Question 1

For many businesses, the combination of social media and business provides unrivalled
branding opportunities. Through social media profiles, content sharing, and platform-based
advertising, both old and new brands can build or redefine themselves online. Many
businesses have grown their following and revenue largely through social media posts and
ads in recent years.

Profiles: A profile is the first step in establishing a social media presence. Depending on
the platform, business profiles typically feature a firm name and logo, information about
the business's industry and habits, and basic contact information such as a website address
and phone number. In some circumstances, businesses will additionally list their operating
hours.

Content sharing: Sharing great material that enriches a brand, provides required
information or amusement, and establishes a business as reliable is the key to social media
success. Depending on the platform, the sorts of content shared often include links to
industry articles, images, and videos.

Advertising: Most social media networks allow you to pay for advertisements. While not
all businesses choose to buy advertisements, many have had excellent success doing so.

Influencers: Many bloggers, podcasters, and video producers choose to concentrate their
efforts on specific niche interests while creating material. Not because they have industry
knowledge, but because their content is popular, several of these authors become very well
recognised in specialised areas. Businesses frequently approach these "influencers" to
promote their products.

A common relationship between a company and an influencer entails the company

supplying the influencer with free or heavily discounted products in exchange for a review
or other promotion of the product on the internet. This might be in the form of a clear
review in a video or blog post, or it could be as simple as wearing or using the product in
content while mentioning the brand.

In the simplest words, customer engagement on social media refers to how your fans and
followers interact with and engage with your brand. This may be anything as simple as a
Facebook comment, a status update, or a photo on your wall. It could be something as simple
as checking into a location on Facebook, entering a contest, or sending a tweet. When a
business and a customer communicate inside their relevant channel during various moments
of truth, this is referred to as engagement. However, the behaviours, sentiments, and results
that result from each interaction are used to determine engagement. Experiences, click routes,
consequences, and sentiment must all be established and enlivened through each channel in
each moment to optimise results.

To do so take vision, articulation of that vision, and collaboration with all stakeholder groups
to cast a unified approach.

Connecting with more customers, more frequently, more directly, across more channels, and
in a more meaningful way is what digital engagement entails. It's getting your customers to
open doors and invite you in to kick off your shoes and stay a while. It's more about
involvement than dictation. It's all about weaving your brand into the fabric of people's lives
by engaging with them where, when, and how they want to engage, whether they're playing a
game on their iPad, searching for an answer on their Smartphone, or sharing their interests
and passions with their friends on Facebook and Twitter. Digital engagement isn't always
simple, but it must appear simple, natural, organic, and unforced. We build brilliant digital
engagement solutions for brands of all kinds, and we’re experts at every step of that process,
from the initial introduction to a lasting consumer commitment.

For example, The cosmetic company Lakme has made an apt use of social media to
promote its products. It is active mainly on Facebook, Instagram and Twitter. The brand
influences females more than males, which is quite understandable, considering the nature of
the products it has to sells. Lakmé appears to live by the concept of appearing and feeling
attractive on social media. Because the brand believes that this is the driving agenda of all
women, or at least its admirers, the company's content and design discuss not only its
products, fashion shows, and contests, but also the small steps a woman (or a girl) can take to
look beautiful and be the object of much-desired desire.

The brand uses good amount of hashtags and trending words to get its name out there. All of
their post have #lakme and #lakmeIndia.

Therefore Lakme has used the digital platforms and social media to market themselves and
promote their products at the same time.

About visual and sound appeal and catchy phrases:

Lakme, one of the leading beauty brands and women-centric brand, uses a subtle color palette
to emphasize on the products that they deal with. Thus, on analyzing, we can see that few
common colours used by the brand are skin colour to emphasize on the skin tone, red to
ensure that lipsticks are marked as one of their leading product sales and black to ensure that
eye products are highlighted. The brand also uses graphic images to capture the eyes of the
audience and to grasp the attention. Adding to this, the social media team of Lakme carefully
curates every poster and post with different font size and colors to ensure that every post is
attractive, catchy and prone to maximum customer engagement and also the sounds they are
using in the video is attractive and catchy.

Growth of Lakme through advertisements on social media.

Lakme have grown a lot through advertisements. They have always been transparent to the
audience and have always taken the various emotions of customers into consideration. They
used the digital media very smartly to depict different types of emotions through their
advertisements, like playfulness, confidence, happiness and also helpfulness. The target
audience of Lakme is huge and it keeps in mind the emotions of each aspect of target
audience.

Lakme used to do simple ads personifying the people of bollywood industry, but with time it
has started introducing playlists and also tutorial videos as advertisements using budding
influencers and beauticians on Instagram, facebook and Youtube.
The company also has a presence on YouTube and Pinterest. It has over 64,000 followers and
48 435 005 total video views, which is a respectable amount in and of itself. While many of
its videos haven't surpassed 1 lakh views, a select few have.

It has over 1755 followers on Pinterest. The cosmetics company has built 49 boards to engage
fans with visually appealing pins. Although 1755 is not a figure to be proud of, given the
platform's power in India, it is not a number to be ashamed of.

When it comes to advertising a brand through social media, Lakmé is not left behind, as
it is also promoting using Hash Tag activities on various social media channels.

Social Media Campaigns by Lakme

#ShineLikeKareena was an intriguing Twitter campaign in which people were urged to tag
@ILoveLakmé with #ShineLikeKareena and share their favourite photographs of Kareena's
strobe and shine appearance on Instagram.

In addition, the #WeGoTogetherLike campaign was trending on Twitter, with users tagging
their friends and explaining which Lakmé makeup combination they use and why, with the
hashtag #WeGoTogetherLike being used by @ILoveLakmé.

It is hardly a statistic to be concerned about, given the platform's popularity in India.

Lakme continues to develop new campaign modes and techniques to promote its products.

Like the #FaceAppChallenged initiative.

In 2019, a new trend captured the attention of people all over the world. It was a Faceapp that
altered your gender, made you appear younger, or made you look older. When Lakmé spotted
this fantastic chance, she started talking about anti-aging. The brand claims that it was quick
and smart enough to seize on the #FaceAppChallenge and boost social media traffic in its
favour with its Lakmé Absolute Youth Infinity Skin Range. The campaign was well-received
by influencers and fans.
Question 2

What is Crisis management.

• A important instrument for dealing with a crisis scenario;

• A part of a bigger procedure known as crisis management

• Proactive media outreach to deliver messaging and context to the media, as well as
identifying and hiring credible third-party supporters who can attest to the company's
side of the storey, and striking first, rather than waiting to be hit.

Arthur Page’s Seven Principles

1. Tell the truth.

Provide an ethically correct picture of the enterprise's character, values, ideals, and deeds by

letting the public know what's going on with a good intention.

2. Prove it with action.

Public perception of an enterprise is determined 90 percent by what it does and 10 percent by

what it says.

3. Listen to stakeholders.

Understand what the public wants and needs, and push for interaction with all stakeholders to

serve the organisation well. Keep top executives and other staff up to date on stakeholder

reactions to the company's products, policies, and procedures. Engage a diverse group of

stakeholders in inclusive discourse to effectively listen.

4. Manage for tomorrow.

Anticipate public reaction and eliminate practices that create difficulties. Generate goodwill.
5. Treat public relations as though it were the lifeblood of the company.

Any strategy should be implemented with the impact on stakeholders in mind. Public
relations, as a management and policymaking function, should promote the enterprise's
decision-making, policies, and actions to take into account the varied range of perspectives,
values, experience, expectations, and goals of its stakeholders.

6. Recognize that an organization's genuine character is expressed through its

employees.

The words and behaviours of an increasingly diverse staff generate the strongest judgments
— good or bad — about an organisation. As a result, public relations is a part of everyone's
job, active or retired. Corporate communications is responsible for advocating for workplace
respect, diversity, and inclusion, as well as supporting each employee's ability and
willingness to be an honest, knowledgeable ambassador to customers, friends, shareholders,
and government officials.

7. Maintain a calm, patient, and cheerful demeanour.

With constant and reasoned attention to information and stakeholders, lay the foundation for
public relations success. When a crisis occurs, keep in mind that calm heads communicate
best.

Now taking the example of Whatsapp crisis management.

The world's most popular instant messaging service, WhatsApp, is revising its privacy policy,
and the move has sparked outrage. The update, which was originally scheduled for February
8 but was later pushed back to May 15, has already sparked a lot of backlash for WhatsApp,
which is changing the way it exchanges user data through its platform. Although the
Facebook-owned corporation claims that it has no impact on the privacy of individual chats,
it is allowing businesses to obtain user information in order to provide personalised
experiences.
There has been a lot of confusion — and even disinformation — about how WhatsApp is
adopting its amended privacy policy, when it will be released, what data it will share, and
what will happen if you don't consent to it.

What all data is shared if you agree to the updated privacy policy?
Since the announcement of its updated privacy policy, WhatsApp has made it clear that the
update is primarily intended for businesses that use its messaging platform. Once the updated
privacy policy is accepted, the app will be able to share user information like phone numbers
and transaction data. Despite this, WhatsApp maintained that the change would have no
effect on "how users communicate with friends and family" on the site. In a blog post, the
business also stated that it would continue to provide end-to-end encryption for private
conversations and that it would not store logs of its users' messaging and calling activities.

WhatsApp's data sharing with its parent firm, Facebook, and its subsidiaries is also discussed
in the amended privacy policy. One of the grounds for the criticism was because of this.
WhatsApp, on the other hand, made it clear that the update "does not expand" its capacity to
"share data with Facebook." The company also stated that it was unable to view its users'
disclosed locations and that it did not share their contact information with the parent
company. However, this does not rule out the possibility of WhatsApp sharing data with
Facebook. It already shares a great deal of data about its users with the social media
behemoth.

For the first time, it added new tools to the app to explicitly combat disinformation, such as
tagging forwarded messages and limiting the amount of people or groups to whom a piece of
content might be forwarded to slow down viral content. It also began allowing customers in a
few countries to upload the text of a message to Google to verify if a forward was false in
August of last year. In India, the feature is not yet available to WhatsApp users.

Since then, the business has been working on a technology that would allow users to search
photographs received in the app with a single swipe in 2019, making fact-checking more
convenient. However, nearly two years later, the feature is still missing, despite the fact that a
text version is available in over a dozen countries, none of which include India.