Sunday 30 October 2011

The Importance of Social Media in PR

Originally produced during my placement at Truth PR

  
  Whether you’re a technophobe or a tweet-crazy Facebook addict, there’s no denying it; social media has changed the way that we communicate.  Twitter makes newsworthy stories into headlines long before journalists have had the chance to open a fresh word document; and everyone from Barak Obama to Lily Allen are able to update an avid fan base of followers at the click of a button.

  Of course the introduction of widely available user-generated content has benefitted brands, introducing a level of consumer engagement previously impossible. PR and marketing agencies everywhere are jumping on the bandwagon, with ‘pages’, ‘likes’ and  ‘tweets’ dominating boardroom conversations up and down the country. The social media boom is well in session, but is that really what it is? A boom?

  Regarded as the be-all and end-all by some and scornfully dismissed as a ‘fad’ by many, social media is neither. A campaign conducted solely online will not yield the results desired (nor will tweeting randomly), but when combined with other media channels as part of a cohesive, integrated communications plan, it can be a brand’s best friend.   

  Traditionally a one-way whirlwind of information, PR has evolved to embrace this platform. The increase in digital media consumption has opened the floor to direct interaction with consumers, as well as the ability to generate and monitor brand discussion. Offering a ‘human face’ online helps to humanise a company, deepening the connection that it has with a target market, and when used correctly, a decent presence (paired with a robust, engaging campaign) can extend reach and increase sales.   

  In the economic climate, brand loyalty is more important than ever. Figures show that brands using digital channels to engage consumers have higher levels of loyalty, while a Facebook ‘like’ is worth roughly £5 (Chompon Report: Feb 2011). However, simply having a presence on social networking sites isn’t enough to give your business a boost.

  While there’s no doubt that social media has become a vital, fully integrated part of PR, as with any media channel, the clients’ needs should be considered before a recommendation is made. A social media campaign might work for a majority of demographics, but traditional PR techniques still have their place; it isn’t a quick fix and often the best solution will involve a combination of both.

  It’s all about conversation. Combined with a good PR strategy, social media can be used to create a buzz, monitor trends and communicate with customers. Running competitions, commenting on cultural affairs or asking questions, what you’re really doing is creating a dialogue. Obviously this works both ways, and a prompt and friendly reply to any complaints or questions should be priority number one for those looking for happy customers. Money can’t buy you the kind of good PR that a glowing review from a dedicated consumer provides.   

Data taken from Chompon: What is the Value of a social action in online commerce. (Feb 2011)

Trick or Treat? Hallowe'en Footwear: Part 2

Originally produced for Shoe Fanatic and published here.
 

With Hallowe’en just around the corner, we welcome you to part two of our fiendishly fabulous footwear special. 




Gaga Glamour

One of the more fashionable costume options, going as Gaga can take as much (or as little) effort as you’re willing to put in. With everything from meat dresses to police tape in her repertoire, the first Lady of fashion celebrates Hallowe’en all year round. If you don’t fancy smelling of steaks all night, slip into a metallic dress and pop on a pair of glittery wedges, kitten heels or platforms for a great copy of the disco ball look.   


       

Ahoy Sailor

Sailor-chic is all the rage during summer, but carry on the nautical trend with a horn-blowingly brilliant outfit this Hallowe’en. Team a pencil skirt or skinny black jeans with a stripy top and these blue and white canvas peep toes, or grab a pinstripe dress and pop on some sparkly heels and send those men overboard. 

 


Devilish Dorothy

Oh my! Judy Garlands’ most famous role is a favourite for fancy dress around the world. What could be cuter than pigtails, a blue gingham dress and some fabulously sparkly ruby slippers? Luckily, glittery red shoes are hot on the high street, you can pick up these beauties by Red or Dead, New Look and Hush Puppies without any house-related accidents, although I can’t promise that three clicks of these heels will get you home after a night out. If you’re not a fan of Oz, why not slip into a little red dress and add some horns, Voila! One devil outfit to go. 


 

Wickedly Wonderful

Witch outfits may be a staple of Hallowe’en but you can stand out from the coven crowd with these gorgeous boots from Irregular Choice. Available in ornate gold, eye-catching zigzag and metallic leather, pair with a jewel-toned pencil skirt and deep v-neck top for a sexy, burlesque take on the traditional. Finish off with lashings of eyeliner and don’t forget your pointed hat!     
 

   


Vamp Vixen

Vampires are back in vogue, with girls and guys of all ages lusting after the cast of Twilight, True Blood and Vampire Diaries. Bring a little bite to your Hallowe’en celebrations with these gorgeous ankle boots, twist heel courts and flirty ruffle sandals; team with a little black dress, plenty of lace and Queen of the night makeup. You can buy a good set of fangs online; try Scarecrow’s Vamp Fangs for realistic tooth caps that fit snugly.