Last week, the Department of Communication at YSU hosted the first of four “social media essentials” workshops for those interested in learning the basics of the big platforms.
This first session focused on Instagram, but most of what our 50 workshop attendees heard could easily be applied to any social media platform.
Workshop leaders included Jamie Jamison, an Instagram influencer and consultant, and Lori McGlone of McGlone Media LLC. Jamison and McGlone have directed some of the most iconic Mahoning Valley brands, including White House Fruit Farms and Handel’s Ice Cream.
Although it was clear people came to hear about Instagram, what they left with were tips on how to make meaningful, engaging and lasting connections with audiences.
“It’s important for people to understand how they can succeed on Instagram by being consistent, posting quality content and engaging with their followers with good communication,” Jamison said.
Some audience members wanted to know how to get followers. Jamison noted that when it comes to finding Instagram followers, quality is better than quantity.
“We want your brand to strive for good quality followers, who you interact with frequently, and who share your posts with their followers,” Jamison added. “That’s far more important than having a high quantity of followers with little engagement.”
Jamison also added that when posting good quality photos and videos, be sure to follow your brand’s social media mission statement.
“Instagram is about community and communication,” Jamison said. “Let your customers and fans and friends see your gallery of posts and engage you there.”
Whether your brand is a business or personal, Jamison and McGlone say that being consistent on Instagram is crucial, and while begin consistent sounds difficult, it’s really easy to do if you follow some basic tips.
McGlone noted that consistency with content is key to building any brand on Instagram, or any other social media platform, and it’s not important for you to be “everywhere.”
“It’s not necessary to put your business or brand on every social media outlet,” McGlone said. “Choosing one of three platforms, doing them really well, is more effective than being in every space.”
If you missed last week’s workshop and want to attend one or all of the next three dates, send an RSVP email to firstname.lastname@example.org and we’ll save you a seat. Each session is free, open to the public and begins at noon in the Kilcawley Student Center’s Ohio Room.
Upcoming events include:
March 5: Twitter. Kati Hartwig, coordinator of social media and digital marketing at YSU, is an expert on all-things Twitter.
March 26: Facebook Live. Dennis Schiraldi, founder of DOYO Live, has produced an endless stream of valuable FB Live videos on social media marketing.
April 30: Snapchat. Ryan McNicholas, assistant director of marketing for fitness and wellness in YSU’s campus recreation program, will teach branding basics using Snapchat
As our Uber driver turned toward the Las Vegas strip last year, we were greeted with a massive advertisement for a new eSports Arena.
If you’ve been to Vegas, you might be familiar with the Luxor Hotel and Casino. It’s in the shape of a giant pyramid. This particular eSports Arena ad covered an entire side of Luxor’s 30-story structure.
“Who knew gaming would be such big business in Vegas,” I joked.
No one laughed.
I suspect this is because it seems the entire world is in on the joke. Those who have invested money (in game development) and time (in playing) are laughing all the way to the bank.
I’m not much of a gamer. My last big win with a video game was with Mike Tyson’s Punch-Out for Nintendo 64.
But I do follow gamers on social media, for no other reason that my kids are interested in gaming, and I like to sound relevant when we talk about the newest, hottest games.
Game players and developers interact during online play, at tournaments and conventions, but it’s the chatting they do on social media that tells us so much more about the hottest games, who the best gamers are and where they’re located.
Rishi Chadha, Twitter’s head of gaming content partnerships, noted the widespread use of Twitter for all sorts of gaming conversations.
“Twitter is where game publishers, the gaming media, popular game streamers and entertainers, esports leagues, teams, players and commentators interact with their most engaged fans and with one another,” Chadha said.
Consider this: In 2018, there were 1 billion global tweets about gaming-related activities.
The regions that tweet most about gaming include (in order of most tweets) Japan, the U.S., the U.K., France and Korea.
“Fans of gaming around the globe came to Twitter throughout the year to discuss the most anticipated game titles, cheer on their favorite esports teams and to join a community of passionate, like-minded fanatics all year long,” Chadha added.
The most tweeted about games included Fate/Grand Order (@fgoproject), Fortnite (@FortniteGame), Monster Strike (@MStrikeOfficial), Splatoon (@SplatoonJP), and PlayerUnknown’s Battlegrounds (@PUBG).
Truth be told, I was only familiar with Fortnite and Splatoon, and when I mentioned the other names to my kids, they were more concerned about why their favorite titles such as Overwatch and Super Smash Bros. weren’t on the list.
“Fans also made sure to keep tabs on their favorite athletes on the platform,” Chadha noted.
The most tweeted about esports athletes included Seth Abner (@OpTi Scumper), F lix Lengyel (@xQc), and Juan DeBiedma (@LiquidHbox). No one comes close to Abner’s numbers on Twitter. He boasts an impressive 2.1 million followers. The next closest, Lengyel and DeBiedma, have about 200,000 followers each.
If you want up-to-date information on gaming, check out the tweets from @TwitterGaming for more creators and players conversations.
I have a secret.
Facebook collects your data – valuable information about your interests and traits – and share it with advertisers.
No, that’s not really a secret.
Everyone knows that Facebook is collecting this data and how advertisers use this data to target you with ads, right?
According to a new study released by the Pew Research Center, the answers to that question is, unequivocally, “no.” In fact, it appears, most people don’t know.
If you find it hard to believe people are still alarmed to hear Facebook collects and shares our personal information, you’re not alone. What might not be so surprising, however, it that most people are unaware they’re being categorized.
Findings from a new Pew study show that most people don’t know how Facebook uses personal data to classify them based on interests, demographics, political leaning and so on.
They also found that most Facebook users don’t like being categorized.
If you’re a frequent Facebook user, you probably know what targeted ads look like.
While perusing my Facebook feed last week, I “liked” a page related to omelet recipes. Voila, I started seeing ads the next day for eggs, and for a local restaurant with an extensive omelet menu.
Here is (apparently) the real secret: you (not Facebook) control ad preferences.
Most Facebook users don’t know they have this control.
“Overall ... 74 percent of Facebook users say they did not know that this list of their traits and interests existed until they were directed to their page as part of this study,” said report authors Paul Hitlin and Lee Rainie.
“When directed to the ‘ad preferences’ page, the large majority of Facebook users [88 percent] found that the site had generated some material for them.
A majority of users [59 percent] say these categories reflect their real-life interests, while 27 percent say they are not very or not at all accurate.”
It’s easy to find and edit your “ad preferences” page.
When you see an ad, click on the three dots in the upper right hand corner of the post. You’ll see options for “Hide Ad,” “Report Ad,” “Save Link,” and “Why am I seeing this?”
If you “Hide Ad” or “Report Ad,” you’ll be asked why you are hiding it (e.g., irrelevant) or reporting it (e.g., offensive). If you “Save Link” you can revisit the information later.
When you click on “Why am I seeing this,” you’ll see the data that led this advertiser to you, and a link to “Manage your ad preferences.”
You can also find you ad preferences at www.facebook.com/ads/preferences.
Take some time to review your preferences. For a deeper dive, scroll to the bottom of the ad preferences page and click on “How Facebook ads work.”
To read the full Pew Research Center report, go to at www.pewinternet.org.
Branding anything on social media with humor “steaks” time, and it’s “rare” to find a brand that can “cook up” a “meaty” Twitter campaign with jokes and puns while appealing to a loyal customer base.
I’m not great with puns, but this is exactly what Steak-umm does every day on social media.
Ironically, it was a vegan who turned me on to @steak-umm tweets. He DMed, “You know, I don’t eat meat, but these Steak-umm tweets are ‘well done’.”
I was already a Steak-umm customer. Now I’m a loyal follower on Twitter.
Curious to learn more about the team behind the account, I reached out to Nathan Allebach, social media manager for Steak-umm, to ask a few questions about the Steak-umm team, viral tweets, and cool collaborations:
Q: What does the Steak-Umm social media team look like?
A: One person manages the day-to-day Twitter account as far as community management, content creation, ideation, but our whole creative team at Allebach Communications collaborates on campaign ideas, design, digital, and so on. Slinging steaks and taking names.
From there we work with the marketing department at Quaker Maid, which owns a few brands, including Steak-umm, Mama Lucia Meatballs, Philly Gourmet Burgers, and Heritage Premium Sliced Steaks, all of which we work on together.
Q: There have to be some Steak-umm tweets or campaigns that made you proud. Was there a point with the Steak-umm account when you thought, "wow, that got a lot more RTs and likes than I expected"?
A: The viral rant about young people on social media from September was the highlight of the year as far as messaging and general media attention (https://twitter.com/steak_umm/status/1045038141978169344). That was by far the biggest tweet(s) we had done and we weren't expecting it to resonate with so many people.
Everyone is always confused when a frozen meat company is insightful. So that’s always funny and surreal.
Q: Did you have any tweets or campaigns that kind of fell flat?
A: Well, if we send out 20 different tweets, some will perform a little better, some a little worse, with a couple being bad, then maybe one hitting the mark. There was this hilarious “Hey Arnold" meme we posted, but it flopped. Those just aren't quite in yet with the “fellow” kids.
Q: I envision your team sitting in a Twitter war room, designing a master strategy for funny, engaging tweets while you consume an endless buffet of Steak-Umm sandwiches. How far off am I?
A: Way off, but that sounds so much cooler than the reality, so lets just go with that.
You know how they say the best ideas come in the shower? That’s what it's like crafting tweets. If you try to sit in a room strategizing the best tweets, they often just become stale marketing efforts. Tweets are like a stream of consciousness, so in most cases we just jot ideas down throughout the day, and then refine them at later points.
Sometimes (ideas will) get bounced off a coworker or we’ll spend some time as a team talking through further implementation, but day-to-day it’s just living life and tweeting about frozen meat sheets as the thoughts pass through.
Q: I loved the whole Steak-Umm flavored Pop Tarts bit. What’s your dream cross-promotion that would rock the Steak-Umm Twitter account?
A: That's tough. There are so many. We’ve interacted with all our favorite brands, such as MoonPie, Pluckers, Flex Seal, and a bunch of others, even celebrities like William Shatner and Tommy Wiseau. So, at this point it would be fun to mix it up with more niche celebrities like Joe Rogan or Lana Del Rey, or with a superstar like Demi Lovato.
Just the absurdity of it would be hilarious.
Some brands try to go for “cool” collaborations either because of what they are or what they want to think they are, but most of our content falls into meme culture, so the more absurd the better.
Q: You're winning a lot of new followers on Twitter. What’s the Steak-Umm rule on engaging with customers on social media?
A: Treat people online like people IRL (in real life). Tweet what you would say in person. About 95-percent of the daily interactions we have are positive, so we try to engage with as many people as we can. Some are just one-off, trivial comments, while others are more in depth and interesting.
With jerks, we’ll offer up some sass at times, but we try to keep it light (e.g., Steak-umm bless). With trolls, we play along until it goes too far, then we just disengage.
There isn’t a cemented set of rules for proper Internet etiquette, so most of it is discretionary and common sense as we’ve come to understand it over time. People aren’t robots, so it’s good to let the range of human emotions flow sometimes, as long as it’s tethered to the brand.
Q: Anything else you'd like to add?
-Steak-umm is a family owned company
-Demi Lovato if you're out there please @ us
-VerifySteakumm on Instagram
-be wary of charlatans online
-Steak-umm bless us, everyone
Author Erma Bombeck said, “There is a thin line that separates laughter and pain, comedy and tragedy, humor and hurt.”
Looking back on that quote, I suspect Bombeck would have greatly enjoyed social media. She may have laughed at the many people who wittily walk up to that thin line and the few brave souls who attempt to cross it.
It’s hard to see that thin line. That’s why we call it “thin.”
Sometimes you have to be on the other side to realize you’ve crossed the line. By then it’s too late. You’re either reaping the admiration of fellow wannabe comedians who dared not cross the line or your digging out of the deepest of public social media shaming holes.
I have those moments when, reflecting on some current event, I think, “Wow, this tweet would be a very funny reaction to...” fill-in-the-blank
It happened again last week. While watching a TV documentary on a disgraced music star, I thought, “Time to chime in with my funny hot take on this idiot.
Thankfully, my frustratingly brilliant wife was sitting next to me and said, “Don’t tweet that. It’s gonna get you in trouble."
To be clear, when I say she’s “frustratingly” brilliant, it’s more of a frustration for me than it is for her. Yes, she has to carry the burden of being so smart, but I have to bear the constant reminder that she’s smarter than me.
The burden is worth it in times like these, when I’ve walked up to the line, teetering on the edge. She knows when to pull me back and when to push me over.
Again, it’s hard to see that line. You need someone with better vision to see it for you. You need someone to be your filter.
You need someone who cares about your well-being, someone who appreciates your humorous side, but who will stop you from throwing a potentially upsetting, albeit funny, one-liner into the volatile world of social media megalomania.
You need someone you trust. When I’m preparing a speech, and I want to work in humor, I’ll test out the joke on my wife before anyone else. She can gauge humor, and is unafraid to tell me when I’m not funny.
No offense to my Mom, but she thinks everything I say is clever. If she were the one watching out for me, I’d be in an Instagram dungeon. Sorry, Mom.
These thin lines are different for everyone, so the next time you tiptoe up to Bombeck’s thin line, be sure someone has your back.
You don’t have to give up being funny. Plus, having a good friend or partner laugh at your humor in real life is both fleeting and satisfying.
After all, the sound of my wife’s laughter is much more rewarding than a million little red hearts.
“You were wrong about net neutrality,” a friend texted me last week.
The text included a link to the latest U.S. broadband report from Ookla, a company that provides free internet speed tests.
According to the report, there was a nearly 36-percent increase in download speeds (i.e., downloading pictures, movies, music to your devices) in 2018 and a 22-percent increase in upload speeds.
This was his definitive proof that my pleas for net neutrality were unnecessary.
You see, about 18 months ago, I wrote a column encouraging readers to participate in Net Neutrality Day and why we should fight to keep the internet (mostly) open, (mostly) free and (mostly) devoid of government regulation.
The laws governing net neutrality, before they were repealed by the Federal Communications Commission and put into effect in June 2018, were meant to safeguard benefits for all users, regardless of income and education, and for all businesses, regardless of size and scope.
In essence, net neutrality offered all users and businesses a level playing field. Repealing it, most neutrality supporters believe, stifles creativity and progress, creates higher costs for consumers and slows access for those who can’t afford to pay for faster download speeds.
Was I wrong about net neutrality?
I’m usually the first to admit when I’m wrong, but there was something missing from my friend’s text. Using this one report to support the outcome of the repeal tells only a fraction of the story.
There’s no denying that broadband speeds are on the rise. You can read the report at speedtest.net. While you’re there, use their “free” app to test your speed.
When testing your speed, remember that Ookla is collecting information. You’re actually paying for that “free” test with data collected from your visit.
Last year, their app was used to perform more than 115 million “consumer-initiated” tests. Millions of tests create a ton of data, and that’s exactly how Ookla was able to determine the rise in U.S. broadband speeds.
But it doesn’t paint the whole picture, and it certainly doesn’t calm our concerns over the repeal.
It’s only been six months since the neutrality rules were scrapped, but some are concerned that we soon could see broadband companies bundling services, much like satellite and cable companies bundle TV channels.
Want access to ESPN and other sports websites? Pay for a premium sports package and get the access you want.
“Call this the calm before the storm,” I texted back to my friend. “Speeds may be up, but someone’s gotta pay for it.”
“Check your internet bill next December,” I added with a winky-faced emoji.
The jury is still out on the impact the repeal will have on you and me.
One thing’s for sure: we’ll need more than a cursory report on internet speeds before we see the full impact of the repeal.
You know it’s been a bad year when social media are pining for a simpler time, when MySpace was king, and when Facebook was nothing more than pet project by a baby-faced Harvard frosh.
Okay, maybe that’s a little dramatic. Still there’s no denying that if Mark Zuckerberg had an escape button to reboot Facebook, he would’ve pressed it a long time ago.
This is because Facebook is in an endless cycle of scandals. Intentional or not, they’ve done bad things with our personal information. We know it, and they know we know it.
Which is why their cheery “Facebook’s Year In Review” charade published earlier this month hit only on the positive notes from 2018 and avoided any talk of scandal.
In light of this, here’s my abridged “Worst of Facebook” for 2018:
- Cambridge Analytica. We can sum up Zuckerberg’s Congressional testimony on their first of several data sharing and privacy goofs in two words: “my bad.” Actually, Zuckerberg probably would have said “our bad” because he doesn’t really take full blame for Cambridge Analytica gaining access to the data of more than 87 million accounts. Instead, he looked like a deer in the headlights during testimony, unsure of his next move, and oblivious to the 18-wheeler that Congress was careening toward Facebook’s front door.
- Myanmar Genocide. While you’re probably familiar with how Facebook was used to spread misinformation and hate in U.S. elections, you may be less familiar with how it was used to promote ethnic cleansing in Myanmar. According to United Nations investigators, Facebook virtually ignored the use of its platform by ultra-nationalist Buddhists for several years to spread violent propaganda against Rohinga Muslims. Allegedly this led to the execution of thousands of Muslims, and the exile of hundreds-of-thousands more.
In response to what were arguably two of the largest scandals in 2018, Facebook promised greater oversight and more transparency.
There were several other Facebook scandals, but it wasn’t all doom and gloom.
Facebook wants us to know that despite their problems, we still turn to them to celebrate big events (e.g., World Cup, Royal Wedding). We still use Facebook to raise awareness for social issues, and to support causes important to us.
While we reflect on what a spectacularly awful year it was for Facebook, it’s important to remember why their tribulations will benefit us all in 2019, including other social media platforms.
Twitter, Snapchat and other social media are sitting back and taking notes on Facebook’s public flogging so as not to repeat the mistakes of one of their chief rivals.
So, as we close out 2018, it’s time to stop and raise a glass to Facebook’s valiant (albeit recent) attempts to set higher standards for their platform, high standards for other platforms to follow, and data privacy and security lapses to avoid in 2019 and beyond.
I have a group of friends who meet every Tuesday night. We huddle around our TVs and watch our favorite show, “The Curse of Oak Island,” on The History Channel.
It’s hard to give an accurate count on how many friends are in our group. Most of us have never actually met face-to-face. Yet, we chat and joke like lifelong friends, like buddies who meet up to unwind after a long day.
Our group assembles on Twitter using the hashtag #OakIslandCursers as our rallying cry.
Twitter is our meeting place for sharing this common interest, for sharing a passion for history and the hunt for buried treasure.
In truth, we’re not all that different from other groups who use Twitter to celebrate their love for favorite TV shows.
By comparison, the Oak Island Cursers aren’t even a big group. While there may be other shows with bigger followings using unique hashtags such as #GameOfThrones or #Greys- Anatomy, the passion for Oak Island is just as strong, even if our tweets aren’t trending across the nation.
Chris Freeman of Brunswick, Ohio, is a fellow Curser who shares that Oak Island passion.
“I’m a big history fan, but not a big reality-show guy,” Freeman said. “A friend of mine watched the first episodes and encouraged me to check it out. The combination of history and treasure hunt really attracted me.”
For many Cursers, it’s the Twitter group that keeps them coming back.
“There’s a healthy amount of skepticism anyone has when you’re parsing theories of the Templars and the Holy Grail and Shakespeare letters,” Freeman added. “The way I was able to find a group who wanted them to find something, but also could point out the ridiculousness of the show at times, was the perfect match.”
For other Cursers, following Oak Island on Twitter is more about trying to piece together important historical timelines, like putting together a giant puzzle one tweet at a time.
“Twitter makes it fun to watch because I find others who, like me, have different theories about what and who were on Oak Island,” said Christie Brooks of Tyler, Texas. “I’ve read several books on the Templar Knights, and I’m a little obsessed with them.”
Cursers are keen to share theories about what happened over the centuries on Oak Island and about what treasurer hunters will ultimately unearth. Theories range from the Ark of the Covenant to the Holy Grail to Templar gold.
“Even if they never find a lump of treasure, it’s still intriguing to wonder how human bones from European and Middle Eastern origins were found around the island, buried so far beneath the ground,” Brooks added.
Whatever they find next, you can bet the Cursers will be there to tweet about it, offering endless theories, and connecting with like-minded friends to explore the mysteries of Oak Island.
Citing problems with another security bug, Google announced last week they’ve moved up the shutdown date for its ailing social media platform, Google+, from August 2019 to April 2019.
“We want to give users ample opportunity to transition off of consumer Google+,” said David Thacker Google’s VP for Product Management and G Suite.
“Over the coming months, we will continue to provide users with additional information, including ways they can safely and securely download and migrate their data.”
The fact is, only a handful of users remain on Google+, still creating “circles” of friends and connections. Pulling the plug a few months early won’t cause much user angst. Although we learned a lot from Google’s failed experiment, the Google+ death knell probably won’t make big headlines.
So, in anticipation of the end for a service with so much unfulfilled potential, I’ve penned an early eulogy for the soon-to-be defunct platform:
It seems like only a few short years ago when we were introduced to Google+.
Or is it Google Plus? I could never tell for sure how Google preferred its name to be written in stories like these. Honestly, I’m sure that “+” sign was an unfortunate design choice for Google, and always a little tricky when trying to brand the platform.
Now, I guess, it doesn’t really matter anymore.
It’s hard to write this and not get a little emotional. After all, Google+ was the little social media engine that almost could, always fighting an uphill climb against the social neighborhood rock stars (I’m looking at you, Facebook).
Even today, we see the legacy of Google’s platform on lists of social sharing buttons at the top of news articles and blog posts.
For example, if you’re reading this online on the desktop version at Vindy.com, look at the top of the page. Next to the Facebook “Share” and Twitter “Tweet” buttons, you might see the ghost of Google+ haunting us in the form of a social share icon.
We just didn’t appreciate Google+ when it was here, not as much as we appreciated other social media. In fact, Google told us that Google+ had such low usage and minimal engagement that in its last days, most of us were spending less than five seconds on the platform.
I’ll always remember that silly controversy over its “+1” buttons that appear at the top of some Google search results. The thought was that if you built a website using the “+1” button, you’d improve your Google rankings.
That didn’t really happen.
Instead, the “+1” option allowed us to discover new content, and help Google index that content for better search results. Some developers suggest that adding the “+1” button increased the time we spend on their sites.
So, while most of us won’t miss the friends and circles, there are some features that will live on as a legacy of the Google+ platform.
Our two oldest daughters are best friends.
The eldest, a teenager, sees herself as a sort of guide for her little sister, a pre-teen.
They both share the same interests, art and anime. They share secrets. They stay up long hours chatting away about nonsensical things.
My kids also bond over social media, specifically Instagram, the elder sister teaching her young apprentice the tips and tricks for curating and sharing the best content.
They post silly pictures, favorite art and anime clips, and they use the platform as a way to celebrate their sisterhood.
I follow them on Instagram. I’m a snoop, an over-protective father, and I need to be sure no one is posting inappropriate content.
I’m also genuinely interested in seeing how they and their friends are using social media to cultivate relationships. I learn so much about how to use social media simply through observation.
Turns out they’re much better at this whole social media thing than most of us.
They know the importance of being lighthearted, and how to not take themselves (or life) too seriously.
Our teens and pre-teens see the benefits of using social media and how those benefits far outweigh the costs.
A Pew Research Center study released recently suggests that many teens know the costs of using social media, and they understand the challenges of growing up with technology.
They also realize the benefits to using technology, such as staying better connected to friends and learning about the world.
According to the study, teens say they sometimes feel “overwhelmed by the drama on social media and pressure to construct only positive images of themselves, they simultaneously credit these online platforms with several positive outcomes – including strengthening friendships.”
Teens also like seeing different ideas, values and opinions, and helping fellow teens with important causes.
Of the 13- to 17-year-olds surveyed, 81-percent said social media made them feel “more connected to what’s going on in their friends’ lives,” and 68-percent said social media made them feel as if they had people who would “support them through tough times.”
Many teens had positive rather than negative emotions about their social media use. For example, 71-percent said they felt included (as opposed to excluded) and 69-percent felt confident (as opposed to insecure).
Some also recognized the negative aspects, such as the 45 percent who felt a little overwhelmed by the drama on social media, and 37 percent who felt pressure to only post content that would generate a lot of comments and likes.
Like my daughters who see the value in using social media to learn about the world and connect with friends, it’s clear that other teens see those same benefits. And when we see those benefits through the eyes of our children, it allows us to reassess the value we see in our own uses of social media.
Dr. Adam C. Earnheardt is professor and chair of the department of communication at Youngstown State University in Youngstown, OH, USA. He researches and writes about communication and relationships, parenting and sports. He writes a weekly column for The Vindicator newspaper on social media and society.