Archives for category: Digital Discussions

Selena Gomez is 24 years old and a single post from this former Disney star is worth more than most people make in a year, two years, three years… A single promoted post from her is worth $550,000, which tops the list of all celebrities – including the Kardashian/Jenner clan. This value is based off D’Marie Group’s algorithm that takes into consideration 56 metrics. These include: followers, post frequency, engagement, post quality, click through and potential to create sales. So although Gomez is not guaranteed to make half a million dollars on every sponsored post, she essentially could use that as a starting point for negotiations.

You’re probably asking yourself, how can a social media post be worth so much money? (Or if you’re me, how can MY posts be worth even 1/100th of that?) There are several factors to Selena Gomez’s monetary value. First, she has 200 million followers on Instagram, Twitter, and Facebook who are actively engaging on her accounts. (Not to mention on average, 200,000 more join them every day, increasing the total number of her followers daily.) Brands will pay big bucks to have their product placed in front of that many people – especially if they’re conditioned to engage with the content that typically is pushed out from the page. According to AdWeek, users trust influencers as much as their friends, and around 40% say they have purchased something because they saw an influencer using it. These influencers are seen as real people, and their fans trust them, even if they’re being paid to promote a product. The relationship social media creates between influencers and their followers makes every suggestion feel personal, so if Selena Gomez says to buy a product, her fanbase is likely to do so.

Gomez isn’t involved in many brand partnerships. She’s (or at least her management is) selective about what brands she endorses. Right now that includes Coca-Cola, Pantene, and Kmart. Her feed isn’t diluted with promoted posts. According to D’Marie Group a post by Selena Gomez, or supermodel (and Kardashian) Kendall Jenner, will produce 12x the return on investment compared to standard digital marketing efforts.

Here are a few other top celebrity endorsers on social media:

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Kendall Jenner: $125,000 – $300,000 per post

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Cara Delevigne: $125,000 – $300,000 per post

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Taylor Swift: $125,000 – $300,000 per post

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Gigi Hadid: $125,000 – $300,000 per post

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Scott Disick: $15,000 – $20,000 per post

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Kim Kardashian: $20,000 per tweet

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Khloe Kardashian: $13,000 per tweet

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Ashley Benson: $5,200 per tweet

Did anyone else die a little inside after that? If you need me, I’ll be working on my Instagram.

As millennials, we’re expected to be the all-knowers of the digital world. We’re on the pulse of social media, and we’re expected to keep up with the downloads and be down with the uploads. It’s pretty crazy – no wonder those Boomers would rather us do it. As tail end millennials and Gen Z-ers are becoming old enough to enter the workforce, it’s easy to see that many of us have difficulties with social etiquette.

For starters, a lot of younger folks struggle with giving away all the information they possibly can share about themselves online. (We’ve all been guilty of it one time or another.) Being comfortable with yourself is a great quality, but it’s important to keep some personal things off the web. My simple test is: Is it something your future employers or grandparents would want to know about you? If the answer is no, don’t tweet about it. I’m glad you’re having a great time on Saturday at 3:17AM, but alerting everyone online that you’re blacked out and can’t find your shirt is not the best call. That’s a story to tell where no one can screenshot it – like in person.

It always makes me laugh when people say “I post what I want, it won’t stop me from getting a job!” I’ve talked to a plethora of employers, and every one of them goes to the fabulous tool we know and love: Google. It takes 2 seconds to type in your name and find out everything about you online. If you don’t have a personal page, odds are your Twitter or Facebook will be the first thing to come up. If it’s not protected, keep it PG-13 – use the employer/grandparents test if you’re not sure. It’s only going to get worse as tech savvy people step into positions of power. No one finds online information faster than millennials with a bone to pick; imagine one as your boss.

So the lesson learned is to be responsible, but that doesn’t mean you have to act like a robot. It’s good to add some personal flair to your social media pages and show people you are a real human. Let people see that you coach basketball in your free time and you love sharing pictures of your dog. Just don’t share everything because “Revealing too much leaves you with nothing.”

Anyone who needs to clean up your social media accounts, here’s a great link: http://www.tweetdelete.net

…you know who you are.

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As we all know, the Cleveland Cavaliers made history in our city in the thrilling NBA Finals Game 7 coming back from a 3-1 lead by the Golden State Warriors to defeat them 93-89. That night, the 52-year major league championship curse on Cleveland sports reversed as “the block” replaced “the shot,” “the drive” and “the fumble” once and for all. Excitement spread throughout the city and it has been electrifying to see the dedicated fans of Cleveland finally get what they deserve. Of course, social media erupted with videos of the team’s reactions, posts from overjoyed fans and even a congratulations tweet from President Obama.

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The wave was explosive, even if you weren’t a Cleveland sports fan; you wanted to be in that exhilarating moment. Since the unforgettable victory, brands have been trying to ride the wave of congratulating the Cleveland Cavaliers on accomplishing the nearly impossible. At this point, it’s almost overdone by brands now, as I have seen SO MANY posts about how brand X supports the Cavs.

However, one particular brand stands out as a leader in riding the victory wave, especially because they posted their content IMMEDIATELY after the intensity of Game 7 was finally over. Nike released “Worth the Wait,” a powerful new commercial in honor of Cleveland sports fans via Twitter. It’s almost like they knew the Cavs were going to win J. As LeBron and Kyrie are signed to Nike, this move was almost as clutch as Kyrie’s 3-point shot that led the Cavs to the big win.

If you haven’t seen the video, do yourself a huge favor and watch it now: https://www.youtube.com/watch?v=QWGgMbcTbFk. In one minute, the video captures the heart and soul of why Cleveland fans are so dedicated to their sports teams and how great it feels to finally be champions. I still get chills seeing the faces of the emotional young and old fans that have waited years upon years to be champions.

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Riding the wave is essential for any brand to make an impact on social media engagement. Here are three ways to do it successfully (just like Nike did with “Worth the Wait”):

  1. Timing: Nike had the best timing by releasing their previously filmed content immediately after the Cavaliers’ title was announced. The result of the NBA Finals was fresh in everyone’s mind and they could easily relate to the commercial.
  2. Relevant Angle: Nike knew their audience perfectly when creating this advertisement. It was relevant, interesting and engaging to watch as a NBA and/or a Cleveland Cavaliers fan.
  3. Social is about people not logos: Nike does not expose its logo until the end of the commercial. The ad focuses on Cleveland sports fans with real human emotion wearing Cavaliers gear and reacting as the Cavaliers make history.

Nike followed these criteria and stood out against other brands that were late to the party (or parade) of congratulating the hardest working team in the NBA. Since the videos release, it has been liked 70 thousand times on Twitter and viewed 2.4 million times on Facebook. Nike successfully rode the victory wave by allowing every viewer to understand how meaningful this championship is to The Land.

 

And I’ll just leave this one here:

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It’s hard to figure out the perfect balance between personal and professional on Social Media.  I—along with many other people—struggle with it.  You always hear those horror stories about people losing their jobs over something they posted on social media, obviously we don’t want that.  But we also don’t want to be the boring friend who posts business articles all day.  I mean come on! We go on social media for enjoyment, not for a total snooze fest!  So what is the perfect mixture between inappropriate funny friend and stuffy oldie on social media?  Here are some of my tips for keeping a balance on social media platforms:

  1. Keep it personal, BUT not too personal:

Social media is your personal platform; people follow you to see who you really are!  So show off your hobbies, interests, family and friends. With that being said, people also do not need to know extremely personal information.  We don’t want to hear about your break-up, what you eat every morning for breakfast, or how you feel about your boss (major no-no).

  1. Avoid Negative Comments:social media

Social media has no room for a negative Nancy.  It’s not a smart move to be extremely negative; being negative does not give a good impression to friends, family, or possible employers.

  1. Practice what you preach:

Create personal content that makes sense for your profession.  For example, if you are a social media professional it is important to be active on social media.  Participate in Twitter chats, use hashtags, and share relevant articles. (thanks for this tip Kelly).

  1. Remember it’s easier than you think:

You are already living a mix of a seasoned professional and an actual human with hobbies and interests in “real life.” So, simply mimic that behavior on your social platforms, making sure you’re real-life balance in translating onto your networks. (thanks for this tip Angela).

Always remember what you post on social media reflects who you are as a professional.  Be cautious about what you post, but still show your personality!

Have any different tips for balancing professional and personal on social media?  Comment and let me know!

-Professional Brokaw PR/Social Intern and Ohio U student Erin

By this point, everyone probably knows that I love using social media sites. I’m always one to Instagram a photo from an event I attended, tweet about a cool design article, or announce a new job to my family and friends via Facebook. Social media has really changed the way the world communicates, and although some choose to use it for evil instead of for good, I think that the emergence of social media has had some extremely beneficial payoffs. This post will be the other side of Dan’s social media debate:

On a personal level, social media has given me a channel through which to explore things I could never have been exposed to if I was living decades earlier. With a quick search or click of a hashtag, I can find photos, thoughts and opinions of people who live anywhere in the world. People who aren’t “famous.” People who are like me, in every culture or state of wealth. I appreciate hearing the views and seeing the lavish lives of certain celebrities, but sometimes the most meaningful thoughts can come from a ten year old working to make the lives of childhood cancer patients more fun. Sometimes I can find incredible design inspiration from a 22-year-old just like me exploring the world during a semester abroad. Social media has given me a lens through which I can explore the world and meet incredible people, even though I may not have the means to physically explore it on my own.

On a social level, social media gives me the opportunity to engage and catch up with family and friends who I don’t always get to see very much. I’m not the kind of person to accept friend requests from people I don’t know or acquaintances I talked to once or twice in high school. Dan, I’m going to fight back a little here and say that I love to see bits and pieces of my loved ones’ lives—and they love to see mine as well! These small snippets of life they capture via Facebook or Instagram spark endless conversations and catching-up when we do get to see one another, not leave nothing new to talk about at reunions or the dinner table.

On a big-picture level, social media has proven a huge change agent in topics that shape America and the rest of the world. It sparks conversation, feeds debates, and helps to educate people on all sides of arguments the world faces. For example, Apple recently announced it’s new, Spotify-like streaming music service with a free three-month trial. Apple was not going to pay artists, writers or producers during these three months, which many of them cannot afford if they are just starting out in the music industry. In an open letter to Apple via the star’s tumblr site, Taylor Swift changed all of this. Taylor tweeted the link to her letter and not long after, Eddy Cue from Apple responded positively. The singer single-handedly helped thousands of artists and music industry professions alike by giving them back the opportunity to receive the pay they are entitled to just by sharing her opinion with the world. 

Social media is a powerful tool.

Tweet wisely, friends.

Emily

This week’s brotern blog posts will all be related to social media
(or in my case, a lack there of).

First, I’d like to point out that the technological revolution, as a whole, has been a beautiful thing, connecting people all around the globe that, just a few decades ago, would have never had the privilege of diving into one another’s lives.  Nearly all of my family members now have a Facebook.  I mean a lot do.  All of my siblings, cousins, aunts, uncles, grandparents, and extended family from overseas are all “friends.”
This was the spark that put all my views on social media into perspective.

Now, I already understood the negative effects on self-esteem that Facebook, Instagram, Twitter etc. could have on a teen’s brain, within the first few months of beginning my journey through the networks, at the ripe age of twelve.  Hell, I felt them.  Seeing my classmates have fun without me, hearing my crush was dating someone else, and being sucked into careless complaining and drama about adults never gave me a real sense of relief.  But all of it seemed worth it for that sweet feeling of being “in the know” on what “everyone” was talking about.

The more and more my family hopped on the social media bandwagon, the less interest I had in it all.  After all, I saw my family all the time.  I knew they weren’t going anywhere.  What was the point of knowing everything there was to know about one another’s lives, leaving nothing new to talk about at reunions or at the dinner table?  That idea stuck with me and slowly cultivated into the driving force for me to shed the networks that ruled my life for so long.  If family is forever,
why can’t my friends be?

Deleting social media, shedding all the “friends” I barely kept in contact with, and simplifying life down to face-to-face connections and actual conversation was the best decision I have ever made.  Looking back, I wonder how much of my adolescence was wasted worrying about what others thought of me, or what I thought of myself as I dwelled on the past and compared myself to others.

Things feel lighter now.  Absolute.  Thoughts remain in my brain, pictures stay private, and my friends understand.  Everyone that genuinely cares reaches out and you learn pretty quickly who you care about.  To keep this already long blog post short, if you are in need of positivity or a greater sense of dignity, I encourage you to try a month without social media.  The first week will feel a little tough.  You might miss a few of your “friends” birthdays and your Farmville might catch fire, but boy will you get hooked on the feeling of palpable clarity that comes along with your social media sabbatical.

I’ll leave you with that.

Be well,
Dan

This Sunday (June 30, 2013) is the fourth annual Social Media Day (#SMDAY). In honor of the upcoming holiday, I thought this week would be a good time to take a break from sharing my brokawesome broternship adventures and give this special day some recognition!

Social Media Day

I am a huge advocate of social media and how you can leverage it for your business or utilize it to improve your reputation. Social media is something we need to understand in today’s world to ensure it is one of our allies and not one of our enemies.

One of the reasons I find social media to be so fascinating is the fact that it is constantly changing. The future is all about digital media, and I am proud to be someone who strives to keep up with the always-changing social world.

I have put together some of my favorite social media quotes and thought sharing them might inspire some of you to highlight Social Media Day as well!

1. “You are what you Tweet.”
-Alex Tew, Monkey Inferno

2. “Our head of social media is the customer.”
-McDonald’s

3. “Privacy is dead, and social media holds the smoking gun.”
-Pete Cashmore, Mashable CEO

4. “The qualities that make Twitter seem insane and half-baked are what makes it so powerful.”
-Jonathan Zittrain, Professor of Law at Harvard

5. “When you give everyone a voice and give people power, the system usually ends up in a really good place.”
-Mark Zuckerberg, CEO and founder of Facebook

Please feel free to add some of your favorite social media quotes. And until next time, enjoy the holiday!

Wow, another week as a Brotern is coming to an end. 😦 Time really does fly when you’re having fun.

This week was full of tasks that digital nerds (like myself) get excited about. Along with my usual assignments, I was asked to complete two things I thought were brokawesome—coincidentally, both assignments involved the lovely social media tool, Twitter.

The first assignment I was asked to complete was to create a Twitter Deck explaining the process of how to use Twitter. This was a task I was extremely excited about. It wasn’t until I started explaining the process that I realized the people I was creating this for most likely would not understand many of the terms I was using. This is an example of how I was starting to feel:

However, after many revisions and thoughtful explanations I believe I have created something that will help anyone in need of a Twitter explanation.

I was also asked to write a POV on Twitter Chats. And let me tell you as much as I enjoyed the project itself, this was my reaction to realizing that my point of view matters:

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So far this Broternship has been, well, Brokawesome—Just as I expected. I cannot wait to see what else they have up their sleeves for the rest of the summer!

Farewell my loyal viewers….you all (2 viewers) have treated me well!

Last week at Brokaw 😦

It is very disheartening to believe that 10 weeks can go this fast. Our (the best interns in the world) first day at Brokaw, a syllabus was put on our desks and the lists of responsibilities seemed to be vast. On top of that our mentors were piling work on us daily! New tasks and responsibilities was the driving force for our work. Now that everything is over we wish we had a little bit more to do and a little bit more time.

This week has been kind of slow but it started to speed up once we realized it was really ending! We have arrived at the end of the Fazoli’s food truck tour and it was a great success! We have participated in feeding people around the nation and providing support to Feed The Children. You can never beat a great idea that’s coupled with a great cause.

I am really happy that I did not publish this before the end of the day because THIS LAST DAY TURNED OUT TO BE THE BEST!

Why do you ask….even if you did not ask, I will tell you anyway!

The Brokaw Bros. offered me a job and they want me to think about it over the weekend…(don’t tell anyone but I am going to say yes)….I thought this moment over a few times in my head already…lol.

There is some type of cubical or desk with my name on it and I am stoked to be a part of a great and creative team. You haven’t heard the last of me yet!

Keep it sexy and saucy…lol!

It seems advertising has gone from straightforward, media-driven jib-jab to a cunning, amorphous entertainment of sorts.  What once was a slap-over-the-head “BUY THIS NOW!” message has transformed into a gentle, suggestive whisper in the ear.

The Old:

Floating Head

And yes, disembodied heads were nearly mandatory back then.

The New:

Epic Guy

Head now firmly attached.  And angry!

I’ll explain, but first let’s back things up.

Cut to my local grocery store in suburban Cleveland.

Every time I walk through the front doors, I see two massive endcaps: one for Great Lakes Brewing Company and the other for Red Bull.  Every time I walk past the displays, I think to myself, “man, I should pick up some Red Bull Zero.  I need some caffeine in the morning but I don’t want to stain my teeth, and I like that I can now get that without carbs or sugar.”  “Yes,” I say to myself, “I totally need to buy that.”

But when decision time comes, of course I reach for a sixer of Commodore Perry instead: abandoning my plans of future workplace productivity for present comfort and deliciousness.

It happens every time.  I have the desire to buy Red Bull, I have the intention, but I can’t do it.

Then cut to a few weeks ago.  A new music video pops up on facebook from one of my all-time favorite bands.  I watch it, share it, and go about my normal day.

When I go home I’m back to the grocery store, back to staring down the two tempting endcaps, and back to making my same irrational decision again.  Right?

Not this time.

Somehow, for some reason, I went ahead and bought the Red Bull.  It was time to make the right decision.

A few hours later it dawned on me that I’d been had.

“Dude, just get to the point.”

The point is that Red Bull paid for the music video.  It was uploaded by RedBullMusic, but maybe you didn’t know that.  There are a few quick frames of a guy drinking a Red Bull in the background of one brief scene in the video, but you kind of have to be looking for it to catch it.  It’s a subtle piece of branded entertainment.

One that got me to finally make a purchase.

Watching that video subtly put Red Bull at the top of my mind, and guided my hand to purchase their product.  And while we love to laud online analytics and track clickthrough rates and applaud ourselves over the number of conversions we complete, sometimes advertising works in magical ways that just can’t be measured.

A number of entertaining things making the rounds online are really just subtle advertisements.

Uncle Drew?

Advertising.

The Subservient Chicken?

Advertising.

That cool Lego brain teaser?

Lego Teaser

Advertising.

So instead of sticking a megaphone next to your ear saying, “hey buy this product because the product is good and you’ll have a better more enjoyable life if you buy our product and our product is just what the doctor ordered so buy our product today”, companies are opting for a softer sell, saying something more like, “hey, here’s a thing to have fun with and enjoy.  Check it out.  If you appreciate it, check out our products, too.  If not, no biggie.”

And while the soft sell may not have the numbers or fancy analytics to back it up, it is certainly working.

Stuff like this still never works, though.