Social media platforms are constantly evolving, making it challenging for brands (let alone marketers) to keep up with their audiences’ demand for fast-moving, frequent, quality content that breaks through the noise. It is apparent that social media enables marketers to bridge the gap between diffusion-centric mass media and participatory interventions. We live in an instantaneous globalized society. Today the world is using the internet to create and share information at a faster rate than ever before. Globalization has facilitated the advancement of citizen being able to resource the best information, for the best product or service, for the best price.

Okurt is a social media networking sight launched in 2004 and shut down in 2014. Its ten-year stretch was marked by over 3 million invite only communities (Okurt 2018). Okurt was commonly used in India and Brazil.But why shut down a sight so appealing? The answer: each market is different. Okurt was defined by their success within the Brazilian market based on the following four factors:

• Brazil has banned outdoor advertising, creating a surge in online advertising.
• Brazil is the 5^th largest online market in the world.
• Brazil’s culture has a high affinity for technology, and cell phones actually outnumber people.
• A total of 77% of Brazilian social media users have a positive attitude towards online marketing and 80% of the population use social media to research products

In my opinion, the invite only aspect truly created a sense of community. Individuals enjoy being apart of a community and seek a sense of belonging (Mahoney & Tang 2018). On the other hand, this feature also limited the likeability and appeal for those who were not accepted to be apart of the community. This site proved to be a popularity contest. Friends could rate other users by how sexy, cool and trust worthy they are (Mahoney & Tang, 2018, p. 192). Okurt begin to have a superficial presence in a sense. They strayed away from what Okurt was designed to do-help users meet new and old friends and maintain existing relationships.

Facebook was also invented in the year 2004. Other markets were perhaps not introduced to this networking app due to other countries marketing restrictions. Other social media sights significantly outpaced the growth of Okurt by 2014. Okurt was also lacking in the single most important aspect, functionality. The interface plays an vital role in bringing high volume traffic to a website (Paunovic 2018).

Internet has emerged as a one-stop source of entertainment, information, social interaction and commerce. For success in any online business, a user friendly website is a must because it will provide an enhanced user experience to the millions of online visitors. Any site that is too complex and difficult will push away online traffic. Okurt users experienced issues such as blockages, limited number of friends, and difficulties uploading media content.

Okurt has now rebranded into Hello. Hello is a nice way to rebrand and maintain the Brazilian market which they are currently excelling in. “If you look at social media today, it has isolated people instead of bringing them closer. It has become more about broadcasting than sharing. We need a fresh start. Hello is built around interest-based communities where users with same interests can connect, leading to true connections,” says Okurt Buyukkokten. Okurt also mentioned that with hello, the goal is to create positive, meaningful, authentic connections and sustained social engagement. Upon signing up from Hello, users are asked which five things are they most passionate about. This is actually refreshing and advantageous considering Facebook’s recent security breech.

Resources: Artversion. (2018, August 15). The Importance of User Interface Design – Web Design. Retrieved February 12, 2019, from https://artversion.com/blog/importance-of-user-interface-design/Delhi. (2018, April 11). Orkut founder launches ‘Hello’ social networking app. Retrieved February 17, 2019, from https://www.businesstoday.in/technology/launch/orkut-founder-launches-hello-social-networking-app-india/story/274656.htmlMahoney, L. M., & Tang, T. (2017). Strategic social media: From marketing to social change. Chichester: Wiley Blackwell.News 18. (2014, September 30). Goodbye, Orkut! Google’s first social network shutting down today. Retrieved February 17, 2019, from https://www.news18.com/news/india/goodbye-orkut-googles-first-social-network-shutting-down-today-717348.html

Making a social media product a part of your audiences’ everyday routine and habit has been a successful effort by Weixin. Imagine an app where you can do anything and everything you can think of. Weixin is a popular all-in-one social networking application, targeting young, urban smartphone users. Smartphones are the most common single piece of technology that is owned by citizens in each country (World Economic Forum 2014). Weixin reminds me of a combination of Facebook, Twitter, Instagram, Snapchat, and eBay. However, this powerhouse worth 100 billion dollars exceeds expectations.

 

In bound marketing has allowed Weixin to capitalize on the collective sales of niche products. This app offer media content with internal and external factors. The spreadability of content creations and consumers contribute to individual participatory circulation. Having a one size fits all model is no longer beneficial because audiences now seek customization and personalization.

 “One minute is all you need to open a Weixin shop.” Being able to open an online store based on a spur of the moment, redefines entrepreneurship. Freedom and creativity is now solely in the hands of the consumer. You can even link a bank account to Weixin, then use the same account to catch a taxi. All of this can be done in this one app! Time is an expensive commodity that most cannot afford. Millennial’s have made convenience a new way of life. Instantaneous communication can again be redefined if an Americanized version was invented. WhatsApp in the United States and Line in Japan create are similar platforms but lack the all-in-one features.

Americans do enjoy different media sources. Each media source serves a different purpose. For instance, some viewers use Instagram as a form of relaxation or a stress reliever. Twitter can be used as a source of information, and Facebook can be used to communicate with old friends. The condensed form of communication can become mundane. Having primary resources that are categorized based on the type of information provided perhaps help filter and segment audiences. The social media community in America could become overwhelmed when exposed to so much information at once.

One the other hand, developing countries may find this app interface and concept extremely useful. Having an easy to use interface decreases the amount of frustration that someone whom is being introduced to new forms of technology may face. This could even become an everyday routine for people in developing nations to stay connected with the outside world. relocation of immigrants is common; this restores the connection and communication of separated families. The reason for the success of Weixin in Asian communities is due to the large territories that are separated culturally and are limited by proximity.  The World Economic Forum provides 14 tech predictions for our world in 2020. This is a must read article. It is interesting to see how renewable resources may power mobile network, the beginning of the end of cancer, data-driven health care, and the commonality of solar power. The future is bright.

Resources: Montresor, F. (2014, August). 14 tech predictions for our world in 2020. Retrieved February 8, 2019, from https://www.weforum.org/agenda/2014/08/14-technology-predictions-2020/

At the innocent age of 12, I felt a lump in my right breast. At the doctor’s visit, I was reassured that it was 80% unlikely it was cancerous. What about the remaining 20%? The possibility haunted me up until the day the lump was removed. I was fortunate to not have caner and my flesh rose instantly to fill in the hollow space. Women are recommended by their doctors to do weekly breast exams in the shower. One in 8 women will be diagnosed with breast cancer in their lifetime.

Humans are good by nature; how one reacts to life experiences alters their personality for better or worse. A simple like or share helps everyone recognize who identified with a situation. But to actually understand the cause is limited. A like on a breast cancer meme is much like saying, “sorry to hear that.” On the other hand, taking action is what is truly impactful. Humans naturally seek to be viewed as “good,” however, the moment a call of action is required not all identifiers are willing participants. Social media users tend to put on a façade for their community. This could be due to whom that person really wants to be, but they lack the courage to execute. When a topic such as the Facebook breast cancer awareness meme becomes viral, it can be for all the wrong reasons.

The communication error was in the transparency of individual’s Facebook posts. Shared meaning was imperative to understanding the message. The Shannon-Weaver model provides an explanation for miscommunication (Mahoney & Tang 2017). Mobilization failed because each person could not relate to the real-life experiences. Little to no empathy was evoked; instead it made the idea of individual’s breast cancer themed memes humorous. As a result, the original mission statement was misinterpreted and the receiver walked away without the intended message due to external noise, coding, and decoding.

Keeping the men guessing was a horrible idea. They would not be informed of the cause until after the fact. Also, it could create more reasons for them to ignore the message due to the high level of mystery and frustration when decoding. A solution, was the goal. Donations are for researching a cure. Even though the mystery meme’s were fun and personalized it had minimal monetary gains. The arguably most important step of the mobilization action plan is prompting social participation. The superficial nature of the movement did not generate offline behavior.

Save the Tat-ta’s was a catchy campaign. My high school was BIG on breast cancer awareness. We would host a Poker run event. We would decorate our cars with breast cancer themed paraphernalia and ride to various locations around the city collecting playing cards to build a poker hand. The car that came back with the best Poker hand would win. Each car would have to give a donation in order to participate in the event. Weeks would pass before the car pain would be washed off. Even the high school guys would participate in breast cancer walks and the Poker run event. Perhaps this was due to them enjoying saying the words ta-ta’s and not being judged, yet informed. This is a perfect example of increased awareness and social participation. Cancer knows no gender. Breast cancer is also prevalent in men as well. Including the male race, instead of keeping them in the dark, can help prevent their deaths.

Health has been overlooked by many Americans. Global connectivity now allows supports that are not restricted by proximity. Prosocial movements from around the world can be witnesses and felt by the masses. An outbreak in one country can bring to light similar issues around the globe. People are uniting based on their value and structuring communities based around specific idealogies. The campaigns must be sure to communicate clearly the health implications and goals. Requiring health care for all citizens was a great step by our former President Barak Obama. The next global initiative must be to give special benefits to those whom live a healthier lifestyle. My favorite aunt for example, actually receives a gift card each month, via her insurance, for wearing her Fit Bit. Monitoring your health is critical to ones survival.  

Reources:
American Breast Cancer Foundation. (n.d.). American Breast Cancer Foundation. Retrieved January 15, 2019, from https://www.abcf.org/donate

Mahoney, L. M., & Tang, T. (2017). Strategic social media: From marketing to social change. Chichester, United Kingdom: Wiley-Blackwell.

The simplest things were noticed very easily amongst one’s peers. Would you happen to know the capital of Florida? Hardly anyone does. You would think it would be some glamorous place like Miami, or Orlando, maybe even Tampa. Not at all. Tallahassee, Florida is the capital. I am Fatimaa Howell and that’s were I was born and raised.

The beginning of my downfall

Self-confidence was something I learned late in life. It all started in second grade. My academic studies were a priority in my household and were never compromised. However, I was a t-ball practice one day and my mom noticed I could not hit the ball to save my life! She knew I was athletic and smart, but something just wasn’t right.

About a week later, I take a trip to the eye-doctor and left with a pair of hushpuppy glasses. Being a tomboy who wore glasses was not a good combination.

Resistance

Imagine getting that stare when you walk into a classroom with a fresh pair of glasses. My lacking self-confidence was then again shattered as all of my peers silently judged me. My own friends hardly recognized me. My new glasses were hideous, and made me look like a complete dweeb! To make matters worse, I had a constant headache, my equilibrium was off, and I even tripped on the playground one day as a result. Then, after two months, the resistance begun. My silent strike started out as me hiding the fact that I wasn’t wearing my glasses consistently. When my parents uncovered this secret, I was not wearing my glasses at all times, they cautioned me. My mother mentioned how much they cost, as my father tried to help me rebuild my self-confidence. Middle school was a full fledged war between my glasses & I.

I don’t need Google, my mother knows everything.

Frames for glasses have now come a very long way. There were once considered an ailment and costly. Now people wear glasses just to seem, “cool.” This is the one thing that upsets me. The same kids who teased me in grade school, are now the same teens wearing Ray Ban frames without prescription in the lenses. Like seriously? At this point in my life, as a high schooler, I had adopted contacts due to my athletic activities. I was also working at a local ice cream parlor. As I begin to realize how much my contacts were costing me, while considering all of the other things I could do with my money; I decided to give glasses a try again.

Courtesy of my mom, the social media guru; she found a dope online spot that has hundreds of custom frames. Warby Parker was a trendy, non-traditional online eye-wear retailer. Warby Parker, “Home Try-on Campaign,” is legit! They give you five total pair to try on. The frames you don’t like, just send them back, free of charge! To make it even better their social responsibility campaign consists of donating a pair of glasses to a person in need. Over 4 million pairs of glasses have been distributed through Warby Parker’s, Buy a Pair, Give a Pair program.

Online shopping in 2010 was relatively new, but 8 years later, I still have the same frames. Now I know what you’re thinking, and yes, I have changed my lens since my initial purchase. The quality of the frame is baffling. The customization created such an impact, that I have referred 20 or more family members, friends, and strangers. One may argue glasses are an accessory, but it is not that simple. “They are an extension of your personality,” as my mom would say. Warby Parker helped me to love my inner self. I have yet to find another frame that warms my heart. Warby Parker is a must try!