Innovation and Investment: LJ 4

This week’s materials focused on emerging social media trends and technologies and how businesses are investing efforts toward their innovation and development. It was interesting to read about the evolution of social media and how it tied into opportunities for companies. Social media innovation attracts entrepreneurs, forward-thinking minds looking to build startups and/or products, and already established businesses wanting to advance. When looking at the past, “the same open approach to development that was seen during the personal computer and Internet revolution seems present with social and mobile media” (Lipschultz 2020). Evidently, social media innovation has been revolutionary, and its future looks bright.

Social media is taking over the advertising world. TikTok is becoming huge for businesses’ marketing efforts, Instagram and Twitter are predicted to remain as primary platforms for advertising, influencer marketing will increase in importance, smaller networks (such as Pintrest and Snapchat) are increasing in popularity for advertising, and more (Geyser 2021). I think that in the coming year, the aforementioned social media platforms will continue to be on the rise in terms of advertising, number of users, ways to utilize them in business, and overall technological development. These factors have all exponentially increased in the past two decades and will continue to do so.

Along with changing the world as a whole, social media and technological innovation will also affect my life. This is especially true in the professional sense. I want to work in marketing, and staying on top of the latest technological developments in terms of social media and advertising will be of the utmost importance. Regardless of what field of marketing I end up in, I will definitely need to develop competencies in various technical skills such as Google Analytics, Facebook Insights, SocialInsider, SEO, SEM, CRM, and many more. I will need to know how to properly create and implement ads on social media, because “social e-commerce trends will boom in 2022…social ads will develop to help brands offer more personalized services…and learning paid advertisement is critical” (“10 Social Media Trends of 2022,” 2021). It will be necessary for me to take extra time outside of school and/or work to keep up with the latest trends and technologies. This may be challenging, but it will certainly be worth it in the end.

Geyser, W. (2021, December 14). 17 social media trends for 2022 and beyond. Influencer Marketing Hub. Retrieved May 2, 2022, from https://influencermarketinghub.com/social-media-trends/#toc-2 

Lipschultz, J. H. (2020). Social Media Communication (3rd ed.). Routledge.

10 social media trends to know in 2022. Techfunnel. (2021, December 22). Retrieved May 2, 2022, from https://www.techfunnel.com/martech/social-media-trends/ 

Metrics and Analytics: LJ 3

Chapter 6 of Social Media Communication: Concepts, Practices, Data, Law and Ethics dove into the details of social media metrics and analytics. It discussed how marketers utilize social media for their business goals and the overall development of social media as a tool. Though I was aware of the general ideas shared by the chapter, I never really pondered the nitty-gritty details of social media’s behind-the-scenes. After taking the time to learn how much really goes into social media– the exponential growth in users, the numerous analytics measurement platforms, the various tactics, the countless metrics to be observed, and more– I was honestly mind-blown. 

Everyone has a general idea of what social media measures. Location, hobbies, interests, and demographics are just a few examples of traditional data that is constantly measured by analytics tools. However, recorded and measured data has become so much more than we can even imagine. Social media technologies have gotten so advanced in what types of data they can measure. Lipschultz quotes Savage on how “researchers are finding that they can measure public sentiment, follow political activity, even spot earthquakes and flu outbreaks, just by running the chatter through algorithms that search for particular words and pinpoint message origins” (2001). The possibilities for what data social media can measure and utilize are truly endless.

Another interesting, though obvious, point made is that advanced as all of this is, it is all still relatively new. Businesses using social media as a major part of their marketing efforts only became popularized in approximately the last 20 years. New platforms, tactics, integrations, and more are developing every day, and “this will push marketers to develop more complex social media measurement tools and techniques” (Lipschultz 2020). Social media is a powerful tool with endless possibilities, and reading this chapter has peaked my interest in what social media’s future holds. 

I enjoyed learning more about what metrics Facebook, Google, Twitter, and Instagram measure and the intricacies behind their analytics platforms– it definitely gave me insights into my own social media usage. It is strange that the majority of us are fully aware that social media and big companies take our data, use it for themselves, and essentially violate our privacy (even though it may be legal) and that we are all okay with it. We still use the platforms, we still scroll through social media, and we still agree to the terms & conditions without a second thought. Because I was aware of most of what was discussed, I don’t think my usage of the platforms will change.

Lipschultz, J. H. (2020). Social Media Communication (3rd ed.). Routledge.

Assignment 3

Snapchat is very versatile and one of my most used social media apps. This is why I chose to analyze my Snapchat usage for the time diary assignment. Over a four-day period from April 25-28, I recorded the amount of time I spent on the app, took note of when I would typically use it, and observed my behavior on the app and what I would use it for. I spent 2 hours and 27 minutes on the app on Monday, 1 hour and 24 minutes on Tuesday, 2 hours 46 minutes on Wednesday, and 1 hour 37 minutes on Thursday.

I primarily use Snapchat as a casual way to communicate with my friends. We send photos, videos, and messages back and forth throughout the day. I usually talk to the same twenty people on the app every day. It’s an easy way to connect with a lot of people at once. I also often use it to post Snapchat Stories. I like this feature of Snapchat because they get taken down after 24 hours, so it’s easier to be casual about it. Along with posting them myself, I watch other people’s Snapchat Stories to see what they’re up to. Lastly, I often scroll through the “Discover” page– this feature is essentially a feed of content (news, comedy, pop culture, etc.) that is tailored to your interests and updated daily.

Evidently, there is a lot to do on Snapchat– it is very easy to lose track of time on the app. Even with time limits set on the app and notifications turned off, I still use it way more often than I would like to. I noticed that I use it most when I wake up in the morning, before I go to sleep at night, and when I am bored. This could include when I’m waiting in line, trying to pass time before I have to leave or do something, or just simply procrastinating. 

I usually have a lot going on Tuesdays and Thursdays, so I don’t have as much time to go on Snapchat and other social media platforms. I spent a significantly higher amount of time on Snapchat on Monday and Wednesday. This makes sense because I usually work less hours on these days, and I don’t have any live classes. These are the days that I use to both relax and to do my schoolwork. When I’m doing my schoolwork and notice myself hitting a wall, I noticed that I always stop what I’m doing and immediately go to Snapchat or some other form of social media. This also happens when I start to get worried about what I’m doing and/or what I have to do. I realized that Snapchat, although fun and beneficial, is definitely a mechanism I use to temporarily distract myself from the stressful parts of life.

I would not say my social media usage depends on the time of the semester. I think it’s steady throughout. My usage on social media is obviously less on days that I have much to do, but I feel as though from the start of the semester to the end there are always days that I am very busy and days that I am not. 

I am glad I had the opportunity to critically think and observe my Snapchat behavior. I am working on using the platform (and all other platforms) less, and recording my usage is definitely a step in the right direction.

Social Media, Data, and Us: LJ 2

On a surface level, I was always aware that algorithms shape our online experience, that we produce impressive amounts of data every day, and that big companies use this data for profit. However, I never really thought about what all of this really means. The We Are Data readings made me think deeper into what goes on behind the scenes of web surfing, social media usage, and my overall online presence.

We have been forced into a system where companies like Google, Microsoft, and Yahoo have all 

taken our privacy rights and can observe and control us, but it was all “voluntary” on our part, so they technically can’t be to blame. We knowingly log onto their servers every day, sign terms & conditions without any thought, and surf the web every day (Cheney-Lippold, 2019). However, saying these actions are “voluntary” is a huge stretch. You can’t check your email (a necessity for most jobs) without logging onto the Google, Microsoft, or Yahoo server, you can’t own an iPhone without agreeing to terms & conditions, and you can’t perform everyday activities without surfing the web (learning new information, connecting with friends, shopping, etc.). We involuntarily voluntarily give away our privacy rights.

Also from the readings, the notion that we mainly exist in this world as what our data says we are is an eye-opening perspective. Our data makes up an algorithmic identity for us– one we have no control over. Google assigns us an identity based on our internet activity, and our experience on the internet is subsequently constructed around it. My activity on Google could resemble that of what Google thinks a man’s internet activity would be, and Google will think I am a man and treat my search results and advertisements as such. “Google’s gender is a gender of profitable convenience. It’s a category for marketing that cares little whether you really are a certain gender, so long as you surf/purchase/act like that gender” (Cheney-Lippold, 2019, p. 7). Our online identities are decided by marketers, governments, and advertisers, are fueled by money and power, and are unconcerned with who we really are.

The idea that we don’t exist in this world as humans, rather as a compilation of data, is an eerie one. Our value to the world is essentially in our data, and our data decides a large portion of our status in the world. Our gender, ethnicity, age, likelihood of criminal activity, terrorist status, and more are essentially decided by algorithms based on the data we produce. We essentially have no say in who we are. The term datafication, or “the transformation of part, if not most, of our lives into computable data,” describes this phenomenon (Cheney-Lippold, 2019).

Datafication can be problematic because it ignores previous discriminatory social and economic structures that were present throughout history. Classifications that algorithms make of people are done so with these problematic systems in mind and can perpetuate stereotypes or cause certain groups of people to be treated unfairly. This can be seen in HP’s facial recognition software which could not detect a black man’s skin; there was an unintentional presumption of whiteness to be the norm in the software, exemplifying structural white privilege (Cheney-Lippold, 2019). Another example can be seen in the Chicago PD’s usage of data to create a “heat map” of people that are at risk of engaging in criminal activity. It is impossible to separate the police department’s history of racist practices from the development of this heat map. Consequently, certain groups are more likely to face the wrath of law enforcement to a more severe degree than others (Cheney-Lippold, 2019).

Even though I learned a lot from these readings, I don’t think my personal or professional use of social media will change. This is the way the world is– big companies know and use my information, my online identity is shaped by my everyday actions, and I have no control over whom the internet thinks I am or assigns me to be. The ethics of this can be debated heavily, and I agree that many aspects of how data is used are unethical. For example, as previously discussed, we have no choice but to give up our privacy rights, and discriminatory practices are perpetuated through the usage of data to define people. However, things will not change any time soon. We heavily rely on technology, and its necessity in society is only rapidly increasing.

Cheney-Lippold, J. (2019). Introduction. In We are data algorithms and the making of our Digital Selves (pp. 3–36). essay, New York University Press. 

Hands-On Assignment 2

On the surface, social media and social networking are simply computer- and internet-based technologies that facilitate creating global connections, sharing ideas and content, and spreading information through virtual communities and networks. However, social media really means much more. It allows users to interact with the world in ways that would have never previously been imagined. People can truthfully tell their individual life experiences and stories, spread awareness about topics they are passionate about, find communities of like-minded people to connect with, easily gain access to a wide variety of information, share their creative thoughts and ideas with the world, and so much more. With access to so many different perspectives and diverse people at the touch of their fingers, social media helps people discover and embrace their true selves.

I use many different social media platforms. My most-used accounts are Instagram, Snapchat, Twitter, TikTok, LinkedIn, and Handshake. I use Instagram to share the highlights of my life and to see what other people that I don’t talk to very often (or at all) are up to. I typically try to make my image on Instagram a mixture of polished & put-together and exciting & fun. Snapchat is where I spontaneously share what is happening in my life in the moment. Less thought goes into what I post on Snapchat because the posts go away after 24 hours. My posts are often funnier, unfiltered, and casual. I also occasionally use Snapchat to make casual conversation with friends or people I don’t talk to very often by replying to their posts. 

Twitter and TikTok are for entertainment purposes only. I scroll through my feed on the apps but rarely post on them. I often look to TikTok for educational purposes as well– typically about current events, fitness, fashion, and nutrition. I use LinkedIn and Handshake to connect with people on a professional level and find potential career opportunities. My image on these two platforms is very professional– my personality is barely reflected on them. I search for jobs, post any job updates, message people that may be helpful in my professional endeavors, and very occasionally scroll through my feed. I also occasionally go through my account and make sure my bio sounds good and my experience, education, volunteering, and skills sections are up to date.

I use all of these platforms every day. I use TikTok and Twitter the most out of all the social media platforms I am active on, for around two hours a day each. I use Instagram and Snapchat for around one hour a day each, and LinkedIn and Handshake for around thirty minutes each. It is interesting that the apps that I don’t post or have a presence on are my most used. Aside from them simply being the most entertaining in my opinion, I believe there may be a deeper reason for this. Almost every time I casually scroll through Instagram, I go to my profile and scroll through my account and posts and usually end up scrutinizing certain things and seeing if there are ways in which I could make my account look better. The same happens with LinkedIn and Handshake but obviously in a more professional sense. I don’t have to worry about these things with Twitter or TikTok, because I barely have a presence myself and I can enjoy my time stress-free.

I have a love/hate relationship with social media. It has undoubtedly added much value to my life. I maintain connections with people I can’t see every day, have access to so much information, see different perspectives about various topics and life in general, learn about cultures and people that are different from what I am exposed to every day, have constant access to entertainment, learn about professional opportunities, market myself to recruiters, and the list goes on. However, some negatives come with my social media usage as well. I have become harder on myself about maintaining a certain image on social media. I recently have begun putting a conscious effort towards not comparing myself to others and not taking myself too seriously; these were always struggles for me. Additionally, I spend too much time on these platforms. I have been trying to figure out a way to limit my time online because I want to be more present in real life.

My Relationship with Social Media: LJ1

I started using social media in sixth grade and have been using it more than I would like to admit ever since. The first platforms I used were Instagram and Twitter, then Facebook, then Snapchat a few years after, then TikTok only a couple of years ago. I still used all these platforms, besides Facebook. 

Most of my social media behaviors have drastically changed since I started to use it, which is to be expected. My Instagram and Twitter behaviors changed the most. When I first started using Instagram, I would post almost any funny posts or memes that I found online. I would rarely post pictures of myself, besides the occasional goofy group selfie or group picture with my friends. All of these were spontaneous, unedited posts. As I grew older and used the app more, I started to post less and think about what I post more. I don’t post nearly as often now, and when I do, there is deliberation behind which pictures I should post and how to edit them. I also typically only post pictures of myself or with one or two friends. On Twitter, I would retweet almost anything I found relatable or entertaining and Tweet random things multiple times a day. Now, similar to Instagram, I don’t Tweet or retweet as often, and  I think more about what I post before I post it.

I would say the biggest change in my social media behavior from when I started to use it is that I am much less spontaneous now. I consider what other people would think about my posts much more now than I did back then. I post less, try and make my posts more aesthetically pleasing and/or funny, and typically always ask my friends before I post anything. I always want my posts to shine a good light on me, so I avoid posting foul language, anything controversial, and anything generally inappropriate. I also avoid posting too much. I want to have fun with social media, so I keep my posts fun and light-hearted. Even though I still enjoy using social media and taking & posting pictures, it is definitely less carefree and slightly more nerve-wracking now. 

I think this change is both for the good and for the bad. As I grow older, I do need to maintain a good presence online. This is important for making new friends, finding a potential roommate, searching for a life partner, and getting a job. Social media is the first step to vetting someone and/or getting to know them. As important as this is, I do feel as though oftentimes I let social media get to my head and take my online image a bit too seriously. There have been too many instances that I liked a picture of myself and wanted to post it, but after staring at it for too long I found a few things wrong with it and decided against it. Other times I would be ready to post something, but then I would decide not to after seeing someone else’s post and comparing myself to them. Posting selfies is a great way to boost self-confidence, but when it comes to social media it is way too easy to compare yourself to others and find things wrong with yourself. Comparing yourself to that “perfect” person on social media is a dangerous game, and it is unfortunately one most of us have probably gone through at one point or another.

I don’t exactly remember when this shift from carefree to overthinker happened. If I could go back and tell myself one thing, it would probably be “take your online self seriously, but not too seriously.” I definitely struggle with separating real life from online now, and I would like to work towards living more in the present. The idea of quitting social media for some time has crossed my mind quite a few times, but I don’t think it’s the right path for me. I genuinely enjoy having an online presence and connecting with my friends and family through various platforms, and I would feel like I am missing out if I quit social media. Social media is also a great form of self-expression. I can share my ideas, what makes me happy, my interests, and what I am passionate about. I can also learn this information about other people, see different perspectives, hear other people’s stories, and educate myself on different topics. Rather than taking one dramatic step and quitting, I just need to work on balancing online and real life.