Always Keep Learning for Social Media

Time flies! As a PR practitioner and a student of social media class, I have been struggling my way on social media platforms for almost three months. At the beginning, I even had no idea about how to make a concise structure of my blogs.

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Blog Still Works Well
As a matter of fact, nowadays in China, the blog is a little bit out-of-date. People focus more on other social media platforms and become accustomed to short contents rather than to read lot articles. After composing six blogs on different topics of social media, like Learning from Successful Campaign – Mercedes-Benz #MBPHOTOPASS and Really A Crisis for Facebook, not only do I master basic skills of writing a blog, I also have learned the process of social media development here in the United States. Moreover, writing blogs let me cultivate the habit to always keep up with social media trends. Only in this way can my blog be readable and engaging.
With the professional guide and continuing practice, I finally realize that writing blogs have gradually become one of my weekly habits, and I will keep on writing blogs. The first reason is that blog still works quite well in delivering information as a social media channel. More importantly, I regard my blog site as a free land for me to express and share my thinking with people with same interest. Although sometimes I will receive different views from comments, I can learn more from them, and I always think that having the comprehensive lens to see this world is a really important quality for a PR professional.

Memorable Social Media Class
Through the whole semester of learning social media with professor Benjamin, I really feel full in each class. Learning from knowing little about social media in America, I can feel my own progress and find confidence for further study of Public Relations. From the NYU Film Festival project, I and my group members gradually understand the importance of managing different social media platforms for different goals. Also, the social media listening tools we learned from the course bring us many benefits not only help a lot in the assignment of this course, but also for our other related courses.
Other unforgettable memories are the three guest speaker speeches. All the professional and passionate guest speakers broadened my horizon of the practical PR world with their work experience. On the one hand, each time listening to the speech made me feel that I need to work harder in social media learning, and later everything will turn out to be a wonderful result. All the speeches teach me one same thing that the very first thing to make a good performance in the social media industry is to be passionate about social media.

Ahead of me is still a long way to go, but I have gained the confidence from this course to walk further.

Really A Crisis for Facebook

September has been a bruising month for Facebook. Reports that Facebook’s self-service ad-buying tool may have been used by Russian agents to undermine the 2016 election—as well as allowed anti-Semitic groups to target like-minded individuals—has damaged the brand’s reputation and raised questions about federal regulation of social media ads. Under growing pressure from Congress and the public to reveal more about the spread of covert Russian propaganda on Facebook, the company said on 21st, Sep. that it was turning over more than 3,000 Russia-linked ads to congressional committees investigating the Kremlin’s influence operation during the 2016 presidential campaign. Facebook’s chief executive, Mark Zuckerberg, made the response on Facebook Live and said, “I care deeply about the democratic process and protecting its integrity.”

Understanding

Apparently, the big issue can be a real disaster to Facebook’s reputation. The revelations have undoubtedly raised questions about transparency, integrity and crisis management. When should a company withhold information it knows will damage its brand, and for how long? At what point does it become dangerous to keep that information to itself? Where is that tipping point, when the act of withholding damaging information becomes worse than the information itself? Although Facebook used the platform itself to make the announcement and cited Federal privacy laws which limits their ability to disclose account information, it seemed to be passive. In this digital age, there isn’t a lot of time to get your arms around an issue before you start grappling with the fallout. But it’s absolutely necessary to react as quickly as possible.

Mr. Zuckerberg’s live video was a good point, however, showed the sincerity and authenticity. Since the issue was related to the politics, Zuckerberg’s standpoint must be clear that can maintain the beneficial figure among the public. Compared with other social media, like Twitter, which has kept a low profile since Facebook’s disclosure of the Russian intrusion, has initiative announced that it will brief the Senate Intelligence Committee behind closed doors. Here is the point, besides the transparency, which is the most important requirement for today’s social media platforms, proactive reaction shows the sincerity more effectively and will turn out to be a big win.

 

Recommendation

To begin with, the first step for Facebook to solve the problem is to rebuild a transparent figure. It needs to plan the actions Facebook will take to make political advertising more transparent, and post the plan on its own platform as soon as possible.

In addition, Facebook can invest more heavily in its security teams, expand its coordination with global election commissions, and work closely with other tech companies to share threat information as it arises.

In the future, Facebook should learn from this fall and continue to strengthen the platform against bots and other forms of manipulation. As Mr. Zuckerberg reinforced that Facebook’s status is a transnational global behemoth whose power reaches into every corner of contemporary life, we hope it can take the real actions to realize the words. Never be passive, and always think a step earlier and further is quite important in such a highly informative society.

Also, from other aspects, regulation will be needed to ensure that voters know more about who is behind ads on social media.

Learning from Successful Campaign – Mercedes-Benz #MBPHOTOPASS

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If you ask me which social media campaign is the most impressive and worth-learning to me, Mercedes-Benz USA immediately comes in my mind. It really did a phenomenal job packing a punch through their social media campaign in 2016, #MBPhotoPass.

The #MBPhotoPass campaign began in 2014 and laid a foundation, but with 2016’s inclusion of YouTube’s 360-degree video technology, it has become even better! The company relies on user-generated content as a way to get audiences engaged. Instead of putting out the same pictures and short videos of their vehicles, Mercedes-Benz gives control of their social media to select individuals.

The company “passes” access to their Instagram feed to social influencers, journalists, photographers and team members to curate content for the account for certain periods, which is a great way to keep the content fresh and keep audiences looking forward to upcoming editions. As opposed to advertising their cars by spamming their social media outlets with car model pictures, they let the influencers tell a story using their vehicles. Along with access to the Instagram account, these influencers were given the keys to a Benz to drive around while they are taking pictures and curating the company’s Instagram account.

Take for instance this video using YouTube’s 360-degree video technology featuring Insta-famous pup Loki the Wolf Dog and his ever-adventurous owner Kelly Lund. The dog accompanies his owner on travels around the world that are documented on social. The content generated tells a unique and sincere story and does not revolve around the cars.

The result? Pretty remarkable! Instagram alone generated 173 million impressions, 2.3 million likes and comments, and $4 million worth of earned media. In addition, these influencer-led stories created around 1,700 brand assets that are still being used across the Mercedes Benz website.

Actually, With Instagram implementing an algorithm, a part of marketers are worried about still being able to gain that kind of traction on the platform. However, from the wise campaign, we can say that Mark Aikman, general manager of marketing services at Mercedes-Benz USA, isn’t among them.

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What can we learn from Mercedes-Benz USA?

First, it’s important to create original content and not recycle images and videos. Dedicated contents are the key motivation for a successful campaign, because everything updated so fast on today’s social media that only creative and sincere messages can catch people’s attention.

Second, using social media as branding platforms instead of just direct-response channels. Mercedes bolsters its social content with paid ads on Facebook and Instagram, supporting posts with dedicated pushes. In other words, one day, the brand may run ads solely on Instagram, and the next day a campaign may be live only on Facebook.

Also, social media campaigns should be planned in the long term. As Aikman says, “It’s a multiday, multimonth, multiyear journey with consumers.”

 

 

 

 

Problem with Facebook Live You Cannot Ignore

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Since users can make live videos on Facebook, it is not difficult to see that violent things keep happening on Facebook Live, the most recent being the kidnapping and brutal beating of a mentally handicapped man by four people in Chicago. However, towards this trend, we cannot tell whether Facebook, or social media in general, is prepared to reap what it has sown in attempting to make Facebook Live a hit feature.

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So, have you ever thought about why does this trend become increasingly worsening?

To begin with, personally, as a PR practitioner in study, I think the biggest problem with trying to manage live streaming videos is that they’re used in so many ways that are good, educational, and advisable. Even in some cases, them can provide vital evidence to a court of law.

As a matter of fact, we can also see that Facebook Live has been used to broadcast demonstrations against police brutality, government dictatorships, and even examples of corporations treating their customers with disdain. These are all the positive sides. Moreover, take a look at our life, users can really have the fun aspects of Facebook Live, with vacation moments captured in time, or interesting discoveries during daily experience. Nevertheless, we should not ignore that the “normal uses” can hardly outweigh the depraved and harmful ones.

In addition, monitoring and taking down live broadcasts of violent incidents takes time and resources. Facebook says it has “a team on-call 24 hours a day, seven days a week” that responds to user-flagged content, and that it monitors videos reaching “a certain level of popularity, even if they haven’t been reported.” Facebook’s CEO Mark Zuckerberg has himself admitted it’s a huge problem and one that’s almost impossible to manage given the amount of content uploaded to Facebook every day.

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Then another problem comes, given the difficulty of managing the medium, and the damage that can be caused because of that difficulty, is it time to consider how Facebook Live and others like it is approved?

Actually, the tool itself is not the issue, and social media like Facebook, Twitter, Instagram will can the trend to focus on video content. The fundamental solution is that we need a mechanism to stop quickly. To keep the developing trend, as social networks continue to try to outdo each other with new features, it is effective for agencies and companies to share events in real time to promote their products and service. However, other daily videos really need to be filtered, and more reasonable limitations should be set.

Zuckerberg said his company will hire the additional community operations people over the next year, so presumably the team is not yet at full strength.

With encouraging signs, we hope the worrying problem to be alleviated.

Fall in Love with the Little Guy

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Facial cleansing brushes have become increasingly popular in recent years, because of the convenience and efficiency. Following the trend, a number of brands have released their own versions. Swedish beauty brand Foreo has developed its own line, too, and except that instead of regular bristle brushes, it offers more effective and hygienic silicone versions.

What is the Foreo Luna Play?

The Foreo Luna Play is a pocket-sized cleansing brush, which looks like a macaron, and comes in 7 fun and bright colors. It promises to gently, yet thoroughly, cleanse the skin and remove almost all dirt, oil and makeup residue. It is designed for all kind of skin, especially for the sensitive kind, with 2-zone facial brush features: one finer touch-points which cleanse sensitive/normal skin on larger areas like the cheeks and forehead, while thicker touch-points provides a deeper and precise cleansing for areas like the T-zone.

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Easy to Use?

Definitely! Just massage some cleanser onto your face, then switch on the Luna Play by pressing the small power button at the back, gently massage your face with the bristled side for 1 minute, and rinse. Finish! Your skin will feel very smooth, and it also helps the skincare products perform better.

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Newbie

If you have no prior experience with facial brushes, and maybe not sure if you want to commit to a full-size device, LUNA Play is the right one to test the water. First, it offers the same key features as the LUNA 2, LUNA mini, and LUNA Go, like the gentle silicone brush head and pulsations, so it’s a great way to get a feel for the devices’ cleansing abilities and see how it works for your skin! Besides, it is quite affordable, just $39 for 100 times! A 3-month trial is enough to give you a perfect experience. Actually, you will fall in love with it!

LUNA Fan

If you’re already a LUNA fan, and every time during your travel, to take or not to take the beloved device, that will be a problem. With the little guy – LUNA Play, you do not need to worry about it any more. LUNA Play is so cute and takes up almost no space in beauty bags! Also, your will find it great for quick touch-ups on target areas!

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Surprise

There is another amazing function of it, you can even use it to help with your contact lenses washing! Try to put the small wash box on its soft silicone touch-points, and it will show you the incredible magic! Just for fun, but it’s a very practical function, isn’t it?

Cannot wait to own a cute LUNA Play? You can find these little guys on FOREO’s website for just $39!

14 Days Without Social Media

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Two month ago, in my summer holiday, I decided to try to live without social media at least for 14 days, because Weibo, Wechat, Instagram and other platforms have almost occupied my life, making me feel restless and lose the truth value of life. So, I made my plan.

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Writing

I used to write diaries to record the memorable moments in my life. So, I selected one of my favorite diary book and started. I’ve written more words in that 14 days than before when I buried myself in social media. And I was getting better at crafting words and articulating myself because of it. This also allowed me to take more attention to my own life, and take more time appreciating the beautiful scenery that I ignored before. Also, I sat down and tried to figure out what creating value in my life really meant.

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Reading

There was always a book list in my laptop, but I seldom looked it again once I added a recommended book, and it still lying on the screen, what a waste! I picked up the book, Stoner, and read it at least 1 hour a day. Surprisingly, I totally attracted by the plot, and respected Stoner as a brave soldier fighting with the unfortunate life. His courage and persistence also encouraged me to never stop building an integrated spiritual world.

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Stronger Friendship

With social media, I could always see the colorful life of many friends, no matter my best friends or ordinary ones. However, I found the moments they shared nearly strengthened the friendships between us. As a matter of fact, it is to chat face in face or just to be a good listener that build stronger relationships. In my free time of 14 days, I made appointment with my friends, we visited the museum, had lunch and shared various thoughts. It was amazing to find that we have so many to talk.

meditation

My old morning routine: wake up, check weibo, check twitter. It sucked. My morning time was always kidnapped by them. During those 14 days, however, I started to sit on the yoga mat for meditation and each time for a longer period. I tried to focus on myself, felt the sunshine touch my skin, and listened to the sound of gentle breeze.  Meditating was one of those things that sounded good in theory, but was always difficult for me to keep up with at the beginning. Doing it for a short interval could be perfect and even in spurts I found it incredibly beneficial, it cleared my head and opened me up for the day.

 

You may ask what I do after the 14 days? Well, I’m back on social media, but with a stronger sense of self-control. I won’t go back to my old routine, the new one is so much better. I keep writing, whatever. It makes me feel life is becoming enriched every day. I persist to follow my reading list, and post my book review on social media to share feelings, it helps me to keep thinking and become thoughtful. Keeping meditation if it is sunny outside. Anyway, I find that if I turn to social medias moderately and keep on good habits, them are always good assistants to a better life.

My Affinity to Social Media

When someone asks me, “What’s the first thing you do after waking up?” ” Well, pick up my phone, open Weibo (a Chinese Social Media app) to browse, or open Instagram to see my friends’ colorful life”, I will answer like this. So, morning starts with social media. When I want to chat with friends, I can just klick on Wechat to reach them, even a video or voice call is very convenient. When I need to find pictures for my assignment, I will turn to Pinterest. As you can see, social media brings benefits to almost every aspect in my life.

Social media came into my life from my younger age. QQ, the first social media platform in China, has owns thousands and millions of people’s favor, since it was released in 1999. As of April 2014, over 200 million simultaneous online QQ users were recorded. At the end of June 2016, there were 899 million active QQ accounts. During my middle school years, owning a QQ account was a kind of fashion. Students chatted and shared their daily life on the fancy platform. QQ was also quite welcome in companies. My parents were also big fan of it at that time. After all, the present of this social media platform has shortened the distance between friends and colleagues.

Later, with the rapid development of technology and fierce market competition, different social media platforms burst up, leaving plenty of choices for people. In China, nowadays, almost everyone who has a phone, owns a Weibo and Wechat account. On the former platform, celebrities share the public with their daily life, ordinary people can have their own broadcast, and the whole public can discuss the hot topics together. With Wechat, you can chat with family, friends wherever you are. You can even use it to make the payment. For me, on Weibo, I follow my favorite celebrities, find accounts with the same hobbies as mine, get easier accesses to hot issues. Also, it raises various heated social problems to lead people think deeply of the society they live in. In today’s world, social media platforms not only bring convenience to individual life, more importantly, they become assemblies for the public and influence the progress of the whole society.

Social media is not limited by the location, no matter what place you live, you can reach almost each platform internationally. Instagram, for example, is my favorite one to chat and share moments with my foreign friends. Just open it, and you will be attracted by those beautiful or creative photos. It is a much quick and direct way to let you know the world around you.

Social media is such an inclusive topic that cannot be concluded in only hundreds of words. My affinity to it sometimes is not decides by myself actively, but it’s a trend of the modern world that I follow naturally. The key point is that the choice of how to use it to benefit my life leaves in my hand.

 

Conversation Between Past and Present

Immersed in the Stary Night, having conversations with Frida Kahlo and Pablo Picasso, enjoying the shine in Abby Aldrich Rockefeller Sculputure Garden……What a fantastic visiting I have in MoMA, the Museum of Modern Art. 

Founded in 1929 as an educational institution, MoMA is dedicated to being the foremost museum of modern art, because of I decide to set it on the top of my museum visiting list. You will be totally attracted when you see a collection the highest order that reflects the vitality, complexity and unfolding patterns of modern and contemporary art.


Starting from the 5th floor, where exhibits masterpieces from different period of impressionistic painting, the first piece caught my eyes was the Stary Night from Vincent Willem Van Gogh. Also, it was the most attractive one, for crowds of people gathered in front of the picture and took photos, hoping to keep the famous piece with themselves. Absolutely! Pieces of art works worth being rolled around in mind. There is no definite directions to guide you the next direction. Following your heart sometimes is the best way to visit a museum. The next painter I met was Pablo Picasso. Every piece of his work seemed to tell me his talented early years and his miserable late life. Weird, bizarre, whacky, or talented, these words can usually be heard in comments toward Picasso’s works. ” There are hundred Hamlets in hundred people’s eyes”,different visitors may read and appreciate the pieces personally. Also, in different times, the society takes different opinions. In such a encompassing world and such a modern city, each style can have its place. To move on, I happily encountered Schiller’s sister, and experienced an adventure in Henri Rousseau’s Dreamland.




Go down stairs, here came the modern world. MoMA presents the development in movie, architecture, decoration and other culture and science fields. The accuracy of the architectural drawings, the delicacy of different decoration patterns, and the uniqueness of various design, they all made me surprised by the creativity of human beings. In addition, thinking back the masterpieces I saw on the former floor, I found the inheritance in modern art from the past. The past is hidden in every corner of the following works, and the modern ones act the classic ideas in more stylish ways. 


Next floor, there is a special exhibition from Robert Rauschenberg ——Among Friends. Robert wants to show that art is a way to connect different kinds of people. He brings colors, furnitures, the stuff of the everyday world into his art. Often working in collaboration with artists, dancers, musicians, and writers, he invents new interdisciplinary modes of artistic practice that helps set the course for art of the present day. It is from this creative presentation that I learn to appreciate art from different aspects, and I begin to think that in today’s life, maybe we could view art from a easier way, even a tiny stuff in life can shows the light of art.

Fulled with all the art pieces in my mind, the final stop is the Sculpture Garden, where I took a seat, scanned the photos I took on my camera, looked up at the gentle sunset, and finally had a rest. When I turned back, the 36-feet Rose Sculpture was standing there, elegantly and nobly. 

Visiting MoMA is just like taking chances to have conversations with the past. From those masterpieces and the creation of modern works, you can see the spotlights of thought collision. Additionally, it inspires you to look for art in your everyday life. So, take time to bury yourself in the art, your life will shine more beautifully.