Prof Dr Ana Adi – Vives Erasmus Courses

Social Media Marketing, New Media & Introduction to Research Methods

Webminars 1 and 2 (Carlos Noheda)

Webinar 1
1. Slides 10-13 on the history of the internet and the evolution of the social media. What do you learn from them?
Before 1999 the internet could be used only to read the information and the different users were passive consumers. This time could be called web 1.0 (Only Read). The moment called web 2.0 (Read-Write) take a place in the history when the users were able to participate in the web acting not only like a readers, also like a writers. Web 3.0 (Read-Write-Execute) started in the moment that you could also execute.
2. Define the terms: media, mass-media, digital media, social media and social networking?
Media: Is the space were you get the information. It could be written text, images or sounds.
Mass-media: Happens when the suppliers of the information improve the techniques to send the information becoming the media a platform to influence in a population.
Digital media: Media with an electronic format to be used.
Social media: The people use the media like a way to communicate each other mixing this area of the media with the sociology.
Social networking: Connections thought internet making personal relationships in the distance.
3. Social media landscape 2015 – how many platforms do you recognise vs how many platforms do you actively use (and by that I mean to upload content)?
I can recognise platforms like Twitter, Wikipedia, Spotify, Facebook, WhatsApp, YouTube and LinkedIn. But I really use actively only WhatsApp and YouTube. I suppose that LinkedIn will be a very useful social networking due to nowadays to find a job is a very important tool after to finish the degrees.

4. Check out the video summaries for the European Communication Monitor and the Asia-Pacific Communication Monitor. What are the biggest challenges communicators are facing?
The European Communication Monitor show the trend of the strategic communication lie the result of a big study along some years. The content of the strategies is to large gap between relevance and real use across Europe. The important of the listening in the organizations get a less important place, losing importance. The Asia-Pacific Communication Monitor get a growth of importance thanks to the mass media in their culture.

5. Check out the Greenpeace vs Nestle case study (see slide 38). What did Nestle do wrong?
The biggest problem in this case was that Nestlé was using palm oil to make KitKat, which comes from the forest of Indonesia and it is being destroyed by the human action. Greenpeace, trying to make the people to realise the size of the problem, make a video in YouTube. In the video they show the relationship between this action and the decreasing of population of orangutans in the world. Because of that situation orangutans are in a real sustainable problem. This video had a viral distribution in the web and create a reaction against Nestlé from their customers.
6. Watch the videos in the “assumptions” section (slides 42-51) on the digital divide, long tail, cult of the amateur, technological determinism and net delusion. Summarize the main point of the video. Write up in a short paragraph what (as a communicator/marketer) you learn from them.
Digital divide: Equality between groups to use and known information using technical platforms like TV o Internet.
Long tail: Means the growth of the internet in the mass market and how the companies realise that internet is a basic tool to improve the sales of the company.
Cut of the amateur: Nowadays everybody is able to post in internet and the value of the information is very difficult to find because the value of the professional writers is not present. Is the same what an important journalist say than what an anonymous person write in Wikipedia. This situation create uncertainty.
Technological determinism: the technology and internet has an effect in our lifes and determine many aspects of our lifes but we still have some choices and we can work out those problems.

Webinar 2
1. Familiarise yourself with the platforms mentioned on slide 10. Use the example of your home university to explore their use. What are the platforms for? What insight do you gain about your university? Search and clarify the concepts and terms you do not know.
Universidad Autónoma de Madrid is not present in the webpage of Alexa showing the level of institution due to the global ranking. It is a very useful tool to check how the interest of the people in your institution/company is.
2. What are the most active age groups on the most popular social media platforms – Facebook, Twitter, Instagram, Pinterest, Tumblr
The group of ages who have a higher use of this kind of communication channel goes from 18-29 years old with around 87% of users. But this group is followed for the people between 12-18 years old who are frequent users off this digital media.
3. Check out the features of the monitoring platforms mentioned on slide 33.
The Hootsuite social media management system for an involvement, listening, collaboration, analytics, security and app in 2008. It is able to support the interaction between other network media like LinkedIn and Google+.

Buffer app: It is made to control your social networking. Is very easy add content posting in different accounts.

SocialOomph: It is a Canadian enterprise that can be used like an important tool for the social media users.


Air France analysis by Charles Lhoir

  • Air France is in the air

In this project I am going to explain the structure and the communication strategy of the airlines company, Air France.

Air France, founded in 1933, is the main French airline. Its main activities are passenger transport, cargo and maintenance and servicing of aircraft. It serves major French airports and many overseas airports. Its main mapping platform is located at Paris-Charles de Gaulle airport with which it has many operating agreements.

The company is part of the group privatized Air France-KLM and is a founding member of the SkyTeam alliance.

I love this company because it is a company with a lots of services such as beverage service include in the price of the ticket. The planes are comfortable, spacious, and clean. It is the most popular airline company in France.

In its cost-cutting strategy, Air France has greatly increased the productivity of its aircraft, increasing the number of daily / monthly rotations. This allowed the Company to offload almost 30 short and medium haul aircraft.

Here you are the evolution of the Air France’s logo.



The communication for this kind of company is very important.

The Communications Service serves the company’s strategy. Through its communication plan, it aims to put together, promote and convey the company’s messages to its employees, customers, shareholders, the media and the general public.

What are the new commercial offers?  Which message should be showcased in the next publicity campaign? What is the company’s strategy? How can round-the-clock information about Air France be given? All questions for which “Communications” should have the answer.


Air France communications professionals form a vast network working within the Communications Division or within operational divisions (Commercial, Maintenance, Cargo, etc.)

There are many areas of activity :

  • Press Relations
  • Advertising
  • Brand management
  • Creation of audio-visual content (reports, photos)
  • Writing of articles, speeches, etc.
  • Public Relations
  • Partnership development and event organisation
  • Social media

Air France use to communicate on internet some channels like :


This channels are available on the official website of Air France. We can find Air France on Facebook, Twitter, Google +, LinkedIn, Youtube, Instagram and Pinterest.

The professions practised form an extensive and hugely diverse fabric, from communication reaching out to a wide public (internal communication, customer communication) to a more specialised communication (financial communication, technical communication, etc). Some of the professions involved are: Community Manager, Press Attaché, Copywriter, Webmaster, Computer Graphics Specialist, Photographer, Advertising Manager, etc.

The airline company Air France-KLM mainly targeting businessmen, often enrolled in loyalty programs (personally or through their company). Air France-KLM thus has targeted heart of affluent clients with high retention rates. However, the market leader for years, Air France-KLM is now suffering from increased competition with the emergence of low cost carriers and new airlines (including Asian and Arabic Emirates). It therefore attempts to expand this preset target, addressing a younger target, trying to revitalize its image and offering lower prices and more adequate services.

Air France-KLM is a specialist business trip. It communicates years on values such as comfort, experience journey, a relationship – close and careful customer and quality service. It can therefore qualify as high-end company.

The company staff is trained to respect and perpetuate these values and the Air France-KLM principles. No bend the rules is permitted, whether in uniform – especially created for the company by fashion designer Christian Lacroix, the formulas for receptions or music punctuating the takeoffs and landings of airplanes of the company (the piano Concerto No. 23 of Mozart)

The Uniform




  • Justification of my chosen subject

I have chosen this subject because Air France is an airline company I like.

Furthermore, Air France attract customers through innovative offerings, offer an attentive and personalized relationship and loyalty with quality service, are major objectives of marketing teams and corporate business.

They work daily to develop and implement appropriate responses to customer needs, developing products and services to operations aftermarket.

Being able to differentiate and enhance our services is a major challenge.

Air France is known and recognized worldwide for its ever growing network, its excellent service to the customer, and investment in digital innovation and high growth potential activities.

To best meet the needs of all its customers, Air France offers a complete range of services adapted to each to facilitate the travel of all passengers, whatever their situation. It implements customized services and offers of assistance.

The Company invests heavily in the development of innovative products and services. The facilities offered by the internet and mobile telephony continue to multiply: e-services, boarding passes on mobile phones, biometric border crossing. The remote services and promoting mobility continue to grow.


  • Description of the competitor of my subject


Today, Air France is facing a new competitive landscape.

Thus, the classical competition from airlines, was added in the medium-haul market, low-cost companies and long-haul sector, the companies Gulf and emerging Asian countries.

In addition, on short domestic routes, Air France is also exposed to rail competition since the opening of the TGV in France. The establishment and development projects of a rail network trans-European high speed will naturally expand the scope of rail competition in all European short routes of Air France.

Faced with this multifaceted competition, constantly innovating Air France, KLM offering an extensive network built around two powerful hubs, products in line with customer expectations through excellence of services, in a strict control framework costs and environmental friendliness.

More generally, Air France has competitors such as:





-Air Asia

This competitors are using the same channels as Air France in general (Facebook, Twitter, Youtube, Pinterest, Instagram).


  • Justification of my choice of competitor include a perceptual map to support your justification)


The main competitor for Air France, in France is EasyJet.

Indeed, EasyJet is a British airline. On 1 July 2015, it is the second European company in number of passengers carried. In France, EasyJet is the second airline behind Air France.

I have chosen this competitor because there is a direct competition between Air France and EasyJet. Furthermore, in France, when you want to flight you only have the choice between this 2 companies.

Here you can see the perceptual map of the aviation market:



This is a global perceptual map of the aviation market but EasyJet is for Air France in France the direct competitor.


  • Comparison and analysis


For the comparison and analysis of the social media using between Air France and EasyJet I choose the Facebook and Twitter channel.

I choose Facebook and Twitter because according to me, nowadays, it is a showcase for company. With these channels, we can see what the brand do, how popular the brand is…


According to LikeAlyzer we can observe many information about the Facebook page of Air France such as:

  • Page performance – Likes: 5,478,073
  • Posts per day: 0,64
  • Post by Pages – Likes, comments and shares per posts: 2,083
  • Like Rank: 76

According to LikeAlyzer we can also see for EasyJet’s Facebook:

  • Page performance – Likes: 420,081
  • Posts per day: 0.68
  • Post by Pages – Likes, comments and shares per posts: 680
  • Like Rank: 81


By the way, both companies are active on Facebook.

Thanks to LikeAlyzer, we can see that Air France is more effective and followed on Facebook than EasyJet.

Indeed, Air France has 5 478 073 likes and shared about 2,083 contents on its page and EasyJet only 420 081 likes and 680 contents shared.

About the rank, Air France has a better rank than EasyJet with 76.

Paradoxically, the post per day are more recurrent with 0,68 for EasyJet and 0,64 for Air France.

Both pages are updating status on Facebook, photos, offers and contents but Air France manages to surpass EasyJet on Facebook.


Both pages were created in may 2009.

On the Twitter page of Air France we can see this information:



According to TweetReach, the activity of Air France on Twitter is:



On the Twitter page of EasyJet we can see this information:



According to TweetReach, the activity of EasyJet on Twitter is:


Thanks to TweetReach, We can see that the numbers of accounts reached is much more on the Twitter of Air France (171,476) than the Twitter of EasyJet (46,156).

Paradoxically, the Twitter of EasyJet has much more tweets (176k) than Air France (83K).

So, we can say that burger King have more interactions and influence with his posts than Mc Donald’s

ECommerce plays a vital part in the EasyJet and Air France business plan, and is critical to its ongoing success. As a low-cost operation, controlling the cost of doing business is crucial to the airline’s ability to offer low fares. Because the Internet provides the most cost-effective distribution channel, Air France has aggressively pursued its strategy of encouraging passengers to book their seats online, ensuring that 98% of its seats are now sold online.


  • Recommendations


According to my analysis I would say that Air France use methodically and usefully social networks, whether Facebook or Twitter. But also

My first recommendation is for the Facebook page of Air France and would be that it’s a good added value to like other pages on Facebook to share contents with them because Air France on Facebook only likes 6 pages. I would also put more videos and interact with customers. Like for example asking questions to the customers, make a survey to satisfy their needs…

Indeed, communication for Air France is very important. The community manager aims to unite users through Internet platforms around the brand Air France, animate and uphold the ethical rules of the community. It provides information to members of the community and can produce content by users in order to develop the presence of Air France on social networks and the Internet in general.

Furthermore, I would say for Air France on the social media it is very important:

-To animate the actions of the social media field Communication Officers so that they can properly relay and adapt the company’s communication priorities
-Declining social media pages of Air France’s main messages put forward by the Company and to provide relevant information
-To answer questions “corporate” fans and followers
-To react on social media in crisis
-To press to decline each operation on social media
-To develop actions adapted to these new audiences
-To promote proactively Air France to the influencers, bloggers

-Follow journalists and key influencers on various social networks; analyze their relational networks; detect speeches of news of interest and the interests of Air France
-To organize events for internet users

1700 words




Webinar Log by Charles Lhoir

Webinar 1


  1. Check slides 10-13 on the history of the internet and evolution of social media. What do you learn from them?

Today, the Web is a constantly expanding universe, made up of pages and Web applications that are full of videos, photos and interactive content. All this is possible thanks to the interaction between web technologies and browsers.

For me, the evolution of internet and of the social media are very fast. Since 1969 to nowadays, so much things have changed.

The Internet has revolutionized the world of computers and communications like nothing else before. The invention of the telegraph, telephone, radio and computer set the stage for this unprecedented integration of capabilities. The Internet is both a diffusivity in the world, an information distribution mechanism and a means of collaboration and interaction between individuals and their computers regardless of the geographic location. The internet is one of the most successful examples of the benefits of investment and sustained engagement in research and development of the IT infrastructure.

Social networks have moved slowly in our daily lives, upsetting the methods of communication and information sharing. These social platforms continue to evolve, offering ever more new features and tilting simple interaction platforms to critical business tools.

Some social networks seem now so embedded in our internet landscape it may seem impossible to see disappear.

To study the evolution of networks, we can try to follow the figures of numbers of users, but it is difficult to be certain of reliability. Another indicator that I find interesting is the number of searches done on the search engine n°1, showing the interest of users for either network.

Google just gives us a very interesting tool with Trends. This must be considered with caution, but I think some trends can be observed with these graphics.



2)Define the following terms: media, mass-media, digital media, social media and social networking? What are the differences and similarities between them?

Media and mass-media :

The media refers to any means of dissemination:

-Direct (such as language, writing, poster);

-Or by a technical device (such as radio, television, film, Internet)

enabling communication or unilaterally (message transmission) or multi-laterally by an exchange of information.

Within this set, the expression mass media characterizes a large subset: the media who have gained widespread dissemination to rapidly respond to a request for information of a wide audience, complemented in many cases by a distraction request. Most say media companies employ journalists and entertainment leaders. They collect initially information from information sources, ensuring their protection of sources of information, allowing them to gain a hearing, and value, in a second time, their audience by selling advertising space. Next to this dominant model, shopping channel and periodic only broadcasting ads and commercials are also considered media.

Digital media:

Digital media is the use of the web, social media and mobile terminals, such as broadcast channels, sharing and creating information.

Digital media is a new discipline of communication, which means all actions to disseminate messages through digital media, web, social media, mobile or otherwise. The Communication on digital media is different from traditional communication by its constant evolution in terms of uses and technologies.


The convergence of media, TV, books, radio and mobile phone. The consumption of digital information is growing out of the original media (eg radio is listened to a podcast, television shows are seen in VOD on the net, etc.)

Mobility: mobile communication (smartphone, tablet …) is an important aspect of digital communication. With over 95% of the world population with mobile phone in 2014], the digital communication is oriented increasingly towards mobility. The specific features of geolocation and personalization of information but also the ergonomics are important issues related to mobile communication.

Digital communication has been democratized, it can be used by companies, individuals, communities, public figures etc.


Social media:


Social media: these are the main digital communications tools, they are likely to reach a large audience. In most areas of activities, organizations have developed their presence on key social media (Facebook, Twitter, YouTube …)

The social media technologies take different forms such as blogs, professional social networks, enterprise social networks, forums, microblogs, sharing photos, magazine products / services, social bookmarking, game company, social networks, video sharing and virtual worlds.


Social Network:

Website that allows users to create a personal page to share and exchange information, photos or videos with their community of friends and knowledge network.

Social network, it is supposed to be smaller circle of people with interests in common.


A social network allows users to articulate and make visible their social networks whether for new connections or maintain existing links.


Some websites may evolve and cover several objectives. For example, although Facebook is initially used for its matchmaking features, many members also share content. In addition, Twitter, well than originally defined as a digital social network content, is increasingly seen as a digital social network contact, network functionality taking a growing place in the uses (interpersonal contact, conversations).

3) Social media landscape 2015 – how many platforms do you recognise vs how many platforms do you actively use (and by that I mean to upload content)?

According to Social Media Landscape 2015 I can say, I recognize about 27 of these platforms:

Instagram, YouTube, Myspace, Twitter, Facebook, Snapchat, WhatsApp, Tinder, Badoo, Viber, Soundcloud, Dailymotion, Spotify, Deezer, Viadeo, LinkedIn, Pinterest, WordPress, Wikipedia, Vimeo, Overblog, Messenger, Xing, BlackBery Messenger, Yammer, Kik.

But in truth, I’m using only 7 of them.

The most I use are YouTube, Dailymotion, Soundcloud because I’m a DJ in France and I’m using this platforms to communicate and to post my song, Facebook, Snapchat, WhatsApp, and Viber to keep in touch with my friends and my family.

4) Check the Edelman Trust Barometer 2015 results. Find the results for your country of origin, Belgium and the worldwide results. What do you observe? Who is trusted the most (businesses, NGOs, media and/or government)? What does this mean for communicators?

The Edelman is the world’s largest independent company of Public Relation, with offices in 60 cities and 4000 employees all over the world. Annually, the company makes a list, the “Edelman trust barometer”, that shows the countries with the greater willingness to trust new business innovations. The results are obtained by questionnaires.

Most trusted content creators are friends and family. NGO´s trusting was growing in year 2015 in comparison with 2014, business was falling, media was falling for informed public and for general it was growing, government trusting was falling.

Nearly 2/3 of countries are now distrusters among the General Online Population.

I am French, for France, the result is 52% in 2015, and that means a trust increase of +6%.

France take part of the neutral part of the barometer.

But for the General population France is located in distrusters with 38%.

I don’t find the result for Belgium.

But I find that is the companies and businesses who are trust the most, with the family.

That means for the communicators that the communication for the company are more and more important.

5) Check out the video summaries for the European Communication Monitor and the Asia-Pacific Communication Monitor. What are the biggest challenges communicators are facing?

European Communication Monitor :

There is 2200 comunicators from 41 countries.

There is a decline of mass media effect.

But there is 61 % strategic partnerships with mass media and this is a big rise.

By the way, advertising media sponsoring losing importance and for the future, there will be more coproduced contents and joint services.

In the European communication monitor, the communication includes “spreading the words”.

78% have established the messaging strategies to reach out the stakeholders

There is apositive effect of reputation, brands and organizational culture

The power of data for managing communication is a key challenge for professionals across Europe.

Furthermore, 55% try to demonstrate the economic impact of communication.

Almost of the organizations use money and channels for communicate with the public.

Excellent communication departments are better at using measurement insights.

Asia-Pacific Communication Monitor:

There is 1200 communication professionals from 23 countries in Asia-Pacific.

They are using earned media as 73%, owned media as 56% and pay media as 35%.

They are continue to develop the social media skills.

The most important issues are coping with the digital revolution as 53%, linking business strategy and communication as 41% and building and maintaining trust as 31%.

For us, there is a positive effect of reputation, brands and organizational culture.

In question of the job satisfaction, most of them are satisfied with 66% because of the interesting tasks. There is also an excellent communication departments and they focus on measurement and social media.

The biggest challenges communications are facing is the difference between European and Asia-Pacific. It is mean that they are the same type of communication but different view of the future about communication.

6) Check out the Greenpeace vs Nestle case study (see slide 38). What did Nestle do wrong?

Nestlé group used for some products such as Kit Kat, food and materials through deforestation for palm oil.
In a video has almost become viral on YouTube, Nestle almost clearly shows this.
Greenpeace is aware of this and accused Nestle of obtaining oil from Sinar Mas shovel, an Indonesian supplier who was acting unsustainably.


7) Watch the videos in the “assumptions” section (slides 42-51) on the digital divide, long tail, cult of the amateur, technological determinism and net delusion. Summarize the main point of the video. Write up in a short paragraph what (as a communicator/marketer) you learn from them.

These videos show us the different approaches of the internet concept.

Digital divide imply the access to technology and knowledge/skills of how to use it.

Generational or rather cultural digital divide is a strong split in society about the uses of the Internet. This fracture is due to the fact that the new generation was born with the Internet. They are called “digital native” (or “digital native” in English), while the older generation is called “digital immigrant”.
Generational digital divide can also be called digital divide or the other new digital divide as opposed to the geographical and social digital divide that concerned the Internet and not its uses.

Simply put digital divide is the inequality between groups to ACCESS, KNOWLEDGE and USE of information and communication technologies. The divide can refer to the technology inequality within a country, based on factors like age, education, race, income and gender. It is also commonly used to describe global disparities between developed and developing countries.

In the video “Technology’s long tail” in a TED talk, Chris Anderson is talking how the time is related with the technology.

Andrew Keen, the author of “the Cult of the Amateur” shares his point of view about the amateur online users that in his opinion are killing the culture and the entertainment.

In his book, Free! Enter the economy of the Free, Chris Anderson highlights the reports that have generations according to Internet. While the older generation is wary of anything that is free, the new generation used without asking any question. Among other examples, Chris Anderson uses surveys age groups of readers and contributors to Wikipedia.


The digital divide is also the disparity of access to information technologies, including the Internet. It sometimes covers the gap between the “info-info-transmitters and receivers.” 1 This disparity is strongly marked on the one hand between rich and poor countries on the other hand, between the dense urban areas and rural areas. It is also within the medium-density areas.


  1. Familiarise yourself with the platforms mentioned on slide 10. Use the example of your home university to explore their use. What are the platforms for? What insight do you gain about your university? Search and clarify the concepts and terms you do not know.

I didn’t find nothing inside these web-site:

LikeALyzer / Marketing Grader / TweetReach /Tailwind / Klout / Topsy

This platform is used to tell if a website is often visited by whom, why?

The global rank for the website of my university in France called IUT DE NICE is 35 852 and the rank in France is 2000.

Also the percent of visitors for France is 43,3%.

The Bounce rate is 50,40%, daily Pageviews per visitors is 3,20 and the daily time on site is 3:34.

LikeAlyzer : This platform is used to know how many times a Facebook page are visited, by whom.

Marketing Grader : This is a platform where you enter your website address and the platform will work up a full report on how you’re doing with your marketing online.

TweetReach : this is a platform to know the importance of your Twitter account and its scope.

On TweetReach:

  • 25 174 likes on Facebook
  • 61 is the Like Rank


Tailwind : it is a platform to know how to deal with Pinterest and Instagram to succeed in your communication.


 2) What are the most active age groups on the most popular social media platforms – Facebook, Twitter, Instagram, Pinterest, Tumblr…

Regarding the most active age groups in social media platforms are:

  • 81 % of 13-18 age
  • 89% of 18-29 age
  • 78 % of 30-49 age
  • 60% of 50-64 age
  • 43 of more than 65 age


3)Check out the features of the monitoring platforms mentioned on slide 33.


Hootsuit : involvement, listening, collaboration, analytics, security, app

HootSuite is a social media management tool created by Ryan Holmes in 2008. It takes the form of a dashboard and integrates the flow of social networks like Facebook, Twitter, LinkedIn, Google+, Foursquare, Mixi, MySpace, Ping and WordPress.

In January 2012, HootSuite had three million users and seven hundred million messages sent from its platform.

HootSuite is mainly used by companies for the online management of their brands, as well as to send messages on the microblogging service Twitter. It offers a dashboard that allows users to be aware in real time of the activity of their accounts on social networks. It allows among others to reduce the links in messages submitted through him through service “” and schedule posting messages when desired.


Buffer is a software application designed to manage social networks, by providing the means for a user to schedule posts to Twitter, Facebook and Linkedin.

Buffer allows users to schedule posts sent through the application to the user’s social media accounts. This feature can schedule and send posts to Twitter, Facebook, LinkedIn, and Google+. There are various default timeslots in the application, which are based on the times during the day when social media users are most active online. However, Buffer does allow its users to mend or remove the default timeslots if they wish to do so The free version of the application allows a maximum limit of 10 posts to be scheduled at any given time, and only allows the management of one social media account per social media website. Buffer also contains features that give post suggestions to users, and gives information on the number of clicks, retweets, likes, favorites, mentions and potential views each post has, which is based on the number of feeds that single feed would show up on.



With Mention, you can :

-talk to all your references wisely. Twitter, repost, share a laudatory article on Twitter and Facebook. For each statement, choose the most appropriate action.

-Generate PDF reports with details of your entries by sources, languages, over periods of time data. Compare your alerts them and export CSV data for rework.

-Create your team, share your alerts and assign tasks to your employees: Ask your community manager to reply to a tweet, tell your marketing director to comment a blog post. Follow the actions of each.


Social Oomph : is a service that provides free and paid productivity enhancement services for social media users.

It I a platform to boost your social media productivity -Twitter, Facebook (profiles, pages, and groups), LinkedIn (profiles, groups, and company pages), RSS feeds, blogs, Plurk, and

With easily schedule updates, you can find quality people to follow, and monitor social media activity.

If you are only interested in automating your Twitter marketing, the Twitter Unlimited functionality may suit you.  With this option, you don’t get access to any other social networks, so it is most suitable for people who want to focus all their energy on Twitter.

The functionality available for Twitter Unlimited can be broken down as follows:

  • Posting –  You can post content, schedule content,  upload content to be posted, send tweets via email,  enable short URLs and purge any DMs in your account.
  • Following – You can automatically follow people people and automatically send a DM (not advisable).
  • Monitoring –  You can monitor tweets related to channels that SocialOomph automatically sets up, e.g. tweets from celebrities, musicians etc. (This isn’t very useful, though with the professional edition you can set up your own monitoring).  You can get an email with a summary of any tweets related to specific keywords,  monitor your retweets or mentions and view statistics on your account related to any short URLs you have shared, or items such as follower count.

Sprout Social :

Sprout Social is a social media management and engagement platform for businesses. Sprout enables social communication for business through three main functions: publishing, engagement and analytics. Sprout provides solutions for social media marketing, social media management, social customer service and social media analytics. Sprout’s platform offers users the ability to integrate with Twitter, Facebook, LinkedIn, Instagram, Google+, Zendesk and UserVoice.

Sprout Social’s web-based application provides users the ability to manage their social profiles from a single interface.

Social Media Audit – Cristina-Gabriela Dascalu

Edutopia versus Ted-Ed


Edutopia is produced by The George Lucas Educational Foundation, a private operating foundation dedicated to improving the K-12 learning process. The foundation, established in 1991, is one of the world’s leading sources for change-makers in education. Filmmaker George Lucas wanted this way to encourage education reform, with a focus on technological adaptation and they want to present the best examples of what works in schools and to focus its storytelling on the medium of the owner passion: film. (

The site functions as a source of best practices, media, and other resources designed to help stimulate the conversation about education reform among educators, parents, students, and policy makers. (

Edutopia has website, Facebook, Twitter, YouTube, Google+, Pinterest and blog, LinkedIn—the-george-lucas-educational-foundation.

The visible Social Media links on the display of the main page at the top of the website are Facebook, Twitter, Google+ and Pinterest with each specific option for following them. Also at “About us” they have links to the ones mentioned before and also to the YouTube channel.

Edutopia is one of the most well-known organization that tries to be educational innovative so it is aware of the importance of the technology in children, scholars and students life that is why they adapt the way they communicate their resources to them. Edutopia offers through technology the necessary and effective tools for both teaching (for professors, parents) and learning (teachers and students). Usually they promote their articles through a professional image and a more serious tone of voice. Moreover, the article-format is often used and they are written by professionals and they are approaching more pedagogical information or niche areas. I was interest how they manage to communicate efficient through social media channels and also to attract their target audiences, teachers and how they address to students being so visual friendly but still serious.

Their purpose is to function primarily as a support network for education professionals. Various educators can exchange their ideas on methods that work (and methods that don’t). They use the various channels excepting Tumble for developing their network. is mostly meant as a resource for teachers, administrators, librarians, parents and other parties who have an interest in educating youth educators and who are working to create better schools for the twenty-first century. (

TED-Ed’s commitment to creating lessons worth sharing is an extension of TED’s mission of spreading great ideas. The educational videos represent collaborations between talented educators and animators nominated through the TED-Ed platform. TED-Ed is launching a suite of tools that allow teachers to design their own web-assisted curricula, complete with videos, comprehension-testing questions, and conversational tools. Teachers can customize the lessons they create also on a student-by-student basis, using the TED-Ed platform both to track individual student progress and to tailor questions to student interests and skill levels. The site offers real-time feedback to students, letting them know when they get answers right and providing hints when they get answers wrong.

Ted-Ed is using Website, Tumble, Twitter, Facebook, Pinterest blog, YouTube, LinkedIn

The visible Social Media pages on the display of the main page of the website are Tumbler, Twitter, Facebook and Pinterest with a link of the pages mentioned before inserted in an icon of them. The social media presences appeared at the bottom of the main page.

Ted-Ed because of his purpose and mission is using videos to get to their target: primary the teachers and secondly the students. This platform also allows users to take any useful educational video, not just TED’s, and easily create a customized lesson around the video. To ensure high-quality lessons, an editorial board chooses which teachers can work with TED-Ed to write a script and translate lessons into a video as teachers collaborate with an animator to bring their lessons to life. Videos are tagged to traditional subjects to make them easy to search. In addition, Ted-Ed Club is an extension of Ted-Ed created for the students. ED-Ed Clubs, part of a global program that through public speaking helps students present solutions to real-world problems. Students ages 8 through 18 joined the clubs and one adult educator guided each. (

I have chosen Ted-Ed because the Ted brand is very powerful which made Ted-Ed to grow really fast in popularity, especially because it manages to use animated videos to prevents topics from all areas, even the most serious. Even though they communicate more friendly and they use a more playful tone of voice because of their collaboration between teachers and animators, they are still seen as an important tool in teaching children and also for self-study. The majority of their posts are videos of course and I wanted to see how this impacts the engagement of their users and how they manage to maintain a dynamic strategy.

Two channels that Edutopia and also, Ted-Ed are using are Facebook and Twitter. On LikeAlyzer, Edutopia has an 82 like rank, while Ted-Ed has 76 like rank, more than average for the education area regarding Facebook pages. Both pages have a good use of the profile information, with relevant information: description, mission, link to websites page, but also engaged in following other pages. In addition, Edutopia has a better approach about the milestones of their activities, by writing the awards and achievements they had in the past; Ted-Ed does not mention any information about this. Page performance is not so high for both pages as even though Ted-Ed has 1,401,251 likes on their page and Edutopia has 802,915, neither of them have a good PTAT, for example Ted-Ed has a smaller PTAT number than Edutopia even though it has a bigger number of likes. As a result, both pages have a low engagement with people that follow their page, but Edutopia is close to the 7% threshold. In relation with the posts on page, it is visible that Edutopia is posting more  that Ted-Ed, having 3 times more posts, but their also have a lower number of likes, comments and shares, as most of them are links to the website articles. In this case, offering substantial materials for created a powerful network might be seen in their actual strategy. But compared with Ted-Ed, Edutopia is not as interactive as they don’t ask questions and their not using hashtags. On the other hand, Ted-Ed is using questions and hashtags, but it has a really bad strategy regarding the time they post as they post at not such relevant hours and they lose their engagement and they are not responding to their comments and then they do, it is very late.

On Twitter pages, Edutopia has: 42.8 K tweets, 727 K followers, 70.4 K followings, 72.8 K likes and 20 lists as it was created in April 2009, while Ted-Ed: 4.113 tweets, 313 K followers, 117 followings, 2.182 likes, 2 lists and it was created in March 2011. With 89,556 accounts reach compared with their followers, Edutopia is having a bad approach in using Tweeter, also Ted-Ed does the same with 131,562 but it is not so active, according to TweetReach. A people with higher number of followers are tweeting Ted-Ed. Even though they are part of the same area, the 2 pages are communicating differently, the words used by them shows that Edutopia is concentrating on classroom context: teachers, students, resources, development, while Ted-Ed is using more general terms as: innovation, educator, follow, ted. Edutopia seems more engaging and interactive with a higher number of replies, more tweets with media and a medium (58) use of links in tweets out of 100 tweets according to Meanwhile, Ted-Ed is using more mentions in their tweets, also, certain hashtags and a higher number of links compared with Edutopia. Ted-Ed Twitter is not as active as Edutopia, so the last one has more retweets and they are posting more tweets. Edutopia is communicating more friendly and they are choosing more soft articles than on Facebook. The page is more visual and playful that Ted-Ed’s one, which is using more informal language and tweets, but it is not so catchy for the eyes.

Edutopia is a valuable organization, but they should focus on Facebook page to be more interactive: reply in less than one day to all top comments and question comments on Facebook as most of them are positive and a high number of them are asking for resources which people are interested in. Also, they should keep responding to the negative one. This way, re-introducing some topics or using some recent articles by them can be useful. Moreover, because they are posting more than 6 per day, they are not interacting enough and their posts are not engaging. So, they should have at least one question asked per day, 2 posts per day: one in the morning and one in the evening should be easier, with tips and tricks and tools regarding soft skill like motivation, learning efficient or presentation that can be useful for students, parents and teachers in the same time. Edutopia expresses professionalism and seriousness in their communication, but they should diverse their posts. In the weekends, they should have more interactive posts: at least one quote that people can express their opinions and how they apply them in real life, one picture relevant about working conditions worldwide and how people should access resources and also they should post at least one research articles and new information during the 12-15 (GMT), the best time for them to post, so people can remain engaged. Infographics would also be useful, using one on Monday when people are setting their rhythm for the next week and it would be friendlier in the morning and maybe one on Friday, for the last day of working.




Cristina-Gabriela Dascalu



Social Media Audit – Diana Ologeanu

Galantom vs. JustGiving

Social Media Audit


Galantom is an online platform which helps people of good will to raise funds for NGO projects that bring change in the community.

The vision of Galantom is to bring a change in the society by facilitating people’s contribution to social changes.

The mission of this online platform is to increase the impact and visibility of the projects run by the organizations that have the purpose of changing the comunity. Moreover, the goal is to promote the people who voluntarily take part in fundraising and friendraising for the causes they believe in.

The users are generically called ‘Galantomi’. A ‘Galantom’ is a generous person, willing to help other people without expecting any material benefits. The purpose of Galantom is the creation of a community that could bring together the NGOs and generous people.

How works? A nonprofit asks their most passionate supporters to fundraise on their behalf. Then, the fundraisers reach out their network of friends and family. Afterwards, the friends and family give to a nonprofit through a peer’s personalized fundraising page.

Apart from their website – (the platform where people make the donations), communicates its initiatives and projects through other online channels:

The purpose of using these channels is to promote the projects or the events they organize, as well as increasing the number of users on the platform.

Their target are the organizations or the people who aim to do a change in the society through certain social projects, and to make crowdfunding more accessible to a large amount of people, especially people from a young and middle age, people who work in various fields. Also, within their target segment, they have people who dedicate their free time to social causes and to volunteering activities.

The Social Media links are displayed on their main website, in the left part of the screen. The buttons are present not only on the home page, but whatever category of the page is accessed. This feature makes it very easy for the visitors to connect to the platform on different channels.

I chose this platform because I find very interesting the idea of crowdfunding. Even if the concept is not so new worldwide, in Romania, my home country,  it is starting to get more and more popular. I believe that what it is interesting about Galantom is to see how this kind of platforms communicate in online, because I wanted to see how they chose to promote this concept or idea on a certain market, their interactivity degree and, of course, which strategy did they prefer in order to increase their awareness.


JustGiving is the world’s social platform for giving. JustGiving is a website that lets you set up personal fundraising pages to collect donations.

For example, JustGiving is often used for sponsored events like marathons or bicycle rides but you can also collect donations that are not sponsorship.

Their mission is to ensure that no great cause goes unfunded. As they say, the platform have helped people in 164 countries and they raised over $3.3 billion for good cause since the year they have been founded – 2001.

They guide their activity following certain principles, like:

  • Innovation – they believe of themselves as being the R&D team for every cause in the world. They want to create more intelligent and powerful ways of connecting causes with people who care, which are open to everyone and every cause, however small.
  • Profit and Good – the tech-for-good profile of their company is illustrated by the fact that they charge a fee, all of which is re-invested into building innovative new tools to make giving better for everyone.
  • Doing the decent thing – They guarantee to their users that their data will not be shared with anyone without their permission, or try to ‘upsell’ other services on the back of people’s generosity.

It is really simple to set up a JustGiving page. The user has only to register and create a basic page. Also, the users have multiple options to personalize their page with photos, videos and text.

The channels used by are the following:


The reason for which I chose JustGiving for the comparison with Galantom is because both of them are crowdfunding platforms. JustGiving isn’t maybe a direct competitor for Galantom (because JustGiving has worldwide awareness), but its results make it definitly worth looking at, especially when it comes about the way they communicate in order to achieve their goals. Moreover, JustGiving has a longer history, it has been launched since 2001, according to So, I thought it would be interesting to investigate which element do they have in common, considering the fact that their target audience partially overlaps.


Compared to, JustGiving has fewer social media links on their main website. The channels they use are Facebook, Twitter, LinkedIn and Instagram. For all of them, there are buttons in the lower part of the website. As, the users can access the buttons for different channels no matter what website section you access.


In order to analyze and, I choose two channels: Facebook and Twitter.

  1. For a better understanding of the social media direction and strategy of these two platforms on Facebook, I choose Likealyzer.

Both of then are ranked slightly below the average in the Community (Galantom – 54) and Cause (JustGiving – 65) sections. According to this analyze, both platforms are dealing really well with the informations they provide about their website. Both of them though, are lacking milestones (though Galantom has 2 already). Also, while Galantom has only 9 pages liked, JustGiving has more than 10, which means that they are linked to pages from the same area of interest, like Go Dad Run ( for example. Considering the number of likes, there are there are signifficant differences, but both platforms have a reasonable number of likes (Galantom – 3,616, JustGiving – 249,350). Also when regarding the pages performance, both pages have to improve the rate of people talking about them and the engagement rate. While comparing to the number of page likes they have, the engagement rate is quite low, 2,13% for Galantom and 1,31% for JustGiving. Moreover, while both of them seem to have a good post variety, Galantom doesn’t post so often as the other platform, with only four posts per week, compared to posting on a daily basis, as JustGiving does. There are some differencies regarding the the lenght of the posts too, because Galantom’s posts are too short (<100 characters) and JustGiving’s posts are too long (100-500 characters). Also, the timing seems to be slightly off for Glantom (that publishes posts between 15-18) and way off for JustGiving (they post bestween 18-21) compared to the period that engages the most users: 12-15. Furthermore, the rate of likes, comments and shares for every post is low compared to how many likes these pages have (only 12 for Galantom and 198 for JustGiving). The interactivity degree is low too, both facebook pages don’t ask questions to their fans. Galantom uses hashtags though, while JustGiving doesn’t.

The second channel in Social Media I chose is Twitter. The tool I used is

While Galantom joined Twitter in 2013, JustGiving has been on Twitter since 2007, and this could be one of the reasons that makes their number of tweets to be so different (Galantom – 520, Just Giving – 10,380). Moreover, it is a big difference in the number of followers and the pages they follw too. While Galantom is following 5 pages and is followed by 16, JustGiving is following 2719 pages and is followed by 104481 people. Furthermore, while Galantom has used only one hashtag, JustGiving has used plenty.

When it comes about tweets analysis, the rate of replies is low for both platforms, Galantom has 0/100 and JustGiving has 6/100 and the situations repeats itself while measuring the rate of retweets (0/100, 8/100).

Significant differences appear when talking about the tweets with mentions (2/100 – Galantom, 52/100 – JustGiving), tweets with hashtags (2/100 – Galantom, 64/100 – JustGiving) and tweets with media (0/100 – Galantom, 56/100 – JustGiving). Another difference is that, according to the emoticons used, Galantom seem to have a more positive attitude than JustGiving, who has a neutral one.


The content of the tweets published by Galantom are related to charity and crowdfunding and their main purpose is to promote their own events. JustGiving has similar topics, but also posts related to current events that are interesting for their target (e.g. David Bowie’s death).


Recommendations for Galantom:

  • Galantom should choose another timing for their posts on Facebook. A 12-15 interval would be an interesting thing to try, as well as posting daily, in order to increase the page engagement.
  • For increasing people’s engagement, Galantom should make users more aware of their activity, not only by publishing articles about their events and other international crowdfunding platforms similar initiatives, but also by posting infographics. Therefore, the information would be very clear and delivered in a simple, appealling way. Moreover, posting small movies would incease the interactivity of the page, too.
  • Another suggestion is to invest in sponsored posts on Facebook, especially the ones reffering to their own projects.
  • Also, another way to engage more people on the Facebook page would be asking them questions about things from their interest area, like what they thing about a new project idea that Galantom has, for example.
  • Also, posting more often on Twitter would make Galantom have more followers. For example, their last tweet is from 22rd of December 2015, and, in order to improve their awareness, they should post daily.




Webinar log – Cristina Dascalu

  1. What do you study? Why did you choose this course?

I study Communication and Public Relations at NSPSA and I have chosen this course because I want to known how to adapt the communication of a brand on Social Media and how to reach better your targets.

  1. The evolution of the Internet.

Web 1.0 – A read-only web; there is no active communication or information flow and it exists a little user interaction or content contribution; more contact page where there is a total control of the information, because people use the contact details.

Web 2.0 – A read-write-publish web; this mean that it exists an actively interaction and contribution as a response to the demand of being involved in the information available, so it is characterized by participation. Open and real time communication, sharing, evaluation is part of web 2.0 which is a customer driven web comparted with 1.0.

Web 3.0 – A semantic executing web; it is about connecting/linking the technologies to result in a more structured in data , because of the overwhelming information present till now.

  1. Why do you think EU has tougher regulations on Internet cookies?

Cookies use personal information, so it was important to introduce regulations based on their development in order to protect the online privacy of the people. This way, websites cookies need to receive the accept from the users of the page to store any information from any devices.

  1. Define: media, mass-media, digital media, social media, social networks.

Media – comes from the singular form of medium and it includes all the channels of communication;

Mass-media – all the mass channels through which an uniformed information is passing to the receptors;

Digital media – electronic media that works on digital codes after certain digital protocols

Social media – it a peer-to-peer communication; axes on preferances; the rules are not so important excepting fluidity and informality;

Social network – a category of Social Media which include a smaller circle involving interests in common; it is more a platform that brings people together.


  1. Social Media landscape and write:

How many of the platforms do you recognize?

Tumblr, Wikia, My Space, Instagram, Pinterest, Vimeo, Picassa, YouTube, Slideshare, SoundCloud, Spotify, Deezer, Reddit, Skype, Linkedin, Tinder, LiveJournal, WordPress, Blogger, Messenger, Hangouts, Viber, Whatsapp, Facebook, Tweeter.

How many of the platforms do you constantly and actively use?

Instagram, Vimeo, YouTube, Skype, Messenger, LinkedIn, Whatsapp, Facebook.

  1. Check out the results of Elderman’s trust barometer for your country of origin and Belgium.

We could not find Romania and Belgium on Elderman Trust Barometer. The Romanian website associated to the results for the Barometer is in construction.

  1. Write reflections regarding the videos.

The cult of amateur

With all the information published nowdays it is difficult to identify the content that is independent and from the adversating content which is paid. For example, the idea between Wikipedia is allowing everybody to contribute to the content, but it is impossible to say if the information provided is transparent. Moreover, in YouTube’s case, we have a lot of proffesionally made videos from the companies, also, the ones from the breaks before the videos.

In those times, because of the free media it can be found unreliable media  and a low quality one.

What is the technological determinism?

The information by the technology works as an increasement of our brain, as we are having and we are learning much more about each other.

The Digital Divide

It is a term that describes the discrepancies between the use of the Internet between the different age groups, race, education or income. This is due to the access to the media, but a lack of resources to manage this.

Technology’s long tail

The innovations and the improvements regarding the technology makes it cheaper. Outsourcing phenomenon is  becoming larger and the business environment has to adapt to stages of their products, but also, to other changes.


112 (1) 112 (2) 113

Marketing Grader


9. What are the most active age groups on the most popular social media platforms Facebook, Twitter, Instagram, Pinterest etc.



Facebook data shows that the 18–24 age range is still the biggest demographic using the site.

87% of adults 18–29 use Facebook.

73% of adults 30–49 use Facebook.

63% of adults 50–64 use Facebook.

56% of adults 65+ use Facebook.



Considering the high-volume, fast-paced nature of Twitter, a younger demographic might be expected, but is not like this.

37% of adults 18–29 use Twitter.

25% of adults 30–49 use Twitter.

12% of adults 50–64 use Twitter.

10% of adults 65+ use Twitter.



Instagram has overtaken Facebook and Twitter as the network with the largest population of younger users.

53% of 18–29 year olds use Instagram.

25% of 30–49 year olds use Instagram.

11% of 50–64 year olds use Instagram.

6% of people 65+ use Instagram.



One of the few social network where the majority of users don’t fall between the 18–29 year old category

31% of adults 30–49 use LinkedIn.

30% of adults 50–64 use LinkedIn.

23% of adults 18–29 use LinkedIn.

21% of adults over 65 use LinkedIn



Pinterest users are more likely to attend or have attended college.

34% of adults 18–29 years old use Pinterest.

28% of adults 30–49 years old use Pinterest.

27% of adults 50–64 years old use Pinterest.

17% of adults 65 and over use Pinterest

Cristina-Gabriela Dascalu



Webinar log – Diana Ologeanu

  1. Write your observations about the evolution of the Internet.

In 1990/1991 was the birth of the commercial internet. The Web 1.0 is a ‘read-only’ internet, which means that there is no active communication. The Web 2.0 is a ‘read and write’ Internet, based on actively interaction and contribution. Moreover, the users don’t need to have knowledge about programming. Web 3.0 is a ‘read-write-execute’ Internet. Its base is the semantic markup (communication gap between human web users and computerized applications) and a web service that is more intelligent, that meets our wishes.

  1. Why do you think the EU has tougher regulation on internet cookies?

I think that the EU gives to individuals the right to refuse the use of cookies because they reduce their online privacy by creating profiles according to the behaviour of the people.

  1. Define: media, mass-media, digital media, social media, social networking.

Media is the totality of channels of communication.

Mass-media means that the information goes from the emitter to the receptor through a mass channel.

Digital media is electronic media that works on digital codes (it is a media through digital means).

Social media has started as a peer to peer environment, it put emphasis on one to one communication. Also, the interaction has to be more informal.

A social network is a circle of people with the same interests.

  1. Look at the Social Media landscape and write:

How many of the platforms do you recognize?

I recognize 20 platforms: Facebook, WhatsApp, Tumblr, Pinterest, MySpace, Wikipedia, WordPress, Instagram, Vimeo, YouTube, LinkedIn, Tinder, Viber, Messenger, Hangouts, Snapchat, SlideShare, Deezer, Skype, Spotify.

How many of the platforms do you constantly and actively use?

I constantly and actively use 6 of them.

  1. Check out the results of Edelman barometer for your country of origin and Belgium.

I tried to find Romania and Belgium on Elderman Trust Barometer, but I couldn’t because the Romanian website is in construction.

  1. Write reflections regarding the videos.

The cult of the amateur

The Internet is sometimes providing unreliable information and is difficult to differentiate the advertising from the independent content. For example, on YouTube, the high quality videos are provided by companies and it exists a long term commercial break. Another example is Wikipedia, where nobody is encharged and the information provided is untransparent. The conclusion is that a free media is a poor and unreliable media.

What is the technological determinism

The technological determinism is the technology that makes us learn more about each other, providing information that augments our brain.

The Digital Divide

There are global disparities regarding the digitalization. The levels of digitalization are different not only regarding different geographical areas, but also regarding the social classes.

Technology’s long tail

The fact that the technology is constantly improving makes it very cheap. This causes a change in the business environment and expands the phenomenon of outsourcing.


  1. What are the most active age groups on the most popular social media platforms – Facebook, Twitter, Instagram, Pinterest, Tumblr.

Facebook data shows that the 18–24 age range is still the biggest demographic using the site.

  • 87% of adults 18–29 use Facebook.
  • 73% of adults 30–49 use Facebook.
  • 63% of adults 50–64 use Facebook.
  • 56% of adults 65+ use Facebook.


Here are the Twitter age demographics, according to Pew:

  • 37% of adults 18–29 use Twitter.
  • 25% of adults 30–49 use Twitter.
  • 12% of adults 50–64 use Twitter.
  • 10% of adults 65+ use Twitter.


Instagram has overtaken Facebook and Twitter as the network with the largest population of younger users. Here’s the breakdown of the percentage of online adults who use Instagram by age:

  • 53% of 18–29 year olds use Instagram.
  • 25% of 30–49 year olds use Instagram.
  • 11% of 50–64 year olds use Instagram.
  • 6% of people 65+ use Instagram.


LinkedIn Age Demographics 

This is the first social network where the majority of users don’t fall between the 18–29 year old category.

  • 31% of adults 30–49 use LinkedIn.
  • 30% of adults 50–64 use LinkedIn.
  • 23% of adults 18–29 use LinkedIn.
  • 21% of adults over 65 use LinkedIn.



The network also skews toward a younger demographic:

  • 34% of adults 18–29 years old use Pinterest.
  • 28% of adults 30–49 years old use Pinterest.
  • 27% of adults 50–64 years old use Pinterest.
  • 17% of adults 65 and over use Pinterest.

  1. Familiarise yourself with the platforms mentioned on slide 10. Use the example of your home university to explore their use.








Questionf of Webinar – Xabier Belza



Webinar 1:

First of all, until this course I did not think about social media marketing in my life too much. The Internet is the global system of interconnected computer networks that use the Internet protocol suite (TCP/IP) to link billions of devices worldwide. Although the Internet protocol suite has been widely used by academia and the military industrial complex since the early 1980s, but also postal service, telephones and radio before. Nowadays is still developing in it great.

First internet, before 1999 was web 1.0 in which you could only read, after web 2.0 was web in which you could not only read, but also write and participate in it and web 3.0 is web in which you can read, write, participate and also execute.


Is all around us. It is television, newspapers, magazines, movies, brands, telephone, apps, internet etc. Media is things that say some information about world.


The whole of the means of dissemination of information and culture, such as print, radio, television, cinema, which more or less rapidly communicate news and opinions to a large audience and genetically identified.

Digital media

The digital media are all instruments of information through a digital readout.
The largest digital media is the Internet, with its numerous blogs and news sites has almost passed printing on paper.

Social media

Social media is a term for online technologies and practices that people adopt to share text, images, video and audio.
In them there is a fusion of sociology and technology, transforming monologue (one to many) into dialog (many to many).

They have become very popular because they allow people to use the web to establish relations of personal or business.

Social networking

Social network is an Internet service, typically accessible via the Web or via mobile applications, which facilitates the management of social relations and that enables communication and sharing resources for text and multimedia. The services of this type, allowing users to create a profile, to organize a list of contacts, publish its own stream of updates and access to the others.

The platforms that I know or I recognise are fo example Whatsapp, Facebook, Instagram, Twiteer and Snapchat. For me are very useful Whatsapp, Facebook and Twiteer where you can find news worldwide and keep in contact with your friends. The others are more useful to share photos and know about what they are doing other people.

Edelman delivers the best in communications strategy to our clients so they can reach their business and communication goals. This is a new era of public engagement pulling information from a variety of sources, experts and networks. Consumers demand a dialogue, and expect an empowered role with the brands they interact with, and the communities they touch.

Almost half of all information public globally now trust social media sites as source of generally news of information. And while owned media is now almost as trusted as social media. Peoples trust in business has decline since last year.

European Communication Monitor

Communicators recognize important trends, but still is challenge to complet them in their daily work. Every third communicator confirms that traditional firms of collaboration like advertising and media are losing importance finally.

Nowadays many organizations are just spreading the words, but are not listening. Just only 50% use listening strategies to monitoring public opinion or integrating stakeholder’s feedback. Only 55% try to demonstrate the economic impact.

Asia-Pacific Communication Monitor

Social media are now almost level-pegging with traditional media in terms of perceived importance in Asia Pacific, with 75.0% of communication professionals rating social media as relevant, compared with 76.5% believing in the significance of press relations with traditional media. Online communication via websites, intranets, and e-mail is also seen as slightly more important (73.6%) than media relations with online newspapers or magazines (73.2%).

According to the Asia-Pacific Communication Monitor, when communication professionals look three years into the future to 2018, only 46.9% see traditional media relations with print media and 53.7% see media relations with radio and TV as important. In comparison, 92.2% rate social media such as blogs, Twitter, Weibo, and so on, as important for strategic communication and 85.6% favour websites, intranets and e-mail. Mobile communication using apps and mobile websites will be leading the field in the near future: 93.7% of all respondents perceive them as important in 2018.

The Asia-Pacific Communication Monitor uses a similar methodology as the European Communication Monitor and the Latin-American Communication Monitor, making it part of the largest study in the field of strategic communication worldwide.

Greenpeace vs Nestle

Nestlé, maker of Kit Kat, uses palm oil from companies that are trashing Indonesian rain forests, threatening the livelihoods of local people and pushing orangutans towards extinction. Nestlé asked YouTube to remove the clip citing copyright concerns.

Nestlé recently undertook a detailed review of its supply chain to establish the source of its palm oil supplies and we they have made a commitment to use only ‘Certified Sustainable Palm Oil’ by 2015, when sufficient quantities should be available.”

Digital divide

Digital divide is inequality between groups to access, knowledge and use of information and communication technologies. The three ones are necessary for the level technology field. This technology can include telephone, television, personal computers and internet.

Long tail

Long tail it is about how nowadays economy and culture is moving from mass markets to lot of online shops. Because of the Internet development consumers find and buy those products, so in the future people will not go to the shops, because they will buy everything online. But this could incite also other problems like a high unemployment rate.

Cult of the amateur 

Andrew Keen is saying here that in the 21st century amateurs are replacing professionals in their field. The information that is found on internet is unreliable. Also mentions that social media shows information which could reach more readers and sometimes is not correct. The idea of the blogs are corrupting and confusing popular opinion about everything from politics, commerce, arts and culture is also mentioned.

Technological determinism

In those videos they are saying that computers can bankrupt our lives, but we still have ability to make choices. Internet is meant to be to save our precious time when we don’t have it, not to use it unnecessarily. Also people want to build and create thing which could help them developing themselves, like this to get the goals that they want to achieve.

Net delusion

But The Net Delusion is of course an assault on political rhetoric, it argues behind many of the fine words recently spoken in praise of technology lies a combination of utopianism and ignorance that grossly misrepresents the internet’s political role and potentials.

Unless we do not take care of it, he suggests the democratizing power of new media will bring not democracy and freedom.



Webinar 2:

The platforms that are in the slides are very known and useful, lots of them are used by lot of people in different ways and also for different objectives.

Relating with my university, we can that some of them are used by it also but not at all. Universities use the platforms that are more ‘serious’ in order to explain or tell information about, also they can make events and in this way reach to more people.

About my university, I find some information in Alexa’s website.

We can say that in the most popular social media platforms like Facebook, Twitter, Instagram, Tumblr… the most active groups are between 15 and 25 years old. It is true that also nowadays more people younger than 15 years old is starting on those social media platforms. Otherwise, old people also is related with those platforms because sometimes are really necessary and the advantage that they give us is important. Finally, we can that almost people of different ages use those platforms because of their popularity and quality.

Hootsuite is a social media management system for brand management created by Ryan Holmes in 2008. The system’s user interface takes the form of a dashboard, and supports social network integrations for TwitterFacebookLinkedInGoogle+,FoursquareMySpaceWordPress, TrendSpottr and Mixi. Additional integrations are available via Hootsuite’s App Directory, including InstagramMailChimpRedditStorifyTumblr,Vimeo and  YouTube.

Based in Vancouver, Hootsuite has over 500 staff located in Vancouver, San Francisco, New York, Hong Kong, London, Sydney, Singapore, and other countries. The company operates on a freemium model and has over 10 million users in more than 175 countries.


Xbox vs. PlayStation – Daria Igras

1. Description – Xbox

The Xbox is a home video game console and the first installment in the Xbox series of consoles manufactured by Microsoft. It was released on November 15, 2001, in North America, followed by Australia and Europe in 2002. It was Microsoft’s first foray into the gaming console market.

In November 2002, Microsoft launched Xbox Live, a fee-based online gaming service that enabled subscribers to download new content and connect with other players through a broadband connection.

Xbox’s successor, the Xbox 360, was launched in November 2005. The Xbox was soon discontinued beginning with Microsoft’s worst-performing market, Japan, in 2005. Other countries would follow suit in 2006.

On November 15, 2001, Xbox launched in North America and quickly sold out. Its launch in that region was successful, selling 1.53 million units three months after launch.

The Xbox has sold 24 million units worldwide as of May 10, 2006, according to Microsoft. This is divided out to 16 million units sold in North America, six million units in Europe, and just two million units sold in Asia, Australia, and New Zealand.

The Xbox was almost always behind the PlayStation 2 in terms of sales, although in April 2004, the Xbox outsold the PS2 in the U.S.Despite lagging far behind the PlayStation 2’s sales, the Xbox was overall a success (especially in North America), keeping a steady second place in the generation sales.

Despite a strong promotion in Japan,the country saw poor sales (450,000 as of November 2011). Some analysts already believed that the Xbox would have trouble competing with Sony and Nintendo before its Japanese launch, claiming that the Xbox would be competing against its local counterparts and that the console does not fit well with Japanese society (e.g., console size), as well as the lack of Japanese-appealing launch titles, such as role-playing games.

Despite Microsoft’s struggles, some Japanese-appealing games were released exclusively for the Xbox, such as Dead or Alive 3 or Ninja Gaiden, which hugely contributed to the sales of Xbox in Japan. Its successor Xbox 360 sold 1.6 million units as of February 2014.

Xbox use few channels like  Facebook, Twitter, Linked in, Instagram, YouTube to increase brand recognition, improved brand loyalty and communicate with users.

Target audience of this company are males, teenagers and games enthusiasts.

2. Justification

For my assignment I choose  Xbox because it is one of the most popular video games consoles.It is very well know worldwide and my family members and a lot of my friends use it therefore i wanted to know more about this console.

3.Description – PlayStation

The PlayStation  (officially abbreviated as PS, and commonly known as PS1 or PSX) is a home video game console developed and marketed by Sony Computer Entertainment. The console was released in Japan on December 3, 1994, and in North America and Europe in September 1995. The PlayStation is the first of the PlayStation series of consoles and handheld game devices. As part of the fifth generation of gaming, it primarily competed with the Nintendo 64 and the Sega Saturn. In 2000, a re-designed “slim” version called the PSone was released, replacing the original grey console and named appropriately to avoid confusion with its successor, the PlayStation 2.

The PlayStation is the first “computer entertainment platform” to ship 100 million units, which it had reached 9 years and 6 months after its initial launch.Reactions to the console upon launch were favorable; critics praised the console for the quality of its 3-dimensional graphics. Then Microsoft chairman, Bill Gates, preferred Sony’s console to the competition from Sega’s Saturn, saying “our game designer likes the Sony machine”.

PlayStation use few channels : Facebook, Twitter, Linked in, Instagram,YouTube to communicate with users, inform about news, actualization etc.

The target group are teenagers and adult game enthusiast.


I choose PlayStation as a competitor because consumers always struggle between those two consoles and argue which one is better as both consoles has its own advantages and disadvantages.

Both, Xbox and PlayStation, make similar products with similar functions for similar target group and both of them has its own fans. Customers compare design, size, price. Perceptual map just confirm big similarities between both consoles. Although PlayStation has more games available.


5. Social media comparison

I decided to analyse Facebook fanpage and official websites of those two consoles as in my opinion that’s the most popular channels to communicate with their customers worldwide.

Likealyzer  XBOX: 

According to likealyzer Xbox fanpage has 23,125,551 likes. Engagement rate equals 0.12%. Xbox add 0,99 posts per day which are liked, commented and shared 843 times per post. Microsoft console’s posts in 66,7% are pictures and 33,3% are videos. Xbox is using hashtags on its fanpage therefore it’s easier to find it for their customers. Generally like rank is 66. Xbox fans seems to responding best to photos, especially the one posted between 21-24 (GMT). Unfortunately posting on their timeline is not available for everyone.

Likealyzer PlayStation :

According to likealyzer PlayStation fanpage has 37,617,139 likes. Engagement rate equals 0,1%. There are 2,58 posts per day which are liked, commented and shared 322 times per post.Only 8.3% of posts are pictures.  PlayStation is not using hashtags therefore it can be harder  for users to find posts and it makes post less popular and liked. Although PlayStation fanpage like rank is 59. Posting on PlayStation timeline is not available either.

In conclusion of this analysis, PlayStation fanpage is more popular on Facebook as it has 14,491,588 likes more. I think this is due to the fact that they post more per day which makes it more active than Xbox fanpage. Therefore PlayStation is more visible in News Feed but they both don’t use all potential of Facebook fanpage. Xbox :

According to global rank of Xbox website ( is 574 and 300 in United States of America.

Xbox website is well know worldwide although the most amount of visitors are from USA and they are 39.6% of all visitors of website. Second on list is United Kingdom with only 6.5% of all visitors. Third is Japan with 4.3%. Therefore we can notice big difference in popularity on three continents; North America – Europe/Asia.

Alexa PlayStation : 

According to PlayStation website ( is 417 in global rank and 126 in Japan.

Japanese visitors are 24,2% of all of them. Second is USA with 22,4% visitors. Third is Russia with 4,9%.

Looking on results we can notice that PlayStation is very popular in Japan and USA.There is no big difference between popularity of its website in Asia and North America.


  • I think that Xbox and PlayStation should let people post on their timelines. It would be difficult but it would make both fanpages more popular. Additionally PlayStation should start using hashtags to make their post more popular and Xbox should post more on their Facebook fanpage to make it more popular. Contest with nice prizes ( like visiting the factory ) on Facebook and cross-promotion are also good idea.
  • PlayStation website is available in 73 countries in many languages which can make it more popular than Xbox website which has only  46 languages therefore to improve their global popularity they could provide more languages and adapt their website to more countries.
  • Both, PlayStation and Xbox, should focus on European market. Consoles are still very popular here but according to results, percentage of visitors from Europe is quite low comparing to percentage of visitors from America and Asia. Therefore they could organize competition with nice prizes just for European countries or advertise their products and website more in European market.
  • Facebook has questionnaire option therefore they could communicate like that with they customers to get know better their needs and opinion about their products.
  • PlayStation and Xbox should show more details about products on fanpage, add some videos showing how products are made
  • Do not add useless, not interesting post. Adding posts is very good and make more ‘ movement’ on fanpage although after some time visitors can get annoyed and unlike “spamming” fanpage.

In conclusion, competition is very important for social media marketing as companies are still trying to innovate their products and improve social websites. It also good for consumers as they have more sources to find out news about their products and they get opportunity to choose who gets their money, time and attention. Although social media marketing can be always improved.

( 1410 words. )

References :

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