Ohio University Strategic Social Media

Crowdsourced Learning Lab #ouj4530

Category: Shyann Williams

#FindTheTruck #FindAFriend Campaign Proposal

By Jasmine Grillmeier, Liz Sanz, Shyann Williams

The Boutique Truck is Columbus, Ohio’s first mobile fashion truck specializing in trendy and cute clothing. The truck travels around different areas of Columbus and the surrounding Ohio areas to set up shop and host parties. They have a decent social media presence currently, but their presence could be improved. In this report, we will provide a detailed campaign proposal that is aimed to increase foot traffic to The Boutique Truck at its daily locations as well as improving their social media presence and reach.

Team Boutique Truck from left — Liz Sanz, Shyann Williams, Jasmine Grillmeier

Team Boutique Truck from left — Liz Sanz, Shyann Williams, Jasmine Grillmeier

The campaign we will be proposing in this document will be the #FindTheTruck #FindAFriend campaign. This campaign will include both hashtags and three social media outlets including Facebook, Instagram, and Snapchat. The Boutique Truck is already present on Facebook and Instagram, but slightly inconsistent with posting. This campaign will level out the consistency of posts and will create a new presence on Snapchat for the brand. The #FindTheTruck #FindAFriend campaign will encourage followers to post their own pictures in order to receive a discount at The Boutique Truck’s stop, which will be explained in more detail in the strategies and tactics portions of this plan.

The #FindTheTruck #FindAFriend campaign will rely heavily on user generated content in order to increase The Boutique Truck’s reach on social media. This campaign also has the ability to reach a new audience by adding Snapchat to the mix. All three of these social media platforms will be relatively easy to evaluate when looking at the results. We believe that if The Boutique Truck follows this campaign precisely, they will not only increase foot traffic at the shop, but will also widely expand their reach on social media, ultimately leading to a more successful business. 

What Do Social Media Algorithms Mean For You?

by Shyann Williams

Social media algorithms are what all social media platforms run on these days. They have led to a lot of changes to social media, and not always desired ones. If you are going to take advantage of social media for business purposes, it’s vital that you understand what algorithms mean for you.

Taking the three main social media platforms of Facebook, Twitter, and Instagram as examples, this guide is going to show you what these algorithms mean for you.


Twitter has found itself in troubled waters in recent years as it struggles to understand its identity and what it is. They have toyed with a number of changes, including the idea that Tweets could be boosted to a maximum of 10,000 characters. Like Facebook, they have decided on implementing algorithms that bases what you see on relevance not on chronology.

The feature that they implemented, which is known as ‘the best Tweets you may have missed’ is really just an expansion of the historical Tweets you could view previously. And you can easily opt out of this feature, if you want.

In short, brands are going to be rewarded if they produce great content, as opposed to brands that have similar bought a bunch of followers. The more engagement you get the better.

Full article available via Forbes at http://www.forbes.com/sites/ajagrawal/2016/04/20/what-do-social-media-algorithms-mean-for-you/#7cf7a8e3895f 

Ashley Osborne: Discusses working on Warner Brothers Pictures account & being @PROUDOFMYCROWN creator

by Shyann Williams

Screen Shot 2016-02-26 at 11.20.22 PM

Ashley Osborne is a recent graduate from Ohio University E.W. Scripps School of Journalism. I had the opportunity to work with Ashley my sophomore year in an organization she created in 2013 called Amplified Communication, a PR, marketing and event planning organization catered to amplifying and connecting millennial entrepreneurs and their brands. Ashley is currently a social media coordinator at a digital marketing agency, Resolution Media working on the Warner Brothers Pictures account. She is also very active on her personal social media accounts and is the creator of @PROUDOFMYCROWN. I have always looked up to Ashley as a professional in the marketing and public relations field, she has played a huge part in the young professional I have become. I knew instantly that I wanted to interview her and was very excited to hear her insights on the social media industry.

SW: What’s your favorite social media outlet and why?

AO: Wow, just one? My favorite social media outlet, right now, would have to be Facebook because I am learning a lot about Facebook and how lucrative it is. Facebook is one of the first social media platforms to introduce advertising and gain billions in revenue. Facebook has helped me stay in touch with friends, find housing arrangements, plan events, share media with people who care about me and many other things. It’s so personal and their technology is getting better at serving me the content that I want to consume.

SW: Which social media platform do you think is here to stay and which one has the biggest impact on social media marketing? What do you think is the most important upcoming trend in social media and why is that trend important?

AO: Facebook is absolutely here to stay and has also changed the game when it comes to digital advertising. If Facebook didn’t exist, my current job wouldn’t exist. Facebook is actually one of the few publicly traded companies that earns a profit each year (no shade to Twitter). That says a lot! Facebook is extremely global and improving day after day. Facebook was the first social media platform to give marketers the opportunity to advertise. Their advertising technology is awesome because they have so much data! I always recommend brands to allocate much of their budget to Facebook advertising. Facebook also owns Instagram, so that’s that. The most important trend rising in social media is the way people engage on social media during live events. Brands need to get active in the social digital spaces where they belong. Advertisers are essentially authors of culture, so it’s important for brands to stay on top of cultural current events in the most authentic way. Meet people where they are and take advantage of being engaged and creating “moments” (this is where Twitter shines). Moments create memories and brands want to be remembered.

SW: What people/organizations do you follow to stay up-to-date on social media trends and why?

AO: I’m lucky enough to have relationships with representatives at social media companies; Facebook, Twitter, Google, Snapchat, etc. because of my job. So we get first updates on new products and trends because it’s a two-way street. People who work at social media companies want our agency clients to spend budgets on their products, so they make sure we’re always up-to-date on the latest technology updates and social media products. I also use Facebook and Twitter to keep up with news that is passed around my friends in the industry.

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

AO: I think that Dove does an amazing job with social media. From their campaigns to their day-to-day presence, they stay true to their brand and seem to get better and better with each new campaign they run. I also really appreciate entertainment brands on social media. They don’t directly try to sell you a product, but rather an experience.

SW: Being a professional in the social media field, how do you bridge the gap between being a professional while also maintaining your personal brand on your social media?

AO: I would say it’s fairly easy. My personal and professional are pretty much one in the same. My job is what I do, but it’s not necessary a complete representation of who I am. I love my work, but it’s not the one and only thing I love, so I show those layers of me on social media as well. Also, I think that working in the space has given me a special perspective on social media. You can be anyone you want to be on the Internet. I carefully post things that I want to represent me and that my parents would be proud of. I’d rather not give people a reason to get the wrong impression of me. Knowing myself helps.

SW: Of all the projects you’ve worked on, what has been your favorite dealing with social media thus far?

AO: My favorite social media project this far would have to be my current job. I work at an agency, but my only client is Warner Brothers Pictures. I am a paid social media coordinator and this position has allowed me to learn a lot about strategy and execution of paid social media campaigns. I run campaigns for all the WB movies and I have learned SO much about digital marketing. There is a true art and science to social media. Acquiring this knowledge and these skills about a space that I have loved since its existence is irreplaceable and I’m excited to see where this job will take me!

SW: Explain @PROUDOFMYCROWN and why you created it?

Screen Shot 2016-02-26 at 11.33.36 PM

AO: @PROUDOFMYCROWN is a platform where I display the crowns of Black men and women; their crowns being their natural hair. I created this for two reasons: I’ve been passionate about wearing and embracing natural hair since high school. When I finally decided to make that transition, I noticed that a lot of the content I’d research was always catered to women, not so much for men. But I thought, I know plenty of black men who grow their natural hair out instead of cutting it down to a fade or taper; where is their love? So I created the platform to showcase both sexes. I plan to add more layers onto the platform once I have the following, turning it into a platform to promote entrepreneurs, stylists and artists. I also created this platform to show companies and brands that I want to work with that I’m able to build, manage and art direct social media platforms. I have paid social media experience via my job, but @proudofmycrown will be managed and grown organically.

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

AO: Be a user of social media! You’d be surprised about how many people work with social media, but don’t use it actively, so they don’t always have that first-hand knowledge of updates and nuances that you can only learn by experience. Show people what you can create on social media. Be cautious of what you post on social media – yes, people are watching! Keep up with platforms and learn what their strengths and best purposes/practices are. Knowing these things will be of great help when you are creating and executing social media strategies and campaigns for your clients! Use social media as a research tool.

Ashley dropped several gems in this interview, it was very interesting getting insight from a professional in the social media industry. I loved how she discussed Facebook’s importance in the social media industry because I often hear people talking down on the network and I also believe it is here to stay. Also, your personal social media accounts are a great way to gain experience on social media is something I took from this interview. This was a very inspiring talk with Ashley, I am excited to experience a professional career in social media.





American Apparel celebrates the Fourth of July by sharing Challenger explosion

By Shyann Williams


am-apFor Independence Day, you would think one of the largest apparel manufacturers in North America would have the best social media celebrating the country. However, it was the complete opposite for American Apparel after they posted a picture of the Challenger space shuttle disaster before the Fourth of July. The image the company posted was a trail of smoke streaking across a skyline that had been photoshopped red, using the hashtags #smoke and #clouds, suggesting that we were looking at an after image of fireworks.  The company was immediately hammered with negative feedback because the photo wasn’t fireworks at all.

The image was of the 1986 space shuttle Challenger, moments after it exploded following liftoff. The accident instantly ended the lives of all seven of its astronaut passengers. It was the biggest disaster in the history of manned spaceflight, and forever changed not only NASA but Earth’s entire space exploration industry.

American apparel followers quickly recognized the image for what it was and was very angry with the company. The post was deleted, but not before screenshots were taken of it and posted all over social media. On Friday, July 4, American Apparel twitter account sent out an apology:


American Apparel claims that the mistake was made by a social media employee living outside the United States, who was “born after the Challenger’s destruction and was unaware of the event.”

This is a social media fail because the employee who posted the photo is probably in his or her mid-to-late twenties, had “never heard” of the Challenger disaster. This was a tragedy that people today can recall exact details about where there were and what they were doing when the news broke. I believe AA tried to cover for the employee by saying he or she isn’t American and is young. Also the photo doesn’t look like fireworks at all, people who can’t tell the difference between fireworks and a space shuttle explosion shouldn’t be handling your social media.

Screen Shot 2016-02-15 at 6.18.25 PM

Many consumers posted that they weren’t going to shop at American Apparel anymore. There’s nothing to improve with this campaign because it was a “mistake”, however, I think the company should start being more careful with their social media because this wasn’t their first social media fail. In 2012, while Hurricane Sandy was destroying the East Coast, the retailer sent out an e-mail blast stating, “In case you’re bored during the storm. 20 percent off everything for the next 36 hours.” Social media also reacted immediately and negatively to their insensitive sales promotion.

story-apparel2n-1101Unfortunately, I don’t think American Apparel meant to come off offensive but to avoid these situations they should hire social media experts and take it more seriously. I also believe their apology made the situation worst because of the excuses they made. Nowadays we have Google search so this could have been avoided and also age shouldn’t be an excuse either. If your going to work in social media, you should know your history.


Burt, B. (2015). Valuable Lessons From 5 Shockingly Bad Social Media Fails. Social Media Week. Retrieved from: http://socialmediaweek.org/blog/2015/04/valuable-lessons-5-shockingly-bad-social-media-fails/

Parrish, R. (2014). Oops: American Apparel shares space shuttle Challenger explosion as fireworks display. Tech Times. Retrieved from: http://www.techtimes.com/articles/9795/20140705/american-apparel-shares-space-shuttle-challenger-explosion-fireworks-display.htm

Wood, S. (2014). American Apparel Mistakes Challenger Explosion for Fireworks. Ad Week. Retrieved from: http://www.adweek.com/prnewser/american-apparel-mistakes-challenger-explosion-as-fireworks/96241

Kemp, J. (2014). American Apparel apologizes for posting picture of Challenger disaster as ‘clouds’. New York Daily News. Retrieved from: http://www.nydailynews.com/news/national/american-apparel-apologizes-posting-picture-challenger-disaster-clouds-article-1.1855006

Kleinberg, S. (2014). In social media, there are no excuses. The Chicago Tribune. Retrieved from: http://articles.chicagotribune.com/2014-07-09/features/ct-social-media-excuses-20140709_1_image-search-social-media-apology-post






The #StraightOuttaSomewhere fully integrated campaign

By Shyann Williams

This past August, Universal Pictures, Universal’s Music’s Interscope label, Apple and Beats by Dre joined forces  to create a campaign that took over social media for the highly anticipated N.W.A. biopic Straight Outta Compton and Dr. Dre’s first solo album in 16 years. If you weren’t interested in the movie or wasn’t a fan of Dr. Dre, chances are you still heard about or played a part in the campaign.

The four companies came up with a fully integrated campaign resulting in several attention-getting plays. When UFC champ Rhonda Rousey knocked out Bethe Correia in 34 seconds on Aug. 1, the Straight Outta Compton label was right below her on the mat; there was an ad for the film during the first Republican presidential debate on Aug. 6 that 24 million people saw; the “Straight Outta Somewhere” meme went viral with nearly 6 million plus personalized labels being shared on the internet; and the word Compton was literally painted over the skies of Los Angeles.

Three junior BeatsbyDre employees were tasked with coming up with a campaign, they stumbled upon a video of Dr. Dre talking about how the members of N.W.A. named their album Straight Outta Compton because they wanted to show they were proud of where they came from. Beats then went on to hire a North Kingdom agency to create the meme generator that allowed anyone to input their own hometown in N.W.A.’s signature black and white logo. The site was launched on Aug. 5, featuring some of Beats partners including tennis star Serena Williams and NFL player Richard Sherman, presenting their own “Straight Outta Somewhere” stamps.

Meme Generator

The “Straight Outta Somewhere” meme instantly went viral, it was downloaded over 6 million times and simultaneously trended No. 1 two days in a row across Facebook, Twitter and Instagram, and, during that time, there were an average of 15,000 #StraightOutta tweets and retweets per minute. The buzz around the movie continued through the week and the weekend, it was everywhere.

Images of the word “Compton” skywritten across the sky all over Los Angeles also went viral. Interscope Records orCL1sAwnVAAAfw8lganized the promotional tool for Dr. Dre’s album, released exclusively on iTunes Aug. 7.

Universal talked to Snapchat about playing a part in the campaign, on the day before the release of the Straight Outta Compton movie they turned the meme into a customized geo-filter that users layered over there snaps. There were 9 million uses of that filter and seen by almost 200 million people.

The campaign was a strategy of giving people the tools to share something about themselves while also indirectly promoting their product. The campaign was exciting and created a lot of positive energy, it also reached not just the typical audience of rap music; it went beyond demographic groups. The promotions all complimented each other going into the launch of the film, which made it a #SocialWin. BeatsByDre also did a campaign on YouTube:

“Everyone has a story about where they’re from. What’s yours?”


BeatsbyDreThey featured celebrities, artists, athletes, producers and actors in the campaign by doing short videos explaining what being from their hometown means. The campaign also went internationally featuring artists from Asia and Germany. Consumers wanted to participate because they saw their favorite celebrity participating.

Users also contorted the viral movement by poking fun at other pop culture and other companies participated too. 

Screen Shot 2016-02-08 at 5.17.43 PM  Screen Shot 2016-02-01 at 11.10.38 PM Screen Shot 2016-02-01 at 11.10.52 PM

User generated content and shareability is key to getting consumers involved in your campaign, it creates a community that connects users not only through what you’re promoting, but through shared feelings mediated through your brand. That’s exactly what the companies did by building an emotional connection, people were able to show hometown pride and connect with others who are from the same place. Dr. Dre also put storytelling into the marketing of this movie, everyone shared their story. Although, everyone that participated in the campaign may have not seen the movie or bought Dr. Dre album; they helped gain an awareness about it.


Ford, R. (2015). How ‘Straight Outta Compton’ Viral Marketing Became a Sensation. The Hollywood Reporter. Retrieved from http://www.hollywoodreporter.com/news/how-straight-outta-compton-viral-815390

Yates, C. (2015). ‘Straight Outta Compton’ memes, D.C. sports style. The Washington Post. Retrieved from https://www.washingtonpost.com/news/dc-sports-bog/wp/2015/08/07/what-do-you-get-when-you-mix-straight-outta-compton-with-rgiii-a-glorious-meme/

Bauckhage, T. (2015). Digital Tracking: ‘Straight Outta Compton’ Puts N.W.A. at No. 1. Variety. Retrieved from: : http://variety.com/2015/data/box-office/digital-tracking-straight-outta-compton-1201570624/

Heine, C. (2015). 8 Intriguing and Surprising Digital Marketing Stats From the Past Week #StraightOutta goes viral; Tinder isn’t just for singles. AdWeek. Retrieved from: http://www.adweek.com/news/technology/8-intriguing-and-surprising-digital-marketing-stats-past-week-166321

Jutkowitz, A. (2015). What Dr. Dre Can Teach Marketer About Storytelling. Advertising Age. Retrieved from: http://adage.com/article/agency-viewpoint/dr-dre-teach-marketers-storytelling/300011/