With a spectrum of hues, tints, tones and shades permeating online networks, a knowledge of their interplay is essential for communicators of all stripes (and plaids). Here’s a breakdown.


By Natalie O'Grady


Social media is visual.

Images (and, increasingly, video) are the most engaging content on all channels.

The 3.2 billion active users across all platforms are eager for relevant content, and images are essential to capturing their attention. When people get information paired with an image, they remember 65% of that information three days later, compared with 10% retention of information heard. Facebook posts with images garner 2.3 times the engagement of posts without images.

With easy access to cell phones, social media managers can create a steady stream of image content. However, we still need forethought, planning and a discerning eye to create high-quality images that are truly memorable and fit a brand’s tone.

Here are a handful of ways you can build mutually beneficial relationships with members of the media.