Ohio University ImPRessions

Ohio University ImPRessions

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Facebook Metrics for New PRos

July 3, 2014

By: Melaina Lewis @melaina_lewis

While Facebook seems to be a dwindling marketing platform the ever-important question is why metrics matter. The answer, regarding any social media, is metric means everything. It’s a way to calculate return-on-investment, impressions, reach, frequency and clicks, all of the metrics mentioned before matter more than clicks. The value in Facebook metrics remains with impressions, reach and frequency.

Facebook Head of Measurement and Insights Brad Smallwood says, “Specifically, 99 percent of sales came from users who saw an ad, but did not interact with it.”

Smallwood also said campaigns that optimized ads for reach were 70 percent more effective at driving ROI. So, think about Facebook advertising. By paying a small chunk of change to increase reach of the ad, more consumers invest in the product. Smallwood reported campaigns optimized for frequency had a 40 percent increase in ROI, meaning if the ad appeared at optimized hours more consumers invest in the product. With that in mind here’s a crash course in measuring Facebook metrics.

First things first, know these three things:

  1. What you posted
  2. The number of impressions
  3. The percent feedback

Percent feedback= total number of comments + likes / the number of impressions.

Impressions can be misleading, but overall you want the percent feedback to increase. Because you want people to engage with your content, not just see it.

Thinking about what analytics to use? Facebook provides great insights.  Facebook measures page likes, post reach and engagement, while comparing it against weekly ratings and competitors.

reach

Keep in mind, impressions is the number of times your content was “rendered in the stream.” This means the content displayed on fan page walls, shown in newsfeeds, commented on or liked all counts in impressions. Three breakdowns of impressions include organic, paid and viral impressions. Reach measures the unique set of people that see it. In strategic planning, know your target demographic before designing Facebook content.

Organic Impressions: Number of times content was displayed in a Facebook user’s newsfeed or page.

Paid Impressions: Number of times your paid content was displayed.

Viral Impressions: Number of times content was associated with your page was displayed in a story published by a friend, which can include liking, commenting or sharing on your page, answering a question or responding to an event.

 

It’s important to grow organic impressions as it represents the number of engaged fans of your page.

Successful Scrippsters

May 27, 2014 2 Comments

By: Sydney Gardner @sydneygardner

E.W. Scripps is more than a person or a school – it’s a state of mind. Students have studied at Ohio University’s Journalism school for decades, but it isn’t what they did in their four (or five) years at Ohio University that sets them apart. It’s what they did when they graduate that truly shows why Scripps is a name that carries prestige. I wanted to take a moment to highlight some recent and not so recent grads of Scripps that have found success beyond the bricks of Athens.

Aaron BrownAs a proud member of the Scripps’ Public Relations Student Society of America, no list of mine would dare to start without Aaron Brown. Aaron graduated from Ohio University in 2001 and has been a PR Success ever since. While at Ohio University Aaron was a proud PRSSA member and had internships at Ogilvy Public Relations Worldwide and Babcock & Wilcox. In 2008, Aaron joined the team at Fahlgren Mortine Public Relations as an Associate Vice President. His hard work and Scripps-bred work ethic allowed him to rise to his current position of Senior Vice President. Aaron Brown has traditionally been the speaker at the first Scripps PRSSA meeting of the school year in the fall, so make sure to stop by and meet this success this fall!

Amanda Stefanik graduated from E.W. Scripps in 2012 and has been succeeding ever since. During her years at Ohio University, Amanda was a member of PRSSA, ImPRessions, AVW and Alpha Gamma Delta sorority. She also held various internships including one with the Miss Universe Organization. Upon graduation, Amanda accepted a job at PR Newswire where she currently works as Business Development Representative. Her role includes working with business across all industries to better their marketing and communication efforts.

Devin BartolottaDevin Bartolotta graduated from E.W. Scripps in 2013 with a focus in broadcast journalism. While at Ohio University, Devin interned with WABC-TV’s investigative unit in New York, NY, and with WTAE-TV in Pittsburgh Pennsylvania. Devin was also a member of Omicron Gamma chapter of Delta Zeta Sorority, and part of the winning team at the first Scripps Innovation Challenge. After graduating Devin accepted a Weekend Anchor Position at Rochester, Minnesota’s NBC affiliate, KTTC-TV. Within her first year in a brand new state, Devin survived winter, adopted a puppy and won the Associated Press’ first place award in the 2013 Minnesota Broadcast contest for her “Hearts of Hope” story. Devin’s work at KTTC and her ability to move and make the most out of a career in a new place demonstrates exactly why she is successful Scrippster in my eyes.

I met Allison Jordan at the first PRSSA meeting of the 2012 school year. Even then, I, and many others, knew Allison would do great things. As the 2012-2013 president of Scripps PRSSA, Allison was able to show that she was already a professional and a leader even before graduating. While at Ohio University, Allison was able to leave her mark on Scripps though her commitment to PRSSA and her willingness to mentor any and every underclassmen that reached out to her. Upon graduating in Spring 2013, Allison moved to Chicago to work for Zocalo Group, but has recently accepted and Account Executive position at Global Prairie in Cleveland. Her hard work and attitude truly exemplifies what it means to be a Scripps success and a Bobcat Alumni.

Narrowing down the list of Successful Scrippsters was no easy task, but that’s what makes Scripps so special. The fact remains that there are so many graduates of Scripps that I and many others consider successful. Scripps breeds success, and it’s only for the sake of word count that this list ends at four of them.  Make the most of your years at OU – you never know where those experiences will take you, and good luck to all of our 2014 Scripps grads! (Even though you probably don’t need it.)

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

#ImPRessThePros Twitter Chat Recap

March 27, 2014 1 Comment

Last night we had our first #ImPRessTheProsTwitter chat hosted by former CEO, Devin Hughes and his adorable puppy Winston. The chat consisted of five questions, all relating to jobs/internships (with a small debate on Coke vs. Pepsi). There was a total of 39 contributors, including Scripps PRSSA Professional Advisor Zach Wright, Former CEO Heather Bartman and students from other firms. Overall, the twitter chat was a success! So check out favorite tweets and the stats from last night’s #ImPRessThePros chat.

ImPRessions Twitter Chat

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cokevpepsi allison

 

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#HideAndGoBus proves to be a success

March 5, 2014

GObusThroughout the last few months, our GoBus account has been hosting a promotional contest, in the hopes of increasing campus outreach as well as strengthening the relationship between client and customer.

The contest, titled #HideAndGoBus, gives students the opportunity to win a free round trip ticket on any GoBus route, simply by participating in social media.

But, how does one win? It’s quite simple, actually. Each week the associates of the account discuss where they would like to hide the prize, typically debating between popular campus locations. Once the location is decided, the account puts together the winning prize – a GoBus backpack with a congratulatory letter inside, which is then hidden somewhere on campus.

Now comes the fun part – participatory social media! The GoBus twitter account (@ridegobus) tweets out a picture with a clever caption as a hint to where to find the bag. For example, the caption for a previous event was: “Craving a salad from Shively? Lettuce give you a free ride home!” the prize was hidden in Shively Dining Hall.

Once a student finds the bag, the letter instructs them to tweet back a picture of the bag as well as the hashtag #HideAndGoBus. The voucher number is then sent to the winner via direct message. This method prevents students from just walking off with the prize, and encourages followers to participate on social media.

So far rides have been found in Ping Recreation Center, The Front Room coffee shop and Alden Library.

The contest has proved to be a huge success for the GoBus account. Not only has it given the associates real world experience in doing social media for a client, but it has also helped GoBus connect better with their riders. Sometimes, GoBus isn’t seen in the best light by students, but this contest helps the company to redeem themselves and gain more student approval.  It has also become quite an exciting thing on campus, based on the reactions from students.

Jack McCann, winner of the very first #HideAndGoBus contest, exclaimed, “Wait, is this real? I can just take this?” via twitter when coming across the prize. All of the backpacks have been found within the first 10 to 15 minutes of being tweeted.

As the Assistant Account Executive for GoBus, I am very proud of everything our account has been able to accomplish for our client through this project. I feel as though each member of the account, including the executives, have all gained something great from this campaign because we developed it from the very beginning.

One of the many things I love about Public Relations is the opportunity to see your creative ideas come to life. For us #HideAndGoBus started out as just a simple hashtag and has now developed into an actual participatory promotion, and not only that, but it has also been successful.

I cannot stress enough how much we as an account have to thank ImPRessions and GoBus for allowing us the experience to create and implement something like this. It has been an experience I know I will take with me throughout the remainder of my college career working with ImPRessions and beyond.

Megan Newton is a sophomore studying Strategic Communication and specializes in Anthropology and Visual Communication. You can follow her on Twitter at @_megannewton.

ImPRessing potential employers

March 4, 2014

standing outIt’s difficult to stand out to a potential employer, and it’s especially difficult to stand out amongst a community of overachievers like yourself. Sure, your GPA practically denotes you as a genius and you’ve been involved in extracurricular activities since the beginning of your college career. You’re so involved that you can’t even fit all of your experience on your resume. On paper, you look hirable AND desirable. But here’s the catch: Everyone else does too.

So, how are you going to stand out?

It’s easier said than done, but there are ways to set yourself apart from the crowd that just might land you your dream job or internship.

  1. Request informational interviews. Although less formal and more conversational than the standard job interview, informational interviews give you a chance to chat with a company’s employers, ask questions and soak in the company’s atmosphere. You’ll be asked questions, but it won’t be as nerve wrecking, because you’ll also be expected to ask questions. These interviews will put you a step above people who are simply applying for the job because it will demonstrate your interest in learning about the company and dedication to making connections with the employees.
  2. Use social media to your advantage. You’re on your phone 24/7 anyway, so you may as well use your social media addiction to your advantage. Before going to a company, firm or corporation, tweet at them and express your excitement to visit. Use appropriate hashtags and tweet at the company, along with any employees you are expected to meet. In addition to this, take the time to “like” the company’s Facebook page and “follow” its LinkedIn and Twitter sites. Showing interest in a company can be as simple as a touch of the screen.
  3. Be prepared. There’s almost no quality more attractive in an employee than being prepared. Research the company and write down questions to ask them. Express curiosity in what they do and show interest in what they say. Be prepared to listen. It’s seemingly impossible to actually listen to someone when your heart is beating a mile a minute, your palms are sweating and you’ve completely blanked on your next question. But remember to actually listen to their responses. Take what they tell you and refer to their advice or anecdotes later when you follow up.
  4. Follow up. Be traditional. Instead of sending a follow up email, hand write a thank you note and connect with the employer on LinkedIn. When you ask to connect with him or her, make sure you include a personal message instead of using LinkedIn’s automated message. It’ll make you stand out above others that didn’t take the time to personalize a message. As said above, take something the employer said and refer back to it, whether it’s something candid, informational or simply memorable. Just make sure it’s noteworthy.
  5. Be yourself. Don’t be afraid to let your personality shine through your work, including homework assignments, projects, your resume, LinkedIn profiles or social media accounts. Don’t let being professional obscure your uniqueness, individuality or even your sense of humor. Most importantly, remember: It’s possible to be both personal and professional.

Standing out among other overachievers isn’t an easy feat, but the difference between receiving or losing a job can be as simple as a handwritten letter. Take advantage of all of the opportunities you can, and don’t lose your dynamic personality despite pressures of the professional world.

Allison Barwacz is a senior studying Magazine Journalism. You can follow her on Twitter at @abarwacz.

College Book Store Gives Back to Athens Youth This Sibs Weekend

February 6, 2014 1 Comment

sibs_2014_tee_impr-1It’s been a crazy couple of weeks at Ohio University! With holidays and two school closings, we have yet to have a full week of classes, since week one of the semester. Last Tuesday, the College Book Store ImPRessions account was suppose to be working hard in Scripps 116 to prepare for their Sibs weekend event. Instead, the account was stuck as home after the first weather related closing since 2009. As Queen Elsa would say, the cold never bothered us anyway! Our account worked from home to relay College Book Store’s message of giving back to the community this Sibs Weekend.

For the fifth year in a row, College Book Store will be donating a portion of their Sibs weekend sales to Big Brothers Big Sisters of Athens County. The locally owned store, located on Court Street across from College Gate, donates 20 percent of each Sibs Weekend T-shirt sold to BBBS of Athens County as a way to give back.

Big Brothers Big Sisters is a donation-supported organization that relies on community contributions in order to carefully match mentors with local youth. Since 1986, BBBS of Athens County has made a difference in the lives of children and mentors through their volunteer program.

This is the fifth year the College Book Store will be making a donation to the worthy organization. It is our account’s goal to drive up store traffic resulting in the largest donation to date. Give thanks for the sibs that are here in your life by giving back to the children of Athens. Purchase a Sibs Weekend t-shirt at College Book Store for just $9.99 and $2 will be donated directly to this worthy cause.

Hopefully the weather will clear up this weekend when the Sibs come to town, but if not, you can bet that the College Book Store account will still be hitting the bricks promoting the message of giving back. Make sure to visit us this weekend and treat your guest (or yourself) to a Sibs Weekend t-shirt. Feel good about your purchase and give back to the community that is home to us all.

 

Angela Martin is a senior studying Strategic Communications. You can follow her on Twitter at @_angelamartin.

What if Bobcats started their own PR Firm?

January 28, 2014 1 Comment

bobcatsThere have been many times that my friends and I have had discussions on how it would be if there were a PR firm that was owned and operated by Ohio University alumni? The answer: amazing!

We are already on a good start since there is our student-run PR firm, ImPRessions. So we have that going for us.

The mornings would most likely start out with the playing of the fight song or the alma mater to get our day going on the right foot, followed by sweet treats catered by Fluff Bakery.

Just about every desk would have an Athens brick, a “Pubs of Athens” poster, an Ohio University coffee mug, thermos and water bottle, and pictures of dear friends that we celebrated many nights with on the hallowed streets of Athens.

burritoLunch would be filled with the scent of Goodfellas pizza, and Burrito Buggy would have its own parking space.

There would be cubicle shuffles.

East, West and South Greens would designate different departments in the office.

There would be our own Scripps statue to give associates luck before client pitches.

Casual Fridays would most likely be, “wear your OU hoodie day.”

There would be an office cat named Rufus.

And of course, there would be a bar for the office with Jackie O’s on tap, where happy hour would be a regular occasion with recordings from The Bob Stewart band on repeat.

Working with only Ohio University alumni would give clients the opportunity to work with the most fun and driven people in the industry. If there is one thing that students in Athens know is how to work just as hard as they play.

Because of ImPRessions, students already have a small grasp on what it is like to be in an agency. We have around 100 colleagues and now 12 clients. We know how to support different clients to better the agency as a whole. ImPRessions is a group of students with high ambitions that know how to push each other in a positive way. With the backing of a journalism education and a think tank of bright, young Bobcats, in a real PR firm we would be an unstoppable firm with clients just as fun and hard working as we are.

- Ben Clos is a junior studying Strategic Communications. Follow Ben on Twitter at @BenClos1

ImPRessions Set to “Rock The Firm”

November 22, 2013

Platform Magazine, the student-run public relations publication at The University of Alabama, is conducting their first student firm spotlight series “Rock The Firm: What’s your Platform?”. The top student-run communication firms from across the country are submitting blog posts featuring their firm and clients.

Platform

The spotlight blog featuring ImPRessions, launched today and features the firm’s Athens County Humane Society Account along with the new restructure of ImPRessions. Check out the post and promote the amazing work ImPRessions creates!

Once all of the firms are featured, Platform Magazine will set up a competition to see what firm is voted the best student-run firm. Be on the lookout for the announcement that the voting is open so we can work our magic and hopefully achieve the imPRessive (hehe) feat of best student-run firm!

Benefits of Joining Both ImPRessions & PRSSA

November 5, 2013 8 Comments

ScrippsIn college one of the greatest ways to gain professional experience and expand your knowledge of your major outside the classroom is by getting involved. Luckily for us Scripps Kids, the journalism school has some top-notch extracurricular activities that students can be a part of. PRSSA and ImPRessions are two of these amazing organizations.

Both yield so many amazing benefits; I could go on forever about why I love each of these organizations. However, when you join both PRSSA and ImPRessions instead of just one or the other, it can be extremely beneficial in the short and long run.

1. You learn skills, and then in return experience how to apply them. PRSSA is a great organization to join if you’re interested in exposure to the many kinds of PR. You get to hear from a wide variety of speakers who are experienced in their jobs and enthusiastic about their day-to-day work. You learn what it’s really like in the world of PR and what’s important to take away from your time here at Scripps.

However, just learning about what you need to know isn’t enough. You need to have hands-on experiences with these skills to really become a master at them. This is why joining ImPRessions in addition to PRSSA is so helpful. You get to perform real tasks for real clients, which the PRSSA speakers elaborate on during presentations.

2. You make more personal connections with members. Because PRSSA meetings are only an hour long, with much of the time being taken up by announcements and speakers, there just isn’t time to connect with fellow members during the meetings. Of course you eventually begin to recognize familiar faces, but without exchanging of names and conversation, it’s hard to bond in that time frame every Monday night.

When you join ImPRessions in addition to PRSSA, you get the opportunity to meet for an hour with a more personal group of people. This allows for a better chance at having casual conversations and making friendships with fellow members. You get to become more familiar with some of the people you see every Monday night at the PRSSA meetings, which no doubt encourages positive relationships between the members of our PRSSA chapter.

3. You have a greater opportunity to hold a leadership position. Running for the executive board in PRSSA is a great way to get more involved and gain potential experience with having a leadership position. However, with only nine available positions, this makes elections quite competitive. With the new revamp of ImPRessions, new director positions have been added, giving members a chance to hold a higher position.

In ImPRessions you can also become an account supervisor or an account executive, which are also both great ways to gain leadership experience and learn how to manage groups of people. By joining both organizations, you have a better chance of being able to hold a leadership position, which in return looks amazing to potential employers.

4. They complement each other on a resume. Being able to put that you’re a member of PRSSA looks great on a resume – it’s even better when you say that you’re a dues paying member. Paying dues may seem like an expensive investment, but the rewards of doing it really are worth it. It comes with benefits that can help improve your skills and facilitate your entry into the wonderful professional world of PR. When you pay dues you also are exempt from paying ImPRessions dues, pretty much making ImPRessions membership an additional bonus to PRSSA. So why not join both?

Both of these organizations provide their members with experience that can be used in college and on after in a professional job setting. You get to learn things that will be used in the future, while making positive relationships and connections in the process.

-Mira Kuhar is a sophomore studying strategic communication with a business minor and English specialization. Follow her at @MiraKuhar.

Why I Love My Small College Town

October 30, 2013 5 Comments

oucampusEver since I was a child my dream was to live in a big city. I pictured myself having my dream job at an agency, going out to dinner with colleagues after work and on the weekends roaming the city and discovering unknown shops and restaurants. Generally, I think that many journalism students aspire to live in a big city because it’s where we think of news stories first breaking and the fast-paced lifestyle correlates directly with the continuously changing social media landscape.

However, despite my big city dreams, here I am in the small college town of Athens, Ohio. It may not have the glamour and endless things to do on the weekend, but going to school in a college town does have its own advantages.

Hands on Experience. ImPRessions is the best example of this because students have the opportunity to work with clients in the community. In such a small town, it’s easy for different companies to see the work the students are doing and this makes them want to be added to the client list. Students are given free hands-on experience doing real-world tasks that can be referenced when interviewing for internships or jobs in the future.

The Bobcat Family.  Going to school in a small town means a small campus and a close-knit family. If anyone were to doubt the love that current students and alumni have for OU and Athens, I would ask them to look at all the alumni that come back for Homecoming Weekend and how much students dread having to graduate. No matter where you are in the world, being a member of the Bobcat Family is something sacred and the connections you make with other bobcats are endless.

The Small Campus. Many bigger schools have the issue of getting students from different areas on campus within a timely manner, thus needing public transportation. At OU we are lucky because we can get wherever we need to be within ten minutes which makes scheduling classes back-to-back and grabbing something to eat before class a breeze. Even off-campus housing isn’t too far, which makes having a car on campus a luxury rather than a necessity.

Strouds, Hocking Hills and The Ridges. It’s easy to think that in a small college town you’ll run out of things to do, but that couldn’t be further from the case. In the foothills of the Appalachians we are surrounded by numerous state parks, historical buildings and one of the scariest places on Earth: The Ridges. When you want to escape uptown Athens, there’s no better way to do it than by spending the day on the water at Strouds or going for a hike in Hocking Hills. If you’re feeling especially brave, try exploring The Ridges and the nearby cemeteries at night.

A small college town may not have the endless shops and restaurants that a big city has, but the memories and relationships you make will last forever. The tight-knit community provides many opportunities that are just waiting to be grasped and endless networking opportunities. Only a bobcat knows how truly special a place like Athens, Ohio is.

-Allison Rumsas is a junior strategic communication major with a Spanish minor. Follow her  at @allisonrumsas.

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