Build your Social Channels from Scratch in 5 Steps.

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ou may feel like a deer in the headlights when given the task to create social media channels for your organization, but here are five steps to help you out:

1. Discover your vision

What is the purpose behind your social media accounts? BYU Sports Information director Lauren Holbrook describes why seeing the big picture matters, “If you don’t have a vision for your social media campaigns, it just becomes some fun posts that don’t contribute. You may earn lots of engagements and traction from a post or campaign, but if it doesn’t contribute to your brand then it’s done nothing for you.”

Once you’ve created your vision, be prepared to give your audience a taste of what they should expect to get out of following you.

2. Prepare your platform

Don’t invite the neighborhood over for a barbecue before you buy the supplies. At least be prepared to feed your audience some “content bites” before they enter your channels. Have a bank of posts that highlight your vision about your brand and what the followers can expect to get out of it. Below are some examples of such posts:

– Create an introductory blog and link posts to where it’s posted

– Create giveaway contests for your followers

– Create videos that quickly explain the purpose of your brand

– Showcase some highlights that your brand has had in the past and what is expected in the future

3. Build your audience.

Now that you’ve created something worth sharing, the invitations can be sent! This is where your audience research comes in handy. The welcome wagon to your pages can be sent in many forms, but they must connect with the audience that you’re trying to reach. Here are some helpful tips:

– Start posting and commenting on other bigger brands and influencers’ social media accounts

– Create Geofencing around areas that contain your audience

– Generate contests that relate to your audience and require them to like your pages

– Look at who follows similar pages and invite them to your channels

As you utilize these tips, interrogate yourself with questions about the demographics and psychographics of your audience. All questions can come from the big two:

  1. Who cares?
  2. Why do they care?

Once your channels are ready to go, start seeking out the followers and prepare relevant content.

4. Generate your Content

Content is the glue that keeps your followers attached to your channels. Remember this rule: Be human. Produce something that others feel comfortable contacting, engaging and following. Keep your branding professional and loyal to your vision, but be humanistic as you follow these content creation principles:

Branding: Be consistent with your messaging. Use similar themes and images according to each platform. Take pride in your content and strive for high-quality media to help build your reputation.

Content Calendars: Find four to five hours each month and brainstorm a month of content. Iron it out on a simple Google Sheet and have a second pair of eyes look it over for errors or offbeat content ideas. Commit to the calendar and be consistent!

User-Generated Content: Give your followers a voice! These “Brand Champions” or better known as brand lovers will bring more credibility to your brand than anything you could find. Share their content and create spotlights, features and anything else to showcase your gratitude for their loyalty.

Spontaneous content and current events: Keep watch for any kind of new content that could build your brand. Never be afraid to edit the content calendar with new and improved content, but maintain a fluid level of consistency.

These are a few of many principles to keep your content sharp and relevant. I recommend looking at relevant blogs and other brands for more specifics on content curating.

5. Analyze your progress

So did it work? Did the audience actually care about what you were saying? Analytics have all the answers. Each platform has a form of analytics that can help you understand how every post you made performed. It also shows demographics for all of your follower categories. Here’s what to look for:

  • Find out what you care about measuring (look back at your vision)
  • What type of content needs to improve and what type’s doing well
  • What direction your new strategy needs to take based on your results

Rinse and Repeat

Repeat this process as many times as you need to in order to shake up your routines. Instead of starting new pages, use new campaigns and new hashtag trends. Use this process to measure your progress and always strive to improve it.

Written by Jeffrey Dodenbier

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Reach the 100K-Instagram-Follower Milestone

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o you ever feel like your Instagram account is stagnant -every few followers you gain you lose another? There is nothing more frustrating than feeling like you are never going to keep growing. We have all been there, we can all relate. Growing a social media following can be an exhausting process. And with so many “quick and easy” methods out there that never seem to work, how can you possibly find real advice.

Theming your Instagram feed will be a valuable asset in growing your followers. Be consistent and follow your theme with every post.
Photo of @Cremedelacrumb1 feed.

Here are some sure ways to get your Instagram growing like wildfire.

  • Post on your Instagram every single day. While this may sound time consuming and exhausting, it is vital for success. Your followers want to see new content and if you are consistent in providing it, you will continue to grow in followers.
  • Like at least 100 photos a day. Even better, it really only takes about 5 minutes to do that. But by interacting with other accounts, you will become a more prominent account and get your name out there. Be sure to do this in your niche first and then begin expanding to new areas once you see consistent growth. Forbes interviewed Instagrammer Elliot Tebele and he said he would like thousands of photos a day when starting out.
  • Follow people! When beginning (an Instagram account), supporting other accounts will help your cause. Most people will follow you back once you give them a follow. Once you feel secure in your growth, you can slow this process down. But never stop following people, it humanizes your account.
  • Interact with other accounts. Whether it is a comment, a like or a share onto your Instagram story, do it. It helps people get to know you and your brand.
  • Brand your account. Find your niche and stick to it. If you have a consistent look and feel to your account, it makes it more appealing to the eye and you will see people gravitate towards your content. For more tips on branding, check out this article.
  • Pick a feed theme. Once you decide, stick with it unless you are going to completely change it.
  • Set yourself apart from others in your niche. Maybe you only use circle photos, maybe you have a color theme; try and find something to make your Instagram unique.

Tips can only go so far, but learning from someone who has experience can help you further. Raven, @TheDisneyDorm, has worked hard to gain a large following within the Disney Community. With currently 21K followers and 511 posts, she has some great advice to provide. She had her own personal reasons to begin down this path; her inspiration came from a 17-year-old girl who came into the bank she was working at to purchase her very own house. She couldn’t believe what she was hearing! The girl had a successful makeup channel on YouTube and was making a living already. That is when Raven decided she wanted to take a leap of faith and try doing this for herself.

Raven (@thedisneydorm) has grown an impressive 21K followers since beginning her Disney themed Instagram.

“I had zero clue what I was doing, I just knew I loved positivity and Disney and believed really hard in myself,” she said. “The biggest advice I can give is to not look at other accounts and think, oh I wish my account looked like theirs, I want my photos like that, or I want followers like that. I learned really quickly that it’s not about being as successful or savvy as others, it’s about finding your own niche and what makes you YOU! People will love you no matter what.”

Now with thousands and thousands of followers, Raven is very aware of the influence she has. She tries to be a positive influence within the community because that is what is important to her.

So whether you are brand new to Instagram or have been trying to grow a following for several years, have patience. You can easily get a large following with a little bit of work. Be consistent, be authentic, and show people who you are. Take these tools and start your journey to 100K followers today!

Written by Jaycee Brown

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NBC’s “This is Us” sets the standard for successful storytelling

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ne of the most important skills in communications is being able to captivate an audience. With the mass amount of entertainment and content being published daily, cutting through the noise is challenging. NBC’s hit show “This is Us has become the storytelling sensation of the season with almost 13 million people tuning in weekly, exceeding viewership of any other season premier this year.

“This is Us” gives communications students some valuable lessons as to how they can be better storytellers. The show has captured America because of its impressive ability to get individuals invested in a story. If you haven’t watched “This is Us”, it’s time to jump on the bandwagon. Grab a box of tissues and be ready for all the feels.

The show follows the life of the Pearson family, Jack and Rebecca and their triplets Kate, Kevin and Randall, through the different struggles of an average American family. The show flashes back and forth from the triplets birth and adolescence to the “present day” adulthood. With these heart-wrenching experiences at the core of the show, “This is Us” showcases three attributes communications students should apply in their storytelling endeavors.

This is Emotional

 There is a very fine line between high impact emotional content and cliché and sappy narratives when it comes to storytelling. Communications students must learn how to appeal to emotion without manipulating or coming across as overly dramatic. “This Is Us” takes the story of Jack and Rebecca and highlights the struggles and joys found in every marriage. It portrays the real pain Randall faces with perfectionism and the overwhelming disappointments of Kate’s weight loss journey. Viewers understand these issues all too well, because in these character’s struggles, they see themselves.

Actor Gerald McRaney, who plays the triplet’s doctor in season one said, “At their core, these (the Pearson’s) are good, decent people. I think a lot of people in the country want to be reminded of the goodness that’s in us.”

Watching “This is Us” can be an emotional roller coaster- but it’s also showcases the best storytelling of the year. Photo Credit: Sarah matheson

“This is Us”fills a deep emotional need in society today. It is reminding viewers that despite the emotional struggles we all face, we can rise up and conquer.

 This is Innovative

Many think that to break through the noise of hundreds of movies and TV shows, you have to reinvent the storytelling wheel. Innovation in storytelling is strongest when it is built on the successful tactics of the past, but with a little twist.

Star Tribune TV critic Neal Justin said, “‘This Is Us’ breaks many rules: Jumping back and forth in time, leaving major characters on the sidelines for entire episodes, making time for long, uninterrupted monologues that a short-attention-span audience isn’t supposed to sit still for.”

Show writers Dan Fogelman, Donald Todd and Kay Oyegun string together the classic stereotypes surrounding family drama, but package it in a way that few have been able to master. Viewers understand more about the Pearson’s lives than the characters themselves do because of the way past and present are brought together. Innovative story telling is identifying ideas and principles that have captivated audiences in the past, and making slight adjustments to create a new kind of story.

 This is Mystery

You never know what you’re going to get in a “This is Us” episode, except for a little teary eyed and a whole lot of questions. The pivotal question that is currently captivating fans is the question of what happened to Jack. Like a classic Sherlock Holmes mystery, characters are constantly on the brink of making life altering decisions, and right at the climax the scene changes, leaving viewers gasping for a resolution. New York Times chief TV critic James Poniewozik wrote, “‘This Is Us’ used storytelling twists as a hook from the first episode, whose ending unveiled the flashback structure in the closing seconds.” Adding a bit of mystery to a story will keep audiences hooked until the end. If there’s one thing human beings crave, it’s a resolution. “This is Us” is slowly bringing together the pieces of the Pearson family puzzle, and people just can’t get enough.

Written by Sarah Matheson

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Silicon Valley CEO unveils 4 tips to success at Y Digital’s grand opening

Carlos Garcia

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hen the CEO of a Silicon Valley company comes to speak at BYU, you listen. At the beginning of fall semester, the Y Digital lab was packed with public relations students eager to hear Carlos Garcia’s pro marketing tips.

Garcia is the founder and CEO of a digital marketing company called HYP3R. Y Digital students use revolutionary HYP3R technology to analyze data, engage consumers and amplify social media campaigns.

Carlos Garcia
Carlos Garcia, Silicon Valley CEO of HYP3R, speaks to BYU public relations students about best practices in digital marketing. Garcia believes BYU students have what it takes to change the marketing industry by keeping it “surprisingly human.”

Garcia’s technology is pivotal to the success of the Y Digital lab. He wanted to inspire the students who use it to take risks and land dream jobs in the marketing world. Here are four of the businessman’s essential tips for marketing:

  1. Make marketing delightful.

Garcia encouraged students to make marketing a delightful process focused on inspiring people, not just selling things. In his own words, “Marketing should be efficient for business and delightful for consumers.”

To be successful, students should create content that’s enjoyable to create and delightful for someone else to receive.

  1. Be surprisingly human.

No one likes to feel like they’re being sold something. The way to really reach people is to be authentic and relatable. Students should engage audiences by putting themselves in the consumer’s shoes. If the marketer doesn’t believe in their message, their audience won’t either.

  1. Choose your partners wisely.

Garcia explained that there are two kinds of partners who will make all the difference in a career: a business partner and a life partner. More than once while Garcia was speaking to students, he lovingly mentioned ways his wife had helped make some of the most important decisions in his career. The San Francisco businessman said, “I would not be here if it was not for her decision to say, ‘I’ll follow you.’” Students should choose a life partner who will support them in their endeavors and lend a trusted opinion when needed.

  1. Make shareable content.

Garcia explained that the most effective marketing is a friend’s recommendation. You should be producing content that people want to share. If someone doesn’t see your content and have the urge to say, “honey, come look at this!” then it probably needs rethinking. Simply put, “if it’s not being shared, it’s not good enough.”

As a self-proclaimed optimist, Garcia lives to take risks and encouraged students to do the same. “Don’t settle for what is quickly accessible to you, but live your dreams” he said. “Risk is measured by what you could regret, not what you can lose.”

Y Digital Lab
From left: Professor Joseph Ogden and students Stephanie Smith, Genny Hickman and Lauren Kutschke use HYP3R geofencing technology to analyze social media activity while working in BYU’s Y Digital lab. Y Digital is a student-run digital marketing agency specifically tailored to public relations students at BYU.

To learn more about HYP3R and the role it plays in the Y Digital lab, you can email director Adam Durfee, or enroll in the lab that is offered to all communications students every semester.

Written by Shannon Baird

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Trick or Treat: Tips for Avoiding the Story Graveyard

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Walking by a neighborhood lawn with dangling glow-in-the-dark skeletons and giant spiders is not surprising in this spooky season. A creative art teacher DIY’d his front lawn into a graveyard with 2017’s dying trends like #Dabbing #OmbreHair #HomemadeSlime #NormalSeasons and more. Students can prevent their story ideas from dying by improving one simple habit in three different ways as recommended by BYU School of Communications professors. #CommsTrickorTreat

Trick [noun] /trɪk/ an effective way of doing something: Watch the news to stay on top of trends 

“PR firms and PR people in many ways really need to understand what’s going on in the world around them because we are changing it and we’re supposed to make a difference in the world, and if our heads are in the sand, it’s tough for us to do that sometimes,” said associate professor Robert Wakefield.

A class of senior PR students taking 425 Digital Storytelling were assigned to read relevant digital stories outside class at least 20 minutes a day, 4 times a week. By doing this, students are exposed to new concepts and industry insights that helps them to create relevant content.

“Reading helps us to become more well-rounded, particularly for communication professionals, we need to read news media stories, beyond what typically show up in the social media feeds, to understand the world we live in and create content that’s engaging,” said assistant professor Pamela Brubaker.

Or [conj] /ər/ to indicate an alternative: Grow or remain stagnant

Kyra Sutherland, a senior PR student reads the newspaper on campus during her class break.

“There’s no substitute for writing like reading; reading how words come together, seeing how they fit on a page, seeing how they tell the story in different ways… great storytellers are great writers,” said associate teaching professor Joseph Ogden.

Reading consistently not only keeps students up-to-date with current events, but also transforms them into great writers. This is especially important for communication professionals to acquire excellent writing skills, which ranked among the top skills needed for PR professionals by Regan’s PR Daily.

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“There’s no substitute for writing like reading; reading how words come together, seeing how they fit on a page, seeing how they tell the story in different ways… great storytellers are great writers,”

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The more students read, the more story ideas they generate. “You don’t realize what you are picking up as you are reading, even the new vocabulary and ways to structure sentences to tell a story. I read a wide range of authors,” Ogden said.

Treat [verb]/ˈtrēt /to provide with enjoyment: Read what you love

“Enjoy what you read. I think we should develop a broad range of interests, and become experts and opinion leaders in some of those areas. It’s great because it adds a lot of spice to life,” Ogden said.

Besides reading from the prominent news outlets and PR newsletters, communication professors recommend students read a variety of books and articles to help them to become better storytellers. Students should find topics that they are interested in and spend time to explore more in-depth.

Reading news about business, the latest technology, and pop culture will expand students’ knowledge sphere, and inspire them to create meaningful and engaging content that stay out of the trend graveyard.

 

Written by Cloud He

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BYU Advertising Students Spend a Summer in Europe “Making Music”

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his summer, some of BYU’s advertising students had the opportunity to travel to Europe where they attended advertising award shows, visited well-known advertising agencies and learned the ins and outs from seasoned professionals. Many of the students agreed that the highlight of the trip was working with two major brands: Beats by Dre and Apple.

BYU Ad student Parker Hadley helped design and pitch campaigns to Apple and Best by Dre. Photo credit: Parker Hadley

It was thanks to a BYU alumni connection that the students were able to work with Beats. They worked long hours both day and night creating exciting ideas for the company. Not only did they create the ideas, but they also presented them to executives at their headquarters in London. They spent a few weeks in London working and visiting local sites, and even when they left to visit Amsterdam continued their work.

If working on creating ideas for a huge brand name wasn’t enough, they were up against another advertising agency who also created and pitched ideas to Beats.

“It was crazy. We were students competing against professionals,” said Parker Hadley, a BYU advertising student.

Presenting their ideas to the company was nerve-wracking, but their suggestions were received with positivity and excitement.

Being put up against a professional advertising agency may seem unfair as students, but they had lots of opportunity to prepare for this kind of project. Just weeks earlier, they attended the Cannes International Festival of Creativity. There they heard many industry professionals and prominent pop culture figures share insight, information and even encouragement. They learned what it takes to build personal brands from people like Demi Lovato, Halsey and Karlie Kloss. They also saw some of the work these companies produced and attend award shows where some that work received various awards.

“Seeing all of the award-winning work up close, prepared us more than anything else ever could.” said Wilsynn Wheats, a senior in the advertising program.

While they don’t know yet which ideas Beats will use, the experience was priceless. “We were personally mentored by the best of the best,” said Wilsynn. “We got to do so many things that people who’ve been in the advertising industry for years don’t even get to do.”

Written by Bekah Lundquist Peterson

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Molliba Sedi Augik

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uis viverra mauris at fringilla sollicitudin. Donec dolor turpis, mollis sed quam quis, faucibus gravida tellus. In dictum tristique purus, at imperdiet purus fermentum ut. Nunc pellentesque rutrum risus. Nunc accumsan orci ac justo sollicitudin, ullamcorper porttitor nulla vestibulum. Praesent pellentesque, erat vel aliquet vehicula, urna turpis bibendum dui, vel mattis nisl quam eget enim. Maecenas vel libero rhoncus, rhoncus purus quis, varius lectus. In posuere ullamcorper odio, eu gravida orci vestibulum nec. Morbi a ipsum ut est euismod sollicitudin. Nunc molestie semper velit eget mollis. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Nullam lorem velit, pharetra in tortor nec, rhoncus rhoncus purus.

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onec dolor turpis, mollis sed quam quis, faucibus gravida tellus. In dictum tristique purus, at imperdiet purus fermentum ut. Nunc pellentesque rutrum risus. Nunc accumsan orci ac justo sollicitudin, ullamcorper porttitor nulla vestibulum. Praesent pellentesque, erat vel aliquet vehicula, urna turpis bibendum dui, Suspendisse vitae sem at orci viverra iaculis in ut sapien. Donec ullamcorper nulla non placerat lobortis. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Pellentesque semper diam ac condimentum lobortis. Sed feugiat euismod feugiat.

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