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In previous editions, we’ve noted engagement with brands’ social posts on Facebook in Q3 has been modest or even down (see PRNP, Nov. 7 & 21, for example). The thinking then was brands were investing more effort in other social channels, such as Instagram. Data for U.S. B2B brands in Q3 (July 1 – Sept. 30) on Instagram, provided exclusively to PR News Pro by Shareablee, proves the point. Total consumer actions, or engagement, with B2B brands posts on Instagram increased a whopping 80% compared to Q2 2015. Engagement with photos grew a modest 4%, yet video engagement grew a healthy 74%. Actions are defined here as the sum of reactions and comments.

For all the good that social media provides, it also, during times of crisis, can be the venue for horror stories about brands. We mentioned in our Dec. 5 edition the plight of Delta Air Lines, whose Thanksgiving turkey was ruined when an unruly passenger’s tirade—and the cabin crew’s failure to boot him from the aircraft—was captured on video.

As a PR pro, you’ve heard the advice often: Stick to the basics that you learned in Communications 101. It applies in so many situations, including thinking about paid social, according to PR pros we spoke with about the subject. And, yes, all of them have modest budgets for social media.

Whose Court? A California court is deciding whether or not to honor a clause that prohibits Wells Fargo customers from suing the bank over the phony accounts scandal. Should the clause hold in court, wronged customers will forced to submit to arbitration, an option seen as more favorable to Wells Fargo.

Earlier in the month we were surprised when consumer engagement with B2C brands on Facebook during the 3rd quarter (July 1-Sept. 30) was down year over year ( PRN, Nov. 7). The trend continued with nonprofits, this week’s focus. Consumer engagement with nonprofits’ posts on Facebook declined 42% year over year (B2C brands were off just 20%), according to data provided exclusively to PR News Pro by Shareablee. On the upside, video engagement rose 61% vs. the same quarter in 2015. Engagement, or actions, is defined here as the total of likes, comments and shares.

Perhaps Google’s short explanations of why it has chosen a story for you will make the wall between Google and users less opaque. For the moment, however, neither Google nor any other social media powerhouse has explained exactly how it determines news story recommendations, search results or ad placements. The latter two, search and ads, as well as optimizing site content were among the topics discussed during PR News’ Boot Camp: Google for Communicators last week in NY. As such we asked several PR pros about navigating the frosted-glass barriers surrounding Google searches and AdWords, its online advertising service.

Creative Solution: A tip of the cap for creativity to MyTravelResearch.com (MTR), a firm in Australia that’s taken on the task of publicizing what many in the developed world take for granted: toilets. Nov. 19 was U.N. International Toilet Day, an effort to publicize the need for more toilets, in the developing world especially, and encourage people to use them. The U.N. says 1 in 10 people still defecate without a toilet daily. This, the U.N. says, results in disease, environmental health challenges, increased mortality and lack of productivity at work. It’s also a security issue as sometimes wild animals mistake squatting humans, especially children, for food. The U.N. wants to create adequate toilet provisions globally by 2030. To raise awareness MTR created the Toilet Tourism Awards, whose proceeds will be donated to the U.N.’s effort in the winner’s name.

Recently it was a PR rep from a huge government organization. He said, “This is all great, but I don’t have any problems getting media attention. They’re calling me every day.” What a huge opportunity he is missing! Whether you’re at a big brand or a small one, it’s not solely about the volume of stories that include you. It’s whether you can place the stories you want told.

[Editor’s Note: In honor of Veterans Day, we present this case study that combines honoring our nation’s veterans and boosting employee engagement.] It’s undeniable: An engaged workforce can move the needle in any industry. In retail, though, markets continually fluctuate, shopping trends change, economies contract and expand, and it’s the workforce that determines whether a company succeeds and makes a positive impact on the world.

A roundup of the week’s stories in PR as well as personnel moves. This week includes notes about the presidential election and the good work two PR agencies did to teach kids about giving back.