Two years ago I began taking up the childhood dream of writing comics. To say it is more difficult than it looks is to commit oneself to criminal understatement. Writers don’t write comics so much as they draw them with words. Everything has to be shown, a fact I knew going into the work, but could not truly know until I had actually done it. For two years I’ve lived in the world of Wakanda, writing the title Black Panther. I’ll continue working in that world. This summer, I’m entering a new one—the world of Captain America.
Mobile social media refers to the use of social media on mobile devices such as smartphones and tablet computers. This is a group of mobile marketing applications that allow the creation, exchange and circulation of user-generated content. Due to the fact that mobile social media run on mobile devices, they differ from traditional social media by incorporating new factors such as the current location of the user (location-sensitivity) or the time delay between sending and receiving messages (time-sensitivity). According to Andreas Kaplan, mobile social media applications can be differentiated among four types:
For example, you might decide to run a campaign sharing some of your best-performing gated content on Twitter, to generate more leads through that channel. That campaign is part of your strategy to generate more leads.
LinkedIn, with its 500 million members, is the quintessential professional network and one that’s not used as optimally as it could be. When I teach classes on social media, I ask “Who’s on LinkedIn?” and almost all the hands go up. But then I ask, “Who knows what they are doing on LinkedIn?” and most of the hands fall.
That is a somewhat conservative approach compared to most other messaging platforms, yet WhatsApp is still quietly broadening out. In the same way Facebook first rolled our Facebook Connect in 2008 to allow people to use their profiles to like or comment on other websites, WhatsApp recently unveiled an instruction set known as an API that lets other mobile apps share content through WhatsApp too. The roll-out is still in its infancy, but after one music streaming service in the Middle East added the WhatsApp sharing button, its was surprised to find its users sharing 50% more songs via WhatsApp than Facebook.
^ Jump up to: a b Van Niekerk, A (2007). “Strategic management of media assets for optimizing market communication strategies, obtaining a sustainable competitive advantage and maximizing return on investment: An empirical study”. Journal of Digital Asset Management. 3 (2): 89–98. doi:10.1057/palgrave.dam.3650070.
Jue, Arthur L., Jackie Alcalde Marr, Mary Ellen Kassotakis (2010). Social media at work : how networking tools propel organizational performance (1st ed.). San Francisco, CA: Jossey-Bass. ISBN 978-0470405437.
While it’s not as popular as Instagram or Snapchat, Vine has developed a vibrant, unique community that spawns countless internet memes. (Remember Smack Cam?) Vine stars have created a new class of celebrity with their mission set on creating Hollywood 2.0.
While selective exposure has been seen in many aspects of human life, social media has arguably created a greater avenue for people to actively participate in selective exposure. Selective exposure generally refers to people’s tendencies to favor information that reinforces their ideas and reject information that opposes their ideas. As technology has become increasingly more personalized, the prevalence of selective exposure has increased. With technology such as televisions, people became able to choose from which organization they received news. A survey done by The Pew Research Center found Democrats 1.5 times more likely to watch CNN than Republicans and Republicans 1.5 more likely to watch FOX News than Democrats. These results were magnified when examining more opinion based talk shows such as The O’Reilly Factor. Subsequently, the political opinions of Republicans or Democrats who exclusively tuned into media outlets affirming their own views were significantly more polarized. As social media makes selective exposure even easier through its features such as a news feed filled with media from sources which consumers actively follow, critics argue that the currently visible effects, both political and not, of selective exposure will only be magnified. A recent study by Hayat and Samuel-Azran (2017) looked at online media exposure during the 2016 U.S. election primaries. The authors found evidences for ideological homophily among the followers of the twitter handles of different cable news shows. The followers of The O’Reilly Factor, were predominantly republicans, while the followers of The Rachel Maddow Show, where predominantly democrats. Hayat and Samuel-Azran further found that there was very little cross-camp interactions between democrats and republicans, and that users who were more active in posting content while watching news shows, were the least likely to be involved in cross camp interaction.
As the digital marketing landscape continues to grow at a rapid pace, marketers are faced with new challenges and opportunities within this digital age. The Digital Marketing Course is an initiative designed to educate students and professors in the area of Digital Marketing.
I thought so too Benin. Digital is definitely measurable and data informed marketing is essential in today’s environment. 50 billion internet connected devices by 2020 (Ericsson) – that’s a lot of digital!
Twitter is a microblogging tool that allows users to post brief, 140-character messages — called “tweets” — and follow other users’ activities. It’s not only for adults; teens like using it to share tidbits and keep up with news and celebrities.
In addition to a personal profile, creating a business page lets you connect with people who want to know more about your work. You can share updates, progress reports and ideas with a wide range of folks who may not visit your website on a regular basis.
Dayna Rothman is the senior content marketer at Marketo where she leads content strategy and creation. She is also the author of Lead Generation for Dummies and has extensive experience in content marketing, social media, marketing automation, and inbound marketing. Dayna has an MBA from Golden Gate University and lives in Oakland, CA.
Christine Elgersma works on learning and social media app reviews and parent talks as Senior Editor, Parent Education. Before coming to Common Sense, she helped cultivate and create ELA curriculum for a K-12 app and… Read more