Social media tools are a great way to get to know your audience better and for less expense, than you ever have before. Yet, social media tools seem to change overnight. As Heidi Klum says on Project Runway, “One minute you’re in, the next, you’re out.” For social media marketers, communicators, and researchers, this means not only keeping your finger on the pulse of public conversation but also on how that conversation is getting around. New technology impacts the quality, quantity, and use of information as it moves across a networked society. With apologies to Marshall McLuhan, both the medium and the message will impact your relationship with your audience. Zeitgeist is a German term that means, literally, the spirit of the times. It captures what’s on our mind, our mood, and the energy level across society. As our world becomes more interconnected, we have the ability to watch the zeitgeist of the country online through different lenses, from sophisticated ones … [Read more...]
Identifying Trends and Changes in the Social Media Landscape
Hang in There Jack: A Case Study in Cross-Platform Digital Storytelling
Why would someone use television ads, billboards, and print to drive people to online and social media sites? 1) For the right audience, social media has lots of advantages, speed of dissemination, trust, interaction, expectations, collaboration, and emotional investment in user-generated content, engagement, curiosity, or 2) you are trying to look very hip and don’t care if it motivates action. The ‘Hang in there Jack’ campaign is one very effective example. It successfully crosses from traditional media to the Internet (Hangintherejack.com) and social media applications such as Facebook, Flickr, and Twitter and invites a relationship with the user by encouraging user-generated content via different avenues: comments, videos, text messages, and snail mail get well cards. By doing this, it shifts the focus of the advertising message from the company (Jack in the Box, Inc.) to the user. Jack is now the vehicle for dissemination not the primary message. The hand-off from … [Read more...]
New Communication Rules Bring New Communication Careers
Newsweek's Technology Section has an article called “Twitter, Unmasked: Who is really writing all those Tweets? Professional microbloggers.” This article underscores the importance of looking at new media with an open-mind. Too many people I know, when faced with media that is not indigenous to their technological coming of age, spend way too long explaining why something isn’t important (or worse, is dangerous) without trying to their outside their initial reaction and looking to see how the technology is being used and experienced. As a media psychologist, I’m kind of fixated on that experience thing. Piles of psychological research shows that humans are social animals that need to be connected to others, and, among other things, that interpersonal connections are essential for mental and physical health, and that different people have different connection styles. A lot of people fretted and tried to prove that Web 2.0 technology was going to isolate people and … [Read more...]
