UNIT 6: Social Media and Globalisation

- Unrealistic expectations and self image  The expectation of looking like models who filter and edit their pictures - Trolls and catfish People who anonymously comment on picture in a negative way - Representation of corporate culture - Naivety  - Degradation of traditional culture boundary 

- gender -age -disposable incomes -geographical location -interests -ideal self/partner NME -The target audience is a C2DE audience, males between 15-24 who enjoy live rock/pop music, the majority of the readers are tech savvy or are digital natives. The paper is given out for free and can be bought in shops. The Spectator - The target audience is AB1 rich men who live in the south east of England, the subject of the paper demonstrates their interests in politics and many readers have degrees as well as being in the public sector. Maslow's Hierarchy of Needs (1943) - applied to social media - use of lies for example fulfils the phycological need for belonging and esteem - media producers know this Present in marketing/ advertising and phycology theory. Now due to web 2.0 another esteem that is needed is likes and positive approval from content produced. When someone likes your instagram post it creates dopamine therefore getting positive feedback is like ta...

Social media management  is the process of creating, scheduling and engaging with content posted on social media platforms Social media measurement  is a way of calculating popularity of a brand or company by finding information from social media channels Social network aggregation is the process of collecting content from multiple social network services into one document - time and cost  efficient - engages  audience  - create content appealing to the audience Q1. Explain why it is important to measure campaigns It’s important to measure aspects of campaigns on social media platforms and other digital servers due to it allowing the producers of the campaigns to assess how successful the overall reach of the campaigns were and if they were viewed by the target audience, this is vital for the producers as they can assess if they chose the right platform/time/account to publish the campaign on and can allow them to pin poi...

Chris Anderson - Long Tail  The theory argues that products in low demand or that have low sales volume can collectively build a better market share than their rivals, or exceed the relatively few current bestsellers and blockbusters, provided the store or distribution channel is large enough. E.g Anchorman (2004) is nw widely known, but performed poorly in the cinema, however because of web 2.0 in 2004 allowed lots more distribution channels e.g DVD, Amazon, Itunes. Long tail is only possible through distribution channels available through developments in web and social media. Wont back down vs Frozen on itunes the niche biking film outsold the classic film frozen, initial DVD sales of 'wont back down' had been in small volumes but due to itunes being a worldwide channel the film was able to compete at a global level, the marketing was carried out via social media

Wikinomics is based on four ideas: Openness, Peering, Sharing and Acting Globally. The use of mass collaborations in business in recent history can be seen as an extension of trend in business to outsource: externalise formerly internal business functions to other business/individuals. e.g Microsoft asks smaller businesses such as Sumo Media to do small projects to weaken he work load for Microsoft, the companies don't have to be close due to web 2.0 The difference however is that instead of an organised business body brought into being specifically for a unique function, mass collaboration relies on free individual agents to come together and cooperate to improve a given operation or solve a problem. E.g when prosumers globally collaborate without being in the same company and this is helped by  globalisation  Openness - standards, content and financial transparency and an open attitude between external ideas. Peering - replaces hierarchy models with a more collab...

Social media monitoring is a way of computing popularity of a company or brand by extracting information from social media channels. social media monitoring also is used to gauge current trends in the industry. 1. The process first gathers data from different websites and then we analyse it based on different metrics , e.g time spent, click through rate, content share, comments, text analytics to identify positive or negative responses Various monitoring platforms use different technologies for social media monitoring and measurement. 2. These technology providers may connect to the API (application programming interface) , provided by social platforms that are created for 3rd party developers to develop their own applications and services that access data. 3. Technology may also get social data from a data reseller, some social media monitoring and analytics companies use calls to data providers each time an end-user develops a query. Social Media measurement and Aggrega...

Apart from personal and social prosumers and grassroots productions, social media is increasingly used by media professionals to generate ideas for projects and use online tools and social media to collaborate  What is a prosumer  - An amateur talented consumer who uses tools to produce content onto platforms. e.g Zoella What is a grassroots production  - Media can be local/community made, the creators of projects are prosumers and are making the media to specifically target a niche audience. Often charities used grassroots due to the cheap and effective products created. - Grassroots create 'citizen journalism', story's and news that is written and reported on by prosumers. e.g. Bahamas hurricane filmed by citizens in low quality used on CNN/FOX news. Name 3 documents used to manage a project in pre-production - Mind Map - Mood-board - Release and Consent - Production schedule *If the scenario asks for key milestones and tasks, DRAW a produ...

Social Media as a tool for global industries managing a project/campaign. - Target the exact audience using statistics or a wider audience depending on the need. - Can integrate sponsored posts throughout feeds therefore making them less recognisable as adds - Cost efficient and easy to create with minimal software - Quick feedback gained by audiences by comments and posts on platforms such as Instagram, facebook and twitter - Use demographic data to alter the project to target the audience better. LO3 1. How to develop a project  2. Evaluating suitability of project development tools 3. Evaluate ways to reach an audience

Instagram - benefits for the user? Instagram was created in 2010 with the purpose of sharing images with friends and family, now the platform has over 1 billion active members, it's the second most used platform after facebook and is one of the biggest social media platforms worldwide.  Looking at instagrams benefits for its users we see a huge range. One of the main benefits being the visual sharing that the platform promotes, the fact that the platforms aim is to visually share aspects of your life with followers is a refreshing and a new way of sharing personal and professional events, since web 2.0 and the rise of technology photos are taken with phones more than ever before this meaning that many visual memories are kept on devices that urge you to share them with friends and family. The sharing of these images allows you to connect with friends and family that you wouldn't normally be able to and to connect with people with similar interests and personalities. ...

Traditional Media - The Arctic Monkeys (early) In 2006 when the arctic monkeys released their first debut album no social media accounts were active and Alex Turner created his account in 2013, 7 years later. The band became popular when fans began to share free demos of their work on platforms such as MySpace, this way before any of the members got social media or had any presence of those platforms. This being the first case of social media being used to shoot the band into stardom and they are considered the pioneers of the online music industry. Social Media - Stormzy  Stormzy deleted all of his social media accounts on the months running up to the release of his album, this created hype around the album due to the speculation and anticipation thanks to the social media silence. This use of social media is a modern way of creating hype through social media to get buzz around new music. This demonstrates Stormzy's way of using social media rather than mainstream market...

Web 1.0 - refers to the first stage int the world wide web, which was entirely made up of web pages connected by hyperlinks. World Wide Web - Developed by Tim Berners Lee to allow non programmers use of the internet (1995) Most content was static with very little video or music available, most web content was information driven. Web 2.0 - The second stage of development of the internet, characterised especially by the change of static pages to dynamic or user-generated content and the growth of social media. Web 2.0 was named by Tim O' Reilly & Dale Dougherty (2004) after developing technologies allowed the audience to participate and collaborate online. Era of the prosumer and the redefinition of the media industries taking a control away from large media conglomerates Web 3.0 - semantic web and intelligent technologies, high quality created by talented individuals harnessing Web 2.0 technology. The future of the web, Web 4.0 predicted to take into consideration ...

Instagram Instagram has content that makes it web 2.0 by adding personalised advertisements and the semantic algorithms that place posts in accordance of who's images you view the most. The fact that the app allows the users to generate content and to grow in following also allows the app to be classed as Web 2.0 Facebook  Facebook also allows users to generate content that is uploaded and shared throughout the community, the dynamic pages which contain images, videos and music also allows the app to be considered 2.0

Nokia 2110 (1993) vS Iphone (2007) Nokia - make and receive calls - send and receive texts - pull out aeriel Iphone  - Camera - Music - Access the internet - Text /calls Between 1993-2007 what had changed the way we access the internet and web content? In 1993 the internet was something used by professionals for looking at documents and journals, no browsers or platforms were made to make the internet usable for everyone so in this time period it wasn't a mainstream way to find information or share data. In major contrast in 2007 both web 1.0 and 2.0 had both happened, this allowed everyday people to access the internet and use it for more leisurely activities such as listening music, sending pictures and finding out everyday queries. Between these two bi-polar ends of technology we witness a huge shift in different ways the internet was accessed and the motives behind the use. The way we accessed technology also changed drastically, in 1993 devices were only des...