Unit 35 LO1

Purpose
Snapchat is a photo and video messaging app which was
launched in 2011 by Evan Spiegel and Bobby Murphy. Its purpose
is for the audience to communicate with other people through
taking images of themselves or what is surrounding them which
lasts for a specific amount of seconds and is therefore deleted
when it has been opened. These images can be either sent to
their selected friends or add it to their story in which every
person they added on Snapchat can view their story. In addition,
Snapchat users are able to edit their images by adding bitmojis
(animated version of the user made by themselves) or any
stickers and filters they want to use if they want to make the
snap comical and send to a group of people or just one person
specifically.
References
http://www.pocket-lint.com/news/131313-what-s-the-point-of-snapchat-and-how-does-it-work
http://telecoms.com/479348/whats-the-point-of-snapchat/

Content
• Search bar- this allows you to search through
your contacts, allows you to add users if you
type in their username and to also look
through top stories that are either around the
area the user is based in.
• Bitmoji icon- by pressing on this icon, this
means that your username will show up along
with your snapcode which allows others to use
their phone to scan the phone and add you
• SnapStreak- these are numbers that are
displayed along with a fire emoji which signify
how many days you have spoken to the user
for.
• Unopened snap- this shows that this has been
sent to you but you haven’t opened it yet.
• Opened snap- this shows that I haven opened
the snap but haven’t replied to the user who
sent me the snap.
• Delivered snap- this shows that I have
delivered a snap to a friend which they are yet
to open.
• Lenses/3D lenses- these are special effects
and sounds that can be added to the snap to
make it more comical or suited for a selfie.
these lenses are all displayed in a row and are
captured once the user clicks on the chosen
lenses.
• Filter- These can be added after the snap has
been taken, colour filters, local weather and
time can be added onto the captured snap.
References
http://www.pocket-
lint.com/news/131313-what-s-the-point-
of-snapchat-and-how-does-it-work

Content (continued)
• My story- this is where the user can
add snaps to their story for their
friends or everyone who has
Snapchat(this is an optional choice
chosen by the user) to view.
• Users’ stories- this is all the stories of
people or celebrities that have
recently updated for either everyone
or their friends can view.
• Discover section- this is where
branded stories are featured which
come from popular tabloid
newspapers, magazines, video and tv
networks.
References
http://www.pocket-
lint.com/news/131313-what-s-the-point-
of-snapchat-and-how-does-it-work

Target user/membership
Hartley’s 7 subjectivities
Age- Snapchat would mainly aim at those who are between the age range of 25-34 as they have
the highest percentage in terms of demographics and the content that is featured on Snapchat is
mostly within their range.
Gender- this would appeal to those who are female as the majority use Snapchat in order to use
lenses which makes their selfies appear comical or appealing.
Class- it would appeal to those within the social class of C1,C2,D and E.
Ethnicity-Snapchat is based in the United States which means the majority of Snapchat users
come from the U.S. As Snapchat is available in different countries, this means a wide range of
ethnicities would use the app worldwide.
Katz 'uses and gratifications theory
Personal Relationship- Snapchat is a photo-messaging app which allows users to communicate
through sending images of themselves or things surrounding them. Through personal
relationship, this means that the user can build upon their friendship with other users.
Maslow’s Hierarchy of Needs
Social Climbers- Snapchat is a way for users including celebrities to display to their friends what
they get up to on a daily basis in a way to entertain the audience or get them talking about the
subject. Through social climbers, stories added by celebrities keep their fans who use Snapchat
frequently updated on what goes on in their daily lives and any projects or events they are yet to
reveal to their fans.
References
http://www.vertoanalytics.com/chart-week-whos-using-snapchat-uk/

Sources of Revenue
• Snapchat has geo-filters which can be purchased by users which allows them
to create their own geofilter which can be used in a certain location that could
be an event taking place such as birthday’s, weddings or a special event. The
prices for geofilters start at £5.99 and can increase depending on the amount
of days it is needed for and the size of the area in which it is available. As soon
as the purchase is complete, the geofilter will have to be reviewed by
Snapchat and see if the design is appropriate. This will take at least one
business day to complete.
• Snapchat charges around $10,000(£7487.61) per month which is the minimum
budget. This price depends on what type of ad the company intend to display
to the audience. one type of ad is placement, which would be displayed whilst
a user is going through discover, live stories or their friend’s Snapchat story.
another type of ad is format in which this is a swipe-up attachment so an add
which you swipe up and the user decides what action to carry out. format
usually costs more in comparison to placement.
References
http://www.independent.co.uk/life-style/gadgets-and-tech/news/snapchat-filters-geofilter-cost-uk-how-to-create-
phone-desktop-location-overlay-guide-a7931236.html
http://contentmarketinginstitute.com/2017/06/snapchat-advertising-questions-answered/

Legal and Ethical Issues
• Copyright is when an author has legal rights into creating copies, licenses and other work relating to the stories
and content presented on the website whichever the format and is entitled to owning that work that requires
authorised access for it to be used by other individuals if the author gives permission. Based on the content that is
featured on Snapchat, they ensure it is easy for their users to report any copyright infringement that they suspect
has taken place through filling out a form or filing a notice to their main office which requires either contact
information from the person filling the copyright infringement report or the copyrighted work that is claimed to be
infringed. If anyone is caught repeatedly infringing copyrights, this will lead to Snapchat terminating the account
of the user constantly breaking the law.
• IP stands for Intellectual property which is defined as having the correct type of intellectual property protection
to prevent other individuals from stealing or copying your work. This can be applied to the names of certain
products or brands, your own inventions, the way your product is designed and the work that is produced by
yourself. Through getting IP, this will mean that you can get a patent as this prevents anyone from using your
information without permission. In terms of IP on Snapchat, they ensure that they respect the rights of people
which in means they do not encourage those to use the services if they intend to violate or infringe someone
else’s intellectual-property right as well as using branding, logos, designs etc. from Snapchat’s services on different
content that doesn’t affiliate with Snapchat.
• Through the libel law, for Snapchat, the rules of defamation still apply to Snapchat in terms of when a message
sent from one user to the next is a publication. If the message is sent to another person apart from the
claimant(who is defamed) and causes serious harm to their reputation, their claim for libel can still go on forward.
A libel claim will not be successful if no serious harm to the reputation of the claimant has suffered greatly or a
libel can’t go on forward due to a false statement or has caused the claimant distress.
• For royalties, this will be given to those who has legal ownership of their own work and someone else wants to
use their work but this is based on how much money will be earned through this. As the IP license for Snapchat is
royalty-free, this means that Snapchat will have to contribute a one-time payment fee so that users can enjoy the
service’s benefits and content for free rather than having to pay for royalties.
References
https://www.stockphotosecrets.com/questions-answers/licensing/what-does-royalty-free-means.html
https://www.snap.com/en-GB/terms/#terms-row
http://www.brettwilson.co.uk/blog/libel-privacy-breaches-harassment-snapchat/

Legal/ethical issues (Continued)
Parents have been warned
about a new feature on
Snapchat called Snap Maps
which displays the location of
users. Parents have been
urged to switch off the feature
on their children’s phones by
setting it to ghost mode so
that their location can’t be
displayed to their friends as
police forces fear that it could
be used for stalking.
References
http://www.telegraph.co.uk/technology/2017/06/23/police-issue-child-safety-warning-snapchat-maps-update-
reveals/

Purpose
Instagram is a photo-sharing app which is available on smartphone
platforms. It was founded by Kevin Systrom and Mike Krieger in
October 2010 then in April 2012, it was bought by Facebook for $1
billion. The purpose of Instagram is to post a photo or video in order to
display it to users who follow you or the public on their feed,
depending on whether the account is private or visible to everyone.
Along with that, you will see posts which come from other users who
you decided to follow. There is also Instagram direct which is used to
send direct messages to all users or those who you follow. If your
account is private and you get messages from those you don’t follow, it
will therefore be filtered into message requests and you will therefore
see it from that category. Lastly, there is a feature called Instagram
stories in which you see stories from users you follow that are
displayed in a bubble for you to click on and view. This lasts for 24
hours and all your followers will be able to view this unless you block
selected followers from viewing your stories.
References
https://www.lifewire.com/what-is-instagram-3486316
http://wersm.com/the-complete-history-of-instagram/
https://www.investopedia.com/articles/personal-finance/051815/top-11-companies-owned-facebook.asp

Content
Instagram toolbar: this indicates
the user to what page they want
to go on e.g. Explore Page
Instagram
Feed/Homepage
This is where posts from
other users that the account
holder follows. This part of
Instagram displays posts that
are from the specific day or
from 3 days ago so it varies.
Direct Messages icon: this is
where direct messages from
other users are located.
Explore Page
This is where posts from users
that the person doesn’t follow
pop up on as well as stories from
other celebrities. This is based on
what posts the user tends to like
from other pages.
Instagram Stories bar: this is
where stories from other users
of Instagram will be displayed
as well as the account owner
who might have added to their
own story as well.

Content
Instagram toolbar: this indicates
the user to what page they want
to go on e.g. Explore Page
The Main Page: this is where the user can
have an overview of their account in terms of
all the posts they have got which will also be
displayed to their followers or everyone If
their account isn't private.
Archive icon: this is where the user can
decide to place posts rather than
deleting them, these posts do not show
up on the user’s page but they can
decide whether to put it back or leave it
in archive.
This is where you can see which
posts you have been tagged in
and what posts you have saved.
Story highlights: this is where the user can
choose which stories to put on display for
their followers to see again that they put
on in the past. These stories can be found
in the archive area.
Instagram user’s page
This displays the number of posts featured
on the user’s page, how many followers they
have and the number of people they follow.
Edit Profile button: This is where the user can modify
changes to their page such as changing their username,
what to include in their bio and what profile picture to
use.
Recent activity page
This is where recent activity of
the instagram user has taken
place on their page, this shows
where they have been tagged,
who have liked their posts and
who has recently followed them

Content
This is where you can choose
which image from your
camera roll you want to post
on your Instagram page. Once
the image is chosen and
cropped if needed, this can be
edited with any filters,
brightened or any other
effects and therefore can be
posted. if you want to save
the post for later, you have to
edit it and then save it as a
draft.
-Like button: this is where you
can like the post.
-Comment button: this is
where you can leave a
comment on the post
-Direct message button: you
can send the post as a direct
message to another user.

Age- 59% of those within the age category of 18-29 years use Instagram more compared to those who are over
the age of 49. this is because Instagram targets more of the younger generation than the older generation due
to the content that is presented on the app.
Gender- 38% of those who are women use Instagram more frequently in comparison to male in which the
percentage is 26%
Class- Instagram would mainly be used by those who are in social classes C1,C2,D and E as it would usually be
used who are students.
Ethnicity- As Instagram is based within the U.S, the majority of the audience would come from the U.S but it is
also used worldwide
Personal Relationship/Inform and Educate- As well as users of Instagram building personal relationships with
their followers through their posts. to portray this, followers would possibly comment on a user’s post(s) or
send them a direct message. In terms on inform and educate, there would be accounts that are based on DIY
and cooking ideas which influences followers to try out the ideas themselves by looking at the post which
would most likely be a video.
Social Climbers- this applies to Instagram as many celebrities within showbiz, modelling industry etc. would use
Instagram to grow their fan base as they give their fans updates on what goes on behind the scenes in their life.
References
http://uk.businessinsider.com/instagram-demographics-2013-12
https://www.brandwatch.com/blog/37-instagram-stats-2016/
https://sproutsocial.com/insights/new-social-media-demographics/#instagram

Sources of Revenue
Instagram is able to make money through
sponsored posts from different companies that
advertise their products that the company sells.
These posts are displayed on users’ feeds so that
when they scroll through their feed, they will take
notice of the ad and see if the products being
advertised interests them. if the user is interested
in the sponsored post, they can click on ‘Learn
More’ which could lead to the link for the
company’s website and gives the user more
information about the company in terms of what
more it has to sell on their website besides their
product that they are displaying in the sponsored
post. Instagram is able to collect data from what
the user has browsed on the internet e.g. if they
user has been looking at makeup products, they
will see similar ads that relate to makeup products
when the user next goes on Instagram.
References
https://www.investopedia.com/articles/personal-finance/030915/how-instagram-makes-money.asp
https://www.feedough.com/how-does-instagram-make-money-instagram-revenue-model/
https://www.identityguard.com/news-insights/need-know-instagrams-privacy-policy/

authorised access for it to be used by other individuals if the author gives permission. Based on Instagram’s Terms
of Use and Community Guidelines, the user can upload content to Instagram only if it doesn’t violate copyright
law and by preventing this, the user should post content they made themselves. if the user believes copyright
infringement has taken place, they can either resolve the issue through messaging the person that uploaded their
content or report it to Instagram by filling in a copyright report form.
information without permission. Instagram doesn’t allow users to upload content that could potentially violate
someone else’s intellectual property rights. In addition, they ensure that other people’s rights are respected on
the app but if a user infringes other people’s intellectual property rights, this can lead to their account being
disabled when appropriate.
• Through the libel law, this ensures that users’ reputations aren’t damaged through posts that pages would
mention about other users and celebrities. For defamation, this includes if there is an image of a celebrity that has
circulated and gone viral which could pose a threat to their reputation and they could put legal action on those
responsible for posting the image in the first place if it caused the celebrity distress.
use their work but this is based on how much money will be earned through this. As the IP license for Instagram is
royalty-free, this means that Instagram will have to contribute a one-time payment fee so that users can enjoy the
service’s benefits and content for free rather than having to pay for royalties.
References
https://help.instagram.com/478745558852511
https://help.instagram.com/126382350847838?helpref=page_content
https://help.instagram.com/478745558852511?helpref=page_content
http://www.brettwilson.co.uk/defamation-privacy-online-harassment/defamation/defamed-on-social-media/

Legal/ethical issues(continued)
• One issue Instagram has had to tackle down is the trolling comments that are
considered sexist and racist abuse in which some users receive especially
celebrities in the comments’ section of their posts. By resolving this, Instagram
has given users the option to turn off the comments section on their posts or
spot and block any use of specific language or emojis found in the comments
section that they consider offensive through the use of the algorithm.
• Unlike Snapchat, Instagram allows you to look back at your posts instead of
having a timer counting how long the post should be up for till it’s
automatically deleted. This means that people can screenshot other users’
posts very easily and send it to group chats for people to make mean
comments about the post.
• In addition, Instagram has location tagging which allows the user to put the
location in which their image was taken on display for their followers. this
could be a problem as some people can look into where the user is based and
likely in a certain situation could stalk them. In order to prevent this, the user
can decide not to add the location to the post by disabling location tagging.
References
https://www.identityguard.com/news-insights/need-know-instagrams-privacy-policy/
http://www.slate.com/blogs/future_tense/2012/12/19/instagram_privacy_everyone_s_ignoring_the_real_p
roblems_with_its_terms_of.html
http://www.telegraph.co.uk/technology/2017/06/29/instagram-cracks-trolls-hiding-sexist-comments-users/
http://www.ethicssage.com/2013/03/instagrams-terms-of-service-and-privacy-issues.html

Purpose
Facebook is a social networking website which doesn’t require any
payment to join, it was founded on the 4th February 2004 by Mark
Zuckerberg along with Eduardo Saverin, Dustin Moskovitz and Chris
Hughes. It is available on all smartphone platforms e.g. Apple and
Android as well as on the web. it allows users that are registered on
the website to create their own profile, upload posts such as photos
and videos into albums or their timelines/wall and communicate with
friends and family from different parts of the world. Facebook has
public features such as events which allows users to create an event,
invite guests and see who is available to attend, pages which lets users
make and promote a page to the public that is based on a specific
topic. As of June 2017, Facebook has 2 Billion monthly active users
whereas with its other app Messenger, it has 1.2 Billion users.
References
https://www.thoughtco.com/who-invented-facebook-1991791
http://whatis.techtarget.com/definition/Facebook
https://techcrunch.com/2017/06/27/facebook-2-billion-users/

Content
News feed
This is where Facebook starts
when the app launches, this
displays all the news that has
occurred within the user’s
friends, news from pages the
user has liked and any pop-up
ads that are on
Friend request page
This is where friend requests
from other Facebook users are
displayed and Facebook also
shows you other users that you
may know that you would like to
send a friend request to.
Search bar
This is where you can search for
any profile, page or group that
currently exists on Facebook.
Messenger button
this is a shortcut button
to Facebook messenger,
which has to be
downloaded separately
on mobile platforms.

Content
Notifications page
This page is where
notifications from other users
or pages and groups you are
involved with appear. This
could be if you have been
tagged in a post/comment or
invited to an event etc.
Explore feed
This is where you can find
any shortcuts to groups you
have joined and see what
events you have coming up,
what page you have liked as
well as easy access to settings
on the user’s profile.

Content
User’s profile
This is where all the user's posts are displayed, where the posts they are tagged in are displayed( if they gave
permission, where their photos are and where their friends’ list are (if they give other friends permission to see their
friends' list. There is also their about page so what they have said about themselves on their Facebook profile e.g.
where they are from, what school/university they went to or where they worked or currently work. There are also
featured photos which are chosen by the owner of the profile to display to their friends and other users depending on
what privacy they set their page to.

Age- 88% of those within the age category of 18-29 year olds use Facebook as this is the certain age
category in which those would use Facebook as a platform to communicate with their friends and
families especially from around the world.
Gender- the majority of female use Facebook by 83% in comparison to men who use Facebook by 75%.
Class- Facebook would be used mainly by those within the social classes of C1,C2,D and E considering
many people would use the app to communicate with friends and family who live in other countries or
places further than where they are located.
Ethnicity- as Facebook originated from the USA, the majority of Facebook users would come from the
USA make up the Facebook audience by 12% followed by India which is by 10%
Personal relationship/Inform and Educate- with personal relationship, this relates to if the user uses
Facebook in order to communicate with their friends and relatives across the world as this displays how
close their bond is. With inform and educate, there is many resources on Facebook such as cooking
tutorials and DIY ideas with household items that could benefit for the users and implement the ideas
they were informed of on Facebook and re-create it in real-life.
Caregivers- the majority of the content on Facebook would be about children or adults that have been
targeted by bullies through trolling, hateful and abusive comments. Through videos which explains
about these topics especially, many users would comment on the post in order to sympathise with the
person targeted and would offer to raise awareness for them which displays an act of kindness and
unites people from around the world to support the person who has been affected.
References
https://sproutsocial.com/insights/new-social-media-demographics/#facebook

Sources of Revenue
• Different businesses create ads on Facebook to target audiences that have
liked similar pages or activities that relate to the business itself. These
businesses get paid to deliver ads that relate to any likes and interests the
user has, for example if they liked a page based on clothing, many clothing
brands would be advertised on their page along with any promotions they
currently have to keep the user interested in the brand.
• Facebook also has games such as Farmville, City Ville, Empire etc. which are
popular games amongst millions of users who pay real money towards the
games in order to play it. As these games are made by a company known as
Zynga, Facebook takes about 30% revenue from the money made from
these games.
• There is also a Facebook Gift shop which allows users to send virtual gifts to
other users and their friends. It sells a variety of products and is open to
third-party developers. Products such as dolls and occasion cards can be
bought and then Facebook will deliver the product to the chosen
user/friend.
References
https://www.business-management-degree.net/facebook/
https://www.quora.com/What-are-Facebooks-main-revenue-sources

authorised access for it to be used by other individuals if the author gives permission. Based on the content that is
featured on Facebook, the person who created the original content in the first place, they are the owners of the
original copyright work so whoever wants to use their content by posting them on their pages or other news
sources, they have to ask for permission to use it and credit them for the work or else they can place legal action
as this is violation of copyright laws if the owner isn't credited for their own original work.
information without permission. There is an IP licence that is linked to the user’s account which grants Facebook a
royalty-free, transferable and worldwide licence to use any IP content that the user posts on or in relation with
Facebook. This IP Licence ends once the user deletes their own IP content or their account unless they have
shared their content with other users and they haven’t removed them. Even when the IP content is removed,
some backup copies will be available for a reasonable amount of time but others cannot gain access to this.
• Through the libel law, this makes sure that Facebook has to ensure that all the information presented in the
stories and the content from other pages within the website is accurate, up to date and correct. This isn’t
classified as defamation which could ruin the reputation of those who posted the videos, images or posts onto
their timeline that either their friends or the public can view or if they sent them through to popular Facebook
pages.
use their work but this is based on how much money will be earned through this. As the IP license for Facebook is
royalty-free, this means that Facebook will have to contribute a one-time payment fee in order to use multiple
images for the website or content can be free to use rather than having to pay for royalties.
References
https://www.facebook.com/legal/terms/update
https://www.facebook.com/help/399224883474207

Legal/ethical issues (continued)
It was revealed that Facebook carried out an experiment on
around 700,000 news feeds seeing if it would affect the users’
emotions. This caused controversy based on how the company
had violated ethical guidelines as they didn’t ask for the users’
consent to carry this experiment out and it harmed those who
unwillingly participated in the study because it affected their
mood changes based on seeing either positive or negative news
on their news feeds. This connotes that Facebook doesn’t have
an boundaries when it comes to tricking their users in the ethics
area.
References
https://www.theguardian.com/technology/2016/jun/17/facebook-ethics-but-is-it-ethical
https://www.theguardian.com/technology/2014/jun/30/facebook-emotion-study-breached-ethical-guidelines-researchers-
say
http://www.gmanetwork.com/news/hashtag/content/368001/the-legal-and-ethical-issues-behind-facebook-s-massive-
psychological-experiment/story/
https://www.infoworld.com/article/2608257/techology-business/facebook-s-big-problem--ethical-blindness.html

Data Protection Act 1998
The Data Protection Act 1998 is an act that currently exists in the
United Kingdom which highlights the ways in how information about
people are used and handled in a legal way. The main purpose of this
act is to provide protection to people so preventing their personal
information from being misused or abused. The main rules of the Data
Protection Act 1998 define that personal data should:
• Be processed fairly and lawfully
• Be accurate and current
• Not be retained for longer than necessary
• Be protected against unauthorized or unlawful processing and
against accidental loss or damage
• Be obtained only for lawful purposes.
References
• https://www.snap.com/en-GB/privacy/privacy-policy/
• http://www.telegraph.co.uk/news/2018/01/22/public-trust-facebook-twitter-has-fallen-new-low-study-finds/
• https://uk.practicallaw.thomsonreuters.com/1-531-
4245?transitionType=Default&contextData=(sc.Default)&firstPage=true&bhcp=1
• http://whatis.techtarget.com/definition/UK-Data-Protection-Act-1998-DPA-1998

Data Protection Act 1998(Continued)
Snapchat
• Snapchat’s privacy policy is based upon:
The information that the user chooses to give Snapchat- This would include elements such as a
unique username that you would prefer to use, a password to access your account, an email
address, a phone number and your date of birth as these make it easier for users to do such
things as logging in and send out a code to their phone number or link to their email address if
they have forgotten their username or password.
• The information that Snapchat collects when people use their services- This would be based on
information gathered from the users’ activity on the app so how they interact with services like
filters that are applied onto snaps, how the individual communicates with other users through
their names and the number of messages they send to each other. This also includes what
happens with camera and photos so the user has to make the decision as to whether they want
Snapchat to access their camera roll or not as this is required for the user to send snaps or
upload images from their camera roll unless they give their consent.
• The information that they get from third parties- This is when Snapchat would possibly collect
information from other users that are provided about the individual when they use Snapchat’s
services. For example, if the user allows Snapchat to gather information from their contacts, they
might relate it back to either of those contacts that have a Snapchat account linked to that
number.
This information is gathered in order for Snapchat to maintain and protect their products and
services, monitor and analyse trends, verify the user’s identity and prevent fraud activity and
improve the safety and security of products and services through Snapchat.
References
• https://www.snap.com/en-GB/privacy/privacy-policy/
• http://whatis.techtarget.com/definition/UK-Data-Protection-Act-1998-DPA-1998

Data Protection Act 1998(Continued)Facebook
Facebook’s privacy policy is based upon:
What kinds of information they collect-
• Things the user does and what information they provide: this includes collecting content and other information that the users use
on Facebook which includes signing up for an account, message or communicate with other users.
• Things others do and the information they provide: Facebook collect content that users provide when using their services such as
information about the user, when they send a message to the user or when they share a photo of the user.
• The user’s networks and connections: information that is collected about the people and groups that the user is connected to
and how the user interacts with them e.g. the people the user communicates with more or the groups that the user likes to share
with.
• Device information: Facebook collects information from or about phones, computers etc. that the user installs or access
Facebook’s services which depends on what permissions the user has granted Facebook access to like geographic locations ,
operating system of the device, IP address and many more.
How they use this information-
• Provide, improve and develop Services: this is through Facebook personalizing content and making suggestions for the user by
using information gathered by Facebook on how the user uses their services and how they interact with the featured content.
• Communicate with you: this is through using information that is sent to the users e.g. marketing communications and letting
users know about Facebook’s policies and terms. Facebook also use the information that they respond to when the users reach
out to them.
• Promote safety and security: this helps Facebook verify accounts and the activity of its users such as investigation suspicious
activity carried out on the site and anyone that has violated the terms or policies stated on the site. This includes ensuring no one
is impersonating another individual or celebrity, also known as catfishing and making sure no one hacks into others’ accounts.
How this information is shared-
• People you share and communicate with- this is who the users chooses to share their content with from what they post on
Facebook, this can be set through privacy on settings e.g. it can be set to public so everyone on Facebook can view it or just those
that the user is friends with.
• People that see content others share about you- this can be through what a user’s friends would tag them in so a post from
another page, what photo of them they have been tagged in and what the user decides to share with them like their location on
their statuses.
References
https://www.facebook.com/full_data_use_policy

Data Protection Act 1998(Continued)
Instagram
Instagram’s privacy policy is based upon:
What information they receive when the user:
• Provides their details as they register and set up an Instagram account
• The content or post they decide to share on Instagram
• Allows other social media services permission to share with Instagram
• Uses Instagram and how they see it for themselves
What information Instagram use when:
• They provide different features and services to the user
• They analyse the way the user uses Instagram
• They provide the user with any marketing that is suited to them
• They manage and improve Instagram in general so the website, app and other services
How Instagram share this information with:
• Other Instagram users in which the user decides to share their information to the public
• Business partners including advertising partners
• Those who help provide Instagram to the user
• Social media services that you allow Instagram to share data with
How they store information
This is mainly in the United States but many other locations around the world can be used if
necessary.
References
https://instagram.com/about/legal/privacy/before-january-19-2013/

Types of advertising
Advertising is categorized into 5
different headings:
• Print advertising
• Broadcast advertising
• Outdoor advertising
• Digital advertising
• Product/brand integration
References
https://www.feedough.com/types-of-advertising-mediums/
https://www.feedough.com/brand-integration-branded-entertainment/
Print advertising
This is one of the popular and the
longest going methods of
advertising used as it can be used
for many different advertisements
and can have a different approach
depending on the type that is used
and the target audience it is
targeting. Examples of print
advertising would be newspaper
advertisements, magazine
advertisements, brochures and
fliers.
Broadcast advertising
This relates to audio-visual
advertisements which is known
to be a more effective use of
advertisement as this method
is more noticeable to viewers
due to the moving images and
audio that is used. Examples of
broadcast advertising are
television and radio
advertisements
Outdoor advertising
This can be the most effective use
of advertising in terms of making
sure it is placed in the right location
and is used in a correct manner. In
addition, this involves putting fixed
advertisements, either printed or
audio-visual into locations that are
frequently visited by the target
audience. Examples of outdoor
advertising are banners, events and
billboards.
Digital advertising
This is based on advertisements that is
digitally displayed on many media
devices such as smartphones and
tablets or around the internet. As well
as interacting with their target
audience, marketers can also target
their audience by ensuring the
advertisement is content that they
believe will be click bait so something
the users will click on and fall for the
trap which redirecting them to the
website based on the advertisement.
Product/brand integration
This is a way for the brand to attract
consumers through implicating the
brand through the entertainment
media which is attracted by users
who watch the entertainment. The
brand is included within the script
for the entertainment displayed.
For example, if a diet coke was to
feature in a well-known Hollywood
film through one of the main actors
drinking it.

Viral Marketing
Viral marketing is a marketing method that encourages other websites or users to
broadcast a marketing message to different sites or users in order to potentially expand
the growth of the broadcasted marketing message’s visibility and the effect it has on
other users.
Viral marketing can be successful if part of a large company campaign or if it is used by
itself. In addition, it can be mainly used for either large or small companies or both but
it would be more useful to use for smaller business in order to attract more attention
from its target audiences and it will be more cost-effective than other marketing
methods that can be used. In addition, it also helps the business build up its brand so
that when its content is created, users are left with the ultimate decision as to whether
they want to share it with other people in order for it to grow drastically.
With Instagram, it is a popular social media platform known for photo-sharing content
that was established in October 2010 and as of 24th December 2017, it has around 500
million daily active users that use the photo-sharing app. Due to its popularity, the
business doesn't require the use of viral marketing as it is already a recognizable brand
that is used all around the world which means advertising it would be unnecessary as
its loyal users would possibly recommend the app to their friends and families rather
than the app having to pay money to market the app themselves.
References
https://searchsalesforce.techtarget.com/definition/viral-marketing
https://www.cyberclick.es/numericalblogen/what-is-viral-marketing-advantages-and-examples
https://www.omnicoreagency.com/instagram-statistics/

Viral Marketing continuedFacebook
Through this Facebook advertisement on
YouTube conveying Facebook’s run on
clean, safe and renewable energy. Along
with its partnership with Unfriend Coal, it
is promoting to its audience about how the
platform is used to connects its users
together in order to encourage a
sustainable environment in order to tackle
any ongoing issues relating to the
environment. In addition, with this
advertisement, this makes sure that this
reaches out to not only those who have
connected through this page but all of
those across the many audiences that have
an interest in environmental-friendly
affairs.
References
https://www.youtube.com/watch?v=Lk3yBpV8Pac

Viral Marketing continued
Snapchat
This advertisement is based on bitmojis
which was introduced to Snapchat on the
19th July 2016. This allows Snapchat users
to assemble animated versions of
themselves which help other Snapchat
users identify the user, place them
anywhere on their snaps and send them
as keyboard stickers to other users
through chat. In addition, through users
creating bitmoji versions of themselves, it
can also be a 3D world lense, meaning
that the user can film their bitmoji
performing actions such a dancing, doing
yoga etc.
References
https://www.youtube.com/watch?v=bf5SGWriJy0

Positive and Negatives of Social Media
Positives Negatives
Snapchat • You can see who has viewed your snaps/stories
• As Snapchat has an auto-delete feature, this puts users
at ease by not worrying about what they share to their
friends or other users.
• It notifies you on who has taken a screenshot of your
story or snap that you sent to a friend
• It allows you to send photos from your camera roll on
your phone to your friends or story.
• Snapchat doesn’t have a feature in where you can
comment or like on photos unlike Facebook and
Instagram which does. This means you wont be sure
what people’s reactions to your story or snaps would
be
• Snapchat only operates on iPhone and Android so it
doesn’t work on other devices which means it isn't
reaching all of their target audience.
• Snapchat would be used at times for sexting which is a
big issue evolving around the app and is a criminal
offence if people possess inappropriate material
Facebook • It can be used as a platform to video chat other users
• It can be used to connect with family members
worldwide
• It is very useful for current news and information that has
been a prime topic of most recent which is displayed on
the newsfeed
• It doesn’t have an limit in terms of how many friends a
user can add.
• It can be easy for friends to miss a recent post from a
user due to the clutter they receive from the news
feed.
• Many scamming and hacking activity take place on the
site
• There is many fake profiles around Facebook meaning
you don’t know if your talking to the real person or a
someone stealing the identity of the person.
Instagram • As the user posts on Instagram, this will quickly show up
on the feed of those who follow them and those who
have seen through a hashtag they probably used.
• There is many filters that can be used to edit the image
and a frame can be used but that’s optional.
• A business that is started through Instagram can start off
with a small amount of customers then begins to grow
rapidly,
• Instagram only operates on iPhone and Android so it
doesn’t work on other devices which means it isn't
reaching all of their target audience.
• It has a limited amount of features as it has about 18
effects so many people would use other apps to filter
their posts
• Many users can copy your post which means copyright
laws are not regulated on Instagram.
References
https://www.mikemarko.com/advantages-disadvantages-of-snapchat/
https://thenextscoop.com/basic-advantage-disadvantage-facebook-ads/
https://www.problogbooster.com/2011/09/advantages-disadvantages-of-facebook-drawbacks-benefits-of-social-
media.html
https://www.online-sciences.com/technology/what-are-the-advantages-and-disadvantages-of-using-instagram/

Social media Survey Monkey
I created a survey monkey that is based on social media which has questions based on how frequently the
respondent uses social media, what social media sites they use and what they believe the positives and
negatives of social media are.
The first question on my survey was ‘How old
are you?’ and the majority of those that
answered this chose 18-24 by 100%.
The second question on the survey was ‘What’s
your gender?’ and the majority of those that
answered this question are male by 100%.
The third question on the survey was ‘How
frequently do you use social media?’ in which
all respondents answered daily.
The fourth question on the survey was ‘What social
media site(s) do you use?’ and all 3 respondents said
that they use snapchat and instagram and one
respondent said they use Facebook, one said they use
twitter and another respondent put other.

Social media Survey Monkey (Continued)
I created a survey monkey that is based on social media which has questions based on how frequently the
respondent uses social media, what social media sites they use and what they believe the positives and
negatives of social media are.
The fifth question on the survey was ‘How easy
do you think it is to use social media?’ and all 3
respondents answered very easy to the
question.
The sixth question on the survey was ‘Name some
positives of social media’ and the majority of the
respondents said they use social media to talk to
their mates as well as messaging people instantly
and sharing images and videos.
The last question on the survey was ‘Name
some negatives of social media’ and the
majority of the respondents said it can
introduce bullying so allowing people to share
rude things about others and also child
grooming.

Conclusion
Overall, I have outlined for 3 social media sites each component
that is featured or relates to the site like the purpose of the site,
content featured on the site, target user/membership for on
each site, legal/ethical issues relating to each site and sources of
revenue so advertisements on the social media site that are from
different companies. In addition, I have also spoken about the
data protection act across each social media site and what are
the positives and negatives of social media in general.
Furthermore, I made a survey monkey which has questions
based on social media effects which got respondents answering
how frequently they use social media, what they believe the
positives of social media are and what the negatives are. Lastly, I
spoke about

Unit 35 LO1

Recommended

Recommended

More Related Content

What's hot

What's hot (18)

Similar to Unit 35 LO1

Similar to Unit 35 LO1 (20)

More from nicolemukonjo3091

More from nicolemukonjo3091 (20)

Recently uploaded

Recently uploaded (20)

Unit 35 LO1