From Hyperlink Graveyard To Online Newsroom

From Hyperlink Graveyard To Online Newsroom
SHARE
THIS



Part two of Gerry McCusker’s guest piece (pictured below), author of PR Disasters and founder/principal advisor at Engage ORM, argues we should be re-planting our ‘hyperlink graveyards’ as a priority over trying to fuel chitter-chatter on social silos.

Last week, I suggested that a list of text-driven hyperlinks on the news page of a website –perhaps not updated for months, sometimes years – was not a particularly effective way to engage and inform online stakeholders: nor to manage or drive the news reporting narrative. Calling it a news page, in fact, could almost get you in trouble with the Ad Standards Bureau.

Gerry McCusker

So, I passionately believe you need to re-plant your ‘hyperlink graveyards’. In fact, I’d do it as a priority over trying to fuel chitter-chatter on social silos.

Make your website as valuable as social channels

Yes people; your website can become vital again! Re-animated (especially as social silo visibility creeps towards a pay-per-view model) and equally valuable to your repute, share-ability and SEO visibility than ‘social’ is. Basically, what you must do to your website is liberally infuse ‘social’ throughout your news pages. Why let your social media assets only live in silos?

You see, we need to remind ourselves what news has become; it is updates, posts, photos, geo-locations, reviews – it’s instantaneous. And it’s very visual.

We no longer wait for the morning flop of paper on our doormats, or tune-in on the hour for a radio bulletin, nor do we purchase an ‘evening edition’ to read on the commute home. That’s all from the same era as text-based PR releases. And living in such an old era, is a modern Communications error.

URL cemetery or brand news portal?

Today, most audiences’ concept of news has ‘teched-up’ and dumbed down. News is all about “social” – in its style, by format, on channel and via its interactivity. How does that square with your old ‘URL cemetery’?

Social news also necessitates a fresh approach on how brands and organisations create, curate and disseminate the content needed to maintain rapport, relationships and revenues. This calls for new functionalities.

Now, here’s a great insight from my PR peers at Edelman, whose Trust Barometer surveys over 30,000 folks in almost 30 nations. For the second year running, search engines were deemed the most trusted media source for news; in front of traditional media and way ahead of social.

Publish for social, stakeholders and SEO

So, essentially, if we want “to win the challenge of accurately and productively informing online audiences” you need to be able to publish for and influence search engine finds. But we don’t want to leave out the social scene (particularly given that May 2016 Pew Internet Research says 62 per cent of U.S. adults get their news on social media) like Facebook. And if we can directly e-DM audiences to boot, it’s critical to inform issues when digital journalists start digging around for story angles and perspectives.

All communicators can harness the publishing tenets and technologies that effectively counter misinformation, and adeptly address (even win) the challenge of accurately and productively informing digital stakeholders.

Whether audiences are using search engines or social silos to decide what they think about your business or brand, you must be influencing them with a lot more than a hyperlink graveyard.

Please login with linkedin to comment

CHE Proximity Designworks

Latest News

New Talent Agency, Liquorice Plants Roots In NZ
  • Marketing
  • Media

New Talent Agency, Liquorice Plants Roots In NZ

The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]

Anglicare WA Makes Winter Chill Contagious In Campaign Via Wunderman Thompson
  • Advertising
  • Campaigns

Anglicare WA Makes Winter Chill Contagious In Campaign Via Wunderman Thompson

9000 Western Australians experiencing homelessness are about to face cold winter nights. To call for donations to the 2021 Winter Appeal, Anglicare WA has released a chilling video with renowned actor Liam Graham, best known for his starring roles in Greenfield and The Heights, experiencing mild hypothermia after spending one hour in a commercial freezer. […]

Blackmagic Design Helps Create Latest Ad For Chris Hemsworth’s Centr Fitness App
  • Advertising

Blackmagic Design Helps Create Latest Ad For Chris Hemsworth’s Centr Fitness App

Blackmagic Design has shared how its products were used to shoot the latest commercial campaign for Chris Hemsworth’s fitness training app, Centr. The new campaign, which promotes the progressive 10 week workout plan ‘Power’ replicates the same protocols used to prepare the actor for his latest appearance in the upcoming Marvel franchise film, Thor: Love […]

Webprofits To Aggressively Drive Airtasker’s UK Growth Plan
  • Marketing

Webprofits To Aggressively Drive Airtasker’s UK Growth Plan

Airtasker has chosen leading independent digital growth consultancy, Webprofits as a strategic partner to help them expand to new markets. Following a successful IPO in early 2021, Airtasker set its sights on the next strategic objective — expansion and growth in the UK market. After careful review, they partnered with the growth marketing specialists at […]

Cresta’s Awards See Upturn As Ad Spend Starts To Return
  • Advertising

Cresta’s Awards See Upturn As Ad Spend Starts To Return

Cresta Awards has announced that despite having a few more weeks before entries close, this year’s Cresta Awards has surpassed its entries for the whole 2019 Season. Cresta sees this as evidence, not just of evolution in its own awards but of a wider measure of industry confidence and resilience in many markets. The awards […]

Seattle, USA - Aug 19, 2019: The new Google building in the south lake union area at twilight.
  • Technology

Reports: Google Draws The Ire Of EU (Again)

B&T's editor takes great pleasure in an opportunity to use 'ire' in a headline, despite having no idea what it means.

by B&T Magazine

B&T Magazine