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Five Tips for Successful Social Media Branding

By: Kara Dement

In more ways than one, social media is at the heart of how most organizations communicate with their audiences.

‘Heart’ is a good metaphor since it’s both central to the communications strategy and the source of how the organization looks and feels—and of course the ‘look and feel’ is the definition of a brand. So how do you make sure your organization’s look and feel are accurately and consistently portrayed through social media? Here are five expert tips to keep your social media strategy on the brand:

Establish and maintain a consistent voice

Buffer defines voice as, “your brand personality described in an adjective. For instance, brands can be lively, positive, cynical, or professional.” If you want people to listen, you need to inject some personality. Know your brand’s voice and ensure it’s aligned with your company culture and your target audience. Then make sure you use the same voice across all platforms so that you don’t come across as a split personality.

Choose the right platforms

Understanding each platform’s audience can help you identify what social media platforms are the right choice, and then you can use your brand voice to share things that are relevant to that target audience. Snapchat users on average are between the ages of 18-34 according to Omnicore Agency, so using Snapchat to discuss retirement planning probably won’t work. Also, not all voices work across all platforms. If your brand voice doesn’t have a playful side, you should either look into developing one or steer clear of Snapchat altogether.

Select appropriate visuals

When it comes to describing your brand, a picture is worth a thousand words. So select imagery carefully and make sure it is consistent with and helps augment the story your voice is telling. Speaking of consistency, it’s also important to maintain visual consistency across all social media platforms. Having the same colors, logos, etc. is a given, but even your photography, video and shared stories should all align with your brand’s personality.

Engage

Nobody wants to have a conversation with themselves, plus that goes against the whole point of “social” media. For a brand to have a credible personality, it needs to be responsive on social media, or people will assume no one at your organization is listening. Jay Baer, President of Convince & Convert, found that 42% of consumers expect a 60-minute response time, so being engaged with the audience’s comments, questions and concerns is critical to meeting your audience’s expectations. It’s also a great way to build trust and rapport so when you want your customers to engage with you, they’ll be ready and willing.

Offer relevant and killer content

At (W)right On, we go by the 80/20 rule. Meaning, 80% of content should be “check this out”, so long as it relates to the brand, and 20% should be “check us out”. Talking about yourself all the time is a turnoff, and not the kind of personality that brands want to be perceived as having. If you stick to the 80/20 rule, it will help prevent the pitfalls of constant monologue and will help develop your brand’s personality by giving it depth beyond your own organization.

Need help developing your brand’s voice and personality on social media? Call or email our team of social media pros to help! You can reach us at (858) 755-5411 or info@wrightoncomm.com.

Five Pro Tips For Mouth-Watering Food Photographs

By Shae Geary—Senior Communications Strategist

Ready. Set. Selfie!

We all love showing off our personalized pictures of food, travel, and fun experiences, especially during holidays. With Valentine’s Day on the horizon, we’re betting you’ll be sharing some delicious eats with your sweetie or besties. To make sure your food selfie skills are perfectly polished, we’ve delved into our archives for today’s blog. Here are five pro tips from San Diego food photographer Sam Wells for producing mouth-watering and Instagram worthy photos for this Valentine’s Day xoxo.

In Hospitality Public Relations, we often rely on images to help tell our stories – a pristine white sand beach; a mojito in a mason jar; a field in bloom. With the rise of social media and the availability of high quality cameras on most smart phones, photography is often how our guests tell their vacation stories, particularly when it comes to food.

Despite having such ready access to cameras, however, most of us remain photographically challenged. A good camera phone isn’t enough to turn our latest gastronomic delight into the envy of all our friends: placement, lighting and composition are all important elements in the quest to capture delicious food memories. Sounds difficult, right? That’s when you turn to the pros.

I was recently fortunate to work with Sam Wells, a respected San Diego food photographer who shoots for publications like Carlsbad Magazine and San Diego Magazine. While I watched him work his photographic magic, it occurred to me that he must have a load of helpful hints for us “do-it-yourselfers.” Sam was more than happy to give his insights on what makes for great food photography. Follow his tips and you’ll be on your way to drool worthy food on Instagram in no time.

Food Photography Tips from Photographer Sam Wells

Tip 1: Light quality is everything.

I shoot most of my food in areas I call “transition zones” – where the light is transitioning from light to dark. Windows, open doors, and the outer edges of shaded areas all produce beautiful directional light. If there are any conflicting tungsten lights in the restaurant, try to block them to create clean light.

Tip 2: Create a strong composition.

Negative space can be a great asset to a photo. Using the “rule of thirds” always helps – just imagine there are two horizontal and vertical lines dividing up the frame into nine rectangles. Place the most interesting point of focus on any two lines or where the lines intersect, and you’ll instantly have a better-composed image. Add a few more details to fill the frame, and you’re off and running.

Tip 3: Steady your hand.

Motion blur can ruin a photo, so if you are hand-holding the camera make sure to take a few and be gentle when you push the shutter button. Make sure your camera or phone doesn’t move when you shoot the photo. I always use a tripod to ensure maximum sharpness.

Tip 4: Show some life and action.

Have a hand reaching for something. Take a bite. Make it messy. Do anything that makes the food look delicious and enticing.

Tip 5: Styling can make any dish interesting.

I always use linens and napkins to help spice things up a bit. Adding other elements allows you to create a more interesting composition by leading the eye through the image. Think of image flow – a fork placed in the lower right hand corner pointed towards the dish will lead the viewer’s eye towards the focal point.

Keep this handy for your next dining adventure and you’ll definitely have some Insta worthy food photos. Need more photo inspiration? Follow the latest in Sam’s food reel on Instagram at @swellsphoto.

We team up with photographers like Sam to help tell your hospitality story. Get in touch with me, (Shae Geary, Senior Communications Strategist), if you’d like help getting your hospitality story out there.

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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:

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.
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.
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.
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.
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.

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Meet the Team: Keely – Design and Multimedia Specialist

To help our audience learn who is behind the content on this blog, we’ve been releasing a series of Q&A’s from our team. In this month’s edition, you will learn all about our Design and Multimedia Specialist, Keely Smith.

Keely brings an eye for design to the (W)right On team. Her experience stretches from web to print media, designing for local businesses, schools, and corporate structures. Keely seeks to create art that motivates the audience to see and experience the world in fresh and exhilarating ways. As an artist and innovator, she engages various mediums including graphic design, sculpture, illustration, dance and music. With a passion for expression she strives to build relationships around fostering creativity and collaboration. Keely has a Bachelor of Arts with an emphasis in Graphic Design from San Diego State University.

What would you be doing if you weren’t at your current job?

My dream job would be to work as a travel journalist with my own travel show (the female Anthony Bourdain). There’s nothing better than being paid to explore the world!

What’s one word you would use to describe yourself?

Eclectic.

Fill in the blank. “If you really knew me, you’d know ____”My worst fears.

What super power would you like to have? The ability to change into any person or animal.

What would a “perfect” day look like to you?

Sleeping in, have a tasty brunch somewhere, spend time with friends/family, go for a nice walk or bike ride, end the day with a good movie and a glass of wine.

What’s the most important lesson you’ve learned in the past year?

I’m not defined by my failures or misfortunes.

Best vacation you’ve had?I went to Ireland for 2 weeks after I graduated college. Some of the most joyful and sarcastic people I’ve ever met!

What’s your most embarrassing moment at work?

After a trip to the ladies room, I was that girl who walked down the hall with my dress tucked into my underwear. Needless to say things got a little “cheeky”.

Favorite quote?

“I want people to be afraid of how much they love me.” – Michael Scott

“Injustice anywhere is a threat to justice everywhere.” – Martin Luther King Jr.

If Hollywood made a movie about your life, who would be cast as you?

Jennifer Lawrence – she is crazy talented and has a great sense of humor.Drew Barrymore – because people say I look like her

What’s your drink of choice?

A whiskey-ginger or a glass of cabernet sauvignon.

If you were stuck on an island and could only choose 5 CDs, what would they be?

The Civil Wars – Barton Hallow

Stevie Ray Vaughan – Double Trouble

Ben Howard – Every Kingdom

Banks – Goddess

No Doubt – Tragic Kingdom

Fill in the blank. “People would be surprised if they knew____” That I am part Hispanic even though I’m pretty much translucent.

What’s your biggest pet peeve?

When you go out of your way for someone on the road and they don’t give you the courtesy wave, you know what I’m talking about.

What tv show/movie is your guilty pleasure?

Oh man, let’s just say I watch most of the HBO, Starz, masterpiece, and Showtime series. Some of my favorites: GOT, Girls, Homeland, Outlander, Penny Dreadful, and of course Downton Abbey.

What’s one thing you can’t live without?

There are 2 things I can’t live without…coffee and cheese.

Favorite line from a movie?

“You accept the love you think you deserve.” – The Perks of Being a Wallflower

Do you have an office nickname?

What is it? Yes, K Slizzle.

What’s the best/worst gift you have ever received?

Worst – a small tea light candle… just one.

Best – when I was a teen, my mom took me and 2 friends to see my favorite musical Oklahoma.

What do you like to do in your free time?

Spend time with friends and family.

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Community Involvement Matters

By Grant Wright

At (W)right On, we’re frequently asked to become engaged in community affairs of some sort – support a political cause, gauge the pulse of an issue, contribute to a worthwhile endeavor – and in as balanced of a way as we can, we often say yes.

We’ve supported at-risk youth; senior Olympics; domestic violence prevention; independent living for disabled adults; cancer prevention; youth sports programs; student academic scholarships; hospital programs; and more. Additionally, team members engage individually in support of men’s health issues, high school and college student mentoring, and a number of worthwhile causes.

Unless you live under a rock, community involvement matters… to a degree. There will always be more to be done than time or resource allows, so ‘everything in moderation’ is probably apt here. So what are considerations as you think about why and how to engage in your community?

Benefits

Community engagement is often smart business. It expands your brand, is a source of intelligence, fosters teamwork and enhances morale, and provides your organization a higher sense of purpose.
It makes a difference – to the community and sphere that is your influence. A simple effort or gift of timely wisdom can literally change someone’s life in far more profound ways than the effort or thought needed.
It feels good – doing the right thing always does, and in that it contributes to improving the community in which you live, it comes right back to you.
It provides a sense of purpose and direction.
It sets an example for others – your engagement can have a multiplier effect.
It’s fun – Involvement in the community expands your circle of relationships and can often serve as stress relief.

Potential Pitfalls

Community involvement can overwhelm or be extremely time consuming. It may be worthwhile to begin with something simple and consider additional support from there with better insight.
It can just be more work, busywork or misdirected – it is important to have reasonable understanding and expectation of the benefit you’ll be causing.
It can take time from professional and family growth – there are only 24 hours in a day for all of us, and if engagement involves some sort of financial assistance it’s important this is done in a balanced way with all the demands upon your time and resources.

At (W)right On, we take great pride in all of our community involvement endeavors. It’s the right thing to do and it’s smart business. Plus, at its core, good communications is all about creating connections and building communities. But especially as we begin to approach the “giving season,” it’s important to consider the size and scope of your community involvement.

What are some of your favorite ways to get involved in the community? Let us know in the comments.