Make My Social Media Post Go Viral

By Kat Beaulieu, Communications Strategist

“Make my social media post go viral”

It’s what every client wants and the gold standard for measuring social media success. Plus, who wouldn’t want to be the genius behind a post that goes viral?

And yet, it is an elusive goal that faces many challenges, not the least of which is that most clients tend to want to promote their products and services, which is in stark contrast to a site like ViralNova, whose whole raison d’être is to produce “the latest interesting, hilarious, and mind-blowing stories on the Web.” Additionally, many clients are risk adverse, so what is interesting, hilarious or mind-blowing to social media consumers can be terrifying to clients.

Nonetheless, it is important to at least sustain high levels of interaction with your content and to aspire to make hitting the viral jackpot a regular mission. In the metrics-driven business of PR and marketing, raising your clients’ numbers in social media likes, engagement and “People talking about this” will rely on your ability to generate engaging content. Even if none of your posts go truly viral, getting some reaction will be critical to maintaining and growing your social media page’s engagement.

Since most of us have clients who are not ViralNova, I humbly present a formula for generating engaging social media content that fits you, or specifically: FITC U

The FITC U formula can help you create content that is relevant to your client or brand and also hits on something that is:

  • Funny
  • Intelligence massager
  • Truth
  • Cute
  • Unbelievable

To elaborate:

  • Funny: Most people share posts online that are humorous. Reinterpret your product or service in an unexpected or humorous way. Sell socks? Use a sock monkey puppet. Sell stocks? Create a faux investor report about an impending IPO for zombie repellent. Be creative, but know your audience and what will resonate with them.
  • Zodiac Pool Systems combined humor and popular culture in this relevant, funny meme.
  • Intelligence massager: You’ve seen these—“75% of people will get this wrong!” People love to let their friends know how smart they are. Create a simple puzzle or quiz that begs people to answer. By answering, they’re engaging and their engagement will get shared on friends’ feeds. Tie your quiz in with #TriviaTuesday for added visibility.
  • The Weather Channel cleverly tied in the names of winter storms with this quiz.
  • Truth: this follows similar psychology to the ‘Intelligence massager’ in terms of tapping into people wanting to share their wisdom, but instead of being formatted as a puzzle or quiz, it is a statement or set of statements. I use the term “truth” here to imply more of a personal truth than a factual one. Think of celebrity quotes or meme-friendly statements like “Not all those who wander are lost” and “Successful people forgive others.”
  • Cute: babies, puppies and kittens, plus goats in pajamas. Need I say more? #caturday #sundog
  • Tri-City Hospital Foundation’s video of Leo the dog driving an electric car was a hit.
  • Unbelievable: Think of incredible, mind-blowing things that will prompt people to use the “wow” emoji, like “A ball of glass will bounce higher than a ball of rubber” or “In 616, King Rædwald of East Anglia is conquering Northumbria (Northern England) at the Battle of the River Idle while The General Grant tree is born in Kings Canyon National Park.” Incredible photos work too.

What’s the secret to building a viral social media post? Make your post hit three or more of the formula’s elements.

And remember, if you’re having trouble creating content that FITC U, you can always switch things up a little, in which case you may end up deciding to FUC IT.

Need help killing it with social media that FITC U? Don’t give up, reach out, we can help.

The Buzz About B Corps – Why You Should Care

Photo Credit: B Corporation https://www.bcorporation.net/
Photo Credit: B Corporation https://www.bcorporation.net/

By Kat Beaulieu, Communications Strategist

Remember when you were back in business class and it first dawned on you that the system is rigged against people who want to do good AND make money? I do. It was one of those “Wait – what?” moments where I felt another shred of my ignorance/innocence slipping away.

My big “a-ha, well-duh” moment followed this obvious nugget of truth: corporations are legally obligated to make money for their shareholders, so their decision-making is necessarily driven by profit. Non-profits on the other hand, are legally forbidden from making a profit, so they’re actually discouraged from creating wealth for their employees.

In my own selfish way, I remember thinking my choices were to either embrace a life of poverty working for a non-profit, or cobble together some financial comfort by turning a blind eye to some of my ideals and working for the big, bad corporation. I suppose I’d had enough of the starving student scene and a martyr I am not, so off to the corporate world I went.

I’m certain I wasn’t the only person faced with this decision, and fortunately there are some smarter and more committed people than me who have been working to change the system, so that now (since 2010 in Maryland and now in 30 U.S. states and the District of Columbia), there IS an alternative to choosing between non-profit or for-profit. It’s called a benefit corporation, or B Corp, and it is both shaping and shaking up how business, employee recruitment and consumer spending are going to look in the near future. Why? Because Y and Z.

Generations Y and Z, that is. Unlike prior generations, Y and Z haven’t had to sever that part of their conscience that chooses between “good” non-profit and “evil” for-profit, because they’ve grown up with companies like Patagonia, Ben & Jerry’s and Seventh Generation showing us that companies can be both for-profit and good. That’s exactly what B Corps are – they are people using business as a force for good™. They have shareholders, but they’re not exclusively tied to them—they’re also legally obligated to serve their mission, which can be anything from delivering shoes to third-world children to achieving world peace.

 

The B Corp movement is one of the most important of our lifetime, built on the simple fact that business impacts and serves more than just shareholders—it has an equal responsibility to the community and to the planet.

Rose Marcario, CEO of Patagonia

 

Y and Z can choose to give their money and their brains to “good” companies, and that’s exactly what they’re doing. What this means for traditional corporations is that in order to remain competitive for Y and Z’s brains and share of wallet, they’re going to have to start upping the ante in terms of the “good” they’re doing inside and outside of the organization. And these are the stories that need to take priority in press releases. These are the stories that are going to capture media attention, get shared on social media, and ultimately drive Y and Z’s choices.

Why (or Y) is this important? Because Ys, whom we define as those ages 18-34 in 2015, now number 75.4 million, surpassing the 74.9 million Baby Boomers (ages 51-69) in the US.

Are you panicked yet? You should be! The B Corps are coming and if your PR strategy has been focused exclusively on profits and growth, it’s time to change tactics. Talk up the great initiatives your employees have been collaborating with non-profits on, and the positive impact your organization has had on your community. Turn your eyes to measure the social good you’ve achieved each quarter, rather than earnings alone.

So whose wallet and brains is your organization targeting and what mediums are you using to get those stories out? Is it time to YZ up?

Kat Beaulieu would love to repent for some of her ideal-stomping past and help you craft a YZ targeted communications strategy that profiles the social good you’ve been up to. Get in touch.

San Diego Public Relations Agency CEO Joins San Diego Venture Group Board

Grant Wright joins leadership of premier venture capital community associationGrant

SAN DIEGO, March 29, 2016 – The San Diego Venture Group (SDVG) has elected San Diego public relations agency (W)right On Communications CEO Grant Wright to the Board of Directors. Additionally, Wright is leading a new sub-group of Board Directors dedicated to advancing effective communications for SDVG.

Previously Board Chairman of the Southern California Aviation Association for five years and Director for nine years, Wright was instrumental in helping grow that organization from an original small core of members to more than 600 corporate and 6,000 person members today. CEO of (W)right On Communication since 2004, he helped lead the San Diego public relations agency to become among the largest in California. In 2016, he was a finalist for the San Diego Business Journal’s Most Admired CEO awards.

“My goal with the San Diego Venture Group is to help steward the continued success of this excellent organization and introduce innovative communication methods to advance SDVG’s interests,” said Wright. “San Diego is home to one of the nation’s most exciting and growing entrepreneurial and venture capital environments. As evidence of the even stronger environment to come, Money Magazine just named San Diego the #1 US travel destination. SDVG is a great organization and I’m honored and excited to support it.”

(W)right On Communications, a San Diego Public Relations agency, specializes in public relations, marketing solutions and strategic communications services – ranging from social media marketing to multimedia and web development. (W)right On is exceptionally strong in technology public relations with experience working with the Internet of Things (IoT), major utilities, cleantech companies, and renewable energy providers.

“It’s an exciting time to invest in San Diego-based startups. We have an exceptionally strong and growing tech sector, in addition to one of the top three biotech centers globally. Just 90 minutes by air from Silicon Valley, we continue to exploit our proximity to the largest venture capital region on the planet,” stated Mike Krenn, president of San Diego Venture Group. “We are excited and fortunate to have Grant join the board. His expertise, passion for entrepreneurial ventures, and energy will help us build regional momentum.”

 

About (W)right On Communications

Founded in 1998 in Vancouver, British Columbia, (W)right On Communications is a full-spectrum communications and public relations firm headquartered in San Diego, California. Specializing in hospitality, healthcare, energy, technology and development, (W)right On has produced results-driven media relations, social media and promotional campaigns and programs for clients including hotels, hospitals, utilities, startups, developers and universities. To learn more about (W)right On, visit www.wrightoncomm.com.

About San Diego Venture Group

Founded in 1986, the San Diego Venture Group (SDVG) is a non-profit organization designed to bring San Diegans who are interested in new enterprise and the process of creating it together. With a mission to provide a networking forum for entrepreneurs, venture capitalists and advisors in an informal atmosphere where human expertise can foster new ventures, SDVG is comprised of professionals with bright ideas to share and the practical skills required to implement these ideas. For more information, visit www.sdvg.org.

Rediscover The Lost Art of Conversation

By Grant Wright, CEO

Twitter: @Grant_Wright

For us communicators at (W)right On, it’s essential we understand and practice the art of conversation. Shown in Celeste Headlee’s interesting TED talk, it’s apparent that fewer and fewer of the younger generation are developing and exercising this skill. Imagine if the 1/3 of teens who send more than 100 texts per day instead worked on their conversational skills: they’d be better prepared for the dating scene, career opportunities and so much more. As Harvard University’s David Deming points out, “high-skilled, difficult to automate jobs increasingly require social skills.” In fact, in a 2006 survey of 431 large employers, the five most important skills for college graduates ranked in order were: oral communication; teamwork/collaboration; professionalism/work ethic; written communications; and critical thinking/problem solving.

Becoming an older person myself, I wrestle with this issue. On the one hand, it seems to me we need to learn – and teach – oral conversation skills for the numerous good reasons just noted. On the other hand, the tidal wave of alternate communication like texts, tweets, SnapChats, and Facebook posts cannot be ignored. Communication evolves, and so must we all. So is the latter the new reality, with the art of conversation destined to a fading past? I think not.

At (W)right On, we deeply understand the importance of relationships in just about all endeavors. And at the heart of every developing and flourishing relationship is conversation. When we provide presentation training, media training, a social media program, and just about everything else we do, at the core of each is conversation. So while Celeste focuses on tips for conversations while you’re in them at networking events, say, I offer these thoughts as to how to get in – and out – of them.

  1. Go for it – Relax and let go of your fear, since there’s always something you can use to start a conversation. Ask a question, whether it’s for help, an opinion or advice. Make a provocative statement, or muse about a hypothetical situation. Noticing something about the other person (not too personal) or a mutual friend will usually pique their interest to talk with you. Having some topics in mind beforehand will let your sub conscience be doing some prep work for you.
  2. Be aware of timing – Catching someone with their mouth full or clearly with one foot out the door is likely to be unproductive. But noticing and approaching someone by themselves in a crowded room will usually be met with appreciation.
  3. Embrace diversity – Conversations are more interesting if they’re with someone less like yourself. So to switch things up, avoid the ‘comfort zone’ with your clone, and instead seek to converse with someone who knows things you don’t, be it a younger or older person or someone from another culture, societal background and/or education type and level. You’re less likely to find yourself drawing blanks since differences and new information are inherently more interesting than consistent agreement.
  4. Exit gracefully – Too much of a good thing can be just that, so it’s important to know when to move on. If at some point you’ve mentioned that you ‘have just a moment since you’re meeting friends’, for example, then you can deploy this when needed. It’s a social lubricant to help avoid awkward moments, and you can think of many others that are authentic to you. If needed, you can use a common excuse (‘have to get back to so-and-so’, ‘connect with [someone you met earlier] before they leave’, ‘take this call/text you’ve been waiting for’, etc). If needed, you can also pull someone else into the conversation to tactfully take over for you. If you’re there with a colleague, you may even have a pre-arranged cue to help you guard your time. In any case, listen for the natural transition, keep the ending on a positive note and recap follow-up actions (more social lubricant so it’s not so much a ‘good bye’ as it is a pause in the conversation to be picked up later).

The art of conversation is just that: an art. Though some seem to possess the gift of gab, it really isn’t something genetically programmed within a certain few. Great conversation skills must be taught, role modeled, and ultimately practiced and learned. Like many skills, becoming good at communicating is as much about attitude and willingness to put in the effort as it is about technique – if you continue to work hard and develop your abilities, before too long it becomes effortless.

 

Five Simple Ways to Host a Successful Media Trip

Five Simple Ways to Host a Successful Media Trip

By Erica Schlesinger, Communications Strategist

For our hospitality PR client partners, a key component to a successful media relations strategy is planning press visits. Sometimes, this involves setting up an individual journalist with a hotel stay, activities and meals on their own, but often, we will plan a group press trip. Also called a familiarization, or “fam” trip, these team endeavors are a great way to form personal relationships with members of the media while also securing multiple features for client partners. I have personally planned and attended more than 10 press trips, so I like to think I know a thing or two about making them smooth and successful!

Check out my top five tips for pulling off a great getaway:

  1. Plan ahead – As much as possible, start narrowing down dates, general trajectory of the trip, how many people to host and target audiences about four or five (or even six for a longer trip) months in advance. Many sought-after travel journalists have trips lined up back-to-back, so getting on their calendars is much more likely when you give them the chance to plan ahead. It may seem like overkill, but you’ll have a clear picture of who can make it – and who can’t – with enough time to fill your trip and stay organized… without having a last-minute panic attack.
  2. Be flexible – Schedules change, people run late and guests can develop newfound food allergies or fears of heights when you had a meticulous tasting menu and zipline excursion planned. There is no such thing as a perfect fam trip – when you’re balancing five to seven writers, their guests, their requests, different onsite teams working together and robust itineraries, something is bound to change (and often last-minute and on-the-go). It may not always be convenient or ideal, but tackle it as you would any professional issue: take a breath, use your head, ask for help as needed and take it from there. You’ll soon have it handled. I’ve had writers have overnight flight delays or at-home emergencies, change preferences on a completed itinerary, show up with an unexpected guest and much more. At the end of the day, you’re there to make sure they arrive safely, have a good experience and leave happy – and want to work with you again and say nice things about your clients as a result. Another tip – be transparent with your client partner and inform them of any issues that may impact their teams, but if they don’t need to get involved, don’t bring them into the mix.
  3. Be a control freak – Staying organized is critical for a successful fam trip. You need to make sure a lot of details are sorted and effectively communicated to all involved parties, travel arrangements are made, itineraries are approved, rooms are booked – you get the idea. At WOC, we have a few things that always make their way into our fam trip planning rotation:
    • Bio sheet – Ask each press trip attendee for a photo, brief bio, what their story will be about and the reach of their outlet, then compile into a single document to share with stakeholders. It gives a snapshot of who they’ll be meeting so they can prepare to chat with them, address any special preferences and get an idea of what sort of result they can expect from their time and money.
    • Google Docs/Google Drive – AKA your press trip BFF. Load any spreadsheets, bio sheets, itineraries and other documents up, add approved editors and watch edits appear in real time… without having 50 back-and-forth emails. Isn’t that nice?
    • Preference sheet/head count sheet – This is like a press trip “master document.” Here, we will have all key information any given member of our team or our clients’ team may need at any time to plan the trip. Excel is a great platform to build this in, then – you guessed it – load it into Google Drive. At the very least, this should include all contact info for each attendee, information on their preferences and any health or dietary needs, their guest, their meal selections and their activity preferences. For the latter two, build a “total count” row into the bottom of the sheet – this makes interfacing with activity partners and building BEOs a much easier process.
    • Itinerary – Also like the Press Trip Bible. This is a very detailed timeline covering everything attendees can expect from their trip, right down to notes about driving times if they’re arriving separately and check-in tips for spa appointments. It will keep you, your team and your guests on track from day one to waving goodbye. We WOC-ers like to add each element of the itinerary into our smartphone calendars with a 30-minute warning so we can always be one step ahead.
  4. Be a social butterfly – As a PR pro, you are on a fam trip to represent your client partner, guide the trip and act as a go-to source for information, but in reality, you’re the chief entertainer, too. You will be the person these folks will see the most over two, three, sometimes six or seven days, and it is your job to make sure they all feel welcome and are having fun. When everyone arrives, get them all introduced to one another (including their guests) – and you should not have to refer to any notes for names or what outlet they’re from! During the first meet-and-greet with key members of your client partner’s team, introduce both parties with full names and titles. While at meals or driving in a group, make an effort to mix and mingle with different people. Sometimes, some attendees are much harder to connect with than others – resist the urge to stick with Chatty Cathy the whole trip through. It may be Silent Sue who has the most questions, is the most uncomfortable around groups or just needs some encouragement to open up.
  5. Be a human clock – Real talk… media attendees are rarely keeping track of the time and itinerary while on press trips. Which is fine, since they’re there for the experience. PR pros, however, need to be on schedule at all times. During activities, keep an eye on the time and give updates (“Hey, guys, we have about 20 more minutes in this location. Is there anything else you need to see or photograph before we prepare to move on?”) – this can even mean politely urging a tour guide along, or pulling a chef aside in advance of a big meal to remind him or her of your after-dinner itinerary. If sending people off on free time before another set of activities, and during the last get-together of the evening, remind people of the time and location of their next scheduled stop. It might seem like a lot of “hovering,” but you’ll be surprised how quickly people forget when dinner is or where they need to check it for their morning horseback ride after a full day.

Putting together a winning press trip takes much more than following a few guidelines, but these are a great place to start. Hospitality PR pros, what other tips would you share after running trips of your own?

To learn more about (W)right On’s hospitality PR team, results and capabilities, check out WrightOnComm.com/Hospitality.

12 Signs PR Agency Life Isn’t for You

By Julie Wright

1. Month end is just another day to you.

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2. You’re happiest doing one thing at a time.

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3. You don’t read the by-lines as closely as the articles.

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4. You don’t measure your life in 5 minute increments.

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5. You come up with song hooks instead of news hooks in the shower.

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6. Your only sense of urgency is when the barista takes too long with your latte.

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7. You had to Google KPI.

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8. You think the work day is 9 to 5.

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9. You wouldn’t describe yourself as a people person.

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10. You follow the Kardashians more closely than Facebook’s algorithm changes.

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11. You fall asleep Sunday nights with no thought to the client projects waiting for you Monday morning.

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12. You fall asleep Sunday night.

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