Social Media and its influencers reputation.

Social networking apps have evolved from being designed for entertainment and interacting with friends to allowing individuals to establish their personal brands and businesses. With those doors opening for PR professionals to become invested and work alongside those entrepreneurs, it isn't just about celebrities anymore there is a whole other market for influencers. 

Current influencer Mikayla Jane Nogueira is an American social media sensation and makeup artist best known for her TikTok and Instagram cosmetic tutorials. Nogueira enjoys 14.6 million TikTok followers and about 2.6 million Instagram followers as of February 2023. She went viral for her unique and entertaining Boston accent and for creating a community based on honesty when reviewing multiple makeup products. 

A recent controversy that made her lose thousands of followers was a hidden partnership with L’Oreal mascara. In the viral video, she applies the mascara normally but in the video, there is a seamless jumpcut to which the end product shows the coated lash so full it looks like false lashes. 

Her audience immediately noticed the lie, and those who downloaded her videos noticed the #partnership label on it which was covered under TikTok buttons when seen in the app. After the outrage, she went awol and stopped posting on her socials. Many of her supporters were upset and decided they would no longer support her, her collaborations, and her products. She did not publicly address the problem. 

Social media is a brutal place, the trends come and go and the content cycle never stops. Crises now have the ability to explode in the media within minutes, possibly having the strength to tarnish someone's hard-earned brand and reputation. 

In those situations is where PR professionals now come in with their expertise to help build those relationships with the media and public back on behalf of their clients to get them their partnerships and audience back whilst increasing their revenue again. 

Biography: Valeria Molina is a CSUN senior studying public relations with a minor in Digital Marketing. She is fascinated by how public relations intersect with marketing in the industry. She aspires to work in the film or sports industries. She aims to encourage other Latina women to gain access to scarce roles and opportunities in the industry in order to hold more positions of power in the future.