The document discusses the use of social media for promotional purposes. It notes that social media has become an important new way for businesses to connect with customers as internet access has expanded. The University of Kentucky Student Activities Board expanded their promotional strategy to include social media platforms like Facebook, Twitter, Google, Pinterest, and YouTube. According to the director of public relations, Emily Collier, implementing social media resulted in increased attendance at events. The document provides tips for how to effectively utilize different social media platforms and outlines factors to consider when developing a social media promotional plan.

1. Service Journalism Article
Contact: Gabrielle Dudgeon
FOR IMMEDIATE RELEASE
Social Media is a new Promotional Phenomena
An evolution has occurred in marketing and promotion, and this can be attributed to
the inception of social media. Technology has made rapid advancements and the Internet
has become available to most people, making Social Media a new way to connect.
Business, corporations, advertising firms, and promotional agencies are becoming more
aware of the options and benefits through the utilization of Social Media.
At the University of Kentucky, the Student Activities Board has expanded their
promotional plans to include Social Media. According to Emily Collier, Director of
Public Relations at the Student Activities Board (SAB), social media has proven to be a
great promotional strategy. Before SAB implemented social media in their promotional
plans, according to Collier, the staff researched, analyzed, brainstormed and then
developed a plan.
To follow Collier’s advice, the first step in the successful utilization of social media is
planning. You need a road map or GPS (good planning strategy) so you won't get lost.
To make sure that your contents are presented in a unique manner with videos,
information graphics, and informational text, you have to decide on an appropriate
platform.
Different platforms can be utilized in social media marketing. To be effective the
unique environment of each must be considered when developing a technique for

2. utilization. Facebook, Google, Pinterest, Twitter, and YouTube are some of most popular
social media platforms.
Facebook is an interactive platform where people chat informally. Your brand
must create a Facebook Business Fan Page, and be aware that the visual aspect is key
with Facebook. By constructing a layout that gets attention while remaining consistent
with brand image, Facebook will provide your brand with a valuable marketing tool.
Another interactive social marketing media tool is Twitter. It is a great tool
because it allows you to send instant tweets (messages) across the web. Remember to
garner traffic, these tweets should not only be about your brand, specials, updates, but
also entertaining, quirky, and fun. Twitter's focus is conservation and it is interactive so
always interact, answer tweets, or respond to compliments or criticism.
Google is the next platform to consider where the atmosphere is casual. A Google
circle is also helpful, which allows you to block certain information from unfriendliness
and competitors, or create a super fan circle to offer exclusive discounts to some frequent
friendly users. Google Hangout provides your brand the option of hosting
videoconferences for expanding client or customer base, such as a how-to session or
video chats.
Pinterest is a platform where the main marketing strategy is image not messaging.
Pinterest can be a beneficial tool in where your brand can showcase its product while
establishing a personality with its own pin boards. Pinterest is a valuable tool for retail
marketing utilizing images. Another social media imaging tool is YouTube.
YouTube is video-centered and business find this social media platform to be
valuable in marketing brands through instructional "how to videos" or in describing their

3. brand. People are geared for visual advertising because of advancements in media
orientation so YouTube provides a way to connect with those who want information
presented in a quick, easy, and entertaining format.
The factors that make Social Media Networking worthy of exploration and
eventually implementation are internet capability to reach a larger audience, the in
expense incurred in its utilization, and the ease of developing an effective, appealing, and
memorable advertisement. These factors combined with the availability of Internet are all
conducive to Social Media as a vacillator for promotions and advertising.
Several items must be considered in the process before implementation of social
media as a promotion tool. The first of which is content or brand image and commitment
to consistency in its portrayal. Your targeted audience should be able to identify your
company immediately, so make sure that the image projects your brand.
After deciding on platform utilization, (which ones to incorporate in design), and
brand image, it is time to get the word out. The social marketing tool that is perfect for
this is a blog. The blog will allow your company to share information about the most
recent events including the implementation of social media. One of the best features of a
blog is that it allows your brand to brag about its benefits.
Social media marketing is not the time to be shy. Your company needs to start
linking with other sources that contain relative or enjoyable information about your
company. This will improve develop your reputation as being reliable and trust worthy.
Eventually your brand may even get some links in exchange. Other brands on the Internet
are constantly aware of what new brand is trending and if there is a threat.

4. In social media marketing, as in all areas, always be vigil about competitors. If they
have better links or better techniques, copy but improve and stay ahead in the game. To
determine if your social media networking is successful, attach tracking tags to
campaigns so that they can be monitored.
Collier was very satisfied with the utilization of social media as a promotional
strategy at the University of Kentucky SAB. Collier reiterated that the students are
enthused about how easy it is to connect with SAB and that there is a dramatic increase in
attendance during their sponsored events.
This new strategy of promotion is inexpensive, easy to implement with a good
strategy plan. Several social media platforms are available, interactive, image focused,
and combinations there of, that can be implemented in the plan. Social media is here and
in order for a brand to be competitive, stay trendy, and succeed, it should be explored to
be implemented in future promotional plans.
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