Tag Archives: facebook

The Problem with Facebook “Likes”: Mental Health vs. Profitability

Facebook has been undergoing a trial run of removing “like” counts from posts. The hope is that hiding counts will improve users’ mental health, without deterring them from liking content.

Facebook prototypes hiding like counts [via Jane Manchun Wong]

If Facebook decides to make the change permanent for all users, the result would be similar to the above example. The like count is hidden, while the list of reactors is still available for manual summation. In other examples, like counts will still be visible to those who post them and hidden from the public.

Like counts have become the subject of these tests because of the negative effect they can have on mental health. To many users, like counts act as a “social score” by which one’s status and value are assessed.

A 2016 study by UCLA measured student’s brain activity while viewing assorted social media posts, some of which were their own, and all of which were assigned like counts by researchers. Researchers found that when shown that their post had received numerous likes, students were significantly more likely to exhibit high self-esteem.

“Likes are powerful because they are immediate feedback,” says Renee Engeln, a psychology professor at Northwestern University. “In a way, likes give you the same kind of hit like a gambler gets at a slot machine.”

This experiment follows a series of similar tests run by Instagram in Australia, Canada, Ireland, and other countries. This study has already received positive feedback from some users, who feel less susceptible to the opinions of their followers.

Mia Garlick, Director of Policy for Instagram Australia and New Zealand, has this to say: “We hope this test will remove the pressure of how many likes a post will receive, so you can focus on sharing the things you love.”

The trial has received negative feedback as well. Small businesses who rely on their social media presence are worried that the change will severely impact how customers engage with ecommerce. According to Mellissah Smith of Redeye Marketing, medium and small business owners may have to pay more to make up for the loss of their advertisements’ likes.

This concern isn’t unwarranted. A survey of Canadian content creators found that many users saw a drop in their likes, decreased follower growth, and less interaction via comments. The same 2016 study by UCLA found that students were much more likely to like a post if it already had numerous likes.

This could be a major concern for Facebook. The test is supposed to determine if hiding like counts will determine users from liking posts. If the Instagram trials are any indication, Facebook likes will fall, and that could mean a huge loss for Facebook’s sponsors. This move could be detrimental to Facebook’s business.

On the other hand, it could be exactly what Facebook wants. While businesses may or may not suffer from decreased traffic, social media influencers are almost certain to feel the impact. And that could be what Facebook is counting on.

Some social media analysts are betting that this outcome is Facebook’s intended result. By removing the influence of influencers, Facebook could hold sway over an aspect of the social media industry it does not yet have.

The industry of social media influencers accounts for an estimated $6.5 billion, a number which is quickly growing. By limiting the effectiveness of influencers, Facebook could hold the industry hostage until it can find a way to cut in, or destroy it all together.

– Andrew DeJongh

Going LIVE in 3..2..1: Facebook Rolls Out Live Video

If I asked you what the top number one social media platform, what would you think it is? According to multiple websites, Facebook is the most used social media website. It’s no wonder to see why. Facebook allows for many uses; whether it be creeping on your crush in your chemistry class, or seeing how Barb from high school is doing in life, Facebook allows for you to do it all. Even go live.

Facebook LiveOn April 6, 2016 Facebook Live was dropped into the Facebook social media platform. According to Facebook’s creator Mark Zuckerberg “Live is like having a TV camera in your pocket. Anyone with a phone now has the power to broadcast to anyone in the world. When you interact live, you feel connected in a more personal way. This is a big shift in how we communicate, and it’s going to create new opportunities for people to come together.” Mark went on to go live that night to answer questions.

While the in-app feature went ‘live’ on April 6, 2016, the ad campaign to promote it did not start until around October. The ads which were featured on TV were put out in two phases. The first phase to be an awareness to the in-app feature. (These included cute non-scripted short videos used with the app.)

The second being an instructional purpose. (These were also made with the app however many started with the phrase ‘How to go live when…’ and then in app videos would be featured)

While the feature has been met with some criticism because of people’s uses with it, it has had a very good use with businesses. One good example of this is Land Rover.

Throughout April of 2016 Land Rover would do live test of their vehicles on every Friday.  Each test would feature on and off road situation. They would then end these with a Q and A session for anyone viewing the video.  According to Land Rover’s head of global digital marketing Peter Biven, “We needed to make our products more accessible to online viewers and increase interaction with fans and potential customers. It felt like now was the right time for detailed product demos.”

So, with all the hype of Facebook Live what do you think of it? Do you believe it is a positive feature of the app or a negative feature? Leave a comment below! 🙂

Taylor Peterson

Social Media Live

Your 6:00pm local news is no longer your only source of live content. Over the past two years, we’ve seen network news companies go live on Facebook, the NFL stream live its first game on Twitter, and people from around the world, famous or your average cat lover, stream live on Periscope.

social media facebook live“Going Live” on social media is the new sexy thing. People will stream anything and everything to grow their social media audience, to inform the general public, and to simply say “hello”. We’ll look at who’s using Facebook, Twitter, and Periscope, what Facebook has done to promote its Facebook Live and how Twitter is changing the streaming game, and how it could be utilized in the future.

social media twitter   social media periscope   social media facebook

To understand why going live on social media is popular, we need to know three things, who is on Facebook, Twitter, and Periscope, what the potential reach of people is, and which one is most effective. Facebook has the most users of the internet on the site.

As of August 2015, Facebook had 72% of the Internet users using its site. 77% of the women on the Internet use Facebook compared to men. 82% of people 18 to 29 years of age use Facebook. Twitter has 23% of the Internet users using its site. 25% of male Internet users use Twitter compared to 21% of women Internet users. Periscope has only 1% of Internet users and 71% of men post Periscope URL’s.

Clearly Facebook has the larger reach and even though Twitter owns Periscope, their reach doesn’t even come close to Facebook’s. We can see that with the percentage of Internet users that Facebook has, they clearly have deep enough pockets to pay high profile people and organizations to user their latest feature, Facebook Live.

After 2015, Facebook’s revenue increased 40% and they made $18 billion in advertising and they are on a steady pace to do well in 2016. They have the money to pay people to play with their new toys. Facebook was a little late to the social media live party. They launched Facebook Live on April 9th of 2016 and Pericope was launched back in 2015.

But how has Facebook Live brought this whole social media live to the forefront of social media culture? They paid a lot, and I mean a lot, of people and organizations to do so. Facebook made a deal with ABC to Facebook Live 74 hours of the RNC and DNC during the 2016 Presidential race which delivered 28 million views, but with no dollars attached.

social media rnc dnc liveIt’s tough to make money off of Facebook Live because it has no ad support or ways to advertise. But Facebook is all about getting its new things in front of people. Facebook has spent over $50 million with almost 140 different video creators to use Facebook Live. The graph below shows how much they’ve spent on who.

social media live contentI know it seems like Facebook is doing everything with the new live technology, but Twitter has signed a deal with an organization who owns a full day, the NFL. This year, Twitter signed a deal with the NFL to live stream 10 Thursday Night Football games during the 2016 season. Twitter had to pay a hefty sum of $10 million and could only sell some of their ad inventory exclusively but Twitter has attracted quite the audience, especially for the first game of the 2016 season.

On average, every minute of the game had about 243,000 people watching the Twitter stream. On the television side, 15.4 million people were watching on CBS and the NFL Network. Twitter’s first live stream of the game reach 2.1 million people who watched only a small portion of the game. Even though Twitter has only 23% of Internet users, 2.1 million people being reached due to a Thursday Night Football game made some people perk their ears which can really start changing the live streaming game.

What can live streaming on social media do for the future? If you think about it, it can really change the game of advertising and can be a way to promote concerts and events, businesses, or inform the general public easier. It’s cheap to stream live on social medias. If you have a phone and enough storage space to download Twitter, Facebook, or Periscope app, you too can stream live. You don’t need a television tower, big expensive equipment, a vehicle, or anything that it normally takes to do a live television broadcast.

Social media reaches so many people around the world you can reach anyone, anywhere, at any time by simply going live. But how is it going to affect the distribution of content? I don’t think it will change much. It’s a new way to distribute content but not a way to replace a current way of distributing content. We still have people who are making those fun live stream cat videos and that means one thing, it’s a social media tool more than broadcast tool, right now.

Where do you see social media livestreaming in the near and distant future going forward? Do you follow pages on Twitter, Facebook, and/or Periscope for live information consistently? What other ways can social media livestreams profit besides ads? Comment below!

Connor Kenney

100 Years of OREO: The Daily Twist, Lick and Dunk

Oreo celebrated its 100th birthday in 2012, and wanted to create their image into something more modern. This lead to the creation of the Daily Twist campaign. This campaign was very effective, and some people believe that it’s a new standard for the future marketing in this age.

Daily Twist plays off Oreo’s “twist, lick and dunk” slogan. The Daily Twist creates an eye catching ad for each day that represents current events, pop culture news, milestones, etc. These ads are images of an Oreo cookie that has doctored in order for it to represent the topic picked for the day.

One of Oreo’s goals with this campaign was to help people from around the globe enjoy their inner child. Cindy Chen, who’s the director of Oreo’s marketing at Kraft Foods told Ad Age that Daily Twist was meant to filter the environment around everyone by utilized the “playful imagination of Oreo.” Oreo also succeeded in showing the world its relevance by utilizing real time happenings.

On 25th June 2012 the Daily Twist started, and immediately went with a bold move. The first cookie created was stuffed with rainbow filling in order to celebrate Gay Pride Month. There was also a Mars Rover Oreo, Shark Week Oreo, and a tribute Shin-Shin’s newborn cub. By the end a handful of 100 versions were rolled out once a day until 2nd October.

Don’t mistake “Daily Twist” as a print campaign, because while it does use simple, striking images it is not considered a print campaign. Chen told Ad Age that it was a social and digital campaign to involve the fan base. Daily Twist had a dedicated website, became a sensation on Pinterest, Facebook, and Tumblr. The daily content chosen by the Daily Twist was meant to instigate conversation and sharing. “Consumption of media has shifted quite a bit too digital, social and mobile. To be on pace with that is really important for the brand to continue to grow; that’s why the Daily Twist program was born,” Chen emphasized to Ad Age.

Content that was created during this campaign was acknowledged very positively. The campaign created 231 MM impressions, its Facebook page had 433 million views and had a +280% increase in shares. The Daily Twist also had +2,600 media stories about the innovations of Oreo’s brand. 360i said, “By the end of the 100 days, Oreo became a living, breathing part of culture, and people looked at the brand in a completely new way.”

The Daily Twist’s success has been widely recognized across the industry. It has received 3 Clio, 4 Cannes Lions, 1 Facebook Studio, 1 Webby award, and 3 Effie (for more information on the Daily Twist’s rewards click: here). It’s not hard to imagine why some of the industry’s key players believe this campaign has set a new standard for marketing in the digital age.

What do you think that real time advertising? Do you think that real time advertising will become a prominent type of advertising?

Aven Helgerson

Facebook, the battleground of U.S. 2012 Elections?

Is Facebook proving to be the next mass medium after television? If a President’s choice to address the public is a legit measurement, then yes; Facebook is becoming the next mass medium. With over 650 million active users, around 24% of them in the United States, Facebook will be the superstar of the 2012 U.S. Presidential elections!

On Wednesday, April 20, Facebook hosted a live Town Hall forum with President Barack Obama. It wasn’t a recorded interview, it wasn’t a live feed from the White House; it was President Obama live from Facebook headquarters in Paolo Alto, Calif., and interviewed by “the” Mark Zuckerberg himself! What this means is that Facebook was not only functioning as a distribution channel; Facebook was in fact a content producer.

Facebook has been producing original video content since it launched its own video content distribution platform, Facebook Live, in August 2010. In other words, Facebook now runs its own TV station! The surprise comes from the fact that in its original formula, Facebook is neither a video content producer, nor a video content distributor.

Zuckerberg interviews Obama

President Obama’s acknowledgement of Facebook’s power is a big statement, and this interview will definitely not be the President’s only encounter with social media users. It is projected that Obama specifically and the rest of the 2012 Presidential candidates in general will extensively use the power of social media to deliver their messages. Web sites such as Facebook will help the candidates build their popularity, especially amongst younger audiences.

Facebook entering the video production market at this critical political stage is an interesting move. Will Obama’s interview be the first of many similar political interviews to come? Only time will tell as we see the campaigns develop over the next few months.

-Ali Chehade