"Relevance is key - news feeds are becoming more and more crowded with increased activity by friends and an escalating volume of companies pushing out communication. Without relevance you are lost." Mike Fairman, CEO at giffgaff
"Tricky, and often unpredictable. The content has to resonate with people's experiences, or truly surprise them. It can be a picture, a piece of video, a poignant observation or a link to a long analysis piece. The content has to add value to the news experience, although not necessarily in a heavyweight way." Tim Weber, business and technology editor of BBC News Interactive
"The value of the link needs to be obvious. It might be simply 'you'll enjoy this' or perhaps it will enable you to perform an action or transaction more easily, but the value needs to be clear before the click or people won't bother. So the text or picture needs to offer that clarity." Jimmy Leach, head of digital diplomacy for the Foreign and Commonwealth Office
"It's about being built on insights about your target audience to achieve maximum relevance. You must develop a relationship with the audience and reward them for their support. Content must be entertaining and become a part of the conversation." James Russell, PR director at Experian
Mike Fairman, Tim Weber, Jimmy Leach and James Russell, along with comms directors from Facebook, the Cabinet Office, and Toyota, share their insights into digital campaigning in the latest Inside Track supplement from PRWeek and Blue Rubicon.