Nonprofits face loads of challenges in marketing that most companies don’t. Charities can’t show off their products, they know their target audience isn’t actually gaining anything materialistic through spending their hard-earned money, and there’s nothing attractive in cancer research, refugee crisis or inequality. So when they do come up with a social media campaign, it has to be creative, and so there is a lot to learn by looking at these campaigns. And that’s exactly what we’ll do now.
Social media today requires a lot more attention than it used to a few years ago. The social landscape has evolved from what many businesses thought was optional to a necessary component of a comprehensive digital strategy.
YouTube is a sensational platform. The total number of people who use YouTube is now more than 1,300,000,000. Almost 5 billion videos are watched on YouTube every single day. Even on mobile alone, YouTube reaches more 18-49 year-olds than any cable network in the U.S. Surely, it's a noisy space: 300 hours of video are uploaded on YouTube every day. Entertainers and educators that came to YouTube in hope of getting rich and famous have to face even more struggle than a marketer trying to sell a yoghurt brand among thousands and thousands of yoghurt brands. So people that made it to the top of the YouTube list are interesting for a whole number of reasons. They can help us answer the questions such as:
Although social media crises pose an ever-present danger that can cause significant reputational and financial damage, PR and marketing teams can lessen the damage through preparation and rapid responses. A well-devised plan can provide direction and enable calm responses, and real-time alerts from social media listening can tell PR and marketing professionals when they need to take action.
Social media and the entertainment industry have a strong love-hate relationship. On the one hand, social media has stolen much of the audience that used to watch TV, go to the movies and read books. Social media simply takes loads of our leisure time. It also has YouTube, which is right on your laptop and 100% free. YouTube viewership is much higher than that of any TV channel. On the other hand, social media is a Holy Grail of marketing for the entertainment industry. Before social media, it was just the word-of-mouth that did all the advertising. Now the opportunities are huge. Let's see what exactly has changed and how marketers of the entertainment industry make use of the new universe of possibilities.
"Getting everyone talking" is one of the main advertising goals. It leads to brand awareness, engagement, traffic, and, ultimately, sales. On the other hand, no brand aims to offend a huge group of people, some of which may be in their target audience, and that is exactly what controversies do. On the third hand (imagine you're an octopus), it's pretty hard coming up with a controversial ad that at the same time isn't scandalous enough to get banned. So how do brands deal with all this and what consequences do their risky tactics face? Let's look at some notable examples.