Nike, Starbucks, and Victoria's Secret have one thing in common, they all made the top 10 list of most popular brands on Instagram. Welcome to the mobile public relations movement whether you are a big brand or personal brand, it's almost considered self-sabotage if an online marketing plan isn't mobile news friendly and visual ready.
One Mobile Oops is Breaking News
Studies show the average American (91 percent of those surveyed) has their mobile phone within arm's reach 24 hours a day. It's not breaking news that mixing mobile phones with social media messaging can be a recipe for a public relations disaster and brand hangover.
The cringing KitchenAid fiasco or the politically incorrect tweeting of nude selfies has created a potential need for social media rehab and a whole new set of crisis-based and reputation management services for a publicist or business owner when social blunders happen.
The Rise of Mobile PR
Looking at the flip side of positivity when it comes to mobile; the opportunity is here to use mobile as a means to deliver company news and create proactive publicity for an organization or personal brand.
Taking your company news and publicity mobile isn't on the maybe list, it's on the must list. It's on the everyday to-do list.
Ask yourself: how can this message get to the mobile user? Check out how mobile is changing our lives and the face of PR:
- Nine out of 10 mobile searches lead to action; over half lead to purchase.
- 70 percent say they use mobile technologies to follow or monitor news and information.
- 51 percent frequently or always share or recommend news from their mobile device according to a 2012 Mobile News Survey by TEKGROUP International.
- More than 54 percent of the leading brands are active on Instagram, according to SimplyMeasured.
Mobile PR 101: Ways to Get Good (or Bad) Public Relations
We use a cell phone while we go to the bathroom, watch TV, shop, and read the newspaper. A smartphone has almost become an extension of our body.
But the reality is mobile phones are being used to stay connected in real time; all the more reason to give your marketing plan a mobile PR makeover with these quick and easy tips:
A Mobile Friendly Website/Blog is Good Public Relations
If this isn't happening, you're losing business. Have you tested your brand's website or blog on a mobile device? If it isn't mobile friendly, you're probably losing mobile visitors at “hello”.
Make sure your website/blog loads quickly, is easy to navigate, and offers quick on-the-spot access to business information (e.g., directions, contact info and how to easily make a purchase).
Watch for Ch-Ch-Changes on Google+ Local
Are your local prospects/customers looking for you on a mobile device? Your brand's Google local listing is free and can be updated to include your business details including news updates, reviews, services, products, hours and even photos and videos.
If you haven't already done so, find out how to move your Google Places account into a Google+ Local account and keep your local visibility high and your mobile reach easy on the search. Learn more about Google's local transition and make sure you stay in control of your mobile, local, and social message.
Read All About it via a Mobile Friendly Online Newsroom
Make it easy for the media, bloggers and customers to learn about your latest news via mobile; especially since 77 percent say they visit corporate news websites or online newsrooms using their mobile devices.
Media Contact Wanted
Imagine a journalist or blogger coming to your website via a mobile device and on deadline. The only problem is they can't easily find the media contact info.
An online newsroom report by PressFeed reported just 10 percent of Inc. 500 companies have a contact name on the main page of their news content and an incredible 71 percent have no contact name on their press releases either. Imagine how many journalists work via a mobile device?
Media and Mobile Reality Check
Journalists cite the lack of a contact name and number of a real person as one of the most shocking faults in an online newsroom. There is no deadline anymore - many of the reporters and bloggers work after hours.
Stories posted online are updated 24/7. If there is no contact person listed in your newsroom, you have a better chance of losing a story than getting a story.
Optimize Mobile with Hashtags
Over 7 in 10 hashtag users do so from their mobile device, according a recent survey by RadiumOne. Whether it's Instagram, Twitter, or now Facebook, consider these other stats when optimizing your news for mobile users:
- 43 percent of hashtags are useful and 34 percent use them to search/follow categories and brands of personal interest
- 41 percent of respondents use hashtags to communicate personal ideas and feelings
Check out your Google Analytics; see what the mobile traffic looks like and how it is growing. Is your brand ready or headed for a mobile PR #Fail? Might be time for a mobile makeover.
Meet Your Favorite Search Engine Watch Contributors
Many of SEW's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Thom Craver, Josh Braaten, Lisa Barone, Simon Heseltine, Josh McCoy, Lisa Raehsler, Greg Jarboe, Dan Cristo, Joseph Kerschbaum, John Gagnon, Eric Enge and more!