The popularity of social media has resulted in the tool being used to promote businesses.
Subsequently, products targeted famous celebrities with many followers as endorsers. A celebrity just needs to post a photo or video of the said product, which can translate to awareness and sales.
In the past years, small business owners have reached out to various celebrities for help in gaining visibility for their products. Small business owners send their products, such as food, to celebrities. A photo showing a celebrity with the product is already a big help to these non-showbiz folks trying to make ends meet.
The simplest way to generate awareness is to tag the social media account of a celebrity. Some celebrities would click on the like or heart icon to show support and linger for a time in the post. Unfortunately, not all celebrities are generous. Small business Owner (SO) was disappointed at the action of a celebrity Business Advocate (BA). BA has been vocal in supporting small business owners, which made SO think of asking for help to generate awareness. When SO tagged BA, BA immediately removed the tagging. Such action sent out the message that BA was not true to the advocacy.
‘I often wonder why the whole world is so prone to generalize. Generalizations are seldom if ever true and are usually utterly inaccurate.’ ― Agatha Christie
Mishandled Strategy
All he wanted was to be a knight in shining armor, but his effort led to unforeseen circumstances. Gallant Talent (GT) was allegedly pressured to use social media in defending Co-Talent (CT). GT is not new to controversy and unfortunately, his actions are always scrutinized by followers.
A latest stunt caused GT a lot. When his handlers saw what he did, they braced themselves for the repercussion. GT was told that he needed to clean up his act, as some future projects were already cancelled. Further, his deed could cause potential investor to backout given that negative impressions translate to the public’s non-purchase. Hence, investors will stay away from getting GT given he would be perceived negatively by patrons.
GT explained that he was emotional and he needed an outlet to let out all the feelings he had been harboring. CT’s camp allegedly helped him in coming up with a strategy that unfortunately backfired. Apparently, they wanted GT to use a story that could add positive impressions on him by downgrading another. The result was disastrous and GT had to take responsibility for what he thought was a good tactic.
‘You build on failure. You use it as a stepping stone. Close the door on the past. You don't try to forget the mistakes, but you don't dwell on it. You don't let it have any of your energy, or any of your time, or any of your space.’ − Johnny Cash
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