What about those ads that appear on Facebook? Something that I recently read in an article on Hoot Suite made me realize something I had not noticed before. Recently, I am currently unsure as to when this started; I have been seeing more and more ads in my Facebook feed on my mobile device. It is a given that when a site is shrunken down and compressed to meet the needs of a mobile application that some content is lost. Until recently, this was the case for ads that appear on the outskirts of the Facebook feed. What has become increasingly popular is placing these ads right into the Facebook feed, almost to masquerade as a regular post. I have to say I have almost clicked on some here and there because of how stealthy the integration is. This is a good way for those companies who wish to advertise on social media site, like Facebook, not to lose their content when the sites are viewed via a mobile device. Regardless of the social media outlets being used by an organization it is important to ensure that the content being posted is being viewed by the intended audience. If a company's message is being missed because of something like their website not being mobile device compatible, then that issue needs to be addressed. If not, people are likely to find a different company that has made more of a conscious effort to ensure convenience for their consumers.
Holmes, R. (2012). 5 Biggest social media trends 2013. Hoot Suite. Retrieved from http://blog.hootsuite.com/fast-company-5-biggest-social-media-trends/
Hi Laura,
ReplyDeleteI have not seen any ads on my mobile Facebook feed and I am wondering why that is, given you are not the first I have heard about this from. I for one am generally frustrated by the format of social media apps on my iPhone. The way they are currently set up is probably the best that can be done for now, but they are not nearly as easy to navigate as the sites themselves on my PC.
It will be interesting to see how these trends pan out for 2013.
Hi Laura,
ReplyDeleteI enjoyed reading your post. Social media on the mobile platform is as important as ever in 2013. I have almost clicked on these ads in my newsfeed several times. They are very clever!
You said, "it is important to ensure that the content being posted is being viewed by the intended audience." This is 100% true. The good thing about social media is that people have the option whether or not they want to "like" or follow a company/organization. This makes it easier for companies to effectively target the correct individuals. The next step is making sure that all content posted is relevant to the target. For example, Apple is probably not going to post in a way that targets the 70+ demographic but will focus stronger on the 15-40 age groups.
Steyn said in Contribution of Public Relations to Organizational Strategy Formulation that PR produces a profile that "can be used to determine which stakeholders or issues should receive more or less emphasis." In social media, it is important to effectively communicate to the correct people that fit your product, service, or mission. The stakeholders here are who is being targeted. If the wrong people are being spoken to on social media, there will be no results.
-James
Thank you James! Your last paragraph makes me think of how not to handle social media. Knowing your target market when developing social media is extremely important. I think not assuming who is using social media is also equally important. An organization cannot assume that just because they are on Facebook that they will be successful in targeting a younger demographic. I think that a lot of companies take for granted that Facebook is an easy win to get attention from a younger group of consumers.
DeleteGood point, Laura. You're right - it is important not to just assume that jumping onto Facebook will help win over a younger consumer. For example, younger people (I'm talking the 18-25 demo) typically do not shop at LL Bean. LL Bean should not post on Facebook exclusively to this demographic. They should target their main audience with posts that engage this group.
DeleteGood point, I was thinking of Twitter as well. While some companies might think that Twitter is targeted towards a younger demographic, but according to a recent article on AdAge.com states that Twitter is most popular with consumers above the age of 30. I think this underscores the importance of research when trying to establish a social media strategy.
DeleteHi Laura,
ReplyDeleteYou have made some interesting points.
How would you tie in Steyn's characterization of communication as part of organizational fabric to this discussion of social media. Also, do you agree with her characteriztion of communication?
Kristin,
ReplyDeleteAs it relates to my post, I completely agree that the purpose of public relations is to build relationships through communication with those people who the organization depends on. I also agree that public relations serves as the guide to navigate an ever changing environment where social media is becoming more and more prevalent. Without a PR practitioner guiding an organization and providing advice for which social media outlets to target, social media can either run amok or be stagnant and boring. As Steyn mentions, public relations is pro-active, a living breathing practice that adapts to the changing environment, much like any other communication based profession. We move with the tide so to speak.
Hi Laura,
DeleteThank you for answering my questions.
You mention that the PR practitioner guides the organization and provides advice on which social media outlets to target. Playing devil's advocate here, is it possible that the marketing department is playing that role rather than PR, and that the PR professionals are counseling senior management?
PR plays a role in ensuring that the organization is seen in a positive light by all publics, and PR is the department that is most informed on all publics, but marketing focuses on consumers, retailers, and suppliers.
There is definitely a role that PR plays in ensuring that an organization is not negatively perceived by it publics. Could you explain more specifically what that role might be and exactly how the PR department might implement it?
While I agree with you that the marketing department could manage a social media campaign I think that it is best to leave this to the PR department. Public relations practitioners are professional communicators. They spend years ensuring that they understand the proper way to communicate to their publics. I don't think it would be wise for an organization to put anyone in charge of a live communication site that sometimes requires immediate assistance, who is not a professional communicator. It is similar to the reason why marketing professionals do not speak directly with the media or handle investor relations.
DeleteHi Laura,
DeleteI think we are saying the something similar but I worded it in a way that misled you. I agree PR is best at managing social media. What I was referring to in my post is that marketing departments will often take the initiative to determine what social media is included in their marketing communications plans so that the choices compliment the rest of the marketing efforts best.
Congratulations on publishing your blog, Laura. Interesting images! I look forward to following you.
ReplyDelete“The way a company's website translates to a mobile app is just half the battle, albeit, very important. It can become extremely frustrating for consumers to interact with a company site via their mobile device if it is not equipped for mobile use.” There have been numerous times where I have given up on trying to use a company’s mobile site and have found elsewhere to get my information. Your post does show just how important communication to your target it and how easily this communication can affect the company. Granted the actual sites are usually easier to navigate and have more content I often see that some mobile sites do not have vital information, which is the reason many people go to the mobile site.
ReplyDelete