Hannah Rice

Throughout the past 8 weeks, I have been analyzing the social media of a business organization I am involved in on CMU’s campus. The biggest challenge that this organization faces is the lack of engagement of followers outside of the organizations. That is why I believe that the best strategy moving forward is to share content relating to current member testimonials. Utilizing Twitter, Instagram, LinkedIn, and Facebook, this organization will strive to increase its engagement. Another challenge will be maintaining a consistent voice with members continuously rotating through.

When considering how to create effective content for your business, there are many important things to take into consideration. It is crucial that your platform have unique, engaging, up to date and relevant content for the industry you are in. For example, this includes being mindful of your target audience whether that be categorized by demographics (gender, age, etc.) or personality (trendy, old-school, etc.).  This is key in determining a content strategy that works for your brand.

Effective content can also vary based on the platform that you choose to utilize. For example, you may choose to implement a story/highlight feature on Instagram. While you may develop great content for this purpose, it may not directly transfer to other platforms such as Twitter. More preparation and thought would be required in order to share the same information on each platform using different delivery strategies.

An important goal when managing a professional or personal social media account is building an online community. The effect of people coming together in a collaborative space can be very powerful and provide a lot of value to a business. Community collaboration is one of the largest principles of success in this area. Although many platforms may start out with only a few followers, encouraging those followers to engage with your content is one of the best ways to build and grow a community. This can be done by encouraging users to like, retweet, share or comment on your posts. Interacting with your posts not only shows that your followers care about your content, but it also takes advantage of any algorithms that platform may utilize in order to have your content reach a larger and wider variety of people.

How to Encourage Interactions

Businesses and Big Data

When using Big Data, businesses should be aware of the trust their customers have placed in them by providing them with their personal information. Not only do we trust them not to sell our information to Big Data companies, but we also trust that they have a secure system in place to prevent hacking from outside sources. Investing in a strong and secure system will increase the confidence that users have with that company.

 What You Should be Aware of

As consumers, we should work to be aware of the problems that can come with Big Data and protect our information. It is important to realize that each and every company that has an app may be requesting your information through location services, credit card information, and search history. Limiting the number of companies you provide your information to will protect your information and also limit the chances of said companies being hacked and your information being lost to other, less reliable companies.

 Opportunities vs. Threats

As a way of balancing the opportunities and threats that come along with Big Data, it may be a good idea to review the different places you have given access to your information. Examples of this can include apps on your phone, businesses you shop at and even credit card companies. The benefit of having companies save your information (convenience, tailored searches) may not outweigh the risks of loss of information including extremely valuable information like your social security number. Limiting your data sharing with businesses that have a good track record of protecting your privacy would be a good place to start in securing your information and being sure that your data is being used properly.

Being able to filter out information that is accurate and true from that of “fake news” is an important skill needed in order to effectively utilize the internet and social media. I will be digging deeper into what makes junk news spread based on the three reasons given in this article by the Oxford Internet Institute.

Algorithms

Algorithms are becoming more and more popular within different apps, social media platforms, and more. The codes that determine the type of content each user is exposed to can also filter out important content that may not align with a user’s past interests. It may also heighten any biases users may have because they are only seeing content that confirms their beliefs, giving them a narrower world view in comparison to the vast amount of content on the internet.

 Advertising

Advertising also frequently utilizes algorithms to determine relevant content for users. “Click-bait” is a largely used advertising tactic by having misleading article headlines, or pictures of celebrities with articles that have nothing to do with them. All of this is done to increase website traffic. While this tactic is definitely not appreciated by users, it is often still very effective. This leads to an increase in article titles that may be misleading, overly dramatic, or just factually incorrect that are purposely aiming to confuse users.

 Exposure

One of the perks of social media platforms such as Twitter is that you can handpick users you wish to follow which creates a news feed of content that you have already approved and likely enjoy. While this has many positives, it also creates a bubble of information where users are only exposed to content that isn’t challenging or representative of the public. This selective exposure to only a portion of the world’s content increases the divide between differing ideas and opinions, creating a feed of only echoes of one’s thoughts.

 There are many reasons why these three things may have been implemented with good intentions. However, it has also led to the divide of people with differing ideas because of a lifetime of living in the echo chamber that is social media. While regulations are surely to come in these areas, users like us can work against these codes by intentionally following, liking, and exposing ourselves to different content creators. Having a broad and diverse news feed is important to seeing all sides of every story. Thinking critically about the validity of each thing we see online before we share it with others can also stop the spread of junk news.

What Makes a Good Consultant?

There are many factors that go into becoming a great social media consultant. To me, the most important qualities a consultant should have is professionalism, creativity, adaptability, and consistency. Why? Let me explain.

Professionalism: Whether you are working with an individual or with a company, a high level of professionalism is expected for any paid service. As social media is outward facing, it is important to ensure that you look put together and prepared.

Creativity: Social media is an area where users are encouraged to experiment to create new and interesting content. While there may be social media strategies that are tried and true, being able to think outside the box can put you a step above any competition.

Adaptability: Being able to adapt to your surroundings is an important part of business. Especially as a consultant, you must be able to be flexible with the ever-changing needs of customers as well as being able to keep up with new social media trends.

Consistency: Consistency is an important component of social media as users expect new content, updates and more in a timely manner. Having consistent work also allows you to create a theme and style which is a popular social media strategy.

 What Changes Could I Make to My Social Media?

What is Big Data?

Big Data is extremely large data sets that can be analyzed to find trends and patterns. Big Data is strongly intertwined with information privacy as it is often used to analyze human behavior and interactions without our explicit consent. While we may understand that things such as our search history and credit card purchases could be tracked, that is just the tip of the iceberg when it comes to the information Big Data can collect. Things such as your frequent locations, hobbies, purchases, and groups you are a part of can all be utilized to put together a profile that is specific to you.

There are many companies such as acxiom that specifically collect large amounts of personal data to sell to other firms for things such as advertising use. With the amount of money that is generated through the Big Data business, it is unlikely that companies will ever stop invading the privacy of consumers.

 How Does Big Data Affect Me?

As you can see in the graphic above, data is constantly moving and combining into trends and patterns. Every single click on an app or Google search adds to Big Data, and also increases the information companies could have access to about you. I often see advertisements and other pop-ups of products that I know I have never searched for, which is likely the result of associations and connections made using Big Data. While some may find this beneficial, others may consider this a complete breach of privacy and personal information.

 Data Gathering and Business

For my social media experiment this week, I decided to take two 12-hour periods with no access to my cell phone, laptop, television, or any other kind of social media. I had completely different experiences and ultimately learned a lot with each of them.

Day 1: Wednesday July 1st, 2020

The first thing that I noticed when beginning this experiment was how vastly different my experience was going to be during the current circumstances. Normally I would have work and/or school to fill my time during the week but given that COVID caused my summer internship to be cancelled I was simply at home all day. This created a different kind of challenge, as I have become more and more reliant on my phone and social media to keep me distracted and pass the time. However, one of the biggest benefits of being at home during this time is the ability to spend more time with my parents. My mom and I sat around and talked most of the morning until my dad got home from work and we played card games and just enjoyed each other’s company. Throughout the day I took time to start reading a book I had waiting on my bookshelf all summer, spent time outside enjoying the sun, and took the time to cook healthy meals instead of ordering takeout or eating pizza rolls for the 100th time. Although I did feel bored at times and felt as though I had to constantly think about what I was going to do to fill my time, I think making those conscious decisions helped me to be more intentional about prioritizing things that I enjoy.

 Day 2: Saturday July 4th, 2020

As I moved into the holiday weekend, I was excited to spend another day free of the distractions of social media. I had a feeling that this day was going to be easier as I was planning to spend the day with a few of my closest friends, most of whom are the main people that I use social media to communicate with anyways. I went into the day planning on explaining why I would not be having my phone with me, but we all naturally put our phones away for most of the day anyways. This almost made the experiment better, because I was able to enjoy the day without feeling the pressure of social media through my friends. We played volleyball, tubed down a river, and lit off a few fireworks and just enjoyed the day together.

 Final Thoughts:

Looking back over my social media free time this week, a few things have stood out to me as important subtle lessons.

First, one of the biggest hurdles I anticipated was the few minutes right after I wake up for the day. It has become part of my normal routine to lay in bed and scroll through my different social medias before getting up and starting my day, so I made a point to turn off my alarm clock and put my phone right away. Being forced to get out of bed and be productive even with something so simple as eating breakfast and brushing my teeth allowed me to start my day off on a more positive note, and I definitely noticed an improvement in my mood from the get-go. As the day wore on, I felt the twinges of boredom, but quickly found ways to utilize my time. This mostly comes down to the planning I had put in ahead of time and the preparation of ideas of things to do in case I got bored throughout the experiment.

This week I have had the opportunity to take a step back and think critically about my usage of social media and how it affects my daily life. Although I have never thought of myself as someone who is addicted to social media, it was eye opening to see just how often I use social media in my daily life.

After reading Emma Rathbone’s article “Before the Internet”, I am nostalgic for the time before I was old enough for a cellphone and when my family didn’t have a television – a time when I was able to form connections with my family, pick up hobbies, and learn how to entertain myself without the distractions of notification every few minutes. As I have moved past that stage, I have found myself becoming more and more dependent on my cell phone and the internet. The little free time that I have is often spent mindlessly scrolling as opposed to having meaningful conversations with friends or spending time with a hobby.

However, the constant access to the internet also increases the meaning behind every ‘social media free’ interactions. Those conversations where you talk for hours and forget that your phone even existed, or weekends away where you purposefully leave work behind to be present in the moment become sweeter. I specifically remember a weekend in high school where my girls’ basketball team went on a leadership retreat to connect as teammates. Our coach specifically told us not to bring our cellphones, which forced us to find our own fun through talking, playing games, and bonding. Those few days were powerful to me because it made me realize that constant social media and cell phone use can actually hinder connections between people instead of creating them. Looking back, there were no moments that I felt bored, and being disconnected actually made me feel more connected to the people around me.

Max Strossel’s talk focuses on the many issues that can arise from social media. Constant advertisements, comparison to others, and more can lead users feeling drained instead of engaged. It is interesting to think about how the benefits compare to the risks, and often leaves us nostalgic for simpler times. While it is okay to participate in things like social media just for fun, it is important to consciously understand where you are spending your time and how it makes you feel.

Moving forward, I hope to be more intentional about my usage of social media to ensure that I am using my time efficiently. Platforms such as this one can be powerful if utilized properly, but I am aiming to avoid absent minded scrolling and spending time with things that don’t benefit me.

If you are interested in digging deeper into your own social media usage, I recommend reading Emma Rathbone’s article and watching Max Strossel’s video. I have linked them below!

https://vimeo.com/370135963

Hello, my name is Hannah Rice and I am an incoming senior at Central Michigan University. I came to the not-so-big town of Mount Pleasant, MI from an even smaller town called Centreville where I grew up. My major in Finance with minors in Information Systems and Management have given me a well-rounded business background that I am excited to start utilizing in the real world! 

Throughout my 3 years at CMU, I have been extremely lucky with the opportunities and experiences I had. From studying abroad in New Zealand and the United Kingdom, to being involved with a business fraternity on campus, I have created memories that will undoubtedly last a lifetime. Because of this, it is bittersweet to have ultimately arrived at the beginning of my senior year. After graduation, I plan to start my full-time career with Owens Corning, where I will join their Finance and Accounting Leadership Rotational Program. 

I am excited to begin using this platform to connect with my peers in a new way. Social media has a way of bringing us together, and I am eager to see this displayed throughout this course. 

On the more professional side, I am also very interested in learning about how different business utilize social media. One company in particular that has always stood out to me is Wendy’s. The social media team at Wendy’s has done a fantastic job of creating a solid brand image and catching the public’s attention. One way that they have done this is through the use of Twitter, where they simultaneously advertise their products, while also engaging with customers in a casual way. 

The tweet shown above is a prime example of creating a huge amount of engagement by promising to bring back a signature product. The overall theme of Wendy’s twitter page is simple and effective: follow trends, and make readers laugh.