Artlandish Project Summary

Artlandish (




Artlandish has been currently registered as an Interior and Garden Design company in Ingham County Michigan, by Douglas F. Heilman.

The founder, Douglas F. Heilman is an artist and designer who produces and markets the artistically beautiful tree-lamps. ‘Treebone lights’ is one of product lines in his business, targeting to retail-, hospitality-, home furnishings- industries as well as art galleries, designers, decorators, art lovers and collectors. 

‘Treebone lights’ have several unique features. The products are made with outfitting dead tree trunks and limbs foraged from several sources, with adjustable halogen spotlights. Each lamp is a work of art; each trunk or limb is selected for its distinctive characteristics or uniformity. ‘Treebone lights’ look like real bare trees and create a tranquil park-like feel indoors.

As mentioned, Artlandish is a comparably recent company, and it had not started any of social media work. My client, Doug, had a Facebook business page, which was not published yet. So, we focused on polishing up his business profile, and trimmed the contents to look more professional. Additionally, we created Twitter and Pinterest accounts.  On Twitter I found people or organizations to follow, which might give Doug inspiration or help; or ideas about how art-related content is presented on Twitter.

What I consider the biggest success of this project is that Doug has less reluctance to use social media than in the past. He used to say that he was a technophobe, nevertheless, he could overcome those difficulties gradually through this project. Once a week, we had a meeting on Skype; I informed him about some new social media tools that could be applied to his business, and counseled him on what we should improve and maintain.

However, there were also obstacles. He just launched his business and tried to look for distribution channels as well, so he was not able to invest enough time to social media. Since he has not used social media work before, and he wanted to proceed at his own pace according to his ‘Treebone light’ business situation in the market, it seemed not proper if I just conduct the social media part by myself. At the beginning, I felt that I should have some apparent results to show to my professor, but I realized that this is beyond my responsibility. And I learned through this project that I have to put my client’s perspective first; whatever the most suitable tools out there, and 1. going along in accordance with the client’s pace. Additionally, there are so many tools that are luring people, claiming that they help their business. Thus it is also 2. critical to have insights whether these tools are useful for the business: where are the target audiences, do I use this social platform just because of its popularity?

Finally, I would suggest that Doug keeps up engaging in social media. As he becomes more familiar with it, he can hope to attract more on-line attention. Using 1. traffic analytic tools (, he can then monitor where his potential target audience lies and what type of content people are attracted to.

As a next step in bringing his products into social media, we talked about filming short 2. YouTube-clips introducing his art-works and giving a behind-the-scenes look into their creation. This would trigger the customer’s interest and give the product a more unique and personal quality. It would also allow Doug to express himself and his artsy sensibility and make the media-interaction more “social.”

By using such an approach to social media, we expect to raise awareness for Artlandish and its product, and increase its sales.

playing with Chart Wizard_world’s top 15 expensive hotels

I often enjoy reading, since this website introduces interesting news/stories from all over the world. It mainly talks about the topics that anyone might like reading easily and playfully; such as tour, hotel, food, etc. Additionally, one of distinctive traits of CNNGO is that ranking or listing cities, countries, street foods, places, nationalities and the like according to interesting subjects; for instance, ‘15 bizarre, but amazing, hotels‘ ‘15 of the world’s weirdest museums‘ or ‘World’s 10 rudest countries for travelers. The website focuses closely on visual impact with eye-catching pictures, which provides me tips or ideas for next travel.

The news like ‘world’s 15 most expensive hotel suites‘, however, is just only for reading; that’s a pie in the sky. It explains brief but core information of hotels with spectacularly expensive prices per night. 15 hotels are arranged according to the price orders (low to high) individually. While reading the news, I was kind of curious how big the gap between each rankings. So, I played the numbers with Chart Wizard. The graph below shows the price gap more apparently, which you might simply miss while scrolling down the mouse. The interesting point is there is the most huge gap between the first and second expensive hotels. As such, graph can show the information at a glance, which could be taken way longer time if you explain with words. Visual image has sometimes stronger and more effective impact than words, which is why using the tool such as chart wizard is practical and easy.

World's 15 Most Expensive Hotel Suites (USD per night)

Picture Taking; Entertaining & Socializing activity

At some point, photography has become a different meaning to many people; popular entertaining  hobby as well as socializing activity. I would like to talk about two aspects of photo taking. Both activities could not really be related to each other, but I want to make some point that social media changes the meaning and definition of photo.

There are many people who into photo-taking; carrying dslr all around wherever they go, taking all kinds of pictures –food, flower, scenery, girlfriend, etc. Maybe I am conservative, but I didn’t understand why and how come some people, who are not even amateur photographers, invest such a huge amount of money to the camera, and obsessed to collecting different kinds of lenses. It (past tense from the previous sentence ☺) sounds like now I am the one who has all kinds of lenses, and talk about the value of discontinued model, I am still distant to those picture-taking hobby. For a long while, I haven’t used my digital camera; taking photos of myself, family, boyfriend, and friends with my iPhone is the only picturing related activity. Although I don’t have big obsession to assess sophisticated and stunning performing camera, I enjoy taking photos with my beloved ones like others.

After watching one of the clips –from my prof. Kral, however, I kind of understand why people enjoy taking pictures and considering this activity as their hobbies. Normally our visions are fixed to our heights, and have rare chance to see subjects from different angles. However, taking pictures allow us to see the subjects, as if we have different eyes- maybe dogs’, dragonflies’, etc. This newly fabricated reality brings the excitement and transformed world that we haven’t seen yet. Then, why photographing becomes more socializing activity ? Nowadays, taking picture with many friends is casual thing, whereas we usually took pictures for memorable moment in the past. Printed pictures on the wall or on the desk move to desktop or laptop. A couple of pictures that you are carrying in your wallet is replaced by hundreds photos in your smartphone. The meaning of photo-taking switches from reminiscing to sharing.

In consequence, picture sharing websites such as Flikr, PhotoBucket, or Photo Dekho let people share and show-off their newly created world via these platforms, while social network accelerate photo-taking as more frequent and common activity as socializing in our lives.

Core Values are Aggregated Voices

It’s a bit old story –about Yelp’s extortion scheme, but I was aware of this case through the course, and it triggers my curiosity -how the lawsuit ended. Briefly explain about the issue, local reviews site Yelp’s was alleged to threaten businesses that degrading their ratings if they didn’t advertise on the site. And October 28 in 2011, Wall Street Journal published the result that “Judge Dismisses Suit Against Yelp ”. The suitcase ended up that Yelp’s is innocent of the allegation, my professor makes me contemplate this case and want to talk about the value embedded in social media.

Social media offers many opportunities to individual as well as business sector; people can share their interests, values, and preferences with their family, friends, acquaintance, and even strangers via social media. And people tend to trust these reviews or information more than advertisements, and which is why WOM (Word of Mouth) is considered as significant factor to attract more customers for business field. Thus, business sector pays close attention to its importance of sharing on social media platform; you can encounter many of articles that emphasis on its value. Besides, the popularity or significance of ‘Pinterest’ shows this trend.

Then what is the core idea of sharing the review or recommendation? I think that is; non-manipulated, aggregated and honest opinions from others. And this can build the trustful information of company, brand, or product.

I, from time to time, encountered the reviews that actually made from the companies in different various websites. However, digital media users are getting smarter and they also gain influence through aggregating their voices. Besides many of social media review- or sharing- sites/apps also compete each other with its credibility, and it empowers customers to find the right one. In conclude, I think prosperity of business through social media means following the embedded its core value.

Why is Pinterest attractive?

When I read the article about Pinterest for the first time, I was just confused. Another form of social platform,,, Should I join?  However, it was a little different from others. It invites me, or I have to be on the waiting list. This signing up system makes me curious about how people interact, what sort of things people share on Pinterest, and why people are too much into it. Waiting for a couple of days, I could hear from Pinterest and log in, finally. While browsing Pinterest, I didn’t know what pin and re-pin were, but I found myself simply enjoying pictures. At some point, I just wanted to have some pictures of cloth, shoes, accessories, dessert, pretty female celebrities, home interior, etc from other users; you can add pictures on your board and this is called re-pin, by the way. Yes, the pictures on Pinterest, inspires me, and I guess to other women as well. When I was junior high/high school student, I used to copy the pictures online that I liked, and save on my computer. Usually I forgot the pictures existence or the location in which I saved those, however. From time to time, when I was wandering around and playing with my computer, I discovered the old pictures. And I was aware of this cycle; copying and saving and then forgetting, but I kept doing. Then why? Simply because, I wanted to imitate  the pictures, in near future. And Pinterest approaches to this psychological needs (do I overgeneralize my case into many others’ cases?), and provides elaborate sense of collecting and organizing eye-catching, inspiring, and creative pictures: Pinterest is electronically upgrading stage of bookmarking : Pinterest is grown-up’s (for the current situation) playground where you can find treasures like when you found mind-blowing pictures during your teenage times.

PR Couture’s Social Media Usage

I would like to introduce the company ‘PR Couture’, which operates the business related to fashion PR, Marketing and Social Media. I found this company by chance, while looking for someone or some organization to follow on Twitter. As a PR graduate student, who likes clothes, shoes, bags, etc. –let’s say fashion-, ‘PR Couture’ was MUST FOLLOWING subject for me. It was an interesting experience that finding some topic or information effortlessly in such a short time. A couple of weeks later, when I logged in Twitter, and @PR_Couture tweeted about job, and that was a huge appeal. Since, I had to flight back to my country within a month, which is why I felt sorry for myself and I decided to ask whether she knew about similar companies in Korea or Hong Kong. And a few minutes later, @PR_Couture replied me. Really? Such a big company answered my question within 10 minutes? It’s cliché to say, but I  indeed realized the power of Twitter through this experience.

In 2006, ‘PR Couture’ was established in San Diego by fashion PR and marketing expert Crosby Noricks. ‘PR Couture’ is not a PR agency, instead it offers insights of fashion PR; it recommends and introduces trends in fashion PR, fashion PR agency news, fashion journalists/media publications interview, fashion PR tips and strategy, fashion PR jobs/internship, etc. ‘PR Couture’ uses social media network sites such as its official Website, Twitter, Facebook, Pinterest, Quora, Google +, and Tumblr.

According to Crosby Noricks, ‘PR Couture’ incorprates social media into their business, because social media acts as an additional channel to share PR Couture articles, build relationships and identify news. And through this social media activity, she wants to achieve a goal “to drive traffic back to PR Couture (Website), to build brand awareness, build relationships and find out things to write about. I don’t have measurable goals but twitter and Facebook are the second biggest traffic drivers to the site. I have a goal on Pinterest to reach 3,000 followers by the end of March.” Crosby, a founder of ‘PR Couture’, has been aware of the importance of social media, and she completely support the company’s social media campaign.

<The founder of PR Couture, Crosby Noricks>

PR Couture’s strategy is offering useful solution, information, and trend in fashion PR industry.  Crosby said “I offer a free PR Plan template to new email subscribers. I spend 1-2 hours a day total sharing information and engaging with people on Twitter.” Besides, ‘PR Couture’ provides power sessions to help applicants to build plans together and reach their goals closer. The service is offered via Skype or phone call. Plus, her interviews with other fashion prfoessionals on Vimeo give inspiration to the people who are looking for the new fashion trend. By giving what people want, ‘PR Couture’ make target groups more engaged.

Now it is the time to see how ‘PR Couture’ is doing on each social medium platform.

First of all, I would like to look at its official Website, When you visit the Website, the first page shows you all about information and news that you can expect and find from ‘PR Couture’. On top of the menu bar, there are ‘About, Read All, Goodies, and Find an Agency’. All menus have sub-menus, and users can be easily aware of what content each sub-menu contains; when users move their mouse on the menu, the details drop down.

Moreover, the Website also has sidebars -under the name of ‘Browse by category’, and which actually conveys the same content with menus, but it facilitates individual user to find relevant information with less effort. It seems that the sidebar is created based on the different target groups and their needs; targets are fashion PR agency, fashion PR job seeker, fashion related company, etc. In brief, it shows directly what different sorts of services this company is offering to different targets accordingly. For instance, it displays the news about fashion PR jobs with position and location info for job seekers, at the same time, right under that information it also exhibits ‘Post a Job for $25’ for fashion PR agencies. The other feature is that it has widgets that connect to its all social-network platforms –Twitter, Facebook, Pinterest, Quora, Google+, and Tumblr. These sites are interrelated and make users easy to share contents.

Last but not least, it also links to FEM MGID, which aims at “providing high levels of satisfaction and entertainment by producing interesting news and shopping experiences for women”. This links allows free traffic exchange so that PR Couture can be inbounded with many number of visitors from this Website (or could be the other way around too). FEM MGID usually suggested various tips for fashion, health & beauty, relationships, etc. In this sense, FEM MGID might can provide wide pool of PR Couture’s target groups. By linking to this website,  ‘PR Couture’ can propose many solutions or interesting topics that its target group would enjoy and be engaged.

Overall, the website is professionally done; not only about the looking –colors, layout, picture, and so on- but also easy guidance and description of the company.

Secondly, Twitter can be one of the biggest contributors of traffic to the Website. With a username @PR_Couture, it has 27,379 followers (9,251 following). It tweets almost everyday about the contents that have posted on other social platform. These are feeds that informing people what events company have done or will do in a brief message form. What’s more, the company is diligent to respond to others in real-time. The company interacts with its target groups continuously and thanks them when it gets helped – and the targets are also vary on Twitter; from student who seek job to business partner.

Third, PR Couture’s Facebook page wins 5,133 likes. On its wall, the new pieces appear when new posts uploaded on the Website. Besides, ‘PR Couture’ posts relevant articles for its business partners or other target audiences. The distinguished feature on Facebook page is that Crosby, the founder of ‘PR Couture’, posts her pictures from work or events –some looks personal, however always related to her work. This allows the fans to have less distant feeling to the company, by giving humanized traits on company’s face.

The next is the recently popular social–media platform, Pinterest. Pinterest has 2,907 followers. Same as Facebook, Pinterest has more human face; the username is ‘Crosby Noricks’not a company name. As well-known for Pinterest’s infographic, ‘Crosby’ uses this network well to approach its targets; 80% of Pinterest’s users are female, and 81% of female user are aged from 25 to 54. On Pinterest, ‘PR Couture’ posts pictures of celebrities, fashion, accessories, desserts, and the like. These are the very subjects that targets might be interested and enjoy. By repining, ‘Crosby’ interacts with followers.

The fifth is Quora. This is “question-answer website that aggregating the questions and answers according to topics and allow users to collaborate to edit”. ‘Crosby (username)’ has 809 followers, and she has answered four questions. The absolute number of answer is quite low though, it is obvious that she has tried to help solving others’ problems or curiosities.

‘PR Couture’ interconnects all social media, and also visible, the users or target groups can easily share, and follow the content. In general, most users or reviewers have not mentioned negative things about ‘PR Couture’, and actually the company tries to engage itself first to attract more followers. For instance, it gives insightful and meaningful information, hip-trends, tips, and strategy to whom asking for. Consequently many followers share, re-tweet, and like what ‘PR Couture’ talks.

In addition, when search the term with ‘Fashion PR’, ‘Fashion Public Relations’,  ‘Fashion PR Jobs’, ‘Fashion PR Agency’ and ‘Fashion PR Firm’ on Google, the company Website comes up at the top of the list, which indicates the company uses correct word for search engine optimization (SEO).

Nevertheless of these facts, there are some parts to be complemented. From my viewpoint, I think PR Couture’s Tumblr has limited function to attract users or interact with them. Since, Tumblr is mostly used as microblogging with pictures, it can be replaced to Pinterest; some long articles may be irritates readers who expect short text and visual contents. Also contents in Tumblr contain that can be read on its Website or Facebook page. It seems the contents are duplicated too many times. The other one is Google+ . Google+ acquires only 49+, and only 38 circles are there. It demonstrates that ‘PR Couture’ is using less proper social media that not many users are listening. It seems that those platforms are not necessary and useful; it could waste of its resources.

Let’s pause,, and think about PRIVACY on the web

Recently, I read news about religion in Sweden. To tell the truth, the news was pretty ridiculous for me, because I could not understand why people had to establish the religion about ‘file sharing’ and ask their government to approve it officially. Anyhow, ‘sharing’ is inevitable social activity in this digital era, which also a main concept of social media. Yes, basically we share almost everything; from our value, opinion, thoughts, political perspectives, professional experiences, etc. to trivial everyday life stories. Social media actually influence our lives positively in many diverse ways. The traditional media such as newspaper company or broadcasting company are not the only entities that can apprise the news, but also individual can report world-striking news with social media. Besides, each customer can influence against sizable business by tweeting. All these positive changes have been brought by social media. It seems that new media allows individuals to voice their opinions and to control over the big organizations. However, consider the sharing your PRIVACY. Suddenly the world is full of ironies.

1. Anything accessible = Anything acceptable ??

There have been controversies about whether business sector has right to be referred Facebook information when hiring/firing employees. The issue appeared when 25-year old female teacher was fired after her university seeing her “drunken pirate” picture. The Web enable us to access and get some information or source, I think that does not support the idea that there is also the right to invade other’s private life. I would like to talk about the Internet-related social issues in Korea. In 2005, two pictures were posted online, which generated a huge ripple effect in the society, and this issue even coined a term “dog-shit girl”. One picture showed a girl sitting with her dog, and there was dog poop on the subway floor. The other picture was about one old man cleaned the spot. And the guy who uploaded these pictures explained the situation that the girl just took off the subway, not cleaning her dog’s excretion, and the old guy did later. The girl’s behavior was obviously irresponsible and wrong. Afterwards people from all over the nation found and visited her social network web site and blamed and insulted her. She has suffered from serious psychological depression. At this point, it is necessary to question ourselves that “Does accessible equal to acceptable?” Some might think her behavior deserves to be blamed, so others’ insulting action could be acceptable. Although, the channel was accessible for many people to blame her, no one has right to hurt and destroy other’s life. In brief, social media amplify the chance of accessibility, however, it should not be interpreted as acceptability to damage individual’s private life. Social media give individual control power in some ways, at the same time, deprive one’s own control over one’s privacy. Then how can we prevent this crisis, before hurt other’s privacy?

2. What could be the best way to regulate privacy invasion problems on the Web? -Technological, Legislative, Judicial, Ethical solutions.

It is not simple to answer, because the solution can be applied differently according to the context and subjects. However, I think ethics should be considered first in all aspects. The most important thing is how people aware of the issue, since I think the privacy invasion is stemmed from lack of ethical mind. If individual person has ethical value, it would prevent many cases to attack individual’s private life, like the case of ‘dog-shit girl’. Social networking site likes ‘Diaspora’ and ‘openbook’ established based on the ethical value, also might contribute to educate ethical value to the public. I think these sorts of movement can prevent extreme cases, by raising the ethical awareness from the public sector. Rosen introduces ‘Tigertext’ or ‘Vanish’ as forms of technological supports that help deleting and expiring the data, etc. And I think these technological supports will contribute to reconstruct of forgiveness or forgetting. From my point of view, however, the awareness of privacy issue based on ethical value should always come first to create sound and mature digital environment. Probably this task should be considered more deeply for our younger generation. We should not rob their privacy while they do not know what they are missing.

3. Shouldn’t we consider an ‘action’ against user- generated Web site such as, Unvarnished, Experian & Equifax ?

Although the world is not a humane and forgiving place, we sometimes need forceful and influential treatment to protect our privacy. While I was reading Rosen’s article, I should ask myself that how the websites like, Unvarnished, Experian and Equifax have no problem to maintain and operate their business. The concept of these businesses goes beyond the line, ignoring and threatening human’s dignity. The information about your reputation marketplace, employability, and trustworthiness are offered by others without your realization. Obviously, employers checking applicant’s Facebook page to see whether the candidate is eligible to hire or not is wrong. And which is why there is some movement to make relevant policy or law. Even if the individuals in the organization are ethical enough, that traits could be ignored under priority of business profits. And it seems like the nature of the three the Web sites are originated from invasion of individual’s privacy. In consequent, our digital society needs proper and stronger regulation, restriction to handle privacy problem in business level.

4. Is that Facebook privacy setting only the problem?

Boyd discussed how younger’s are concerned about Facebook privacy setting in paper. It is desirable trend that people pay attention to their privacy issues, and become more familiar and confident to handle and adjust the privacy setting condition. However, I had to reconsider “are these only problems of Facebook?” There are some moments Facebook make me curious about its business. When you travel to other countries, and login Facebook, it asks you to verify yourself by matching your friend’s name with their pictures. But,,, really? Why just Facebook cannot set other verification questions like other web sites do? Why doesn’t it ask self-chosen preset questions like “What is your mother’s middle name?” or “What country you like most?” I sometimes want to ask Facebook that why you want to know more about my friends’ information by collecting their pictures? Facebook has changed private setting frequently, and make users confused many times. I think Facebook should be able to all its actions clearly before asking and collecting the extra information.

5. Would that be OK that we just have optimistic perspective towards privacy issues on the Web?

At the end of Rosen’s article, he introduced Gosling’s optimistic view. We have learned from our past, and the features of social media from our mistakes or others’ mistakes. Now, we know that our aggregated identities on the Web make it impossible for us to have segmented selves. Fortunately that does not only apply to me, but to many. Gradually people do not care so much about our drunken picture, and does not make a big of a deal from Facebook. We slowly learn forgiving others. When society has revolutionary change, there always have been chaos and suffering, but finally people find a point to adjust and negotiate this condition and their lives by creating law or increasing the awareness of mental value. I believe Gosling’s optimistic view should come true, but to attain that moment, we –individual, business sector, governmental organization should try to advance forwards to evolve our humanity, not regress backwards.

The creme brûlée man @cremebruleecart (Twitter Case Study)

It’s a bit of old case, from 2010 July -sorry for the ones who already have heard of this, but it still attracts my interest. And I have to talk about ‘@cremebruleecart’, since it indeed demonstrates well about how Twitter can contribute to the local small business. As many of you already know about ‘food-cart in San Francisco’. It has been a hip quite recently for a while, probably still popular to street-snackers like me (but not a new idea any more). The idea was start-up the food-cart business with shortage of marketing budget, and this creme brûlée guy had to tweet about his business on Twitter. He did not tweet something big, only tweeting where the truck head for and what sorts of custard would be provided on the given day. Not only telling his followers about these infos but also from time to time asking his followers where the truck should go. And it has really worked.

Here are three aspects that I want to point out.

  1. Improvisation

Many people like events. If something happen unexpectedly, people think that is more fun and exciting. This creme brûlée guy tweets the newly-serving menu and the location all the time, it is human instinct to be curious and guess what could be the next. You cannot expect this to the normal-brick restaurants.

2.   Engagement

The followers also can participate what kind of menu he should serve as well as what location could be good. This makes the customers feel engaged, and if this guy listens to what suggested, the customer would feel respected (it is a small business though) as well as excited. I guess these customers also would tweet about this again.

3.    Assistant to Small Business

The guy was a former construction worker. With a little of budget he could start the business, since Twitter could be a good marketing/promotional tool. And this is not only for his case; it is widely known that Twitter can help small businesses. At the same time, the business owner can get feedback directly from his/her customers, while developing relationships; it would be less risky for small business owners who have limited budget.

From this case, I see the Twitter’s powerful influence in local business and true engagement.

Around a year ago, last spring break, I visited San Francisco with my boyfriend, and that time we waited two to three hours or so for food-cart in the rain. Ah,,, it could have been way better, if we had known that we could check Twitter.

Trend in Online Marketing

Social media changes our pattern of lives indeed. It allows us to make friends, communicate with others, access to news, read books, shop clothes etc. in different and facilitative ways. It also has brought revolutionary changes in the business area. Cohen’s article introduces the current trends in online marketing. Briefly summarize the article, there are some conspicuous features in online marketing -consumers use different sorts of devices such as Smartphone, tablet, e-reader etc. to access online everywhere anytime. And this leads to prosperity in social commerce and m-commerce as well as alert marketers about significance of 24/7 attentive monitoring in the business field. To keep up with customers’ needs for their satisfaction, and to resolve their complaints, consequently, the important role of social media marketing has soared, and many social media experts emphasize and propose content marketing to attract and engage customers.

The last two characteristics in the trend that I mentioned above–growth in social media marketing and content marketing- grab my interest. To talk about the social media marketing first, many marketers and PR practitioners in the business sector have recognized its influence through their own experience or success/failure cases from other companies around them. Facebook, YouTube, Twitter, LinkedIn, Tumblr etc. are popular tools among the professionals. To assess its effectiveness, the number of ‘likes, thumbs up, tweets/re-tweets, followers’ are summed, but as a matter of fact, some social media experts are skeptic to these assessments; since these numbers can be generated relatively easily with no big customer’s engagement.

Additionally, some professionals just follow what others do without considering of their business traits or goals. Obviously, social media marketing has become mainstream. Yet, when using social media to expand the business, raise brand awareness, or build/maintain good relationships with customers, it needs for communication professionals to precede to fully understand the feature of business industry, of (potential) customer, and business goals and objects. The article ‘Social Media Tools &  Tech -15 Tips to Not Lose Your Mind!’ gives useful advices to those who have wrong idea of social media marketing.

I highly agree with the tips such as ‘Get in the head of your audiences’ and ‘Select business goals where social can make a difference’ from Moore’s article, when thinking about misconception of social media. Social media marketing is not a magic wand; McDonald’s started a Twitter campaign with #MeetTheFarmers to promote its image positively, escaping from its pervasive ‘unhealthy’ and ‘junky’ one. Unlike what McDonald’s expected from the campaign, it brought about negative comments, and some sounded quite insulting; “I haven’t been to McDonald’s in years, because I’d rather eat my own diarrhea.” “One time I walked into McDonald’s and I could smell Type 2 diabetes floating in the air and I threw up.” By tweeting what is different from McDonald’s perceived brand persona, it allowed the negative comments to re-identify McDonald’s as a symbol of junk food.

To avoid this type of crisis, ‘lateral thinking’ can be helpful. According to the writer of ‘5 things you need to know before designing your social media strategy’, ‘lateral’ means that conversation that is happening between people. I think ‘lateral thinking’ helps expecting what and how the customers/audience would be likely to react. As two-way communication has become possible through new media, it is important to share the idea, and furthermore make customers engaged to the conversation to develop the relationships. Yes, ‘engagement’ is getting more and more considered in terms of interaction in social media. And I think the emergence of social media allows to build and maintain the relationships more in a democratic way. If company wants customers to be involved in conversation, it has to pay careful attention to their needs and problems. And that is the reason why social media experts should emphasize the worth of content marketing.

Personally, I think that the business field focused highly on customer’s loyalty in the past. Probably, loyal-customer and engaged-customer can be used interchangeably to some extend. However, I believe the term customer’s loyalty is more skewed to company’s interests, while customer engagement more reflects on customer-oriented value. And I suppose that customer’s proactive participation may be able to lead them to be loyal to the brand. As such, content marketing would achieve customer’s engagement to the brand, product or the company, since it rather pays attention to customer’s profitable action than company’s profit by providing the relevant and valuable content, that assist to solve customer’s problem. Some businesses have already performed prominent content marketing. And if you want to see how some companies conduct content marketing successfully, check the following web wites: P&G’s, 5 lessons from Coca Cola’s new content marketing strategy.

Why Twitter Matters

In this digital era, social media have changes so many things: the way of communication, the number of people you can reach, etc. New media facilitate immediate response and bring about geographical borderless. In this sense, people access to news and stories quicker from many different places (sources), simultaneously, the story spreads out widely with almost no spacious limitation. News is conveyed not only from reporters or big broadcasts, but also individuals, who are just like you and me, although the reliability lacks sometimes. The following is publicly well-known case, how Twitter functions more efficiently compared to the traditional media. When the earthquake occurred in Sichuan, China, the news was delivered by Twitter first. However, disseminating information is not a mere role of Twitter.

Then how does Twitter become a powerful tool to interact with others with a limitation of cryptic 140-character message? Twitter really matters to different demographics and in so many different fields . From full-time moms, professionals, artists, students and celebrities to the business, there are so many people and/or organization using Twitter with different purposes. Some tweets for individual interests, others for careers or business. Additionally, tweeted topics are so diverse. Scott, David’s book, “Real-Time Marketing & PR”, introduces detail explanation of various consumption of Twitter.

In the business field, Twitter is a must-tool to promote events, seek customers’ needs, deal with crises in a right time, send the right messages to the (target) audiences, and the like. My favorite case from the Scott’s book is the way Japanese pharmaceutical company promoted its soon-to-be expired drugs to customers. Analytic tools, such as TweetDeck and HootSuite, enable to Twitter users to monitor the traffic and analysis the statistical data. Through the graphic result, users can generate and avoid certain topics or events by counting the number of hashtags, retweets, etc.

Twitter can be used for hiring somebody or finding a job. Supposed that the Public Relations student type #prjobs’, ‘#prstudents’ or ‘#printerns’ in a search blank. Then it will show all tweets that contain the hashtags mentioned above. This sort of ‘categorization’ makes recruiting and looking for a job easier and smoother by showing the counterparts’ needs more conspicuously. Moreover, people even tweet about career development and professional advices. For my case, I have had difficulties to figure out how I could find and apply the jobs in Hong Kong, as having a Korean nationality as well as living in the US currently. When I put ‘#prjobs Hong Kong’, the results shown up, although it was way lesser than PR jobs in the US; I might have had a lot more results, if I searched in Chinese though. It was such a striking solution for me, having been searching the PR jobs that Hong Kong based companies for a long while.

These are not all about Twitter. To demonstrate the benefits of Twitter, I would like to continue and extend my story. I am a real novice-blogger, in spite of having had thoughts of making my own blog for a long time. The reason for hesitation was more of my stereotype that blogging should be done by the one who has sufficient knowledge and idea about the topics; basically, I assumed blog is for experts. However, if you are passionate enough to talk about certain topics, then, you are half-done. Social media is just like a playground where you can find people easily, who have common interests with you. Twitter is one of the tools to help you to pursuing this convenience. There are many more different ways to search the common interests though, hashtag in Twitter suggests me hundreds of sources with larger audiences, which I might not be able to meet offline. People are all like you, and me. All have thirst for their interests. And if you quench their thirst with your appealing and compelling blog contents through Twitter (by link them), you will get a great chance to promote your blog.