Voice Search: The Next Frontier for SEO

Post by Colin Mumma, Specialist

Voice search is slowly but surely creeping into the search space, with more and more dedicated smart devices expanding their search capabilities beyond keyword query-based search. Like most technologies, it takes some time for it to work efficiently enough to serve the public, which means developing search functionality for voice search that is contextualized and intuitive to use. Smart device voice search users have to be not only comfortable with using voice search features, but also be satisfied with the results. You may be surprised to know that voice search has been around since the early 2000s and is only now starting to become adopted by the main stream. It is because of smart devices and Personal Digital Assistants (Cortana/Siri) that have made the technology more available in devices that many people already have.

These indicators tell us that mobile optimization and voice search are becoming even more prevalent in 2017 with plenty of room to grow year-over-year.

Who Is Using Voice Search?

According to Google, about 41% of adults and 55% of teenagers use Voice Search.

It can get very granular from here – different people use voice search in different places:

  • People start using voice search at home where they are not in public and eventually warm up to using the feature in more public, open places
  • Men typically use voice search features more than women do, and the more public the area the less-likely a woman is to use voice search
  • Voice search is a more desirable search method than a site’s internal search functionality, but less desirable than using search engine applications or mobile browsers for searching
  • Voice search is primarily used to make phone calls and perform simple, online searches followed by map navigation, note taking and selecting music

In the same study, they polled the top three reasons for utilizing voice search:

  1. Speed
  2. An audible, voice-led reply (via assistant)
  3. Hands free

These three things make perfect sense; the convenience of using the feature is what attracts people to using voice search, and where they see the value of using these tools is in the experience of search.

How Does Voice Search Affect SEO?

There are many indications that optimizing for voice search will differ from that of typical keyword-focused optimization strategies. First off, people do not speak the way they typically search on the web. Voice-driven searches are less predictable with a need for context-based search as opposed to specialized wording of terms. People who use voice search want more answers and fewer results. Different markets will also be affected differently by voice search adoption. Since people talk to digital assistants like people and not like machines, it can be hard to tell what users are going to “ask” their Personal Assistants (PAs). There is an impact on SEO when the below search examples are beginning to change:

Standard Search Query

“blue jeans Chicago”

Voice Search Query

“Hi Siri, just wondering where I can find a pair of skinny blue jeans on the Mag Mile here in Chicago.”

Both searches above are aiming for the same thing: blue jeans; however, the voice search command is a much longer query that is more conversational in nature and must be contextualized before being able to deliver the better, few results that voice search users want. It is because of the uniqueness and specificity of the voice command that ecommerce retailers will likely struggle more. It will likely take some time before that technology is streamlined and widely adopted. Personalized, long-tail keywords will pave the way towards adopting voice search keyword strategies.

Content should also be written in the voice of a natural, conversational tone to make it easier for search engines to match the context of the on-page copy and the user’s query. Schema markup is also essential for making sure your site/content will appear in the Quick Answers section of the SERP (position 0). Users who want quick information find results in this area the most desirable. Make sure that you are doing everything you can to make sure marking up all of your site content with microdata, or JSON-LD (recommended by Google). Creating FAQ pages with lists of often-asked questions also ensures that users have a primary resource for getting their questions answered.

Start Using Your Voice Search Features

The implications for voice search in 2017 are coming to a head. 2017 is a good time to start keeping voice search in mind for developing future digital strategies in every channel. Brands should:

  • Leverage smart phone features: Expect to hear more and more about voice search optimization in the direct future and start using those features yourself if you have a smart device with a digital assistant
  • Understand the implications: Voice search is best learned about through experience as opposed to research. Using these search methods will help marketers understand the way they personally use voice search and the impact it has on their search experience. Ask yourself, “If I were to ‘ask’ my PA about this product, what would I ask and what would I want in return?” This type of thinking is imperative to understanding the wide adoption of voice search implications for marketers and brands (especially brands)
  • Adopt and develop voice search strategies: Soon enough, voice search may become the most casual, predominant way to make quick informational, purchase, and navigational queries due to the mainstream adaption of smart personal devices. Marketers and brands should begin adopting and developing voice search strategies before it is too late. The time to begin optimizing and thinking about voice search was yesterday – start thinking about how your clients can obtain a leg-up by opening a discussion about this technology’s implications on your digital marketing initiatives.

To learn more about voice search, contact Performics today.

BRAND BUILDING: Pamela Yau on building equity for the female brand

BRAND BUILDING is a blog feature in which our experts present an in-depth POV on topics ranging from branding to design to experience, all through the lens of simplicity. Here Pamela Yau, associate business analytics & insights strategist, discusses how women can build brand equity for the female brand.

At Siegel+Gale, we solve business problems with our brand strategy, design and communications solutions. In this article I apply branding principles to the problem of gender equality, asking myself the question: How can women build and maintain female brand equity in the workplace?

The business case for gender equality is robust: research has linked gender equality to higher profit margins, productivity, and economic performance. However, we still have a ways to go to achieve parity (only 5% of Fortune 500 companies are led by female CEOs). In this blog post, I share four branding lessons women can use to build the female brand, rise to success as individuals and collectively further gender equality.

1. Overcome risk aversion

Brand growth requires a healthy appetite for risk.

No matter how strong a brand may be, being too risk averse can mean missing opportunities. Consider Kodak, which went from dominating the film photography industry, with 90% market share in 1976, to declaring bankruptcy in 2012. What caused the brand’s decline? An aversion to risk.

Despite being a pioneer in digital photography and inventing the first digital camera in 1975, Kodak was reluctant to give up its stronghold on film. Until then, Kodak’s identity and success had been shaped by a business strategy positioned around film. Disrupting this strategy to make room for digital would have meant taking the risk of changing a proven, profitable approach. Film was at the root of Kodak’s business and identity — and it was hard to let go. Therefore, Kodak stuck to its familiar strategy of selling film products, making room for nimbler competitors like Canon and Sony to move in on the digital market.

Take some risks.

Professional growth requires some risk taking. Women are typically more risk averse than men, or are perceived to be so. And research shows that men are more likely to take risks than women when it comes to applying for promotions. A commonly cited by Hewlett-Packard found that most women at the company applied for promotions only when they thought they were 100% qualified, whereas most men applied when they thought they were 60% qualified.

Why are women more risk averse? Different reasons, spanning the biological, evolutionary and cultural. Recognizing these underpinnings is just a starting point to push ourselves out of our comfort zones. Practice challenging yourself and taking small chances. Or follow the advice of a successful woman who once said, “I don’t like to gamble, but if there’s one thing I’m willing to bet on, it’s myself.”

2. Leverage strengths  

Successful brands leverage their strengths and perceived weaknesses.

German grocery chain Aldi has been taking on the supermarket industry by storm. Its shopping experience is highly utilitarian: walking into a store you might be surprised by its Spartan-like, impersonal decor. Products are placed on pallets instead of shelves, there are no special service counters and you have to rent shopping carts for twenty-five cents. The store design might seem bland in comparison to supermarkets with flashier signs and shinier floors, but Aldi’s minimalistic approach is precisely what makes the brand successful. Aldi is positioned around guaranteeing high quality products at the lowest possible prices, and a low-key store environment cuts costs that allow the brand to deliver on their promise. In the end, Aldi’s no-frills shopping experience contributes to its strength that keeps consumers coming back.

Leverage strengths—perceived or not—when you can.

Whatever strengths or perceived weaknesses you might have, use them to your advantage. Research shows that women’s brain structures make them better listeners. If you know you’re a good listener, then position yourself as a negotiator or manager. When possible, take perceived weaknesses and position them as strengths. For example, risk aversion can be an advantage; managing risk from the onset means women tend to research ventures thoroughly and calculate potential costs and benefits. In some cases, a slight tendency for risk aversion is a strength that can lead to higher returns: firms managed by female CEOs have lower risk levels and outperform firms managed by male CEOs, and startups with at least one female founder outperform those with all-male teams by 63%. Know which tools you have and when they can be leveraged to your advantage.

3. Build women’s brand equity for the long run

The best brands think long-term.   

Successful brands know that it’s not enough to build brand equity – it’s maintaining it in the long run that matters. Nasty Gal, for example, was a venture capital-backed online retailer that was able to generate a massive amount of buzz at the beginning through heavy advertising and marketing, but failed to convert the buzz into loyal customers, resulting in faltering sales. Furthermore, employees spoke out against the brand’s founder Sophia Amoruso, accusing the company of being “a horrible place for professional women who become pregnant.” These allegations made it harder for the brand to gain brand advocates, and the company went from generating $85 million in revenue in 2014 to filing for bankruptcy just two years later.

To maintain female brand equity, we must also think long-term.

Achieving gender equality is like building brand equity: there’s a lot of upfront work but maintenance is key for long-term success. One long-term strategy is to harness our power to advocate for others. Today it’s not enough just to reach the top . As Kevin Spacey once said, “If you’re lucky enough to do well, it’s your responsibility to send the elevator back down.” We have to think long-term and ask ourselves: are we helping other women get to the top? Are we making it easy for other women to lead in the future?

Studies show that female leaders are less likely to help other women professionally when they work in male-dominated fields. Examine the context in which you work and assess whether it is conducive to women advocating for other women. One may mistakenly blaze a path only to block others from traveling down the same road. Realize that, at least for now, equality is not permanent. Instead, it’s an active and ongoing effort.

4. Be self aware, and true to yourself

Successful brands have a firm grasp on their identities.

Brands struggle when they lose sight of their identity. Take Yahoo! as an example. The former tech pioneer was recently bought by Verizon. Its demise is due, in large part, to its identity crisis. It tried to be everything: a mail provider, a search engine and a news aggregator, without doing any one exceptionally well. In the process, it confused its customers and fell behind other tech giants that were more confident in their identities and value propositions.

Be true to yourself.

In her book We Should All be Feminists, Chimamanda Ngozi Adichie writes, “The problem with gender is that it prescribes how we should be rather than recognizing how we are.” Changing perceptions or building the female brand does not mean changing our identities. Career advice is not prescriptive; we shouldn’t adhere to an archetype of female success but reinvent and embody our version of success.

Therefore, in navigating one’s career or deciding what type of professional one wants to be, perhaps what’s best is to develop a self-awareness, understanding and articulation of your own identity. And with all our individual identities, we can then collectively build — and define — a stronger female brand for the future.

‘the den’ Chicago-style: Highlights & Resources from Our Latest ‘Digital Education for Nonprofits’ Workshop

After a successful inaugural event in our NYC headquarters last year, we held our second iteration of ‘the den’ – Digital Education for Nonprofits – yesterday in our Chicago office. The morning kicked off with a full house, as over 60 nonprofit marketers from more than 40 organizations joined us for a day of programming that focused on “Navigating the Future of Giving.” Subject matter experts from our various disciplines, including Social and Influencer Marketing, SEO/SEM, Insights, and Paid Social, gave their tips and tricks on how to make meaningful connections with key audiences for nonprofit organizations. We also welcomed guest speaker Temitope Famodu, Director of Communications and Fundraising at GirlForward, who spoke about the importance of finding your brand voice, crafting effective stories and connecting with millennials.

To close the day full of inspirational programming, we invited our guests to grab a drink, network and mingle in the Chicago office’s newly renovated Wrigley Field café.

Courtney White, Founder of Culinary Care, said that ‘the den’ helped her gain perspective on what matters: “In the world of marketing it’s so easy to get caught up on the what, and today reminded me that what we really need to focus on is the why. I’m definitely leaving today with a new perspective on where to focus my time and energy!”

One of the main challenges for nonprofits is facing minimal or nonexistent marketing budgets. Jeb Davis, Chairman of Chicago House Advocate Board, expressed how easy it is for consumer marketing to be pushed to the back burner when this is the case. The den helped him “understand how common media strategies can translate to Chicago House and how [we] can drive broader engagement with our supporters and the LGBTQ community.”

To help extend the content covered at this one-day workshop, below you can find a top-level guide to some of the insights, tools and best practices covered throughout the day.

From all of us at 360i, a sincere thank you to our partners that made the day possible, and to all the nonprofit marketers that joined us for ‘the den’! Following two impactful years of programming, we look forward to bringing this series to life in more workshops to come.

Follow 360i on Twitter to stay up-to-date on plans for the next event. First time hearing about it? You can learn more about ‘the den’ in our introduction blog post or by watching the video below.

 

The post ‘the den’ Chicago-style: Highlights & Resources from Our Latest ‘Digital Education for Nonprofits’ Workshop appeared first on 360i Digital Agency Blog.

Social Media News Roundup: March ’17 Week 5

Social media news roundup march 17 week 5
In the news this week – Facebook tests a new News Feed, Twitter removes names from tweet replies and Instagram is officially labelled as narcissistic…
Facebook tests new rocket ship News Feed

Facebook is testing a new feed of alternative content that users may be interested in, in the shape of a rocket ship icon adjacent to the News Feed button. This button has been spotted both at the top and bottom of the screen, depending on whether users are on the iOS or Android app. It includes content such as posts, articles, photos and videos from sources that users haven’t yet followed but may have an interest in based on what they currently like.

The new feed is part of Facebook’s attempts to better angle content towards user’s interests, while also encouraging engagement with content outside their own inner circle. Facebook believe that it could help limit misinformation and the spread of fake news by encouraging engagement with a broader array of media organisations and pages.

Facebook is bringing chatbots to groups in Messenger

According to TechCrunch, chatbots will soon be available on Facebook Messenger for a variety of functions, such as updates and new tickers for group members. These include sports bots, e-commerce bots and news bots, helping keep participants aware and informed on specific news and events.

It’s not yet clear how chatbots will be added to groups. The announcement has also been made that Facebook is opening its API to allow users to build their own bots for their own specific groups.

Twitter removes usernames from character count in tweet replies

Twitter is going to make tweet replies longer by stopping usernames from counting towards the 140 character count in responses. Originally announced back in May 2016, the update means that users will have more room to continue their dialogue via interactions.

The update has been met with some scepticism, particularly around the subject of Twitter canoes – situations where two or more people take to one of your tweets to start a heated discussion that doesn’t actually concern you. Beforehand usernames could be omitted in order to limit this. However, with that possibility removed it could result in some larger-scale frustration. Twitter has added a thread-specific mute button to help tackle this.

Instagram is officially the most narcissistic app

Instagram has been named as the number one app for narcissists, according to a survey. Undertaken by LendEDU, the survey found that 64 percent of millennials believe Instagram is the vainest social media app, ahead of Facebook, Snapchat and Twitter combined.

The post Social Media News Roundup: March ’17 Week 5 appeared first on Giraffe Social Media.

Holly (12) teaches the world about Autism in a courageous way for our new film with National Autistic Society

 

It’s World Autism Awareness Week, and we’ve made another film for you guys to address a vital issue around Autism – the world simply doesn’t know enough about it.

 

According to a survey of families with autistic family members, 87% say people stare, tut or make disapproving noises about behaviour associated with their child’s autism.

 

This sad reality means that many autistic people and their families tend to avoid public places. The fear is that people don’t realise that it takes them more time to process information than others, hence seeing them as inattentive or rude. The National Autistic Society explains that while almost everyone has heard of autism, a much smaller number actually understand what it means to be autistic.

 

And that is why this World Autism Awareness Week we have teamed up with NAS to show people what autism really is about and to challenge the public to consider what they can do to make the world more autism friendly. Our Creative Lead, Christopher Ross-Kellam shared this on the project: “We needed to find a way to visually represent a struggle that was otherwise invisible. To depict this battle with insufficient processing time in an emotional way, whilst staying true to the experience. We made sure that each stage of the creative process was tested on, and run by, an autistic adult and/or child.”

screen-shot-2017-03-31-at-11-29-17

So enter the stage Holly, our autistic actor who’s 12 years old and blew our socks off with her performance. The film follows Holly’s character on a single day, showing how overwhelming everyday situations can be for autistic people when they’re not given enough processing time. And on Tuesday our Year 7 star stood up in front of her entire school and told them about her autism with this film. What an incredible, gutsy move for a young Year 7!

 

So we’re hugely grateful to Holly and the rest of the cast for helping us share this message, as well as our production partner Knucklehead and media partner The Guardian.

 

Watch the film here, then take a look at www.autism.org.uk to find out more about how you can help. 

Make it Stop.Could you last an entire day like this?

#AutismTMI

Posted by National Autistic Society on Friday, 31 March 2017

 

 

 

 

 

 

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Friday Reading #89

xSome of the more eagle eyed amongst you may have noticed an unexpected gap to our regularly scheduled programme of brilliant inspirational thinking straight to your inbox. We would love to blame this on the office move, perhaps the Friday Reading server got lost in a taxi between Wellington Street and Tottenham Court Road? But alas we can’t lie to you, dear subscribers. The truth is that our copywriter was on holiday and didn’t write it before he left. The good news, for those of you that haven’t visited yet, is that we’re in! The move to our lovely new offices is complete! And by god it’s beautiful. Pop in for a cup of tea soon yeah?


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The business of creativity abounds with cutting edge
behavioural psychological techniques, skinny jeaned twenty somethings espousing
the joy of the latest gadget, and new-age breathing techniques that’ll give you
one last burst of creative juices to help on your brief for the next new baked
beans campaign. We’ve been making ads for years, and coming up with ideas even
longer – why not look to the 1930s? Visionary ad-man and polymath, James Webb
Young sets out his techniques for arriving at ideas in his 1939 book, A Technique for Producing Ideas, which mirrors many of the ideas of modern science and psychology, putting together a simple five point
plan for coming to great ideas.

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We try and keep Friday Reading as light and humorous as
possible, but sometimes we have to touch on heavier, more emotional subject
matter – this week, the beginning of the end for the old £1 coin. As sad as it
is, the Royal Mint estimate that around 2.5% of current £1 coins are fakes, so
it’s probably time for a change. The shiny new twelve-sided version is a fairly
significant development, and is almost impossible to counterfeit due to some
clever design tweaks
(some visible, some not) It’s also a little bit holographic,
which is always nice.

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According to data from YouGov, 71% of British people say the world is getting worse. Yet in reality it really isn’t, but we aren’t
focusing on the positive. Amongst over things; the proportion of the world
living in poverty worldwide has dropped from 53% in 1981 to 17% in 2011, child
labour is on the decline, global literacy rates are up, it’s a great time to be
alive!

But because the brain is instinctively structured to pay more attention
to bad news we’re not off to a good start, especially when glued to our phones
we’re notified of bad news more than ever. It’s human nature to perceive
improvement as merely just a fluke leading to a negativity bias. Research has
shown that people are really quick to conclude that something is deteriorating
.
Whereas for improvement, people have a very high threshold for what’s
true. Just remember that next time you think it’s all doom and gloom…

What is strategy? it’s a remarkably introspective discipline, among many reasons because the outcomes of it are so varied and unpredictable. The titan that is Lawrence Friedman calls it “art of creating power, and getting more out of a situation than the starting balance of power would suggest”. Dave Trott has an typically brief yet excellent view on the subject in his latest blog post, strategy is about sacrifice – what you’re left with when you remove everything you can do without.

Blog post #92: How to thrive in a world of fake news

Fake news. Post-truth. Alternative facts. Whichever phrase you prefer, barely a day goes by, now, without the nature of news itself being the headline.

How did we get here? It’s something of a perfect storm: ever-evolving technology and platforms have altered human behaviour; content is discovered and shared in shorter cycles on new formats; there is huge global political uncertainty; we live under the threat of terrorism and shifting socioeconomics; and trust in media and brands is at an all-time low.

This chaos has led to a brand new set of challenges for business leaders, brand guardians, politicians, journalists and consumers of content to navigate.

Weber Shandwick explored the fake news phenomenon in our panel session at AdWeek Europe last week in London: “Navigating the New Abnormal: A Brand Survival Kit in a World of Fake News”.

Our UK Head of Public Affairs Joey Jones (former Deputy Political Editor at Sky News), Editor-in-Chief Vivian Schiller (former Global Chair of News at Twitter and Chief Digital Officer at NBC News) and Head of Social, EMEA Danny Whatmough were joined on stage by BBC News Digital Development Director James Montgomery and BuzzFeed UK’s Political Editor Jim Waterson.

It’s clear that technology is driving and enabling the growth and spread of fake news. What we see in our social media feeds is driven by what we’ve engaged with in the past and what our friends are engaging with. Algorithms enclose us in a “filter bubble” where our confirmation bias drives us to stories we are predisposed to believe, regardless of veracity.

It’s extremely likely that those who were surprised by recent political events in Europe and the U.S. were not seeing what those with a different view were reading, saying and sharing. We’re effectively living in different realities depending on where we sit on the political spectrum, or in regard to any big news topic.

According to a 2016 Digital News Report by Reuters Institute for Journalism, we’re happy for the news we see to be picked for us: 36% of us are happy for news to be automatically selected for us based on what we’ve read before; 30% are happy to see news based on the judgement of editors or journalists; and 22% are happy for news to be automatically selected for us based on what our friends have consumed.

It’s worth noting, however, that the survey was carried out pre-Brexit and the U.S. election, so it will be interesting to see if things change.

So what do we mean by fake news? We’re all bandying the phrase around as if it is a clear-cut, universally-understood notion, but its definition is broader and more nuanced than you might think. According to First Draft, a non-profit focused on the challenges of trust and truth in the digital age, there is a “Scale of Intent” to the complexity of misinformation and disinformation:

  • Satire and parody (no intention to cause harm but has the potential to fool)
  • False connection (when headlines, visuals or captions don’t support the content – eg some clickbait)
  • Misleading content (Misleading use of information to frame an issue or individual)
  • False context (when genuine content is shared with false contextual information)
  • Imposter content (when genuine sources are impersonated)
  • Manipulated content (When genuine information or imagery is manipulated to deceive)
  • Fabricated content (new content, that is 100% false, designed to deceive and do harm).

But the biggest problem isn’t actually pure “fake news”, according to BuzzFeed’s Waterson: it’s the middle ground: “In the UK, for example, we don’t have completely false stories going viral. What we do have is hyper-partisan websites and headlines that stretch facts to the absolute limit. They are not completely made up, but they are in the category of fake news.

“From a brand perspective, once something with a kernel of truth has been RT’d a million times, it becomes the news, and comment pieces are out before anyone has fact-checked the original story. Even when you delete a post or tweet on your own channels, someone will have screen-grabbed it. Speed is critical. If you don’t kill it in minutes, you’re stuffed.”

At the BBC, Montgomery agrees that the middle ground is the danger area for companies and brands: “What’s really changed is this issue of false context: a CEO can say something that is taken out of context and amplified; suddenly you have a comms crisis on your hands. It’s much worse now because of the speed that content can travel, and the amplification of social media. The original message is lost, but the story is all over the internet in no time.”

He adds that the BBC is putting greater emphasis on fact checking to meet this challenge: “We’re providing more rigour. It’s no longer enough to simply report what politicians and public figures say, and take it at face value: there are times when we need to put it in context, and explain why it might not be true, or why others might disagree strongly.”

Faced with this challenging communications scenario, it’s no surprise that many brands and CEOs are keen to stay out of anything remotely contentious. But these days, it’s not that easy.

As our social media guru on the panel, Danny Whatmough, says, fake news is putting a number of things beyond brands’ control: “There’s the reputational impact of being associated with fake news, the potential backlash, the problem of issuing releases that might be wrongly interpreted, plus ‘fake news’ as a phrase can now be used as a counter-argument for any brand communications.”

He adds that there may even be a knock-on effect on campaign strategy, tone and creativity: “Brands are having to think about how they approach campaigns, and anything that might start to look like they are tricking the public. They are having to be careful around parody, satire and humour, for instance. It’s like everything has been politicised overnight.”

Our Editor-in-Chief Vivian Schiller says staying out of the debate is not really an option for brands anymore: “Something that would have been anodyne two years ago is now a political statement. We’ve have had nothing short of a civic awakening: people who have never protested in their lives are protesting. It’s been astounding and there is a lot of pressure on brands as a result. What are you going to say about relevant new legislation, for instance? You can’t sit on the sidelines.”

The antidote to fake news is probably the same as it was when we used to call it propaganda: journalists being committed to the truth, and marketers being true to brands’ core values. As broadcasting journalism pioneer Edward Murrow said in 1963: “To be persuasive we must be believable; to be believable we must be credible; to be credible we must be truthful. It is as simple as that.”

Murrow was speaking about journalism but, as Schiller points out, this is an enduring call-to-action for brands and agencies, too: “It’s absolutely relevant to how we speak to customers and our target audiences. We are in the communications and dialogue business, and you can’t do that without being believable, credible or truthful.”

At BuzzFeed, Waterson agrees: “Reputations can be destroyed in seconds but you can’t build a reputation that is sustainable in such a short amount of time. Companies need to double down on efforts to build brands that are credible, and speak to audiences in an authentic way.”

Brands are also likely to have more confidence in their ability to handle a fake news crisis if they are prepared. As Whatmough says: “Brands are familiar with crisis communications planning but often their plans are hidden away on a 100-page deck somewhere in a drawer. When an issue suddenly arises and you have seconds to respond, those plans can’t always be found or relied upon.

“It’s about testing, testing, testing: everyone from the CEO to the social media manager dry-running and learning from crisis preparedness exercises. It’s about having that anchor in place, being nimble and understanding that waters can get choppy.”

Another hurdle to overcome is the global breakdown in trust in every type of societal establishment, from governments and public institutions, to business and the media.

“There is a crisis of public trust,” says Montgomery, “but when it really matters, I think the public does distinguish between news that is truthful, and news that is more like entertainment. A cornerstone of the BBC is that you can trust it. On big news days, we still have the biggest traffic, which gives me grounds for hope that people do still want to know what’s real.”

At the end of the AdWeek Europe session, Joey Jones asked the panel to consider what the future might have in store: in a year’s time, what will have changed about the current environment?

The consensus was that the social media and search platforms will have found a way to shave off the worst fake news culprits and will increase tagging of fake news, and that the market is likely to self-correct to a certain extent.

However, it will be impossible to remove or flag 100% of manufactured “news”, we’re likely to have a lot more examples of brands getting unstuck, and we’re all – brands, agencies and the media – going to have to work hard to preserve the integrity of the news landscape.

In the meantime, where does the fake news phenomenon leave the media? For me, BuzzFeed’s Waterson hit the nail on the head when he said: “It’s going two ways: we’re seeing the worst dross that’s ever been written, but we also have universal access to the best journalism of any age”.

Sign up to the Weber Shandwick EMEA blog and tap into the region’s smartest and most creative PR brains. Every week, we’ll deliver an engaging essay packed with insights from our experts across Europe, the Middle East, and Africa. Reputation, innovation, digital and social thought leadership: covered.

The post Blog post #92: How to thrive in a world of fake news appeared first on Weber Shandwick UK.

[Webinar] Which SEO Metrics Matter and Which Do Not

Taught by Enterprise Campaign Manager and SEO Expert PJ Howland. When it comes to SEO strategy, there are so many metrics you can be looking at but it’s only helpful when you know which ones you need to be looking at, in order to move the bottom line. In this webinar we’ll cover the metrics that […]

The post [Webinar] Which SEO Metrics Matter and Which Do Not appeared first on 97th Floor.