What You Need to Know About the New Facebook Algorithm

Facebook recently announced that it will be rolling out a new algorithm, and it has gotten brands and businesses alike abuzz with worry about what these changes mean for them. The reality is that your newsfeed will favour content from your friends, family, and groups over business pages, which really, is what Facebook was originally all about. 

Yes, unfortunately your organic reach will probably drop. The good news? These changes forces brands to up their content game. We've been preaching quality over quantity for years, and that earning engagement online is like winning the Stanley Cup of social media, and platforms are finally getting on board. 

How can your brand stand out with these changes?

·      Comments = King

The new algorithm favours authentic engagement above everything else. Not only should you be taking the time to comment on others posts, but you should focus your posts on asking thought provoking questions and encouraging engagement as well.

What not to do: Increasing engagement does not mean bugging your audience to comment on every. single. post. You wouldn’t do this in real life, so don’t do it online either.

·      Now is the time to give Facebook Live a try

The keyword here is live. According to Mark Zuckerberg “live videos often lead to discussion among viewers on Facebook – in fact, live videos on average get six times as many interactions as regular videos.”

What not to do: Of coure this isn’t a catchall; use Facebook live when appropriate but don’t overkill it with irrelevant topics. Does your breakfast really need to be shared on Facebook live? Probably not.

·      Personal branding is where it’s at

Think outside the box of your business page. Use your personal account to build relationships and reach people. If you are an entrepreneur or business owner, it’s pretty much expected that you eat, breathe, and live your business, so why not spark conversations with your network about ideas or hear their suggestions?

What not to do: There’s a fine line between promoting your biz and spamming. Building relationships does not mean talking about your biz 24/7; it’s about nurturing your current connections through a wide range of personal and professional conversations. 

·      Be a good listener

Listening skills are going to be even more important with these changes. The only way to have an accurate pulse on who your audience actually is, is to listen to them. Take the time to hear what they care about, what they’re talking about, and where they spend their time online.

What not to do: Don’t forget to listen to your competitors too. You probably share an audience, so if they aren’t talking about you, they just might be talking about them.

Facebook returning to it’s roots means that your brand should as well. Think back on the classic building blocks of relationships and communications – creating trust, two-way conversations, and transparency. 

Social media doesn't replace real relationships; it merely provides a medium to further them. The key here is to treat your online relationships the same as you would if you were face to face, and by the sounds of it, this new algorithm will reward real relationships accordingly and help cut out the fake news. 

What do you think of these changes? Do you have any concerns?

The Mystery Behind Facebook Business Manager

Benefits of Facebook Business Manager

Most businesses are active on Facebook, aiming to reach a portion of their one billion+ daily users; and many of those companies have been switching from using a personal profile as a business platform, to a Facebook Page because if not, they risk losing the page entirely. It is against Facebook Terms to use a personal account to represent something other than yourself, so they have the right to deny access to that account. If you manage one or more pages for a business, company, or organization, you have probably heard of Facebook Business Manager.

What is Facebook Business Manager?

It is a free tool, released in 2014, for agencies and organizations to manage access to their Pages and ad accounts without divulging their account passwords, and giving full access to each user. Facebook has been asking anyone who shares login information with others for their pages and ad accounts to change the way they sign in. This has become almost mandatory, unless you have a small account and have the option to choose to link your Pages and ad account to your personal profile.

The initial setup the Business Manager is actually very simple. However, it can take about an hour to figure it all out. I would caution you to make sure that the personal account you are using to get to https://business.facebook.com/ is the CEO of the business, or the main admin as they will have the highest power when managing all of the Pages and contributors on this account. What kinds of benefits are there to Business Manager? Here are a few:

Business Manager keeps you focused and efficient

You can keep your work and personal life completely separate with the use of business manager. Your Business Pages login is not the same as your personal profile login, which means that you are brought directly to the timeline of your projects, and your pages. This tool brings all of your pages and ad accounts to one centralized location, which you can easily flip through using the tabs provided. There is no more need to log into different accounts for multiple platforms, they can all be accessed through the same account.

This tool has made managing multiple Facebook Pages much easier and less daunting. It is more simple now to request access to a client’s page, and you can specify what kind of access you need, such as ad analyst, or editor. The client receives an email and can approve the request with just one click.

Assigning roles

One of the best features of business manager is that you can easily assign roles. This means that you can grant people access and tasks to different pages and ad accounts. There is a tab that allows you to easily see who is working on what page, whether it be an individual or a group. The master admin has the power to remove people easily, and grant specific access based on each project or task.

The beauty of this is that you do not have to be friends with someone to grant them access to a page. You simply need a coworker’s work email, avoiding seeing photos of their new dog on your personal timeline.

Recommended improvements

As mentioned previously, Facebook Business Manager was released in 2014. Since then, a number of bugs and technical difficulties have been erased and improved. We couldn’t help but notice a few ourselves, like the difficulty to comment or like posts from pages in business manager from a mobile device. Additionally, the steps to access a page’s newsfeed seem to change often, however Facebook does not provide this update information to its users. Please keep us in the loop, Facebook! Overall, it seems that Facebook Business Manager is a great tool for managing pages and ad accounts, but less ideal for interacting as a page.

The mandatory switch may feel harsh, but take the time to explore the benefits of Business Manager. Have you used Business Manager? How is your experience with it? Let us know in the comments below!

Valentine's Day Cards for the PR Person in Your Life

Love day is just around the corner. Stores are bursting with 50 shades of white, pink & red, and your favourite PR person probably has their clients campaigns covered, but left their personal lives on the back burner.

As PR people we enjoy: social media, grammar puns, recent pop culture, and our cell phones (not in that particular order).

Here are a few cards to not only express your affection for your beloved communicator, but to also prove that you do in fact understand them.

Happy Valentine's day!

Quick & Painless Gift Giving Guide for the Communicator in Your Life

A few gift ideas for that special PR person.

1. Juice for their lifeline. 

Chances are your favourite communicator has a smart phone. Chances are it's almost always dying.  One of these portable chargers would make the perfect stocking stuffer for that someone special.

2.  A mug with words. 

We drink oodles and oodles of  coffee, and then some. We also are kind of nerds about words. A mug with any cute or clever quote is sure to put a smile on the heart and face of your communicator.

3.  Fuel for their fire. 

One word, two syllables: Starbucks. Load up a gift card for them and they will be eternally grateful. If your PR pro isn't into coffee, David's Tea is also a good option.

4. A big ol' bag. 

This one is more for the ladies. If you think your average girl lugs around a lot in her purse, than you clearly haven't met a PR girl. We need to be prepared for every and any occasion in a split second, so our bag has got to be big.

5.  Something snazzy for their office.

We suggest a coffee table book. It's a definite conversation starter, and something both clients and colleagues can enjoy. Bonus points if it's local.

Happy holidays and happy shopping! 

The PR Train Wreck Named Rob Ford

Step aside Miley, the celebrity spotlight here in Canada has shifted and the man behind it all is the infamous Mayor of Toronto, Rob Ford. If you have checked the news, twitter, or turned on your TV lately than you are well aware that over the past year his reputation has been quite literally going up in smoke.

From a PR perspective, it is almost impossible to argue that there has been some method to Ford's madness, as the only constant is chaos.

What are his top communications mistake to date?


1. Confession does not  equal credibility 

Especially if said confession comes a year too late. Our belief is that honesty is in fact the best policy, especially when it comes to PR. The sooner the truth comes out, the better you can prepare for it, begin damage control and move on, as well as retain trust with your audience. Most audiences don't hold you and your brand to a standard of perfection, but of respect. These are relationships we are dealing with, after all. When you make a mistake, fess up. The public can't understand what they are not told.

2. Perplexed priorities 

The logical decision in this situation would be for him to resign. At this point there is not much that he could do to save his reputation, and for the sake of the city, resigning would be the only acceptable option. But, Mr. Ford has not only declared that he will not resign, but that he will actually run again. Sounds like a selfish suicide mission to us. His role as mayor is take care of his city first, not his ego.

3. Mixed messages 

If it wasn't a given he was smoking crack, we could've suspected it by the bipolarity of his statements. It appears that every day he has a new version of the story, making it extremely difficult for anyone to give him the benefit of the doubt or for him to retain any ounce of credibility. "This is my story and I'm sticking to it" would've been a better approach for him to take, especially if that story involved the truth.

4. Refusing PR 

It  has been said that multiple PR agencies have been in and out of the Mayor's office as of late, and that he refuses PR help of any kind. Had he settled on a fitting PR agency, they could've better prepared him to deal with such a situation and perhaps shed light on the importance of honesty and his role as mayor.


Needless to say Canada sure has had it's fair share of media attention due to this issue, and the cliché "any publicity is good publicity" most certainly does not ring true. It's a shame that this scandal has brought our usually peaceful country to the forefront of the political playground.

How would you advise Mayor Ford to proceed? Do you think there is any chance of salvaging his reputation and city?

PR for Startups: Why & How You Should Be Doing Things Differently

PR is a crucial element to any type of business, but especially so to startups. It will make or break your success and it is important to keep in mind that you should be doing your PR differently than the brands you see on TV. They already have an established reputation and name, and you are trying to achieve that, so mimicking what they are doing in their stages of success won't work for you and your business. Your PR efforts need to be entrepreneurially tailored to your startup. 

Here are five tips for you and your emerging brand:

1. You're not Google or Apple, yet. 

A lot of startups expect huge media hits right away, and to put it bluntly...that's not going to happen. We get it, it's your baby and you are so close to it and so proud of it, of course you think the whole world should share your sentiments. And if you do your PR right, they will one day. It's ok to aim high and dream big, thats what essentially makes you an entrepreneur. You're a doer, a dreamer, you've got a fire lit under your butt and want to make stuff happen and that's what we love about you. But on the PR and publicity side, things don't move so fast and at this stage in your business (almost) any publicity is good publicity. 

2. You need to have a designated PR person. 

Too many entrepreneurs make the mistake of attempting to wear too many hats. Just because you can wear all the hats doesn't mean you should. This is true for any business, but especially for entrepreneurs. Your startup is essentially your baby and this can result in you being too close to it to be able to accurately pitch/explain it to other people. You don't want to have to deal with worrying about your next media hit or rejection, how people are perceiving your brand, etc. You are too close to your project and that's exactly where you should be.  Think of it this way, if you were applying for a job you wouldn't send your mom in for your interview, would you? Of course she thinks you are the greatest thing since sliced bread, she made you. You submit a resume, a carefully curated accumulation of your accomplishments that is (should be) factual. Think of your PR person as your living, breathing resume. 

3. Be very, very careful. 

Right now you are attempting to build your brand, so this is a kind of double edged sword. It's amazing because you have the opportunity to create and project any image that you want for your business, but if you don't predetermine what you want to put out there, then you leave the opinion up to the public who may or may not understand your business. No business should suffer a major slip up, but if, heaven forbid, it happens to Apple yes it will be tragic, but they have their already established reputation to fall back on. People will think "Yea Apple screwed up, but they are still an innovative leader in the technology industry." Your company doesn't yet have the luxury of having a recognized name/brand. These early stages will determine the future of your name, so approach them cautiously and be prepared. 

4. You're important too. 

Remember that it's not just about your company, your image is also important. You are the face of the company, and many times with startups their teams are usually small or nonexistent, so the public and the media will most likely be turning to you for interviews, information and more. In today's world of social media and cyberspace it is virtually impossible to avoid transparency. When people look up your brand they will look you up too. On Twitter, on Facebook, on Instagram, LinkedIn, everywhere. Small businesses have that personal connection and everyone will not only want to know about your company, but about you. Be active on social media and try to ensure that that your actions/thoughts are in line with those of your brand. 

5. Do this. 

Exactly what we are doing right now. Blog. Create content. Post pics. You need to give people material to learn about your company and actively putting out content will help you know your audience and converse with them. It's great to retweet this and share that, but don't limit yourself to merely sharing other's content. Create your own and get people talking about you. 

What PR tips would you add to our list for startups and entrepreneurs?

Why Ragan's PR Daily Rocks Our Socks

Ragan's PR Daily is without a doubt one of our go-to sites for anything PR related, and we're certain that we aren't alone in this sentiment. Based on the sheer volume of shares, engagement and laughs their articles get out of us and our peers on social media, it is obvious that they are an example to follow in the world of communicating and social media. They're laugh out loud funny, informative and current; basically they are that it girl in high school that all the gals want to be best friends with and all the boys want to date.

So, why are they so awesome? Let's make a little list à la PR Daily of the top 3 reasons we love Ragan's so much:

1. To the point & on point.

As PR professionals we are used to concise writing coupled with a hectic lifestyle, and anything that takes more than a minute or two to read through might get tossed to the side. Ragan's PR Daily masters the art of the top 5 list (and even the top 10, 15, 20 etc) and keeps their information both light yet knowledgeable. The content is always relevant and is usually somehow tied into today's pop culture, thus allowing you to remain up to date not only with your field, but with the world as well. Two birds with one stone? Heck yes, PR professionals love anything that ups efficiency levels.

2. They know their place.

There is a very fine line in the social media world between being consistent and being, well, annoying. Too many companies overwhelm you through not one social network, but multiple; while others are merely wallflowers that never seem to speak up or own a voice. Ragan's doesn't feed into either of these extremes. They consistently have content, yet somehow never seem to bother or overwhelm. They are like that comforting cup of coffee first thing in the morning saying "Hey, we got you. We're hear whenever you need us, and if you need us a little later, that's ok too." They are extremely active on   Twitter, Facebook and Pinterest, but even when I miss a day or two (which doesn't happen often) I never feel completely out of the loop. A good 15 minutes roaming around the site will get you all caught up, and even if you are a regular, there always seems to be something new to discover. This is gold in the world of social media and makes Ragan's a star pupil.

3. Memes. Oh, the Memes. 

I don't know how old the people running Ragan's are but it sure feels like they are right there beside me in Gen Y. They know memes, heck, they could teach a class on memes. Always appropriate, always awesome. Their articles are always accompanied by the perfectly suited meme, acting as a teaser for whatever witty piece they have written. Let me just tell you that my Instagram feed is full of memes courtesy of Ragan's that  I only wish I had thought up first.


Basically, if you are in any PR, comms or any social media field Ragan's PR Daily will be extremely informative, and amusing to you. They are a leader in the industry and an example to be followed.

That concludes our love letter to Ragan's PR Daily. 

Do you have as much of a crush on PR Daily as we do? Who are your go to websites for information in the PR industry? 

The Irony of Exceptional Businesses: Getting Back to the Basics

As a budding entrepreneur, I have recently taken to analyzing and dissecting businesses, companies and projects that I come across along my way. Mind you, I do this from a distance and usually in my head. But I especially do this with successful ones, because well, bluntly put, I want to be successful too. Gotta keep your eye on the prize, right?  Not only that, I have begun thinking about various brands or organizations I like and actually pondering the reasons why I do have such an affiliation and affection towards them.

The common denominator that was first to jump out at me was a simple one, but it was present in almost every single successful company I could think of and really managed to set apart the ordinary from the extraordinary.

I'll sum it up in a phrase for you: the truly exceptional businesses get to be so exceptional by doing some not so exceptional things. Pretty normal things, actually.

It's not necessarily about offering an amazing product/service or having a genius idea. That is an important part of the process of course, but there are millions of ingenious ideas and products out there, and those can make great companies, but to push the envelope and get your company to the next level it requires more than just that. Here is where we get back to the basics.

What do I mean by this? Well, perhaps I'm a tad idealistic and optimistic (my personal blog is entitled "The Eternal Optimist" after all), but I like to think that these traits tend to be rather, well...simple and standard. To me, they should be common sense. That is what I mean by basics. It doesn't take a rocket science to figure them out, but apparently it does to apply them.

I'm talking about the nitty gritty, elementary traits of humanity. I'm talking about getting back to the basics of social conduct, folks. Things like customer service. Great customer service these days can be thought of as simply acknowledging and answering a client's question or concern.  The standards have lowered and the technologies have improved. This should equal a recipe for social success, but in today's day and age it can too often be virtually impossible to track someone down in a company to talk to. And in my eyes that is inexcusable. What goes hand in hand with customer service? Politeness. In today's world of email and emoticons sometimes politeness seems to be a thing of the past, and because of that, it goes an even longer way when done right. There are many more basics I could list off that include but are not limited to: being on time, being prepared, listening skills, etc. These things should be a given in the business world, but I am realizing more and more that they unfortunately are not.

So, what does this mean for you and your business? Don't underestimate having an amazing product, but don't overestimate it either. There are so many (too many) wonderful ideas out there that don't make it past the startup phase and this is usually because all of the effort is spent perfecting the product and not enough on the business end. If this isn't your forte, find someone who does enjoy it and does it well. This is essential because it will create the reputation of your company and you can never take back a first impression, right?

This may be cliché but the most relevant quote that comes to my mind is simply the golden rule "treat others as you would want to be treated". This is almost even more applicable in business than in real life. You are a client of something after all. Turn the tables on yourself and think of what kind of treatment you would expect/like to receive from businesses.

What is your stance on this subject? Do you think it takes ordinary actions to create an extraordinary company? Do you think there is a lack of these logical traits in companies today?

Salut Social Media!

A few weeks ago I introduced my baby to the social media world. No, I was not with child, but I have been nurturing, creating and growing something over the past 9 months or so. This baby is Bowda PR, Communications & Consulting; a, scratch that, MY, brand spanking new PR agency. Bowda is a boutique PR agency offering a variety of services that range from social media management, media relations and content creation, and more. Bowda will be specializing in fashion PR, as well as working with startups and fellow entrepreneurs.

Why Bowda? Why now? The better question is why not now. I'm at a point in my life that I don't really have much to lose (other than time, which I don't even really consider a loss because every experience is a learning one). I'm pretty much a free agent and feel like I had to take this chance now, before the heavy responsibilities of life overwhelm and tie me down. You don't know unless you try, right?

Now, what everyone has really been asking me...what on earth does Bowda mean? The name Bowda actually arose from a separate dream of mine. First of all, if you know me at all you are well aware that I have a borderline unhealthy obsession with bows. They are just my thing. They represent everything that my style leans towards; femininity, polish and overall loveliness. I really wanted a name that represented and reflected who I am and my personal tastes. So, back to the first dream. A little fun fact about me: I am actually a certified wedding planner. I took the Wedding Planners Institute of Canada's (WPIC) wedding planning course a few years back with the intention of turning that into my entrepreneurship dream. After much though, I realized that is something I would want/need much practise and experience before being able to pursue it as an entrepreneurial endeavour and would have to immerse myself completely in that world. I still adore the idea, but was not able to give myself up to the world of weddings just yet. Although it is something I would still like to pursue, that dream is currently on hold to reach a few others first. The name I had came up with for my would be wedding planning business was indeed Bowda. The Spanish word for wedding is "boda" and I thought it to be a nice little play on words that also implemented my passion for all things bowed. When I started working on my PR agency and spent many an evening humming and hawing over a name, the boyfriend spoke up and said he liked the Bowda idea and suggested I stick with it. For whatever reason, I actually took his advice for once, and voila. Bowda PR, Communications & Consulting was thus born.

So far the support I have received is beyond incredible. It is an extremely scary thing to take a more or less blind jump into the risky and uncertain world of entrepreneurship and the warm support I have received is without a doubt the cushioned pillow at the bottom of my fall that ensured for a safe landing into the unknown.

Although it has only been mere weeks, I have already discovered and absorbed so much that if I were to close down shop tomorrow, it would have already been an extremely worthwhile experience. But don't worry, if I have anything to do with it that won't be the case anytime soon.

Stay tuned for more musings and ponderings from us as we embark on this winding ever-changing road that is the PR world as we know it of the 21st century. I'm not sure what to expect, but I sure am excited to find out and see where this road leads me. If you have any trouble finding us, just look for the girl with the bow.

www.facebook.com/bowdapr
@bowdapr

Darcy
xxx