YouTube started as a place to store videos but quickly morphed into a social networking site when purchased by Google in 2006. The site’s new value proposition at the time (Broadcast Yourself) reflected this sociality. Is it still primarily a social networking site? Why or why not? Can you find “Broadcast Yourself” on the site anymore? What is YouTube for now? If the visitors to the site were broadcasters in the past what are they today?
Required readings: Todd Zeigler (2009), “Using Twitter Lists to Judge Influence“; Boyd & Ellison (2007), “Social Network Sites: Definition, History, and Scholarship“; Ihlen (2005), “The Power of Social Capital: Adapting Bourdieu to the Study of Public Relations” (Blackboard); Gina Jacobs, “National Poll: Young People See Social Networking as Attention Seeking“; Norris (2002), “Social Capital and the News Media” (Blackboard); David Kirkpatrick, “With a Little Help From His Friends” (Vanity Fair); Jose Antonio Vargas, “The Face of Facebook” (The New Yorker)
Group presentation in class on 3/2. Place your presentation in the final project section of your blog.
Review elements for Final Project checklist, especially: Jing, Animoto, LinkedIn professional profile. Begin work on Pinterest.
Items completed by 3/13 are:
* Resume and cover letter.
* Position Paper.
* Prezi presentation on a topic of your choice.
* Your professional career statement posted on your blog..
* Voicethread example. Link posted on blog.
* Social Media Critique and Analysis
Projects after MT:
- Jing presentation
- Animoto project
- Professional LinkedIn profile set up(Include URL on your blog)
- FourSquare Tips
Check out the resources in earlier posts. Create a a short Jing screencast on “How to” do something. Try and connect with your career choice.
Social Media and the Law
Find a case related to social; media and the law. List the URL in your post and respond to the following questions:
* Discuss the issues presented in the case.
* Present both sides of the issue.
* What was the outcome of the situation.
* Do you agree with the outcome?
Sample Resources. You do not have to use any of these cases but here are a few resources.
Social Media Marketing Tool Presentation and Report (100 points)Presentations will be given on 2/29.
YOU MAY WORKING INDIVIDUALLY OR AS A TEAM OF 2-3 PEOPLE
Marketing professionals are expected to be up to date on technology and be competent in terms of assessing its use and relevance for engaging customers. They must be aware of new technologies and provide leadership and advice on how they can best be used to effectively grow the business. As a result, employees who work in marketing departments are oftentimes consulted by management in order to demonstrate the appropriate use of new technologies and are specifically asked to provide counsel on how they can be used to reach and engage customers as well as the risks that might be involved in such use.
With the above in mind, you will work in groups of two and provide a 5-7 minute demonstration and summary report on the use of one (sign ups will be held during class time on Monday, 2/29) of the following social media tools for marketing purposes.
Facebook Twitter Yelp! 4Square Instagram Pinterest
Tumblr YouTube Google+ Groupon Second Life Friendster
MySpace Vine LinkedIn Flickr Reddit Wikipedia
TripAdvisor Path Banjo Tagged Meetup StumbleUpon
Presentations should cover the following:
- Show/Describe the tool: How do you use it? How long has it been around? How many users/subscribers are there? Who are they? Hint: You may have to use Business Source Premier to research the tool in order to better understand it as a business leader as opposed to a user!
- User benefits: Why do users/subscribers use this tool? What do they expect from it? Why did they turn to it?
- Monetization strategy: How do the owners/developers of the tool make money? What does this do to the user experience? The use of it as a marketing tool? Hint: search BSP or Google the tool and the words monetization or monetization strategy.
- Marketing benefits/value: How useful is this tool for marketing? Which industries are using it most? Which companies are using it most effectively? For what purpose (trial, awareness, desire, loyalty etc.) Show at least three different examples of successful/effective use of this tool and three examples of epic fails by companies using this tool for marketing purposes. Which industries might benefit the most from using this social media tool? Which ones might not find it valuable?
- Marketing risks: What are the risks involved? Show examples of major fails by organizations. What do you think we can learn from them?
The presentation should be summarized in a professional ‘leave behind’ or 1 page (can be two sided) summary of the tool, how to use it, who uses it, marketing applications and risks. Think infographic or bullet point highlights more than written report
Complete the following and bring responses to class on Monday 2/22
Scenario #A: One of your co-workers has signed up for the free version of a direct competitors product. One day they get an email blast about a major customer issue and the email was accidently sent with all of the recipients in the cc field instead of the bcc field. Your co-worker suggests adding all of those email addresses to your company’s marketing email list. Do you agree?
Scenario #B: One of your co-workers is assigned to investigate strengths and weakness of a competitor’s product. They create a website on your company’s intranet (e.g., only viewable by employees) that quotes from every negative consumer review they can find on social media or product review websites. One of your co-workers thinks that info should be posted as an anonymous public website. Do you agree?
Scenario #C: You work for a company with a small but loyal customer base. The company has cash flow problems and is concerned about making the next payroll. It may not be able to pay employees like you! A direct marketing firm offers a substantial amount of money if you will sell them the email list of your customers. Your TOS (terms of service) say you will never sell customers’ personal information but it also says the terms can be unilaterally changed at any time. Do you sell the email list to keep the company afloat?
The next media tool we will discuss is animoto.
Registration fair: Wednesday 2/17. Meet in the classroom. The assignment worth 100 points will be distributed in class.
Complete the Jing presenation.
We will decide the groups and topics for the social media presentation on 2/22.
Social Media Marketing Tool Presentation and Report (100 points) Presentations will be given on 2/29.
Set up a professional account on LinkedIn by 2/29.
Begin to work on your professional profile on LinkedIn.
Complete weekly blog post.
Do social networkers have a right to privacy? More and more users of Facebook and Twitter are finding that prospective employers are perusing their sites, despite the fact that they may conceive of their online presence as personal space.
Also, what is a private person’s right to control the images and information about them available on line?