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Essena O’Neill redefines smart brand management strategy.

February 25, 2016 | Author: | Posted in BUSINESS

Popular social media ‘star’ Essena O’Neill may have made the smartest move for her own brand management strategy yet.


Recently, model and Instagram user, Essena O’Neill, made headlines with her declaration that she was quitting social media. Editing the captions of her photos on Instagram, she revealed the ‘truth’ behind each image. To paraphrase Essena – social media presents a distorted reality. But was this all part of her own considered brand management strategy?


While Essena made the claims she still stands by, many have been left scratching their heads. Social media, like all technology before it, and what will most certainly come after it, is just a tool – a resource. And although it may be an individualistic viewpoint, and there are certainly nuisances to the conversation not to be omitted, Essena, like all of us, has the choice to connect or disconnect from it. Branding firm Melbourne


Many caught on to the irony that Essena was declaring her departure on the same channels she’s sworn off. However, what’s more important to note is that it highlights how key social media has become to our ability to communicate with each other. Essena needed to use the same channels she was leaving, to get her message out. Brands with a successful brand management strategy Melbourne understand that social media is key to communicating with their users too. Ironically again is the fact that social media will be central to Essena’s own redefined image as she seeks to promote her new website ‘Let’s be Game Changers’ – regardless of whether her departure from social media was a considered publicity stunt or not. Brand agency melbourne


Essena’s story is that she didn’t reveal anything new. Like with any new tool, people and brands use social media as per their own brand management strategy. It’s then up to us, the user, to decide whether we want to opt in – or out.


In response to Essena, two friends who had used social media for their own brand management strategy called her out on her argument that social media is inauthentic. Arguing that it was through social media that they’d met and connected with Essena, building what they believed to be a genuine connection.


And that’s the other side of the coin – authentic connection. With the onslaught of digital media, and the ability to connect to whomever we want, whenever we want, it’s key that brands remain authentic in their communication with their users. After all, with one unfollow, you’re out.


Charles Elena is a Melbourne based brand development strategy Melbourne agency that specialises in design and digital. Get in touch.





This author has published 16 articles so far. More info about the author is coming soon.

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