Untitled Quiz

Multimedia and Mobile

• Multimedia combines various content forms like memes, videos, pictures, and text.
• Selective attention is a key factor—people are very selective about what they consume.
• Mobile-first design is crucial for reaching audiences effectively. Data analysis is vital for this approach.
• 91% of Americans own smartphones, a significant rise from the 35% rate in 2011.

Characteristics

• Selective attention allows people to be very selective in their consumption of multimedia.
• A mobile-first approach to reaching audiences is ideal, and data from that audience is critical to success.

Ubiquitous Use of Smartphones

• 91% of Americans own smartphones, up significantly from 35% in 2011.
• Smartphone ownership is consistent across demographics (18-24, 30-49, 50-64, 65+) but varies somewhat based on ethnicity, income, and gender.

Social & Visual Listening

• Social listening involves tracking and analyzing conversations about companies or brands.
• Visual listening includes analyzing image recognition and visual mentions (e.g., logos, videos).
• 80% of social media images featuring brands do not include the brand name, which poses a potential missed opportunity.

Creating Engaging Content

• Multimedia combines different formats (memes, videos, pictures/text).
• Text plays a crucial role in social media packaging, covering aspects like posts, narratives, and statements.
• Captions are important for images and videos.
• "Snackable" content—brief videos that people are likely to keep watching—is highly effective.

More Content Formats

• Infographics utilize a combination of words, images, and numbers.
• Podcasts gained popularity in 2019, though production remains challenging.
• Custom chatbots are increasingly common but have a high cost.
• User-generated content is credible, as exemplified by GoPro.

Why People Use Phones

• Uses and gratifications theory explores how people use media for personal gratification, helping to meet needs like sending photos/videos, accessing information, and communication.
• This insight allows for content creation that aligns with user needs and preferences.
• Social media usage sometimes provides connections and information.

Building Relationships

• Community management involves monitoring one-on-one relationships.
• Artificial intelligence (AI) and bots facilitate trend identification, mood reporting, and keyword tracking.
• Tools like Hootsuite, Sprout, and SocialPilot allow for automated posting and consistent monitoring.

Influencer/Advocate Engagement

• Trusted individuals can impact social media followers.
• Brand advocates (unpaid) express brand loyalty favorably.
• Micro-influencers have fewer followers but are passionate and target specific audiences.

SEO (Search Engine Optimization)

• SEO improves search engine discoverability of websites and online content.
• Tactics include strategic keyword, tag, and description use to align with target audience searches.
• SEO ensures content reaches the right people at the right time.

How SEO is Used in PR

• Optimizing press releases/articles with relevant keywords improves search result visibility.
• Mentions or backlinks from credible websites boost credibility and search engine rankings.
• Optimized PR campaigns improve engagement and widen reach.

Developing Trends

• Short-form video content (TikTok, Instagram Reels) is dominating engagement and requires bite-sized, dynamic videos for mobile consumption.
• Social commerce allows integration of shopping features on social platforms.
• Algorithm awareness and adaptations to suit particular algorithms are important.

Future Trends

• Augmented reality (AR) creates interactive experiences.
• Al and chatbots enhance customer interaction and content creation.
• User-generated content (UGC) helps create authentic content through social sharing, amplified by mobile-first strategies.

Mobile Updates

• Mobile-friendly design is crucial, emphasizing fast loading times and vertical formats.
• Mobile apps (like WhatsApp, Discord) offer community engagement opportunities.
• Voice search (Siri, Alexa) highlights the need for conversational SEO.