Blog Archives - TASC Group

Three Steps to Maximize SEO Through PR

March 20, 2024

As the world becomes an increasingly digital place, potential clients, partners, donors and other key audiences are more and more likely to discover a brand or organization online. PR firms therefore must prioritize SEO and a client’s standing in search in their PR and communications strategies.

What Is SEO?

SEO, or search engine optimization, is the process of improving an organization’s standing in online search tools, ensuring that it shows up at the top of search results for its name, relevant terms and for its services or offerings. According to Google, SEO is about helping search engines understand and present content. Doing it well requires an understanding of how search engines work and employing tactics across owned and external links to improve the ranking of an organization.

SEO & PR

Part of SEO belongs with SEO experts and web developers, for example optimizing site maps, URLS, etc., but public relations can play a pivotal role in SEO as by developing content for an organization’s website, supporting internal teams to develop the right language and links to employ across social media and most importantly, securing references and backlinks to the organizations on high-quality sites. This can include media hits that mention clients and link to their site or social media and also press releases that get picked up by hundreds of news sites throughout the country.

Employing PR for SEO

There are three key roles PR can play in improving SEO for an organization. They are:

Keyword Optimization

Take a look at almost any website, and you may quickly find that it is not fully taking advantage of proper keyword use. Search engines need to be able to understand what websites are about so that they can index and rank them accordingly. This doesn’t mean you should stuff a handful of keywords anywhere you can – this can actually lower your ranking as it can be read as spam. It means doing a little research and looking at the variety of ways people search for what you offer. For example, if someone is looking for a law firm to represent them after a car accident, they may search for “car accident law firm,” “car accident attorney,” “car accident lawyer,” “auto accident attorney,” and the list goes on.

Using simple keyword research tools can help you identify opportunities and ensure you capture the most popular terms. A good PR firm will use a variety of tools to make decisions on which keywords should be targeted. Once you’ve identified the proper keywords, integrate them into the places search engines weigh most heavily, such as your title tags, meta description tags, h1 tags and body copy.

Link Building

Let’s be honest. Good link building is hard work. It can take a lot of time and be tedious to manage. This is precisely why most are not doing it. But the SEO community is united in the consensus that the number and quality of inbound links to a website is one of the most important factors when Google determines how highly that website should rank. What’s one of the best ways to get a large number of natural inbound links to your website from credible websites with high domain authority? Earning press coverage!

A good PR firm will assist in getting online placements on authoritative news and informational websites. Some more advanced and contemporary link building activity includes using brand monitoring tools to find mentions of your company, product or service online and then manually reaching out to the website to provide a link. Regardless of how you decide to build links to your website, link building should be an ongoing effort. In the world of link building, slow and steady wins the race.

Content Production

If you truly want to garner a lot of traffic from those performing searches online, you will need a lot of content. Content adds to an organization’s online brand awareness, expertise and authority and is how Google determines what your website is about and what phrases it should rank for. Make sure you use the keyword optimization information above when posting each article. Once your content production engine is running, find creative ways to repurpose that content for social posts, newsletter content, podcasts, guest blog posting, and so on. Your PR partner can work with you to offer suggestions to implement the right keywords across owned channels.

Why You Should Consider An SEO Strategy

Great SEO is a team sport – it requires cooperation from an internal team, an SEO expert, content writers, web developers and a PR firm. With all working in coordination toward a shared goal, you too can be first in your audience’s search results. As a PR firm for nonprofit and mission-driven organizations, we work thoughtfully with your team to develop an SEO, media relations and content strategy to elevate you in the ranks of Google and other search engines.

The Difference Between 501(c)(3) and 501(c)(4) Organizations

March 18, 2024

Many people often wonder what the difference is between a 501(c)(3) and a 501(c)(4) organization. It is easy to confuse the two classifications as both are considered nonprofits and there are many similar characteristics.

However, there are crucial differences between these two types of nonprofit organizations, and it is important to understand the distinction.

What Is a 501(c)(3) and 501(c)(4) Organization?

According to the Internal Revenue Service Code, 501(c)(3) and 501(c)(4) organizations are nonprofit organizations that are exempt from paying federal income tax. 501(c)(3) organizations are either a public charity, private foundation or private operating foundation with open membership whereas 501(c)(4) organizations are civic leagues or associations operated exclusively for the promotion of social welfare or local associations of employees with limited membership.

What Makes a 501(c)(3) Organization Different?

When it comes to lobbying and political activity, 501(c)(3) organizations can appeal directly to legislative bodies and representatives and may support issue-based legislation. However, they must notify the IRS of their intent to lobby by filing form 5768, which formally informs the federal government that one has elected to use the expenditure test to have the organization’s lobbying activity measured. Under this test, lobbying capacity is typically limited to spending less than 5 to 20% of the organizational budget on lobbying activities, depending on the size of your organization.

What Makes a 501(c)(4) Organization Different?

501(c)(4) organizations can engage in unlimited lobbying so long as it pertains to the organization’s mission. 501(c)(3) organizations are not permitted to engage in political activity, endorse or oppose political candidates, or donate money or time to political campaigns, but 501(c)(4) organizations can do all of the above.

In regards to supporting these organizations, donations made to 501(c)(3) organizations are deductible to the full extent of the law as charitable contributions. Donations made to 501(c)(4) organizations are not deductible, though some businesses who make these contributions often write them off as advertising or business expenses. (Please consult your accountant.)

Which Should You Choose, a 501(c)(3) or a 501(c)(4)?

If you are planning on doing limited or no lobbying, then you should choose the 501(c)(3) status so donors can benefit from giving to your organization. However, if your organization will be doing a lot of lobbying or any campaigning, you should form a 501(c)(4) to inoculate yourself from any charges of violating your 501(c)(3) status.

If you want the best of both worlds, you can have two separate but affiliated organizations – one a charitable 501(c)(3) and the other a 501(c)(4) lobbying arm. Many trade organizations lobby extensively on behalf of their members, but have an affiliated 501(c)(3) foundation for charitable giving and educational purposes.

Some examples of 501(c)(3) organizations include charities and educational institutions such as The Global Fund for Children and The Stella Adler Studio of Acting. Examples of 501(c)(4) organizations include unions, fraternal organizations and trade associations.

With experience working with both types of nonprofits, our agency recognizes what can benefit each organization. As your trusted PR partners, it is crucial to understand how to maximize your visibility regardless of your status. Explore our comprehensive range of PR and Communications services to discover how we can assist your nonprofit.

How Much Should We Give to Nonprofits and Charitable Organizations?

March 16, 2024

We are often asked how much an individual should give to charitable organizations each year or what formula should be used to determine how much to give. There isn’t one formula or percentage that is right for everyone, but here are some suggestions regarding the history and standards of giving.

Set a Goal For Your Charitable Giving Each Year

Short of the mortgage tax return, charitable giving is one of the best tax breaks you have at your disposal. Seek the advice of your accountant or financial advisor when planning your charitable giving for the year.

It’s good to have a specific goal to reach. As your income increases over the years, so should your annual giving. For those in the upper income brackets, you may want to consider giving away more than 10% of your income. An extraordinarily generous example is Warren Buffet, one of the world’s wealthiest individuals, who announced he would give away 85% of his fortune to charities. On the other hand, if you make a more modest salary, you might consider donating 10% of your disposable income.

Think of Giving Like Investing

Another suggestion is to treat your giving just as you might your monthly investment into your 401(k) or a college fund. Set up an automatic payment to be made monthly to a particular organization. This way your giving won’t seem to hurt as much, since it will disappear right out of your checking account before you even see it.

Remember, Everything Helps

Donating any funds you can to a nonprofit organization is critical to their success and ability to impact their communities. But remember that you have so much to offer. Many TASC clients rely just as much on volunteers as they do on donors and seek our support in engaging individuals who can contribute to their goals and serve their constituents.

In Closing

Think about what talents you have and reach out to organizations you value and believe in to see how you can help. If you’re an expert in PR, maybe you can support their story telling efforts or offer support on social media. At the end of the day, what you can give in money or time can make change possible. To learn about ways that The TASC Group can work with your organization on thought leadership and event planning, please visit our website!

Five Important Things Everyone Should Know About Public Relations

March 14, 2024

Public relations is often misunderstood. Sometimes you just know when you need it or more often when faced with the question of how to grow and reach more audiences, you’re told to seek out a PR team. But what is it really and how can it help your organization?

The Fundamental Differences Between Public Relations and Marketing

Marketing And Public Relations Are Not The Same Thing

There is a stark difference between marketing and public relations. Marketing is targeted towards securing new paying customers and increasing sales, and it relies on paid tactics to reach an audience, for example through advertising.

PR on the other hand is all about storytelling, reputation and most importantly, maintaining a good relationship with various stakeholders and investors. The magic of good public relations is that it builds trust with audiences and shapes the public image of a company. It does this by engaging third parties, such as news organizations, to tell their stories to audiences, strengthening organizational messaging and providing clarity and insight into an organization.

Relationships Are One of The Most Important Parts of The Business

PR is all about relationship building. What does a client, donor or potential partner know and think about your organization? How do you get your target audience to understand who you are, what you offer and what you believe? PR. By telling the story of the organization, the impact it has had on its community and vision its leadership offers, you can build personal relationships with key audiences, moving far beyond transactional relationships.

PR Works Best in Coordination With Your Existing Initiatives

Public relations efforts will always be most successful when they’re partnered and coordinated with marketing, social media, web and fundraising and development initiatives. While PR can do immense good for an organization, it’s critical that the owned channels of an organization are relevant to the audience being targeted, offer clear and concise information and show demonstrated impact.

For example, the first thing a reporter will do when contacted by an organization’s PR rep is to Google the organization to learn more and ensure it’s a trusted and reliable source. The same goes for audiences and critical stakeholders. If they learn about your organization through a segment on the news, it’s critical that the information they seek out on their own is consistent with the story they’ve been told. PR teams must work with internal teams and across existing channels to tell the holistic story of your organization.

Attention to Detail and Word Choice Are Critical

In today’s world, there’s little room for error for public organizations. Telling the right story in the right words requires the proper understanding of the politics of the moment and the interests and opinions of your audience. The role of a PR team is to understand what your audience cares about, where they get their news, how they understand your industry and what will move them to action. Through a properly-messaged PR campaign not only can you avoid controversy, you can change hearts and minds and convert audiences to your side.

Any Business or Organization Can Benefit From PR Representation

Every business and organization can benefit from public relations. From social justice movements to for-profit businesses, engaging a PR team ensures that your message is being told in the right places to the right people, ultimately leading to social change, converted customers and goodwill for your brand and leadership. Reach out to learn more about how PR can serve you.

How PR Can Help Your Business

Consider the plethora of ways public relations can benefit your organization. Maybe you’re planning a new expansion, seeking to rebrand your existing services or celebrating a major milestone to name a few examples. A talented public relations team can help your organization reach individuals and stakeholders unaware of your work, and help bring your programs and services to a new, broader audience. The TASC Group has been lucky enough to work with hundreds of grassroots organizations and movements. TASC knows what it takes to bring an organization to the next level with storytelling and strategic communication. Learn more about ways TASC can aid your mission.

Advocacy in The Age of The Social Media Echo Chamber

March 12, 2024

The “echo chamber,” a metaphor describing the phenomenon where a person’s own ideological beliefs are reinforced and reverberated among the like-minded people and news sources they surround themselves with, continues to impact our political landscape. Understanding it and our role in it is critical to protecting our nation’s governance and our journalistic integrity.

The Origin of The Echo Chamber

The first instance where this term was used was to explain public sentiment and policy around the decision to pursue the war in Iraq. The term made a large resurgence during the 2016 presidential election, where the popularity of social media radically polarized voters. Hillary Clinton supporters for example were shocked by her loss due to the inaccurate gauge of public opinion represented in their social media feeds.

Social Media’s Role in Polarization

Social media has advanced and compounded the existence of echo chambers. Each platform has an algorithm that highlights posts on a user’s feed that, based on their activity, aligns with their preferences. Therefore, many users interact with a curated bubble that reinforces what they already like and believe. This means we’re all losing sense of broader social sentiment. For those working in the social advocacy space, this can present a problem in changing the hearts and minds of people with differing viewpoints.

Social Media’s Role in Social Change

However, according to Pew research from 2016, “20% of social media users say they’ve modified their stance on a social or political issue because of material they saw on social media, and 17% say social media has helped to change their views about a specific political candidate.” The respondents indicated that their opinions were changed on major social justice issues including the Black Lives Matter movement and gun control, as well as their stance on who they voted for in the election. This data presents hope for organizations and individuals engaged in advocacy and social justice.

What Does This Mean for Your Organization?

For those looking to shift sentiment on an issue beyond their like minded followers, it is certainly worthwhile to take extra efforts to expand their following to new groups. Additionally, organizations should encourage healthy, open dialogue among their follower base to ensure the sharing of opinions and attract a diverse audience. In order to gauge a more accurate pulse on social sentiment, advocacy organizations should monitor a spectrum of news sources and advocate accordingly.

Through a strategic and thoughtful PR and social media strategy, organizations like TASC can help you make social change possible online. For more information about The TASC Group’s past work, take a look at our case studies to learn more about the impact of our advocacy work on behalf of our clients. Some specific examples include the team’s engagement with the Bronx Rising Initiative, the Catherine Violet Hubbard Animal Sanctuary and the consortium of asbestos attorneys litigating against Johnson & Johnson.

Strategic Board Development for Nonprofits: A Comprehensive Guide

March 10, 2024

Crafting a robust board of directors is fundamental to the success of any nonprofit, playing a pivotal role in advancing its mission. To ensure strategic decision-making, it is crucial to carefully construct and manage your board. As a PR firm committed to supporting non-profit clients and mission-driven organizations, we offer pragmatic insights to strategically build an effective board. This guide delves into key considerations for optimizing your board-building process.

Create a Strategic Board in 4 Steps

Set Clear Expectations for Nonprofit Board Excellence

To ensure the success of your nonprofit, it’s essential to set clear expectations for your board of directors.
Define the purpose of your board and outline the specific responsibilities of each member.
Consider implementing a “give, get, or get off” program, where board members contribute financially, engage volunteers, or resign if they cannot meet their commitments.
Determine the annual fundraising goal for your board, and communicate it clearly.

Diversify Your Board Strategically

Diversity is key to a successful board. Emphasize diversity in age, race, gender, and geographic location.
Identify influential community connectors, ensuring your board is well-connected within the larger community.
Diversify board occupations to maximize outreach and leverage the six degrees of separation.
A diverse board brings a variety of perspectives and ideas, enhancing the overall impact of your nonprofit.

Do Your Homework for Board Recruitment Success

Board members hold significant influence over your organization, so thorough research is essential. Once someone joins the board, they essentially become a part “owner” of the organization and will make very important decisions.
Create a shortlist of potential members and interview them to assess their commitment to your mission and organization
Evaluate their skills, ability to collaborate, and their potential to contribute positively to the organization
Choose dynamic members with the right chemistry and expertise to align with your nonprofit’s goals and values.

Emphasize Support and Subcommittees for Board Success

Acknowledge that your board of directors will require support and subcommittees to achieve its goals effectively.
Establish subcommittees to efficiently accomplish goals, recognizing the importance of collaboration and delegation and focusing on specific aspects of your nonprofit’s mission.
These subcommittees can help streamline decision-making processes and allocate responsibilities effectively.

Build Your Nonprofit Board Today

Building a strong and effective board of directors is a vital step in advancing the mission of your nonprofit organization. By setting clear expectations, diversifying your board, conducting thorough research on potential members, and establishing support structures, you can create a board that contributes significantly to your organization’s success.

For more insights and best practices in nonprofit governance, consider exploring relevant news articles on nonprofit board development and strategic leadership within the sector.

Nonprofit Quarterly: Building an Effective Board of Directors
Forbes: Leading With A Strategic Mindset Is Key For Nonprofit Executives

Remember that the board of directors plays a critical role, but their success depends on the support and commitment of the entire organization. Effective governance and strategic planning are essential to achieve your nonprofit’s mission. To learn more about ways that The TASC Group’s award-winning team can help your organization strengthen its mission to the public, visit our website.

The Value of Media Training

March 8, 2024

Navigating an interview, whether it be for print, radio or TV segment, can be tricky. Quality media training allows a client spokesperson to get in front of a camera or microphone and clearly, concisely communicate their message to the general public.

During live media opportunities, you only have one shot at saying what you need to say.

It is so easy to be distracted by the bright lights and the flurry of questions aimed at you, leading you to lose track of the brilliant idea you had coming into the interview – the idea that you actually want to convey to your audience, the idea that can significantly help or propel your organization and mission.

Why Is Media Training Important?

Effective media training allows you to communicate in a way the average person can understand.

Oftentimes, under pressure, spokespeople will fall back to using industry-specific terms, leaving the audience scrambling to understand the conversation. Because live interviews only last a couple of minutes, there is no time to reexplain your point until your audience gets it.

What Can You Learn From Good Media Training?

Dress the Part

Media training includes guidance on what to wear for interviews. The aim is to project professionalism and align with the organization’s image.

Hit Your Key Messages

One crucial aspect emphasized in media training is ensuring that you hit your key messages. These are the core points you want to convey during the interview. Media trainers work on honing your key messages, making sure each point is clear, concise, and memorable.

Speak in Sound Bites

As mentioned earlier, media training teaches the art of speaking in sound bites—short, catchy phrases that are easy for reporters to quote. These snippets capture the essence of your message and make it more likely to be included in media coverage.

Maintain Genuine Behavior

Acting genuine and authentic is paramount. Media training emphasizes the importance of coming across as natural and relatable during interviews. This involves being yourself, using everyday language, and connecting with the audience on a personal level.

Practice Non-Verbal Communication

Beyond words, media trainers pay attention to non-verbal cues. From body language to facial expressions, they ensure that your visual communication aligns with your spoken message. This can include maintaining eye contact, using open gestures, and projecting confidence.

Handle Tough Questions with Poise

Media training prepares individuals for handling tough or unexpected questions. Instead of evading or stumbling, the focus is on responding without defense.

Build a Connection with Your Audience

Connecting with your audience emotionally is a key aspect of media training. This involves incorporating personal anecdotes, relatable stories, or examples that resonate with viewers. Building this connection enhances the impact of your message.

Stay Calm Under Pressure

Live interviews can be intense, and media training equips individuals to stay calm under pressure. This includes managing nerves, maintaining composure, and staying focused on delivering key messages, even in challenging situations.

Don’t Worry, Your PR Firm Got You Covered

In essence, media training goes beyond verbal communication, encompassing a holistic approach to presentation and engagement. These skills, from appearance to messaging to genuine interaction, collectively contribute to a successful and impactful media interview.

As your trusted PR partners, we recognize the significance of not only the message itself but also the manner in which it is conveyed and the image it projects, especially during pivotal moments. Explore our comprehensive range of PR and Communications services to discover how we can assist in curating a compelling and impactful media presence for both you and your organization.Reach out to learn more about how TASC can amplify your organization’s thought leadership, ensuring your voice resonates powerfully across various platforms. Our aim is to elevate your company’s mission, fostering greater awareness, engagement, and support within your target audience and beyond.

Optimizing Volunteer Management for Nonprofits and Mission-Driven Organizations

March 4, 2024

Efficient volunteer management is a crucial component of any successful nonprofit or mission-driven organization. Creating a positive volunteer experience benefits both the organization and the individuals involved. In this guide, we will explore key steps for managing volunteers effectively.

Key Steps for Managing Volunteers

Starting Strong with Training and Orientation

Begin your volunteer management journey by offering comprehensive training and orientation to new volunteers to make sure they feel like part of the team. A well-structured volunteer training session sets expectations and equips volunteers with the knowledge they need to thrive.

Develop a volunteer manual that outlines procedures and serves as a training guide and provide volunteers with other helpful materials like brochures and contact lists.

Introduce volunteers to organizational members, including board members, to foster a sense of belonging.

Creating a Flexible Schedule

Accommodate volunteers’ availability to prevent scheduling conflicts. Prepare a schedule in advance and post it on the same day every week, prominently within your office. Encourage volunteers to check the schedule regularly and inform them about any changes. Implement block scheduling for consistency.

Handling Contingencies Gracefully

Recognize that sometimes volunteers may need to miss their shifts. Designate a person or department responsible for resolving scheduling issues. Ensure volunteers know whom to contact when conflicts arise and encourage timely communication.

Keeping Volunteers Engaged

Effective supervision is essential to ensure volunteers contribute meaningfully. Regularly assess projects and volunteer performance to optimize their efforts. By providing substantive tasks, you can keep volunteers engaged and committed to your mission. According to Indeed, being specific by giving practical ways that people can volunteer for you makes it easy for them to continue participating.

Evaluating for Improvement

Engage both the administration and volunteers in evaluating your volunteer program.

Create questionnaires that solicit feedback on program strengths and weaknesses. Allow volunteers to provide anonymous input, which can be valuable for program enhancement. Honest feedback can be extremely helpful for evaluating the program.

Recognizing and Appreciating Volunteers

Show appreciation for your volunteers’ dedication and time. Recognition fosters volunteer retention and strengthens relationships. Simple gestures such as words of praise and thank-you notes can convey gratitude effectively.

Create Your Volunteer Team Today

Effective volunteer management fosters a sense of teamwork and helps advance your mission. When organizations invest in well-structured volunteer programs and provide support to all involved, the experience becomes rewarding for everyone.

TAKE NOTE: This article is part two of a two-part series on best practices for nonprofit organizations implementing volunteer programs. For more information and insights on volunteer management for nonprofit organizations, explore the following news articles:

Visit The TASC Group’s website to learn more about how the team’s award winning work can help you to strengthen, support and highlight your mission within the communities you serve.

Crafting an Effective Media List for Nonprofits and Mission-Driven PR Campaigns

March 2, 2024

When you have a story to share, reaching a wider audience starts with creating a comprehensive media list. Getting your content seen by potential consumers starts with creating a media list of outlets and contacts from those outlets which cater to your target market.

Six Steps for Creating a Great Media List

Define Your PR Pitch

Start by clearly defining your PR pitch. Whether it’s an executive interview or a product announcement for your non-profit, articulate what you’re offering to the media and why it matters. A well-defined pitch is essential for capturing the attention of journalists and gaining media coverage. Pitch writing consists of persuasion, creative thinking and storytelling. If what you’re sharing is relevant to the journalist, fewer than 200 words and highly readable — think short sentences, bullet points and subheads.

Develop Multiple Angles

Consider multiple angles for your pitch that align with your target media outlets and their audiences. Figure out which approach best aligns with your goals and with those of the journalists.

Choose the Right Timing

Timing is a critical aspect of successful PR outreach. Determine when you want your content to be seen by your target audience. Quick-turnaround outlets like online platforms, daily newspapers, television, and radio are ideal for immediate exposure. For evergreen content, consider pitching to magazine publications. Evaluate your options and choose the timing that best suits your story.

Thoroughly Research Contacts & Outlets

Utilize databases and search engines to identify potential media outlets. Start with broad search terms and narrow down your list as you progress. Pay attention to journalists’ beats, cadence of publication and whether they receive pitches or not. Seek assistance from a PR agency if necessary to define your media list effectively.

Understand Media Roles

Consider the roles of potential contacts within media outlets. Editors-in-chief may focus more on the business aspects of the outlet, while staff writers or assignment editors are often looking for unique stories. Include multiple contacts from one outlet to ensure comprehensive coverage.

Review and Supplement Your List

After compiling your initial list, review it for any missing outlets or contacts. Use online resources like Google or ChatGPT to identify any overlooked opportunities. Continuously refine your list to ensure it’s comprehensive and up-to-date.

Build Your Media List Today!

By following these six steps, you can create a robust media list that will enhance your public relations campaign’s success. A carefully curated media list ensures that your content reaches the right audience, increasing your chances of securing valuable media coverage.

For more insights and expert guidance on PR strategy and media outreach, explore relevant news articles, such as those from A Good Cause and Glue Up.If you have further questions or need assistance with your PR campaign, feel free to reach out to The TASC Group today! Learn more about how The TASC Group’s award winning expertise can help you to strengthen, support and highlight your mission within the communities you serve.

The Anatomy of a Social Media “Riot”

November 1, 2023

By the time police arrived, Union Square was severely overcrowded. Within the park’s nine acres, thousands of young onlookers had gathered for what was supposed to be a gift giveaway hosted by Twitch-personality Kai Cenat. Drawn by the promise of free Play Stations and the chance to meet a social media celebrity, thousands of teenagers had traveled to the park.

When the crowd, predominantly an audience of youthful teenage boys, clashed with police, things escalated quickly. In dozens of videos shared across YouTube and other social media platforms, police collar the young attendees. One video captures a police officer slamming a teenage boy through a taxi cab’s back window. By the end of the day, several people were seriously injured, 60+ people were arrested and Union Square Park sustained over $55,000 in property damage. Cenat, the influencer who had sparked the gathering with posts made on Twitch days before, was charged by police with “unlawful gathering” and “inciting a riot.”

As police investigate this incident further and Cenat faces a court date, it’s worth considering the broader context of social media relationships and the unpredictable power of influencers to catalyze mass action in physical reality. In an age defined by Facebook, Instagram, TikTok and dozens of other social networks, what role do social media personalities have in driving people to action? What can happen when an influencer with a cult following asks their followers to do something? To answer the latter, we must first understand the phenomena known as parasocial relationships.

Defined as “a one-sided relationship where one person creates an emotional attachment and invests their time and energy, while the other party doesn’t know of the other person’s existence,” parasocial relationships are a hallmark of social media users, especially younger users post-pandemic.

In a recent study by Wellesley College’s Youth Media and Well-Being Research Lab, researchers found that 90 percent of kids have social media by the time they turn 12 (7th grade for context). With the advent of coronavirus, lockdown and the implementation of remote learning in 2020, millions of teenagers leaned harder on social media to maintain physically distanced relationships and monitor ever-evolving news. In the process, many gravitated to familiar faces, screentime soared and the popularity of specialized, social media personalities rose with it.

These relationships are built on constant content, frequent user interaction and intensely personal exchanges occurring several times a day. Intimacy is key.

Most influencers cultivate a following over time, then use these followers to secure lucrative brand deals and partnerships. While encouraging your fans to buy a product or use a service is commonplace, the power of influencers to mobilize fans in real life beyond just buying a product, to encourage them to go somewhere and do something, is still unpredictable and relatively immeasurable.

In the case of Cenat, he unwittingly baited followers to do something dangerous. What was meant to be a good time, short giveaway and brief interaction, became something much more serious. Another interesting element here, the gathering was sparked by a relatively small medium.

If you’re unfamiliar with Twitch, it’s a social media platform best known for live-streaming events, including video game tournaments and product reviews. The platform hosts approximately 140M active monthly users. For context, that’s 1/3 of X’s (formerly Twitter) monthly audience, less than 1/4 of Tiktok’s and barely 1/20 of Meta’s. Cenat, the influencer at the heart of this scandal, is one of Twitch’s most followed creators. To date, he has over 6.5M subscribers and he posts content daily.

This “riot” resulted from a perfect storm of circumstances. Post-pandemic teens, a diligently followed social media personality, the rise of parasocial relationships, the promise of a free, coveted product, a general lack of awareness about and unpredictability of calls to action on social media – these all melded together to create a moment New York City was unprepared for, yet one we can learn from. As communicators who often partner with influencers like Cenat or work with clients including city departments or public policymakers, we must be prepared.

It is important that we understand how to predict, understand and measure the power these online figures have to mobilize their followers. Frankly, we must acknowledge this power exists in the first place. Most importantly, we must work towards ensuring and encouraging online personalities to use their influence for good.