Are bloggers THE bridge to POSITIVE brand reputation?
In order to build an online brand reputation, an effective strategy can be to engage with influential bloggers and personalities within the social media landscape.
CosMediTour is an Australian business providing a service to arrange overseas aesthetic procedures (surgical and non surgical) in tropical Thailand, where the price is right and the sun is bright.
CosMediTour recently engaged popular hairdresser, model and blogger Rhiannon Langley to share her experience with rhinoplasty surgery through CosMediTour on her blog and Instagram, which has 191k followers.
‘The higher the social presence, the larger the social influence that the communication partners have on each other’s behaviour,’ explain Kaplan & Haenlein (2010, p. 61).
Previously, there has been substantial controversy surrounding CosMediTour and whether it is promoting unsafe surgical procedures.
An example is Australian Society Plastic Surgeons president Dr Tony Kayne, who said, ‘We’re concerned about whether these people are getting safe surgery we are seeing more and more unhappy customers coming back from overseas.’
Rhiannon featured photos and posts of her experience on Instagram, which attracted large-scale media attention from outlets such as The Daily Mail Australia, Cosmopolitan and Huffington Post, as well as a social media frenzy – Rhiannon’s first post-op post gained 1,628 likes and 516 comments. That’s a whole lot of exposure!
She tagged her photos with the catchy hash tag #rhiannongetsrhino, where her followers and interested groups can easily track her progress on Instagram.
Rhiannon’s posts featured her surgery aftermath, spliced between her and her partner sunning themselves up in their luxury tropical resort. Suddenly, surgery has become a holiday, and bruises in a bikini are the latest trend.
By engaging with Rhiannon and her strong social media presence, CosMediTour have gained access to her network, and the potential to influence publics and their perception toward the CosMediTour brand.
‘Closely related to the idea of social presence is the concept of media richness… the assumption that the goal of any communication is the resolution of ambiguity and the reduction of uncertainty,’ (Kaplan & Haenlein. 2010, p. 61).
This online campaign has the potential to transform the idea behind their brand from something scary and unknown, to an exotic and relaxing ‘journey’ in Thailand.
By engaging in ambient publicity and opening communication in a highly social platform such as Instagram, CosMediTour is creating a passage for discourse and influence – especially considering the younger demographic of Rhiannon’s followers.
CosMediTour has featured promotional posts on their own blog with links to Rhiannon’s social media profiles, as well as featured news articles.
Its first post was on April 17, 2015 where they announced their latest client, Rhiannon. There have been five posts on Rhiannon’s social media journey within the last month on the CosMediTour blog.
Rhiannon’s vlogs are featured on the CosMediTour YouTube account.
Kaplan. A. M. & Haenlein. M. (2010). “Users of the world, unite! The challenges and opportunities of Social Media.” Business Horizons (53). 59-68