Unit 35 - LO1

OCR
Level 3 Cambridge Introductory Diploma in
Media
Unit 35:
Social Media Product
St. Andrew’s Catholic School
Unit 35 – Social Media Product
Morgan Pearson - 2110
Centre Number: 64135

Contents
Unit 35:
Social Media Products
Slide 4 – 35 – Facebook
Slide 36 – 64 – Instagram
Slide 65 – 91 – Reddit
Slide 92 - 98 – Survey Monkey
Slide 99 – Paying for Advertisement
Slide 100 – Sponsored Advertising
Slide 101 – Personal recommendations
Slide 102-103 – Prosumer content
Slide 104 – Yik Yak Study
Slide 105 - Conclusion

Basic Information
What is Facebook?
Facebook is a popular free social media website
where users are able to create profiles to upload
content about themselves with the main purpose
to keep in contact with their friends, family and
colleagues.
What is the purpose of Facebook
Facebook’s mission statement is to ‘give people the
power to share and make the world more open and
connected’ which can connote that they want to
make society more informed about what is going
on now and for everyone to be able to have the
opportunity to be part of what is going on if that
local or world wide.
The Purpose of Facebook is to be a social media
platform where everyone is able to share content.
These are in forms such as: text, images, video and
statuses. The aim is for people is to share their life
with their friends through Facebook.
http://whatis.techtarget.com/definition/Facebook
https://www.facebook.com/facebook/info/?tab=page_info
https://www.facebook.com/principles.php
http://www.businessinsider.com/um-wasnt-this-the-original-purpose-of-
facebook-2012-4?IR=T

What do Facebook provide
Facebook is designed to maintain a large active network with minimal time
and effort being used. After adding contacts it provides a news feed to what
you friends and family are posting in different forms of media.
Facebook also has a feature where the users are able to instantly
communicate with other users. This is fast, easy and reliable which works in
an instantly.
For businesses, Facebook provides the ability to promote other company or
product. This is free and easy to do and can be administered by more than
one person. These pages are able to obtain likes, people who like the page
will get notifications on there newsfeed when they upload anything to
Facebook.
Facebook is able to provide a variety of different experiences with its users.
They are able to keep up to date with what there friends are doing and also
what different celebrities are doing. This is all customizable to each users as
they will ‘Like’ different pages from people to products. The users are
provided with a entertainment and information which makes Facebook so
popular.
http://smallbusiness.chron.com/facebook-offer-63447.html

Founders of Facebook
Mark Zuckerberg is CEO and one of the 5 founders of
Facebook. He is 31 and has a net worth of around
$45.1 billion. It was originally designed to be used for
people at Harvard University to use and connect with
and now it is worldwide with over 1 billion active
monthly users.
http://www.forbes.com/profile/mark-zuckerberg/

Content
Colour scheme:
The colour scheme is white and a light blue. These are plain and simple colours which haven't
changed since Facebook was first created. These are also the same colours which are used in
their logo, which reinforces the brand identity when the colours are seen. As they are light and
pale colours they are able to connote a relaxing and calm feeling to the page which is effective
as it is meant to be an entertainment service and being calm attracts more users to stay on the
website.
Interface of the product:
The homepage is very simple and split up into
three columns, with the main newsfeed in the
middle of the page where it has the most
recent posts from people. This is in the middle
as it the main focus of the website. On the left
it has a column which are links to other areas
on interest on the website based on the user. It
covers: your profile, favorites, apps, friends,
groups, interests and pages.

On the right hand side it denotes what is
trending now does on likes and shares.
These trends are split up into: Top trends,
Politics, science and technology, sport and
entertainment. When there is someone's
birthday it will appear at the top of the
left side of the page. There are also
recommend games to play on the
Facebook website. Furthermore, there is
advertisement under the sponsored
heading. This will continue towards the
bottom of the page. There is a tab bar at
the bottom of the screen which shows
how many of your friends are on online
and available to instant message with. It
will also show you when someone was last
active on Facebook.

Services and features Facebook offers
Facebook offers a instant messaging service. This is free,
fast and easy to use as anyone with a Facebook account
may use it. This can be accessed on their website or via
their separate app, messenger.
They also provide business a way to advertise there
business for free on their own page which can gather
likes. Services which they can provide are; page manager
and audience insight which helps advertise and target
people with their advertisement.
Facebook have their own data policy where they collect
all their users information.
https://www.facebook.com/help/1561485474074139

Target Users
It is free to become a users on Facebook and the only costs would come from
paying to promoting a product or business on a Facebook page.
Facebook now have over 1 billion active users on their website with 968 million
people login onto Facebook everyday most of which are mobile users which
together have generated 4.5 billion likes daily. There are 5 new profiles created
every second. The highest amount of traffic they have in a day is between 1pm –
3pm. There is also 18% higher engagement on Thursday and Friday. There are 5
million fake profiles on Facebook. There are 300 million photos uploaded per day.
The average time spent on Facebook is 20 minutes and 4.75 billion pieces of
content have been shared. With Facebook having 1.49 billion active users,
Whatsapp (500 million), Twitter (284 million) and Instagram (200 million) they
are the biggest social media website. (Facebook recently bought instagram of $1
billion.
There are over 307 million people in Europe who use Facebook. Most users are
aged, on average between 25-34. 76% are female and 66% are male. 50% of 18-
24 year olds go on Facebook when they wake up. 1/5 pages view on Facebook are
from the US. 42% of marketers say Facebook is important for their business.
https://zephoria.com/top-15-valuable-facebook-statistics/

Katz’ Uses and Gratification
I am using research on the previous slide to make a judgment on
Facebook’s target audience.
As Facebook is so big with lots of different users who all use Facebook
differently it is hard to categories everyone into on genre. I think that
different ages will use it for different reasons. Teenagers between 13-18
will be more interested in ‘Personal Identity’ are they usually compare
themselves and are more heavily influenced by characters and celebrities.
Adults between 18+ would probably use it as a ‘Diversion’ to escape
everyday hardships and also as ‘Surveillance’ on there other friends to
know what they are doing as they may no longer be in frequent contact
with them.

Psychographics
The basic Facebook user can be put into six categories which represents themselves and
why they use Facebook. These results have been based on a questionnaire.
Fans: are interested in politics, art and music and they often have their Facebook account
linked with other websites.
Branders: use Facebook as a tool for their business to either build a personal brand or
accumulate social capital.
Social Searchers: use Facebook to learn about news and entertain themselves. However,
they’ll have no interest in apps or games.
Influencers: share content on Facebook (videos, links and good deals). They rarely use
private forms of messaging.
Gamers: are motivated by apps, games and coupons. They are
able to often interact with strangers and they use Facebook a
lot.
Neutrals: are not motivated by Facebook features. They
report being members only to connect to events.
https://www.google.co.uk/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&ved=0ahUKEwj3t6SHnovLAhUJb
RQKHavQAdsQFggcMAA&url=https%3A%2F%2Fjournals.lib.washington.edu%2Findex.php%2FFPR%2Farticl
e%2Fdownload%2F13914%2F11979&usg=AFQjCNG0iso7-
nGOqpZpBiTSKYY1ko2p8Q&bvm=bv.114733917,d.d24

Maslow’s Hierarchy of needs
Facebook users are mostly ‘Survivors’ as they
want the security and routine of knowing the
people will be ok. For Facebook this means that it
doesn’t change a lot and that it can be reliable to
stay the same. By doing this Facebook is able to
ensure the users needs of a feeling of belonging
and self-presentation are maintained.
This also links into some users also being classes
as ‘Social climbers’ as they are driven by
improving their status in society. They are able to
improve their social status and are likely to do it
on Facebook as they are able to also maintain
their self-presentation and furthermore it gives
them a feeling of belonging. Examples of this
would be people posting going to a concert or
going on holiday which users will show via
messages and pictures on Facebook which will be
seen thus preserving and improving their social
status.
http://readwrite.com/2012/01/16/study_why_do_people_use_facebook

Hartley Classification
In 2014 Facebook had more women users than male
with 77% of users being female out all of females.
The most common ethnicity is Hispanic with 73% and
White close at 71%. The least were Black at 67%.
The most common age range where 18-29 with 87%
and the least were 65+ at 56%. People in college used
Facebook the most at 74% and high school grads are
at 70%.
Overall the US uses Facebook the most with 151.8 million
users in the US. India had 108.9 users and 70.5 users in Brazil.
http://www.pewinternet.org/2015/01/09/demographics-of-key-social-networking-platforms-2/
http://www.statista.com/statistics/268136/top-15-countries-based-on-number-of-facebook-users/

Socio economic needs
The socio economic needs of Facebook’s users are up
and down the demographic spectrum as Facebook has
such a wide user base worldwide it is hard to narrow it
down to one category.
People earning less than 30,000 a year have a
percentage of 77% users which is the most compared
to higher earners so they would come under the C2, D
and E category.
http://www.pewinternet.org/2015/01/09/demographics-of-key-
social-networking-platforms-2/

Source of Revenue
Facebook make over a $1 billion per quarter due
to advertising revenue on there website.
Altogether, in 2014 they made $12.47 billion sales
revenue. In 2012, 82% of the first quarter of
revenue was from advertisement which was equal
to $872 million. Big brands such as Mc Donald’s,
Nike, Starbucks and Dell all have invested money
into Facebook’s advertisement.
Facebook also provide games to play where there
is no advertisement but was able to make $186
million.
There are two types of advertisement: The sidebar
ads will cost $1 per click and the sponsored story
will cost $0.50 per click. For promotional posts it
will cost $5 per 1,000 views. The average cost is
around $5 per 1,000 targeted.
On my Facebook wall I can see from ‘spotify’ have
a sponsored advert where they are advertising a
free trial for their premium account.
http://www.business-management-degree.net/facebook/
http://www.marketwatch.com/investing/stock/fb/financials

Pros and cons of Facebook
Pros:
Facebook have able to make a lot of change by
connecting people together easily. For example
Presidential election campaign relied a lot on social
media for Barack Obama in 2008.
Facebook also helped a lot of revolutions in the
middle east happen which has helped them
collectively change their country to a democracy
rather than a suppressive military state, such as in
Egypt and Libya. This may not have happened
without social media.
http://www.adweek.com/socialtimes/10-ways-facebook-changed-the-world-for-the-
better/356944

Ethical issue
Facebook conducted a study where they manipulated nearly
700,000 users news feed to see if it would affect their emotions.
This breached ethical guide lines as these users were not
informed about this happening and they did not give their
consent to take part in the study which is basic requirements for
any study which involves human participants. Furthermore, as
the study effected peoples emotions it could have caused
serious psychological harm to those involved. The articles
stresses the point ‘manipulated’ to make the users whom were
tested on like victims and Facebook will be seen to be bad and
that they have deceived their users which creates a bad image of
them.
http://www.theguardian.com/technology/2014/jun/30/facebook-emotion-study-breached-
ethical-guidelines-researchers-say

Legal Issue
Facebook has got into legal trouble as people who have
visited their website in the EU even if they do not have an
account or have explicitly opted out have been tracked by
Facebook to see what else they are browsing on the internet.
A second news article also complains the Facebook was
spying on Belgian users by breaking the data protection act.
The guardian compares them to acting like the NSA which will
create a bad image of the company as spying unknowingly on
people. Any association to the NSA makes Facebook seem like
a bad company. Users want to be sure that they are using a
secure site where they do not have to worry about people
watching them or reading their conversations. They will feel
that their privacy is being invaded and may stop using the site
as a result.
http://www.theguardian.com/technology/2015/mar/31/facebook-tracks-all-visitors-breaching-eu-law-report
http://www.theguardian.com/technology/2015/sep/21/facebook-spying-belgian-citizens-nsa-data-regulator-lawsuit

Pros and Cons of Facebook
Pros:
Facebook has been able to connect people together
In the 2008 presidential elections Barack Obama was able to
use social media to attract more people his campaign. He was
able to connect and share his thoughts and whole campaign
with everyone in the USA and owes a lot of his success to
social media like Facebook.
Facebook has also been able to connect many people who are
part of revolutionary groups in the middle east where military
regimes have oppressed their people and denying their
human rights. Facebook is helping revolutionaries in countries
such as Egypt and Libya to create a democratic system of the
people.
Facebook has also been able to raise lots of money for
charities such as in Japan after the Tsunami and earthquake.
http://www.adweek.com/socialtimes/10-ways-facebook-changed-the-world-for-the-
better/356944

Cons:
There are lots of scams on Facebook with false
advertisement which attempt to scam people.
These adverts stay on the website. There are also
lots of fake accounts which account for 83.09
million accounts which is 8.7% of Facebooks users.
There are also lots of paedophiles on Facebook as
it has easy access to peoples photos which has
gone to the extent that some parents won’t post
pictures of their own children on Facebook as a
result.
http://scientificera.com/internet/50-internet/348-top-worst-disadvantages-of-facebook.html
http://www.cnet.com/uk/news/facebook-8-7-percent-are-fake-users/
http://www.thenewsminute.com/article/should-parents-post-pictures-their-children-facebook-
paedophiles-lurking-our-midst

Data Protection Act (1998)
Facebook have a lot of personal information about their
users and after a complaint made by an Australian law
student they have made some changes to the data
collected in the EU. The information which Facebook
used to collect were the IP address of each machine
which was logged into the Facebook, each users last
location and old deleted messages and wall posts. They
have also recently remove a new feature of tagging
people based on facial recognition. They are planning to
put this back into action however, following EU guidelines
and having users give their consent before using.
http://www.wired.co.uk/news/archive/2012-09/21/facebook-data-protection-audit

Does Social media erode
social behavior?
Noam Chomsky suggested that social media erodes normal social behaviors.
Social norms have changed with what people say to people on the internet.
For example some people are Facebook trolls where they insult people
intentionally by commentating insults directly at them constantly. In the real
world people may not do this face to face.
An example was a troll has been arrested for mocking a death of a teenager.
The messages sent are sometimes argued as humors or freedom of speech
however it is also argued that it is hate speech. Facebook’s former marketing
director Randi Zuckerberg suggested that anonymous posting should be
‘phased out’. The feeling of being anonymous and not taking any
responsibility for your actions means people go through a phase of
deindividuation where they loss self awareness usually in a group however,
the internet could provide them with a group feeling and a strong sense of
being anonymous.
http://www.bbc.co.uk/news/magazine-14898564
http://thesocietypages.org/cyborgology/2011/10/19/followup-chomsky-on-social-media/

Facebook’s Positives
Users are able to have real time updates with their friends and
celebrities which helps them stay in contact and be knowledgeable
about what they want to be updated about. They are also able to
comment and interact with these people which helps connect people
together and stay in contact which they otherwise might not be able to
do.
Facebook is a site which you can customize what you see and make it
more personal which it is able to fulfil the needs of the users making
them prosumers where they have adapted their newsfeed and users to
information which they primarily want to see.
Facebook also has a very good instant messaging feature which most
of its users use and sometimes they just become a user on Facebook
for it. You can message any of your Facebook friends for free and also
send files to people. This means that users won’t have to give away
their personal phone numbers to people. This means that it can
protect your personal number from people who you do not know
properly yet and your able to know them better before releasing more
personal details.

Convergence
Facebook are able to provide content which is
based around keeping in touch with friends and
family by viewing what they post and being able
to message them. This follows Jenkins 2006 the
‘Kinds of entertainment experiences they want’.
Posting photos and statuses are able to fulfil this
as well as sharing videos and other peoples
posts.

Negatives
Many religious people and women have been
discriminated against on Facebook. Facebook’s aim is to
make it a respected and safe community where they are
able to connect with family, friends and others. They try
to remove all hateful speech which focuses on race,
ethnicity, religion, sex, gender, sexual orientation,
disability or disease. However, some content is seen as
distasteful humor and Facebook try and apply the same
rules but as it is not hateful speech according to their
definition so they try and apply fairly with their other
policies. However, they are enable to irradiate all hateful
comments as they have so many users and lots of traffic
to the website at once.
https://www.facebook.com/notes/facebook-safety/controversial-harmful-and-hateful-speech-
on-facebook/574430655911054

How does Facebook advertise
Adverts on Facebook are aimed to lead people into going onto peoples web pages
which are being advertised which can happen in multiple different ways.
Domain Ad:
This is a simple ad it is only displayed on the right column so users on mobile cannot
see it. It has a title and a small description, a URL is also displayed.
Page Post link:
These ads are available seen on mobile, newsfeeds and right columns. This is a
common advert and important for an external website. This has a big image, big text
box and a link in the description.
Multi-product:
Theses are seen on mobile and newsfeeds only. This is an advert which is useful for
promoting lots of different products as on the ad it flows through multiple images.
To advertise on Facebook you can chose how much you pay, it can either be daily or a
lifetime. There is a minimum of $1.
This budget can go towards either Cost per click or Cost per Impression and it can also
be aimed at a specific audience of behaviours or demographic as well as a more
broad audience. Facebook also shows you how many people you could reach
depending on your budget by using boosted post. This is also done on advert creation.
https://adespresso.com/academy/guides/facebook-ads-beginner/facebook-ads-types/
https://www.facebook.com/business/help/214319341922580

Sponsored Advertising
Facebook have use sponsored stories. These are different from normal
adverts as the content of the advert is created by Facebook users not
the advertisers. The users which makes the story can be sponsored.
The users profile picture and name can be seen who made the action
of the sponsored story. Also the friends who have liked, commented
and shared the story can be seen.
These are the most interactive adverts on Facebook and interaction
are recommendations from friends and are more credible than
coming directly from a business. This is because they are peer to peer
reviews as a form of advertisement which can have a bigger influence
on people viewing there review than standard adverts are they come
from person on interested which could be respected or well known.
These sponsored stories will be available on the news feed on the
desktop and mobile version of Facebook.
http://www.qwaya.com/facebook-ads/guide-to-facebook-ads

Viral Marketing
Facebook have been part of
multiple viral marketing
campaigns. In August 2014 the
ALS IceBucket Challenge was
designed to get people to do the
challenge or donate money to a
ALS charity. This was made
popular when lots of celebrities
decided to join in a nominated
other people to do the same. On
Facebook there were over 2.4
million challenge videos. They
were able to raise £98.2 million
according to the BBC.
https://www.branded3.com/blog/the-top-10-viral-marketing-campaigns-of-all-time/

Facebook Advertisement
Facebook have launched their first UK TV
advert. This is linked towards a bigger campaign
where billboards are also used to promote the
‘friends’ slogan which they have used in this
campaign. They are trying to promote
themselves as able to connect friends together
with the power of Facebook and it is more
about celebrating those connections.
http://uk.businessinsider.com/facebook-uk-tv-ads-2015-2?r=US&IR=T

Type of Adverts
This is a typical advert which is seen on
most users newsfeed. This is a Coca-Cola
advert in a form of a video and the only
way which a user can tell it is an advert is
with the small text under the pages
name it stating it is sponsored. It also has
a hashtag which they use to try and
promote there product. It also has all the
same features of a normal user.
This is a very popular brand of cola which
most people will already have heard of.
By using Facebook as a way to advertise
itself it is able to gain interaction with its
audience. This is a more form of
advertising for Coca-Cola as its reliable to
get interaction with its audience as it can
be measured with the amount of views,
likes and shares it gets. This is compared
to a TV advert where people may not be
paying attention to it.

Facebook’s social media
synergy
Those who have a account on Facebook are able
to connect it with twitter. This means that
activity on one social media site will also show
on the other. So if a users tweets or retweets a
post this will also appear on their Facebook
profile. This can also apply for fan pages or
business. Twitter also does this for YouTube
when someone posts or likes a video.
https://support.twitter.com/articles/31113

User Generated Reviews
Pros – The positives with user reviews is that Facebook are able to get
honest feedback on their website. Users likely give constructive
feedback if they use the product a lot are like the product. Also, lots of
reviews can be gained as they have a lot of users.
Cons – Some feedback may not be useful and not helpful to make their
website better. They could also get fake reviews which won’t
accurately represent real users thoughts and opinions about it.
Furthermore, user reviews could make their website look bad if people
who don’t like it just post negative reviews and those who do like it
may just not give a review. Thus making it look bad.
http://www.sitejabber.com/reviews/www.facebo
ok.com

Distribution by users
This is a review by users
commenting on the Now You See
Me Two film. In the comments
some ‘Can’t believe’ there is
another film as they thought that
the first film ‘Sucked’. This is their
review of the film and what they
thought about it. However, the like
and reactions from the post shows
that it is well reviewed with the
like button and heart being the
most popular which can show a
general overview of what most
people thought of the new film
release.

Basic Information
What is Instagram:
This is a way to share pictures and videos with
your friends and there are way to easily edit
images through filters. The app is free and users
are able to follow people friends and people
who’s content which they like. Facebook bought
Instagram for $1 billion. It has 300 million users
posting over 70 million pictures per day.
What is the purpose of Instagram:
Instagram’s mission statement is to ‘Capture
and share the world’s moments’ this can
connote that they want to share and inform
people what is going on in their world and also
the whole world. They are shown in visual form
only as they may believe that pictures can
explain today as well as text. Instagram could
also want to capture what today is like as a
memory to be shared and remembered in the
future as they store all their users profiles.
https://instagram.com/about/faq/
http://www.businessinsider.com/its-been-1-year-since-facebook-bought-instagram-for-1-billion-heres-how-co-founder-kevin-systrom-spent-it-2013-5?IR=T
http://www.telegraph.co.uk/technology/11568119/Instagrams-Kevin-Systrom-Im-dangerous-enough-to-code-and-sociable-enough-to-sell-our-
company.html
http://www.businessnewsdaily.com/7662-instagram-business-
guide.html

What do Instagram provide
Social:
People can comment, like and follow you. This is where you
are able to share what you are doing and document your life
in the form of pictures and videos. You can also connect
Instagram with Facebook and Twitter where your friends can
also follow you there making it easier to share your social life
online. By following anyone in the world people are able to
get a look into different peoples cultures and lives.
Business:
Business can also promote their own products for free on
their website. This can gain a following or fan base where
more people can see your product. However, to advertise on
other people news feeds it will cost a lot of money.
http://infospace.ischool.syr.edu/2011/12/15/what-is-instagram-and-why-is-it-so-popular/

Founder of Instagram
Kevin Systrom is the founder of Instagram and
Instagram was sold for $1 billion to Facebook.
He sold Instagram when it was only 15 months
old and has a net worth of $400 million.
http://www.telegraph.co.uk/technology/11568119/Instagrams-Kevin-Systrom-Im-dangerous-enough-to-code-and-
sociable-enough-to-sell-our-company.html

Content
Colour Scheme:
On Instagram's app there is a pale
blue banner at the top of the page.
This could connote the sky and
how open to the world they are. At
the bottom is a light grey are with
white buttons which are pale and
looks relaxing as all the colours are
plain. The newsfeed has a white
background which can connote a
blank canvas where everyone is
able to add to it and create
something.

Annotation of a Instagram
Account
A header is made from a
users pictures which they
have uploaded onto there
account. These are split up
into blocks to be able to
show more pictures but
also keep the picture
quality by having each
block a different size.
This is the users profile
picture. This a picture
uploaded separately to what
is on their page. This is used
so people can recognize the
user not just be name when
they like and comment on
posts or if another users is
searching for them.
These are the photos which the user
has uploaded to the website. They are
in order of the date which they were
uploaded with the most recent on the
top left.
These are statistics about
the users profile which
the amount of pictures,
amount of users their
following and the
amount of people
following them.
This is the follow feature where other
users are able to follow this users. There
uploads will then feature in that users
news feed.

Interface
The apps newsfeed has the Instagram logo at the top middle of the page. It will direct
users to the top of there news feed but when scrolling down it will disappear to allow
more room for the content to be displayed. On the top right there is a box where users are
able to directly communicate with other users. This looks similar to the way text messages
are sent.
At the bottom of the page there are 5 buttons. These buttons stay at the bottom of the
screen throughout the whole app on all the pages. The first is the Home button where
users can go back to the top of their newsfeed from other sections of the app. There is a
search button where users can search for people or pages which they can follow. This is
also link to Facebook where you can see you Facebook friends Instagram's profiles. The
middle button is shaped as a camera. This is where you upload photos onto the app from
the users camera role. Here you can view all the photos, add filters or edit the lighting,
make a title and add tags using a # or linking people to the photo. You can also share what
you have sent on other social media such as Facebook, Twitter, Tumblr or Flickr.
Furthermore, people can add the location for the image and just directly send images to
their followers. The fourth button shows what people have liked your photos and who has
started following you. The last button is to your own profile where you can view your own
photos, who follows you and who you follow. Here users can also edit their profile for
example what their name is and their profile picture. On all users pages you can also view
the locations of where their images have been taken or posted on a map and also what
other photos they have been tagged in.

Other services/features provided
Instagram are now owned by Facebook as they are
another service of Facebook. Instagram can use
third party services to find help find friends. This
information is then collected by them. They use
these service to benefit themselves and users by
helping them follow more people. They are also
affiliated with other business which they share the
data which they have collected with.
https://instagram.com/about/legal/privacy/

Membership and Target Users
Instagram is free to use and to become a users.
17% of all adults use Instagram. 37% of all people
aged 18-29, 18% for 30-49 and 6% for 50-64.
Twitter has 18% of all adults using their social
media. 68% of all users are female. In the middle
east and India males use it more often than
females.
57% of the users use Instagram daily. 35% use it
more than once per day. The average person sends
257 minutes a month on the site.
http://www.jennstrends.com/instagram-statistics-for-2014/

Katz Uses and Gratification
Instagram can be used for both ‘Personal relationships’
and ‘identity’. Some users will want to keep updated with
celebrities and other personalities and can do this
through Instagram. They are also able to compare what
they are doing and posting with other people such as
personalities.
Instagram can also be a ‘Diversion’ as to escape real
world and everyday problems this is because 57% of
users are daily users and 35% use it more than once a
day. This can also explain how users are able to keep
updated.

Psychographics
The average age is between 18-35. these are users which
are young adults and will want to show people what they
are doing and what others are doing. Due to university
and work their social lives will typically increase which
means the use of social media will also correlate with it.
Also, most users in the west are female users and they
may want to meet social expectations of females by
showing off what they are doing as a result from wanting
to be more popular. Furthermore, at this age users will
be meeting more people and as a result need to keep in
contact with them and they can use social media as a
way to keep contact with people.
http://www.businessinsider.com/instagram-demographics-2013-12?IR=T

Instagram's users are heavily influenced by
social change due to more than half it its users
use it once a day and 35% of users use it more
than once a day. Users want to stay updated
with what is happening in their social world and
don’t want miss out as many other people also
are keeping up to date.

Hartley Classification
68% of users are female and there are over 37% of all adults
between 18-34 use it. However, counties in the middle East
and India males use Instagram more than females.
Then most common ethnicity to use Instagram are black
people with 38%, then Latino with 34% and 21% of white
people use it.
28% of users live in urban areas, 26% are in suburban and
19% live in rural areas.
The country which use Instagram the most is America with
23.94% people using it, Russia has 7.29%, Turkey and Brazil
have over 5% and the UK only has 3.57% of people using
Instagram.
http://www.pewresearch.org/fact-tank/2015/02/03/social-media-preferences-vary-by-race-and-ethnicity/
http://sproutsocial.com/insights/new-social-media-demographics/#instagram
http://www.statista.com/statistics/272933/distribution-of-instagram-traffic-by-country/

There is an even correlation between people who use
Instagram and how much they earn. Those earning >$75,000
have 26% amount used, $50-75K = 26%, $30K-49K = 23% and
the highest percentage is those who earn under <$30K is 28%.
Those who earn this amount are those who are usually in the
C2,D and E categories. These are students, blue collar
workers and semi-skilled workers.
http://sproutsocial.com/insights/new-social-media-demographics/#instagram
Also in education those who have graduated
university use Instagram are 24%, in university is
31% and 23% are in secondary school. This suggests
that a lot of students and younger people use
Instagram when there social lives are expanding and
while they are becoming a mature adult.

Sources of Revenue
To advertise it can cost between $350,000 to $1 million per
month. On average brands post around 5.5 times per week
with 93% of Prestige brands use instagram. This is a very
popular and successful brand. Videos account for only 4% of
brand content with 72% of Prestige brands posting videos.
Engagement is 1.5 times higher on photos compared to
videos for these brands. 50% of brands have an instagram tab
on their Facebook page. All this leads brands into wanting to
promote themselves on their website.
Instagram's biggest income is through advertisement and
with 300 million users it has bought in $595 million in ad
revenue in 2014. Instagram is also worth $35 billion.
http://www.shortstack.com/how-small-to-medium-sized-businesses-can-advertise-on-instagram/
http://www.jennstrends.com/instagram-statistics-for-2014/
http://fortune.com/2015/07/29/wall-street-wants-to-know-if-instagram-can-make-money/

Sponsored Advertising
This is an example of an sponsored
advert on instagram which could
appear on anyone's news feed. For a
business these adverts can cost them
between £350,000 up to £1,000,000.
These are prices per month mentioned
by executives.
http://www.shortstack.com/how-small-to-medium-sized-businesses-can-advertise-on-instagram/

Legal and Ethical issues
Ethical issue:
Essena O’neill is an 19 year old model who
has recently quit using all social media apart
from Instagram as she arises the issue about
teenage girls wanting to look like the models
on social media and are changing their
physical appearance to be like them. This
has caused lots of health issue with girls and
sometimes boys developing eating problems
to be more like models and celebrities which
they see in media and as Instagram is where
lots of photos are shared it makes it more
obvious to younger generations what they
should look like which is very unethical.
Essena O’neill explains how it ‘effects
younger peoples self worth’. The article
states that she has ‘abandoned’ her celebrity
life. Which can connote that she no longer
wants to be associated with it and that she is
the victim of this and is now in need as she is
on her own now.
http://www.dailymail.co.uk/femail/article-3301762/Instagram-model-18-vowed-abandon-online-celebrity-issues-appeal-help-pay-new-simpler-existence.html

Legal issues:
There was some suspicion that in the new terms of
services from Instagram they could have the right to sell
users photos which they upload to the social media
website. This brought around the debate of how much
control social media websites have over personal data.
The article states that it has ‘spurred suspicion’ which
could create a ‘moral panic’ as people may no longer
want Instagram to sell their photos without their explicit
permission, thus they may stop using it. The word
‘suspicion’ can make Instagram look shady in its practices
and people usually want to platform which they can trust
where as it connotes that users should be careful of it.
http://www.reuters.com/article/2012/12/19/us-instagram-privacy-idUSBRE8BI05A20121219

For EU users Instagram may take your personal
information and transferred it to another country which
has different laws to Europe so that they are able to use
this information.
The information which they also hold is also not
guaranteed to secure users information as it may be
accessed, disclosed, altered or destroyed.
https://instagram.com/about/legal/privacy/

Does Social media erode social
behavior?
Noabm Chomsky argued that social
media “erodes normal social
behavior”. This is supported with the
study that denotes that your emotions
can change when viewing Instagram’s
newsfeed. This is because when we
see a picture of rich, luxurious and
attractive people we go through an
immediate stage of social comparison
where we compare our own lives to
those of other which have more. This
can create anger, jealously or sadness
when viewing as the users may feel
inferior.
http://www.slate.com/articles/technology/technology/2013/07/instagram_and_self_esteem_w
hy_the_photo_sharing_network_is_even_more_depressing.html

Instagram Positives
Instagram just focuses on pictures which are uploaded by users. This
specific type of media is what attracts users as it is similar to view and
use and can still have the same impact as other social media
newsfeeds. Users know what they are also going to get. This makes the
site consistent and people who are photographers they are able to
upload and share high quality pictures.
Furthermore, as only photos are shared it is very easy for anyone to
upload pictures and be able to interact with anyone with friends and
celebrities as users can also get a glimpse of what their personal life is
like and what they are doing if they chose to share this.
Instagram also give the users a lot of control making them a prosumer
as they are able to chose who they follow. This will impact what
images will appear on their newsfeed and make the site more of what
they want to see. Also, everyone's Instagram will be different which
will show what their interests are.

Convergence
Jenkins 2006 – ‘The kinds of entertainment
experiences they want’
Instagram are able to meet the experience by
people posting interesting or inspirational
photos. As well as professional photography
and memes which some users post such as Lad
bible and 9gag. This is what is posted within the
product which users want to experience and see
on a daily basis.

Negatives
There has been a controversy with Instagram
where their a new policy allowed them to use
users photos which they had uploaded for their
own personal profit by selling them to other
businesses. This resulted in lots of people
unsubscribing from their service and it has now
been abandoned from their policy as a result.
http://www.imediaconnection.com/content/34249.asp

How does Instagram advertise
To advertise on Instagram you have
to create an advert through as
creation, Power Editor or Facebook
ads API. These adverts will either be
seen in a portrait or landscape mode.
These adverts can be created by
anyone and it may cost around
$350,000 to $1 million to advertise
on other users newsfeeds.
https://www.facebook.com/business/help/976240832426180?_rdr=p
http://www.shortstack.com/how-small-to-medium-sized-businesses-can-
advertise-on-instagram/

Instagram advertisement
Here is a post on Instagram which is advertising
themselves. This is a sponsored link which is
usually for other business however, they may
advertise themselves to their own users so that
they create a better image of themselves and
reinforce users thoughts about them
http://blog.instagram.com/post/64973363225/adsoninstagram

Type of Adverts
This a advert which users might seen on their
newsfeed. Users will know if it is a advert as it
states that it is sponsored next to their profile
name. It is only a picture but there is a install
now feature to it where users are able to
directly download an app if it being advertised.
This post can also get likes from users and has
all the same features as a normal user does.
There are usually new apps being advertised
on Instagram probably as there is a direct
download button on the post which can get
the audience to instantly download their app.
Whereas, through other social media apps like
Facebook there are no feature of user to
download the app instantly.

Viral Marketing
Instagram have been able to be part of
many viral marketing campaigns by having
hashtags and being a big social media
product.
An example was the Starbucks white cup
challenge. This is where people had to
customize a plain Starbucks cup which could
be entered into a challenge. The hashtag
was ‘WhiteCupChallenge’. The winners
would be have their design made into a
limited edition reusable cup to be sold in
store. There were more than 4,000
submissions in three weeks.
http://www.postano.com/blog/the-14-best-instagram-campaigns-of-2014

Instagram’s social media
synergy
As instagram are now owned by
Facebook, users are able to connect
their Instagram account to Facebook
which shows posts from Instagram on
Facebook. Users can also add their
account to other social media such as;
twitter, tumblr, flickr, foursquare and a
Japanese social media sites. These are
Mixi and a chinese site called Weibo.
https://help.instagram.com/176235449218188
https://help.instagram.com/365696916849749?ref=related

Distribution by users
This is an example of a product which is being advertised on Instagram and the
comments sections is able to gain peoples feedback about the product. These
are user generated reviews where the public can voice there views about it.
They can gage how the public has received the product and they are able to
reply to it.

Basic information
What is Reddit:
Reddit is different to most social media websites are users send links these can be
videos, blog posts or images. Other users are able to upvote or downvote these
posts depending if they like it or not. This creates a newsfeed with content which
most people enjoy today. Reddit is split up into sub sections called sub-reddits.
These areas only cover certain topics like politics or sports. These cover more
than just todays popular topics as there is also a large following in older
subreddits for example old TV shows or maps. These pages can also be created
by any users and people are able to follow. These pages work like the front page
newsfeed where posts are up and down voted. There are no editors to the
website leaving it free for people to make reedit a social media site which they
want it to be.
Furthermore, Reddit is able to use a comments section which is unlike other
social media as posts with more comments and those which encourage
conversation are brought higher up on the front page. This can make the
conservation of the post more interesting then the actual post. Another aspect
different from most social media is that each users is anonymous so that it
encourage more conversation as it encourage for people opinion to be shared and
it make the website more open. Reddit has become a community of people
where it has a history and has been able to make real life changes such as raising
money and support for charities and making a big change due to their massive
amount of helpful users.
https://www.youtube.com/watch?v=tlI022aUWQQ
https://www.facebook.com/reddit/info/?tab=page_info

What is the purpose of Reddit:
Reddits mission is to be ‘the world's largest & best platform
for online communities to share & connect’ which is similar to
other social media website as they want to help share and
connect people, however they specifically state communities
which has a more worldwide approach with random people
from communities which we are not used to compared to just
the people we know in real life. Their description of their own
website is the ‘front page of the internet’ which connotes
they provide news similar to a newspaper although it is what
the internet is interested in.
Users are also able to gain Reddit Karma when their post is
getting upvoted. This is another incentive to use their social
media.

Founder of Reddit
Alexis Ohanian is the co-founder of Reddit. He is
now a board member in Reddit. He has also
helped launched hipmunk and ran
marketing/PR/community before becoming an
advisor and joining the fight against SOPA and
PIPA.
He has also invested and give advice to over 90
tech start-ups.
https://www.linkedin.com/in/alexisohanian

Content Analysis
Colour Scheme:
The colour scheme is very simple and bland. This
connotes that it is more about what people make of
reddit compared to what reddit is. They use a pale
blue which is calming creating a relaxed
environment for users to be entertained.

Interface
The interface of the front page is very basic with the front page consisting of
the main newsfeed where popular posts are displayed.
At the top of the page there are popular subreddits these are pics, funny,
politics, gaming, askreddit, world news , world videos, IAMA and
TodayILearned. These are safe and popular subreddits which are commonly
looked at.
On the right there is a sign in/login in area where users are able to login.
There is also a search bar to find subreddits. Below this there is a submit link
button where users are able to post what they want. Furthermore, there is an
advert underneath.

Target Users
In the UK there are over 6.6 million users per month. This is
compared to 31 million on Facebook and 15 million on Twitter.
The UK is the third biggest reddit user country behind the US
and Canada. UK users are also more likely to go straight to a
subreddit rather than the home page. The most popular
subreddit for UK users is r/soccer which discuss football.
This is compared to other subreddits seen in the table.
The most popular links are from news websites such as the BBC,
independent and the daily mail. BBC has 36% of all UK url.
http://www.bbc.co.uk/newsbeat/article/33254299/who-uses-reddit-in-the-uk
Subreddit % used
/r/soccer 31.6%
/r/worldnews 24%
/r/news 13.1%
/r/todayilearned 9.16%

There are only 45% of reddit users from outside
the US. The percent of US reddit users between
the age of 14-17 is 8%. The country with the
longest average reddit visit duration is Iceland
with 47minutes. 6% of all adults visit reddit. The
demographic is between 18-29 and male which
makes up 15%. In 2013 there was around 48.5
million US users and the average visit duration is
15 minutes 55 seconds.
http://expandedramblings.com/index.php/reddit-stats/
Target Users continued

Katz’ Uses and Gratification
Due to users spending around 15 minutes on the site
they could use it for ‘Diversion’ as it could be a form of
escape to release users from everyday pressures. It is
unlikely that it is due to ‘Personal relationship’ or
‘Identity’ as content provided on the website isn’t
celebrity or personality based.
Reddit users can also use the website for ‘Surveillance’ as
it claims that their homepage is the ‘front page of the
internet’ so users will want to be informed what is going
on in the world which reddit can provide in their
subreddits.

Psychographics
The most popular users were men who are aged
between 18-29. Men overall used reddit more than
the women. Women between 18-29 and 30-49 use
reddit 5% each. Most users are probably under 18
but were not included in the survey. The male and
younger users may be because reddit has a more
unique humor and interaction compared to other
social media websites such as Facebook or
Instagram, where women use it more.
http://www.theatlantic.com/technology/archive/2013/07/reddit-demographics-in-one-chart/277513/

Reddits users can be described as being
‘Explorers’ as they are driven by social change.
This could be suggested because they reddit’s
homepage changes everyday and users use it
regularly that they want to be informed that in
social change despite it being different to what
most social media platforms post as users
decide what goes on the homepage.

Hartley’s Classification
According to reddit’s marketing media kit from
2014 they median age groups of users are around
35 years old.
A 2011 study found that 32% were single, 30%
were in a relationship and 19%. 39% of users were
students and 46% were in full time employment.
Most users are in college (32%) or a bachelors
degree with 35%.
Hispanic used reddit 11% whereas black are at 5%
and white 4%. Household income is also evenly
distributed between less than 30K a year to 75K+.
http://thepowertoprovoke.com/the-blog/2014/02/reddit-demographics-and-user-surveys.html

The audience has an evenly spread income and in
education they have a u shaped distribution with those
without high school diplomas and those who at least
have a undergraduate degree. These are the people to
most likely use reddit.
http://www.theatlantic.com/technology/archive/2013/07/reddit-demographics-in-one-chart/277513/

What is reddit’s Membership
It is free for user to join reddit although to post
on the website and vote on posts you have to
sign up using an e-mail. Without a login you can
only browse the website and not be able to
interact which means you cannot post links,
vote or comment which is the main part of using
the website.

Sources of Revenue
Reddit in 2014 made $8.3 million dollar. This
revenue mostly comes from adverts which are
in the home page and individual sub Reddit
threads where advertisement can be more
focused onto a particular audiences interest.
These adverts cost £0.75 CPM (1000 views =
£0.75).
http://expandedramblings.com/index.php/reddit-stats/
http://expandedramblings.com/index.php/business-directory/19891/reddit/
https://www.shivarweb.com/3100/how-to-advertise-on-reddit/

Legal and Ethical Issues
There have been some legal and ethical issues with reddit as they
were responsible for leaking and sharing illegally hacked images of
naked celebrities such as Jennifer Lawrence. The chief executive of
Reddit ,Yishin Wong, then refused to take any responsibility for
what had happened. The article describes the the Chief executive
‘wasn’t much better’ which can connote a negative image of the
website as someone who is high in command is seen as just as bad
as the person whom illegally leaked the original photos.
Furthermore, into the article it also claims that free speech is used
as a weapon, as Reddit use this as a selling point for their website
this could affect the amount of users they have as they may not be
seen as an ethical website. This is also an example of people who
have abuse the website by posting controversial images on.
There have also been a lot of controversy's with Reddit hosting
images that are legally defined as child pornography. This was
closed down in 2011. This presents a bad image for Reddit which
they want to avoid. They have also removed more boards such as
r/fatpeoplehate which the purpose was for users to hatefully
comment about peoples size.
http://www.economist.com/news/business-and-finance/21657649-ellen-pao-has-left-room-firm-still-has-keep-volunteer-staff-happy-while-
tempering-its
https://www.washingtonpost.com/news/monkey-cage/wp/2014/09/09/why-reddit-sucks-some-scientific-evidence/

Reddit use the data they gain to find out what users like and
are able to better find subreddits which they may like based
on what they have upvoted and what posts and subreddits
they view regularly.
This helps Reddit to find what advertisement could be focused
on them.
On the mobile app Reddit has they have stated that they
collect data from it. The data collected is the persons unique
advertising identifier, IP address and list of sub-reddits which
you belong to. The data collected is deleted after 90 days
(except for the IP address linked to the account). However,
there is now a option to opt out from this data gathering.
http://venturebeat.com/2015/01/15/reddits-updated-privacy-policy-outlines-how-it-tracks-you/

Does Social media erode social
behavior?
Reddit has also suffered from the affect of trolls on
their website where they are posting not only
hateful messages but there are parts of the site
dedicated to violence and rape. These sub-reddit
just for this type of content. In normal social
behavior this is seen as unacceptable so Noam
Chomsky’s theory supports that social media has
eroded social behavior as users believe they are
protected as they are on the internet.
http://www.theguardian.com/technology/2015/jul/16/reddit-decency-reckoning-ellen-pao-
trolls

Reddit’s Positives
Reddit is unlike other social media website as Facebook and
Instagram have a limit to how much they make their consumers,
prosumers and how much they customise their newsfeed. Whereas,
Reddit users don’t change their own news feed but they are able to
change the whole sites newsfeed with what everyone on the site
believes should be on the front page.
Furthermore, reddit doesn’t include personal posts which can be
argued makes it more interesting as the site is more about topics
and conservations rather than individual people. This could also
make the site more of a intellectual playground as it covers topics
like science and politics with dedicated sub-reddits which only
includes the topics. Sub-reddits are able to organise topics together
so users can use the site in multiple ways and for multiple reasons.
Reddit’s users are also anonymous so they are more likely to be
truthful and give their own opinion about something as it cannot be
related back to them in their personal lives.

Convergence
Jenkins 2006 – ‘The kinds of entertainment
experiences they want’
Reddit gives the power of what users experience on
the website into the hands of the users. They vote
on posts and those which are trending and very
popular are able to make it to the front page where
lots of people are able to view the content posted.
Users are able to have more freedom on what they
want to see in sub-reddits as well.

Negatives
After Reddit banned some sub-reddits which
focused on harassment and hateful comments
they have now been criticized for stopping
freedom of speech which is their main selling
point for people to use the site as everyone is
anonymous. Some people have said that this is
becoming the beginning of the end as the site
has a small amount of moderators and people
are becoming tried of a constant political
struggle between right and wrong.
http://www.independent.co.uk/life-style/gadgets-and-tech/news/reddit-bans-communities-
including-fat-people-hate-as-users-say-anti-harassment-policies-could-be-10312251.html

How does Reddit advertise
People pay for there links to be posted wherever
they want which is usually on the top of the
page especially on the front page which will get
lots of view. You can only pay for one promotion
on 1 sub-reddit for a set amount of time. This
means people can target promotion towards a
specific sub-reddit which is related to their
product. All of reddits ads cost $0.75 CPM (cost
per thousand)
https://www.shivarweb.com/3100/how-to-advertise-on-reddit/

Reddits advertisement
Reddit does advertise themselves they do
advertise their own sub-reddits inside their site.
Sub-reddits is what connects and links people
together with people who have similar interests.
This helps more people use the website and thus
they will become more popular. There are pictures
and links on the front page where people are able
to see some of the different sub-reddits which
they may be interested in and thus go onto the
start using on a regular basis.

Types of Adverts
This is an advert which could be seen on reddit. Most adverts feature
above the top rated post as this is where most users will go to when using
the website. The advert will have a picture next to it helping users to
understand what the advert is about and also if they won’t have to bother
reading the title.
On Reddit the adverts are all different as people can advertise anything if
it abides to the reddit’s rules. There is always a link to the website related
to what is being advertised.

Viral marketing
It is well known that Redditors don’t like bug companies advertising on
Reddit. Marketing campaigns are very volatile if they are a success or failure.
Nissan tried to market twice on reddit, once being a failure and the other
becoming hugely successful, then going viral.
Nissan attempted to increase there public relations by doing a AMA (ask me
anything) session on reddit when users can ask anything to the CEO, Carlos
Ghosn. Users are supposed to ask honest questions and get honest response
in return. However, it was exposed that the questions asked were actually
from employees or the public relations and marketing division. This meant
that redditors felt betrayed and duped Nissan. This lead to news sights
reporting this and the word spread.
Nissan tried again. They were releasing a new car which could also be bought
on amazon. To promote this they launched a Reddit campaign called ‘If you
could have one thing from Amazon, what would it be?’ Nissan would buy
items which people had asked for and the campaign went viral going to the
top of the front page on Reddit.
https://nastafarian.wordpress.com/2015/08/17/reddit-a-
powerful-double-edged-sword-in-viral-marketing/

Reddit’s Social synergy
Facebook have been thinking about adding a
dislike button. This is a similar idea to what
reddit’s uses with their voting system of up and
down voting different posts. However, there are
some ethical issue with this on Facebook as it is
more of a personal website compared to reddit
which is anonymous and more distant between
the site and personal life.
http://rebrn.com/re/mark-zuckerberg-reveals-facebook-will-add-a-dislike-button-888213/

Distribution by Users
This is an example of users reviewing films on
a subreddit which is just focused on films. They
have a weekly film to watch and then on this
subreddit people will leave their thoughts and
comments. This will encourage a discussion
between people who watched the film and
thus is a way which user distributed their
review. This can also happen in other ways on
reddit not just films. People will review and
discuss any product in the relevant sub reddits
which anyone can access.

Survey Monkey
Most of the participants where under 18 with 1 being between 18-29 and one 30-49.
So the answers may give a more bias view of the under 18 choices and opinions.
The survey was ½ male and female participants so it should give a clear view of both
genders mixed opinions and choices are.

Social media is used most often daily
with 75% of people using to daily
suggesting that they want to keep up
to date on social media on a daily
basis rather than a weekly basis. This
also means that they will overall
consume a lot more media than those
whom browse it weekly.

Everyone whom took part in
the survey used or had an
account on Facebook.
Instagram was the second
most used and Snapchat the
third most used. With
Twitter being least used with
only 50% of people using it.
This clearly shows which
social media sites are
dominant. Also, pinterest
was added to the other
section which is a new social
media site which is still
taking off and is not yet a
mainstream media.

What do you think are the
positives with social media?
One person liked photo sharing which Instagram focuses on.
Three responses focused on staying in contact with people which Facebook is most suited
for.
One also focuses on the entertainment factor to social media with expanded
opportunities.

There were three comments which specifically suggested the cyber bullying was
a big problem with social media. This is because people think that they can get
away with saying anything on the internet and there not being any
consequences. This is supported from the response about anonymous user on
apps like ‘Yik-Yak’.
There are also issues with fake accounts and people being able to hack users
account which holds lots of valuable and sensitive information within.

These responses are similar to the question about the positives in social media.
Those who did the survey enjoyed keeping in contact and easily uploading pictures
and videos.
One response was also for sporting needs which is a form of news.

People who did the survey said that it was good in keeping relationships together
which has impacted peoples lives. Theses people can stay in contact with friends
and family whom may not live near. It is also a essential and use in everyday life.

Paying for advertisement
Pay per Click:
This is advertisement where you are charged for the amount of times which
your advert is interacted with and the cost of the advert is the amount you
spend and divided by all the clicks received. This is the same for all CPC costs.
Cost per thousand:
This is the average cost you paid to have 1,000 people on your advert.
Click through rate:
This is the total number of clicks received divided by the number of
impressions also made.
Unique Clicks:
These are the total number of unique people clicked on your advert. This is
for the exception of if 3 people click on the same advert 5 times it will only
count for 3 unique clicks.

Sponsored advertising
Sponsored Adverting is where a
brand will pay a large sum of
money to a publisher to have their
name or message inside a story or
article. This informs readers that
the following is sponsored by an
advertiser. The content is produced
by the brand but they may have
paid for it.
This is can example of a sponsored
advert which might be seen on
Facebook.
http://digiday.com/publishers/time-to-define-native-advertising/

Personal Recommendations
Peer to Peer advertising is where
customers are encouraged to promote
the product to other peers which could
be potential customers. This type of
advertising encourages customers to
engage other customers by advocating a
product or service to a friend or
associates.
The purpose is that there is a reward
involved for the person who is
commending the product.
An example of Peer to Peer advertising
is dropbox’s system where if you refer a
friend then you will get up to 16GB free
space.
http://www.pmlive.com/intelligence/healthcare_glossary_211509/Terms/p/peer_to_peer_p2p_marketing

Prosumer Content
A prosumer is a customer which helps a
company to design and produce its
product. It is a combination between
‘producer’ and ‘consumer’.
The Lab bible is an example of a Prosumer
as they use and produce content on
Facebook. They share memes and vines
which they make and share on Facebook.
According to Andrew Keen (2011) they
would be classed as amateurism as they
don’t have a professional quality to them
but are still sort after.
http://dictionary.cambridge.org/dictionary/english/prosumer

Prosumer content continued
The Lab bible also has produces Prosumer content on
Instagram where they share the similar content being
memes and vines.
They have become very successfully and now have
multiple accounts for gaming, rules, UK, USA,
Australia.

‘Yik Yak’ case Study
Yik Yak is an app where users are able to post anonymously what every they want in text and picture form. Posts are
up and down voted by other users anonymously. It was originally made for university campuses and posts are limited
to a geographical area.
This app and different social media site has the constant potential to be destructive to people as hateful speech and
comments about people are able to be broadcasted to multiple people anonymously. There is also no way of stopping
this as users posting hateful comments have no consequences due to being anonymous. It is also psychologically
easier to do this due the social media platform is able to remove pretense of empathy as there is no need for human
presence.
Real life examples of this have been in the state of Massachusetts where users posted rumors and other comments
about students and administrators. The only thing the school could do was to encourage students to stop using the
app, the users responsible were never discovered so couldn’t be punished. There have also been multiple school
shooting threats which have come from the site where schools have had to been evacuated.
However, a threat on a American college about a shooting was able to be tracked to a student who was then arrested.
This social media platform has proved that it can be very destructive when used not for the given purpose. It is can
example of how social media can ‘erode normal social behavior’ (Noam Chomsky) as these comments wouldn’t usually
be said face to face.
What Andrew Keen has said about the evolution of the internet can be applied to what Yik Yak basis its purpose on.
Andrew Keen has stated that this type of blogging which is constant is like we have become ‘monkey-like
shamelessness about our private lives, our sex lives, our lack of lives …’ As Yik Yak is a form of blogging where people
share their thoughts users can abuse the anonymity by sharing about other peoples private lives. This is
‘shamelessness’ as there is a lack of shame by people posting private information which would other wise wouldn’t be
share if not for Yik Yak and how users can remain anonymous.
http://www.foxnews.com/opinion/2014/05/09/psychiatrist-view-yik-yak-is-most-dangerous-app-ive-ever-seen.html
http://www.wsmv.com/story/30240774/student-arrested-for-alleged-terrorist-threat-against-emory
http://www.herald.co.zw/mob-2-0-internet-culture-and-the-economy/

Conclusion slide
Throughout this Learning Objective I have
covered three social medias in-depth. These
were Facebook, Instagram and Reddit. I covered
their purpose and aims, audience theories in
relation to them, legal and ethical issues
involving each social media, the pros and cons
and the type of marketing and advertisement
they used.

Unit 35 - LO1

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Unit 35 - LO1