{"id":109227,"date":"2017-10-30T10:05:13","date_gmt":"2017-10-30T10:05:13","guid":{"rendered":"https:\/\/www.vuelio.com\/uk\/?p=109227"},"modified":"2017-10-30T10:05:13","modified_gmt":"2017-10-30T10:05:13","slug":"diversify-or-die","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/diversify-or-die\/","title":{"rendered":"Diversify or die"},"content":{"rendered":"

Last week Facebook ran a test in which publishers\u2019 content in six countries only displayed on a secondary \u2018explore\u2019 feed. The impact was immediate and devastating \u2013 one Slovakian journalist called it<\/a> the \u2018biggest drop in organic reach we\u2019ve ever seen\u2019. Though the test was quickly stopped, the obvious lesson to PRs is: diversify, diversify, diversify.<\/strong><\/p>\n

Before social media, Google and the internet, the job of a PR was arguably much more straightforward: build relationships with journalists and secure coverage in the press. If you fell out with one journalist, or a publication changed its approach to printing PR content, you had other choices and relationships throughout the traditional media landscape.<\/p>\n

But what happens when the people you have a relationship with can\u2019t control their content?<\/p>\n

Google, Facebook and, to a lesser extent, Twitter, LinkedIn and Instagram have the ability to make or break publishing, PR and the entire content industry with just a few lines of code. Facebook\u2019s experiment was seen by some<\/a> as a way to make more money from publishers \u2013 forcing them to pay to feature on a user\u2019s Newsfeed, which is the internet\u2019s second most valuable spot (after the first page of Google\u2019s results).<\/p>\n

If Facebook were to roll this out (and as it stands, that\u2019s not the plan<\/a>), then publishers\u2019 traffic will drop, alongside content from brands and businesses. The lesson here is simple and definitely nothing new \u2013 don\u2019t put all your eggs in one basket.<\/p>\n

While this should be obvious for PR pros, we sometimes forget how little control we have online \u2013 deceived by the ability to create posts, pages and profiles on platforms that are actually run by untouchable and unreachable behemoths.<\/p>\n

Being great on only one platform is a very risky strategy.<\/p>\n

If you\u2019ve nailed your brand\u2019s Facebook content, now is not the time to rest on your laurels \u2013 spread out that excellence to Twitter, Instagram and Snapchat to avoid any \u2018nasty\u2019 surprises to Facebook\u2019s practices.<\/p>\n

You may also have relationships with all the \u2018right\u2019 Instagram influencers, but would you be ready for a rule change that censored adverts? On social media, influencers are key to success and making sure you have the right influencer for the right platform is vital. The Vuelio Media Database<\/a> lists thousands of regularly-updated influencers, so you know you can reach the right people in the right way.<\/p>\n

Google\u2019s algorithm changes still send shivers down the spines of content creators \u2013 that SEO strategy you\u2019ve been tweaking for months and years is suddenly worthless. It may seem that Google\u2019s whims are hard to prepare for, but if you\u2019re spread out \u2013 using all your media contacts at all the right publications and platforms \u2013 you have time to adjust your strategy while still securing valuable exposure.<\/p>\n

And don\u2019t neglect offline mediums \u2013 print is not dead yet and great publishers are still in control of their output and audience, making them arguably as valuable as ever.<\/p>\n

We are<\/em> working in the age of digital content, where a handful of tech giants now control a majority of what people see online. But if we\u2019re smart and creative (and as PRs what else is there?) then we can diversify to manage our success and make sure we keep coming out on top.<\/p>\n

How much do you diversify? Let us know in the comments below!<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Last week Facebook ran a test in which publishers\u2019 content in six countries only displayed on a secondary \u2018explore\u2019 feed. The impact was immediate and devastating \u2013 one Slovakian journalist called it the \u2018biggest drop in organic reach we\u2019ve ever seen\u2019. Though the test was quickly stopped, the obvious lesson to PRs is: diversify, diversify, diversify. <\/p>\n","protected":false},"author":423,"featured_media":109230,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[350,7272,7238],"tags":[],"_links":{"self":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/109227"}],"collection":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/users\/423"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/comments?post=109227"}],"version-history":[{"count":2,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/109227\/revisions"}],"predecessor-version":[{"id":109233,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/109227\/revisions\/109233"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media\/109230"}],"wp:attachment":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media?parent=109227"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/categories?post=109227"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/tags?post=109227"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}