Success With Social Media Marketing

Social media presents endless opportunities for success. Social media marketing has become a necessary component within a businesses marketing and public relations sectors. But with the overwhelming amount of presence online, how can a business stand out?

Agency Sales suggests the following tips for social media marketing success:

  • Putting your messages on the right sites – “What you need to do is determine where your market is and post your media messages on those sites” (Lontos, 2010)
  • Knowing how to utilise these sites successfully – there’s no point being present on these sites if you don’t fulfil the potential they have for your business. 
  • Post your businesses messages responsibly – Posting too often can become a nuisance; not posting enough will be of no benefit. Finding the right balance in posting is imperative to avoid the negative effects of over posting. 

A good example of a social media campaign isTourism Australia’s, “The Best Job in the World” campaign, which utilised YouTube as a method of creating great tourist interest. 

 

References

Lontos, P. (2010). KEYS to social media marketing SUCCESS. Agency Sales, 40(2), 44-45,47-48. Retrieved from http://search.proquest.com/docview/211010559?accountid=26503

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Tweet Your Way Through a Crisis

When a crisis arises, it’s a make or break situation for a company. Even the smallest of issues can become a full blown crisis with devastating damages to reputation and finances. In the event of a crisis, the media is a companies greatest ally. In today’s society, a company can be it’s own ally through social media. Although the impact of social media in a crisis it not entirely understood, social media is a powerful and now essential communication tool during a crisis.

 

Shultz identifies the following as some positive aspects of Twitter in a crisis:

– Communication through Twitter during a crisis leads to less negative crisis reactions than blogs and newspaper articles.

– Twitter users were more likely to share the message than blog users and nonusers of social media.

(2011)

Here are some examples from real social media use during a crisis:

Red Cross 

After a social media employee accidentally tweeted a personal tweet on the Red Cross Twitter account, the organisation quickly jumped online to rectify the employees mistake. If the organisation hadn’t acknowledged the mistake as quickly as they did, the nature of the rogue tweet would’ve made this honourable humanitarian organisation look very bad.

The rogue tweet: “Ryan found two more 4 bottle packs of Dogfish Head’s Midas Touch beer… when we drink we do it right #gettngslizzerd”

The response:

 RedCross-Reason

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Malaysia Airlines

In the past week, a tragic event saw the need for Malaysia Airlines to implement crisis communication for the second time this year. The horrific event of the shooting down of MH17 put the crisis team at Malaysia Airlines to the test again. Since the event unfolded, the use of Twitter has been vital in communicating updates, condolences and information about safety and future flights.

 

 

 

 

 

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Ultimately, the importance of social media in a crisis is becoming a pivotal tool in reducing the damaging impacts to an organisations reputation and public perception.

References:

F Shultz et al, Public Relations Review 34, 2011, pp20-27)

Social Media Management Goes Wrong

Social media has become a vital component of a companies operation. The successful utilization of social media can create an advantage for a company over its competition. Social media interactions “are materially impactful, unavoidable, and so ubiquitous that no business can afford simply to ignore them.” (Wollan, Smith & Zhou, 2010). The management of social media is vital because once something is posted on the Internet; it’s there for eternity. If something goes wrong on a company’s social media, the impact could be devastating. Examples of the successful use of social media are a plenty, but what happens when the use of social media goes terribly wrong?

 

Example 1: Nestle

Nestle landed itself in a PR nightmare when the employee controlling their social media accounts responded to a customer in an antagonistic and sarcastic manner. Although some might consider this simply Nestle policing their own Facebook page, some thought this was insulting to their customers.

nestle-on-facebook

[SOURCE]

Example 2: Burger King

Now this example wasn’t really the fault of Burger King, however, they should probably have tighter security on their social media accounts. Burger King fell victim to hackers who changed their Twitter name to @McDonalds and began promoting McDonalds on their account. Burger King ended up with a boost of 30,000 followers by the time the incident had been resolved, however, the end result could have been a lot worse.

McHacked

[SOURCE]

 

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Undoubtedly, the constant management of social media is imperative, as well as extensive training on appropriate usage and how to deal with unhappy customers.

References

Wollan, R., Smith, N., & Zhou, C. (2010). The social media management handbook : Everything you need to know to get social media working in your business Wiley.

How LinkedIn Can Land You A Dream Job

With the continual growth in the job market, landing your dream job is becoming increasingly difficult. But with the growth of the job market comes the growth and expansion of the Internet and social media. LinkedIn is a social media site for professionals. A revolution in job seeking, LinkedIn allows users to create a profile to attract the attention of potential employees, boost their chances as landing a job, and networking with professionals in their field. As von Rosen stated, “You are only as visible as the size of your network on LinkedIn.” (2012)

 

 

But what can a LinkedIn account really do for you? Here are some of the most beneficial aspects of creating your own online resume through LinkedIn.

 

  1. Networking – LinkedIn provides the opportunity to network and introduce you professionals in any field. Whoever you need to connect with, LinkedIn can help.
  2. Keep up-to-date with friends and colleagues – LinkedIn is a versatile social media site, allowing users to also connect with their friends and colleagues, learning news about their careers, professional lives and projects.
  3. News about professional opportunities – Through LinkedIn, users can hear about opportunities for jobs and with companies they’re interested in. Users will never miss a job application deadline with the help of LinkedIn.
  4. Relationship building tool – Users can make connections and then further build on those relationships through the use of the site.

 

So if you’re looking to spruce up your job application or give employers a quick and easy way to learn more about you and what you can offer, LinkedIn is the ideal social media site for job seekers.

 

References

von Rosen, V. (2012). LinkedIn marketing: An hour A day Wiley.

 

Snap, Upload, Monetize – Using Instagram as a Marketing Tool

Instagram has bought us countless photos of salads and Starbucks, however this photo based social media platform provides yet another marketing opportunity for businesses. Instagram is an online and mobile video and photo sharing social media site. With just a quick click of a phone camera, a business can upload photos and videos on just about anything that their business is doing. You can promote products and services, provide insight to the operation of the business and even promote business relations with charities, just to name a few. Released as a phone app in October of 2010, the app quickly gained popularity and is estimated to have over 200 million active users each month. But how can we really utilize Instagram for the benefit of a business?

 

Here are some examples:

 

–       Instagram allows businesses to run photo contests, by asking users to use a particular hashtag to participate. Sony gained followers by asking people to follow them on Instagram and hashtag pictures that represent love. This process created a greater following and increased customer engagement.

 

–       Clothing chain Topshop provides promo codes on some of their posts, as a reward to followers for opening, reading and viewing their content. This allows businesses to learn their audience and keep them engaged.