The link above is a short survey which will be used to help develop a public relations campaign for WKTV Voices, an oral history project based in Grand Rapids, MI and serving the surrounding area.
Upon signing up for Brand Yourself, my initial score was 419. This placed me on the high side of the yellow category and seemed to be a decent score as it stated there wasn’t really anything on the internet that could threaten my future career prospects and job options. Over the past several weeks I have attempted to improve my BrandYourself score to no avail.
The first step I took in order to improve my score was to filter through the first three pages of Google results, as suggested by BrandYourself. During this process I labeled each result as positive, negative, and not me. I did this multiple times throughout the course of the past several weeks, as different search results would enter the first three pages on a seemingly weekly basis. My next step was to set up my BrandYourself profile as suggested by the checklist.
The third step in my attempt to improve my brand was connecting my Twitter and Facebook profiles to my BrandYourself account. Zero tweets were flagged on my Twitter, but I decided to take a second look at all of my previous tweets and delete any that I thought should have been flagged. A mere two posts were flagged on my Facebook. After deleting the two flagged posts I went on to delete any posts which I currently view as pointless. Additionally, this experience caused me to clean up my Instagram and other social media sites.
The fourth and final step I took to improve my BrandYourself score was to do a deep search on Google through all of the results from searching my own name. This may have not necessarily helped my score, but it did help me determine what information about myself is floating throughout various corners of the internet.
Despite the significant work I completed in the plight to improve my online brand and my BrandYourself score, my end score lowered to 347. My score was undeterred by my attempts and ended up being reduced by 72 points.
One reason for this decline in points is Martie Maxwell Soderberg. Martie M. Soderberg is also known as Martie Maxwell, so the correlation in names causes Google to pull up results which regard her. Martie is a woman from Spokane, Washington who was convicted of first-degree attempted murder after trying to hire a hitman to kill her husband. The high profile case was well reported on and is consequently a negative result which pops up when searching my name.
The second reason my score lowered during the past several weeks is that the algorithm believes I have privacy leaks on twenty or more websites. BrandYourself lists the WhitePages among other websites as having what could be my personal information. Information including my name, age, address, phone number, employment history, and relative names are believed to be in the possession of the twenty plus sites. The BrandYourself algorithm sees this as a high risk and is most likely the reason for the decline of my score. The issues with this is that there isn’t an easy way to fix this without upgrading my BrandYourself account.
Moving forward, I will probably look into the database sites that BrandYourself has listed as security threats to determine if the information is even relevant to me. If the algorithm is correct, I will look into ways of getting the information removed from the sites.
Video has for a long time had a place in advertising since the first ever broadcast video advertisement for Bulova Watch Co. on July 1, 1941, during a Brooklyn Dodgers game (Rodriguez 2016). The then revolutionary advertisement eventually led to the creation of a multi-billion dollar industry over the following several decades. Today, video advertisements are more prevalent and integral to successful advertising campaigns than ever before. With the invention of the internet, mobile devices, and social media, there are nearly endless opportunities for advertisers to spread their message in video format and to satisfy the constantly increasing consumer demand for visual content.
In the modern world we are surrounded and bombarded by the video propaganda released by a near infinite number of corporations on a daily basis. Corporations accomplish this through various avenues that support a video medium. This includes, but is not limited to all social media sites, television, websites, and electronic billboards. Visual advertisements have even gone as far as to infiltrate the cinema, as ads now commonly accompany movie trailers before the movie officially begins. In fact, video advertisements have become so popularized that it expected and accepted for feeds on social media be comprised of approximately fifty percent video advertisements. This, along with cinema advertisements provide advertisers with a captive and willing audience, resulting in a greater return on investment and making the advertisements often incredibly successful.
Due to the increasing prevalence and importance of video advertisements within the advertising field, substantial research has been done into the topic. According to Tom More, in an article for AdAge, one such study concludes that “video ads generate far more emotional cues than a photo can, with the ability to tell an extensive story and appeal to a wider range of senses” (More 2017). Ultimately, the study proposes that due to the nature of video as a medium, it is much more engaging and easier to connect with than a generic print advertisements. By requiring viewers to use their sight and hearing to experience the advertisement, it becomes innately more engaging.
The study goes on to identify feelings of joy, pride, sadness, anger, laughter and nostalgia as crucial; stating: “these emotions fuel passion, and drives human behavior while building a brand relationship with an audience” (More 2017). Consequently, successful video campaigns commonly attempt to evoke these emotions in particular. By successful touching on any of the emotions listed above, the chance for a return on investment becomes exponentially greater, as the viewer is left impacted by the advertisement.
In the future, video advertisements will continue to be integrated into everyday life as technology further evolves. The immediate future entails more creative video advertisements in order to break through the clutter and reach the company’s target audience. Along with technology in general, video tools will continue to be developed and improved upon. Further advancements in video and editing technology will encourage creativity as new and better software is released. Creative advertisements will flourish, and more generic applications of video advertising will most likely be ignored as consumers become gradually desensitized to the ads’ effects.
More, Tom. “The Psychology of Video Advertising.” AdAge, 17 Mar. 2017, adage.com/article/digitalnext/psychology-video-advertising/308160/.
Rodriguez, Ashley. “Watch: The first TV commercial, which aired 75 years ago today.” Quartz, 1 July 2016, qz.com/721431/watch-the-first-tv-commercial-which-aired-75-years-ago-today/.
Collaboration among coworkers within a corporation or specific industry has always been integral to individual and group success of the workers involved. Since the success of the company is dependant on the successes of their workers, businesses place enormous value in collaboration and will do their best to facilitate effective communication and collaboration among colleagues. Over time, the way in which businesses have promoted collaboration has and will continue to change drastically as time marches forward.
In the past, coworker collaboration was practically confined to the workplace and the occasional conference call. In order to work on projects or goals alongside each other, people would have to occupy the same physical location. Most often workers would group up within the confines of the office, but a secondary location could easily be agreed upon and utilized as a space for collaboration. Additionally, the invention of the telephone, fax, group conference call, and email did allow for some digital and long distance collaboration among workers. Using these types of technology for the purpose of collaboration does have some down-sides, as there is no face-to-face interaction between workers. Communication through these channels is completely reliant on the voice or written word of a person who can’t be seen. Although these inventions permit the sharing of ideas among workers relatively easy, it is quite easy for them to lead to misinterpretations and miscommunication caused by a sort of perceptual divide.
Today, face-to-face interactions are encouraged just as much as before, and new technologies have enabled streamlined collaboration between coworkers from any location. With the introduction of applications involving video chat, workers are able to communicate face-to-face through the use of displays. This can help to reduce miscommunications as facial cues of the participants are capable of being perceived. Additionally, a plethora of digital sharing services has been created to aid in collaboration among general users and workers alike. Workers can make accounts on these sites and work together on their project/goal in unison or on their own time. A pro to sites/applications like these is that they are in no way limited by distance or location. Coworkers are able to seamlessly collaborate on products with whoever regardless of location or scheduling differences. Along with the massive benefits that these collaboration tools bring, there are also some negative effects. Due to the effectiveness of these tools, and their utter reliance on technology, workers might not ever physically meet. Complete acceptance of technology can take away from the human aspect of collaboration, if not managed properly.
Moving into the future, I think the focus of collaboration in the workplace will be on finding a healthy balance between physical and digital interactions. New technologies will continuously be introduced and revolutionize the way workers collaborate with each other in ways that can probably not even be accurately predicted. Subsequently, working together in the physical world will be stressed by businesses. This balance will be necessary if corporations desire to still cling to some aspect of the human level of business, in an increasingly digital world.
Ultimately, collaboration is key to getting tasks accomplished in any business/industry. How we collaborate will continue to evolve as time progresses, but a certain human or physical aspect will always be viewed as integral to success.
1. Marketing Manager
Company: HarperCollins Publishers Inc.
- Digital Marketing Experience
- Bachelor’s Degree in Advertising
- Google Ads Certification
- Understanding of Microsoft and Adobe Suites
Actions: I will complete my Bachelor’s Degree in the year 2021. I will also continue to explore and gain experience in the Microsoft and Adobe Suites throughout my college experience and further my understanding of digital marketing practices.
2. Account Executive
Company: Nexstar Broadcasting
- Bachelor’s Degree in Advertising, Marketing, or Mass Communications
- Valid Driver’s Licence
- Minimum of One Year’s Experience in Sales
- Proficiency with Computers and Other Office Equipment
- Experience Achieving Long-Range Objectives
Actions: I will obtain my Bachelor’s in Advertising by the year 2021. I am lacking in experience for this job but will be able to gain enough through internships at local marketing firms.
3. Commercial Director
Company: Green Mill Productions
- 3 Years’ Commercial Production Experience
- 5 Years’ Directing Experience
Actions: I will have to build my directing portfolio throughout the next decade. I will be able to do this by making and developing my own content throughout the coming years for both personal and commercial applications.
4. Director, Commercial Marketing/Label Relations
Company: Caroline International
- Experience with Cross-Promotional Marketing
- Tech Savvy
- Strong Music Industry Relationships
- Experience Executing Marketing Campaigns
Actions: I will have to continue building my online brand, which will add experience and help to make network connections. I will also enter an internship next summer. This will supplement the experience which is required by the employer.
5. Director, Galapagos Marketing
Company: Royal Caribbean Cruises Ltd.
- Bachelor’s Degree
- Sales Aptitude
- 10 Years’ Sales and Marketing Experience
- Collaboration Skills
- Personal Integrity
Actions: I will meet the degree qualification by the year 2021. The experience and skills required will be attained as I progress in my career.
6. Advertising Assistant, New Media, and Technology
Company: Motion Picture Association of America Inc.
- Bachelor’s Degree in Film or Advertising
- Experience with Adobe and Microsoft Suites
- 3 Years’ Experience in Entertainment
- 2 Years’ Experience as an Administrative Assistant
Actions: I will finish my degree and participate in internships which offer applicable experience. I will also spend a few years as an administrative assistant at an entertainment agency where I will gain valuable connections and necessary experience.
7. Vice President, Worldwide Creative Content
Company: Paramount Pictures
- 10+ Years’ in Creative Content Production
- Strong Writing Skills
- Experience Working with Internal and External Partners
- Bachelor’s Degree
Actions: To attain a position of this ranking I will be required to start at a smaller agency to procure experience, or start at a lower position and gain experience as I ascend the company hierarchy.
8. Advertising Operations Manager
Company: Warner Music Group
- Experience Running Advertising Campaigns
- Bachelor’s Degree in Marketing, Communications, or Similar
- 2-4 Years’ Experience in Digital Advertising
- Internet Savvy
- Experience in Microsoft Suite
Actions: In order to gain the experience necessary, I will need to get a job at an advertising agency and focus on running digital advertising campaigns. This process will take a couple of years, but it will allow me to meet all of the job requirements.
9. Film Director
Company: Industria Films
- Ability to Delegate
- Distinct Creative Style
- Knowledge of Entire Production Process
- Precise Attention to Details
Actions: In order to get this job I need to increase my knowledge of the entire film production process. This will be attained relatively easily as I take more classes towards my film minor before my graduation in 2021.
10. Advertising Coordinator
Company: Desert Diamond Casinos & Entertainment
- Bachelor’s Degree in Advertising
- 2+ Years’ Advertising Experience
- Knowledge of Advertising and Media Production Principles
- Professional Appearance and Demeanor
- Communicate in the English Language
Actions: Since my degree will be earned by 2021, the only area where I am truly lacking. Securing internships and jobs at lower level advertising agencies would allow me to easily secure this position.
On Big Boy’s Fully Loaded Interviews, prominent radio personality, Big Boy, interviews recording artists and popular celebrities alike. In this particular podcast, which aired on October 26, 2018, actor Jonah Hill and pro-skater Na-kel Smith were interviewed. The main topic of the interview was the then upcoming release of the film: Mid90s(2018). The film, which was produced, written, and directed by Hill, focuses on a teenager growing up in Los Angeles in the 1990s. In the film, Smith stars as Ray, an older skater who befriends the central character, Stevie.
In the interview, Hill talks at length about his motivations behind the film, citing representation as a key factor. Hill states that he feels his interests, specifically skateboarding, hip-hop culture, and the people involved, are often either under or misrepresented in films. In this sense, the movie acts as a timepiece which depicts the two cultures in a more realistic way. Hill exhibits pride in the film’s ability to capture the era and show a side which is rarely seen on the big screen. Smith and Hill also discuss the writing process, recalling the numerous drafts and occasional mid-filming script alterations.
Hill continues to discuss the importance of staying true to yourself in your art. He states that he had to enter the project with the mindset that he would rather not make the film at all than to make a film that isn’t completely what he had envisioned. It is also brought up that movies are not normally advertised on Big Boy’s show, which is normally exclusively hip-hop artists. Hill makes it known that it was his decision to include Big Boy’s show in the press tour. Big Boy and Hill also deliberate about the four year period it took to make the film, which in comparison to other indie films is an incredibly long time.
Along with being a fan of the movie, I find Hill’s uncompromising artistic expression and defiant marketing strategy extremely admirable. Nak-el’s inclusion, although limited, was instrumental to the podcast as he offered different insights and perspectives into the film that may have otherwise not been addressed. Overall, the podcast was incredibly engaging and revealed a lot of unknown background information surrounding the film. Since the main topic of discussion of the podcast was the film itself, the advertising seemed more natural and conversational rather than forced.
As a staple in the Los Angeles hip-hop community, Big Boy’s Neighbourhood is often used to announce and promote upcoming albums. Big Boy’s platform is ideal for advertising these upcoming projects, as the podcast/radio show is listened to around the nation and highly regarded within the hip-hop community. The platform also has the potential to be valuable to other celebrities and artists. Personally, I would like to see the number of films promoted through this channel increase greatly. In addition, the podcast would be incredibly beneficial to the fashion industry, as the hip-hop and fashion subcultures are often connected. As long as the proposed topic of discussion is not too far off brand for the podcast, promoting on the platform could be advantageous to a variety of industries.
In my experience using social media and watching others use social media, I recognized that the application of social media between adults and teens was drastically different. The data, based on surveys conducted by the Pew Research Center, provided numerical proof for my hypothesis. The data showed that although most of the sites in the top five were the same between teens and adults, the order was drastically different. YouTube was surprisingly the top contender for both demographics. The big difference between the demographics was the placement of Facebook. Despite being the most widely used social media site worldwide, and placing second among U.S. adults, Facebook came in fourth among the teens. In all top five sites, teens showed higher percentages in comparison to the adults, proving that social media is used and accepted at a greater level by American youth. The data collected by the Pew Research Center clearly displays the difference in social media usage between age demographics in the U.S.
In addition to showing differences between age brackets, the data shows that the landscape of social media is ultimately a popularity contest. In a 2015 study, also conducted by the Pew Research Center, 71% of teens were using Facebook. In just a short three year period, this percent was reduced to 51%. With a negative 20% change among the teens, it is evident that competition has increased in the market, and Facebook is gradually losing ground among the youth. This could signify a drastic shift in the coming years. If Facebook continues to lose popularity among younger users, other age demographics could also eventually lose interest. Ultimately, the idea of social media is here to stay but platforms are impermanent.
Anderson, Monica, and Jingjing Jiang. “Teens, Social Media & Technology 2018.” Pew Research Center, Pew Research Center, 31 Mar. 2018, http://www.pewinternet.org/2018/05/31/teens-social-media-technology-2018/. Accessed 7 Feb. 2019.
Smith, Aaron, and Monica Anderson. “Social Media Use in 2018.” Pew Research Center, Pew Research Center, 1 Mar. 2018, http://www.pewinternet.org/2018/03/01/social-media-use-in-2018/. Accessed 7 Feb. 2019.
As of late 2017, it was discovered that approximately forty percent of the global population uses a minimum of one social media site. This is the equivalent of 3.028 out of 7.524 billion people worldwide (Williams, 2017). This startling statistic is after only twenty-two years of social media existence. Despite only being around for a little over two decades, social media boasts an immense influence on both western and global culture. With this large scale integration of social media into society, there have been a wide variety of positive and negative results. In my life, social media plays an important role in both my personal and professional lives, as I have blended them into a shared account that accurately portrays both aspects.
In addition to being widely accepted by people, social media has been embraced by businesses. Social media is so widely accepted by the public, that in 2018, approximately 88% of people between the ages of 18 to 29 admitted to using one or more social media site. Plus, an average of 60% of people aged 30 and up (Social Media Fact Sheet, 2018). Furthermore, on Facebook alone, there are more than sixty million pages actively operated by businesses of every size (Smith, 2019). Since social media has been so widely accepted by the general public and businesses alike, users are generating a nearly endless amount of content. With this continuous output of content comes some benefits and some drawbacks.
One of the main benefits of constant sharing ins the opportunity for learning and expanding of one’s own perspective. Social media allows people all over the world to see things that otherwise they would possibly never get to. Social media also aids in keeping people updated on current events and happenings throughout the world, leading to a more engaged and aware society. In addition, social media as a platform allows and encourages unlimited self-expression, allowing people to share whatever they desire with extremely limited restrictions.
While there are many positives to content constantly being uploaded, the main drawback is oversharing. The problem with oversharing is relatively simple in that it implies, simply everything doesn’t need to be shared. Social media and the internet as a whole is flooded with meaningless information and content, that simply didn’t need to be shared. As I see it, content without purpose is frivolous and utterly unnecessary.
In my experience, social media is an invaluable tool for my professional and personal life. I have applied social media in a way that combines both facets of my life into a comprehensive profile that accurately represents me and what I have to offer. Social media allows me to converse both professionally and in personal conversations via direct messages. My profile also allows me to blend my professional and personal lives
Ultimately, social media is here to stay, and although the platforms might change, the premise shows displays a certain longevity. With the establishment of social media, it is reasonable to predict that the effects, good and bad, also plan on sticking around. As time goes on, social media will continue to become more widely accepted and slowly become more of a permanence within society. Ultimately, the role and effects of social media are reliant upon the actions and reactions of individual users.
Smith, K. (2019, January 5). 53 Incredible Facebook Statistics and Facts. In BrandWatch. Retrieved January 27, 2019, from https://www.brandwatch.com/blog/facebook-statistics/
Social Media Fact Sheet (2018, February 5). In Pew Research Center. Retrieved January 27, 2019, from http://www.pewinternet.org/fact-sheet/social-media/
Williams, B. (2017, August 7). There are now over 3 billion social media users in the world – about 40 percent of the global population. In Mashable. Retrieved January 27, 2019, from https://mashable.com/2017/08/07/3-billion-global-social-media-users/#EJFjzHx0iaq3
According to the American Marketing Association, the average consumer is exposed to an average of 10,000 brand promotions on a daily basis (Saxon). This phenomenon is a direct result of technological advancements in the respective fields of Advertising and Public Relations within the past couple of decades. These recent advancements have transformed the advertising world as a whole in both positive and negative ways, ushering in a new age of advertising.
Arguably the most influential invention, in relation to advertising, is cell phones. Specifically, phones that contain applications capable of media streaming and accessing social media sites. The invention of smart phones has provided advertisers with a gateway into the pockets of nearly every citizen. This technology has not only provided corporations with unlimited capacity enter the hands of consumers, it has also brought both mass marketing and target advertising up to an unprecedented level. According to a survey conducted by the Pew Research Center, 88% of 18-29 year olds in America use a minimum of one social media site (Smith and Anderson). This astounding number indicates that advertisers with a similar target market can reach the vast majority of their consumers by simply advertising in one space. Social media sites, such as Facebook, now apply algorithms to tailor ads directly to the individual consumer, increasing the effectiveness and profitability of each advertisement.
In addition, smart phones and social media provide corporations with a mediated platform in which they can directly interact with their customer. Nearly every business has some sort of social media presence on the site or sites of their choice. This allows companies to engage their customer, respond to consumer complaints, and share any message they desire to a large and diverse audience. Before social media, interactions between corporation and consumer were limited to phone calls and in-store or office visits. The internet and social media has revolutionized the way advertising, public relations, and business as a whole is conducted.
Consequences of these developments have not all been positive though. Advancements have caused an over-saturation of advertisements within the marketplace. The frequency of advertisements has increased to an overwhelming level, with advertisements popping up nearly everywhere you look regardless of whether they’re desired or not. The accompanying graph (Figure 1) tracks the spending on digital advertisements from 2015 to 2017. The graph displays an exponential increase in advertising spending, and thus in the number of advertisements present online. These numbers are projected only to increase into the foreseeable future. Now, online advertisements interrupt videos, songs, and television programs for often minutes at a time. More recently, numerous advertisements have been placed in front of movies at the cinema. Individualized advertisements have resulted in an intrusive culture of advertising that was never present before. Data on civilians is constantly collected and then repurposed to target their interests based on past behavior. Due to recent trends, both the positive and negative effects of advertisements are expected to continue to intensify as consumer culture continues to increase.
Technological advancements have ushered in a new age of advertising and public relations, and reshaped the business world as a whole. Further advancements, along with their consequences are unavoidable and will continue to revolutionize advertising and the consumer economy.
Magnaglobal. “Digital Advertising Spending Worldwide from 2015 to 2017 (in Billion U.S. Dollars).” Statista – The Statistics Portal, Statista, www.statista.com/statistics/246567/global-online-advertising-revenue/. Accessed 19 Jan 2019.
Saxon, Joshua. “Why Your Customers’ Attention is the Scarcest Resource in 2017.” AMA, American Marketing Association, 2017, http://www.ama.org/partners/content/Pages/why-customers-attention-scarcest-resources-2017.aspx. Accessed 19 Jan. 2019.
Smith, Aaron, and Monica Anderson. “Social Media Use in 2018.” Pew Research Center, 1 Mar. 2018, http://www.pewinternet.org/2018/03/01/social-media-use-in-2018/. Accessed 19 Jan. 2019.