Story 1
Summary: With social media
rising as a main form of communication, innovators are constantly searching for
new ways to engage their followers. Bestselling author, Joel Comm explains the
phenomenon, “In 2016, live video seems like a no-brainer. It’s easier to connect
to audiences if they are constantly seeing your face”. The main hosts of the
live video feature are Facebook and Twitter. Facebook has been prioritizing the
live video feature. Comm explains the importance, “Video allows us to bring
people into our world and show them what’s interesting to us…Video allows
quality content producers to rise to the top”. Comm explains that the
live video feature isn’t anything new, but the advancement and interest in it are.
Importance: This article
reiterates the importance of advancement in social media. Those taking
advantage of the live video will gain more followers and engagement than those
who do not. With more technology and things to do, users will be most likely to
jump on the bandwagon of the next “big thing” when they become bored with their
regular platforms. With live video, creative content creators will quickly rise
above the others.
Source: Barrett, J. (2016, June 28). The
Evolution of Multimedia Across Social Media | Cision. Retrieved July 04, 2016,
from
http://www.cision.com/us/2016/06/the-evolution-of-multimedia-across-social-media/
Story 2
Summary: Reese’s recently
prematurely leaked the news of a new product and in the midst of the confusion,
turned the press release in their favor. The picture of the candy was leaked in
April, 3 months before the original set-date. Rather than letting the picture
speak for itself, Reese’s took the opportunity to raise the hype on the new
product. Brand manager, Ryan Riess explains, “"At first, we actually
wanted to drive confusion," he said. “When we saw the leaked image and
post, we immediately noticed two things: fans were beside themselves with
excitement, and they were confused [as to whether or not it was real]. Everyone
loves a mystery – why not have a little bit of fun?” They used the holidays
Cinco de Mayo and Mother’s Day to increase the attention. The results were
great, “Just like the leaked photo, news of the confirmation went viral. The
announcement post on Facebook received nearly 750,000 views in less than 24 hours,
topping out around 1.3 million views.”
Importance: This situation was a great opportunity for the company. The early release was a surprise for both the customers and the company. This set an example for other companies. Had the company released the announcement during its original set time, the company would have received tons of attention. Because of the surprise release however, they were able to cause even more hype about the new candy. The early release shows the strength of the company as well, as they were forced to think on their feet about how to engage the customers during the last minute extended campaign. Overall, this was a win for Reese’s.
Importance: This situation was a great opportunity for the company. The early release was a surprise for both the customers and the company. This set an example for other companies. Had the company released the announcement during its original set time, the company would have received tons of attention. Because of the surprise release however, they were able to cause even more hype about the new candy. The early release shows the strength of the company as well, as they were forced to think on their feet about how to engage the customers during the last minute extended campaign. Overall, this was a win for Reese’s.
Source: Frederick, D. (2016, June 30). Hershey confuses consumers -
on purpose - when image of new Reese's product leaks. Retrieved July 04, 2016,
from http://www.prweek.com/article/1400826/hershey-confuses-consumers-purpose-when-image-new-reeses-product-leaks
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