Online campaign simply the best

by Syarifah Syameen bt Syed Johari 2009567623
What better way to create an awareness of a new product if not by using the new media. New media can be portrayed as the ‘21st century’s god’ and, thus it may be considered as a lost for an organisation with no interest on embracing this new technology. This is due to the fact that everybody across the world connects with each other by using new media hence awareness of any products, services, or causes can simply be made within a minute. Ever heard of the phrase ‘the fall of advertising and the rise of public relations’? The phrase were created due to the scenario whereby many organisations nowadays has replace advertisement with public relations since public relations is more effective and cheaper compared to advertisement. Online public relations campaign is time efficient and publics can simply identify about the product or service once it goes viral in the internet.

This can be seen on a case study by Beverley Hills in 2006 on promoting and creating awareness of their new ‘Shielding Lotion’. Beverly Hills is a skincare company and has come out with numerous skincare products. One of their products is 21st Century Formulations which has a skincare lotion that called Skin MD Natural. After the successful of Skin MD Natural, they had formulated a new lotion under the Skin MD Natural which is ‘Shielding Lotion’. However, consumers had no awareness of this new product category by Skin MD Natural.


One of Beverley Hills solution is by creating an online campaign and it was launched to aimed and reaches the online consumers. Part of their strategies is by creating high search rankings on specific keywords and phrases, articles, blogs, newsgroups and also forums. Their main objectives were to create a new search term which was ‘shielding lotion’ as well as to gain search engine visibility regarding the research keywords and phrase on:
• Shielding Lotion
• Dry skin
• Dry skin treatment
• Dry skin lotion and
• Eczema treatment

The strategy on creating the awareness involved the following tactics:
• Undertaken the keyword research and optimized the website’s pages for the chosen words and phrases
• Created a news section of the site with RSS Feeds
• Written and posted weekly articles on the subject of dry skin and related skin conditions to their site. Evert article page was optimized by using the previous keywords that had mentioned before

As a result, all the articles that had been published were picked up in Google News and other syndication websites. There was no mention of shielding lotions on the internet in January 2006 yet today, when you type and search ‘shielding lotion’ in Google, you will get more than 20,000 mentions as the results. Moreover, if you search for ‘Skin MD’ you will get more than 40,000 search results. Apart from the successful of the search result in Google, Beverly Hills’ articles also were published in numerous websites and have been included in many leading physician journals for aesthetics and wellness. Furthermore, the news pages also appeared in Google Blog Search and the feed was selected up on more than 1,500 in other websites and blogs.

In a nutshell, based on the case study; this had proved that online campaign is more effective compare to the traditional advertisement. Despite creating awareness of the new product or service through online, publics can easily know and obtain information from the internet regarding the product or the service. With the emergence of social networking site nowadays, new media is one of the most successful tools and can become one of organisations measurement on creating awareness to the public on promoting their brand and their product.

Reference
Eight Case Studies Showing the Power of an Online PR Campaign. (2009, May 26). Retrieved May 30, 2012, from Social Magnet: http://www.socialmagnet.co.uk/2009/05/eight-case-studies-showing-the-power-of-an-online-pr-campaign/

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"Groupon-ing Your Brand"

by ‘Ainul ‘Aziem Binti Rahiim 2009534884
Founded in November 2008 by Andrew Mason, Groupon offers members discounts on everything from meals at restaurants to shopping excursion. Groupon is an e-tailing discount service that offers subscribers daily discounts on all manner of goods and services focused on local markets. Groupon, a name that blends "group" and "coupon," presents an online audience with deep discounts on a product or service.

Using the principles of collective buying power, Groupon offers extraordinary discounts with popular businesses and shares them with subscribers via free daily emails. The deals are activated only when a minimum number of people agree to buy, encouraging subscribers to share the promotion with family and friends. Groupon has created a powerful new marketing medium for products and services worldwide.

Through their strategic planning via collaborating with other social media such as Facebook and Twitter, Groupon have won over millions of customers across the world and their expansion is set to continue at a rapid pace towards upcoming years. No doubt by using Groupon as an internet advertising strategy can be a great way to introduce our business; especially to our local community. In other word, Groupon symbolize a simple and lucrative business as they are expanding fast, though the market is increasingly competitive. It works like e-Bay that collects things from other entities and advertises it at the reasonable price accordingly.



Check it out!!! How Rihanna used a Groupon strategy on Facebook to launch her album
Based from Todd Wasserman (2012) via mashable.com, he indicates that Rihanna currently has 53.4 million Facebook fans which make her the second most popular musician on Facebook, behind Eminem. With Rihanna consumed by her tour, the challenge was to give all those fans something to do on Facebook, preferably something that promoted the new album. The app challenged listeners to “like” a page and then go on missions to uncover content. By using Groupon, her fans can easily buy her new songs without have to go out or downloaded it from somewhere else as Groupon provide special offers and trusted services.

Evaluation
Groupon had a lot of success in its early stages, but the model of group buying has limited barriers to entry. Whether it can turn its popularity into profit will be determined by the reliability acceptance by customers.

References:
http://www.forbes.com/forbes/2010/0830/entrepreneurs-groupon-facebook-twitter-next-web-phenom.html
http://newmediapartners.co.uk/index.php?id=1023
http://www.socialmediaexaminer.com/will-groupon-really-boost-your-local-business/
http://mashable.com/2012/03/15/rihanna-unlocked-facebook/

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Success of New Media and Government vision

by Mohamad Khairul Azril 2009557759

The beginning of the advertising campaign using the 1Malaysia concept throughout the new media has been described as having profitably met its targets. Thus developments of new media in Malaysia were no longer rare news. It is very much reflect effort that been taken by the government where almost all the department in the government office and services using the new media as the portal and the medium to interact. Normally the use of the FaceBook, tweeter and blogs became very popular among them. It is very easy to interact with the customers (us) using the new media approach. This is suiting the vision of the Prime minister itself “People First Performance Now”.


According to Datuk Seri Kamaruddin Siaraf, there are three reason that been describe as a back bone of the successful of the new media and its technology. The first one would be the introduction of the Multimedia Super Corridor MSC in Malaysia. It is the biggest reason because its open a new path of the technology in Malaysia, which is indirectly give advantages for Malaysian.

Then second reason is second reason was the rise in political awareness between Malaysians, with a mounting number of Malaysians viewing a keen significance in democracy, human rights and good governance. It is very helpful using the new media as a part of the governance even it also have a pros and contras.

Last but least his talk about about the loss of trustworthiness among the traditional media due to press self-censorship. He believes that the readers nowadays are more particular when it comes to information and source. They are more to use the internet in order to get the information as well as news.

Reference: http://mynewshub.my/2011/07/21/success-of-internet-new-media-in-malaysia/

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New Media functional In Public Affairs Field

by Mohd Azim bin Zainalalam 2009740247

The scope of public relations works been divided into many section. Media relations, Crisis Management, Public Relation Plans, Event Management, Government Relations and many more. With the ongoing globalization era now days, the communications tools has been easier with the enhancing of new media. This advantages should been use wisely in public relations field in planning their objective and strategy to reach their target audience. Currently, there are many types of new media like you tube, Facebook, Twitter, Instagram, Blog and Website that can be medium of strategy that must be understand first their purpose of function. After their function been understood, the public relation practitioner can do their task precisely.



One of the well known subject that public relation practitioner must master is Public Affairs. Many definition that been given by scholar regarding the meaning Of Public Affairs. According to Rebecca Pearston, Public affairs is Public relations efforts of a firm that associated with government agencies, mass media, public interest and pressure groups. Obviously, Public Affairs practice creates programs to influence public opinion, promote regulatory and legislative initiatives, build reputations, position litigation and manage issues.

Usually the task in Public affairs is dealing with such a program of political campaign. In dealing with political and social movement campaign, public relation practitioners start with planning strategies and tactics by influencing policy through any medium that can reach their target audience. After the process of influences done, public relations practitioners will shape public opinion, raise awareness and change attitudes, promote social and policy initiatives, manage issues and build reputations. In this whole process new media function will offers a way to track and monitor conversations, and develop grassroots movement among like-minded peoples.



Although the public affairs scopes of work seem very similar toward government relation, it still showed comparison between both of them. Public affairs is associated with all the stakeholder and related subject but government relation is more detail on influencing government policy at all level like state, federal and publics. Maybe New Media will be very useful in both of them but in certain area this medium unsuitable to functional. Based on Malaysia scenario in regarding both of subject, the process to influence public by using new media might be useful but to amendment the government policy and law must be in the right procedures for instant bring it to parliament, tried in court and get agreement from the highest legislation.

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Tired of Reading? Let’s Enjoy The Star, First Talking Newspaper

by Mohd Norehsan Mohamad 2009167297

"If young readers abandon newspapers and newspapers abandon young readers, democratic society will be diminished. It's a serious issue that must be addressed," - Aralynn McMane (2011)

Running a newspaper is not an easy task, especially in today's globalised and digital world, where events are constantly changing. Like any other business, one must move with the times to stay relevant to serve society and help the nation move to a higher level of achievement. Thus, the media industry is undergoing a major transformation by embracing digital technologies.

Credits to The Star one of Malaysia’s English newspaper for projecting The Star ePaper which makes timely content available to consumers in a simple and meaningful way. With great interactivity, fun, innovative and different it is the surest way to engage with tomorrow’s readers and provide today’s subscribers with a wide range of options.



The Star ePaper are replicating the printed version of The Star newspaper by delivering the full 100 percent content of the publication as well as it segments. Besides, The Star ePaper subscribers are giving the opportunities to choose the two new ways to read the paper in way they preferred. Subscribers can access it through online via the Web or downloaded to a PC, smartphone (iPhone and Android), or tablet (iPad and Samsung Galaxy Tab).

The most exciting about The Star ePaper are when your hands and eyes may be busy, you can just tab on the listen icon in the text view format and the audio reader can read the news for you. Besides, you can even access to the missed edition of The Star and shares it with your family and friends via Facebook, Twitter or e-mail. Moreover, if the text is too small then you can enjoy view it bigger by zooming on the page as The Star epaper providing high resolution of images. Therefore, don’t hesitate to experience and subscribe for The Stars ePaper, an experience reading in a whole new way.

Sources: http://www.prweb.com/releases/newspaperdirect/star-malaysia/prweb9381914.htm
http://thestar.com.my/subscribe/about.html

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Implications Of Internet Towards Public Relations Communicators

by Farhana binti Ibrahim 2009196565

“The smaller the company, the more frequently social media is used to improve external communication”
- Josh Gordon (2011)

For any organizations, one of the greatest inventions is obviously the Internet. Its continually increasing popularity opens up countless opportunities for improving the ability to practice one profession. The Internet facilitates nearly every imaginable form of communication that a PR practitioner could invade on. However, putting aside all the great things about the invention of the Internet, it is also welcoming a world without traditional gatekeeper as an opportunity to take our message directly to the public.

Nothing is easy in this world. We are being challenged every single day either we realizes it or not. With the advancement of technology that is at present now, it made the world more fragile than it was before. In line with what stated with PR Newswire (2011), public relations practitioners must commit to lifelong learning, since the state-of-the-art for public relations in new media is likely to continue evolving rapidly for years to come. The Internet has however taken into its place in accommodating every each of our lives.

i. Corporate and personal brandjacking
According to Owyang (2008), it has becoming more and more common that a brand or an individual can easily be brandjacked as others take their user name, domains, and assert themselves as someone else. Given there are hundreds if not thousands of websites to monitor one’s brand, squatting these names will increasingly become difficult over time. Every 60 seconds, 13 hours of content are uploaded to Youtube, and millions of tweets are generated every day. With so much content being created, how will one filter out what is accurate anymore?

ii. Measurement and Return-On-Investment (ROI)
Internet is the new present hip that can be penetrated by anyone in the world. According to Owyang (2008), it is a movement where anyone can participate which resulted in low or no revenues for most participants. For example, there are millions of blogger, and only a few of them can claim serious revenue and even smaller subsets have built media empires.

iii. Time
Besides its relationship with the public, PR practitioners also need to improve their time in responding towards the media or reporters who would call for information or giving comments. In the current situation now, a deadline is whenever a reporter feels he has enough information to go with the story, and that creates a danger to the PR practitioners.

Besides the all the challenges that PR practitioner needed to go through, it also give some beneficial implementation towards them. Internet has been a compact provider as it is filled with information. Everything is just at your fingertips, where you click and the answer pops out. Without realizing it, Internet has got the attention of every single person in this world. Everyone wants to penetrate into Internet as it is can be categorized as a powerful source towards the modernization that we are facing right now.

i. Using the Internet for Research
It is undoubtedly that every each of organization today has its own websites where it provides valuable information for the public to obtain. Besides using the Internet for research, it also can be useful for PR practitioners to obtain news coverage. News has been transformed into Internet in order to make it easier for practitioners or public at large to retrieve any updates in the world as local news can be generated globally for everyone to retrieve.

As stated before, the Internet is conversed into a two-way communication style. It is where Internet gives opportunity for public to voice out. It acts as a grassroots opinion where people chatter in newsgroups and electronic newsletter. It is making it easy for PR person to detect any comments over the 100 million voices being spoken.

ii. Using the Internet to Speak Your Piece
From the Web, one can create a website for the importance of your clients, or your practice. A website should be an interactive component; therefore, it is not advisable for PR person to only post the corporate brochure. It also permits one-on-one communication, so don’t just broadcast but instead narrowcast and if it is possible, one should create an online community in order for public to ask questions or so. Having a broadcasted newsgroup is also very beneficial towards the PR practitioners. You can visit, listen and speak towards any comments. One must bear in mind to apply good public relations principles where do not falsified the content or spread information that can confuse the public. It is also good for one to dialogue with truth-seekers who have an open mind on certain subject matters.


In conclusion, the presence of Internet has affected millions of people around the world. It has becoming a necessity for every organization and of course a PR practitioner needs to be more aware and conscious on the whereabouts of their companies.

References
Armano, David (2009). Five Challenges Social Media Will Bring to Business. Harvard Business Review. Retrieved from http://blogs.hbr.org/cs/2009/08/a_recent_ survey_conducted_by.html. Accessed on 23 April 2012.

James, L. Horton (2009). PR and Social Media. Retrieved from http://www.online-pr.com/Holding/PR_and_Social_media.pdf. Accessed on 24 April 2012.

Owyang, J. (2008). The Many Challenges of the Social Media Industry. Web Strategy. Retrieved from http://www.web-strategist.com/blog/2008/08/07/the-many-challenges-of-the-social-media-industry/. Accessed on 24 April 2012.

PR Newswire (2011). White Paper Mastering Public Relations in Social Media: Engage Opportunity Everywhere. PR Newswire Association LLC.

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DNP: Creating a New Media Business Opportunity and Technology Platform

By Nurul Shazzlina Binti Azmey 2009560757

”The project we engaged in with PARC resulted in a technology which we at DNP feel will innovate the way we conduct our information communication business. PARC has a unique competitive advantage. The ethnographic approach was very significant, and there are a variety of researchers spanning a variety of fields. They are able to create original solutions, and develop prototype systems that exceed the ability of competitors.”
-Fumio Saito, General Manager, DNP-


In this era of globalization, there are many ways to communicate with each other and global village now is active practicing in human society nowadays. In creating a new media business opportunity and technology platform, founded in Japan more than a century ago, Dai Nippon Printing Co., Ltd. (DNP) is one of the world’s leading commercial printing companies, with an arrangement of businesses in publication printing, smart cards, packaging, electronic components, and more. Though the company had a long history of delivering information on paper and other materials, it wanted to capitalize on the emerging trend of delivering information in digital formats. DNP aimed to deliver this information via mobile devices so it could maintain market leadership and adapt to Japan’s “ubiquitously networked” society.


PARC ethnographers are experienced in combining their systematic observations of target populations with their knowledge of emerging technology trends. The team helped DNP to brainstorm, filter, and select the most promising business concepts for information delivery using digital media. Together, they realized that DNP could draw from its deep well of content assets and technical capabilities and combine them with PARC expertise in the latest context and activity that aware computing techniques to create a unique technology platform for a new business opportunity. The mobile platform would recommend information and content about local leisure activities, matched to the user’s location, time of day, and personal tastes while attracting local and demographically targeted advertisers. This consumer-friendly technology concept suits a culture in which young people increasingly turn to mobile devices for gathering information, browsing the web, and downloading content.


The new electronic book online service 2Dfacto

Completed within an accelerated 24-month timeframe, the project spanned three phases which are opportunity assessment, technology platform design with feasibility testing, and platform engineering and technology transfer. PARC ethnographers led initial discovery efforts, which involved defining the new technology platform concept, rendering it into a conceptual prototype, and evaluating it with target users and realistic functional walkthroughs in Japan. Next, to develop a working prototype, PARC ethnographers collaborated with PARC technologists who are combined in-house competencies in context modeling, preference modeling, recommender systems, location sensing, activity detection, mobile hand-held user interfaces, and text mining. Collaborating closely with DNP R&D groups, PARC scientists built a fully engineered prototype on a scalable server. They rapidly designed the base architecture for the system and implemented a skeleton platform upon which they built increasingly complex functionality and system intelligence, while DNP handled system refinements. Meanwhile, PARC ethnographers conducted fieldwork in Japan to ground assumptions about the user experience, gather specific system requirements, and ensure the product would be appealing to its target customers.


“Magitti”

Designed to create synergies with DNP’s strengths in the publishing industry, the resulting system (code-named “Magitti”) recommends information about local leisure activities based on the user’s real-time physical location, personal tastes, time of day, past behaviors, clues extracted from message content, and more. Smart-phone owners can use a one-handed touch interface to obtain this timely and relevant information without having to initiate a mobile-based search since the system detects activities and even predicts preferences as it learns. DNP used the PARC system as a prototype to further develop the platform while establishing relationships with Japanese retail outlets, content distributors, and mobile communication carriers. The company ran a number of user trials, most recently in Tokyo’s Ginza and Yurakucho districts, through a downloadable iPhone application called “Machireco” (literally, “city” + “recommendation”). DNP plans to offer the service for all smart phones later in 2010.

Conclusion of this collaboration with PARC, DNP acquired the technology platform, technical expertise, and core intellectual property for a new digital media business along with the knowhow for seeding such innovation in their own organization.


iPhone application called “Machireco” (literally, “city” + “recommendation”)

References
http://www.parc.com/services/case-studies/2201/creating-a-new-media-business-opportunity-and-technology-platform.html

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The Strong Get Stronger

What will new media look like in 10 or even 20 years from now?

By Atikah Zainal A'abidin 2009179817

It’s amazing how fast the Internet is moving. The evolution of Search Engines, online shopping, communication, and content delivery has changed the way we live our lives.  Now-days whatever you wanted to buy or do in real life, you can do online.  If you want to buy a car go to AutoTrader.com, if you wanted to buy a laptop just search Hp.com, if you want to buy a pair of jeans go to Gap.com.

Probably the biggest changes over the last 5 years or so are clearly the evolution of Social Media. Even though Instant Messaging and social networks have been around for probably 10 years now, it has only been in the last 3-5 years, that is has really become mainstream as people’s main source for connecting with friends, family and co-workers.  The all mighty Facebook will basically tell you anything you would like to know about a person and provide you instant access to millions of people. The power of social media has transformed the web into something incredible. It gives people the facility to connect with other like minded people and share their understanding and experiences instantly.

We can only imagine what the internet will be like in 5, 10, 20 years from now.  It is growing at such a speedy pace, that it is almost impossible to keep up with. We also believe that TV, Internet and phone will engage into one super communication tool, where we will be able use any of these platforms through one main border. Things like Radio, TV, Movies, and Gaming will all be real-time.  We don’t need to buy new games or CDs where we can just access these things in real-time through the web. 

Who knows if we would not need to use our computers for social networking? Every device we use from our cars to our toothbrushes will be linked to our social network and information about us, our location, our likes and dislikes and the status of each of the equipment, hardware or software we use will be available to our friends and co-workers through our social network. We will also be able to block information from those who do not need to know it more effectively.

However, predicting the future is always challenging no matter what the subject matter is. It’s hard to enlarge our minds beyond what we’ve already seen and experienced yet everyday someone gets a little closer to the next best invention or innovation. Social media functions are working hard to join together products and services with fundamental strategies in hopes of producing important results. As the old saying goes, “We’re only as limited as our imagination”.

So what will the future look like in ten years?

Source :
• http://www.silentblade.com/presentations/Tingoy_Bostan.pdf
• http://bigthink.com/ideas/15834
• http://heidicohen.com/future-of-social-media/

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Poor New Media Approach

By NurLiyana Binti Mohamad Munir 2009331937

If before this we have already seen the effective new media approach by Chester Zoo in attracting visitors to come to the zoo, then this time we will shift that mood and have a closer look onto a poor new media approach by world’s biggest banks.

Chester Zoo has taken a prudent approach in new media with their efforts to attract interest and attention of visitors to come and visit their zoo. They have upgraded their website and use the linking iFlickr application, a photo-sharing website where anyone can upload and tag photos, browse other photos and add comments.

However, it’s a total different case with approach taking by some of the world’s biggest banks. A survey show that most of the banks have not taken the appropriate measure in conducting a more consistent and thorough strategic approach towards social media.

Most of major banks especially in the US failed to engage with their public using the appropriate social media tools. And even if they used social media strategies, there were no recent updates or fewer activities. Only a few banks have taken the approach to use social media in staying connected and in touch with their clients. Among them are Deutsche Bank, Crédit Agricole and BNP Paribas and Credit Suisse. They have done well in engaging with their clients through Facebook, LinkedIn, Twitter activities, Youtube and mobile application offerings. Other than that, most of the leading banks failed to make use of the social media tools in attracting their clients. 

Thus, it is time for corporations out there to make use of the social media tools in one of the way to communicate and stay connected with their clients. It is vital as we are living in a world of rapidly growing new media market.

 Reference: http://www.investmentinternational.com/news/banking/world-s-biggest-banks-have-poor-approach-to-social-media-new-report-shows-4009.html. Accessed on 8 April 2012

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Traditional Media Vs New Media

By Dalila Aimi binti Marzuki 2009748585

The important of mass media is doubtlessly acknowledged by all.  Everywhere we go, we are connected to the world through mass media. The early years saw the traditional media such as radio broadcasting and television as the most influential tools in people’s daily life.  From east to west, regardless of the age, people are affected by it. Interaction of long distance is no more a major problem since the rise of the mass media has eased the relationship between the world communities. Through radio, television and newspaper we managed to engage with the shared events from football match to royal wedding and to democratic elections. It’s like the outside world has been brought up in our home by just one click button.

As years passed by, the new media emerged with the fanfare technological of innovation. The rise of new media has increased communication between people all over the world with the growth of Internet. It has allowed people to express themselves through blogs, websites, pictures, and other user-generated media. The era of this digital and internet revolution has changed the world into one global society. Though so, cyber crises seemed to creep up on one side. Due to more channels and sources available, information is prone to be cluttered contributing to lack of accuracy.

Today, the function of new media has widening. Despite of being a fast developing communication technology, it helps our country embracing the emergence of global culture of information based system. In Malaysia, the challenges posed by new media are getting severe due to the multi-ethnic and religious society.

New media is now to be used as the magnet to gain support from the people by the political parties. The role of social media particularly the blogger becomes essential as they have wielded power to influence people. Commonly today, we can see young people tethered to their cell phones to text and access social networking sites on the street, on transportation, in school and at home. The environment of the media has changed and therefore the youth is essentially to achieve professionalism to curb confusion. To conclude, the traditional media and new media both serves vital function in today’s global world. From time to time, service improvement is needed to ensure the potential reach of the user of worldwide highly guaranteed.


Reference:
http://www.aibd.org.my/node/1226
http://www.aibd.org.my/node/1227

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Take a Look At the Animals!

A New Media Approach by Chester Zoo 

By Wan Nur Amirah bt Wan Yahaya 2009771731 (MC22S5A) 

Who would taught that a zoo needs a campaign in promoting its place since a zoo has its frequent visitors? Well, Chester Zoo did it! Chester Zoo makes use the social media in dealing with the number of the visitor as its operation has become a competitive business.

Background 
Located in Cheshire, England, Chester Zoo has become one of the largest zoo in United Kingdom and become a home to 7000 animals from different species. In order to compete with other zoos, Chester Zoo contracted KMP Digitata (www.kmp.co.uk) to build its own website with the domain name http://www.chesterzoo.org/.

The website allows the zoo’s employees from marketing department to conservative and keepers to update the content of the website. Besides updating the websites with the zoo’s latest news and information, the main objective of the website is to engage with the web audience thus performing an interactive communication approach with its visitors and potential visitors.

Besides that, the website applies a photo-sharing slot that is also linked with Flickr. According to Daring (2010), within just one year, over 2,000 images were uploaded in the website and almost 32,000 items in Flickr were tagged with ‘Chester Zoo’ which the traffic to the site has been overwhelming increased. KMP and Chester Zoo have basically taken the advantage of photo-sharing phenomena effectively that eventually leads to brand awareness through the photo-sharing publicity. Chesterzoo.org watermark is being placed on the upload pictures posted in Flickr group that helps to publicize the zoo worldwide (Daring, 2010).  

EVALUATION
By becoming part of social media, Chester Zoo is able to reach mass audience effectively since majority of people nowadays are using the internet as the medium of communication. Through linking iFlickr, a photo-sharing website where anyone can upload and tag photos, browse other photos and add comments and annotations (Educause, 2008) to Chester Zoo website, visitors could share their experience in the zoo by uploading the or simply share their experience while in the zoo. Therefore, it can be concluded that social media able to create a greater impact when it comes to publicising a product or services.

References:
Daring, Bill (2010). Public Relations Cases: International Perspective. Case Study on Take A Look At My Giraffe: Promoting Chester Zoo. 2nd Edition. Routledge: Taylow & Francis Group. Madison Avenue, New York.

http://net.educause.edu/ir/library/pdf/ELI7034.pdf. Accessed on 7 March 2012.

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