Social Media in a Nutshell

New Media Communications was a very interactive course in which we explored various social media platforms and the most effective ways to utilize them for an individual business.  Each class was spent discussing a specific platform, and the benefits it provides to its users.  On the surface, it seems as if these platforms aren’t too complex, however, as you dig deeper, you learn more about analytics, appropriate content, and how to grab an audience’s attention.

One of the most important things that I learned throughout this class is that not just anyone can run a company’s social media sites.  It is very important to take into account all of the research and development that goes along with creating a successful social media presence.  It is very easy for people to claim that they have a social media presence, but if you’re not constantly keeping up with new trends, it is easy to fall behind.  I thought that my social media presence was fairly good, but from this class, I learned there is lots more I can do to advance my social media skills.  Although I am a fashion major, social media is something I would be interested in pursuing as a career.

Personally, my favorite social media platform is Instagram (probably because I have the most followers on that platform.)  I think that the content on Instagram, for me, is more appealing.  I enjoy seeing pictures and videos rather than long Facebook rants.  I also think that it is easier to create a following using this platform, whereas other platforms limit me in my creative expression.

I really enjoyed this class, and I thought it was interesting to learn about the “behind the scenes” aspect to all of the creative content posted on various social media platforms.  It is definitely a cool career, and something I would consider.  I know I can better improve my personal social media sites, and have a stronger social media presence.  0e15a3f1612eb62ae5990bbf94755304-615x435

Expert Advice: How Essie’s Social Media Stays As Fierce As Their Products

Recently I had the pleasure of getting an interview with a professional in the communications and social media industry, Jaclyn Buccellato, Vice President of Global Integrated Communications for essie at L’Oreal. Essie is one of the most popular nail polish brands and I am personally a huge fan, so how could I possibly pass up the opportunity to get to learn more about what makes them so successful?! Pinterest’s most popular nail polish color is essie’s Topless and Barefoot (amazing). So what’s behind their market’s obsession and love for the products? A fantastic social media team and great PR of course. In today’s society and competitive world of social media, it is so important to stand out and make sure your content is reflective of your brand!

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As I formulated these questions, I was really interested in her input on how social media is effecting the way a company (essie in particular), runs their business.

 Which do you think are the most effective social media platforms for essie and why?
For our brand, many social platforms are effective ways of introducing new products and creating one-on-one relationships with consumers. What’s most effective is really knowing your audience on each platform aScreen Shot 2017-04-23 at 1.38.55 PMnd speaking to them with the right content and voice on each. On Instagram she wants to be inspired and see nail looks she may recreate herself. Here we introduce new colors, reimagine classics and share back looks our fans tag us in. On Pinterest, she’s planning – whether it’s a shopping trip to Target or her upcoming (or not yet happening) wedding. essie is the #1 pinned nail brand in the world – so keeping content fresh on Pinterest is a priority for our brand (2017’s most popular color on the platform is essie’s topless & barefoot). We focus our how-tos and launch videos on YouTube.

As technology and social media become more evident in businesses today, what do you do to keep up with all the new platforms?
I’m lucky enough to be in an innovative and forward thinking company where new platforms are always being explored and presented. There’s a fine balance between jumping in and pioneering these new pScreen Shot 2017-04-23 at 1.41.07 PMlatforms, and really having a strong strategy and support in place before launching a brand channel. Consumers expect a lot from brands, so you need to be mindful that a brand is authentic in joining them on some of these platforms. It’s also always amazing for a brand to bring new technologies and experiences to their consumers that entertain or play a functional role in their lives.

 What is the best way to handle a crisis situation via social media?
The responsibility with being on social channels as a brand comes with addressing both the positive and negative comments and reactions to the content you’re putting out there. Having a team and strategy in place – who writes statements, who approves, etc. helps a brand to react quickly and responsibly in times of crisis situations. Most importantly, they expect you to respond – and if you address the crisis many of your most loyal will forgive you. Gone are the days of burying your head in the sand.

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What advice would you give students or anyone who is looking to get into the communications and PR industry?

Network. Do your research (spell their names right!) and be willing to impress. Most of the time you’ll find that professionals in the industry are willing to lend an ear or answer your questions. Look up alumni from your college on LinkedIn, or even someone who was a member of your sorority or fraternity. You’d be amazed at the common ground that could be your foot in the door. I also feel strongly that in a day and age where social media and technology rule our lives and the way we do business, a personal handwritten note to thank someone for their time goes a long way.

Jaclyn gives us some great tips and advice on how to make your brand stand out and create the best and most effective content for your customers and followers! Thank you so much to Jaclyn and essie for all of your fantastic work, innovative content and amazing products!

Social Media During a Crisis

Social media has become a great way to stay up to date on the news, celebrities and other on the go information. One thing that social media has come in handy for is finding out information  as it is happening, socially in a crisis. Now this can be difficult because you can never really be sure what information is correct and that makes things harder because in a crisis you really need to know what is going on, especially if you could be in harms way. It is very important for some one from the company that is having the crisis or someone that can correctly give information,  is running their social media accounts, so followers are accurately given information as it comes in.

The bombing in Brussels in a prime example of how social media can be a vital source of information in a time of a crisis. Most people will say that twitter has become the source for crisis communication, companies live tweet all the information they know which can be good and can sometimes be bad. This article from Simplifying.com has done a fantastic job talking about how each company handled this crisis. Each account or company that was relatively involved in the brussels bombing did a really good job of keeping on top of things and staying clear of miscommunication. The first few tweets were form Eurocontrol and the Brussels Airport, giving little information but letting the public know there was a crisis and the airport had been shut down until further notice.

Screen Shot 2017-03-29 at 11.42.01 PMAfter that, a few airlines were tweet and retweeting things from Eurocontrol and the airport. The airport’s twitter account was giving steady updates the entire time the crisis was happening. Facebook also played a big role because people were able to mark themselves safe so their friends and family knew they were okay.

The strategies they used were effective because they were constantly updating the public on what was happening, narrowing the window for miscommunication. The CEO of Brussels Airline also took to Twitter, Facebook and LinkedIn to express concern and how he was working on the problem. This is important because people want to know someone of that importance hasn’t just disappeared in a time of need.

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Instagram vs Snapchat: Who Took A Better Picture?

Social media is booming today and there is no better way to go viral and get recognized than on social media. Each platform has its own way of grabbing their audience and keeps them coming back for more. New filters on Snapchat, new pages on Instagram. OMG when will it end?? I can’t even keep up with all the updates and new features on every form of social media, let alone learn how to use them before they change it again!! But focusing primarily Instagram and Snapchat in this blog, I want to touch on a few important points and my experience with each of these.

Okay so Snapchat and Instagram are a little different from each other and I’d say Instagram is my favorite, maybe because I have the most followers out of all of my social media sites on Instagram and thats why I like it so much but I also really appreciate a good “artsy” picture, (I mean who doesn’t??).

Instagram has a special place in my heart because I introduced this platform to an interior design and staging company called Refining Design. I know them personally (my aunt and uncle) so I was able to get them started and give them some tips on using hashtags, who to follow, and what type of content they should post. I mean this is literally the PERFECT platform for them to promote on!! Well fast forward a few months and they’ve got almost 400 followers and they have been getting likes from the photographer from Architectural Digests that did the cover story on the Obamas White House living quarters! WOW, I know!!! I love getting updates and reading the comments that talk about how much people love their page! I put a link to their Instagram page so feel free to check it out! They have a variety of gorgeous landscapes, rich art, detailed staging, and decor!

While my Instagram page is not purely business, it is a personal page but I do use it to show my style and outfits a lot of the time. Being a fashion major (and social media enthusiast) I love, love, love to capture my style in pictures. I’ve even tagged a company I’ve gotten a shirt from and they reposted my picture on their Instagram page! Although that is pretty much the extent of my “instafame”, I like to think it is possible that some day I will, but I know my hopes are high.

Moving on to Snapchat, which I would say, users have a very different intention when using snapchat, I don’t really send snapchats directly to people as much as I put Snapchats on my story. Now of course since the content goes away after you open it, or on your story, after 24 hours, you can imagine what a college student’s snapchat story looks like. Being in a sorority, we do have rules about what is appropriate to put on Snapchat and let me tell you it is for the best! But I do not know anyone that uses snapchat for business reasons other than brands, as opposed to the many people on Instagram that have a personal account and a professional account. Although there have been quite a few “nobody’s” that have gone viral because of a snapchat, thats right I’m talking about the”Damn Daniel” series of snapchats that went totally viral and landed these two high school kids ON ELLEN DEGENERES. But that doesn’t happen too often.

From a business standpoint, I really don’t think Snapchat is a great way to reach your audience on a daily basis unless you are a celebrity, just because I can almost guarantee that if the audience you are trying to reach has a snapchat, they definitely have an Instagram and they can see your content there longer than they can on snapchat. Snapchat is ideal for events when you want to document and keep followers updated. This is best for awards shows, a big project and other big anticipated events like those.

There is LITERALLY so much to say about these two platforms and honestly I could write for hours comparing the two and talking about all the things I love and hate about each, who has gone viral, and which celebrities have the best accounts but that could take me days so I am ending my rant here, catch me on Instagram and Snapchat later!