I’m obsessed with Netflix at the moment – between removing everything from my life that doesn’t offer joy (thanks Marie Kondo) and being on the edge of my seat watching Fyre Festival, Netflix are killing it at the moment.
For those of you who haven’t seen the documentary, Fyre Festival (where have you been?!) Fyre Festival began with a story-style advertisement, which now has over 4 million views.
In reality, the five star accommodation transpired into disaster relief tents, luxury meals consisted of two slices of dry/brown bread (brown bread, of all choices) and cheese. Dogs roamed the luxury space, the attendees 5* service included soggy mattresses, no water, no air conditioning, no electricity. Sounds like a dream, I know.
But, within the PR and marketing world, influencers and models took the heat and were blamed for the failure of the event, not the organisers.
An article from Wired stated that ‘the influencer model is now in jeopardy. And maybe that’s not a bad thing’. Many articles offered similar opinions, following the disaster of the event.
Now, during a two hour lecture, my attention can sway, but surely the overarching aim of a marketer/influencer is to sell to people and increase sales via different mediums?
I believe the organisers should be held accountable, who were obviously out of their depth. When looking at online articles, Tweets, blog posts, YouTube videos, it was clickbait, dramatised and heightened (shout-out to A-Level journalism for that analysis). Many stating that influencers where on their last legs, YouTube is on the final countdown and Instagram business-users should be having a mental breakdown as we speak.
But, public relations is defined as a ‘strategic communication process that builds mutually beneficial relationships between organisations and their publics’. And the more research one does, the more you begin to realise that influencer relations, within PR and marketing, can be dated to the mid-1900’s.
In 1931, Santa was introduced as the Face of Coca-Cola – a well know, respected character was used as the face of a product to increase sales. This, in no way, differs when a YouTuber claims they are obsessed with a product in their latest video. Granted Zoella might not have a white beard and red suit, but the same message is passed over the consumer.
So, in my opinion, the influencers shouldn’t be taking the heat for the disaster what is Fyre Festival. Nevertheless, I do believe that marketers and businesses can take essential learnings from the flop.
Brand Loyalty // It’s all well and good getting the elite of the celebrity world to endorse your product, it’ll bring a huge amount of exposure to your product. However, such celebrities are only doing so because of the large pay cheque waiting for them. In order for businesses to effectively grow their brands, they should look towards those, who may have a smaller following, but are more loyal to the brand. Viewers are going to identify authenticity within the sponsored posts and in turn will generate more sales.
Content // It’s important, yes, but why spend hours pouring over a professional editing suite when the video is only going to be posted on Instagram and YouTube? The organisers of Fyre Festival poured hours into their promo video, but they were on a remote island with limited WIFI and electric. Instead of increasing budget for content product, brands should turn to a core content team, where the overall output might not be as stunning, but places the product/service in a genuine and honest setting.
Honesty // Frye festival organisers messed up and instead of taking the heat. They tired to cover up the disaster with lies, false hope and deception. Which, obviously, didn’t work. If a business makes a mistake, it’s better to own up and face the music. Communicate honesty to your customers, post an official statement – it will be hard to do so, but there is a greater chance that the trust consumers once had, can be rebuilt again.
Alex Slaine is a Third Year BSc in Communication, Advertising and Marketing student at Ulster University. He is currently working as Media and Education Intern at Intel Ireland on his placement year. He can be found on Twitter – @alexslainee; and LinkedIn – Alex Slaine
Public relations has of course been around for a very long time and has been used in many different types of situations but in 2019 PR is very different from before. Social media, as we all know, has taken over basically everything in our lives? and PR is no different.
Every business nowadays has at least one social media account where they post about their product or events happening etc and this is pretty standard but the use of social media is growing and with this the demand for companies to have more of a social media presence. Bloggers and micro influencers are becoming more and more popular and the only thing businesses can do is take advantage of the new age of PR.
Are Micro influencers the new way of doing PR?
They say micro influencers are the influencers of the future and I would agree with this. Micro influencers are those people we see on Instagram who are local bloggers just writing about what their passion is and they have a significant amount of followers. They will promote some products for either a small fee or for free and eventually it will lead to them getting sent free items to try out and show their followers what these products do. At least that is how they start off…
Once these bloggers start to get a good following companies will tend to take full advantage of this, it seems that the public trust ‘peer’ recommendation over company advertising. If you look at the likes of Topshop, huge brand in the UK and the rest of the world they have worked out the best ways to do their PR. Topshop in Belfast have staff that are also bloggers or ‘micro influencers’ and if you look at any of their Instagrams you will see how they incorporate the Topshop brand into their social media posts = PR for Topshop and well dressed bloggers for their Instagram.
The world of blogging
Blogging has always been around but it used to be that only certain people read blogs and those people usually had blogs themselves but now blogs are everywhere! Now blogs and PR have in a way rolled into one and we can’t get away from them. In Northern Ireland alone there are so many bloggers that are working or aspire to work with companies. Tiffany Brien is a brilliant example of a local girl turned local celebrity, if you look at Tiffany’s Instagram or her ‘personal blog’ as it is known you will see how affective PR can be in the world of blogging and social media. She has 56.11k followers on Instagram alone and nearly every post she put up has some type of organisation tagged in it, ‘Tantastic’, ‘Boux Avenue’ and ‘Daniel Wellington Watches’ are just a few of the businesses who have caught on to her influence in Northern Ireland and beyond.
So, back to the question at the beginning, ‘Can PR survive without social media in 2019?’ I’m leaning towards no… Social media is one of the biggest platforms used to connect everyone all over the world so why wouldn’t companies use this to their advantage? It creates local celebrities, it is the first place I look if I am trying to gather information on a company. I think it is actually strange if I look for an organisation on Facebook or Instagram etc and they aren’t there and I am sure I am not the only one. I hope I have give a bit of an insight into how PR and social media are becoming intertwined and who knows maybe one of you could be the next big social media influencer.
Aoife Ni Cheallaigh Bairr is a final year BSc in Communication Management & Public Relations student at Ulster University. She can be found on Twitter: @aoifencb
When writing this blog, I had many ideas in mind. After sitting thinking about which idea would be interesting for people to read, I decided to write about something that I am huge fan of, and that is the hit Broadway musical Hamilton. Anyone that knows me will know that there is nothing that I love more than Broadway musicals. One of the biggest musicals of the last decade has been Hamilton. This is a Hip-Hop musical about the American Revolution and it has broken records that no one could have even imagined. Since Hamilton opened on Broadway in August 2015, in the Richard Rodgers Theatre in New York, it has received a record-breaking 16 Tony Award nominations (The Oscars of musical theatre), winning 11 including one for best musical.
So how does a Broadway Musical become so successful? How has it been able to attract millions of people to go to see a Hip-Hop musical about the American Revolution? How has Hamilton been able to attract people through their doors, from members of the British Royal Family to the everyday theatre-goer? Well, it’s simple – they have been able to use public relations and marketing to make Hamilton one of the most sought-after shows on Broadway.
Hamiltion was created by Lin Manuel Miranda and it is based on the biography of Alexandra Hamilton by Ron Chernow. Lin Manuel Miranda is one of the main factors forHamilton’s success. Having already achieved success with shows like In the Heights, he had a huge fan base amongst musical theatre fans. He was also able to use his social media profile to attract attention for his new show, even before it opened. Once the show opened on Broadway, it soon became a huge success attracting many A – list stars such as Beyoncé and Oprah, to name a few. These stars would then post photos of themselves on social media, thus creating a desire for other people to go see the show.
With the buzz of the show, and the amount of people trying to secure tickets, the show soon made headlines. People where literally willing to pay someone to stand in line at the theatre to try and secure a set of tickets. Trying to get tickets for Hamilton soon became impossible, with tickets selling for up to $1,150. The high price of tickets caused negative headlines for Hamilton, implying that it was impossible to get tickets unless you could afford the huge prices. To manage this crisis, and wanting to make Hamilton affordable for everyone, the Ham4Ham lottery was started where you could enter to win tickets for the show. In addition, the cast would often perform for crowds of people who were waiting outside the Richard Rodgers Theatre to see if they were lucky enough to win tickets. The #Ham4Ham would often be used by people at the show gaining extra social media attention for Hamilton.
With Hamilton gaining so much attention, and not everyone being able to make their way to New York to see it or pay the huge ticket price, there was soon a huge demand for Hamilton merchandise. In this small way, you could get a taste of Hamilton even if you could not make it to the show. Marketing Hamilton means it is more than simply a Broadway show. Hamilton’s soundtrack was charting so well in the iTunes charts that they released a mixtape of the soundtrack, with songs being covered by popular artists such as Sia, Chance the Rapper and many more. There was such a huge demand for Hamilton merchandise that there is even a store in New York to keep up with the demand from Hamilton fans.
Hamilton was soon becoming a cultural phenomenon and was being used to talk about current social issues that were happening in the United States of America. For example, Hamilton was being used when talking about politics, with the cast even performing for the Obamas at the White House. After Trump was elected President, and with protests breaking out around the country about the policies that he was introducing, many people were seen with posters at the protests that had lyrics from the musical on them such as, “History has its eyes on you” and “Immigrants – We get the job done”. During one of the shows when Vice President Pence was in the audience, the actor who played Aaron Burr, Brandon Dixon, asked Mike Pence after the show finished, and while he was still in the audience, to respect the diversity that the cast represents. This got widespread media attention as was caught on camera by members of the audience. Although it received negative reactions from people, including President Trump, many others applauded the cast for speaking out about social issues that were affecting the country and using their platform to educate people about politics.
I believe that Hamilton has made Broadway more popular than ever and has succeeded in bringing in a whole new generation of theatre fans. Hamilton created such a buzz about Broadway musicals that there was even a Broadway Carpool Karaoke with James Corden, which not only included Lin Manuel Miranda from Hamiltion, but other big Broadway stars such as Audra McDonald, Jesse Tyler Ferguson and Jane Krakowski. This has led to the success of many new Broadway musicals such as Dear Evan Hansen, which has achieved similar success to Hamilton. Hamilton has also helped to change the world of Musical Theatre, attracting new fans and showing that it is okay to break down barriers and change the norm.
Muriosa Houston is a final year BSc in Communication Management & Public Relations student at Ulster University. She can be found at: Twitter – @MuriosaHouston ; Linkedin – http://www.linkedin.com/in/muriosa-houston-32b41413b
It’s no secret that social media and PR has become inundated with influencer marketing. With YouTubers and bloggers making more money than most upcoming musicians, artists and actors, this is a sector not to be ignored. In a recent study Influencer Marketing Hub found that the market size of ‘influencer marketing’ in 2018 was said to be worth $4.6 billion and set to rise to $6.5 billion in 2019. Figures more than doubled from 2017, suggesting that this market is likely to keep growing and growing.
In a world full of “famous” people who were made rich through selling charcoal teeth whitening strips or selling their soul on Love Island it’s hard to tell who’s actually genuine and worthy of that follow. Believe me, I watch Love Island as much as the next person but do I think they are the most authentic salespeople? No, probably not. Maybe we should look at some of those influential content creators who’ve spent years of their life building their brand on YouTube, blogging or creating products and deserve a little bit more of our respect?
Influencer Insights 2017-19 Studies
While it’s very easy to critique these so-called ‘influencers’, they are beginning to have a direct impact on our lives and if you work in this industry you’re more than likely going to be dealing with them at some point in your career. In 2017, Influencer Insights conducted a survey that found 47% of people turned to social media to research a brand. This is a huge element to consider when deciding what influencers to work with.
In Influencer Insights’ first study in 2017 they likened influencer marketing to word-of-mouth marketing with an updated twist. This is a very interesting outlook which forces us to ask if the novelty of influencers is their ability to relate to their consumer? And will we see this change as the years go on and honest opinions perhaps become less authentic? Only time will tell.
So, we should follow those people who drive important conversations, influencers and brands that are transparent with their sponsorships, people who create original content and ultimately those who are morally ethical with their posts (maybe not those promoting detox ‘skinny teas’). As when an influencer aligns their marketing methods with their own key values the brands they’re working with are introduced to a huge, yet targeted, segment of the market. Not only should we, as PR practitioners, choose carefully the people we work with, those people should too choose their brands appropriately and selectively.
Below is a list I’ve compiled of people that have stood out in a saturated but ever-growing industry, as well as their current Insta stats;
@Uhnonee- 131K followers
Oenone is a British personal trainer, influencer, activist, podcaster and blogger. With ‘The Tiny Tank’ as her original Insta handle, she is a ‘tiny’ girl with lots to say. She openly admits being brainwashed by social media in her earlier days and continuously calls out myths being marketed online. Upon listening to her podcast ‘Adulting’ I have learned so much about feminism, socialism and it’s really opened my eyes to the privileges I have in society. Oenone is unique, well-spoken and comes across really genuine, making her channels a must-listen. Glancing quickly at her Instagram page you would think she’s just a normal fitness influencer but if you click onto the posts and read the captions she actually juxtaposes standard bikini posts with lengthy, motivational and often significant captions. She opens conversations and initiates discussions, something hugely important in today’s society.
@SammiMaria- 571K followers
Sustainable fashion is a huge, important topic at the moment and many influencers are starting to raise awareness where they can. Check out Sammi’s video explaining how she is trying to cut down her fashion footprint and also naming brands that do their best to reduce their environmental impact.
I started following Sammi (formerly ‘The Beauty Crush’) about 7 years ago now. Influencers weren’t a ‘thing’ when I first started watching YouTube and from following Sammi’s channel alone I have seen just how much this market has grown. Unlike Tanya Burr, Zoella and Fleur deForce I never really grew out of Sammi’s content. She has been transitional over the years and despite her own worries of not being ‘up-to-date’ with the algorithms, I really think she has done well. Speaking out about her own battles with anxiety, domestic abuse and bulimia she has shared a lot with her millions of followers. Her energy is radiating, she seems truly authentic and her child Indie is one of the cutest on YouTube (If you needed any more reasons to follow!)
@HealthyLittleLifter- 71K followers
For the fitness fanatics out there Aisling is a must-follow.
For some people following tons of fitness influencers may not be beneficial to their mental health, and we should be wary of that. But for people who are looking for that motivation to improve their diet and adopt a healthier lifestyle- follow Dr Aisling Gough. She’s from Belfast and is also a registered doctor with a wide range of knowledge to support her ideas, so I think we can trust her opinion. She posts infograms with truly useful tips, shows you how you can track a Boojum on a ‘diet’ and continuously links new medical studies to better inform her audience. Despite competing in WBFF she hasn’t let this alter her food mentality. This is certainly refreshing and Aisling is a great role model for people who have an interest in health and fitness.
@NellyLondon- 46K followers
Nelly is by no means a ‘larger model’ but she has curves and comes across more ‘real’ than many people on Insta. She was part of Missguided’s #MakeYourMark campaign and regularly speaks out about body confidence, her struggles with eating disorders and her radiating confidence is motivational.
@DrJoshuaWolrich- 137K followers
Joshua recently changed his Insta handle from @Unfattening to his real name. Contrary to the ‘Unfattening’ brand he actually posted nothing about weight loss. He used this trap to get people to his page, conversely trying to encourage an anti-weight loss mindset and bettering people’s attitudes towards foods.
Already a registered NHS doctor and a following that’s growing massively, Joshua is one to watch out for. After being introduced to him on Oenone’s podcast I started following and found his content really refreshing. I’ve already learned so much from his posts and he makes you think about why you call certain foods ‘bad’ or ‘good’. Not only does he correct popular misbeliefs, he also makes you aware of the fake news that circulates the internet in terms of fat loss. In terms of health these myths can be extremely detrimental to young people’s mental health and sometimes even dangerous. This is why accounts like Joshua’s are so important in 2019.
@JBone89- 141K followers
Jordan (or Jordan’s Beautiful Life for blog followers) is a blogger, YouTuber and author who suffered a car accident in 2005, leaving her paralysed from the waist down. She writes about the usual beauty, lifestyle and fashion topics while proving that influencers don’t always have to fit a certain mould. She’s inspiring to read and follow, check out Jordan’s Instagram page here.
@JameelaJamil- 1M followers
I’m sure you’ve already seen the radio presenter and actress’ #IWeigh campaign which already has over 342,000 followers on Instagram in itself. The campaign aims to encourage people to not base their self-worth on the number on a scale, instead weighing up other attributes of your life. Jameela is using her celebrity status coupled with her own overcoming of an eating disorder to call out celebrities and brands which aren’t doing enough. She’s even recently started a change.org campaign to ban celebrities promoting detox teas which you can view here. Definitely worthy of a follow.
@GraceFitUK- 1M followers
If you haven’t heard of Grace you must have been hiding under a rock for the past year as her brand has completely blown up with an Instagram that has just crept over 1 million followers. She’s a seemingly ‘normal’ girl from London who goes to university at Oxford, maintains friendships and has created a hugely successful but also sustainable fitness brand. At only 21 Grace really is one to watch.
From a career perspective Grace produces some really informative content. In a recent YouTube video talking about the ‘influencer’ job role I learned so much information about the career and how brands can work with these people. Not only did she speak about her own methods of gaining sponsorships and commission, she also videoed an hour-long discussion with other female fitness and beauty influencers speaking openly about how much they get paid, how brands can reach out to them and interesting secrets about the industry. From both a consumer and marketing perspective I found these videos really informative, open, honest and definitely worthy of a watch.
So, to conclude, as the number of influencers out there continues to rise make sure that if anyone you follow on Instagram is making you feel a certain way about yourself, is producing incorrect information or even making you feel like you need to buy something… delete them. It’s not worth it. There is a world of content out there on the internet and we should be using this upsurge in social media use to our advantage- challenging our minds, speaking out about things that need to be spoken about and ensuring we lead a path for generations below us. In an industry overcome with successful females we should be supporting those influencers who are making a difference instead of criticising the career as a whole. We can use this career shift to our advantage. As marketers, advertisers and PR professionals we are in charge of who our brands work with so let’s make sure each influencer we work with is a truly worthy role model.
Lauren Wilson is a third-year BSc in Communication, Advertising & Marketing student at Ulster University, currently undertaking a year’s placement at Belfast City Council. She can be found at: LinkedIn – https://www.linkedin.com/in/laurennxwilsonn/
Like many young girls, growing up I was a typical ‘Barbie Girl’ (it’s almost impossible not to sing the famous line by Aqua in my head when writing that!). I loved everything pink and I proudly owned an army of Barbies, as well as all necessary accompanying accessories such as: the Barbie Dream House, the Barbie horse and carriage, the Barbie Beach Hut – the list is endless.
To my surprise, I discovered that this year on 9th March, Barbie will be turning 60 years old, with a not a wrinkle in sight. She really does live up to the saying: “Life in plastic, it’s fantastic!”.
Ruth and Elliot Handler co-founded Mattel Creations in 1945 and 14 years later in 1959, Ruth Handler created the Barbie doll. However, it’s no surprise that more than one billion Barbie dolls have been sold since she made her debut at the American Toy Fair in New York on 9th March 1959. The Economic Times commented that despite fierce competition in the toy industry, 58 million Barbie’s are sold each year in more than 150 countries. In a growing generation of children’s obsession with iPads and tablets, Barbie has cemented herself as a staple toy for children and come a long way since her first model, pictured above.
Despite her years of success, Barbie has found herself under scrutiny for negatively influencing girls and portraying negative body expectations. Since her creation, it has been debated that Barbie is an unrealistic image of what the ‘average’ girl should look like, as well as failing to represent differences in race and colour. There is no need to question whether Barbie’s body shape is unrealistic. Researchers have reminded us that her proportions would occur in less than 1 in 100,000 adult women and that her waist is 20cm smaller than a reference group of anorexic patients. Most shocking of all, research also argues that if Barbie’s measurements resembled an actual woman, she would not be able to menstruate or even hold up her head.
Mattel claims that the proportions were created for ease of dressing and undressing the doll, not replicating an adult figure. However, there is no such rationale for the very thin representation of Barbie in her TV show, movies, books, and range of online games. In all forms, Barbie represents a completely unattainable figure for adult women; leading parent’s to debate Barbie’s credibility as a role model. Negative connotations of ‘blonde’, ‘bimbo’ and ‘air-head’ also are associated with Barbie. Teen Talk Barbie in 1992 said phrases such as “Math class is tough”, with many arguing that Barbie discouraging young girls from academic ventures.
Now ask yourself this: how can Barbie represent and be relatable to the twenty-first century girl? Since 2000, Mattel have worked to keep the Barbie brand as relevant as ever to represent woman and remain on-trend. Although the typical ‘Barbie’ style consisted of blonde hair, blue eyed dolls, the first black Barbie called Christie was created in 1969, with Mattel showing exclusivity and diversity. The Barbie franchise today represents more than 40 different nationalities.
One campaign in particular that stood out for me in the evolution of Barbie occurred back in 2010 with American PR agency Ketchum West and Mattel. Mattel, along with Ketchum West, harnessed Barbie’s brand power by having the public choose her 126th career, with her past occupations including president and princess. However, over a million people voted for Computer Engineer Barbie in a campaign mixing the public’s love for Barbie with the movement to empower girls. In an inspired touch, the Society of Women Engineers and National Academy of Engineering helped create the doll’s look.
Michelle Chidoni, VP of global brand communications at Mattel, said the company knew giving consumers a voice and delivering a doll they requested would drive earned media and create a conversation around the lack of women in STEM. “The conversation was extremely positive and underscored the brand’s purpose,” she noted. “When a girl plays with Barbie she imagines everything she can become.”
This campaign broke down the negative stereotypes associated with Barbie, emphasising that Barbie was more than just a fashion doll, but more so a positive role model for young girls. Blonde or brunette, slender or curvy, black or white, princess or president, Barbie is a forever favourite for young girls, and this campaign has helped influence future PR campaigns for Barbie. This includes the most recent campaign, Dream Gap, in 2018 which taught young girls to believe in themselves, and not to buy into sexist gender stereotypes. It also helped to influence the unique range of dolls made for Barbie during International Woman’s Day in 2018, with the release of 15 new dolls which are “role model” dolls crafted in the likeness of real iconic women across the globe, for example Nicola Adams OBE Box Champion from the UK.
With careers spanning from president to astronaut, Barbie can also add ‘Social Influencer’ to her long list of attributes. In the new era of social media, Barbie has remained on trend by having her voice established across a number of social platforms, allowing her to connect with her new digital fan base. The @BarbieStyle Instagram account has 1.5 million followers and looks more like an Instagram account for a celebrity than a doll. Through the success of this account, back in 2016 Barbie was photographed at an event for Dyson’s new supersonic hairdryer, and posted the picture to Instagram. This was the first sponsored post for Barbie, but with over 51,000 likes, it won’t be her last. This emphasises the dynamic nature of the Barbie brand, which refuses to be limited to the category of simply a toy.
Barbie also stays connected with fans through her own YouTube channel, with an impressive 5.5. million followers. Her channel includes a ‘vlog’ style series, which is designed to mimic some of our favourite YouTube stars, yet tailored to provide Ted Talk style videos to young girls regarding a number of issues such as: ‘Feeling blue? You’re not alone’ to the importance of having your voice heard.
Barbie has exceeded her previous stereotype, and has paved the way for a generation of new Barbie lovers; it really is no surprise that she’s remained a universal brand for the past six decades. With talks of a live-action Barbie film starring Margot Robbie, there really is no stopping the Barbie brand.
All that’s left to say is: Come on Barbie let’s go party – here’s to the next 60 years!
In todays modern day era, we are bombarded with marketing messages that we the public receive on a daily basis. It would be important for any person or business to have some sort of effective digital strategy set in place, to ensure they are reaching the correct consumers without barriers, but is it important to have a digital strategy?
“Digital strategy formulation typically involves making adjustments to marketing strategy to take advantage of the benefits of online channels rather than wholesale changes.” Porter (2001)
In recent times technology and media have advanced exceedingly fast, and this allows for the public to use it as they wish. The Internet has birthed numerous means, that benefit the public, but one particular descendant of the Internet that stands out and is used regularly by all smart digital strategist is social media. Social media gives people access to voice opinions happening in society and in day-to-day politics.
The Digital Age of Communication & Technology
We live in the age of technology, and when technology advances, so does communication. Any person with access to a smartphone or android, living in the age of technology will have unlimited access to an array of sources, outlets and information that they can reach in seconds. One individual in particular that stands out in their ability to use social media and market their brand, which effectively left the world scratching their heads. An accidental, but yet extremely effective digital strategy that made a business celebrity the 45th president of the United States. I personally would call him “The Social Media President” but this business man goes by name of Donald Trump. Donald Trump’s ability to market himself through 140 characters was utilised in a way that allowed him to spend less and reach a far more aggressive audience than is opponent. An article by (digit.hbs.org) stated that during the 2016 presidential election, Trump’s digital team created thousands of adverts and content that brought in more than $275 million in donations through Facebook and Twitter, (Cameron, I 2017). And an article by (Digitaldoughnut.com) headlined, calling Trump the King of Digital Strategy Adema K. (2017). Did Trump have a digital strategy or did he smartly sway the American public “the buyers” by avoiding the fact that “He’s not actually a politician” he is a salesman by trade.
Trump built up his campaign empire, and tweeted out excellent adversaries about his opponent that give him his seat as president (Personal Opinion). Although his digital strategy was unconventional comparing to Clintons approach, it seems in the end if there had of been a defeat for Trump, it would have still rendered him a win, his name after all was mentioned in every news article/website and papers nationwide, and as the old saying goes, any coverage is neither bad or good, especially when your in business. According to (Businessinsider.com) “Trump’s tweets provide an insight into the mind-set of a president. Trump stating, “My use of social media is not Presidential, it’s modern day presidential” kiersz, A. (2017). Trump’s large number of supporting followers allowed the celebrity personnel the ability to use the platform as the base of his campaign, which hypnotised the world. When Trump tweeted, there was uproar around the world, because his erratic, but yet effective tweets where enough to make people stick around to see what happened next, almost like soap opera. Trump detoured the conventional mechanism of mass media, which it allowed him to speak directly to the American public which garnered more support through sharing and liking by his followers, even his haters sharing his content. According to (TheVerge.com) Trumps influence was of the quantity of his following, which aided his success of the 2016 USA election (McCormick, R 2016).
Sensitive Spin Doctoring & The Buyers
What did we learn from Trump’s campaign rallying? Well, we can see from his speech giving, that they weren’t as forthcoming as Clintons, although his marketing capability through his platform expelled him to the front of the race. Faking it till he made it? He tweeted on delicate matters that the American people would have been sensitive to, especially American Democracy’s. According to an article by SocialMediatoday.com, Trump tweeted more than 3000 times during the elections, tweets such as “Make America Great Again”, “Crooked Hillary”, “Immigration” and “Jobs”, pushing delicate issues into the lime-light, ultimately triggering peoples sensitivities (Richard B 2017).
“This political neophyte/businessman/reality TV star and his campaign developed a strategy based on what they knew, a keen understanding of how content is consumed today, what engages consumers to tune in, pay attention and be loyal” (Johnson, D, W. Brown, L M. 2016)
Trump’s digital strategy was garnered in his “buzzwords” and how he adapted to what the American public wanted “his buyers” which the American public bought as concrete evidence that he’d be the opponent that will change America to fit the needs of what they want. The American public bought into the salesman plight, one who doesn’t know how to execute the procedures of a politician nor a president, and of course what did “the buyers” lose? Their receipt for a return!
All of these favorable methods gave the American public “the buyers” a sampling taste of what’s to come if Trump won the election. By doing these unethical approaches had a crippling affect upon his opponent. This kind of digital strategy had a massive ripple effect that ultimately cost Clinton the election (Or perhaps she solely thought this was in the bag?). Not only did Clinton lose the election but also the difference in expense was astounding. According to the Washingtonpost.com Hillary Clinton spent a massive $1.4 Billion, whereas Trump spent $957.6 million (Narayanswamy A, & Cameron, D (2017). We could say this is because Hilary Clinton is a politician and Donald Trump is a businessman and was simply good at adapting to selling himself in the digital world.
What’s to be learnt & what will change?
What lessons can we learn from this? Well, that future campaigning will perhaps be a massive part of the digital world, specifically the American Presidency? This would also go for all businesspersons alike in learning about the power of the digital world, especially social media. It seems as though anyone with a platform, now have the ability to compete with the big brands and competitors out there. What’s also important is how brands utilize these communication channels to engage with audiences and customers. Everywhere we look we see spin doctoring from all business and politicians alike, one would suggest creating a digital strategy.
The 2016 USA presidential election is a perfect example of how social media channels are important factors to consider when you want to connect with your audiences. We can see this, in how Trump used the digital world to market himself to win an election, and most importantly the cost effectiveness of his digital campaigning. This will perhaps see the change in how politicians market themselves to their publics. Using social media channels to extend to a singularly specific group of people that can be swayed into buying your brand or campaigns with the simplicity of 140 characters. Think about it!!!
Kevin Doonan is a final year BSc in Communication Management & Public Relations student at Ulster University. He can be found at: Facebook – https://www.facebook.com/irishcuchulainn/ ; Twitter – @KevinODunain ; Instagram – https://www.instagram.com/irish_cuchulainn/ ; LinkedIn – https://www.linkedin.com/in/kevin-patrick-doonan-54749056/
You aren’t to know this but, much like myself, my mum was also a mature student. When my siblings and I were growing up mum was studying Communication, Advertising and Marketing at the very institution where I’m now studying Communication Management and Public Relations. My point? Well, basically, what I’m saying is, when we were growing up dad spent an awful lot of time trying to get the four kids out of the house.
When you have four kids most activities become expensive, no matter how cheap they may seem at first. This meant that we spent a lot of time when we were growing up hanging out at the Ulster Museum. Museums are great for families, they’re free, and there’s always something interesting going on.
Every time dad would take us to the museum, he’d tell us about two things. One, did you know there’s a giant blue whale at the Natural History Museum in London? Two, there’s also a giant diplodocus called Dippy!
Maybe it’s because we all grew up in the 1990’s when Jurassic Park was still the best film ever, but we were all obsessed with dinosaurs. We still are to be honest, when we visited New York as grown adults three of us decided it was a great idea to do a photoshoot of us pretending to be the dinosaurs at the Natural History Museum. All the pictures on this blog post are from trips to see the dinosaurs with my siblings. So Dippy always stuck with me. I was determined to see him at some point.
The first time I saw Dippy I was 18. I went to London with mum to visit my sister and celebrate my birthday with them both. And I insisted on going to see Dippy. He didn’t disappoint. He is just as cool and big and everything I thought he’d be when I was 5 years old and dad was telling me about him. He became the one thing I was going to see every time I was in the city. Saw him again at 21 with mum and always took my friends to see him when we were over for gigs or West End shows.
So, you can imagine my complete and utter devastation when the Natural History Museum announced that they were going to take Dippy down. How dare they? Did they not know that he was my favourite thing about visiting London? And they were going to replace him with that blue whale dad loved to go on about? I mean, the blue whale is cool and everything, but he’s no Dippy!
Then came the announcement. Dippy was going on tour! And he was going to come to Belfast! Obviously, I was going to visit him.
Going through the doors of the building we spent so much of our childhood in hearing about Dippy to see Dippy felt a bit odd. Up you go, to the fourth floor, and there he is, my buddy, Dippy looking just as good as he did in London.
By now I’m sure everyone is wondering what my original point was. After spending the day with Dippy (and my sister) taking pictures and having a great time. I tweeted about it. Twitter at this point is probably my biggest vice, it’s been distracting me from things I should probably be paying more attention to since January 2009 (that would be the first time I was at university, Twitter is a really good distraction from assignments).
So, there’s me, tweeting about seeing Dippy and how much I love dinosaurs, add a couple of photos, post and don’t think about it again. A few days later, the Ulster Museum, the Natural History Museum in London, and Dippy himself have all replied to me. Seems silly, but having an account run by the Natural History Museum for a dinosaur exoskeleton reply to me on Twitter might actually be the social media highlight of my year.
We as public relations professionals certainly understand the importance of social media as a communication tool and for building our network. Until that point, I didn’t realise how important it might be to interact with our publics. A couple of replies on any day is just five minutes work for the person running the Twitter account, but there’s no way to tell what the feeling is on the other side of the interaction.
I know Dippy is just an exhibit in a museum, but the person tweeting for him doesn’t know that Dippy has a history with our family. He’s in the days spent in the museum so mum can get her head showered, he’s in the trips over to visit the big sister, he’s in the gigs I went to with my mates in London. Social media allows us to build our network and interact with our publics more than any other form of communication. Recognition that there is another human being on the other side of the interaction helps us to build a more connected network and probably makes our publics care a little more too.
Annie-Rose Mulholland is a final year student on the BSc in Communication Management & Public Relations at Ulster University. She can be contacted on: Instagram – bananiepie / Twitter – @bananiepie / LinkedIn- Annie-Rose Mulholland.