What is a Social Network?
"In today’s digital age, the frequency of individuals using social networking sites to connect with brands they love increases daily. Influencers initiate conversations with other influencers about what’s trending, what’s hot, what’s new, who’s who, and where to go for the best sushi. These conversations allow some brands to excel at connecting and resonating with their social users, while other brands flounder in the social web of confusion."
Luttrell, Regina. Social Media (p. 104). Rowman & Littlefield Publishers. Kindle Edition.
To Summarize:
- a network of social interactions and personal relationships.
- a dedicated website or other application which enables users to communicate with each other by posting information, comments, messages, images, etc.
Question: What are some aspects of social networking that are crucial for agencies or businesses to understand?
Forbes: Forbes: Three Ways 2020 Has Changed The Social Media Landscape
- With COVID-19, media has adapted
- Content is more transparent and less offensive
- Social justice trends constantly
- Tiktok has generated random stars due to algorithm
- Find Article Here
Question: What is the biggest trend you’ve seen online since quarantine began? Why do you think it became a trend in quarantine and not before?
CBS News: "Cancel culture" seems to have started as an internet joke. Now it's anything but.
- Cancel culture can ruin careers, families, and political parties
- The general public holds more power than ever before
- 2020 brought a new meaning to “cancelling” someone
- Sometimes justified, sometimes not (arguably)
- Find article here
Question: Do you agree with cancel culture? Do you believe the general public should hold so much power over someone’s life?
Example: The D'Amelio Family
- Arguably most popular family with 2 famous daughters and hundreds of brand deals
- Delish: James Charles Joined Dixie D'Amelio For A YouTube Video About The Drama From That Personal Chef Dinner
- Fans were not happy with Dixie, a TikTok star with 49 Million followers, and her sister Charli, the most followed TikTok star with a whopping 108 Million followers
- Find article here
Question: Given this scenario, how do you think the public reacted?
Case Study / Real Life Example
Aerie REAL Life
"We are an inclusive, optimistic and empowering company that celebrates the individuality of our customers and associates. Our purpose is to show the world that there’s REAL power in the optimism of youth."
Strategy Includes:
- Majority of posts are "Body Positive" ads
- Opportunity for customers to be featured
- No airbrushing or editing of photos with products and models
CNBC: Aerie Rapidly Gaining Market Share Off Social Media and "More Authentic" Women
- brand increased sales 38% in first quarter of 2018
- grows both in physical sales and digital
- Click here for article
Question: Why do you think the AerieREAL campaign has been so successful? Are there other companies that use similar strategies you know of?
What Can We Expect in 2021?
The hunt for a greener planet continues, and consumers are actively seeking out brands that are purpose-driven and conscious about the environment. As the world remains a fragile place, it will be key for brands to reiterate their sustainability in 2021.
7 Digital Marketing Trends of Focus for 2021
- Sustainability
- Inclusivity
- Increase in voice and visual search
- Easy-to-consume content
- Livestreams
- Purpose-driven missions
- User-generated content
- Article Here
Other Resources
Credits:
Created with images by LoboStudioHamburg - "twitter facebook together" • Anacarooo - "protest racism black" • antonbe - "smartphone tiktok app" • cloudlynx - "laptop mobile phone instagram" • Candid_Shots - "girls women young"