World Communication Week 2024: Navigating the Digital Age

by AdvertisingMarketingPublic RelationsSocial MediaUncategorized

Back in 1988 – when digital tech was in its infancy – November 1-7 was established as World Communication Week by the International Association of Business Communicators. Since then, this week has become increasingly important, given the rise of social media and other forms of digital communication. Even when your organization is closed for the night or for a holiday, your brand continues to be seen by consumers online. In this 24/7 digital landscape, it is important to ensure your brand is available at all times, a unique challenge brought on by the advancing digital landscape.

 

World Communication Week has evolved into an opportunity to reflect on how we can enhance our communication skills in various facets of our lives.

 

Precision in the Digital Age

As communication becomes increasingly complex through digital mediums, the need for clear, precise messaging is vital. The shift to these mediums hinders the ability to express body language and tone, making precision all the more important for effectively communicating.

In response to these challenges, many organizations are turning to public relations to help ensure that their brand’s image is portrayed accurately. And, that their messages are clear and compelling. These challenges have prompted shifts in how we communicate, leading to notable trends that reflect the changes in the field.

 

Trends and the Rise of Short-Form Content

Trends in communication are also affected by these mediums and their limitations. It isn’t a secret that the attention span of the average consumer is lower than it was when World Communication Week was established. The rise of short form content across all platforms reflects those consumer preferences.

Visual storytelling on platforms like TikTok and YouTube are only part of it. Short messages are not only shared, but required. Due to character limits on X (formerly Twitter), Facebook, etc. This week should be used as a chance to consider how you are adapting. And, to make sure that your team is aligned on how you are approaching the task.

 

The Role of Public Relations in Digital Communication

As communication technology continues to evolve, the ability for organizations to communicate with confidence and clarity is more important than ever.

Public relations practitioners play a crucial role in optimizing communication for today’s digital world. They help organizations establish trust while limiting miscommunications.

 

About the author:

Justin Picciuto is a fall 2024 intern at SCG Advertising and PR. He is currently a senior Communication and Media Studies major at Montclair State University in Montclair, NJ.

 

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The History of Podcasting

The History of Podcasting

by AdvertisingMarketingPublic RelationsSocial Media

The History of Podcasting

The history of podcasting is celebrated each year on International Podcast Day. Each September 30th, over the past two decades we recognize a valuable opportunity for podcasters and their listeners to connect online.

There are various reasons for creating and distributing a podcast, with emphasis on entertaining, educating, and promoting. But whatever a podcaster’s purpose, creating and deploying a podcast can hold significant value for a brand, company/organization, or individual.

At SCG Advertising + Public Relations, I’ve had firsthand experience producing two separate podcasts, and I’ve learned much about crafting quality content that engages listeners while sounding as smooth as possible. Each episode I produce provides a learning opportunity for both my client and me.

Podcasts can be a powerful tool to help amplify messaging efforts and drive a conversation; they connect people with an audience that finds value in what the host is discussing.

Some fun historical facts about podcasting, according to InternationalPodcastDay.com :

  • The first modern podcast went live 20 years ago
  • The term “podcasting” was pioneered in a 2004 Guardian newspaper article
  • George W. Bush was the first president to have his weekly address delivered as a podcast
  • And … SCG can help you create your next podcast

 

I’m beginning to work on a brand-new project with the social media team to produce an official SCG podcast titled Coffee and Tea with SCG. We are looking to launch the podcast in early fall, and you’ll be able to listen to it on our website.

Threads

Threads Debut: A College Student’s Perspective

by AdvertisingMobile AdvertisingSocial MediaUncategorized

Threads

As we pass the one-year anniversary of Threads’ debut, let’s review what this platform is all about. Threads is a social media “app from Instagram where you can view and share public conversations” (Instagram Help Center, 2024). A post can be a “short piece of text,” photos, or a combination.

About a year later after Threads debut, the app has introduced several updates to enhance the user experience.

According to Embed Social, the July 2024 update included:

  • Side-Swiping Feature: This allows users to “train their Threads algorithm by swiping right on posts to indicate they want to see more of that kind of content” and swiping left to see less.
  • Enhanced Hashtag Functionality: A “#” button to change the way hashtags are used.
  • TweetDeck: Similar to X, the TweetDeck will allow “users to monitor multiple timelines when using the website version of the app.”
  • Independent Algorithm: Threads has implemented a new algorithm for its users, separate from Instagram to curate user’s feeds.

The app itself reminds me a lot of Instagram and X functions combined into one.

For this blog, I downloaded the app for the first time as I have never used it before. It feels like an extension of Instagram as many of the functions are similar. If a user knows the Instagram platform, then the Threads app won’t be difficult to navigate.

Demographics and Users

Despite these updates, Threads has not gained popularity among certain demographics, particularly my age group (college students between 18-22). This age group values larger platforms like Instagram and TikTok as they offer greater potential for posts to go viral.

As of August 2024, Threads has 190 million users, which was reached in May. 175 million users are active monthly (Cardillo, 2024). 37% of users are between 18-24, and 63% of users are over the age of 24 (Curry, 2024). Zuckerberg is currently focused on increasing activity over attracting new users, keeping app updates to a minimum. On the app store, Threads is the first on the “Top Free Apps,” as it continues to grow every day.

Threads has the potential to grow even more. Some may think it might be worth investing in the larger platforms as Threads is small, compared to Instagram’s 1.4 billion users (Statista, 2024), and TikTok’s 1.04 billion users (BackLinkO, 2024). However, Threads could be another opportunity for an organization to engage with key publics out there, as it is projected to grow by 33.9 million in 2025 (BackLinkO, 2024).

Opportunities for Businesses

Threads offers businesses a unique opportunity to reach niche, targeted audiences. Since there is a smaller population on the app, posts are based on niche topics/interests. Businesses can use the app to help gain customers, engage audiences or build brand awareness, especially if they are interested in connecting with a specific audience.

Although it may require additional steps to join another social media app, Threads could be important from a business perspective, depending on the audience you want to reach. If Threads helps you with your target audience, then it is worth the download. If your audience is not on the app, then you should pause and consider your options.

Social Media Day

Intern Insights: Social Media Day

by BrandingSocial Media

Social Media Day

As I embark on a dozen years of owning a social media account, it strikes me that I’ve been active online for more than half my two decades. That sounds petrifying – at least to me – yet the time has rushed by and I’ve come to terms with this being my normal way of life.

Social media is everywhere and in everything. Platforms push out advertisements, along with hugely influential input on trends, mental health, politics, and connectedness. People all around the world connect and live vicariously through the lenses of others, which has triggered many of us to almost constantly compare ourselves to strangers’ lives. When I signed up for an Instagram account at the ripe, old age of 8, I had no idea what I was getting myself into.

Curating and creating posts, and receiving feedback became a hobby to me. For better or worse, it’s a continuously vicious cycle. During high school, I ran an anonymous Instagram account, @RelatableMood5, that grew to have 25,000+ followers. It featured aesthetically pleasing images targeted towards trends connected to teenage girls. I found posting photos of other people was the most validating way to approach social media because the backlash was minimal. And the lack of complications related to this account enabled me to do something risky – post about politics.

I received a good bit of negative feedback and lost followers, which confirmed for me that social media is terribly inauthentic. It’s a performance. Ultimately, I was unphased by the negativity and even hate, largely because – since I’d shared neither my face nor name – none of it was truly directed at me, as a person.

Social media certainly has its pitfalls, but it also has enabled my peers and me to connect. Instagram, TikTok, Snapchat and a few other platforms let me see what my friends are up to, while allowing me to disseminate private stories, as popularized by Snapchat. It’s this capability of social media that encourages others to, at a minimum, share select aspects of their lives.

Many teens are made apprehensive by watching other people’s experiences – it generates immediate FOMO (that’s fear of missing out for the uninitiated). We’re constantly updated on how others are spending their time. It’s a complex, fluid environment in which well-manicured personalities frequently replace genuineness, but social media is nonetheless a crucial tool for building connections and exchanging experiences within our globalized society.

Harley Rosenbaum is a rising junior at Tulane University and is interning this summer with SCG Advertising + Public Relations.

Advertising during March Madness

March Madness or Advertisement Heaven?

by AdvertisingMarketingSocial Media

 

Advertising during March Madness

March is here! To some, that might indicate Saint Patrick’s Day is near or even Palm Sunday. Yet there is a specific group of people that only care about March for one reason. March Madness. As a fan of March Madness, and a former collegiate athlete, I can appreciate the passion brought by fans each year. It’s inspiring to root for young adults who are particularly great at what they do. 

Despite the excitement it brings to fans, it also fills the pockets of athletes everywhere. Two major components factor in when talking about how much an athlete can make. First is a traditional endorsement. Sponsorships with major brands lead to an athlete being asked to model a product or post about it.  In turn, these brands hope to influence people to buy their products. 

The second, and fairly new way, is the NIL. It stands for “name, image, likeness” and allows collegiate athletes to cash in on their popularity. Brands will strike a deal with a player and it allows them to use their “name, image, likeness” in just about anything.

For instance, a college athlete might see his or her face in a popular video game. A NIL lets this athlete profit off the game and can also protect an athlete’s right of publicity. The right of publicity is generally used to protect against the misuse of an individual’s name, image, and likeness for commercial promotion. Most times NIL collectives help push the deals. NIL collectives are a pool of money donated to the school by rich donors and alumni that can help generate more profit for not only the schools, but also the players. 

There is also a vast difference between men’s and women’s sports. The women don’t make a fraction of what the men make individually, but females have higher engagement and better marketability on social media platforms. LSU women’s win over Iowa in the final match-up averaged 9.9 million viewers, smashing the previous 5.7 million-viewer record for the NCAA women’s tournament set in 2002. It was the most-viewed men’s or women’s college game ever on ESPN+. Yet despite the inequality, both men and women athletes can still make more money off brand deals and endorsements than the price of their scholarships. 

So how does this relate to advertising and marketing? Due to everyone’s obsession with college sports, March Madness has become one of the most watched events in history. According to Sportico, ad spots during the championship game were priced between US$2.2 million and US$2.3 million, while 30-second units for the earlier rounds were bought for a few hundred thousand dollars. The brands buying up ad spots are not small brands either. Some of these companies include Coca-Cola, Capital One, AT&T, Buffalo Wild Wings, Unilever, and Nissan. The 2022 tournament amassed 1 billion in revenue and gained 35 new advertisers. Last year the top 10 brands that spent the most money, didn’t even bother putting ads into other sports. They waited to put their ad money into March Madness and spent 247 million dollars through the tournament. 

Now just because major companies are pushing out advertisements it doesn’t always mean that they are effective. Yet according to sports fans, a recent poll suggested that sports ads might be more beneficial than you would think. In a study from Marketing Brew, “Of all college sports fans surveyed, about 13% said they prioritize sponsor brands when shopping.” In the same study, “About 30% said they at least see college sports sponsors more favorably while they shop, even if they don’t automatically prioritize those brands.” These are decent numbers considering an article by INC found just 4 percent of consumers believe advertisers and marketers practice integrity.

March Madness has proven to become a major source of advertisement and income for a majority of industries but has the concept of marketing the youth gone too far? 

Intern Insights: Are Your Photos Worth A Thousand Words?

by AdvertisingBrandingMarketingSocial Media

In the digital world, visuals are essential to grab attention, convey messages, and make a lasting impression. In this blog post, I will walk you through the basic elements and techniques to take the best eye-catching photos. By utilizing these tricks, you’ll be able to consistently generate high-quality images for your future projects.

A picture is worth a thousand words

A well-crafted image portrays a message better than a one-thousand-word essay (with far less effort too!). It is important to create the best quality work when representing your brand. Is your photo relevant to the work it is connected to? Is it a dynamic photo that will catch your eye when scrolling through your social feed? An article with an attention-grabbing image is far more likely to generate engagement than a poorly chosen one.

Know your equipment

Knowing your equipment increases your capabilities as a photographer. Once you understand the basics, you can step out of your comfort zone and experiment with different settings to create some fun effects. Also, know how to upload your image to your computer without losing resolution. Regardless of how clear the picture is, it can become blurry if the process is handled incorrectly.

Master composition

Set yourself up to take a picture with a visually pleasing background that conveys the intended message and mood. Also, make sure you are successfully lining up your photo. One way to do this is by utilizing the grid. The grid is a helpful composition tool featured in many cameras and smartphone apps. Using this feature can help you to align your subject within your frame and maintain symmetry.

Fix your lighting

Understanding the different qualities of natural light versus artificial light is also important. Different types of lighting can impact the mood, color temperature, and overall aesthetic of your images. When taking photos outdoors, it is important to learn how to harness the natural light to your advantage and to avoid shadows and sun glare. When taking photos indoors, it is still ideal to take advantage of the natural lighting. Whether or not natural lighting is available, it is important to make your lighting look as natural as possible.

Combine these skills to take the perfect photo

Remember, a well-crafted image can make or break your project, leave a strong impression, and help grab attention. By harnessing these skills, you will be equipped with the knowledge to elevate your photography, helping you and your business increase engagement and polish your aesthetics.

 

Justin Picciuto

Public Relations Intern

SCG Advertising & PR

Misguided Victoria’s Secret Campaign Result of Inadequate Fan Research

by BrandingSocial MediaUncategorized

Five years ago, Victoria’s Secret put on its last fashion show. This show was an iconic event each year where viewers would see their favorite models glide down the catwalk in angel wings, wigs, and accessories. The most popular artist at the time would perform, too. A line of models would parade in the brand’s lingerie for around 42 minutes. The tradition lasted for 20 years and was watched in more than 100 countries. It was beloved…until it wasn’t.

 

During a time of heightened awareness for women’s rights, starting with the MeToo movement in 2017, Victoria’s Secret began getting backlash. People started to call out the brand for being out of touch with real women, being the antithesis of what women were trying to accomplish. So Victoria’s Secret retired its wings and its show.

 

Now, VS has decided to rebrand. And that being the case, I’m sharing some insight from the perspective of a branding professional.

 

On September 26, Amazon Prime dropped the film The Tour ’23, which shows all the work the brand has done to change its image and be more inclusive to women around the world. This documentary is mainly about giving women a platform without gaining capital from it.

 

So what’s gotten everyone upset? The campaign choices. Victoria’s Secret has become extremely active on its Instagram, posting daily. One of the campaign themes dropped was “Icons,” featuring some of the most iconic ’90s and 2000s models. People responded well to the older models. Yet some of the new influencers and current models in the campaign were bashed for not being true icons or real supermodels. People also thought the new models looked unkempt and their garments were unflattering. Spectators claimed that they would have preferred the original campaign instead. Feedback from your audience is so important to take note of when running a digital campaign.

 

Overall, I think Victoria’s Secret had the right intentions, but there’s been far more backlash from the new campaign than the original one. The original show was very successful. The VS brand is popular, but it’s been stripped and remodeled, leaving people disappointed. The downfall of this Victoria’s Secret social media campaign was the company’s failure to listen to its massive following. Social media enables the brand to know what followers want, but it seems VS neglected the opinions of its audience. The campaign ultimately backfired, and fans were let down when they didn’t see the campaign they were familiar with. Fortunately for Victoria’s Secret, it’s been a household name for a long time, so it may still have time to repair the damage.

 

Madison Trumino

Account Coordinator

SCG Advertising & PR

Intern Insights: What is Threads?

by Personal InterestSocial Media

Social media is constantly evolving. If you blink, you could find yourself behind on the latest app. Not every site will be a juggernaut like Facebook, but you don’t want to be late to the ones that end up succeeding. In this blog, we’ll discuss the new platform Threads, including its pros and cons.   

  

So, What’s Threads?

Threads is a companion app to Instagram that allows users to share text, photos, and videos. It is similar to Twitter in terms of the content and tone of its posts. In its first week, Threads reached more than 100 million users, which may be attributed to being owned by global media giant Meta, which currently has more than three billion daily users.  

  

Pros  

Threads runs smoothly compared to other platforms in the early-release stage. It uses the same design and structure as Instagram,  meaning major issues have been dealt with on Instagram before Threads was introduced. It is also easy to connect with your Instagram followers via Threads. You need to use your Instagram login to access Threads, so everyone you follow on Instagram will be shown to you upon signing up. Threads is also similar to Twitter, a smashing success for more than a decade, which is a positive indicator for its future.  

  

Cons  

Threads is Instagram’s companion app, meaning you need to have an Instagram account to sign up. This has proven to be problematic (At this point, in 2023, anyone who doesn’t have an Instagram most likely has no intention of changing that). Over the years, people have become so comfortable with Twitter that many wouldn’t leave it unless they were left with no other choice. A new platform means starting from scratch, and it takes months for an algorithm to be properly tailored to one’s interests. Lastly, Threads is currently only available on iOS and Android devices, which, despite making the milestone of 100 million users more impressive, isn’t a sustainable model for social media success.  

  

 In the rapidly evolving world of social media, Threads holds promise for individuals and businesses alike. Threads swiftly established itself as a potential powerhouse, and the best way to avoid being left behind in this fast-paced world is to pay attention to the newcomers.  

 

Justin Picciuto

Public Relations Intern

SCG Advertising & PR

Using Social Media for Recruitment: Is Your Next Hire One Meme Away?

by Online StrategySocial MediaUncategorized

Did you know?

  • 96% of employers use social media to hire talent
  • 86% of job seekers use social media to search and apply for jobs
  • 63% of job seekers look at social media for information about a company’s workplace diversity
  • 65% of job seekers read at least 5 reviews about an employer before applying
  • 75% of potential hires are not actively seeking jobs on job boards

Social Media Recruiting– an asset many companies know they should be using social media for, but are unsure where to begin. Some assume getting started would be as simple as creating a social media profile, but really, the first step should be determining your objectives and developing a strategy.

In order to use social media recruiting to effectively hire candidates and promote your employer brand, organizations need to develop a clearly defined strategy, build relevant and engaging content, and have the bandwidth to monitor interactions and track performance– all while ensuring an accurate and professional representation of your brand.

 

 

If you’re thinking about getting started, here are 10 tips to jumpstart your recruitment efforts on social.

  1. Tell your employer brand story

 

  1. Don’t say it, show it.

 

  1. Stay ahead of the curve

 

  1. Engage. Engage

 

  1. Be authentic

 

  1. Empower your team

 

  1. Plan ahead

 

  1. Understand your audience

 

  1. Get leadership buy-in

 

  1. Commit resources

 

 

Contact SCG today to learn more about how we help our clients use social media to reach job seekers and build a candidate pipeline.

What if you decide to abandon Twitter?

by AdvertisingMarketingMobile AdvertisingPublic RelationsSocial Media
Tada Images – stock.adobe.com

One of the best-known of all social media platforms, Twitter, is in the process of dramatically altering itself. Some changes that have already been implemented – or are thought to be coming soon – are concerning both to individuals and organizations that have utilized Twitter for years. So, in the event you find yourself making a decision about shifting away from Twitter, here are several alternatives to consider.

Tumblr – It began as a microblogging platform in 2007, and has a vast number of users. Tumblr’s fanbase may not be as passionate as those of other platforms, but the site offers a wide variety of options for posting and sharing text, images, video, audio, and links.

LinkedIn – More sophisticated than many other social media platforms, LinkedIn’s emphasis is on helping users locate new clients and employees, and share details of professional successes. While it may be business-focused, it’s the online home for individuals in a broad range of endeavors.

Hive Social – On the rise since 2019, Hive Social’s audience has grown by one million users since changes began at Twitter. The platform enables users to post content without length limitations and already offers an editing function. The key drawback with Hive Social is loading time and a few other technical irregularities.

Discord – Beginning as a communications app for sharing voice, video and text chat with friends, game communities, and developers, Discord has steadily expanded. It is currently popular for networking, particularly in the music, entertainment, and sports sectors, with emphasis on internal group chats.

Mastodon – It’s a federation of independently operated interconnected servers, offers microblogging features akin to Twitter, but also features other functionality allowing for message that are 500-characters in length. Mastodon also offers extensive privacy features, plus the ability to hide spoilers and add trigger warnings.

Post – For now, there’s actually a waitlist for joining the platform. Post is intended to be “A Social Platform for Real People, Real News, and Civil Conversations,” and is geared toward journalists who want to share stories without being edited.

Or … do nothing – Sometimes, taking no action is the most appropriate action. If you have an audience on other platforms and all is going well, it may be fine to simply step away from Twitter without identifying a replacement.

For more information about the recent and upcoming Twitter changes, check out the following articles:

https://techcrunch.com/2022/11/25/elon-musk-says-twitters-new-multicoloured-verification-will-launch-next-week/

https://www.latimes.com/entertainment-arts/business/story/2022-11-07/twitter-layoffs-media-verification

https://www.politico.com/news/2022/11/24/musk-twitter-suspension-policy-00070819

https://www.fastcompany.com/90804776/elon-musk-massive-changes-twitter-one-week