Eve Greenow interview

Blogger Spotlight: Eve Greenow, Never Settle

Eve Greenow writes Never Settle, the Top 10 Dating Relationship Blog. Started in 2015 after she got out of a toxic relationship, Eve uses her blog to encourage people to be happy – after all, you only live one life. We spoke to Eve about making a great first impression on a date, Valentine’s Day and working with brands.

What makes your blog successful?
As with most bloggers, so much time and commitment goes into keeping up my blog, ensuring quality and relevant content. Never Settle pushes the latest trends to the forefront of discussion, tackling controversial and taboo subjects head on in a completely non-judgemental manner. With my content, I look to provide a range of outcomes and a way of achieving them, based on a mixture of personal experience and extensive psychological and sociological research.

My blog wasn’t created to complain, gloat or judge anyone, it’s there as a tool for anyone who wants to make themselves happier, better informed and ultimately more confident in their love lives. I hope that my posts are relatable, useful and encourage personal empowerment – that’s why it’s successful, because it genuinely helps people who have gone through similar situations.

 Eve GreenowWhat’s the best date you’ve ever been on?
The best date must have been geocaching around Aberystwyth when I was at University. It was different, and related to our conversations we’d had previously. It’s basically treasure hunting using coordinates – sounds super nerdy but it’s so fun searching for ‘hidden treasure’. It meant we could just chat while walking along in the sun; doing something fun during the day. No awkward meals (I always end up becoming a messy nervous eater!) – just getting to know each other.

What top tips would you give to people to make a great impression on a first date?
Remember it’s just two people meeting, avoid putting too much pressure on yourself or the situation. Listen attentively, avoid asking too many interrogatory questions (it’s not an interview!), smile, be yourself and enjoy it!

What does Valentine’s Day mean to you?
I am a true romantic, and I religiously write Valentine’s Day content every year, both for the single and the coupled-up. Personally, I think we should celebrate our relationships every day, regardless of whether they are romantic or not. Friendships should be celebrated for their love too. But I’m definitely not one for a cuddly toy bear holding a heart!

How much is your content about you and your experiences, and how much is it about others?
I write a lot about experiences or topics I’m personally passionate about, or if I see a relationship on TV or a friend has a problem, usually it sparks me to write a post. I usually base my content on psychological and sociological research, with a smidgen of personal experience. Some posts in my lifestyle section are directly about me, and usually if they are I refer to myself in the first person. Many people think ALL of my posts are about me, but they’re actually not. I have friends and family who ring me up after I post about cheating or breakups, when actually it’s nothing to do with me!

I enjoy answering people in my new agony aunt section ‘Ask Eve’, where anyone can anonymously send in their relationship, dating or lifestyle questions.

What’s your favourite topic to write about?
As sad as it sounds, I love writing about love. So, if any new psychological research is published to do with relationships, I enjoy exploring how it relates to other research, or my previous posts. Having people write in for ‘Ask Eve‘, is really exciting, I love writing answers to the, it makes me really feel like I’m helping people more directly.

I wouldn’t say it’s my favourite thing to write about, but I also really appreciate my personal posts on mental health and lifestyle, I find it a really cathartic process, especially if it helps other people. Finally, writing break-up posts is super interesting to me, I want to bring as much comfort and help to those looking for it, so I try and craft my break-up posts to be as inspiring and motivating as possible – while ensuring that we allow ourselves to grieve properly rather than cover up our emotions.

How do you like to work with PRs and brands?
I like to ensure when I work with PR agencies and brands, that it’s mutually beneficial. I don’t generally accept work with brands that aren’t relevant to my content (as it messes with the consistency of the site), but it’s about ensuring that we work as a partnership, and both of us are happy with the content. Whether it be working on a giveaway or sponsored post, or reviews, I always love working together with brands and PR agencies to push conversions, ROI and give my readers something new and fresh to discover.
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Are there any stand out campaigns that you have been involved with?
I really enjoyed working with LELO, the luxury Swedish pleasure brand, on their release of the SONA Cruise. Instead of simply reviewing or pushing people to buy, I explored the taboo subject of female masturbation – how female pleasure is really important, and the inner workings of the female anatomy.

I naturally introduced the product into the post, as the perfect product to explore and use to achieve mind-blowing orgasms. It had great engagement and a high CTR: women are intrigued but afraid to admit it out loud, so introducing a new product this way worked really well. I am an ongoing LELO affiliate, and love working with their products in general, whether it be in a gift guide or bringing my readers new, exciting products I know they’ll love.

What do you call yourself (blogger/influencer/content creator)?
I call myself a blogger, as I consider myself as a writer overall. Although I love creating content for my social feeds and blog, the written content is what drives me and Never Settle.

What other blogs do you read?
I love reading other blogs, it’s one of my favourite past times, and I really enjoy discovering new ones too! Some of my favourites are Hannah (The Giraffe’s Life), Scarlett London, Naomi Narrative and Giulia Smith.

Eve Greenow and Never Settle are both listed with her blog on the Vuelio Influencer Database along with thousands of other leading bloggers, journalists and editors. 

TBF graduates

Charity launches BAME programme for comms in Scotland

The Taylor Bennett Foundation (TBF), is setting up its first graduate training programme in Scotland. The charity, which recently celebrated its tenth anniversary, works with agencies and in-house teams to provide intensive training for BAME graduates.

This is the first time the charity has run a training programme outside of London, a significant milestone for the Foundation, which aims to tackle the lack of ethnic diversity throughout the communications industry.

TBF CEO Sarah Stimson said: ‘In what is our tenth anniversary year, it is exciting to extend our reach and offer our first programme in Scotland.’

Sponsored by Standard Life Aberdeen and comms consultancy Charlotte Street Partners, the Scottish programme will provide four graduates training over five weeks. It is being run in partnership with Edinburgh Business School, Heriot Watt University and will be based at the Edinburgh campus.

Executive dean professor Heather McGregor, who founded TBF, said: ‘Developing talent is at the centre of what we do at Edinburgh Business School and it is a natural fit for us to give the TBF programme a home in Edinburgh.’

The programme is also supported by the PRCA in Scotland and the Chartered Institute of Public Relations (CIPR) Scotland.

Applications are now open and are calling for BAME graduates from any discipline. The training will cover all aspects of communications and employability coaching, as well as training from the course sponsors. Field trips to PR departments in agencies and corporate in-house teams form a key part of the experience.

Andrew Wilson, one of the founding partners of Charlotte Street Partners, said: ‘TBF is doing important work promoting diversity in our industry and we are pleased to support them in their work. It is a substantial undertaking for a small firm like ours but we know it will pay back.

‘Our entire team looks forward to welcoming the first wave of graduates, offering them invaluable mentoring and sharing our expertise throughout the programme.’

Trainees receive the UK Real Living Wage throughout the course in order to make the programme as accessible as possible.

If you’re interested in applying for the programme, you can download an application form hereThe deadline for applications is 17:00 on Thursday 17 May.

Hayley Hall London ebauty queen

London Beauty Queen rebrands to become Hayley Hall UK

Hayley Hall has rebranded her award-winning beauty blog – London Beauty Queen, which has been a key part of the beauty blogging industry since its launch 2010. Now called Hayley Hall UK, the blog covers more than beauty with fashion, lifestyle and thought-pieces also featuring prominently.

We caught up with Hayley to find out about the rebrand and what it means for the blog.

hayleyhall.ukWhy have you rebranded?
It’s something I’d been thinking a lot about in the last year or so, having been using the LBQ alias for nearly a decade. Although the name had become rather iconic, I felt I was becoming more and more distanced from it – especially as I started as a 27-year-old single Londoner and am now a 35-year-old married woman living in the Shires! I felt like it no longer reflected who I was or what I wanted to write about, so I spent a year transitioning away from only beauty and introducing more topics – including fashion, lifestyle, travel, wedding and home.

Back in 2010 we all picked random names that stuck in heads but didn’t exactly have longevity, so it was an inevitability to drop LBQ at some point; when I married last year, it seemed like a natural progression to adopt my new name as my online identity too.

What can we expect from Hayley Hall?
More of the same – I’ve spent 12 months transitioning and measuring the popularity of different types of content, so the name change is more of a branding issue than anything else.

What’s the rebranding process like in terms of website management?
Easier than you may expect, but you do have to prepare and be organised! The hardest thing was finding social handles that I could use, so I spent a long time setting up test accounts and claiming different names so they would be as consistent as possible. The URL switch was relatively easy and londonbeautyqueen.com will continue to redirect to hayleyhall.uk, but it’s all the niggly bits that take the time; it was a full day of admin and updating to get it all in order.

Are you measuring the brand change in any way/are you hoping for any particular outcomes?
One of the main reasons for the name change was the fact many brands and PRs couldn’t see past my URL; they made the assumption that I was only interested in beauty or was much younger than I am. I’m hoping rebranding helps me to build connections outside of the beauty world and continue to connect with brands I’m passionate about.

How does this affect how you’re working with brands/PRs?
Only positively – I’m open to covering different topics and collaborating with different sectors.

Do you think this marks a wider trend in bloggers moving from single topics to broader lifestyle subjects?
Yes absolutely. Many of us started with a singular interest, but after doing the same thing for such a long time, it’s vital to diversify to maintain your passion. I became a bit lethargic with beauty launches, having seen the same thing five times already, so I needed to introduce new areas to keep my creativity flowing. Readers are also increasingly interested in the person behind the blog, rather than just what they’re reviewing; I get some of my best engagement on fashion posts and thought pieces, although beauty will always remain a huge focus for me.

Do you consider yourself a lifestyle brand?
Not really. I’m a writer and creative, even though what I’ve created is a brand in the simplest terms.

What do you call yourself (blogger, content creator, influencer)?
All of the above, depending upon who I’m talking to! I work with a lot of brands on a consultancy basis (utilising my decades worth of experience in digital marketing, social media and branding) so I’m not just one thing – even day to day I totally change!

 

Hayley Hall and her blog, Hayley Hall, are both listed on the Vuelio Influencer Database.  

Issue spotlight

Making sense of the Carillion Collapse

The Carillion Collapse sent shockwaves throughout the nation’s infrastructure and establishment. The liquidation of a company with such a diverse portfolio of responsibilities, contracts and employees, was always going to lead to a major national crisis.

Now the dust is beginning to settle (though there’s clearly still some way to go), and Carillion’s stakeholders are fighting to be heard. From the Government, which is both regulator and customer, to the unions representing frontline workers – Carillion’s roots run deep.

Vuelio specialises in managing stakeholder relations, whether that’s building relationships with key influencers or tracking incoming phone calls from members of the public. Using our stakeholder tools and the in-house intelligence of our Political Services Team, we’ve been tackling the Carillion fallout since it collapsed.

We’ve read the reports, monitored the mentions and unravelled the endless relationship ties to create one clear picture of Carillion’s Stakeholders. Our white paper ‘Collapse of Carillion’ brings everything together and answers the big questions:

  • How has the Opposition been capitalising on the firm’s demise?
  • What are the conflicts surrounding financial services companies?
  • How have Carillion’s competitors reacted?
  • In what way is the media covering this?
  • What’s being done to stop this happening again?

The white paper also includes an exclusive diagram of Carillion’s stakeholders and research into the political social media reaction – so you can see which politicians and Lords have been saying what.

No matter if you’re directly or indirectly affected by Carillion, download our whitepaper and see how the biggest story of 2018 has unfolded.

Bloggers and vloggers

5 top tips from the Influencers

Vuelio recently hosted a Meet the Influencers session at the CIPR’s Influence Live event. Jo Middleton, Slummy Single Mummy, and Jane Cunningham, British Beauty Blogger, sat with PR and comms experts to discuss building relationships and outreach best practice.

At Vuelio, we spend a lot of time talking to bloggers, vloggers and Instagram stars, and we hear the same suggestions, grievances and tips over and over. Jo and Jane also covered these points, so we thought it was high time for a refresher.

The top five tips from influencers:

1. Professional bloggers are running a business
Jane, a journalist by trade, pointed out that journalists and bloggers are not the same. Journalists are generally salaried, being paid by an outlet or publisher no matter how much time they spend writing about any given topic. As such, PRs have rarely, if ever, had to pay journalists directly for coverage – and often a free trip can seem like their ‘treat’ (even though it’s their job to cover such things).

For professional bloggers, if they don’t get paid, they don’t pay bills. Some bloggers still accept freebies in return for coverage, but they’re often hobbyists who don’t depend on their blogging income to live. It may feel like a culture shift, but the outcomes can be different too – which leads nicely on to…

2. You can expect to get more from bloggers
If you don’t pay journalists, you generally can’t demand too much of their time for reports or metrics on the success of your content. Bloggers, on the other hand, should be seen as collaborators – they’re working with you on your project or campaign and you can agree metrics and results up front. Jo loves being part of the campaign, and advocated Iceland’s style of requesting analytics and making her work hard, as she prefers knowing how her part in the campaign is contributing and being used by the brand, rather than being just one post in a huge machine. Which is point three:

3. Collaborations should be more than one post
Again, this isn’t traditional media outreach. While journalists could be called ‘influencers’, their role is fundamentally different and the word ‘influencer’ (though disliked by many bloggers) has only risen to prominence with the digital age. So, if you’re looking for publication of a press release, go traditional, but if you’re looking to positively influence an audience (niche or otherwise) and want to see positive results over a sustained period of time – use influencers.

4. Build relationships
This IS the same across traditional and new media outreach. And for some reason, it comes up again and again and again. Don’t start emails ‘Hi dear’, or ‘Hi NAME OF BLOG’ – Jo isn’t called Slummy Single Mummy and Jane isn’t British Beauty Blogger. If you’re struggling to find the right names and merge your emails professionally, you’re obviously not using Vuelio. We list detailed profiles, with names, PR preferences and bios so you can get to know the influencers before you send that first email. And when you’re ready to contact influencers, spend time building relationships – as with traditional outreach, good relationships lead to better results all round.

5. It’s not all about social
This varies brand to brand, company to company, but social isn’t the be all and end all. You may be working on behalf of a client who wants to be ‘big’ on Instagram. That’s fine. You may be working in-house and think a few well-placed tweets are where it’s at – also fine. Only you know what works for you, but remember that social posts are fleeting, audiences are fickle and ‘longevity’ is a word that no one uses in a hashtag.

Yes, you may want social-only collaborations with influencers (and Jo described a dramatic increase in brands who just want Instagram posts), but if you want true influence, and you want your product/service/brand/concept to reach a loyal audience of engaged readers, then remember the blog. Bloggers spend a long time cultivating their blogs, which are their publications, and it would be foolish to overlook them.

Struggling with Influencer Outreach? Don’t know where to begin with bloggers? Check out the Vuelio Influencer Database – it’s been built for you. 

Halima Khatun

Blogger Spotlight: Halima Khatun, HalimaBobs

Halima Khatun is author of HalimaBobs, the beauty and lifestyle blog, which is all about positivity, not perfection. A former broadcast journalist, Halima is now the owner of PR agency HK Communications. We spoke to Halima about blogging as a PR pro, being real, working in partnership with PRs and blogging since the birth of her child.

Why did you start your blog?
I started my blog for three reasons: firstly, to satisfy my creative juices and write some light-hearted, frivolous content that was far removed from my day job of a PR consultant. Secondly, I didn’t see a blog out there that offered unfiltered, detailed, beauty-based content; a lot of blogs are quite aspirational and advertorial. Finally, I wanted to read something that was aimed at the everyday beauty novice that doesn’t have hours to create the perfect no-makeup-makeup look!

What makes your blog successful?
I write as I speak, so my content is often a dry, witty stream of consciousness! I believe that in a world of filter, real un-airbrushed content is a refreshing novelty!

Is there a difference in how PRs approach you as a blogger compared to how you were approached as a broadcast journalist?
Most PRs are fantastic. But there has been the odd PR who would treat me differently than they would a journalist. Occasionally, I have been on the receiving end of a PR fail, from the failure to follow through on a collaboration, to trying to overtly control editorial content. But thankfully, the bad PRs experiences are greatly outweighed by the good, with most practitioners really valuing the brand recognition bloggers can bring.

As a blogger, how do you like to work with PRs?
I see my work with PRs as more of a partnership, as bloggers and PRs can’t function without one another. So, whether it’s collaborating on a giveaway, a product/service review or a sponsored post, I always work closely with the PR I’m dealing with to ensure we’re both happy. I also aim to offer a critique of most of the products I’m sent for review, not just the good stuff. Lastly, I’ll always keep the PR in question in the loop with the progress of my articles and send a link once live, rather than expect them to look out for their client mention themselves.

Have you noticed a change in what you write about since having a baby?
Absolutely! As my blog is a small window into my life, inevitably I include articles about my biggest life event! So, as well as blogging about baby and mum-to-be products, I’ve written more in-depth articles about life as a working mum, dealing with mother’s guilt etc. These topics have really struck a chord and have also featured on the Huffington Post, where I also blog.

How did you get from your first PR role to your current position?
With some smart choices and a sprinkle of luck! My career grew very organically as I started as a broadcast journalist with ITV and the BBC, and then joined the dark side – PR(!). From there, I made the transition from agency to in-house. I’ve worked with some of the UK’s largest corporates, and after a decade in the industry, I decided to set up my own consultancy, HK Communications. It’s something I’ve always wanted to do, and in 2015, I felt I had the right amount of experience to make it happen.

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Having worked as a journalist, do you believe you have a different take on PR and communications to other agencies?
Definitely. I believe in the old school PR of finding a great story and telling it. So, having a nose for a story really helps. Plus being a former journalist adds real credibility and a reassurance for clients. After all, it’s easier to write and pitch a story knowing what would interest the journalist, given that I used to be one. Also, I offer PR training as well as consulting, so a big part of this is helping small business owners think like a journalist. Again, having been one myself helps, as I’ve walked the walk.

As a PR professional, do you work with bloggers? If so, are there differences in how you work with bloggers compared with traditional media journalists?
As my consultancy offers more B2B PR, I haven’t had much scope to work with bloggers, but I would certainly be open to it if the opportunity arose!

What changes are you looking to make to your PR strategy in 2018?
Well I’m expanding my team, having brought on associates in the run up to my maternity leave. I’m also focusing more on my PR training arm which is ideal for micro-businesses that don’t have the budget for a PR agency. 2018 is looking to be very exciting indeed!

Do you have a career mantra or a piece of advice that you follow?
Not a mantra per se, but I always advise networking and nurturing contacts. I’m always of the view that every connection you make can add value in some way. You might generate a business lead, learn something new or simply meet a great person. In fact, this interview came about after networking at the Vuelio Blog Awards!

Halima Khatun and HalimaBobs are both listings on the Vuelio Influencer Database along with thousands of other leading bloggers, journalists and editors. 

Security unit

Official unit to tackle fake news

Not the new security unit, because you can’t shoot fake news

Fake news and disinformation is to be tackled by a new security unit, an attempt to curb the nefarious influences of other states.

Theresa May’s spokesman told reporters: ‘We are living in an era of fake news and competing narratives. The government will respond with more and better use of national security communications to tackle these interconnected complex challenges.

‘We will build on existing capabilities by creating a dedicated national security communications unit. This will be tasked with combating disinformation by state actors and others. It will more systematically deter our adversaries and help us deliver on national security priorities.’

Theresa May has previously accused Russia of meddling in elections and undermining western institutions. The US is particularly vocal about the interference, or lack thereof, of Russia in its democracy, with a major investigation ongoing. Russia, for its part, denies any wrongdoing.

The power and purpose of ‘fake news’ is still being investigated by the government, with the Digital, Culture, Media and Sport Committee next meeting on 8 February. They will question representatives from Google, YouTube, Facebook, Twitter, CBS News, CNN international, New York Times and a host of educational institutes.

Though the Committee is aiming to answer a number of questions (including ‘Where does biased but legitimate commentary shade into propaganda and lies?’), none are around Russian meddling or fake news’ effect on democracy.

The Committee is separate from Facebook’s investigation into Russian paid-for activity on the platform, which was demanded by British lawmakers after Facebook’s original report was deemed unsatisfactory.

As the new unit was part of a wider defence review announcement, there were no further details beyond its creation, including no information on where it would be based, how it would be staffed or how it would operate.

2 February 18

Five Things You Shouldn’t Have Missed – 2 February 2018

Happy Groundhog Day! This week’s five things includes BBC pay, Matt Hancockers, Facebook’s users, grid girls and a video of the ‘most British resignation ever’.

Happy Groundhog Day! This week’s five things includes BBC pay, Matt Hancockers, Facebook’s users, grid girls and a video of the ‘most British resignation ever’.

1. BBC Pay

Select Committee

Gender inequality in BBC pay remains under the spotlight, dominating the media world. After Carrie Gracie publicly resigned from her China editor role at the beginning of January, and a number of male presenters agreed to pay cuts, the BBC gender pay story continues into its third week under a number of headlines.

The official review by PwC found there was no gender bias at the BBC regarding pay decisions, though the report said the BBC’s approach to setting pay in general ‘has been far from perfect’. PwC also found a 6.8% gender pay gap among on-air staff. The BBC responded saying there would be substantial pay cuts for some men and pay rises for some men and women. Unfortunately this has only made matters worse as more men (98) will receive these pay rises than women (90).

On Wednesday, Carrie Gracie hit the news again when questioned by MPs on the digital, culture, media and sport select committee. In a two-hour session, Gracie accused the BBC of effectively lying as she was told she would be paid the same as her male colleagues. Gracie specifically called out DG Tony Hall for resisting the publication of on-air presenters’ pay; James Harding, former director of news, who previously said the BBC didn’t have an equal pay problem; and Fran Unsworth, the new director of news, who apparently told another BBC journalist that Gracie worked part time – which wasn’t true.

With issues unresolved, this probably isn’t the last time BBC pay will feature in five things.

 

2. Are you on Matt Hancock?

Matt Hancock

Secretary of State for Digital, Culture, Media and Sport, Matt Hancock, has launched his own app this week – called Matt Hancock. The social media-type platform allows people to get updates from Matt Hancock as well as make friends with other users and post messages (a bit like Twitter). The app’s launch gave a lot of journalists something to do yesterday morning, as they all took joy in Matt Hancocking for a few hours, seemingly dominating the system and potentially drowning out Matt Hancock’s constituents who want to use Matt Hancock to Matt Hancock at Matt Hancock (turns out that gets old real fast).

Vuelio Political Updates are also on Matt Hancock if you want to be friends, but, unfortunately, we don’t have ‘full functionality’ because we’re not verified – as that needs you to submit your name and address to prove you live in Matt Hancock’s constituency of West Suffolk. Either way, we’re currently working out our Matt Hancock strategy, as should you be.

While the general consensus is that people on Matt Hancock are generally nicer than people on Twitter, and the whole atmosphere is currently quite pleasant, it’s not been plain sailing for the new app. The ICO is currently investigating Matt Hancock after concerns were raised about its privacy settings and its ability to access photographs after being told it couldn’t (possibly a Matt Hancock-up).

 

3. Facebook users spending less time online

Facebook

Though Mark Zuckerberg suggested that his upcoming string of News Feed tweaks would decrease time spent on the platform, it turns out users were ahead of the game and had spent 5% less time on the platform in the last three months of 2017 anyway. That equates to around 50 million hours a day. Despite the decline, Facebook’s financial results were better than expected – increasing 47% last year to $40bn (£28.2bn), and profits rose 56% to nearly $16bn.

Facebook’s audience also increased, its monthly active users up 14% to 2.13bn in the three months to December.

These stats are not as bad as they could have been. Zuckerberg is trying to fix the platform, and specifically the News Feed, to ensure the long-term survival of the company, which in the coming months may cause reductions in dwell time, third-party content and user growth (not least because we’re all on Matt Hancock now).

 

4. Grid Girls

Formula 1 monza

Formula 1 has announced that ‘grid girls’ will no longer be used by Formula 1, following a similar recent announcement from the Professional Darts Corporation. Sean Bratches, managing director of commercial operations, said: ‘While the practice of employing grid girls has been a staple of Formula 1 grands prix for decades, we feel this custom does not resonate with our brand values and clearly is at odds with modern day societal norms’.

The announcement has been met with mixed reviews, some have questioned the decision – including The Sun, current and former grid girls and Stacey Solomon. Bernie Ecclestone unsurprisingly disagrees with the change, claiming the girls were dressed ‘smartly’, and completely missing the point by saying ‘we might as well say we don’t want people to go to a fashion show’.  Niki Lauda bizarrely suggested the decision was ‘against women’.

As Susie Wolff points out, this decision is a step in the right direction. The issue was never whether the grid girls felt offended – no one was forcing them to do it – but with the representation of women in the sport. Dominated by men, F1’s only regular representation of women has been grid girls. Now women aren’t represented at all, which is a new issue owners Liberty Media will have to tackle.

 

5. Lord Bates and the most amazing resignation ever

Lord Bates, the international development minister, offered his resignation this week after arriving late to the Lords for questions. Though it was rejected, his resignation was an incredibly watchable moment and ‘perhaps the most British political resignation speech ever made’:

 

Happy Groundhog Day!

Influence Live

Meet the Influencers

Vuelio recently hosted the Meet the Influencers session at the CIPR’s Influence Live event, where we were joined by two top bloggers to discuss working with PRs and they revealed the secrets of influence.

After Ralf Little’s keynote, the Influence Live group broke up into three groups. Vuelio was joined by Jo Middleton – award winning blogger and number one in the parenting rank with Slummy Single Mummy – and Jane Cunningham – author of British Beauty Blogger, the number one beauty blog. Both bloggers have years of experience working on content creation and brand collaboration.

Taking a table of delegates each, the influencers spent time fielding questions and talking about their work. The intimate environment allowed delegates to chat with each blogger, asking how they like to work with PRs, their approach to charities and the differences between journalists and bloggers.

Jane, who explained that she started blogging because it allowed her to talk about products in a way that magazine journalism wouldn’t allow, advocated having good relationships with influencers, and understanding that as it’s their livelihood, professional bloggers should get paid. She also discussed the importance of disclosure, and explained how all paid-for posts on her site were with established brands that she believed in – and clearly labelled with #ad.

Jo (who resisted the urge to only show pictures of her kittens), highlighted the increasing importance of social for brands, particularly Instagram. Brands are approaching her that now want campaigns specifically focused on Instagram posts or Stories – the latter particularly useful for brands since the addition of the swipe-up functionality for external links.  She also advocated brands pushing bloggers for metrics, as Iceland did with her, and enjoys working hard to meet targets and goals.

The delegates were a real mix of agency, in-house and freelance, with each group bringing their own ideas and perspectives to the conversation. Both influencers gave the PR pros plenty to think about, with some even suggesting campaign ideas by the end of the session.

If you’d like to improve your influencer outreach and work with Jo, Jane or any one of the thousands of influencers we know, check out our Influencer Database.

Ralf Little

Ralf Little on Twitter

At the recent Influence Live event, CIPR President, Sarah Hall, interviewed acting star Ralf Little about his responsibilities on social media. Little was enthusiastic about everything from his high-profile Twitter spat with Jeremy Hunt to the ability to change your mind as you age.

While it was perhaps the former that brought Little to the event, it was the latter that really resonated. He explained how politicians and public figures should feel more able to admit to their mistakes and denounce their views from when they were younger in order to show growth and change. When asked if he would run for political office, Little suggested he had done and said too many controversial things in his twenties, which were too well documented.

This is a big issue for all figures across social media, from Jack Maynard – who left the I’m a Celebrity jungle last year after controversial tweets surfaced from his past – to Toby Young – who deleted his Twitter account after he was appointed to the board for the Office for Students (a role he subsequently resigned from). While Little believes people should be able to explain how they’ve changed since they were younger, he did point out that Toby Young was in his forties when he made the comments and argued that it wasn’t the same thing.

When questioned about his purposes for using Twitter, Little explained that he resisted joining for a long time and now he’s on the platform, he’s found it doesn’t make him happy and he even regrets joining on many days. For public figures in general, he thinks there’s a distinction between self-promotion and highlighting causes. He has considered, for example, doorstepping Jeremy Hunt, but feels that escalation of their argument would make it more about him and less about the issues he perceives within the NHS.

Little suggested the issues with Twitter revolve around the lack of furthering though. He argued that the platform’s brevity made opinions too easy to deliver without thought – and they were too easy to muddle with facts. And if Twitter users are faced with evidence or proof against their position, they dig their heels in more – refusing to be swayed. This is what he feels happened with Jeremy Hunt who initially engaged with Little, before going silent.

Throughout the interview, Little seemed torn between whether Twitter was a good or bad addition to society but he accepts that it’s now a part of life. In fact, after turning off his alarm, Twitter is the first thing he checks in the morning.

You can follow Ralf Little on Twitter.

 

Lorna Burford

Blogger Spotlight: Lorna Burford, Raindrops of Sapphire

Lorna Burford is the author of Raindrops of Sapphire, one of the top fashion blogs in the UK. With her love of premium denim and iconic countryside shoots, Lorna’s taken the fashion world by storm. After ranking in the Top 20 UK Fashion Blogs, we caught up with Lorna to chat about the importance of Fashion Weeks to the industry, using social media and working with brands.

How would you describe your blog?
I would say it’s a mixture of fashion, personal style, health, and lifestyle. It originally started out over nine years ago as a place online to share my likes in the fashion world, but has since evolved to be an extension of my life as well.

Raindrops of SapphireWhat makes your blog successful?
Thank you for saying it’s successful, I am always appreciative of that! I would say the amount of time and commitment spent on it. I make sure I only publish the best content and create articles that I am proud of, so that goes a long way in making sure it’s visually appealing as well as full of content people want to read. There’s so much time spent behind the scenes though, so a combination of hard work and imagination I think.

How do you use other platforms, and how does that tie back in with your blog?
I mostly use Instagram, Twitter and Facebook. Each of them are different though so on Facebook and Twitter I will share my blog posts and occasionally a little random photo, but on Instagram it’s like a separate entity. A mini blog in itself if you were. So, I share all different photos, a lot from my blog, but unique ones too and scenery, but the important thing is to find that balance of unique content and promotional content to your blog. They’re all connected, but separate too. IG stories is really useful with the swipe up link feature too!

How do you work with fashion weeks?
I actually no longer do. I don’t attend any shows and I rarely cover them anymore either. I find it much too stressful and hectic, especially with my health issues, so it wasn’t worth it to me as every other blogger covers fashion week so it was never really unique in a way. I do my own thing now really.

Fashion bloggerWhy are fashion weeks important for the industry?
They’re definitely important as they shape the season. Getting a huge worldwide collection of designers showing their latest pieces amidst everyone else is a huge way to see what trends are going to be big. When I watch the shows online (as I do live streams now instead), I’m taking note of the colour palettes, the cuts and angles, or different things that a few designers are all doing. Once you see a pattern emerging, you know it’s going to be big! Plus, it’s a way for everyone to get their name out there and designers to make it big. It’s pretty much the bi-annual event that fashion itself revolves around.

What should we expect to see for SS18?
I’m actually hoping that it might be different for denim. As I work in the denim area, all I’m seeing lately is crazy, un-wearable jeans as designers run out of ideas and just think of pushing the boundaries instead. Some of the things I have seen this year have seriously left me questioning the industry. I would like to see more skinny and stretchy fits and embroidery to come back – normal and wearable denim. I’m pretty sure SS18 is going to be full of pastels and florals though in terms of clothing.

What brands are you particular excited to see this season?
My usually loves are Valentino, Burberry, Gucci, Chanel and Topshop Unique. However, I was left really disappointed by last year’s Burberry show. Christopher Bailey did his last season and there wasn’t one piece I liked from the collection, which shocked me as I usually love everything. It’s hit or miss for me as I can be excited by a brand but then once they get a new designer or decide to take a different approach, it can make or break the season.

How can brands/PRs best work with you around fashion week?
It does get a bit much when your inbox is constantly swimming with press releases on shows and general cold mail like that, so I would suggest making things a little more unique. Make the emails personal, hold interesting and exclusive events perhaps, or work on campaigns where you model some of the latest collections. Anything a little different might shake things up a bit.

What campaigns have you enjoyed working on previously?
There’s been quite a few and I only select campaigns I love and am happy to be part of, but I would say the ones that have stood out to me are not fashion related, but for a cause instead. I’ve been part of Wear It Wild for WWF where I did a video, but also mental health and illness campaigns too to raise awareness. I think those have the most impact and influence.

Want to work with bloggers? Try the Vuelio Influencer Database and get access to 11,000 UK bloggers and vloggers in fashion, beauty, lifestyle & more.

What do you call yourself (blogger/creator/Influencer)?
I call myself a blogger. It’s what I started out as and what I do on a daily basis, so that’s what I always tell someone when they ask. If you become an influencer from that, that’s great, but I’m more comfortable with the term ‘blogger’.

What other blogs do you read?
I read quite a few! I enjoy the fashion blogs that get me thinking and who have a similar style to mine. Cupcakes & Cashmere, Brooklyn Blonde, Fashion Jackson, I Am Chouquette, Fashioned Chic, Mariannan, That New Dress, Not Jess Fashion… There’s a lot that I enjoy!

 

Lorna Burford and Raindrops of Sapphire are just two blogs listed on the Vuelio Influencer Database along with thousands of other leading bloggers, journalists and editors. 

Glam and Glitter

Blogger Spotlight: Tamara Kalinic, Glam and Glitter

Glam and Glitter is the Top 20 Fashion Blog from Tamara Kalinic. Glam and Glitter has grown into an online diary of Tamara’s lifestyle treasure trove, including the latest fashion finds, top travel destinations and the best beauty products! We spoke to Tamara about the insider’s perspective at Fashion Week, new designers and working with brands.

How would you describe your blog?
It’s a mixture of Fashion, Beauty and Travel. A diary of all of my purchases, best finds, styling tips and favourite lipsticks, from all around the world.

What makes your blog successful?
I think the fact that I started it out of pure love. There were never monetary calculations involved in the first years of my blogging. I really love what I do and would still do it even if it was unpaid.

Glam and GlitterHow do you use other platforms, and how does that tie back in with your blog?
I have a very clear vision of what each platform is for. Since I come from a different background and I did my masters degree on a topic of branding and strategy thinking, I try to apply the acquired knowledge to my current job. I use Instagram, Facebook, Twitter, Blog and YouTube for different things, and that is also something I often show to brands. It is very important not to get too comfortable and use these platforms for what you want to use them. You have to give your audience what they want to see.

How do you work with fashion weeks?
For more than four years now I have been attending New York, London, Milan and Paris fashion weeks biannually. This means that I spend 8 weeks out of 52 just looking at new collections, talking to designers, meeting the fashion house CEOs and even learning about brands’ histories. Its truly an incredible way of learning the core about fashion. Imagine throwing yourself as a young pharmacist into this whole world of real fashionistas, could there be a better way to learn? From my experience, I don’t think so.

Why are fashion weeks important for the industry?
Fashion Weeks are what makes it all roll. New collections, new trends, buyers, press – everything in one place. Young designers are making their first big sales, and big fashion houses are preparing a real show for their loyal fan base in the industry. It’s an extremely important financial part of the industry, as well as for visibility and PR.

What should we expect to see for AW18?
I am thinking cowboy boots, tailored suits but oversized, more shearling and the colour teal. That is just me judging from the Men’s collections that I have seen so far.

What brands are you particular excited to see this season?
I always love seeing new designers. That is something that inspires me the most. On the other hand, Milan Fashion Week is where I see most of my favourite designers, so after Milan my brain feels a little bit overwhelmed!

Want to work with bloggers? Try the Vuelio Influencer Database and get access to 11,000 UK bloggers and vloggers in fashion, beauty, lifestyle & more.

How can brands/PRs best work with you around fashion week?
This depends on so many factors, but it always helps knowing what their KPI is, that helps me come up with a way I could bring the desired results. I like my jobs to be natural, we are very picky when it comes to brands we work with, and money is not our priority.

What campaigns have you enjoyed working on previously?
My team and I are proud to only accept campaigns with brands we truly love, and with brands we previously worked for free because it was a natural fit. Some of the projects I enjoyed the most are ones with Cartier, Dior, Dolce&Gabbana, Fendi, Louis Vuitton. There is so much I love about my job that it would be hard to name just a few.

What do you call yourself (blogger/creator/Influencer)?
I always go for blogger, because when I starter over seven years ago, that was the only term in circulation.

What other blogs do you read?
I read international blogs and really love supporting my friends from around the globe. Besides the non-fashion ones, such as Career Girl Daily, I love going through feeds of Queen of Jet Lags, Lovely Pepa, Park and Cube, VivaLuxury and The Fashion Fraction. I love their creative input.

Tamara Kalinic and Glam and Glitter are just two blogs listed on the Vuelio Influencer Database along with thousands of other leading bloggers, journalists and editors. 

Paid for followers

Celebrities accused of buying followers

Celebrities, including Paul Hollywood, Baroness Lane-Fox and James Cracknell, have been accused of buying fake followers after an investigation by The New York Times.

The paper investigated a company called Devumi and discovered that more than 200,000 high-profile figures had purchased fake followers. Its report is particularly damning of Devumi’s practices, which seems, in some instances, to be ‘stealing identities’ of existing social media users to create the fake accounts.

This is illegal, and a New York prosecutor is now investigating the firm. Eric Schneiderman, the state’s attorney general, tweeted twice, first: ‘Impersonation and deception are illegal under New York law’, and then: ‘The growing prevalence of bots means that real voices are too often drowned out in our public conversation. Those who can pay the most for followers can buy their way to apparent influence.’

Buying followers to boost your social presence is, at best, unethical and at worst, fraud. Buying followers itself may not be criminal, and selling them seems to be a grey area, but legal issues arise around the purpose of having fake followers. If you buy followers and then, in any way, stand to gain financially – this could be a serious offence.

Gains could be in the form of paid-for posts, brand collaborations, getting jobs or being called upon as an expert. If your following is not genuine, and you know it, then you might be committing fraud.

Devumi is reported to have offered at least 3.5m automated accounts, which could be bought in packages of 1,000 for $17 (£12). The celebrities that have been called out are generally responding with ignorance, including Baroness Lane-Fox who blamed a ‘rogue employee’ for purchasing the followers. One of her acquisitions, for 25,000 followers, was made at about the time she joined Twitter as a board member in May 2016.

Paul Hollywood, who seems to have the biggest profile of any of the accused, also had the strongest reaction. The master baker deleted his Twitter account entirely (The Guardian’s suggestion that @Hollywoodbaker is his new account seems incorrect).

His spokesperson said: ‘Paul deleted his personal account last week when he was alerted to the fake followers. Like lots of high-profile people he followed advice at the time to build up his social media presence without realising what it involved’.

Paid-for follower is a huge industry-wide problem that until now has received little attention in the press. Social media influencers and digital stars have been accused of purchasing and fraudulently growing their following for some time, but little has been done to tackle the issue. Now traditional celebrities are being dragged into the argument, there might be some action from the platforms to curb this practice.

If you’re looking for genuine influence, check out the Vuelio Influencer Database, where individuals are verified and profiled so you know you’re working with the best.

26 January

Five Things You Shouldn’t Have Missed – 26 January 2018

This week, Five Things includes the Creative Shootout, the Trust Barometer, Leeds United, Grumpy Cat, and the Guardian’s paying subscribers in the US.

 

1. The Creative Shootout

agency competition

The Creative Shootout is a unique awards ceremony, where finalists have just four hours to prepare a creative PR pitch. They then have just 10 minutes to present that pitch in front of an audience of hundreds. Raw London were the winners in 2018, read all about the process and their award-winning campaign here.

 

2. Edelman’s Trust Barometer

results

The annual report outlining public trust in the establishment saw a dramatic increase in trust for traditional media and a continuing decline in trust of social media. This compounds problems for social media, and Facebook in particular, with Mark Zuckerberg announcing several recent changes to the platform. Read all about the results here.

 

3. Leeds United

New badge

Every football fan loves a new crest, right? Leeds United found out this week how much that isn’t true, with their new logo (which took ‘6 months of research’, and saw ‘10,000 people consulted’) slated online after its launch. Compared to Pro Evolution and mocked by other football clubs, the new badge is now being reconsidered. Check out PR Week’s round up of ire.

 

4. Grumpy Cat

grumpy cat

Grumpy Cat, the household pet that looks permanently unimpressed, has successfully sued a US coffee company for ‘exceeding an agreement over the cat’s image’. The two parties had agreed usage of Grumpy Cat for a range of drinks (Grumppuccino) but the coffee company sold associated products too. Even though it’s one of the highest earning felines in the world, Grumpy Cat remains grumpy.

 

5. Guardian reaches 300,000 US subscribers

Guardian US

The Guardian, while still free online, has adopted a Wikipedia-style request for donations and financial support. Called ‘subscribers’, over 300,000 have now contributed to the Guardian in the US. Of those, 230,000 were one-time contributors, and 73,000 are recurring. Globally, the paper has 800,000 supporters, with over half a million making recurring monthly payments (as subscribers, members or recurring contributors).

agency competition

Diets, fruit faces and getting hangry at The Creative Shootout 2018

Last night, The Creative Shootout 2018 crowned its winning team – Raw London – after a fierce evening of pitching and the industry’s best example of creativity in action.

Nine teams – each made up of four people – were briefed at lunchtime by the charity FareShare. FareShare is a food waste charity; it takes surplus food from restaurants and supermarket suppliers and delivers them, via distribution centres, to communities and charities. Over eight million people live in food poverty in this country and FoodShare is doing what it can to tackle this issue.

The brief – to increase the number of people volunteering for FareShare and raise the charity’s profile – was delivered to the finalists who then had just four hours to prepare a creative pitch. Vuelio provided a Canvas, showing coverage of FareShare with news stories of their work and social media posts from all parts of the FareShare process. We also opened an Influencer Hotline for finalists to call with their influencer needs and queries.

In the evening, the teams presented their pitches to the audience at BAFTA under a strict ten-minute limit.

The Creative Shootout is both an amazing event format, quite unlike any other awards ceremony, and a great showcase of the talent and creativity that makes the UK’s PR industry so rich and successful. Every team that pitched should be proud of their performances, as they all showed originality and unique perspectives on what was fundamentally a broad brief.

Incredibly, three ideas appeared more than once. Two teams suggested a new diet, two suggested that people should get ‘hangry’ and two suggested launching a new supermarket. But even within these similar ideas, the teams still managed to impress with their own takes and impressed the audience with different means and method of carrying out their campaigns. Other teams’ ideas included a skeleton of an elephant being filled with flowers and a new currency ‘bite coin’.

There could unfortunately, only be one winner. Raw London’s pitch was, as is so often the case for award-winning campaigns, simple in its positioning and easy to follow. Based on people who look like unusual foods (‘wonky’ fruit and veg), the campaign was ‘any Shape – any size’, talking about both food waste and people that could volunteer. The campaign would be rolled out via traditional channels – on billboards and in the press – as well as online, with people sharing their own pictures with fruit doppelgangers.

As winners, Raw London will stage its winning campaign with FareShare between May and September 2018, with resources including £250,000 digital media spend from premium publisher cooperative 1XL and £30,000 in fees from FareShare.

Vuelio was proud to sponsor such an awesome display of creativity and is happy to be counted among the first pieces of coverage for Raw London and its ‘any shape – any size’ campaign.

results

Social least trusted source for news

The 2018 Edelman Trust Barometer has revealed that trust in the UK’s establishment – NGOs, Business, Government and Media – has largely stagnated year on year. While overall trust in the media hasn’t budged, there are huge changes to be found when looking individually at traditional and ‘new’ media.

Trust in traditional media has seen a dramatic rise from 2017, and is now at its highest point since 2012. Conversely, social media has continued its yearly decline to retain the ‘least trusted’ position.

Edelman Trust Barometer

It is social media companies’ inaction on key issues that has driven the decline in trust, with 70% agreeing that, ‘social media companies don’t do enough to stop illegal or unethical behaviour on their platforms’.

The report has followed weeks of announcements from Facebook chief Mark Zuckerberg, who is aiming to change the platform back into a ‘friends and families’ sharing space and away from a hotbed of ‘fake news’ and misinformation.

The lack of trust in social media as a news source (perhaps driven by the 42% who say they only skim headlines on platforms without reading stories, or the 64% who can’t tell good journalism from rumours or falsehoods) is only the beginning of the technology’s problems.

While 56% of Edelman’s respondents believe social media helps them to stay in touch with loved ones, only 38% think social media is a force for good and, more concerningly for the big platforms, 57% believe social media companies take advantage of people’s loneliness.

The report goes on, and is at every stage damning for social media – most don’t think social media companies are regulated enough, most don’t think they’re transparent enough and most think the companies will secretly sell their personal data.

It may be easy to think that people are now seeking their news out in traditional formats, but worryingly the truth seems to be that the public is abandoning the news altogether. While 33% of are consuming less news, 19% are avoiding it altogether, citing the fact it’s ‘too depressing’ as the main reason.

Social media’s established role in increasing depression (see here, here and here) in users, and therefore society, can only be negatively contributing to people’s views that the news is too depressing.

As people switch off from the news, and the world around them, they become less informed and the establishments that should be held to account have more power and control to do as they please. The election and presidency of Donald Trump is one such example, the recent Presidents Club scandal is another*. This is highlighted in the Barometer, which has found the lowest level of ‘informed publics’ among the British Population.

Defined as being aged 25-64, university-educated, with a household income in the top quartile for their age in their country, reading or watching business/news media several times a week and following public policy, informed publics are now at just 6% of the population.

It is unclear how this age of apathy will end, but if you’re still reading, maybe there’s hope for us yet.

 

*Yes, the Presidents Club has now closed down thanks to the FT’s investigative reporting, but it has been running since 1985 with similar behaviours alleged each year. And though the meeting place has gone, have the behaviours? Who is holding these men to account?

Island love heart

The power of influence

We talk a lot about the importance of reaching the right audience in the right way, often through ‘influencers’. But what happens when you manage to get your product or service in the hands of an influencer?

New research from Whistl has identified top trends in 2017 and the impact of influence throughout the year. Television programmes and celebrities dominate the power of influence, which has struck in some surprising ways.

An incredible example is the water bottles on Love Island. The ITV reality dating programme caused an increase in online searches for ‘Love Island water bottles’ of 300,000. Not bad considering the programme’s viewing figures were between two and three million.

Melanie Darvall, director of marketing and communications at Whistl, said: ‘We were surprised to see just how influential shows such as Love Island can be – to increase the searches for water bottles by 300,000 in the space of a month is quite staggering.

‘It’s important for retailers to be aware of these events and what is attracting the interest of the UK public, so they can prepare for any sudden demand.’

Other TV programmes who influenced their audience in unexpected ways include the Bake Off, which increased the sales of baking tools and products by 50%, and Peaky Blinders, which is being credited with an 83% increase in sales of flat caps.

On the celebrity front, royalty rules (as it always has). Meghan Markle’s white coat, which she wore when she her announced engagement to a man named ‘Harry’, sold out instantly – and then crashed the retailer’s website.

Liam Gallagher also created a sell-out. Searches for the orange parka he wore at the One Love Manchester concert increased by 666% and the item sold out nationally a few hours after the concert finished.

Sometimes the effect of influence is less direct – Whistl has attributed a 45% rise in searches for holidays to Puerto Rico to the popularity of the song Despacito. And, social media hasn’t been left out of the expansive research, an Instagram post in which Rihanna wore thigh high boots caused a jump in online searches – a 600% increase.

These stats should encourage everyone whose working with influence to consider their strategy, and capitalise on the power of influence when they can. This doesn’t just mean creating the initial interest (by getting a product or service to be used by an influencer) but also reacting quickly to trends and ensuring you’re geared towards what people want, right now.

Richard Ellie, the director of paid media at digital agency IDHL Group, explained: ‘Marketers must be extremely savvy and reactive, allowing them to harness the plethora of opportunities that open up in places you could not predict – and with extremely limited planning time to allow them to do so.

‘Any marketer worth their salt is well aware that failure to react can result in your brand falling under the category of ‘doom, gloom and failed sales’, something that is especially prevalent when it comes to areas of retail such as fashion, where the must-have item of today is no longer in vogue in a weeks’ time.’

 

If you want to find out more about reaching influencers that can help you, check out our database

Facebook people

Have you updated your Facebook strategy?

After signalling a huge change in Facebook’s News Feed, with more focus on posts from friends and family, Mark Zuckerberg has now revealed the second stage of his changes, promising the platform will serve up news from ‘trusted’ sources.

As Zuckerberg’s latest post explains:

‘I’m sharing our second major update this year: to make sure the news you see, while less overall, is high quality. I’ve asked our product teams to make sure we prioritize news that is trustworthy, informative, and local. And we’re starting next week with trusted sources.

‘There’s too much sensationalism, misinformation and polarization in the world today. Social media enables people to spread information faster than ever before, and if we don’t specifically tackle these problems, then we end up amplifying them. That’s why it’s important that News Feed promotes high quality news that helps build a sense of common ground.’

The ‘high quality’ news and ‘trustworthy’ sources will be decided by the Facebook community. As part of its surveys, the network will now ask if users are familiar with a news source and if they trust it. Facebook is aiming to create a list of sources from people that aren’t necessarily regular readers but those that know and consider the source to be trustworthy. Users who haven’t heard of the source will be discounted.

This is Zuckerberg’s latest attempt to legitimise his network and shift the focus from the spreading of ‘fake news’ and alleged interference in the likes of the Presidential election and Brexit.

What does this mean for you?

The first set of changes are expected to reduce the amount of news in the Feed from 5% to 4%, and the second will dramatically reduce the sources news comes from. This will benefit the sources that are trusted and should make all PR pros and brands consider who they’re targeting in media outreach.

Publishers with the biggest stats and the most readers are going to be greatly affected if they’re not also trustworthy. As the list will be publicly-sourced, it may be easy to think you know what will and won’t make the cut. But just because a news site has a reputation for being untrustworthy, it doesn’t mean Facebook’s crowdsourcing will stop it from appearing. Nor is it clear if those less high-quality publishers will be removed altogether.

As such, your new Facebook strategy needs to be reactive, rather than proactive. Using quality social media monitoring, keep an eye on which of your media partners are still appearing frequently on Facebook, and find new ones that you haven’t used before.

Take time to build new relationships where necessary, and broaden your PR community. That way, your stories will remain where they belong – on people’s News Feeds.

Five Things You Shouldn’t Have Missed – 19 January 2017

This week’s Five Things includes YouTube’s new payment rules, Tesco’s Clubcard criticism, the Fake News Award, a Dublin hotel that’s banned bloggers and Big Narstie presenting the weather.

1. YouTube payment rules

YouTubeThe Logan Paul scandal that originally hit at the beginning of January, and led to an unprecedented YouTube apology, has now made it into a third week of Five Things. Last week, the platform promised ‘more steps’ to ensure videos like Logan’s never appeared again. That has been revealed as a manual review system, where YouTube staff will review all clips before they are added to a premium service that pairs the top creators with leading brands (a service Logan Paul was removed from last week).

This follows a previous announcement that YouTube would have over 10,000 workers reviewing clips on the platform anyway, by the end of 2018. With manual review in place, YouTube will be taking on more responsible for offensive videos and controversial content.

The platform is also making it harder for creators to make money off their videos, with no videos including adverts unless the creator has at least 1,000 subscribers and more than 4,000 hours of their content has been viewed in the past 12 months. This is likely to hit niche creators and those that consider YouTube a supplementary income, but generally shouldn’t hit the bulk of the platform too hard. If someone is making enough money from YouTube that they consider it a viable income, they probably already meet YouTube’s new requirements.

 

2. Tesco Clubcard changes and the backlash

chrisdorney / Shutterstock.comThis week, Tesco changed its Clubcard rewards offer overnight. Instead of some deals being worth four times the value of the Clubcard points and some being worth two, everything became three times the value of the points. The backlash was immediate, with customers who were saving up points claiming they had been robbed of the additional value. This led to another change, as Tesco then decided to delay the new system until 10 June.

It is unclear what motivated the initial immediate change, but what became very obvious was how customers feel about their Clubcard points. As the points are promoting ‘loyalty’ in visiting the store – something that has hit the supermarket industry hard in recent years – making the unannounced change was always going to be a big risk. Now it’s been delayed, expect hundreds of deals to be cashed in at all associated businesses before June.

 

3. Fake News Awards

FakiesDonald Trump announced his Fake News Awards for 2017 on the GOP’s blog. The 11 winners were dominated by CNN and the New York Times, who managed six between them. While the announcement has provoked mirth and bemusement from many, a political leader attacking his nation’s free press should be concerning for us all. That it’s expected of Donald Trump makes it no less alarming.

 

4. Dublin hotel bans bloggers

Dublin Hotel
Beauty and fitness influencer Elle Darby asked a hotel in Dublin for a free stay in return for some coverage on her YouTube and Instagram channels. Unfortunately, the hotel was The White Moose Café in Dublin, and owner Paul Stenson already has a reputation for his controversial attitudes to some groups of people, including vegans and breastfeeders. He published her request on Facebook with a big ‘no’ and things quickly blew up.

The issue has raised questions over how much influence is understood in the wider community and the validity of blogging as both a career and an industry.

 

5. Big Narstie presents the weather
Grime star Big Narstie fulfilled a ‘big dream’ by presenting the weather on Good Morning Britain this week. Starting with ‘Aight, boom. The streets of England’, and taking in pets, ‘a bag of snow’ and Lemsip, you know it’s worth a watch:

 

Have WE missed something? Let us know on Twitter @Vuelio.

Keep it SimpElle

Blogger Spotlight: Elle Linton, Keep it SimpElle

Elle Linton is the author behind Keep it SimpElle, the top 10 Fitness and Exercise blog. A health and fitness professional, Elle teaches fitness as well as writing about it and has worked with a number of brands in the fitness sector. We spoke to her about fitness at the beginning of the year, owning her blog and working with PR. 

How would you describe your blog?
I like to think of my blog as an online CV so everyone can get to know a little about me but also as a place to connect and create a community of people interested and passionate about health, fitness and food. It’s a space for me to share things and have real conversations about topics that are maybe a little more in-depth than social media platforms can handle.

How important is the beginning of the year for you and your content?
I think January is renowned for being all about fitness and eating well after the indulgences of the celebratory season. Personally, I’ve tried not to add to all the ‘noise’ out there but this is a time to utilise where I can connect with new people and grow my community by inspiring others.

How did you get into fitness?
I was always into sport when growing up, however during adolescence I struggled with anemia and motivation. I only got back into sport and fitness when I combined my love for science with P.E (because it was more theory than practical) and chose to study Exercise Science at university. I’d say I was pretty inactive during my years studying but the little activity I did do had huge physiological and physical benefits for me, mostly helping me to cope with stress and very uncomfortable menstrual cycles. When I started working after my degree I met my friend Lex, who inspired me to learn more about eating well, got me started on my running journey and encouraged me to teach fitness classes!

Keep it SimpElle

What advice would you give someone that wants to start getting fit and healthy?
I’d tell them to make it their goal to try as many different activities as they need to until they find one that they really enjoy. The options feel almost limitless…

Reach out to friends and family to support you or encourage someone else to get started with you for moral support and accountability. Set yourself some goals and don’t forget to ensure your progress; there are lots of free apps out, wearable tech or just simple body measurement using a tape measure. When it comes to food, make small changes like eating out less, cutting down on alcohol, switch up your snacks for healthier versions or just add more colour to your plate in the form of vegetables!

What would you say to someone who says they’ve given up the gym (already!)?
I’d ask them to re-evaluate why they started in the first place; what were their goals? Did they seem unachievable? What has stopped them and how can they remove any barriers? Fitness really isn’t something someone else can do for you or make you do… you have to do it for yourself and be really clear on your why.

What’s your favourite exercise?
Right now I’m loving barbell work especially in classes. Learning the back lifts is also empowering and gives you a little more confidence to walk into the weights room in any gym and know what you’re doing. I particularly love exercises that target my lower body like front squats and deadlifts.

Is there any fitness challenge you’ve planned to conquer?
I’m hoping to complete the Tough Mudder series this year. I had my first taste last year completing the half and I enjoyed it so much more than I ever expected. I’m also keen to get back on my bike for another challenge after cycling from London to Paris in 2017 with some of my blogging buddies. I love a little spontaneity too so who knows what other opportunities might find themselves on my radar for 2018!

What’s the best way for PRs to work with you at the beginning of the year?
It’s a really busy time for those in health and fitness so I love it when I get contacted with a clear brief for projects that are mutually beneficial to both the brand and myself. I know it’s hard to come up with great ideas too but original themes, something a little outside the box of what we’re all expecting, makes it interesting for content creators and then our audience.

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What PR campaigns have you enjoyed working on?
It’s hard to pick but a few definitely spring to mind… There was the Suunto campaign when they launched their new Spartan Trainer watch, which is perfect for obstacle races and outdoor fun, in addition to everything a regular gps watch has to offer. I got to test it out at Tough Mudder and also for the first ever Barbados Cycling Festival, which was also another favourite of mine. I was born in Barbados and was at home at the time of the event so I organised a bike for myself and took part in the sportive. It was amazing to be involved in such an event and to be doing something that’s new to me in Barbados (usually just sun, sea and sand!). Then there was the RideLondon – Surrey 46 sportive in the summer, which was my first time taking part in the event and a good introduction to the 100-mile event that I hope to take part in one day.

What do you call yourself? [eg. Blogger/influencer/content creator]
First and foremost I call myself a Fitness Professional. Then I’d say Blogger as that was the platform that got me started and allowed me to be creative. It’s also the only platform that is mine – I think we sometimes forget that platforms like Instagram are not owned by us and could be taken away without notice! So everything I do, I see as supplementary to my blog.

What other blogs do you read?
I’m always reading a huge variety of blogs but a few of my current faves include Hues of Delahaye for travel and photography inspiration, A Pretty Place to Play for running inspo and mental health topics, That’s My Mum for fitness and girl boss inspiration and The Girl Outdoors to inspire some outdoor adventures!

 

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