How Elfira stays connected

Actress Elfira Loy says branding and being honest on social media are important to her. Amalina Kamal finds out more

01 WHAT DO YOU MAKE OF SOCIAL MEDIA?

In the early stages, I never actually thought that social media platforms such as Instagram, Facebook, Twitter, etc, would be among today’s most valued tools in both our personal lives and at work.

Apart from sharing updates, social media can be used for various purposes, the most significant of which is that it offers unlimited opportunities. Businesses must, however, understand the importance of visual branding.

02 CAN YOU SHARE YOUR THOUGHTS ON SOCIAL MEDIA BRANDING?

We know that social media connects us with our target audience but what does it take to maintain the connection?

Branding is a form of engagement and it’s important to know how we portray ourselves online.

As a public figure, a virtual meltdown is as good as a real-life one. Successful social media branding helps people recognise you immediately and the activities you are trying to promote. We even have people from specialised fields sharing tips and advice. It helps bring public attention to what they do as a career.

Our lifestyle today demands efficiency and social media offers that. However, it’s only when branding is done right — understanding the demographic of our business — that we can enjoy the advantages.

Branding is all about doing research and finding the right platform to reach out to your audience.

03 IN YOUR LINE OF WORK, HAS SOCIAL MEDIA MADE THE INDUSTRY MORE COMPETITIVE?

I’d rather see the industry be competitive than otherwise. As for Instagram/ YouTube stars and all other artistes who had their big break through social media, at the end of the day, if you have what it takes, then your credibility as an artiste should not be questioned.

I know some celebrities find it hard to accept but we have to understand that the industry is for all of us to share.

04 IN WHAT WAY ARE YOU EMPOWERED BY MODERN TECHNOLOGY?

Currently, I am experimenting with a multi-camera production setup for my live video sessions on Instagram. Why Instagram and not Facebook? Ratings, of course. Numbers are higher on the former and users find the platform more convenient when it comes to watching live/ story updates.

I have always wanted to do a talk show but conventional TV programmes are hard because of the limited air time. Instead of waiting for the opportunity to come. I’m creating the opportunity for myself, thanks to digitisation and the Internet Of Things.

05 FACT IS OFTEN FICTION AND VICE-VERSA ON SOCIAL MEDIA. YOUR COMMENT?

My rule of thumb when I go online is to always have a 50-50 take on what I see or read. You can be open/sceptical about the information you read or see but also be neutral about it. Learn to differentiate between right and wrong. It all boils down to being a smart user. The kind of information you source for when you go on social media also says a lot about your interests.

For me, beauty-related content appeals to me most so I turn to bloggers a lot. This is because the reviews are more than just comments. They do their research on the products they use and the content they churn out therefore carries weight.

While image and how one carries oneself is based on individual preference, I am a big believer of originality and honesty. When it comes to sharing — whether it’s advice, updates, etc — do not deceive those who are listening and watching.

06 ONLINE PROFILES YOU LOVE TO FOLLOW?

Desi Pekins (@desiperkins)! I also turn to modest wear fashion profiles (especially those based in the UK) for style inspirations.