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Archive for the ‘Social Media’ Category

Greatness is what we’re on the brink of…

With Hurricane Sandy forcing me to be housebound, I took a little trip down memory lane before cabin fever set in.

Think back to the days before social media. Tweeting was something Tweety Bird did in cartoons. If I wanted to update my status I would phone a friend from my landline. My cellphone didn’t have a camera for documenting my new nail polish; you had to check that out at school the next day. You get the idea: no Facebook, no Twitter , no Instagram. Now yesterday, imagine the comical image of me charging my phone every 60 seconds, just incase the power went out. With no access to my beloved social media, I would feel utterly disconnected from the world and my online community, and that is unimaginable!

Before you rush me to the nearest support group for social media addiction, you might like to know that I am not alone. Studies have shown social networking is ranked as the most popular content category for worldwide engagement. People want to connect with others; it drives some of our most basic emotions as humans. Social platforms such as Facebook, Twitter and Instagram allow us to connect faster than ever before. One in every five minutes is spent on social networking sites globally (wowser!). We can find others who share our interests and passions with a quick click on our iPad or laptop. Is this the traditional method used to discover if someone shares our views? No. However, it has quickly become the most popular way to do it, and I think there is no going back.

­Now that we have almost everyone engaged in social media, or addicted like I am, we need to make sure we are using it to the best of our capability. We owe it to our online communities to make it worth something. Can we drown out the white noise and make sure that users are really hearing what is being said? If we can master that technique, through appealing content, there will be no need for questions on whether social media is here to stay.

Social media, when done wrong, may be compared to teen sex – awkward and disappointing. But, when done right, it is like free falling from a plane. The rush is unbelievable and there is no going back!

Source: http://previewnetworks.com/blog/social-media-stay-10/

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Can I get an Encore: Going Viral Should Leave You Wanting More!

Going “viral” is a term people like to throw around as if it is easily attainable. Most PR professionals cringe when their client says, “I want to go viral!” In reality only a few campaigns actually get that digital honor. So how do companies achieve this accolade? Let’s look at a successful campaign that employs all of the right strategies and tactics to go viral and is still talked about today.

If you want to get people talking you have to do something that has never been done before and that is exactly what Dove did with the “Campaign for Real Beauty”. They took on the HUGE task of finding out what women really think about themselves, and surprise surprise, only 2% thought they were beautiful (shocking!). Dove set out to change society’s definition of beauty and it exceeded their wildest expectations. By challenging its audience to redefine its perception of beauty a new ideology was born; no matter what age, size or color you are there is something unique about all of us. The crowd went wild! Dove started a conversation with women around the world and their brand was no longer just about soap, it was synonymous with “real beauty”.

How did Dove get it right?

  • Each ad broke the mold. I don’t know about you, but looking at an airbrushed woman the size of my leg used to have me skipping some meals. They encouraged viewers to look beyond the stereotypical ideals.
  • The Dove brand has a reputation for delivering on their word: “it won’t dry your skin”. Their brand has always been considered authentic and genuine through the years and it is this that allowed them to have an honest conversation with consumers.
  • The ads were easy to send and directed viewers to http://www.campaignforrealbeauty.com, where the conversation about real beauty continued.
  • Commercials aired during big events such as the Super Bowl in 2006.
  • The Dove Evolution ad on YouTube received over 25 million views. That is a marketing revolution in my opinion.

Dove ultimately wanted to be more than just a bar of soap, and this campaign going viral opened the door for them to launch a whole new range of products. When a consumer thinks of Dove they link it to beauty in its simplest form: the beauty that is reflected back at you everyday.

I use Dove now and airbrushed models don’t faze me anymore. Why? Because my beauty is real beauty and I am happy just the way I am!

Source: http://psucomm473.blogspot.com/2007/03/dove-campaign-for-real-beauty-case.html

Social Media: A PR blessing or curse?

We all know what PR is… or do we? PRSA’s definition states “Public Relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” The key here is communication; the plan is to identify and understand what the public wants and challenge them to question their beliefs. Social media has provided an extensive platform for us to have a “conversation” with the public we are servicing. As a result, PR is always changing and evolving because communications is not a static industry, and media relations has a new dimension unlike years past.

PR professionals can now receive and supply information quickly due to social media. Media relations is no longer just about dealing with reporters and news stations, now we have to engage millions of “journalists” out on the streets because they are relentlessly blogging, tweeting and youtubing! With millions of active users on Facebook, Twitter and Pinterest, this has now become the perfect place for us to harness the flow of information to suit our needs. BUT, let this be a warning, both the good and the bad can be projected so it is our job to manage what is seen. If media relations is the boat, and social media is the sea, PR is the captain of the ship.

If we look at the more “traditional’ tools used by PR professionals (such as putting together media relations kits, press releases and events), social media has made it so much easier to engage the public. Campaigns can now take off for a client like never before. A great example of this is Go Red for Women. Their short film brought awareness to women about the dangers of heart disease. The video has over one million hits, and this is classified as a success for the client. Journalists are becoming more dependent on social media as a source of information too, and like them we need to focus on how this will make our jobs easier in the long run.

I am all for traditional methods getting us to where we are today, but PR needs to evolve with the pubic to maintain a consistent and up-to-date conversation that is vital to the direction a client may need to move in. So if Twitter or Facebook tells me whether you love or hate what I am endorsing, then I will be fully engaged. Don’t you agree?

Source: The Wall Street Journal