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Linkedin for Professionals

For my fellow classmates and I, Linkedin was the latest social networking site that our career center, advisors, and digital media professors frantically encouraged us to join. It was as if they were all excited to drive Millennials to a new platform that we hadn’t already mastered.

Linkedin is branded as a social network for professionals. While networking opportunities exist on other platforms, Linkedin is designed to showcase who you are as a professional and literally make connections. On Linkedin your profile is essentially your resume and can display ‘endorseable’ skills and allow your connections to e-introduce you to the right people.

Unlike Facebook or Twitter, Linkedin is not the best app for the latest news. I’m more likely to see a breaking news story on Twitter. However, Linkedin is a great place to consume job industry-related media. For example, if you look up to a CEO, Linkedin would allow you to stay updated on that CEO’s blogs or favorite articles.

Linkedin is one of the platforms I’m least active on unless I’m on a job hunt. I’ve learned the Linkedin community is big on passing down wisdom. Linkedin is a very self-help centered community. Many users share their success story to inspire others or offer industry-related advice.

Who’s on Linkedin? Hootsuite’s “Top Linkedin Demographics That Matter to Social Media Marketers” provides some answers. There are about 106 million active users. The community is 56 percent male, but 25 percent of all female Internet users are on Linkedin. All that Linkedin campaigning for Millennials worked because the site over indexes in ages 18-29. Considering this age group is stereotypically in entry level positions, it may be surprising that 75 percent of users make over $50,000.

Linkedin is not advancing its media format at the rate of Twitter, Instagram or Facebook. What is interesting is the Slideshare feature wich allows you to post educational presentations.

Many brands have company profiled on Linkedin which are helpful when a job seeker wants to do research on an organization. According to Contently, Linkedin is the best for B2B marketing and notes some brands are excelling at leveraging the tool for content marketing, for example HubSpot and Microsoft.

Fun Fact: Linkedin does indeed work, I’m in the position I have now thanks to Linkedin.

Insta-

Ever heard of the terms “Instagram models,” “Instagram boutiques,” “Instagram artists?” And I’m sure we all know someone who STILL can’t resist posting a mouth-watering dish to their page. Instagram has created a very visual space for both our personal and business lives. Instagram wouldn’t be my first choice to learn about what’s going on in the world, as much as it would be to learn how other people’s worlds are visualized. Especially with their Explore page algorithm which is designed to compile what my followers and those I’m following engage with.

The Instagram community is as diverse as its parent company Facebook. It’s a platform for models, designers, bakers, artists, vloggers, and more depending on who you follow. What’s interesting is this community respects everyone’s Instagram hussle. For instance, if an “Instagram model” posts photos from a photoshoot they will @ other users who contributed like the makeup artist, the photographer, the clothing brand, etc. There’s an understanding that tagging someone’s Instagram is more effective than a link to that user’s website.

Instagram does over index in the Millennial demographic, 55% of users are 18-29 of the 300 million active users on Instagram daily. However, since Facebook’s acquisition adult users have increased in size twice. Women and people of color also use Instagram the most so it appears to be a great tool for reaching young minorities and female audiences. (Mediakix)

Piknik Shoutout

Before Instagram there was Picnik, a photo-editing tool. All the cool kids used it to upgrade their Myspace and Facebook profile pictures. And just as the site was shut down (bought out) along came Instagram with photo filters. For some time, filters were Instagrams main attraction. Now the platform offers video, Boomerang, live video, and Instagram stories.

Brands

Instagram currently has a business platform. Instagram for Business features ad inspiration, success stories, and a blog to encourage businesses to choose Instagram for their marketing needs. If you’re a brand that’s been using Instagram effectively you’ve noticed the popularity of influencer marketing. Influencer marketing takes celebrities or even ordinary people with large follower counts and make them brand ambassadors. If you’re a female Instagrammer with over 5000 followers you probably qualify to market Instagram’s hot products: Flat Tummy Tea, that teeth whitening system or any brand waist trainer. If you’ve been contacted to post any of these on your page you’ve reached peak Instagram stardom.

With recent strategic updates like 15-second videos (jacking from Vine) and live stories (jacking from PeriScope) and stories (jacking from Snapchat) Instagram is competitive about being the number one platform for sharing.

LinkedIn for Media Pros

I’ve always been fascinated with the entertainment industry. Before I really understood the breadth of PR I wanted to be a publicist for a celebrity or athletes. For one of my PR classes we had to shadow someone in our dream profession. So I shadowed a CEO of a sports management group. He made sure to leave me with a huge takeaway. The entertainment industry is not as glamorous as it seems. You might wake up to a breaking news story about one of your clients getting into a fight at the club or have to do damage control on something they drunk tweeted at 3 am.

Imagine representing someone like Chris Brown. Reality check!

For some, that’s the very reason why MuckRack can be a lifesaver for PR professionals and marketers. It serves different purposes for end users. For PR pros, marketers and companies MuckRack is a platform that connects you to journalists and bloggers for pitching stories, monitoring and receiving alerts about your stories/clients, and track campaign success. For journalists and bloggers, it acts more like a portfolio platform, a way to connect with fellow journalists/bloggers and stay up to date on each other’s stories.

I think that’s one of the more interesting facets of MuckRack, the duality of the platform, how it can be a strategic communications tool for one and an industry-relevant social network for the other. MuckRack has been described as a “Linkedin for media professionals” (cnet.com).

MuckRack has been successful at keeping the site a niche community platform. If I don’t identify as a blogger, journalist, PR pro, marketer, MuckRack wouldn’t be as useful to me, even for consuming average content. Some brief audience demographics is primarily used by women on the job. Which is interesting since out of the 12 finalists and nominees for Best Journalist on MuckRack for the 9th Annual Shorty Awards only three were women.

MuckRack is already tailored to a specific community, brands and companies don’t use MuckRack too differently than the average communications user. MuckRack advertises that well-known brands like BuzzFeed, Facebook, and Deloitte have MuckRack accounts. Honestly, the alerts system seems advantageous for larger companies who want to know what’s trending among journalists and “get tomorrow’s newspaper today.” The only downside to MuckRack is that to get more out of the tool requires upgrading for a monthly fee.

YouTube is the Ultimate Resource

Last week’s discussion about who wins the video space inspired my media switch up for this week. YouTube is undeniably king of the “videoverse.” Although videos have been popularized in other platforms my instinctual response is that YouTube is the Google of the video space. Which actually makes sense since Google owns YouTube and YouTube is the second largest search engine.

Fun Fact: The first video I ever watched on YouTube was Charlie the Unicorn. And I know the entire video by heart.

YouTube has evolved tremendously since 2005. YouTube differs from my usual media consumption because it’s not a space I visit for trending news stories. For societal media I trust Twitter or Facebook. For my media, I trust YouTube. I go to YouTube when I want to learn how to do something, explore a different culture through someone’s international video diary, or help me finalize a buying decision from product reviews. YouTube is the ultimate resource.

The YouTube community consists of Youtubers representing a myriad of categories and interests. YouTube gurus live in the fashion, beauty, and style space of the video platform. There’s also YouTube comedians, YouTube ensembles, YouTube gamers, YouTube musicians. These communities are so influential many of them are recognized at the Shorty Awards, a legit awards system for social media. It’s arguable that YouTbe bred our first social media influencers.

Who’s On YouTube

As of January 20, 2017, 1,300,000,000 people use YouTube (FortuneLords.)YouTube is male dominated with female users making up 38 percent. The demographics don’t challenge gender stereotypes (DigiDay), as women gravitate to the gurus I mentioned above, while men flock to videos about tech and gaming. There are 76 different languages on YouTube and the site caters to 18-49-year-olds better than any US cable network (FortuneLords).

Some brands on YouTube take advantage of the following guru’s have and may sponsor product reviews. This became such a popular way for brands to market products YouTube had to enforce guidelines. YouTube gurus are obligated to disclose whether a product review is sponsored. Mocking the creativity of average users, some brands use YouTube as a platform for video contests, taking advantage of YouTube’s signature user-generated mission.

Explore What the World is Seeing

I’m a huge Beyonce fan. In my opinion, she’s the greatest entertainer alive. No one can argue this. It’s straight facts. So when Queen Bey dropped Lemonade when I was away from a TV or laptop I was shook!

I’m too broke to pay for cable so it being live on HBO was another kick to the stomach. It didn’t help that everyone was live tweeting. That’s when Periscope became the clutchest platform. People who had HBO were live streaming Lemonade. Though some were flagged or crashed I was already introduced to Twitter’s latest network in the video space.

I rarely upload videos of myself or think I do anything worth live streaming so I don’t think Periscope is a medium I’d use often. As far as how I consume media, particularly news, Periscope is different because as a viewer I’m not necessarily getting told a story from a specific angle.

PeriScope Community and Demographics

As you can tell from my Beyonce stan intro, celebrities are huge influencers for my generation and younger. It made sense when Periscope had his celebrity exclusivity about it, social media celebs included. Of course, now the community has opened and segmented. Similar to how Vine (R.I.P) had different categories, streams are tagged with common categories like #comedy #food #art the variety in tags shows the diversity in its community.

Periscope calls their community members broadcasters, which is brilliantly fitting as the constant advances in technology make it easier for people to become journalists in their own right. As of January 22, 2017, there were 1.9M active daily users and 200M broadcasts (Omnicore). Periscope is most popular among 16-24-year-olds and 29% of the URLs are posted by women. But you wouldn’t be able its dominated by young people and women by looking at the trending homepage.

Media Format

What made Periscope’s live videos amazing was the ability to see how many other people are watching and real-time comments. Which helps solve the issue “Man I wish I was there!” The desktop version is a collage grid of trending broadcasts playing simultaneously, the mobile version allows you to choose between map or list, encouraging their worldwide theme.

Brands on PeriScope

I do consider celebrities their own brand. This week Chicago-bred Chance The Rapper responded to Illinois governor’s decline to accept funding for Chicago city public schools, by donating one million dollars to the Chicago public city school system. He additionally chose and is choosing several South and West side public schools to receive $10,000 donations. Chance publicized all of this on Periscope which proves how the app is becoming a strong force for breaking news stories. Other brands have been successful with Periscope marketing campaigns like Doritos’ #DoritosRoulette contest asking broadcasters to post entries or Dunkin Donuts who used Periscope to broadcast their five-concert series. Check out other noteworthy Periscope campaigns here.

Flip, Flippin’ Away

Growing Up, my dad introduced me to the newspaper. Before we went anywhere he HAD to grab the Philadelphia Inquirer.

“Dad it’s your turn to take me to dance class”

“Okay, let’s head out!”

“Why do we have to leave so early?”

“Because I need to stop and get my newspaper”

Interestingly enough, he wasn’t someone who got up early enough to watch the news. He really, religiously, likes flipping through an actual newspaper. I imagine Flipboard aims to have that effect on news consumers today.

Flipboard is a social news app originally crafted for Ipads, but now available for all Apple mobile products, Android devices, and desktops. It differs from most news aggregation tools because it curates content that you like, not necessarily what everyone else is reading. The app describes itself as a personal magazine as it pulls news from your favorite social networks into one flippable space.

I’m not surprised the Flipboard community is dominated by people like my dad -- “newsies.” I do find it interesting that there is a legitimate Flipboard Club and actual efforts to foster community on the app. There are Flipboard Facebook groups and frequent Flipboard Twitter chats, like this.

Alexa reports that Flipboard is predominantly male. In terms of education, those with no college education are the least to use the app, while graduate school students or graduates are using Flipboard above the Internet average.

Flippers really admire the visually stimulating interface, similar to Instagram or Tumblr, the NatGeo-worthy images are displayed in a grid-like layout. Watch this demo video for an idea. Browsing the reviews section of the app in the App Store some users expressed disappointment in an interface update that features more videos. Just goes to show static visuals are still desirable.

Brands on Flipboard can use the app the same way average users flip. Brands can start profiles and create or share topic-based magazines. There are a number of ways to take advantage of Flipboard for content marketing, brand building and advertising.

The Little Blue S You See Everywhere

Have you ever found yourself quoting memes, reenacting gifs, or referencing a viral video you saw earlier on YouTube when you’re telling a story? Might just be me. But, we’re always told our online stories nee media. Sorry Boomers, social media is increasingly becoming a part of our storytelling (20 Creative Ways to Use Social Media for Storytelling) and Storify helps accommodate this digital media shift.

Storify considers itself a live blogging site. It’s different from my usual media consumption because it’s not an app, its a site. If I want to browse stories I have to open my laptop and search the site the old fashioned way. Even opening Safari on my phone is too much work sometimes. If It’s not on my home screen, it’s not going to be something I consider a go-to anything. Sorry bout it.

Storify targets digital content teams, bloggers, and journalists and those are exactly the community of users on the platform. I’m more surprised community outsiders haven’t found a creative way to ‘misuse’ Storify. When browsing Storify’s latest stories they are published by news outlets and content hubs like Mashable. The site is surprisingly international-friendly, three of the stories on the homepage come from Spanish, South African, and German news outlets.

Despite being a platform unintentionally exclusive to journalists and professional bloggers, what Storify brings to the table is its unique media format. While other platforms may limit you to memes, gifs or links, Storify allows bloggers to drag and drop media from several platforms and easily insert into the story. It makes it convenient to reference a tweet, Reddit post, or Google + video. This is a site that lets social media take over the story.

Brands are not visible on Storify, unless we’re considering magazine brands, brands. Who are using Storify the same way news outlets and journalists are. However, interestingly enough you probably see the Storify logo many of the other platforms we use, similar to ho we can Pin or Reddit things.

Twitter Fingers

This week I welcome you to the Twitterverse. The app that stimulates creativity by limiting posts to 140 characters. In 2012, I didn’t know Twitter was a ‘thing.’ My sister noticed how I’d post short, sporadic Facebook posts with hashtags and recommended I start tweeting.

Since Summer 2012 Twitter has changed drastically, as most apps do in 5 years. The way it changed, transformed the app from a social network to a leading source for news. I’ve mentioned this in other Tumblr switch ups, but Twitter has become my primary news and media source for that reason.

I believe one of Twitter’s most interesting capabilities is live tweeting. The 140 character limit and hashtags make it easy to follow your community’s opinion on a breaking news story or TV show and allows you to quickly react.

I’m also a proud member of #BlackTwitter, which is NOT an actual secret society, but rather a cultural space within the Twitterverse for in-group humor and content. Of course, there are other cultural spaces, some even without the internal group’s awareness.

#whitetwitter #latinoxtwitter #feministtwitter #woketwitter

Pew Research Center claims Twitter is populated 23% of online adults who are predominantly Millennials, Black, urban, and college educated. Accurate, I’ll say. Considering I created my Twitter account when I started college and conveniently followed fellow classmates using #UMD16. In fact, including your university’s abbreviation and your class year was the quickest way to gain new followers.

I always thought gifs and memes were reserved for Tumblr, until Twitter. Now it seemed it is the popular way to express yourself on the app. With version 6.62.1 September 2016 Twitter added giphy, a searchable gif and meme generator. I’m also in love with the new “Moments” feature which tracks trending topics and places them into swipeable stories.

Also, if you’re not following @IHOP on twitter I feel sorry for you. Brands and organizations build a presence on Twitter similar to how average users do. With the exception of customer service purposes, brands want to connect with their public by participating in trending hashtags hoping for that one tweet that goes viral and transcends the Twitterverse.

How #TheLateSkate Brought Me Soundcloud

This week’s post will be more symphonically relevant as I introduce Soundcloud. I first discovered Soundcloud when I went to this “alternative” college party called #TheLateSkate. I use the term alternative because one would think going roller skating at 20 years old is played out when in fact it is the paramount hipster outing.

I loved the DJ so much I kept raving about him to the party promoter, who told me I could hear his mixes on Soundcloud. Besides being an app that allows you to follow your favorite DJ or discover the next big underground artist it is an app that enables users to upload, create, share and save playlists, audiobooks, or podcasts.

It is different from my normal media consumption because it is not an app I would primarily use for online socializing. I find myself using the app if I want to listen to something unique while I am working out or do hands-free DJing at a small function.

I find it interesting how the app is really a hub for up-and-coming artists. It is a smart way to test out an audience. “Soundcloud famous” is a thing. If it is being received well on Soundcloud, a record deal could be a real possibility.

Brands on Soundcloud do not have as strong a presence as some would on other social media apps. However, users can find NPR or CBS Sports podcasts. When organizations are on Soundcloud they are using in ways the average user would.

I believe Soundcloud definitely over indexes in the Hip Hop and Rap demographic and interest. The imagery on the site parallels “street style.” The trending music on the homepage includes music from artist like Migos, 21 Savage, and Amine who would all fit into the Trap genre. It would also explain why Alexa.com reported male Soundcloud users are above the Internet average as those genres are male-dominated.

There are a few things I learned that make Soundcloud stand out from similar streaming services like Pandora or Spotify. Users have the ability to comment on the time of the music. For instance at 1:03 during a song @ihearsymphony can say “AYE THIS IS My JAM.” Popular songs could have comments on every second. It is a neat way to see other users’ reactions to a certain beat drop, tempo change or lyric.

If you were wondering about the #TheLateSkate DJ check him out here.

Tumblr Switch Up: Pinterest

I would describe Pinterest as one of my least frequented apps, probably due to its lack of connection to current events. Pinterest is not as social as Facebook or Twiter which I engage in daily for socializing and hot topic purposes.

It is interesting how much of an inspiration and idea app Pinterest truly is. Users feel strongly about protecting and contributing to other users’ posts. I feel like it is surprisingly one of the apps with the most positivity among its community of users.

I would not say I am so much surprised that Pinterest’s users are mainly women, but I did not know those women were middle-aged or heavily representative of Generation X.

“Pinterest Aesthetic” is a phrase I hear more since the app has gained popularity. The phrase pertains to the minimalist, crisp photos the app is known for. Artistic, professional-quality visuals really increase the credibility of a post. By varying sizes of the posts in grid form, it gives the media format a portfolio feel. Quite different from scrolling down Instagram timelines.

Pinterest is a source of how-to’s, tips, recipes, home decor and more. I have seen brands create content specifically for Pinterest. For example, the Betty Crocker Pinterest page may post recipes or the Ikea Pinterest may post home decor ideas and pin related items to their board. While I think the average user just browses and pins posts to their board instead of curating content.

As far as additional insights I believe Pinterest cold be credited for “anyone can be a photographer” culture. Overall I thnk it is a brilliant app that highlights users’ visual creativity.

Tumblr Switch Up: Snapchat

2. My trusty app for media consumption is Twitter. I check it for realistic weather updates, news and entertainment, partake in the occasional #TwitterDebate or comment on a #BlackTwitter thread. Snapchat is more personal, private, and time-sensitive. I wouldn’t consider Snapchat as public an activity as Twitter, Instagram, or Facebook. The social networking aspect of the app is one-on-one and through private messages that disappear after 24 hours.

3. I find it interesting how the user-community generally represents the younger end of the Millennial spectrum. I would easily categorize Snapchat as one of “younger” apps. I’ve also noticed avid users substitute regular texting or messaging with snapchatting. I’m not active on Snapchat but I will have friends who text me to check my Snapchat which usually turns out to be a message or picture they could’ve easily just texted me instead *rolls eyes*.

4. Hootsuite notes that Snapchat’s largest age group is (as I predicted) 18-24, but those 25 and up are increasingly joining. It is apparent female users are large in number by the trending outlets in the Discover tab (Cosmo, Teen Vogue, etc.)

5. I’m still intrigued by the addition of the Discover page (tab?). Also, Snapchat’s most popular feature is the filters which transcend the app and can be seen in pictures on Facebook, Twitter, and Instagram. The technology is also impressive with the facial recognition and voice changing.

6. The Discover page is home to several brands and media outlets like MTV, Complex, or Comedy Central who use Snapchat to either promote content and link to articles rather than vlog or photo-document your day like average users.

7. It’s no secret that Snapchat originally had a stigma as the most convenient app for sending risque photos because they could easily vanish in seconds. But I commend Snapchat for working hard to stay relevant for an app that’s not as public. People take advantage of Snapchat’s unique filters but in order for a snap to go viral or to get public attention it has to be shared on another platform which is an interesting predicament.

#GeorgetownPRCC #DigitalCommunications

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