If you’re aware of the vast number of social media platforms that have been created, you’ll know how hard it is to keep up with the latest trends in marketing. Social media allows for a huge influx of content to be found and consumed by millions of people. https://guestbloggingtechnology.com/pr-outreach/
As such, the term “social media” has taken on a much more collective meaning than just Facebook or Twitter. These platforms are integrated into almost every facet of life now and barely an article, blog post or video is produced without taking them into account – it’s not surprising then that they have emerged as one particular field in recent years – PR and Public Relations.
Why is PR a Social Media Platform ?
There have been many prolific campaigns that have gone viral and have gone on to change the world. From the ALS Ice Bucket challenge to ‘Like a Girl’ – these projects have been launched, grown in popularity and have gone on to change peoples lives. PR has changed the shape of marketing, as more companies look into viral development.
The concept of reaching a large audience through simply being interesting is far more attractive than paying for reach. This has produced an increase in money-spinning campaigns – which work to encourage people to share content for free, rather than paying for it upfront.
Social media has become a staple for PR holdups, with companies that are seen to be socially aware and active, often faring better in the public eye. It’s difficult to assert that social media marketing is the future of PR and communications – but it is certainly a relevant entity.
What Companies Are Doing ?
Companies such as Airbnb have made a considerable effort to engage in the community – with initiatives such as Airbnb Experiences, where participants can “leave their everyday life behind” by participating in an experience tailored to them. This not only helps Airbnb position itself as a lifestyle company and build brand affinity, but also encourages people to share their experiences on other social media platforms (perhaps leading to free exposure).
The encouraging trend towards social media engagement has been drastically increased by the marketing world’s embracing of viral marketing. Essentially, this is the idea of sharing information through social media and not charging for advertising. In many cases, companies such as The Wines of Chile have managed to take advantage of this by putting their brand at risk – in the hope that if their content is shared enough it will go viral.
The Gains of Going Viral
Taco Bell’s limited time offer of free Doritos Locos tacos proved to be a popular social media campaign. The only caveat was that the user had to have the app and input their location, before driving to the nearest participating Taco Bell.
The campaign has been deemed effective due to its outreach and its ability to increase footfall for Taco Bell. Indeed, around 5 million of the tacos were sold – which is a huge number for less than $200 000 invested!
The key point that can be taken from this is that valuable gains are made from making your product or service available for free (or in this case, 99 cents). If a company is able to make use of the free publicity gained from their campaign, it can propel them upward in their social media status. Companies such as Taco Bell have utilized this aspect and gone viral for their products – a trend that will likely continue to develop in the future.
Food, Travel and Longevity
From the beginning of time – until recently – many people have traveled overseas and come back with tasty memories and stories. This would often be something they considered ‘must-do’, before going on vacation again.
The digital age has produced many options for people to vacation without moving far from their front door. For example, Airbnb and CouchSurfing are two of the biggest players on the market – offering users the option to ‘travel like a local’ and come home with memories that were made rather than bought.
With tourism being a $7 trillion industry – companies that can position themselves as experts in the field or draw in tourists through the use of social media will be able to generate revenue. Social media is a valuable tool for tourism and companies can now harness it to draw holidaymakers from all over the world.
A Social Media Revolution
While the digital world is still in its early stages – social media is making steady headway in almost all aspects of life. Social media marketing – as it relates to PR and communications – is one such key example of this universal development. Social media allows for people to integrate their daily lives with marketing and communications, which is sure to be of benefit for future companies.