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The Importance Of Properly Managing Your Social Profiles

The Importance Of Properly Managing Your Social Profiles | PR & Social Media | Scoop.it
2013 was filled with Social Media blunders and we've collected some of the best mishaps, whilst looking at what you can do to avoid them this year.

Via AlGonzalezinfo
Victoria Aupont's insight:

 

 

This blog post showed how different brands did not carefully manage their social media in 2013 and ways to how they could have prevented these issue. One of the issues that stood out to me is the burger king and jeep social media incidents. Apparently, both brands got hacked and the hackers changed their profiles pictures and profile name to their competitor’s name and logo. On burger king twitter page, the hackers started tweeting about how burger king employees are doing drugs and other lies about the brand. Even though the company could not handle this problem before the tweets were retweeted over a thousand times, it helped increase the followers and traffic on their page. Sometimes bad publicity can turn into good publicity that can lead to more followers than before the incident. This can happen with a good public relation specialist by your side.

 

This blog post should remind us to be mindful of the things that you put on the World Wide Web more especially on social media. From a company perspective, their social media is a controlled channel used to talk to, relate and get feedback with customers. When handling your own social media you still have to be mindful on the things you say and do on your site. It may be used against you when searching for employment. Many people have not been hired or have gotten fired because of the content they chose to show on social media. When working for a company you become a face of the brand and then you are expected to uphold a particular image. This topic has become one of the most talked about topics in the work field. The model used for social media is the two- way symmetrical model which encourages two way communication that led to mutual understanding and cooperation (Guth & Marsh pg 7). Brand/companies are encouraged to respond back to the feedback they encounter through their social media.

 

When handling a social media sight for a company many precautions should be taken such as avoiding unnecessary negative topics, being careful when approaching new topics, and wording of tweets. Anything can be taking the wrong way and before you know it your brands need crisis management help.

 

 An example of crisis management help is John and Kate plus 8. John & Kate relationship took a turn for the worst with lies and deceit and through television and social media things became very messy for them. In this repair case, Kate reputation was saved more than the John’s because Kate hired a public relations specialist to help manage and properly handle each situation. They went though many phases and strategies to repair Kate image. Some strategies that were used was reducing offensiveness of event, plan to solve, and reduce credibility of accuser.

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AlGonzalezinfo's curator insight, January 14, 7:21 AM

Excellent source on mishaps and how to avoid them. 

 

Check this out:

 

Burger King and JeepThe reason these two seemingly unrelated brands are being lumped together is because they were both hacked within the same week, and apparently by the same people. The hacks changed both brand’s Twitter pictures to their competition, and posted a series of tweets giving shout outs to other twitter users, accusing employees of drug abuse and generally just spouting nonsense. The accounts were promptly ‘fixed’, but not before the tweets were retweeted tens of thousands of times, and the damage to the brands was done.

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How One Nonprofit Used Social Media for Damage Control During A PR Crisis That Erupted During a Fundraiser

How One Nonprofit Used Social Media for Damage Control During A PR Crisis That Erupted During a Fundraiser | PR & Social Media | Scoop.it
Note from Beth: I’m facilitating a peer exchange for the Knight Foundation for a group of grantees that are hosting a Giving Days over the next year using its recently published Giving Day Playbook.   The idea is not only for participants to acquire the skills and knowledge to host a successfu
Victoria Aupont's insight:

 

 

GiveMN has been hosting their giving day, Give to the Max Day for the past few years to invest in nonprofits and schools work to improve the quality of life. On November 14, 2013 12:30 pm their sales were averaging 66 donations per minute for a total of over 9.4 million dollars in donations then all of a sudden their website crashed. After their website crashed, social media acted as the damage control and crisis communication in this case.

 

            Before the event they had planned and prepared for months for any unexpected disaster. Since they prepared for an incident like this they already had social media volunteers at a central location at the mall of America known as their command center. This made it easier for them to coordinates responses via email, blog, Facebook, and twitter. GiveMN had also prepared a template for social media in case of technical problems. The message stated, “Thanks. We are now aware of the issue and are working to resolve it. Stay tuned!” They also had co created tweets, posts, and hash tags for the campaign links. They gave each person a job so that things would not be so chaotic. They had one person posting to Facebook, another posting to twitter and another responding to emails from their general email box. They also had additional volunteers who were curating content and monitoring conversation via social media.

 

When the site went down and donators were complaining and asking many question, their social media pages provided them a way to communicate to each individual donor. At the time they could only assure them they were working to resolve the website issues. The website began to function again around 5:30 pm just in time for the after work rush of donations. By the time it reached midnight, they had passed last year’s record to raise over $17.1 million.

 

Although this article is a year old, throughout all the PR and social media crisis and campaigns I have come across, GiveMn was the most prepared company for a crisis. They literally thought out every strategy and tactic if the website crashed. Even though the website crashed because they prepared for this crisis they did not fall behind in donations. They kept in contact with donators and ensured them that they were working to resolve the website issue. Because they used social media to contact donators with their response it was immediate and personal and consumers love to have a communicating relationship with companies. This was beneficial because they could have lost donators if they did not reach out to them immediately but they did and gave each of them a personal response.

 

I tied this article back to chapter 13 crisis communication. They handled all the key components during a crisis. Before the crisis they had a crisis management team, a command center, and they already planned out how they could communicate with donators. I think they were the chronic crisis stage, this is the stage where it could make or break a company/reputation and in their case it did not break them at all. This is the cleanup phase and they already thought out on how to clean the crisis up before the crisis actually happened.

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US Airways: Nude Tweet 'Was An Honest Mistake'

US Airways: Nude Tweet 'Was An Honest Mistake' | PR & Social Media | Scoop.it
Unless you're living in a cave and are completely off the grid, you may have noticed that US Airways sent out a tweet on Monday that included a graphic image of a woman sexually pleasuring herself with a toy airplane.

A screenshot of the uncensore...
Victoria Aupont's insight:

On April 13th, 2014 US Airways twitter account replied to a tweet from an angry customer complaining about his flight being delayed. The tweet stated that the customer can review and follow up here with an attached image that contained a graphic image of a woman sexually pleasuring herself with a toy airplane. Within minutes that tweet spread throughout all of social media and many customers disgusted and offended by their actions.


US Airways apologized on twitter soon after the tweet was posted. By the next morning the apology had been re-tweeted 13,000 times and social media was flooded with jokes and angry consumers about the image. Their tweet stated “We apologize for an inappropriate image recently shared as a link in one of our responses. We’ve removed the tweet and are investigating”. Us airways spokesperson also apologized to The New York Daily News stating that the tweet was an honest mistake with a sincere apology stating that. He explained that the posting of the photo was an attempt to flag the tweet as inappropriate and the image was inadvertently tweeted to the airline followers in the process.


I personally think that US Airlines need to be very sensitive when handling this situation. The image that got tweeted was very graphic and disturbing. It’s hard to understand how that particular picture “accidentally” got tweeted. The US Airways spokesperson also stated that no one would get fired over this incident which makes me really question who was behind the tweet. Other companies are quick to let go an employee over a social media crisis that is not as bad as US Airways and they don’t feel the need to let the person behind this go. I think that the picture was intentional because the complaining customer is a common troll. His timeline was filled of complaints about other companies and brands and this was not his first time complaining about the US Airways. I think the social media person just gave in and fed the troll.


 I tied this article back to chapter 13 crisis communications because this is a huge crisis problem for US Airways. I believe they are in the acute crisis stage, the point of no return because all though they took down the disturbing graphic from their timeline, it is still floating around everywhere on social media. I believe this crisis has done some damage to their reputation especially because they have not gave a reasonable explanation to how this happened. Because of the graphic image that was tweeted it is hard for this company to turn a bad crisis into a good like many companies do. Not only are they in turmoil from the twitter image but they recently had a missing plane full of passengers that they are still trying to find. I think US Airways needs serious help from a PR professionals.  

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Social Media PR - 3 Ways Public Relations Has Been Changed by Social Media

Social Media PR - 3 Ways Public Relations Has Been Changed by Social Media | PR & Social Media | Scoop.it
The widespread use of social media has fundamentally changed how people communicate and share information. According to recent data from comScore, Facebook now
Victoria Aupont's insight:

Due to the growth of social media, it has changed how people communicate and share information. This has caused companies to seek creative strategies to engage on the social web. In this article, the author Dave Folkens stated three ways that social media is changing public relations: conversation versus a speech, information gathering, and personal service.


Conversation versus speech is a great advantage for PR professionals. Conversation is a two way communication process which is a great opportunity for businesses/ companies to gain a real time feedback from consumers and fans about how they are feeling; good or bad about a product/company. The live interaction allows improvements to make a deeper connection with their target audiences. Their audiences are able to give them good or bad feedback and it softens the barrier of consumer’s feelings when it comes to be only being viewed as potentials sales. It shows them that the company actually cares and has the consumer’s best interest at heart.


Information gathering is a valuable tool that gain PR professionals gained. Because social media is an instant fast pace medium with information sharing and gathering faster than it has been in years. PR professionals are able to connect companies and people through twitter through simple keywords to serve as helpful resource that can build a relationship with consumers. Social media has also changed relationships with PR pros and Journalists. Journalists seek information and sources online and PR professional benefits from the added access available thanks to social media.


Personal service with consumers builds personal relationships with them. With the advancement of social media consumers expect that any concerns will be addressed quickly and personally. This tactic is challenging for PR professionals that are managing social media accounts because one upset customer can send brands into crisis mode. PR pros have to have a good judgment when it comes to knowing what a real crisis is and how to respond to it.


I chose to scoop this article because it reminded me a lot about our guest speaker Deborah Johnson. She gave us a lot of need to know advice about having social media accounts while being a PR professional. For example, to only have one account for each social media page with acceptable content that you would not mind your grandmother seeing. Ms. Johnson also touched on the exact topic about knowing who to respond to from a company’s social media page to an angry consumer. She stated to ensure to respond politely when addressing the tweet trying to correct the issue at hand, not making it worse.

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5 PR and social media trends for 2014

5 PR and social media trends for 2014 | PR & Social Media | Scoop.it
Data mining, ceding control, tapping superfans' influence, and being 'useful' are the keys to the future — and that future has already begun.
Victoria Aupont's insight:

With possibly having a PR social media intern coming up I thought it would be helpful to know what PR professionals felt was the top PR and social media trends for 2014.The author of this story Jessica Lawlor, attended  two conferences which led her to her top five trends. One of the meetings she attended was PRSSA conference in Philadelphia; being a member of PRSSA I was interested in what the professionals of this group had to say.


The five major themes that emerged from both conferences were: To let your brand’s super fans help do you’re marketing/selling for you. The second trend is to give up the control of your brand. The third trend is to think about content more strategically, and plan for the long term. The fourth trend is to be smarter about using data and the five trends is to just be useful.


The first trend that stood out to me was to let your brand’s super fans help do your marketing/selling for you. In other words, let your biggest fans be your advocate online for products and spread the word through social media. “Your fans will go out and acquire new customers for your” said Mack Collier, founder of #BlogChat. I think this trend is often a trend that companies do not focus on; typically they target their loyal consumers. I believe that word of mouth from loyal customers builds the hype for customers and makes them more comfortable into trying something new.


The second trend that stood out to me was to think about the content more strategically and plan for the long term. In the conference, one of the presenters showcased their organized calendars including big themes, daily Facebook post and tweets for the entire year. Jessica believed, to make the most impact you have to always think long term and be more strategic. This trend stood out to me because I seen companies do a rush job on a message and it does not positively affect or have an impact on a person. I believe this is a good tactic to use because through your campaign you can alter and change and add things as you go along and learn new things. I truly believe in brainstorming before starting a project because I think it is good to come up with more than one good idea to branch off of; this way you have a variety.


As a future PR professional I truly feel like these trends are important and effective. Better planning and outcomes will help build a stronger relationship with companies and consumers. Having a good relationship with an organization will help you better understand where you stand on a pr relationship measurement scale. This is important to know because our ultimate goal is to please and build with the organization. If you thoroughly plan and have effective outcomes then the organization will have the component of trust with you.

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PR is the MVP of Super Bowl Advertising - Journalistics

PR is the MVP of Super Bowl Advertising - Journalistics | PR & Social Media | Scoop.it

Brands and advertising agencies get all the credit for Super Bowl ads, but it's the PR teams behind the ads that should get the MVP trophy.

 

...It really is the Super Bowl of advertising (and PR, and social media, and search engine marketing, and insert other marketing disciplines). So while the ad agencies get all the credit for coming up with the actual ideas (though many of the ideas for this year once again revolve around getting ideas from creative consumers like you and me – Doritos and Coca-Cola both tapped the wisdom of crowds for their spots), the PR teams deserve equal praise for making those 30-seconds last for a couple of weeks....


Via Jeff Domansky
Victoria Aupont's insight:

This blog article was about the PR side of Super bowl advertising and how PR teams are not recognized and praised for the marketing of the commercials like the ads agencies. PR teams participates in creating buzz for a commercial before and during air time. They create the anticipation and excitement for the ads since big brand commercials play a huge role in the Super Bowl experience. This is also a new trend because a few years ago viewers had to wait during commercial breaks the day of the Super Bowl to see the ads.


PR teams deals with early conflicts of controversial advertising of an ad not ad agencies. For example, Soda Stream commercial got rejected by CBS to air on Super Bowl day. This is because Soda stream was taking cheap shots at two of the Super Bowls biggest advertisers which are Coca- Cola & Pepsi. Their advertisements exemplify the benefits of making pop at home instead of buying the pop from the stores which can cause huge issues with competitors.


According to Adventures in Public Relations, there are four ways of measuring success in public relation practices: inputs, outputs, outcomes and relationships (pg 16). The ad agencies produce the inputs (commercials) while PR teams handle the outputs and negatively affected outcomes from the ads. When handling a negative outcome PR team may ask themselves do the outcomes suggest a future course of action? Depending on the type of negativity received from an ad, PR teams would have to conduct crisis management so a brand won’t lose their credibility or loyal consumers.  


The PR team also handles the social media aspect of the super bowl ads. Social media is a way for viewers to express their feelings and thoughts about the commercials. Crowdtap is a website where brands can learn, form ideas and market with their consumer’s on-demand. They polled 1,000 men and women to understand the relation of social media and the super bowl advertising before, during, and after the game. According to their findings, 67.4% of viewers will likely post about superbowl ads on social media during the game. 62.2 % of viewers will re watch ads after the super bowl and 73% people said after the Super Bowl they are more likely to like or follow brands than teams.


I think that PR teams should get the recognition that they deserve because they play a big role just as the ad agencies do. Without the PR team ad agencies would have to pick up multiple tasks that do not fall under their specialty. PR teams help brands win the competition of the best Super Bowl commercial with heavy promotion of ads.

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Jeff Domansky's curator insight, February 3, 2:29 PM

Why PR is the locker room marketing MVP.

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The Importance Of Properly Managing Your Social Profiles

The Importance Of Properly Managing Your Social Profiles | PR & Social Media | Scoop.it
2013 was filled with Social Media blunders and we've collected some of the best mishaps, whilst looking at what you can do to avoid them this year.

Via AlGonzalezinfo
Victoria Aupont's insight:

 

 

This blog post showed how different brands did not carefully manage their social media in 2013 and ways to how they could have prevented these issue. One of the issues that stood out to me is the burger king and jeep social media incidents. Apparently, both brands got hacked and the hackers changed their profiles pictures and profile name to their competitor’s name and logo. On burger king twitter page, the hackers started tweeting about how burger king employees are doing drugs and other lies about the brand. Even though the company could not handle this problem before the tweets were retweeted over a thousand times, it helped increase the followers and traffic on their page. Sometimes bad publicity can turn into good publicity that can lead to more followers than before the incident. This can happen with a good public relation specialist by your side.

 

This blog post should remind us to be mindful of the things that you put on the World Wide Web more especially on social media. From a company perspective, their social media is a controlled channel used to talk to, relate and get feedback with customers. When handling your own social media you still have to be mindful on the things you say and do on your site. It may be used against you when searching for employment. Many people have not been hired or have gotten fired because of the content they chose to show on social media. When working for a company you become a face of the brand and then you are expected to uphold a particular image. This topic has become one of the most talked about topics in the work field. The model used for social media is the two- way symmetrical model which encourages two way communication that led to mutual understanding and cooperation (Guth & Marsh pg 7). Brand/companies are encouraged to respond back to the feedback they encounter through their social media.

 

When handling a social media sight for a company many precautions should be taken such as avoiding unnecessary negative topics, being careful when approaching new topics, and wording of tweets. Anything can be taking the wrong way and before you know it your brands need crisis management help.

 

 An example of crisis management help is John and Kate plus 8. John & Kate relationship took a turn for the worst with lies and deceit and through television and social media things became very messy for them. In this repair case, Kate reputation was saved more than the John’s because Kate hired a public relations specialist to help manage and properly handle each situation. They went though many phases and strategies to repair Kate image. Some strategies that were used was reducing offensiveness of event, plan to solve, and reduce credibility of accuser.

more...
AlGonzalezinfo's curator insight, January 14, 7:21 AM

Excellent source on mishaps and how to avoid them. 

 

Check this out:

 

Burger King and JeepThe reason these two seemingly unrelated brands are being lumped together is because they were both hacked within the same week, and apparently by the same people. The hacks changed both brand’s Twitter pictures to their competition, and posted a series of tweets giving shout outs to other twitter users, accusing employees of drug abuse and generally just spouting nonsense. The accounts were promptly ‘fixed’, but not before the tweets were retweeted tens of thousands of times, and the damage to the brands was done.
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8 Apps to Help With Social Media Marketing

8 Apps to Help With Social Media Marketing | PR & Social Media | Scoop.it

Today, digital marketing is an essential part of reaching out to potential customers across the globe. Businesses are exploring various avenues through the internet and smartphones to engage and stay connected with their target audience. As the networking world gets flooded with hundreds of apps, business owners are left questioning themselves as to which of these apps are here for the long run. What should you, as a business owner, invest in to market your businesses in a hassle-free way?

 

We've cut through the clutter and brought you 8 of these amazing apps that have not only caught the imagination of business owners and entrepreneurs but also have contributed to financial success:...


Via Jeff Domansky
Victoria Aupont's insight:

This article was about eight apps that helps with social media marketing. Social Media marketing is a growing effective medium that brands are using to stay engaged and connected with their target audience. Since digital marketing plays a huge role of reaching out to potential and old customers across the world, these are useful tips to help a social media employee. As the networking world continues to grow there are many useful and un-useful apps and businesses are wondering which one is the most effective and this article cuts through the clutter of all of them to find the apps that contributed to financial success with businesses.


Hoot suite is an app that acts as a virtual personal assistant that manages latest updates from the company. With this app you can set up a date and time to send out a tweet, this is beneficial because it helps businesses reach the right customers at the right time. This helps when marketing a campaign and new advertisements. LocalVox is an app similar to hoot suite to manage promotions and brand building tasks.it also helps to view business ratings and reviews. Tweet bot is also similar to these apps by helping managing heavy traffic and send out messages without having to type manually. 


Heyo and Chirpify are apps helpful to business to sell their products easily with no hassle. Heyo enables potential customers to make a purchase directly on Facebook reducing the risk of missed opportunities. Chirpify helps customers buy products with just using the hash tag #buy. This is beneficial because the new customer has just started a public conversation which will lead to more publicity and more buys.


Another useful app is called mentions; this app helps monitor and analyze the impact of an online business. It helps keeps track of website performance, reply to post via email or mobile and communicate with customers on the go. Last but not least is an app called Evernote, which allows you to organize your notes, thoughts, ideas, share files, and photos within instant reach. This is beneficial because it helps you remember important things that you do not want to forget.


Being a future PR and social media savvy user this article interested me a lot because it will help me stand out from the next candidate if I know the most effective tools to use to promote a company or brand. From previous PR crisis, I know that Hootsuite is an app I need to be very cautious of using because many social media users accidentally posted inappropriate things from the app on accident. From other company’s mistakes, I know not to even associate my personal social media pages with this app to avoid any mishaps. As social media marketing is growing as a PR professional I need to grow with it and be on top of all of the useful tools I can use. I tied this article back to chapter 8 because to have a good relationship with a consumer you have to use appealing and useful tactics. These eight apps are useful marketing tools that can help grow a brand and reach their target audience.

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LECHAPPE's curator insight, April 30, 4:13 AM

More apps to facilitate the visibility of companies and  help them to reach a max of customers

Agence BTW's curator insight, April 30, 5:17 AM

8 applications pour vous accompagner dans votre stratégie social media

Moons Lucien's curator insight, May 1, 12:59 PM

should you #print reaching out to potential customers across the globe,?

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7 Trends Shaping How Brands Use Social Media in 2014 [INFOGRAPHIC]

7 Trends Shaping How Brands Use Social Media in 2014 [INFOGRAPHIC] | PR & Social Media | Scoop.it

2013 was a year of exploration for brands on social media. From testing Vines to launching Instagram ads, many companies were dabbling in social media efforts across the Web just to see how customers would react.

Now, in 2014, brands are geting serious. They’re using the wealth of data as well as the human connection that social media can provide to develop deeper relationships with customers.

 

Visit the link for more on these seven ways brands are using social media to increase customer loyalty this year.


Via Lauren Moss
Victoria Aupont's insight:

 

 

This article was about seven ways brands are using social media to build customer loyalty in the current year. Since the rise of social media brands are trying to develop deeper relationship with customers. The first way brands are using social media to increase customer loyalty is social listening. When people love or hate something they express their feeling on social media which could help and hurt brands. The advantage of this for brands is that they get a chance to build or repair a relationship. The next way is social advertising; this is helping brands promote in a cost-effective way and build their business. “80% of brands are expected to advertise on social media site during 2014.

 

The third way brands are using social media is through data-based marketing. Social advertising offers more than the typical traditional way of marketing; it offers real-time analytics on the effectiveness of the campaign. The fourth way is using pictures as a marketing tool by creating eye catching content. The fifth way is integrating social media with business. Businesses are now cooperating social media in their business strategies because it is one of the most influenced mediums in 2014.The sixth way is using social data guiding the future of relationship intelligence by brands paying more attention to what their online communities care about. The final way brands are using social media is by engaging customers both online and offline.

 

I think these seven techniques are very helpful to brands because it’s all about having that trustworthy relationship with the consumers. If consumers don’t trust you they will take their business elsewhere, whatever brand they feel has their best interest at heart. Because social media is where consumers state they feelings and remarks brands need to be overseeing these things. Each step is beneficial to a brand by creating more opportunities, sparking ideas, and giving consumers more access to unique content.

 

I tied this article back to chapter 8 consumer relations because building relationships with consumers is an important relationship to have. With the tools marketing and advertising you have to stay up to date with trends in consumer behavior. “Marketing is the process of researching, creating, refining, and promoting a product and distributing it to targeted consumers” This article give tips on how to market through social media effectively. Advertising your brand or product ultimately is the deciding factor if a consumer will take interest in the product or not. Consumer relations is a diverse marketplace that changes and grows daily and companies have to be prepared to change and grow with them. Using social media to respond to the consumer is an important marketing tactic because if they receive poor customer service consumers will have no loyalty to the brand.

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Eyal Levi's curator insight, May 8, 2:41 AM

Here some of the benesits considering social media

Katie Muirhead's curator insight, August 19, 11:52 AM

Further highlights statistics of social media consumption and the information behind the choices of online advertisiers

David W. Deeds's curator insight, October 7, 4:21 PM

Thanks to Lauren Moss.

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Photoshop fail! Target’s edited images give models harsh thigh gaps, missing parts 

Photoshop fail! Target’s edited images give models harsh thigh gaps, missing parts  | PR & Social Media | Scoop.it
Models with chunks of their thighs, buttocks and arms missing appeared on Target’s website, angering shoppers.
Victoria Aupont's insight:

 

Target has joined the bandwagon of using photoshop on their models for their new junior swimsuit line. On their website models were found with chunks of their thighs, buttocks and arms missing. Many of the images appeared unfinished with sharp corners and missing parts instead of smooth lines like a natural figure. One photo in particular looked like an attempt to make the model legs look longer/ bottom half look smaller and is missing a piece of her crouch. The image clearly showed a square cut out of the bottom of the swimsuit. Target stated to media, “This was an unfortunate error on our part and we apologize. We have removed the image from our website”. Although they removed the images from the website screenshots of the photoshopped image were already being passed around on social media. Consumers were offended that they choose to edit already thin young adults to appear even skinnier. The fact that Target did this amateur and careless move really shocked and offended the public. Target was getting responses from the public saying “Your photoshop skills are awful and desperation for a thigh gap is disgusting.”


When first reading this article, I was surprised to see such a big company make a mistake like this when body image is an ongoing problem for women today. After finding more articles about their photoshop fail, I found out that this is not their first image controversy. In the past, they have done offensive advertising such as using a photo of a pregnant woman to advertise a plus-sized dress. One would think target would be more delicate to these situations and not make these simple errors. I believe that targets apology was not sincere and that they just brushed it off. Their apology was basic and showed no emotional compassion to the viewers. I think it is because they are such a big and popular company that a situation like this was not powerful enough to hurt their image and lose customers.


I personally do not think that Target handled this situation appropriately. Their apology was not genuine and they did nothing extra to show their customers that this situation really mattered to them. In chapter 13 page 300, it gives key considerations for crisis communicators that I think can help target improve. Actions speak louder than words is a key concept that they should apply. This type of incidents has happened before with Target and angry customers are offended by these incidents. Customers want to believe targets apology but there is no credibility to back them up because this isn’t the first offense. Target also needs to be true to their values. They are one of the biggest retail company’s determined for customer satisfaction but many of their customers are not happy.

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SeaWorld vs. Blackfish: A Crisis PR War Rages on Social Media

SeaWorld vs. Blackfish: A Crisis PR War Rages on Social Media | PR & Social Media | Scoop.it
SeaWorld faces an uphill battle in addressing the controversial documentary Blackfish. Check out its PR strategy when it comes to social media here.

Via Josepf J Haslam
Victoria Aupont's insight:

 

 

This article was about the PR crisis between SeaWorld and the Blackfish film. SeaWorld is known for their attractions of different animals. Their most popular feature is the dolphin/whale show. Blackfish is a film that focuses on SeaWorld and the dangers of keeping this species on captivity. The trailer for Black fish stated that this documentary will expose the truth about how SeaWorld and their lack of concern of the whales.

 

This film caused a big controversy with SeaWorld and peoples thoughts and feelings about their attraction. SeaWorld quickly responded through social media with a sponsored advertisement explaining the strong bond between mother orcas (large tooth whales also known as killer whales) and their calves. This was something that Blackfish documentary said SeaWorld chooses to ignore. Through Facebook, Instagram, and Twitter, SeaWorld was targeting the keyword Blackfish to fight the negative image the film has created for them. On these social media sites there where many negative responses to their post from animal activist to people who watched the Blackfish film and simply wanted to express their opinions about SeaWorld actions.

 

To handle this controversy, SeaWorld did a number of things to handle this PR crisis such as published a variety of videos and press releases to inform the public that the Blackfish films so called “facts” were not facts at all. They stated that the film is misleading, edited and exaggerated.  SeaWorld also posted on their social media sites that the whales in SeaWorld’s care helps science understand and conserve wild killer whales and posted a link to an article that goes into depth about the controlled environment that the whales live in. They also did a Q& A session with CNN to respond to the allegations brought by the documentary.

 

In my opinion, I think that SeaWorld is handling this crisis well by reaching out to all the negativity that they received through social media by publishing videos and not just statements. I think they should create a SeaWorld documentary to really clear up the rumors and show that they are not mistreating these animals. I believe that this tactic will truly save their brand that they have built over the years. I think if they want the public on their side to believe that Blackfish is full of lies then that is something that they have to do.

When reading this case I applied the Reverse Engineering Case Analysis (RECAP) which is the process of research, planning, communication and evaluation.  I used this tactic to get an idea of what the success rate looked like when it comes to the public believing SeaWorld over Blackfish. The research used to identify the problem was informal research of social media sites such as Instagram, twitter and Facebook. I think that they used effective informal research because social media is the best way to see how people feel about a certain topic and viewers of blackfish and animal activists were not shy about their sharing their thoughts and feelings via social media. Their primary public was SeaWorld fans and animal activists. I also believe that they used appropriate media and tactics with their video and press releases trying to get the truth out there. I also think it was good that they targeted every social media where they received negative comments.

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