The Emergence of Social Media and Social Networking

MEAN 3: The emergence of facebook, Wikipedia, flickr, myspace, youtube and others creates a completely new “social networking” phase of the internet.  Develop a perspective on two of them that attempts to reflect on the value-systems* expressed by the new media?  How will they change the world of business? The life of the average consumer?  Are they over rated? Under-rated? Do they introduce ethical

considerations? How will they evolve in the next five years?

I chose to interact with two of my most favorite social media enterprise – Facebook and YouTube. When Facebook was first introduced I was not aware of it nor did I care. I had a MySpace and didn’t use it very much but I, at the time, thought it was the greatest thing in the world. I could see what people were up to and people could see what I was up to. We could talk over the internet and then talk when we were together a few hours later. It was basically the coolest thing since AOL Instant Messenger.

It was not until I was graduated from high school and in my second year of college that my friend suggested I get one. I had already deleted my MySpace and wasn’t sure if I wanted one since MySpace I felt was toxic. Well, I took my friends advice and she helped me create one (I wish I would have known I was going to become addicted and then I might have thought twice about creating one). After creating my Facebook I was introduced to an entirely new world. Adult family members who I hadn’t talk to in years had a Facebook, friends from kindergarten who I hadn’t seen had a Facebook and people who I met while studying in Europe whom I hadn’t talk to since I left there had a Facebook. I realized when I created my Facebook that this was going to be an entirely new culture of internet communication.

It was not long after the world of Facebook was introduced to me that You Tube became a new part of my life. I was able to go to this website and find any video, good or bad, funny or dull, and watch it. I was able to find clips of my favorite shows, watch full episodes, watch music videos or see people making fools of themselves. Through You Tube I realized I could upload my family’s water sports wipeouts and let the rest of my family see them. One thing that I found was so great – I could upload my YouTube videos to my Facebook page! It was then I was awakened to the world of social media.

Like any social media the positives come with the negatives. Comparing the value-systems PowerPoint with the characteristics of Facebook and YouTube there are some obvious downfalls that come with these social media gold-mines. The reason Facebook has succeeded is that their users control is limited. There is a standard template that the user must follow and they are not allowed to (unlike MySpace) fill their page with jargon or useless media. Even though Facebook limits its user’s access it is still an internet company that makes its money from the advertisement and users that are able to obtain information through it. The information from users of Facebook was (possibly still is) able to be accessed through the transparency category on the value systems and companies are able to “gain competitive advantage” over its competitors. Companies who obtain their information through the Facebook users’ profiles are able to then use that information to gain knowledge on what ads, offers and spam to send to these users. Like any internet company information is going to be leaked and porosity is going to happen for the simple reason that your information is public once it is put online. It is much like YouTube where any information submitted is public and no matter the outcome people are going to access it.

These two world-wide known names have already changed business for the better. Millions of companies throughout the world have created a Facebook page and have started conducting business through it. By companies creating these pages they make their consumers feel as if they were a part of their business rather than a consumer outside of it. By these businesses making their consumers feel as if they are on a peer-to-peer level it allows the consumer to feel at ease when making purchases or conducting business with these companies. This says the same for businesses that run their advertisement or product placements on YouTube. These products, companies, commercials, music videos, television clips and virtually almost everything is accessible on YouTube at any time. A great example of creating a new world of business is music video product placement. In Gaga’s music video for her hit “Telephone” she had product placement for Virgin Mobile as well as Diet Coke. Companies are paying celebrities to endorse these products; the celebrities are placing these items in their television shows and/or music videos and are subliminally selling them. Business percentages are increasing and the celebrity is making money as well. This would be impossible without the explosion of social media and social networking databases.

These two things have already changed the life of the consumer. Consumers are now able to keep in touch with businesses latest coupons, deals, promotions, hours, contact info and hot topics through Facebook alone. The local churches have Facebook pages because they know it is the easiest, and fastest, form of advertisement. If you are looking for information on a company you can usually go to the search bar, type in the name and within a matter of minutes have more information then you were looking for. Consumers, while now feeling a part of business and a sense of importance, have just subconsciously increased their desire to support these businesses.

By allowing access through Facebook and YouTube you have just now created a world full of social media and networking that would in other cases not be possible. People in America are able to talk to their family in Germany on a regular basis without the long distance charges. Businesses in Germany are able to advertise to people here in America. I know for me the fact that I can stay in contact with my family who reside in Montana on a regular basis makes me cherish Facebook. Without Facebook staying in contact with them would be virtually impossible with all of our busy schedules. I find Facebook as well as YouTube the farthest thing from being overrated and the simple fact that Facebook is the #1 rated social networking sites with 1,191,373,339 monthly visits (www.complete.com) speaks for itself. Twitter follows a close #3.

With any social media and social networking site comes the question of ethical considerations. Yes, ethical considerations are going to be broken but you have to remember that with internet comes the basis of broken ethical considerations. Anytime you place your information online or take a risk and let the world see what you are doing you are allowing yourself to be subjected to ethical considerations. It is going to happen and the best way to be prepared is to understand that it may happen. The only way to protect yourself from these ethical considerations is to limit the information that is placed online via your Facebook page, Twitter account, YouTube video, MySpace page, etc.

Thinking into the future and how social media and social networking sites are going to shape the world – I become speechless. I don’t believe Facebook has even hit its peak in success yet and YouTube is just getting its start. These two companies, along with Twitter, Flickr, Blogger and other social networking sites are going to hit a complete upward spiral in the next five years. Facebook is going to be used for anything and everything and I predict the emergence of new social media sites as well. We must face the fact that social media and communicating over the internet has left paper virtually dead. Internet communication is going to be our new way of life and, if I do say so myself, makes it much more convenient for Americans. After all convenience is what we love.

Happy Facebooking!

Tiffany

Above the Influence Commericals: A Subliminal Message or Drug Prevention Tactic?

I had been watching one of my favorite shows, Desperate Housewives, and an Above the Influence commercial came on. If you have never seen one of these commercials, they are rather intriguing. The situation has been presented where a teen is faced with the choice of being under the influence, is under the influence or has been under the influence and the commercial makes light of how stupid their decision was or will be if they choose substance abuse. The commercial series has also created Above the Influence commercials where teens are above the influence and proud of their decision. The ads contain very strong images or messages that pertain to the teenager choosing the extremely wrong choice of being under the influence and what they can or lost because of their decision, as well as teens who are proud of their decisions to be above the influence and how they have succeeded because of it.

When I first saw these commercials years back I thought they were the coolest things I had ever seen. The way they are created and the strong message that they sent made me really think about all of those that choose to be under the influence. Throughout my life I have never thought about or even considered taking substances that would harm my body emotionally and physically, but if I had these commercials would definitely have made me think a little harder about whether or not I was making the right choice. The commercial often is created with “hook” where you want to keep watching it because it is so raw. Below is the “Lost” commercial that has been most recently aired. It is about a boy who has lost himself due to substance abuse. Watch for the creative way they send the viewer the message that being under the influence is not okay.

Since our unit of subliminal messages I find myself looking at every ad, commercial, television show, print ad and any type of advertising in media or radio through an entirely different light. When I saw these Above the Influence commercials I was reminded at how subliminal messages are not always a bad thing. I find these commercials to contain subliminal messages but address them in an entirely different light. The commercials send messages through the images they create and through the teens who are marketing their message of sobriety. I love the fact that the Above the Influence organization has taken subliminal messaging and transformed its purpose into a positive way to market their message. I realized I had become accustomed to the sex appeal and false messages that numerous, if not all, companies try to use to sell their products that I had forgotten sometimes a subliminal message that is not always so “hidden” can be just as powerful as one that is. So, to answer my blog question, “Above the Influence Commercials: A Subliminal Message or Drug Prevention Tactic?” allows me to say it is a little, and a lot, of both. I will forever be an advocate of the company and really support how they market their products.

Next time you are watching a television show and one of these commercials comes on you should take the time to really explore the message that this company is trying to “sell.” It is much more powerful than you may think. You can also click on the link below to visit their website!

http://www.abovetheinfluence.com/default.aspx?path=nav

Blessings,

Tiffany

Hidden Messages EVERYWHERE - Understanding Consumer Behavior

MEAN 2: Go to www.snopes.com and read the whole piece on subliminal perception. Read all of the “Hidden Persuaders” entries under business – they all are significant pieces of marketing trivia. Now develop an assertion and support paper of not more than 1.5 pages on the topic of subliminal advertising.  Does subliminal advertising change consumer behavior?

I found the “Hidden Persuaders” on www.snopes.com extremely interesting. I know in almost every advertisement there are hidden messages, but I have never realized the extent to which companies go to add these subliminal messages to their product. I did not realize, until reading through he subliminal messages on www.snopes.com, that subliminal messages are basically everywhere. I was extremely surprised to see that most of the subliminal messages are sex related and are hidden within the packs of cigarettes or can be viewed once beer cans are stacked on top of each other. After I read through the “Hidden Persuaders” I stopped to think a minute about all the hidden messages that are beneath the products I buy. I took the time to make a list and was astounded at what I found.

As I was creating my list of products that I have purchased it became clear to me that subliminal messages definitely have the effect to change consumer behavior. Below I have my list a few things I have bought due to the image or message that was partnered with the product.

Maybelline Mascara – The long, luxurious eye lashes that the model was wearing. These eye lashes were false but I did not think about this until after buying the product and using it. At the time of buying the mascara I had only thought about how my eye lashes would look if I used the product and how this mascara would give me the long, luxurious lashes I have always wanted. Below you can see the picture where the model has perfect, separated, long eyelashes and is giving the appearance that this mascara will give you the same lashes as she has. In reality the consumer forgets that the model has false eyelashes that were applied to her real eyelashes by a make-up professional.

Abdominal Machine – The model is the abdominal machine showed her picture before she had bought it (she was flabby and not toned) and after using the product for six months she showed her body after and it was toned with amazing abdominal muscles. When exercise equipment is introduced, it is very rare that the product itself led to the models in the ad to become as defined as they seem. These models are usually extremely fit before the advertisement is displayed and they were simply hired to give the illusion that the machine will give the buyers the same results. The picture below is of the Ab Circle Pro and is a great example of how a company uses sex appeal to sell their product. The model has a sport top on that is extremely small on her which causes her cleavage to attract the eye. Her shorts are very tight and small on her body as well. This company is trying to give the illusion that by using their machine consumers can get the same results and give off a “sexy” look when they reach their results. Again, in reality, this is not feasible by just using this product.

Do I think subliminal advertising changes consumer behavior? Absolutely. Consumers don’t realize they are buying the products due to the subliminal messages they have seen. When you see a product on a commercial or in an ad you automatically want to be like the people representing the product. So, what do you do? You go to the store or research it online, follow the reviews and then purchase it. If it wasn’t for the advertisement you just saw it would most likely not have been on your list of things to purchase. I have noticed that numerous subliminal messages, including the subliminal messages in “Hidden Persuaders” use sex appeal as their main way of advertising. I realized that sex sells in any advertisement. As much as we dislike it, as much as we want to remove these ads from television and as toxic as we think it is for our children, the reality is sex appeal is the way companies sell their products. By using sex appeal consumers end up feeling less adequate about themselves and they have the thought that by purchasing these products we will ultimately feel better about ourselves. Subliminal advertising is a vicious cycle that consumers continue to feed into the hidden messages (lies) that these companies are offering with their product.

Next time you are watching a commercial take just a few seconds to really watch it and pick out the subliminal messages. I have started doing this with multiple commercials and by evaluating the commercial you will be extremely surprised at what messages (there are usually numerous) that you can find within a two minute commercial.

God Bless,

Tiffany

Why Create The MEAN Scene?

As you click on the link to this blog I am sure you ask yourself, "Why create a blog that has to do with marketing? Who would want to look at this?" Well, let me just inform you that this is far beyond a marketing blog, but yet a chance to keep current on all of the hot marketing topics like social networking. Since social networking is, by far, the most upcoming and current form of marketing, I couldn't think of a better way than to create a blog keeping everyone informed. Blogs are not only easy to follow but they allow the blogger to really showcase their personality through their writing. I love to talk and I love social networking so I couldn't think of a better way than to combine the two. :o)

The purpose of "The MEAN Scene" is to keep all of my bog readers up to date on, not only the latest marketing discussions in the world, but specific topics related to marketing you may never have considered as important. Below is the definition of what Professor Johnson (Principles of Marketing) has described as why he assigned the MEAN notebook as a project.

"This Marketing Exploration and Activities Notebook (MEAN) will include five cued textbook assignments as well as accounts of marketing explorations, readings and other course-related activities. It will also include critical thinking on different marketing ads (Ex: Mountain Dew). Critical thinking/active learning about marketing issues is as important as mere description."

This semester, each students MEAN Notebook will use social media marketing as their primary focus. The discussion will include how social media marketing has introduced change into the world of the marketing profession.

Be sure to check regularly for updates.


Enjoy!
Tiffany