Unit 35

Level 3 Cambridge Introductory
Diploma in Media
Unit 35:
Social Media Products
Name: Sophie Lyne
Candidate Number: 2084
Center Name: St. Andrew’s Catholic School
Center Number: 64135

1. Twitter Slide 4-10
2. Snapchat Slide 11-17
3. Instagram Slide 18-23
4. Data Protection Act (1998) Slide 24 and 25
5. Social Effects Slide 26-31
6. Commercial Uses Slide 32-40
7. Conclusion Slide 41

Purpose
Twitter’s mission statement is ‘to give everyone the power to create and share ideas
and information instantly, without barriers.’. This means that people should freely
share what they think and the best part would be that it is in an instant. Also the
verbal code ‘power’ connotes to everyone that they are able to have a say on specific
topics and ‘barrier’ could mean that there are no restrictions. Moreover, the CEO for
Twitter is Jack Dorsey and works with the executive team; he was also a co-founder of
Twitter as well as many other founders involved. Peter Chernin is another example of
a founder. Twitter was created in Spring 2006 so it has only been around for 9 years,
which is a shorter period of time compared to other social media such as Bebo.
https://about.twitter.com/company
https://about.twitter.com/company/press/leadership#Jack_Dorsey

Content
As you can see, Twitter has a very simple colour scheme of blue and white and
then a little bit of grey. This then makes the whole look of the website more
sleek and might actually persuade people to go on there because it isn’t
complex. Also the homepage is set out as your timeline with extra side bars so
that you can see everything that is happening. With regards to the navigation
bar, it has links to your homepage, notifications, messages, search bar, profile
and tweet button. Although this seems like a lot it is nicely spaced out and being
able to have a direct tweet button, the easy access could be what appeals to
users. One of the side bars is their infamous idea of using hash tags. The reason
for this is so that people can interact and know what is popular at the moment
and whether they would be interested to know more.

Navigation Bar: The main features which are important to Twitter
users for example home, profile and notifications.
Quick easy button to make a
‘tweet’.
Suggestions
of who you
may want
to ‘follow’
and can be
based on
who’s
popular or
if anyone
you know is
‘following’
them.
Links to pages on all the legal and
ethical issues such as privacy and
the terms.
Tweets from people you are following are in
the main center and is what you would be
mostly interested in.
Your main
profile
information
on the home
page.
A list of all
the most
popular
trends which
the user may
like to know
about.

Target User
To sign up to have a Twitter account is pretty easy because it has a link straight to where you enter your
details such as name, email address and password. Also signing up and having an account is free with no
extra costs.
Over the years more tweets have been posted every day, for example 6000 per second and so 500 million
tweets every day and about 200 billion tweets per year. This proves that Twitter is incredibly popular and
increase to grow. Moreover, 22.6% of Twitter users are under 25 and the next most is 21.5% of adults aged
25-34. This means that the majority of users are young adults and this would be the target audience for
Twitter.
With regards to the target audience, Twitter users can be from A-E (socio-economic needs). However, by
looking at demographics, it will more likely to be the E group because Twitter is mainly used by teenagers/
young adults who could be students. The reason that most people in these groups can use this product is
because you can keep up to date on current political affairs (A-C1) or knowing a bit more about celebrity
gossip (C2-E). For users of Twitter, I would say that they are aspirers and/or explorers (Maslow) because
they want to seek status and are more about their persona. As for explorers, they want to seek adventure
and they can do this by documenting what they are doing and can search about where to go and can have
individualism. With regards to Katz’ theory, there is surveillance as Twitter keeps the public informed on
various different activities. With regards to online disinhibition, users of Twitter could be Attenuated Status
and Authority because they would fear of disapproval if people didn’t agree with their real opinion or what
they do so they stand before an authority figure.
http://www.internetlivestats.com/twitter-statistics/
http://www.adweek.com/news/advertising-branding/new-social-stratosphere-who-using-facebook-twitter-pinterest-tumblr-and-instagram-2015-and-beyond-1622
https://10-musketeers.wikispaces.com/file/view/The+Online+Disinhibition+Effect.pdf

http://www.tiara.org/blog/wp-content/uploads/2011/07/marwick_boyd_to_see_and_be_seen.pdf
Twitter appeals to social climbers (Maslow) due to the fact that you
can follow celebrities and see what they are doing for most parts of
the day. The fact that Twitter can verify celebrities so users know
which is the original account will allow them to not look at fan
pages all the time and have their idols direct comment about
various topics.
The reason for people wanting to use Twitter is the fact that many
celebrities direct their tweets at their fans and also reply to a lot
of their messages. One example of this is Mariah Carey and her
fans. By using the social media website, it lets them message her
about anything in general for example how their day is going just to
receive a reply and make their day. To be able to get a reply from
someone they look up to, as well as feeling incredibly happy about
it, it also leaves them with a sense of a status symbol because if
you get a lot of replies from celebrities then other my start to
‘follow’ you purely because they get responses. Mariah Carey has
said that she loves Twitter because she can have a relationship
with her fans.
This is why many social climbers create an account so that they can
talk to them and be informed on everything they are doing.

Revenue
Last year Twitter’s revenue was at $1.4 billion which means there was an
increase at 111.01% and their gross income was $956.69 million which equals
to 140.27% increase. Additionally, they have had an increase in growth over
the years and some have increased dramatically.
Also Twitter can gain a lot of income through their advertisement. They have
a variety of selection with regards of how you want to advertise. If you want
to promote via tweets, it will cost around $2.00 but if you are promoting
through accounts, for every new follower it is up to $4.00. However, the most
expensive type of advertising is if you want to promote through trends. To be
able to have your own promoted hash tag, it will cost around $200 000 per
day. When you think of how many well known brands advertise on Twitter,
you can see that their income will build up in a matter of days. For example,
a promoted trend would be at the top of the list so people will acknowledge
it and possibly click on the hash tag to see what it’s about.
http://www.marketwatch.com/investing/stock/twtr/financials
https://www.quora.com/How-much-does-it-cost-to-advertise-on-Twitter

https://sites.google.com/site/ppeterlawrence/legal-ethical-and-security-issues-of-twitter
http://www.grosocial.com/blog/pros-and-cons-of-twitter/
http://www.dailymail.co.uk/tvshowbiz/article-3286726/Chris-Rock-posts-controversial-joke-Lamar-Odom-coke-hookers-save-marriage.html
Legal and Ethical Issues
There are many advantages to using Twitter, however there can be
disadvantages as well. For advantages, to make sure there are no
false information on the site, they have decided to verify certain
accounts. Mostly these would be celebrities and so people would
know whether they are fake accounts. Another positive aspect is
that people’s tweets would have to be to the point due to the 140
characters limit. Also the site is very easy to use. Some of the
disadvantages would be that some find the 140 character limit too
restricting and like any other social media site, you can get a lot of
cyber bullying. Additionally, Twitter is more based around the ideas
of tweet rather than visual content, compared to Facebook which
has a mixture of everything.
It is well known that sometimes celebrities can have ‘Twitter feuds’
(arguments over the social media) or you’ll have them just
commenting on others. An example of this was when Chris Rock,
just days after being announced the Oscars host, made a remark
about Lamar Odom and Khloe Kardashian’s relationship. The post he
made was a bit controversial as some of his followers found it too
soon as Lamar Odom was found unconscious at a brothel in Nevada
and has to have a lot of recovery to follow. This shows that even
celebrities can cause a negative effect on social media which
doesn’t help a younger audience you look up to them. This could
count as defamation because Chris Rock wouldn’t know the exact
story so he is presuming and this story would also affect Khloe
Kardashian and Lamar Odom’s reputation.

Purpose
Evan Spiegel and Bobby Murphy were co-founders of Snapchat in 2011 and Spiegel is
now the CEO of the ever so popular social media product. The pair of them met at
Stanford University where Evan Spiegel was studying product design and Bobby Murphy
math. Before Snapchat became popular they tried to create a very similar app which
was called Picaboo but it didn’t become that well known, instead they decided to
rebrand and make Snapchat. Also recently they had turned down a $3 billion buyout
from Facebook and wanted to keep it as their own. After researching I don’t think
Snapchat have a slogan; however on the Apple website with information on it, they
use the phrase ‘Happy Snapping’. The connotations of ‘snapping’ can be that it is
something quick which relates to how many seconds the recipient can see the image
for and as for ‘happy’ the denotations is just that it should be a product which can be
enjoyed and doesn’t have negativity on it.
http://www.forbes.com/profile/evan-spiegel/
https://itunes.apple.com/gb/app/snapchat/id447188370?mt=8

Content
On the social media app, there are a lot of different pages you can be on. For
example, the discovery page, everyone’s stories, the camera, your chats and your
profile. The main colours they use are white, yellow, blue, red and purple. The
connotations behind this is that they are quite vibrant so they will attract their target
audience. Everything on the pages are very simple and it doesn’t look complex or have
each slide overloaded with features. When you are on your profile, it has simple links
so that you can see who your friends are and be able to add anyone who you don’t
have. On the stories page, it has organized features such as having recent updates and
then underneath it has stories you have already seen so you don’t have to keep
looking through the same ones.

On your profile page,
you can go to settings
where you will be able
to see everything with
regards to your privacy
for example.You can add your picture
onto your profile where
you can see what type of
score you have built up,
the higher the number,
the more you’ve been
‘snapping’.
When you go onto this
profile page, you can
have the option to see
what friends have added
you and you can search
for people that you
might talk to.

Target User
Primarily, Snapchat’s biggest users are in the US (55%) probably because it was made in America.
Also Europe is the next largest place for their target users at 33%. With regards to age range is it
around 13 to 24 year olds, however more people over the age of 30 are using the app. Many
younger people would use it because you can choose how long someone can see your ‘snap’
(picture) or video for and then they cannot see it again. Another feature which has become
popular is their ‘stories’ so everyone on their contact list can see their story for up to 24 hours.
This is another admirable feature because it’s a way of keeping people up to date with what you
are doing. Last year, it was recorded that there was 1.2 billion posted.
As well as demographics linking to age, you also have people who use Snapchat described as
many different groups, for example mainstreamers, aspirers, strugglers and explorers (Maslow).
This is because many people will document on their ‘stories’ of everything they are doing, such
as what is popular, their image, people going to parties and ‘snaps’ or videos on where they are
travelling. Many people who use Snapchat would be in the E group (socio-economic needs)
because it is more or less people who are students and could possibly be unemployed. As for
Katz, the target audience would be personal relationships because they would be communicating
to one another. When using Snapchat, someone users may have Dissociative Imagination due to
the fact that even though you can send ‘snaps’ face-to-face, if you don’t always talk in the ‘real
world’ then you can see them as this character where talking to them can distract them from
their demands and responsibilities.
https://www.quora.com/What-is-Snapchats-target-market-and-market-size-and-how-does-it-cater-to-that-market

Revenue
Although Snapchat has not been around for long, it is said that this year they will have
a $50 million revenue and possibly around $200 million next year. With this amount of
revenue, Snapchat is reportedly valued at $16 billion. The reason for Snapchat getting
this huge revenue is mainly because of their ‘sponsored lenses’ this is where people
can use front camera of themselves and add filters to alter the way they look. It can
cost $450,000 just for a normal day but if you go for a ‘peak day’ which are well
known holidays such as Halloween, it will cost you $750,000. Due to it being in popular
demand, many brands are signing for next year with $10 million commitments.
Another way where Snapchat can earn money is through streaming live events and
having stories which change content every 24 hours. This only started in January 2015
but with a 20 million view story, that is about $400,000.
http://recode.net/2015/07/31/snapchat-revenues-50-million-still-needs-cfo/
http://www.techinsider.io/snapchat-is-on-track-to-generate-100-million-in-revenue-2015-10

Many people can have mixed views on Snapchat. To start off with the positives, it is something new
and not like other social media brands and it’s a good way to stay in touch with people you may not
all the time. Also some people like the idea that they do not last forever and you can choose how
long your ‘snaps’ are and whether you want to show everyone or just a contact. However, this social
media brand in particular is used for ‘sexting’ and many people have become victims of their private
photos being leaked because people will screenshot the photo which saves to their phones and lasts
for however long they decide to keep it. This is extremely dangerous for many young users because
they can feel pressured to send them and it also promotes unconventional behavior. Apart form that,
another disadvantage would be that there is a set limit to how much you can type on the picture so
it can be hard for actually having a conversation.
Some of the issues with celebrities having Snapchat is that they can cause controversy and cause a
lot of people to talk. An example of this was when Lily Allen went to a carnival and was posting
videos on her ‘story’. In one of them someone is holding a bag of white powder and it was believed
to be drugs. This caused a lot of people to wonder what she was doing. From this, it could’ve made
a bad influence due to the fact that a lot of people look up to her and may think drugs are a cool
thing to do when it isn’t.
http://nationalave.com/hodgepodge/chandlerdutton/the-pros-and-cons-of-the-snapchat-update/1402/
https://uk.celebrity.yahoo.com/post/128024245974/lily-allen-causes-a-stir-with-white-powder

http://www.journal-news.com/news/news/local/sexting-scandals-shine-spotlight-on-increasingly-p/npMyC/
Legal and Ethical Issues (continued)
As well as having celebrities being bad influences, a lot of problems can be caused by
Snapchat among teenagers. This is because ‘sexting’ has become a very popular
activity in that people will send nude photos of themselves to classmates. It can
create a lot of consequences if someone does decide to do this because for a lot of
people it will damage their reputation and will get negative comments made about
them and people will think differently of them. When the law is concerned, some
states in America do not have any punishments but the majority have a law which is
specifically for addressing sexting between minors.

Purpose
The two main important people for Instagram is Kevin Systrom and Mike Krieger. They were
both co-founder of the brand but Kevin Systrom is also CEO whilst Mike Krieger works within
technical lead. From the start Kevin Systrom wanted Instagram to be about simplicity and
wanting to inspire people to be creative; this has lead everyone from celebrities to brands
and teens to each story tell through creativity and from a visual aspect. The connotations
of wanting everyone to be creative could be that he wants people to express themselves
visually as well as through words like other social media products do, such as Facebook.
This is why Instagram’s corporate logo is ‘Capture and Share the World’s Moments’ and the
connotations of this is that you should share the different experiences that you want
everyone to know about. Before hand, Kevin Systrom had helped with Twitter when it was
called Odeo and has also worked at Google. As for Mike Krieger, he has to make sure that
the brands allow everyone to be as creative as possible and before Instagram he worked at
Meebo and was a designer and front-end engineer.
https://instagram.com/about/us/
https://www.quora.com/Whats-Instagrams-corporate-slogan-What-does-it-mean
https://itunes.apple.com/us/app/instagram/id389801252

Content
Similarly to Twitter, Instagram have a colour scheme of blue, white and a little bit of grey/ off
white. In my opinion I would say that from the pictures is has more of a simple look about it
because there are only three conventions on the navigation bar and as for your homepage, it is
just your feed of the people you follow. Just like other social media products, you can comment
and like the images or video posted but they also have the hash tag convention like Twitter so
that if you want to see more images like the hash tag describes, you just click on it and it
automatically searches it. Furthermore, Instagram also promote on their sign in page that you
can download the IOS or Android app so you wouldn’t always have to go on the internet to use it.

As you can see the navigation bar has only three
links; home (Instagram), the search bar and your
profile. Also it doesn’t have any advertising
down the side and just has your timeline of
people you follow posts.
On the comments, you can see who liked the
image/ video, like it or write your own
comment. There is also an option if you would
like to report and image by clicking on the ‘…’.

Target User
If you do not have an account but wish to sign up it is completely free and you can also download the
app on Apple products and you can have it on Android as well. Although Instagram has only been around
since October 2010, in the past 5 years they have reached to over 400 million monthly actives, 3.5
billion likes everyday and more than 80 million photos being posted everyday. Also back in April 2012,
Instagram joined Facebook so that your pictures on Instagram will show up on your timeline when you
log into Facebook. From looking at the different ages of users on Instagram (17-34), there would be
people who are aspirers (Maslow) because they might want to show everyone what materialist products
they have or post their pictures which convey their persona. Although, like Twitter you can get
explorers due to the fact that they may post images or videos linked to their individualism for example,
if they create unique artwork or any travels that they’ve been on. Furthermore, Instagram can be used
to entertain (Katz) because the people who go on Instagram is to get enjoyment of looking through
their timeline and forgetting about their worries briefly. With socio-economic needs, it would be groups
C1 to E because a lot of younger people who use it may be students or unemployed. Therefore with
regards to psychographics, they are young adults and generally use Instagram to post about their
hobbies and share moments with friends and family, not necessarily for business reasons and of working
class or in education. With online disinhibition, people who use Instagram may have Individual
Differences due to the fact that people will post pictures or videos of something personal which they
don’t mind everyone seeing, for example if you have a historic background and post something family
related.
https://instagram.com/about/faq/
https://instagram.com/press/
http://www.adweek.com/news/advertising-branding/new-social-stratosphere-who-using-facebook-twitter-pinterest-tumblr-and-instagram-2015-and-beyond-1622

Revenue
At the moment, Instagram have had about $57
million in ad revenues alone and is expected to
increase up to $2.39 billion by 2017.
Unfortunately, Instagram do not give a lot of
information on how much advertising costs but it
has been said that executives have mentioned
before how advertising can range from $350,000
to $1million per month which is quite expensive.
Due to Instagram’s increasing popularity, it is
thought that this year they will make around
$700 million and by 2020 they could have a
revenue of $5.8 billion. This is definitely a lot
more than other companies and they also mainly
get their income from adverts. It has only been
recently that Instagram have been involved with
other big brands such as Facebook so they get
some of their income from them.
http://www.emarketer.com/Article/Instagram-Mobile-Ad-Revenues-Reach-281-Billion-Worldwide-2017/1012774
http://www.shortstack.com/how-small-to-medium-sized-businesses-can-advertise-on-instagram/
https://www.quora.com/How-do-Whatsapp-Quora-Instagram-make-money

Like any other social media brand, there is both advantages and disadvantages. For the positives one of the most
important ones are their privacy policy because if you set your account to private settings, if someone wants to ‘follow’
you, they have to send a request and you can choose whether to accept it or not. This is an excellent idea because it
would reduce the risk of anyone who may cause offence to look at your account. Another positive is that it is a way for
people to have a look back at old memories and also it is a way of staying in touch with people you may not have seen
in a while. As for negatives, although it may seem fine to anyone using the location tag, it can be dangerous especially
if you are younger because any of your followers or if your account isn’t private will know where you are. Moreover,
because you now have private messaging on Instagram, this could result in explicit images being sent which can also be
a problem with other brands such as Snapchat.
Unfortunately, as social media popularity increases, so does the negative effects. An example of this would be for any
brand because anyone can be an ‘internet troll’. These type of people are those who go out of their way to
intentionally cause offence and want to start an argument on a topic which can be very controversial. On Instagram this
has happened recently to football player Raheem Sterling. On the website he posted a picture of him with his daughter
and niece and most of the comments were related to ethnicity and so he received a lot of racist abuse. One aspect
which can make stories like this worse is that even his girlfriend suffered from the abuse because of his race, he got a
lot of comments made about his choices within his profession. As it stands, not a lot can be done legally about the
‘trolling’ situations.
http://resources.uknowkids.com/blog/top-pros-and-cons-of-using-instagram
http://www.dailymail.co.uk/sport/sportsnews/article-3303482/Raheem-Sterling-subjected-vile-racist-abuse-Instagram-sharing-snap-young-daughter-niece.html
http://www.theguardian.com/technology/2012/jun/12/what-is-an-internet-troll

https://ico.org.uk/media/for-organisations/documents/1600/social-networking-and-online-forums-dpa-guidance.pdf
Social media products need to conform with the legislations within this law. When
you process any personal information, the Data Protection Act will not apply. In
section 36 it states that ‘Personal data processed by an individual only for the
purposes of that individual’s personal, family, or household affairs (including
recreational purposes) are exempt from the data protection principles and the
provisions of Parts II and III.’. However if you are an organization, section 36
cannot be used. This is because they have responsibilities under the Data
Protection Act which are ‘if they post personal data on their own or a third
party’s website, if they download and use personal data from a third party
website, if they run a website which allows third parties to add comments or
posts about living individuals, and they are a data controller for the website
content.’. Also if you are a sole trader and will process personal information, you
have responsibilities under the Data Protection Act.

Within the Twitter company, if you live in the United States, then they will control all your information but if
you live outside of the States then it’ll be with the Twitter International Company. In Twitter’s privacy policy,
they say that your name and username will be shared publically because it'll be in your profile but it is your
decision if you want to include your phone number. If you decide to login with a third party application, you
allow Twitter to share your information. In some respects, Twitter do conform to using personal information
but it about the way you login and whether you want them to as well.
In Instagram’s privacy policy, they have a section about what they will use your information for, so you will
know exactly what they are doing and then conforming because you know exactly what is shared. A few
examples are providing personalized features such as specifically targeted marketing strategies, developing and
testing new products and automatically updating the software on your device. Moreover, the next section is
about how they share your details. They will share your details with any parties from the same business who
are legally in the same group as Instagram and they may choose to share your details with to the public when
you voluntarily post any content. Again Instagram do let you know how they process your user content so you
should be aware of it.
Unfortunately, not many people were happy with Snapchat’s recent update due to the privacy policy. This is
because they can access, screen and delete any of your content for any reason that they like. Also they can
publically display any content in different forms and with it’s business partners as well. Some will see this as
Snapchat going against the Data Protection Act because their user content is not protected and can be used at
whatever point Snapchat want to.
https://twitter.com/privacy?lang=en
https://help.instagram.com/155833707900388/
http://uk.businessinsider.com/snapchat-privacy-policy-update-explained-2015-10

Does social media ‘erode normal social behavior’ (Noam Chomsky)?
In my opinion I would say that it definitely does erode normal social behaviors such as communicating with
each other and anyone around you. As well as that when you see a lot of groups together, they are usually on
their phones and are more likely to be on social media and they use that as a way to talk to their friends, for
example showing them a video or something that has happened recently in celebrity news. Additionally, Noam
Chomsky thinks that social media and communicating to friends that way is causing distractions for example
students not getting their work done because they are more focused with what is happening with their friends,
video games and just scrolling through social media.
On Instagram, there was an example of how social media erodes social behavior. It was about a NYPD officer
posting pictures about arresting protesters and causing offence to users due to the content he was posting but
is now deleted. This is an example of eroding behavior because a police officer should not be posting any
hatred on his personal account. By people seeing these posts, it changes the way they view their police
department who are supposed to protect them and could cause physical affects and this is another way of
eroding behavior because social media should bring people together not create more disagreements.
This story can also promote moral panic (Stanley Cohen 1972) because by the police officer posting these type
of activates on Instagram, it fuels more unacceptable behavior and a group of people will react in a possible
angry way.
http://thesocietypages.org/cyborgology/2011/10/19/followup-chomsky-on-social-media/
http://www.newfoundations.com/GALLERY/Chomsky.html
https://www.rt.com/usa/329020-queens-cop-racially-charged-posts/

Positives Convergence Negatives/ Dangers
Twitter • You can get to the point. Therefore it is
easier to find out any information
because of the 140 character limit.
• It is easy to see what is trending all
around the world so you can keep up to
date. This was made possible through
hash tags.
• You can use it on any type of product.
For example phones, laptops and
tablets.
• Twitter allows people to access a lot
of different types of entertainment.
For example tweets, videos/ vines,
pictures/ memes and links to other
websites. This gives everyone the
experience that they want (Jenkins-
2006) because there is so much
freedom with what you can do.
• One of the main negatives would have to be
how trends can spread dramatically and it
can be because of celebrities as well. An
example of this is the
#kyliejennerlipchallenge. Many fans had
made their lips swollen to look like hers when
Kylie had actually got lip fillers. This affected
a lot of people's mouths and happened due to
it trending and too many people wanting to
be like their idol.
http://uk.eonline.com/news/648544/kylie-jenner-lip-challenge-
produces-terrifying-results-teens-this-is-not-the-way-to-plump-
your-pout#
Snapchat • It’s a new platform for social media so
mainly having videos and photos. However
you can still have private messaging.
• You can have ‘stories’ which means
photos and videos as your status instead
of text.
• People like the feature that the ‘snaps’
don’t last for long and can pick how many
seconds.
• Recently being able to have different
effect on your photos and videos. For
example you can speed up, slow down
and reverse your videos which can
create very interesting ‘snaps’. This
gives everyone a good experience
(Jenkins-2006) because it’s not really
been done before and can be
entertaining.
• Snapchat is widely involved with people be
subjected to send inappropriate ‘snaps’.
Unfortunately some people will screenshot
them so that they last for however long they
keep them and then they can spread across
groups. http://www.journal-
news.com/news/news/local/sexting-scandals-shine-
spotlight-on-increasingly-p/npMyC/
Instagram • One of their newest feature is direct
messaging. Many people like this because
you can send a private photo to people
that you may not necessarily want to
post.
• If you have multiply social media accounts
you can have the option to post the same
picture on all of them which can make it a
lot easier for some users.
• Being able to add different filters and
posting amazing pictures which can look
professional is also what people like.
• Having the ability to share as many
photos or videos as you would like,
Instagram is very popular especially
during holidays. This gives the people
the entertainment (Jenkins-2006) that
they want because they can then look
back on the memories from the
photos/ videos that they posted.
• Unfortunately like any social media there are
controversy. A recent example is a very
popular girl who had a lot of followers had
decided to quit Instagram because there was
a lot of fake activities happening, such as her
being asked to have an online relationship to
build followers and that many people do this.
She turned down the offer and thought it was
sad how people actually do it.
http://www.theguardian.com/media/2015/nov/11/insta
gram-star-essena-oneill-fake-social-media-couples
http://www.grosocial.com/blog/pros-and-cons-of-twitter/
http://www.alphr.com/blogs/2009/03/05/20-good-and-20-bad-things-about-twitter
http://www.adweek.com/news/technology/here-are-pros-cons-snapchat-taking-ads-160667
http://nationalave.com/hodgepodge/chandlerdutton/the-pros-and-cons-of-the-snapchat-
update/1402/
http://www.scandigital.com/blog/digital-photography/the-pros-and-cons-of-instagram/
http://news.yahoo.com/holiday-convergence-means-instagram-overload-202209626.html

http://www.seattletimes.com/seattle-news/yik-yak-on-campus-safe-space-to-vent-or-forum-for-hate-or-both/
The social media brand Yik Yak is facing bans in US colleges due to the fact that it can
promote cyber bullying. If many people vote for the post made, meaning that they
liked it, the comments will stay up for quite a long time. However, if many people
vote it down and don’t agree, the post will expire over time. The reason why people,
especially students, like this app is because you can post everything anonymously and
no one will ever know it is you. This is why is can also be known as a promoting hate
app. Andrew Keen (2011) said that because products like these are effectively
encouraging cyber bullying and that is it anonymous, there is no shame in what people
are saying due to the fact that someone could be receiving hate by someone in their
area but just not know who is doing it. Additionally, seeing hurtful comments online
can be upsetting enough but at some US universities, it can cause a physical effect
too. An example of this is that some places on the campuses can feel isolating,
especially if you are part of a minority due to comments being made on the app.

https://www.surveymonkey.com/analyze/A0R2uePJiOwyomEI_2B9ZmiLQMlOW7UX_2F7fbACtLVsvXM_3D
I had recently sent a survey out so that I could see what type of people use social
media and why. There was a total of 6 generic questions in which I can gain a lot about
social media.
For question 1 I asked about what age they were to get the demographics and that is
also why I asked about their gender. These results convey that it is the younger
generation which use social media and could also predominantly be males more than
females.

Another factor which is important is how often
they use it and as you can see they use it
everyday. This implies that they may use it to
know what is happening or to communicate with
friends. Next I then went on to ask what
features people like about the different brands
and from my results, it conveys that people like
the simplicity and the easy access and this is one
of the key features that I would focus on.

As well as the positives, you need to know the negatives because you need to know how to
improve the various brands. One of the problems is needing internet, so one of the features
to focus on is that if you don’t have Wi-Fi, make sure your product doesn’t use a lot of
data. Additionally, there can be some people on there pretending to be someone their not
and that can sometimes put people off because then you won’t have the individuality and
realness from everyone. Moreover, to have a bit more of a background on what people like,
I asked them on their favorite social media brand and there is a variation. Many of the
comments are about the simplicity, how everyone is brought together and how products
such as Snapchat are a different form to communicate.

Pay-Per-Click Advertising
This type of advertising is when search engines such as Google allow businesses to buy
listings so that they will be at the top of the results which mean people will click on
the link and go to their website. You will be charged a certain amount depending on
how many people click on the link. For example, you could bid $0.15 on one widget
but if 100 people go to the website, then you will be charged $15.00.
Sponsored Advertising
This technique is used because nowadays, no one is interested in looking at the
advertisements down the side of the screen so many people get paid to write an
article for example so that it is less obvious to the reader that it is advertisement.
Personal Recommendations
As far as advertising is concerned, 84% of people said that this is the best source
because you know it is trustworthy. Therefore, if more people start to trust your
website and its uses, then they will spread the word to their friends and family which
will result in more customers.
https://www.portent.com/services/ppc/pay-per-click-explained
https://moz.com/blog/everything-you-need-to-know-about-sponsored-content
http://www.nielsen.com/us/en/insights/news/2013/under-the-influence-consumer-trust-in-advertising.html

http://www.promisemedia.com/online-advertising/online-rate-card-tips-and-guidelines
https://www.instagram.com/p/-J6n4XgBEE/?tagged=ad
https://twitter.com/search?q=%23spon&src=typd
Similarly to advertising in print (space) and
broadcasting (time), your ads are set at specific
pixels and where you can place them on the website
page. The variation in the different sizes are 65520,
75000 and 96000 pixels. As for any advertising, where
you position it also has a factor, for example
leaderboard, pencilbar, rectangle and a skyscraper.
Moreover, the prices can vary a lot on sizing and
where it is. Some of the prices are based on the
amount of impressions they include such as $10 per
thousand impressions or it depends on how the the ad
is up for, for example $50 for a day and $200 per
week.
As you can see, there is a variation on all aspects for
advertising but it is all about what size, where you
position it and then that’ll determine how much it
will cost. The positioning is important on where you
will place it because if you decide to have an
advertisement of a social media product next to
another one, that creates a lot of competition but if
you advertise where your target market is likely to
visit a webpage, advertise there. With the social
media I’ve looked at, it is mostly Instagram and
Twitter who have pay-per-click and sponsored
advertising. An example of this on Instagram is
someone advertising Essie nail varnish. Also Twitter
have the #spon so you know if someone is trying to
advertise.

https://www.youtube.com/watch?v=62NnPg2Ds5w
Out of the three social media products that I’m
researching, Instagram doesn’t seem to have an
advert. As for the Twitter advert, it was when
the world cup was starting and they were
promoting their brand but also their hash tag
convention to get people involved in all the
events happening. You can tell that it was a viral
advert because it had over 1 million views and it
is about sharing and enjoying all of it. Moreover,
this advert was typically longer than most
traditional times because it was for 1 minute
and 12 seconds and most are only 30 seconds.
This could be because they wanted to captivate
the reader with their effects of using the Twitter
logo and they would get a lot of viewers because
most people are a fan of the world cup. The
connotations of having the bird fly away once
they tweet could be because once you make a
tweet, everyone in the world could possibly see
it and Twitter said that they can do all of this
with no barriers and birds have a lot of freedom
by being able to fly anywhere they want.

https://www.youtube.com/watch?v=UbOMqA2AOIk
With regards to the Snapchat advert, it was
about introducing their new feature which was
the discovery page. This advert was shorter by
about 15 seconds compared to Twitter’s advert
and didn’t get as many views but that could be
because Snapchat hasn’t been around as long as
Twitter and would still be building their target
audience. However, this advert was still very
visual and by showing clips of what is on each
discovery page, it makes the viewer want to find
out more and actually go on to the app and see
what it is like. Even though it is about their new
feature, they still have their logo in the
background for even more advertising and
creating more of a recognizable brand identity.
The connotations of this could be that while you
are discovering new features on the app, many
people could still be discovering the whole brand
which creates more users because they are now
advertising on TV and it’s being posted on
YouTube.

On Snapchat, at the moment you do not get any
advertisements while using the app or looking on the
discovery page. As for Instagram and Twitter, any company
and brand can advertise so there isn’t any specific criteria of
what you can advertise. For example, jeans, makeup,
concerts, cars and music albums. Furthermore, they don’t
always have to have #spon or #ad because the company
could just tweet or post about their new products or if they
have any collaborations.

Not long ago Instagram had joined Facebook so that if you wanted to, you could
upload the same thing all in one go and won’t have to do it separately. This would
benefit Instagram because Facebook has been around longer, it will already have a
large and similar target audience so Instagram could use this to gain more people who
are interested in the product. As for Snapchat, I do not think they are linked to other
social media apart from YouTube in which they can advertise and promote the product
and it’s uses, for example that advert about promoting YouTube. As for Twitter and
Instagram can link to it so any pictures or videos you post can be uploaded to Twitter.
Similarly to Instagram also, Twitter is connected to Facebook this means your tweets
and retweets can appear on your wall. Additionally, you can use the privacy settings so
you can decide who will see this on your Facebook wall. All of this will benefit each
social media because the more people that see their logos, how the product will work
and getting more people to be involved will gain more recognition and it’ll almost be
like subconscious advertising.
http://instagram.com/press/
https://www.youtube.com/watch?v=UbOMqA2AOIk
https://9clouds.com/2015/02/26/share-instagram-posts-other-social-accounts/
https://support.twitter.com/articles/31113

User Generated Reviews/ Distribution by Users
For Twitter, most people think that it is amazing and that it’s very easy to use and
that you can find out what is happening around the world via the site, not necessarily
reading the news. However, many people think that if they spend too much time on it
then they are just wasting their life not doing anything. Also some believe that there
should be more uses and services for the users and that other social medias such as
Facebook and LinkedIn are more useful. Additionally, it is said that Twitter has some
issues with privacy as it asks for your phone number (optional) and the level of
security you have on your tweets, for example whether only followers can see your
content. Also the fact that Twitter has mature content, young teens shouldn’t be using
it because the word mature signifies that only adults should be seeing certain
information and that young people may not understand it.
http://www.sitejabber.com/reviews/www.twitter.com
https://www.commonsensemedia.org/website-reviews/twitter#

As for Snapchat, while many people think it is a unique and new way to talk
to friends, it has got a negative opinion. This is because many parents have
said that you can’t always keep an eye on what their children are sending.
Also you can’t always trust that people won’t screenshot images, especially if
they are sexual or violent. This is why the brand has become known for a
‘sexting platform’. Also due to having the different discovery pages, they
don’t decide what type of language is put up. The main advantage to
Snapchat would be the ease of play which is the fact that the layout is easy to
use and doesn’t have complicated features.
https://www.commonsensemedia.org/app-reviews/snapchat#

Lastly, Instagram has a slightly more positive response than Snapchat. This is
because majority of people think that it is safer than other social media such
as Facebook due to the fact that you can adjust your privacy settings to suit
you. However, if your child has an account you should make sure that they are
only following friends and family and not anyone they do not know. Moreover,
like other social media platforms, you will get mature and inappropriate
content posted but you can also report it whereas I don’t think you can as
easily with Snapchat for example. By adding the advised age of who should be
using Instagram, it should indicate of the type of content posted.
https://www.commonsensemedia.org/app-reviews/instagram

To conclude, I have researched three really popular social media products so I can see
what their purpose was, layout and how they advertise. Additionally, it was important
to look at the negatives as well as the positives and convergences. This is important
because I will need to know what features people will like and any risks that could
happen. Moreover, knowing what type of target audience they have, I can see what
mine would be like and know what would be a good way to advertise through
researching the variety of ways.

1. Mind Map Ideas Slide 44
2. Hand Drawn Drafts Slide 45- 48
3. Final 2 Ideas Slide 49, 50 and 51
4. Colour Scheme and Logo Slide 52
5. Photoshop Drafts Slide 53, 54 and 55

Ideas
Colour Scheme
Berry colours with
white and maybe
light greys.
Colour Scheme
Mint green or
different shade of
blue.
Colour Scheme
Have shades of orange with
black and white.
Compete
with Twitter because
they always have the
latest news.
Compete
with Instagram because you
can look back on everything
you have posted.
Compete with my
researched
products because
on any of them you
can write what you
like.
Convergence
will have a phone app, images and
videos for more of a visual effect.
Convergence
will have a phone app and
images, maybe not videos.
Convergence
will have a phone app, images,
videos and writing. It’ll let you use
whatever format you’d like to use.
Homepage Features
Be able to see the latest news
on their feed, have a log out
option and your profile.
Homepage Features
Be able to see what other
people are saying and have
a link to your profile.
Homepage Features
Be able to see your feed
and what other have put
on their timeline.
Slogan
What do you want to
remember?
Slogan
Express yourself.
Slogan
Always changing.
Target Audience
Primarily young
adults as they are
interested in all the
new trends and
what is happening.
Target Audience
Mainly younger people such as teenagers
so they can look back on all their
memories.
Target Audience
Anyone can use this as it is a change
for them to say what they like.
Synergy
There will be synergy
with other social media
such as YouTube,
Instagram and Twitter.
Synergy
There will be
synergy with other
social media such
as Facebook and
Twitter.Synergy
There will be synergy with social
media for example Yik Yak and
Twitter.

Here are my hand drawn drafts for one of my ideas called Babble. It
has a simple layout and oranges shades. I’ve gone for orange because
it has the connotations of energy and passion and if you’re writing
about topics you’re interested in, then you’re going to be passionate.

Here is my first set of hand drawn drafts
and as you can see, the name is the most
bold convention. Also it had a neat set
out and is quite simple.

These are my second idea layout and
this one has a bit more colour and some
of the conventions such as the name,
images and the way the stories have
been laid out have changed.

These are my hand drawn drafts for my
profile page and as you can see, they will
have a profile picture, information about
them and then their timeline so what
stories they have posted about or
commented on and lastly their activity so
if they have liked any stories and what
they have recently looked at.

Out of the three ideas, my final two would be Babble and Iridescent.
Babble’s purpose would be a way of allowing people to express themselves and have different
conversations and a way to vent on different topics. Therefore the content would contain
trending topics of various interests, for example sport, and can search for any conversations.
This is what would also be on my homepage features as well as links to a profile page and all the
legal and ethical guidance. I’ve chosen the name Babble because the connotations of it would be
the idea of constant talking and this is what would happen on this social media. As for the slogan
‘Express Yourself’, this means that with everyone's different individuality and what they are
feeling, they can talk about whatever they want and express their personality for example.
Babble would compete with the likes of Twitter and Facebook because you can write whatever
you like and on a variety of different topics. As for convergences, I would keep it quite simple
and that you could have images and possibly use videos. For my layout it wouldn’t be overly
complicated as you want the users to have ease while using the brand otherwise it would have a
negative response. With my colour scheme, I would want to have different shades of orange with
black and white because it isn’t the standard blue shade and orange has the connotations of
energy and passion and this is what you’d portray within your posts. Lastly, for target audience I
would generally have the younger generation/ young adults using it as you don’t always have
older people writing posts about different subjects. Therefore my socio-economic needs would
be C1-E because younger people wouldn’t have the highest paid occupation/ high ranked job and
as for Katz you could have people labeled under diversion due t the fact that writing posts can
be a way for them to escape their everyday lives.

One of my final ideas will be Iridescent. This is because everyone wants to know what is
happening around the world and what is trending. Therefore my purpose would be keeping
everyone up to date on current affairs such as politics, fashion, celebrity and sport. Social
media products which have inspired me are Twitter because everyone can see what is most
popular through their hashtags. Also the way YouTube have the red and white for their
colours. The connotations behind the name Iridescent is because it means the colour
changes when you look at something differently and this can mean in this instance that
news always changes and can have different views. Furthermore, this is the reason why my
slogan would be ‘Always Changing’ because there is something different happening all the
time. In some respects my product would compete with Twitter due to the fact that news
spread quite quickly on this site and they also have a trending page. Some of my
convergences would be very visual to grab the users attention such as having images and
videos. Also I would make it into an IOS or Android phone app so people can see the news
while on the move. As for homepage features, you will be able to see straight away what is
popular and see if that’s what the user would be interested in and also have links to the
different categories and a profile link where you’ll be able to log out. These features would
have an organized layout by having all the links across the top and the homepage news
being neatly laid out into different sections.

My colour scheme will have berry colours such as a wine red along with whites and maybe light
greys and I think this will look professional and these colours are different compared to your
traditional blue social media products. As for the type of font styles, they will be clear and easy
to read so that the user doesn’t think it looks over complex and messy. My social media brand
will be in synergy with social media such as YouTube, Instagram and Twitter because if there is
news and it was on these products, then I can use this in the stories. Also people would be able
to share the stories so that everyone can see and therefore expanding the brands recognition.
Lastly, my target audience would be primarily young adults as they are more interested in
everything that is happening around them. Their age will roughly be around 17- 30 years old and
be in the C1 to E categories (socio-economic needs). Also they would be explorers and reformers
(Maslow) because they want to seek discovery and enlightenment and be aware of what is
happening. There would be groups for diversion and surveillance (Katz) because they can escape
from everyday life and find out about other people lives for example. As for online disinhibition,
for my website you could describe some users as Solipsistic Introjection because if they are
having a conversation with someone on a topic and that user has a private account and no
picture, they will start to think what they look or sound like.
I have decided to go with the idea of Iridescent because people want to know what is happening
around them on all different types of topics.

As you can see, I will be having the font
Dreams Orphans for my logo and for my app
because the name would be too long to have, I
would just have the letter I but still in the
same font. The reason for not changing the
font is because you will want people to
recognise what the house style is straight away.
Also my font choice can be compared with a
mixture of Instagram's and Facebook’s font
because it is quite soft and is close together.
For my colour scheme, I will continue to have
this bold colour mainly for my logo and any
conventions that I want to stand out. Apart
from that it will be quite simple with light
greys/ off white colours mainly for
backgrounds and then possibly add some black
such as the text and other conventions. For
example my slogan. The connotations behind
the berry/ red colours is the news can be in a
form of urgency and this is what the red can
symbolise.

As for my graphic layouts in Photoshop, you
can see that it is simple and wouldn’t be
too much to look at.
For the sign up page, I would have an
image just to make it more visual and make
the user excited and have a good
impression of the website.
For my homepage, it would have the most
popular stories and on the navigation bar,
the page you’re on would be highlighted so
that the user would know what they are on.
At the bottom of my website I will have
links to all of the copyright, privacy policy
and terms and conditions information. This
is because it would be like other social
media platforms and Twitter was my
inspiration. Also on each of the different
pages, I will have my synergy with social
media at the bottom due to the fact that
on some links you can go to other social
media products, for example Facebook has
links to Instagram.

My other graphic layouts have a similar
effect but they also have a phone app
advertisement so that people would know
that you can also get everything on their
phone.
My most popular section on the homepage
is set out in vertical stories just because
you can see more of what is happening
instead of having to scroll down a lot. I
really like how I have a faded background
and also the use of more of the bright
colour to make it more captivating. Like
on my other layout, I will have the
copyright, privacy policy and terms and
conditions information at the bottom of
my website, just like other social media
products such as Instagram. Furthermore I
will have my synergy with social media
next to this. I will include the logos
because on other social media such as
Facebook it only has the links to other
brands, for example Instagram.

Here are my graphic layouts of
my profile page. As you can see
there are some similarities such
as the activity and profile
picture convention. Although
there are some differences for
example the rest of the layout
with regards to the about and
timeline conventions. Like my
other pages, at the bottom will
be the information about
copyright, privacy policy and
terms and conditions so it is
always accessible if someone
wants to see it. As for having
other social media, I may add it
onto this page because the user
might want to link their social
media together.

To conclude I have chosen Iridescent as my final product idea. This is
because everyone likes to know what is happening all the time and there
are many interests such as politics, celebrities and sport. Furthermore, I
have looked at what my target audience would be and what type of social
media products I would be up against. Additionally, I have created hand
drawn and Photoshop drafts to have a clear representation of what the sign
up and homepage pages will look like.

1. About the Product Slide 59, 60 and 61
2. Website Functionality Slide 62-68
3. Production Plan Slide 69, 70 and 71
4. Revenue Slide 72
5. Legal and Ethical Issues Slide 73- 77

For my product the purpose will be a way of informing everyone on current affairs from politics
to music and sport and so it is similar and have similar content to Twitter’s trending page as
everyone knows what is happening because of this. Also on Snapchat they have their discovery
page and so my website would be all of that in one. This will allow users to communicate over
similar interests and learn more about what is happening around them. It specifically offers
multiple platforms that you are not restricted to what story you read. For example, on YouTube
you can’t watch certain videos because for age consent. However, to make sure that no young
people see something bad, the site will advise what age you should be using the product.
On my website, you have links in the navigation bar (home, politics, celebrities, music, fashion
and sport) and you will be able to see your own profile also. My idea is good for everyone to
communicate on as well because you can speak to one another on different stories, for
example.
Some examples of the features I will have is a phone app for easier access to it, having different
convergences such as video and images to make the website more visual and then it’ll look
more inviting and interesting. Other features which are important is that there will be links to a
contact us page, terms and conditions and privacy policy so the users would know how their
information is used. Furthermore, it would have a continuous house style to build that
recognition and will have a simple appearance so that if it was complex, it might put off the
user.
My unique selling point would be that you can find out any popular stories of your choice and
also have chance to have conversations with others about your interests and it would be free.

I decided to go with the name Iridescent because the definition of it means that the
colours of something can change depending on the way and angle you look at it,
therefore the connotations behind the name is that the news is always changing and
people have different views and opinions on various topics.
As for my colour scheme, instead of going with the traditional blue colours like other
brands such as Twitter and Facebook, I chose a more reddish colour with greys and
whites because then it is more unique and this is why I believe YouTube has a
recognizable logo as well due to the fact that it has different colours compared to the
rest.
My font style for my name is in ‘Dreams Orphans’ and I think that it is very sophisticated
looking, not hard to read and it isn’t messy so people would not struggle to read it. Also
because of the thickness of the text, with the bold colour, it makes the name eye
catching and want to know more about it. My font choice can be compared with a
mixture of Instagram's and Facebook’s font because it is quite soft and is close together.

An important factor to consider would be whether I will be in synergy with social media. I
am more than likely going to because to have a variety of platforms will attract the users.
The type of other social media would be YouTube so that stories can link videos, also
possibly Twitter due to the fact that they can share to story on their feed and maybe view
other stories on their too. Users would be able to use these brands due to the fact I will
have links to them on my page by having their logo. As for my target market, they would
mainly be young adults as they tend to want to know what is happening around them more.
Additionally, they would be around 17 to 30 years old and will be a mixture of male and
female. With regards to socio- economic needs, they would be from C1 to E as the younger
generation are students or may not have a job and some people of a young age do not have
the highest paying occupation. My target audience would be explorers and reformers
(Maslow) due to the fact that they seek discovery and want to be aware of what is
happening in any type of news around the world. Lastly, it could be more working class who
would be interested in my website but also young people who like to know what has
happened in recent times (psychographics) and there would be groups for diversion and
surveillance (Katz) because they can escape from everyday life and find out about other
people lives.

Login Page
Sign in Register About Privacy Terms Help
Home Page
New
profile
page
Contact us
Frequently
asked
questions
Your
Account
Website
Conditions
Policy
License,
royalitites
and
copyright
information
for example.

Profile Page
Log Out Edit Page About Privacy Terms Help
Home Page Contact us
Frequently
asked
questions
Your
Account
Website
Conditions
Policy
License,
royalitites
and
copyright
information
for example.

Home Page
Profile Register
New profile
page
Contact
us
Frequently
asked
questions
Celebrity Music Fashion Sport About Privacy Terms Help
Your
Account
Website
Conditions
Sign Out
Policy
License, royalties and
copyright information for
example

For my body text of the website, I
will use the font Dreams Orphans for
my logo and then I’ll use the single
letter ‘I’ with the same font as my
app logo because the whole name
would be too long. Also it’ll build
brand recognition because it is easy to
remember and has a different colour
to other social media products. The
connotations behind the berry/ red
colours is the news can be in a form of
urgency and this is what the red can
symbolise. As my social media would
be about people communicating about
the most recent news.

These are my profile page hand drawn and Photoshop drafts. As you can see they have the same house
style and a simple layout so it is not overly complicated for the member to use. So I’ll have the link to
either logout or go to the homepage, the profile picture, information about the member and then have
their activity so you can see what news they are interested in. Another feature which I may add would
be about logging in with your other social media accounts so everything is connected and linked
together. This inspiration has come from being able to log in to Instagram with your Facebook account.
Inspiration from Facebook for
example with the different links.
Synergy with Facebook.

https://help.instagram.com/478745558852511
After looking on Instagram's terms page they outline the basic terms, general
conditions, rights, reporting copyright and IP violations, disclaimer of
warranties, limitation of liability, indemnification, arbitration, time
limitations on claims, governing law and venue, entire agreement and
territorial restrictions. Then on their privacy page they include information
they collect, how they use it, sharing your information, how they store it,
your choices about your information, children’s policy, other websites and
services, how to contact them about a deceased user, how to contact them
and changes to their privacy policy.

Terms and Conditions
With regards to my terms and conditions, I think it is important that I
state the general terms on the rules of website and any consequences
to do with ethical and copyright issues. Furthermore, I would have
information on IP and any governing law and it is important that the
users know what their rights are when on the website. For example,
you shouldn’t use anyone else's posts/ work, what they can post and
your rights with the content you post.
Privacy Policy
As for my company, I will have my privacy policy clearly written out so
there would be no confusion. Therefore, I would start off by saying
what information we would need from them, for example an email
address for signing up. Also it would go on to explain about how we
would keep their information such as only on our systems which third
parties could not get to and so their details would be safe and only
they can give consent to how their details are used. Lastly, if our
policy would ever change, there would be a notification at the top
with the additional changes to the policy and when the date was at
the time of when it was altered.
All of this was inspired to me by Instagram’s privacy and terms pages.
This is because it’s simple and laid out so you can know everything
that you need to.

My launch date will be on Christmas Eve (Thursday 24th December) and the reason for
this is that the website can start off by celebrating a holiday and users will be able to
have news from around the world on the festive holiday.
Although I have given 2 weeks to create the website, it is feasible as long as everyone
would do the work at a constant pace. With regards to this, the workers I would need
are graphic designers, editors, journalists and writers. As for resources, I will need
professional and excellent quality computers and software such as an Apple Mac with
Dreamweaver.
Due to their being a lot of group work, I wouldn’t need a lot of computers because
they will be working together. Also because it will be a business, I might be able to
find software a little bit cheaper. For my budget, I do think it is feasible because you
can have a journalist researching more than one story and after you’ve got all your
start up materials, you won’t need a lot of other equipment.

When starting up a business, it is important to know how much their salary is and who
you are working with. These are the main jobs I will be needing and also a CEO may be
optional, it depends on how much I would need their help in the business growing.
Job Role Salary
Website Designer £22,000+
Editor £26,000+
Journalist £24,000+
Writer £21,000+
CEO £99,000+
http://www.payscale.com/research/UK/Job=Web_Designer/Salary
http://www.payscale.com/research/UK/Job=Editor/Salary
http://www.payscale.com/research/UK/Job=Journalist/Salary
http://www.payscale.com/research/UK/Job=Writer/Salary
http://www.payscale.com/research/UK/Job=Chief_Executive_Officer_(CEO)/Salary
http://www.currys.co.uk/gbuk/computing/desktop-pcs/desktop-pcs/apple-imac-21-5-2015-21962979-pdt.html
https://www.adobe.com/uk/creativecloud/business/teams.html?promoid=KSPEU
As for equipment, one Apple Mac costs £899.00 and as for software by Adobe you can
buy the cloud package which includes Dreamweaver, Photoshop and illustrator for
example and it will cost £73.19 per month or £638.40 per year.

The main way that I will be getting revenue is through advertising. From research,
advertising can cost from 40 cents up to $450,000. The more cheaper prices can be quite a
small advertising space and it depends on how much the audience will interact with the
advert. However, the higher priced adverts are if you want to advertise on the homepage or
log out page for example. They would cost more because they would be viewed a lot more
frequently. Therefore, the pricing on my website could be quite high after a while and it
will depend on where they want to advertise, for how long and what the advert actually is.
Another way I will get revenue is due to sponsor. They will be quite important due to the
fact that it will be free to use the website. After looking at how much Facebook would
charge for a sponsor, they cost around $5.17 CPM whereas others have between $8-12 so I
would have to make sure that it is competitive and people will want to advertise on my
website. CPM is a marketing calculation by taking the total cost of the marketing method
and dividing it by the number of impressions it will make. CPI (cost per interaction) is also a
tactic used and both of these methods are used to find out how effective their marketing is
and to get costs down, you will have to look for an unusual way and targeted keywords.
These are methods to think about because they will help me get the highest possible
income. On my website, the sponsored advertising will either be in between the different
stories so people may actually look at them or I would have them down the side of the
page.
http://digiday.com/publishers/what-online-ads-really-cost/
http://www.thebusinessofsports.com/2012/11/08/a-pricing-model-for-facebook-sponsorship-executions/
http://smallbusiness.chron.com/typical-cpm-74763.html

http://www.cobizmag.com/articles/sharing-copyrighted-content-on-social-media
http://www.walkermorris.co.uk/business-insights/social-media-and-intellectual-property-whose-contact-it-anyway
https://www.gov.uk/intellectual-property-an-overview/protect-your-intellectual-property
http://socialmediaweek.org/privacy-policy/
When it comes to copyright, there is a thin line between infringement and ‘fair use’. In
court there are a few factors which they have to consider when deciding whether it is a fair
use defense applies. The main four are: purpose and nature of use, nature of the work,
amount and sustainability of the portion used and lastly, effect of use upon market and
value. Fair use can be difficult to be made depending on how many times the work has
been copied and whether it affects the marketing on the original and it’s also harder for
more creative work. Another way to see if it is copyright is to have a look at the social
media’s terms of service. With regards to intellectual property, if an employee adds any
content, the employer will own all the copyright for example and decides what and
prevents anything being copied. This means that the employer will be liable for the content
on social media. As for privacy policy, it is important that the user knows what will be
done with their information. I will have to inform my users when and what personal
information I would collect, who else can access the information, about cookies and how
secure the information is held. This is important because no one would really want their
information out their so they need to know the full details and what they’re involved in.

To establish user trust, I will inform them on how I will protect all their
private details. The way I will do this is to mention in the privacy policy that
only specific admin employees and head will be able to access information if
it is necessary and will not use any details for any other uses, for example
passing it on to someone else, and users will have to give their permission.
Furthermore, I will make sure that the different settings on their account can
protect all their information and no one will see anything that they don’t
want to. I will be able to protect the privacy of members by only asking for
necessary information and not allowing third parties to access all the details
off of my systems.
http://www.webstandards.org/about/
http://www.webstandards.org/learn/faq/

Additionally, I will have the WaSP, Web Standards Project, involved in my
social media. The reason for this is because they reduce the complexity of
development which means it will not be too difficult to create my website
and they can also reduce the costs which will help for making my budget
feasible. Furthermore, because they allow software's to understand the
website document, if I added a search engine into my website, then it’ll
become easier and it also gives better results. This would be important
because my website is all about knowing about the news and searching
different stories and if it is easy to use, it could possibly attract more users.

Additionally, if I was going to get a trademark, it will cost £170 and then £50 for
anything additional and with getting a trademark I will have to allow around 6 months
for my application to go through.
1. The first step would be to carry out a text search and see if there are any similar
or identical trademarks.
2. Next you will fill out a paper or electrical application with all your details and after
about a week, you will get an application receipt.
3. This is when you would get your official examination report. If there are no
objections you would get it after four weeks from filling your application. However,
if you decide to go on with the process with citations, it will be processed to an
advertisement.
4. Now for about two months your application will be open to oppositions.
Unfortunately if a formal opposition has been filed, it can be up to a two year
process.
5. If you do not get any objections, your application will be granted and a registration
certificate will be sent out to you.
https://www.gov.uk/register-a-trademark
http://www.out-law.com/page-375

http://www.inbrief.co.uk/human-rights/impersonating-someone-on-facebook.htm#
http://www.bbc.co.uk/webwise/0/22718822
http://www.dacs.org.uk/knowledge-base/factsheets/understanding-social-media-terms-and-conditions
A factor which I need to consider in legal and ethical issues is if there is impersonation. In court,
there can be awards for if someone misuses your private information, defamation, fraudulent
impersonation (trying to obtain money for example), copyright and impersonating a business.
These are issues which I need to make sure do not happen as it is invading the users privacy and
if anyone obtains any type of income then it would be a criminal offence. Furthermore, libel is
very important and knowing the law is crucial to the users. If you damage someone’s reputation,
for example, it’ll be a civil offence and not a criminal one but you can still have a large bill for
what had happened. Additionally, on Twitter if you ‘retweet’ something, you can still be charge
because you can still be accused of making a defamatory statement. In court, even if you delete
the ‘tweet’, you can still be sued and you will also have to prove that you were saying the truth.
Therefore my users will need to know that is they say anything misleading or not true, they can
get into trouble. Lastly, it is important that the users of my website know the terms and
conditions from royalties to the license itself. By having a license, they have permission to use
the content on the website and for a specified purpose. Also if my website was royalty free then
I wouldn’t have to pay the user for their work, which means they wouldn’t be able to get any
income from the website. Moreover, when you sign up you are legally responsible for your
content and any claims will be made against you. If the terms and conditions change then I would
have to let my users know.

To conclude, I know what my website is all about and who my target audience is for
example. Also I have created a production plan so I will know what needs to be done
in order to reach the launch date which is on the 24th December 2015. Furthermore, I
have looked at budgets and being able to tell whether it will be feasible and I believe
it would be. I think it will be because after researching revenue, it is possibly to gain
quite a bit of income just through advertising. As for legal and ethical issues, I need to
make sure that my users know everything they need to, for example terms and
conditions, copyright and privacy policy.

1. Drafts Slide 81 and 82
2. Sign Up Page Slide 83
3. Homepage Slide 84
4. About Page Slide 85
5. Profile Page Slide 86
6. Celebrity Slide 87
7. Fashion Slide 88
8. Music Slide 89
9. Pages Summary Slide 90
10.Guidelines and Conditions Slide 91
11.Conclusion Slide 92

Here are my hand drawn draft
and graphic layout of my sign up
page. This will have an image of
what different news you can find
out and then also if you have
already got an account, you can
click on the link at the top or
underneath the register details
and sign in straight away.

For my homepage, you will
have the navigation bar at the
top and on the homepage, for
example, you will have the
most popular stories which you
may want to look at straight
away or go straight to the
category you wan to look at.
At the bottom of the page that
it where you would find all the
information such as copyright,
privacy policy and terms and
conditions.

For my final sign up page, you have the features to enter all your details to make an account and also a chance
to sign in if you already have one. I’ve also added synergy with social media but having the YouTube and
Twitter icons and the IOS and Android advertisement. Furthermore, at the bottom right I have my extra
information links to the said pages and my copyright logo. As well as that I have mentioned next to the account
information that by creating an account the member will agree to the terms and conditions and if they wanted
more information about it to go to the pages linked at the bottom.

As for my homepage, you can clearly see the name of the social media website and the slogan. For this page I have the
most popular news and I’ve included what a sponsor advert would look like. Furthermore, these stories straight away
capture the specific interest of the viewer and allow users to communicate to each other about different topics. Again I
have the synergy with social media at the bottom along side the legal and ethical information and copyright logo. Another
feature I have is technological convergence, this is by having a video about Messi which football fans would be intrigued
to watch. In the top left and right, I have my links to either logout or the user can go to their profile but I’ve also
included a tribute and information about David bowie as he was a music legend and everyone knows about his passing.

On the about page, you can see who the founder and CEO is of Iridescent and a bit
about their aims for the brand. Additionally, this is where you can find where to apply
for different vacancies and the collaborations we have with the social media product.

For my profile page, this is where you can see a bit about other users, their profile
picture and their activity so for example what pages they’ve looked at. Additionally,
there will be adverts which can relate to what might be linked to their most recent
activity so if they like fashion and music.

As for my celebrity page, this is where the user will be able to find up to date
information on what is happening in celebrity's lives and what people may find most
interesting. Examples of these would be any couples with good or bad news, anything
with regards to reality TV and what people are going to do in the future.

With my fashion page, you can know about specific events going on and any news
which can relate to anyone and how it will affect the industry. This information will be
key for users to be fully involved about different topics in fashion and celebrate with
everyone on any milestones for example Vogue’s 100th year.

Music nowadays is in everybody’s life so they would want to know what the newest songs are and
artists, as well as popular events such as the Brits where they see if their favourite artists had
won an award. Also I have an example of advertising and the advert would be placed where it is
most related to on the website, for example a music magazine under the music section.

Each of my pages will allow everyone to be informed on all of the different subjects.
Additionally there will be an aspect of ‘Recency’ (Galtung & Ruge) because no one is
going to be interested in news that happened a month ago for example. So the pages
will included topics such as worldwide events, any new releases on albums for
example, any important dates such as elections and what is happening in celebrities
daily lives or careers. Furthermore, all the pages will have the same house style and
layout and also some pages may included advertisement which will relate to what
page and topic they’re looking at.

http://www.w3.org/TR/WCAG10/
The Web Standards Project (WaSP) will be useful for my social media product because they allow the
complexity of development to be reduced and reduce costs. Therefore this means that my budget is still
feasible and by having the development less complex, it could mean that less errors could occur. Also
they help software's understand the website documents easier so users will be able to get better results
when searching for a story.
As for the W3C guidelines, on all of my pages I will need to adhere to points 12-14 especially which is
making content understandable and navigable. So I will have to make sure navigating around the product
is quite easy and that you can alter the proportion on what can be seen as people may have poor vision.
Another example of a guideline that I would have to adhere to is guideline 1: provide equivalent
alternatives to auditory and visual content. This means that if someone cannot use images, sounds or
videos, I should make sure that text goes along side it so that they still get the same information as
anyone else would.
With terms and conditions, this is where members can find all the information on licenses, royalties and
copyright for example and then on my privacy page, this is where the brand policy will be. These will be
similar to other products because if you go to Instagram’s terms page, you have your rights and general
conditions written out. Also on their privacy page, it will say clearly what information we need, how we
handle it and any other protection people would need.

To conclude, for my final pages I have included all the necessary legal and ethical
information as well as making it captivating by having a bold name at the top middle
of the page. Additionally, I’ve added advertisement to my website which would be a
way of bringing in income. Furthermore, I believe I have included different topics
which every user would be interested in and allows them to have conversations with
other members and so they will be talking to different people but also be aware of
what is happening around the world.

Unit 35

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (20)

Similar to Unit 35

Similar to Unit 35 (20)

More from SLyne98

More from SLyne98 (20)

Recently uploaded

Recently uploaded (20)

Unit 35