Tag Archives: Twitter

What Twitter’s “Buy Now” Feature Means for the PR Pro

Screen Shot 2014-09-10 at 1.56.45 PM

On Monday, Twitter announced the roll-out of its new “Buy Now” feature to a select number of users. The feature, which displays a “Buy” button on designated tweets, is being introduced to users who currently have the mobile app. Twitter says that this new feature is intended to give users a more streamline interaction with their favorite brands, making purchasing from that brand more accessible.

So, what impact will this feature have on the role of a PR professional? As the world of
e-commerce continues to expand, with an increasing amount of human spending happening on the web, this new feature is a logical next step for Twitter. The feature allows for companies to
tailor tweets to their target audience, and either publish as a regular tweet or a promoted tweet.

For the PR professional, we are tasked with proving ROI to our clients, and demonstrating the value our communication services have in building a strong brand identity and a loyal following. This new feature gives PR professionals additional leverage on proving conversion rates, where social media can directly link to a transaction made by a follower.

The “buy” button will allow a seamless integration of e-commerce into our work, provided the message stays consistent with brand identity and doesn’t interrupt the natural flow of the feed. This means that for some PR professionals, wearing multiple hats will become more apparent. In other words, understanding how to successfully manage reputation, community building, while working towards contributing to the bottom-line will become inherent in the social media portion of our jobs.

As this feature continues to be rolled out to more users, the challenge will be to make the flow seem uninterrupted, and not appear to force the user into making a purchasing decision.
Furthermore, Twitter has the task of ensuring that privacy information won’t be compromised — a challenge that may be the biggest concern to users who are contemplating storing their personal credit information on the app.

What are your thoughts on the “buy now” button?

Screen Shot 2013-11-19 at 8.48.27 PM

Social Media & the #GoldenGlobes

image-80

From trending #hashtags, to selfies, to live updates on red carpet couture, this year’s Golden Globes were no exception towards the social media craze. Everyone watching the red carpet event experienced just how influential social media can be for a night at the Globes. E! coverage even went as far as to predict potential trending hashtags prior to the beginning of the red
carpet, all pertaining to the fashion expected throughout the night.

So what makes the use of social media unique in this instance? In terms of the Golden Globes, capitalizing on the use of social media throughout the entire night not only gives great
opportunities for earned media, but also enables viewers at home to be apart of the night.
Influence inspires influence! Trending topics throughout the night helped to frame the best and worse dressed lists for fashion mavens across the blogosphere today. Not to mention the overuse of the Mani Cam. By being able to voice your opinion on not only the fashion, but also the coverage and award winners brings a new experience towards the show.

Furthermore, actors and actresses live tweeting throughout the event generates buzz and
anticipation that sometimes will foster more media coverage. This also includes how quickly events of the night can spread onto the worldwide web. Viewers took to twitter to voice their opinion on a pop-up bubble presented by E! which informed the year in which Michael J. Fox was diagnosed with Parkinson’s disease – wrongfully labeled as a “Fun Fact.” This proves that earned media comes in the form of both negative and positive reviews. It is important to keep in mind that your viewership is a stakeholder, and can dramatically impact coverage by their share of voice online. Skipping over this distasteful wording is just the thing to spark controversy and negative coverage. While social media can be useful, it’s also beneficial to remember that the time-lapse is much shorter for correcting mistakes that may occur.

How else did you see social media being used? Join in on the conversation @Sam__Dickson!

Screen Shot 2013-11-19 at 8.48.27 PM

OHA Talks Social Media and Fashion on Access Alexis

Screen Shot 2013-11-04 at 3.54.54 PM

Today I was a guest blogger on Access Alexis! Head over to read more about social media,
fashion, Prabal Gurung, and more! Hope you all like it!

“Fashionably Social: Where Fashion Meets Social Media.”

- S.