Social Media and Branding - Drake (M)

There are similarities between all of Drake’s social media channels due to the type of content that he posts on them. There are instances when Drake has posted the exact same post on channels such as Facebook, Instagram and Twitter, with most of these having the same captions. On the 27^th of May 2018, Drake posted the links to his single “I’m Upset” from the album Scorpion, this the same image of the album artwork on all three social media channels. By Drake posting this on three different social media platforms it means that no matter which channels his use they will see the post. It is also is synergy which means that if the follows to see the link on more than one platform, they may be more likely to click on it due to the seeing it more times. All of the social media channels that Drake posts on allows him to interact with followers, this is a good way for Drake to engage with his followers. On Instagram, Drake is able to reply to comments, he can also use features on his Instagram story such as polls which allow for audience engagement. Whereas on a platform such as twitter he can interact through quote tweeting his fans retweeting different content. On all of the social media channels, Drake can gain followers which means that the content he posts will appear on his follower's timelines. 

However there are differences between some social media channels, this is apparent through the features available. On Twitter, you can only write a certain number of characters in a tweet meaning that Drake would only be able to write something short and snappy whereas of a channel like Facebook the status can be a lot longer. The links to different music platforms are different depending on the channel, on Instagram you can link directly to Spotify via your story whereas on Facebook, drake links to iTunes and Apple music, this means that he gets streams on a range of different music channels. 

Social Media and Branding - Drake (P)

KTA 1 - Wikinomics

Apply the concept of wikinomics to a real product/brand. Use key terms globalisation, social media channels and prosumer. 

WIKINOMICS

Wikinomics is the theory that the power of the internet has changed the way that we now spend money. People buy and sell products online to make money where this would not have been possible in the past. There are websites such as Ebay, Amazon and Gumtree which all allow for users to buy and sell new or used items. Ebay is an “online marketplace” where anyone can buy or sell anything. Not only can items be set to a fixed price, but they can also be auctioned and bidder on. This is something that you can do from your home just a laptop or mobile device. 

The internet has become so powerful that people can make money by showcasing their work online through social media channels such as youtube. Youtube is a social media channel which is used to share videos worldwide, these videos can be uploaded and viewed by anyone, anywhere in the world. A prosumer is a person who produces their own content for consumption but also consumes products as well, YouTube is a prime example of a social media channel as it allows for communication with people through the aid of audio visuals. This is a channel which allows for prosumers to consume and produce content. YouTube allows for people to create their own content to be shared with everyone worldwide, however as there is so much content that is shared on this platform, they can consume content as well. 

Globalisation is a way that large, corporate companies, spread themselves internationally. YouTube do this by promoting their values, the four freedoms. YouTube believe that their social media channel allows for freedom of : expression ; information ; opportunity ; to belong. They believe that YouTube allows for people to speak freely by sharing opinions or allowing creative freedom to allow for new voices and possibilities. As YouTube is a worldwide channel, this is a freedom that many people are not allowed during their regular everyday lives however the channel allows them to do this. They also believe that YouTube should be an easy way of accessing information as video is a powerful piece of education that can spread awareness and document world wide events.  YouTube allows for everyone to have an opportunity to build their own business and succeed on their own terms, allowing for consumers to choose what is popular. Prosumers are given a place to belong on YouTube as it allows for people to find communities of support and break down barriers allowing different people from different countries and cultures to come together and share interests and passions. YouTube shows how the internet has changed and that it is becoming more and more powerful. It is a channel that allows people to put their work online and it is a new way of making money and growing a business. The channel allows for people to showcase their work to people nationally and globally, something that without the growing strength of the internet, wouldn’t have been possible in the past. This new world that we are living in is powered by the internet and is able to happen due to the capacity that things, such as video, can now to be stored online. 

Glossary

Globalisation is the way that big companies spread internationally, promoting their products and values to make a profit. This is often at the expense of national cultures and industry. An example could be Disney or Mcdonald's. It is the process of international integration arising from the interchange and exchange of products, ideas, politics and, in particular, popular culture. Globalisation is seen as a way in which international boundaries that once existed are broken down by the advent of new technologies (Web 2.0 and social media).

Social media channels are any social media or an online tool where you can communicate with other people. This is platforms like Twitter, Facebook and Instagram.

To regulate is to monitor your own content. You have to self-regulate which is thinking about what you put online and the effect of others. This is like when the BBCF monitor what film producers put in a film.

Media producers are the people or institutions that make media products.

A prosumer is a small group of people or individual that uses internet technology to help make and market their own media content.

Wikinomics - Tapscott and Williams (2006) 
Due to the power of the internet, the way we spend money has changed. We can buy and sell products, make products to sell and put work online to make money and showcase their work. There is capacity for things to be stored online.

Web 2.0 is the second stage of the internet. This includes things such as youtube and facebook, where the audience and users are able to interact with the products more. This was between 2005 and 2012. 

UGC stands for user-generated content which is content made by people and the prosumer. This could be things such as youtube or SoundCloud. UGC links to Wikinomics. 

The Long Tail is a theory that old and niche content makes just as much money as popular content. 

Convergence culture is where new meets the old, this is like a smartphone as technologies have come together to provide more services. It started off as a 

Participatory culture is where everyone can make UGC and now everyone can come together to make their own content.  

Social TV is talking about programmes or films whilst they are being broadcast

Second screening is having a second screen like a phone or tablet in front of you whilst watching a TV programme.

Viral is when something spreads very quickly. 

Global reach is the way in which a product has the potential to reach a global audience owing to new methods of distribution and marketing (i.e the internet and video on demand (VoD) services). 

Crowdfunding is where you use websites to get funding for your product that you have an idea for. 

Crowdsourcing is where you source personnel with specialist skills to help you create something. 

Global Village is the idea that physical boundaries between countries appear smaller owing to new media technologies, and that because of this, the world is actually one big village where everyone can communicate with each other in an instant. The theories who discussed this originally was Marshall McLuhan (1964). 

A digital divide is there are people in the world that cannot access technology. This is something you don't find in the Uk but in somewhere like India, there are very rich people who can access technology and then people that live in a remote, poor area who don't have access.

Moral panic is whn a problem is society is blamed on something else. This is a theory by Stanley Cohen (1972).

Social media measurement or 'social media monitoring' is a way of computing popularity of a brand or company by extracting information from social media channels. For example it is used to see the reach a brands posts like nike compared to that of Adidas.

Social media measuring may connect to the Application Programming Interface (API) provided by social platforms that are created for 3rd party developers to develop their own applications and services that access data. An API is useful to see what happens after a user has clicked on a social media marketing campaign. This lets the company know whether people have made a purchase after they have clicked on the campaign. API works by gathering data from different websites and then performs analysis based on different metrics. This could be time spent on the page, click through rate, content share comments, text analysis, text analytics to identify positive or negative emotions about the brand. 

Personal vs Professional

Personal use of social media 
Social media can be used as a way of communicating with friends and family to show what is going on in your personal life. On a personal account you share your own views and do not claim that you are representing anyone else.

Professional use of social media
Social media could be used professionally if you work for a company and represent or promote a brand. This means that you have to abide by WC3 regulations so it cannot be offensive.