Unit 35 - LO1

OCR –
Level 3 Cambridge Introductory Diploma in
Media
Unit 35:
Social Media Products
Name: Tom Evenden
Candidate Number: 2048
Center Name: St. Andrew’s Catholic School
Center Number: 64135

Contents
• Slide 4 … Facebook
• Slide 5 … Purpose of Facebook
• Slide 6 … Zuckerberg’s Purpose
• Slide 7 … Content of Facebook
• Slide 8 … New Content - GIFs
• Slide 9 … Content – Profile Outline
• Slide 10 … Colour Scheme - Connotations
• Slide 11 … Facebook Membership
• Slide 12 … Legal/ethical issues
• Slide 13 … Laws and Regulations
• Slide 14 … Facebook’s Revenue
• Slide 15 … Facebook’s Income - Advertising
• Slide 16 … Facebook’s Income – Advertising (Continued)
• Slide 17 … Facebook Advert
• Slide 18 … Katz and Maslow
• Slide 19 … Hartley and Socio-economic Needs
• Slide 20 … Positives and Negatives
• Slide 21 … Twitter
• Slide 22 … Purpose of Twitter
• Slide 23 … Twitter Founders
• Slide 24 … Content of Twitter
• Slide 25 … New Content - MEMES
• Slide 26 … Content – Profile Outline
• Slide 27 … Colour Scheme
• Slide 28 … Twitter Membership
• Slide 30 … Laws and Regulations
• Slide 31 … Twitter’s Revenue
• Slide 32 … Twitter’s Income - Advertisement
• Slide 33 … Twitter’s Income – Advertisement (Continued)
• Slide 34 … Twitter Advert
• Slide 38 … Skype
• Slide 39 … Purpose of Skype
• Slide 40 … Content of Skype
• Slide 41 … Colour Scheme - Connotations
• Slide 42 … New Content - GIFs
• Slide 43 … Content – Profile Layout
• Slide 44 … Skype Membership
• Slide 45 … Skype’s Revenue
• Slide 46 … Skype’s Income - Advertisement
• Slide 47 … Skype’s Income - Advertisement (Continued)
• Slide 48 … Skype Advert
• Slide 49 … Who owns Skype?
• Slide 54 … Primary Research
• Slide 55 … SurveyMonkey Questions - 1
• Slide 61 … Newspaper Article
• Slide 62 … Review
• Slide 63 … Video
• Slide 64 … Advertising
• Slide 65 … Pay Per-click Advertising
• Slide 66 … Peer-to-peer Advertising
• Slide 67 … Sponsored Advertising
• Slide 68 … Sponsored Advertising (Continued)
• Slide 69 … Viral Marketing
• Slide 70 … Viral Marketing (Continued)
• Slide 71 … Yik Yak
• Slide 72 … Product/Service reviews

Purpose of Facebook
Facebook is a form of social media for anyone who has a phone, iPad or Computer.
Facebook is free social networking platform and anyone can sign up by putting in a
few personal details such as name, email and date of birth. Once you have signed up
to Facebook you can add pictures, update your status and connect with people.
These updates are statements about what people are up to and links to interesting
stuff people have seen elsewhere on the web. As word gets around that the person is
online, other people may find that person and get in touch. They may have heard
about the person being on Facebook or they may have found them after doing a
search.
Facebook has a section called “People You May Know” which pops up on your own
Facebook and lets you see other peoples profiles that you may be interested in or
have a common connection with.
Therefore the purpose of Facebook is to connect, socialise and stay up to date.
http://www.bbc.co.uk/webwise/guides/about-facebook
Slogan:
The slogan Facebook has is the verbal code “Facebook helps you connect and share
with people in your life”. This connotes what Facebook is all about and will attract
new users to find that the slogan conveys what Facebook is.

Zuckerberg’s Purpose
Mark Zuckerberg is the multi-billionaire maker of
Facebook.
He designed the idea of a social site at the age of
19 (2004) whilst he was in University. Zuckerberg
wanted to make “a mirror for the community
that already exists in real life”. He put so much
time and dedication into the site that the site has
grown and been more popular over the years to
have over 900 million users on his site.
Zuckerberg helped to make his site different and
individual to the other sites and yet have
everything that his target audience wanted to
make sure it could stay popular.
For example, it evolved another form of a media
outlet within the news (an example of viral
marketing). This is because the news could be
put across the site where users could be up to
date on what is happening across the globe. The
idea was so successful that news stations have
made Facebook pages of their own.
https://www.youtube.com/watch?v=5WiDIhIkPoM

Content of Facebook
The content for the homepage is also kept
simple (image right). As soon as you type
Facebook into the URL It pops up with a simple
homepage for people to sign up, or sign into
Facebook. This helps to encourage the public to
get involved with Facebook, they have also kept
the ‘Create an account’ very simple and easy to
follow. This can be useful because it helps
people to easily create an account for the
younger and older generation.
Furthermore, Facebook also has an information
bar at the bottom. This is because it can allow
people to use the links for help and information
for people with any questions or concerns about
Facebook.
For example, Facebook has included a ‘About’
link at the bottom of the page. On the page
has Facebook’s account, where it involves lots
of information and how many people follow
and like the page.
The verbal code ‘Facebook helps you connect
and share with the people in your life’ is the
slogan for the site. Having this on the
homepage helps emphasize what Facebook is
and what it does; which also anchors the
image below.
https://www.facebook.com

New Content - GIFs
GIFs have been brought to social
media to make the sites more fun
and enjoyable for users.
For example, Facebook have
introduced a GIF option when
messaging friends. By clicking on
the GIF the user can send a gif
image to the friend.
This has also been considered as
another example of advertising –
for example the upcoming movie
‘Finding Dory’ had many GIFs that
were able to be accessed by users
to send to one another.

Content – Profile Outline
Here is the basic outline of what Facebook includes for it’s users ready to be changed
in order for each profile to be changed to make each one individual and their own.
Profile Picture
Information
Friends
Likes
Timeline and Posts
Home
Search
Account and Settings
Photos

Colour Scheme - Connotations
Facebook likes to keep the site simple. It
is easy to tell this through the colour
scheme they have for the website (blue
and ). The primary colours blue and
establish the house style of
Facebook, this was because Mark
Zuckerberg (founder) felt that blue was a
rich and strong colour and the colour
white could help emphasize the blue. As
the colours are repeated it enables
anyone to understand that the site is
Facebook because of the simplistic
format it repeats, otherwise if Facebook
kept on changing the layout or colour, it
may be hard to follow the fact if
somebody is talking about Facebook, or
able to see the simple Facebook logo is it
keeps getting changed.
The colour blue connotes loyalty and
trust. This is important to the site
because users will want to feel confident
that they can trust Facebook with their
personal information etc. The colour blue
additionally connotes a sense of
friendship to the site – which is the main
focus of what the site is about and one of
the main reasons to why it was made.
The colour connotes purity and
originality. This conveys to the user that
Facebook outstands from all other social
sites – which is also good for attracting
new users.
http://www.bayt.com/en/specialties/q/77402/why-did-facebook-choose-its-website-design-colors-to-be-in-blue-and-white/

Facebook Membership
Creating a membership on Facebook is
simple, quick and involves no cost
whatsoever and the user can ‘personally
identify’ (Katz) themselves through
relationships between social behavior to
meet socio-economic needs. For signing
up for Facebook, all you have to do is
write out some of your information
(image right) about yourself. This
information can be changed at a later
stage if the person has changed their
mind on some information or about
where they live. However, if you are
under 13 you are not allowed to create
an account which is part of Facebook’s
safety feature (demographics).

Legal/ethical issues
Material on the internet is protected by
copyright. You have no legal right to copy
other people’s work or make it public on
the internet.
The same rules you would apply when
writing a research paper to determine
when you should ask permission to
include other people’s work in Facebook
page.
Facebook also follows the ‘Data
Protection Act’ (1998) because Facebook
gives individuals the right to know what
information is held about them, and
provides a framework to ensure that
personal information is handled properly.
An example of an ethical issue within
Facebook is through the contents of
Facebook timelines. For nearly 700,000
users spread how either positive or
negative news dominated.
Another ethical issue for Facebook is
‘Fracking’. Fracking is where Facebook is
hacked into to spread false information.
Facebook has done their best to stop
this. They have even set up a ‘Frack Off’
page in order for members to follow and
get involved for the ‘Fracking’ to stop.
https://research20atimperial.wordpress.com/compulsory-content/legal-ethical-issues/
http://www.infoworld.com/article/2608257/techology-business/facebook-s-big-problem--ethical-blindness.html
https://www.admin.ox.ac.uk/councilsec/compliance/dataprotection/

Laws & Regulations – Facebook sued for allegedly
intercepting private messages
On January 2nd 2014, Facebook faced a
law firm because of the site violating its
members' right to privacy.
It was said that it was being sued
because Facebook intercepts with their
private messages, without permission.
Matthew Campbell and Michael Hurley
filed a suit against Facebook with the
Northern District Court of California.
The men accused Facebook of scanning
all private messages with URLs in them
"for purposes including but not limited to
data mining and user profiling.”
The suit is in reference to the violation of
the Electronic Communications Privacy
Act.
http://www.cnet.com/news/facebook-sued-for-allegedly-intercepting-private-messages/

Facebook’s Revenue
Facebook has a income through
advertisement. By this, company’s pay
Facebook for their products to be used
on Facebook. This helps out the company
as Facebook is one of the top social
media sites of the world and can easily
get a point across to the younger
generation.
With more than $1 billion per quarter in
advertising revenue and 1.2 billion
monthly active users, few realize that
Facebook is more than just a social
networking site.
https://uk.finance.yahoo.com/news/how-does-facebook-make-money.html
http://www.business-management-degree.net/facebook/

Facebook’s Income - Advertising
Facebook advertises all types of different contents
over on the site. This is known as viral marketing.
The site’s general advertising is located on the right
hand side of the homepage as soon as the user logs
in (image top right).
Distribution by Users – Viral Marketing
Facebook is also open to it’s users advertising their
own contents. This is done by users creating pages
on Facebook about a subject of their choice; any user
can do this. The advert can then be liked, commented
and shared to others so the word can be put across
further. For example an amusing viral posted on
Facebook that garnered lots of publicity (bottom
right) was shared by ComicBook.com over Facebook
about the upcoming film ‘Suicide Squad’. The verbal
code “New Suicide Squad IMAX poster. ‘We need
them bad’”, conveys the excitement ComicBook.com
has for the film ready for other users to see, learn,
comment and share throughout the site.
https://www.facebook.com/

Facebook’s Income – Advertising
(Continued)
Facebook mostly advertises through
pay-per-click advertising (which is
their min income).
If a company wanted to get an
advertisement over Facebook, it would
cost a cheap price of $0.66/£0.50 to
get the company advertised.
This is very cheap for the reason that
the advertisement will not always be
100% clear over the site.
The site is also cheap to get even more
companies to get involved with being
put on Facebook rather than it’s
competitors who may charge more
money which can earn even more
money for the site.
http://fitsmallbusiness.com/how-much-does-facebook-advertising-cost/

Facebook Advert
Published in 2012, Facebook decided to create a
commercial to advertise their site. Facebook did this
once it managed to get 1 billion monthly users.
The commercial conveyed different shots of people
from around the globe. Along side each shot,
instrumental music played alongside with a voice over
talking about a range of different objects/subjects and
their importance, as well as relating it to Facebook.
For example, the verbal code “Chairs. Chairs are made
so people can sit down and take a break. Anyone can
sit on a chair … and that is why chairs are like
Facebook” conveys how a simple object was made and
could make a big difference to people’s lives. Relating it
to Facebook manages to convey to viewers that
Facebook can also be seen to be very important.
At the end of the advert, the Facebook logo is put up
over a blank screen. This manages to remind people
that advert is for Facebook as well as conveying the
logo to any new potential users. Having the logo as the
only picture on screen further helps to put complete
focus onto what the commercial’s task is for.
https://www.youtube.com/watch?v=6U16XShROI8

Katz
Facebook can help ‘personally
identify’ users over the
internet to socialize. This is
good because it can help to
bring people together through
social media. This has
managed to get more than one
billion users on Facebook due
to how Zuckerburg followed
this ideology.
Maslow
This is important for the social sites because it
can help people to become ‘social climbers’ as
people will be using the site to connect with
other users around them and engage in
gossip.
For example, on Facebook there is a
‘Caregivers’ page for users to sympathize with
someone’s situation if they had gone through
a personal tragedy. On here, they can like the
page, comment and share some news feeds
with others.

Hartley
The target age range for
Facebook is people who are 13
and above.
This is because it is appealing to
the generation who use social
sites a lot and will be suitable for
the age as many people put
inappropriate information over
the internet.
This site is also to be known for
any gender, it will not keep to the
stereotypical look of a specific
gender.
Socio-economic
Needs
Even though Facebook clearly tries to
appeal to all social classes, Facebook’s
most popular class is between working
class and non working class due to the
spare time that these two classes will
share.
Underage

Positives and Negatives
Positives
• Keeping in touch with family and friends – Facebook
is a fantastic way to stay connected with everybody,
even if they live very far away. With status updates,
photos, videos etc. it can keep everybody up to date
with what is going on in each individual user’s life.
• Making new friends – Facebook allows new people
to come into contact with others (although this can
be a bad thing) in order to create new friends for
users to help keep in touch with others.
• Expressing yourself – Facebook gives all users the
opportunity for their users to express themselves
simply with their status updates. In case of users
expressing themselves too strongly, Facebook is
able to take down any inappropriate photos, videos
and messages on people’s timelines.
• Technological Convergence – Facebook is able to be
access on different platforms such as a computer,
mobile phone and tablet.
• Convergence – The site offers users ‘the kinds of
entertainment experiences they want’ (Jenkins
2006) -
Negatives
• Cyber-Bullying – Like many other social media sites,
on Facebook it is very easy for cyber-bulling to take
into action. This means that users are able to bully
other users. This is one of Facebook’s top priorities
to stop this kind of abuse to users.
• Distraction – Critics of Facebook have claimed that
Facebook is causing the younger generation to be
addicted to the site and is taking over their lives
away from what should be their priorities (for
example teenagers in school may spend an evening
on Facebook instead of putting their school-work
first).
• Stalker-friendly – Facebook is a very stalker-friendly
site. This is because many users don’t (or don’t
know) how to change their security to see who can
or can’t look at their page. If users are unaware of
this, it can allow other users to go onto other users
pages to see their personal photos, videos and even
their address!
https://turbofuture.com/internet/The-Positive-and-Negative-Effects-of-Facebook

Purpose of Twitter
The Twitter founders have said that Twitter “is the fastest way to get real time
information from around the world”. It is one of the most popular social networking
services in the world and is another form of social media, it is fast, free and available
to anyone who has a computer, iPad or phone.
It is a micro-blogging platform. This means it allows registered users to post, and send
to other registered users, short messages.
These short messages are known as ‘tweets’ and are limited to 140 characters to stay
short.
Unregistered users can search through and read tweets, but cannot send them.
http://www.entrepreneurial-insights.com/twitter-how-to-use-business/
Connotations behind the slogan:
Twitter has changed it’s slogan over the years, the the latest slogan (circled red) “See what’s
happening right now” conveys how the site is reliable for getting information and providing
their consumer base with the ‘recency’ (Galtung & Ruge) not offered by other products.
https://twitter.com
https://www.youtube.com/watch?v=YoPcJ5eKFA4
https://www.youtube.com/watch?v=8Afkmx7k_j0

Twitter Founders
Twitter was co-founded with Evan
Williams, Noah Glass, Jack Dorsey and Biz
Stone. They wanted to create a social site
where people can message and connect
with others.
They opened up the site publically 21st
March 2006. It became so popular that
other companies found it another good
way to spread their word. For example,
the BBC News have their own twitter
account (an example of viral marketing)
where they can give their point of view for
news that is happening around the globe.
Evan Williams
Noah Glass
Jack Dorsey
Biz Stone
https://twitter.com/BBCNews?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor
http://uk.businessinsider.com/how-twitter-was-founded-2011-4?r=US&IR=T&page=1

Content of Twitter
The content for the homepage is different
(image right). Twitter keeps their homepage
for people to sign up, or sign into twitter, like
many other social sites, but they have a
changing background. By this, the background
is kept like a slideshow of different pictures,
including famous celebrity selfies and pictures.
This helps to encourage the public to get
involved with twitter, as it will encourage
people to take more pictures for their page or
follow and tweet other people and celebrities.
They have also kept the ‘Create an account’
very simple and easy to follow by having it
found as a white box on the right of the page.
This can be useful because it helps people to
easily create an account for the younger and
older generation and is eye-catching which is
useful because new people can find it even
easier to spot where and how to make a new
account without going on different pages
throughout the site.

New Content - MEMES
Twitter have introduced a new funny
way to look at pictures. For example,
MEMES have been introduced for
people to share by ‘tweeting” others
(examples right).
These are fun to share with others
due to how funny each one can be so
users can have fun with their friends
as new, fun and entertaining content.

Content – Profile Outline
Profile Picture
Friends
Timeline and ‘tweets’
Home
Search
Photos
Follow

Colour Scheme
Twitter likes to keep the same
colour scheme (blue and ).
The primary colours blue and
connote the house style as
it is a rich and strong colour and
the colour white could help
emphasize the blue. As the
colours are repeated as it enables
anyone to understand that the
site is twitter (as well as the bird
logo) because of the simplistic
format it stays too, otherwise if
twitter.

Twitter Membership
Signing up to twitter is quick, simple and
free and helps to ‘personally identify’
(Katz) other people over twitter as well.
All you need to do is go onto twitter.
Instantly, on the home page people can
sign up or sign in.
To sign up, all you need to do is enter a
name, email and password. It then takes
you to add in some personal information
(for example where you live, where you
work, your age (demographics) etc.).
Twitter is an excellent way to improve
relationships between social behavior to
meet socio-economic needs.

The legal and ethical issues surrounding
Twitter are no different than those that
surround the Internet.
One of the legal issues it that you can use
any account anywhere online to discuss
illegal activities, such as sharing links to
illegal downloads or even harassing
someone else through messages from your
account to theirs.
However, this can not just be within Twitter,
as Twitter is one of many other social sites
where this can be a problem.
By using social media technologies,
including Twitter, distributed citizens can
generate and disseminate their own crisis-
related information to anyone who has
twitter.
Researchers have found that citizens use
Twitter for information production,
broadcasting and organization during
violent crises and natural disasters.
Although the information behaviors have
been analyzed, ethical considerations have
yet to be addressed.
Twitter also follows the ‘Data Protection
Act’ (1998) because Twitter gives
individuals the right to know what
information is held about them, and
provides a framework to ensure that
personal information is handled properly.
https://sites.google.com/site/ppeterlawrence/legal-ethical-and-security-issues-of-twitter
http://ieeexplore.ieee.org/xpl/login.jsp?tp=&arnumber=5928746&url=http%3A%2F%2Fieeexplore.ieee.org%2Fxpls%2Fabs_all.jsp%3Farnumber
%3D5928746

Laws & Regulations – Widow of American killed in Jordan
attack sues Twitter over growth of Isis
On 14th January 2016, Tamara Fields, whose
husband Lloyd died in 9th November 2015
attack, accused Twitter of letting Islamic
State use its network to spread
propaganda.
It was said that Twitter knew and let the
militant Islamist group use their site to
spread propaganda, raise money and
attract recruits.
Fields wanted to get rid of Twitter for not
paying enough attention to what had been
said and eventually done. Twitter accepted
this case but had also replied back that
looking at some of these messages would
be an invasion of privacy due to the fact
that they would be sued again for invading
to what has been said on Twitter.
http://www.theguardian.com/technology/2016/jan/14/widow-american-killed-jordan-attack-sues-twitter-isis

Twitter’s Revenue
Twitter, like Facebook, has a income
through advertisement. Company’s pay
twitter for their products to be tweeted
and advertised all over their social site.
This helps out the company as twitter is
one of the top social media sites of the
world and can easily get a point across to
the younger generation.
Twitter plans to raise £1 billion on its
stock market debut while the company
itself is worth an estimated £6.8 billion.
https://uk.finance.yahoo.com/news/how-does-twitter-make-money-153651317.html
http://www.nasdaq.com/symbol/twtr/financials?query=income-statement

Twitter’s Income - Advertisement
Twitter advertises all types of different contents
over on the site. This is known as viral marketing.
Twitter takes a subject and advertises another
company relevant to what the user may be
interested. This is located on the right. This is so
then the user can keep up to date on that
subject.
Distribution by Users – Viral Marketing
Twitter allows advertisements to be seen as
subjects or ‘tweets’ that are going around. For
example a user can forward a subject to make it
the advertisement for their followers to see and
acknowledge. The advert can then be forwarded
by a different user who sees the comment to be
put across even further ready for another user to
see and forward on etc. For example, the advert
(top right) was retweeted by James Corden about
guns in America. The verbal code “make it stop”
easily conveys how this is an advertisement to get
rid of guns and gun crime.

Twitter has three different types of
advertising:
• Promoted tweets
• Promoted accounts
• Promoted trends
The first two cost between $.50 –
$4.00 each time the advert is clicked.
Promoted trends will cost $200,000
per day.
Promoted tweets are tweets users
have already tweeted that the user
wishes to promote.
Twitter’s Income –
Advertisement (Continued)
http://www.pennapowers.com/how-much-do-ads-on-twitter-cost/

Twitter Advert
In May of 2016, a promotional commercial was made
for Twitter.
No words were used, apart from the music for the
advert about what Twitter was about however, it
was clear that the advert was for Twitter.
This was due to the constant Twitter logo popping up
for a cut-away into viewing what Twitter can do.
There was also tweets put up across certain areas of
the advert to help convey that this was a Twitter
advert. For example there was a shot of a man
dancing poorly with the connotations of a tweet
‘#DancingManFound – never be ashamed’. This
added humour to the advert yet still conveyed what
Twitter is about when making tweets.
Towards the end of the advert, the last tweet is seen
on a mobile. This is to convey to viewers that Twitter
is now available on mobile phone (Convergence) for
people who want to access Twitter when away from
their computers.
https://www.youtube.com/watch?v=sR12qFrvnl8

Katz
Twitter can help ‘personally
internet to socialize which is
helpful to bring people
together through social media.
This has managed to get more
than 232 million users on
Twitter due to how the
founders followed this
ideology.
Maslow
This is important for Twitter
because it helps members to
become more of a ‘social
climber’ as members will use
the site to connect with other
users around them by
‘tweeting’ each other, and,
more interestingly, connect
with their favourite celebrities.

Hartley
The target age range for Twitter is
people who are 13 and above.
the internet.
gender.
Socio-economic
Needs
Twitter’s most popular class is between
working class and non working class
due to the spare time that these two
classes will share and the stereotypical
age-range that the site has.
Underagehttps://twitter.com/privacy?lang=en

Positives
• Keeping in touch with family and friends –
Twitter is a fantastic way to stay connected
with everybody, even if they live very far
away. With status updates, photos, videos
etc. it can keep everybody up to date with
what is going on in each individual user’s life.
• Making new friends – Twitter allows new
people to come into contact with others
(although this can be a bad thing) in order to
create new friends for users to help keep in
touch with others.
• Expressing yourself – Twitter gives all users
the opportunity for their users to express
themselves simply with their status updates.
• Technological Convergence – Twitter is able
to be access on different platforms such as a
computer, mobile phone and tablet.
• Convergence – The site offers users ‘the
kinds of entertainment experiences they
want’ (Jenkins 2006)
Negatives
• Cyber-Bullying – Like many other social
media sites, on Twitter it is very easy for
cyber-bulling to take into action. This means
that users are able to bully other users.
• Distraction – Critics of Twitter have claimed
that Twitter is causing the younger
generation to be addicted to the site and is
taking over their lives away from what should
be their priorities (for example teenagers in
school may spend an evening ‘Tweeting’
instead of putting their school-work first).
• Stalker-friendly – Twitter is a very stalker-
friendly site. This is because many users
don’t (or don’t know) how to change their
security to see who can or can’t look at their
page. If users are unaware of this, it can
allow other users to go onto other users
pages to see their personal photos, videos
and even their address!

Purpose of Skype
The main purpose of Skype is to connect people and is another form of social media.
Talking between Skype is also simple, free to a limit and efficient. Skype is reasonably
free to the public, however you can spend your money on Skype in order to get more
advantages. For example, you can send a contact you have on Skype a birthday Skype
card.
Skype can be used on Windows, Mac, and Linux operating systems so almost all
computers are compatible as long as they have a microphone and a webcam.
It also works with many different mobile phones and mobile devices so students can
use it whenever/wherever they want if they have internet.
https://wiki.itap.purdue.edu/pages/viewpage.action?pageId=5112360
Connotations behind the slogan:
Skype’s slogan is not as well known as many others. It has had only two well-known
slogans, but this, this the latest slogan (circled red) “Take a deep breath” which
connotes how brilliant the site is due to how the site is breath-taking:

Content of Skype
Skype’s purpose is about enabling to make calls more face to face. As long as people
have connection to the internet, anyone can make a call to anyone else who has
Skype. You can message, call (through the use of a camera), change your profile
picture, send out a message and much more.
Skype can be used at work as well as at home. It can be used to connect to other
branches or business people outside the country or far away.
Skype uses a video chat option to physically see people, it can be used for people to
show their contact something on screen if the contact is too far away to see.

Colour Scheme - Connotations
Skype likes to keep the site
simple. It is easy to tell this
through the colour scheme they
have for the website (blue and
).
The colour blue connotes a sense
of friendship to the site – which is
the main focus of what the site is
about and one of the main
reasons to why it was made.
The colour connotes purity
and originality. This conveys to
the user that Skype outstands
from all other social sites.
http://www.bayt.com/en/specialties/q/77402/why-did-facebook-choose-its-website-design-colors-to-be-in-blue-and-white/

New Content - GIFs
Skype has added in new content to make
their site more interesting and attracting
for their users.
For example, GIFs have been brought in
to make messaging more interesting.
Users can click on the option to chose a
face to help convey their certain mood in
their messages - and the face that they
choose will move!
The user also is given new GIFs with new
upcoming films as well to keep viewers
excited for new movies. For example The
Angry Birds Movie released GIFs onto
Skype for users to use.

Content – Profile Layout
Profile Picture
Friends
Home
Search
Conversation

Skype Membership
Signing up to Skype is also very easy and quick.
To sign up, you must ensure you own a webcam and
microphone for your computer/phone. This is
because it manages for you to make Skype calls to
others who have Skype (if your computer does not
have one, you can buy one separately and connect it
onto your computer).
Within signing up, you must enter some details such
as your email and telephone number (if you would
like to).
After this, you can download the program/app onto
your computer/phone. From here you sign in again
and from there on you can add contact to video chat
and can help to ‘personally identify’ (Katz) others
around you who also have Skype.

Skype’s Revenue
Skype is a free to the public and allows
you to video chat to anyone who also has
a Skype account. However, Skype still
manages to get their income for
members by allowing members to have
an optional premium account.
For a $8.99 monthly Skype Premium
subscription, Skype includes some free
calls as part of a larger package.
An individual day pass to access Skype
Premium and group video calling cost
$4.99 alone.
http://www.hoovers.com/company-information/cs/revenue-financial.Skype_Global_SARL.57f78cdaaf658f45.html

Skype’s Income - Advertisement
Skype advertises the advertisements on the
homepage, when the user signs in. This is known as
viral marketing.
The advertisement is located on the top of the page.
These adverts are different to Facebook and Twitter’s
advertisements. This is because these
advertisements are more interesting and eye-
catching because they are videos and gifs. For
example the image (top right) uses the verbal code
“Get your Irish on!” which connotes stereotypically a
new drink that has been released. By clicking an
advertisement that interests the user the advert will
work as a hyperlink to take the user to the company
site.
To make sure that the company is getting their
money’s worth by using Skype, Skype is unable to
give the option for the adverts to be removed – not
even expansions to your computer (such as AdBlock)
work to get rid of the adverts to make sure each
company is getting advertised.

Skype’s Income –
Advertisement (Continued)
It is not 100% sure on how much an
advertisement will cost to be displayed over
Skype because it depends on the company,
how big the advertisement wants to be,
how often the advertisement will be
displayed for etc.
However, it is known that Skype has 124
million registered users per month. This
has managed to persuade many different
companies to consider whether to
advertise on Skype because of the success
this may lead to their company but, the
prices may be higher than many other
social sites because many other companies
want this way of advertisement.
Due to all of this success, Skype has been
known to earn over $150 million a year
through advertisement.
http://fortune.com/2010/08/11/skypes-200-million-ad-opportunity/

Skype Advert
Skype came out with a commercial in 2010
to get word around for people who were
unaware of Skype – and also for people
who did, a new update that was coming
soon.
The advert promoted Skype’s new way of
contacting people called ‘A Skype to go
number’.
The update was where people could call
anybody around the world from any phone
if the user has a Skype to go number.
To keep viewers in the mind of Skype, the
advertisement was kept to the same house
style as Skype by having their cartoon
advert in light blue. This helps audiences
remember Skype if they choose to look it
up over their computer.
https://www.youtube.com/watch?v=0F-BgvLuAJ0

Who owns Skype?
Skype was first purchased in 2005 by eBay for $3.1 billion. This was most likely to help
out Skype small dept, and to help the company be paid out.
Soon after, eBay sold the rest of the majority of it’s stake to a private investment group
in 2009, who had paid the small amount of $1.2 billion.
Skype was bought again by Microsoft for $8.5 billion in 2011.
This was Microsoft’s biggest ever purchase. It seemed to be very surprising because
Microsoft’s record with large purchases are mixed – but never has been as big as this.
From here, Skype is currently owned by Microsoft, however the site has been given
more offers
http://www.wired.com/2011/05/microsoft-buys-skype-2/

In 2009 eBay, who used to own Skype, sold
most of the company to investors led by
Silver Lake Partners. Recently, in 2011,
Skype was bought by Microsoft for $8.5
billion. Microsoft has recently come up
with a technology called ‘Legal Intercept’
hoping for it to become original to allow
Microsoft to be able to monitor Skype calls.
This is not accepted by the public because
it’s a complete invasion on peoples’ privacy.
Microsoft says that the US government can
use Legal Intercept, but they are going to
need legal permission, which is going to be
very difficult to receive.
This patent will most likely cause a large
amount of controversial issues because
people are not comfortable with being
spied on.
Apart from the legal issues, that are related
to Skype, there are also some social and
ethical concerns. For example due to new
innovations such as Skype religious services
now being televised through Skype.
Situations like this make today’s society
look anti-social and unethical. All
interpersonal connections have been lost.
People won’t even leave their own homes
to attend a religious service. Social media,
such as Skype has changed social and
ethical norms dramatically.
Skype also follows the ‘Data Protection Act’
(1998) because Skype allows their users the
right to know what information is held
about them, as much or a little as they
want, as well as providing a framework to
ensure that personal information is handled
safely.
https://sites.google.com/site/antoniaspyridis/skype

Katz
Skype can help ‘personally
internet to socialize. This is
good because it can help to
bring people together through
social media. This has
managed to get more than
74 million users on Skype due
to how Skype followed this
ideology.
Maslow
Skype helps people to become
‘social climbers’ because the users
are influenced by materialism and
status symbols which can be found
within Skype which further helps
users to be using the site to connect
with other users around them.
Skype also keeps to Maslow’s
hierarchy of ‘Survivor Needs’ due to
how tight the site is on making sure
the users page cannot be hacked. For
example Skype includes the option
to ‘change password’ so other users,
who may find out the password, can
be stopped.

Hartley
Skype is not clear of the age-
range for the site. However, the
Jurisdiction’s Restrictions have the
requirement age to be 13+.
the internet.
gender.
Socio-economic
Needs
Even though Skype clearly tries to
appeal to all social classes, Skype’s
most popular class is between working
class and non working class (DE)
because these two social classes have
the most time.
https://ecrimeexpertblog.wordpress.com/tag/age-requirement-to-use-skype/

Positives
• Keeping in touch with family and friends – Skype is a
fantastic way to stay connected with everybody, even if
they live very far away. With status updates video calls
etc. it can keep everybody up to date with what is going
on in each individual user’s life.
• Making new friends – Skype allows new people to come
into contact with others (although this can be a bad
thing) in order to create new friends for users to help
keep in touch with others.
• Expressing yourself – Skype gives all users the
opportunity for their users to express themselves simply
with their status updates through updated profile
pictures and updated quotes that can be seen on the
homepage.
• Technological Convergence – Skype is able to be access
on different platforms such as a computer, mobile phone
and tablet.
Negatives
• Cyber-Bullying – Like many other social media sites,
on Skype it is very easy for cyber-bulling to take into
action. This means that users are able to bully other
users through messaging and/or even video calls.
However, Skype can use the ‘block’ feature to stop
this kind of behavior
• Distraction – Skype is causing the younger
generation to be addicted to the site and is taking
over their lives away from what should be their
priorities (for example teenagers in school may
spend an evening ‘Skyping’ instead of putting their
school-work first).
• Stalker-friendly – Skype is a very stalker-friendly
site. This is because many users don’t (or don’t
know) how to change their security to see who can
or can’t look at their page. If users are unaware of
this, it can allow other users to go onto other users
pages to see their profile, call them and even get
their personal phone number or address.

Primary Research
To learn more about what people had to say about
their opinions of Social Media, I used SurveyMonkey
and emailed people a range of questions (for
example, ‘what is your favorite social site?’).
From the results, I have found the most popular,
daily used site, is Instagram. This explained in the
verbal code “I like the layout of Instagram and it is
very user friendly. The news feed provides a clear
picture of what they do with their lives as well”.
It was also found in other answers that Instagram
offers members to take pictures of themselves and
locations, whereas other social sites are more for
reading than looking at pictures. This is more likely to
make the site more enjoyable due to the different
pictures people take in order to present their day-to-
day life.
Due to the popularity of this idea within a social site,
this is most relevant to the idea that more social sites
are changing or designing their sites to meet this
layout in order to get more users (for example a
more popular and well-known site presently is
Snapchat where people can take pictures of
themselves and enjoy Snapchat more due to the
daily new effects it has to the users camera).

SurveyMonkey
Question 1
The first question was
important to understand
people’s most favourite social
media site.
This was important to
understand so I could look
more into what makes these
social sites popular.

SurveyMonkey
Question 2
The second
question was a
follow-up question
to the first
question.
This question asked
to why each
person, in their
own opinion, liked
the social site

SurveyMonkey
Question 3
The third question asked how
often each person used social
sites.
This was important because it
managed to give an idea of
how popular social sites are
nowadays.
The results conveyed 100%
that each person who
answered the question uses a
social site daily.

SurveyMonkey
Question 4
The fourth
question asked if
there was any
changes that the
responses would
like to have to the
site that they
chose as their
favourite site.
This is important
because it conveys
what people want
inside their social
site to make it
more attractive to
them.

SurveyMonkey
Question 5
The fifth question
asked responses
for the positives
for the site (this
may link to the
second question
if the response
was positive
about the site
itself).
This helped to
gather an idea of
what makes
these sites so
engaging to the
people.

SurveyMonkey
Question 6
The sixth and final
question asked for
the negatives of
the site.
This helped to give
an idea of any
issues or problems
that occur in these
sites that are some
of the top
priorities that need
to have action
taken to them. For
example a
response was
‘cyber bullying’.

Newspaper Article - ‘More than half of children use social media by the age
of 10: Facebook is the most popular site that youngsters join’
According to the Daily Mail, a study was taken
into place and found that more than half of
children presently are signing up to social sites
from the age of 10.
The most popular site that underage children
were found on was Facebook. The study had
found that 52% of children between ages 8
and 16 are using Facebook (along with 24% on
BBM, 11% on SnapChat and 8% on Ask.fm).
From all of this research, it was suggested that
children are most likely to post a video or
picture of themselves or make a fake account
(in order to gain access online) by the age of
11.
Parents of the children concerned, are most
likely to have no idea that their children are
making a profile online when underage.
It has been suggested that parents are to talk
to their children in more depth about the
dangers of the internet in case their child(ren)
do not know it.
Classes have also been stepped up in primary
schools to teach children about the bad side of
the internet due to how underage children are
now going online to make fake accounts.
http://www.dailymail.co.uk/news/article-2552658/More-half-children-use-social-media-age-10-Facebook-popular-site-youngsters-join.html

Review – Social Network Addiction
A public review was made by a woman call
Carolina Gonzalez from The University of
Texas.
Gonzalez’s reports on how addictive social
media is for people, more of a younger
generation, and the psychological disorder
it has for many people who do end up
being addicted to the site.
The verbal code “social network addition is
as serious as alcohol or drugs addition”.
This illustrates the reader to realise how
serious social networks can be when people
are on it too often.
The review is therefore conveying the
negatives of social media due to how easy it
is for people, especially young people, to
get online and find themselves addicted.
http://carolina-socialnetworkaddiction.blogspot.co.uk/p/literature-review.html

Video – ‘The Pros and Cons of Social
Networking & Adolescents
Positives
• Socializing – These sites were made for the public
as a new way to contact other people over the
internet. Social media has 52% of teenagers using
social media to help themselves with their
relationships with people (although this can be
considered a negative as it has been discovered that
81% of teenagers using social media spend over 5
hours a day on social media).
• Increasing Self-esteem – This may seem an odd
positive, however social media can help people get
more self-esteem if the user finds it difficult or
awkward in face-to-face situations.
• Improving Education – Social media can also be a
good thing for users because users can learn new
things such as what is new in the news. Twitter has
been known as one of the best social sites to learn
new information from what has recently happened.
Users can also share this information onwards for
other users to learn.
• Sharing Content – Like as said before, social media
can share content to bring more people together.
This can be photos, news, comments and videos
Negatives
• Fake Profiles – Fake profiles have started to arise
within social media, with 9 million fake accounts
(more than the population of the UK) which have
lead to cyber bulling and sexual abuse.
• Cyber Bullying – Cyber bulling is where it is like
normal bullying, but through electronic
communication. It has been discovered that 49.5%
of school students suffer from cyber bullying which
can lead to psychological consequences.
• Sexual Abuse - Sexual abuse has become more and
more common since social media was created
where messages are sent in reference to sexual
activities to an underage community. There has
been a 28% increase of calls to Child Line because
of this inappropriate, illegal behavior.
• Advertising – Although Advertising can be seen as a
positive, the negative of this is where companies
can get onto the publics accounts to find out what
they can include in their advertisements to appeal
to their audience. However, this can be seen as an
invasion of privacy for the public.
https://www.youtube.com/watch?v=_SAYwQM7OaA
Sophie Lauren created a video over YouTube and helped to inform the public (both sides)
of whether social networking is good or bad. Here are the points that were made:

Advertising
Online advertising are set through a
combination of ad size, ad location,
ad performance and market
demand.
Advertisement is a fantastic way to
market your product as it allows
many people to acknowledge what
you are trying to market.
There are many different ways to
market a product through Viral,
Guerilla, Above and Below the line
marketing.
http://www.promisemedia.com/online-advertising/online-rate-card-tips-and-guidelines

Pay Per-click advertising
Pay Per-click advertising is a form of
internet marketing in which advertisers
pay a fee each time one of their ads is
clicked.
This is a way of buying visits to your site,
rather than earning the visits to your
sights.
This can link into sponsored advertising
because the companies are paying the
company to be seen over the internet for
viewers to acknowledge their site
http://www.wordstream.com/ppc
Facebook’s Sponsored Advertising

Peer-to-peer Advertising
Peer-to-peer (P2P) advertising is a
promotional technique where
customers are encouraged to
promote a product with other
potential customers.
For example this is seen in Facebook
(image right) where a page that has
been liked by a user finds
information that they would like to
share with others. The user then can
use the share option to have it
appear on their personal timeline
where other users can see that share
and acknowledge it and pass it on
further.
https://360i.co.uk/pov/p2p-advertising/

Sponsored Advertising
Pay-per-click content is mostly seen over
the internet. They are located over all
types of websites such as Google,
Facebook, Twitter etc. as these sites are
very popular and are used everyday by
billions of people.
However, social media networks, like
Facebook and Twitter, are adjusting their
advertisements to ensure there is the
least amount of visibility for the adverts.
As a result, actions are taken, by the
companies who are wanting their
product advertised, into making sure that
the adverts are getting noticed by
experimenting new ways their brand can
be seen.
Sponsoring online publications was an
example experimented. This is where a
company gets sponsored by an even
larger company (with a wide-range
audience) in order for their
advertisements to be seen (such as The
New York Times). In 2013, companies
spent about 6.7% of their content to be
sponsored. This idea managed to gain a
lot of popularity for small companies.
Sponsored advertising nowadays
appears in many different ways. There is
no single form as it is such a free and
open way of advertising. From banner
ads to social media content, Sponsored
advertising changes in many ways in
order to get the word across.
https://moz.com/blog/everything-you-need-to-know-about-sponsored-content

Sponsored Advertising (Continued)
These are the 5 different types of sponsorship:
• Discount sponsorship - Companies give you their products or services cheaper
than usual
• Shop Sponsorship - A local store provides its products and services for free
• Flow Sponsorship - This is where you get free stock from a company or distributor
on a regular basis
• Amateur Sponsorship - An amateur sponsorship is similar to a flow sponsorship in
that you get free merchandise on a regular basis as well as helping you with
promotion (for example, Facebook include advertisements located on the right
hand side of the news feed page where users can find advertisements to suit
them)
• Professional Sponsorship - Professional sponsorship involves a pay check for
everything to start off
http://getsponsoredfast.com/free-sponsorship-video/index3.html

Viral Marketing
Viral marketing is a marketing technique
whereby information is passed electronically
from one Internet user to another.
For example if you wanted to market a
product, you can go onto YouTube and make a
video to advertise your product.
People who subscribe your page will receive
updates. A good thing about viral marketing is
that it’s free/cheap to do and is a excellent
way to put words across because a lot of
people use YouTube everyday globally.
To put the word across more, you can pay
YouTube to put up your advert to advertise
before another video.
http://searchsalesforce.techtarget.com/definition/viral-marketing

Viral Marketing (Continued) – “Charlie bit me!”
There are many examples of Viral
Marketing on Facebook.
For example, there was a video of two
boys in chair where the little brother bit
his older brother.
The father, who filmed the video, put it
over YouTube because the file was too
big to email to his friends. Overnight the
video managed to get more and more
views.
The video went viral all over different
social sites such as Facebook and Twitter
(getting 840,730,000 views on YouTube).
This is an example of viral marketing
because the video managed to be
advertised and shared all around the
video.

Yik Yak
Yik Yak is an app that is a new way for
people to instantly connect with
everyone around them.
Yik Yak is a location-based social network
that helps people discover their local
community, share news and interact
freely with others such as ‘voting up’ or
‘voting down’ (liking or disliking) yaks.
This is an example of a product that
“erodes normal social behaviour”
(Noam Chomsky) because the site can
improve the idea of “shamelessness”
(Andrew Keen – 2011) around the
product because the app allows the user
to hide their identity when ‘yik yaking’
about a certain subject.
Yik Yak comes at a price too. As the site is
anonymous, the site easily able to allow
cyber bullying. This is because users can
write horrible, threatening things to
other users without a trace on them.
It has been reported (video linked) that
many users have been effected by this
new way of getting word around leading
to getting hurt, depression and even
suicide!
http://techcrunch.com/topic/product/yik-yak/
https://www.yikyak.com/home
https://www.youtube.com/watch?v=gTmVO6qF0kU

Product/Service reviews
Overall, Social Media is one of the top ways to advertise. The top two social sites, globally, are
Facebook and Twitter.
This is because these two sites offer to the public easy, free and fun ways to socialize – as a
further example of ‘citizen journalism’ (Gillmor – 2004). You are able to express yourself,
showing off your favourite song lyrics or posting pictures of your new outfit. Social Media makes
it a lot harder to feel embarrassment over the internet than in person, so people find it easier to
vent their feelings on sites like Facebook. It also makes it a lot easier to keep in touch with family
and friends, especially if they live far away.
The use of social media is the way how to get a product advertised. It manages for people to
advertise a product and let the public comment on their thoughts towards the product. This can
be very useful because the product makers can take in these comments for improvement in order
to change and make their product better.
http://www.ebizmba.com/articles/social-networking-websites

Unit 35 - LO1

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Unit 35 - LO1