COP3 - Essay - First Essay Plan

First Essay Plan

What effect has social media had on advertising?

How has social media affected advertising?

NEED TO DECIDE BETWEEN QUESTIONS

COP essay Intro

 ‘Time spent online doubles in a decade’

 -facts on how many people use it, date

-This has new medium, that audience is glued to, to advertise on

quote from the presentation

‘The reality now is that social media is a consumer-run land. Brands and marketers are welcome, but only if they drop the sales pitch and behave like human beings. Consumers want brands to be accessible–and accommodating–when they have a problem. The rest of the time they want them to “be cool” and not try so hard to win over their audience.’

social media

-What is social media? How it evolved? How has it grown?

-usage

-age group/internet generation

-more addictive than heroin

CASE STUDY1

HOW MANY PEOPLE USE IT

social media adverts

-what

-how

-why

(brief)

get facts

  

effects on TV/RADIO adverts

-why there less

how it’s affected this?

-fewer people watch tv

-benefits of social media over tv/radio

brand use

-how many people use/brands

-examples/campaigns,

-started as hashtags and now its evolved

bad brand use

-social media reviews

-bad use seem older

-targets this generation less

-examples (Susan etc)

good brand use

-effects

-good campaigns

-what it can do

CASE STUDY 2

-charlotte interview/tash/

audience widen networks

-how many people it reaches

-how fast

-how it has to deal with this

cookies/targeted ads

‘On the one hand, ads are more annoying to consumers by virtue of their sneakiness. No more can anyone innocently surf a retail site and click away to avoid blowing their budget by keeping temptation out of sight and out of mind.’

memes

-how they have taken advantage of

-commercial use of memes

-effects of memes

social media only based companies

-how they work

-how they sell

-how they formed

conclusion

-what have a found out

-why?

-what are the effects?

-summary

COP 3 Dissertation Presentation Feedback

COP 3 Dissertation Presentation Feedback 

From the presentation around the current research
-keep doing what I'm doing
-look into more case studies
-look at the difference between hidden ads and sponsored
-look into Instagram influences
-email John
-talk to Alec as uses Instagram to adverts Intern 

Overall the presentation went well, but there still a very wide range of areas that the current essay looks into. This will need to be narrowed for the word limit. Also as soon as possible start the case studies, ask people about social media use and also how professional feels about social media as an advertising platform.

next step 
-email professionals
-ask people about they feel about social media ads
-start the case study
-collect more quotes about the use of social media

COP 3 Dissertation Presentation

COP3 - Research - Ofcom

Ofcom

'More people are watching TV and video on the internet. Over a quarter (27%) of internet users regularly(-3-) watch TV or films online, compared to one in ten in 2007. This rises to 39% of 16-24 year olds, up from 21% in 2007.'


'The use of social media has tripled since 2007, when Ofcom first asked people about their social media habits. Nearly three quarters (72%) of internet users aged 16 and above say they have a social media profile, compared to 22% in 2007. 

Some 81% of social media users log into these websites or apps - including Facebook, Twitter, LinkedIn, Instagram or Tumblr - at least once a day, up from 30% in 2007. Social media has seen the biggest growth among 35-44 year olds, with 80% of internet users in this age group now on social media, up from just 12% in 2007.

 2014 saw a dramatic surge in older people using social media, with nearly half (49%) of 55-64 year olds who go online having a social media profile, up from one third (33%) in 2013.

https://www.ofcom.org.uk/about-ofcom/latest/media/media-releases/2015/time-spent-online-doubles-in-a-decade


'More than half of internet users (56%) say they are aware of personalised advertising while around a quarter (27%) are not and 17% are unsure. Awareness is lower for internet users aged 65-74 (40%) and 75+ (28%), and among those in C2 (49%) and DE (48%) households.'

While the number of adults who have a social media profile (76% of all internet users) did not increase overall between 2015 and 2016, people are using a wider range of social media services. 

Since 2015, social media users are more likely to say they have a profile on six sites or apps: WhatsApp (45% vs. 28%), Instagram (31% vs. 22%), YouTube (30% vs. 22%), Snapchat (23% vs. 12%), Google+ (16% vs. 11%) and Pinterest (12% vs. 7%). Facebook is still the dominant social media provider, but fewer social media users now only have a Facebook account (43% in 2015 to 32% in 2016).

https://www.ofcom.org.uk/__data/assets/pdf_file/0020/102755/adults-media-use-attitudes-2017.pdf


Most people say they are exposed to opinions and views different to their own on social media Sharing with friends and family is an important route to discovering new information and content. More than six in ten users of video-sharing sites say that friends or family members tell them about content or forward it to them (62%). Just under half (49%) of viewers of ondemand content say they choose content based on recommendations by friends or family. A number of participants in the qualitative research also talked about social media as an important way of sharing information among friends, family or their local community. 

Social media also exposes people to different opinions and viewpoints, with the quantitative study finding that 85% of social media users saying that they sometimes, or often, see views they disagree with. However, not everyone is happy to post or share information. More than four in ten (44%) social media users agree that they are put off from posting content because of the potential for abusive comments or responses. 

Some of the older participants in the qualitative research are concerned about the impact of sharing content on their reputation among friends and family, and some of the younger people about the impact on future job prospects. But deciding what to share is not always a considered process: three in ten (30%) Adults’ Media Use and Attitudes – Report 2017 4 who share articles on Twitter or Facebook agree that they often do this without fully reading the content first.

'Although Facebook is still the dominant social media provider, fewer social media users now only have a Facebook account Ninety-five per cent of social media site users have a profile/ account on Facebook, unchanged since 2015, meaning that it remains the most popular social media site. Compared to 2015 there has been growth in use of WhatsApp (45% vs. 28%), Instagram (31% vs. 22%), YouTube (30% vs. 22%), Snapchat (23% vs. 12%), Google+ (16% vs. 11%) and Pinterest (12% vs. 7%). As such, the incidence of only having a profile or account on Facebook stands at one in three (32%), down from 43% in 2015'

https://www.ofcom.org.uk/__data/assets/pdf_file/0020/102755/adults-media-use-attitudes-2017.pdf