Independent NDM case study: Up-to-the-minute web research
INDEPENDENT
CASE STUDY RESEARCH
Factsheet research:
social media and tv 113
·
Social media sites such as Facebook and Twitter
are having a big impact on the way audiences consume and relate to television
programmes, especially in the reality TV genre.
·
Viewers are increasingly turning to social media
to enhance their viewing by sharing the experience with other users via
phenomena such as the “tweetalong” or “live-blogging”
·
Social media is also an important way for shows
to market themselves and build an audience in the face of increased
competition.
·
(2) Far from bringing in a radical change to the
way we watch TV, social media could be said to build on existing audience
behaviours.
·
It seems that social media and TV were almost
made for each other
social media and the news agenda
131
·
As social media has developed, it has become a
useful way for news editors to gauge the way that people think and feel and so
news institutions can select stories that reflect current trends or they can
try and create a trend by reporting stories that will get people talking about
the story on Twitter, Facebook and other social media
·
Click bait
and thus changing the way news is created and distributed potentially changing
the way in which its presented. Seems to be more revelevent to facebook rather
than Instagram, potentially apply to snapchat – bite size chunks and titles of
stories do act as click bate – isn’t that what the front page in print is for?
·
Social media discussions are increasingly
becoming the source of news stories.
·
Those who comment often or with more vitriol are
more noticeable than others and social media amplifies these responses making
them seem ‘louder’. This makes these attitudes appear more widespread than they
necessarily are. This is then reinforced by the reporting of these voices in
the mainstream media. Gerbner identified the phenomenon of ‘mean world
syndrome’ where the audience feels the world is more dangerous than it actually
is because the media has amplified the threat. This can be applied to Twitter
in the way it amplifies outrage and shock.
·
Apply to
facebook etc. for the fake news stories etc
Press, Prominence and Persuasion
– A Case Study in News and Social Media 134
·
Consequently nearly all digital content has a
capacity to be shared on social platforms such as Facebook, YouTube, Twitter,
LinkedIn, Instagram, Reddit, Pinterest, Ello, Medium, Kickstarter but yet the
news institutions have yet to create or conceive of a platform where they
control the distribution of news, equally social media sites have no interest
in employing journalist to editorialise and check content.
·
Facebook and other social media sites use a
series of complicated formulae to decide which news stories rise to the top of
your page or news feed and this algorithm contains editorial decisions, every
piece of software design carries social implications
·
Absence of
gatekeepers
·
any
potential news stories that Instagram seemed to break first? Any other types of
things they are first to reveal? Maybe like liam paynes child first kids picture
posted on Instagram first? Any trends etc that start on Instagram. New fashion
being released etc like from the new update you can know where products are
from. Already home to a lot of advertising with pages where you can order and
find out more about products.
Constructing a Case Study: Media
and Identities 141
·
constructing
an online identity
·
producers use representation of fans In fiction
·
representation in documentaries and current
affairs
·
vs audience self representation/ community
·
usually through social media eg with fan art,
vlogging etc
·
online to discuss reaction
·
members of your groups say and create on social
media. Research ‘where’ they gather, how they communicate. You will need to
have examples to show that you understand how audiences interact to construct
identity using the media
‘We Media’ and Democracy 50
·
Whilst many people saw this event as evidence
that social media are becoming an increasingly important part of the democratic
process, it could also be said that ‘we media’ are being manipulated to support
the needs of the dominant institutions. I
Viral Marketing 137
·
The audience is at the centre of the advertising
industry. Before attempting to attract and interest them, the advertiser has to
find the audience. In the past, this was relatively simple as media products
such as television programmes, magazines and newspapers had clear ideas about
who their target audience was and it was possible to undertake research to find
out what interested them. Getting a clear idea about audience motivation was
key to creating effective adverts and this was something that could be
researched and planned carefully
·
Viral marketing is the term given to an
advertising and marketing technique that uses members of the public to pass on
the promotional message.
·
Professional reviewers become ‘opinion leaders’
as they are often seen as experts in their field and audiences pay attention to
their recommendations.
·
Some audience members reject the views of
reviewers and would check out a badly reviewed product for themselves and some
audience members would be interested in something that was deemed ‘bad’ as it
may be accessed/used ironically.
·
Humour , controversy , providing interesting
information, originality/ spectacle, interactivity
Magazine research:
·
We’ve all read about Facebook surveillance,
privacy settings, data mining, and mobile monitoring. Some even argue that it’s
an acceptable, if unethical, price to pay for the riches of social media. But
is it equally acceptable when government surveillance is involved?
·
In the fourth quarter of 2013 Facebook generated
$2.61 average revenue per user (ARPU) in Europe. In other words, you were worth
(on average, at the exchange rate as I write) £1.73. That seems a small price
to pay for the ‘uses and gratifications’ that Facebook gives us. However,
perhaps we should not be so sanguine; targeting adverts at you as an individual
requires ‘deep, intensive and persistent surveillance’ (Naughton, 2014) – in
other words, data mining.
·
Researchers were able to accurately infer a
Facebook user’s race, IQ, sexuality, substance use, personality or political
views using only a record of the subjects and items they had ‘liked’ on
Facebook – even if users had chosen not to reveal that information.
·
Your security settings will determine who can
see your Facebook posts; (14)
·
The results found that users’ emotional states
were affected by what they saw on Facebook.
·
It allows the participants to share their
activities with a wider audience via the internet and social media
·
Cosplay – definition from google - the
practice of dressing up as a character from a film, book, or video game,
especially one from the Japanese genres of manga or anime.
·
(12) using targeted marketing based on
social media data-mining
·
(14) Social media can also be thought of
as a ‘space’. Daniel Trottier compares the digital space of social media to a
dwelling that has increased [the] social proximity of different life spheres’
leading to ‘social convergence.
·
(14) It is also possible that social media had
an impact as, in what is now ‘classic’ Web 2.0 fashion, it enabled audiences to
produce and distribute texts
·
(15) The information that you get via social
media depends, of course, on your friends and on whom you follow. Their outlook
is likely to be similar to your own, and so may reinforce your own view point
rather than challenge it
·
(17) However, by 2010 social media had been seen
to be a crucial part of modern politics. Potentially
link to marks increased engagement within politics too
·
(27) the number of young female actors who
appear to be trapped by their celebrity images constructed around appearance
and behaviour as viewed through social media
·
(42) the anonymity of social media provides us
with a sophisticated toolkit to create a whole new persona: a world in which we
can change our age, gender, marital status, job – in essence, our whole life.
And if this wasn’t disturbing enough – it highlights the fact that the internet
is plagued with people willing and able to utilise this toolkit and that others
are desperate enough to fall for it.
·
Social interaction
·
that social media, usergenerated content, Web
2.0, or whatever else you want to call it, now allows us to construct and
circulate our own personal and social identities in new and diverse ways. (10)
·
new social media dynamic has upon identity
construction
·
(11) l. From the transgender YouTubers who
challenge old media stereotypes of gender to Facebook groups like the Lad
Bible, social media frees audiences from the straitjacket of traditional
society.
·
(11) Other cyber-utopians draw attention to
social media’s capacity to allow users to transcend the everyday in search of
more exacting identities.
·
(12) We don’t have to look too deeply into our
Facebook and YouTube commentary streams to find adversarial social media
‘banter’ that can escalate into extreme and entrenched debate. Alan Martin
believes that we are more likely to be adversarial online because we immerse
ourselves in blinkered communities, identifying our own viewpoints as the
centre ground.
·
Web 2.0 is only a reflection of our existing social
divides. Perhaps for some, it presents opportunities to explore their
identities; but for others it works as a set of ideological blinkers
concentrating their existing prejudices.
·
(10) t ‘Making is Connecting’, explaining that
platforms like Instagram and YouTube offer us the opportunity to create and
share our output with like-minded others.
·
but the principles of Turkle’s concept of
‘mediated’ identity live on in the form of Facebook, Instagram and YouTube,
where users often abandon the physical in favour of idealised expressions of
self.
Independent NDM case study: Up-to-the-minute web research
·
Instagram CEO and co-founder Kevin Systrom has
made it a goal to foster a safer environment for the photo social network app.
As a result, a couple of new security features have been added to the app
recently.
·
Instagram will now start placing a screen over
sensitive photos and videos, Instagram’s way of making it less likely to have
“unwanted experiences in the app.”
·
Instagram also added an extra security layer to
protect users against hacks, known as two-factor authentication.
·
Instagram also recently launched a new website
called instagram-together.com where you can learn how to manage privacy and
security on the photo social network app.
·
Fashion brand feeds on Instagram tend
to be highly polished and painstakingly curated.
·
It seems to be working. The fashion
brand’s U.K. account has doubled to 2 million followers in the last year,
thanks largely to how it has honed its Instagram Stories and video output since
December.
·
Tubular Labs data shows the Instagram account had
nearly 850,000 video views over the month of February.
·
When the Stories feature launched in August,
Vogue tested it out on a daily basis. Output has since slowed down to a couple
a week. In this time, the publisher has learned a few things. “We’re
consciously trying not to make it an endless reel of finales and runways.
That’s the tendency elsewhere,” said Rogers.
·
The publisher pulls in talent for takeovers, for
instance, American model Cara Taylor, published a back-stage diary for the
feed. Stories is about giving access, as such it regularly follows a Vogue
employee throughout their day.
·
Rather than dedicated teams, Instagram is a
shared responsibility, everyone on the 10-strong digital team and the print
team has access. There are overarching editorial plans — helping drive the
endeavor forward is Emily Sheffield, deputy editor and associate digital
director at the publisher — but there’s also the flexibility for everyone to
contribute. For Stories, content is fed back to Nicol to keep the composition
consistent.
·
Outside of Stories, Instagram is a traffic
driver for British Vogue. “From talking to other brands, I think that’s quite
unusual,” said Rogers.
·
link in its bio directs users to a landing page
where it keeps editorial connected to its posts.
·
It publishes between four and eight posts a day and has directed
posts away from the product collage
motifs to ones that
aim to tell a story, like model Gisele
Bündchen on a horse, for example, which links to the article “The fashion
girls who’d rather be riding.” Around 80 percent of
Instagram posts link to an article, Rogers estimates Instagram referrals
account for less than 10 percent of the site’s total traffic. It doesn’t run
ads in Instagram but publishes some branded
content. The primary purpose is to build awareness and point readers to
more in-depth pieces elsewhere.
·
While it’s done a couple of Instagram Live streams when they’ve
been called for, it’s not something it’s regularly planning, “it feels rather
forced,” said Rogers, adding that notifications when the brand is going Live
are also a bit intrusive. “Stories feels much more subtle.”
·
The sheer
amount of competition and rivalry between the platforms
·
PR stunts
·
David Backham
·
Kim Kardashian
·
Kendall Jenner
·
Demi Lavato
·
Beyonce
·
Kylie Jenner
·
Ariana Grande
·
Emma Watson
·
Niall Horan
·
Harry Styles
·
Louis Tomlinson
·
Taylor Swift
·
Selena Gomez
·
Critiano Ronaldo
·
Leo Messi
·
Still, the authors
take a big leap by saying, “If you post enough artsy, chic pictures of yourself
that rack up plenty of ‘likes,’ then real life accomplishments will not matter
because the popularity of your social media accounts will determine your status
on the social hierarchy.” The idea that “real life accomplishments will not
matter” to millennials, most of whom only care about scoring likes on social
media, is a stretch.
·
Instagram was cited by 64% of nearly 3,700 college students
polled, followed by Snapchat with 15%, Twitter with 11%, and Facebook with 10%.
(Get Data Sheet, Fortune’s technology
newsletter.)
·
LendEDU’s survey is
hardly a scientific study, but it’s still an interesting look into how younger
generations perceive social media services.
·
Differences in terms of age and usage
·
Instagram has more than 1m monthly active advertisers,
up fivefold from last year after it transformed the app and harnessed
Facebook’s infrastructure in the face of increased competition from Snap.
·
allow users to
communicate with the 8m businesses that have accounts, including directly
contacting them, asking for directions to a physical store or buying online.
·
Direct communication between firm and
consumers
·
James Quarles, vice-president of Instagram
business, said the service had focused on making it easier for even small
businesses to make creative videos, with tools such as boomerang, which creates
mini-loops, and Hyperlapse, which speeds up footage.
·
New form
of marketing for smaller firms – potentially challenge pre-existing powers?
·
About 80 per cent
of Instagram’s 600m monthly active users now choose to follow a business on the
platform, and 120m have interacted with a business this month.
·
Snap, the owner of Snapchat, had been rapidly
increasing revenue in the past year as it prepared to go public. The app has a
young, engaged audience and unusual creative options for advertisers, such as
designing their own lenses or filters to overlay on people’s images.
·
But it is still significantly smaller than
Instagram: with 150m daily active users to Instagram’s 400m. Snap is forecast
to generate $770m in revenue this year, up 158 per cent, but far smaller than
the $3.2bn Instagram is set to contribute to Facebook’s top line, according to
research firm eMarketer.
·
Instagram
has copied one of Snapchat’s key features — the 24-hour photo collection known
as a “story” — and is already selling advertising in Instagram stories.
·
“Stories is also a full-screen immersive video
format. Small businesses are using it to do a walk through the store, a
hairstyle tutorial or go behind the scenes before a big launch,” he said. (Mr
Quarles)
·
Instagram also has more granular data than
Snapchat and benefits from being able to sell to marketers at the same time as
they are buying ads through Facebook’s platform: advertisers have to untick a
box not to buy ads on Instagram.
·
But Instagram, and other social media sites
including Facebook and Pinterest, are still trying to work out how to increase
the number of purchases made on their platforms, after launching “buy” buttons
a couple of years ago. Shoppers tend to browse over several days or weeks and
frequently switch devices before purchasing.
·
Integration
of purchasing power and social media, third party of transfer? Easier way to
earn profit without selling audience data? Or both? Enhance consumerism culture
·
Challenging
dominant representations
·
Giving the
minority a voice
·
Reconstruction
of identity // controlled construction of identity *** repeated theme refer to media magazine
article – identity***
·
Men continue to dominate the aviation industry, but a growing number of
female pilots are challenging gender stereotypes with their cockpit photos on
Instagram.
·
The social media stars are inspiring other women to join the profession.
·
It's 2017, and the aviation industry is still dominated by men.
·
Controlled
representation again
·
‘Inspirational’
·
Wow – really
highlighting and bringing forth awareness about mental / physical health
issues, eating disorders extremely common yet still not fully understood.
·
Identification and
personal relationship on ‘one off ’ cases could have an extremely positive (maybe
also negative?) effect on audiences.
·
Again further
occurrences of mental health awareness
·
Musician Jaimie Wilson, who transitioned from a
woman to a man, regularly posts photos of his journey to track his progress.
·
He wanted to show his 115,000 followers that
not every trans person’s journey is the same and to stop people “judging a book
by its cover.”
·
The post has since received more than 32,000
likes and an influx of messages thanking him for sharing this powerful message
·
Validation and motivation
·
“I think you are beautiful. I think your story
is amazing. I hope it empowers more of us in the LGBTQ community to be more
open. Thank you for sharing,” one person wrote.
·
Somewhere along the line, social media’s
message of “you do you” seems to have gotten lost
·
Instagram's algorithm is causing women to copy the heavy make-up look of
reality TV stars to fit in, and those with low self-esteem are particularly
vulnerable.
·
New York psychologist Dr Vivian Diller said the
ability to transform your face using “dramatic make-up” can feel “very
alluring”, particularly if you suffer from low confidence.
·
photo sharing app's algorithm - which gives
some photos more prominence based on the amount of engagement they get - “makes
it appear like everyone is copying the same look.”
·
This can make it harder to discover new
aesthetics, leading to the rise of what style website Refinery29 has
termed 'Instagram face'.
·
A platform that once championed diversity and
provided a space for beauty fans to become their own media creators, social
media’s message of “you do you” seems to have gotten lost in the mix.
·
It’s all about cartoon-like skin, carved
cheekbones and super-plump lips sheathed in matte liquid lipstick.
·
With the threat of make-up and beauty becoming
standardised, it does feel as though we’re on the cusp of change nonetheless;
especially with the likes of Alicia Keys championing the ‘no make-up’ make-up
trend.
·
If you’re tired of being told how to look and conforming to this
heavily-powdered cookie-cutter image, then reconsider what’s on show in your
feed.
·
Follow more creative make-up artists, beauty brands that champion
diversity and bloggers that advocate their own individuality, and yours
·
Trends and
conformity on the platform, loss of individual identity
·
Algarhythms causing
a form of social construct of even beauty that was previously done by the media
institutions consciously, rather now its done by the computers yet it is still
the media institutions creating this ideology.
·
Trends influencing
consumer behaviour
·
“Instagram is more important than alcohol for
today's young Brits”
·
A recent study has revealed that two-fifths
(40.1 per cent) of millennials choose a travel spot based on its
Instagrammability.
·
Be it the colourful coast of Positano or the
turquoise seas of the Maldives, it’s all about getting those precious likes,
leading to more followers.
·
The results show just how much focus today’s
young adults are placing on how their lives appear online.
·
Importance of online identity
·
However this is not necessarily news to despair
about because even a filter can’t polish a turd - if a place looks cool on
Instagram, it probably is cool.
·
But of course, Instagram never shows the whole
story, and even if someone posts a picture of their cocktails by the sea, they
could then be going back to a cockroach-infested hostel dorm.
·
Absence of full – lack of true identity, lack of reality, simulacra?
·
Social shareability is a valuable currency, and
the smartest hotels and resorts have realised this.
·
Concept of social currency?
·
*****link to daredevil/ risk taking selfie behaviours by youth****
·
“If a place is beautiful, I'll appreciate it
and enjoy being there as well as upping my Insta-game - it's a win-win.
Instagram is a great place to find holiday inspiration too.”
·
“When I reached 10,000
followers I started to be taken seriously by other bloggers and
brands. Since then it has grown really fast,” she tells The
Independent.
·
“I takes time to create good content, to have a
nice image, to have credibility, and finally to get the attention of big
brands. I have been doing it for four years, and before that I ran forums for
around two or three years.
·
Raising awareness
·
He hopes that by sharing the picture, he can
help draw attention to the unwanted sexual advances women face all the time.
·
This is real, and it needs to stop.
·
Raising awareness about reality – opposite of simulacra?
·
Sadly, as is common when this subject comes up,
the comments got nasty quick and the reddit post had to be locked.
·
Instagrammers are setting up secret groups
called ‘pods’ in a bid to pull in followers and boost their visibility. Instagrammers
are setting up secret groups called ‘pods’ in a bid to pull in followers and
boost their visibility.
·
Last year, the app changed its algorithm
- to the frustration of many users - doing away with a feed shown in
chronological order and instead, bringing you what you, supposedly, wanted to
see.
·
Essentially, these pods are groups of like-minded
creatives who agree to comment and like each other’s work with the hopes that
it will boost the posts visibility to other users, Racked reports.
·
These days many companies employ Instagrammers
to help promote their products and measure the success of this
collaboration on how many likes or comments that post might get.
·
That being said, if the user they employ to promote
the product is part of an Instagram pod, most of the engagement it
receives will actually be from other bloggers who aren’t genuinely
interested in it.
·
Naturally, this is bad for brands because it means
that the data they collect on how popular a product is
could be completely inaccurate.
·
Selena
Gomez has spoken about the effect becoming the
most followed person on Instagram had on her mental health and wellbeing, so
much so that she ended up taking a break from the app.
·
“People so badly wanted me to be authentic,“
she told the magazine. “And when that happened, finally, it was a huge
release. I’m not different from what I put out there. I’ve been very vulnerable
with my fans, and sometimes I say things I shouldn’t. But I have to be honest
with them. I feel that’s a huge part of why I’m where I am.”
·
Real life and online identity merging can have negative
effects on the individual, probably best to keep the two separate?
·
“It had become so consuming to me. It’s what I
woke up to and went to sleep to,” she continued.
·
“I was an addict, and it felt like I was seeing
things I didn’t want to see, like it was putting things in my head that I
didn’t want to care about. I always end up feeling like sh*t when I look at
Instagram.
·
The decision comes after civil liberties groups
criticised the sites for letting law enforcement easily monitor people's posts
·
Facebook and Instagram have finally banned
developers from using people's posts to spy on them.
·
But last year the site was
shown to be providing information from Facebook and Instagram to Geofeedia,
which develops a product for law enforcement to monitor citizens.
·
Geofeedia employees boasted that it had "great
success" finding out where people were during the protests that broke out
in Ferguson after Michael Brown was killed, for instance. It worked with more
than 500 law enforcement agencies.
·
The new prohibition states that developers —
who get access to user data from Facebook to create apps — should protect
"the information you receive from us against unauthorized access, use, or
disclosure. For example, don't use data obtained from us to provide tools that
are used for surveillance."
·
According to the ACLU,
Facebook had provided Geofeedia with access to a data feed called the
"Topic Feed API," which is supposed to be a tool for advertisers.
·
But Geofeedia could use it to
obtain a feed of public Facebook posts that mentioned a specific topic, place
or event — for example, "monitor hashtags used by activists and allies, or
target activist groups as 'overt threats,"' Matt Cagle, attorney for the
ACLU of Northern California, wrote last October.
·
Major social media platforms including Twitter
and Alphabet Inc's YouTube have taken action or implemented policies similar
to Facebook's, said Nicole Ozer, technology and
civil liberties policy director at the ACLU of Northern California.
·
Leaders of this change?
·
"It shouldn't take a public records
request from the ACLU for these companies to know what their developers are
doing," she said.
·
It was also unclear how the companies would enforce their policies, said
Malkia Cyril, executive director of the Center for Media Justice, a nonprofit
that opposes government use of social media for surveillance. Inside
corporations, "is the will there, without constant activist pressure, to
enforce these rules?" Cyril said.
·
Animal cruelty as a
result of the rise of selfie culture ?
·
Those photos of docile tigers and elephant rides
may make Instagram-worthy photos – but chances are, these animals have been
kept in cruel conditions
·
“The irony is that people usually take these
photos because they love animals,” says Chiara Vitali, campaign manager
at World Animal Protection. “But
behind that selfie there’s often a lot of abuse.
·
“If you’re having a picture taken with a tiger
cub, chances are that it’s been dragged out like a prop then taken back to its
cage at night when tigers should be allowed to roam. To get that picture of a
lifetime, it might have taken a lifetime of animal cruelty.”
·
While the animal visits provide an endless
stream of Facebook and Instagram photos, they’re big business too. It’s
estimated that 110 million people visit cruel animal attractions every year.
·
Instagram’s link to normal tangible businesses that influence
culture?
·
The travel industry is taking big steps to
become more ethical.
·
Link to the travel industry ** further collective research
·
Despite how it's sold to travellers, riding
elephants is not part of Thai culture – it was developed in response to tourist
demand. “Most of these elephants will have been taken away from their mothers
when they were babies,” says Vitali. “They do this to break their spirits. They
often starve them or beat the elephants so they learn to be submissive. The
trainers can treat them like this for a about a week, but it gives them a
lifelong fear of humans. And that’s why you’ll often see their trainers carrying
a stick with a hook on the end.
·
“Dolphins might look like they’re having fun, but think about how the
animal came to be in that situation, surrounded by people,” says Chiara.
“Dolphins are often captured in the wild. Poachers take young dolphins out of
their pods, many of which die during that process as it’s so traumatic. These
creatures are built to swim miles through the ocean, so putting them in a
swimming pool is the equivalent to locking a person in a room for the rest of
their life.”
·
These performing reptiles have often been taken out of their natural
habitat, had their teeth yanked out without painkillers or had their venom
ducts pierced with a hot needle to destroy their only form of defence. And
their “dancing” to music is actually the snake doing a terrified sway.
·
Last year, 137 tigers were seized from the
Tiger Temple, west of Bangkok, after reports they were being heavily sedated,
beaten with sticks and kept in concrete cells. Authorities also found 40 dead
cubs in a freezer. The temple, which earned an estimated £4.9m a year from
ticket sales, was shut down, but there are currently plans to open a new zoo
next door.
·
“Tigers are solitary animals, so it’s not
natural for them to be around hundreds of people,” says Vitali. “Look out for
signs of stress such as the tigers pacing back and forth."
·
“Wild animals like this don’t have an
instinctive relationship with humans, like a dog would have an instant rapport.
If bears are taught to follow a trainer’s cue, and react to them in a certain
way, then they’re usually doing so through pain and fear.”
·
But be weary of anywhere that lets you pick up
a sea turtle for a quick photo. “Think about the stress of what it’s like for
them to be handled,” says Vitali. “If they’re kept in small cages, sea turtles
often turn to harming each other or cannibalism.”
·
”But the animals are often kept in cages
without proper shelter and bedding, and sometimes they end up pacing or harming
themselves,” says Vitali.
Answering the questions (any additional research)
Audience experience
·
social
is an increasingly "pay-to-play" endeavour
·
Logan suggests that businesses serious about
entering the social space allocate a marketing budget specifically for social
media.
·
"It's quite
difficult to break through if you're not putting money behind your
efforts,"
·
Certain
businesses will flourish on visually rich sites such as Pinterest, Instagram and YouTube, while others may have more success with
Twitter's 140-character format (though it's important to note that visuals generally
perform better than
text-only posts, regardless of the platform on which they're posted).
·
"liking" a brand on Facebook or
following your local coffee shop on Twitter is the promise of being in-the-know
about events, promotions and special offers or discounts.
·
Social media provides brands with a unique
opportunity to show their audiences a behind-the-scenes look — or the human
side — of their businesses.
·
Don't be the overly promotional fan page
·
Domesek advises businesses to adopt a content
strategy that appeals to audiences' emotions. "It's a balance. Focus on
emotional analytics as well as numerical ones. Pushing out content that is
strong, conversational, and that especially evokes an emotional response will
build stronger engagement and audience growth."
·
Show us a job listing for a nine-to-five social
media manager position, and we'll show you a thousand and one missed
opportunities. The truth is that your customers are likely going to be online
during off-hours (nights and weekends), and the ideal social strategy doesn't
shut off completely for hours or days on end.
·
, CEO and founder of Storenvy, says the company owes its success in large
part due to a dedicated social strategy. "Social media is an extremely
powerful avenue for everything from customer support, customer acquisition and
building long-term relationships with those who are passionate about what we
do. From advice and resources to user and merchant stories, new and trending
products to promotional contests and giveaways — our social media never
sleeps," he says.
·
On one hand, hiring in-house ensures that your
brand messaging is on-point, and having a member of your own team managing a
social presence ensures information is more likely to be accurate, timely and
cohesive with your brand's unique voice. On the flip side, many small
businesses simply don't have the time, resources or know-how to dedicate
themselves to social, and handing the reigns over to professionals who are
well-versed in online marketing strategy may prove effective (albeit somewhat
nerve-wracking).
·
What once served
primarily as a platform to increase sales is now a meeting space, and has
become part of the brand experience itself.
·
A business’s brand is
the voice of the company, and your employees are extremely important when it
comes to ensuring that voice is articulated correctly.
·
Customer
experience/service is fast becoming the most important tool for business
success, and how a particular forum represents and adds to your brand’s vision
is a vital component to successful customer experience
Before posting on social media, a
business should ask:
·
Who are we engaging with?
·
What platform are we using?
·
What type of content are we using?
·
What are our bigger goals?
·
How can we measure our results?
·
Fluidity
·
The ability the internet gives us to share and receive instant feedback
creates the potential for sudden changes in what your customer wants and needs.
·
It's important for
companies and businesses to switch from the traditional use of social media.
Products and services are pushed on consumers throughout their day, so if they
do not like the way you do business, they will likely be able to easily find a
replacement
·
Be sure content is easy to consume and respond to
via mobile devices.
- Post photos and videos. Photos are shown to increase engagement
tremendously. Consider posting behind the scenes photos of your business,
recent functions, or even share photos of your customers using your
product (with their permission of course). However, not all photos
(or content for that matter) should be of your products, services, or
offers. You may also want to ask your audience to share photos
- Post some clever questions. These types of posts will inevitably
spark a discussion that could provide valuable insight on your target
audience. You could also incorporate a poll on Facebook or your blog.
- Pay attention to the calendar.
·
Instagram audience
·
Within a
six-month period in 2016, Instagram grew its daily user count by 100 million users. Now with more than 600 million active users on Instagram
·
(usuage)
·
38%
female
·
26% male
·
Age
18-29 59%
·
30-49 33%
·
50-64 18%
·
65+ 8%
·
39% urban
·
28% suburban
·
31% rural
·
Income – less than $30 k 38%
·
30k- 49,999 32%
·
50-74,999 32%
·
Above 75 37%
·
Education – high school or less 27%
·
Some college 37%
·
College + 33%
- Interests
- Activities
- Pages
they (your target) have liked
- Closely
related topics
And they say Behaviors can include:
- Purchase
behaviors
- Intents
- Device
usage
Read more at http://www.business2community.com/marketing/marketing-psychographics-4-leading-insights-01200866#Uj8Xo3XEKSCo9gEf.99
·
Top 20 interests
·
Adventure and sports – 141
·
Beauty – 140
·
Books/reading – 140
·
Business – 238
·
Cars/ automobiles – 138
·
Celebs news and gossip – 134
·
Diy etc – 134
·
Economics – 134
·
Environmantal issues – 13
·
Fims/ movies – 128
·
Fine arts/ culture – 127
·
Food – 126
·
Gadgets – 126
·
Gaming- 125
·
Health and fitness – 125
·
Music – 124
·
Personal finance – 123
·
Personal health care – 122
·
Pets – 122
·
Food
·
Latte Artist
·
Couples
·
Eternal Vacationers
·
Every day is tbt
·
Frequent flyer
·
Selfies
·
‘bad news’
·
Dogs
·
Bridges
·
Fashion
·
Funny things
·
Party
·
Travel
·
Pets
·
Parents
·
Activist
·
Filters
·
Re-posts
·
Sky/city worshiper
·
Food
·
Selfies
·
Addict
·
Dogs
·
Cats
·
Food
·
Clothes
·
Motional quotes
·
Pictures of ‘quiet time’
·
Homework
·
Coffee
·
Flowers
·
Time lapses
·
Make up
·
Same/ different filter
·
Nature
·
Glam
·
Memes
·
Gym
·
Friends
·
Concert
·
Don’t understand
·
Digital
media companies and publishers rely on content as a key way to establish their
brands.
·
People
are less likely than ever to start at the homepage of a site when consuming
content. They’re much more likely to engage with media on Facebook, Twitter,
and Snapchat — places they’re already hanging out.
·
When social media platforms
change their algorithms, offerings, or prices, things can get tough. It’s like
trying to build a house on rented land. That’s why media companies are focusing
on growing an owned audience through channels like email marketing, native apps, and podcasts.
·
Digital
media companies and publishers care deeply about their audience’s experience.
They want to grow an audience, but they also want to grow the right audience.
Social
media isn’t a fad or trend. It’s an enduring reality of online existence
·
Simply because you have followers doesn’t mean
that you have an audience. The Next Web, reported that anywhere between 67.65 and
137.76 million Facebook accounts are fake. Simply having a bunch of followers
doesn’t guarantee that you have a human audience.
·
Active audience(monthly) – facebook 1.15 billion
·
Instagram 150 million
·
I’ve
found that Instagram is a powerful way for promoting both one’s personal brand
and a business, too.
·
Instagram
is a visual platform. We already know that pictures get 5x higher engagement on
Twitter, and photos make up 93% of the most engaging Facebook posts. With
Instagram, it’s all photos and video. That kind of
visceral appeal is one of the reasons for Instagram’s massive popularity. Throw
video into the mix, and you’ve got a social media channel that is basically
addicting. Visual content in social
media is electric.
The usefulness of Instagram’s interface stems from designers cleverly
incorporating several characteristics found in other exceptional interfaces.
Reviews on Instagram’s UI say it is:
·
Direct and simple— Does not overload users with information. Less
is more, but do the less well.
·
Satisfying — A UX needs to be visually appealing but balanced,
pleasantly interactive and emotionally gratifying.
·
“Glanceable” or “capturable “at a glance — A good UI provides design
elements that do not require too much cognitive effort.
·
User-focused — Instagram’s new UI makes users and their intentions, not
the navigational elements, the focal point of the UI.
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