The Wilbert Group Blog

Posts tagged LinkedIn

April Digital Updates




We’re all about keeping up with the digital world at The Wilbert Group and leveraging the newest technologies to help our clients tell their stories. Here’s the latest:

#1 Instagram takes on yet another rival network: Pinterest.

Instagram is already encroaching on Snapchat’s territory with its popular Stories feature – which succeeded in stealing Snapchat users – so it makes sense that the photo-sharing giant is now going after Pinterest with its latest update. To the joy of its users, Instagram introduced the ability to save posts earlier this year. Now, you can sort those posts into “collections” that are eerily reminiscent of Pinterest’s boards. This update makes it more important than ever for content creators to create truly valuable, save-worthy content to allow it to live a second life for a user, whether it’s a recipe, design inspiration or a secret menu dish at a restaurant. As Engadget sums up the opportunity for businesses: “If you can create your ideal outfit by saving posts into collections, you might be more likely to buy that outfit.”

#2 LinkedIn continues to undergo a complete makeover.

LinkedIn’s facelift is in full swing. While there isn’t one noteworthy update to include here on the blog, I wanted to touch on this because, as social media managers, we’re constantly learning and relearning how to keep our client’s content fresh as LinkedIn shifts seemingly every day. Important changes for content creators include: The ability to use video, new photo sizes and filters and a new algorithm for the feed. LinkedIn also plans to revisit its publishing tools, including the ability to save articles for later and improved tagging, ultimately making the blog posts look much cleaner and full of dynamic content like photos, block quotes and graphics.

#3 Snapchat is reaching an increasingly older demographic.

Snapchat isn’t just for millennials anymore. The app – which recently made its IPO – is experiencing increased usage in those ages 25 to 44, far from its typical younger audience. Forty-one percent of users ages 25 to 34 used the app more often today than during Jefferies’ first survey last June. Forty-four percent of the 34 to 44 demographic use Snapchat more now, the firm said.

It’s not atypical for older users to follow typically young early adopters to new platforms – just look at Facebook and Twitter. However, that migration sometimes drives the younger users away because the platform isn’t cool anymore, or because grandma and grandpa are now able to view their content. This shift may be a ways off for Snapchat, but something the app should consider moving forward. Hopefully, they can continue to provide content – from news stories to fun face-altering filters – to keep their original base happy while expanding to new audiences.

The Wilbert Group Hosts First Social Media Breakfast


0N5A5301 copyThe Wilbert Group Hosts First Social Media Breakfast

The Wilbert Group this week hosted our clients and friends at our office for breakfast and a discussion about the benefits of paid social programs. The wide-ranging discussion was led by our firm’s president Caroline Wilbert and our digital strategist Sabrina Harvey. Below is a glance at some of the highlights from our discussion including why organic is no longer enough, what platforms make sense for which brands, examples of successful campaigns Wilbert has executed for clients, and best practices for creating compelling content.

So, why is organic no longer enough?

Organic reach on social platforms has continually decreased over the past several years. For example, Facebook organic posts only reach two to six percent of the audience that already likes your page. Companies need to leverage paid social options to heighten engagement with compelling content, which consumers still find valuable, and eventually “convert” by clicking links.

For a more detailed explanation, see the video below:

Which platform is right for my company?

This all depends on your audience. Consumer-facing brands should be focused on developing strong Facebook, Twitter, and potentially Instagram (for brands with strong visuals) audiences to engage with people who could potentially interact with your brand and purchase what you’re selling. For B2B companies, LinkedIn is the obvious platform to focus on. Users there are expecting to see business content, so they’re much more prone to be interested in news and data concerning your industry and company.

The good news here is that these platforms allow for highly targeted demographics and psychographics within advertisements, including differentiation within income, location, age, interest, behaviors and more. Facebook allows you to upload excel spreadsheets with “warm” contacts so advertisements will be sure to reach them.

BN7A3467 copyWhat kind of content will perform best?

The big picture here is your paid campaigns should revolve around your strategic business goals. Are you trying to get people to show up for an event? Or are you building your social audience and establishing your brand? This will also vary depending on industry and whether your business is B2B or B2C.

But in general, you want to find the value propositions that bring your audience something that makes them consider you. Instead of posting a 100-page white paper, it’s probably better to pull a graphic with some statistics for your audience to quickly digest and pique their interest. Visuals are also very important for social media; video drives 24 times more engagement than other content.

Ok, so where’s the proof this is worth it?

Wilbert ran a highly successful campaign to reach prospects of a high-end luxury residential brand in Buckhead. The team leveraged the company’s robust email database to reach over 330,000 qualified luxury buyers and encouraged them to contact the sales team. This resulted in about 13,000 conversions, all in eight weeks’ time with a small budget.

This goes to show that with a high level of detail and focused strategy, companies can reach a large number of people that have similar interests to your company with a relatively small amount of money. 

Any last thoughts? 

  • All boosted/paid content should be proprietary content
  • Range of social advertising spend from Wilbert clients is $500-$2,500 per month
  • Social media is a balance of art and science. In order to be successful, companies need to trust their social media team to run test ads and use the data to make informed decisions on what ads will be best to reach the right people in the right place at the right time.

BN7A3456 copy

Digital Updates: Tech News To Know


By: Nick Prather

We’re all about keeping up with the digital world at The Wilbert Group and leveraging the newest technologies to help our clients tell their stories. Here’s the latest:

#1 LinkedIn is taking its app game to a new level with Elevate. LinkedIn’s new app Elevate is a paid app that suggests articles to users. It will allow users to schedule and share social media content across LinkedIn and Twitter for others to see. Early results show that for every six pieces of content shared, the user gets six profile views and gains two new connections.

#2 Storify is letting you add pictures now! Storify has introduced a new tool to directly upload and include photos. This feature was purposely left off the blogging site until many of the millions of Liana Moran.

periscope-logo-1920-800x450#3 Twitter is innovating social media again with Periscope. Twitter has launched its new live-streaming app called Periscope. The app allows anyone to stream a video from anywhere for the world to see and will also save videos you’ve live-streamed to view later. The app was acquired by Twitter for about $100 million dollars and has been out for a few weeks. The only bad news: Periscope recently came under fire with people live-streaming the newest episode of “Game of Thrones,” bringing concerns of copyright infringement to the table.

Why CRE Professionals Need to Be on LinkedIn


As the leading real estate PR firm in the country, The Wilbert Group has a ton of experience in developing LinkedIn strategies for our commercial real estate clients. See how the CRE industry is performing on LinkedIn in this new infographic our team produced.



Digital Updates: What’s Going On in Social Media


by M.C. Rhodes

At The Wilbert Group, we’re always trying to stay in the know about what’s happening in the digital space. From social media to tech tools, here’s what you need to know.

#1 Taking analytics to the next level. Thinking of putting an ad for your product on Facebook? Now you can see a report showing how often ads drive users to buy your product on a different device.

#2 More good news for advertisers. Twitter is testing promoted video ads as part of its Twitter Amplify platform. Video ads are currently available for brands, publishers and a subset of verified users. The ads use a cost per view model.

#3 An end to Twitter bullies? Robin Williams’ daughter Zelda took to Twitter after her father’s recent death and was promptly attacked by various account holders, leaving some asking how Twitter can help protect users from abuse. The site says it will revamp its user-protection policies.

#4 Where does my content go? LinkedIn’s Feed-Mixer decides what each user sees on his or her homepage, said LinkedIn Engineering Manger Byron Ma in a new blog post. Ma explained how your published content is distributed to your network.

#5 We’re No. 3! Reaching out to Millennials with your social media campaign? Brands like Taco Bell and General Electric are already producing content specifically for Snapchat, and maybe it’s time for you to hop on the bandwagon. It’s now the third most popular social app in that age group.

Five Social Media Updates You Need to Know About


by M.C. Rhodes

Here at The Wilbert Group we pride ourselves in staying in the know, and we want to keep you up-to-date on the latest social media happenings too. Recently, there have been a number of changes to our favorite social media sites.

Here are five changes to watch out for:

#1 A streamlined Facebook. Does your Facebook timeline look a little different? Facebook is rolling out a new streamlined design for both personal and brand pages. The changes to brand pages will allow fans to see company information (such as phone numbers and hours of service) right next to posts. The design will also be helpful to us PR pros who use admin features often.

These changes come in addition to changes in brand visibility we reported on last month.

#2 Who’s viewing you on LinkedIn. Public relations relies on connections, and LinkedIn is now making that easier. You’ve been able to see who views your profile, but now you can track your weekly views and see how your activity is increasing those views.

#3 Ideas for increasing engagement. LinkedIn also now gives you a way to build your thought leadership in your industry. It gives you custom recommendations for increasing views; for instance, it recommended me sharing a story on Google’s new search updates for a 230 percent increase in engagement.

The “Pulse” feature on the top of your homepage is also a good place to look for shareable information that is customized to your industries and interests.

#4 A new look to Google searches. Google is also experimenting with a minimalist approach. This week some changes to its search function were revealed for desktop users. Font sizes are increased, links are no longer underlined and AdWords-targeted ads now appear without shading behind them and instead a smaller ad marker.

These updates come on the heals of recent mobile changes, which Google Search Senior Vice President Amit Singhal described as being “cleaner and simpler…so you can focus on the answers you’re looking for.”

One has to wonder if the new ad layout makes for better sales, though.

#5 Faster Instagram. If there’s one thing we in PR can appreciate, it’s fast social media apps so we can update clients’ accounts quickly. Instagram for Android has been updated with improved performance. And again we see the trend towards simpler, cleaner interfaces.

Five Social Media Updates That Affect Brands


by Elizabeth Hagin

Keeping up with changes to each of your social media channels can be a full-time job so we are making life a little easier for you. There have been several changes lately that will affect the content published by brands. Here are five you should know about:

#1 Brands showing tag love. Facebook just announced a new change that could provide more exposure for brands. Now, when a brand page tags another brand page, there is a greater possibility for followers of both brands to see the post. This feature is already active for personal accounts.  In the example below provided by Facebook, Bleacher Report tagged James Harden and Dwight Howard in a post, so people who follow James Harden, people who follow Dwight Howard and people who follow Bleacher Report can see this update in their newsfeeds. This is great for a client like Atlantic Station because tagging one of its tenant brands such as Banana Republic will help expand its own digital footprint.

#2 Where are the brand posts? Recently, Facebook changed its algorithm which kept many brand pages from making it into their followers’ newsfeeds. Facebook is now pushing what’s called a “link-share post.” Wondering what that is? Well, any brands share photo updates or memes, like this:

However, Facebook wants relevant content that is interesting to fans. Link-share posts like the one below for Invest Atlanta do just that. Notice how this post is not text with a static photo like the one above. Instead, you see the image along with the title and information in the post. Well, Facebook is now giving more weight to these more engaging, media-rich posts that provides interesting information.

#3 Twitter gets a redesign. Most community mangers use third party apps to manage Twitter; however, nearly half of all tweets are posted from the Twitter website. Now, a newly designed navigation bar looks very similar to the mobile app. And that’s not all. Tweeting is getting faster than ever. The addition of an inline tweet composer allows you to preview a large version of the photo you’re attaching and then upload quickly!

#4 Twitter puts more emphasis on images. Twitter has added inline image previews to its mobile app and website. Similar to Facebook, tweets with images receive more attention and better engagement. Social media app Buffer recently did a test and found that tweets received 150 percent more retweets when they included an image. Now more than ever, compelling photography is a must-have for brands.

#5 LinkedIn Showcase Pages. How does a global company like Newell Rubbermaid with multiple divisions organize its LinkedIn presence? Now, companies can create Showcase Pages, dedicated pages that allow them to highlight different divisions of the company. Newell Rubbermaid could have a Showcase Page for Sharpie and one for Graco, and LinkedIn members can follow and engage with Showcase Pages. This allows brands to target content, but also tie back to their parent company.

Five Ways to Have the Career You Really Want


by Nancy E. Johnson  

As a little girl with a huge Afro, spectacles and a Nancy Drew book in hand at all times, I pondered the question most kids do: What do I want to be when I grow up? My answers changed every year from detective to heart surgeon to kindergarten teacher. The funny thing is that many of my friends and colleagues in their 30s, 40s and 50s are still trying to figure out what they want to be when they grow up.

My own career journey took me from debris fields in 100 mph winds covering hurricanes as a television news reporter to the boardrooms of Shanghai as a PR pro communicating a company’s Asia-Pacific plan. I’ve changed careers a few times. That’s why my alma mater, The University of North Carolina at Chapel Hill, asked me to speak to the 2013 Executive MBA graduates about the best strategies for successfully navigating your career.

#1 Be strategic about your career. Think ahead about where you want to be in three to five years or even ten years. While you’re on your current job, take on stretch assignments that will give you the skills you need for your next move. Volunteer on committees and teams in other departments where you can learn new parts of the business that align with your career aspirations. Also, before you quit your current gig, make sure you’ve left your mark and made the organization better than it was when you got there.

#2 Reach 500+ on LinkedIn. I remember when I hit the 400 mark for connections. My competitive juices started bubbling.  I schmoozed at a few more networking events and soon surpassed the 500+ number.  Yes, the more people you’re connected to on LinkedIn means more companies you have access to as well as more second and third degree connections. That’s important. However, the new number to focus on is 20. I learned this from Vince Morgus, CFO at LuLu Holdings and a fellow alum on the panel with me. He made a great point that you need 20 people in your network that you can comfortably call at any time to ask for career leads, advice or recommendations. This is your inner circle – your personal board of directors and these are relationships you must develop and nurture regularly. These are not people you call when you want a job and they have to ask, “Nancy who?”

#3 Reinvent yourself. Most people don’t stay on the same job at the same company doing the same thing for 30 years anymore. As your career goals change, be nimble. When I studied journalism at Northwestern University, I just knew I’d be sitting in Dan Rather’s chair one day anchoring network news. But as my career evolved, I realized that it was the storytelling I loved, so I aspired to be the next Charles Kuralt. After winning awards for stories about ordinary people doing extraordinary things, I knew I wanted to tell features full-time. But the news business was changing and every reporter needed to be general assignment. So, I left news behind and pursued public relations and corporate communications. First, I did PR on the client side and now I’m exploring the agency world. Never be afraid to take risks and move your career in new directions.

#4 Tell your story. Each of us has a story to tell.  Be sure yours is simple, creative and compelling. If you’re in line at the grocery store, on an elevator or sitting across the desk from a hiring manager, you should be prepared to talk about who you are and the value you bring. Practice it. The more you tell that story, the more natural it will feel. Also, a hiring manager won’t necessarily understand why a financial analyst can kick butt managing a branding campaign. That’s a big career switch. Doesn’t mean it can’t be done. But it’s up to you to connect the dots and weave a narrative that makes the case for why this career transition will be a smooth one. You also have to believe in the power of your story. This is the consistent story you tell in interviews, on LinkedIn, on Facebook, at cocktail parties, everywhere. Own it. Tell it. Tell it again.

#5 Follow your passion. Only you know what kind of work energizes you and makes you come alive. That’s your career sweet spot.  If you can find a way to make a living doing what you’re passionate about, you’ll love Mondays as much as Fridays.  Storytelling is my passion. I told stories as a reporter and I still tell stories in public relations. And when I’m not working, I’m telling stories as a budding novelist.  Often, we get caught up in the prestige of our job titles on LinkedIn or on our business cards. The one thing that’s more important than what others think of what you do is what you think of what you do. Listen to your inner voice. That may sound like soft advice in the world of spreadsheets and data.  But when you spend 40 to 60 hours every week working, you want to do work that brings you more than a paycheck. Your work should ignite a fire inside you – a passion that will sustain you through the life of your career.