Traditional vs. New Media

Social media has spread to millions of different users and is rapidly changing the ways that corporate communication, advertising and marketing reach their constituent groups. Consumers are waiting for companies to interact with them and use different social media platforms to do so. Before looking directly into the fashion industry, we need to recognize the role social media plays in corporate communication, advertising and marketing as a whole.

The concept of branding includes the association of a company or organization through the use of identity, reputation, and image. Companies have little affect on what their brand image can be, because it comes from the constituent groups. Social media has helped create this brand communication by a feedback loop that allows communication from these constituent groups directly to companies. Corporate communication, advertising, and marketing use the social media platforms to create a positive brand image, reputation, and identity for a company. The companies benefit from using social media for customer responses and brand promotion. Companies can no longer control word of mouth and this puts more emphasis on the importance of social media marketing. The most effective uses of social media are achieved through knowing your audience and using the right social media channels. An effective message through social media needs to use a single voice across channels that gives a clear image of your company. To have an effective social media strategy the company needs to know whom they are trying to reach. This falls along the lines of audience groups, and by using different channels, companies are able to reach a wider audience.

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A graphic of Old Media vs. New Media

Brand’s are at the center of the company, meaning that a company’s Corporate Social Responsibility must also revolve around the key objectives of the company. Corporate communication, advertising, and marketing promote the company’s impact on the external environment. They analyze what the current trends are, what the people are talking about, and then incorporate this into the company. By staying on track with the buzz of there company on social media they are able to keep this conversation going and evaluate their company from what is being said about them. This feedback stage allows them to evaluate themselves on where they want their objectives to be as well as allowing them for growth in the company.

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Social media is becoming a top influencer 

In the end, corporate communication, marketing, and advertising departments want sales to increase and more consumers to buy into a company or organization, all by promoting the value of a company. By implementing a strategic plan for social media and mass communication, the company can have a conversation with their consumers. This allows the consumers to engage on a personal level and allow a better understanding of what a company is all about.

By: Corinne Schmidt

Where Did Print Go?

There is no doubt that we have moved on from the days of traditional media advertising where companies would shove messages in the consumer’s face without expecting a response. Today, social media and social networking thrives on two-way conversations and building relationships with consumers. They want to know what you think about their product or service and ways in which they can improve it if need-be.

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Billboards are an example of traditional advertising.

It was found in 2015 that there was a positive correlation between brands engaging with people online and their firm’s financial performance, as well as their search engine advertising effectiveness, which is the dominant type of online advertising. Search-engine advertising measures something called the click-through rate, which looks at how attracted the customers are to the given advertisement. It also shows the conversion rate, which provides information on how much sales or profit come as a result from the ad.

In a survey where 150 big time social media managers were interviewed, 33 of them said that paid advertising was their biggest project all week. In addition, according to Social Outreach, 74% of companies saw an increase in website traffic after making investments on social media and nearly half of those who are active on social networks “follow” a specific brand. This begs the question; how can advertisers make that their brand? Clearly, advertising through online networks and social media has become a dominant strategy for companies to figure out who their target audience is, and then target them. Later, we will look at the fashion industry specifically and their marketing strategies more in depth.

By: Alanna Goodman

Ready, Aim, Fire: Targeting Consumers

In recent years, social media has globally taken over and has become an extremely effective communication platform for companies to interact with and market to their consumers and potential consumers.

Social media has enabled people to have plentiful access to huge amounts of information, as well as being able to share it with others. This has therefore made it possible for consumers to avoid marketplace exploitation, meaning they are a lot less likely to simply believe traditional advertisements and are more likely to look into whether or not a product or service is actually worth their time and money. Other than this, social media

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Companies are able to highly target consumers through social media

has also made it possible to highly target consumers. Nowadays, companies are able to track a person’s online activities and use that information to determine their lifestyle, their demographics, and other factors that could influence what they are most likely to buy/use. Companies are then able to send their advertising messages to the exact type of customer they are targeting.

Using social media as a marketing tool also means that a brand has the potential to build its awareness among the public. Nowadays, a huge amount and variety of people are currently using the Internet in their everyday lives, meaning that it is easier for a brand to make themselves known amongst the public. By having large followings on social media sites, a brand is able to reach thousands, if not millions, of potential customers everyday.

There are two types of social media communication, in terms of marketing. One is paid. This is where the company pays for advertisements to show up online and on social networks, and the other is organic. Organic content is created by the company itself, and can often lead to something called earned media. Earned media is what happens when consumers share their opinions and promote the company with others, either online or by word-of-mouth.

By: Kirsten Matthewman

Shifting Communication Paradigms

We live in turbulent times. The world is only a few decades into the digital age, and yet we have already seen drastic changes in the technological and social characteristics of the online environment. From intranet to internet, email to social media, web 1.0 to 2.0, individuals and organizations have had to learn and adapt quickly to rapidly changing technologies. And there is no reason to believe that change will be coming any slower in the future.

It is incredibly important and often challenging for corporations to determine how to navigate these technologies, especially concerning communication. To be fair, public relations and marketing professionals have done outstanding work so far in adapting their communication practices to new media. However, there is always growth to be achieved and better practices to establish. If we want to measure the success of social media communication in economic terms, consider the following: a July 2016 survey found that a little over half (55.3%) of social media users polled reported that a brand’s social media presence has some effect on whether they buy that brand’s products during the holiday season.

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It’s safe to say that while basic reach- and awareness-based communication has its place, it is inevitable that corporate communication can and will evolve far beyond this paradigm in the coming years. Lee and Taylor write about homo dialogicus – a communication framework based on conversation between consumer and corporation as equal participants. Essentially, this new model of corporate communication posits that organizations need to talk less and listen more, empathize with their constituent groups and interact with stakeholders, customers and the general public alike in a genuine and respectful manner. If you like the way this sounds but are unsure about how to affect these changes in your business or organization, a good place to start is changing up how your organization communicates internally. These basic tips of creating time for conversation, creating and sharing a lexicon, introducing a dashboard, challenging your colleagues and sticking to meeting times, will help you master internal corporate communication that can be applied to communication with external audiences as well.

Regardless of the industry, understanding how to communicate effectively in the modern online environment is vital. Companies that understand how to not only reach their audiences but engage and interact with them will only become more successful as social media become more complex, more personal, and more powerful. In order to succeed at this communication, we have to look beyond the technology and address the people first.

By: Wesley Marcum

Introduction

This blog was created as a group project to provide in depth information on how the fashion industry communicates through the use of social media platforms. Our first focus for this blog will be analyzing how professionals in the fashion industry establish branding through celebrities. The second focus of our blog will examine how designers use mobile applications to reach millennials. Lastly, our blog will evaluate how fashion companies reach constituencies of all demographics and how they are effective.