Ohio University Strategic Social Media

Crowdsourced Learning Lab #ouj4530

Author: Liz Sanz

Carrie Williams Sheds Some Light on Professional Social Media Use

By: Liz Sanz

Carrie Williams is a production manager for Comedy Central, currently moving into a producer role. She has been with #ComedyCentral for a few years now, really focusing on creating content for the brand that will be later distributed and promoted. She has experience with creating remarkable content, pushing that content out to audiences, and working in an extremely creation-centered position. I know Carrie through a friend of mine, and after hearing about her job and daily activities, I thought she would be a perfect fit for an industry professional interview about #professionalsocialmedia. Enjoy reading everything we discussed below!Screen Shot 2016-02-27 at 7.51.58 PM

LS: What do you do within your position that is related to social media

CW: So with my title, I produce custom content for advertisers
on Comedy Central. It really just depends; each advertiser that we partner with has different objectives; some just want to launch their content on air and some want to take a more multi-platform approach and what that means is we will produce content that can live online, on air, and socially. We also produce more classic style 60-90 second pieces for on air as well as short versions to run as pre-roll ads before our online content. A lot of work we do is tied to a sponsor, and they will come to us with brand objectives, and then we will pitch ideas on how to complete brand objectives and go from there.

As a company (on our own), we are definitely starting to use social media more, with different platforms seeming to resonate more and being our main focus at this time. We are trying to sort of make an appearance on all different platforms, but certainly a couple stand out.

LS: Which ones are those?

CW: Right now, I would say Snapchat is our main focus – it really just focuses on content and that is our biggest focus with working with Viacom and Comedy Central. We also incorporate Instagram and Twitter into the day-to-day, but now we are really starting to tap into Snapchat to feature some of our content.

LS: What type of content do you produce (for social media/marketing campaigns) and why? How do you choose your approach when creating this content?  

CW: Fortunately for me, I lean heavily on the marketing team; they are sort of a filter between my creative group and the clients. They really work with the sales team and researchers to figure out how we can best target our audience. It’s a double-edged sword in a way, but the great thing too, is that the client comes in generally knowing what they want, so we can offer to create content that we may distribute on Vine or Twitter, but they may want to solely focus on Snapchat. They generally already have an idea. It’s sort of a balance between showing the client all of our cards and what we can do, and them having them pick where to go from there. And a lot of that depends on the talent involved (and what/who is being promoted.)

It is sort of an organic process, if you will.

LS: What is your personal choice of social media outside of the work place? 

CW: I love Instagram and I love Facebook for different reasons. With Facebook, I’m a military child and I have moved around, I’ve lived in different places and my family is everywhere, and I love the fact that I can keep in touch with friends through that. With Instagram, I love being able to editorialize my pictures and look at pretty things, whether its different designers or makeup trips and tips.

Between the two, I would personally say that I like Instagram the best though regardless of reasoning. I love looking at the world through a lens. If I am eating dinner and my food looks beautiful, I love to take a picture of it. If I see something funny or a quote I like, I love being able to post that. I enjoy Instagram for the content that I personally like absorbing. Snapchat and Facebook can seem like a lot of noise at times, and in my free time, I like being able to put a filter on what I see.

LS: What companies/organizations do you think are “doing it right” when it comes to social media? Why?

CW: I think a successful social media campaign can be subjective to the audience’s wants and needs, so I don’t have a “campaign” that jumps out in my head, but I do have a friend that started a fashion blog that I think she has a done a really good job with. Her name is Natalie Pinto and we went to school together and I have watched her from the beginning until now (it’s been about 3 years) as she has grown and built a company solely based on her following. I think she really did it the right way, with the quality of images she uses as well as the pieces she puts together and the way she has advertised herself on social media is just really well done. The quality of the camera, and the photos she takes are just great and there is intention behind what she is doing, and you can really see that when following her. If I could call out one social media influencer I really enjoy who has done a good job with social media, it would definitely be her, and her blog turned company is called The Fashionably Broke.

LS: Why do you think social media is important to build consumer engagement?

CW: I mean I think as I mentioned earlier, it is just such a huge part of our daily lives now. People aren’t just tuning in at 6pm while they watch the news during dinner, but we are now consuming media all the times on our phones, before work, during work, when we get home, etc. and even when we shouldn’t be on our phones. This unfortunate addiction in the world of media is real and actually fortunate because we can really reach and tap into a different audience and a broader audience morning, noon, and night and I think that is really powerful. And based on research and strategy, it is truly brilliant how we can really approach and target consumers with the content we choose to distribute all day every day.

LS: What is one piece of advice you would give an aspiring social media professional?

CW: In terms of if you want to be a #socialmediainfluencer or use social media in your career, I think you have to treat it as if you are a professional and as if it is a true job (whether for work or not). There is this untapped world of social media influencers, and you would be surprised by how expensive they can really be to work with, but it is because of how they produce their content and develop the following that they have. If you want to develop a following, you have to be authentic with anything you’re doing. You have to dedicate yourself, you have to be passionate, consistent, you have to POST WITH INTENTION. You can post things that are sort of half-assed, but to really get a following, people are attracted to QUALITY and things that are well done. You can’t just post one really great thing one time, but it has to be consistent and frequent. Being #AUTHENTIC to what you’re passionate about is my biggest piece of advice. Consistency, intention, and quality, are really all huge in becoming a successful online personality/influencer.

Hope you enjoyed! #ouj4530

GoPro’s Skateboarding Cat Takes the World by Storm

By: Liz Sanz

GoPro is a well known brand that produces portable cameras that enable users to film their most extreme pursuits from cliff diving, snowboarding, scuba diving, and so much more. The idea behind using a GoPro camera is that the videos being shot are viewed from the perspective of the person partaking in the actual activity, with the camera usually attached to their body or helmet. This allows videos to be shot in first person format, letting user’s and viewers relive extreme experiences over and over.

#GoPro does a lot of its marketing and campaigning through production of remarkable content online. They publish many of their users’ videos as well as their own to exhibit all one can do with a GoPro. Naturally, they recently chose to do a content-based online campaign for the brand that went viral in no time, creating a buzz about this #socialwin. This campaign was centered entirely around a #skateboardingcat that won the hearts of viewers and GoPro users around the world.Screen Shot 2016-02-15 at 5.46.36 PM.png

Source: GoPro’s Instagram

The campaign started when GoPro linked up with #Didga, the skateboarding cat born and raised in Australia in March of 2015. Didga is a master at her skill and has completed plenty of skate tricks She has no problem hanging with the guys at the skate park and GoPro took full advantage of her many talents.

The campaign was centered around a video of Didga skating around a local skate park with a GoPro attached to her board. The video featured many different angles, including some from Didga’s perspective at the front of the board, as well as with the GoPro placed in the middle of the board showing Didga’s paws as she gracefully landed tricks and stunts, all using the GoPro HERO3+ model. The video is an exemplary model of how GoPro’s cameras can be used from various points of view and can be placed wherever the user feels most fit in order to really capture the experience. Not only did they demonstrate GoPro’s uses in the video, but they also cultivated an online phenomenon featuring some of the internet’s favorite things; action and cats.

A clip of the video was first posted to Instagram for International Cat Day, which led users to the full YouTube video that became a sensation in no time. It’s not surprise this video blew up so quickly because the internet has a fascination with cats, especially when they are doing weird or unusual activities. GoPro was genius in utilizing this information about their audience and incorporating it into a campaign that not only showed off the components of their product but that also garnered so much online attention. The Instagram post totaled 230K likes and over 25K comments. The YouTube video of Didga doing her thing has now reached over 4 million views and counting. GoPro’s cat-centered campaign has been shared around the world via YouTube, Instagram, Facebook and more, and has been deemed a huge #socialsuccess for the content-based brand.

#ouj4530

Sources:

Mathieson, R. (2015, December 02). 2015’s Top 10 Social Media Campaigns. Retrieved February 14, 2016 from http://www.smallbusinessadvocate.com/small-business-article/2015-s-top-10-social-media-campaigns-3076

Britain, Ready Business. (2015, December 23). Five of the Best Social Media Campaigns of 2015. Retrieved February 14, 2016 from http://www.readybusinessbritain.co.uk/the-five-best-social-media-campaigns-of-2015/

Grossman, S. (2015, March 02). Watch This Skateboarding Cat Pull Off Some Sweet New Moves. Retrieved February 15, 2016 from http://time.com/3729249/didga-skateboarding-cat-gopro-video/

Wander, E. (2015, December 30). Here’s a Month-by-Month Look at the Most Engaging Brand Content of 2015. Retrieved February 15, 2016 from http://www.adweek.com/news-gallery/technology/here-s-month-month-look-some-most-engaging-brand-posts-2015-168772

Nudd, T. (2015, April 13). The 10 Most Watched Ads on YouTube in March. Retrieved February 15, 2016 from http://www.adweek.com/news-gallery/advertising-branding/10-most-watched-ads-youtube-march-164040

GoPro: Didga The Skateboarding Cat https://www.youtube.com/watch?v=vYyUb_MI7to

The NYPD’s Attempt at Twitter Goes Horribly Wrong

by: Liz Sanz

#myNYPD Goes Viral, Just Not for the Right Reason

The New York Police Department is one of oldest and largest municipal police forces in the United States, established in 1845 and still around today. Over the years, the NYPD has received a lot of negativity from younger generations due to their aggressive tactics and known use of force. As a result, it had become a goal of the force to build a better relationship with this millennial target audience.

In April of 2014, the NYPD made an attempt to reach out to this younger generation through the use of a Twitter campaign involving the hashtag #myNYPD. The campaign blew up on Twitter within a matter of hours, just not in the way the New York Police Department intended, resulting in the ultimate #SocialFail.

Screen Shot 2016-02-08 at 4.27.21 PM.pngSource: https://twitter.com/NYPDnews/status/458665477409996800?ref_src=twsrc%5Etfw

The #myNYPD campaign began with the original post shown above. The purpose of the campaign was to have Twitter users share good experiences they have had with their local police department in order to encourage more positive feelings toward New York’s Finest. They had every intention to counteract some of the negativity floating around the Twittersphere, but in asking for users to post their own content, they never imagined what they were about to receive.

Twitter took to the trending hashtag and went wild, answering to #myNYPD with seemingly endless pictures and videos of New York Police Officers committing numerous acts of police brutality that have been caught on camera over the years. The hashtag had so much activity that it was the number one trending topic in New York and the second highest trending topic in the United States. The hashtag even went on to inspire new versions, such as #myLAPD, which attacked the Los Angeles Police Department for their wrongdoings.

This campaign is absolutely a #socialfail for a number of reasons. First, the New York Police Department must not have much experience with Twitter to be so willing to ask users to respond to a hashtag. Twitter is one of the most #unforgiving social media platforms. Users are usually millennial-aged, raised to speak their minds and able to use the platforms to do so. There is also very little censorship on Twitter, so for the most whatever says goes. In asking such a variety of users, with little to no boundaries, to respond to a hashtag about a notoriously brutal police force, the NYPD created a PR mess that backfired in no time, even bringing other police departments into the whirlwind. #myNYPD is a #socialfail for the books that can hopefully teach the New York Police Deparment as well as the PR world a lesson about what you may get yourself into when embarking on a social media campaign. #ouj4530

 

Sources

Fields, L. (2014, April 24). #MyNYPD Twitter Campaign Spawns Hashtags Across the Country. Retrieved February 06, 2016, from http://abcnews.go.com/blogs/headlines/2014/04/mynypd-twitter-campaign-spawns-hashtags-across-the-country/

Heine, C. (2014, April 24). Should the NYPD Even Do Twitter Marketing? Retrieved February 07, 2016, from http://www.adweek.com/news/technology/should-nypd-even-do-twitter-marketing-157237

Heine, C. (2014, April 22). NYPD’s Feel-Good Twitter Attempt Goes Awry. Retrieved February 07, 2016, from http://www.adweek.com/news/technology/twitter-trolls-hijack-nypds-feel-good-attempt-157189

News, New York Police Department. (2014, April). https://twitter.com/NYPDnews

Broderick, R. (2014, April 22). The NYPD Learned A Very Valuable Lesson About Asking The Internet To Use A Twitter Hashtag. Retrieved February 06, 2016 from http://www.buzzfeed.com/ryanhatesthis/the-nypd-just-learned-a-very-valuable-lesson-about-asking-th#.vj9kDOpBx

Aguilar, E. (2014, April 24). #MyNYPD social media campaign spirals into #MyLAPD. Retrieved February 07, 2016 from http://www.scpr.org/news/2014/04/24/43767/mynypd-social-media-campaign-spirals-into-mylapd/