Essay on Social Media as a Public Relations Tool in Fashion Industry

5158 Words Jun 10th, 2013 21 Pages
CHAPTER 1

1. INTRODUCTION Social media refers to the means of interactions among people in which they create, share, and exchange information and ideas through internet. It could be in the form of magazines, web-blogs, wikis, social networks , podcasts, photographs or pictures, videos, et cetera.. Social media is the easiest, fastest, and the most explosive way to transmit and receive information. Thus they have an immense influence on people, through which brands and orgaisations are having instantaneous reach with the public.

Public relations is the practice of managing the flow of information between an individual or an organisation and the public. The online networking sites like Facebook, Twitter, etc.. and
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Simultaneously 35 hours of video material are being uploaded to the video sharing platform You Tube every minute, and the image hosting site Flickr providing access to over 3 billion photographs makes the world-famous Louvre Museum´s collection of 300,000 objects seem tiny in comparison . Kaplan and Haenlein (2010) claim that 75% of Internet surfers started using social media in the second quarter of 2008 by joining social networks, reading blogs, or contributing reviews to shopping sites; which represents a significant rise from 56% in previous year (2007), and it is therefore reasonable to say that social media represent a revolutionary new trend that should be of interest to companies operating in online space-or any space, for that matter. On the contrary they admit that not many firms seem to be comfortable in the environment where consumers can freely communicate with each other and thus they have increasingly less control over the information concerning their business activities in the Web. Nowadays, if an Internet user types the name of any leading brand or corporation into the Google search, what comes up among the top five results usually includes not only corporate websites. Public relations executives and managers have no chance and sometimes either knowledge or even right, to control the information, concerning their companies .

Last but not least it is important to

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