Marketing and PR in real time gives us the opportunity to connect with our audiences and give them what they want instantly. Knowing the proper way to use these tools has the ability to make or break an organization. In this post you’ll see an example of both the positives and negatives of Real Time Marketing and PR, and hopefully at the end of this you will have a better idea of how to utilize these tools.
Example 1: Post Mate
Post Mates is an on demand delivery service that is transforming the way goods move around cities by allowing people the opportunity to have anything delivered on demand. Post Mates connects their customers with local couriers who can deliver anything from any store or restaurant.
The options that Post Mates offers its customers are endless, which is exactly why they are so successful. They make everything easily accessible with very little effort. Post Mates gives people what they want, when they want it, which is exactly why we as a society are so receptive to on demand services like this.
Example 2: Justine Sacco
Although real time marketing and PR can be very beneficial for a company or organization, it also has the power to ruin someone very quickly. An example of this would be Justine Sacco, who managed to blow up her entire life in one tweet.
Sacco was traveling from New York to South Africa and before boarding her 11-hour flight, she tweeted: “Going to Africa. Hope I don’t get AIDS. Just kidding. I’m White!”
In the 11 hours she was on her flight, her tweet went viral and was receiving a lot of negative attention very quickly. While in the air, the hashtag #HasJustineLandedYet started circulating and one follower even went to the airport to document and post about her arrival. The New York Times posted an article about this situation, in which they documented that she ended up losing her job as a communications director for a company – yes… she worked in PR and still managed to be as careless to not realize the power of social media.
A few quick takeaways about Real Time Marketing and PR
- It gives you the ability to reach your customer in a matter of minutes
- Allows you to keep your audience up to date on what is happening in the news
- Allows you to provide on-demand services to your consumers almost instantly
- Gives you the ability to cater to exactly what your audience wants, when they want it
Although there are so many positives involved, you have to remember that once something is posted online, it is there forever. There are endless examples of people who have put something out there without realizing the backlash that would be involved, and once your organization is branded in that negative light, it is extremely difficult to build back credibility among your audience.
So going forward, use this to your advantage! It really is a positive approach for many organizations! Just remember to be cautious of what you’re putting out there. (Shannon)