Inspirations, deep thoughts, surprising insights, or random ideas on how social media intersects PR.
Borrowing trust. This is an important concept in the world of advertising and public relations. A borrowed audience is one that you gain access to by using trusted online personalities and experts as your brand advocates. We have such an advantage today in the way we gain media that we don’t need to know every little thing about the people that are publishing content. On the web, no one cares whether or not you went to college, the color of your skin, or how much money you make. The only that matter is that you can publish.
One way the book, The Content Code suggests in getting people to know your business is using one of the three types of influencers. The first time is the celebrity. Did you know, Kim Kardashian will promote your content for $200,000 per tweet! Amy, one of the owners of Squeeze Juice Works said they were approached by a celebrity who would gladly promote their content for money. However, this isn’t what she wants for her business. I agree, that not every company will benefit from a celebrity endorsement. Using a celebrity can also be a risk if that celebrity were to do something immoral. Cough cough…Tiger Woods… cough cough. There can also be no lasting impact when using a celebrity endorsement. In our case of Squeeze, we want to create a lasting impact and help people make healthier lifestyle choices.
Another one of the influencers I want to touch on are the true advocates. These are people who already love you and your brand. In our class campaign with Squeeze, these are “the juicers” in the family. These are people who already post pictures of the juice bottles on Facebook and Instagram and rave about the juice on Twitter. Maybe they even create Youtube videos featuring the juice bottle. For Squeeze, they need to follow the famous quote from Field of Dreams, if you build it, he will come. The best way to promote the brand is to stay authentic and the lovers of the juice will come.