My two favorite social media listening/monitoring tools are Google Analytics and Google Alerts. Both are extremely handy tools that aid in keeping on track in the day to day stats and information. Using Google Analytics can helps not only track your blog or website sessions, but also helps thoroughly explain the finer details such as, page sessions, favourite pages, and audience insight. Using Google Alerts alleviate the stress in having to search for news or content that is of interest to you. The alerts pop-up and inform the user that content that is of their interest is now live on a certain site. This helps websites receive traction, while also making your life easier.
I have three news/update sources that are my favourite. I like using the CBC news app to keep up to date with the news. The app is extremely easy to navigate, all while being visually appealing.
The other two sources are actually monitored using the Snapchat app. On snapchat, you are able to “follow” certain pages, and in this case it is CNN and the Daily Mail. While I personally don’t trust in the reporting styles, I do find both produce appealing need-to-know stories that draw you in. In this case, they chose roughly 10 stories in a row that you are able to flip through. They show an image with a header and line from the story, which draw the reader in. This layout is appealing and the stories are a quick 3 minute read.
I find that the differences in using the app versus using snapchat page really depend on the length of time I have to review the news. One is more of an active search, while the other gives you the essential news.
I came into this course a little worried about how everything would pan out. I was overly thrilled as I was told to take the course in hopes to help the company build up their social media platforms. I am completely floored with everything I’ve learned. It is crazy to think how much you can learn about the digital world in just two months. It just shows you that courses about blogs, social media, stats and everything digital will only expand as new things are happening every day.
In this course, I learned about content and the importance behind. In my job, I help editors, but I don’t write any content, so I didn’t truly understand the value of good content until we built our social media channels, and nothing was working. Then I take this course, and its light bells are ringing in my head! We learned about becoming a storyteller and how easy it is to pump out useless information instead of focusing on the flow. We learned about the audience and how important they are in creating brand awareness. We learned about an audience and how diverse they can be, which means adjusting styles of communication to fit. We learned about creating meaningful content in hopes to be relatable and connect with the audience.
We learned so much and I still believe I will need to review all the content once again to make sure I can remember it all! I’m very happy I had the opportunity to be apart of this course and learn such valuable lessons.
I believe there are a few pivotal moments in your life that can truly shape who you are. But no one talks about the little moments that are your foundation. This could mean getting a pep talk from a teacher, or revealing a secret to your parents, or being so proud of your small achievements. Some of the moments from my childhood that shaped me usually involved travel. If you’ve traveled when you were young, you understand the feeling of being completely vulnerable. New surroundings and people can do that to you.
My father traveled a lot when he worked, and he found a company that offered an incentive to include your family on your travel. This means we spent a couple of summers in different countries and traveling in between. We met so many people, travelled all around the world, all the while never really settling in one spot. When you’re a kid you don’t appreciate it, but now as I am an working adult, I am so thankful. Traveling when I was younger meant I became worldly, open-minded, confident and was able to meet the greatest people!
Although not feasible, I believe everyone should get a taste of traveling. I think people would be happier and more welcoming to different cultures and backgrounds. One thing my dad has always said is “the world is getting smaller everyday”, meaning traveling is more accessible now than ever.
You may have heard of it before, but this new social media platform has only increased in popularity is TikTok. As someone already on social media, I felt quite out of the loop when it came to TikTok and only recently started paying attention to all the news surrounding its growth. What is TikTok? Well if you are like me and had need to research the details, look no further! A Chinese company in 2016, bought an existing platform and renamed it to TikTok. This platform allowed users to post funny memes, stories and videos of themselves, which then is shared amongst other users. Part of the allure to the program is that users are able to apply filters, and special effects to enhance their own videos.
TikTok has been able to entice users through platform challenges and trending hashtags, which has increased its popularity among younger generations. It began with a large audience in China and slowly expanded overseas, mostly using challenges. It truly boomed when influencers and celebrities began to take part and people wanted to watch what they were posting. Hashtags are vital to TikTok when posting a video as they help categorize the content, gain followers, become an influencer, and know what is trending.
Although TikTok is now a trending platform, it has been hitting some bumps in the road. But were these legal issues just growing pains in a now international company? The first issue being that religious countries had issues with explicit content being easily accessible. In this instance, India files a lawsuit claiming the inappropriate content could lead to “cultural degradation”. After enforcing stricter rules on content, they once again hit a bump in the road over data collection from children in the US. Since they were collecting data from minors without parental consent, they had to hefty fine. Recently in the news, TikTok was once again blasted over the “Momo challenge”. This was a video of the bird woman appearing on multiple social media platforms instructing children to do bad things such as kill themselves or else “Momo” would find them. Although they were not the only platform listed, due to a large portion of their audience being minors, it became a platform for parents to worry about.
Surprisingly, companies have already jumped in the band waggon and started promoting their brand on TikTok. The best example would be Chipotle posting the “Guacamole song” and a bowl of their guacamole, which ended up sparking Guacamole dance challenge. It worked because it aligned with the theme of TikTok, which is to have fun and be silly in a safe environment. Chipotle did a great job at promoting their brand using trending hashtags, a funny song and it sparked a challenge which help the video gain stardom. I think as time goes on, we will be seeing a rise in companies promoting their brands in silly ways in hopes that it will help their corporate image. You look at the chipotle video and you don’t think about them as a corporation, but rather an individual with a sense of humour.
As TikTok gains more popularity with younger generations and celebrities, more people will start to join due to the classic symptom of “FOMO” (Fear Of Missing Out). More companies will have to learn the new platform to ensure they can start to promote brand awareness. Hopefully TikTok will create stricter rules when it comes to content, children on the platform and predators. Although they cannot control users, parents will have to learn about the program more depth to ensure their kids are safe.
Your personal brand is what you project to the world. It could be your image, such as style, your job, your personality, even those that surround you. All these factors our cohesive in developing your personal brand. It’s quite difficult to break all these down to qualities, as it does feel “braggy”, however it should be something you are proud of. I like to tell people that I am a sponge, and as weird as that may sound it makes me stand out from my competition. I strive to learn as much as I can and progress every day. That means I ask a lot of questions, I listen to those around me and I learn from my mistakes. I am also very personable, which correlates to listening because I can have a conversation with anyone, which is why people open up to me very easily.
I work at a trades publication, where I am surrounded by men that have years on me in this industry. They are all very accomplished in their careers, therefore I strive to be better. It may sound aggressive, but I know I have something to prove, so I make it a point to be better at my job every day. I am extremely organized, direct, passionate and a hard-worker. As much as they seem dull, these traits have helped me prove myself to my colleagues.
As much as I am very focused on my career, I still try to make work as fun as you can. I love chatting with my coworkers and trying to connect beyond a business relationship. I believe my light and humorous attitude really brings a distinctive value to the team. It helps me connect with our readers when we are at tradeshows and also connect with clients.
The thing I am most proud about myself is all the countries I have been able to travel to that has helped broaden my point of view, while also learning about the world. Traveling has been a real gift and has allowed me to meet some of the greatest people in the world. These are the people I surround myself with and they also represent my brand, and this makes me proud.
Influencers are a new “influence” in the marketing world, and they prove they are a powerful source to deliver information. An influencer is someone that uses their platforms through paid sponsorships, to push a product or service to their followers. When you think of influencers, you may be thinking of celebrities like the Kardashians, however celebrities and influencers are often misconstrued as the same thing. The difference lies in the way they built their audience. Celebrities built their audience through their careers in tv, movies or music, whereas an influencer builds their audience using blog, vlogs, social media and channels that allow them to express their opinion. Both can use their status to promote products or services in exchange for a handsome fee, but is this the new method to marketing?
Influencers have been able to use social media for their benefit through gaining trust of their audience. They are average people with either a hobby, such as fashion or photography, that are willing to share their experiences and their honest opinions. Influencers are founded on whether they are relatable, their size of audience and their impact. It is the amplified “word of mouth” campaigns that resonates with their audience because it is not sales focused, but rather personal. An influencer will use their own images and copy; therefore their “voice” enforces the authenticity of the product and thus are more trustworthy than traditional advertising methods. Since the classic glorified marketing methods do not build personal relationships, consumers are now understanding that companies only show you what they want to see. Whereas, an influencer will break down the benefits, uses and tips in an informative way and therefore a more reliable source.
The rise in influencers and the pricetag around posts have resulted in a surplus of sponsored content, in which the audience may not like. It becomes oversaturated and therefore a less trustworthy product or service. Although this is the responsibility of the influencer to control and maintain, they could be blinded by the paycheques that keeps coming their way. This is where companies need to be more strategic with their choices in marketing influencers. Instead of looking for the largest number of followers and previous stats on past endorsements, they need to choose the right influencer that could target their specific type of audience. Or risk your brand being affiliated with someone that is deemed “annoying” and “untrustworthy”. They then must relinquish control and allow the influencer to be natural and promote the product/service to their audience the way the know how.
Influencers have been able to profit off postings that most have turned it into a full-time job. This has caused an impact in traditional marketing methods, as companies are diverting their attention completely. Therefore, with influencers using platforms like Facebook and Instagram to push their platforms, the social media companies are realizing they are not profiting and their own ad services are taking a hit. So how do they ensure that they are still able to make a profit off of ads? Well, they simply take away “likes” which is an influencer ‘bread and butter’. These “likes” are stats that companies want to see when someone is promoting their product. Although Facebook/Instagram are preaching that removing then “likes” will help with mental health, they have obviously done the math to ensure they are still making money off their marketing methods.
Influencers have been changing the game when it comes to marketing, but it has a come to a point where people are questioning the brand and the influencers authenticity. The new trend for 2020 digital marketing will be using micro-influencers to promote their product. This is because these influencers have less that 1,000 followers, which is a targeted and specific audience. The specific audience means their product is more likely to resonate with the audience. But what will the next trend be when it once becomes over saturated?
Canadian Tire is a household name in Canada. It was a founded by two brothers in 1922, quickly became incorporated and has grown into over 1,700 stores. They now own Mark’s Work Wearhouse, Sport Check and other sports stores. As a child, you may remember getting the weekly flyer delivered or even playing with their Canadian tire money, but in the recent years the company has dove into the digital world of marketing. Converting, but not excluding, traditional marketing strategies to include social media, digital ads, a fancy website, promotions and charitable campaigns.
Through social media, they have been able to connect with a wider demographic and really demonstrate that they are not just a home improvement store. Their social media posts target men, women and child of all ages and demographics. They also have created campaigns that are not solely focused on pushing products, but rather encompassing a community. This is seen in their Jump Start campaign and the “We all play for Canada” campaign. This only enforces the humanity side of the large corporation, making it appear trustworthy and authentic. They use social media to show ads that spark a laugh, home décor inspiration, and DIY encouragement.
One of the best approaches to engaging with their audience is their TESTED for Life in Canada program. They send products to everyday Canadians to test out, then they send their feedback and lastly, if it is approved, it receives the “TESTED for Life in Canada” badge. Canadians are able to share their experience on social media and by word of mouth, which then spreads to their own network. This tactic has put products in someone’s hand, opening their minds to feedback whether it be good or bad and hoping that product seals their reputation. They are putting their brand on the line and it creates and level of trust among both parties. This B2C relationship is different than most because the corporation is not seen as the top of the chain just letting consumers feed on their every word, but rather a respectful relationship of both parties.
Social media has to capability of connecting multiple users from all across the globe in an instant. It also enables users to share news and opinions, but are shared opinions on social media leading to the increase of cancel culture? You may have heard of it before, but in recent years, the term has grown in popularity, especially on social media. Some famous people that have suffered at the hands of ‘cancel culture’ would be Taylor Swift, Bill Cosby, Justin Trudeau, Soul Cycle, Roseanne Barr, Kanye West, Kevin Hart and more recently in Canadian News, Jessica Allen. I’m not saying I agree or disagree with anyone that has been the subject of cancel culture, however the power behind social media has amplified issues to a global stage for the final judgment. Once the audience has deemed the proper justice, it can strong arm companies, agencies, managers, friends, into dropping that person.
Cancel culture is the understanding that a company, product or person have done or said something inappropriate and therefore must no longer receive support. It is a public form of boycotting something that did not reflect your values and opinions. The celebrities listed above are prime examples of those that be subjected to public justice. They are also people that used social media to project their opinions, which of course back fired. The way users on social media were able to build the awareness of their cancel campaign was through hashtags. This in turn becomes a trending hashtag that results into a vigilantly mob putting pressure on society to cancel them.
With the rise of popularity of the term, has resulted in the fear of expressing oneself. Aside from those that have used social media to express hateful, derogatory and cruel sentiments, sometimes people use the wrong noun, verb or tone and it can be easily misconstrued. However, with cancel culture and social media, we don’t expect a conversation to educate that person or company to show them the errors of their ways. They become targets to tear down in the most dehumanizing way. We can all think of a time in our past when we may have said or done something inappropriate, however if you evidence of that moment, it could still be used against you. We forget that people grow and learn in life and instead of having that understanding that people make mistakes, we would rather bully them into submission.
Even though cancel culture has a list of toxic examples, we must remember that it has spearheaded campaigns that has brought awareness to issues that needed to be addressed. The best example of this would be the #MeToo campaign that went viral a few years ago. This campaign, started by Tarana Burke, resulted in the hashtag to become trending along with stories of celebrities and women sharing their own experience. It highlighted the misconduct and systematic issues when dealing with someone that has been subject to harassment and assault. As stories were pouring out, many powerful and untouchable men were mentioned. In some instances, it led authorities figures to step up and deal with the situation and hold these men accountable. You may be thinking of the powerful Harry Weinstein or Jefferey Epstein. Sometimes for a good cause, the rallying of social media users making noise and demanding change can really cause an impact.
We can see the positive in social media and cancel culture because every single voice is as strong as untouchable elite. However, we must use it carefully and not on a whim because our feelings were hurt. It will lose its affect over time and people will eventually stop listening.
Therefore, real issue that need attention will never get it and that will be because we are now leading through our emotions rather than reason.
another class, I faced an assignment about using “listening” tools to learn how
to target your audience and the challenges we may have encountered. For the
longest time (before taking these courses), I always believed that either the
products were not good enough and social media for an online shopping platform
just couldn’t work. It was not until I was reading about listening and
targeting audiences, that I realized I had it wrong the entire time.
a few months of the year, I work for an online stocking stuffer store. We begin
delving into the job around October, and are primarily busy up until late
December. While an extremely short selling time, we must be focused and
constantly updating our website. Maybe even send out a tweet or two or even an
eBlast. I suggested that we needed to open up some social media accounts to promote
the products to a larger audience, however we did no research. We believed that
our primary audience was “middle-aged women”. The owner, a middle-aged woman,
would promote her business using word-of-mouth to her friends and family.
Therefore, she believed that was her audience.
Now that may have been reflected on our existing customer list, however
it was not the case on social media.
we targeted middle-age women, we were coming up short. We weren’t gaining
followers, sales, or any interactions. We got desperate and starting using
Facebook advertising to promote products, our page, and boosting the odd post.
This enabled us to review our primary target, however it took a lot of trial
and error. We scoured over twitter looking at trending keywords and invested
time on Pinterest, trying to discover the Christmas blogs and best-selling
products. We discovered that our main audience is in fact, middle-aged men. Due
to that large statistic, we researched and noticed that men shop differently
than men. The “growth
of e-commerce has stimulated new buying behaviors for men that may eventually
transfer to brick-and-mortar shops. According to an iProspect study, 70% of affluent
males regularly shop online”(Lewis, et al. 2018).
we target middle-aged men on social media, we primarily promote gifts for
women. This tended to be the best form of “clickbait” over gifts for men or
even children. This would be on Facebook, Instagram and Twitter. This would
also explain why closer to the end of November was when sales would go up for
men, because “men
tend to purchase when the need is immediate” (Lewis, et al. 2018), whereas
women “tend to be more astute consumers than men, simply because they are
willing to invest the time and energy necessary” (Lewis, et al. 2018). Therefore,
likely to look for a deal and investigate/compare products.
to say, we were able to adjust our “tone” and select products that resonated
with our primary audience. This in turn has resulted in a rise in sales and an
expansion of our audience.
The art of storytelling has been evolving since the dawn of time. It was used to share stories of essential news and ideas or simply for entertainment. Storytelling has been growing and evolving from drawings on cave walls to blogs and social media posts and it will keep evolving as technology changes. Can you image how storytelling will be used in ten years? What I’ve learned reading about communication styles and there are three main components to a good story. The first being the lead, then the body and lastly, the tail.
These three components break up a story and create a
hierarchy of information. The lead would be the most critical information that
a reader would need to understand what is going on. The body would include
details the story, such as the background information that develops the story. The
tail may not seem important; however, it can tie a story with additional
details and increase the engagement of the reader.
While the three elements help develop a story, we must account for communication style to transform a story. It has been determined that the average adult’s attention span has “dropped from 12 seconds to 8” (MacMillan “Do I have your attention?”, 2019). You must gain someone’s trust, while also engaging someone’s full attention quickly. Some ways of enticing the readers attention would be to use an active voice, while also ensuring of proper grammar and punctuation. This will only increase trust and authority.
Communication style can vary depending on your audience,
therefore one must establish a target audience then proceed with a
communication strategy. As previously mentioned, storytelling is an art form
which means ‘practice makes perfect’. Breaking down your story using the
inverted pyramid, establishing a communication style and learning to target
your audience, will help keep your readers engaged and coming back for more.
Doug. “Do I Have Your Attention?” Mechanical Business, Apr. 2019, pp. 70–71.