Corporations on Twitter

The following guest blog is written by IMC 2015 Candidate Reid Vanier from his blog http://rvanierimc.wordpress.com

On his HBO program Last Week Tonight, John Oliver conducted a short segment in which he proposed that corporations and Twitter do not mix. Though this is a bit of an overstatement, the point he was making had to do with the appropriateness of certain businesses weighing in on serious discussions (for example, the makers of Fleshlight acknowledging the anniversary of 9/11).

What is most intriguing about Oliver’s comedic rant is that it does, in fact, touch on something very important: organizations must be aware not only of who their audience is, but also their own relationship to them.

In both art and marketing, failing to grasp the nature of the audience relationship is fatal. It proves one of two things: you as an artist/marketer lack a degree of self-awareness, or you do not understand your audience. In either case, the result is not only that your intended messaging will not resonate, but you will be perceived to be out-of-touch or, in the worst case scenario, irrelevant.

WARNING: The clip, though humourous, is NSFW.

Watch the clip here: https://www.youtube.com/watch?v=rG_7xur1iRc

What are your thoughts? Should corporations only weigh in on issues in which they have a stake?

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Reflecting on Social Media Summit

Over the past few weeks, students have listened to their classmates make presentations about the use of social media in marketing communications, listened to guest speakers talk about its value as a business tool, and on Oct. 11 they attended the Social Media Communications Summit. In their class blog, a few students reflected. Katy Boose was impressed with

how passionate Shum (guest speaker Shaminda Attygalle) was about using foursquare as a business tool.  The highlight of his presentation was that he walked us through how to set up a foursquare account for a business/organisation. The 7 different types of check-ins were helpful as we thought up promotions that we could use for Beertown. The 7 types of check-ins are: Newbie specials; Friends specials; Flash special; Swarm special; Check-in special; Loyalty special; and Mayor special.

Shaminda Attygalle

As someone who had heard about foursquare but never used it, it was a great introduction to the social network and application. This might be something that an organisation wouldn’t consider adopting themselves.

These selected experiences will help set our IMC program apart when we eventually strike off towards employment.”

Key note speakers also included Jennifer Moss of Spark Plug Consulting who spoke about Twitter and Sourov De of Stryve Group who spoke about Facebook and YouTube.  Joining them in a panel discussion, pictured here,  were Rebekah Weisel of Habitat for Humanity, Nicole Hamilton, a Conestoga PR grad and now with Festivals and Events Ontario and Kristine Lougas from the Centre for International Governnance Innovation.  

Student Nicole Nelson had this to say:

During the presentation I downloaded it (foursquare) on my phone due to his convincing presentation. His interactive activities were really useful in the understanding of the logic behind foursquare. It was probably the most interesting presentation to watch and take part in… being new to the city of Kitchener, I realized that foursquare would be incredibly useful to me. I never know where to go eat or shop, and now with this app and my Smartphone I won’t have any more issues finding anything.”

IMC Students Nicole Renfer, Danielle Cudmore, Carolyn Tomkins and Kim Schotman (pictured here) were busy demonstrating their skills with technology at the Summit. The photographer was IMC student Valerie Tyshchenko.

Student Morgan Davis is already thinking of the business applications: “I am considering suggesting it to my boss … The most interesting part, from a business perspective, was the opportunity of offering deals and flash discounts.