Instagram Business Profiles – Executing the Perfect Delivery

1 year ago
by Matt


We’re always looking for ways to improve our systems and services, with the ultimate goal of providing better results for our clients.

As most of you will know, a key part of our offering as an agency is social media – constantly developing effective social media strategies that are individually tailored to suit specific clients, with the aim of increasing brand awareness among their target audiences.

Creating compelling social media schedules and taking great-looking photos is only half of the job – the second half is about how effectively you execute the delivery of your content, and how accurately and efficiently you can collect results and data to prove to clients that your services are worth investing in.

As with most other professions, keeping on top of industry updates and trends is part and parcel of the job. However, it could be argued that this statement is most true for social media – an industry where the goalposts are constantly being moved, and battling platforms are forever inventing new ways to set themselves apart from the competition.


Improved insights

That’s why when Instagram recently announced the launch of their ‘Business Profiles’ it was an almost instantaneous reaction to switch all of our client’s Instagram accounts over to the new format. The new Business Profiles allow you to easily access data relating to the performance of your posts, helping to unearth trends within your content, and discover which posts are performing well and which are not. We are now able to dissect a month’s worth of Instagram content, and really analyse posts down to the very last hashtag – helping us improve client schedules and strategies going forward.

Customers can now easily access valuable information when visiting our client’s profiles, including getting contact numbers and addresses, which ultimately help to increase footfall and drive sales – perfect for our clients in the leisure sector!


Providing clearer results

As an agency it’s about providing the best results possible in a way that our clients can look at them and understand exactly where the value is. Compiling quarterly social media analytics reports was once a labour intensive process of counting how many photo ‘likes’ a profile had generated in any given month. Now with Business Profiles it is an in-depth analysis of the content we are producing, figuring out what works for our clients, and calculating the most effective approach going forward. Business Profiles have allowed agencies to prove amazing results, and helped clients understand those results better.


Image source: [1]
Twitter: [@MattLong1994]

Social Media and the Beautiful Game

1 year ago
Jake Malbasa
by Jake Malbasa

Everyone is aware of the impact social media has on a brand – football clubs and their players are no different. Every football club down to Sunday League level has a social media presence. In 2009 Cristiano Ronaldo’s publicists scoffed at the idea of him being able to reach 10 million fans on Facebook – “That’s more than the entire population of Portugal”. As of today, Ronaldo has 116 million Facebook fans; the most of any human.

With the new season still just weeks old, let’s have a look at how, over the past few seasons, social media has affected football and those that play it – for better and for worse.

The medium of choice

Traditional media cannot keep pace with social media – all stories break first on Twitter. But unlike breaking news, where the news outlets are still the trusted and go-to source, football clubs can bypass the traditional outlets completely. They themselves can tweet to their multi-million fan base, sit back and wait for it to be retweeted to the rest of the world.

In the past, the only option was for a press conference to be called, the world media would gather, with rumours buzzing about the player about to be unveiled. Page 302 on Ceefax was the most up-to-date source. Now:

zeUnfortunately, regardless of his ties, Jim White is no longer the king of deadline day. #deadlineday is the country’s number one trend from AM to PM, and whether true or false, Twitter rumours make the day far more entertaining (sorry Stoke fans):stok



Giving the game to everyone

In days gone by, it was only those fortunate enough to have Sky Sports that could watch all the goals go in. Even with live TV figures soaring, social media has always been rife with shaky video footage of somebody’s TV which eventually gets dragged down by Twitter. Noticing the volume of, and need for these videos, Twitter this year signed a deal with Sky Sports, and through @SkyFootball, all the goals and highlights can be seen instantly.

Going a step further, Wayne Rooney testimonial match against Everton was the first English game to be legally streamed on Facebook. The success has encouraged Sky Sports News to try the same with the immensely popular Soccer Saturday. Through social media, the game is more accessible than ever.

Personal brand and engagement

From an individual brand perspective, social media is unparalleled. Footballers tweet their opinions, activities and even some very personal information. Cristiano Ronaldo used his Facebook account to announce the birth of his child, as did Wayne Rooney and a whole host of others. As with all celebrities on Twitter, their personality really comes across.

Players like Joey Barton (now inactive) and Juan Mata give examples of well written, insightful blogs – that through social media receive substantial shares. Sometimes you don’t need a lengthy blog to change public opinion and drum up personal support; it can be done in a few tweets. This is how to deal with being dropped elegantly:



Of course, sometimes showing your true personality isn’t the best idea:


Accessibility to players isn’t always great

Whilst it’s sometimes nice that we can see what our superstars are having for breakfast, social media also has a darker side. In the past, players have become the targets of racial abuse and hate campaigns. A slightly lighter example, but hurtful nonetheless was a social media petition to ban Tom Cleverley from the England squad. Whilst I’m sure you probably agreed with it, it can’t have been nice for poor Tom to see the signatures mounting up.

When social media backfires

Working as a publicist for a footballer must be a nightmare. Sure there are perks, but screening everything they say isn’t possible – if only. Here are a few examples that must have sent the PR teams in meltdown:

Following his recent move to CRYSTAL PALACE


Directly following a 6-0 drubbing (he later claimed this was a ‘pocket tweet’)



Whether social media is positive or negative there’s no doubting its growing influence in sport. If they’re not already, clubs should be rolling out regular workshops for the players – after all, it’s much better to have a Bastian Schweinsteiger than a Joleon Lescott.

Our favourite Birmingham burgers for National Burger Day!

1 year ago
Jo Sheridan
by Jo Sheridan

National Burger Day Birmingham

If there was ever a national awareness day we could get behind, it would definitely be National Burger Day. You might be forgiven for thinking that a burger, is well a burger, but when we asked the office to choose their favourites there wasn’t any hesitation. Cue a long list of adjectives, enthusiastic hand signals and talk of having to have a burger for lunch in the name of research, all pretty standard reactions to creating a list about food.

But it’s not all just about burgers; awareness days like this can be great news for both restaurants and journalists, with a host of online articles and features dedicated to the search for the best in town. It seems like National Burger Day is also a hot topic on social media; in 2015, there were over 125,000 tweets and 40,000 Instagram posts tagged with #NationalBurgerDay, a figure we expect to rise for 2016.

So here they are – Rewired’s favourite Birmingham burgers (plus two International recommendations…) Warning: reading past this point is likely to make you extremely hungry. But trust us, it’s worth it.



Everyman’s Spielburger

Great burgers are even better when watching a great film, and Everyman Cinema delivers on both! If you haven’t tried a Spielburger yet, you don’t know what you’re missing.

 Everyman Spielburger National Burger Day


O.P.M’s Cheeseburger

For pure filth, Birmingham’s best burger has got to be Original Patty Men’s Cheeseburger which Lisa and I first tried at I CHOOSE Live’s Pulp Fiction event.

However, the best burger I’ve ever tasted was from Father’s Office in Santa Monica, LA. Created by acclaimed chef, Sang Yoon, the Office Burger comes medium topped with caramelised onions, Gruyère and Maytag cheese, applewood-smoked bacon compote and rocket served in soft bun. I don’t think any of us talked or even looked at each other while we were eating!

Father’s Office in Santa Monica National Burger Day


Billy the Kid

My favourite burger in Birmingham has got to be Billy The Kid from Gourmet Burger Kitchen. It’s filled with grilled goat’s cheese, bourbon mushrooms, house onion ring, truffle mayo, rocket and pickled onions – yum!

There are still so many burger joints in Birmingham that I want to try out – the list is never ending! But if I had to choose outside of Birmingham, the best burger I’ve ever had was in Riviera Maya, Mexico –  I am drooling even thinking about it, and I would actually go back just for the burger! It was a lime and coriander pork burger topped with avocado, loads of gherkins and cheese, and a side of criss-cross fries.

Billy the Kid National Burger Day


O.P.M’s ‘Big Verns’ Krispy Ring

Rarely does food live up to its hype, but Original Patty Men certainly does! Winner of Britain’s Best Street Food Burger, the wheels were off when my visit to the actual restaurant in Digbeth set the precedent all burgers now have to follow.

Recommended without hesitation, ‘Big Verns’ Krispy Ring is a classic aged beef patty, with maple coated bacon and American cheese – so far, so normal right? Not when it’s then placed in in a grilled glazed doughnut instead of the usual buttermilk bun…

It’s the perfect combination of savoury and sweet and unlike any other burger I’ve ever tried – what better way to celebrate National Burger Day?

 Original Patty Men 'Big Verns’ Krispy Ring


Five Guys Bacon Cheeseburger with fried onions & ketchup

Love this burger – it’s so tasty with the fried onions and although they use two patties it doesn’t fall apart when you eat it. That’s the sign of a good burger in my book!

Five Guys Bacon Cheeseburger with fried onions & ketchup


The Meat Shack

With all factors considered, I haven’t enjoyed a burger like that of The Meat Shack’s anywhere else in the country.

The nation’s new found love of street food is showcased in Birmingham’s worst kept secret Friday night eatery-come-watering-hole-indie-nightclub, Digbeth Dining Club. The Meat Shack is one of several pop-up ultra-fast food vendors scattered around a car park – it’s not “take a seat and someone will be along shortly” – it’s serviettes for plates and beer in plastic cups; the only priority is the meat.

I piled two burgers in a bun, separated by cheese and bacon, and bookended with onions and mustard. This is one of the more understated options available, but when the burgers are this tasty, the simplicity subtracts nothing from the flavour of the meat. Grow a beard, wear a check shirt, drink craft ale, and eat burgers in car parks – it’s what the cool kids do.

The Meat Shack National Burger Day 


TGI’s Bruce Lee Burger

If you’re like me, and enjoy food that comes with a kick, then TGI’s Bruce Lee Burger is a must try. A 7oz flame grilled beef burger topped with spicy Asian slaw, crispy noodles, sliced red chilies, jalapeños, hot sauce, toasted sesame seeds and chili mayo. As you can see from the list, there are a lot of ingredients that pack a spicy punch, in true Bruce Lee style! Trained spice fighters could probably take down this bad boy no problem, so if you feel even more daring, then how about TGI’s ‘The Chief’ – topped with scorpion hot sauce and a scotch bonnet chilli! I personally haven’t risked losing my tongue to that beast just yet…

 TGI Friday's Bruce Lee National Burger Day


What’s your favourite Birmingham burger? Drop us a tweet @RewiredPR to let us know!


Image credits [1][2][3][4][5][6][7]

Are Instagram stories competitive copying?

1 year ago
by Matt

sc v ig

In the past fortnight we have seen yet another significant move in a continuous game of social media chess.

In the battle to reign victorious as king of the platforms, Instagram announced the release of ‘stories’ – a feature almost identical to that of its rival, Snapchat, which allows users to share photos and videos in a slideshow format for their followers to see.

It seems that to be better isn’t always to be creative or different, sometimes taking a winning formula from one of your opponents, and implementing it as your own will also do the trick!

There are plenty of ways to look at this move from Instagram. Is it competitive? Is it desperate? Or is it simply necessary in an industry where the ‘if it isn’t broke don’t fix it’ cliché doesn’t apply?

From Instagram’s perspective I think the perceived benefits of introducing stories were just too big to ignore, regardless of whether it looked desperate or unoriginal. Instagram stories have already been lapped up by brands and celebrities, who boast substantial followings, while offering another interesting feature to the average Instagram user that could potentially attract them away from Snapchat.

“Snapchat deserves all the credit for stories feature”



It seems even Instagram CEO, Kevin Stystrom, is under no illusion that Instagram’s update is more or less an identical copy of Snapchat.

In a recent interview with Tech Crunch, the Instagram CEO said that Snapchat deserved “all the credit” for stories, before insisting; “This isn’t about who invented something. This is about a format, and how you take it to a network and put your own spin on it.”

instagram story

Instagram users can doodle on images using a paintbrush tool, exactly like Snapchat. Users will also be able to add text to the bottom of images and videos, exactly like Snapchat. Content uploaded to a user’s story will then only be accessible for 24 hours before expiring; you guessed it, exactly like Snapchat. In fact, the only feature Snapchat still holds as its own are filters – for now anyway.

It’s a bitter pill to swallow for the photo-messaging platform, which has enjoyed substantial growth in recent times.  Snapchat will undoubtedly see Instagram’s decision to adopt stories as underhand, especially as it seems almost no attempt has been made to develop or tweak the concept.

Instagram has shown that they are willing to ‘play dirty’ even if it is a well-intentioned update made to improve user experience. Somehow I don’t think the ‘deserved credit’ will be much of a consolation for Snapchat’s producers.

Instagram has taken an important piece from Snapchat’s board, as they push harder than ever for the social media checkmate.


Image source: [1] [2]

Twitter: @MattLong1994


OMG – you won’t believe this!

1 year ago
by natalie

Clickbait. We’ve all fallen for it. And now Facebook has declared war on it.

Facebook’s research team announced last week that users will be seeing fewer clickbait stories in their News Feeds as it cracks down even further on misleading content and spam.

The new system will identify phrases that are commonly used in clickbait headlines and links posted from or shared from Pages or domains that consistently post clickbait headlines will appear lower in the News Feed.

So, what is clickbait? And when is it an issue to those of us working in the media industry?

Facebook defines clickbait as a headline that withholds information required to understand what the content of the article is and if it exaggerates the article to create misleading expectations for the reader.

Having been accused in the past of using clickbait to lure readers, Buzzfeed’s editor-in-chief, Ben Smith, believes the practice of clickbait is often misunderstood and incorrectly labelled.

Smith says, “The best way to ensure your readers won’t choose to share a story or a post is to trick them.”  He added, “Anyone who has spent the last 20 years online knows the specific disgust that comes with a headline that doesn’t deliver on its promise.”

He argues that clickbait headlines might be able to trick a user into loading the content but that increasingly angry readers would never share it, therefore arguing his case that Buzzfeed doesn’t indulge in the practice of clickbait.

Crafting the perfect headline and attracting people to your content is a skill. Journalism and the online world have long relied on curiosity to create interest in a story. However, whilst it’s tempting, it’s important that your headlines – whether they’re for social media posts, video titles, blog posts, e-shots – don’t become exaggerated and manipulative or misleading.

You might get people clicking on your content but chances are, they’ll soon realise it doesn’t bear any resemblance to the headline and click straight off – thus negating the whole point of using clickbait in the first place.

By the way, if you haven’t clicked off this article already in anger at the clickbait headline, make sure you read my previous post – it will leave you stunned!

Image source

My mentoring journey so far…

1 year ago
by natalie


Martin Luther King once said, “Life’s most urgent question is: what are you doing for others?” Especially in our industry, our focus should always be putting others first whether it’s our clients, the team or supporting young people in the city.

Around eight months ago, I joined the Birmingham Professional Services mentoring scheme, not only to be mentored by a professional but to also support a young person through monthly mentoring sessions. Needless to say, it’s been very rewarding so far. Read my Q&A that was featured on BPS here:


What made you want to be a mentor/mentee?

I have always been interested in the idea of being a mentor/mentee and when I heard about the BPS mentoring scheme, I was keen to get involved.

I was drawn to being a mentor as I liked the idea of supporting a young individual – whether it was through career goals, personal development or simply being a friend. Being a mentor to a young person in the city was a way that I could show my support to the next generation of young talent and even learn a thing or two from them.

I wanted to be a mentee to develop my own career and have someone to talk to outside of work, who could offer me advice and support based on their own experiences and challenges that they have faced.

Have you been in a mentoring relationship before?

No, but it’s something I have always been interested in. BPS provides a great platform for young professionals in the city to connect with like-minded individuals, giving them the chance to increase their skills and inspire others in the workforce and across Birmingham.

How has your mentor helped/supported/inspired you?

My mentor is really supportive and has given me some great advice on personal development so far. She’s definitely an inspiration to me and has made me think more about what I want to achieve over the next five to 10 years, and what steps I need to take to get there.

How have you found being a mentor?

At first, I wasn’t really sure what I could offer to a young person at my age but having my own mentor gave me a little more perspective. I approached my first session with my mentee as if I was meeting a new friend for a coffee. We got along really well and I felt like I had known her for ages.

Being a mentor is being that person that they can talk to about work ups and downs, life in general but also having a laugh, which really helps when you’re having a tough day! I was able to offer general career advice as well as advice around key areas/skills that my mentee wanted to focus on.

It has given me a sense of fulfilment and highlighted just how important it is to actually take time out from sitting at my desk. I found that it has not only helped me support a young person in setting their own objectives moving forward, but it has also made me believe in myself more and my ability as a working professional.

What would you say to anyone still deciding whether to sign up as a mentor/mentee?

I would say don’t be afraid to try both! I think some people shy away from it as they may see it as a huge commitment to add to their workload but it’s definitely worthwhile.

Being a mentor will increase your confidence, help your own career development and improve skills such as management and leadership. In turn, you will gain recognition for your skills and experience.

Being a mentee means that you can gain practical advice and support from someone in the city who is passionate about their career and wants to help you find your own path and support you on your journey. It’s also a great opportunity to develop your communication skills, establish a sense of direction and meet new people in the city.


There are some really exciting opportunities in Birmingham and I am really enjoying being both a mentor and a mentee. I am definitely glad I signed up!

Find out more about the BPS mentoring scheme here –

More campaigns like this is #WhatIReallyReallyWant

1 year ago
Jo Sheridan
by Jo Sheridan

My childhood was all about the Spice Girls; from plastering my bedroom walls with posters and stickers, to actually taking on the role of ginger spice in my school play – complete with orange spray paint in my hair.

But the new version of ‘Wannabe’ is more than just a 90s throwback, with The Global Goals reinventing the original ‘girl power’ hit as part of a United Nations initiative. Promoting the goal of gender equality, the new-look video has already become a viral sensation – clocking up over 270,000 YouTube views in 24 hours and over 15K retweets of the original post.

Using the #WhatIReallyReallyWant hashtag, the campaign asks you to share a photo of yourself holding up what YOU really, really want for girls and women… covering everything from equal pay, and education for all, to ending violence. Responses will be passed to world leaders at the United Nations in September, giving each and every person who gets involved the chance to help drive change.

20 years down the line, it’s clear that girl power lives on, with a host of celebrities backing the campaign. Victoria Beckham, Emma Bunton and Melanie Chisholm, aka Posh, Baby and Sporty, have all come out in support of the cause, seemingly honoured that it was their 1996 hit that inspired the video. With other celebrities including Tanya Burr, Emma Watson and Jamie Oliver getting involved too, it will be a while before this one is disappearing from your news feed.

#WhatIReallyReallyWantBut the response to the campaign has not been all singing into hairbrushes, with many taking to social media to criticise it for not delivering on the exact thing it aims to: gender equality.

With key messages being ending violence against girls and providing quality education for all girls, some people have asked the question – what about boys? Surely a campaign that is all about gender equality should be exactly that, equal focus on both genders.

Despite any negative comments, there’s no denying that this campaign has successfully brought important global issues to the forefront of everyone’s minds, in a way that people can’t help but get involved with.

So join the movement, and share #WhatIReallyReallyWant.

A week of exits as told by social media

1 year ago
Jake Malbasa
by Jake Malbasa

My grandad always used to speak in proverbs. ‘A lot can happen in a week’, ‘Be very careful when placing your trust in others’ ‘I’ll die before England win a major tournament’. Words I dismissed as a child, but now words I repeat as my own.

In the space of a week, England has well and truly turned its back on Europe. Seventeen million people voted to leave the EU last Thursday, and then on Monday, 11 more staged what must have been a Brexit protest on a French football pitch. Expert opinion and punditry is everywhere, but what did the general public make of it? Here’s the social media stats following a hectic week of angry typing:

EU referendum tweets from the polls opening – David Cameron resigning: 6.4 million

Tweets per minute during David Cameron’s resignation: 13,300

England vs Iceland tweets on day of game: 4.8 million (15x Iceland’s population)

Tweets per minute following final whistle: 135,000

I suppose there’s some solace to be found in slightly more people reacting to the referendum than to the football, and the day of the EU results saw a 72% increase in Twitter activity to that of a regular day. However the Google data suggests people may still have been doing some rather important, yet belated fact finding:

brex que


If it’s disheartening that people were still asking what the EU is a day after voting to leave it, the England football trends were more comical:

Goog Eng

The last thing to round up is those very clever and satirical internet-ers that have somehow managed to make us laugh, despite it all. Here’s a few (Don’t worry, there isn’t any of those hilarious parody petitions in there…)

matt dean

But the winner, unfortunately, is this unlikely pair:

joe hart

As one paper folds, another one opens

1 year ago
by natalie


Not too long ago, I wrote a blog post about the UK’s new national newspaper, New Day. Just nine weeks after it launched, the paper quite literally folded, with circulation at a measly 40,000 rather than the predicted 200,000.

Now, I don’t want to curse this in the same way, but it appears that another publisher has taken the brave move to launch a newspaper despite ever-declining print figures.

Priced at 40p, the paper – called 24 – is published by Carlisle-based CN Group with 95% of its content, including news, lifestyle, features, celebrity gossip and puzzles, provided by the Press Association.

The difference this time around is that the paper has been specifically designed for the north as an alternative to the “south-dominated” national press. Its circulation will stretch from Preston in the south to Lockerbie in the north and Workington in the west to Hexham in the east.

CN Group’s editorial director, David Helliwell, is reported to have told the BBC that 24 readers will get “a great mix of all the best national news and sport content that is around, added with a northern flavour”. He adds: “There is so much that happens in the UK that only a fraction of it gets into our newspapers and it can be very south-dominated”.

I agree that newspapers tend to be quite biased towards the south but haven’t publishers learned their lesson from the disaster that was New Day? Only time will tell.

In or out? Will the media decide the outcome of the EU referendum?

1 year ago

by Ruth Pipkin

UK EU flag

With just nine days to go until Britain hits the polling stations, both the Vote Leave and Stronger In Europe campaigns have been overshadowed by accusations of scaremongering and reliance on unsubstantiated ‘facts’.

So where should any undecided voters turn to for unbiased critique and impartial commentary? The media? Not likely.

Figures published by the Reuters Institute for the Study of Journalism in May revealed that the national press were biased towards Brexit during coverage of the first two months of campaigning. 45% of 928 referendum articles it studied were in favour of leaving while 27% supported the remain camp.  19% were categorised as “mixed or undecided” and 9% were classified as “adopting no position”.

EU referendum2

As the Independent reports, the media landscape has changed dramatically since the last EU referendum in 1975. With newspaper circulation dwindling, today’s voters are just as likely to keep up to date on politics via Buzzfeed or the Huffington Post as they are by watching BBC News or reading a daily paper. However, the role of the national daily press is still considerable – not least because it tends to set the agenda for broadcast media – and with 75% of adults relying on TV for their daily news fix, broadcast is holding onto its influence.

Television and radio in the UK have an obligation to be impartial and, in theory, must give both campaigns equal coverage. However, it’s hard to miss the frequent debate surrounding media bias, not least tabloid accusations surrounding the BBC’s and its coverage of the EU.

Social media has become the battleground of choice for political parties – particularly when seeking to engage with new and younger voters. Early on in the EU campaigns it was reported that both sides were favouring Facebook as their medium of choice for reaching out.

Facebook EU

At the time of writing, Britain Stronger in Europe had amassed  471,112 likes on Facebook, with  Vote Leave at 482,885. Not much to give away a potential result there, but the tactical campaigning has potentially had a considerable impact in generating new votes. It has been suggested that the voter registration website crash last week was, in part, a result of a targeted Facebook campaign funded by the remain camp, which encouraged voter sign-ups to anyone over the age of 17.

The New Statesman reported that, on the last Friday before applications for registration closed, Facebook ran an advert linking directly to the voter registration site for 24 hours. 186,000 people applied to register that day, of which around 120,000 were under the age of 34. The total registrations were almost double that of the days preceding.

The Telegraph’s analysis of the impact of extending the voter registration deadline, as a result of the crash, pointed to this resulting in a potential 30,000 extra votes for Remain. With most experts in agreement that younger voters are more likely to vote to stay in the EU, could social media have played the biggest role in shaping the result?


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