Category: Social Media and Marketing Communications

The Rise of Influencer Marketing: A New Era in Advertising

June 10th, 2024

Image by: Canva

Have you ever found yourself scrolling through a social media app and being captivated by a familiar or new creator raving about a product or service that entices you to learn more about it? That is the power of influencer marketing! Influencer marketing is not just a trend; it is a game-changer in the digital world, revolutionizing how brands and consumers interact. This innovative approach harnesses the authenticity and popularity of social media personalities to endorse products and services to a vast audience, directly influencing consumer behavior.

As a millennial I grew up in the realm of Myspace where I followed my first beauty influencer Jeffree Star. Then, YouTube came around and other Influencers such as Niki Tutorials, Manny MUA, and Laura Lee emerged. Today, one of the newer influencers that I follow is Mikayla Nogueira who began her journey in the beauty industry on TikTok. These influencers have not only amassed huge followings but also harnessed their influence to collaborate with brands and share beauty products they genuinely believe in with their loyal fans. This empowerment of influencers in the marketing process is a testament to the transformative power of influencer marketing.

However, influencers are not just content creators; they are trusted intermediaries, bridging the gap between companies and consumers. They employ various strategies, such as sponsored content, product placements, and endorsements, seamlessly integrating promotional material into their engaging and relatable content. What is truly remarkable about influencer marketing is its power to connect brands with their target audiences in a more personal and authentic way. By partnering with influencers whose values and interests align with their own, companies can effectively reach and engage with potential customers, driving sales and fostering brand loyalty. This personal connection is what makes influencer marketing so powerful and effective.

Of course, with major influence comes great responsibility. Transparency is not just a buzzword in influencer marketing, it is a fundamental principle. Influencers must be upfront about their brand partnerships, ensuring their audience is fully aware of any sponsored content. This commitment to transparency is crucial to maintaining trust and credibility, and it is a key aspect of influencer marketing that sets it apart from other advertising strategies.

Despite these challenges, influencer marketing continues to gain momentum as a viable advertising strategy. At its core, it is all about fun, authenticity, and connection. It is like having a conversation with a friend who is recommending their favorite new skincare routine or must-have make-up pallet. If your favorite influencer approves, then you know that it is a great product as you trust their judgement. With the rise of social media platforms like Instagram, YouTube, and TikTok, influencers have unparalleled access to millions of users worldwide, making them valuable assets for brands seeking to expand their reach and influence.

So, whether you are a brand looking to reach new audiences or a consumer looking for honest recommendations, influencer marketing has something for everyone. It is a win-win for brands, influencers, and consumers, creating a more engaging and personal way to discover and share awesome products in the digital age. So, the next time you see your favorite influencer sharing their latest obsession, give it a try! Who knows, it might just become your new favorite thing, too!

References

Mathew, J. (2018, July 30). Understanding Influencer Marketing and Why It Is So Effective. Forbes. https://www.forbes.com/sites/theyec/2018/07/30/understanding-influencer-marketing-and-why-it-is-so-effective/ 

Whitaker, B. (2016, October 23). The Influencers. http://Www.cbsnews.com. https://www.cbsnews.com/news/60-minutes-kim-kardashian-logan-paul-social-media-influencers/
Empathy in Action: How Tampa International Airport’s Lost Tiger Story Captivated the World

May 28th, 2024

In a world of airport hustle, Tampa International Airport stands out with a heartwarming tale of a lost stuffed tiger and an airport manager’s extraordinary efforts to make a difference. A story that went viral, touching millions worldwide and highlighting the power of empathy and compassion.

Let’s dive into how this moment captured consumers and brought the brand’s extraordinary customer service to the forefront.

Image by: Hillsborough County Aviation Authority. Published in The Shorty Awards

The story

It all began when a little boy accidentally left behind his toy tiger in Tampa International Airport’s play area. It was later found and brought to the operations manager who had a special idea to take the tiger on a journey around the airport. The manager photographed it in various places, such as on a luggage cart, with airport crew and landmarks. With this, a storyline was created to go with the photos, which eventually turned into a book and was given back to the family. The story shortly after went viral, not only highlighting the airport’s commitment to its customer service but also touching the hearts of millions worldwide with its empathy and compassion.

How was this gesture a success for Tampa International Airport and its brand?

Tampa International Airport took advantage of this opportunity to showcase the extraordinary efforts of its employees in providing exceptional customer service meeting the wants and needs of their audience. The airport went above and beyond by demonstrating genuine and heartwarming customer care, which deeply resonated with people who value authentic connections and acts of kindness. By sharing this incident, the airport reaffirmed its dedication to exceptional customer service, striking a chord with local travelers and a wider audience interested in heartwarming stories.

By maintaining a personal narrative and allowing staff and the boy’s family to share their experiences, they successfully built an emotional bond with their audience, leading to positive attitudes toward the airport brand. They used social media platforms such as Facebook and X (formerly known as Twitter) not just as a tool for sharing the story but as a way to include their audience in the narrative. They provided real-time updates and responded to audience feedback, making them feel part of the heartwarming journey, adding to the social and consumer experience.

The airport effectively managed followers on digital platforms by engaging in discussions and fostering conversations about the story. They responded to comments, shared updates, and showed appreciation for the support and feedback from their followers. By keeping the communication open and genuine, they nurtured a positive connection with their audience and leveraged the excitement generated by the viral story.

The airport successfully shared the story and engaged with its audience. However, there are always opportunities for improvement. One area for enhancement could involve implementing a comprehensive social media listening and monitoring strategy. Proactively tracking mentions, reactions, and trends related to the story could have helped the airport better manage the influx of engagement and identify opportunities for further response. Additionally, streamlining the process for sharing updates and coordinating responses across social media platforms could have improved efficiency in managing digital media followers and maximizing the story’s impact.

Today’s Outlook

Tampa International Airport is well-known for its exceptional customer service and commitment to engaging with travelers. Their ethical use of social media plays a key role in building trust, authentic relationships, and positive brand perception. The airport’s dedication to providing outstanding customer service is evident in initiatives like the Lost Tiger story, where they went above and beyond for travelers. By prioritizing customer needs and experiences, the airport creates positive and memorable experiences, fostering loyalty and satisfaction among travelers. A few examples can be witnessed with their Facebook account, where they hold different events, one being for local artists and another with dancers in honor of May’s Asian American and Pacific Islander month. They have also introduced a mobile application to meet consumer needs, offering convenience and efficiency during travel. The app includes features such as real-time flight information, terminal maps, parking availability, dining options, and airport amenities. By providing these functionalities, the app streamlines the travel process, enhances the overall airport experience, and meets the evolving needs of modern travelers who rely on mobile technology for convenience and accessibility.

Have you had any heartwarming experiences while traveling? Feel free to share your stories and let us know how the airport or any other travel service has made a positive impact on your journey. Your feedback and experiences are valuable and can inspire others as well!

Reference

Hillsborough County Aviation Authority. (n.d.). Tale of tiger’s big adventure highlights airport’s commitment to customer service – The Shorty Awards. Shortyawards.com. Retrieved May 28, 2024, from https://shortyawards.com/8th/boy-leaves-stuffed-tiger-at-tpa-returns-to-a-tale-of-tigers-big-adventure-see-more-at-httpww
The Daily Life with Social Media

May 10th, 2024

Every morning, I wake up bright and early at seven, and the first thing I do is grab my phone and tune into my beloved Twitch streaming app. As a passionate fan and participant in the chat, I enjoy the live content of my favorite creators. Discord is another app I open to check for daily announcements and connect with others and the streamers before tuning in. It is always a great way to jumpstart my mornings.

Of course, I’m not just a one-app person, so I am unsatisfied with a single outlet for all my daily browsing. I’m a social media butterfly who flits from one platform to another throughout the day. My daily digital haunts include Facebook when I want to see what my family is up to. Instagram for when I need inspiration for upcoming projects. I’ll check into X, formerly known as Twitter, for up-to-date news and what’s happening in the world. If my Twitch streamers aren’t available, I will scroll through TikTok or YouTube. However, out of all of these platforms, if I had to choose just one, it would be Twitch. Why, you ask? Because the engagement with followers is unparalleled, and the content is catered to my interests, providing me with more autonomy when choosing what I want to watch or be exposed to.

Now, I’m not going to lie; social media isn’t perfect. Sometimes, I’ll come across content that doesn’t interest me, and other times, I’ll stumble upon something that violates the site’s policies. Still, I try to take the good with the bad and focus on the positive aspects of social media.

When it comes to shopping, I’m all about those discounts! I get bombarded with newsletters and notifications from almost every site I shop with or visit, but I tend to ignore most of them. The ones that catch my eye are the ones that offer cost savings on items I use daily or new product launches from my favorite brands. With new advances in search engines and algorithms, I am more likely to click on suggested ads or content based on the data collected from my searches or past purchases.

As a millennial born in 1989, I’ve seen the world of advertising evolve throughout the years. I’ve watched it shift from newspapers and television to social media, with interactive ads encouraging feedback and engagement. Now, I’m all about relatable, direct messages that don’t feel like a sales pitch, which I think is the new focus of digital marketing today.

Category: Social Media and Marketing Communications

The Rise of Influencer Marketing: A New Era in Advertising

Empathy in Action: How Tampa International Airport’s Lost Tiger Story Captivated the World

The Daily Life with Social Media