Experts Matter. Find Yours.
Connect for media, speaking, professional opportunities & more.
Why TikTok Keeps You Scrolling: Baylor Research Explains the Science Behind Social Media Addiction
Why is it so hard to stop scrolling TikTok? A new study by Baylor University marketing professors and social media researchers James A. Roberts, Ph.D. and Meredith E. David, Ph.D., reveals that the answer lies not only in the app’s content, but in its design. Their research, published in the journal Cyberpsychology, Behavior, and Social Networking, is among the first to compare the technological affordances – the built-in design features that shape user behavior – of three leading short-form video (SFV) platforms: TikTok, Instagram Reels and YouTube Shorts. The findings reveal that TikTok’s combination of ease of use, highly accurate recommendations and surprising content variety creates a powerful recipe for user engagement – and, in many cases, addiction. The power of effortless design In their study, Roberts and David had participants rate each platform on three key technological affordances: perceived effortlessness, recommendation accuracy and serendipity (the element of surprise) and answer questions measuring their levels of social media engagement and addictive use. The results were clear: TikTok scored significantly higher than Instagram Reels or YouTube Shorts across all categories. Users in the study said TikTok required the least effort to use, delivered the most relevant videos and surprised them most often with unexpected but enjoyable content. “It’s the combination of all three that keeps people scrolling,” David said. “But the prerequisite is effortlessness. Without that ease of use, the other two wouldn’t matter as much.” TikTok’s seamless experience – where videos begin playing automatically the moment the app opens – creates a sense of immersion unmatched by competitors. Other platforms require users to click or select a video before viewing begins, a subtle difference that nonetheless makes TikTok feel faster and more intuitive. Engagement becomes addiction The study found that TikTok’s technological affordances indirectly increase addiction by first increasing engagement. The more users engage, the more likely they are to lose track of time – a phenomenon known as time distortion. David said this design is no accident. “TikTok’s algorithm is intentionally created to be addictive,” she said. “Their own materials acknowledge that users can become hooked after less than half an hour on the app.” She noted that even users who recognize these patterns often underestimate how long they spend scrolling. “We all need to be more cognizant of our time on these platforms,” David said. “Check your phone’s screen-time data – you may be surprised.” Implications for users and policy Beyond individual awareness, the researchers point to the broader social impact of overuse – particularly for young people. Excessive time on short-form video apps can erode attention spans, foster expectations for instant gratification and displace face-to-face interaction. “These platforms are designed to hold our attention,” David said. “But the opportunity cost is huge. The more time we spend scrolling, the less time we have for the activities that build real connection and meaning.”
The Hidden Risks of Sports Betting
In a recent release from Cedarville University, Dr. Jared A. Pincin, Associate Professor of Economics, emerges as a prominent voice warning students about the hidden risks of sports betting. Pincin underscores that modern betting apps are intentionally designed to mimic mobile video games—fast, rewarding, and highly addictive—which makes them especially appealing to young adults and students. He emphasizes that while the appeal of quick wins is strong, the reality is that these platforms can erode both personal finances and educational opportunities. “The dark reality is that gambling is very addictive and can bankrupt people, strain marriages and destroy futures,” Dr. Pincin explains when describing the slippery slope that many young gamblers face. Grounded in his economic research and Christian ethics framework, Pincin adds another layer of concern: from a faith perspective, gambling exploits the desire for instant gain and distracts individuals from a more grounded trust in provision and purpose. He argues that with legalization expanding and betting apps readily available on smartphones, college students—not just athletes—are increasingly vulnerable to behaviors that can derail their academic trajectory and long-term goals. “Gambling preys on our desire for quick gain and distracts us from trusting God’s provision,” Dr. Pincin notes, bringing into focus the moral as well as the practical implications of sports gambling in a university setting. Dr. Jared Pincin's research interests explore the intersection of public choice economics with foreign aid as well as issues in sports economics. Pincin has published in popular publications such as The Hill, Real Clear Markets, Foxnews.com, and USA Today and scholarly journals such as Oxford Development Studies, Applied Economic Letters, and the Journal of Sport and Social Issues. View his profile here The release garnered a lot of attention - and substantial media coverage from outlets like ABC News and others. Gambling is emerging as a serious issue across America - and if you're a reporter looking to know more about this topic - then let us help. Cedarville's Jared Pincin is available to speak with media - simply click on his icon now to arrange an interview today.
Motor vehicle crashes remain one of the leading causes of death among teenagers. For the youngest drivers, getting behind the wheel marks freedom but also comes with measurable risk. At the University of California, Irvine, Dr. Federico Vaca, professor and executive vice chair of emergency medicine, is determined to change that trajectory. “Driving licensure among our youngest drivers remains a major life milestone, and it allows for newfound freedom and opportunity for not only youth but their parents as well. At the same time, learning to drive and licensure come at a time when youth are rapidly moving through life with new transitions in school, with friends, and likely exposure to alcohol and drugs,” he says. “Our priority … is to examine the complexities of young driver behavior and to thoroughly understand crash injury risk and crash prevention among this special group of drivers.” Vaca’s work is at the intersection of health, transportation science and policy. A fellow of the Association for the Advancement of Automotive Medicine and a researcher at UC Irvine’s Institute of Transportation Studies, he previously served as a medical fellow at the U.S. Department of Transportation’s National Highway Traffic Safety Administration in Washington, D.C. His long-standing goal is to prevent the injuries he has seen and treated in emergency departments and trauma centers through rigorous research, using the findings to inform and advance evidence-based programs and policies that save lives on the road. Innovating safety science UC Irvine is home to a new hub for understanding and preventing crash injuries among young drivers, the Brain, Body & Behavior Driving Simulation Lab, founded by Vaca and his interdisciplinary team. At the heart of the B3DrivSim Lab is a high-fidelity, half-cab driving simulator capable of replicating real-world conditions with precision. It uses advanced software to design customized driving scenarios – from complex roadway environments to the inclusion of such human elements as distraction and fatigue – all while capturing real-time video and driving behavior as well as vehicle control metrics. This integration of medicine, behavioral science and engineering enables researchers to measure how developmental and socioecological factors shape driver decisions in unique and consequential ways. The B3DrivSim Lab also represents a growing mentorship ecosystem at UC Irvine. In mid-June, the facility welcomed Siwei Hu, a postdoctoral scholar who earned a Ph.D. in civil and environmental engineering, with a focus on transportation studies, at UC Irvine. Hu works closely with Vaca to combine engineering and modeling analytics with behavioral and crash risk insights. The half-cab driving simulator uses advanced software to replicate real-world conditions and design customized driving scenarios – from complex roadway environments to the inclusion of such human elements as distraction and fatigue – all while capturing real-time video and driving behavior as well as vehicle control metrics. Steve Zylius / UC Irvine From the lab to policy Beyond simulation, Vaca’s latest National Institutes of Health-funded study, separate from his lab’s work, takes this philosophy to the national level. His project, “Modeling a National Graduated-BAC Policy for 21- to 24-Year-Old Drivers,” explores whether lowering the legal blood alcohol limit for young adults could reduce alcohol-related crashes and deaths. “When you turn 21, at that very moment, the application of several alcohol-related prevention laws changes in the blink of an eye,” Vaca says. “Before that, the minimum legal drinking age and zero-tolerance laws are in place to protect young drivers from alcohol-impaired driving. Effectively, the second you turn 21, those prevention policies don’t apply, and you’re suddenly allowed to have a much higher blood alcohol concentration in your body that’s intimately tied to serious and fatal crash risk. It’s a very dangerous disconnect.” The study will use national crash data, behavioral surveys and system dynamics modeling to examine how a “graduated BAC policy” might bridge that gap, giving young adult drivers a safer transition into full legal responsibility and saving many more lives. Bridging science, education and prevention Earlier this year, Vaca and his B3DrivSim team joined prevention program educators, policymakers, engineers and law enforcement professionals in Anaheim at a Ford Driving Skills for Life event, part of a Ford Philanthropy-sponsored national effort teaching teens hands-on safe driving techniques – from hazard recognition to impaired-driving awareness. Speaking to more than 130 high school students and their parents from local and distant communities, Vaca emphasized the connection among driving, independence, opportunity and responsibility. That message aligns with his broader initiative, Youth Thriving in Life Transitions with Transportation, which introduces high school students to traffic safety and transportation science and their role in promoting health, education and employment in early adulthood. By linking research and real-world experience, the project empowers youth to see mobility as a foundation for opportunity with safety as its cornerstone. With overall young driver crash fatalities rising 25 percent nationally over the last decade and a 46 percent increase in fatal crashes where a young driver had a BAC of ≥ .01/dL, Vaca’s work represents a crucial step toward reversing that trend. Through a combination of clinical insight and prevention, transportation and data science underscored by community collaboration, he and his team are redefining how researchers and policymakers think about youth driver safety.
In the news: Chronicle features University of Delaware's Career Center
At the University of Delaware, career-development officials believe in teaching students how networking exists all around them, in both curricular and co-curricular realms, by taking career readiness outside the Career Center and infusing networking principles and practices into academic courses, social activities and alumni events. UD's Career Center was highlighted in a recent Chronicle of Higher Education article for innovative and exemplary networking practices and teachings. “If we get students to not think about networking as this static skill I have to build, and it’s more of a natural part of who I am, and it’s in my toolbox, it becomes less arduous, less scary, and easier to do," Rachel Coppola, UD’s Director of Life Design and Career Integration, said in the featured video. Reporters wishing to speak to career experts can reach out to mediarelations@udel.edu.
The e-learning resource, Supporting people living with long COVID, was developed by the Centre for Pharmacy Postgraduate Education (CPPE) It is designed to help community pharmacy teams build their skills, knowledge and confidence The programme offers video and audio resources, practical consultation examples and strategies for supporting individuals. Professor Ian Maidment at Aston Pharmacy School has been involved in a project with the Centre for Pharmacy Postgraduate Education (CPPE) to develop a new e-learning programme for community pharmacists, called Supporting people living with long COVID. The programme is designed to help community pharmacy teams build their skills, knowledge and confidence to support people managing the long-term effects of COVID-19. It was developed with researchers undertaking the National Institute for Health and Care Research (NIHR)-funded PHARM-LC research study: What role can community PHARMacy play in the support of people with long COVID? During the development of the e-learning resource, as well as with Professor Maidment, CPPE worked in collaboration with researchers from Keele University, the University of Kent, Midlands Partnership University NHS Foundation Trust and lechyd Cyhoeddus Cymru (Public Health Wales). The research draws on lived experience of long COVID, as well as the views of community pharmacy teams on what learning they need to better support people living with the condition. This new programme offers video and audio resources, practical consultation examples and strategies for supporting individuals through lifestyle advice, person-centred care and access to wider services. Professor Maidment said: “As an ex-community pharmacist, community pharmacy can have a key role in helping people living with long COVID. The approach is in line with the NHS 10 Year Health Plan, which aims to develop the role of community pharmacy in supporting people with long-term conditions.” Professor Carolyn Chew-Graham, professor of general practice research at Keele University, said: “Two million people in the UK are living with long COVID, a condition people are still developing, which may not be readily recognised, because routine testing for acute infection has largely stopped. For many, the pharmacy is the first place they seek advice about persisting symptoms following viral infection. The pharmacy team, therefore, has the potential to play a really important role in supporting people with long COVID. This learning programme provides evidence-based information to develop the confidence of pharmacy staff in talking to people with long COVID. Developed with people living with long COVID, the programme’s key message is to believe and empathise with people about their symptoms.” Visit www.cppe.ac.uk/programmes/l/covid-e-01 to access the e-learning programme. This project is funded by the National Institute for Health Research (NIHR) under its Research for Patient Benefit (RfPB) Programme (Grant Reference Number NIHR205384).
LSU, FUEL, Syngenta Partner to Develop Low-cost Digital Twins for Chemical Processing Facilities
Derick Ostrenko and Jason Jamerson, faculty in the LSU College of Art & Design, along with engineering advisor David Ben Spry, are pioneering a new approach to industrial innovation using digital twins. The effort is supported by a $217,403 use-inspired research and development (UIRD) award from Future Use of Energy in Louisiana (FUEL). Digital twins are highly detailed, virtual replicas of physical assets. The technology is used in engineering to enhance efficiency, safety, and training; however, their creation often requires costly specialized hardware, proprietary software, and engineering-intensive workflows. “This initiative not only advances digital twin technology but also highlights the interdisciplinary power of design and engineering,” FUEL UIRD Director Ashwith Chilvery said. “By applying creative tools in an industrial setting, we’re demonstrating new ways to lower costs and expand access to advanced digital infrastructure.” The collaborative effort between LSU, FUEL, and Syngenta aims to reduce costs by applying techniques more commonly used in the entertainment industry, leveraging free and open-source software and consumer-grade hardware, such as gaming PCs and digital cameras. Most of the work will be conducted by digital art students skilled in 3D modeling and video game production, offering a cost-effective alternative to traditional engineering services. “3D artists and game developers bring both technical expertise and creative vision that can add significant value when paired with traditional engineering approaches,” Spry said. “We’re eager to demonstrate how this talent pool can help accelerate digital transformation in industry.” “Working with an innovative company like Syngenta to advance digital twins for chemical manufacturing is an outstanding opportunity for our researchers and students, and we’re proud of the techniques and talent we’ve developed at LSU. FUEL’s support of digital twin development for the energy and chemical sectors helps build this technology and unique artistry in Louisiana, for our industries, and for the rest of the nation.” - Greg Trahan, LSU Assistant Vice President of Strategic Research Partnerships In addition to producing a high-fidelity digital twin of a process unit within an active chemical manufacturing facility, the project will deliver a virtual reality application that allows immersive interaction with the 3D model. Future extensions may include augmented reality overlays of physical equipment or integration of live process data for real-time monitoring and troubleshooting. The ultimate outcome of the project is a validated workflow that reduces the cost of producing digital twins by a factor of at least five compared to conventional engineering methods. This breakthrough has the potential to redefine digital infrastructure for the chemical processing industry, making it more accessible, scalable, and adaptable to future needs. Learn more about LSU's digital twin work with Syngenta as well as NASA: About FUEL Future Use of Energy in Louisiana (FUEL) positions the state as a global energy innovation leader through high-impact technology development and innovation that supports the energy industry in lowering carbon emissions. FUEL brings together a growing team of universities, community and technical colleges, state agencies and industry and capital partners led by LSU. With the potential to receive up to $160 million in funding from the U.S. National Science Foundation through the NSF Regional Innovation Engines program and an additional $67.5 million from Louisiana Economic Development, FUEL will advance our nation’s capacity for energy innovation through use-inspired research and development, workforce development, and technology commercialization. For more information, visit fuelouisiana.org. About Syngenta Syngenta Crop Protection is a global leader in agricultural innovation. It is focused on empowering farmers to make the transformation required to feed the world’s population while protecting our planet. Its bold scientific discoveries deliver better benefits for farmers and society on a bigger scale than ever before. Syngenta CP offers a leading portfolio of crop protection technologies and solutions that support farmers to grow healthier plants with higher yields. Its 17,700 employees are helping to transform agriculture in more than 90 countries. Syngenta Crop Protection is headquartered in Basel, Switzerland, and is part of the Syngenta Group. Read our stories and follow us on LinkedIn, Instagram & X.
In an age of fast-moving misinformation, our expert teaches students how to spot what’s credible
As the new academic year begins, and at a time when misinformation often travels faster than facts, University of Rochester’s Kevin Meuwissen offers educators and young learners clarity and practical strategies for identifying credible sources. As an associate professor and chair of teaching and curriculum at the Warner School of Education and Human Development, Meuwissen focuses on how children and teens learn about politics and history — and how they can be taught to critically evaluate what they consume. “Young people pay close attention to who’s been consistently accurate,” he says. “They’re more likely to trust someone over time if their information holds up.” To empower students in our complex information environment, Meuwissen champions the so-called SIFT method — an easy-to-remember acronym and evidence-based toolkit that breaks down like this: • Stop! Pause before reacting or sharing • Investigate the source • Find better coverage • Trace claims back to their origin He also warns about how emotional framing, AI-generated visuals, deep fakes, and repeated exposure can distort judgment through the illusory truth effect — making misinformation feel believable even when it isn’t. His "Ever Wonder: How Can You Tell If A Source Is Credible?" video is a handy teaching tool. Meuwissen and his colleagues encourage teachers grappling with resistance over topics like climate science to consider not just evidence depth, but also students’ identities — political, cultural, and otherwise — when designing lessons. His approach emphasizes building trust, modeling thoughtful verification, and nurturing classroom norms rooted in accuracy — traits essential for forming discerning digital citizens. Kevin Meuwissen is available for interviews about identifying misinformation. He can be contacted through Warner School of Education Director of Communications Theresa Danylak at tdanylak@warner.rochester.edu.
Every day, pedestrians and cyclists in Canada experience high-risk near-misses that could have resulted in serious injury or fatalities. A new seven-month study, commissioned by CAA, has uncovered over 600,000 near-miss incidents across 20 intersections nationwide, creating the largest dataset of its kind in Canada. While actual collisions are recorded by police, near misses are not. “The findings are clear, near-misses are not isolated events; they are daily warnings that demand attention,” says Teresa Di Felice, Assistant Vice President of Government & Community Relations at CAA South Central Ontario (CAA SCO). “The results of this study create an opportunity to proactively assess intersection design and implement measures that enhance safety for all road users.” Partnering with Miovision, the study used cameras and AI to monitor and analyze intersections across Canada in real time. Shockingly, one in every 770 pedestrians and one in every 500 cyclists experience a high-risk or critical near-miss. Near-Misses Are Predictors of Future Collisions The study found that near misses most often involved vehicles making a right turn. More than half (55 per cent of pedestrians and 50 per cent of cyclists) had a close call with a vehicle. More than a third (34 per cent of pedestrians and 36 per cent of cyclists) were involved in conflict with a left-turning vehicle. Most Canadian intersections accommodate thousands of pedestrians daily, meaning at least three serious incidents occur at a single location every day. “These aren’t just close calls; they are collisions waiting to happen,” says Di Felice. “By pinpointing near-miss hotspots, municipalities can now prioritize upgrades that prevent collisions before they happen.” Solutions That Make Intersections Safer The study highlights key design features proven to reduce near-misses, including: Dedicated left-turn lanes to prevent dangerous interactions. Leading pedestrian intervals, allowing pedestrians to start crossing before vehicles move. Advanced green lights for left-turning vehicles, reducing hesitation and confusion. Cities that implement these solutions can dramatically decrease the risk of collisions and make their streets safer for all road users. Traditional road safety measures rely on collision data, meaning changes only happen after injuries occur. Near-miss tracking is the next step in proactive safety planning, allowing experts to prevent crashes before they happen. CAA is urging municipal and provincial leaders to embrace technology-driven safety monitoring, citing the compelling benefits revealed by this study. Data was collected using 360-degree cameras at intersections of various designs across seven provinces, including Nova Scotia, Québec, Ontario, Manitoba, Saskatchewan, Alberta and British Columbia. Using AI-powered video analytics, Miovison was able to detect near misses and assess risk levels based on vehicle speed and trajectory. The study's detailed findings can be found here: CAA Intersection Safety Study Media Broll can be found here: https://vimeo.com/1094061982/90cf023ced
5 Reasons "Expertise Marketing" Programs Fail.
As a company dedicated to “Expertise Marketing” we work with some of the largest organizations from higher education and healthcare, to top global corporate brands. What these organizations have in common are smart, educated professionals…and a lot of them. The types of individuals that would be valuable ambassadors, true thought leaders, helping you deliver on your organization’s reputational and revenue goals. Instinctively marketing and communications teams recognize the intrinsic value of this human capital and have created a variety of “Thought Leadership” and “Expert Marketing and Directory” initiatives. The overriding objective is how to best connect their experts to audiences that matter. Seeking opportunities ranging from acting as media sources to event speakers to providing a valuable entry-point for research and business collaboration, even lead generation. To execute on this goal, one of the most effective approaches, and starting points for any expertise marketing program starts with better profiling their experts and related insights on their website. Building out and leveraging this expert content is at the core of most expertise marketing efforts. Despite the promises these web initiatives offer, most programs don’t deliver organizations the results they were hoping for. Success most often has nothing to do with how smart your people are. Some of the largest organizations with deep rosters of expertise fail where smaller organizations consistently punch above their weight. When creating an expertise presence on your website there are important areas to consider. The following represents the top 5 reasons many expertise marketing programs fail and how to maximize your success. Reason #1 You’re missing critical team members There is no “going it alone” when starting a program like this. Having the following individuals onboard at the start is crucial. Don't worry, these aren't all full-time resources by any means. As your program progresses, these individuals may come in and out in terms of importance, but having access to them over the lifetime of your program will positively impact your success. At the core, you need access to the following individuals. Program Champion - Having a senior leader as a champion is pretty much table stakes for any successful company-wide initiative such as this. Someone who can articulate to others, both up and down in the organization as to how this initiative fits into the broader long-term goals of the organization is imperative. Failure to establish this individual upfront puts your program's future at the whim of shifting priorities and budget cuts. Marketing/Communications - You need someone with ongoing responsibility for maintaining and promoting your roster of experts and their content. This ensures your most relevant experts are showcased at the right time to meet the changing demands of your audiences and the news cycle. Digital/Web - You need someone with the keys to the website/CMS. Ensure you have connections to people who control not only your small area of the website such as a newsroom or department level webpages but also those that have access to the layouts and navigation of the broader website. The latter is important as it helps prevent your expert content from combing isolated and disconnected from the rest of your website. IT - The level of involvement of IT is highly dependent on how you’re looking to implement your expert content on your website. By leveraging a variety of content implementation tools from simple "cut and paste" embeds to WordPress plugins you can severely limit the necessity to involve IT. However, depending on your budget and goals, IT can leverage a platform's API, accessing advanced layouts and functionality, including integrating with other systems your organization may already be using. Engaged Experts - Last but not least, having your experts on board is critical. By properly communicating upfront and ongoing with your experts around the goals of the program, you're helping ensure your content best represents the talents that lie within. We realize it is often difficult and sometimes cost-prohibitive to assemble such a team. It is important if you don’t have access to all these members in-house that you access them through an external partner's professional services offerings. This could include assisting with building out content such as profiles and posts or providing technical assistance in integrating this content into your website. Reason #2 You’re relying too much on IT for implementation or updating. To be successful long term, it is important that key owners of the expertise marketing program feel empowered to take control of their expert content. From creation to ongoing management, those with marketing communications roles and others closest to their organization’s expertise need the flexibility to update content in real-time to remain relevant and up-to-date. Being able to quickly log into an external platform that syncs content with your website is key. It eliminates the need for special access to your CMS or the possible requirement for IT to be in control of your updates. It also allows for a mix of individual expert and administrator access providing the highest level of flexibility. Often left out in IT-focused builds is how you will effectively handle inquiries. Simply showing emails and phone numbers is a recipe for missed opportunities (and SPAM) as these experts are some of the most time-constrained individuals in your organization. Ensuring you have access to a customizable workflow feature is essential in ensuring your organization doesn't miss potential time-sensitive inquiries. When working with IT to implement an Expertise Marketing Program on your website, you will often be presented with a “we’ll build it for you option” vs using a purpose-built platform. Understanding the tradeoffs of this approach is critical. One of the greatest benefits of using a SaaS platform, besides costs, is that you constantly have the most up-to-date software, with the latest features and functionality to best showcase your expertise. To learn more, download the “True Costs of DIY” to better understand the tradeoffs and functional requirements needed for success. Reason #3 Your expert content is siloed, one-dimensional, and rarely updated. This is by far one of the biggest reasons programs fail. Well, it's actually a number of reasons, but it all relates back to how your content will be perceived and ultimately drive connections with interested audiences. By addressing the following you'll present not only better but more easily discoverable expert content that drives inquiries. You have boring, not engaging profiles for your experts - Before people feel comfortable reaching out they need a good sense of the person. Profiles that lack media assets such as video, publications and even podcasts are one-dimensional. Furthermore, showcasing past media and event appearances provides an enhanced level of credibility. Focused solely on a directory & profiles - Your expertise is more than just showcased through a profile found in a directory. Adding long-form posts where experts can share their insights and even expert focussed Q&A (download report on "The Power of Q&A") provides audiences additional ways to connect with your experts. Ensuring all these additional assets connect back to your profiles provides more insight into the person behind the expertise. No main website navigation - Despite adding menu navigation on a specific web page, such as a newsroom or About Us page, most organizations neglect to add navigation to their main website’s menu structure. You can never assume visitors will know where this content resides. We recommend multiple links in both headers and footers to your expert content. Names such as “Find Experts”, “Media Sources” or “Research Experts” are some of the most common, accessible from overall menu items like “About Us”, “News” or “Research”. Expert content stuck to one small area of your website - If you restrict your expert content to just one area, you’re just making discovery that much harder and limiting exposing the breadth of expertise you have in-house. Highlight your experts and expertise on your homepage or in key sections of your website. Refine your experts and their insights found in posts or Q&A by tagging them based on specific topics and showcasing just those experts in various areas of your website. Using a dedicated SaaS platform means that when you update content it updates everywhere, making changes quick and easy. Expert content never gets updated - This is a big issue for organizations that build in-house or through their CMS. Visitors can quickly understand that the content isn’t fresh and it reflects poorly on the individual and the organization as a whole. The key to ensuring content is maintained is to provide multiple access capabilities where admins (internal or external) and the experts can maintain the content. Failure to respond in a timely manner to inquiries - Displaying content that exposes phone numbers and emails of your experts is not the best approach...both from a privacy and timely communications standpoint. Without an advanced inquiry workflow that alerts multiple members of your team, you risk missing out on time-sensitive requests such as those from journalists. Reason #4 You haven’t considered everything needed to win the SEO game. Building out content on the web without having a plan for how external and internal search engines will interact with your pages is a big mistake. Organic search can play a big role in discovery leading to valuable opportunities. Before you consider your new expert content pages ready, ensure you've taken into account the following. Proper Meta Data - Do your expert profile pages have dynamically created titles, descriptions and keywords that automatically adjust to changes in areas such as an individual's expertise? Schema Data - Do you have proper schema tags that indicate to Google and other search engines the type of content displayed as well as the credibility of both the individual and organization behind it. Sitemaps - Have you ensured all your pages have been added to your sitemap. Is it automatically updated when new experts or pieces of expert content are added? Google Search Console - Are you pushing pages directly to Google by requesting important new content is updated in the search index. For more info on better SEO read my Spotlight "Why Expertise Ranks Higher". Reason #5 You’re not doing enough to actively promote your expertise… a “they’ll just find us” approach usually fails. It's like owning a Porsche and leaving it in the garage…pretty to look at but you’re not realizing its full potential. Simply putting your expert content on a web page is only the start. Successful organizations actively distribute these assets, sharing links to profiles and other content elements like news posts or Q&A in a variety of ways. Social Media Channels - They start by promoting these assets on their social media channels, from their Twitter feeds to Facebook and LinkedIn posts. Media Distribution Software - Whether it is systems like Cision or Meltwater, including links to expert profiles and related content when reaching out to journalists adds a layer of depth to your pitches. Press Releases - Every time you reference your organization's expertise, include links to additional content and individual experts for more insights and pathways to connect with real people. It sounds like a lot, but with a bit of planning and some ongoing maintenance, a properly constructed expertise marketing program can deliver incredible results for many years. To be successful it's more than just firing up a few new web pages. However, with the advent of specialized platforms specifically designed for these programs, and a bit of guidance, it is easier than ever to create an expert content footprint on your website and deliver valuable connections for your organization.
Video Insights: What Boards of Directors Need to Know About Tariffs
Boards of directors globally are confronting unknown circumstances as a result of the current quickly shifting tariff and trade environment. Business risks and opportunities are magnified during such times, compelling boards to seek the right strategies in order to meet these challenges. In this video, Brian Gleason, John Peiserich, James E. Malackowski, and Mariano de Alba – experts in business turnaround, supply chain, intellectual property, and political risk – outline emerging considerations for boards of directors in light of changing tariff policies, including: • Tracking the financial impact of tariffs and effects on company supply chains • Understanding changes to regulatory requirements and whether internal policies need to be modified • Planning for short- and long-term effects on intellectual property • Adjusting communications between the board and senior management To view more of our Tariffs and Trade Series expert analysis and commentary, visit: Looking to know more or connect with John Peiserich and James E. Malackowski? Simply click on either expert's icon now to arrange an interview today. If you are looking to connect with Brian Gleason or Mariano de Alba - contact : Kristi L. Stathis, J.S. Held +1 786 833 4864 Kristi.Stathis@JSHeld.com
