Measure the Metrics

Steps to social media success.
(B2C, 2014).

A not so shockingly similar aspect between both texts is their clear argument that you need to have measurable objectives. Both Katie Paine (2011) and Neal Schaffer (2013) mention this as one of the first things you must consider when you plan to create a social media strategy because it is the reason your strategy exists in the first place. Success must be achievable and the only way to measure if you meet your objectives is for there to be a bottom-line impact – this is the key to measuring exactly what matters to the company’s business (Paine, 2011). Continue reading “Measure the Metrics”

An Internship or Internment?

Image of unpaid interns with signs around their necks.
(youth and work, 2012).

Two weeks ago, I discussed the documentary Generation Jobless, where among many of its critical critiques it fit in that Millennial interns are rarely placed in paid or even legal internship positions, with many of them just being cycled through the “system” under the guise of acquiring experience. As Marcus (2014) alluded to in an earlier comment, many unpaid internships do not meet the requirements of the Ontario’s Employment Standards Act (ESA) and they also place youth in a precarious situation where they are “working” for a company with no promise of a career afterwards. Continue reading “An Internship or Internment?”

Failure to Think – “Tasteless” Tweeting from Epicurious

Social media campaigns can so easily go wrong. Whether it’s the social media team not properly analyzing the audience, no one checking the wording of the content or using the wrong platform entirely; there are so many ways to ruin your company’s credibility and reputation (your greatest asset).

I think the “best” of the worst social media campaigns I found in my research is the Conde Nast owned food website, Epicurious, whose totally inappropriate tweets in the wake of the Boston Marathon bombing on April 15, 2013, makes me question who exactly was in charge of their social media campaign.

Picture of scandolous tweets
Inappropriate tweets following the Boston Marathon Bombing (Mr. Media Training, 2013).

Initially they took the right approach tweeting out a simple, “Our thoughts are with everyone in Boston.” However, within twenty-four hours Epicurious posted some rather tactless promotional tweets (pictured above) (Red Banyan Group, 2013). I, personally, cannot think of more phenomenally bad or insensitive things to tweet at your 385,000 followers audience following the heart wrenching attack that occurred to hundreds of innocent bystanders. Therefore, it was no surprise when their Twitter audience immediately expressed outrage.

Continue reading “Failure to Think – “Tasteless” Tweeting from Epicurious”

The Good, the Bad and the Ugly: Dumb Ways to Die

Australians appear to have a perverse sense of humour.

Long before truant students were learning their lesson for skipping school, the Dumb Ways to Die public service announcement campaign designed by McCann Worldgroup for Melbourne Trains Metro (MTM) in Melbourne, Australia was already killing off its characters in perverse, albeit, humourous ways back in November 2012.

The campaign was designed to combat the increase of risky behaviour around trains. As mentioned by Neal Schaffer numerous times in his book Maximize your social a one-sep guide to building a social media strategy for marketing and business success knowing your audience is essential to success (2013). In fact the four rules for consumers was utilized incredibly by this campaign.

  1. Consumers are social.
  2. Consumers are mobile.
  3. Consumers are local.
  4. Consumers increasingly use multiple channels (Schaffer, 2013). Continue reading “The Good, the Bad and the Ugly: Dumb Ways to Die”

Are the Millennials One Picture?

A picture is worth a thousand words.

An image of a camera made of words.
(Deviantart, 2011).

As stated in Picturing Protests: The Visual Framing of Collective Action by First Nations in Canada by Catherine Corrigall-Brown and Rima Wilkes (2012), “modern media includes more images than ever before, and these images are remembered longer and are more likely to elicit emotional responses” (p.223). Images tend to frame a crisis or event in a different way then is captured by the text; acting as a lens through which we witness the affair. Whether it is because there are only so many images available, the photograph is visually exciting or the image becomes synonymous with the crisis, what we see in the media tends to stay with us and subliminally be associated with all our future dealings with the event.

Like the documentary, Generation Jobless, the media is partially to blame. They seek to maximize a profit and support their story, and sometimes the easiest way to do this is to use fear and negativity, alluded to as “the protest paradigm” (p.224). The way the picture is framed tells a story; creating meaning.

So what are the pictures shown whenever I type in “underemployment, youth, Canada” or “unemployed, youth, Canada”?

Image of a student operating a coffee maker
Unemployment is a problem for young Canadians, but so is working in jobs that are below their level of education (CBC News, 2013).

Continue reading “Are the Millennials One Picture?”

Is Blogging Really Meaningful?

Letters pinned to a white wall
(07heavendesign, n.d.).

The readings this week explored the power and influence of blogging. As stated by Neal Schaffer in Maximize Your Social  (2013), 28% of the Fortune 500 corporations already have blogs (p.50). He gives many reasons for why these corporations create blogs:

  • It acts as a home base
  • Creates a social voice
  • Allows for search engine optimization (SEO)

However is any of this really meaningful? Is it worthwhile? The answer…Yes. Continue reading “Is Blogging Really Meaningful?”

Generation Jobless

You experience something very humbling when you read that title; or perhaps it’s terrifying. Even from its name you can already tell that this documentary by CBC’s DocZone is not going to be a happy tale about the job situation for the Millennials. Using the article From Noise to Nucleus by Elly A. Konijn and Jelte M. ten Holt I have chosen to examine how this video takes advantage of our emotions. The nature of a documentary is to evoke opinions by effecting our emotions. Therefore, this article was selected because it provides detailed information about how media affects our emotions and how we in turn regulate these emotions.

An image of the title for Generation Jobless.
(dreamfilm.ca, 2013).

Continue reading “Generation Jobless”