Final Social Media Thoughts

As this course comes to a conclusion, I have some final thoughts about my use of social media. Personally, I use Instagram and Snapchat most often. I check both apps multiple times a day. I also use Facebook, but only check that a couple times a week, if that. I also use YouTube fairly often, but I don’t post anything to it.

I use Instagram and Snapchat to keep up with my friends, and also post content I think is fun and interesting. I also have Snapchat Streaks with a lot of my friends. I use YouTube to watch beauty gurus, like Jaclyn Hill, Tati Westbrook, Laura Lee, and Manny MUA. I also watch Jimmy Fallon. I like that you can pick which clips you want to watch based on The Tonight Show playlists on YouTube, that way I don’t have to sit through a whole show to see the parts I want.

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Jaclyn Hill, Laura Lee, and Manny MUA
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Tati Westbrook

 

The future of social media is too broad to predict. The platforms I use are constantly making changes, some for the better, others for worse. We have the ability to build a career based on what we do on social media, so I can’t begin to imagine where another five years will take us. If I had to guess, I’d say there will be improvements to live feeds, as Facebook and Instagram have both recently launched that feature. I also think further communication between celebrities and brands with fans and consumers will increase. On Instagram, I can already see celebrities interacting with fans and even other celebrities, so I expect that connectivity will only grow.

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Social Targeting

When it comes to social targeting, I’m pretty indifferent about it. I don’t really mind companies targeting me online, but I’m not exactly eager to see their ads either.

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I’m not a huge fan of ads on my Instagram feed, mostly because it confuses me. I think I followed a brand by mistake, or that my account has been hacked because I’m seeing things on my feed that I don’t recognized, only to realize it was just an ad.

Ads on Snapchat Stories don’t really bother me unless their irrelevant, but they usually aren’t. For example, if I’m clicking through Kylie Jenner’s story and an ad for Sephora pops up I’m not exactly surprised by it.

Facebook ads were already a thing when I created my account, so those don’t bother me. Sometimes I get annoyed when Facebook tries too hard to know you and shoves too many ads at you.

The importance of targeting is quite simple: you need to attract a specific audience to sell your product or service.

When it comes to Stonehill College, their target consumer base online should be past, present, and future students, potential benefactors, and secondary schools. Stonehill should have a strong presence on Facebook, Instagram, and Twitter to help connect with the younger age group. Stonehill can target donors and high schools with a catalog about what Stonehill has to offer, and ideas about the future of Stonehill. It would be helpful to have a broad age range working on the social targeting, because people can share what they would want to see if they were the audience, and that information can be used to help spread more knowledge about Stonehill College.

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Selena Gomez: The Queen of Instagram

Celebrities have always had an impact on their fans, but as we move through the 21st century, that impact has only become more powerful. Social media gives celebrities a direct line of contact with their fan bases. Fans can send private messages, post comments, and “like” content that celebrities make available to them. One celebrity who has truly graced her followers with an incredible presence is Selena Gomez.

 

Selena Gomez isn’t just any other A-list celebrity with an Instagram profile, she is the most followed celebrity on the social media platform, with over 138 million followers. The number 2 seed goes to Cristiano Ronaldo with 134 million followers. Selena’s fan base is like no other. She attracts attention from people interested in multiple fields, because she herself has expressed interest in those fields. Starting out as a Disney Channel star, Selena demonstrated her talents in acting and singing. That list of talents soon expanded to modeling, producing, and philanthropy. All of these talents are mentioned in the content she posts to her Instagram.

This is who brands should be taking notes from. Selena’s content ranges from the promotion of the Netflix series 13 Reasons Why for which she is the executive producer of, to her latest campaign with Coach, and also includes pieces of her real life triumphs and tribulations. She is able to sell products she is affiliated with, as well as endorse content she believes in, and remain relatable to her followers by reminding the world she’s just another human being.

Take a look at some of her content:

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The announcement of her partnership with Puma.

 

 

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Announcing her 2018 campaign with Coach.

 

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Sharing a product included in her collaboration with Coach.
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13 Reasons Why promotion.

 

Sharing with her fans her struggle with Lupus, and the life-saving kidney transplant she received.

Brand Engagement ~ Sephora

As the social media world develops, communities have formed connecting people with common interests. One of the easiest ways to connect with these people is through brands. A particular brand that has successfully demonstrated social engagement is Sephora. The department store of makeup is a personal favorite of mine. The official Instagram profile for Sephora  has over 14 million followers.

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As followers comment on the content posted, the users of the profile respond accordingly. The picture below show Sephora answering questions about pricing and orders.

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The brand also has a rewards program for frequent shoppers. With the rewards brand comes an online profile for the member. The member can interact with other members and join different groups with similar makeup style interests. I haven’t made much use of the profile, but this is what it looks like:

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Sephora also has an app, which I use frequently. I can access all the products sold by Sephora, place orders, write reviews, and so much more.

By making all of these features available, Sephora is able to connect with its customers in more ways than just face-to-face in store. This kind of engagement is what makes brands like Sephora so successful. Customers feel like they are important and matter to the company, which will help keep them loyal.

A Connected Generation Like

The documentary “Generation Like” brought so much awareness to my thoughts about social media. It’s quite obvious when brands are supporting someone online (because you can see their name or product in the content), but I was surprised to learn how the number of likes can be so closely related to someone’s success, specifically their financial success.

As someone who enjoys watching videos on YouTube myself, I have been given some insight into the profitability of a strong social media presence. People have social media as a full-time job.

Social consumers definitely brought a new set of challenges to the table for marketers. As discussed in the documentary, social media gives teens a much bigger stage in which to receive attention and recognition. Brands needed to learn how to get involved in this stage to reach consumers. One of my favorite examples of incorporating brands into popular culture is the TV show Friends. There is an entire episode dedicated to the characters’ various findings at the popular home furnishings store Pottery Barn. What I love most about this example is the show is 20+ years old, so despite having some familiarity with this form of marketing, the opportunity for advertisement grew exponentially, creating new obstacles and challenges for brands to tend to.

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Free publicity may seem great, but companies have also had to learn to combat the bad publicity that social media so quickly promotes. When it comes to difficulties with a brand’s product or service in today’s world, the first place someone goes to talk about it is social media. Brands are in the processing of learning to deal with consumers in the online social aspect recently introduced to them. This example of conversing via Twitter between Zappos.com and a consumer is a great example of adapting to new ways of customer service.

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https://www.salesforce.com/blog/2017/03/respond-social-media-complaints.html

People Follow People

As humans, socialization has always played a major role in our society. In the last 20ish years, we’ve been exposed to a new form of communication: online postings. We no longer have to communicate with each other face-to-face. We can communicate via email, direct messaging, commenting on social media platforms, and in so many other ways.

The types of human interactions sought out online can range from mere acquaintances to serious relationships. Today’s world has couples connecting through websites and apps like match.com and Tinder. In my personal experience, social media has been the best way for me to familiarize myself with people I will be meeting, or will be spending more time with in the future, as well as keeping up with people already in my life. For example, when I was accepted to Stonehill College, I was placed in a Facebook group with other students accepted to the school. I was able to get a vibe for what kind of people I’d be going to school with, and get to know some people to have some friendly faces upon my arrival. I’ve also used social media to keep up with my friends from high school, who during the college semesters, I don’t see very often.

When it comes to who I follow online, it’s always because I have something in common with that person/their profile. With friends, we obviously know each other; it makes sense to follow one another. With people I do not know as well, it’s helpful to know a little about people I could come in contact with, whether it’s at school, work, or just in my overall social life (offline, that is). With people I do not know (typically celebrities), it’s because I have an interest in what they do and/or how they present themselves online. The relationships I have online all depend on why I’m following a user. These relationships range from a “get-to-know-you” standpoint to a “What did my bestie do last night?” place. This variety is all part of the power the Internet world gives us.

Two celebrities I really enjoy following are Tom Brady and Bella Hadid.

Tom Brady, the GOAT, the star-QB for the New England Patriots, just recently joined Instagram (like within the past year). His posts include various aspects of his life: football-related posts, posts with his family, and even endorsements/sponsorships he is affiliated with. His posts also range from humorous to inspiring. The ability to connect with the God-like figure of New England bests explains why he has 4.1 million followers on the popular social media site.

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Bella Hadid, the sister of supermodel Gigi Hadid, has earned her spot on the stage with the help of her Instagram platform. Being younger than Gigi, Bella rose to fame shortly after Gigi made a name for herself in Hollywood. She has followed in her sister’s footsteps with features in the infamous Victoria’s Secret Fashion Show, Balmain campaigns, and designer collaborations. Bella has certainly spread her wings, as clearly shown on her Instagram profile. The distinction between her and her sister becomes more obvious each day as the two continue their work.

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*Note: I find Bella more interesting to follow than Gigi because she posts more often, but I still love my girl Gigi.

 

P.S. This moment was epic.

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Credits: Tom Brady’s Instagram @tombrady; Bella Hadid’s Instagram @bellahadid

A Digital Day in the Life

Every morning when I wake up, I grab my phone. I usually have some messages from my mom, who wakes up much earlier than I do. If I have some time to chill in bed before starting my day, I check on my social media platforms. I usually start with Instagram to catch up on what happened the day/night before. I tend to only “like” pictures my friends posted, but sometimes I do “like” celebrity posts. Some of my favorite celebrities to follow are Blake Lively, Selena Gomez, and Gigi Hadid.

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After checking out Instagram, I catch up on my Snapchats. I Snapchat my close friends, sisters, and a couple of my sisters friends. Sometimes I look at Snapchat Stories, but not always, because they take so long to go through.

If I have any notifications, I’ll check my Facebook profile, but otherwise I wouldn’t look at it.

Throughout the day, I only check my profiles if I have free time, or get bored. On a day when I have to work, which is most of the days, I don’t typically get a chance to check in until I get home.

Before bed, I check out everything once more. I don’t typically post anything, unless I had  something special go on during the day. When I do post, it’s usually with family or friends at something like a sporting event or a concert, just a fun night out, or on a vacation.