This document analyzes and compares several popular social media platforms: Facebook, Instagram, and Twitter. Facebook's purpose is to connect users and allow efficient communication. Its content includes personal profiles, pages, and games. It has over 1.3 billion monthly users and generates most revenue from advertising. Instagram focuses on photography and allows filtering photos to share. Its target is 18-35 year olds. It was acquired for $1 billion but generates no direct revenue. Twitter allows brief public updates and was the first to use hashtags to group topics. Most users are aged 15-35 and it generates revenue from promoted tweets and accounts. All platforms address legal and ethical issues in their terms of

1. By Caleb Browning
UNIT 35 – SOCIAL MEDIA PRODUCTS

2. P1 CONTENTS
• Facebook Analysis
• Instagram Analysis
• Twitter Analysis

3. FACEBOOK: PURPOSE
Facebook’s purpose is to connect the integrated audience of Facebook together. What
this means is that friends (or hot audience) that are both on Facebook are given the
opportunity to communicate in a more efficient, and easier way in comparison to
other methods such as written letter.
The cold audience side of the integration also can communicate with individuals;
whether it be meeting online and being able to talk on topics posted by Facebook
pages. The purpose of connecting cold audiences together is that it allows efficient
advertising and it allows for untapped contacts to be connected together.

4. FACEBOOK: CONTENT
The content of Facebook is very broad in terms of topic:
• Personal profiles of the individuals that use Facebook; these profiles may include
personal photos, videos and links to games that the individual may play on
Facebook.
• Facebook pages are also very broad down to the fact that they can be used in a
casual or professional manner. An example of a casual page may be a fan page of
an athlete or a game. An example of a professional page would be the official
page for Obama that is taken care by his Social Media team.
• Games are also very popular on Facebook. One influential game that formed a
huge amount of today’s type of Facebook game was Farmville.

5. FACEBOOK: TARGET USER/MEMBERSHIP
Facebook is such a large network that they actually do not have a specific target
audience; so many people use Facebook with 1.31 BILLION monthly active users.
(Link here)
However, in the space of Facebook, audience can be targeted by certain adverts and
certain pieces of news depending on the ‘likes’ of the personal profiles. For example,
someone that has ‘liked’ the BBC page will get updates relating to the BBC and the
news.
Advertising can also be directed towards certain genders or ages by sponsored
advertising. For example, an advertisement for breast cancer would be more
beneficial if it was directed towards females than males because it effects females.

6. FACEBOOK: SOURCE OF REVENUE
Facebook’s main source of revenue is from Advertising.
“For the first nine months of 2013 and 2012, advertising accounted for 88% and 84%,
respectively, of its revenue. Facebook reported advertising revenue of $1.8 billion in 3Q 2013.”
(Link Here)
Advertising is done on Facebook using a system called ‘Facebook Exchange’ where
businesses and companies bid on advertising space in real-time. This is done by
tracking cookies from the profiles to determine if the advertisement will be effective
and targeted at the right untapped audience.

7. FACEBOOK: LEGAL/ETHICAL ISSUES
Facebook is very thorough when it comes to copyright and intellectual property. They allow
content creators to report copyright infringement easily on their website (Link)
Misrepresentation results in termination of the Facebook account or group that is
impersonating the individual if a report is filed in on the specific account.
Since Facebook’s data policy collects your messages sent, as well as your registration date
and archives your posts, bullying and stalking can be reported easily and reviewed/acted on.

8. INSTAGRAM: PURPOSE
The purpose of Instagram is to create a platform where photography is the main focus of what
is posted. Instagram allows a user to upload photographs, add ‘filters’ which alter the look of
the image if they wish, and share the photo with their ‘followers’ or ‘#’.
The use of Instagram can be professional or casual depending on the type of account you
want. For example, a casual Instagram account can be used to share photos with friends and
keep memories online, while a professional Instagram account can be used as a form of
portfolio.

9. INSTAGRAM: CONTENT
The content of Instagram is entirely based on photographs. There is no posting with
text (exception to this is photographs with text on and the captions) However, what is
used that in Instagram and Twitter has revolutionized (firstly by Twitter) the way
social media and Word of Mouth is used is hashtags.
Hashtags (#) groups tweets or photographs together and these are then viewable by
the public to scroll through to see if anything interests them. This changed the way
that W.O.M, marketing via social media and also social interaction between
individuals completely.
The reason for this is because it makes the interaction between people who have
things in common much easier.

10. INSTAGRAM: TARGET USER/MEMBERSHIP
Instagram has a target audience of 18-35 year olds – a younger audience with an
astonishing 90% of all users being within this age range. (Link)
This is why Instagram is such a valuable tool for advertisers. Instagram directly taps
into a younger audience with strong success in comparison to other methods like
television or radio.

11. INSTAGRAM: SOURCES OF REVENUE
Instagram has always been a free service, without any use of add-ons or ‘pro-service’.
However, the source of revenue that was acquired at one time by the creators of Instagram
itself from selling Instagram was $1 BILLION in 2012.
(Link)
The actual application does not have any type of advertising or direct revenue from it’s
service.

12. INSTAGRAM: LEGAL/ETHICAL ISSUES
Legal and Ethical issues are addressed in the Terms & Service of Instagram. An example of
one of the terms and services is the addressing of stalking/bullying:
“You must not defame, stalk, bully, abuse, harass, threaten, impersonate or intimidate people or entities and you
must not post private or confidential information via the Service, including, without limitation, your or any other
person's credit card information, social security or alternate national identity numbers, non-public phone numbers
or non-public email addresses.”
Another example of one of the legal and ethical issues addressed is the impersonation of
another person on their account:
“You agree that you will not solicit, collect or use the login credentials of other Instagram users.”

13. TWITTER: PURPOSE
The purpose of Twitter is to create a platform where an account is less personal and
more accessible to the public. This allows users to have a personal touch to their
comments without disclosing much about them.
The use of a friends list is not used in Twitter or Instagram - instead you are
‘followed’ and ‘follow’ people you are interested in seeing. This gives anyone the
opportunity to be able to see what you post as well as give you the opportunity to see
what others post with the exception of a profile being private, where the user has to
accept the follow request.

14. TWITTER: CONTENT
The content of Twitter is mainly text based as well as picture based. The use of Twitter is that
it almost acts as an update wall of what the user is doing in comparison to a personal profile
of the user or a photo reel/portfolio that Instagram is.
Twitter was the first social media website to use hashtags and to revolutionize the way that
W.O.M. was used. With hashtags, came the use of grouping ‘tweets’ to each other to create a
topic of discussion. This introduced being able to integrate audiences together under one
banner.

15. TWITTER: TARGET USER/MEMBERSHIP
A study was undertook in which 29% of 3,600 of ‘Generation Y’ or the 15-35 year old
demographic showed that they used Twitter along with at least 8/10 of them using at least one
social network.
While any age can join Twitter, a large majority of Twitter’s demographic are ‘Generation Y’.

16. TWITTER: SOURCES OF REVENUE
Revenue for Twitter comes from promotion from companies/businesses. For example:
“Almost all of Twitter's revenue - about 85% of it - comes from advertising on its site. There are three
main ways for a company or an individual to advertise on Twitter: by promoting a tweet that will
appear in people's timelines, promoting a whole account, or promoting a trend.
Twitter tends to charge its advertisers according to the amount of interaction their content generates. A
budget is usually set at the start of the campaign and then the advertiser pays per click or per retweet.”
(Link)

17. TWITTER: LEGAL AND ETHICAL ISSUES
Twitter has a Terms of Service that addresses many legal and ethical issues.
Copyright is addressed, for example:
“Twitter respects the intellectual property rights of others and expects users of the Services to
do the same. We will respond to notices of alleged copyright infringement that comply with
applicable law and are properly provided to us.”
(Twitter TOS)

18. P2 CONTENTS:
Positive and Negative social effects of social media websites such as:
• Facebook
• Twitter
• Instagram
• Vine
• Tinder
• Pinterest
• Linkedin

19. POSITIVE EFFECTS OF SOCIAL MEDIA
• Information is much easier to find online than in books. For example, if you
wanted to learn how to build a computer, you would have to look for a specific
book that explains how to build a specific type of computer. Now you can find it
online with ease.
• Contacting with family and friends as well as professional acquaintances is much
easier than before due to being able to contact them at any time.
• Being more anonymous means that feelings can be expressed easier with less
feeling of embarrassment. Socially isolated and shy people reported that soial
networking made them feel less shy in a study
• Jobs have risen because of the new jobs relating to social media – for example,
Facebook posted $1.26billion for their third quarter of their revenue in 2012,
along with Twitter creating an estimated $350m in 2012. (Link)

20. NEGATIVE EFFECTS OF SOCIAL MEDIA
• Social media has made unbiased and truthful information harder to find due to
how easy it is to post information that looks authentic.
• 13 million users said they had not set or did not know about Facebook's privacy
settings and 28% shared all or nearly all of their posts publicly in a study by
Consumer Reports (Link)
• Students who are heavy social media users tend to have lower grades in
education. For example, students who used social media had an average of a GPA
of 3.06 while non-users had an average GPA of 3.82. (Link, Ctrl+F 3.02) This shows
that the distraction of social media affects the grades of the average student.
• Job stability is more of a problem because the use of social media can reveal
many things about your personal life that may look unattractive to an employer.
For example, Anthony Weiner, former US Representative, was forced to resign
after a Twitter sexting scandal in 2011.

21. CONTENTS: P3
Give an example for each of the following ways in which companies and brands use
social media for commercial purposes:
a) Advertising
b) Viral marketing
c) Product/service reviews

22. P3: ADVERTISING
An example of advertising that has been adopted is one by Twitter. Twitter uses a
service called ‘sponsored tweets’ where advertisers can pay to have specific tweets
broadcasted to an extended audience. (Link)
These tweets are scheduled using a bidding process in which a budget is set to how many people are
going to see the advert. For example, you could have a budget of £500 and schedule the tweets to be
sent over 5 weekdays at £100 a day.
Twitter uses cookies to determine what sort of advertisements interest the user and
plan who will receive the sponsored tweets accordingly. Money is paid out of the
budget for each click or follow. (Link)

23. P3: VIRAL MARKETING
An example of viral marketing is the use of the video platform ‘YouTube’ by Old
Spice.
They successfully created a series of interesting and eye-catching adverts that while
feature an attractive male model for women is also amusing for men.

24. BENEFITS OF VIRAL MARKETING VIA SOCIAL
MEDIA
• The reach of the marketing can reach a much higher number due to it being so much
more easily accessible. For example The Witch Blair Project
(http://www.blairwitch.com/legacy.html) is one of the best examples of this. They used the
internet as a viral marketing tool. The creators of the film used online message boards to
spread rumors about the Blair Witch. It was so successful that people still believed in the
stories even after the release of the movies. (Source)
• Marketing can be very easily conducted – only a fee must be paid to keep adverts
running.
• Increased traffic to online areas of the business conducting the viral marketing.
• If the advert is very successful, it will continue to grow in size and the brand will become
more reputed.

25. P3: VIRAL MARKETTING PART 2
Old Spice’s ‘The Man Your Man Could Smell Like’ has accumulated over 50 million
views while many of the other adverts they have created with the same crazy concept
of a stylish yet creative flavour have also accumulated millions and millions of views
on a lesser scale.
The reason why this is so successful is because YouTube is a huge branching
opportunity for companies to produce something visual/audio that appeals to a much
broader audience based on creativity.
As a bonus, the adverts will be remembered a lot easier than a regular product of the
aftershave variety just because the adverts stand out so much.

26. P3: PRODUCT/SERVICE REVIEWS
User-generated reviews could be considered the wildcard of how to show off a
product depending on how reliable the product actually is.
This can result in two different outcomes:
• The product gets great, consistent reviews and your product becomes credited for
being a great product via Word of Mouth
• The product does not work as consistently as it should and therefore potential
untapped audience will be put off from buying the product.
A good example of a place where reviews are extremely valuable to a companies’
business is Amazon. Verified buyers of a certain product may choose to give their
opinion on how the product works, if it delivers as intended etc. A personal
recommendation from users that have already tried the product is much more
believable for a consumer of a product than the company itself – which is why it can
be extremely valuable to be reviewed.

27. P4 CONTENTS:
I have to now generate ideas for a new social media website or application appropriate to the
needs of a specific target audience.
a) Purpose
b) Format/style
c) Target user/membership
d) Mock ups

28. INSPIRATION #1 - SOUNDCLOUD
Soundcloud is a musical platform where tracks can be downloaded and shared between
users. It is a free application that can be accessed easily on all types of smartphone and
computers. It also allows the users to comment on tracks displaying either criticism or
compliments.

29. INSPIRATION #2: TINDER
Tinder is a dating application where it has been made efficient and easy to find ‘matches’. You
sign up via the application, and by using Facebook, you sign in and are given a selection of all
your pictures to create a profile from. You can create a small description of yourself.
You then can start ‘liking’ or ‘passing’ on people that you may be interested in. If both of you
like each other, then you are both ‘matched’ and can start talking.
Tinder also has a ‘moment’ system where photographs can be shared to all of your matches
for 24 hours. Your matches have the option to like the moments that you put up.

30. P4: PURPOSE: ‘MIXXING’
Name Inspiration: A mixture of ‘mixing with people’ and a DJ ‘mix’. A nice play on dating and
music entwined.
The application ‘Mixxing’ will be a hybrid of Tinder and Soundcloud – Users would join up and
create a list of their favourite artists and songs. The users would then be matched up with
people that like the same music and are also of the same sexuality.
Users are then given the option to pass or accept people that they are matched with to start
talking. This would be successful because it already gives the users a common interest.

31. FORMAT/STYLE
The format of Mixxing would include having a brief profile about yourself that gives information
on what bands you like, what artists you enjoy, and a description about yourself.
It would involve the use of IM (Instant Messaging) as well the use of a photographic uploading
system which allows the people they add to be able to see photos that are uploaded by the
individual.

32. TARGET AUDIENCE
The target audience for Mixxing would be in the teenage to young 20’s range. This is
because the majority of the users of Tinder are in this range, which is therefore what
we would be interested in trying to tap into.
(Link to Chart)
The general gender would be more
suited towards a male audience
from the chart in the last slide;
62% of all of Tinder is
compromised by men while 38%
is of women.

33. MINDMAP OF THOUGHT PROCESS

34. P5: CONTENTS
Plan the development of a new social media website/app, including:
• Purpose
• Content
• Design/navigation
• Target audience
• Security
• Production plan with launch date
• Possible revenue streams
Go more into detail with each one!

35. P5: IN-DEPTH PURPOSE
Name Inspiration: A mixture of ‘mixing with people’ and a DJ ‘mix’. A nice play on dating and
music entwined.
Mixxing looks to create an easy way to find possible dates with the same music taste as you
as well as a brief description about themselves. The goal of the application is to connect
people together more personally through the power of music.
The application ‘Mixxing’ will be a hybrid of Tinder and Soundcloud – Users would join up and
create a list of their favourite artists and songs. The users would then be matched up with
people that like the same music and are also of the same sexuality.
Users are then given the option to pass or accept people that they are matched with to start
talking. This would be successful because it already gives the users a common interest.
The business goal is to get 100,000 users in the first annum to create a reliable database and
to also get an idea of the growth of the app and what direction should be taken with it. The
objective is for the application to start being used instead of dating sites over time.

37. P5: CONTENT
Users of Mixxing will want to ‘add’ to their list of artists and bands that they like as well as a
quick description about themselves and what they enjoy outside of music. As more and more
users end up joining, matches will become more and more common and the use of Mixxing
will become much more populated.
In terms of copyright and intellectual property rights, we will have a reporting system where a
report can be submitted to us on the grounds of intellectual property and copyright and we will
then check to see if it is correct. If laws are broken, the account will be suspended. We will
also allow users to report users that are abusive, stalking and bullying to which the same
treatment will be given.

38. P5: DESIGN AND NAVIGATION – MOCK UPS

43. DESIGN AND NAVIGATION: COLOUR SCHEME,
FONT, AND GUIDELINES/STANDARDS
• The colour scheme that I would like the application to follow would be a light red/pink
palette such as the one in this slide; this is because the general romantic/flirty colours are
love related, which is a lighter red/pink.
• The font I would like to use for Mixxing is a font called ‘House Gothic 23’. This was my
chosen font because it is simple, it looks more attractive than a default, blocky font like
Ariel or Impact and doesn’t look too difficult to read.

44. SECURITY/PRIVACY
The terms of service will include the notion that if cyber-bullying, stalking, impersonation or
misrepresentation were to be committed, the account of the offender would be suspended
immediately. Protection of personal data would also fall under this category. Users would have
an option to be able to report a match for stalking personal information. From this chat logs
would be able to be read from the site if the report is legitimate.

45. PRODUCTION PLAN WITH LAUNCH DATE

46. PRODUCTION SCHEDULE EXTRAS
The usual cost for the development of an application is $6453 for a paid application. What is
important is that budget is left at a decent amount. Therefore, the budget should be around
$7000 to leave room for extras. (Link)
I chose the 5 month timescale because I think it is important that time is spent on making sure
that the application is functional. The reasoning towards this is because one of the main ways
that the application is going to be spread around is via word of mouth – AKA personal opinion.
If it is fully functional, it will get more positive feedback.
I would have to hire content developers, graphical artists and coders to create the application.
However, this also plays into the budget – which will end up being the most expensive part of
the production process.

47. POSSIBLE REVENUE STREAMS
• A possible revenue stream could be advertising space on the sides of the application.
Each page could have a small strip of adspace on it to pay for the use of the area.
• Another possible revenue stream if the services takes off is a ‘pro’ feature where adverts
would be taken off as well as extra benefits such as unlimited matching with others.
• Sponsorship could also be considered if the services takes off more than expected.

48. P6: CONTENTS
Design a competent homepage/members page using for a planned new social media
application, including:
• Page layout
• Site navigation
• Navigation buttons to pages
• Screen display sizes, colour schemes, font styles, multi browser compatibility, W3C
Guidelines/accessibility recommendations
• Advertising space, sponsors etc.

49. FIRST MOCKUP OF WELCOME SCREEN

50. WITH ADVERTISING SPACE ADDED

51. MAIN PAGE

52. EXTRAS PAGE W/ADVERTISING SPACE

53. CONTACT LIST

54. FINAL DESIGNS OF APPLICATION
In order:
• Splash Page
• Sign-in/Connect to Facebook
• Front Page/Find Matches
• Talk to Matches
• Settings

60. ADDED FEATURES
• The white ‘m’ in some of the pages can be used to get back to the front page.
• iPhone template has been used to represent the application better.
• Colour scheme has been changed slightly – not completely pink and the opacity of the
darkness of the colours has been dropped
• Font style has been changed – ‘Korean Typography’ is now the new font.
• A splash page has been introduced!
• Sign in now has a facebook connection which allows you to connect from Facebook for
example (could be changed to work with other social media sites
• Generally just looks a lot nicer than it did before.

61. POSSIBLE ADVERTISING?
• One thing that could be utilized is the use of popup adverts instead of ‘advertising space’.
This gives more room for the rest of the application to work.
• The other option is advertising space, however I would be more inclined to add a cheap
fee for no adverts (50p,£1) and popup adverts.
Example of advertising space:

62. by Caleb Browning
THANK YOU FOR VIEWING MY
PRESENTATION