Millennial mothers are performing unpaid digital labor by generating social media posts and participating in online parenting communities. They produce "affect" to build social capital among their followers. While hoping to gain advice and support from other mothers, they inadvertently provide detailed personal data that advertisers exploit to target ads. Though mothers find fulfillment in the social connections, their digital labor produces value for corporations that collect and sell their private information without compensation.
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This is the presentation WITH SPEAKER NOTES that I made on Thursday, October 15, 2009 for the SANGONeT conference in South Africa (presentation made remotely) that includes highlights from reports in the US and the UK about social media use by nonprofit organizations.
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In order to expand their reach, non-profits like the Girl Scouts of Western Washington must reach beyond parents of girls engaged in their programs. Here's how.
Notes: Social Media, Nonprofits, and the Role of IndividualsAmy Sample Ward
This is the presentation WITH SPEAKER NOTES that I made on Thursday, October 15, 2009 for the SANGONeT conference in South Africa (presentation made remotely) that includes highlights from reports in the US and the UK about social media use by nonprofit organizations.
Santa Clara Design: Social Media PresentationLauren Gulde
Learn how to integrate social media with traditional communications to boost your brand. Learn the various social media tools, case studies, why social media is important and ways to make social media integration easier for you and your business or organization.
Creating Face to Facebook community. This presentation was given to METNY United Synagogue Leadership conference about social media and online jewish communities. The foundation was looking at Relational Judaism and how online relationships are powerful tools of engagement in the Jewish community.
#MediaLit15 (https://www.dur.ac.uk/codec/about/events/medialit/), a session designed to give those in/about to go into ministry some thinking points and practical tips on the digital in ministry.
Leverage Social Media 2 Drive Change: Twitter Power 4 Literacy Educators & ...Carolyn D. Cowen
Full Disclosure: About a year ago, I knew almost zilch about social media. In fact, I am tech-phobic. Really. Ask anyone who knows me. Only the largess of my tech-savvy family and occasional panicky interactions with tech support enable me to stumble along in the digital era with a modicum of competence. Recently, however, I embarked on a quest to explore social media. What I learned persuaded me that anyone seeking to improve the teaching-learning landscape must initiate his or her own quest to understand and leverage the power of social media. I this chapter, I hope to inspire you to do exactly that.
Find Out How To Leverage Social Media Networks Linked In, Twitter and Facebook to Increase Your Career Success and Job Search Results. Presented by Acclaimed Career Coach Adriana Llames.
In order to expand their reach, non-profits like the Girl Scouts of Western Washington must reach beyond parents of girls engaged in their programs. Here's how.
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So you have a social media plan, right?
Well, if your non-profit organization is like the majority of others, your greatest challenge probably has a lot to do with getting the most out of social media. More specifically, how do you use Facebook, Twitter, and the various other social media platforms to build cause awareness? How can social media be used to fundraise in support of your organization’s development goals? Is the Return on Investment (ROI) substantial enough to make social media worth the time? How can you extend your reach and connect with new audiences and create additional layers of engagement for current supporters?
A discussion of ways in which nonprofit organizations can anticipate using tools and techniques like Smart segmentation, data mining, marketing automation, crowdfunding and emerging platforms like Snapchat & Vine in the near future.
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So you have a social media plan, right?
Well, if your non-profit organization is like the majority of others, your greatest challenge probably has a lot to do with getting the most out of social media. More specifically, how do you use Facebook, Twitter, and the various other social media platforms to build cause awareness? How can social media be used to fundraise in support of your organization’s development goals? Is the Return on Investment (ROI) substantial enough to make social media worth the time? How can you extend your reach and connect with new audiences and create additional layers of engagement for current supporters?
A discussion of ways in which nonprofit organizations can anticipate using tools and techniques like Smart segmentation, data mining, marketing automation, crowdfunding and emerging platforms like Snapchat & Vine in the near future.
Building Across The Social Web - The Implications of Social Web Technologies ...Michael Lazerow
This is a first draft, preview copy of my presentation tomorrow at Web 2.0 titled "Building Across the Social Web: The Implications of Facebook Connect, Google OpenSocial and Other Social Web Technologies on Social Media Content Strategy."
Sports 2.0 | How digital & social technology are reshaping the sports industry.Martafy!
Digital and social technology are dramatically reshaping the way consumers watch, play, share, and shop for all things sports-related. Is your brand ready?
Social Media Marketing for Non-Profits | University of HoustonMMI Agency
Social media marketing for non-profit organizations. Presented by Guest Speaker Lindsay McClelland at the University of Houston.
Social media is a key factor in the marketing strategy of non-profit organizations. By building a community through social media, brands reach their intended audience and gather donations in a less expensive way than other forms of advertising. The marketer can organize this through knowing your organization, planning ahead, keeping budget in mind, and maintaining relevant partnerships.
Sydney social media forum - ACON HealthConnecting Up
Presentation at the Sydney social media forum by Yves Calmette from ACON Health, titled 'The power of Facebook and Twitter for reaching and (re)engaging about HIV prevention: Is social media the new holy grail?'
A 90 minute (interfaith) session on social media "please leave them fired up to use it" prepared for Coexist, to be held at St George's Centre, Windsor Castle.
Laudo Técnico da WLC Investimentos e Participações S.A.GCL PORTAL
Laudo Técnico WLC Investimentos e Participações S/A
Obra: Transeich Assessoria e Transportes S/A - Rio Grande
Proprietária: WLC Investimentos e Participações S/A
Endereço: Via Um, Lote 14, Nº.700 - Zona Portuária de Rio Grande- RS.
OBJETO: Este Laudo Técnico tem por finalidade atender as exigências quanto à garantia, a solidez e as boas condições físicas das obras em execução.
As obras em questão qualificam o imóvel num todo e fazem elevar sobremaneira o seu valor patrimonial.
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Information and verbal exchange generation has changed rapidly over the last two decades, with the key improvement being the emergence of social media.
The tempo of change is accelerating. For instance, the increase of cell technology has played an important function in shaping the impact of social media. Globally, cellular gadgets dominate in phrases of general mins on line. They positioned the approach of connectivity anywhere, anytime on any tool in all and sundry arms.
Highlighting the most popular social media tools, as well as a few exciting new tools, to help parent educators largely unfamiliar with social media reach out to the families they serve.
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By sharing some of our research into this theme, we would like to draw attention to several important trends that have implications for businesses and brands that target this important demographic.
1. McConnell 1
Chloe McConnell
DIGICOMM 3205F
Prof. Ted Cruz
October 12, 2016
“The Mom is on Facebook”
A Case Study Analyzing Immaterial Labour and the Generation of Affect
Introduction
The social networking sites and user-generated content that is taking over Web
2.0 extends traditional roles of parenting. The tech-savvy, Facebook-loving, millennial
generation is having children, and “technology enables parents to share the joys,
challenges and questions inherent in raising a child with their family and friends both
near and far on a regular basis” (Heine np). There is an estimated 85.4 million mothers in
the United States alone, and they are controlling 85% of the household income (Laura,
forbes.com). Many mothers spend time on their smartphones ‘googling’ product reviews,
clipping coupons, and making online purchases. In addition to their traditional roles of
child-rearing and housekeeping, mothers are participating in unpaid immaterial labour by
generating Facebook posts, completing search results, and participating in online
parenting communities. This case study will examine how millennial mothers perform
immaterial labour online to produce affect amongst their followers in order to generate
social capital for themselves; this social capital is then exploited by advertisers, and
contributes to increased data mining sophistication. The study will conclude with
implications of mothers’ participation online, and the ways in which this social trend
feeds the mouths of advertisers.
2. McConnell 2
Production of Affect
Maurizio Lazzarato defines immaterial labour as “the labour that produces the
informational and cultural content of the commodity” (132). To apply Lazzarato’s theory
to our modern day Facebook, the production of immaterial labour occurs when users
post, comment, and engage with content on social networking platforms; it is the users’
participation that makes up the content of Web 2.0. While participating in this
contemporary form of immaterial labour, Fuchs argues that the labour occurring on Web
2.0 produces “affect, fantasy, and social relations” (300), or in other words, the
“emotional and communicative aspects of human relations” (300).
Millennial mother’s on Facebook produce affect by posting photos of their
children, constructing statuses that focus on the emotional aspects of motherhood (such
as purchasing a healthy or educational product), and communicating in a network of
mothers to share advice and parenting tips. In the hopes of generating a following of
‘friends’ who admire her child and her ability to present herself as a ‘good mother’,
millennial moms use Facebook 1.3 times more than their non-parent friends (Heine np).
Heine’s findings signify that mothers are participating in additional work online in order
to fulfill their identity and duty as a mother in 2016. Mothers hope their posts will ignite
emotion, compassion, connectedness, and admiration for their ability to perform motherly
duties on and offline with ease. Mothers feel pressure to post information regarding their
child online, in fear that if they do not, their peers and family may not consider her to be
fulfilling her duties as a mother. It must be a public affair, and as a result, mothers
willingly dedicate hours a day to producing affective emotion regarding her child, and her
motherly role online.
3. McConnell 3
Importance of Social Capital
Now that I have outlined the ways in which millennial moms produce affect
online through personalized posts on Facebook, I will highlight what motivates these
mothers to participate in a form of digital labour that they are not financially
compensated for. What drives these millennial moms to share such private, and intimate
information about their lives online? Maghrabi, Oakley, and Nemati describe the
monetary value of social networking, social capital. Social capital is described as
“resources that are acquired through relationships, with varying degrees of strength, on
social networking sites” (368). To draw on social capital in regards to millennial moms,
one can infer that mothers are utilizing the social network to gain social capital. Forms of
social capital that are desirable to mothers include: parenting tips, recipes, coupon codes,
breastfeeding advice, and health concerns. Having a reliable network to consult when
dealing with a ‘motherly crisis’ is a valuable resource to have as a millennial mother in
the digital age.
The hope of acquiring social capital motivates mothers to continuously participate
in online social networking platforms; they feel more reassured about their ability to
perform as a mother if their activities and opinions coincide with other mothers in their
online network. Together, they generate social capital that reaffirms their identity as a
mother, and creates a sense of connection to other mothers that may be experiencing a
similar issue. Facebook moms are not being paid with money, but are paid in social
capital that helps them construct and affirm their identity as a mother. Mothers will
dedicate hours a day to building their community of moms through posts, photos, and
4. McConnell 4
product shares, in turn participating in a digital labour that produces valuable social
capital.
Exploiting Social Capital
Mothers participating in immaterial labour online to generate affect for their
followers—which contributes to an increased acquisition of social capital—has
dangerous implications. The plethora of data available to advertisers online as a result of
a mother’s openness to online sharing only allows corporations to create more effective
advertising tactics. Mother’s share product information, reviews, brand preferences, and
other useful information—while generating affect—that in turn result in a collection of
data that allows marketers to collect intimate details of millennial mothers’ lives.
Klosowski explains how Facebook uses content that users converse about online to help
tailor the advertisements that pop-up on user’s news feeds (np). In other words, mothers
discussing similar topics and products only provide Facebook with more data, which can
be sold to third party advertisers to effectively—and specifically—market their products
to mothers.
With the intention of generating social capital for themselves, mothers are
participating in labour online through Facebook posts that is converted into actual capital
for corporations. Information is collected and sold, and mothers do not receive any of the
profits from the content they spent hours producing. Instead, mothers are satisfied with
the social capital and affirmation they receive in return, from posting cute or comical
photos of their offspring. Is it ethical to be taking advantage of millennial mothers, and
their desire to acquire social capital online? Should these mothers be compensated for
their hours spent online in social media platforms?
5. McConnell 5
Conclusion
In summation, with the arrival of the millennial mother, immaterial labour spreads
from the confines of the home in the form of housework and chores, to the public sphere
of the online social network. Mothers willingly post photos, product reviews, and other
information that generates an emotional response from their peers and followers, in the
hopes of acquiring social capital to extend their network of mothers. The types of
resources gained through social capital include parenting advice, product information,
coupon codes, and emotional support when dealing with a parenting crisis. Millennial
moms consult the network, and dedicate time to making it stronger and more useful to
struggling mothers participating on Facebook. The collection of data and discussion
surrounding motherhood transforms Facebook into a hunting ground for advertisers,
looking for personalized information that will allow them to develop more effective
advertising tactics.
Millennial moms should reconsider the amount of time spent producing cultural
content online. Not only are corporations converting mothers’ immaterial labour into
capital, but the intimate details of family life are exploited in favour of a capitalist system
attempting to sell consumer goods. Mothers take pride in their child, and as a result,
posting photos of their little one or about the baby formula they use may not seem like
work at all; but, someone is benefiting from the production of immaterial labour online,
and it is not the users completing the labour that are benefiting.
6. McConnell 6
Works Cited
Fuchs, Christian. “Surveillance & Society: Web 2.0, Prosumption, and Surveillance.”
Creative Commons: Surveillance Studies Network, 2011. Accessed 10 October
2016. Web.
Heine, Christopher. “You Already Knew Parents Post on Facebook More than Others.
Now Find Out How Much.” AdWeek, 11 Jan. 2016. Accessed 10 October 2016.
Web.
Klosowski, Thorin. “How Facebook Uses Your Data to Target Ads, Even Offline.”
Lifehacker, 4 Nov. 2013. Accessed 10 October 2016. Web.
Laura, Robert. “ecoMOMics: The Financial Power and Value of Moms.” Forbes, 10 May
2013. Accessed 10 October 2016. Web.
Lazzarato, Maurizio. “Immaterial Labour.” Radical Thought in Italy: A Potential Politics.
Accessed 10 October 2016. Web.
Maghrabi, Rozan O., Richelle L. Oakley, and Hamid R. Nemati. "The impact of self-
selected identity on productive or perverse social capital in social network sites."
Computers in Human Behavior 33 (2014): 367-371. Accessed 10 October 2016.
Web.