February 2016




Creative Workflow

At the heart any restaurant, you’ll find a harried crew toiling in a noisy kitchen. And behind the scenes of every thriving brand publishing program, you’ll find writers, editors, designers, and strategists doggedly turning rough ideas into polished posts. While the big creative ideas get the headlines, long-term publishing success depends on an effective workflow.

This month, we celebrate the unglamorous realities of workflow that works. In our Feature, we share tips for building editorial calendars that connect all the dots. Our latest Question explains how to work the kinks out of reviews, revisions, and approvals. And in the new Case Study, we explain how our development team saved the Harvard Business Review’s editorial team countless hours. Throughout, we’re highlighting some of our favorite workflow tools for publishing teams.


Social Stats
Social Networking Stats

 What’s Trending

Snapchat Launches Discover
“The new Discover page is an always-on daily refreshed channel guide serving up disappearing content alongside brand advertisements… This new Discover page puts media at the forefront of Snapchat’s product. Brands and publishers are delivering content to users as opposed to relying solely on content users create to power usage of the company.”
Source: TechCrunch

Discover aims to grow Snapchat’s user base and keep them coming back. Pairing publishers hungry for new revenue streams with advertisers eager to reach young, mobile audiences, it accelerates content creation and consumption while delivering a cut of new revenue. With Snapchat closing a big fundraising year in 2014, expect more features, brand opportunities and publishing functionality as the platform looks to grow from a messaging service into a content and media hub.

Global Trend

Twitter to Acquire Ad Tech Company ZipDial to Boost Emerging Market Growth
“Twitter has made its boldest move yet in its race with Facebook to draw eyeballs in emerging markets. The social media company agreed to acquire ZipDial, an ad tech and analytics platform based in India. It marks Twitter’s first purchase in the country, its largest potential market for growth. Bloomberg reported the sale at $30 million.”
Source: Ad Age

Twitter’s acquisition of an Indian start-up highlights its effort to expand globally amid slowing user growth and engagement. ZipDial brings more ways to engage mobile audiences and can deliver content to offline users via its “missed call” platform. Depending on how ZipDial’s functionality is integrated, the purchase could increase global accessibility to Twitter, stimulate growth and give brands a way to engage new audiences who lack consistent access to Internet or data connections.

Daily Active Users: 890,000,000
Daily Mobile Active Users: 745,000,000
Monthly Active Users: 1,390,000,000
Monthly Mobile Active Users: 1,190,000,000

Monthly Active Users: 288,000,000

Monthly U.S. Visitors: 40,300,000
Registered U.S. Members: 111,000,000
Registered Members: 347,000,000

Monthly Active Users: 300,000,000

Blogs: 223,500,000
Monthly U.S. Visitors: 35,265,000

Monthly U.S. Visitors: 51,779,000

Monthly U.S. Visitors: 8,141,000
Monthly Unique Visitors: 60,000,000

Monthly U.S. Visitors: 166,576,000
Monthly Unique Users: 1,000,000,000

Monthly Active Users: 360,000,000

Monthly Active Users: 700,000,000

Registered Users: 292,980,000
Daily Active Users: 69,000,000

Monthly Active Users: 39,700,000

Registered Users: 219,000,000
Monthly Active Users: 44,000,000

Monthly Active Users: 167,000,000
Daily Active Users: 76,600,000

Monthly Active Users: 629,100,000
QQ IM Monthly Active Users: 820,000,000

Registered Users: 1,120,000,000
Monthly Active Users: 468,000,000

Monthly Active Smartphone Users: 6,950,000
Registered Users: 20,000,000

Registered Users: 560,000,000
Monthly Active Users: 181,000,000

“What’s the next Facebook? That, of course, is a question only an old would ask. The youngs implicitly grasp that there can no longer be a single dominant social network.”

– Slate technology writer Will Oremus

Advertising Trends


Facebook Helps Brands Know When Ads Work

“Lift works by studying groups of people who were exposed to the ad and people who were not… 90 percent of users who saw an ad on Facebook and then made a purchase didn’t actually click on the ad, never registering credit for the social network. Meanwhile, perhaps the next click the consumer took — say, to search for a store — took all the glory.”
Source: AdWeek

Measuring ROI is an age-old challenge in social media advertising, and Facebook is uniquely positioned to address it. Because Facebook users tend to log in to the same account on all devices, the network can track, for instance, when someone views an ad on their tablet and later makes a purchase on their desktop. In one example, a Facebook campaign grew an advertiser’s sales by 12%. Of course, take the results with a grain of salt: Facebook has a vested interest in selling its own ads.


Tumblr Starts Creative Studio Staffed by Users

“On Thursday, the Yahoo-owned social networking site unveiled the Creatrs Network, an internal team that works with upwards of 300 Tumblr bloggers to produce content for paid advertisers. Brands buying sponsored posts, for example, can use the platform’s new cabal of ‘creators,’ who churn out images, gifs, text and video on the site.”
Source: Ad Age

Many of Tumblr’s top influencers have earned their fame by creating high-quality content, leaving advertisers striving to copy the slick look and feel of users’ posts. That’s why this is such a savvy move: Advertisers get to harness all that enthusiast talent, and the results stand out from typical sponsored social content. As Tumblr’s head of creative strategies, David Hayes, explains it, Creatrs is meant to be “the exact opposite of a content farm.”

Snapchat’s Discover Promises
“Gorgeous Advertising”

“Snapchat has attracted a big lineup for the launch of its media service called Discover, which will host branded properties for Yahoo!, People, Cosmopolitan, the Food Network, Daily Mail, Vice, CNN and others. Such media players are setting up channels on the messaging service to post their photos and videos that will last 24 hours… The media companies will be able to sell ads and share revenue with Snapchat, sources said.”
Source: AdWeek

While we don’t yet have impressions numbers for Discover, Snapchat has been claiming that its Stories receive one billion views each day, and Discover’s reach is probably comparable. With so few publishers currently on Discover, its sponsorships are rare and especially prized. However, assuming the program expands, brands will have two new opportunities for reaching Millennials: as advertisers on publishers’ channels, and as publishers themselves.



“If we value clear writing and the ability to communicate clearly with a wide variety of people, we should value teaching our students the basics of computer languages and digital communications.”

– Aaron Chimbel for PBS

Noteworthy News


Vine Introduces Vine Kids

“Through adorable animated characters, kids can watch videos that are appropriate for a young audience. Swiping right or left shows a new Vine, and you can tap the screen to hear quirky sounds.”
Source: Vine Blog

A parent needs Herculean willpower to keep a smartphone away from a fussy toddler, so little kids could turn out to be a big audience for Vine. If your brand has appeal among young children, this is a unique chance to reach them directly with fun and creative content tailored to the channel.


Facebook Dominates Social Sharing

“In its latest sharing trends report, ShareThis analyzed sharing behavior of more than 2 million U.S. consumers across more than 3 million sites and mobile apps. It found that during the fourth quarter of last year, a staggering 81 percent of social shares came from Facebook, up 8.2 percent from last January. In comparison, sharing activity on Twitter, Pinterest, and Reddit declined 3 percent, 0.6 percent, and 0.7 percent, respectively.”
Source: ClickZ

ShareThis contends that Facebook is the “basic” social media outlet, while the other platforms revolve around niche interests (e.g. cooking, beauty and fitness on Pinterest). Of course, this isn’t true for everyone, but it’s a good reminder that for many users, social media begins and ends with Facebook. That means no matter how much the platform tinkers with brands’ organic reach, it’s still a vital part of a well-rounded publishing program.

Pinterest’s New Search Filters Target Men

“With the change, Pinterest is trying to maximize its usefulness to its male users. The company tells TechCrunch that the change is meant to basically serve as a filter that lets you quickly see the most relevant results so you ‘don’t need to dig through irrelevant Pins when searching for things like shoes, sunglasses, workouts, hair, and tattoos,’ for example.”
Source: TechCrunch

We think of Pinterest as the most female-dominated social network, but these filters are a way to help male users feel less alienated by the content and allow brands to reach them more directly. It may be time to start pinning some of your brand’s more “macho” products.

Also notable: Male-dominated networks like Reddit and Google+ have never attempted such an explicit ploy to appeal to the opposite sex.


Slowing Twitter Growth

“Why does user growth matter? Twitter’s future cash flows are predicated on getting new feet in the door, since it can’t juice infinite dollars from a finite and stagnant pool.”

– Alex Wilhelm for TechCrunch



Favorite Tools: Boomerang

You know that situation when you’re hoping someone else will deal with an incoming email, but you don’t want to lose track of it, either? Or that situation when you don’t want to forget to send an email, but don’t want to bug somebody after hours? Boomerang is a free Gmail extension built for just those occasions. You can schedule outgoing emails to send automatically at a time you specify. You can also schedule emails to “boomerang” to your inbox: Boomerang sends an email to you at the designated time that resurfaces the email chain in question. These boomerangs can happen at a concrete time, or be conditional — e.g., “Return conversation to Inbox if nobody responds in the next four hours.” It’s perfect for getting an email off your plate until you’re ready to deal with it, or for remembering to take care of an ask if one of your colleagues doesn’t beat you to it.


Editorial Calendar Best Practices

An editorial calendar (edcal) provides a unified look at your content publishing program, across all channels and stages of production — ideas, drafts, scheduled updates, and published posts. By centralizing your planning, you get a bird’s-eye view of your content. This helps you space out your publishing frequency, anticipate gaps, track the status of upcoming content, and get a sense of which verticals, audiences, or brand storylines may not be receiving enough attention in your current content mix.

Setting Up an Effective EdCal

When creating your edcal, set it up with fields that relate to each of its purposes:

  • Coordinate team members’ activity — Fields like “Owner” or “Author” will make it clear who is ultimately responsible for getting each item produced, reviewed and published. If coordinating among multiple global territories, include a field for designating which territory is the “lead” on each piece of content, and a field that specifies whether the other territories should mirror that content. If publishing across multiple time zones, consider including multiple “time” fields for each time zone.
  • Track the status of content — Have a “status” column that follows a concrete workflow — e.g. “To be drafted,” “Drafted,” “Approved,” “Scheduled,” and “Published.” This makes next steps obvious at a glance.
  • Monitor ongoing brand narratives — Don’t forget about the big picture. Fields for “Target audience,” “Business unit,” or “Brand storyline” will remind you to keep your content mix diverse and aligned with your strategy, and make it obvious when a key segment is being neglected.

A Note on Hosting

We typically recommend hosting edcals in Google Drive spreadsheets. Since these are cloud-hosted, you never have to worry about version control; everyone is always looking at the most current version of the document.

While some publishing tools have built-in calendar functions, it’s better to keep content planning separate from publishing. This allows you to involve many stakeholders in your planning process while restricting access to publishing, reducing the likelihood of a publishing mishap. It also adds another layer of review, as the person who moves content from the editorial calendar into the publishing tool can give it one last review before scheduling or publishing it.

Screen Shot 2016-02-29 at 1.14.36 PM

Screen Shot 2016-02-29 at 1.22.09 PM

Screen Shot 2016-02-29 at 1.24.32 PM

Screen Shot 2016-02-29 at 1.31.09 PM

Advanced Tips

Ready to take your editorial calendar to the next level? Here are some how-to’s, tailored specifically to Google Drive:

  • Create drop-down menus: Highlight the cells/column you want to edit. In the top menu, select Data > Validation… A menu will appear in a dialog box. For “Criteria,” select “List of items,” and then input the full list of items you’d like to be available as options, separated by commas. Select what you’d like the spreadsheet to do if someone tries to input something that isn’t in the drop-down list: Reject the input entirely, or simply display a warning. Click “Save” to confirm.
  • Add automatic color-coding: Automatic color-coding can make it even easier to assess the status of your content at a glance. For instance, you can have all the items designed for the “Consumer” business unit highlighted in blue, or all the items marked as “Approved” highlighted in green. Select the cells/column you want to edit, and in the top menu, click Format > Conditional formatting… A menu will appear on the right-hand side of the spreadsheet. Under “Format cells if…” select “Text contains,” and then type the text you want to be affected, e.g. “Approved.” Then, under “Formatting style,” adjust how you’d like the cells that meet the criteria to appear, e.g. with a light green background. When you’re ready, click “Done” to close the menu, or click “Add another rule” if you’d like to add more options for how cells are automatically formatted (e.g. a light yellow background for “Drafted”).
  • Set up easy filtering: Select all the cells in your spreadsheet, then click the “Filter” button in the top menu — it’s second from the far right, between the little bar graph icon and the ∑. You’ll notice that little arrows for drop-down menus appear in all the cells in the top row of your spreadsheet. Click these arrows to filter your view of your spreadsheet based on the content of each column. For instance, you can use the filter in the “Status” column to only display items that are marked as “Drafted.” You can even filter multiple columns at once. When viewing your edcal through a filter, other users of the edcal will continue to see it normally. If you’d like, you can save a specific filter view by clicking the small arrow next to the filter button in the top menu and selecting “Save as filter view.” You can then share a custom link to this filter view with others.
  • Automatically count characters: If you draft tweets or other short-form content within your edcal, it might be helpful to have an automatic character counter built in. Add a column for calculating character count, and then use the formula =len(CELL), in which “CELL” is the location of the field for which you’d like to count characters (e.g. “G5.”) Once you’ve inputted the formula into one cell, you can hover over the bottom-right corner of the cell so that your cursor turns into a thin black + sign, and then click and drag to apply the formula to all the cells in that column.

Have any more questions about editorial calendars? Want a hand with setting up your editorial calendar or taking it to the next level? Reach out to your PNConnect representative or email

NYTimes Advice


“We publish many articles that need an alternative approach to attract readers that might come to us from social media. But there are also a significant number of instances where we shouldn’t try too hard to write a great tweet when other skilled journalists in our newsroom have already written one in the form of a headline.”

– The New York Times’ Michael Roston on lessons learned from running @NYTimes in 2014



Favorite Tools: Pomodoro Technique

The Pomodoro Technique is a time management method that makes it easier to get started on big tasks by breaking them into manageable time chunks. Traditionally, the procedure is to work for 25 minutes, followed by a five-minute break. After four of these 30-minute units, you take a longer break (15-30 minutes).

Of course, you can adjust the timing in a way that makes sense to you. The point is to make it less scary to tackle a project you’re dreading or unsure how to start. Rather than saying that you’ll do the whole thing, you’re committing to spending 25 minutes figuring out your first steps and getting started. The built-in breaks ward off fatigue and help you feel like a respite is never too far away. You can set your own timer, or use Moosti, an in-browser Pomodoro timer with adjustable intervals.


How do you streamline content reviews, revisions, and approvals?

In companies with strict legal or stakeholder review requirements, there’s no getting around the challenge of clearing approval hurdles. But there are still steps you can take to minimize the time it takes to review, revise, and approve content, both for day-to-day publishing and bigger projects, like site redesigns.

  • Interview the approvers – The starting point for faster review cycles is understanding what stakeholders and legal reviewers are looking for. Ask everyone in the approval chain what they do and don’t want to see in content — especially the specific topics, messages, and style choices they’ll always ask to revise.
  • Document your content standards – Starting with what you hear in approver interviews, document all content dos and don’ts, from brand style conventions to legal restrictions. Share the guidelines with the entire publishing team, ideally via a collaborative platform, like Google Drive. Update the guidelines regularly, adding new dos and don’ts based on review feedback.

    It’s a good idea to include a checklist for writers to reference before sharing content for review. Content templates are useful as well. For each content type, create a document template with fields for every element you need (meta information, byline, image details, etc.), to ensure nothing is missing from each draft. The publishing tool GatherContent takes this a step further, making it simple to build templated forms for each content type.

  • Get early buy-in – If you end up having to revise content substantially following your stakeholder reviews, consider adding an additional step: Before writing begins, create a detailed outline and share it for review. This will surface issues early on, saving you from completely rewriting content down the line.
  • Designate a content owner – While the unique perspectives of different reviewers may be valuable, it’s easy to get derailed by back-and-forth debate when no one is empowered to make the call. Determine which stakeholder has the ultimate authority to approve content, and make sure everybody on the team is clear on their role.
  • Consolidate reviews: – If you have multiple reviewers involved in your program, look to establish a process that consolidates their feedback, rather than going through separate revision cycles for each review. One simple way to do this is “pass the doc,” asking each reviewer in a chain to add their comments in turn (via Word’s review features or Google Drive’s commenting and edit system). As the final reviewer in the chain, the content owner makes the final edits and comments, taking the other reviewers’ feedback into account.

On Workflow: Molly Spence

Focused, Flexible, Dog-Friendly

In our continuing “On Workflow” series, we hear how Connectors and clients tackle their day and get things done. This month, we speak to Molly Spence, Director of North America for the Almond Board of California.

What’s the secret to efficient, productive meetings?

Define a meeting leader who is guiding the conversation, define the objectives of the meeting, have an agenda, follow it, and send out a recap with decisions and next steps. It’s my nature to be like, “What’s the net net here? What’s the story? What’s the take-away?” so I always tend to be a bit impatient and want meetings to go fast. It depends on the nature of the meeting though — sometimes, you don’t get to the best ideas and you don’t have the best conversations when you’re just trying to get done within a half hour.

What’s your morning routine?

I am not a morning person. My husband has learned this and usually brings coffee to me in bed, which is pretty great. I get up and get myself ready, then wake up my son (who’s almost 4) and get him ready for school. My husband takes the bus 10 minutes to work, and I take the dog and my son about 10 minutes by car, dropping my son off at school and bringing the dog to work. I love my son’s school — everyone there is so sunny, and they have an awesome chef, so it always smells good. I stop at a beautiful natural foods store across the street to get more coffee and breakfast, plus sometimes lunch and snacks for the day, too.

Tell us about your desk setup.

I have a rectangular desk with two monitors, which is great for being able to reference two documents at the same time. I nearly always use a headset when on the phone. Above my desk is a bulletin board of several documents to easily reference — job numbers, protocols, stats we use a lot, approved messaging, our advertisements, market research summaries, and a hard calendar with key dates for the current month and the next month. Behind me I have a table, where I can swing around to concentrate on conference calls. When I have a full week in the office, I try to buy flowers on Monday to put on the table and enjoy all week. Also worth mentioning is a whole wall of my office that’s painted with black chalkboard paint, so I can keep track of longish-term things not to forget, like travel dates for the next few months and plans I’m thinking about (e.g. remember to find funds to update a section of the website in Q3).

How do you manage your to-do list?

The Almond Board’s marketing team and our agencies all work from a cloud-based program called Huddle to have each other review documents, so that works as a very easy to-do list of documents that I need to react to. Otherwise, I keep a notebook where I keep a running short-term to-do list, and I put my long-term to-dos on my office chalkboard, mapping them out according to timing. I always find that scheduling out my to-dos helps calm me down when I feel overwhelmed, and somehow it’s more satisfying to do it across a big chalkboard as opposed to a small piece of paper. And finally, I also flag emails and address them throughout the day or week as needed. Often I color code those according to project area, so they’re grouped.

What do you do that everyone else thinks is crazy?

I bring my dog to work. I love having her here, and I think it totally releases stress to pet her and take her out for a midday walk. So if you’re talking to me on the phone, it’s not uncommon to hear her bark in the background (like if UPS knocks on my door), and generally I just figure that to work with me, you just have to deal with my dog and that’s that. If you saw her, you’d understand, because she’s just so sweet. However, if I do have a really important, formal meeting, I put her in my car in the office building’s garage, where she takes a nice nap with her blanket until I’m done.

How do you maintain a healthy work/life balance?

Throughout my career I have often been a remote employee, including now. I used to work at home, and work life and home life would blend together quite a lot. When I took this job with the Almond Board, I asked them to set me up in an office near my home, in an office building right near my son’s daycare/preschool, and they were amenable to that. So most days I go there, rather than working from home, and I just lock myself away and work. It’s kind of weird, and some people wonder how I manage not to go crazy being alone all day. But I really feel like I’m not alone, with my office neighbors and with talking on the phone and emailing all day long. And it’s an effective way for me to be really productive and be done pretty much at 5 p.m.

How do you fight procrastination?

Left to my own devices, I’m a terrible procrastinator. I think most of us are, really, so it’s good to have systems and sub-deadlines in place that prevent it, and to have others involved so that we all check each other.

How do you handle email overload?

I monitor it pretty constantly when I’m at my desk, but don’t necessarily respond right away. I try to answer easy emails right away to just get those off my plate, then flag emails that require further reading or action and color code them, then get to those throughout the day or week as necessary. It’s always great on Friday afternoon to take stock of where you are, and look ahead to the big priorities for the next week. And then try to leave for the weekend with a clear conscience!

Jack's Garage



Porter Novelli has launched Jack’s Garage, a global creative group. The Jack’s Garage team is passionate about inventing thought-provoking and behavior-changing work.

See past work and contact the team:


Favorite Tools: GatherContent

GatherContent is a lifesaver for projects involving a ton of content, contributors, and approvals, such as site redesigns. For each type of content — e.g. “category page,” “product page,” and “about us text,” — we create a detailed template that specifies requirements for every piece of content, including character counts, style guidance, meta data, and imagery files. We use the templates to create an individual entry form for every page to be created, organized into the site’s hierarchy.

We assign each page to the appropriate writer and reviewers, establish an approval workflow, and set due dates. As the content comes in and goes through approvals, we always know the status of each page. We can start getting finalized content up on the site while other pieces are still in progress, without any mixups.


Case Study

Bridge Building

The Harvard Business Review is one of the most prestigious publications in the professional world. Every day, it publishes widely-read thought pieces that inform leaders at all levels of business. But behind the scenes, the editorial team struggled with a content management system that required duplicating work for web and print publishing platforms.


HBR asked Voce Communications, a Porter Novelli company, to give the editorial team a simple way to publish content for digital channels. But they also wanted to keep their existing toolset, which meant connecting these two stand-alone systems.

Pulling from their extensive WordPress expertise, the Voce Platforms team mapped out an approach that would use WordPress as the go-between from one system to the other, converting material from the print production CMS to the web publishing CMS. The team built custom extensions to take the raw output from one system and convert it to a suitable form for WordPress to use and store. Next, the team developed an API allowing WordPress to convert that content into an XML format used by the front-end publishing system.

Integrating WordPress as the new editorial platform into current publishing systems allowed the HBR team to take a small step towards a web-first publishing model, without the huge investment of replacing all their current architecture. The WordPress software’s flexibility and scalability, along with the team’s creative problem solving, provided the connective tissue HBR needed to bridge print and online publishing.


Sunsetting Social Media Channels

Sometimes a channel — a Facebook page, a Twitter account, or even a blog — needs to be mothballed in some manner. The program goals may have shifted, for example, or maybe the audience never reached critical mass. But even if you have to take a channel out of the regular editorial mix, you may not need to wipe it out completely. You have several options for shifting resources away from a channel that no longer fits with your strategic vision.

Most Drastic: Go nuclear and delete the channel


You avoid the lingering ghost town. For some fans, a social media profile that hasn’t been updated in months (or even years) is a sign of sloppiness and neglect. Deleting the channel entirely takes it out of sight and means no one is Liking or Following a profile that no longer has resources devoted to it.

A fan or competitor could grab the abandoned profile and reactivate it, causing brand confusion. If it’s a YouTube channel or a blog (either on-domain or on a platform like Tumblr), diminishing the overall online footprint could also mean a significant loss of search traffic.
Factors to Consider

  • Are you giving followers enough warning before shutting down the channel?
  • What are you planning to do with followers? Will they be directed elsewhere or, if it’s a Facebook page, will they be merged with the fans of another ongoing page?
  • Is there another platform where the deleted channel’s content will go, or is that content just being eliminated?

Less Drastic: Archive the profile with no new updates


The content is still available to followers and still supports overall standing in search, especially in the case of a blog. A profile might also have some affiliation value to fans: For example, a fan may Like a Facebook page for a particular character in order to show in their profile that they like that character, more than for the content itself.

The profile lingers on indefinitely, continuing to accumulate fans or Likes from people who may be better served by another channel. You can mitigate this by posting a final update that makes it clear the page is not active and points people to an active channel.
Factors to Consider

  • What will the final post be?
  • How will the profile be adjusted? Do links need to be changed or cover photos updated to provide a more persistent and evergreen call to action?
  • Where are you directing people to get updates from a more active channel?

Even Less Drastic: Move the profile into
“maintenance mode” with a reduced cadence


By keeping the channel active enough that it presents a clear value proposition both to existing fans and to new fans, you can minimize the resource commitment while ensuring the channel still plays a role in the overall program.

While a reduced cadence on an existing channel theoretically requires less effort, reworking the channel’s strategy and publishing schedule can actually be time-consuming, off-setting the resource savings.
Factors to Consider

  • Is the overall publishing cadence being reduced or are some of the updates being shifted to another channel?
  • Who is making the decision as to what is or isn’t being published? How are those priorities being set?
  • Have metrics and other goals been reset to allow for the fact that the profile won’t be as active?

Questions for Evaluating a Channel’s Future

  • Is the channel still providing sufficient value (new fans, engagement, sales leads, etc.) to warrant the resources behind it?
  • What are the odds that, if shut down now, the channel would need to be reactivated in the next 6-12 months?
  • Are the potential returns from continuing the channel, even at a reduced level, worth the associated resource costs?

  • Is brand/IP protection a good enough reason to continue the channel or at least not delete it?
  • What could be done to shift attention from a channel that’s being de-emphasized to one that continues to be actively maintained?
  • What’s the potential for brand confusion if the profile is deleted or even archived?


PNConnect is the global digital services offering from Porter Novelli. Our global team spans 60 countries and brings the combined digital resources of our social media marketing, creative production, paid promotions, and web development capabilities together for one purpose — to help our clients share their story with the world.

For more information about our team and approach, or to learn how we can help your organization with digital strategy, development and measurement, please visit the PNConnect site.


Thank You


Many thanks to our February contributors.

Mary Gaulke in Sarasota wrote this month’s Feature about building effective editorial calendars, and Chris Thilk in Chicago wrote our new Case Study on the Harvard Business Review. Tom Harris in Raleigh wrote this month’s Question on reviews and approvals.

Ervins Strauhmanis uploaded the cover photo to Flickr, Dominic Sayers uploaded the Welcome photo, Michael Coghlan uploaded the boomerang artwork photo, Michael Mayer uploaded the pomodoro timer photo, and Johann Dréo uploaded the paper pile photo.

Thanks to Mary Gaulke, Tom Harris, and Chris Thilk for editorial oversight.

Drop Us a Line

We’re eager to hear your thoughts on this edition and your suggestions for future issues.