Suzanne Kart, Cep, M.A. Associate Vice President, LERN

Total Page:16

File Type:pdf, Size:1020Kb

Suzanne Kart, Cep, M.A. Associate Vice President, LERN Day 4 Suzanne Kart, CeP, M.A. Associate Vice President, LERN #lern14 @suzannekart @klynchmorin #lern14 @suzannekart @klynchmorin What we can and can’t cover today • We going to discuss where to start, what platforms you should, and what kind of information you should share on each platform. • We won’t have time to go into how to sign up for accounts, how to post, etc. #lern14 @suzannekart @klynchmorin If you need help with how to sign up for social media accounts, etc… • All the platforms have tutorials and how‐to guides • Try Google • Try YouTube #lern14 @suzannekart @klynchmorin One more thing to remember… • Most social media sites follow the same format to register #lern14 @suzannekart @klynchmorin Lessons from Babcia 1. Never deny a hungry person food. 2. Always rinse the meat you get from the butcher 3. Do the best you can with the technology you have #lern14 @suzannekart @klynchmorin Channel 2 #lern14 @suzannekart @klynchmorin How this applies to social media • So maybe only Facebook makes sense to you right now. Do that. • Don’t try to do too much if you’re not ready. • But don’t not do anything, because you’re overwhelmed. #lern14 @suzannekart @klynchmorin The goal of social media • Engage our key constituents in a two‐way conversation. • Make them feel connected to our organizations so they want to continued the relationship. #lern14 @suzannekart @klynchmorin It also helps with Search Engine Optimization (SEO) • People online are confused. If they have a question that we have the answer to, we want them to find us. • All search engines use social media signals (how current your content is, the frequency to which you get linked to) in their ranking processes • 78% of Internet users do product research online* • 89% of Americans search the Internet before making a purchase* • When they search for eMarketing for lifelong learning, I want them to find LERN. * Inbound 2012, Gary #lern14 @suzannekart @klynchmorin Vaynerchuck And they do find LERN #lern14 @suzannekart @klynchmorin The first rule of social media marketing • It’s the same as the first rule of marketing – know your audience. • Therefore, all the platforms I discuss today may not be appropriate for your program, depending on who is your audience. #lern14 @suzannekart @klynchmorin What platforms will we discuss today? • Facebook • Twitter • LinkedIn • Pinterest • Instagram • Tumblr • YouTube #lern14 @suzannekart @klynchmorin FACEBOOK #lern14 @suzannekart @klynchmorin Facebook • Overwhelmingly the most visited site. • Even my dad is on Facebook –and he’s 73 #lern14 @suzannekart @klynchmorin In fact my 85‐year‐old father in‐law is on Facebook Except he calls it “The Facemail” #lern14 @suzannekart @klynchmorin Two ways to post to Facebook • As an individual account – People agree to be your “friend” and you share information back and forth • As a fan page – You set up a page for your organization that people can “like.” – Those people will then receive updates from your fan page when you post there, but you will not see their information like a friend would. #lern14 @suzannekart @klynchmorin For an organization, a fan page is best #lern14 @suzannekart @klynchmorin There are lots of ways to get fans #lern14 @suzannekart @klynchmorin Offer relevant content often #lern14 @suzannekart @klynchmorin Post more than just text updates • Links • Pictures • Videos • Make it fun and interesting • When someone comes to your page, you want them to see you’re offering great content – that’s why the will “like” you. #lern14 @suzannekart @klynchmorin LERN’s Page Survey Article Job opening #lern14 @suzannekart @klynchmorin University of Washington Professional & Continuing Education Interesting info on 150th anniversary Article on job forecasting Information on certificate programs #lern14 @suzannekart @klynchmorin Utah Valley Community Education Info about an upcoming class Job opening Announcement #lern14 @suzannekart @klynchmorin Hawaii Community College • Posted pics of the first PV Design and Installation class. • Then put in a plug for the program for others who may want to take the course. #lern14 @suzannekart @klynchmorin Using Video #lern14 @suzannekart @klynchmorin Put a “Like Button” on your web site. • Use the version that includes thumbnails of friends, enables comments, and place it at the top and bottom of articles and near visual content like videos/graphics. • According to Facebook, websites that followed these best practices experienced 3‐5x greater click‐through rates on the Like Button. #lern14 @suzannekart @klynchmorin Ask questions • Status updates asking simple questions or encouraging a user to Like the story have 2‐3x the activity. #lern14 @suzannekart @klynchmorin Career Step • They asked fans to fill in the blank • I found Career Step through _______ Fill in the blank with your story! • The result? 49 Comments! #lern14 @suzannekart @klynchmorin Use Polls #lern14 @suzannekart @klynchmorin Publish in the early morning • Stories that are published in the early morning or just before bed have higher engagement. #lern14 @suzannekart @klynchmorin Let fans post to your page • You want to share your updates with fans, but you want to allow fans to share their thoughts, opinions, feedback, and even pictures and videos with you. #lern14 @suzannekart @klynchmorin Salina Public Library posted this on LERN’s Facebook page #lern14 @suzannekart @klynchmorin Comment on your fans posts • If your fans have started posting on your wall and sharing pictures on your page, don’t ignore them. • Comment on what they’ve posted, even if it’s just a simple “Thanks for sharing!” or click of the like button. • Not only will it encourage them to post even more content, but new fans will see that you care about what your audience has to say, and they’ll start sharing content with you as well. #lern14 @suzannekart @klynchmorin This was posted to the LERN page #lern14 @suzannekart @klynchmorin Create a contest! #lern14 @suzannekart @klynchmorin Two Most Popular Types of Contests • Sweepstakes: The user fills out the form and is entered to win. • Photo Submission: The user snaps a photo (of whatever you determine) and sends it in via a contest app on Facebook. It can then be judged by you or voted on by others on Facebook. (Since you need ton be a fa to post to your wall, you’ll get more “likes.”) #lern14 @suzannekart @klynchmorin Good prizes • Sorry, a sweatshirt is not enough motivation. #lern14 @suzannekart @klynchmorin Prezi Contest • CREATE A PREZI Tell us about how you plan to use Prezi to teach and learn in your classroom. Inform us about your topic, and what makes you so excited about it. • POST YOUR PREZI on the PREZI FACEBOOK Just visit our page and click on the “Like” button at the top. Then submit your prezi on the “Contests” tab at Left. • TELL THE WORLD The Prezi with the most “Likes” on Facebook wins; So get the word out about your Prezi! • WIN! Grand Prize: Wins a new iPad with the Prezi Viewer iPad app. 3 Runners‐up: Win free Prezi Pro Accounts #lern14 @suzannekart @klynchmorin Offer Exclusive Discounts, Coupons and Content • You can use third‐party apps to create welcome pages that only current fans can see. • You can offer discounts, coupons, whatever, on those welcome pages and only your fans will be able to access them. #lern14 @suzannekart @klynchmorin Facebook ads #lern14 @suzannekart @klynchmorin 10 days is a good length #lern14 @suzannekart @klynchmorin Invite your email list • Email benchmarks – Open rate – 20% – Click through rate –of those who open the email, you want 10‐20% to click through • If you have a list of 1,000 emails – 200 open your email – 40 click through and “like” you #lern14 @suzannekart @klynchmorin Put your address in your email signature #lern14 @suzannekart @klynchmorin Put a button on all your ePromos • 17 people who clicked the Facebook link on this email • We did nothing more to encourage them than put a button in the email • This button is in EVERY email we send out #lern14 @suzannekart @klynchmorin Some fun things we shared this year to promote the conference • Memes! – Those funny pictures we all love to “share” on Facebook and other social media sites. #lern14 @suzannekart @klynchmorin #lern14 @suzannekart @klynchmorin #lern14 @suzannekart @klynchmorin #lern14 @suzannekart @klynchmorin #lern14 @suzannekart @klynchmorin #lern14 @suzannekart @klynchmorin #lern14 @suzannekart @klynchmorin TWITTER #lern14 @suzannekart @klynchmorin Need to take a minute … • I’m going to do a brief overview of exactly what Twitter is first and then we’ll be covering: – Creating interesting messages – Doing research on Twitter – Integrating Twitter with publicity – Tagging – Developing relationships in the Twitterverse – Getting retweeted – Creating and editing lists – Getting others to share your lists – Getting listed yourself. #lern14 @suzannekart @klynchmorin Twitter • Twitter is a micro‐blogging social networking tool where you can post short messages (no more than 140 characters). • A lot of prominent people are using Twitter, from Karl Rove to the CEO of Zappos, and they offer quick, punchy updates about anything they happen to be doing or thinking about – from politics to their daily trips to Starbucks. #lern14 @suzannekart @klynchmorin The key is not to push content, but to engage people #lern14 @suzannekart @klynchmorin How do we use it? • People have to be a “follower” to receive your tweets. • You also need to start following others to receive their tweets. #lern14 @suzannekart @klynchmorin Twitter is a broadcast medium with a reply function • We don’t use it like Facebook #lern14 @suzannekart @klynchmorin Twitter is a pull communication • Good way to give people a heads up on something new • Make it worth someone’s time to “follow” you, don’t oversell, update. #lern14 @suzannekart @klynchmorin How do I get people to follow me? #lern14 @suzannekart @klynchmorin Add a link to your Twitter page on your email signature (i.e. Follow me on Twitter!) #lern14 @suzannekart @klynchmorin Add a link to your web page #lern14 @suzannekart @klynchmorin Start following other people #lern14 @suzannekart @klynchmorin One more way • Write interesting tweets that others will “retweet” • Example: – Original Tweet: • LernUpdates: Join us for a Twitter webinar.
Recommended publications
  • M&A @ Facebook: Strategy, Themes and Drivers
    A Work Project, presented as part of the requirements for the Award of a Master Degree in Finance from NOVA – School of Business and Economics M&A @ FACEBOOK: STRATEGY, THEMES AND DRIVERS TOMÁS BRANCO GONÇALVES STUDENT NUMBER 3200 A Project carried out on the Masters in Finance Program, under the supervision of: Professor Pedro Carvalho January 2018 Abstract Most deals are motivated by the recognition of a strategic threat or opportunity in the firm’s competitive arena. These deals seek to improve the firm’s competitive position or even obtain resources and new capabilities that are vital to future prosperity, and improve the firm’s agility. The purpose of this work project is to make an analysis on Facebook’s acquisitions’ strategy going through the key acquisitions in the company’s history. More than understanding the economics of its most relevant acquisitions, the main research is aimed at understanding the strategic view and key drivers behind them, and trying to set a pattern through hypotheses testing, always bearing in mind the following question: Why does Facebook acquire emerging companies instead of replicating their key success factors? Keywords Facebook; Acquisitions; Strategy; M&A Drivers “The biggest risk is not taking any risk... In a world that is changing really quickly, the only strategy that is guaranteed to fail is not taking risks.” Mark Zuckerberg, founder and CEO of Facebook 2 Literature Review M&A activity has had peaks throughout the course of history and different key industry-related drivers triggered that same activity (Sudarsanam, 2003). Historically, the appearance of the first mergers and acquisitions coincides with the existence of the first companies and, since then, in the US market, there have been five major waves of M&A activity (as summarized by T.J.A.
    [Show full text]
  • Magento Facebook All in One User Guide
    1 Table of Contents: 1. Introduction to Facebook All in One .............................................................. 3 2. How to Install and Deactivate ....................................................................... 4 3. How to Create Facebook App ...................................................................... 5 4. How to Configure ........................................................................................ 13 5. How to Use ................................................................................................. 18 2 1. Introduction to Facebook All in One Magento Facebook All in One is an extension to boost your Magento store with all Facebook force and power. Help your customers avoid boring registration process and let them log into your store with their Facebook accounts. Users will be able to like your products and share page blocks, populate their social news feed with the information about the products they like and want to buy, this way helping you to promote your products among greater audience. Be on top of of traditional marketing strategies and encourage your viewers to leave comments, like your pages and share their purchases with friends. Key features: • Facebook Login; • Every product is supplied with Like and Share button; • Comments available on the product page; • Ability to share successfully completed orders; • Recent activities block; • Customers are able to share their wishlist; • Likes/comments amount statistics are available for you in the admin panel. Overall information Facebook Login allows your customers to log in to the system safely, using their Facebook accounts. The Facebook Like strengthens the impact and increases the traffic of your store. The more likes you have, the more customers you get. Facebook-based Comments reflect the interest of your clients and give reasons to purchase to those who are uncertain. With Facebook Share feature your customers can share successfully completed orders and wishlists with their Facebook friends.
    [Show full text]
  • Microblogging Tool That Allows Users to Post Brief, 140-Character Messages -- Called "Tweets" -- and Follow Other Users' Activities
    MICRO-BLOGGING AND PERFORMANCE APPS AND SITES Instagram lets users snap, edit, and share photos and 15-second videos, either publicly or with a private network of followers. It unites the most popular features of social media sites: sharing, seeing, and commenting on photos. It also lets you apply fun filters and effects to your photos, making them look high-quality and artistic. What parents need to know • Teens are on the lookout for "likes." Similar to the way they use Facebook, teens may measure the "success" of their photos -- even their self-worth -- by the number of likes or comments they receive. Posting a photo or video can be problematic if teens are posting to validate their popularity. • Public photos are the default. Photos and videos shared on Instagram are public unless privacy settings are adjusted. Hashtags and location information can make photos even more visible to communities beyond a teen's followers if his or her account is public. • Private messaging is now an option. Instagram Direct allows users to send "private messages" to up to 15 mutual friends. These pictures don't show up on their public feeds. Although there's nothing wrong with group chats, kids may be more likely to share inappropriate stuff with their inner circles. Tumblr is like a cross between a blog and Twitter: It's a streaming scrapbook of text, photos, and/or videos and audio clips. Users create and follow short blogs, or "tumblogs," that can be seen by anyone online (if made public). Many teens have tumblogs for personal use: sharing photos, videos, musings, and things they find funny with their friends.
    [Show full text]
  • 11 Sites and Apps Kids Are Heading to After Facebook Remember
    11 Sites and Apps Kids Are Heading to After Facebook Remember MySpace? Not so long ago, practically every teen in the world was on it –- and then many left for Facebook. Now, as Facebook's popularity among teens is starting to wane, you might be wondering what the new "it" social network is. But the days of a one-stop shop for all social networking needs are over. Instead, teens are dividing their attention between an array of apps. You don't need to know the ins and outs of every app and site that's "hot" right now (and frankly, if you did, they wouldn't be trendy anymore). But knowing the basics -- what they are, why they're popular, and the problems that can crop up when they're not used responsibly. 11 Social Media Tools Parents Need to Know About Now Twitter Instagram Snapchat Tumblr Google+ Vine Wanelo Kik Messenger Ooovoo Pheed Ask.fm 1. Twitter is a microblogging site that allows users to post brief, 140-character messages -- called "tweets" -- and follow other users' activities. Why it's popular Teens like using it to share quick tidbits about their lives with friends. What parents need to know Public tweets are the norm for teens. Though you can choose to keep your tweets private, most teens report having public accounts. Updates appear immediately. Even though you can remove tweets, your followers can still read what you wrote until it's gone. This can get kids in trouble if they say something in the heat of the moment.
    [Show full text]
  • Building Relatedness Through Hashtags: Social
    BUILDING RELATEDNESS THROUGH HASHTAGS: SOCIAL INFLUENCE AND MOTIVATION WITHIN SOCIAL MEDIA-BASED ONLINE DISCUSSION FORUMS by LUCAS JOHN JENSEN (Under the Direction of Lloyd Rieber) ABSTRACT With the rise of online education, instructors are searching for ways to motivate students to engage in meaningful discussions with one another online and build a sense of community in the digital classroom. This study explores how student motivation is affected when social media tools are used as a substitute for traditional online discussion forums hosted in Learning Management Systems. The main research question for this study was as follows: What factors influence student motivation in a hashtag-based discussion forum? To investigate this question, the following subquestions guided the research: a. How do participants engage in the hashtag discussion assignment? b. What motivational and social influence factors affect participants' activity when they post to the Twitter hashtag? c. How do previous experience with and attitudes toward social media and online discussion forums affect participant motivation in the hashtag-based discussion forum? Drawing on the motivational theories of Self-Determination Theory and Social Influence Theory, as well as the concept of Personal Learning Environments, it was expected that online learners would be more motivated to participate in online discussions if they felt a sense of autonomy over the discussion, and if the discussion took place in an environment similar to the social media environment they experience in their personal lives. Participants in the course were undergraduate students in an educational technology course at a large Southeastern public university. Surveys were administered at the beginning and end of the semester to determine the participants’ patterns of technology and social media usage, attitudes toward social media and online discussion forums, and to determine motivation levels and social influence factors.
    [Show full text]
  • And INSTAGRAM LLC. Defendants
    Case 1:17-cv-01120-UNA Document 1 Filed 08/09/17 Page 1 of 26 PageID #: 1 IN THE UNITED STATES DISTRICT COURT FOR THE DISTRICT OF DELAWARE SEARCH AND SOCIAL MEDIA PARTNERS, LLC, C.A. No. __________ Plaintiffs v. JURY TRIAL DEMANDED FACEBOOK, INC.; INSTAGRAM, INC.; and INSTAGRAM LLC. Defendants. COMPLAINT Plaintiff SEARCH AND SOCIAL MEDIA PARTNERS, LLC, (“SSMP”) brings this action against defendant FACEBOOK, INC. (“FACEBOOK”), INSTAGRAM, INC. and INSTAGRAM, LLC (INSTRAGRAM, INC. and INSTRAGRAM, LLC collectively (“INSTAGRAM”), and hereby alleges as follows: THE PARTIES 1. SSMP is a limited liability company organized and existing under the laws of Delaware, having a place of business in Murfreesboro, TN. SSMP is the owner of a family of patents relating to social media networks including U.S. Patent Nos. 8,620,828 (the “’828 Patent”) and 8,719,176 (the “’176 Patent,” collectively the “Asserted Patents.”) 2. Upon information and belief, FACEBOOK is a Delaware corporation, having its corporate headquarters in Menlo Park, California. FACEBOOK provides social networking services through its website, www.facebook.com and m.facebook.com (the “Facebook Website”) and its mobile applications or apps available for several mobile platforms including iOS, Windows Phone, and Android (the “Facebook Apps”). FACEBOOK may be served with Case 1:17-cv-01120-UNA Document 1 Filed 08/09/17 Page 2 of 26 PageID #: 2 process via its registered agent, the Corporation Services Company, 251 Little Falls Drive, Wilmington, Delaware 19808. 3. Upon information and belief, INSTAGRAM, INC. is a Delaware corporation with its principle place of business in Menlo Park, California.
    [Show full text]
  • Social Media Advice for Teachers and Parents
    11 Sites and Apps Kids Are Heading to After Facebook Kelly Schryver Senior Content Specialist at Common Sense Media Advice for teachers and parents Kelly Schryver talks about the use of social networking sites by teenagers, but the use of some sites by younger children is becoming more common... Teachers and parents of all aged children need to be mindful of their use of social media. Remember MySpace? Not so long ago, practically every teen in the world was on it –- and then many left for Facebook. Now, as Facebook's popularity is starting to wane, you might be wondering what the new "it" social network is. But the days of a one-stop shop for all social networking needs are over. Instead, teens are dividing their attention between an array of apps and tools that let them write, share, video chat, and even shop for the latest trends. You don't need to know the ins and outs of every app and site that's "hot" right now (and frankly, if you did, they wouldn't be trendy anymore). But knowing the basics -- what they are, why they're popular, and the problems that can crop up when they're not used responsibly -- can make the difference between a positive and negative experience for your students. 11 Social Media Tools Parents and Teachers Need to Know About Now Ctrl+Click below to go direct to information about the social networking site you are interested in. Twitter Instagram Snapchat Tumblr Google+ Vine Wanelo Kik Messenger Ooovoo Pheed Ask.fm 1.
    [Show full text]
  • Tumblr Evaluation
    Content and Usability Report Autum Hosler English 420 Final Project Professor Daniel Tripp Penn State University table of contents. introduction.! 1 accessibility.! 2 tutorials.! 2 help page.! 3 usability.! 6 posts editor layout.! 6 messages.! 7 notifications.! 8 tracked tags.! 8 tag character limit.! 9 additional suggestions.! 10 dashboard customization.! 10 blacklisting.! 11 tag features.! 11 replies.! 12 chat.! 12 conclusion.! 13 Tumblr Content and Usability Report! i introduction. At the request of Mr. Karp, CEO of Tumblr, Inc., this report examines tumblr.com. Specifically, it seeks to assess the usability, accessibility, and design of the website from the standpoint of both new and everyday users. It also makes suggestions as to possible improvements for the website in order to make it easier and more enjoyable for its users. This report observes that several changes have recently been made to the layout of tumblr.com which are actually detrimental to its functionality, while other features that should be changed have been left untouched. Overall, this report recommends that several changes be made to the layout and design of tumblr.com in order to improve its functionality for its users. This report will address three main areas of concern pertaining to tumblr.com. The first topic addressed will be accessibility. This category will assess the ease with which a new tumblr user can navigate and learn the site and make suggestions as to how tumblr can become more accessible to potential new users. The second topic addressed will be usability. This category will assess the main features of the tumblr website that are used most frequently by regular users and make suggestions as to how to improve these features for easier use.
    [Show full text]
  • Arxiv:1403.5206V2 [Cs.SI] 30 Jul 2014
    What is Tumblr: A Statistical Overview and Comparison Yi Chang‡, Lei Tang§, Yoshiyuki Inagaki† and Yan Liu‡ † Yahoo Labs, Sunnyvale, CA 94089, USA § @WalmartLabs, San Bruno, CA 94066, USA ‡ University of Southern California, Los Angeles, CA 90089 [email protected],[email protected], [email protected],[email protected] Abstract Traditional blogging sites, such as Blogspot6 and Living- Social7, have high quality content but little social interac- Tumblr, as one of the most popular microblogging platforms, tions. Nardi et al. (Nardi et al. 2004) investigated blogging has gained momentum recently. It is reported to have 166.4 as a form of personal communication and expression, and millions of users and 73.4 billions of posts by January 2014. showed that the vast majority of blog posts are written by While many articles about Tumblr have been published in ordinarypeople with a small audience. On the contrary, pop- major press, there is not much scholar work so far. In this pa- 8 per, we provide some pioneer analysis on Tumblr from a va- ular social networking sites like Facebook , have richer so- riety of aspects. We study the social network structure among cial interactions, but lower quality content comparing with Tumblr users, analyze its user generated content, and describe blogosphere. Since most social interactions are either un- reblogging patterns to analyze its user behavior. We aim to published or less meaningful for the majority of public audi- provide a comprehensive statistical overview of Tumblr and ence, it is natural for Facebook users to form different com- compare it with other popular social services, including blo- munities or social circles.
    [Show full text]
  • Publics and Protest on the Tumblr Dashboard by Michael Turner BA
    Structures of Participation and Contestation: Publics and Protest on the Tumblr Dashboard by Michael Turner B.A. in Anthropology, May 2013, American University A Thesis Submitted to The Faculty of The Columbian College of Arts and Sciences of The George Washington University in partial fulfillment of the requirements for the degree of Master of Arts January 31, 2016 Thesis directed by Roy Richard Grinker Professor of Anthropology, International Affairs, and Human Sciences Abstract Structures of Participation and Contestation: Publics and Protest on the Tumblr Dashboard This project investigates the way that larger power structures and highly specific site architectures affect voices of contestation through a situated ethnographic study of the #BlackLivesMatter movement on Tumblr. Rather than a comprehensive study, this project looks at how protesters may utilize high media and social network literacy to strategically make their voices heard by seemingly isolated and uninvolved users. Rather than ignorant to the structures around them, the specifics of these choices or e-tactics demonstrate a degree of awareness by protesters of larger cultural forces that may limit or constrain their ability to be heard. Through this lens, this thesis compares the role of Tumblr and other social sites as arenas for democratic dialogue and the insertion of previously marginalized peoples and narratives. The use of blogs by #BlackLivesMatter protesters and other counter-hegemonic movements as a realm for civic journalism and “counter media-errorism” is also analyzed. Ultimately, this project shows a clear need for further ethnographic study on the particulars of Internet and information and communication technology structures and how activists pursue social change within these structures.
    [Show full text]
  • The Impact of Joining a Brand's Social Network on Marketing Outcomes
    Does "Liking" Lead to Loving? The Impact of Joining a Brand's Social Network on Marketing Outcomes The Harvard community has made this article openly available. Please share how this access benefits you. Your story matters Citation John, Leslie K., Oliver Emrich, Sunil Gupta, and Michael I. Norton. "Does 'Liking' Lead to Loving? The Impact of Joining a Brand's Social Network on Marketing Outcomes." Journal of Marketing Research (JMR) 54, no. 1 (February 2017): 144–155. Published Version http://dx.doi.org/10.1509/jmr.14.0237 Citable link http://nrs.harvard.edu/urn-3:HUL.InstRepos:32062564 Terms of Use This article was downloaded from Harvard University’s DASH repository, and is made available under the terms and conditions applicable to Open Access Policy Articles, as set forth at http:// nrs.harvard.edu/urn-3:HUL.InstRepos:dash.current.terms-of- use#OAP Does “Liking” Lead to Loving? The Impact of Joining a Brand’s Social Network on Marketing Outcomes Forthcoming, Journal of Marketing Research Leslie K. John, Assistant Professor of Business Administration, Harvard Business School email: [email protected] Oliver Emrich, Professor of Marketing, Johannes Gutenberg University Mainz email: [email protected] Sunil Gupta, Professor of Business Administration, Harvard Business School email: [email protected] Michael I. Norton Professor of Business Administration, Harvard Business School email: [email protected] Acknowledgements: The authors are grateful for Evan Robinson’s ingenious programming skills and for Marina Burke’s help with data collection. The authors thank the review team for constructive feedback throughout the review process. 2 ABSTRACT Does “liking” a brand on Facebook cause a person to view it more favorably? Or is “liking” simply a symptom of being fond of a brand? We disentangle these possibilities and find evidence for the latter: brand attitudes and purchasing are predicted by consumers’ preexisting fondness for brands, and are the same regardless of when and whether consumers “like” brands.
    [Show full text]
  • Twitter Looking to Remove 'Like' Button As a Way to Improve Debate on Social Network 30 October 2018, by Mike Snider, Usa Today
    Twitter looking to remove 'Like' button as a way to improve debate on social network 30 October 2018, by Mike Snider, Usa Today we are incentivizing healthy conversation, that includes the like button," the company said on its communications team's Twitter feed Monday. "We are in the early stages of the work and have no plans to share right now." Twitter, like Facebook, has had to focus on countering manipulation of their platform including the removal of fake accounts following Russian influence on their sites during and since the presidential campaign. Dorsey recently appeared before Congress to detail how the network was dealing with those issues, as well as to answer criticism that it suppresses conservative voices. Beyond that, there's concern that the loudest, and most agitative, voices are rewarded on Twitter with likes and retweets. Credit: CC0 Public Domain Dorsey has voiced concerns about that issue recently. "What does the service currently incentivize?" Twitter may be saying goodbye to the "Like" Dorsey said earlier this month at an event for Wired button. magazine. "Right now we have a big Like button with a heart on it and we're incentivizing people to The social network has been looking at getting rid want it to go up" and to get more followers, he of the heart-shaped button as a way to improve pointed out. "Is that the right thing? Versus debate on the platform, Twitter CEO and co- contributing to the public conversation or a healthy founder Jack Dorsey said. conversation? How do we incentive healthy conversation?" A company co-founder, Dorsey last week said at a Twitter event that the network would be getting rid That's a tack he reiterated during the company's of the "Like" button "soon," according to the British third-quarter earnings conference call with analysts daily The Telegraph.
    [Show full text]