How to handle crisis communication on social media? See what we can learn from the Germanwings case and how to effectively use social media for crisis communication.Read more
Not too long ago, actually just a decade ago, we were able to see kids playing outside in the playgrounds, no matter if the sun were shining or rain was falling. Teenagers were hanging around corners, gossiping on the stairs of the monument in the centre of the city and young adults having conversations in the coffee shops. Today´s picture is upside down.Read more
Based on the previous discussion about and comparison of the two concepts of exclusivity paradigm and the open source character of social media, the maintenance of exclusivity while opening their communication to millions of users emerged as main challenge for luxury marketers. As mentioned before, luxury marketers have pursued a very exclusive communication strategy targeting their consumers directly. By using social media this exclusive communication and targeting is watered down. This development is one of the most significant paradigm shifts within their history (Costa and Handley, 2011). Now every user can communicate on the brand publically.Read more
Social media has significantly restructured the communication of companies - influencing organizations, the consumer and brands all around. Facebook, Twitter, YouTube and Instagram together register more than 2.7 billion active users who spend an average of 2.4 hours daily on these platforms (Adweek, 2014). This corresponds to 39% of the world’s population – illustrating the immense power of online users. Consumers are no longer search for information passively; they actively create content and moderate discussions on brands (Hanna et al., 2011). Nowadays, we are living in an era where corporate communication is democratized as the power over communication has shifted from organizations to consumers (Kietzmann et al., 2011). Brands had to realize that online branding is an open source activity controlled by the customer rather than by brand managers (Fournier & Avery, 2011). Posing simultaneously both an opportunity and a threat, this consumer empowerment has a significant impact on how industries operate – the luxury industry being no exception (Dubois, 2014). Due to the enormous increase of online users, digital marketing and especially social marketing has become a mandatory element for every company (Hanna et al., 2011). But why have especially luxury brands struggled so long to invest in social media?Read more
Online or electronic word-of-mouth (eWOM) has been defined as “any positive or negative statement made by potential, actual, or former customers about a product or company, which is made available to a multitude of people and institutions via the Internet” (Hennig-Thurau, Gwinner, Walsh & Gremler, 2004, p. 39). Moreover, eWOM also includes opinions and share of information not only about products but also about services and brands (Jalilvand, Esfahani, & Samiei, 2011). In this post I will address the question: what are key characteristics of eWOM that companies need to know in order to manage it effectively?Read more
In the first part I provided three reasons why companies can benefit from Social Media Monitoring. In this part I will present well executed best practices that reinforce these reasons.
Best Practice 1: Old Spice listens to its audience and gets personal
In 2010 P&G’s brand Old Spice launched a campaign, which is a great example of how Social Media Monitoring can serve as a basis for interaction with the customer. It started with a spot called “the man your man could smell like”, which aired a few days before the big Super Bowl game on Youtube and Facebook. It was 30 seconds long and showed an attractive man who talked about how everything is possible with old spice body wash. The spot became a viral hit, capturing 76% of all online conversations about male body wash brands, and reached 10 million views on YouTube in a few months (Effie Awards, 2011).Read more
Although the importance of this topic seems to be extremely high, research is still in its infancy. There is a wide variety of academic articles available that describe the changing paradigm of word-of-mouth, yet there is only limited literature available that examines how brands can deal with negative electronic word-of-mouth and online firestorms within the social media context. This may be connected to the fact that its emergence, its development and its consequences happened in a rather short period of time. However, from popular press articles, Thomas et al. (2012) gathered and analyzed a variety of company examples. Thereby, they identified five general coping strategies, delay, respond, partner, legal action, and censorship, which will be illustrated with cases below.Read more
With the huge rise of Social Media over the last decade, a new era has begun in the web environment. The presence of social media such as Youtube, Facebook, Twitter etc have utterly changed the online scene for brand managers and marketers (Fournier & Avery, 2011). Billions of people were now connected and were able to express their thoughts, write articles, share images and videos.
Social media brought the world closer by providing a platform where everyone and from everywhere could join. Just to take a picture and understand the massive size of social media; Facebook statistics in 2014, showed that their monthly active users are 1.39 billion people, while Youtube users account for more than 1 billion as well (Facebook, 2015; Youtube, 2015).Read more
To illustrate the opportunities social media present to individuals I would like to look at some examples where everyday people have been able to create strong personal brands and become new type of celebrities- celebrities of social media. Lets first look at second biggest social media platform YouTube, it has more than a billion users, every minute more than 300 hours of videos are uploaded on the site and everyday people watch billions of videos (youtube, n.d.).Read more
Internet emergence of Web 2.0 has tremendously empowered individuals by providing the tools for successful personal branding. The advantage of Web 2.0 is that no longer the knowledge of complex coding language is necessary, this provided anyone with the opportunity can generate their own content online, upload their pictures or videos and directly share it in virtual world. (Labrecque, Markos and Milne, 2011). The information that people generate online leaves a digital footprint that indirectly results in personal branding. (Lampel and Bhalla 2007; Madden et al. 2007 cited in Labrecque, Markos and Milne, 2011). As such, social media has become an essential tool through which people express and present themselves and learn about others (Vazire, Gosling 2004 cited in Labrecque, Markos and Milne, 2011).Read more