*I wrote this in January for an grad school application and thought it is getting more relevant as time passes and FB becomes more and more integrated... plus, I like the idea of the general population reading this and not only an advisory board too fried from reading so many apps to care. :) Enjoy!
BY: ERICA BASS Jan. 18, 2011
Last time I tuned into Pandora I learned that a girl I was Facebook “friends” with “liked” the same artist I was listening to. I haven’t spoken to her in a decade. I also haven’t updated my Facebook “friends” for real-life accuracy because of the social faux pas connected with “defriending” someone on the site. Having also become recently aware of the widespread use of the Facebook “Like” button on various third-party sites, I became uneasy. With a site commonly connected to the term “Facebook stalking,” is social media becoming too integrated and does it merit fear for consumer safety?
At Facebook’s F8 Developer Conference in April 2010, CEO Mark Zuckerberg announced that the Platform Policy of only storing user data for 24 hours was eliminated. Now with the ability to store user data indefinitely, the restriction to only use data to benefit users can be easily ignored. Furthermore, the user privacy policies cannot offer complete protection when Internet tracking is simple and security breaches are common.
Now with the Open Graph Protocol in effect, different social graphs are linked together making it easier for Web sites to integrate with Facebook through Social Plugins and the embedding of “Like” buttons. It also lets users connect to physical objects -- movies, music, news articles, and workout routines -- where personal preferences and opinions are advertised throughout their friend’s list.
With the official launch of Facebook Connect this past July, users were allowed to port profile data to third-party Web sites with the use of various plugins. Login Plugins directly connect users’ accounts with the third-party site being accessed and Recommendation Plugins give personalized page and friends’ recommendations. Through the use of plugins, users do not only connect with their Facebook friends but they provide their personal information to the application’s developers. Also, with use of the “Like” button and Facebook Connect, developers gain access not only to users but to each user’s “likes” and list of friends.
Relatedly, Facebook now allows application developers to request access to users’ mobile numbers and e-mail addresses. This access is optional for users and in order for developers to gain access to the information it must be granted by the user. Nevertheless, this free flow of information and heightened integration of third-party sites is predetermining a future where privacy barriers are ever weakening. As the information gap gradually closes there will be nothing to keep hackers from accessing this information for illegal uses or even identity theft. Anonymity is no longer the basis of the Internet experience but something that must be fought for.
User tracking becomes easier as social media integration grows. Although this means endless possibilities for niche advertising, I fear the ease of accessing information might be too great, that users might be unknowingly putting themselves in danger.
High School Students Organize to Protest Local Radio Station By: ERICA BASS
A group of 11 protestors organized peacefully outside the Power 96 radio station in Miami on Monday, Feb. 21, to hear local artist, OhGinelle, on the radio. The protest lasted from 8 a.m. to 11:30 a.m., and it consisted of students from Miramar and Blanche Ely high schools, as well as friends from the surrounding areas.
Tyriah Brooks, 18, a Blanch Ely High School senior from Coconut Creek, grew tired of the overplayed, national artists on the radio. She wanted to hear OhGinelle’s song, “Liar,” instead and sent out a mass text message to family and friends for their help.
“They play artists like Katy Perry, who doesn’t live here and wasn’t born here,.” Brooks said. “It was just time for a change.”
Even in the face of opposition, Brooks and her supporters held up signs to the chant of “Play OhGinelle!” and handed out her demo CD.
OhGinelle’s music and lyrics are catchy, and we have something in common, Brooks said.
OhGinelle, 23, a singer-songwriter with a Bachelor of Science in Criminal Justice from Everest University, was home in Pompano Beach and unaware of the event taking place in her honor. She learned about it from a Tweet on Twitter.
“I was confused at first because I had no idea what was going on,” OhGinelle said. “It was a total surprise.”
I called the station multiple times asking for them to play the song “Liar” and all anyone said was ‘No, we can’t do that,’ Brooks said. Why? What’s the harm in doing that? “My little cousin, my little sister, we all sing to it and they know the song by heart, better than I do.” We just wanted to hear it on the radio.
Brooks plans to attend college next year for political science or graphic design. She uses her art to connect with the local artist. I found OhGinelle about three years ago on MySpace, Brooks said. When I sent her some of my artwork she used it in her promotional material.
Tyriah is a really talented graphic designer, OhGinelle said. To show my appreciation I always put her art on my Web site and post her pictures. I have also used them for Web banners and on the cover of my demo CDs.
OhGinelle encourages me to do graphic design and inspires me because she always tells me that I’m talented, Brooks said. Brooks also focuses on community service, something that OhGinelle also finds important. OhGinelle is someone my friends and I can relate to and that’s important to us, said Brooks. We have one goal: to hear her song on the radio.
Brooks plans to join another peaceful protest to stop Gov. Rick Scott from taking 5 percent of state employees’ paychecks to contribute to their pensions and to help balance the Florida state budget.
I practice my first amendment right of free speech because I think it is the most important, said Brooks. It gives people the right to voice what they believe in and try to make change that’s beneficial.
OhGinelle’s next show will be March 18 and April 1 at the Miami-Dade County Fair. She has been with her manager, Mishka Brown, for four years. She is not yet under a label.
For more information about OhGinelle and to hear her single “Liar” visit www.OhGinelle.com.
In November 2009, right before I graduated from UF, I posted an article about Consumer Generated Ads in relation to the Amazon Kindle. I was absolutely thrilled with the ad. I found it charming and artistic and, above all, out of the ordinary. After last Sunday's Superbowl my opinion on Consumer Generated Advertising has changed; at least enough to say that corporations need to be more strict when it comes to who is creating the advertisements for their brands. There is a lot that goes into advertising. Advertising professionals take a business problem and tear it apart, piece by piece, forming a strategy and developing the best possible solution. They then execute this solution in the most creative way possible, if not the most memorable.
Don't get me wrong, these spots were entertaining and memorable, but did it leave me wanting to get up from my couch right away and rush to buy the product? Not really. More realistically, it was not added to my shopping list. Looking back on the PepsiMax spots I'm reminded more of a beer commercial than a soda commercial. If the target audience is the same but the product is dissimilar, can the ad be executed in the same way? I'm not sure it works in the same manner and here is why*:
Beer is alcoholic. An alcoholic drink is typically consumed with a crowd and found at celebrations. It is fun and adds another level of festivities to a party. Soda is not fun in this same way. It is more "child-like" by nature, consumption of soda alone is not the first sign of a serious disease and therefore generally substituted for water, and it does not add much to any festivity... unless paired with liquor, but that's a different argument entirely.
If Beer were a personality it would be manly, burly, interested in sports, fun-loving yet serious, respectable and friendly. If soda were a personality it would be juvenile, entertaining and lively, cheerful, and sometimes refined.
*Of course this is only an opinion, but I'm sure most would agree they cannot be treated as beverage equals.
I feel that the consumers behind the PepsiMax ads were looking towards the "greats" in beverage Superbowl advertising like Budweiser and Coke, but failed to see the strategic juxtaposition between the two types of ads. It appears that they only perceived them shallowly and tried to imitate the type of humor used.
"This was the first time that Pepsi and Doritos partnered for an event and Crash the Super Bowl was a huge success. Not only did the contest garner a record number of fan submissions, it also generated an unprecedented number of consumer votes. Just goes to show the power of the consumer and how the creative landscape has changed. Not only do consumers want to watch great spots, they want to be a part of the process of not only creating them, but also selecting the winners."
I agree. To an extent, of course. The consumer does have great power over brands, so much that PR agencies exist (take the Kenneth Cole incident for instance). I also agree that consumers want to be a part of everything surrounding the brands with which they identify. However, this has a lot to do with social media as a whole. Consumers are now a very identifiable part of a brand because of and through social media outlets. The degree of separation between consumers and brands is significantly minimized today. However, that does not mean that consumers should be taking the place of advertising agencies when it comes to creating something so vital to a brand's future.
Here is the Ad Meter on how the Superbowl ads ranked among viewers... what are your thoughts?
In a small studio apartment located one block away from Central Park, there lived a lonely lady named Frangella. She moved to New York exactly one year ago to pursue her dreams of making it in the Big Apple. After countless auditions and numerous rejections, she remained a waitress at a local organic café, where her dreams died with her determination- she had simply given up. Now in professional limbo, she dreamed of stability, wealth, and the bottled water that went with it- Andasia®, the water that helps to “bring out your inner glow™.”
Her shift at the café ended every day at exactly 4:00 p.m. when she would start her 15-minute walk back to her small studio apartment. Once there, she’d sneak past the front trying to avoid her landlady Ms. Tievel, a bitter and evil old maid. When Frangella first arrived in New York, Ms. Tievel let her rent out the small studio in the apartment building for a set price having known her late mother and father. Since then Ms. Tievel had become bitter at her own lack of success and Frangella was the victim of her aggression. She’d demand higher rent at an earlier date, call the police when she had company, would constantly steal her mail and call her names.
Reaching the mailroom without detection meant success, as the door to her apartment was just around the corner. On the bulletin board there she noticed a flier for the 4th Annual Kiva Wine Tasting; this year her godmother was a sponsor and she’d give anything to go. It was being held in Central Park at 10 p.m. but Ms. Tievel demanded rent today by midnight (two weeks early), which meant another shift at the café tonight to make up her rent in tips. She made her way back to her apartment, defeated.
Once inside, she grabbed the side dish she had made earlier and left again for her godmother’s apartment. They were meeting for their weekly dinner, which translated into her weekly check-in. The dinners began after Frangella’s parents passed and they had helped her through many hard times.
When she arrived, her godmother brought out a bottle of Andasia® taken from her exclusive stock at her boutiqueand the last VIP ticket to the wine tasting. Refusing to take no for an answer, she dressed Frangella in a glittering dress with sparkling jewelry and a gorgeous pair of black stilettos with a distinct red sole. She then handed her a check for the remaining rent amount and the small bottle of Andasia®- for brilliance and courage.
“Remember,” her godmother explained, “the rent check must get to Ms. Tievel by midnight or you’ll be evicted.”
Frangella was sent on her way.
Even as she walked towards Central Park, Frangella couldn’t believe this was happening. As she entered through the gates of the park the crowd turned quiet; everyone seemed to be gazing at her: she was stunning. Then the band erupted in a new song and the celebration continued. She felt here, of all places, her dreams would come true. She slowly sipped her bottle of Andasia® water, for tonight, more than ever, she wanted to glow.
A handsome young politician stood across the field. He noticed Frangella walk into the party, select a spot near the dance floor and stare up at the sky, sipping from a bottle of Andasia®. He needed to know her.
Frangella also noticed the young politician. She decided he was handsome with shaggy dark hair, honey-brown eyes and tanned skin. The suit he wore portrayed wealth; his demeanor disproved the stereotype. She returned her gaze to a small star twinkling brighter than the rest, and silently made a wish.
“Just water tonight?”
He had startled her.
“I didn’t mean to scare you, I just noticed you weren’t tasting the wine,” he apologized.
“Oh, it’s all right, I’m just a little jumpy tonight.” She couldn’t help but smile.
“The name’s William Allen (D-NY), pleasure to meet you.”
“Frangella, but my friends call me Franny.”
Minutes turned to hours, and the night raced by without notice. It was now 11:45 and the alarm her godmother had set rang from her bag.
She panicked, handing him her empty bottle of Andasia®. “I had a great time. I have to go.” With that, she raced back to the apartment, back to Ms. Tievel, back before her bed became a cardboard box in a tunnel of the subway system.
He called after her in vain: he missed his chance. Without information how could he find her? The empty bottle of Andasia® sat knowingly in his hand: Andasia® water was exclusively sold in one boutique. There he would begin his search.
After handing Ms. Tievel the rent check, Frangella returned to her apartment where she collapsed on her bed relieved, only to realize she would never see William again. He was the one, the answer to all her dreams and she had missed her chance. She could not sleep.
Feeling dejected, Frangella rode the subway the next morning to visit her godmother. She had foreseen last night as special and so she must have the answers to Frangella’s questions.
As she approached the boutique, she found William standing by the store window. Their eyes met and she knew he had been waiting for her. In his hand sat her empty bottle of Andasia® and, with a grin, he declared triumphantly, “You left this.”
There was traffic this morning on my way to work. It’s just another Monday, I think to myself as I walk to the kitchen to brew coffee. The machine is black and sometimes splatters coffee outside my cup. The kitchen is never fully clean anyway.
I find a plate of brownies and four boxes ready to ship out with USPS waiting for me. The front desk is tidy and I’m happy in my calm environment. I answer the phone when it rings. Good morning, how can I help you? I log onto my desktop, check my mail, read the news. The air is barely moving but at least it’s cool.
An account executive approaches with a list of seven names and addresses, cards and labels. They need to be sent out today, she tells me. Ok, I answer as she walks away. I’m told where to find the boxes, they're flat and waiting to be formed. There are also more address labels and packing popcorn. Soon I’m bombarded by four more account executives, each with another seven or eight addressed labels and cards. They place them on my desk and walk away.
By lunch time I’ve only finished packaging eight. There are 23 boxes still waiting. I am no longer calm, my insides are tied, my head is floating. The phone won’t stop ringing. I can’t answer the calls. I’m tense and emotional; I push off lunch. I need to finish, I say, these need to go out. Would it be possible for you to come back and cover for me later?
My desk is a shipping disaster. Tape is stuck to the desk so the edge doesn’t get lost, the small scissors I’m given barely cut the tape fully in two, the popcorn is everywhere, the contents are strewn about waiting in haste for me to pack them. Hurry, they say, we want to go too. I’m trying to be as fast as I can, I reply, I want you shipped more than you know.
My environment is calm and my desk is tidy, I’m not happy. I take lunch an hour late; I walk around and shop. I don’t buy anything. It’s raining outside even though it’s a clear day. I’m wet and cold and shivering. My body aches and nothing fits. They’re screaming at me, but I can’t hear an individual voice. I call Ace. I plug my ears so the yelling stops and I cry. Will you take me to the beach? Of course, Babe, let’s go now.
I run to him. I run faster than the noise, faster than the rain. The air is racing and my heart is punching my chest. There’s blood on my feet and hands. He’s there to clean me up when I reach home. My clothes dry when he holds me, my heart relaxes. I just want to go. Of course, Babe, I’m taking you now.
It’s dark and the stars are awake. The breeze off the ocean fills my lungs as we lay together in the sand. I hold him close, my head in his neck. I feel him breathing, slowly, deeply. We’re alone and I relax into his chest. Coldplay plays in the background as he sings to me softly. Each wave takes with it a piece of my day.
We stare together into the night; the horizon glows in the distance. I’ve missed you all day. I have too, Babe… I always do. The Arctic Monkeys quietly fill the night. I want you forever, I whisper. Baby, I’m yours.
