Insights

How to develop an audience engagement strategy that works

By Allison Barwacz, Digital Media Content Producer Audience engagement goes beyond simply sharing an article, media or photo on social media. It involves creating a post that’s compelling enough to get your audience to interact with it. More importantly, it’s finding what your audience wants and capitalizing on it, says Ren LaForme, interactive learning producer at The Poynter Institute. It’s not an easy process, and it requires assessing your audience, understanding their wants and giving them a reason to interact....

Outside the box: Benefiting from consumer-generated content

By Allison Barwacz, Digital Media Content Producer Not all of your content has to be created by you. Lego customers produce 20 times the amount of social media content posted by the company’s social media team itself, said Lars Silberbauer, senior global director of social media and video for Lego, during a keynote speech at Content Marketing Institute’s 2016 Content Marketing World conference in Cleveland, Ohio. Lego’s social media strategy focuses on a number of factors, but one in particular...

Crack the code: B2B media ethics

By Joelle Harms, Senior Digital Media Content Producer   In the world of business-to-business (B2B) media, ethics are a bit complicated. As an American Society of Business Publication Editors (ASBPE) 2016 Young Leader Scholarship recipient, I made the trip to St. Petersburg, Florida, for the association’s national conference. “B2B ethics vs. revenue smackdown,” a presentation by Kelly McBride, vice president of academic programs at The Poynter Institute, stressed that having a code of ethics is vital to your B2B publication....

How to make a good impression while dining for work

By Diane Sofranec, Managing Editor   At some point during your professional career, you will be invited to dine with your boss or an important client — or both. Don’t make the mistake of thinking a business dinner or lunch is simply a meal on the company’s dime. Instead, think of your meal with coworkers and clients as a business meeting with food. You are representing your company, so you had better be on your best behavior at the table....

3 lessons learned from the Republican National Convention if you work in downtown Cleveland

By Bethany Chambers, Digital Operations Manager A few months ago I wrote a blog about what those of us who work in Cleveland could expect from the 2016 Republican National Convention. Although a lot of questions were unanswered at that point, I was confident then it wouldn’t be a big deal. But when I woke up for work last week, I pictured worst-case scenarios. Could notoriously cranky Cleveland commuters handle the mess of road closures? Would it matter that some law enforcement...

Top takeaways from the Cavs’ social media strategy

By Allison Barwacz, Digital Media Content Producer The Cleveland Cavaliers becoming NBA champions for the first time in franchise history gave Cleveland a spotlight it’s been yearning for since LeBron James first joined the team in 2003. Cleveland’s first major sports title in 52 years ignited an explosion of cheers, tears and—not surprisingly—social media posts. With a victory secured by Kyrie Irving’s 3-pointer in the final minute of Game 7, the Cavs’ social media team prepared for what would soon...