Digital PR And Online Reputation Management - How Are They Different

Lately, people have started mixing up Online Reputation Management (ORM) and Digital Public Relations (Digital PR). However, there is a difference. While one concentrates on building a better reputation through earned media, the other uses social media platforms to create a solid and positive digital reputation.

To be able to manage them effectively, one needs to first understand these terms in detail.

Here are a few key characteristics that set them apart.

Statement of Purpose:

ORM and Digital PR's main objective is to improve your individual or organization's reputation in the public's eyes. What diverges these two tracks is their approach to achieve that goal. The way they communicate and convey their message distinguishes these two mediums.

An individual or organization's online reputation can be traced by their search results, as search results are manifested from the global and aggregate trend on a specific topic. Is it crowded with positive remarks, or are people posting negative stuff about them? And considering how 93% of people don't go past the first page of Google search results, it is paramount that you have control over the first ten links shown in the search results.

Online reputation managers try to ensure this by using social media platforms as a weapon and generating posts that leave a positive impact. They also indulge in increasing traffic on their client's web page. This way, negative content is pushed back and made invisible.

Digital PR:

On the other hand, public relations personnel strive to improve their image through earned media. As companies and individuals cannot pay for earned media, it has the highest amount of credibility from your consumer and investor's point of view. Hence, public relations personnel try to secure earned traditional and social media coverage while delivering positive information to the public. They try to influence the third-party observers (editors, journalists, radio jockeys, and all other hosts) to generate interest, promote goodwill and reinforce your brand image.


Whereas the approach of both PR and ORM is to influence the prospective audience, the way their audiences are grouped is what sets them apart.

ORM Audience:

The first place people go to check any bit of information is the internet. Hence, online reputation managers target the people who are searching on different search engines. Online reputation management's main objective is to correct the balance of fake and misleading information on the internet with true and appreciative ones. This is achieved by posting accurate information and removing outdated, misleading, and untrue information.

Digital PR Audience:

The prominent people with whom public relations executives interact are media personnel. Hence, their target audience is the editors, journalists, radio jockeys, and all other kinds of hosts. These media validators provide a third-party perspective to your prospective customers and investors, which is vital as they strongly influence the public. So, it is vital to interact with them to improve its representation and image in the media.

Approaches and tactics:

As both these mediums work behind the scenes, it is hard to distinguish between their strategies. Here are some critical approaches that both these disciplines use.


Having a knack for search engine optimization (SEO), online reputation managers employ their wits to build up an organic and robust online presence, safeguarding against reputation attacks, and try to suppress negative results.

Digital PR:

Being proficient in public communication and building strong personal relationships, public relations personnel interact with media and influential people in person to gain visibility and promote authority. They are also well versed in handling damages caused by mitigations or negative press.


In the core of both these strategies, the goal is to improve an individual or organization's reputation in the public's eyes. It is extremely necessary to incorporate both ORM and Digital PR models as they govern their territory. If you create a good interpersonal relation but fail in communicating a good image on the social media platform, all your efforts will be futile, and the same goes vice versa.

How To Safeguard Your Content Against Shadow Banning

Have you experienced a sudden drop in your engagement rates or lost a significant chunk of followers overnight? If you have, then your account may have been... SHADOW BANNED! Social Media Agency provides safeguard against such arbitrary moves

Shadowbanning is a practice that social media operators do where they block a particular user’s social media account so that the user is unaware of it. As a retort, the user’s content will not show on anyone’s feed, and their visibility will reduce dramatically. It’s like they have transformed into ghosts.

There are numerous reasons behind shadowbanning, the most notorious being that social media platforms want you to engage in paid promotions. It has also been recorded that Facebook demotes the posts that are controversial so that fewer people will see them.

So, is there a way to prevent your account from being shadowbanned? Yes, there is. Here are four valuable tips that will prevent your account from being shadowbanned.

Keep it Real

One of the main aspects you should consider is how your viewers could perceive your behavior and content. You need to check whether your content is misleading or the hashtags that you have used are wrongly used.

While marketing has become a significant aspect of social media traffic, many people still surf through Instagram, Facebook, or any other platform to relax and engage with friends and family. So, if your behavior or content obstructs that, your account is likely to be shadowbanned.

Social Media agency Safeguard Against Shadow Banned Content

Avoid relying on automating apps

It would help if you did not rely on third-party automating apps to do your engagement activities. Interact with your customers and followers directly. Respond to their comments with honest and genuine answers, which can assure a satisfactory dialogue.

This shows that the account is handled by an actual person and not a bot. Furthermore, it would help if you also refrained from using one-word comments, like ‘Nice’ or ‘Okay,’ or excessively use emojis because they can be misunderstood as auto-generated replies.

Don’t use banned hashtags

A common practice performed by all social media platforms is that they ban hashtags that are deemed explicit or dangerous or the ones that go against their terms and conditions. Majoritively, these are hashtags that promote nudity, violence, or disobedience in society.

You should avoid using them at all costs. You will find lots of articles and consolidated lists to help you navigate which hashtags have been banned. Here is one such list that we have found:

Don’t buy followers

It has become a common practice that people buy followers for their social media profiles, which are largely just fake accounts. This is a major risk. Not only is it unethical, but it has also been proven that buying followers won’t even increase your engagement rate.

If a reviewer finds out that most of your followers are fake, you will get shadowbanned.

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While these tips cannot give you a 100% guarantee that your profile will not be shadowbanned, they can help you extensively in preventing that.

However, if you ever encounter a situation that is not covered in these tips, ask yourself - “Would I like it if someone did this to me?” or “Does this seem ethical?”. If the answer is yes, then you are good to go.

Until next time, when we Decode yet another aspect of social media marketing.

What Goes Viral And Why

'Gangnam Style,' 'the Black-Blue dress,' or 'I'm not a cat', remember any of these? Definitely, you do. And so will billions of people in the future. These viral videos, and many more like them, are the milestones of social media's history when we have uncovered its true potential and the extent to which it can affect people.

Social Media agency is made up of these funny, engaging, and controversial bits of content that have spread like wildfire and engulfed everyone in their way.
But what causes these wildfires? What causes a piece of content to go viral?

Various marketing experts have devoted a significant chunk of their professional lives to understanding the nature of viral content and what makes them so popular. And while there is no sure-shot way of predicting the popularity of a piece of content, a few factors increase the chances of a piece of content going viral.

1. They evoke emotions:

In one way or another, the viewers can emotionally connect with the content, be it anger, distress, amazement, joy, or excitement. Remember the recent collective yearning of having a 'pawri'?

2. They provide useful information:

You might've observed that sometimes, even DIY or 'How to' videos go incredibly viral. That is because some tutorials have worldwide applications. Surely you would know by now how Dalgona coffee is made!

3. They have social triggers:

They poke or question the social norms in some way or the other. For example, if there is a video of animal cruelty (like The Killing of Harambe), people intensively share those kinds of videos to inform society's injustice.

Majoritively, the social impact or the reason for viral content will fall under either of these categories. These are some of the most potent stimuli that drive the social media realm.

Social Media agency

Now that we have answered why a piece of content goes viral let's try and answer the question - What kind of content goes viral?. Here are a few trends that we have observed:

1. Puzzles and Riddles

Do you remember that photograph, titled 'The Dress,' which went viral in 2015? One that created an optical illusion where some people saw it as a blue-black dress, while others saw it as a white-golden dress?

That image was tweeted 10 million times in the first week itself! So, why are such puzzling posts so popular? That is because people love to engage in such fun and controversial activities, especially ones that amuse us! They like to involve themselves in such activities which make them forget everything else.

2. Inspirational Content

Inspirational content is like fodder for personal growth. People use such content to form their life's goal and motivate themselves to strive for it.

On any given social media platform, inspirational content will be one of the top-rated, most shared, and most liked content. Especially those made by famous celebrities. People often find it interesting to see the other side of celebrity life and understand that they also go through the same human experiences and hardships.

3. Infographics

We stumble upon something confusing every now and then, and the first thing we ask ourselves is - 'Is there a video that explains it?.'

Infographics are colorful and eye-catching representations that break information into bite-size pieces, making them easier to digest. It instantly grabs a viewer's attention and keeps them hooked till the end. And by the laws of content marketing, that is a sign of success.

4. Personality Quizzes

While Buzzfeed and Scoopwhoop are famous for their entertaining questionnaires like 'Which F.R.I.E.N.D.S. character are you?' or 'What city should you live in?', they are an excellent medium to generate traction.

Apart from being entertaining, such posts cater to the viewer's long-asked questions, like who I am, my purpose in life, and they often give out positive feedback, making the viewer feel more encouraged and motivated. Moreover, it allows them to humble-brag about themselves, and who doesn't like to do that? And last, but not least…

5. Memes

Creating, posting, and consuming memes are the most favorite pass-time activity for every social media buff. Today, memes account for the majority share of the total content circulated on all social media platforms. They create a sense of entertainment and happiness which celebrates life and increases community participation. If you want your content to gain instant popularity and reach the most diverse demography, make a meme out of it.

While these five trends have been deemed a sure-shot method for making your content go viral, you might not reap their full rewards if you lack originality. This is because, more than being driven towards originality, people quickly get over a piece of content. If it doesn't entice them or add to their knowledge, people will not make an effort to share it or like it.
Hence, make sure that your piece of content is original, entertaining, and falling under either of these categories. If you follow this, your piece of content will surely go viral.

Why Is It Important To Have A Different Approach For Every Social Media Platform

With more than 3.5 billion active social media platform users, it is safe to say that social media is now playing a very prominent role in our communication. Studies have also shown that a person spends about 3 hours per day browsing and messaging through a social media app.

This vast popularity and acceptance of social media have turned it into a virtual platform where people from all across the globe can congregate and share their experiences. However, each platform has its own and unique way of helping people express themselves.

While Twitter has limited people's expressions to just 280 characters, Instagram has provided a platform where people can communicate primarily through images and videos. A distinct algorithm that governs each social media platform and finds out how to use it is a social media marketer's job.

To understand how this works, let's take each social media platform into purview:


Twitter is a fast-paced social media platform where people mainly communicate about daily updates of the world. These are primarily to do with news, current affairs, and opinions. But the noteworthy aspect is that Twitter allows communication in a concise and precise manner, leaving no room for extended elaborations. People thus quickly browse through their feed to gauge an understanding of what is happening all around. With 6000 Tweets being tweeted every second, Twitter has become a hub of conversation where people do not want to be left out!

To keep your posts relevant on this platform, make sure you post more about trending topics and participate in conversations. One of the most vital elements to help you with it is to follow and use trending hashtags.

As Twitter has a low character, you can use visual aids to communicate more information. While posting videos is considered one of the most effective content strategies, studies have shown that high-resolution images perform way better than videos on Twitter, almost 361% more effective. So, make sure that you use the best quality images and post them in the appropriate size.


Instagram is like the haven of exciting and enticing visual treats. The platform has created a niche for itself, as it is majorly driven by visual content. People are driven to this app mainly to see some beautiful photos and to peek into each others' lifestyles.

Hence, it is paramount that your social media strategy for Instagram consists of an abundant quantity of images and videos that are high on aesthetic value. You should use the highest quality images. Maintaining a similar gradation and filters in all your posts also helps bring about a unique visual quality to your page. The best performing posts on Instagram include pictures of locations, food, animals, and fashion.

As Instagram has proven to be an optimal platform for the leisure, travel, and fashion industries, it can be a profitable platform for all product-based marketing.

Along with that, the platform is heavily controlled by influencers. Make sure that you connect with as many influencers as you can and insist they endorse your product.


Without a doubt, Facebook is the most important and influential social media platform in the virtual world. Its reach and popularity have risen to such a level that about five new profiles are created every second!

While Twitter and Instagram have their niches charted out, Facebook is a holistic platform where all kinds of content are effective. However, statistics show that videos drive the highest amount of engagement and interaction. People use this platform to get daily updates on events worldwide, discuss various topics, and share light-hearted content, like memes.

Along with being a platform for some intensive group discussions, Facebook has also proven to be an excellent source to check product reviews and service feedback. This rising movement has encouraged Facebook to include a special reviews section on their page.


When it comes to your social media presence and personality, your posts' frequency plays a vital role. If your post frequency is too scattered, you might lose your audience's attention and put yourself under the threat of being forgotten. On the other hand, if you post too often, you might become a nuisance for them, and they might start to dread seeing your overcrowded feed. So, when it comes to posting, how much is too much?

According to some of the most successful digital marketers, there is a sweet spot of how many posts you should do in a day to keep your audience engaged and interested.

For Facebook and Instagram, the limit is about 1 post per day. Maximum 2; whereas even that is risky. Some experts say that posting twice a day will only receive 57% of likes and 78% of comments than one post per day.

For Twitter, the sweet spot is at 15 tweets per day. You should also retweet about 7 tweets per day. Anything higher than that will have a negative impact on your audience.


Each social media platform has its particular niche, and we hope that with these guidelines, you will get the hang of how their algorithm works and use them to your advantage. If you follow these simple guidelines, you will maintain excellent and steady traction on all your social media platforms.

And if you need some expert insight into building a good social media strategy, we are here for you. Decode houses an experienced and competent team of social media experts who are well acquainted with these platforms and understand their nuances.

Until next time, when we DECODE yet another aspect of digital marketing.

The Origin of Social Media

Since its origin in 1979, social media has transformed into a platform used extensively by businesses and individuals not only to advertise and campaign themselves, but also to understand the customers’ and clients’ requirements better.

There have been several milestones throughout the evolution of social media. The introduction of a programme that allowed people to communicate effectively over the internet using newly created virtual newsletters created an entire arena of communication that has now become an important thread in the way humans now connect and communicate.

While the first milestone may have been marked by UseNet in the form of a virtual newsletter, the real game changer has been the easy and affordable availability of home computers and by extension, internet relay chats, which remained popular towards the late 1990s. However, the creation of the first recognisably popular social media platform, ‘Six Degrees’ marked a step into the world of communication we live in today in 1997.

By 1999, blog sites that allowed users to freely type and convey their opinions/ ideas over the internet had been popularised. This marked a stage in the history of social media that increased its popularity almost exponentially as blogging sites were succeeded by the introduction of websites such as MySpace, LinkedIn, Photobucket and Flickr that allowed sharing of digital content, profiles and photos in the early 2000s.

Social Media

The launch of YouTube as a platform in 2005 revolutionised the concept of sharing videos and content digitally. By late 2006, websites such as Facebook and Twitter had gone global and MySpace had surpassed both Yahoo and Google to become the most visited website in the United States. By April 2012, Instagram had launched an application for both IOS and android users, boosting its popularity globally and has now become the most popular social media site worldwide.

Today, social media has become an integral part of our daily lives, with dozens of websites serving different purposes and aiding communication, entertainment and research in their own ways.

Social Media

But while marking these milestones, one crucial aspect that was the main reason behind the transformation in the way we connect and communicate has not been the advent of different social media platforms, but the affordability of the internet in the past decade. From a medium that remained exclusive to the upper and upper middle classes, the drop in the prices meant that people from even the humblest of backgrounds could leverage the reach of social media platforms. Notably, this factor weighed in heavily on the success scales of many!

How Much Is Too Much When It Comes To Content Length And Dissemination


While curating content (Blog, Video, Social Media agency Post), one should keep in mind that every content format demands a separate strategization .

Since the invention of blogging sites in the 1990s, the word count has always remained a debated turf on which writers still haven’t come to a decisive conclusion. Until about a few years ago, an ideal blog would be around 500-800 words long. But, today, the numbers have risen dramatically.

A study by Medium suggests that the most read articles range around 1600 words. According to Medium’s unique style of attention calculation, it would round out to about a 7 minutes read. However, another study by SerpIQ suggested that the highest-rated articles were about 2,450 words long. So, it is safe to say that an article with about 1600 – 2500 words is ideal.

The reason why people prefer long blogs is that they provide a detailed and in-depth view of the topic and provide a higher quality of perception. Also, there is a certain sense of satisfaction that comes with having completed a long article, which makes your audience feel accomplished.

However, a long and wordy article will do you no good if your material is poor. Word count is only applicable if the content quality is high. Hence, even with a long or short article, the quality of your information is paramount.

Social Media agency


With a growing number of people who prefer their content displayed to them in the form of a video instead of having to spend minutes scrolling through the screen, it becomes empirical to engage in video marketing. While it may seem simple, video marketing is a very tricky domain to evaluate as the range in videos is exceptionally wide. From a 15 second ad to 30 minutes long video, how can someone ascertain how long a video is too long?

The simple answer that marketers have is that “Your video should be just as long as it needs to be and not a second longer.” This essentially means that a video should encompass everything that is necessary while doing so in a crisp and engaging manner. Viewers have a very short and limited attention span, and you need to make the most out of it. If you keep beating around the bush and intentionally make your video longer, you will lose your audience.

There have been studies and analysis which can suggest the basic trend on different social media platforms. Facebook has shared data suggesting that videos get shown organically to more people when they are at least 3 minutes long. They have also suggested that small businesses should keep their videos at about 15 seconds.

Talking about Instagram, according to Hubspot research, videos that are about 26 seconds long receive the most amount of comments. It also suggests that stories should be around 15 seconds long and hardly more than that.

While educational videos or videos with a lot of information cannot be caped with a certain time frame, we can talk about how long ads or B2B videos can be. Youtube suggests that ads should be around 15-20 seconds long, whereas B2B and commercial videos should not exceed 2 minutes.

If you follow these guidelines, your content will dominate the platform and become a sure-shot hit!

Social Media agency


Most clients want to post content all the time. When do you actually ask them to draw a limit?

When it comes to your social media presence and personality, the frequency of your posts plays a vital role. If your post frequency is too scattered, you might lose your audience’s attention and put yourself under the threat of being forgotten. On the other hand, if you post too often, you might become a nuisance for them, and they might start to dread seeing your overcrowded feed. So, when it comes to posting, how much is too much?

According to some of the most successful digital marketers, there is a sweet spot of how many posts you should do in a day to keep your audience engaged and interested.

For Facebook and Instagram, the limit is about 1 post per day. Maximum 2; whereas even that is risky. Some experts say that posting twice a day will only receive 57% of likes and 78% of comments than one post per day.

For Twitter, the sweet spot is at 15 tweets per day. You should also retweet about 7 tweets per day. Anything higher than that will have a negative impact on your audience.

If you follow these simple guidelines, you will be able to maintain good and steady traction on all your social media platforms.

While curating content, one should keep in mind two factors. One, that every content format demands a separate strategization. And two, that every platform needs to be assessed separately. If one keeps these two factors in mind, it becomes easy to win the content game!

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