Welcome to the last blog of the semester, this week I will be discussing our major video project of the semester.
For this semester we have been looking at all ranges of social media tactics and their use in PR. Our client for the semester has been The GC Strip. They are a website which basically gives you the “best of the Gold Coast.” From accommodation, to cafes, coffees, beaches and transport, The GC Strip has the information. However the site is still in construction so there are a few missing links, which hopefully will now be able to be filled by our content. Our task was to use video to tell a visual story about somewhere on the Gold Coast strip. We also had to create a business report/recommendation for social media tactics to be used in order to engage people and promote a business.
My group decided to promote coffee in Burleigh for our video. This seemed like an obvious choice as coffee is a drink for everyone and with the beautiful backdrop of Burleigh beach it doesn’t get much better. Our video consists of three coffee shops (Canteen Coffee, Globe Café and Nook Espresso.) These were 3 of the best that we visited during the filming process and as we only had 90 seconds we decided that 3 businesses was plenty.
Our recommendation was about general coffee businesses in the Burleigh area. This showed what coffee businesses could do using Instagram, YouTube, Facebook and Twitter to promote themselves and be recognised as Burleigh’s best coffee. These platforms were the most appropriate and easiest to be able create a cross over of content, whilst still engaging discussion and sharing amongst customers.
So check out our video and The GC Strip for an insight into the Gold Coast’s best!
Thanks for hanging out with me for the semester and making it through all my musings about social media tactics.
This week we will be covering crisis communication and reputation management.
Crisis communication is an essential plan to have in place for any organisation. The idea of crisis communication is to minimise brand reputation in the event of an issue. A brand should come out of a crisis with the goal to rebuild the organisation to a stronger position.
Social media can be both a hindrance and a blessing in either causing or solving crises. For example: the pizza company viral video which was not discovered by management until 2 days after it was uploaded. This was a case where social media created a crisis. In terms of being a blessing of crises, the red cross rogue tweet, was handled effectively and gain traction through the hashtag and ended up being picked up by other companies who ended up donating money to the red cross. Both of these cases could also be looked at in terms of reputation management, from the outset both issues could have potentially ended badly. But due to the management of the crisis team at Red Cross, the outcome was good.
Reputation management is essential for any business with an online presence as anything can now be shared across the world in a matter of seconds. A bad review can gain traction, and a disgruntle customer can influence hundreds to thousands of people with one angry facebook post. Social media managers need to have a crisis and reputational management plan in place to be able to quickly and effectively handle any threatening situation.
For Forbes’ top 10 tips to manage reputation and crisis communication read this article by Ekaterina Walker.
For information about how to use difference social media platforms to your advantage in reputational management read this article by Salman Aslam.
Til next week,
This week we will be talking about social media management and policies.
So, social media management and policies… Why are they important?
They are important as your website and your social media can now be viewed and shared around the world within seconds. So you don’t want to have a mistake or defamation issue spread in a split second, s this could ruin your businesses reputation.
You’ve seen them, the politician tweets that really shouldn’t have been tweeted, the employee ranting about the boss, the employee getting caught out when they aren’t actually sick and those rogue hash-tagged tweets from an intern on the Red Cross account. This is why you need a management team and a policy for your workplace.
I don’t believe that workplaces or businesses should ban Facebook, but I do believe they need to have a policy to cover what their employees can post whilst they are at work. Not only this, but to cover defamation and cyber bullying.
Social media management for businesses should be a team effort. All content should be checked regularly as now people can post back to companies and companies can get into trouble for these comments as well. It also makes good business sense not to keep the customers waiting.
Policies and management of social media are essential as these tools are now a part and an extension of the businesses reputation, which needs to be monitored and correct.
The best article I found on this was written by Iyla Pozin and it talks about the problems and benefits of allowing social media in the workplace.
Til next week,
And early blog this week because I’m away on Monday.
This week we will be talking about Google+ and Linked In.
Now I will be focusing on Linked in as I’m not quite sure how Google+ works. However, I did find this article by Blaise Lucey about why PR should take on board the use of Google+.
Linked In was a pretty foreign concept to me until I started uni and everyone keep asking about my profile. It took a while to get all the information onto the profile, but it’s definitely worth it. I can now connect with people in the industry, lecturers and peers. And it’s much easier to update than a resume.
The best thing about Linked In is that you can look up professionals in your field, or others and contact them in a more professional way rather than through Facebook. Linked In profiles often have contact details which gives another way to get in touch with people. I know personally I find it a good tool in getting to know someone’s work history and skills they may have which I can then base a conversation on.
I liked this article on PR in your Pajamas about how to use Linked In in a PR sense.
Til next week,
Welcome to photosharing week!! My favourite kind of week. This week I will be focusing on instagram as I’m not too familiar with Pinterest.
A picture is worth 1000 words and with the 60 million photos that are uploaded every day to instagram the need for words is becoming smaller.
Instagram is a great tool and even though I was late to adopt the trend I am glad that I have. Personally I follow my friends and celebrities who happen to be in current news. I find that many celebrities not only give you an insight into their lives, but they also use it as a marketing tool for themselves. For example: the Kardashian-West wedding. We were given previews throughout the week of what was happening in their lives but the day of the wedding it was a lot of smaller and paparazzi accounts blowing up with photos of wedding guests and eventually the first wedding kiss.
Instagram is easy and quick. You can tag photos to make sure people see your post and get likes on it. There are many competitions and PR campaigns run on the photosharing platform, many of which you have to like and repost and tag the company in the photo. This shares the photo further and further and makes the business name aware to new groups of people everyday. I find that many of my friends regularly enter into competitions on instagram where this reposting occurs. One that reoccurs often is the princesspollyboutique instagram competitions, where you can win clothing to a certain value. However I have noticed that princesspollyboutique also regularly posts their clothes to have a type of ‘catalogue’ and they also post discount codes to use on their website. I think it is effective for their business as they are targeting young girls who generally have access to instagram and by using this platform they are regularly reminding customers that they have clothing for sale.
Kevin Allen wrote this article on the use of instagram for crisis communication, with the main principles being that instagram is quick, gets to the interest party and most of all tells a quick story.
Til next week,
Welcome to YouTube week, where I’ll be bringing you my favourite vlogs and some PR uses for YouTube.
As you saw in Blogging week, I enjoy a good vlogs for a bit of a laugh in particular Jenna Marbles and Daily Grace. There are plenty more out there, if you need help with how to do something for example hair and makeup, YouTube would be my go to site.
In terms of PR I think YouTube is a good tactic to engage the public, as it is more human than a Facebook page or a tweet. Being online and social is a gateway to finding new customers due to the ease of access. Plus young people are often online, and this could bring a new (or targeted) approach to YouTube.
You have control of what is published and it is quite a simple process to make a video. It can be done right at your computer or with your smartphone.
Your video has the chance to become viral, especially if you are launching a cool campaign. A video can be easily spread through other facets of social media too.
You are opening your business up to a new public as well, the online market. And you are easily able to see if your video is being watched.
Having a human face attached to a video plus making it fun and easy to watch, people will be more interested and then possibly spread your video further than just YouTube.
I found that Jamie Carracher wrote an interesting piece on using YouTube in a PR campaign and Chris Sturk wrote a very handy list for using YouTube for PR.
Till next week,