Social Media Reflection

Over the course of this semester I have promoted my blog on two different social media sites: Facebook and Twitter. 

This was my effort to mirror the marketing strategies that I thought were effective in the campaigns I was following in order to draw attention to my own work. This was much more challenging that I thought because often times I found myself being redundant. After reflecting on my posts, I realize that the main rhetorical appeal I used was logos. I simply informed my audience of the the new blog posts each week, and attempted to display a level enthusiasm that I hoped would catch on. 

I think I was successful in being consistent, and always giving updates about new posts and providing direct links to my blog. However, there is always room for improvement. Although the wording of my posts differed slightly from week to week, I think that the uniformity of my formatting could be perceived as somewhat boring. Ironically, this is often what I criticize Maroon 5 for. After taking a step back, I do realize the difficulty in effectively attracting an audience and maintaing readers' attention through creative marketing strategies. If I had the ability to do it differently, I would revise my captions to make them more engaging and interesting for my audience, just like I am proposing for Maroon 5 to do as well.  

Weekly Round-Up #10

This week, The Voice introduced the all-new "Playoff Round," which followed the infamous "Battle Rounds" 1 and 2. It was important for The Voice to have a prominent presence on Twitter this week in order to promote the new addition to the show. As always, The Voice consistently posted and tweeted throughout the airing of the episodes, as well as all week. This post, in particular, displays effective marketing strategies. The tweet reads, "@usher plays @adamlevine a compliment and this face happens," with an accompanying picture of Adam Levine and the caption, "me?" This is effective for two reasons. Firstly, this post reflects a funny and endearing moment from yesterday's episode of the show, which evokes pathos among the fans. In addition, this post continues to enhance The Voice's image and credibility as a fun-loving and enjoyable show. Secondly, the picture posted has a direct reference to the show's Tumblr. By connecting various social media sites in one post, the show strategically exposes its audience to its multiple platforms.

Next, Starbucks embraced Spring and the warm weather with the following tweet: "Iced Green Tea Latte + 1 pump vanilla = Spring in a cup. #ProTip." Attached is a zoomed-in picture of the iced green tea latte in front of some pink flowers. This tweet is a really effective way to capitalize on the changing season, and put viewers in a good mood. I mean, who doesn't love warm weather right? In doing this, Starbucks evokes pathos within its customers. Additionally, by hashtagging "#ProTip," Starbucks is giving its consumers an inside look into the tips and tricks of the company, which will definitely attract attention.

Lastly, Maroon 5 had a slow week in terms of posting. However, the following tweet definitely caught my attention: "#albuM5 is in the works! More details coming soon!" This tweet is followed by a picture of a poster advertising the new album. I think this tweet is actually extremely effective. The post is intentionally vague in order to keep fans wanting more, and spark anticipation about the album. The band also used a clever play on words by incorporating its name (abbreviated "M5") into the title of the album. As a Maroon 5 fan, I didn't even know that another album was in the works, so this was definitely surprising and caught me off guard. This is the type of reaction that the band should try to evoke with every post. All three brands did a great job this week, as I was both pleasantly surprised, and thoroughly impressed.

Weekly Round-Up #9

This week, The Voice continued its streak of engaging and creative tweets. Specifically, the one below states "Follow us on Tumblr at nbcthevoice.tumblr.com because we're different. Yah, we're different. #TheVoice." Not surprisingly, I am extremely impressed by this tweet. In an attempt to attract followers to another one of its social media platforms, The Voice has successfully differentiated itself, which was clearly the intended goal. By using lyrics from a well-known pop song, the show effectively captivates its young audience, by making a reference to pop culture. Additionally, the show makes it easy to follow the Twitter page by embedding the link within the tweet. The Voice truly has a talent when it comes to gaining the attention of its audience, and continues to assert its credibility by consistently posting in an appealing way.

This week, Maroon 5 posted another bland tweet regarding an upcoming performance. Although Maroon 5 strategically posted a direct link for fans to buy tickets, that isn't necessarily enough to influence someone to buy one. The band's lack of enthusiasm via social media is very disappointing considering how charismatic and outgoing the band members are. It seems as though the band is very nonchalant when it comes to advertising on social media, but that is a hugely missed opportunity for them. If this post had a little more enthusiasm, or used a clever caption, or was accompanied by a picture or video, this post could have been more effective. These are the types of branding strategies that can influence ambivalent fans to actually go out, buy tickets, and support the band.

Lastly, Starbucks didn't post much this week, which is surprising considering how consistent the band usually is via social media. This specific post reads, ""traveling for #SpringBreak? Visit out unique and beautiful stores around the world." This post is simple and straightforward, which makes is efficient in conveying the intended message. However, I think Starbucks can do better. While this is a great attempt at unifying consumers of various backgrounds, the blandness of the post contradicts the diversity within its audience. If Starbucks had posted a picture to accompany this statement, or even included a personal anecdote from a customer (as in previous tweets), this post would have made a lot more of an impact.

Weekly Round-Up #8

This week Starbucks tweeted, " Catch her while you can: Our Limited Edition Siren Card," followed by a picture of the new Starbucks card perfectly aligned with the famous icon printed on the Starbucks cup. This post appeals to pathos because the specific word choice that the brand used makes consumers feel that if they do not take advantage of this opportunity they will be missing out. Starbucks continuously employs rhetorical appeals in its posts, which is definitely an effective branding strategy to engage audience members and customers. In addition, the consistency of both the content and style of Starbucks' tweets give the company a strong sense of credibility (or ethos) within the field.

This week, Maroon 5 tweeted mainly mundane and bland posts. This particular tweet was the best of the week though. They asked fans to support an auction on Charity Buzz by bidding on a guitar signed by all members of the band. Social media was an effective platform for this type of request because the band was able to post a direct link to the website where the bidding was taking place. The website also included a picture of the signed guitar, which provided a helpful visual for potential buyers. However, this tweet could have been dramatically enhanced, in lieu of the boring post that lacked enthusiasm. If the band wants its fans to support a cause, then it's tone and portrayal should reflect that! Maroon 5 should definitely work on adding some personality to its campaign. 

Lastly, The Voice was once again the best of the week. The show tweeted in a creative and witty way in order to engage its viewers. In addition, it gave a clear incentive as to why its fans should follow the show on another social media platform. The Voice continuously adds personality and creativity to its tweets, making its tone and delivery consistent in addition to building a solid brand and reputation. Maroon 5 could learn something from the way that the show brands itself. The consistency of the amount of posts that the show does each day, along with its effective posts make The Voice a social media force to be reckoned with. This is the way to gain viewers, and keep them interested.

Weekly Round-Up #7

This was an exciting week for NBC's The Voice. The infamous "Battle Rounds" began, and the show's tweets dominated my Twitter feed as usual. The Voice has tweeted abundantly and consistently since the show premiered, affirming its credibility and reliability. The tweet below reads "What. A. Day. #BattlesBegin #HappyBirthdayAdamLevine" #ChrisMartinOnTheVoice Thanks for sharing it all with us! <3 <3 <3." There's clearly a lot to address here, as The Voice utilizes all three rhetorical appeals in such a seemingly short and simple post. The Voice's tweets have employed the same type of short sentence structure in the past, using a period at the end of each word. This not only adds dramatic affect, appealing to the readers' pathos, but also adds to its credibility through consistency. Additionally, the show uses logos to simply relay information about coach Adam Levine's birthday, and the fact that singer Chris Martin will be guest starring on the show. This is important and exciting information for the fans to know. Finally, the last line of the tweet also appeals to the readers' pathos by making the audience feel as if they are individually special to the show. The Voice actually thanks its audience and shows gratitude, which encourages readers to acknowledge their importance to the show in terms of their role. The Voice continues to use social media most effectively out of the three organizations I'm following due to the sheer volume of tweets the show posts on a regular basis, in addition to the creative and captivating content.

This week, Starbucks also posted an effective and engaging tweet. It reads, "Starbucks and @Oprah are proud to introduce #TeavanaOprahChai. Every purchase supports youth education. #giveback." This was extremely strategic of Starbucks, considering how well respected Oprah is on a universal scale. Not only did the company increase its credibility by partnering with one of the most famous women of our time, but also did so for a charitable cause. By donating money to a charity, specifically, youth education, Starbucks creates a really excellent reputation for itself. It also plays upon its consumers' pathos, by encouraging customers to donate money to a good cause through purchasing Starbucks products. Additionally, by introducing a new type of beverage associated with this cause, and noting Oprah's name in the title, Starbucks also has the opportunity to lure in new consumers. Creating new products is also a good idea for a brand of this stature, and the type of marketing exhibited is definitely smart and effective.

Lastly, Maroon 5 tweeted several times this week, with one post more notable than the rest. The tweet says, "#TBT to the set of #MovesLikeJagger," with a picture of lead singer Adam Levine topless on stage. It seems as though the band is starting to understand who their target audience is, and what the purpose of their social media campaign is, although there is still much to be improved. This tweet is effective because it appeals to the large audience of single females, obsessing over Levine, who was named People's Sexiest Man Alive. This is a smart branding strategy to satisfy already existing fans, as well as entice a new, potential audience. In addition, Maroon 5 has also been using the #TBT hashtag often. This type of consistently adds to the band's presence on social media, and asserts its credibility through the reliability and consistency of these types of tweets. The band should definitely utilize this type of strategy more often to appeal to its audience, but perhaps consider using a more clever caption. While the text of this tweet is straight to the point, it would be much more engaging to include a flirty or creative line. This would only enhance the band's consistency in terms of identity and branding.

Maroon 5's Audience

Maroon 5 has over 6 million followers on Twitter, and almost 26 million likes on Facebook. The band’s popularity is evidently widespread within the music industry, however its target audience is difficult to specifically identify. According to Symon Aguilar, a blogger for the Slideshare website, “Maroon 5’s target audience mainly consists of teenagers and young adults,” however, the band also has “a huge, global audience.” The band’s music can currently be categorized as Pop, which definitely attracts a younger audience on the surface level. However, because the band’s songs are geared towards love and romance, its audience has no age-limit. People of all ages can relate to this type of music, which is why it’s so important for Maroon 5 to be aware of this when using social media. According to Kira, another blogger, “as Maroon 5 have released more albums, their musical style has shifted from a group that originally was Rock, R&B, Funk and Jazz…and is [now] clearly looking to gain ground back in the Top 40.” This is an important issue to keep in mind. The band’s music and lyrics have definitely shifted since its initial rise in popularity, and with a shift in genre comes a shift in the fan base as well. While this strategically expands Maroon 5’s audience, it also creates some confusion as to who the band specifically wants to target. Based on the social media campaigns I have observed, I think it’s fair to argue that the band also seems unsure about this piece of information. Additionally, each band member has their own subset of an audience to attend to. Specifically, Adam Levine must also keep his fans from The Voice in mind. Perhaps this creates a lack of cohesion within the band’s followers. Lastly, Ross Raihala, a writer for the review section of twincities.com notes that at one of Maroon 5’s concerts, “it wasn't just mostly women in the audience as in the past, but a surprising number of couples, some with little kids.” This type of audience research displays the universal appeal of the band’s music, and how it has expanded and evolved up until now. 

Weekly Round-Up #6

I was actually pleasantly surprised by all three of my organizations this week. To start, The Voice posted, "RETWEET if you agree that our coaches = the funniest people you know," along with a link to a funny video of clips of coach Blake Shelton mumbling during the show. While The Voice often uses pictures to complement its tweets, the show rarely uses videos in conjunction with its posts. This was an engaging way to attract its audience, and ultimately an effective strategy to enhance its reputation. Since the show has aired, The Voice's Twitter account has been posting non-stop. Although this can be somewhat irritating, I do think it is a strategic marketing decision that can only help the show increase its viewer audience. It's so important for the show to keep fans up to date. It accomplishes not only by relaying information about what went down during the show, but also by providing funny commentary along the way. The fact that the tweet received so many retweets and favorites only within an hour of being posted shows just how responsive fans are to this type of advertising. The Voice continues to appeal to its audience demographic by marketing itself as funny, quirky, family-oriented, and lighthearted. All of these strategies effectively enhance The Voice's brand.

This week, Maroon 5 posted, "Thank you @iHeartRadio for nominating us for #ArtistOfTheYear. Vote for us here-[link]." This tweet was accompanied by a photo of front-man, Adam Levine, jumping off of the stage into what looks like a crowded audience. While any time of visual imagery can definitely enhance a Twitter post, I feel that the quality of this photo is underwhelming. The band has tons of professional photos taken from its concerts, and I find it hard to believe that this was the best option. While I do see how the band intended for Levine to be the focus of this photo, the background is difficult to see, making it unclear what exactly the message of this picture is. 

However, on a more positive note, I do believe this tweet was an effective way for Maroon 5 to brand itself considering this nomination. Through this post, the band drew attention to its accomplishments within as performers, which undoubtedly enhances its credibility within the music and entertainment industries. The purpose of this tweet is also very clear, and there is a direct call to action. The fact that Maroon 5 requested something of its audience makes the audience feel as if they are important and that their opinion matters. Any type of audience engagement is a positive marketing tactic. 

Finally, Starbucks shared a clever post via Twitter this week as well. The text reads "3 TBSP butterscotch chips...#ButterscotchCreamCoffee #KCupRecipes." By giving its customers insight into the ingredients they use in their to-go coffee cups, Starbucks is essentially giving away a secret to its audience. This is such a smart strategy because it will intrigue consumers, and make them feel as though they are favored in some way. This type of "special treatment" can only enhance the Starbucks brand, increasing customer loyalty, and improving the company's credibility as a popular and well-known organization. Additionally, the aesthetic appeal provided by the image of desert-like food will engage the audience and draw in their attention. Overall, this was a highly strategic and effective post despite the simplicity of its message. This goes to show just how effective creative social media marketing can be for a brand. 

Why is Social Media Marketing so Important?

 

Marketing via social media is significant for any industry in today’s society. Considering that most mass communication takes place over some form of online platform, social media provides brands with enormous marketing opportunities. Maroon 5 and The Voice both fall under the category of the entertainment industry, while Starbucks is a food and beverage company. However, what these three fields have in common is that they are all consumer based. While the definition of “consumption” may vary across these brands, ultimately they are all trying to sell the same thing: themselves. The Voice wants to increase its ratings and persuade more viewers to watch the show, Maroon 5 wants to sell albums and get fans to buy tickets for shows, and Starbucks wants loyal customers to keep coming back for both novelty and traditional products. In order to accomplish these goals, all of the organizations must invest in advertising. What better way to do that than target the widest array of consumer-based audiences and reach millions of people all with the click of a button? It seems way to good to be true, right? Wrong. According to Forbes magazine, “While many businesses large and small are trying to justify the cost and time investment for managing social media marketing, an important benefit often gets overlooked: Big Wins.” Additionally, YP Advertising Solutions suggests, “Social media is a great way to display your business’ personality, as well as behind-the-scenes information about you, your employees, your workspace, and more. When you humanize your brand in this way, it makes it easier for consumers to connect with you and develop loyalty.” The goal of any brand, especially in an interactive industry that requires connections between the company and its targeted audience, should be to establish a relationship with the consumer that leads to a sense of loyalty. Social media is an excellent vehicle for this type of association to take place. Lastly, Marketing Land shares, “As more businesses launch successful social media campaigns, it’s becoming clear that opting out of the social revolution can put companies at a competitive disadvantage. Social media offers the immediacy and interactivity consumers want and anticipate.” The era of technology truly does allow business to further develop their branding identities. This therefore allows consumers to identify with the goals of the companies, and associate with their brands.

Is Maroon 5's Post Effective?

Here is a picture that was posted on both Maroon 5's Facebook and Twitter pages, with the text "#TBT to when we played Rock In Rio! Who's ready for more?" The images displays a photo of the Maroon 5 concert in Rio, featuring its huge pool of fans in the audience.

First of all, while scrolling through the band's Facebook and Twitter feeds, I noticed that Maroon 5's posts are much more engaging and creative on Facebook than on Twitter. This is both surprising and concerning, considering how large its fan base on Twitter is. I would suggest that the band be just as consistent on all of its social media sites, for increased credibility and effectiveness. 

However, I do believe that this specific post is one of Maroon 5's most effective so far. The picture and caption create a sense of nostalgia, appealing to the pathos of the readers. Through making a reference to what appears to be a hugely successful concert, given the turnout, the band also endorses its own ethos as a popular and successful band in the music industry. The purpose of this branding technique seems to be to excite the fans for future tours and concerts, as well as reference positive past memories. Although the audience to which Maroon 5 targets is often unclear in many of its tweets, the audience here is apparent. The band is targeting its existing loyal fans, and it does so effectively. 

Weekly Round-Up #5

This was an extremely eventful week for The Voice. The show tweeted excessively throughout the past few days, keeping its fans in the loop as the new episodes premiered on Monday and Tuesday. Yesterday, the show tweeted "Now that you've met the first members of our Season 6 family, have you decided what team you're on? #TheVoice." This tweet is perfectly consistent with the friendly and playful competition that the judges engage in. Due to the consistent tone and content of the tweet, The Voice builds its credibility and a reliable brand. Additionally, by referring to the contestants as part of the The Voice's "family," the show employs pathos by appealing to the basic human desires of wanting to feel included and cared about. The show prides itself on having judges who truly care about their team members, and this tweet definitely reaffirms that. I do think that perhaps the show was on Twitter overload this week, but that is understandable considering how hyped up the premiere had been. I am interested to see how The Voice's tweets will evolve now that the show actually began.

I was pleasantly surprised by Maroon 5's tweet this week. The band posted a picture displaying two of its members with a group of individuals who were volunteering for a cause. The text reads, "James and Mickey spent the day with @reverbrock's great volunteer team, working on their new #FREEHB facility in LA." This is exactly the type of branding that I've been waiting to see from Maroon 5. Because the guys in the band have created such a laid-back, approachable image for themselves, it's so important for them to show how they interact with their fans and the community. Since there are 5 members of the band, it may be difficult to tweet about causes that are important to each member individually. However, this tweet displays a sense of unity among the band, as well as an involvement in civic responsibility. This type of image adds to Maroon 5's credibility as artists and people, and enhances their overall image. This is definitely strategic and effective marketing.

Although Starbucks is usually my best of the week, its tweets were limited and not as engaging this time around.This week's tweet exemplified logos, by simply informing the readers about which types of syrups are available year-round. This could definitely be useful and informative to Starbucks customers who want to try a new type of drink, or those who didn't even know certain syrups existed. The company is definitely effective in sharing the message it wants to get across, but it just doesn't incorporate any of the creative tactics that the brand usually employs. I included a screen shot of the number of re-tweets and favorites the tweet got, just to illustrate how popular the brand actually is. Even such a plain, informative post got over 1,000 re-tweets, and over 6,000 favorites. This displays the type of credibility that Starbucks has with its fan base. 

Weekly Round-Up #4 (& Weakest Campaign)

This week I was actually impressed with all three brands. To start, the Voice tweeted a picture of Usher with his hands in the air, captioned "In 4 days, 4 coaches return to 4 chairs...4 you? Yes, for you! #VoicePremiere." This type of branding is really effective because of the play on words, and and the playful tone and language employed. The show demonstrates logos by simply informing its audience that the premiere is quickly approaching. However, the clever caption and emphasis on the number 4 definitely catches the readers' attention and adds some personality to what could have otherwise been a mundane post.

The Voice has consistently done a great job at getting its fans excited for the upcoming season. The show constantly tweets reminding its fans of the air date, and asking what they're most excited for. The show effectively engages with its audience, exemplifying a pathetic appeal by giving the fans something to look forward to. This particular tweet also features a picture of Usher, the new judge on the upcoming season. By displaying him with his hands up in the air, The Voice is evoking a sense of pride and accomplishment. This is evidently the type of description that the show wants its fans to associate with The Voice and the judges.

Although The Voice effectively accomplished its goal through its clever tweet, I have to give it to Starbucks for the most creative post of the week. The company tweeted, "Latte + caramel syrup + toffee but syrup + cinnamon dolce syrup = #FitForAGriffyndor." The tweet also featured a picture of a Starbucks cup, with "The Boy Who Lived" written where the name of the customer usually goes. In case you didn't know, the company is making Harry Potter references, and is employing all three rhetorical appeals as a result. 

Firstly, the company demonstrates logos by relaying information to its customers about new syrup flavors in a simple and easily understandable way. But perhaps more interestingly, the company establishes ethos by associating itself with the extremely popular Harry Potter phenomenon. By insinuating that a Starbucks drink is good enough for "a Griffyndor" (aka Harry Potter), the company expands its credibility. Additionally, by aligning itself with the Harry Potter saga, Starbucks opens itself up to a much larger audience of die hard fans, which is an extremely effective marketing strategy. 

Although Maroon 5 was still the weakest of the week, the band's post this time was more engaging than previous tweets. The band tweeted: "#TBT to the set of the #OneMoreNight video!"The tweet was accompanied by a picture of lead singer, Adam Levine, in a boxing ring with no shirt on. This was clearly an effective pathetic appeal because Adam Levine has a huge fan base of young women. By showing him without a shirt on, Maroon 5 is attracting attention to the band. Additionally, by hashtagging #TBT, the band also expands its audience because anyone who searches that hashtash (which will probably be a lot of people since today is named "Throwback Thursday" by Instagram) will be directed to this post.

Weakest Campaign:

After several weeks of following each brand's social media accounts, I have decided that Maroon 5 has the weakest campaign. While both Starbucks and The Voice have utilized all of the different rhetorical appeals at one point or another in their posts, Maroon 5 usually just employs logos. While this is effective in relaying informative or giving their audience details about an event, it's not the most engaging approach. I am most impressed by tweets that are clever and creative, and Maroon 5 seems to be too matter-of-fact. Although I think the band's brand is harder to market than a TV show or a coffee company, I do think there are more effective ways to engage an audience, and captivate fans' attention.

Social Media Marketing I Encountered in the Past 48 Hours

For the past 48 hours I have kept track of every advertisement, marketing push, branding post, or fundraising request that I encountered through social media. Here are the results:

1. Washington Post Editorial Ad- Sidebar post on FB. Image and text. Didn't click
2. Seamless Ad, "Refer a Friend"-Sidebar post on FB. Image and text. Didn't click
3. Turbo Tax Ad-Sidebar post on FB. Image and Text. Didn't click
4. Steve Madden Shoes Ad, "Discount!"-FB sidebar. Image and Text. Didn't click
5. Old Navy Clothing, "Discount"-FB sidebar. Text and Image. Didn't click
6. Nordstrom ad,"Shop Prom"-FB sidebar. Image and Text. Didn't click
7. RCN, "Discount"-FB sidebar. Image and text. Didn't click
8. 7-Eleven "$1 Coffee every Wednesday"-FB sidebar. Didn't Click
9. Amazon, "20% off, deal of the day-Promoted ad on Twitter. Image and Text. Didn't Click
10. Starbucks Ad "Discount on Baked Goods"- Twitter (I follow them). Image and text. Didn't click
11. GrubHub "Order for Fast and Free Delivery"-FB sidebar. Image and text. Did not click
12. GoodNites "Save $1.50"-FB suggested post. Image and Text. Didn't click
13. Naked Juice "Pack in more goodness"-FB sidebar ad. Image and text. Didn't click
14. Cross Fit "Try a cross fit metro center class now"-FB suggested post. Image and Text. Didn't click
15. Starbucks "Double up on VIA"-FB sidebar. Image and Text. Didn't click
16. Western Union "Now $1 Fee"-FB sidebar ad on FB. Image and text. Didn't Click
17. TMS Depression Therapy-FB sidebar ad. Image and Text. Didn't click
18. 360 H street Apartments "Now Leasing"-FB sidebar ad. Image and text. Did not click
19. Grub Hub "Fast, Free, and Easy Delivery"-FB sidebar ad. Image and Text. Clicked for website
20. Washington Post Editorial-FB sidebar ad. Image and Text. Did not click
21. Shoe Dazzle, "What's in Your Closet?"-FB sidebar ad. Image and text. Did not click.
22. Century Link, "Get Internet, TV, and Phone for one easy price"-FB sidebar. Image and text. Didn't click
23. NBC Olympics-suggested page to like on FB. Image and text. Did not click

After 48 hours, I ended up viewing 23 marketing posts in total. In all honesty, I do not find such branding attempts to be very effective. I was surprised to learn how many of these advertisements I ignore or scroll past on a daily basis because most of the time I don't even realize that I'm being advertised to. When I go on Facebook or Twitter, my goal is not to find new products or discounts because I am more focused on connecting with people. Due of this, I rarely click on these ads or spend time finding out more about the company or organization. I didn't go on Facebook much this week, and I still had an enormous amount of branding ads and posts waiting for me on my newsfeed. This definitely enlightens me as to how abundant these marketing attempts are, and will make me more aware of this on social media in the future.

Weekly Round-Up #3

This week, The Voice continued to rally its fan base by promoting the new season, which premieres in only a few short weeks. Several of the show's tweets provided information about the coaches' new teams, which now includes Aloe Blacc for team Adam. Tweets also included cute and funny pictures of the coaches laughing and smiling together in their infamous red chairs. By continuing to portray the show as such a fun-loving experience, the Voice is clearly establishing its brand and the image it wants to portray.

The following tweet, specifically, reads "FILL IN THE BLANK: I miss #TheVoice because ___." This type of wording strategically parallels a previous tweet, which asked fans to tweet their favorite memories of coaches Usher and Shakira. The consistently of The Voice's language and structure within its tweets definitely adds to its credibility from the perspective of a fan. Additionally, this prompt encourages fans to to reminisce about their favorite memories from prior seasons. As a result, the tweet employs pathos, by appealing to the fans' emotions through nostalgia.

Fans responded very positively to this tweet, as one replied, "I miss #TheVoice because I love the talent, music, fun, personalities!" This is clearly the type of reaction that the show encouraged by posing this question to its audience. The Voice continues to use effective strategies to get its fans' attention, and encourage audience members to look forward to the new, upcoming season.

Interestingly enough, Maroon 5 dedicated a tweet to The Voice coach, Adam Levine, and his new teammate Aloe Blacc. While both the show and Levine's band clearly wanted to attract attention to this news, they did it in different ways. Maroon 5 simply tweeted, "Tune in to @ETonlineAlert for an exclusive piece on @AdamLevine and his Season 6 advisor for #TheVoice, @AloeBlacc." There's a lot going on in that tweet for such a simple statement, isn't there? The band tagged ET online, Adam Levine, and Aloe Blacc, and also hashtagged The Voice. Maroon 5 strategically broadens its audience by connecting all of these fans through just one simple announcement.

The band employs logos by relaying basic information to its audience. Additionally, Maroon 5 also utilizes ethos, and extends its credibility, by linking itself to all of these other entities. This encourages the reader to think of Maroon 5 as not only a source of information, but also one that is widely unifying. Even though this appears to be a simple tweet, I would give the band credit for strategically and effectively sharing the message.

However, I have to give it to Starbucks for best tweet of the week by far. I was extremely impressed with the advertisement attached below. Starbucks retweeted a black-and-white photo sent in by a customer, displaying two men reading newspapers with their Starbucks coffees sitting on the table in front of them. This tweet strategically utilizes both ethos and pathos. Firstly the wording of the message reads, "Sunday Morning, Atlanta-Photo by Customer Cameron Thornton. Kindly shared with us, so we cold share with you." The picture gives us such a warm and cozy feeling that the reader feels compelled to take part in this experience. The fact that the picture is in black and white is also very old-schooled, allowing the company to appeal to multiple generations.

This tweet also gives Starbucks credibility because it shows that the company really appreciates and respects its consumers. The fact that someone wanted to document this scene in the first place also displays how powerful and well-known the Starbucks brand is to begin with. This is a different kind of tweet than Starbucks is usually known for, but I think the change in structure is notable and significant because it pleasantly surprises its audience.

Social Media Scandal

Social media scandals happen all the time. Many people and organizations do not understand the responsibility that comes along with being in the public eye. While Twitter, Instagram, and Facebook are effective outlets for communicating with fans and consumers, they can also have severe consequences if not used properly. This week, yet another social media scandal has surfaced regarding the current Bachelor, Juan Pablo Galavis. Several weeks ago he was heavily scrutinized for making public anti-gay remarks. But while you may have thought he learned his lesson, he evidently did not. The newest accusation about the Bachelor, and father to his young daughter Camila, is that he sent an inappropriate naked picture to his final rose-winner. This seemed to be a poor decision on Juan Pablo's part, as this mystery woman has apparently been sharing these very personal pictures. 

If I were him, I obviously would have been more careful about sending such scandalous pictures in the first place, After all, he is a father, and is clearly in the public eye now more than ever. However, everyone makes mistakes, and this is clearly something that he will have to address in the future. There is no point in denying the pictures because it is evident that they are of him. In acknowledging this scandal, I would advise Juan Pablo to make a very public apology for his inappropriate behavior, assuring his fans that these photos were meant to be private, and not an accurate representation of the type of person he is or the image he wants to represent. 

"Brands"

In promoting any type of organization, company, or image it is extremely important to have an impactful and recognizable brand. This allows fans and consumers to recognize the product or corporation, and implies a certain connotation along with it. The "brands" of The Voice, Starbucks, and Maroon 5 serve very different purposes while still being effective.

The Voice name and logo implies exactly what the show strives to promote. It prides itself on being the only singing show that solely focuses on the person's voice, rather than what he or she looks like. This is substantiated by the "blind audition," where the judges have their backs turned to the contestants when they decide whether or not they want them on their team. The Voice's brand portrays a lack of judgment, and a focus on the pure talent displayed on the show.

The Starbucks brand includes a very famous logo that almost anyone could recognize. This is because it has been advertised in various different ways, and appears on the cup of every Starbucks drink. Starbucks branding implies a sense of loyalty because it is so recognizable. Starbucks promotes high-quality coffee, and wants its consumer audience to know that they can always rely on the company to deliver their favorite drink. This branding strategy is effective because it creates a sense of credibility and notoriety for the brand. 

Lastly, while Maroon 5 doesn't necessarily have a world-famous logo or slogan, it does have a way of promoting its image. The brand writes and records songs about love and relationships, which are two topics that everyone can relate to. The band's music has a reputation for being romantic and relatable, which establishes and maintains a certain type of fan-base. The name "Maroon 5" implies that there are 5 members of the band, however, the color "Maroon" seems somewhat ambiguous. This also creates a sense of curiosity and mystery that will leave the band's audience wanting to know more. 

Weekly Round-Up #2

This week The Voice really emphasized the upcoming premiere by getting fans excited in various ways. Several tweets were dedicated to the new judges, encouraging fans to tweet their favorite things about Shakira and Usher. Additionally, The Voice emphasized who the coaches' "teams" are going to be this season, paying special addition to The Band Perry, Jill Scott, and Miranda Lambert.

The specific tweet that I am going to focus on for this week is the one posted below. This tweet advertises for the premiere of the new season by informing fans that is is only 3 weeks away. It hashtags "VoicePremier," listing the date, and including a picture of Usher, sitting in his red chair with his thumb up. The message here is very clear: the new season is coming, and you better get ready for it.

This specific post markets the premiere as something that fans should look forward to by creating a count-down until the actual date. This utilizes pathos by making fans anxiously await the new season of their favorite show. Pathos also comes into play here by the image of Usher. He is smirking at the audience with his thumb up, indicating that the new premiere will live up to everyone's expectations, and is worth waiting for. Consistently promoting the date of the new season is an effective branding strategy for The Voice because its goal is to get as many viewers as possible. Fans will have a hard time forgetting the date of the premiere if they are constantly being reminded of it.

Starbucks also used a clever branding technique this week, playing off of the infamous Groundhog Day. While Starbucks spent a lot time marketing its new Caramel Flan Latte on Twitter, I found this particular tweet to be most interesting: "six more weeks of winter isn't so bad. #warmdrinks #VIAcaffemocha #groundhogday." The reason this is so effective is because Starbucks clearly knew that most people were upset upon hearing that winter will last for six more weeks. Starbucks used pathos by taking a negative situation, and framing it in a positive way, making its consumers feel better about otherwise dismal news. This definitely worked to the company's advantage. Since it just came out with new, hot beverages, Starbucks does not want warm weather to come too soon because then the drink wouldn't be as popular. This is definitely a creative and catchy play on words, which can make the reader laugh or even smile.

On the other hand, Maroon 5 didn't have much of a presence on social media this week. The band tweeted about an upcoming interview with member Adam Levine on CBS. This post simply employs logos, as it presents information about an event, and details surrounding it. The topic of the interview is how the Beatles influence Levine's music career. By tagging @thebeatles Twitter, the band is connecting fans who like both types of music. This is effective in relaying information for interested viewers, but other than that it is somewhat dull and bland. But to be fair, the intent of this message is very clear, and it definitely gets its point across. 

"About Us" Page

"EJS Consulting" provides a unique and personalized experience, which invites readers to explore the social media tactics of three huge brands. As the creator and writer of this blog, I will provide my own personal take on the marketing strategies of NBC's The Voice, Starbucks Coffee, and the band Maroon 5. These industries are of special interest to me because they are prevalent in my every day life, and reach millions of people on a daily basis. I intend to transform my role as just an observer/ consumer into that of a critic. In doing this, I strive to find interesting connections, parallels, and contrasts within these social media networks. The purpose of EJS Consulting is to provide a foundation for interest-groups with a stake in these industries to better analyze and understand the goals of these brands. Although I am not asking my readers to buy a product, I am asking them to take time to think about the mindless and mundane posts and tweets that we see everyday. This will hopefully make my readers more aware of the branding strategies that consume us all, and could potentially impact how fans and followers view certain brands. I encourage each individual who reads this blog to become a more active participant in evaluating social media, rather than just a passive bystander.

Weekly Round-Up #1

This week, The Voice emphasized Shakira and Usher's return as judges for the upcoming season premiering this February. The tweet tagged both celebrities, and hash-tagged "#ThrowbackThursday," a term made famous by Instagram. The intended audience was definitely loyal viewers of the show, as the tweet called for fans to quote their favorite Shakira or Usher moments from the past season.

This type of advertising seems to be very effective. The image depicted shows both Shakira and Usher sitting in their infamous red chairs, laughing and smiling. This promotes the show in a positive light, and utilizes pathos by implying a happy and fun experience. The red chairs have also become a well-known symbol of the show, and any image advertising them will catch fans' attention. Additionally, another type of pathos employed is the nostalgic tone created by the "ThrowbackThursday" hashtag. This reminds fans of their favorite memories from past seasons, and encourages them to look forward to the upcoming one. Almost all of the responses to the tweet were positive, as fans replied saying they've missed "The Voice family," and "can't wait to see [the judges] back."

However, by only focusing on the two returning judges, The Voice potentially narrowed its audience. Someone reading this tweet would have to previously know that Shakira and Usher swap roles as judges with Christina Aguilera and Cee Lo Green every other season. This could be problematic because not all viewers watch every season of the show, and could be confused by the prompt.

Despite this minor drawback, I was actually surprised to see that there were no negative comments in response to this post. I would have assumed that people would have strong preferences as to the Usher/Shakira or Christina/Cee Lo pairing. The fact that there was no backlash to these returning judges shows that The Voice effectively framed this swap in a positive, and even exciting way.

On the other hand, Starbucks approached their tweet very differently this week. Starbucks' Twitter spoke to its fan base of coffee lovers by enticing them with free gifts in exchange for registering their Starbucks card by February 7th. By encouraging consumers to register their pre-existing cards, the company implied that those who don't already have a Starbucks card should also purchase one.

This tweet employs two of the rhetorical appeals that we discussed in class. Firstly, Starbucks asserts its credibility, or ethos, by having the power to give away free items. Because Starbucks is such a well-known brand, consumers trust that the company will adhere to its promise of "bonus rewards". This creates a huge incentive for customers to actually do what the tweet asks. Secondly, by creating a sense of inclusiveness for those who register their cards, customers who do not have a Starbucks card will feel like they are missing out on the give-aways. This fear of exclusion exemplifies the emotional appeal, or pathos, that Starbucks utilizes in this tweet.

The only problem with incentivized tweets, like this one, is that it's hard to determine whether or not the offer is legitimate and will be carried out or not. Although we can assume that Starbucks is an honorable company, it seems unlikely that every customer who registers their card will receive a free gift in return. Many people are also too lazy to actually take go through the process of receiving these "rewards." But perhaps this is part of Starbucks' strategy. Maybe the company realizes that most people will not, in fact, register their cards, so the number of free give-aways will be less than expected. I find this method of branding to be effective in the sense that Starbucks engages its consumer audience, and provides clear instructions for its call to action. However, this type of marketing has been vastly over-used, and is not always the most reliable.

Maroon 5's tweet this week also differs in strategy than that of The Voice and Starbucks. While the band does not directly ask its fans to donate money to a cause, it uses more passive language by asserting that "$10 from each one of our followers will change the world for #Women in #Haiti..." By hash-tagging such broad terms, the band is creating a universal sense of unity. Not only will Maroon 5's followers and fans see this tweet, but anyone who clicks on those two hashtags will as well. This vastly expands Maroon 5's audience, broadening the scope for donation opportunities, and attention to the cause. This tweet uses pathos really effectively, by evoking a sense of sympathy, urgency, and even obligation from its viewers. Anyone who donates will feel like they are making a positive impact on someone's life, and anyone who does not may feel guilty, in turn. 

This tweet could be problematic in the sense that it does not give a direct command. But although the call to action is not as direct as previously seen, I still find it to be extremely effective. The band is not ordering anyone to do anything, but simply giving information, or employing logos, about a cause that it finds important. The tweet also links the website for the cause at the end, which makes it very easy to access and explore. So easy, that if someone doesn't click on it, they may seem unsympathetic or just lazy. 

The fact that Maroon 5 is creating awareness for a cause also reaffirms the band's ethos within the community. Since the band is so well known and respected, loyal fans will recognize its credibility, encouraging them to further explore the cause. The fact that celebrities are endorsing such an important charity/organization will make fans want to do the same, since many of them look up to members of the band as mentors. Based on the fact that Maroon 5 successfully utilized all three of the rhetorical appeals discussed in class, this tweet definitely accomplishes its goal. 

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Make sure to follow my Twitter account @EJS_Consulting, and like my Facebook page for a personalized Social Media Consulting experience! I will be posting blog updates, interesting/relevant articles, and my selection of exciting tweets each week. Enjoy!

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Social Media Blog Concentration

In order to decide which area to focus on for my semester project, I wanted to choose a topic/industry that would yield interesting and unexpected results. I chose to track NBC's hit reality TV show "The Voice," Maroon 5, and Starbucks. Maroon 5's Adam Levine acts as a judge on the show." In addition, Starbucks is the main sponsor of the "The Voice," and appears consistently in episodes throughout each season. I specifically chose to focus on the "The Voice" because its sixth season premiers this coming February, and I wanted to pay close attention to how the show sells itself as it approaches a new season. The contrast between tracking a huge reality TV show, a popular celebrity, and an extremely successful company will give me a very comprehensive overview of the different ways to employ social media for the purpose of "selling" an image.

All three of my concentrations utilize various forms of social media, but Twitter and Instagram seem to be a common trend among the three of them. Starbucks also has a large presence on Facebook, more so than Maroon 5 or "The Voice." "The Voice" and Starbucks also use tumblr, and although there are many blogs dedicated to Maroon 5, it is questionable as to whether or not Adam Levine actually writes his own. I would say that Starbucks advertises via social media almost every day, and since "The Voice" premier is approaching, its presence on social media also frequents several times a week. Maroon 5 tweets about twice a week, and posts Instagram pictures every so often. It is evident that these larger corporations use social media much more frequently than he individually does. 

Starbucks' main goal in using social media is undoubtedly to sell its brand and attract consumers' attention to new products. Similarly, "The Voice" wants to draw in new viewers while maintaining its loyal fan base. As for Maroon 5, its objectives in using social media may be more obscure and less direct. I would argue that Adam Levine, specifically, wants to maintain his credibility as an artist, while simultaneously promoting his band and his role on the "The Voice."

A controversial issue related to this concentration is authenticity. "The Voice" obviously and unsubtly advertises for Starbucks and other brands constantly throughout the show and via social media. This perhaps lessens its credibility by shifting some focus from the actual talent to a brand. In addition, each of these three subjects faces vast competition within the industry. As a musical group, Maroon 5 must compete against other celebrities for fan loyalty, performances, etc... ."The Voice"also faces stiff competition with other reality singing shows such as "American Idol" and "The X-Factor." Lastly, Starbucks' competitors like Dunkin' Donuts also use social media to attract new consumers. This creates obstacles in all of these areas. Whether you are a celebrity, a broadcasted TV show, or a large food and beverage company, it is essential promote a unique brand and an image. These three focuses can help me understand how different individuals and industries work to promote their own self interest, while also "selling" within this specific field.  

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