Creating Engaging Content with Facebook’s Newest Update

 

We hosted our first event of 2018 on February 21! Julie Wright, president and founder of (W)right on Communications, moderated our Dine & Discuss focused on the newest Facebook algorithm changes and how that impacts brand strategy.

If you don’t already know, the Facebook algorithm, nicknamed the “friends and family update,” favors content from your friends rather than from businesses. This change pushes for businesses to pay for boosted content in order to still be seen. Although paid boosted content can be very valuable, Julie advises that there’s still a great opportunity to be seen through organic content – that is if you are creating the right kind. In order to still reach audiences amidst the algorithm change it is crucial to create content that fosters engagement, meaning content that encourages comments, conversation and sharing.

Julie shared seven tips on how to do that:

1. Avoid yes or no questions: Julie says to think of social media as a cocktail party. Asking yes or no questions at a cocktail party leaves room for a one word answer and doesn’t allow for the conversation to flourish. Instead, try to ask questions that encourage a longer response and more engagement.

2. Focus on nostalgia: This is great for unique content creation. For example, take part in #ThrowbackThursdays or #FlashbackFridays.

3. Focus on storytelling: Posts that tell a story are more engaging and interesting.

4. Feature real people: Whether this means using user generated content or posting about your company’s employees, showcasing real people and real emotions creates engaging content.

5. Use Facebook Live: Facebook Live achieves 6x the interaction than organic content. Followers are notified when a buisness goes live, encouraging more viewers to watch and engage with the video. Furthermore, the video can live on as a post on your page allowing followers to watch the video long after it was recorded. Julie advises to still prep before going live: decide on an introduction, have a focus for the video and end with a call to action.

6. See First option on Facebook: Facebook users have the ability to check off a “see first” option for a Facebook page. This guarantees that your page’s content will have priority for showing in their newsfeeds. Julie says not to be afraid to ask your followers to check off this option for your page! For example: “If you want all the latest news on our upcoming event, make sure to check off the “see first” option on our page….” More information on how to set it up is here.

7. Turn on the Audience Optimization setting: Facebook allows you to improve your organic visibility on posts by turning on this function in your settings. This allows you to target your posts to specific segments of your page’s audience based on their interests! An easy and effective tool. More information on how to use the function is here.

We want to thank Julie for the invaluable insight and to all those who could make it last night! We all enjoyed great food and even better conversations. To those who couldn’t make it, we hope the above tips will help get your social media strategy focused in the right direction!

Join us at our next IABCLA event: Coffee Connection on March 3!

I Found My People in IABCLA

 

By Eli Natinsky
IABCLA, Vice President of Operations

“Do you want to join the board?” IABCLA Vice President Jenny Matkovich asked me at the end of my first chapter event in November. I had the opportunity to not only meet Jenny at that first function, but several board members and chapter regulars. It was a warm and welcoming group, so it was an easy decision when I was asked to take on a leadership role.

I was already well-versed in the benefits of IABC, having been involved in the Detroit chapter. I gained a great deal from my participation – networking, friendship, professional development, educational opportunities. So, IABC was one of the first organizations I sought out when I moved from my hometown of Southeast Michigan to Los Angeles this past fall.

I’m now the vice president of operations, and my duties include taking notes during board meetings, writing up said minutes, researching and implementing internal tools such as conferencing capabilities, creating blog posts such as this, and contributing in whatever other ways are needed. It’s the first time I’ve been on the board of a professional organization, and I love it.

I took part in our board retreat in January, and it was tremendous experience. There was great energy and enthusiasm at the gathering and several programs were conceived – this includes Dine & Discuss on February 21 at TOMGEORGE and Coffee Connection on March 3 at Andante Coffee Roaster. I’m excited for both happenings, as it’s rewarding to see ideas go from inception to completion.

Being on the board has provided me entry into the LA communications world. I look forward to continuing to build relationships with other local practitioners, as well as exploring the regional comms landscape. I’m now searching for a full-time position, and my involvement in the association will likely play a part in securing me a job.

I often hear of the need to “find your people” in that it’s important to seek out like-minded individuals who appreciate you. I’m happy to say I’ve found them in IABCLA, and I encourage other communications professionals in Southern California to become involved just as I have. Thank you to Jenny and the other board members – Ephraim Freed, Deborah Hudson, Sara Laurence, Morgan Robson, Grant Skakun – for including me in their efforts to build a stronger chapter.


Eli Natinsky is IABCLA’s vice president of operations. His writing explores various media, marketing, pop culture, and technology topics. Additional pieces are on his website: elinatinsky.com.

Ready to learn new skills and take a leadership role in a supportive environment?

IABCLA has several board openings….

… If you have web experience or would like to add WordPress to the list of skills on your resume, IABCLA needs a Director of Website (Webmaster)

… If you have the gift of gab and are interested in reaching out to communications vendors and corporations to build our partners, sponsors, IABCLA needs a VP, Sponsorships and Corporate Membership

… If you’re interested in professional development and have or want to develop skills and experience in events, IABCLA is looking for a VP, Professional Development

… If you’re a skilled networker, or someone who wants to build your LA network, IABCLA needs a VP, Membership

… If you’re detail oriented, IABCLA needs a Treasurer

To learn more, email: president@iabcla.com

Communications Specialist Opening

PCL – a top general contracting organization – is seeking an experienced Communication Specialist for the Los Angeles District office located in Glendale, California. If you have a bachelor’s degree in communications or related field, excellent skills, and the ability to work effectively under pressure in a fast-paced environment, this may be for you.

Read the detailed job profile. 

If you’re interested in applying, contact: Ana Stokley at astokley@pcl.com

Why IABCLA?

It’s membership month at IABC. If you’re interested in building your career and your network, and meeting innovative and established communicators in the LA area – IABCLA is for you. And this month you can join or renew your membership at a 10 percent discount.

I joined IABC 15 years ago when I transitioned from writer and video producer to communicator. IABC provided the resources, the contacts, and professional certification that established me in the profession. My IABC volunteer assignments expanded my horizons globally. When I moved to Switzerland, IABC was a network and safety net in a new cultural environment.

What’s in it for you?

In addition to events and programs in LA, IABC membership puts you in touch with communicators around the world and gives you access to research, newsletters, and thought leaders as well as job postings and an online directory of more than 1,000 members worldwide.

Find out what we’re up to at IABCLA.

Join Now!

-Deborah Hudson, President

Communications case study: Responding to a CEO’s potentially unethical demands

By IABCLA President Deborah Hudson

Ethics. My thoughts about ethics are pretty simple and direct. I have a strong moral bent and can tell the difference between right and wrong. When I encounter ethical issues I quickly find a clear, specific response. I thought that covered the bases.

But IABCLA colleague Cheryl Farrell opened my eyes. When we met with a handful of other members to dine and discuss “Communications Ethics in the era of ‘alternative facts,’” she said, “I think there’s always an ethical issue. Whenever human beings are involved, there’s conflict.”

And the discussion proved her point.

Case study: A CEO’s demand for employee names

Cheryl posed a case study based loosely on the changing fortunes of a communications giant: massive layoffs, followed by the CEO’s resignation and conviction on fraud. Employees faced insecurity, a loss of control and disillusionment in a corporation that they were once proud of.

The new CEO introduced himself and his new direction during a town hall, but was surprised by tough and confrontational questioning from employees.  The CEO shut down discussion, then demanded the names of questioners from the Communications department.

What is the ethical response?

5 responses to questionable ethics from the CEO

It turns out that everyone at the table that night had a different ethical resolution:

1: Build the CEO’s connections with the employees

One said, “I’d agree and set up a lunch for the CEO to sit down and talk to the employees whose names he asked for so he could get beyond the bitterness and see their sense of ownership and engagement.”

2: Advise the CEO on legal issues

Another suggested that it might be time to consult Compliance and would be important to counsel the CEO about legal protections for whistleblowers.

3: Advise the CEO to listen more before acting

A third suggested reframing the demand in communications terms – pointing to other CEO communications transitions – suggesting taking the high road of listening before launching new plans.

4: Ask the CEO why he wanted the names

Another person at the table suggested asking the CEO why he was asking for names in order to understand his intentions and try to speak to his underlying needs.

5: Wait

After tempers cool, ask the CEO how he wants to respond to the questions at the town hall.

Hearing the different approaches broadened everyone’s perspective. For me, it was a profound learning moment in the complexity of ethics: there’s more than one right answer.

Internal communicators: Holding the middle ground

All of these responses speak to the role of internal communicators today: We sit on this shaky ground between employees and executives, trying to serve both while ensuring ethical behavior and doing what’s best for the business.

A strong ethical foundation can make the internal communicator’s in-between ground more firm, but it doesn’t make these types of challenges any easier.

Based on the responses from peers around the table I see a simple checklist for those moments when we need to engage with an executive around an ethically challenging demand:

  1. Do your research on the legal implications
  2. Ask the executive why he’s made the demand
  3. Look for a way to show the human side of the issue
  4. Find a way to help the executive listen more to employees
  5. Help the executive connect with employees

This simple checklist can turn an ethical perspective into actionable next steps. Responding quickly from an ethical center is more important than ever In these days of “alternative facts,” viral videos and rushed judgments.

Employees and executives both need us.

So, if you were facing the situation in this case study, what would you do?

Event Recap: Nine & Dine Discussion About Ethics in the Age of Alternative Facts

Six LA communicators gathered around the dinner table in Venice March 31 to share experiences and challenge each other on how ethics play a role in our professional lives. As one diner said, “we have a balancing act inside us.”

The discussion focused mostly on internal communications, reviewing ethical issues inherent in leadership, as well as corporate culture, change management and organizational strategy. The group’s discussion continually circled around the idea that internal communicators, especially, play a variety of roles all at once. While they help executives and organizational leaders drive change, they also are like the nerve networks of the human body, bringing signals in from all the extremities to inform the central brain.

Cheryl Farrell (Internal Communications Manager at RAND Corporation), who facilitated the conversation, posed a “lightning round” where individuals posed solutions to a short case study. Six participants contributed six unique solutions.

IABCLA’s new VP for Communications, Ephraim Freed, summed up the discussion at the end of the night saying: “internal communicators are advisers to executives, champions of employees and bastions of truth and ethics.”

IABCLA members and those interested in IABC can look out for our next Nine & Dine event, which will focus on the topic of diversity and take place in downtown Los Angeles.

Leadership Institute Volunteer Opportunities List

The Los Angeles and Orange County chapter members are being called on to form a Hospitality Task Force for the IABC Leadership Institute conference in Long Beach this February, 4-6. Several exclusive volunteer opportunities are available within this committee  for those wishing to be part of an international event while demonstrating leadership skills.

VOLUNTEER LEADER POSITIONS:

  • Hospitality Committee CO-CHAIRS: One member from Los Angeles and one member from Orange County chapters, preferably past chapter leaders. This position(s) will:
    • Name the three positions on the Hospitality Task Force for the Leadership Institute and ensure that they understand their roles:
      • Volunteer coordinator
      • Hospitality coordinator
      • Dine-around coordinator
    • Set up regular meetings of the Hospitality Task Force and establishing a reporting structure to track progress
    • Communicate important information from staff to other task force members
  • Volunteer Coordinator:
    • Recruit 10-15 core volunteers to hep staff registration, hospitality and dine-around tables.
      • These volunteer staff positions are to be organized in shifts for a total of 2-5 hours throughout the LI conference.
    • Assign volunteer schedules at least two week prior to LI and provide instructions about responsibilities
    • Provide IABC staff liaison with a schedule that lists volunteer names, contact information and schedule.
    • Working with the Dine-Around Coordinator to recruit a dine-around host for each of the dine-around restaurants and provides direction for their assignment.
    • Working with Hospitality Coordinator, recruiting volunteers to lead the hospitality activities on Thursday/Friday of the LI conference.
    • With the hospitality and dine-around coordinators, recruit volunteers to staff the hospitality and dine-around tables over four days of the LI conference.
  • Hospitality Coordinator: The Hospitality Team is largely responsible for making sure that the conference’s social programs not only capture the international culture of the association, but also the spirit of the host city and region. The coordinator of this team will:
    • Manage the staffing and setup of a hospitality table onsite to introduce visitors to the host city, including where conference attendees can get information about restaurants, city tours, points of interest and other must-sees.
    • May develop a resource list of city restaurants, attractions and information to help familiarize attendees with the city.
    • Obtains hospitality tale materials such as city maps, transportation information and coupons (if possible).
  • Dine-Around Coordinator: The Friday-evening dine-around, coordinated entirely by the local chapters (LA and OC), has proven to to be of the highlights of the Leadership Institute. The dine-around provides participants with an opportunity to network with one another in a relaxed, informal setting and to enjoy one of the city’s restaurants while learning more about local city. Chapter volunteers serve as hosts at this “pay your own way” dinner. The coordinator of this team will:
    • Coordinate Friday evening dinners to approximately 10 local restaurants.
    • Identify restaurants in a range of cuisines and budgets, make reservations prior to the conference, and reconfirm all reservations on the day of the event.
    • Develop individual restaurant sign-up sheets with sample menus, cost information, and other key restaurant info for the dine-around table at the conference.
    • Works with volunteers to manage sign-ups at the dine-around table at the conference, Thursday-Friday
    • Identifies and recruits volunteers (dine-around hosts) to lead dinner groups on Friday evening. Provides instructions to the hosts.
    • Designs and prints a dine-around guide for onsite distribution at the conference and/or posts dine-around information on chapter websites prior to the conference.

 

SUPPORT VOLUNTEER POSITIONS

CMP Exam Proctor(s): The Communication Management Professional certification exam is to take place on Thursday during the conference. It is preferred that one male and one female volunteer to be present to sit in for this exam, as proctors must escort test-takers to the restroom if needed, in order to eliminate any opportunity for cheating. There will be a 20-30-minute training session provided to the proctors for the exam.

Core Volunteers: 10-15 volunteers to receive LI registrations and participate in the following duties:

  • Provide support at IABC registration desks to welcome attendees and distribute conference badges and materials
  • Checking badges at general session doors
  • Staffing the following two tables:
    • Hospitality Table. The volunteers who staff this table provide attendees with info about restaurants, points or interest and other must-sees. They will host a table with city guides, maps and other visitor info. Hospitality Table hours roughly follow IABC registration hours, Thursday/Friday.
    • Dine-Around Table. The volunteers who staff this table assist attendees in sign-up for the Friday dine-around restaurants. Familiarity with restaurants on the list is an asset. Dine-around table hours roughly follow IABC registration hours, Thursday/Friday.
    • Note: Hospitality and Dine-Around tables may be combined into one table for this event.

Dine-Around Hosts to act as hosts for dinner groups on Friday evening during the dine-around at local restaurants. These volunteers ensure their entire group is assembled and assist the group in traveling to the restaurant by taxis, public transportation, or by foot. All dinner attendees pay for their own meals and transportation to the restaurant. Local chapter current members are preferred. These volunteers do not receive a complimentary LI registration.

 

INCENTIVES AND BENEFITS

IABC will arrange and assist in the delivery of onsite training at the hotel for all volunteers within the week prior to the conference.

The hospitality task force benefits from the opportunity to promote chapter activities and membership to attendees. Further, volunteers have the chance to network with other chapters’ members and demonstrate leadership within the chapter.

IABC’s conference budget does not include funds for any additional initiatives that the hospitality task force may choose to develop. Any initiative that the task force may wish to pursue should first be discussed with the IABC conference staff to ensure that it is in line with programming and sponsorship goals as set forth by the Program Advisory Committee and IABC, and the task force understands that it is responsible for all associated expenses.

Leadership Institute Volunteer Opportunities List

The Los Angeles and Orange County chapter members are being called on to form a Hospitality Task Force for the IABC Leadership Institute conference in Long Beach this February, 4-6. Several exclusive volunteer opportunities are available within this committee  for those wishing to be part of an international event while demonstrating leadership skills.

VOLUNTEER LEADER POSITIONS:

  • Hospitality Committee CO-CHAIRS: One member from Los Angeles and one member from Orange County chapters, preferably past chapter leaders. This position(s) will:
    • Name the three positions on the Hospitality Task Force for the Leadership Institute and ensure that they understand their roles:
      • Volunteer coordinator
      • Hospitality coordinator
      • Dine-around coordinator
    • Set up regular meetings of the Hospitality Task Force and establishing a reporting structure to track progress
    • Communicate important information from staff to other task force members
  • Volunteer Coordinator:
    • Recruit 10-15 core volunteers to hep staff registration, hospitality and dine-around tables.
      • These volunteer staff positions are to be organized in shifts for a total of 2-5 hours throughout the LI conference.
    • Assign volunteer schedules at least two week prior to LI and provide instructions about responsibilities
    • Provide IABC staff liaison with a schedule that lists volunteer names, contact information and schedule.
    • Working with the Dine-Around Coordinator to recruit a dine-around host for each of the dine-around restaurants and provides direction for their assignment.
    • Working with Hospitality Coordinator, recruiting volunteers to lead the hospitality activities on Thursday/Friday of the LI conference.
    • With the hospitality and dine-around coordinators, recruit volunteers to staff the hospitality and dine-around tables over four days of the LI conference.
  • Hospitality Coordinator: The Hospitality Team is largely responsible for making sure that the conference’s social programs not only capture the international culture of the association, but also the spirit of the host city and region. The coordinator of this team will:
    • Manage the staffing and setup of a hospitality table onsite to introduce visitors to the host city, including where conference attendees can get information about restaurants, city tours, points of interest and other must-sees.
    • May develop a resource list of city restaurants, attractions and information to help familiarize attendees with the city.
    • Obtains hospitality tale materials such as city maps, transportation information and coupons (if possible).
  • Dine-Around Coordinator: The Friday-evening dine-around, coordinated entirely by the local chapters (LA and OC), has proven to to be of the highlights of the Leadership Institute. The dine-around provides participants with an opportunity to network with one another in a relaxed, informal setting and to enjoy one of the city’s restaurants while learning more about local city. Chapter volunteers serve as hosts at this “pay your own way” dinner. The coordinator of this team will:
    • Coordinate Friday evening dinners to approximately 10 local restaurants.
    • Identify restaurants in a range of cuisines and budgets, make reservations prior to the conference, and reconfirm all reservations on the day of the event.
    • Develop individual restaurant sign-up sheets with sample menus, cost information, and other key restaurant info for the dine-around table at the conference.
    • Works with volunteers to manage sign-ups at the dine-around table at the conference, Thursday-Friday
    • Identifies and recruits volunteers (dine-around hosts) to lead dinner groups on Friday evening. Provides instructions to the hosts.
    • Designs and prints a dine-around guide for onsite distribution at the conference and/or posts dine-around information on chapter websites prior to the conference.

 

SUPPORT VOLUNTEER POSITIONS

CMP Exam Proctor(s): The Communication Management Professional certification exam is to take place on Thursday during the conference. It is preferred that one male and one female volunteer to be present to sit in for this exam, as proctors must escort test-takers to the restroom if needed, in order to eliminate any opportunity for cheating. There will be a 20-30-minute training session provided to the proctors for the exam.

Core Volunteers: 10-15 volunteers to receive LI registrations and participate in the following duties:

  • Provide support at IABC registration desks to welcome attendees and distribute conference badges and materials
  • Checking badges at general session doors
  • Staffing the following two tables:
    • Hospitality Table. The volunteers who staff this table provide attendees with info about restaurants, points or interest and other must-sees. They will host a table with city guides, maps and other visitor info. Hospitality Table hours roughly follow IABC registration hours, Thursday/Friday.
    • Dine-Around Table. The volunteers who staff this table assist attendees in sign-up for the Friday dine-around restaurants. Familiarity with restaurants on the list is an asset. Dine-around table hours roughly follow IABC registration hours, Thursday/Friday.
    • Note: Hospitality and Dine-Around tables may be combined into one table for this event.

Dine-Around Hosts to act as hosts for dinner groups on Friday evening during the dine-around at local restaurants. These volunteers ensure their entire group is assembled and assist the group in traveling to the restaurant by taxis, public transportation, or by foot. All dinner attendees pay for their own meals and transportation to the restaurant. Local chapter current members are preferred. These volunteers do not receive a complimentary LI registration.

 

INCENTIVES AND BENEFITS

IABC will arrange and assist in the delivery of onsite training at the hotel for all volunteers within the week prior to the conference.

The hospitality task force benefits from the opportunity to promote chapter activities and membership to attendees. Further, volunteers have the chance to network with other chapters’ members and demonstrate leadership within the chapter.

IABC’s conference budget does not include funds for any additional initiatives that the hospitality task force may choose to develop. Any initiative that the task force may wish to pursue should first be discussed with the IABC conference staff to ensure that it is in line with programming and sponsorship goals as set forth by the Program Advisory Committee and IABC, and the task force understands that it is responsible for all associated expenses.

IABC Leadership Institute in Long Beach this February

Take advantage of the LI Conference’s exclusive volunteer opportunities or register for the CMP Certification exam.

IABC’s Los Angeles and Orange County chapters are proud to host the IABC Leadership Institute Conference February 4-6, 2016, in Long Beach. Over 100 attendees from around the world will be visiting our area to share best practices, refine ideas and build relationships.

Even if you don’t currently occupy a leadership position with IABC, there is still opportunity for you to be involved i making this event a success. The Los Angeles and Orange County chapters will form a Hospitality Committee to facilitate registration, networking, and proctoring the CMP Certification exam.

This committee will:

  • Organize the Dine-Around
  • Host a welcome/resource table
  • Provide an exam proctor for the CMP Certification exam (details below)
  • Recruit volunteers

We are looking for one member from IABC-LA to join an Orange County member in co-chairing this Hospitality Committee. IABC will arrange and assist in the delivery of onsite training at the hotel for all volunteers within the week prior to the conference.

Here’s your chance to be part of an international event while networking and demonstrating leadership skills. Contact communications-vp@iabcla.com if you are interested in volunteering in any of the above areas. (More detailed volunteer position information will be posted soon.)

 


 

COMMUNICATION MANAGEMENT PROFESSIONAL (CMP) CERTIFICATION

During the LI Conference we will be offering the CMP Certification exam on Thursday, Feb. 4. Candidates that successfully complete the application process developed by the Global Communication Certification Council will be eligible to register for the exam. Keep these important dates in mind:

  • Jan. 4: Application deadline for PRIORITY consideration for the Feb. 4 exam date
  • Jan. 22: Deadline for candidates to register for the October exam
  • Feb. 4: Exam administration

For more information and access to the certification handbook and application, visit the CMP Certification page. For questions regarding the GCCC, contact Sara Fowdy, Ed. D. at GCCC@iabc.com.