Tuesday 26 April 2011

Twitter and the use of Ethics:

This terms work has all focused on digital communication strategies, which I personally have found very interesting in many ways. However one particular area that fascinated me was the section that was given to us by guest speaker Daryl Wilcox. He delivered a lecture on Twitter and ethics. In order to really connect with your followers on Twitter, I feel that you have to bond with them, even if it is just a reply to say thank you for the follow; it makes them feel more valued. But how much information about our everyday lives should we share with complete strangers? (James et al. 2011)[1]. Followers are an important part of Twitter, what is the point of tweeting if no-one is there to read them, or comment on them?

Twitter is seen these days as a form of blogging, micro – blogging in fact, but as Markus and Nurius (1986) point out ‘do we use blogging to find a way of expressing our possible selves?’ (cited James et al 2011 p228). This is an interesting concept to explore, do we use blogging to explore ourselves, deceive others, or find out if we are capable of becoming someone else? Twitter is ‘also a way of staying connected especially with the use of applications and mobile technology’ (Krishnamurthy, Gill and Arlitt 2008)[2]. People use it instead of Facebook to swap comments, views or ideas about a particular subject, and due to the mobile apps, this is able to be done on the move.

I personally use Twitter as a way to express how I am feeling right now, generally about the latest football matches, but for many people, especially celebrities, they use it as a way to promote their latest programme, fragrance, clothing line etc., and a way to communicate with their fans, and making them feel special. However many celebrities have got into trouble with using Twitter, with the majority of these being footballers, commenting after a match that they were not happy with. These tweets are later removed, but they are still in the blogosphere, and had been re-tweeted by others. Cricketers are also involved in this with many management teams forbidding players to use Twitter once a team sheet has been released or for example; the England football team were banned from tweeting while they were in the world cup.

Most recently the television Rav Wilding split up with his girlfriend Chantelle Houghton through Twitter, with her later claiming that she knew nothing about it. Twitter makes things that are a very private matter, a very public one, and is this fair to people’s rights and feelings?

In 2009 the Working Group report recognised that online social networkers needed to understand their rights and responsibilities about the use of sensitive data and images e.g. on Twitter. Although the U.K. is a country with freedom of speech, online social media repeatedly gets people into trouble. If one person tweets something, and then it gets re-tweeted by someone else who is in a country that does not have freedom of speech, then who is the person that gets into trouble? The person who first stated it, or the re-tweeter? There are no laws yet to state who is responsible. However “the U.K. did not acknowledge express guarantees of freedom of speech and privacy until the enactment of the Human Rights Act of 1998” (Lipton 2010, p562)[3].

Jamar (2010)[4] agrees with Lipton (2010) and states that there is a need to redefine the Copyright Act in order to incorporate social media. I personally agree with this, as it is currently unclear as to who is responsible for what on social media websites such as Twitter and Facebook. As looked at in a previous blog, the use of The Body Shop and their ethics and promotion of ethics. I had previously looked at their privacy policy to view their feelings on data mining and dataveillance, and everything seemed to comply with the Data Protection Act 1998.

I think that computers storing the cookies from what people have searched and what pages they have visited should be made illegal (or have incredibly heavy regulation). You are able to delete cookies, but many people do not know how to do this, and therefore this puts them at a disadvantage. People should be educated in the basic ways of data privacy and how to keep any sensitive information private. In the last few days the PlayStation network has been hacked (with the network being down for many days) and many people’s sensitive data has been put at risk. I do not think this is fair as many people trust these networks, and do enter sensitive data such as their bank details, which could be accessed by hackers. Recently I received an email from Benefit Cosmetics stating that due to a database fault many customers names and email addresses had been lost, however there was nothing that they or I could do about it. This was useful of them to email all customers just so that they are aware of the matter, but at the same time, it was not the most reassuring email to receive on a Saturday morning.

With no real laws having been set out and social media developing so fast, it is very difficult to see any laws being passed in the near future, because as soon as anything is passed, it will immediately be out of date because there will be something new that has not been thought of, and will not have been taken into account. However there must be some moderating so that people can continue to use the internet in confidence, and not feel that they are being spied on by robots.



[1] James, C. et al., 2011. Young people, Ethics and the new digital media. Contemporary Readings in Law and Social Justice. 2 (2) 215 – 284.

[2] Humphreys, L., Krishnamurthy, B., and Gill, P., 2008. How Much Is Too Much? Privacy Issues on Twitter. International Communication Association; 2010 Annual Meeting, p1, 0p.

[3] Lipton, J., 2010. Digital Multi – Media and the limits of Privacy Laws. Case Western Reserve Journal of International Law. 42 (3) 551 – 571.

[4] Jamar, S., 2010. Crafting copyright law to encourage and protect user generated content in the Internet Social Networking Context. Widener Law Journal. 19 (3) 843 – 872.

Saturday 26 March 2011

Tweetssss

Ethics is a highly important part of social media, in order to build sufficient and trusting relationships between brands and their clients, ethical issues must be addressed.

There are no laws as of yet with who owns what in the social media cyberspace, but this is becoming an increasingly important issue, that the government must act on. I have chosen to focus on The Body Shop as they are renowned for their feelings towards ethics with their products, and I was interested to see if they had the same feelings towards this with social media. Through doing a quick search on Twitter, I was able to find their UK Twitter page. It is clear to see that their Twitter page is being used to communicate their products with customers, but it is also being used to promote its ethical feelings too, with their last tweet focusing on Earth Hour. Twitter is increasingly being used by companies as a “way of staying connected, especially with the use of apps and mobile technology” (Krishnamurthy, Gill and Arlitt 2008).

Realising their ethical focus within social media, I decided to look at their website, and find out what their feelings were on the ethical issues of data mining and dataveillance. Their privacy policy has a specific section relating to matters on the internet; here they openly say that their website uses cookies however you can choose to decline cookies, however having had a play around on the website, it is not straightforward and easy to do this.

Thursday 24 March 2011

Public Sphere

The public sphere is a place for people to express the views and opinions, and the internet carves a path in order for people to be able to do this. However how easy is it really? We live in a country with freedom of speech, but many countries around the world are unable to freely express themselves as they wish, with governments able to oppress any opinions that they do not agree with.

Take Iran for example; in 2009 the government blocked any access to facebook, http://www.guardian.co.uk/world/2009/may/24/facebook-banned-iran . Should the government really be allowed to do this? The internet opens up many doors for people to find others that share their views with; Habermas describes the public sphere as “bourgeois” (1962), although the concept of the public sphere does not take into account the masses, and only applies to the elitists.

The public sphere can be incredibly useful though, it helped to arrange the student protests of November 2010; http://www.guardian.co.uk/uk/blog/2010/nov/10/demo-2010-student-protests-live. Before the internet big protests would have taken a lot longer to organise and nowhere near as many people would have been able to have access to the information and arrange their own ways there. There was a lot of negative press coverage from these protests unfortunately, and again the public sphere was there for people to voice their concerns over the “youth of today”.

Whether the public sphere has a positive or negative impact on society is left to be seen, but it is a place for people to share their thoughts with like – minded individuals.

Sunday 13 March 2011

Addicted to eBay?

This weeks’ lecture was on eBay; I found it very interesting. The part that I found of particular interest to me was how everyday people are becoming addicted to eBay and bidding/purchasing things that they do not originally have the desire or intent to buy.

EBay creates or as Denegri-Knott (2011) states it “ignites the desire. It can trigger dormant, unfulfilled wishes”. She says later that this can sometimes be related back to a toy that was wanted or was had as a child.

The next step that is mentioned is the acceleration of desire, and this is through three key things. Firstly is; quick acquisition of items. It is very easy and simple to find certain things on eBay. Secondly is the removal of moral consequences, and finally temporary ownership of digital virtual representations. E.g. the possibility of owning a pink stretch limo.

3rd stage of the cycle is re-igniting desire; which is the realisation that that there are new objects. E.g. Linda buying the Sindy house but then discovering there is a horse and swimming pool too.

The final stage of the cycle is exiting desire. Sometimes the desire can be fed quickly and then the desire can be fed quickly and then the desire is no longer there, however it also depends on the persons’ nature as to whether they will become addicted to the eBay world.

Sunday 6 March 2011

SEO and Google AdWords

This week’s lecture I found to be a fairly dry subject consisting of, Google Adwords, Google Analytics, and Search Engine Optimization.

In 2006, advertisers spent US$9.4bn on search engines, in North America alone, and with this amount of money being poured into it, search engines are an important strategic tool for many organisations in directing traffic to a particular company’s website, however it is still a relatively new phenomenon.

The definition of search engine marketing is “a form of marketing on the Internet that business and organisations seek to gain visibility on SERPs through paid of non-paid means” (Moran and Hunt 2005 cited Pan et al 2010, p8).

According to Pan et al., (2010), in 2008, Google was the search engine of choice with 63% of people using it, with 73% of users only scrolling down the first page. This is why it is more beneficial for the companies to pay Google to become a “sponsored link”; this way they are in the premium location for the people searching Google, and therefore they are more likely to be clicked on.

We also looked at the use of short tail and long tail keywords, and what is more effective in natural searching. The longer the tail searches, the easier it is to rank, and this is a much easier way of getting people to visit a company’s particular website.

Searching for “Benefit Cosmetics” on Google, this is a short tail search, and the first listing in Google was in the pink highlighted box, and so it is clear that Benefit has paid to be a sponsored link; with the hope that more people will visit their website.

Sunday 27 February 2011

Seamless Brands

This week’s lectures were delivered by a guest lecturer who spoke to us about seamless brands, and the most important thing to take from the lecture was that a brand is about the experience from beginning to end, and making it as easy and quick as possible for the consumer is what it is all about.

The smallest of things such as error message can have an impact on the consumer, and personalised/funny ones can make the experience much more amusing for the person surfing the internet, for example http://www.limpfish.com/notfound.html [1]. An error message can convey what the brand is about; it creates dialogue between the brand and the consumer. Another small details that makes the difference is things such as Wimbledon, with the branded serviettes, it all adds to the experience of being at Wimbledon.

With the digital world fast expanding brands must find more and more ways of becoming integrated into their customers everyday lives. The digital touchpoints must be recognised as “seamless engagement opportunities that can keep customers connected to a brand story throughout the day” (Martin and Todorov 2010 p61)[2]

The experience as mentioned above is an attitude of how information is conveyed – “information manipulation”. Even if an experience has not happened yet, there is a need to think in a holistic way.

The reading this week was on innovation and about creating aesthetically pleasing products. Alessi particularly interested me, in the fact that they work on the theory that people buy products and not meanings (Verganti 2009)[3], and they moved against the dominant aesthetic standards, and Verganti assumed that there must be an innovation process, however, once in a specialist company; he found that the innovation process did not exist. Alessi also work on the theory that people buy products that they have an emotional attachment to. Jawahar and Maheswari (2009) agree with this and state that there is a synergy between the loyalty of a brand, and having an emotional attachment[4].



[1] Barton, D., 2010. Limpfish.com. US. Available from: http://www.limpfish.com/notfound.html. [Accessed 25 February 2011].

[2] Martin, K., and Todorov, I., 2010. How will digital platforms be harnessed in 2010, and how will they change the way people interact with brands? Journal of Interactive Advertising, 10 (2), 61 – 66.

[3] Verganti , R., 2009. Design Driven Innovation: Changing the Rules of Competition by Radically Innovation What Things Mean. Harvard Business Press, Boston, Massachusetts.

[4] Jawahar, D., and Maheswari, R., 2009. Service Perception: Emotional Attachment As a Mediator of the Relationship Between Service Performance and Emotional Brand. ICFAI Journal of Marketing Management, 8 (2), 7-22.

Friday 18 February 2011

Mobile Applications and Communication

Mobile communication has been around for years, with Japan being the innovators with mobile technology, they were sending and receiving emails via their mobile phones in the 1990s.

Now with smartphones, and apps taking over the mobile market, there is more opportunity than ever to be able to access people when and wherever you want. According to www.mobithinking.com there are over 200 million mobile users of Facebook[1], as the need to be in constant contact with others to find out what you may be missing out on over takes current reality, this can be described as the “culture of availability”.

However, with technology becoming more and more advanced, Mintel[2] is now expecting the tablet devices such as the BlackBerry PlayBook, or Apple’s iPad, to become big competition for the smartphone market. One application that has really taken off recently is Skype, and by mid-2011 Skype will be offering Skype-to-Skype calls via 4G smartphones[3].

Is there now the chance for applications to specifically target consumers, with their previous downloading history? Can this be tracked, as a way of direct marketing to the users of smartphones?

The article by Stump, Gong and Li (2008)[4] examined the basic links between the adoption of mobile phones and age, education and income, however this was written in 2008, before the big uptake of smartphones, and so this is currently out-dated.



[1] dotMobi., 2011. Global mobile statistics 2011: all quality mobile marketing research, mobile Web stats, subscribers, ad revenue, usage, trends... USA. Available from: http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats [Accessed 18th February 2011].

[2] Mintel, 2011. Mobile Phones and Network Providers – UK, January 2011. London: Mintel International Group Ltd.

[3] Mintel, 2011. Mobile Phones and Network Providers – UK, January 2011. London: Mintel International Group Ltd.

[4] Stump, Gong and Zhan Li ,2008. Exploring the Digital Divide in Mobile-phone Adoption Levels across Countries, Journal of Macromarketing 28:397