The Web of Success: A Response :Fashion/ Beauty PR (Part 2)

I recently read a post by Lotti Dyer called ‘The Web of Success', which discusses the new trend of brands participating in online-only business.

Lotti effectively addresses this new development and considers what this means for PR practitioners. She rightfully says that today, us PR practitioners need to be educated on effective online marketing techniques rather than focusing on the traditional forms of communication, such as press releases, that we are used to.

I completely agree, and expect that soon it will be more common for PR to engage in posting short messages via social networks, rather than writing page-long press releases.

I recently participated in a short-course at RMIT University, ‘Social Media for Fashion’, which furthermore supported this concept and actually did touch on how brands can start utilising social media to its utmost abilities and actually make a difference in sales.

Our teacher, Bianca O’Niell, managing editor and style editor of alphabet pony.com shared with us some of her key tips for brands to employ to increase performance.

Similar to the recommendations of my previous blog post, Bianca encouraged posts that create high engagement with publics, rather than just advertising. That is, asking questions, supplying coupons, and creating conversation, rather than saying “30% off sale!” in an attempt to create an amicable relationship with the consumer, which will in turn promote brand loyalty.

A couple of key tips I took away from her discussion:

-       A customer should be able to connect with all of your digital platforms by going to one. That is, there should be obvious links to a brand’s blog, Instagram, Facebook, Twitter or any other network on every single one of these channels.

-       Don’t go overboard. Brand PR should choose about three social platforms and be extremely committed to them to create a cohesive and regular personal.

Some other really good tips are in this presentation from We Are Social 

We Are Social - Making Friends & Influencing People (2014) from We Are Social Singapore

We Are Social is an excellent blog that discusses these issues and offers valuable statistics and tactics for PR practitioners to incorporate with the new trend for PR on Web 2.0. Check out some of their tips, critiques and analyses about current issues for consumer PR.

Image from www.culprwit.com

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