Many companies struggle with if and when to respond to things that happen in the news or on social. For ExxonMobil, a confusing presidential monologue late yesterday prompted a response. Abandoning corporate niceties and jargon, the company stated plainly that a conversation between its CEO and the president never happened. It was a savings of $25 million. Hypothetically.
Social Media & SEO

On Twitter, ExxonMobil Blasts the Presidential Call That ‘Never Happened’
October 20th, 2020 by Seth Arenstein
When Employees Call Out a Brand on Social, Should It Take a Stand?
October 16th, 2020 by Sophie MaerowitzSometimes, when a company fails to take full stock of its actions—particularly around internal operations—activist employees take to social media to call out their organization. When an employee’s post goes viral, PR pros are expected to pick up the pieces. So, what is the best course of action when an employee puts a company on the stand regarding DEI, the election or another hot-button topic? Experts weigh in.

Ocean Spray Juices Headlines, Making One TikTok User’s ‘Dreams’ Come True
October 7th, 2020 by Sophie MaerowitzOn Oct. 6, Ocean Spray CEO Tom Hayes posted his version of the latest viral video craze to hit TikTok, which has since racked up more than 1.3 million views. His video is a spin on a Sept. 25 video posted by TikTok user 420DoggFace208, the handle of Idaho warehouse worker Nathan Apodaca, 37. Squeezing some extra earned media juice, Hayes’ company donated a red pickup truck filled with bottles of Ocean Spray to Apodaca. The surprise gift video has seen more than a million views on Instagram, exhibiting cross-channel appeal.

Eva Longoria Demonstrates a Concerned Mega-Influencer Still Can Be an Effective Marketer
October 6th, 2020 by Seth ArensteinThe celebrity influencer, with millions of fans in tow, is dead, right? Perhaps not. Especially if you want to bolster a nation-wide campaign and can find an influencer like Eva Longoria, who has history with your cause.

Emerging Social Trends You May Not Have Heard About Yet
October 6th, 2020 by Nicole SchumanSephora has a competitive program for influencers that includes mentoring, education and other opportunities. We look at several other trends that emerged from our annual social media conference, The Social Shake-Up, which was held virtually Sept. 28 through Oct. 1.

Posts from Sports Dominated Political-Social Category on Instagram January-September 2020
October 6th, 2020 by Seth ArensteinIt’s not news that 2020 seems destined for the history books. A global pandemic, protests against systemic racism and a critical election are some of reasons consumers insist brands take stands. Ben & Jerry’s and… Continued

Tips for Protecting Your Brand in the Age of Cancel Culture
October 1st, 2020 by Lisa RobertsYou can’t stop what you don’t see coming. The internet is comprised of thousands of small, hyper-connected sub-cultures. Many will use brands to further their agenda. To protect her brand, the communicator needs to understand what motivates these online groups so she can spot a disruptive narrative in its earliest stages.

The Secret Behind Lego’s Great Social Content is Basic
September 30th, 2020 by Seth ArensteinSocial media is getting a bit long in the tooth, which has spawned many ‘rules’ about creating great content. Forget them, Lego Group’s social chief James Gregson told a Social Shake-Up session. Instead, focus on the basics. Social’s fundamentals have not changed, he said.

How to Stop the Scroll: Twitter ArtHouse Head Promotes Visual Content
September 29th, 2020 by Nicole SchumanA seasoned expert in communications knows how to provide the right words for any situation. However, the explosion of social platforms led to an ocean of content, and the real issue now is how to stand out from the endless scroll. Leah Feygin, head of U.S. creator content solutions at Twitter’s creative arm—ArtHouse—advised Tuesday’s Social Shake-Up participants on the craft of unforgettable content.

#SSU2020 Speaker Q&A: Okayplayer’s Alanna Bass on Communicating in a Charged Climate
September 28th, 2020 by Sophie MaerowitzAhead of this year’s Social Shake-Up virtual social media conference, we spoke to #SSU2020 speaker Alanna Bass of Okayplayer. Whether you are trying to communicate with a diverse audience or jump into a trending conversation, Bass says to keep these things in mind in tumultuous 2020 and beyond.