Category Archives: Martino Flynn

NFL Ratings Decline: Should Advertisers Be Concerned

NFL football games, America’s most-watched live sports programming, have been largely unaffected by the ratings decline that has plagued network and cable TV shows in recent years. However, NFL ratings were down 8% from 2015 to 2016 according to the Nielsen rating, and numbers from the first six weeks of play point to a continued decline in NFL viewership for 2017. This could translate into a major issue for both advertisers and networks if the trend continues.

What’s driving the decline in NFL viewers?

One might say that the NFL and TV networks took their viewership for granted. NFL programming, except for Monday Night Football, is shown live on network TV—so viewership is not affected by the “cord-cutters” who have cancelled, or simply not signed up for initially, cable packages. And while a consumer could DVR an NFL game for time-shifted viewing, this seldom occurs. And streaming services, which are often blamed for the overall TV ratings decline, don’t offer NFL games.

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Three Reasons To Integrate Multimedia Into Your PR Campaign

The Internet has completely changed how audiences consume content. We can see that visual content is a driving factor behind engagement and it has created a shift in how brands secure media coverage. This blog post shares the top three reasons to integrate multimedia into your PR campaign.

#1 Audiences Consume Multimedia Content

Research conducted by educational psychologist Jerome Bruner has found that the brain processes visuals quicker and more effectively than text. Specifically, 80% of people remember what they see versus the 30% of people that remember what they read. Multimedia content can trigger emotion, increase content comprehension, and even produce long-term memories for target audiences. Because of these factors, consumers are gravitating toward multimedia content and communications professionals should continue to produce this type of content.

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Email Communications: Just What The Doctor Ordered

When your target audience is medical professionals, it’s easy to assume the status quo still holds true. After all, this is a traditionally conservative and literal audience.

When it comes to how they want to be communicated with, though, times are a-changin’.

A recent survey of physicians, physician assistants, and nurse practitioners by HealthLink Dimensions, for example, revealed that email is the preferred form of contact—with 75% of NPs and PAs and 66% of MDs citing it as the way they want to be contacted regarding industry news and product updates. When it comes to viewing emails, they’re split almost 50/50 using desktop computers or mobile devices.

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Keeping the Momentum—Why Music in the Workplace is a Must

Your co-worker in the next cubicle is on a conference call. Another two are cursing the printer as they clear out a paper jam. A project briefing is happening in the area next to you. And you’re stressing trying to finish a project by noon. Time to unplug? Or better yet, plug in? Your headphones may present the escape you desperately need to either regain focus or drown out a too noisy or too quiet work environment.

A recent study conducted by Dr. Teresa Lesiuk, University of Miami, found that music can improve work performance by placing a person in a positive mood as melodious sounds encourage the release of dopamine. Other studies have found that listening to background music can help improve one’s efficiency of performing repetitive tasks.

Walk around Martino Flynn and you often will see employees with headphones in or hear music playing from offices. As a creative agency, I wanted to dive into the reasons behind music and tap into my fellow employees’ playlists.

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Facebook Eliminates Modified Link Previews: What Brands and Marketers Need to Know

On June 28, Facebook announced a major update to its Graph API version 2.9 – it was eliminating the ability to edit and modify previews for shared link posts. Eliminating link preview customization means that publishers will no longer be able to customize link metadata, specifically, the headline, description, and link image.

The changes to Facebook modified link preview went into effect on July 18. The original announcement eliminating modified link previews included a 90-day depreciation period, meaning that the functionality will be fully removed by September. In addition, it’s expected that link modification will be removed from the ads platform as early as July 26. Facebook has indicated that they are making this change in order to “stop the spread of misinformation and false news” on the platform, according to its business help center.

For certain publishers, such as verified news outlets, Facebook is allowing publishers to ‘claim ownership’ of owned URL and domains, and these pages will still have the ability to modify links. However, at this time, this capability is restricted to news, sports, and entertainment publishers. More information on link ownership on Facebook for publishers can be found here.

What does the elimination of modified link preview mean for brands and other Facebook page owners?

While this is a major change for page owners and publishers, there are two simple steps you can take to prepare your site content to best respond to this change, and help avoid bad link previews on Facebook.

  1. Make sure your website metadata is up-to-date and accurate:

While shared link previews have always utilized a site’s metadata for headline, description, and image, publishers will no longer be able to modify this information. Check that your site’s metadata is accurate, SEO-optimized, and Facebook optimized, especially for pages you frequently share on social. Most frequently, Facebook pulls the link headline from your H1 tag, and the description from your site’s metadescription.

  1. Leverage Facebook’s Open Graph tagging to help control how your site content appears:

Facebook’s Graph API, which determines how link content is displayed on Facebook, works in conjunction with it’s Open Graph tags. Ensuring your website utilizes these tags is the best way to control how your site content appears on Facebook. But don’t worry – this doesn’t’ mean that you have to necessarily make major updates to your website code. The good news is that in addition to Open Graph tags, the Facebook API is also able to read most standard meta tag language. We recommend installing the Facebook Open Graph tags if you would like your shared site links and content on Facebook to display information that is different from your website’s metatags. In addition, the Open Graph tags give you the most control over what image appears with a shared link preview. To see how your site content appears as a shared link, as well as any Open Graph recommendations and error warnings, you can utilize Facebook’s Sharing Debugger.

If your site metadata is not optimized, it’s likely that any shared links to your site will give a poor preview and a bad user experience. Links with a poor preview almost always experience low engagement. Links which utilize a full-width image with appropriate headline and description gain the most exposure on the platform, and garner the most engagement.

Updating and optimizing your site’s metadata means that your links will work with the Facebook Graph API, giving you the most control of how your content appears on the platform. It’s the best way to fix bad link previews, and with the 90 day depreciation period, there is still time to make metadata updates before the changes are fully in effect.

If you have questions about the changes to Facebook’s Modify Link Preview feature or how to optimize and update your site’s metadata, contact Lead Planner Rose Cooper.

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