The Power of Building your Brand on Instagram

Instagram…
An online mobile photo-sharing, video-sharing and social networking service that enables its users to take pictures and videos, and share them on a variety of social networking platforms, such as Facebook, Twitter, Tumblr and Flickr.

  • Instagram has over 300 million users.
  • 70 million photos and videos are shared each day.
  • Users tap the like button 2.5 million times daily.

In order for companies to succeed these days, the advertising, marketing, and public relations techniques, as well as integrated marketing, must keep up with the ever-changing world of promotional innovations to sell products and services. There is television brand integration, infomercials, word-of-mouth marketing, product placement, and more. However, the 21st century has brought the fastest growing category of advertising… online/social media marketing.

Now, there are many online and social media platforms that businesses can make use of. Yet, there is one in particular that seems to be underestimated. That is Instagram. Instagram is becoming a global phenomenon where businesses have the ability to advertise and build their brand in a unique way that does not require any money and is very simple to integrate into any social media marketing plan. Instagram is on track to granting select big brands (typically large and well-known companies) the ability to sponsor ads to targeted users. According to Instagram’s blog found on Wordstream

” Our aim is to make any advertisements you see feel asinstagram-marketing-sponsored
natural to Instagram as photos and videos many of you
already enjoy from your favorite brands.” As an avid Instagram user, I’d say they’re doing a pretty great job,
and that I’ve actually enjoyed many of the advertisements
I’ve seen thus far, like this Old Navy ad.

Instagram is also a great tool that can be used to boost a business’s brand engagement. Here are a few examples…

 Feature Customers Using your Products

3029395-inline-i-2-3029395-bottom-line-how-the-most-successful-brands-dominate-instagram-and-you-can-tooThe brand benefit used Instagram to find images of real customers using their makeup. The hashtag #realsies was used in order to find images of those that users uploaded. This is fun for the consumer because by participating, they are entering themselves for a chance to win a year supply of makeup. Also, it builds brand recognition for those that have not tried this product but shows real people who love it.

Promote New Products

3029395-inline-i-5-3029395-bottom-line-how-the-most-successful-brands-dominate-instagram-and-you-can-too-crop-2

Ben & Jerry’s was actually one of the first brands to advertise on Instagram. According to an Instagram success story…

“Using Instagram to spread the word about the joy its ice cream inspires, Ben & Jerry’s reached 9.8 million users and saw a 33-point increase in ad recall. Of users who saw the ad for Scotchy Scotch Scotch ice cream, 17% not only became aware of the new flavor, they also associated it with Ben & Jerry’s.”

There are many more ways businesses can build their brand on Instagram. Can you think of a specific brand being promoted on Instagram? You may not have even realized it was advertising. The image may have flowed nicely within your news feed. Yet if a brand does it right, users will remember the post well after they have viewed it.

Why You Should Be Using Facebook for Your Business’s PR

Facebook is one of the largest social media platforms today.

facebook

 1.23 billion monthly active users
→  945 million mobile users
→  757 million daily users

There are so many benefits for companies who choose to do public relations on Facebook. With such a large user base, it makes it easy to connect with thousands of people who may be interested in your business. It’s a way to create relationships and target specific demographics. It is also a cost efficient way to promote your business because opening an account is free!

Of course there is a downside if Facebook is not used properly. According to an article posted on Chron,

“Facebook can work against you if you do not maintain the page. A Facebook page without frequent updates can destroy your brand value and image. Having a Facebook page that looks abandoned is worse than having no page at all. You might need to hire someone or pay an employee to update your business’s Facebook page.”

It is all up to the business and how they go about getting themselves on Facebook. It can either make or break the company. If your company decides to use this platform for public relations, it is very important to create a strategy that is effective and maintainable. These following tips gathered from The Refinery Source will help to get you started…

✓Get Organized
✓Know Facebook’s Rules
✓Know Your Audience
✓Know Your Goals
✓Engage Your Audience
✓Include a Call to Action
✓Don’t Be Too Promotional

By creating a strategy and following these steps, any business can have their public relations become successful on Facebook. It requires hard work and maintenance but in the end, it will all be well worth it.

What are some companies that have had great success with their PR on Facebook?
What about companies that have failed?

What Does it Mean to Work in Public Relations?

 


What do you think when someone tells you they work in public relations?

“So you just get to party everyday?” “You get to sit around on Facebook at work… and get paid?” “Hand out free stuff to people?” “Lie to get people to like a specific company?”


Being employed in the public relations field can often bring up some confusion or even negativity among individuals. However there are actually numerous functions a PR can be associated with and most companies are not looking to be disrespectful or dishonest. Some functions of public relations include…

-Writing- -Planning- -Counseling- -Researching- -Media Relations- -Investor Relations- -Employee Relations- -Consumer Relations- -Community Relations- -Social Media Interfaces- -Public affairs and issues- -Marketing Communications-

Although a PR professionals may have a different function compared to another person, they all have one goal in mind. An article posted on Shift Communications states…

“In PR, we help build and manage relationships between your public and your brand. Though there are several different strategies and tactics that fall within PR, at the end of the day, everything we do ties back to building and managing relationships with the public.”

Shift Communications is an organization that works with companies who need to incorporate Public Relations into their marketing strategy. The author, Tori Sabourin, has worked at a PR agency for almost six months and explains how difficult it can be to explain to people what she actually does.

Do you have what it takes to be a PR person?

“PR is an intense and difficult job that can be rewarding and disappointing. It can be exciting, and mind-numbingly boring. PR, more often then not, is misunderstood by people outside of the industry. Increasingly, the lines between PR, marketing and advertising are becoming more blurred, taking the industry into a new direction. To be a PR person, there are certain skills that are very beneficial which can be broken into two categories: human skills and professional skills. Human skills include things such as patience and congeniality, while professional skills include the ability to speak publicly and write professionally.”

Not only is public relations hard to understand for many individuals, it also takes special people to love and be good in this field. The quote above was taken from an article on ereleases.com written by Ben Silverman. PR professionals may be doing anything from managing social media accounts, publishing industry news, running contest giveaways, developing television/radio segments, and communicating with audiences. With so many different functions within public relations and the variety of opportunities this field provides, no wonder so many individuals get this industry confused.

Photo Source: http://matthewgain.com/2012/02/what-people-think-i-do-meme-pr-edition/