Social Media Strategy | Online PR | Proactive Report | Sally Falkow

The Proactive Reports is a blog about social media strategy, shifts in media consumption and online PR trends

Sally Falkow - Social Media Strategist

Mapping the Brand’s Social Graph

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This is the first in a series that expands on the skills of a Digital PR Agency Public Relations practitioners are familiar with the concept of identifying and building relationships with stakeholders.  (Anyone who might have a material impact on your business.) Social media has extended the reach and influence of your stakeholders – they’re on Facebook, Twitter and … [Read more...]

The Digital PR Agency

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  Thirteen years ago when I urged PR agencies to start learning digital skills I ran into a hefty dose of skepticism. Seven years ago when we launched Social Media Club very few PR agencies were interested.  Even three years ago it was a hard sell.  Now almost  every PR agency claims that they are up to speed and able to deliver digital PR and social media.  And clients … [Read more...]

Analytics: A Vital Digital PR Skill

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A benchmark for you: If you are not spending 30% of your time in 2013 with data, Ms/Mr Marketer, you’ll fail to achieve professional success. Avinash Kaushik, Digital Marketing Evangelist for Google. That’s quite a statement. Does it apply to PR pros too?  As a rule, PR folk are not stats and metrics buffs.  Few university communication courses emphasize the need for … [Read more...]

Paid, Owned and Earned Media in Digital PR

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Traditionally PR has concentrated more on earned media than paid media. We’ve used paid media for branding and positioning with advertorials or sponsored content.  We placed ads to tell the brand’s side of a story when it was not getting covered by the media. Now we have owned media: we publish our content on blogs, Facebook pages and online newsrooms. Brands have indeed … [Read more...]

The PR Approach to Link Building and SEO

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Way back when Google first started they created an algorithm to rank web content based on relevance and citations. 'Citation' as in those footnotes you see on a research paper where one academic or researcher references other published content that supports or endorses his paper. The professor only lists (links) to the other papers most relevant and most important to their … [Read more...]