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SOURCE PR Newswire Association LLC
Organic reach for brands declines as social network companies favor paid advertising
NEW YORK, July 7, 2014 /PRNewswire/ -- Developing a solid presence on social media is a key part of any communications strategy, but the reality is that communicators have no real control over what will surface on audience news feeds. Maintaining organic visibility is a greater challenge now that social media companies are favoring sponsored advertisements in their news feed algorithms.
To navigate these changes, brands can stimulate visibility on social media by using a variety of tactics to interact with audiences and seed awareness of brand messages. The key is to shift the destination for visitors away from the organization's social presences, and instead and point audiences toward the brand's owned channels.
As communicators develop outreach strategies, incorporating these four tactics will help secure brand visibility, even in the ever changing social media environment:
1. Making your company website and blog the central repository of original content;
2. Employing a mix of distribution channels to ensure maximum visibility among existing and new audiences;
3. Building content that encourages organic social sharing, to tap the individual power of brand followers;
4. Using social channels strategically to build awareness and interaction, while driving audiences to channels the brand owns.
For more on these tips and discussion on how to secure brand visibility on social media, read the latest blog post "Safeguarding Brand Visibility on Social Networks" on PR Newswire's Beyond PR blog: prn.to/TNQuRl
About PR Newswire
PR Newswire (www.prnewswire.com) is the premier global provider of multimedia platforms that enable marketers, corporate communicators, sustainability officers, public affairs and investor relations officers to leverage content to engage with all their key audiences. Having pioneered the commercial news distribution industry 60 years ago, PR Newswire today provides end-to-end solutions to produce, optimize and target content -- from rich media to online video to multimedia -- and then distribute content and measure results across traditional, digital, mobile and social channels. Combining the world's largest multi-channel, multi-cultural content distribution and optimization network with comprehensive workflow tools and platforms, PR Newswire enables the world's enterprises to engage opportunity everywhere it exists. PR Newswire serves tens of thousands of clients from offices in the Americas, Europe, Middle East, Africa and the Asia-Pacific region, and is a UBM plc company.
Sarah Skerik, Vice President of Strategic Communications
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