The Utilization of Facebook as a Publicity Vehicle During the 2010 Final Season of ABC’s Lost
Social media is the latest buzz word among professionals in the communication and marketing fields. Virtual environments like Faceboook.com, Myspace.com, Friendster.com and Twitter.com are becoming increasingly important vehicles for brands to cultivate relationships with their publics. Large con...
| Main Author: | |
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| Format: | Article |
| Language: | English |
| Published: |
Insitute for Public Relations
2011-09-01
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| Series: | Public Relations Journal |
| Online Access: | https://prjournal.instituteforpr.org/wp-content/uploads/2011DAloisio.pdf |
| _version_ | 1811245012405452800 |
|---|---|
| author | Anna D’Aloisio |
| author_facet | Anna D’Aloisio |
| author_sort | Anna D’Aloisio |
| collection | DOAJ |
| description | Social media is the latest buzz word among professionals in the communication and
marketing fields. Virtual environments like Faceboook.com, Myspace.com,
Friendster.com and Twitter.com are becoming increasingly important vehicles for
brands to cultivate relationships with their publics. Large consumer good companies
such as Procter & Gamble, Unilever and beverage giant Coca Cola as well as other
household names like Honda, Ikea, Starbucks coffee and McDonald’s are attempting to
find their niche in the social media landscape, many choosing to join the band wagon
with a “page” or presence on Facebook (Neff, 2010).
As this relatively new form of communications continues to develop and evolve,
companies are investigating how to strategize their marketing plans to include social
media sites and be able to tap into this targeted consumer base of close to 400 million
members on Facebook alone (Fletcher, 2010). In February 2010, Procter & Gamble
stated that by year’s end all their brands would have a presence on Facebook (Neff,
2010). Starbucks and Wendy’s have already experimented with Facebook by running
various promotions during the 2009 calendar year. Vice President of online brand
content for Starbucks, Chris Bruzzo, states that their promotional strategies on
Facebook is a connection strategy, seeking out customers on social media
environments like Twitter and Facebook. Bruzzo notes that it’s not enough to market
with a traditional approach but planning should be considered across all channels,
including social media (Brandau, 2009) Companies, therefore, need to attempt to
customize their own strategies in order to utilize some form or forms of social media in
their efforts to cultivate present and potential relationships with consumers (Brandau,
2009). One key component of social media is the ability to immediately connect with a
community of individuals who share similar likes and dislikes (Marken, 2008). |
| first_indexed | 2024-04-12T14:33:47Z |
| format | Article |
| id | doaj.art-eb0e428d42324f698f8686593d5268c6 |
| institution | Directory Open Access Journal |
| issn | 1942-4604 1942-4604 |
| language | English |
| last_indexed | 2024-04-12T14:33:47Z |
| publishDate | 2011-09-01 |
| publisher | Insitute for Public Relations |
| record_format | Article |
| series | Public Relations Journal |
| spelling | doaj.art-eb0e428d42324f698f8686593d5268c62022-12-22T03:29:11ZengInsitute for Public RelationsPublic Relations Journal1942-46041942-46042011-09-0154The Utilization of Facebook as a Publicity Vehicle During the 2010 Final Season of ABC’s LostAnna D’AloisioSocial media is the latest buzz word among professionals in the communication and marketing fields. Virtual environments like Faceboook.com, Myspace.com, Friendster.com and Twitter.com are becoming increasingly important vehicles for brands to cultivate relationships with their publics. Large consumer good companies such as Procter & Gamble, Unilever and beverage giant Coca Cola as well as other household names like Honda, Ikea, Starbucks coffee and McDonald’s are attempting to find their niche in the social media landscape, many choosing to join the band wagon with a “page” or presence on Facebook (Neff, 2010). As this relatively new form of communications continues to develop and evolve, companies are investigating how to strategize their marketing plans to include social media sites and be able to tap into this targeted consumer base of close to 400 million members on Facebook alone (Fletcher, 2010). In February 2010, Procter & Gamble stated that by year’s end all their brands would have a presence on Facebook (Neff, 2010). Starbucks and Wendy’s have already experimented with Facebook by running various promotions during the 2009 calendar year. Vice President of online brand content for Starbucks, Chris Bruzzo, states that their promotional strategies on Facebook is a connection strategy, seeking out customers on social media environments like Twitter and Facebook. Bruzzo notes that it’s not enough to market with a traditional approach but planning should be considered across all channels, including social media (Brandau, 2009) Companies, therefore, need to attempt to customize their own strategies in order to utilize some form or forms of social media in their efforts to cultivate present and potential relationships with consumers (Brandau, 2009). One key component of social media is the ability to immediately connect with a community of individuals who share similar likes and dislikes (Marken, 2008).https://prjournal.instituteforpr.org/wp-content/uploads/2011DAloisio.pdf |
| spellingShingle | Anna D’Aloisio The Utilization of Facebook as a Publicity Vehicle During the 2010 Final Season of ABC’s Lost Public Relations Journal |
| title | The Utilization of Facebook as a Publicity Vehicle During the 2010 Final Season of ABC’s Lost |
| title_full | The Utilization of Facebook as a Publicity Vehicle During the 2010 Final Season of ABC’s Lost |
| title_fullStr | The Utilization of Facebook as a Publicity Vehicle During the 2010 Final Season of ABC’s Lost |
| title_full_unstemmed | The Utilization of Facebook as a Publicity Vehicle During the 2010 Final Season of ABC’s Lost |
| title_short | The Utilization of Facebook as a Publicity Vehicle During the 2010 Final Season of ABC’s Lost |
| title_sort | utilization of facebook as a publicity vehicle during the 2010 final season of abc s lost |
| url | https://prjournal.instituteforpr.org/wp-content/uploads/2011DAloisio.pdf |
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