Since the advent of social media, organisations have had to devise new strategy to create awareness and to keep their stakeholders informed and engaged. For example, for Dove’s most recent campaign; ‘Dove choose beautiful’ campaign, random women were asked to go through either an average or a beautiful door. Their choice was filmed and consequently used as a part of their “Global self-esteem” campaign. This campaign was very successful, gauging from the public adherence to it through the views on YouTube or the likes and retweets on Facebook and Twitter.
Dove was also able to get its public to defend and promote the campaign. In fact, there was a BuzzFeed article stating that this campaign only focusses on the physical appearance of women rather than their intellectual abilities.This article got so many negative feedback from readers that BuzzFeed “pulled this post because it is not consistent with the tone of BuzzFeed Life” but was later restored stating that ‘ The deletion was in violation of our editorial standards’ . This is a clear example of how successful Dove’s social media campaign has been.
Another successful social media campaign is the “Best job in the World” campaign by Tourist Queensland in 2009. This campaign generated around $200 million revenue from publicity and several International awards for its originality. In terms of audience adherence, Tourism Australia received over 34,000 applications from across the world achieved through an intensive use of social media platform as well as traditional media including newspapers.
Non-profit organisations also effectively used social media as part of their public relation campaign. For example, Greenpeace’s ‘KitKat campaign’ aimed at denouncing Nestlé’s involvement in the killing of orang-utans through the use of palm oil from unsustainable sources which are involved in deforestation. The campaign receive a lot of coverage on social media platforms including Facebook and Twitter, where Greenpeace supporters posted on Nestlé’s Facebook page in protest of the killings.
This campaign has been mainly carried out using social media tools including Greenpeace’s YouTube page (see their video below) and Facebook’s and Twitter’s pages. As a result of this intensive campaign, Nestle was committed to using palm oil from sustainable sources.
These examples clearly demonstrate the vast potential of social media in reaching a greater public and receiving feedback from them. Social media has also strengthen the relationship between PR practitioners and their stakeholders resulting in more engaging and active publics.