Case Study: Urban Decay Razor Sharp Eyeliner

Urban Decay Razor Sharp EyelinerUrban Decay is a cosmetics company known for their edgy, cruelty-free products. Their brand motto is even “beauty with an edge.” However, that edge might be too sharp for some, as a recent social media post on Twitter appeared to glorify cutting and self-harm.

Founded in January of 1996 by Sandy Lerner and Pat Holmes, Urban Decay’s original tagline was “does pink make you puke?” They rebelled against typical cosmetic ideals, producing alternative eyeshadows with names like Acid Rain, Smog, Roach, and Oil Slick.

In their brand statement, Urban Decay encourages customers to “go from a pixie to a vixen, from a rock star to a starlet. Be who you want to be today, just don’t be average. Urban Decay is beauty with an edge. It is feminine, dangerous, and fun.. appealing to celebrities, rock stars and anyone who relishes her individuality and dares to express it.” This statement deeply resonates with their target audience of young adults looking for an alternative cosmetic line.

Urban Decay quickly became known for their products like Perversion mascara or Vice lipsticks shaped like bullets. Their infamous line of Naked eyeshadow palettes caused a stir upon release in 2010. The release of a new product in August 2016, Razor Sharp Liquid eyeliner, was just as heavily anticipated.

The post

Social Media PostTo promote this new eyeliner, Urban Decay created a post on the social media platform Twitter that asked, “Ready for some razor sharp swatches, UDers?” It featured an image of a forearm with carefully drawn, thin and straight lines of eyeliner across it.

This practice of swatching makeup is a common trick in the makeup and beauty world. Beauty bloggers and brands frequently employ this visual to present products as they might appear on your skin. However, the phrase “razor sharp” next to thin lines across a wrist suggested self-harm, also known as cutting, to many Urban Decay Twitter followers.

The negative reaction was instantaneous, with many followers tweeting back their disgust at the potentially triggering image. The post remained live on social media for at least 12 hours, and generated plenty of outrage as well as support for the edgy cosmetics brand.

Social Media Reaction

Social Media Reaction

The response

Urban Decay finally responded with a quick follow-up tweet, explaining to their followers that they swatched on the inner arm “to show texture and shades. We didn’t intend to reference self-harm as the product is named Razor Sharp Eyeliner.” This explanation did not placate followers that believed that the company was mocking or glorifying self-harm. Urban Decay deleted the offending tweet later in the day.

Urban Decay Response

The Centers for Disease Control and Prevention warns that that self-harm is a major risk factor for suicide. Between one-third and one-half of U.S. teens have engaged in some sort of self-injury, mostly through cutting and burning. Another shocking statistic is that 70% of teens have made at least one suicide attempt.

Given their target demographic of young adults, Urban Decay’s ignorance of self-harm and suicidal tendencies was shocking to many customers and definitely eye-opening for their digital media and PR departments.

Birmingham Fashion Week: Social Media Release Example

Social Media Release Example

*This is a social media release for a university course. This is not an official release from Birmingham Fashion Week.*


The Magic City is preparing for its most fashionable week of the year with internationally-renowned designers like Tibi and Kendra Scott coming to town. Birmingham Fashion Week kicks off on August 25 with runway shows held at the Boutwell Auditorium.

This year’s schedule has runway shows each night August 25-29 and promises couture fashion collections seen in New York. Local boutiques, make-up artists and hairstylists are all participating. A panel of both local and national celebrities will be judging competitions.


Birmingham Fashion Week was founded on the ideals of bringing unity to our community through fashion. Known as the most stylish week of the year, BFW gathers fashionistas of all ages to celebrate and support the future of Southern fashion. It hosts prominent labels and internationally renowned designers, as well as local boutiques. BFW has been recognized by local, regional, and national press for bringing in acclaimed designers like Tibi, Show Me Your MuMu, Rebecca Taylor and more. With over 500 volunteers working behind the scenes, our runway showcases the incredible work of emerging make-up artists, hair stylists, photographers and models. BFW has now become a hub for Southern fashion, encouraging locals and visitors alike to visit and explore the creative talents in Birmingham, Alabama.


“To create an atmosphere that not only positively influences the local economy, but advances the persona of the Southern fashion industry while setting the stage for future generations.”

  • Birmingham Fashion Week begins on August 25 and will hold runway shows each night until the finale on August 29.
  • The events will take place in the Boutwell Auditorium in Birmingham, Alabama at 5 p.m. each night.
  • Professional brands such as Rails, Charles Ellis, Alice & Trixie and Heidi Elnora will present their fall collections.
  • Tickets will be sold online, with week-long packages and single night tickets available starting at $25.
  • “Every year has been amazing, and as the events grow, we try to make everything bigger and better. We’ve been able to add some great new features and surprises this year, and the talent that we have this is far more recognizable.” – Heidi Elnora, Designer and Co-Founder of BFW
  • “When we started this event, we did it because there was so much talent in Birmingham that flew under the radar. BFW provides a platform for local creatives that go unnoticed. Artists are given an opportunity to showcase their talents here.” – Jeana Lee Thompson, Co-Founder of BFW


Birmingham Fashion Week Logo
Birmingham Fashion Week Finale





Video: Auburn Family



Krista Conlin Robinson, Publicist and President of KC Projects PR:

Brailyn Hardy, PR & Brand Coordinator:







A Reflection on Social Media and PR

As my time at Auburn University comes to an end, I can look back at my coursework and reflect on what I have learned throughout the spring semester. One class, PRCM 3280 (Social Media and PR), definitely stood out.

If you’re a public relations student at Auburn, I absolutely recommend taking the Social Media and PR class. In this digital age, a knowledge of social media and content management is vital for a career as a PR practitioner.

Millennials may think they “get” social media… how hard can it be to tweet, anyway? As digital natives, we assume our peers can handle their own online. But good social media management is the difference between:

  1. Throwing content into the void and hoping for the best, versus…
  2. Knowing that content is reaching and engaging your audience!

Plus, this Social Media and PR class was far from a simple lecture format. Instead, it has improved my writing, increased my Twitter engagement and given me valuable experience working with real-world clients.

increased Twitter ENGAGEMENT

Twitter is one of the staple social media sites that many public relations practitioners incorporate into their social media strategy. This course required three organic tweets each week, plus responses to three classmate’s posts.

I’ve always enjoyed Twitter, but used it mainly as a source of breaking news, funny memes or interesting articles. Thanks to this class, I have learned to manage my Twitter account like a media professional. Our class hashtag quickly became a wonderful source for public relations posts, case study examples and social media tips.

I’m no longer required to tweet on a weekly basis, but will do my best to continue the conversation online with classmates and the multiple social media influencers I’ve interacted with over the course of this class.

Refined writing skills

In addition to our tweets, I wrote a weekly blog post about different topics in social media. This assignment was definitely my favorite since I already enjoy reading, writing and researching about these topics in my free time!

However, this kind of writing is distinctive. In the past, my articles were written for journalism courses and focused on interviews. On this blog, I create content that shares social media knowledge while incorporating relevant research.

This opportunity refined my writing skills and served as an introduction to the world of blogging, whether as a private citizen or corporate entity. It also gave me confidence working with content management systems like WordPress.

Real-world experience

This semester, our class teamed up with Auburn’s School of Communication and Journalism to help improve their presence and engagement on social media.

During the semester, my group and I did both secondary and primary research as well as conducted a communication audit in order to better understand CMJN’s current social media practices. We also worked together in forming a strategic plan to increase their reach and better engage their target audience.

This was a great learning experience for our group since it allowed us to apply what we learned in class to a real-world client. My group has created a full report and will present to CMJN’s social media managers by the end of the semester.

This final project and presentation combined all the strategies that we have learned throughout our Social Media and PR course. This wasn’t the first time I have collaborated within a group to create a successful campaign for clients, and it definitely won’t be the last.

In conclusion, I believe public relations practitioners must embrace the digital age or get left behind by their competitors. Social media is here to stay! Armed with a Hootsuite Certification, I’m more confident than ever to work within the ever-changing world of social media marketing and management.

Finally, I want to give a shout-out to our professor, Dr. Sisson. From PR Fundamentals class to Social Media and PR, you’ve been such an influence on my education and future career. Thank you so much for your constant support moving into this next chapter of life!

For the last time, #Sisson3280.

Why a Major in Public Relations is the Perfect Fit

Mad MenChoosing a major in college can be stressful. Having to make that one decision that defines your next four years and future career is overwhelming! However, the decision to major in public relations is one I will never regret.

As a freshman at Auburn University, I had never heard of public relations. I only knew what I was good at… writing, editing, event planning, and all things social! My college career began in marketing (not creative enough) and then interior design (too creative). My advisor finally suggested public relations, and I couldn’t be more thankful for that guidance.


While there are several required courses, the public relations major gives a variety of classes and elective to choose from. For example, I am able to take a Business Marketing class as well as a Writing for Television and Film class! Some of the required public relations courses include Journalism Fundamentals, Multimedia Writing for PR, Case Studies, PR Research and Style & Design.

Office SpaceThe coursework at Auburn University made me a better writer, stronger communicator, and a more effective event-planner. Through projects and presentations, I have learned how to work in a group setting and become comfortable speaking in front of an audience. Many classes have real-world clients involved, where you have the opportunity to conduct research or develop a campaign from start to finish for them. This class experience has given me great confidence in my public relations abilities, whether I’m in an internship or office position.


Auburn University requires every PR major to complete an internship before graduating. This requirement makes you more attractive to companies and helps broaden your horizons before a job search. The internship program must also prove that it actively strengthens a student’s PR skills. Therefore, the day to day intern work isn’t the typical coffee run and office work! Instead, PR students can learn and contribute to the workings of the organization.

Using MemesThe internship opportunities are truly endless, as every company needs an intermediary between the organization and its audience. It can be helpful to network with clients and begin building those relationships early. Internships can also help you to discover more about your interests. Through my own summer internship at a creative agency, I had the opportunity to work with multiple clients on event planning, press releases, websites, graphic design, and so much more. It helped me realize just how much I loved working with social media and digital content strategy!


One of the best things about the public relations major are the endless job opportunities available. Public relations is a versatile major, with skills that benefit in a variety of industries. Entertainment, athletics, fashion, healthcare, politics and non-profit organizations all utilize PR practitioners. A career in PR definitely doesn’t put you in a box!

Public relations is for the creative, the entrepreneur, the leader, the innovator, the writer, the communicator, the social media savvy, the designer, the problem-solver, the analyst, the researcher, the curious, and the driven.

Many public relations graduates choose to work with either a firm (such as an advertising agency) or go into corporate or “in-house,” which is investing in one client over time. Both avenues of work have their own pros and cons, and I’m still not 100% certain which course I will take in the future.

Public Relations

Public relations practitioners can easily become event planners, media relations experts, marketers or social media managers. Any job that requires strong writing skills and relationship-building would fit perfectly. From an advertising agency to a Fortune 500 company, your PR major is what you make of it!

Does a major in public relations interest you? Visit Auburn’s College of Liberal Arts website to learn more.

Crisis Communication Case Study: Chipotle Mexican Grill

Chipotle hazmat suitChipotle Mexican Grill is known for their innovative, fast-casual and farm-fresh food. They’re definitely proud of their supply chain, so much so that marketing ads focus on their naturally-raised and organic ingredients. Their mission statement is even Food with Integrity.

These facts are ironic considering their recent struggles with food safety. Outbreaks of not one, but three food-borne illnesses and pathogens (Salmonella, E. coli, and norovirus) in Chipotle restaurants have resulted in numerous hospitalizations and fatalities. Their long-standing rhetoric of food integrity stands in contrast with the reality of bacteria making their way into your burrito!

The epidemic began in August 2015 at a Simi Valley, California location. A sick employee infected 234 customers, but the outbreak was over by the time health officials confirmed a link. In Minnesota, 64 customers ate tomatoes with a side of salmonella. The worst case came in November 2015, when more than 140 Boston College students (including half the men’s basketball team) picked up the highly contagious norovirus from their campus Chipotle. In total, almost 500 people in 9 states became sick from Chipotle’s food according to public health officials.

the apology

Biohazard ChipsThe effects were immediate once health authorities posted information. Sales and stocks were tumbling, and Chipotle saw their first quarterly decline as a public company. Steve Ells, the founder/CEO of Chipotle, made an appearance on the Today show on December 10 for a televised apology. Ells acknowledged the situation, apologized and expressed concern for the suffering customers. He announced a comprehensive food-safety program that would “exceed industry norms” and stated that Chipotle had recently hired two food-safety consulting firms. However, he admitted they still did not know which ingredients to blame. Produce that’s hard-to-clean and eaten raw is considered high-risk. At Chipotle, that’s the tomatoes, lettuce, and cilantro—the same stuff that gives that signature fresh taste.

“The fact that anyone has become ill eating at Chipotle is completely unacceptable to me, and I am deeply sorry,” Ells wrote. “As a result, we are committed to becoming known as the leader in food safety, just as we are known for using the very best ingredients in a fast-food setting.”

About a week after this apology, Chipotle placed full-page newspaper ads across the country pledging to do better. Ells also promised customers that Chipotle would be “the absolute safest place to eat.” Following these actions, more E. coli outbreaks were reported in Kansas, North Dakota and Oklahoma.

Lessons learned

In February 2016, Chipotle implemented strategies to win back its customers. They used an abundance of caution in closing down company-wide for an “employee food safety training meeting” on the morning of February 8. The brand also launched their giveaway campaign, called the “Chiptopia Rewards Program.” 5.3 million users downloaded coupons from Chipotle’s app for a complimentary burrito, and 50% of the coupons were redeemed.

Chipotle hazmat suitChipotle was absent online amidst this crisis, offering no public statement on its website or social channels. Their Facebook and Twitter pages only had responses to angry customers. Meanwhile, their website had pages devoted to their supply chain sourcing. No official channel acknowledged the crisis as Chipotle faced seven lawsuits and an investigation by the Centers for Disease Control and Prevention. In January 2016, they finally updated their website with a “Focus on Food Safety” page addressing how the crisis happened, explaining the viruses and featuring more details of their new testing methods.

in review

I feel Chipotle could’ve had a stronger online presence throughout the crisis. Their social media channels were merely used as customer service tools. I also can’t help but wonder how they could emphasize their fresh ingredients while skipping over food safety basics. It doesn’t matter how fresh or healthy their food is if it’s been contaminated! Finally, I wouldn’t have stated to press that Chipotle would be “the safest place to eat.” This generalization is impossible to guarantee, and the CEO looked foolish as he was proved wrong yet again.

Mark Crumpacker, the Chipotle chief creative and development officer, said “There’s nothing worse from a trust perspective. This is not the kind of problem that you market your way out of.”

In conclusion, Chipotle was honest, authentic and quick to put their CEO and communications team on damage control with this situation. They did a good job changing the conversation with their Chiptopia rewards program, which was necessary to win back wary customers. It’s unfortunate that their marketing and branding centered so heavily on their food production before this crisis, as I feel it only made the irony of the situation even more tempting for media coverage.

5 Social Media Skills to Have on Your Resume

Social media coffee mug

It’s crazy to think that 10 years ago, my dream job in social media management simply didn’t exist. Now, the lines separating public relations, marketing, advertising and customer service are all blurred together in the growing world of social media. So whether you’re looking for an internship or job opening, social media skills are guaranteed to be a part of the job description!

Here are five skills you’ll need before applying to a dream job:

1. Writing skills

Writing skills are essential for social media, as status updates, tweets and blog posts are all created through words. In my journalism classes, I lost major points off from each typo in my assignments. I quickly learned to keep my copy clean! Social media platforms are even more unforgiving, and social media managers must become experienced writers, editors, and proofreaders to avoid an embarrassing mistake. An awesome tool for this is Grammarly, which helps correct copy as you are writing it.

2. Social Media Savvy

It might go without saying, but you should have a familiarity with multiple social media platforms. This familiarity goes beyond just Facebook, Twitter, Pinterest, YouTube, etc. New tools and channels emerge every day, and millennials are often expected to be ahead of the curve with this technology. Take some time to research the latest trends, like live streaming videos or relevant memes, and investigate how they could integrate with the rest of your marketing mix.

3. Clear Communication

You will always need to be a clear and concise communicator, no matter the situation. This skill will come in handy whether you’re talking to a journalist in a crisis communications scenario or simply getting feedback through a focus group. Public relations often calls for a special appearance or presentation, so you’ll need to sharpen your public speaking skills and prep for an audience.

4.  Critical Thinking

The challenge is to understand what content is best suited for which channels. Then, you should be able to craft posts that are effective for each specific platform. What follows is the ability to analyze the results of your efforts. For example, you should be able to determine the times that posts get the best engagement, whether your followers like videos more than photos, etc. Each platform has its own analytics tools, but there also third-party options like Google Analytics. These tools can give you valuable data and quantify your results.

5. Creativity

While writing is a major part of the job, the ability to create visual content is just as important. To stand out in the crowd, you need to create a compelling and powerful visual brand across all your social channels. Videographers, photographers and graphic designers are all having their 15 minutes of fame right now! However, anyone can create beautiful graphics in the internet age. For beginners, Canva is a simple design tool that’s much less intimidating (and less expensive) than the Adobe Creative Suite.

Snapchat: How to Use It for Your Business

Snapchat Discover Publishers

Snapchat reaches 41 percent of all 18 to 34 year-olds in the United States on a daily basis. If that statistic doesn’t surprise you, you might be more impressed to learn that half of all new users signing up for Snapchat are over the age of 25.

Given the app’s insane popularity, it’s hard to believe it launched just six years ago. Over 150 million people now use Snapchat to watch 10 billion videos every day. For those who are social media savvy, that’s 10 billion daily opportunities to build greater awareness of your brand!

Plus, 71% of Snapchat’s users in the United States fall into the 18 to 34 age range. Even if your audience doesn’t fall into that demographic, Snapchat is becoming a vital part of consumer marketing strategies. Here are a few ways you can use Snapchat to delight your audience and grow brand awareness.

Invite Your Audience In

People love to get a look behind the scenes at their favorite brands. Snapchat allows you to give exclusive content that’s more intimate than any other social media app. Whether it’s through Snaps of employees on the job, company outings or an office tour, Snapchat allows followers to see how your culture differentiates from the competition. Seeing employees enjoying their jobs and engaging in fun activities can make a customer feel as though they’re part of the team too.

This function can also be used to give a quick yet effective product demonstration or a sneak peek of what’s yet to come. And because Snapchat offers an immersive video experience, taking followers behind the curtain can be even more impactful than through a simple Tweet or Instagram photo.

 Take Advantage of GeoFilters

You can have a lot of fun with the platform’s native tools and features by adding face-swapping filters, text or even Bitmojis. Geofilters have proven to be a highly effective method for increasing brand awareness. When Snapchatters in your chosen location take a Snap, they’ll be able to select your Geofilter graphic and overlay it on their Snap.

If your company is offering something exciting, an On-Demand Geofilter makes it easy to connect your brand to something Snap-worthy. An excellent way to use this feature is by creating a Geofilter for popular local events. This $5 investment can quickly expand your audience reach and increase word-of-mouth advertising.

Tell a Story on your Story

Finally, some of the most entertaining Snap Stories are those that create a narrative. Show off your storytelling by crafting an exciting episode. If users can see this structure in your posts, they’re more likely to spend time watching them. You can keep it simple with something like a day in the life of an employee, or even give your intern a top-secret mission told through “self-destructing” Snaps! Whatever you decide, make sure it fits with your brand image and keeps users engaged through compelling storytelling.

Many companies are still feeling out their Snapchat identity, but this unique tool offers a way to interact with consumers like never before. So if your business hasn’t already invested resources into this app, there’s no better time than now! Expand your brand name and step up your Snapchat game.

My Hootsuite Platform Certification Experience

Hootsuite Infographic

I am thrilled to say that I am now Hootsuite Certified! My Social Media class was required to become Hootsuite Platform Certified this semester. This has been one of my favorite things about the course.

I was fortunate to have worked with Hootsuite as the Director of Public Relations for Auburn Panhellenic. This position required me to post once a day on Facebook, Instagram and Twitter. Planning out content using Hootsuite made my job much easier.

where i use it

What I love most about this platform is the ability to schedule posts in advance. This saves time and keep my day from being interrupted. Hootsuite even helps me set up different social streams to track relevant content. It also allows me to schedule Facebook posts or save drafts.

In contrast, the Tweetdeck dashboard only allows the user to post or schedule using Twitter. Hootsuite gives control over multiple accounts on multiple channels. However, users don’t yet have the ability to automatically post on Instagram.

Hootsuite Features

Although I knew the basics before taking this course, I learned more about specific marketing and customer service features during the certification process:

  • Reply seamlessly to FAQs with approved drafts
  • Avoid duplicate responses by assigning messages
  • Target messages by location or demographic profile
  • Track efficiency through inquiry response times

In conclusion, I would absolutely recommend becoming certified before entering the workforce. I already know this social media management platform will be incredibly useful to me in a public relations career.

If you would like to learn more about what you can get with this Platform Certification, check out my infographic!

The 10 Best Brands on Social Media

  1. Coca-Cola

    Coca-Cola is one of the most-recognizable brands in the world, so it’s almost unfair to compare them to any other. Coca-Cola still sets an example with impressive social media presence across all platforms. They use different tactics on each channel, but maintain a cohesive brand message. Coca-Cola also engages their followers through social media. The brand’s personality directly reflects their target audience: young people who value fun, friendship and sports. That’s why their integrated marketing campaign, “Share A Coke,” became so popular worldwide. It’s happy, refreshing and all about sharing good times.

  2. GoPro

    GoPro’s social media strategy hinges on user-generated content. The brand makes it easy for anyone—amateurs, professionals, athletes, families or friends—to submit photos and videos captured using their GoPro cameras. This not only makes for great content to share on social media, but it also shows off their product in action. Customers are excited to see their pictures feature in GoPro’s Instagram “Photo of the day” series. By putting their customers at the center of social content and harnessing the power of user-generated content, GoPro can easily produce amazing posts.

  3. Denny’s

    Denny’s social media presence is … interesting. “America’s Diner” is perfectly content to say whatever it likes on social media, even when it doesn’t relate to its products. The company’s social media posts are often silly and never sound as if there was any corporate planning or oversight involved—which is most likely what resonates with the younger audiences, making Denny’s a fan favorite for the younger generation. They do a great job reaching this younger demographic by keeping it a little weird.

  4. Red Bull

    Red Bull was one of the first brands to fully embrace its role as a content publisher. The energy drink brand that’s all about music, racing and extreme sports often focuses on selling this lifestyle. The concept that Red Bull ‘gives you wings’ is reflected in all the action-packed images they use on social media, as well as the death-defying stunts captured on video. A recent PR stunt called “Stratos” saw Felix Baumgartner jump from space and freefall for 23 miles until he parachuted onto the ground.

  5. spotify

    Spotify’s innovations in social media are driven by the belief that music is social. The music streaming service relies on tools like Facebook and Twitter, and allows users to link their accounts to easily share their taste in music with friends or followers. Spotify also uses their data to make content smarter and more social. They’ve been using data to create more personal, listening experience for years now, generating custom playlists and rolling out their annual Year in Music. In 2016, Spotify also crunched user data to playfully highlight some of the more bizarre user habits. This campaign has spread like wildfire through social media, and inspired another series in 2017 mocking silly playlist names.

  6. Netflix

    It may be because Netflix has a excess of data on its users, but it seems like the company really understands who its social audience is. Whether it’s a famous quote from one of its available titles, or a gif that summarizes how most of us feel about the video streaming site, Netflix continues to create content that resonates with users. Netflix knows how to turn its own streaming content into promotional assets that not only resonate with their audience, but perfectly showcase what’s now available on their site.

  7. Dove

    In an age of social media sass, Dove’s steady and impactful social message stands out as marketing that’s more than just marketing. Dove’s Self Esteem Project has encompassed various campaigns, from #nolikesneeded to #speakbeautiful. Dove has a beautiful goal when it comes to social media. As read from the company’s Twitter bio, “Dove is committed to helping women realize their beauty potential by creating products that deliver real care.” That’s not just a nice tagline, either–Dove is constantly creating content aimed at making women truly feel good about themselves. Dove truly understands the meaning of beauty – and it comes from within.

  8. Kate Spade

    In L2’s Digital IQ Index, which ranks fashion brands according to their website, digital marketing and social media awareness, Kate Spade beats well-known global luxury brands such as Gucci, Hermes and Chanel. Most of their tweets, posts and pins aren’t even of products you can buy on But the non-promotional updates help build customer loyalty and understand the message the brand wants to convey. “The shortest answer is that we really wanted to engage with our girl. Of course commerce is important, but it’s not only about commerce. Engagement drives commerce. The more engaged a girl is with the brand, the more valuable she is to us,” said Kate Spade CEO Craig Leavitt.

  9. Old Spice

    The Old Spice campaign has proven to be one of the most memorable creative marketing and advertising concepts ever executed. One of the writers behind the Old Spice campaign Jason Bagley said. “No one expects to ask a question and then be responded to. I think that’s where we broke through.” The marketing team responded personally to tweets with custom YouTube videos, this both surprised and amazed the global audience. The genius of the campaign was that users could submit questions to the Old Spice man and, within minutes, watch a video response to their question.

  10. Oreo

    If you follow Oreo on social media, then the brand’s addition to this list should come as no surprise to you. Oreo must have an entire crew of designers on standby because it’s constantly churning out fresh, relevant content on its social sites. One of the brand’s best campaigns played out during Halloween of 2013, when Oreo created a Vine video series spoofing classic horror films featuring cookies. Oreo creates fantastic content that’s relevant to topical events.

The Best Social Media Channel for Your Content


Pros: Facebook is a true leader as the largest and most active social network in existence. It’s an easy place for a business to get started, and allows for the best possible demographic targeting. It’s also a great platform for running contests and competitions.

Cons: Facebook has become a pay-to-play network and is one of the most competitive platforms to advertise on. Page owners are subject to the whims of the algorithm, and have no guarantee that their content will appear on user timelines. It’s also declining in use among teens and millennials.


Pros: Instagram has been a rising star in social media. This visually pleasing network has higher engagement than Facebook and is the go-to platform for teens and millennials. Instagram allows for creativity while still providing a good structure for beginners. It can also track posts using hashtags like Twitter.

Cons: Instagram is more about branding than selling. It also needs strategic visual content. If you don’t have the talent for photos, Instagram probably isn’t the right platform for you! Sharing photos must be done from mobile devices, and the new sorting algorithm could affect the future performance of posts.


Pros: Twitter is the ideal channel for news, announcements, product launches, trending topics and quick bites of punchy content. Engagement revolves around conversation. It’s a great customer service tool when used to respond to customer complaints or questions. Twitter’s value also lies in its ability for posts to go viral using trending hashtags. It’s now evolving into a top real-time news source.

Cons: Twitter doesn’t give you much wiggle room to get a message out to your followers with its 140 character limit. If you’re targeting an older population, then the people you’ll want to do business with probably aren’t engaged here. It’s also much more difficult to target users based on their behaviors and interests.


Pros: This strong visual branding tool generates direct sales with the help of its “buy-now” button. Pinterest is perfect for promoting products, from clothing and furniture to wedding cakes and gift ideas. Almost 70 percent of Pinterest users are female, but it’s catching on with men too. Well-curated content can easily be shared and viewed by millions.

Cons: Curating the best content onto virtual bulletin boards can be time-consuming and easily overwhelming on this platform. It’s definitely not the best place to target men, and it takes a strong visual appeal to see results. Only use this channel if you have great images to share!


Pros: YouTube has a huge audience as the second most popular search engine. It reaches 81 percent of all Internet users! This platform is perfect for ‘how-to’ tutorials or demonstrations. Advertising is cheap, and you can easily create a brand channel to host videos. YouTube is now owned by Google, so videos are much more likely to appear in search engine results.

Cons: Video production can be expensive and time consuming. While videos can certainly be entertaining and informative, they also need to be high quality to attract an audience. Older visitors tend to spend less time on the site.