By: Kiley Harris Social media is becoming one of the most important media outlets for companies and their branding strategies. A recent article from PR Week discussed a study done by Kantar Millward Brown and the University of Oxford’s business school that looked into the importance social medial. This study discovered that campaigns that were run on Facebook and Instagram had a positive influence on consumer attitudes towards brands. Some had negative effects, but regardless, there was always some sort of influence. This is important for PR majors to understand since social media will always have some sort of impact, and because it is so constant and relevant today. PR professionals can learn from this study how to use to social media to their benefit. They can also learn why some campaigns do not work, in order to avoid these mistakes in the future. PR students still in school should strive to gain social media experience for their resume, or to take social media classes in order to put themselves ahead of others and stand out in the job market. There is a social media class available (MAC 325) to Miami students, that would be a great resource to take advantage of. Young college students already have a good knowledge base of social media, so using this skill to their advantage and building upon it is a great use of time. This study also found that when it comes to branding and social media, campaigns that were more personable had a greater effect on brand awareness and consumer attitudes. This means that digital ads are worth it, but being able to tell a story and be personable is still an important skill set to have, which is important for students searching for jobs to understand. Social media advertising, according to this article, is definitely worth it, but implementing it is specific to each brand and should be experimented with. Since this is such an important medium, gaining experience with social media advertising is a great idea for students hoping to work in PR in the future.
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