A month into the internship now and I feel as though I’ve gained a “digital” semester worth of knowledge. We have touch on technology and social media topics in our modules such as Public Relations (Media) about the evolution of PR. However, in reality, there is so much more that we need to catch on and get in touch with, as that evolution is faster than we think.
Interning in Ogilvy has been intensive thus far, yet immensely rewarding. Being allocated to social@Ogilvy, which specializes in Social Media, I was apprehensive about whether this experience would be beneficial and relevant to my PR internship, which specifies that we should be taking on a PR function. Being a “user” myself, Social Media does not seem like it will be a feat to take on, more like a common sense as I am almost on most of the platforms everyday. Platforms such as Twitter, Instagram and Facebook – where almost ALL my friends are on it.
The PR Plans that we have produced in school typically
includes social media strategies into our plans and our mentality is usually:
“Oh, social media would reach a wide number of audience, it will save on our
budget because getting an account is free and we can be the “media” ourselves.”
– But I was SO wrong.
Peers and classmates, even fellow interns in other
departments of the PR arm would constantly think or tell me that my work looks
fun, or even easy. Starting off, I would just give them a smile. What it is in reality
is really quite far from what they think.
How is it really
like then?
Technicalities
Being in the social media department, it seems that there is
a certain expectation of how IT and “social-savvy” you are.
I started off with my first task in my first week, keying in
data for an application, or an “App” on Facebook for one of our brands. Being
users, we enjoy the benefits of the Apps we get on Facebook for free. However,
these Apps meant to “engage” users like us costs quite a lot to make, could be
a pain to maintain and has certain technicalities and strategies behind it
which could have taken A LOT of time for the team to come up with.
These Apps makes each brand’s page unique and most brands
would like and should have them to make their FB page more unique and
“fun”. I was just involved in one
process but it was definitely an experience, being able to see the mechanics of
things such as thing. Of course, when the App is launched to the public for the
first time through the brand’s page, the feeling is indescribable.
Strategies
In my first week here, there was a compulsory Digital belt
program, which I have to attend. It was a progressive program, which starts off
with the White Belt as an online module, introducing the processes and strategies
that social@Ogilvy does for clients and has case studies of past successful
cases. The White Belt is the most basic
and all staffs having roles and functions relating to Social Media have to go
through. There is a quiz in each section in the module and after completing the
sections, there is a final test at the end. Upon passing the test, one would be
awarded the “White Belt” and will be “operationally ready”. Once White Belt is
completed, following that would be the Red and Black belts, which goes in depth
into specifics of analyzing, strategizing and planning.
social@Ogilvy members are all considered Black Belts and the
other PR departments generally stops at White. I am a proud Digital White Belt, for now!
Diving into the point, I have learnt that Social Media is
not just part of a PR Plan. Within its own, there are so much to consider, the
different phases and processes, which I have learn just the tip of the ice berg
after being put to do up Social Media Playbooks, which are essentially guidebooks,
one for Twitter and one for Instagram after attaining the White Belt. Each book
felt like a Curtin module, semester’s worth of report, holding an average of about
25 pages of information and strategies and to be at least drafted within 3-5
working days. That research gave me so much more insights as to the business/PR
functions of social media, which left me thinking about how much more could
there possibly be, for me to learn on social media.
Learning points thus far:
- Social Media as a job function can be fun, but there is a lot more to it than just being able to stay online on Facebook all day.
- Social Media is evolving everyday and to be able to stand out in the digital realm amidst all the other brands and available information out there, requires a lot of strategizing, creativity, planning and consistency.
- Using Social Media as a PR tool or strategy might not necessarily be the cheapest. However, if budgets are used in the correct places and strategies are well planned, it will definitely reap huge benefits and values.
Tell
me how you think about it! Would love to hear your opinion about Social Media
too. Do feel free to ask me any questions as well. :)
Meanwhile, here's an article by eMarketer on the importance of brands to retool their approach for real time age - which is jumping on the Social Media bandwagon.
Meanwhile, here's an article by eMarketer on the importance of brands to retool their approach for real time age - which is jumping on the Social Media bandwagon.
Alexa Lim Yuanfen
15806675
Proud intern of social@Ogilvy, Ogilvy Public Relations Singapore.
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