Dr. Katerina Tsetsura talked about media transparency and social media in the advertising and promotions field. I think it's a great lecture as it adds more details and factual cases related to what we are taught before in the 9 lectures we had.
Old advertising strategy:
Vertical: Top down process (target audience)
New and now:
Horizontal: Engagement process (public)
Writing for Digital Format
Print: reading, Studying, Linear Sequence
Online: scanning, searching, random-sequencing
Strategic Com.
1. Shaping Strategies (using social media)
2. Engaging publics
3. Uniting for a common course
4. Demanding social change
5. Dealing with consumer complaint
Case Study: Give up control and invite participation
Website:My Starbucks Idea
--Tell us how you want us to change
--Vote which idea is the best: then the company really implement it
Case Study: Listening to Global Issues
BRITA (Filter for good com)
Public: try to find some –ve things e.g How BRITA destroy the environment
Top-down: press conference. shut down the website
Now: start responding the –ve comments
Create: Recyclable filter!!!!
*Social engagement*improve the reputation of company
Case study: Fast Mobilization of Activities
Non-profit-making company
in just 45 mins, mobilize a huge number of retweeting and sharing
CSR: Corporate social responsibility
Earn Media VS Paid Advertising
Why good? Higher Credibility : if your friend introduces it to you, you gonna believe it
**While I was preparing the project for World Englishes, I found this:
Acer CSR
Samsung CSR
I found that CSR not only means the advertising part, but also the part for community responsibility like environment concerns. Another thought is that, CSR actually is a term to build a company's reputation.
**While I was preparing the project for World Englishes, I found this:
Acer CSR
Samsung CSR
I found that CSR not only means the advertising part, but also the part for community responsibility like environment concerns. Another thought is that, CSR actually is a term to build a company's reputation.
Media Transparency- Disclosure of sources
Media Non-transparency- Any disruption of media transparency
Possible Problem
We don’t trust anybody!
Reflexion
Trust is Crucial- what about transparency?
Every company is a media company- who has the voice?
Everyone says something- who is listening
Everyone uses social media- effective? Ethical, legal?
Blogs or flogs?
Flog- fake blog
Over 80%- connection with the brand/company
Business of Blogging: e.g. :Reviews from other moms: mommyblogging
Blogger=jounalist?
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