TaylorMusician23, SeniorKansas State UniversityPhilosophy majorFacebook, Twitter
ChristieSports and health nut22, SeniorColorado StateHealth and Exercise Science majorFacebook
Cami VegaSpiritualUC Merced19, FreshmanCognitive Science majorFacebook
SpencerSports fanatic19, FreshmanWake Forest UniversityLetters and Sciences majorFacebook
AllieDrama and theaterNorthwestern19, SophomoreRadio/TV/Film majorFacebook, Twitter
MeganSocialite20, SophomoreCollege of the SequoiasSociology majorFacebook, Twitter
• Skype interview • Friended on Facebook • Followed on Twitter • Diary workbookWhat we did • Online workbook • Tracked normal social media use • Deprivation of all social media • Digital brand interactions
Brand pages wereoriginally started by “Coca-Cola’s Facebook page has more than 25 million likes (fans). Our fanpage wasn’t startedfans to express their by an employee at our headquarters in Atlanta.love for a product. Instead, it was launched by two consumers in Los Angeles as an authentic expression of how theyToday brands have felt about Coca-Cola. A decade ago, a companytaken over these fan like ours would have sent a ‘cease and desist’ letter from our lawyer. Instead, we’ve partneredpages and created with them to create new content, and ourad pages that CMO’s Facebook page is growing by about 100,000 fansare pushing to see every week.” —AdAge, Coca-Cola CMOcustomer acquisition.
Max “likes” 120 pages.Only 3 of them arebrands...
What does it take to “like” something on Facebook? “Anything that makes me think, laugh or looks good.”So we asked With brands you do “like” do you ever notice themquestions like: in your newsfeed? “No, I changed the settings so they would not show up, but they do show up on my proﬁle...”
It seems that youngerpeople, they are not “59% of adult Facebook users had ‘liked’ a brandinterested in liking as of April, up from 47% the previous September.brands. It’s the older Uptake among the oldest users appears to have been a major factor in this rise.” —eMarketerusers who are doingall the liking.
So we showedthem somebrand pages tosee which onesthey wouldlike...
Apparently,throwingmoney at yourFacebook brandpage won’t makepeople like you.People seemto see a “like”as a badge thatrepresents theirpersonalityinstead of a pageto interact with.
Facebook is a place where fans own the brand. It may be best used to engage brand’s core fans and may be moredifﬁcult to use as a tool to generate buzz or create awareness.
None went to brand pages to see what was new.Of the None claimed to pay attention to updates from brands in their newsfeed.studentssurveyed: Of those who recalled seeing brand updates, they said they’d unfollow brands that showed up in their newsfeed too often.
They’ll even deletepeople who showup too much... “I ﬁlter my newsfeed so that I don’t see useless posts from people I don’t necessarily care for...” —Cami
61% unsubscribedbecause they found theinformation publishedwas uninteresting,unlikable, and toofrequently updated.
“I’ll know if my favorite brandhas a sale or new product...I’drather get that through email.”- Allie Brands are competing for attention against friends, families, boyfriends, and old high school ﬂames.
There is such a thing as Facebook etiquette. Some people and brands intuitively have a grasp of what’sappropriate to post and at what times.
3 THERE’S A THINNER LINE BETWEENFRIENDLY AND CREEPY
“This whole ‘checking in’ thing. [...] I think mostpeople will think to themselves ‘Wow before Icheck in at this place let me think, how is it goingto come off that I was at Macy’s on Tuesday, orTom’s house on Friday?’ I think a lot of peoplewill be like ‘Hey, this is too much.” —Taylor“You were so clean and classy, and allowed usto keep in touch with everyone, without eventalking. Unfortunately, that’s called stalking, andthe creepiness of it all got you shut down.” —Allie
“...this week I was doing a researchpaper on gun control and suddenly everyFacebook ad that appeared on my screenwas all about how I should either donatemoney to politicians who support gun laws,or where the best places to buy guns were[...] the privacy issue just becomes toocreepy for people to handle.” —Taylor
There’s a ﬁne line for the appropriateness of what personal information you use to create ads. We may see it helpful and relevant, the audience may see is as creepy and it may actually give a negative impression of your brand.
4PEOPLE USE DIFFERENT CHANNELS FOR DIFFERENT MESSAGES
We were curious to see what would happen if they were toldto not use any social media for a couple days.
We had them track how often theymade calls, texts, and emails over the course of a few days. Then we cut them off from social media outlets and asked them totrack their calls, texts and emails for the same period of time.
The numbers were pretty much the same.The Result? No positive or negative correlation.
Because people use different ways to communicate different messages. Social media is adding extra value to their lives in aWHY? way other communication channels couldn’t. Social media isn’t replacing other communications. We are communicating more messages with more people through social media.
We should think aboutwhich messages areappropriate for whichchannels.Does what we’re sayingin our TV or direct mailneed to be repeated onFacebook and Twitter?Or can we say somethingmore appropriateand engaging for that Example: Express has put their entire catalogmedium? from their website on their facebook brand page. Is that really an effective use of the social tool they’re using?
5 SOCIAL MEDIACONSUMPTION HASBECOME THE NEW SMOKE BREAK
The social media deprivation occurred around the same time as ﬁnals. It took some students weeks to get this part of the exercise ﬁnished(a two day study), while other exercises were ﬁnished in a very timely manner.
What did you dislike the most about On a scale of 1 to 10 how difﬁcultyour break from social networks? was it to stay away from your social networks?I didn’t feel that bad that I didn’t haveaccess to social networks per se, the I would say that normally it wouldonly part that bothered me was the fact be like a 4 or 5. But because I was sothat I couldn’t just use them because stressed out this week I would say thatI was bored or I needed something to it was more like a 7. Again, it goes backdo. It’s kind of like cigarettes. I don’t to that cigarette analogy I talked about.smoke cigarettes all the time, but I will —Tayloron occasion if I just need something todo or if I am really stressed or whatever.Like if I’m at a party or a bar. On someweird level this is how I felt about socialnetworks the time I was away fromthem. In between studying for ﬁnalsit was deﬁnitely an annoyance to notspend that 5-10 minutes wasting timeon Twitter/Facebook.
“In 2009 reSTART, an internet addiction therapycenter, opened outside of Seattle. For $14,000patients get 45 days of intense psychotherapydesigned to break their habit of being online 16, 17, 18hours a day. Netaddiction.com is an online resourcethat’s been around since 1995 for people whose entirelives have been destroyed by their inability to stopbeing on the internet.”
“I had to ﬁnd other ways to occupy myself.” —Max “It was kind of a challenge to stay away from facebook when I was bored” —Cami “I missed facebook the most since it kind of provides mindless entertainment” —Allie “I had a lot more time to do other things” —Cami “Whenever I wanted to take a break from studying I felt like I had nothing to do. Also, people would talk about stuff on facebook that I couldn’t see.” —Allie
People seem to be using social media asWhat is the entertainment, a mindless stress reliever,“addiction”? and as a break from productivity.
It seems that “light” or “shallow” interactions are what’s happening on Facebook. People seem to have an addiction to theSome possible positive feelings of attention from theimplications: social interactions online such as “likes” and “retweets.” Maybe social ideas should help entertain people in a light, easy way and not be too heavy or immersive.
6BRANDS NEED TO FIND VALUES IN SOCIAL NETWORKS BEYOND NARCISSISM
Most people haven’t jumped onthe Twitter/Foursquare/Instagram wagon “Recent estimates put less than 10% of the population using Twitter, far less than other social sites.” —AdAge In fact...people may be resisting these networks.
Six out of sevenof the studentsinterviewed didn’tsee any value inTwitter, and mosthadn’t even heardof Foursquare. Ok to be honest I had to You were so clean and Here lies twitter. look up what foursquare classy and allowed us Your uselessness was but I know it will to keep in touch with and pitifulnessThose who did fail. Either people will be too afraid to come of as everyone without even talking. Unfortunately, made you shut down!thought the idea egotistical or the privacy that’s called stalking issues. I would be reallyof badges and surprised if foursquare lasts and the creepiness of all got you shut down. Here lied fourquare. A site that soundsannouncing where longer than a year. I don’t know more like a child’syou were all the RIP Twitter. who you are, game. Though I never knew you, I You were people’s quick way oftime was ridiculous. letting people say what they’re up so I can’t really write a eulogy. have to say I’m not to, but died from extreme over- sorry about it. sharing of people’s personal lives. #idontwanttoknow #youresovain
“For me there is someembarrassment in the whole idea “I very recently made a Twitterof social networks because it is because I have to do PR for aso egotistical on some levels. student group I’m in, but I ﬁnd itLike why should anybody care kind of silly. I never feel the needabout what I have to say? I know to share what I’m doing and ﬁndpeople who have deleted their some people’s tweeting a littleFacebooks and I kind of respect excessive and self-absorbed.”them for it.” - Allie- Taylor
Out of the seven students, three used Twitter, but only one liked it. One used it for work, another used to use it butNot everyone said she recently deleted all her tweets out ofuses Twitter embarassment, and one that actively used it forthe same way personal reasons followed fewer than 20 people. The students collectively felt it was self-centered and mentioned that they became self-conscious about egocentric tweets.
Twitter lifecycle:For younger people Twitter As they get later in theiris not a tool for following college years, they may startcelebrities and news. using Twitter for professionalTwitter’s use, in their mind, purposes, like followingis for following people really news, industry, work, etc.,close to them for small, and may then see it’s value.inner-circle communication.
People need to see areal value that theydon’t get from othernetworks.For brands, we need tostart utilizing the actualvalue of using Twitter,foursquare, or anyother network and thencreate ideas that areappropriate for thosechannels.
When posting • What am I saying?or sending a • Who will enjoy this?link, people • Who will see my post?seem to ask • What statement am I making?themselves: • What does this say about me?
Real Beauty Will It Blend? “I sent Will It Blend to myMAX “I sent it to my little sister.” friends. It was hilarious. We’re always sending each other funny videos.”
Try to be part Is this something that can be used as a message to communicate something?of an existingconversation or Does this have an intended sender, receiver,start a new one. and larger audience?
8 THINGS THAT IMPRESSAD FOLKS DON’T ALWAYS IMPRESS COLLEGE KIDS
A lot of interactive “I don’t want to be part of andigital ads are ad for 2 minutes, I’d rathertoo gimmicky for just watch a 30 second ad.” —Spencercollege kids.
We showedthem ads thatreceived pressand recognitionin the ad world.
“None of this really interests me,and I do think they are trying alittle too hard to enter the techworld. Calvin Klein does clothes,they don’t need to be using barcode video technology. It makesthem seem desperate to jumpon the tech train.” —Max
Digital tools shouldbe used to provideutility and addvalue or to enhancea story. The toolshould never bethe story.
Which 5 examples shown did you like the best and why? 1. Music video that had home town, saw my home town with great music (Wilderness Downtown) 2. Like the Pepsi’s ideas particularly the art projects 3. Enjoyed the Dove perspective, interesting social commentary 4. I do remember Rihanna’s video because it was so outrageous 5. Reports Without Borders had a great concept Which 5 examples did you like the least and why? 1. Old Navy, not that creativeCAMI 2. Chipotle, too cheesy 3. The iphone blender, ridiculous waste of money 4. Tiger Woods virtual tour, not interactive enough 5. Calvin Klein
They hated thisThey said theydidn’t like QRcodes but whenshown examples: Calvin Klein QR
They hated this But loved thisThey said theydidn’t like QRcodes but whenshown examples: Calvin Klein QR Reports Without Borders QR
They said charityfrom corporationsdidn’t impress them: “First of all it is a sugared drink, if they really care about people and all that such they claim then ﬁght obesity and switch ingredients to a fruit juice!” —Cami
But later when asked to recall favorite examples shown throughout theproject, Pepsi Refresh repeatedly ranked highly.They said charityfrom corporationsdidn’t impress them: “First of all it is a sugared drink, if they really care about people and all that “Like the Pepsi’s ideas...” —Cami such they claim then ﬁght obesity and switch ingredients to a fruit juice!” —Cami
And hated this.They say theydidn’t want to bepart of an ad fortwo minutes:
And hated this.They say theydidn’t want to bepart of an ad fortwo minutes: But loved this.
There are tons of surveys and statistics onwhat makes people “like” something, whatkind of content is most engaging, and what technology is dead or thriving. But the reality is that people are inconsistent with what they think they likeor dislike and what they actually do like, and don’t necessarily know what attribute of“the work” makes them like it (or dislike it.)
1. A Facebook “Like” is more of a badge than a subscription. 2. There’s a thin line between updates and spam. 3. There’s a thinner line between friendly and creepy. 4. People use different channels for different messages. 5. Social media consumption has become the newTo recap: smoke break. 6. Brands need to ﬁnd values in social networks beyond narcissism. 7. Links are a new form of communication. 8. Things that impress ad folks don’t always impress college kids. 9. People don’t always say what they mean.