How Elle Magazine Proved That Clickbait and Twitter are Not Always a Winning Combination

It is not uncommon for mainstream media publications to use catchy headlines to grab our attention, this tactic has been used to sell papers and magazines for many years. In the digital era mainstream media outlets are now using clickbait headlines more and more to encourage people to visit their platforms, as clicks lead to shares, increased reach and ultimately to advertising revenue. At a time when the online space has become so crowded, with mainstream media outlets not only having to compete with each other but also with influencers, niche media and micro media platforms the use of clickbait headlines has become more prevalent. Unfortunately sometimes these headlines lead to underwhelming content or even worse, fake news, which is misleading people and causing more harm than good particularly during volatile global political climates. Some readers and social media users are wising up to clickbait tactics,  meaning that some people don’t even bother to click and are simply reacting to the body of the tweet which is counter-productive. Those same tactics can easily turn into a PR disaster as  Elle Magazine US  found out recently when they fell foul by tweeting this message about Kim Kardashian and Kanye West:Elle Magazine Kim and Kanye Tweet

Upon clicking the link in the tweet readers were led to a voters registration page – their intentions were clearly good but the execution was in poor taste and the tweet was inevitably deleted after a follow up apology from Elle Magazine. There has been backlash and critique of the original tweet which is understandable, using celebrity gossip in this way is distasteful. But what does it say about Elle’s perception of its core audience and followers if it takes fake celebrity news to encourage people to take something as  important as voting seriously?

Did the tweet work? One could argue that the clicks to the voters registration page increased and hopefully people actually registered (I do not have any stats to confirm this) so it worked.  But was this the best way to achieve the end goal? Are we becoming a society that will only care about what matters if celebrity gossip is attached? Surely mainstream media outlets like Elle Magazine, which is a brand in and of itself, need to be mindful and more careful about how they are using their online influence and their platforms. In a world where fake news has shaped how people vote, interact with and even view each other the media needs to be more conscious of how it shares its messages. From a PR perspective I understand that there is a sense of urgency during uncertain political times and encouraging people to vote is an important issue but with that urgency media outlets must uphold clarity and above all else accuracy. I encourage people to fact check everything they read but in this fast paced media landscape people are relying on the media to provide them with information not misinformation.  We do not want to end up with a society that needs to be misled and duped into doing what is right for all.  As our windows to the world, all media platforms have a responsibility to be wiser with how they engage with their audiences – after all even if a tweet can be deleted the internet never forgets.

Business Seminar: How To Get Featured By The Media September 13th 2018

How To Get Featured by The Media: In this comprehensive business seminar small business owners, professionals and entrepreneurs will learn how to undertake their own media campaigns and get media attention for their personal and business brands.Core elements of the seminar will include:

  • Understanding different types of media – The various layers and types of media.
  • Understanding PR and the media, and the impact it has on business growth.
  • Telling Your Business Story – How to write a great press release with a winning headline.
  • Media Training – Tips on preparing for media exposure
  • Crisis Management – Tips on how to handle a crisis in the media spotlight
  • How To Use Media Coverage To Grow Your Brand – Using media coverage to attract new customers and clients
  • Identifying Your Audience – Learn how to position the brand to get the right press in front of the right audience.
  • Use Social Media To Make An Impact – Pinpointing the best social media platforms necessary to amplify the brand.

How To Get Featured by The Media

Ronke Lawal, Founder of Ariatu PR is dedicated to seeing small business shine and succeed, using over a decade of business experience she will be giving business owners an overview of how to use PR to gain media coverage and ultimately grow their business.

About The AFFORD Business Club

AFFORD Business club will support African diaspora entrepreneurs by providing business development support to entrepreneurs who seek to develop or launch their businesses in Africa.

If you are an African Diaspora entrepreneur then the AFFORD Business club is an ideal space to network, and get support for your business, in the diaspora, and in Africa.

We provide business development support and services to innovative, fast-growing diaspora SMEs to ensure they can – deliver their core business; produce socially-responsible products and services; and create well-paid, and sustainable jobs to contribute to Africa’s wealth and prosperity. For more information and to become a member: http://www.afford-diasporafinance.org/abc/