2013 will see businesses invest more resources into social media and online PR than other marketing activity (Falkow Inc 2013). This is due to the growing digital world with major enhancements, which businesses need to discover before lagging behind. Every interaction a brand has with the public either builds or damages the brand.
The PR Report (2012) concluded that social media must become a core part of a company’s PR strategy. Facebook reached 1 billion users in 2012 (Webmoghuls 2012) ensureing a huge opportunity for brands reaching customers via the social media platform.
TRANSPARENCY IS KEY
Owens (2013) believes brands need to broaden their approach to images. This makes sense in an age where transparency is seen as an increasingly important asset for companies.
SOCIAL MEDIA BRANDS
Mintel (2012) reported that 63% of consumers visit Facebook at least once a day, enabling a brand to build strong online presence. Branding via social media will see a mass audience from around the world with Oonline PR allowing a brand to launch campaigns in order to counteract negative publicity.
The road to a billion active users continues to march forward with quarterly user growth up by almost 6% and year over year growth up 30% (Barber 2013).
CONTENT PR ‘COCA-COLA JOURNEY’
Coca-cola hasreplaced its corporate website with a dynamic, digital magazine, as a rich, socially enabled digital platform (Lacy 2012). Coke has outlined a new global direction for its brand strategy, focusing on creating content delivering the core message, allowing users to browse regularly refreshed content by type, defined as stories, opinions, brands, videos and blogs.
The Coca-Cola Company has a deeply entrenched brand laying the framework for a successful brad-centric online publication with channels such as branded blogs and social media pages. Coca-cola need to frequently update the content enough to build and maintain an engaged audience.
Social shares are one thing — but content becomes truly impactful when it asks the reader what he or she can add to the conversation.