Today’s lecture was dedicated to linking concepts and theories you covered during the last term with the marketing, advertising and public relations practice.
We started from the assumptions of last semester according to which digital technologies are altering us, the business toolkit and the boundaries between PR, advertising and marketing. Checking some recent statistics we then focused mainly on one question: of whether businesses should embrace social media. To answer the question to visited and contextualized claims related to cost, reach and life-span of social media campaigns.
As a diversion we revisited quickly McLuhan’s (1962) idea of the “global village” and Castells’ (2000) “network society” as a means to understand how people connect and communicate online and how technology – both devices and platforms – influence their interactions
With plenty of challenges and questions risen – including about digital footprint, copyright, privacy and policy – we shifted attention from whether using digital and social media was appropriate to how can this be achieved.
Our solution, inspired by Wade (2011) suggested a SICK approach to strategy:
- Critical Mass
- Knowledge Sharing.
Remember the golden rule: Aways start with the objectives!
Also, verify your statistics and always keep in mind the specificities and rules of the online environments that you’d recommend your clients to join.
Reflecting on today’s lecture and using Wade’s SICK strategy, check out the cases below. What do you learn from them and how could such cases have been avoided?
- #McFail on Twitter and Meeuws’ (2012) article on The Next Web.
- Greenpeace’s Nestle Killer site. Here’s the timeline for the crisis and here is Olivier Blanchard’s extremely valuable 2 part (part 1 and part 2) reflection (it comes with very good solutions). This Mashable article suggests some policy chages. What are your thoughs on this?
Finally, for those of you who enjoyed the “Trevor, the Mentos intern” here’s the video: