Hello? Are you there?


Right when I went to begin this blog post I decided to check my Facebook… Twenty minutes later I finally started my blog after I had managed to do a significant amount of creeping. Facebook, as well as the plethora of other social media outlets absorb an obnoxious amount of our free time. According to marketingcharts.com, the average social media user spends 3+ hours per day on various sites. This made me actually think about the various times throughout the day I tend to pull out my handy dandy smart phone or laptop and browse Instagram, Facebook, or Twitter. At the bus stop in the morning, in between classes, sometimes in class (never in Digital Marketing), walking home, procrastinating on homework, bored at work, & falling asleep a night. After thinking about it, it is actually a bit concerning. How much is that actually impacting my psyche as well as my ability to socialize?

Social media has begun to perpetuate false relationships with the people around us. Social media allows us to interact with people we would not necessarily have a relationship with. Are these “friends”, “connections”, or “followers” really that important?

My generation in particular has grown to believe that non-face-to-face contact is a perfectly appropriate form of communication. We seem to have forgotten how to operate in a social environment without picking up our devices for comfort. On various occasions I have been having a conversation with someone when the next thing I realize they are on their phone answering that “oh-so-important” text…”


What sort of impact does this have on our social capabilities? We have become so use to being able to erase or edit what we want to actually say that actually having a conversation with someone we may not be familiar or comfortable with seems like a daunting task.

So, what does this mean when it comes to the future of our interpersonal relationships? Is the standard for personal relationships forever changed by technology or is time to realize that the person standing right there in front of you is who really matters.





On Edge.

After doing a bit of research on this nifty algorithm Facebook uses called Edgerank, I decided to scroll through my news feed and see if I could recognize any sort of pattern. Mind you, I still saw the annoying blasts of the people that continually blow up my feed but I did notice my roommates and family were very prevalent.

So, what exactly is Edgerank you ask?

Well, here is a nifty photo that sums it up:

Screen shot 2013-11-13 at 9.53.09 PM

What exactly are these three variables?

  1. Affinity: a user’s past interaction with another Facebook, including clicks, likes and comments. Edgerank makes the assumption that if a user interacted in the past, and more recent the better, then they have an interest in your content and therefore your posts are more likely to show up on their News Feed.
  2. Weight: an individual post’s priority, based on type. A post has a certain “hierarchy” of influence: pictures and videos are the most engaging, and therefore take a higher priority. Links, plain text and statuses are of lesser importance and will have less weight. A user’s interaction with posts also takes weight. Comments rank higher than likes.
  3. Time Decay: This one is entirely based on the natural decay of your post. You have no control over it and it simply means that the longer your post has been  active the less likely it will show up on news feeds.

What does this mean for companies with a Facebook? Your brand will ultimately be judged by its ability to engage their audience. From a marketing standpoint, it’s another hoop to jump through in order to reach your intended audience.

Mark Cuban discusses how Facebook is a necessary aspect of social media when it comes to branding but it is vital that companies use all facets of social media, for example Twitter and WordPress. Edgerank allows your feed to be filled with only information that is engaging to you. This inevitably makes things more difficult from a marketing perspective… You now are dealing with an algorithm that is ever changing.


Next time we all check our Facebook we need to ask ourselves “Is this what I really want to see?”




Two Heads are Better than One


Cocreation, in theory, is every marketers dream. It enables consumers to be engaged in the creation of the new product, which allows innovation at a very low cost.  Consumers are able and willing to provide ideas and input for goods or services that have not yet been met by that particular market. It creates an open dialogue of that will hopefully lead to improvement on the existing offerings. Companies not only engage consumers at the creation of a product, they also can engage them throughout the entire product development life cycle.

When was the last time your favorite brand asked YOU what you desired from their product? The value of co-creation rises form the unique and personalized experience for the consumer. It makes the consumer feel as thought the brand actually cares about what they think as well as what they have to say. It incorporates a new, deeper relationship with the consumer. Not only are they a customer, they were a part of the creation, which overall generates more loyalty to the brand or product.

Before a firm can cocreate there are a few aspects to consider. How exactly do they plan on implementing this social interaction with consumers and at what stages do they want the consumer to be involved in. A few advantages to cocreation according to Consumer Cocreation in New Product Development, “consumer-firm interaction allows the firm to strengthen its relationship with its end consumers, monitor their experiences to improve its product and the associated marketing strategy, and save money in areas such as advertising and product support.” Listening to consumers makes the world of new product development much easier. Monitoring what they have to say about the product on various social media forums allows firms to understand the flaws of their products and what the consumers actually want.


Before we get too excited about cocreation, there are certainly some downsides to this entire concept. According to Understand the perils of Co-creation, “these programs are hard to run. Some customers “hijack” them—instead of offering real ideas, they seize the chance to ridicule the company. Such hijacking is one of the biggest challenges companies face. Prior research suggests that about half of co-creation campaigns fail.” Cocreation also creates an environment of complete transparency on behalf of the firm. Concerns about secrecy of the product have become an issue. There are also issues with ownership of intellectual property, which can lead to a debate with the issues behind this. This could also potentially lead to legal issues. Considering you are asking your entire population of consumers for input, this can also lead to an information overload. Also, many product ideas are sometimes entirely beyond the company’s realistic capabilities.

But really, the idea behind cocreation still has a lot of kinks to work out before companies can really appreciate the input of their most valuable asset, the consumer. If a company can find an efficient way to cocreate, then it is an invaluable edge to the future of new product development.





A Bored Generation


The future of marketing is in the hands of social media. It is now unreasonably simple to access an entire population, whereas 50 years ago it would have taken weeks if not months. This is a gold mine for those who want to promote ideas and develop a presence in this competitive age of marketing.

Living in this age of information has created this sense of grief when we walk out the door without our smartphones in our pocket.  The average person checks their phones 34 times a day according to cnn.com. It is time for marketers take advantage of our obsessive habit and develop alternative ways to actually engage consumers. Everyday we are bombarded with more social media advertisements than we can count. We have become immune to them and in order for something to actually engage the average consumer it will take a lot more than a tweet or a Facebook post. We need to utilize these resources and this accessibility by standing out with emotional or engaging videos. A prime example of an engaging video is on the following link:

Dear Sophie

Social media has become so prevalent that in order for marketers to actually engage their target audience they have to take the time to actively engage them and develop an intimacy and relationship that creates a unique experience.

It is time for marketers to step out of the box with this new generation of obsessive smart phone users. We need to intrigue them enough in order to stop their perpetual scrolling by creating a new form of engaging marketing.