With the number of mobile subscribers exceeding 5 Billion in 2010; this has huge potential for PR practitioners (PRPs) to radically extend the reach of their campaigns. Goggin (2006) contends the mobile phone plays an indispensable role in our everyday lives, facilitating a variety of uses. Whether we want to stay in contact with friends, search information, entertain ourselves with the latest edition of doodle jump or use the barcode scanner app to complete our online Tesco shop; the mobile phone is an important element of identity construction and expression. It has further led to an increase in user mobility enabling users to communicate “anytime, anywhere, with anyone”. This “always on” media has serious implications for the PR discipline providing greater opportunities for communication than traditional channels and on a 24/7 basis. It is particularly important in times of crisis; seen as an ideal medium to receive instantaneous updates and information in short forms e.g. twitter (Buellingen and Woerter 2004; Dholakia and Dholakia 2004).
Blackberry, iPhone and Google Android are some of the major market players and Apple has been consistent in developing new applications (apps) providing innovative platforms for disseminating messages. Location based apps are the most recent innovations to strike PR.
Facebook Deals is the newest app to be launched; providing users with discounts and benefits with nearby shops, restaurants and venues when they “check in” via the Places feature on their mobile.
Facebook has already partnered with Starbucks, Debenhams, O2 and Mazda, where discounts will be shown on Facebook Places as a “golden ticket” appearing next to the name of the nearby venue.By accepting these discounts, your news feed will be updated immediately so your friends are also able to see what deals are taking place. With word of mouth being the most effective communication tool in PR, this app represents the power which can be harnessed from personal recommendations; as Facebook’s director of local, Emily White states; “The wisdom of friends has taken over from the wisdom of crowds”. As PRPs it appears we are witnessing a more personal dimension to the discipline, which lends brands and organisations a level of credibility when seeking changes in public perceptions.
This clip provides a deeper insight in to Facebook Deals:
Foursquare is a geo-based social networking site which is similar to Facebook Places yet it enables users to write reviews therefore sharing their experiences. This is particularly useful when incorporated around events since PRPs are able to listen in real time and respond accordingly (Bakshi, 2010). This can have its benefits in so far as the review is good; however with individuals more likely to pass on negative feedback to peers there are reputational/corruptive issues which need to be considered.
With the mobile phone set to replace the PC as the most used method of accessing the internet by 2015, it seems there is a future for location based apps which are reliant on device portability. However PRPs need to appreciate that mobile adoption levels are highest among the younger generation as they embrace technological changes and they need to be cautious in how they communicate with these publics to prevent it appearing as advertising. The subtle influence of the location based app in generating awareness and word of mouth through personal endorsement is ideal whilst remaining targeted to an organisations publics. It further enables PRPs to measure the impact of the strategy since the mobile phone is highly trackable. The mobile phone is widening PRs capabilities, enhancing the paths of influence. What will the apps of the future hold is all I can say? I’m intrigued to see how more innovations will impact upon the discipline.
On a leaving note, I’m off to download Facebook Deals so I can take advantage of all these fantastic offers!
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