When a natural disaster occurs, it is always encouraging to see how much help, love, and prayers are poured forth from the general public. People and companies across the world donate what they can to help. Recently, the Philippines have seen some of that generosity. The country is recovering from a massive typhoon that devastated communities across the islands. Now the people are struggling to find food and clean water. So when Instagramers saw that People Water was offering to solve that problem, they jumped on the bandwagon pretty quickly.
People Water is a company that defines itself as a “for-profit, cause-based business that is committed to alleviating the global water crisis.” Their claim is that for every bottle of People Water purchased, the company will give an equal amount of clean water to someone in need. On November 12th, the picture below appeared on Instagram with the caption “EVERY REPOST = 1 @peoplewater will donate $1 for every repost #peoplewater”.
Cody Barker, one of the founders of People Water, was the one who originally posted this picture. It soon exploded all over social media as people started sharing in support of the Philippines. However, People Water posted on Instagram a day later explaining that they weren’t entirely on board with this campaign. “People Water’s management was not consulted about this campaign before it was posted to our social media outlets,” claimed the post. “In an honest attempt to help those in need, some of our employees hurriedly decided to launch this initiative…Although our employees’ intent was sincere, we are troubled by what may be perceived as an advertising campaign based on those who are seriously suffering.” They go on to say that they will honor their commitment for the first day’s shares during their regular business hours, but that they can’t afford to give any more.
Looking at this from a public relations standpoint, People Water did almost everything right. They were honest with their public and tried to communicate that to them as best they could. They shared the “open letter” on their website and Instagram, making it as clear as possible that they didn’t want to hide anything. As Coombs advises in Public Relations: Strategies and Tactics by Dennis L. Wilcox and Glen T. Cameron, People Water minimized their responsibility for the fiasco by making excuses. While this may seem like a cop-out, finding someone else to blame is a successful way to change the way the public views your business. In this case, the scapegoat was Cody Barker. Unfortunately, he didn’t have full permission from the company to post such a generous offer. Because of his actions and their “limited resources,” People Water was put in an awkward place. In an attempt to save their reputation, they had to let Barker go and show their public that they are doing everything they can to ensure this won’t happen again.
But not everything was handled correctly. Many Instagram users claimed that they couldn’t reach the company by phone or email in the aftermath of the crisis. Whether this was due to an influx of phone calls or the company was purposely avoiding their customers, People Water violated the number one rule during a public relations crisis: be accessible. Had they picked up the phone, they might not have so many angry consumers talking smack about them on social media.
What do you think People Water should have done? How should they move forward?
Presentations are everything in life, and in a sense, we are always marketing ourselves to the public with our voices and actions. These components work together to create a brand image for each person as an individual. James Twitchell claims that a brand “is the application of a story to a product or service,” so it is important to realize what stories your life is telling and what images you are portraying. Many people tend to forget that online communication can be extremely harmful to a personal brand, and often diminish their brand images with common mistakes. The top 5 personal brand fails to avoid have been listed to help strengthen and build who you are as a brand.
# 1 – Oversharing
Although the tailgating and partying of your undergraduate days may be over for the most part, many forget that the pictures and posts that documented all those nights have not. Not only do people look at all of the bits of information people say and share, but posts remain in cyber space long after they are forgotten, and are easily and readily available for anyone and everyone to see.
Susan Adams wrote an article on managing online reputation, one of her key points was this: “Keep private things private, while assuming nothing is truly private.”
Everything about you on the Internet comes together to form a picture of your personality, even if you feel this picture may not be true to who you are. Think treating the Internet as a diary doesn’t matter? Oversharing has been linked to: self-incrimination, break-ins, loss of employment, and failed relationships.
Having trouble entering the workforce? You may need to examine what’s on your social media sites. Employers routinely search applicants to see what type of information, pictures, and statuses pop up. Besides not being able to land you a job, oversharing can also get you fired from one. Monster.com shared how an employee took the day off from work, telling his boss he had a funeral, however, later that day the employee posted pictures of himself at a party. His boss found out, and naturally he got fired.
Every time you go to post something whether it be as a status, tweet, wall post, share, picture, whatever- think to yourself, “Is this TMI? Would I want my employer to see this? Would I be proud of this years from now?”
# 2 – Underestimating Technology
We’ve all heard of Snapchat , the application that allows you and your friends to take ridiculous photos that once viewed, are immediately deleted… until recently. Not only can people screenshot your snap, but a counter-application called Snaphack has brought into question whether or not the photos you are sending are truly being deleted. Snaphack allows users to save screenshots of snapchats. Once saved, these photos can be uploaded to social media outlets such as Facebook or Twitter. One of Snapchat’s original uses was for sending racy photos, and Snaphack could easily lead to some very personal pictures being published for all to see.
Snapchat is just one of the many applications that at face value seems harmless and fun, but could easily affect employment opportunities. Being aware and responsible for everything you send via any technology medium is essential to keeping your personal image a good one. So next time you think it might be funny to send a Snapchat of you and your friends doing something questionable, make sure you would be okay with seeing it on the Internet the next day. What you might think is funny during the time, won’t be funny if it is found on your employer’s desk the next morning.
# 3 – Not Staying Up-to-Date With the Latest Social Media Sites and Apps
Facebook, Twitter, Pinterest, Vine, Instagram, LinkedIn, -the list is constantly growing and evolving when it comes to social media sites and apps available for public use. One of the biggest PR fails that people tend to overlook is not taking advantage of these social media techniques as a way to catch employer’s eyes, and to network.
Understanding and taking advantage of social media sites is essential in a world that is each day growing more reliant on technology. Where in the past employers only had a resume and a portfolio to judge a candidate for a job position, now the possibilities for judgment are endless. So why not take advantage of it? Take for example LinkedIn, a social media site that caters specifically to people to network professionally and allows users to connect with one another and build and maintain a broader network of professionals you can trust. It is a smart way of getting your personal name and brand out there for employers to see.
The website is helping people get jobs, so make a great move for yourself and join if you haven’t already!
# 4 -Talking Badly About Your Boss… Or Anyone For That Matter
In order for anyone to be happy with his or her job there must be a positive work environment. Most of us have had that one job we hated because of co-workers, company standards, the work itself, or the boss. In these sort of situations, trash talking seem to come with the business. So, for future and recent graduates we want to warn you, one of the biggest fails you can make in your career is talking trash about your boss, company, or coworkers online.
Recently, this video, featuring Marina Shifrin quitting her job, went viral on YouTube. You have probably seen it, but please feel free to watch it again and laugh.
Funny right? Except for the fact that her past boss knows how she really feels about him and her future employers will undoubtedly see her as unprofessional. So, as a rule of thumb, always save your rantings and trash talkings for your parents and close friends because if you share your personal (and most likely unprofessional) opinions and the wrong person sees it , you can kiss recommendations good-bye, as well as turn your personal brand image into that of a spiteful person.
(Also, take a look at her ex-boss’s response.)
# 5 – Poor Grammar
Poor grammar can affect your brand and your career. Anna Underhill, a consultant for a HR firm, said poor spelling and grammar has become a serious issue for employers. Writing is the main way communication takes place via employers and employees and clients. Having poor correspondence in writing undermines the professionalism of yourself as well as your company.
Communication skills are consistently rated in the top 10 things employers look for. Knowing the difference between affect/effect, their/there, its/it’s, should be common sense not consistent mistakes. While shorthand and abbreviations are the norm in social media, that type of writing should never be integrated into business composition.
Erik Deckers asks for you to think of it this way: If you receive a cover letter from a perspective employee filled with errors, would you hire that person? What sort of message are you sending to potential business partners when your initial email is riddled with mistakes?
Make your personal brand an effective one that highlights all of your best qualities. Don’t be afraid to jump into the cyber world to “sound [your] barbaric yawp,” but be cognizant of the do’s and don’t when it comes to establishing and maintaining a great image.
Instagram is a mobile social media network. Pictures are the only content users can upload. There are no clickable links. Nor are there special types of profiles for businesses or celebrities. By doing this, Instagram has in a sense leveled the playing field. Brands, as of now, cannot pay to have their content promoted or purchase any sort of advertisements on Instagram.
So why would a brand be interested in this? There doesn’t seem to be an advantage from a business perspective. How could a brand get the word out about their Instagram without being able to promote within the network? This is where the share ability on Instagram comes into play. Instagram users have the ability to share their Instagram posts on Twitter, Facebook, Tumblr, Flickr, and Foursqaure. Additionally, brands can use relevant hashtags on their pictures to draw Instagram users who may be interested in what they are Instagramming to their business account.
Now that it is clear how a brand could draw traffic to their Instagram, it is interesting to look at the content brands post on Instagram and how these posts contribute to their brand identity. The content of the posts will vary on the type of brand and each brand’s individual needs. For example, Taylor Swift utilizes Instagram as a way to communicate her thanks to her fans and visually share parts of her life with them. Many celebrities use Instagram in this manner. It is effective in helping fans see celebrities as relatable people, and makes them seem less out of touch with the everyday reality.
Larger brands can also use Instagram in a variety of ways. Two of the largest brand accounts on Instagram offer an interesting comparison. Starbucks uses pictures taken of their products by customers that hashtag pictures with “#starbucks.” MTV takes pictures of celebrity visitors, backstage/onstage at awards shows, newly released videos or singles… anything that is happening at MTV is pretty much free game. Is one better than the other? The answer lies in brand identity. Starbucks strives to make a heartfelt connection with their customer base, while MTV relies on sparking their customers interest with the celebrity factor. For Starbucks, trying to make a heartfelt connection works. While they are an international chain, as a brand Starbucks wants to keep that feeling of the neighborhood coffee shop alive yet still provide consistent products globally. By highlighting the existing Starbucks customer base, the brand still appears personal. MTV takes another route by using Instagram to revive their brand identity of music television. The majority of their Instagram is focused on new songs, videos, and musician sightings. This is a major change from their actual televised programming which ranges from scripted shows such as, Awkward. to reality shows such as the infamous Jersey Shore. By using their Instagram to focus on their musical brand identity, MTV is returning to their roots. Instagram is a way to appease the viewers who prefer the old MTV without all of the television shows.
Whether it be your average individual using a filter to feel artsy or avid Starbucks drinkers expressing their love for a drink, this social networking site is creating a sense of community through a few simple taps on your smartphone. Brands can use this sense of community to make their customers feel more in touch with their products. Try scrolling down Starbucks’ Instagram feed without having your mouth water! Now where’s my Pumpkin Spice Latte?!
Nowadays, there is a wide variety of ways to advertise and promote one’s image as well as many products through personal branding. Celebrities are among the first to take advantage of the new social media phenomenon to further promote themselves and products they have endorsed. Social media outlets such as Facebook, Twitter, YouTube, Instagram, Tumblr, Pinterest, etc. have been in a state of constant growth, as they cater to both the average consumer as well as celebrities. Interconnectivity has played a crucial role in keeping celebrities globally connected to a wider public in order to further promote themselves and gain a higher level of exposure.
When it comes to many things such as self-branding and the use of social media, one must elaborate a thought-out, cohesive strategy in order to achieve optimum results. First of all, it is important to keep in mind that not all celebrities wish to accomplish the same thing through their social media outlets. There are many reasons for a celebrity to join a social media site, from simply connecting with fans to promoting a product or event. Also, each social media medium serves a different purpose and targets a more specific audience. In a recent trend, celebrities have been representing themselves by “opening up” and increasing their level of self-disclosure through many forms of social media. This could be due to the fact that it is believed that social media can be used to build trust with fans as well as build and develop a more personal connection with them by allowing them to see the “real” superstar. For example, it is difficult to feel a personal connection to President Obama. By following Obama on Twitter or Facebook, one might feel that this personal relationship has greatly improved. Not only is this beneficial for the average American, but it could indirectly help Obama. For example, someone that does not currently have a stance on politics could follow Obama on Twitter, like what they see, and vote for him in the next election. This is just one example that portrays that social media outlets are a powerful, mass communication tool. That being said, it is important for one to remain very conscience about what they say. It does not take much for a tweet by a celebrity or political figure to create a huge controversy, whether or not they intended it to. We sometimes forget that celebrities are human beings that make mistakes, and one of these mistakes could be by putting too much personal information on the internet. Voicing an opinion can easily offend many other people. The celebrity could in theory remove the tweet, but that does not mean it will be deleted from the Internet. With the millions of followers many celebrities have and the fact that celebrities tend to keep social media outlets as public as possible, almost anyone could snap a screenshot of the tweet immediately and continue to circulate it through the web.
While there are disadvantages for celebrities putting their lives on the World Wide Web, outlets such as social media can also be used as a free type of advertising or promotion. Almost all main-stream celebrities have utilized multiple forms of social media from blogs to Twitter. Britney Spears, Kim Kardashian and Justin Bieber are all examples of celebrities that have endorsed various products and used social media (more specifically, Twitter) to promote them. This has shown to be an effective marketing technique at little or no cost to them.
Not every celebrity endorses a certain product, but they do essentially brand themselves when they decide post on social media sites. Whether they mean to or not, the content they post reflects their personality and in turn, allows followers to characterize them. Mastering how to effectively brand one’s self on these sites has in essence became a modern day art. In today’s day and age, a social media suicide could destruct the celebrity’s image as a whole.
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