Zen Media

As the digital sphere has taken over, this kind of PR has come to be called traditional PR, in order to differentiate it from the more recently evolved digital PR. Since digital media includes so many different types of outlets, as opposed to traditional media, digital PR efforts are generally a lot more varied and personalized than those of traditional PR. However, while they’re suitable for the traditional print media industry, they’re not as effective in the online media space. The other component of digital PR – one that doesn’t have a counterpart in traditional PR – has to do with the technical side of improving a brand’s online visibility.

To be a digital leader, you need to foster connection online: this means crafting a personal brand that people can interact with, consistently through various platforms online. More marketing dollars will go to Sponsored Content and B2B Influencer marketing Think of sponsored content and influencer marketing as “evangelists” for your brand. Even if the thought leader isn’t on the staff of your company, connecting with a thought leader in your industry — and implementing an influencer marketing strategy — will increase brand awareness and augment your brand’s trustworthiness. Talent acquisition will be a natural outcome of PR As brands and businesses focus on generating thought leadership and strong digital presence, they’re simultaneously working on crafting a message that helps bring in the best talent for their industry.

It’s also similar to Instagram’s “Close Friends” feature which, though unpaid, adds a level of exclusivity to social media sharing. While Twitter’s announcement left out a great deal of detail concerning Super Follows, it’s still creating buzz in the digital communications world because it addresses a desire that many consumers have: they want to filter the information they get online into a smaller selection of more significant and more beneficial items. Twitter’s upcoming subscription model will reveal which creators are thought leaders because, ultimately, the best creators will develop even more loyal followings if their audience starts paying for content. Does this content have a clear call to action or clear takeaway for my audience?” As Twitter rolls out this new feature, and others, in the new year, we will see a rise in targeted content and a focus on quality over quantity in social media marketing strategies.

On the radar in the tech world: Twitter’s new “super follow” feature Yesterday, Twitter announced that it will be testing a new paid subscription option on the platform called This paid subscription offering brings to light a new trend in social media platforms: exclusivity. This new Twitter feature could start a trend on platforms, offering an exclusivity that meets that longstanding desire of social media users: to form connection and reach people. Here’s a nugget of encouragement: it’s far easier to grow a following on a platform like Clubhouse in its early stages, when it has fewer users, than it is to grow a following on long-established platforms like Twitter, Facebook and Instagram.