Goldmine or Minefield?

Public relations is a fast-paced, constantly evolving field. Social media has revolutionized the public public relations landscape, necessitating new campaigns, faster responses and timely crisis management.

In my first blog post I visited the Ice Bucket Challenge and the positive reaction and affirmation that spread via social media making the campaign a viral sensation.

In my second blog post, I explored Bud Lights use of social media in their ‘Up for Whatever’ campaign and the benefits that this brings to their public relation campaign.

Not all social media is positive however with social media also proving to be a minefield for public relations in some instances.

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Image source: Flickr-Creative Commons, Tim Rlch and Lesley Katon, 

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To Tweet or not to Tweet: The evolution of Web 2.0

Are bloggers THE bridge to POSITIVE brand reputation?

Jason Howie. Instagram and other social media apps [image]. Retrieved from: www.flickr.com

Jason Howie. Instagram and other social media apps [image]. Retrieved from: http://www.flickr.com

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 AustraliaCosmopolitan 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.

References:

Kaplan. A. M. & Haenlein. M. (2010). “Users of the world, unite! The challenges and opportunities of Social Media.” Business Horizons (53). 59-68

The Rise of Mobile 2.0: Keep it Snappy on Social Media

Image source: Flikr Creative Commons

Image source: Flikr Creative Commons

The 5pm peak hour trains departing from Flinders Street Station all have something in common. Can you guess what? Passengers are consumed with their mobile phones. The window scenery blurs as fingers skilfully scroll through the daily news feed of social media platforms. Continue reading

Cut to the Chase – Gaining Word of Mouth Referrals in an Overcrowded Social Media Space

We all know that word of mouth is the most effective medium for gaining new customers and generating leads. But as more businesses compete on social media for attention, gaining the trust and support of new customers becomes increasingly difficult and time consuming. Thankfully, brand new Australian social media site Recomazing may hold the solution:

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All publicity = Good publicity, right?

Iron Sword

The world of social media is entirely public, where posts and tweets can be viewed a hundred times over from all corners on this Earth. The more popular a post, the more reach it will receive in the world. Which is great!… But not when your post is gaining less than favourable popularity! Social media is much like a double edged sword. Continue reading

Pepsi’s Iconic Campaign Resurrected 35 Years Later

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From a PR perspective interactivity is the pride and glory of using social media. It allows large, often inaccessible corporations to have a one on one connection with their consumers.  Have you ever stumbled across Woolworth’s Facebook page? If not then may I suggest you get onto that. With a mixture of customer comments and questions, to Woolworth’s witty responses and hilarious posts, it’s no surprise that Woolworths Facebook followers have skyrocketed. Continue reading