Sharing the love: how people discover you and how to stimulate desire (FOMO) and action (YOLO)
This is the second blog inspired by the lecture delivered by David Edmundson-Bird, Principal Lecturer and Course Leader in Digital Marketing at MMU Business School. David touched upon social sharing being a great way to get your message in front of people who are not currently thinking about buying. We decided to share our thoughts on how traditional PR skills are more valuable than ever in stimulating digital word of mouth, creating mass awareness campaigns and to measure and respond to public reaction and opinion.
Social sharing; it really is good old fashioned word of mouth in the digital space. Organic sharing (we are not talking about paid or promoted here) is one of the most valuable means of getting your message out to like-mindeds and produces such emotions as FOMO (Fear of Missing Out).
Think of trusted influencers like the media, which might discover and adopt your product, recommend it, talk about it or give it a bad review. Influentials hold their audience’s trust and attention, their views and values may also be aligned.
Influential sharers and ‘curators’ might include family, friends, celebrities, media personalities, including journalists and newspapers, bloggers, reviewers and tweeters. PR campaign audience planning will help you reach the right influencers, the ones you just know will love your product or service.
The difference between advertising and PR in the digital world is the same as it ever was. Promoted and paid posts on social media, like advertising, is where you pay to say you are great. Organic sharing is PR – where other (trusted) people say it’s great, or not so great and this is so much more powerful.
People don’t go online to find ads, they go to explore, to research, to project who they are. Now’s the time to be found, discovered and give people the means to define themselves. Earn the right to their attention, give them the information they need for when they do want to buy.
- Research and know your influentials and remember traditional media (newspapers and broadcasters) still hold the most influence –it sets the agenda and drives the conversations
- Allow yourself to be discovered. Paying to thrust yourself in front of people and interrupt is not the opportunity here, rather it is to build credibility and popularity for long term engagement
- To be noticed you need to be newsworthy, relevant and have something to contribute to the conversation
Next up on our things that matter series; Who should own news and content? Why independence matters and can brands create their own content that can be trusted?