Module 11

The French’s Ketchup story has really made an impression on consumers and has been noted on social media making quite the impression. A couple of months ago the American company was taken off the Loblaw’s Grocery Store shelves. The American company is known to use Canadian grown tomatoes for its product. Loblaw’s has made statements reporting that the elimination of the product from its stores is due to the low sales and low demands of the product compared to competitors. This did not sit well with consumers of the product and customers of Loblaw’s Grocery Stores. After taking it off the shelves the grocery store heard a two day viral backlash on social media from angry customers and consumers expressing their concerns and questions towards the actions of the removal of the product by the store.

French’s Ketchup is known to have their ketchup made from Canadian Tomatoes from Leaminton, Ontario. The product is also produced in plants in surrounding areas in Ontario. This being known to consumers, when they heard the news of course there would be backlash. Customers wanted to support and purchase from Canadian grown and produced products. Many people actually prefer this brand over the other commercial brands.

The backlash about the product increased after one particular user, Brian Fernandez, took to Facebook to express his concern and admiration for the product and company after the removal from the shelves. He went on to explain why he liked the product and how much more value should be expressed in locally grown goods and products. The post was shared on Facebook over 130,000 times and received comments from around the world of people showing support for locally grown goods. After the social media outbreak, Loblaw’s then decided it would re-stock the product hoping that the buzz created around the product would increase its sales.

After analyzing and examining the social media outbreak and the response from the grocery store and company it is quite impressive to how fast and effectively they responded. The company took into consideration all the steps in dealing with a situation like this. They really listened to what their consumers thought and what they wanted as an end result and acted to the problem accordingly. Overall I believe that this story is a true example of how companies should model their reactions and responses to. It really shows that the company values its consumers and their opinions. That their opinions on products and how they run the store really matters to how they build their company and what products they carry.

Because of the success that consumers achieved I think that in the future the company should be more open to hearing the opinions of its consumers. Setting up ways that they can voice their opinions about products that they should carry and find a way to promote and value Canadian grown foods. Setting up a Facebook page or a Twitter hashtag that allows for consumers to be in touch with the company really goes above and beyond to show they value them.

Building a relationship through social media, responding and listening to what is being said, is truly the way to connect with your audience. Allowing for a vessel to connect and share opinions and stories builds trust. This also draws more buzz and attention to your company and the message you are trying to portray. Once consumers can actually see that their opinions matter and that their voices are being heard in regards to products they will trust the company more and build a respect for them. This builds the brand further as one that values their audience and wants to grow their business around their consumers.


Content Strategy – Module 4

In order to have a successful social media campaign there is a lot of planning execution that has to be done.  By understanding the different aspects, approaches and uses of social media this can be properly achieved. Each social media platform has to be analyzed different and approached in a unique way. Some are image based others are text based and some are a mixture of the two.  By have sufficient knowledge in how each platform reaches the audience/ customer the more power the brand and company have in creating specific messages.smframework2

From this image it is evident that there are several aspects that go into engaging and creating social media content. The two being engagement and strategy development. With social media it is crucial to create captivating and informative content that is also engaging for audiences. This chart breaks this down and shows how to do it. Strategy development includes: Prioritizing objectives, establish governance and defining activities. Engagement includes: listening, engaging in conversation and measuring and refining. After each are broken down they are broken down even further so you know exactly what each component consists of and how to complete that portion. By having each step explained thoroughly it allows for the user to get a full grasp on why each step is crucial to the process. This specific image is quite detailed and I believe does a very good job at breaking down the different approaches and showing in detail what needs to be done to create content. Content strategy is crucial in the success of the campaign.



The impact that different strategies have on the strategy is another way the company or organization values the use of these tools.  This image displays and places the outcome of the approach by the value it has on the revenue and bottom line, the return on investment. Looking at the image it shows that brand awareness has the most impact on this.  This is because it takes a lot to ensure that your brand or product is recognized and known by consumers.  Without having that awareness you are not able to sell your product. Next is brand affinity, which is the relationship between the organization and the customer. By building and maintaining the relationship they are able to create a loyal customer. Interest and support is next. The organization has to create a spark of interest of the customer or else there is no one to sell to. By having an interesting product or approach that will help to build that interest and support. Desire and reach is the number of interested customers and supporters an organization is able to create. The reach that a specific form of media or social media is able to reach will help determine if this route is profitable for the company to invest in. When examining this image I believe that it does a good job of showing the level of profit that each approach to giving to the company and the impact on the bottom line. However I think that there are additional aspects that could be considered in making a campaign successful.


Creating content for social media posts can be difficult because there are several different things to consider.  This image shows that the four aspects to consider are: content, conversation, community and connections.  Breaking it down like this it shows, simply, what is important in social media posts. Being able to create content that is appealing to audiences.  Being able to create content that evokes conversation and engagement of the users.  Building a community of organizations and users that are interested in the same ideas and products you have and endorse. Building a connection with users that will allow for further interactions and interests. The image also shares stats on what some strategies have deemed successful and what is important in that category for you to consider. Overall I think this an image that simplifies the strategy into four aspects that someone building a campaign can easily follow.

Is Twitter Promotion Worth It? – Module 2

Twitter is known to be a great social media platform that allows its users to express a message that is straight to the point, providing all the details of the message in 140 characters.  It has become a great outlet for organizations and brands to promote themselves and a way for their customers and consumers to interact and build relationships, one to one with them.

Reviewing some statistics about Twitter’s 2015 year, it is quite evident that the platform has gained users and have allowed for strong engagements between its users. The increased number of users is just one of the reasons that it is beneficial for any organization to invest in promoting themselves on this outlet.  Examining some of the increase in sales that other organizations have experience is the main reason that promotion of Twitter should be looks at a very valuable way for a company to gain exposure and promote themselves.

Promoted Tweets are a great way for an organization to reach a large group of people and gain exposure.  Something like a sale or a promotion is something that this is great to use for.  There is a range in price for something like these however it seems to pay off for the organizations. Users are able to favorite or retweet the tweet which continues to expand the exposure that this one tweet is able to get. However, since that this tweet will only appear once on someone’s timeline it is important to have it timed properly when many users are online and able to see it or else it will get mixed in with every other tweet.

Promoted Trends are and even better way to get a message across.  This allows for an extension of the Promoted Tweet and in the long run looks to be a better investment. This also varies in price based on the needs of the organization.  The trend stays on the trending list all day and also allows for occasional tweets to be tweeted throughout the day. Something like this provides an outlet and sparks conversations within users.  The more people tweet about it the more other users will want to tweet about it and get involved in conversation.

The other form of promotion on twitter is through Promoted Accounts. Again this is a way that varies in price based on the number of following users.  This allows for users to be suggested to follow the organizations account. This allows for an organization to gain followers quickly which then allows the users to engage in other tweets that the brand is talking about.

In my opinion I believe that for an organization to spend money on something like this is money well spent.  It allows for them to get exposure to the millions of Twitter followers and gain traffic to their tweets, accounts and topics of conversation and every bit of exposure helps to build a brand. The payoff based on the money spent is well worth it.

Below are some blog posts and articles that talk about the effect and uses of Twitter promotion.

The Value of Social Media in Public Relations – Module 1

Social Media has become a valuable tool in the public relations field that many companies are beginning to realize and take advantage of.  The reach and impact that these tools have created have increased the audiences that companies and brands are able to influence and impact.

I believe that learning about each tool and how each tool can be used differntly and with the most impact the value is priceless.  Yes, social media can be viewed as a tool that many view as a way for people to post about their lives. But when used properly and with the right strategy the effectiveness of these tools is endless. Each form of social media has a different use and different way of expressing its message, whether it is through images, video, text or verbal communication.  Each one draws to different audiences and with the advancements of social media and the expansion of knowledge of it through different age groups it can be used to appeal to each group.

With the experience and knowledge I have about each of the social media platforms, I feel comfortable using them.  But through this course I know that will learn extensively the use of the platforms and the effects and impact that they can have.  Having the background knowledge of their uses and potential will help in building social media strategies that will be effective.

Below are some articles that I found interesting and addressed the importance of social media in an industry like public relations.

Forbes – Social Media Strategies

Forbes- Social Media Benefits

Cision – How Social Media Changed PR