. The Wikipedia “chess” page saw a monumental rise in popularity…
- 57. Using social media to inform you and your campaigns Monthly Rankings of most visited page Netflix shows, celebrities and political names…
- 58. Using social media to inform you and your campaigns While these are the main social channels and features I use, I have gathered a few more tips just to finish off with…
- 59. Using social media to inform you and your campaigns Final tips Email alerts, newsletters and other news/data sites • Talkwalker alerts – get hashtag uses and mentions sent straight to your inbox to monitor activity and trends • Exploding Topics – a weekly email newsletter to pick out and highlight the latest trends before they take off. • Content Curated – a monthly newsletter highlighting exceptional content, helping to inspire and inform your future campaigns. • YouGov Daily – a daily newsletter of top-line data with the first results from the three topical questions they ask the country every morning. • Feedly – create your own feeds of news with this news aggregator site to keep up with the latest news trends. • NewsNow – another news aggregator, full of news from sources across the world, highlighting the most read pieces. • Spotify – music streaming data going back to 2017
- 60. Using social media to inform you and your campaigns • Let me know what you thought and if you would be interested in delving into any of these topics further? • My colleague Kristina’s talk on using Twitter as Digital PRs is tomorrow at the Online PR show and not one to miss – check her Twitter for more details and sign up: @kristinaaemily • Next up any questions? Send on to dan@builtvisible.com Part 2? Would you like to see more?
- 61. Using social media to inform you and your campaigns Questions? The end…
- 62. Using social media to inform you and your campaigns Thank you. builtvisible.com Dan Bermingham-Shaw Senior Digital PR & Promotion Executive dan@builtvisible.com
Editor's Notes
- #60: These are email alerts for social platforms, content and data related newsletters and other data or news sites that I haven’t got round to mentioning in the previous slides, but all of which can help keep you in the loop of the trending content and news out there on social media and beyond.