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Category Archives:Social Media

Social Media SEO

SEO Title Card

The following are the questions I answered in my SEO class at Portland Community College.

“How do you think incorporating social media will affect how the landscape of search engines and of searching?”

Social Media already affects the search engine landscape. In my searches, I found social media links before I found website links. Linking a website to a social media account builds content authority.  

“Is the incorporation of personal preferences and profiles a good thing?”

It is good that personal preferences from profiles are incorporated into searches. It is beneficial that my tastes are taken into consideration for finding food, clothing, and products I want. I found a lot of great products by allowing my preferences to be used by social media sites.  

“How will this affect privacy and how people manage their social media accounts?”

It is important to understand that Social Media makes its money off metadata. It is also important to understand that content is not owned once it is used on a Social Media website. Our accounts should be considered “brand” accounts than personal accounts. Privacy on social media becomes an issue if a person doesn’t understand why their data is used.

Campaigns that do good

In my social media class, we were asked to find two companies which engaged in charitable campaigns online. The first campaign I believed to be effective was Subaru’s Share What You Love. According to Cision PR Newswire, the campaign raised 94 million dollars from the start to 2016. The amount raised is proof that this is was an effective campaign. I believe it was also somewhat creative because it gave a democratic voice to its customers on how the charitable money was allocated. The Share What You Love was done technically well through their sub-sites and Subaru’s videos were polished and emotionally moving. Subaru really appeared to be authentic in their campaign. They pushed the causes first without reminding customers that Subaru sells cars.

From my review of Subaru’s charity campaign, their participation and engagement sites were Twitter and YouTube. Subaru made good use of the hashtag #sharethelove because it also made up of words from their charity drive. According to Tintup.com, the hashtag can be used the create conversations. #Sharethelove did that and it would be a difficult task to hijack the hashtag and change the topic of conversation. Subaru also banded their social media site’s cover image with graphics from Share What You Love campaign. I believe these factors played into the success of this fundraiser.

I chose to review this campaign because of how it empowered customers to make a choice on where to help. By giving people a choice in a decision, I believe this engaged people because they had a personal stake in the outcome. As a customer, I would feel good about buying a Subaru car because some of the profits would go to charities. As a Marketer, promoting that Subaru is socially conscious Subaru is appealing in a world becoming more socially conscious.

The second charity campaign I reviewed was Disney’s Share Your Ears. I believe this campaign was effective because it raised 1 million dollars for the Make-a-Wish foundation (which Disney matched). The campaign itself, having people photograph themselves with mouse ears, was very creative. However, I do not believe the Share Your Ears fundraiser was done well technically. Unlike Subaru with their subsites, Disney only posted a blog about it. Most of the promotional push was done by the Make-a-wish foundation. Because of the lack of effort on Disney’s part, I feel that this was not a truly authentic effort. In fact, the Mouse Ear photos seemed to more about the Disney Brand than the charity.

Reviewing Disney’s social media presence, I believed that the most engagement was on Instagram and Twitter. Using their hashtag “#ShareYourEars, I found more results on those platforms than Facebook. Using the Tintup.com Good Hashtag list, #ShareYourEars was unique and simple to remember. However, it did not create a conversation and was redirected to people only posting pictures of their Disney Mouse Ears hats. However, I believe it was successful social media campaign because it did raise money and it did engage people. As a customer, I would love to submit my fan inspired content and be recognized by my favorite media company. As a Marketer, this kind of engagement with customers is vital in the continued growth and stability of a brand.

Works Cited

“Disney Doubles Its Donation for #ShareYourEars Campaign Thanks To You!” Make-A-Wish® America, wish.org/content/disney/share-your-ears-2017?%3Fcid%3DNAWS-DISNEYSYE012018-LOCBANNER#sm.00000z4sng7blyekbq151536aehpz.

“How to Pick a Good Hashtag – The Tint Blog.” TINT Blog, TINT, 17 Aug. 2017, www.tintup.com/blog/how-to-pick-a-good-hashtag/.

Subaru of America, Inc. “Subaru 2016 Share the Love® Event Generates More Than $24 Million in Charitable Donations.” 

PR Newswire: News Distribution, Targeting and Monitoring, PR Newswire Association LLC. , 17 Mar. 2017, www.prnewswire.com/news-releases/subaru-2016-share-the-love-event-generates-more-than-24-million-in-charitable-donations-300425245.html.

Dopamine via Social Media

Many years ago, I was your typical Facebook user. I over-shared details of my life and engaged in petty debates. The amount of drama was too much so I stepped back and disengaged. I found, however, that I experienced anxiety. I wanted to go back on even though I knew it was bad for me. Then I caught the tail end of a radio show which discussed the link between Facebook and Dopamine. I then wondered… are people who over-share online Dopamine addicts?  

According to the article “Has Dopamine got us hooked on tech?” Dopamine is a neurotransmitter. It helps us act to meet our needs and desires by anticipating how we’d feel after they are met. When a reward is anticipated, the need is met, then the action becomes a habit. The neurotransmitter is a part of that action/response relay within our brain. PsychologyToday.com goes further with the effects of Dopamine released via social media.  Eva Ritvo M.D. explains that when people see something attractive online, “dopamine is released in the same reward pathway that is stimulated when we eat delicious food, make money, have sex, or use cocaine.” Karen North, a social media psychologist from the University of Southern California, suggests that when someone posts online and receives a response, it is the same as when the “pleasure sensors and chemicals in the brain get triggered at exciting moments in movies and songs.” When there are large levels of Dopamine, the brain is overstimulated and then generates addiction.

So what do we do? Do we stop all social media? I don’t think quitting is a realistic answer for everyone. I think that if we post positive and creative content online rather than insults, we’ll develop a healthier habit/addiction. I think it would be beneficial to share a creative outlet and a body of work rather than an account filled with awkward debates and insults.

Works Cited

Barkho, Gabriela. “Facebook Pioneer Fears Site Warps Minds. That’s the Point.” Inverse. 09 Nov. 2017. www.inverse.com/article/38299-facebook-sean-parker-brains. Accessed 22 May 2018.

Parkin, Simon. “Has dopamine got us hooked on tech?” Guardian News and Media. 04 Mar. 2018. www.theguardian.com/technology/2018/mar/04/has-dopamine-got-us-hooked-on-tech-facebook-apps-addiction. Accessed 22 May 2018

Ritvo M.D., Eva. “Facebook and Your Brain.” Sussex Publishers. 24 May 2012. www.psychologytoday.com/us/blog/the-beauty-prescription/201205/facebook-and-your-brain. Accessed 22 May 2018