48 . Glasgow Business May/June 2014
BIG TALKS Suzanne Fairbairn Senior Digital Account Manager, The BIG Partnership
Behind the scenes T
» Firms can learn much from celebrity social media, says Suzanne Fairbairn
he usual glitz and glamour associated with the Oscars prevailed as the A-list celebs walked the red carpet to strike their perfected pose and pout
in front of the world’s media for them to try and capture that all-important front-page pic. Ironically, it ended up being a smart phone
‘selfie’ snap (pictured below), captured by Oscars host Ellen DeGeneres, that set tongues wagging the following morning and became one of the highlights of the evening, dubbed ‘the best selfie’ ever. Te photograph seemingly started off with
Ellen and Meryl Streep but soon expanded to include Julia Roberts, Brad Pit, Jennifer Lawrence and Kevin Spacey among others in a picture taken by Bradley Cooper. Tere was nothing polished about it, which
added to its charm. Because it was a spontaneous snap, the
lighting wasn’t perfect, the ladies wouldn’t have had chance to reapply their lippy (not that they needed to), but the celebs were willing to replace that perfected pout for a cheeky grin. It was current, it was fun and it worked –
to the extent that it smashed the record for most retweets, with 1,076,971 in less than an hour. Wow. Social media has helped break down
barriers to give us a detailed look at the lives of celebs since around the same time that the word ‘selfie’ became part of our everyday vocabulary and was named word of the year
2013 by Oxford Dictionaries. From following a whole host of A-list to
Z-list celebrities on Twiter and Instagram myself; I’m amazed at how much they share on social media. All of a sudden you know what they’re doing, what they’re wearing, who they’re with, what they’re eating. We get a detailed level insight into their
personal lives – dependent upon how much they want to share with us – all from the click of one follow buton. And this isn’t just the case for celebs. Tis is
also prevalent among broadcasters, athletes and world leaders – yes, there is evidence to show Obama and Pope Francis taking part in selfies. During the 2014 Winter Olympics, athletes
provided a sneak peek into what happens on and off the slopes, which added to our experience of enjoying the sport. Tis regular feed of images and captions kept us interested and the BBC commentators even dedicated daily time slots to discuss what was being shared on social media on the highlights programme. Numerous fashion brands have also been
investing in Instagram and Twiter to share exclusive previews, backstage pictures and designer sketches during Fashion Week. It’s a 360-degree glimpse into their world,
which we wouldn’t get to experience any other way – and more companies should be taking a leaf out of their book.
No mater what industry you’re in, I
recommend you start considering capturing ‘behind the scenes’ snaps and sharing them in real-time to keep followers informed and interested with a level of transparency they’ve never had before. Tis can build brand personality, which in turn can help develop an online tone of voice to show a more human angle to the business, ultimately building trust. With consumers being more empowered
than ever (which is also down to social media), there’s no beter time to build a relationship – and trust – with your customer, whatever you may sell.
FIND OUT MORE... For more information on The BIG Partnership, visit
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