Brief
Academic theory research into social media advertising has been
conducted to how social media has affected advertising; this is to inform how
the campaign should be designed to work over this environment.
This research concluded that the campaign should evolve to cover all channels, as to seek the
benefits of each in combination. Also highlight how it’s vital that the campaign
is integrated into its environment on all platforms different but only expresses
one singular message/concept consistently.
The
difference between this platform and traditional media is that this campaign
needs to inspire the consumer to post and start a two-way conversation. Rather
than following traditional one-way theory, the campaign needs to be build
around encouraging the consumer engagement. The campaign needs to consider the
consumer is in control over this platform, therefor their positive engagement
is critical. Research highlighted how positive posts can drive campaign success,
but also how negative posts can have a damaging effect therefore this campaign needs
to avoid this.
Theory defined that consumers like to post,
the aim of the campaign should to take advantage of this, manipulate their post
to form advertisements. Social media also create a hierarchy within it’s posts,
positive reinforcement by ‘Social Media Influences’ will have more impact on
the audience than any brand provide post.
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