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After looking at the analysis of both county’s pages, each has their own unique strengths and weaknesses. 

San Diego: San Diego’s page has a small following (17,642), relative to San Francisco’s (225,053) which is unusual because San Diego county has over two million more residents than SF. Their page posts daily, which is good and they should continue doing that, but they could post at a more optimal time (between 00-03 GMT which is 4-7pm in San Diego) to get more likes, shares and comments from their users. They also need to vary the types of posts they make, especially including more picture posts and posts with less text (ideally less than 500 words) because users engage more with those two types of posts. The San Diego page needs to interact more with other pages and create a network between county services pages - that way they can promote posts that appeal to different users with different interests. Their top post described the waiving of the adoption fee of county animal shelters for veterans and their families over the past weekend. The high level of attention to this post indicates that they could benefit from networking with a county page offering services to veterans or the pages of the county’s pet adoption shelters. They can also use more hashtags to bring in users looking for more broad search topics, that wouldn’t normally interact with their page. Compared to San Francisco’s page, they have a much higher engagement rate (SD: 4.96%; SF: 0.08) and a lot more “people talking about this” (SD: 875; SF: 199). To me, this indicates that while a lot more people like San Francisco’s page, the people who like San Diego’s page are more engaged with the content. 

San Francisco: San Francisco has a high following, but low user engagement. To increase their engagement, they definitely need to start posting more often. Right now they post 1.5 times a week on average, so followers have less opportunity to interact with their posts. If they started posting more frequently, they could also appeal to a wider audience with more varied content. San Francisco’s page does a good job of varying the types of posts they make though, they post primarily text, but also have a large proportion of photos and videos as well. Their follows respond most to photo posts, so they could even increase the frequency at which they make those posts, and post them at the optimal time (00-03GMT which is 4-7pm in San Francisco) to see even more community engagement. Their page is doing a good job of using hashtags and creating a network between other San Francisco public pages like the San Francisco County Works page and the SF Emergency Management page. The analysis also suggests using the Milestone feature more. They’ve used it once, but it could be a great way to create buzz about public projects and things that are happening in the city because based on SF’s top post, that is what is being commented on and shared most by it’s likers.

For San Francisco, I agree with you that it is interesting that they have a larger following, but their users are less engaged.  The more they post the more people will have a chance to find something they find interesting and be more interactive.  The Milestone feature is an innovative way to get users involved and they could possibly take it a step further by having notifications go to people’s friends when a Milestone is reached so everyone can become involved.  To add to your post, the inclusion of more Milestone features would be a great way to have people being more actively involved in trying to reach the Milestones and create more engaged users, which is what San Francisco needs.  

What San Diego could do better:

In order to become even more appealing to the audience, San Diego County’s Facebook should use hashtags to better promote their status they posted. Hashtags are now one of the ways more audiences can find you on social media. To be better with user interaction, SD should ask more questions that appeal to the population. For example, they can be more up to date with the news that is going on with the nation (i.e. the election, protests, vaccinations, ec) so that their friends on facebook can click on their links which adds to more links being viewed and potentially more sharing which can get their Facebook recognized. They should also add their county website to their Facebook page so users can go check that out as well. Finally, they should like more pages as that can increase their networking from other users in different communities.

What San Diego should continue doing:

Keep up with their two posts a day because that shows how active they are with still using Facebook as a social medium. SD does a great job using pictures from all around the community, which can give them appeal to the residents.

What San Francisco could do better:

SF can be more engaging to their audience by commenting back on other users comments, they can comment on other users page by promoting their Facebook. They could be more active on Facebook by posting more statuses, liking, commenting and sharing more posts. Just like San Diego’s county’s Facebook, they need to ask their users more questions to be engaging and active on Facebook.

What San Francisco should continue doing:

SF county’s overall Facebook page does a great job with using their Facebook page. In order to keep doing a great job they should still continue using their hashtags for their statuses for more exposure. SF should also continue to make sure their length of posts is between 100-500+ characters to be shared even more amongst their users and on other social media websites.

Specific examples of what one county is doing better than the other:

San Francisco is using hashtags on their posts which helps them expose their brand to more users, this is something than San Diego needs to work on to relevant users that might find them intriguing. San Francisco has a lot of likes on their page, approximately 255,056 likes which they can use to their advantage by getting their brand out there even more. The length of post that SF is between 100 and 500 characters. This is better than SD’s because their post has much more material and depth, which captivates their users to promote discussion.

San Francisco’s top post:

San Diego’s top post:

Sell Example: 

https://www.youtube.com/watch?v=eYvOgnabABU This piece is and old commercial with the goal of selling cigarettes. It used the popular cartoon The Flintstones and based the commercial in white and black making it look “cool” to smoke. This is a commercial directed to a wide range from young adults to even adults since it uses a commercial typically watched by the younger population. In the past, cigarette commercials showed its audiences that it was acceptable for anyone and everyone even everyone’s favorite Flintstone superstars; like Fred.

Inform Example: 

http://timesofsandiego.com/politics/2016/11/07/cliffhangers-may-follow-big-burst-of-early-results/ This is a news articles from Times San Diego goaled in informing its audience on early results on the presidential election. It focuses on informing its audience on the results of the early votes that were done before election day. I believe the inform article successfully informed its audience on the status of the election that could end up changing American lives very soon.

Change Behavior Example: 

This is goaled towards persuading people to wear helmets when riding their motorcycles. I believe this is the goal of the piece since it shows half a skull emptied and states that is 100% dead helmet since it has no type of protection. I believe its destination is aimed at reducing the third leading cause of death which is motor vehicle accidents. I believe this ad matched its change behavior channel perfectly since it’s focused on a health promotion campaign.

Entertain Example:

This is goaled in entertaining its male and female audience. Although, it is goaled on increasing contraceptive use by the male population. It’s entertaining the fact whether a male would be more considerate/careful when using contraceptives if they were the ones who ended up carrying the baby. I believe this entertainment ad successfully entertained its audience and also effectively persuades males to be more cautious and use condoms/contraceptives.

Sell:

I believe that the goal of this communication piece is to sell stuff because it is asking if someone is beach body ready and has the weight loss collection of pills in the right hand corner. This is implying that the pills will help someone lose weight. The destination of this ad is to increase the personal relevance of the health topic. This ad causes someone to ask themselves that question about their body, and if they do not think so, then they will look into the pills, if they choose to. The channel of this piece is display print, and it matched the intent of the piece well because when people are walking past it, it will catch their attention to read it very quickly and keep walking.

Inform:

The goal of this New York City subway ad is to inform because it is informing people that portions have grown and so have Type 2 diabetes. It also informs people of what number to call for a Healthy Eating Packet. The destination is to increase awareness of this health issue, and to show how important it is. The channel of this piece is display print, and it matched the intent of this piece well. There aren’t too many words to read, so the person walking by can quickly read what it says and keep walking. Also, it was placed in a New York City subway, so while someone is waiting for their train to arrive they can read it.

Change Behavior:

This communication piece is an example of change behavior because it shows a car accident as a consequence of drunk driving. Most people don’t want to get into big car accidents, so they will try to avoid drinking and driving. The destination of this ad is to model the behavior and consequence. The ad shows a car accident due to drinking and driving. The ad even mentions how stupid it is to drink and drive. The channel of this piece is display print. I think it matched the intent of the piece well because there are only two words on this ad. It says absolute stupidity, and the shape of the bottle in the picture is shaped like an Absolut vodka bottle. It is very quick to put together and understand the concept of this piece. People don’t need to stop to read it and understand what is going on.

Entertain:

The goal of this piece is entertain because there isn’t a big and clear message on this ad. The destination is activation and to model a certain behavior. It starts off with a big man at the top to form the word, “FAT,” then, he gets skinnier to still form the word, “FAT,” and then the last word says, “FIT.” The behavior that is being modeled is losing weight. The channel of this piece is display print. It matched the intent well because it is saying that to lose weight, you could go to that specific gym. People quickly looking at it could understand that if they want to lose weight like the man in the ad did, they could go to that gym listed at the bottom. It does not take a long time to read and understand what is being said in this ad, so display print was a good idea.

I personally think Helen Mirren is an odd choice for an ad about drinking and driving. Yes, she has an authoritative British voice and command presence, but she is far from well-known to a younger audience. If the advertisement was for a British audience it may have been a good choice.

I choose this social health marketing that uses Kylie Jenner, a 19 year old billionaire that many young girls look up to for inspiration, in which she advertises the tea, “Fit Tea” to her audience. Usually, when a person uses a detox tea for dieting, that tea has an ingredient herb known as senna. According to Truth in Advertising, Senna is FDA approved for treating the occasional constipation, and contains chemicals that irritate the large intestine to cause a laxative effect.

By using Kylie Jenner as the spokesperson or face of “Fit Tea,” it goes pretty far in exaggerating the belief that she uses this product. Whether she uses the product or not, she is getting paid so much money to promote “Fit Tea.” This causes so many young women to want to buy this product because they believe that the can achieve the same body type as Kylie Jenner if they drink this tea.

A better choice to make young women or girls get the body they want is to advertise girls with real bodies exercising and eating a balanced diet. It may not be lavish as Kylie Jenner may be portrayed, but at least this type of campaign would be realistic to the average young woman to be encouraged to run outside more, go hiking, and understanding what types of nutritious healthy meals are good to cook and or eat.

Research activity #2

Example 1:  I think the black lungs filled with cigarettes is effective in terms of fear. The message engages the target audience because the amount of cigarettes pictured is vast, but realistic of the amount of cigarettes smoked by a daily smoker. The picture also represents the cigarettes as the building blocks and thus the destruction of the smoker’s lungs. The message also uses the color black- the color of evil and death. I don’t think the picture entices to much fear that it is threatening and therefore reducing the efficacy of the smoker to quit. I think that anti smoking messages can be to gruesome sometimes and reducing the confidence of smoker; however, I think this message may be a little to weak in terms of enticing change. It captures the number/amount of cigarettes that a smoker is realistically smoking in a couple of days, but it doesn’t capture the health risks.

Example 2: The second message I think is the most effective out of the two. It entices fear and states a clear message of the difference between driving risky vs. safely. The image isn’t to scary, but clearly conveys the point of death if fast driving is continued by the target audience. Like example one, the message is in the color of black representing evil and death. This example does not reduce the efficacy of the driver, and I think this image actually captures the seriousness, but educates rather than scare the target audience away.

I too believe the second photo is the more effective one. This photo isn’t too graphic; it displays the advertisement to the perfect extent. Sometimes advertisements that are too graphic can be non-appealing to the audience.

Piece 1

McGuire perspective: This ad uses the campaign objectives announce and activate to get the audience to identify the message and seek out help for mental illness

Kotler perspective: This message displays the place component of the message in which the audience member can receive a service or product for their mental illness.

Piece 2

McGuire: This ad displays the combined objectives of activate, persuading the audience that meat is as harmful as smoking in terms of heart disease and cancer and advocate, promoting the social view of veganism.  

For the first piece, From McGuire’s point of view the goal is to advise, by presenting facts about mental health disorders. It also does announce, with the links to helpful websites on the bottom right hand corner for people to get more information. The “light” of this piece is the statistics about how many people have mental health problems throughout their lives. The “heat” is the sense of worry the viewer feels from seeing the woman screaming. The product of this from Kotler’s point of view is reduction of mental illness. The promotion is the places that the person can go to receive help. I think that McGuire’s model is better for this piece as well, because it is just giving information and telling people where they can get more information.

When it comes to the second advertisement, through McGuire’s principles, it definitely displays advocating and activating. Activating is through the message of telling the audience that smoking is an act that people should not participate in and by displaying a child smoking it imprints a larger impact on viewers. This ad also promotes and advocates veganism by stating that eating meat is equivalent to smoking when it deals with the harms it causes. For Kotler’s principles, I agree with that the product being displayed is veganism and the position of this ad is indicating that placing non vegan foods in children’s body leads to the same harm as smoking.