According to Deighton and Kornfeld, (2013) “Social TV” is a term coined to when someone watches television and is on either their smartphone or tablet at the same time. The use of Twitter while watching favorite TV shows or sporting events has provided a way for strangers to share in their thoughts. As the third largest social network, Twitter provides for an opportunity for viewers and 56 million of their closest friends to join in on the conversation. The biggest challenge was the inability to “measure the audience engagement, not just media consumption.” Bluefin’s co-founder Deb Roy created a tool that “could identify how, in the flow of the TV programs and ads, consumers talked about brand, products and TV programs” (Deighton & Kornfeld, 2013, p.1). In 2012, Twitter teamed up with Nielson Media and Social Guide and then in 2013, Twitter acquired BlueFin Labs (p. 3).
Publics
BlueFin Labs focused on those publics who needed to have data about the online chatter. They knew that this data could be valuable to “brands, advertising, creative teams, media planners, media buyers, broadcast networks, program writers, directors and producers, and cable systems” (Deighton & Kornfeld, 2013, p. 4). One important element that this case should have identified is the community created by social media users themselves. Heath, editor of the Encyclopedia of Public Relations (2005) identifies “community,” as what “can be conceptualized as a group of people who share a common experience, identity, or interest and who are joined together through their interaction or communication.” (p.171). Twitter users will “tweet” using a maximum of 140 characters to articulate their thoughts, also called “tweeting.” These users will “tweet” about a specifc ...
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“Nothing is perfect.” Though social media brings us uncountable convenience, there is a trade-off with the convenience. Due to the advanced technology we have, social media has become part of our life, which it means that social media could determine our sociability. In Peggy Orenstein’s “I Tweet, Therefore I Am,” though she praises Tweeter for its convenience, at the same time, she also worries that “(Tweeter) makes the greasepaint permanent, blurring the lines not only between public and private but also between the authentic and contrived self.” Since we don’t care about who we talk to, we might act abnormally due to our feelings, and
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Many organizations have had to change the way they operate because social media has become such a powerhouse that has to be implemented in their marketing and communication strategies.
The discipline of public relations is a modern profession which has been in existence for only close to a century; however, it has already taken an important role in the fields of business, government, entertainment and non-profit organizations including educational institutions and healthcare organizations. Public relations professionals are required to have excellent organizational, interpersonal and communication skills and have the ability to persuade the public. It is imperative for PR professionals to effectively communicate with its public in order to establish and maintain a positive relationship. Furthermore, public relations professionals must have the ability to work under pressure and effectively manage crisis which may have detrimental effect on the company and the public it serves. State purpose of paper and an overview of what will be covered in the introduction
Social media marketing is a simple option to add to the current promotional tactics being used by an organization. It is no longer optional; social media is mandatory for nonprofit organizations (Stengel). Studies have shown that many people think social media techniques complement traditional media; even more believe that blogs and social media influence the news coverage in traditional media tactics (Wright and Hinson 2008). There are a number of professionals that believe embracing social media is the only way for public relations to continue in the digital age. For example, Robert J. Key explains, “Public relations in the digital age requires understanding how your key constituents are gathering and sharing information and then influencing them at key points; doing so requires strategies that embrace the digital age” (Wright and Hinson 2008). Larry Weber, a renowned professional in implementing global public relations campaigns, also agrees that the communications world is moving in a drastically digital direction and in order to communicate effectively, one must understand this transformation (Wright and Hinson 2008).
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With social media’s rise in popularity, consumers were given another platform, a viral one, to discuss companies and their products/services. While the main focus of public relations has always been to promote communication and goodwill, the practice also promotes publicity for their clients. With the growth from traditional tools to more sophisticated tactics like video news releases, webcasts, blogs, and social networking, public relations has been able to transform its effectiveness in just a few short years. Any company that does not include the use of social media, is missing the opportunity to obtain valuable information about their brand while also losing a chance to spread its message on a platform that reaches
Furthermore, a public relations career is much more closely grouped with media relations these days than journalism. In the book, Making it in Public Relations: An Insider’s Guide, it is said that Media relations is the most dominant function of public relations. Its basic role is the origination of press information and the handling of requests from the media about a specialist’s subjects and activities. After all, the main goal of specialists is to present a positive public image of their client to the public (Mogel). The possible types of clients and fields vary wildly from each other. Some specialists can work in public relations consulting firms and hold campaigns for many clients. Other specialists can work in the advertising departments of major brands and w...
“A study of the top 100 corporations of Fortune Global 500 companies by Burson-Marsteller, a global public relations firm, revealed that 65 percent are building relationships with stakehodlers on Twitter, 54 percent manage Facebook fan pages, 50 percent use YouTube channels, and 33 percent maintain corporate blogs” (Guffey & Lowey, 2015). It isn’t the customer that needs to learn new ways of communicating but the business. When a customer feels important and interaction is occurring, it will help the business. When the business knows how and when to use social media, and how to reach the target market, they will gain opportunities they never knew existed. Lastly, when the business uses social media to promote their specials, everyone wins. The customers win because they are getting a good deal, they are shopping with their favorite stores and they can share the posting with others. The business wins because it is free marketing and they will earn higher profits when they are reaching millions of customers. Social media is one of the newest and greatest form of communicating
Social media sites have taken over almost everyone’s house; almost everyone has an account in one of social media sites or at least knows what social media sites are. Rouse and Wigmore (2012) pointed out that “Social media is the collective of online communications channels dedicated to community-based input, interaction, content-sharing and collaboration.” So basically, social media sits are free sites that anyone can sing up for in order to keep in touch and communicate with others. In addition, Rouse and Wigmore gave some example of social media sites such as Facebook, Twitter, and Reddit.