Social media advice:
If you’re thinking about applying for your dream job or internship, have you ever thought about looking at your social media platforms? Lauren Berger runs the InternQueen and gave a lot of advice on social media. She said to be aware that future employers are looking and snooping through all of your social media accounts. She went over a list of do and don’ts for each social media account:
Facebook
DO look at how employers using it. Look and learn from how other brands use Facebook. You could use your skills to make a brand for a future company or give them ideas on how to make a brand.
DO NOT friend your boss! Most people use Facebook as a personal way to show a picture of family. If your boss friends you, then it is up to you.
My response to her advice:
I agree with everything she said. I am guilty myself of having way too many pictures in the wrong setting, but once it is posted, it can never be entirely deleted. I think it is a great idea to learn how to brand a company on Facebook. This skill could set you apart from other people applying for the job and could land you a dream job. Finally, I would never friend my boss; if we have a close relationship after working together for a while, and my boss asks to be my friend, of course. It just depends on your work environment, for that is my opinion.
Twitter
DO NOT tweet about how much you hate your job or your workload. Other people like your boss can read your tweets. This is an easy way to get fired or get on the bad list at work. Be smart before you tweet anything.

DO tweet at the companies or brands that you love. This could land you a dream job by tweeting to the CEO of the company or just the company in general.My response to her advice:
I agree people on twitter are crazy sometimes. I think twitter has become this escape for people to rant over small things. What people do not think about when they are ranting about their job is that other people can read everything they say. If their boss reads them bashing the company, they will probably not keep their job. Think about it, what company wants to keep on someone who is ruining their name? Twitter can be a fantastic platform for people to gain followers and reach out to the community. You never know if you do tweet at the CEO, and he/she reads it they could reach out. Someone has to run their company’s twitter, so shooting them a quick DM or public tweet is an easy way to at least get your name out there. In today’s time, it is essential to stand out and be different
Instagram:
DO NOT post pictures from spring break in your bathing suit with boat drinks. Your boss does not care for your college girl party phase, they want you to see you being a professional adult. Employers are looking at you all of the time.
DO use Instagram to build your personal brand. This is your visual style, and you need to show it off and be proud of it. This is how you can make your own brand different from everyone else’s.

My response to her advice:
I do not agree completely. I do have pictures of my bathing suit, but one of those is a family reunion on the beach. Another is me catching a citation red drum. Living at the beach and fishing every day, I do post a lot of pictures in my bathing suit, fishing is my brand. My bathing suits are always very modest for the reason that I know a picture may end up online. I just do not see the harm if you are not partying as to why you can no post yourself in a bathing suit. I do agree to not post you acting crazy on a boat in a bathing suit with drinks in your hand. I think everyone can make a unique brand on Instagram and gain followers because of the brand you create.
Snapchat:
If your employer has it, they are watching you. If they do not have it, they do not know how to use it.
DO be careful what you post and make sure it is clean. Do the presidential test.
DO NOT post on it without looking at the background. Make sure it is a clean background; no rap music or people kissing in the background.
My response to her advice:
Snapchat is so private it would be hard for an employer to watch you unless you accept their friend request. Even if you do, block them from your story, and they will never see your story. They will only see something if it is sent to them privately by you. I think Snapchat is one of the best ways to keep pictures and videos private among a selected group. This makes it more fun to use. If you are going to post on your story, it is a good idea to make sure the background is clean. Also, the presidential test is a great test for any platform.

I think Lauren really knows her stuff. I enjoyed watching her video and reflecting on it. The only thing I questioned was the bathing suits on Instagram. I have my personal brand reasons for questioning this. I think if you follow her Dos and DO NOTs, your social media platform will be clean, and this can help to land you a job. In conclusion, the two significant takeaways were: do the presidential test and Tweet at your dream job.

Popeyes chicken sandwich

The story:

Popeyes chicken sandwich was its most significant PR move. On August 12, Popeyes introduced the chicken sandwich, and it was a considerable hit. In two weeks, they realized it was a huge hit, and they were running out. They created a twitter just for the sandwich and began to get into twitter wars. Their rapid-fire response came within minutes: a re-tweet of the Chick-fil-A message along with a simple two-word reply: “Y’all good?” Sadly Popeye had to pull the sandwich from the menu. In the long run it was a positive because this is what helped to increase the publicity of the sandwich. On August 27, the company posted a video on its official Twitter account thanking customers for their fanatical devotion to the sandwich. Popeyes U.S. comparable-store sales increased more than 10 percent during the third quarter, its best result in two decades. As people impatiently waited for the return of the sandwich, Popeye’s blew up on twitter. The longer the wait the more twitter blew up. Finally, Popeyes came out with BYOB which stood for bring your own bun. People could bring their own buns to Popeyes. This was extremely creative. The bring your own bun method in a new digital video with shots of scorned customers voicing skeptical reactions to different DIY solutions. On October 28, Popeyes took another dig at Chick-fil-A in an online video, talking about the return of the chicken sandwich. The date had been set that the chicken sandwich would return on November 3, 2019. On October 31, just three days after Popeyes posted its “Road Sign” video, Chick-fil-A was forced to apologize for an email it had sent earlier in the week urging customers to place their orders on National Sandwich Day. Of course, seeming not to notice that it was on November 3, 2019. The return of the Popeyes chicken sandwich on November 3, 2019, brought more PR wins and glowing online customer reviews. The twitter war continued and was more significant than ever. Popeyes continued their viral feud with Chick-fil-A on Twitter during the week before Thanksgiving, tweeting, “I’m gonna tell my kids this is the Original Chicken Sandwich” with a picture of its own chicken sandwich.

Social media campaign 

A new chicken sandwich

Method:

Make a brand trend on social media  

Why did it work:

Popeye’s social media team did a fantastic job on this chicken sandwich. Their PR team also did a fantastic job of increasing publicity. Moves that made it work:

• Created a witty twitter account to increase attention before the sandwich every came out
• Made jokes to rivals to generate awareness. Along with their rapid-fire responses.
• Running out of chicken sandwiches was probably not part of the plan but, it played in their favor. The sandwich was already a major success, and then running out just made people want it even more. This created so much attention; because people were talking about it on twitter and posting memes about the sandwich. This was a crucial part of the chicken sandwich, becoming a major hit.
• BYOB- a brilliant idea for Popeyes to come up with. This changed the game because, to my knowledge, no other chain has ever done a bring your own bun. This was new and fun.
• “Road Sign”- this just happened to work out in Popeye’s favor. Chick Fil A really messed up and did not correctly use social media. They paid for it through their apology email being blasted on Twitter for the world to see. This gave Popeyes a lot more support through their fans and even helped them to gain fans. It was extremely unfortunate for Chick Fli A that the national sandwich day fell on a Sunday. Popeyes won more customers on this Sunday.
• Popeyes won the twitter war without a doubt.

Key Notes

• Popeye’s social media campaign and twitter are what made this sandwich. To be successful, your social media platform has to stand out. You have to gain support just as Popeyes did.
• You have to stay on top of your social media platform and respond to people. This creates brand loyalty. Popeyes never lied to their fans or customers. They were honest about the sandwich running out, and this increased brand loyalty.
• They used user-generated content through memes to gain more views.

Mercedes-Benz

The story:

The “No Limits” campaign is keyed to a two-minute video ad in which Mercedes-Benz questions girls’ self-perceptions. While it promotes the fact that the brand has been associated with pioneering women. Young girls are seated at a table with a bunch of toys to choose from. They ask the girls why they did not select the boys’ toys. Then they showed them a short video of Ewy Rosqvist, an Argentinian race-car driver, winning the nation’s Grand Prix in 1962. The video was extraordinarily moving, and to hear the new reactions of the young girls was touching. This was just the start of the “No limits” campaign. Proceeds from the sales will be used to make and distribute additional cars, and a teaching tool kit will be provided. In a press release, the companies describe, “Through February 2020, girls across the U.S., through more than 100 organizations, will engineer toy racetracks, design cars, engage with female role models, and attend STEM workshops through programs designed to expand how they see their future.” As a takeaway gift, 50,000 girls will receive a toy replica of the Mercedes-Benz 220SE that Rosqvist used to win the Grand Prix. The toy itself designed to remind girls of Rosqvist’s win and to encourage the girls that they can also forge new paths for women.

Social media campaign

GirlsHaveNoLimits

Method

Brand purpose

Why it worked

There are several key reasons why this worked. The first is right now people are talking a lot about how girls can become anything they want. This was a perfect time to do this video. They had everything in this ad to make it a success. They tugged on heartstrings with Ewy winning the race with all the men. Not only did she finish first, but she was the first person to win every stage of the race, set a new speed record, and beat the previous champion by over three hours. When she said, “they said I would never finish, so I finished first.” Powerful and moving words. This created so much brand awareness because she was even in a Benz. The whole commercial was all about the brand, but instead of being straight forward with it, they gained your support. Next, another key factor is that they are now helping young girls. They are getting their name out there for being behind how women can do anything. Donating money to STEM to help young women improve their education. Another key factor was selling the toy cars in the store to remind young women they can have any toy they want and be whatever they want. This created brand awareness in stores to remind people about Benz. Finally, their hashtag #NOLIMT was brilliant to get people to support women along with Benz. Extremely creative use of PR and social media.

Key Notes

• Benz knew their audience or anyone for that matter loves a compelling and moving story; this was the perfect way to get brand awareness.
• The hashtag was a trend anytime people saw it they thought of Benz and how they are helping young girls.
• STEM got them publicity, and people talking about serious they were about helping young girls. This made people gain even more respect for Benz.

Personal brands can arise in many different ways. “The Rock” has one of the most consistent and personable social media brands. This is why he can gain lots of followers.

Components of a personal brand

• personality- this has to be unique to you
• you can create your own signature hashtag so people will associate that with you
• consistency
• Learn from others by looking at their post

How to establish your brand

• List 5 words that describe you go from there on what your brand maybe about
• Do you have any experience in anything that you can talk about?
• Personal mission statement
• Where do you want to be
• Establish your brand voice
• Establish person brand associations or specific attributes, events, settings, and interests you want from others
• You have to stand out to be remembered
• The content strategy basically focuses on the content you share
• Audience strategy which centers on the relationship you have made on specific platforms
• Customized strategy, meaning you integrate the relationships on the platform you are communicating on

Skills needed and tools

• Research- you need to stay on top of the data. Research methods include surveys, experiments, interviews and focus groups
• Writing and visual content creation is vital. You need to have strong writing skills. It’s about understanding not only the importance of writing for the sake of having excellent grammar and spelling capabilities, but also the need to write for different platforms.

• • Other tools include canva, HubSpot’s blog ideas generator, CoSchedule’s Headline Analyzer, Adobe Spark, Hemingway App, Personality Insights by IBM Watson
  • Some tools used to evaluate reputation would be: Talk walker, Mention, BrandsEye, BrandYourself, Klear, and Hootsuite
• Experience and willingness to learn in social media. You have to be hungry for information.
• You need to know how to detect fake personal brands
  • Don’t be fake
  • Don’t buy followers
  • Stand by your opinions
  • Focus on quantity rather than the quality of engagement
  • Understand the “virtual” brand is only as good as your offline brand
  • Lead all interactions with action while considering the long term implications

 

 

 

Ethics are a set of moral guidelines and principles that influence our behavior and interactions. Ethical code of conduct is how we respond to different situations.

New deadly sins of social media:

1. Misappropriation- this is about timing and appropriateness of jumping into a conversation that is not relevant for your brand.
2. Abandonment- you can not build your brand and forget to check social media for a few weeks
3. Manipulation- be professional and present your brand in the most authentic way. DO NOT USE CHEAP TRICKS.
4. Ignorance- if you are not sure if it is true or not DO NOT post it
5. Monotony- do not push people into feeling your brand. Do not post updates like “Like our page”
6. Narcissism- do not buy followers. You do not want to spam people with your logo.
7. Bullying- it is easy to hind behind to screen and vent but it will reflect poorly on you and your brand.
8. Not giving credit when credit it due
9. Sharing too much- do not post 5 times a day everyday about your personal life.
10. Flame war- a campaign to spark negativity toward the other party involved

Terms of service and agreement or TOS. Before you sign up for a social media account be sure to review the TOS. You have to agree to the terms in order to have account. TOS can be extremely hard to read and understand.

What you post online can become evidence in the court of law. Your job can see everything that you have posted on social media. They can hold inappropriate postings against you. If you post something extremely hurtful or crude it could go viral and then people will shame you for a while. They may even make up a hashtag to continue to shame you.

The Federal Trade Commission oversees a variety of elements but when it comes to social media and privacy, it looks at whether or not the sites publish how they work and what they do in terms f privacy and collecting information about individual users.

Influencers- individuals who are able to persuade audiences to take action and are getting paid for their content, images, or experiences by a brand. The main concern here is that companies are paying influencers to promote their brand and audiences need to be aware of this.

Social media policy

• Introduction to the overall purpose of your social media policy. Outline not only why it is important to have these policies, but why it is important to the organizations, businesses, media outlet or agency.
• Employee conduct and person identity section.
• Section for representing the brand and following the law
• Overall tone on social media
• Responsibility for what you write, create, and share
• Authenticity and values presented online

How do we define social media?

• Lariscy, Avery, Sweetser and Howes define social media as “online practices that utilize technology and enable people to share content, opinions, experiences, insights, and media themselves” (p. 314)
• Social media is about people and a way for people to communicate and form relationships
• Social media platforms are gateways for individuals, brands, organizations and nations

 

Key terms

• Virality- rapid dissemination of information from person to person is one way in which news, stories, and updates reach across various networks in a short amount of time
• User- Generated Content- is content that is created directly by a user
• Branded content- this type of content allows brands to emerge as their own media outlets and create their own content uniquely aligned with their own mission and goals
• Thought leadership- how someone uses social media to persuade people to take action in response to their created content
• Informed decision making- taking creatively, data, and insight to account for social media

Key points

• You do not have to all the answers or even know all of the platforms in play
• Social media can help you in providing awareness of the brand voice, story, and people behind the scenes
• Facebook is the largest social media platform in the world
• Social media can be for personal use, but you can also use it professionally
• Professionals working in social media have a high level of usage for only three platforms
• Storytelling is a key selling point in using social media. Share your point of view
• Showcase your values
• Listen and create relevant content
• Allow users yo be part of the
• New tools and software programs are always being made which is raising the bar and taking new ideas to the next level

Key players in social media

• Facebook- Mark Zuckerberg
• Instagram- Kevin Sustrom
• Linkedin- Jeff Weiner
• Twitter- Jack Dorsey
• YouTube- Susan Wojcicki
• Snapchat- Evan Spiegel

What Social Media Platform should I use?

• YOU DO NOT HAVE TO USE EVERY PLATFORM TO BECOME SUCCESSFUL
• Know where your audience will be looking. You can do this through their age and what product you are promoting
• Know your purpose
• You need to have your personal voice for your brand
• Use pictures or content that will get the attention of your audience
• Respond to your audience
• Look at your data to make sure people are seeing what you are posting
• Know what times to post

 

I think social media can be beneficial for businesses. It can help businesses to advertise and promote their brand. It can be an excellent tool for people to communicate in the business world. Linked In is a prime example of this. Different companies and people can connect. Businesses must know when, where, and what to post to be successful. From personal experience on businesses, I love to scroll on my feed and see what Captain Sarah has caught today. She has done a fanatic job of creating her own brand and voice through her post. This makes me want to usually book a trip with her or take my boat fishing.

I think social media for personal use can be a fanatic way for people who live far away to stay connected. It is fantastic that we can use this platform to keep in touch with family and friends who live all around. A significant downfall is that when people rant about politics on Facebook. Another downfall is when someone posts what they are doing all day long; I do not care to see what these people are doing all day or eating for breakfast, lunch, and dinner. I think social media if used correctly, is a fantastic tool at everyone’s fingertips.

This class was amazing. I would first like to thank Professor Buck for this class. I learned so much about making a video. I had no idea that I could really make a video and it turn out so amazing. This was a life changing class, i feel like i have so much knowledge about making a video now. Everything is so important. I think the most important thing i learned was to be prepared because when you go to shoot something is going to be wrong not matter how prepared you are.  I would recommend this class to everyone because you just learn so much and you get to do hands on work. I felt so honored to help Carrie. This was an amazing class.

I finally made it to the end of the book, the last stop, the grand finale, the finish, a bittersweet moment. I enjoyed reading some of these chapters in this book. It opened by eyes to a lot in the media world. Chapter 14 was about time based editing. Something not too boring. It will be helpful when we have to edit our video from design with Joy.

Pre-scripted elements are things written that people reenact, like a movie or television program. The editors pick apart the best parts to use. There are normally several shots to choose from. Unscripted is live television that sometimes isn’t the best quality that editors have to do the best with what material they have.

Sound bites can be short or long. The phrase talking head is used to describe an on-camera interview segment that goes on too long. Sound bites from different people can be combined through editing into a sequence to form a continuous thought or interwoven narrative. B-roll is extremely important. it is footage taken to change the scene so you don’t have to stare a person talking the whole time. It keeps the viewers interest. Natural sound is the synchronized audio portion of a video recording that is acquired when shooting B-roll. A voice over is a narrative device used to audibly support or describe the visual portion of a video program or segment.

Cut in is also, important in editing. It directs the viewers attention to a related object or alternative viewpoint within the current scene. Capture files are time based media files that are created when footage is ingested into the computer through a connected camera.

Three point editing:

1. Set an in point and out point
2. Set an in point in the timeline
3. Perform the edit
4. Repeat steps 1 through 3 for SOT #2 and VO #2
5. Add B-roll over VO segments

Cut is a common transition. It does what it says by cutting a clip. The absence of picture data on a television screen is referred to as black. A slug is a media clip comprised entirely if black frames. A dissolve is a gradual transition from one shot to another that is created by over lapping the fade down of one clip with a fade up of the next adjacent clip in a sequence.

 

 

 

This chapter was all about video production. I knew most of everything they were talking about from our class lecture. Professor Buck covered everything in this chapter, so it was like a review. I did enjoy reading it because I knew everything it was talking about which made me feel rather intelligent and like I knew what I was doing.

There is a difference between film and video. Film was a optical medium rooted in photography- one that relied on chemical processing of motion picture film and movie projectors for theatrical presentation. Video was an electronic platform that relied on magnetic tape, optical disc and television shows shot on tape.

Camera location is key. This is called point of view. It refers to the position of the camera in relation to the subject and determined by physical location and angle. When shooting in the field this can be challenging. You have to consider all things, like lighting and if you need to create your own lighting. The “perfect” time to shoot outside is close to sunset, this is best natural light you will ever get.

Field of view is the focal length. The variable focal length lens found on most video camera gives you latitude to fine tune your framing- by zooming from narrow to wide and anywhere in-between.

Frame is a single still image. A typically shot at 24 frames per seconds- the traditional frame rate for motion picture film- while broadcast television programs are shot at 30fps.

A shot is the smallest standalone component in a visual time-based narrative. It is analogous to a world in written grammar. A take is a singe recorded instance of a particular shot. A shooter may attempt a shot several times before they get the perfect one.

A scene is an event within a film that takes place in a single location within a specific period of time. A sequence is an edited series of individual shots that promotes a sense of continuous action or narrative flow. A sequence is analogous to a paragraph in written grammar. A sequence is important you need to make sure your video is in the right order and makes logical sense to the viewer.

Wide shot- can be referred to as WS or long shot. It is what it says, a wide view picture. It can be a panorama shot.

Medium shot- MS is a tighter composition that generally contains only a portion of the subject.

Close up- CU is a extremely tight shot of someone’s face or something very close to the subject.

Lighting is key as well. There are different types of lighting like hard or soft. The angle of light is how the sun is coming down. If you are outside for a long time, you need to move with the angle of the sun to make sure you have to best angle of light. Inside you can have back light, fill light, and key light.

This chapter was all about sound and audio. A lot goes into doing sound and audio for anything. These are key factors in any movie. If you are out in the filed and mess up the audio there is no way to fix it. you must redo the whole process. It is important to pay attention to this. The most important thing from this chapter is bad audio will mess up your whole video. Audio is a make or break.

Sound is what we hear and can be featured in a standalone product, such as a song, podcast, or radio commercial. It can also, be a part of a larger production like, music of dialog in a feature length film. In television production, sound on tape is used to describe audio captured on location at the time of a video or film recording.

Amplitude is the first thing we tend to notice about sound. This is how loud it is. Loud sounds capture our attention almost immediately, while soft sounds strain our senses. A sound wave’s height indicates the intensity of the pressure wave. Amplitude is defined as the distance from the crest of the wave through. The louder the sound the greater the amplitude. As molecules move in an inward direction, they are pushed closer together, leading to an increase in molecular density and sound pressure. This is the compression phase and is represented by the portion of the waveform above the horizontal axis. The rarefaction phase is when molecules are pulled apart, resulting in a decrease in molecular density and sound pressure.

Microphone is a recording instrument used to convert sound waves into an electrical equivalent that can be stored, transmitted, and played back through audio. There are several different types of microphones. Dynamic- used for acoustical and they do not require a power source. Moving-coil- is a diaphragm is attached to a coil suspended in a magnetic field between the north and south poles of a fixed magnet. Ribbon- a thin metal ribbon of corrugated metal, usually aluminum, as the transaction element. Condenser- uses a capacitor to record variations in amplitude and frequency. Some microphones are handheld, lavalier, shotgun, boundary, or built into your camera. Each serves a different and unique purpose.

Always, always, always, do a sound a sound check. You do this before you start the recording, conduct a sound check on who you are interviewing or your subject. Promote the subject to speak before you start. Make sure they are coming in loud and clear.