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A Lesson from Warby Parker: How to Use Instagram Effectively

April 22, 2014 1 Comment

Warby Parker is an amazing eye-glass company that sells unique and stylish frames for $95 (yes that also includes the lens)! In addition to the amazing price point for every pair that is sold, a pair is given to someone in need. Aside to being known for its trendy glasses, outstanding customer service and exceptional prices, Warby Parker is also known for its social media – namely its Instagram account.

Warby Parker has mastered the use of Instagram and is a perfect example of a company who uses the platform effectively.

Culture

Looking at Warby Parker’s Instagram account gives a customer not only a look at their product, but an insight into what the company and its employees are like. It showcases their interests in books, favorite places to dine and amazing scenery from the company travels.

Instagram provides an all-access pass into WP’s company headquarters by documenting days at the office. Snapshots focus on behind the scenes work at photo shoots, company uniforms for WP’s “Spirit Day” and office pot lucks!

Promoting Events

Any event that WP is attending or hosting is usually featured on Instagram, accompanied with an awesome photo and unique hashtag.  There have been many events, such as The Warby Parker Class Trip (#wpclasstrip). Employees were sent on a road trip across the country in a renovated school bus to bring WP glasses to areas where there aren’t any showroom locations. Photos of their road trip were featured on Instagram – allowing users to follow along with them as they made their journey across the U.S.A. Other events and promotions have included #whereswarby and #warbyegg.

Earlier this year, WP celebrated another milestone: its 4th birthday. To commemorate the company’s birthday, its Instagram was filled with pictures capturing employees and the four founders when they were 4 years-old.

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2Promoting the Product

The ultimate goal of brands being active on social media platforms is to push their products. WP is no exception. However, its advertising is not as obvious or in-your-face as most brands. Photos of the glasses often appear on its Instagram surrounded by numerous other items such a books, newspapers, food, candles, coffee, etc. For these Instagram photo shoots, WP tries placing the glasses in an environment that they would typically appear in if a consumer had them.

People may feel uneasy about buying glasses online and that is why WP lets you pick out 5 pairs of frames, ships them to you for free and gives you five days to try them on and decide which frame you like best. This can be a tough decision! WP uses social media as a way to connect with its consumers who are struggling to select a trendy frame. Customers can upload pictures of themselves in the different frames, and by using the hashtag #pickapair, WP specialists will step into help! WP also features employees who are stuck deciding between frames and allows the customers to give their input.

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WP has even been praised by Business Insider and IMPACT Inbound Marketing Agency for its content on Instagram and other social media platforms like YouTube and Facebook. The company has set the standards for brands on social media, and given them a model to aspire toward.

Follow WP on Instagram: @warbyparker 

Kathleen Marincic is a junior studying Strategic Communications. You can follow her on Twitter at @KathMarincic.

How to Reintroduce your Personal Brand

April 21, 2014

In an age where employers expect to learn everything there is to know about a job candidate from a simple Google search, maintaining your personal brand online is a must.

But what if you don’t feel like you’re being perceived quite right?

No need to worry! Here are a few tips adapted from Scripps PRSSA’s professional adviser Dan Farkas and professional marketing consultant Dorie Clark to help guide you in the right direction.

jayz

credit: adage

1) Figure out what makes you different

Unfortunately, there are a lot of resumes out there that look just like yours. This makes it important to find details about yourself that set you apart from your competitors. Do you know how to use a certain computer program? Did you study abroad in a foreign country?

Leveraging your special skills and experiences can help you make your personal brand more unique.

2) Develop your story and share it with others

Look at where you are in life and how you got there. Writing your own narrative allows you to examine how your experiences have shaped you. This exercise also helps you learn where your values lie.

Once you figure out your story, you’ll need to put it out there. A personal blog or website is a great place to start. Find three social media channels that you consistently post content to that you want to make public. Then, use these social networks to communicate your fresh, new brand to the rest of the world.

3) Prove your worth

Like the saying goes, if you talk the talk, you’ve got to walk the walk. For example, if your brand communicates that you’re well organized, people should see this in real life.

Remember, your brand shouldn’t paint a fictional picture of who you wish you were.  Communicating your goals and hopes for the future is ok, but make sure you remain honest. Saying you’re a neurosurgeon and saying you’re an aspiring neurosurgeon is not the same thing.

world traveller

credit: allwomenstalk.com

Hopefully, using these tips will help you define your brand more clearly on the web.

How do you communicate your personal brand online? Leave us a comment below!

Resume Trends: Dos and Don’ts

March 28, 2014

resumeeLooking through old pictures, I am in shock of how many butterfly clips I put in my hair in grade school. Okay, and middle school. Another 90s trend I wasn’t ready to let go of that my peers had thrown away.

Resume trends come and go just like the choker necklaces and layered polos we once held near and dear. Keeping in mind what trends will last can help you land the job (or internship) of your dreams. So grab your Lisa Frank notebook – here are some resume trends you should and shouldn’t follow.

DO.

Tailor your resume to the specific job. Let your potential employer know that you did some research on their company, as well as the position. This is especially important in a cover letter. Your experiences that are most applicable to the job should stand out, or at least be towards the top. For example, when applying to an internship focused on social media, highlighting the Twitter accounts you manage would be more important than working at a pizza place.

Don’t.

Use too many buzzwords. If the phrase “I am a hard worker” is on your resume, take it off. IMMEDIATELY. Save that for the interview when you can explain WHY you’re a hard worker. Sometimes buzzwords can be important – some companies electronically scan for specific words and sprinkle them lightly throughout. You also don’t want a ton of clichés on a resume. Words such as “led” or “built” can be good words that computers will pick up while also showing off your leadership roles.

Do.

Show specifics. Statements with action words about what a past experience entailed can be great, but hard numbers of what this experience accomplished can go a lot further. Being able to show how many placements a news release got or a percentage of increased followers will show them you’re an impact player.

Don’t.

Share your social media outlets if they’re not professional. This should be fairly obvious. If your last 10 tweets include any reference to the following: acting ratchet, twerking, the phrase “turn down for what?” or profane language, clean it up (or create a separate account) before adding it to a resume. However, if you tweet responsibly, a Twitter handle is a great addition to your contact information.

Do/ Don’t.

Color. It boils down to “Do #1,” tailoring your resume. When applying to a position where creativity is extremely valued, then adding color and a design can be a great trend to follow. Additionally, formatting your resume in a unique way (i.e. an eye-catching info graphic) can show off design skills. On the other end of the spectrum, if you’re sending your resume in hopes of working in politics, keep color to a minimum. Find a balance between being creative while maintaining professionalism.

Do.

Go the extra mile. Following up with the company after you send out a resume is a trend that never goes out of style. Little things such as connecting on LinkedIn, an email or even tweeting at someone can make your resume stand out. Better yet, picking up the phone or sending a hand-written Thank You note can leave a lasting impression. And aren’t good impressions what we’re all about?

Building a strong resume can take time, but it’s worth the time when you come away with something you can be proud of. While it can be important to stay on trend, the most essential aspect about creating a resume is incorporating your own style.

Devon Pine is a senior studying Journalism. You can follow her on Twitter at @LuckyNumbrDevon.

7 Tips & Tricks For Networking Trips

March 26, 2014 2 Comments

7 Tips & Tricks For Networking TripsWhether you’re traveling to a new city alone or with a school organization for a networking trip, interacting with professionals can always be intimidating for a college student on the job hunt.

Over the course of my professional experience, I’ve discovered how essential it is to plan for the worst before diving head first into the “working world.” That way, you’ll be completely prepared and the right mindset to give your best first impression. Here are the seven tips I’ve taken away for professional networking.

Research the Company Before Visiting

This is crucial before even setting up the trip. For starters, it’d be beneficial to research your PR point of contact, company history, brand standards and social media platforms before you do anything else. You’ll sound knowledgeable while interacting with the professionals at the company online and in person using solid talking points from your research.

Bring Your Resume/Business Cards

Bring several copies of your most updated resume to give to every professional you meet. Business cards are also great if you have them too. Being able to showcase your professional experience is important, especially when time is precious on a company tour.

Look The Professional Part

No sweats, no gym shoes and for goodness sake do not cake on the make-up. This is the time you look your sharpest. Shine your shoes, iron those dress pants and don’t forget to put on deodorant before walking through the front doors of the company you’re visiting. When in doubt, a blazer and dress pants, or black leggings are my go-to professional attire. I never wear heels, unless they are low or on a tall boot, but even then I bring flats in my bag, just in case blisters appear.

Hope For The Best, Prepare For The Worst

I always bring a purse with me on professional occasions carrying items for the most inopportune moments when you have coffee breath, your phone is on 2% battery, etc. These key items are:

  •       Altoid mints or gum
  •       Hand wash
  •       Perfume/Deodorant
  •       Cash
  •       Portable phone charger
  •       Band aids
  •       Dental floss

Tweet At The Company Before Visiting

True story: tweeting at MediaSource, a PR agency named 2013’s Best Health Care PR/Marketing Agency by communications industry powerhouse Ragan Communications, before touring their office in Columbus, Ohio with PRSSA earned me my very own MediaSource coffee mug and “swag bag”. It was really exciting being recognized in front of the whole group tour for using their hashtag #BobcatsBrandJournalized14 before visiting. It just goes to show you what doing your research can achieve: recognition before a face-to-face introduction.

Don’t Be Late

Arrive two hours early if you have to, butjust make sure you are not late. Just don’t do it. Period. (Rule of thumb is 5 minutes early is on time.)

Follow Up

Through email or LinkedIn, following up with a personal message is the perfect way to show your appreciation for their time and especially shows initiative for keeping the conversation going.Hand written thank you notes are an excellent personal touch too. Don’t stop there though. Keep the relationship consistent with an email every few weeks with a possible blog link you found interesting or info-graphic worth checking out.

 

Stephanie Gort is a senior studying Strategic Communications. You can follow her on Twitter at @StephGort.

AVW Week: Planning for Perfection

March 14, 2014 1 Comment

AVW WeekAs the anticipation of AVW Week approached, the ImPRessions AVW Productions account was hard at work, planning for perfection. AVW Week is happening this week and will continue through Sunday. As the Account Executive, I worked closely with Elyse Freeman, the Assistant Account Executive, and Thomas Sinard, the Marketing Manager of AVW. Our wonderful and hard-working associates are Alex Davies, Angela Keane, Brooke Robinson, Carolyn Nachman, Erica Stonehill, Jill Kata, Kat Safreed, Megan Valentine, Rachel Fleig and Rachel Shehy.

The week of events has included the release of the new AVW website on Monday, commercial releases on Tuesday and producer interviews on Wednesday. On Thursday, AVW hosted an AVW Fair in Baker 226 from 3 p.m. to 7p.m. so students can learn more about the organization. Tonight, AVW will have a premiere in the Bobcat Student Lounge from 5:30 p.m. to 8 p.m. where members can see a new and collaborative episode from AVW Newstime and Fridays Live. On Saturday, students around campus will be participating in AVW’s newest show, TOUR. You can follow them with the hashtag #TOUREP1. AVW Week will wrap up with the video game tournament hosted by Tech Heads starting at 11:30 a.m. on Sunday in Baker 240.

In order to plan and execute these events in the best way possible, we decided to split our associates up into two teams: event planning and media relations. Our two teams worked to complete and pitch a press release, make a flyer, pitch to classes throughout the week, talk to businesses in order to get food and prizes donated, brainstorm ideas and event names, social media and anything and everything else we asked them to do. It has been amazing to watch each of our associates step up to the plate and complete each and every task above and beyond the expectations we had set.

Events such as AVW Week allow students to create, pitch and implement their own ideas, helping them to grow further in love with their major. We have seen so many associates grow as leaders throughout the planning of AVW Week, and can’t wait to see what the rest of the week brings!

You can follow #AVWweek on AVW’s Twitter, Facebook and new Instagram account.

Pinning for your Personal Brand

March 7, 2014 5 Comments

pinterestMost girls love Pinterest for the style tips, craft ideas and wedding planning. However, not many people think about using Pinterest as a way to strengthen their personal brand. No matter what your brand is, it’s time to start thinking of Pinterest as a part of it.

Pin things that matter

Start pinning crafts that you will actually do. If you love fashion or interested in going into fashion PR, pin fashion from your favorite brands, designers, cute clothes, etc. If you are environmentally conscious, make a board about eco-friendly ideas and products. For all of you food lovers out there – don’t forget your food board. You can also make a board about things that catch your eye or interest you; whatever describes you. These tips don’t mean that you have to log in and delete your wedding board right now. If you’re someone that would openly talk about weddings at work or are hoping to work in wedding planning, this board is perfect for strengthening your personal brand.

Creating your own content

Many people forget that you can create your own board. If you’re really ambitious, you could upload your resume and portfolio pieces then upload them on their own board. It’s eye catching and original. If you like travelling, create a board with pictures and locations of places you’ve traveled. Pinterest has a lot of great pins in their travel category, but adding in your own content adds to the fun. Remember, you don’t have to stick within the categories Pinterest has set for you – the opportunities are endless.

It’s time to stop looking at Pinterest as a personal site, and start looking at it as another social media site that you can use to strengthen your online presence and improve your personal brand. Pin anything and everything that it is interesting and describes you. It’s ok to have a few professional boards, or to mix them with fun or inspirational boards. As long as your Pinterest describes you and gives others an idea of what you are like, your doing it right.

Jess Carnprobst is a sophomore studying Strategic Communication. You can follow her on Twitter at @jess_carnprobst.

What PR people actually do

March 6, 2014 2 Comments

KERRY WASHINGTONWe have all experienced it before at family gatherings when our relatives ask what we are going to school for, and then we see their looks of confusion as we try to explain what our majors actually are. As much as I wish I could say that after graduation we all move onto be the next Olivia Pope, or even a gladiator for that matter, it’s not always like that. It’s often perceived that the role of Public Relations is an unethical career filled with lies and covering up mistakes of the clients, but that is very far from the truth of what PR professionals do.

Public relations professionals work to obtain free publicity for their client. This can be done in any number of ways – traditionally press releases are sent to journalists containing the information needed to write a positive story about their clients. A press release is a compelling news story that makes it clear why the client’s service, product, announcement or personal history is important. It is usually very short, and the goal is to make it easier for the journalist, however it is not controlled media.

One thing I think our generation can agree on as aspiring PR professionals, is that we could not be happier that social media is becoming a huge aspect of the job for PR professionals. Social media is a great tool brands use to reach customers and it’s FREE. For example, Oreo utilized the opportunity of the power outrage in the 2013 Super Bowl, to tweet one of the most famous and memorable tweets of 2013. Social media makes free publicity one tap of the finger away from the consumer. PR professionals are their own type of genius when it comes to utilizing the social media outlets.

PR professionals are also trained to do damage control. This is where the Olivia Pope aspect does come into play. “All publicity is good publicity”, well we all can think of a time where that is not always the case. Miley Cyrus and Justin Bieber’s recent actions in the public eye are just a few examples of where all publicity is not always considered good publicity. One piece of bad press can change how the consumers perceive a brand. For example, when a woman said she found a finger in her chili from Wendy’s, (even though it was a false accusation) how many of us waited a few months or even years before trying Wendy’s chili again? PR professionals will create a ‘PR Crisis Management Plan’ to respond quickly and proactively when a story breaks that could hurt their reputation. This is a way to map out how the brand will react to the crisis and what their next steps need to be.

What’s unique about working in PR is that every day is different. As rising PR stars, our majors might seem confusing or unethical to those who do not take the time to notice that PR is everywhere. Next time you see a mind-blowing creative tweet or press release issued only minutes after ground breaking event, know that there is a team of PR stars who live to make that happen.

Chelsea Amato is a junior studying Strategic Communications. You can follow her on Twitter at @Chelsea_Amato.

ImPRessing potential employers

March 4, 2014

standing outIt’s difficult to stand out to a potential employer, and it’s especially difficult to stand out amongst a community of overachievers like yourself. Sure, your GPA practically denotes you as a genius and you’ve been involved in extracurricular activities since the beginning of your college career. You’re so involved that you can’t even fit all of your experience on your resume. On paper, you look hirable AND desirable. But here’s the catch: Everyone else does too.

So, how are you going to stand out?

It’s easier said than done, but there are ways to set yourself apart from the crowd that just might land you your dream job or internship.

  1. Request informational interviews. Although less formal and more conversational than the standard job interview, informational interviews give you a chance to chat with a company’s employers, ask questions and soak in the company’s atmosphere. You’ll be asked questions, but it won’t be as nerve wrecking, because you’ll also be expected to ask questions. These interviews will put you a step above people who are simply applying for the job because it will demonstrate your interest in learning about the company and dedication to making connections with the employees.
  2. Use social media to your advantage. You’re on your phone 24/7 anyway, so you may as well use your social media addiction to your advantage. Before going to a company, firm or corporation, tweet at them and express your excitement to visit. Use appropriate hashtags and tweet at the company, along with any employees you are expected to meet. In addition to this, take the time to “like” the company’s Facebook page and “follow” its LinkedIn and Twitter sites. Showing interest in a company can be as simple as a touch of the screen.
  3. Be prepared. There’s almost no quality more attractive in an employee than being prepared. Research the company and write down questions to ask them. Express curiosity in what they do and show interest in what they say. Be prepared to listen. It’s seemingly impossible to actually listen to someone when your heart is beating a mile a minute, your palms are sweating and you’ve completely blanked on your next question. But remember to actually listen to their responses. Take what they tell you and refer to their advice or anecdotes later when you follow up.
  4. Follow up. Be traditional. Instead of sending a follow up email, hand write a thank you note and connect with the employer on LinkedIn. When you ask to connect with him or her, make sure you include a personal message instead of using LinkedIn’s automated message. It’ll make you stand out above others that didn’t take the time to personalize a message. As said above, take something the employer said and refer back to it, whether it’s something candid, informational or simply memorable. Just make sure it’s noteworthy.
  5. Be yourself. Don’t be afraid to let your personality shine through your work, including homework assignments, projects, your resume, LinkedIn profiles or social media accounts. Don’t let being professional obscure your uniqueness, individuality or even your sense of humor. Most importantly, remember: It’s possible to be both personal and professional.

Standing out among other overachievers isn’t an easy feat, but the difference between receiving or losing a job can be as simple as a handwritten letter. Take advantage of all of the opportunities you can, and don’t lose your dynamic personality despite pressures of the professional world.

Allison Barwacz is a senior studying Magazine Journalism. You can follow her on Twitter at @abarwacz.

The Viral Games: @Sochi

February 26, 2014 2 Comments

Sochi Social GraphicThe stakes couldn’t be higher. The stage couldn’t be bigger. The tweets couldn’t come faster.

Sochi, Russia’s recently concluded XXII Olympic Games, brought to light the true power and influence of social media. If you considered the London Olympics to be the “Twitter Games”, then you should be comfortable with Sochi’s new label – The “Viral Games.” A variety of different conversations surrounded the Winter Games, allowing for them to become the most socially engaged Olympics ever. In case you missed the buzz, I’ve recapped a few of the memorable moments of the globally celebrated event.

Shortly after journalists and spectators arrived in Sochi for the opening ceremony they took to social media and shared their experiences with the world. Disparaging photos and tweets took the web by storm, as the visitors experienced infrastructure issues. Undrinkable water, unfinished living quarters, and an abundance of stray dogs made many guests feel as though the city was underprepared for the event, in which Russia invested $51 billion.

The uncomplimentary conditions prompted the creation of the hashtag #SochiProblems, which eventually amassed greater participation than the official hashtag, #Sochi2014. An account titled “@SochiProblems” was also created, but no longer exists. The account garnered nearly 340,000 followers, which at one point was 120,000 more than the official @Sochi2014 account. The most tweeted about moment of the Olympics, was the USA Men’s Hockey shootout victory over Russia.

During the Olympics, LGBT rights became a prominent conversation on social media as a result of Vladimir Putin, Russia’s President, having just passed an anti-gay legislation that prohibits the “exposure of non-traditional sexual relations to minors.” The legislation also mandates a law that prohibits speaking in defense of gay rights in the presence of minors. Several dignitaries have expressed their displeasure with the ruling. Shortly after boycotts began, small protests broke out, and the Olympics commenced. By the end of the event, supporters of the movement had quieted exponentially and the majority of the social conversations ended with the closing ceremony.

The Canadian Olympic Team walked away with an impressive medal count (25) and a certain victory with their social media presence. Not only did the team have a very active Twitter account, but the athletes themselves were very zealous in their contribution of photos and real time tweets. Some of the more socially active Canadian athletes were snowboarder Mercedes Nicoll, bobsledder Kaillie Humphries, and speed skater Denny Morrison. Canada also acquired a bit of attention at the Olympics from their placement of a beer fridge in the Canadian Olympic House that required a Canadian passport in order to obtain free beer. Our neighbors up north undoubtedly showed the rest of the world that they’re no strangers to public relations!

The XXII Olympic Games have ended and the guests have traveled home, but millions of tweets remain archived and the event will go down in history as the most socially consumed, ever. The Games in Sochi could not have better represented 2014 as a year of social forward thinking and media consumption. Nothing says 2014 more than the fact a crowd-fund campaign sent the Jamaican bobsled team to the Olympics. Though, the next Olympics will be even greater, there is a great deal to be said for the connected presence of athletes, fans, journalists and prominent figures on social media during the Games in Sochi.

How did you interpret the success of the XXII Olympic Games in Sochi? What was your favorite social media moment of #Sochi2014?

Gary Bridgens is junior at Ohio University. Follow Gary on Twitter @garingiscaring and connect him on Linkedin.

The different Faces of Celebrity PR

February 18, 2014

Model Cindy Crawford poses on the red carpet as she arrives for the screening of the film 'The Great Gatsby' and for the opening ceremony of the 66th Cannes Film Festival in CannesFrom the subtle to the scandalous, each superstar and their publicity team decide how they want to be perceived in the public eye. And with today’s influx of new, innovative technology that allows us to have access to anyone’s life at our fingertips, celebs are more visible than ever. Here are a few of the most memorable Hollywood publicity moments from the past several years.

Kanye West: the one-man PR show. West seems to precisely control every visible aspect of his and fiancée Kim Kardashian’s lives. From hiring a stylist to replace Kim’s entire closet (no small feat) with clothing that was more to his liking, to voicing his offense over a Jimmy Kimmel parody of one of his interviews, West seems to enjoy running his own show. Although there’s nothing wrong with caring about the way you’re perceived, his extreme methods and lack of a sense of humor are off-putting.

Shia LaBeouf: the reverse psychologist. If you haven’t heard, LaBeouf is sorry for plagiarizing other artists’ works. After showing up to a film premiere in Berlin last week wearing a paper bag that read “I AM NOT FAMOUS ANYMORE,” the former Disney Channel and Transformers star opened an interactive art installation in Los Angeles titled “#IAMSORRY” (hashtag and all). Despite tweeting that he is “retiring from public life,” LaBeouf seems to be doing the exact opposite. He wants to get people talking, and what better way to do that than to declare oneself “not famous anymore”?

Justin Bieber: the unsuccessful trainwreck. The Canadian pop singer had several run-ins with the law this past year, and the general public doesn’t seem to want any part of it. His new album and concert movie, which both debuted in December, have both flopped. Those who saw his movie or buy his album were existing fans – his antics haven’t exactly won him any new markets. He may be generating buzz, but Twitter trends don’t sell albums.

Chris Brown: the comeback. In the case of the singer’s 2009 domestic violence charges, Brown had a valuable PR asset, his attorney Mark Geragos. While the rest of the world couldn’t stop talking about the brutal physical harm Brown allegedly inflicted on then-girlfriend Rihanna, Geragos advised Brown to lay low and avoid the public spotlight for a while. When the singer had his day in court, Geragos took it upon himself to remind the courtroom and millions worldwide, about all the good things Brown did and accomplished. The whole strategy reads like a textbook crisis communications tactic, and it worked almost too well: disturbingly enough, Brown continues to make music and sell records, and the domestic violence incident is seemingly brushed under the rug.

Miley Cyrus: the good girl gone bad. Over the past year or so, Cyrus has been a walking definition of the word “rebranding.” If there’s one thing she doesn’t want, it’s to be seen as tween pop idol Hannah Montana anymore. But like it or not, her strategy seems to be working: when she’s not twerking or sticking her tongue out, she’s selling albums.

Beyoncé: the shocker. On Dec. 12, fans around the world were stunned to discover that Queen Bey had released a 14-track “visual album” on iTunes with absolutely no promotion or publicity. She wasn’t alone in her efforts, either – the surprise album features collaborations with other big-name stars like Drake and Frank Ocean, none of whom said a word. The power of Beyoncé is strongly evident here: the album had shattered iTunes records and sold over one million copies in less than a week. Beyoncé’s unprecedented stunt proves that once you make it big, elaborate promotion efforts aren’t always necessary.

Lindsey Zimmerman is a sophomore studying Strategic Communication and specializing in Spanish. You can follow her on Twitter at @lindseyzim716.

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