Here are seven articles from the past week that digital public affairs professionals should read.
A while back we reported on an update to Google’s search ranking algorithms designed to align search results with the growing (really growing) trend toward mobile web browsing, and even mobile-exclusive web browsing. Adobe did some research and found the changes are real, and websites that are not mobile friendly are indeed becoming marginalized.
Data is extremely valuable. It helps us understand so much about how audiences find us, how our information is consumed, and which messages resonate with them. Data alone, though, will not answer many of your questions. Mapping tools including ‘persona mapping’ and ‘journey mapping’ help us better understand the user experience and how to improve it — which has significant implications on digital public affairs.
Even if millennials are not your current target audience, you need to learn about them, their online habits and find ways to harness their patterns and passions. They are an important segment for outreach and amplification. If nothing else, you need to accept that millennials are your “on-deck” audience. Ignore them at your own peril.
As the web becomes more crowded (and more mobile), public affairs teams are struggling for visibility on matters tied to organizational reputation, issues management and public policy. Which means Search Engine Optimization (SEO) is more important now than it was a few years ago.
Call it a sanity check, or call it a Threat and Risk Assessment (TRA); if you’re not double-checking your copy and considering how your message may be received, you could find yourself making a very, very big mistake.
The real estate missive is “location, location, location.” A strong candidate for the social media missive is “people, people, people.” Yuengling, GoPro and Disney are using Instagram in a creative way to not only reach a larger audience, but get their existing audience more involved through User Generated Content (UGC).
Compelling content is a lot like a three course meal; you need to create the right combinations to satisfy your audience and keep them coming back for more.