Making a Natural Connection with the Social Media

Last month, Estée Lauder launched a clever promotion in New York City and other key markets. The beauty leader offered visitors to its retail counters free “social media makeovers,” including product samples and a professionally shot and retouched photo that they could use on their blogs.

The program has a two-fold strategy, according to spokesperson Tara Eisenberg: helping to contemporize the 63-year-old brand for younger women, while acknowledging the fact that the older women who are have traditionally been Estée Lauder’s target consumer are rapidly embracing the social media.

“The gift that the brand hopes will keep on giving is that the [bloggers’] profile photos include the Estee Lauder logo in the background, which, assuming they aren't Photoshopped into oblivion, could give the brand lasting presence on Facebook beyond its own 27,000-member plus fan page,” reports Jack Neff in Ad Age. Public relations, of course, is also being used to spread the word about the campaign in the mainstream media.

The Role of Blogging in Financial Communications

For PR and IR professionals interested in the role of blogging and the social media in financial services, private equity, and investment banking communications, check out the article by Davis D. Janowski in InvestmentNews that addresses the conflicting views of blogging held by financial advisors, the Financial Industry Regulatory Authority (FIRA) and the Securities and Exchange Commission (SEC).

Financial advisors see their blogs as “a harmless, inexpensive technology” that facilitates communication with their clients. FIRA views blogs as ads that require supervisory review. And the SEC contends that blogs should be treated as a company statement.

The bottom line? To avoid compliance problems, be aware of what you are saying in your blog. Keep your communications general and avoid mentioning specific transactions, products or equities by name. For more information, check out these links:

• Certified Financial Planner Board of Standards’ recently updated Standards of Professional Conduct
• “FINRA Provides Guidance Regarding the Review and Supervision of Electronic Communications”

• The SEC’s “Commission Guidance on the Use of Company Web Sites”