Transparency and Efficiency of Social Media Marketing

1. How have social media and the internet changed the way businesses (and more specifically, the entertainment industry) approach marketing and advertising?  (Example: A great Batman campaign by 42 Entertainment, highlighted in this YouTube video)

Businesses can be a lot more open now.  It seems like before there was always this sort of wall between the business and consumer, but social media made that wall transparent.   A relatively new, local candy store in Provo posted on Facebook, asking it’s customers what kinds of retro candy they would like to see in the store.


This is an example of very open communication between businesses and consumers.  Entertainment industries often do the same thing.  In class last week we talked about how Gleeks (lovers of the TV show Glee) could have a say in what would happen in the show.  There’s a greater transparency with social media.

2. In what ways has social media changed the ways fans can interact or get involved with a television show or movie?  (Example: Twitter and mad men)

Haha!  JIMMY FALLON HASHTAGS!  He used to do sarcastic thank-you notes, which were pretty hilarious.  I don’t know if he still does the thank-you notes (anyone else know?) but he does do a lot of hashtags now.  Every Wednesday fans can tweet to a hashtag provided by the Jimmy Fallon show.  He then chooses his favorites, and every Wednesday he reads them off.   They’re pretty hilarious, and encourage quite a bit of interaction with the show.  It also gets people more aware of and involved with the Jimmy Fallon.   This is my favorite Hashtags video:


3. How has social media allowed the entertainment industry to shift more of the load of advertising and marketing to the consumers? (Example: Carl’s Jr. saved money by turning to YouTube)

Social media is genius, because for the low cost of writing a post or making a simple YouTube video, consumers will take care of spreading the message.  The consumers themselves will market and advertise.  For example, has anybody seen the broken springboard YouTube video?  There’s a couple versions out there, but I bet you didn’t know it was a commercial.  Check it out:

Craftsmen Tools, Sears, and Nascar all won big on the video.  I first found out about that video because several of my friends posted it on Facebook.   Sears and Nascar put the video out there, and the consumers took care of the rest of the advertising and marketing by sharing and talking about the video.  It’s a genius model.

4. Is there a point in which a story (deep media) can become too immersive? Can fans become too involved?

I don’t know that that point has been reached yet.   Fans can get too involved than is good for their own health, but I don’t know that I’ve heard of a time when over-zealous fans as a whole ruined a story or deep media.  The fans are the people who love the story, so they aren’t going to hate something they helped create.  Fans can get too involved personally.  We often hear stories and studies about people playing too many video games, or getting caught up in virtual worlds of fiction or fantasy.  Still, I can’t think of any examples where fans as a whole were too involved in a story.


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