As we know, the relationship between the entity (or business) and its consumers has progressed from one-way to two-way communication as a result of the internet and social media use in particular. You could say that when entities and consumers were in their one-way communication relationship that the entity ‘wore the pants’. So this raises an important point, with social media becoming the new intermediary in the relationship… Who wears the pants now? Continue reading
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
In an online world where everyone’s a critic, strategic management of your reputation is imperative.
No one knows a campaign like a politician.
Except maybe a public relations practitioner.
Since President Obama brought himself to the online table, the relationship between politics and the media has been taken to a whole new level.
It’s gone way past flirting, straight through dating… politicians and social media are officially a match made in heaven.
As Spiderman was once told, with great power comes great responsibility. These words hold true of brands and their use of social media. With the power to instantly reach countless consumers through posts and hashtags, brands have the responsibility to use this technology wisely and effectively. Social media has become the most interactive and powerful way for brands to communicate with their publics. Poor treatment of customers can go viral, and the influence of customer reviews and consumer-generated media should never be underestimated.
April of 2014. 200 Nigerian schoolgirls are tragically kidnapped by Boko Haram . The #BringBackOurGirls campaign is born. An image of a sober faced Michelle Obama holding up a “#BringBackOurGirls” placard becomes iconic. Washington Times describes Obama’s picture as the catalyst for transforming a trending hashtag into a “social-media supernova.”
Social media has become apart of our everyday life. For most, it is daily ritual that we check our Facebook, Snapchat, Twitter, Youtube… and the list goes on!
As you’re reading this you probably have a tab with Facebook or YouTube open. It is the convenience and accessibility of these platforms that keeps us checking in on them day in, day out. Just pull out the smart phone and tap away!
This proliferation of social media has encouraged Public Relation practitioners (PRP’s) to adapt and take on new ways of communicating. They have realised that social media can generate a huge amount of exposure, deliver quick messages and allows opportunity to engage and interact with publics.
Have you watched the latest edition of Jimmy Kimmel’s Mean Tweets series?
The show used Twitter as its main social media platform in engaging and interacting with its audience. By using Twitter to promote the hashtag #MeanTweets, it created a space for ‘tweeps’ to voice opinions, re-tweet, share relevant links and discuss their favourite edition of the series for example.
These spaces created by social media platforms, allows PRP’s to utilise two-way communication to help create and maintain relations between clients and their publics. A sense of community and personal involvement can be established, which is important in creating a strong and maintained relationship.