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Throughout Facebook’s ever-changing algorithm, one metric continues to remain supreme: Engagement. Engagement is a popular word for social media marketing and is applied any time someone has liked, commented, or shared your content.

We consider engagement an important metric because it determines what users see your future Facebook posts after your initial campaign has expired. Someone who likes or comments on your content is more likely to see future content, which is why one strategically boosted post can be effective for ongoing communication. If executed properly, a purposefully boosted Facebook post can drive community engagement with little investment and positive results.

We’re offering our best practices for using a boosted post to drive community engagement. More specifically, to drive traffic to a website, have people Like your Page, or to simply gain more impressions. Read on to learn more.

With her stunning victory in the Democratic primary, Ayanna Pressley shows us just how rewarding it can be to aim high. Her campaign combined the zeal of the young with the experience of more seasoned organizers to build a grassroots movement fueled by shoe leather and grit.

We scrolled through the best PR news outlets so you don’t have to. From public relations stunts by alternative transit companies, to the benefits of a company-wide newsletter, here are the articles you can’t miss:

What can college campuses do to promote civil dialogue without coming under fire for limiting Free Speech? President Diana Pisciotta shared some of her tips to avoiding free-speech crises on college campuses. Read more here.

The conversation of the day is freedom of the press. So far, it has been directed by members of the media. In the spirit of “It’s our First Amendment too,” I posed these questions to a wide group of local leaders and asked for their thoughts.

We constantly hear that the media landscape is changing—but what does that really mean for PR pros? It means print news is dwindling and being replaced by an ever-increasing amount of online content.

As the media landscape transforms, so do the ways we create media lists, which is why we have shared some tips around how to build a media list to enhance your outreach efforts in the digital age.

There’s a “rising star” that could unseat video as the king of content. While most social platforms have focused on the visuals, audio is making a play for our media consumption time. The Activate Tech & Media Outlook 2018 predicts that podcasting will almost double to 112 million people and 15 billion hours of content by 2021. It’s not just that folks like the sound of their own voice (though that is true in some cases, of course); rather, as the American Time Use Survey shows, people are reading less and listening more.

If you’re riding in a self-driving car, what are you?

A passenger? A customer? Those all seem like accurate words to use. But can you be called a driver, or an operator? That doesn’t compute. If a car is self-driving, what’s driving the car is … the car.

It goes like this …

Something bad happens, which someone captures on their phone and then posts a video or picture on Twitter, tagging a high-profile person or organization … let the viral backlash begin!

We scrolled through the best PR news outlets so you don’t have to. From maximizing a LinkedIn profile to identifying myths about press releases, here are the articles you can't miss.