How can a global leader of PR software use social media innovation to cut through the noise?
What social channels are most important to Cision?
"As a B2B company, our main focus is Twitter, LinkedIn, Facebook. I've also really been trying to revamp our Instagram and been focusing there as well.
I've been experimenting with Facebook Live - I've been trying to go live every Friday on our page, and it's been unreal. I'm so excited about it, to see where it's going to take us - so far, we've seen 40x more reach on our Facebook Live posts versus, you know, just our normal status updates, if you will, with, you know, linking to articles, or blog posts, or white papers, etc. So super excited about the Facebook Live at this time."
What content can we expect to see in Cision's weekly Facebook Live broadcasts?
"Our SVP of Products Heidi Sullivan and I have been kind of running the show so far. One time, we did a quick tour of our office, and that was actually my test run. I was planning to go live for the first time during that webinar here at Cision, and I thought, "You know, maybe I should kind of learn the ropes a little bit before I just jump right in." So I thought, "Why not give a quick tour of our Chicago office?" We moved here a little over a year ago so it's a new office space, it's exciting to show, and it was a good way for me to practice and get used to the lay of the land, if you will."
Tell us about your newsjacking campaigns?
"Something that we started doing when I joined in January, when I joined the team, was we really took over this newsjacking thing. So just before I joined, we started getting involved in the political conversations and using our software to monitor, "Hey, what are people talking about regarding the presidential candidates? Who are they, you know, favoring? What's the sentiment?" And we kind of predicted things based on that, and then we would take that data and live tweet it with the election hashtag or the primary hashtag, whatever was going on, and became part of the conversation. We had people reach out to us and said, "You know, this is really interesting. We didn't know that you guys were in this space."
And as I mentioned earlier on in the chat, we recently acquired Visible Technologies and Viral Heat, which is the social intelligence and social engagement platform. So being a part of these conversations and newsjacking them with our software is a great way to kind of say, "Hey, Cision's in this space," and the reach has been great. Then we went on to newsjack events like the Golden Globes, Super Bowl Sunday, and the Oscars."
Read the full article: How Cision Innovates on Social, with Michelle Dziuban and follow Michelle on Twitter @Dziubs.