In recent years, usage of social media has burgeoned exponentially, with the gargantuan rise of the likes of Facebook and Twitter a testament to its power to engulf consumers in engrossing virtual worlds of photo-sharing and comment-making. As social media powerhouses continue to rise, with millions of account holders logging in every day, their seemingly all-encompassing reach to people across the globe has been shown to be exploitable by shrewd businesses looking to raise awareness of their brands and products by directly engaging their target audience on a format they feel comfortable on.
Customization is Key
Indeed, certain social media sites provide prospective advertisers with a unique opportunity to appeal to a very specific target audience, using account holder details such as gender, age and even assimilating the types of things that people ‘like’ in order to channel adverts directly to a cohort of users with a pre-defined set of characteristics. This means that adverts are not beamed to people who have a distinct lack of interest in the product on offer; companies may select parameters of the types of people they aim to engage with, and thus improve the efficiency of their public relations campaigns. Consequently, a singer or band looking to promote themselves will be able to set parameters that pertain to the types of people who have shown an interest in similar genres, or will be of an age or gender that the artist is primarily attempting to engage with.
In addition to the highly customizable nature of advertising on social media networks, companies may also create groups in their name, so that people can ‘like’ them or comment about them. Shrewd entertainment acts capitalize on this feature of Facebook, creating groups representative of their name and then distributing statuses, comments, photos and videos all portraying their best work and traits in a positive light. Additionally, in posting amusing or controversial content online, entertainment acts and companies may garner further likes for the ingenuity of their campaigns. A particularly striking, innovative or humorous post will be ‘shared’ by social networkers with their friends online, further enhancing the reach of a performer’s reputation. Such shared posts will remain on friends’ timelines indefinitely, meaning that if a comedian, for example, can post especially engaging content onto their Facebook groups, this content will be spread by online users wishing to share it with their friends, effectively advertising it further for free. This serves to enhance public perception online, by sparking personal interest in an entertainer’s content.
The Benefits of Twitter
Meanwhile, Twitter can also be used to good effect in engaging with a target audience and gaining a positive rapport with the public. Enabling people looking to advertise their entertainment brand by ‘tweeting’ short, snappy messages of 140 characters or less, Twitter allows people to stay constantly current and integrate the use of their work with day to day events. For example, a comedian may make a satirical comment about the latest political scandal, or an actor may simply comment on current affairs and in doing so show a likeable conscientiousness to worldwide concerns. In staying current and keeping relevant to ongoing news stories, workers in the entertainment industry are able to engage with their customers and show that they have their finger on the pulse of popular modern culture.
Low Risk, High Gains?
With such a colossal global following entailing a potentially massive amount of exposure if harnessed correctly, it is easy to see how social media networks can yield substantial benefits to those who use them wisely. Often cheap to exploit, but with endless potential, social media is a useful tool in improving public relations, allowing performers such as musicians, actors and comedians to establish a direct and friendly platform with which to connect with their target audiences. They also facilitate receipt of feedback on new acts, songs or approaches; a status asking which direction a band should take with its next album will yield much debate from followers, the very people the band is aiming to please, who will voice their opinions on what they would most like to see. An entertainer who shows an appreciation of the public’s views will gain much respect among their fans.
God Bless Your Success,
Alpha Bizelli Marketing & PR, Inc. – Passion Over Hype