Is Social a Trend?

   Quite a few marketing experts are labeling social media as a trend. My belief is that social media as a whole is here for the long run, but I do believe that the platforms somewhat of a trend. Social media platforms such as Myspace, Facebook, and Twitter could all be "extinct" from social media in the future. Why? Because people get bored with the same old stuff after-awhile. And all these platforms have a similar 'conversation' type aspect to them in order to grow.
    But other platforms are able to stay for longer periods because they aren't constricted by 'conversation.'
For example, YouTube is based around users posting videos and not the actual conversation/comments. It is its own separate type of platform. Instagram is another platform that has the ability to sustain itself for a long time.

But no platform is immune to social media extinction. Facebook is generating more and more traffic worldwide and has over a billion users. In the U.S., Facebook is beginning to be an "old person's" platform which could become a worldwide view that starts a decline in growth. We as marketers could also hinder the platforms. Instagram faces a tough issue on advertisement on the platform that could cause users to look for alternative platforms.
No matter what platforms go "extinct", there will be one to take its place. Digital marketing is unique in that that the game may not change but the place where you play definitely will.

The ME-llennial Effect: The Ugly Truth of Social Media

   
   Social media has a dark side that we must recognize. Facebook, along with other platforms, has made people believe their lives are more important than they really are. As blunt as that sounds it is absolutely true. Social media was adopted by a younger audience at first. High school has always been full of drama and "who kissed who". But social media fueled that drama to reach beyond the hallways of school.

   First, people believe there lives are more important than they really are. Social media allows people to have a bio, status posts, pictures, videos, etc. on their profile pages. However, that has caused people to become self absorbed. Participation in social networks is skyrocketing and so is the time people spend on it. People have became ADDICTED.
  Social media addiction may not seem like a terrible addiction to have but it really is. Students grades are slipping, adults are getting fired, and other problems are becoming common. So what do we do? As a Digital Marketer you must not feed the addiction. In an earlier post, I discussed how Chive encouraged people to meet up outside of the platform itself. Lets do this. If we can get people to group together on social media, then to meet together in real life isn't that really the ultimate goal?

Social Spotlight: The Chive

Around March my friend recommended me downloading an called Chive. He, as well as their slogan, said Chive was "probably the best site/app in the world." The first thing that caught my attention was the half naked girls they showed. However, I found it to be way more than that.

Even though Chive does show half naked girls, called Chivettes, they are never completely nude. Plus there are way more categories to see. They show random facts, beautiful places around the world, "women's logic", and pretty much anything else you can think of. The biggest reason I decided to shine a spotlight on Chive is their sense of community. Chive is meant to bring people together in order to better the world.

They have a RAK, Random Act of Kindness, category in which you give to other Chivers or people without expecting anything in return. Lets say you see a car with the window down and it looks like its about to rain. You could put a trash bag over the window to keep it from getting wet on the interior. You'd then leave a note saying what you did with KCCO on it. KCCO is Keep Calm and Chive On.

Chivers are also meeting together around the country just to meet up and have fun. When you are on Chive you feel like their is still good in the world. Instead of Social Media making people more anti-social, Chive encourages people to be friendly, caring, and give back whenever possible.

Watching Out for Big Brother... And Not THAT Big Brother

George Orwell's novel 1984 was about a totalitarian future society in which Big Brother, the government,watches every thing its citizens do. Although there are current political issues that claim a true Big Brother-like government, I see another Big Brother emerging in social media. Big Brother could have a direct impact on your future professional career and overall reputation.

Although other platforms may have a Big Brother like presence, I will focus on Twitter because that is where I see the most activity of him. So who am I claiming to be Big Brother? A few would be @UGAMakeouts and  @GSUPassOut. These are twitter handles that focus solely on catching drunk people making out downtown and passing out drunk. Both are fueled by user submitted content.

Whats the problem? If you are able to make it onto one of these pages, then you have a problem. Your reputation is on the line. Those pages are made public for all to see so family, friends, and future employers can all enjoy in your embarrassment. And the number of retweets makes the reach of the photos grow exponentially
Many claim that this is invasion of privacy but they fail to realize all the pictures are user submitted and in public places for all to see. The only way to prevent your photo from making its way onto one of these pages is to be aware that they exist. By knowing you could end up on @UGAMakeouts for making out with a drunk person could prevent you from doing it. There really is not much you could do beyond that. Just know Big Brother is watching.

Screen to screen to screen

   Long gone are the days of just trying to get consumers to watch your TV commercial. Commercials are often ignored and only watched when you've accidentally left the remote across the room. Jokes aside, Television commercials are only effective when used during the Superbowl. However there are better ways to spend your companies resources.
   Multiple screen engagement is key. We must break up the term multiple screen engagement into two sections: Multiple screen and Engagement. Multiple screens includes TV, tablets, smartphone, and to a lesser and lesser degree a computer screen. The ease at which a consumer can switch from one screen to another needs to be as streamlined as possible.
   
Engagement is the more important side of the term. Without engagement from your consumer, you are wasting your time. Multiple screen engagement does not mean have commercials on different screens. Although you may have advertisements on multiple screens, engagement on those screens should be the goal. Commercials and advertisements frustrate the consumer more often than inform or persuade. Drive engagement that adds value to your consumer. Companies today are so profit driven that they forget about their consumer after the dollar has changed hands. It is important to keep bringing customers back. Become a customer oriented company.

Teamwork Equals Success

    Football is the ideal team sport. One superstar player cannot win alone. For every pass there must be a catch. For every run there must be a block. In football, a team is just as strong as its weakest player. The same way is in marketing and especially in Digital marketing. 

    Facebook is the only direct way to reach over a billion people worldwide instantaneously. That alone shows the power of a single social media platform. Others, such as Twitter, are growing in active users as well. The reach of these platforms is the reason marketers are foaming at the mouth trying to reach them. The importance of teamwork within an organization is key to success in a marketing campaign and overall brand image.

   Digital marketing must tie into the overall marketing plan of the organization. Streamlined communication among departments is important to accomplishing marketing goals. When companies allow departments to become silos within the organization the brand image will begin to decline. The company must have one single,positive image to pursue rather than various images across all mediums. That coupled with the reach of social media platforms adds to the importance of teamwork. Football is the ideal team sport. One superstar player cannot win alone. For every pass there must be a catch. For every run there must be a block. In football, a team is just as strong as its weakest player. The same way is in marketing and especially in Digital marketing.

Facebook Creepin'

   We all know what Facebook creeping is. It is when you snoop through people's photos and statuses for an extended amount of time. But isn't that what Facebook is for? Don't post anything that you wouldn't want anyone to see a week, 3 months, or any other time in the future. The statistic brands need to know is "90% of users time on social media is spent consuming content." With that being said, Facebook creepin' and that statistic is critical for a brand to recognize and apply.
                                                   
  Brands must make their Facebook pages creep worthy. I've had restaurants and retail stores offer specials if I liked their page on Facebook. I would like their page, get the special, then go unlike them. Why? Their pages were bland. What is the point of accumulating likes? Brands do not get paid for likes. And if others do what I do the brands lose money because of likes. Some brands lose the purpose of creating a Facebook page. It is a tool to market your brand and brand image.
  Brands need to take advantage of Facebook's true power. Give users a reason to like your brand beyond the saving money proposition. Know of cool blog or article? Post it. Doing some philanthropy? Talk about it. Funny photos? Post them too. Facebook has billions of users that you could reach by giving them more than just your daily special. I'm more likely to permanently like and creep on a brand's Facebook page knowing they are out for more than their interest.

Know Your Target Market! Know Your Social!

   As marketers begin utilizing social media more and more, they need to recognize the ins and outs of each social media platform. As obvious as that sounds it is vital to obey it. I'm seeing companies jump into every social media platform just because their competitors are doing it. Although most platforms are free to join, companies could waste resources such as time and money(paid to employees or outside firms) if they don't know the platforms or their target market.

   "Jack of all trades. Master of none." That is a common phrase that I'd like to change to: "Company in all social media. Master of none." I am a marketing major and know the importance of reaching as much of your target market as possible. However, companies are losing the quality of their marketing plan by trying to be in every social platform. Instead, I advise a company to choose a few major social platforms, to focus their attention on. Choose the platforms that your target market frequents the most. That way companies can engage with their target market in a quality manner.

  Quality engagement. That is all that matters. By using the social media platforms in the way intended to reach people will shed a positive light onto a company. Not being bombarded by ads or the company's products every post but using the 80/20 rule. Companies need to allow the target market to control the amount of engagement they want with the company. Just like people don't want other people to harass them, a company too should not harass them. Know your target market. Know your social.

Twitter Time in Higher Education

   Before I get started, this blog is not going to be a rant about players using Twitter negatively such as the case with Johnny Manziel. Rather I would like to delve into Twitter and the powerful benefits that Universities and campus organizations could take advantage of.

 
   Branding. A word that has made its way from the boardrooms of the private sector to the offices of University campuses. Universities have to brand themselves. Let me repeat that, universities HAVE to brand themselves. Education is the number one reason a student attends a university. However, a student wants more than a piece of paper after they graduate. Students want memories of football games, downtown adventures, and other social events. Universities have the ability to show the distinctness of their respective university's atmosphere.  
                                 
  So how does Twitter play into this? Facebook is becoming a graveyard of profiles for college students as they transition into twitter. Twitter's mini blog format allows users to connect with what each other is doing. But it also allows users to follow profiles of interests.
  Instead of sending tons of emails or just highlighting the larger attractions of the University, schools can tweet in real time things going on around the campus and university. Students will feel involved and wanted if the school makes an attempt to cater to their interests.

NFL: The "Cost" of Safety

   Football is inherently a violent, physically demanding sport. In the 2011 season there were 3,113 football related injuries in the NFL, up from 1,919 in 2010(according to the Bleacher Report). So what is the NFL doing to combat the issue? That debate is still ongoing and a polarizing topic. I'd rather show a recent case of when the NFL has put safety of their players below their brand.

   Von Miller, Broncos Star linebacker, was suspended for 6 regular season games last week for violating the NFL's substance abuse policy. Miller had not used any performance enhancing drugs, commonly known as PEDs, or any other steroids type substances. However, he was accused of using marijuana and ecstasy.

   Now lets take a look at Antonio Smith, Texans defensive end. During their second preseason game, Smith ripped off Richie Incognito's hemlet and swung it at his head. Incognito narrowly missed being seriously or fatally injured by Smith. The NFL proceeded to suspend Smith for the final two preseason games and the season opener.

   The NFL has again thrown the safety of their players under the bus. How can Miller be suspended, although illegal, for 6 games while Smith is suspended for one? Now I say Smith is only suspended for one game because the suspension from  the preseason is more of a reward rather than a punishment. Von Miller had no ill intent with his actions. He injured nothing except his and, to a lesser degree, the NFL's reputation. While Smith's violently swinging a helmet at an opponent's unprotected head could have killed a man. So when I hear the NFL is for player's safety, I ignore it because actions speak louder than words and the NFL is all talk.
   How does this apply to social media? Fans can see the discrepancy the NFL has between money and safety. However, without a united front, preferably the use of social media platforms, there will be nothing done.