This research project examines the social media strategy and tactics from the February 2015 Miami International Boat Show. Overall show attendance and the total number of boats on display were up two percent each from 2014 due to an increase in social media efforts by the sponsors. Advertising techniques have evolved to include the world of social media platforms such as Facebook, Instagram, Twitter and YouTube. With the use of these social media platforms, primarily video and images, the Miami International Boat Show and their sponsors experienced a higher level of online engagement to draw in potential buyers and attendees. This project seeks to find where the Miami International Boat Show excelled in their social media strategy and tactics. Using social media analytical tools such as KeyHole, Ragan, Sprout Social and Hootesuite as well as talking directly with the Media Center, data was collected throughout the weeklong boat show for analysis.
This study analyzes the effectiveness of social media tactics used by The Council of Public Liberal Arts Colleges (COPLAC) to increase national awareness of the council’s mission. The study evaluated how COPLAC uses Twitter to recognize member accomplishments, connect member institutions through common interests and goals, and share information on the current state of liberal arts higher education. Twitter is a very casual and timely platform. Therefore, the most appropriate and appealing phrasing and diction for COPLAC Twitter posts was analyzed. The goal of the research was to determine language that would engage users, while still representing a consortium of higher education institutions professionally. Twitter followers, reach, clicks, hashtags, and engagement were tracked using social media management software and recorded data. This analysis determines successful language, hashtags, and subject matter to increase engagement within the COPLAC Twitter community.
This research paper will examine the role that social media plays in fashion merchandising. Every fashion and clothing company must create a branded image to market to its consumers, while also differentiating themselves from other brands available in the market. An integral part of this process is utilizing social media in the most informed way possible. This paper will explore how companies use lifestyle blogs to brand and market their product more successfully, and how those blogs integrate social media. Data will be collected through analysis of hashtags, brand keywords, and sentiment analysis over a period of one month. Through examining which promotional tools are most effective, this paper will develop a perspective on how blogs affect the relationship between brand and consumption.
This study demonstrates how one hashtag, #WNC, provides a level of online engagement for three publications: WNC magazine, the Asheville Citizen-Times, and the Mountain Xpress. This paper will analyze the top social media influencers on the hashtag stream for these publications, and the way in which follower interaction dictates the types of posts released by the three publications. Due to the current nature of journalism, it is more imperative than ever before to be engaged with social media and to be aware of the role social media play in engaging a publication’s target audience. By following the hashstream #WNC (or #wnc) over four weeks, this study will bring a more centralized lens to the usage of social media in journalism and the publication field.
This study is a content analysis of social media discussion surrounding the Chapel Hill shooting of three Muslim-American students. It will focus on how and how well Twitter was used to communicate information to students after the shooting. It will also focus on how, how often, and for how long, within the time of the study, the hashtags #MuslimLivesMatter and #ChapelHillShooting were used. Also, it will look at how the above hashtags connected the incident with other similar and non-similar hashtags and keywords about other events following he shooting. Data were collected for the above hashstreams over six weeks using Twitter analytics and HootSuite Pro, online social media analytic tools. The study broadens the understanding of how social media analytics influence knowledge of events and influence of social media on the public related to the study.
Beginning Sunday, Mar 1 and lasting through Apr 5, a total of five weeks, I have been, and continue to, analyze the The Avengers: The Age of Ultron movie release campaign. Only two weeks into the analysis it is difficult to explain what my research will determine in the end. Overall there is a very positive sentiment, that I have gathered using Twitter Analytics and HootSuite University but, as aforementioned, it is difficult to completely put my findings together until I see the final analysis. Some influencing voices on Twitter include Marvel, Sony and ComicBookMovie.com. These three organizations have had some of the most powerful voices on social media in the film industry this year. The new Avengers movie is everywhere and a very large percentage of fans are excited and continue to spread the word of the films growing popularity. From online countdowns to the movie's release, to hosting marathons in movie theaters and private venues throughout the nation to catch-up or re-watch the series, the Age of Ultron may turn out to be one of the most successful film campaigns of 2015. When my research is complete I hope to have a better understanding of how a successful film release campaign works and what separated this film's success from others.
This study is an analysis of the issue of net neutrality and how it has affected political, social and cultural landscapes as seen through various social media platforms. This research seeks to understand how various generations and class ranges respond to the issue on these platforms, as well as how vocal the different social groups are respectively. The research also seeks to understand which platforms are more indicative of a pro or anti-net neutrality stance, and why this might be the case. Research was gathered over the course of six weeks through a look at online forums such as Reddit, as well as other social media analytic tools like Google Social Analytics and HootSuite Pro for aggregation of discussions on the topic of net neutrality. Ultimately, this study will determine how social media can point to distinct social groups and their individual reactions to such a hot-button issue as net neutrality, allowing for a further understanding of opinions.
This study will discuss social media commentary following the tragic deaths of Razan Abu Salha, Yusor Abu Salha and Deah Shaddy Barakat on Twitter and Facebook, presently the two most popular social media platforms. After the tragic shooting of three University of North Carolina at Chapel Hill students, the news media and social media started buzzing. As a news story breaks, social media –namely Twitter – are the first sources for on the scene updates for journalists. Tracking keywords, hastags and social media influencers, data were collected for the hash streams #Muslimlivesmatter and #ChapelHillShooting over five weeks using Twitter analytics and HootSuite, along with other online social media analytic tools. This study expands upon existing literature about how people utilize social media to respond to tragic, breaking news events.
This research paper will focus on analyzing the results from Hootsuite (add to methods portion of the paper) on the Center for Diversity Education (CDE) Twitter account. The hypothesis in mind is applying successful strategies that other Twitter accounts have had in gaining a following in hopes of increasing the Center for Diversity Education accounts popularity. The paper will look at specific case studies where different companies have had success and will attempt to replicate their success. The paper will also try new innovative ideas to gain attention. Specifically I hope to achieve this by updating the twitter account daily, monitoring Hootsuite analytics on engagement and successful hash tags. I also hope to connect with other diversity centers and engage in an online discussion with them as well. Essentially the paper will be focusing on dissecting old data on what makes a twitter account popular and will be analyzing the growth of the CDE account based on new findings and research.
This research paper focuses on the influence hashtags have on social media campaigns; specifically, the Truth campaign’s use of the #LeftSwipeDat to end teen smoking. This study will analyze what significance hashtags have on social media audiences and if hashtags make a significant difference in marketing. The use of hashtags as a marketing tool is rapidly growing on social media. However, using hashtags successfully in a marketing context can be challenging. This paper will also look at what makes hashtags effective and successful. Using data collected from following the hashtag #LeftSwipeDat on Facebook and Twitter, this paper analyzes the overall trends and sentiments based on user feedback. Data was gathered and statistics were organized through Hootsuite over the time period of six weeks. This study broadens the ability for companies to understand the impact of a hashtag within their fan base.
This research project analyzes players from different colleges and their Journey to the Tourney through social media. As basketball teams win or lose players react, providing the media and other social media influencers some insight into how this stage can raise up or harm reputation. These players from large and small schools range in age from 18 to 23 which gives way for raw sometimes unfiltered emotional responses. If a student athlete takes it too far the NCAA or the school itself will punish the athlete in an attempt to detour this action in the future. With Facebook and Twitter being a 24/7 medium to release news and frustration, players can be accessed at their most vulnerable moments. This study will be carried out starting with the conference tournaments going through the first four and concluding sometime near the second or third weekend in the NCAA tournament. Hootsuite Pro, an online social media analytics tool, will be used to study the influence of what is said, and to observe specific player accounts.
This study will examine the cultivation of a social media following for musicians. Data will be collected from recording/performing artist Momentai and their social media accounts. This project will research play counts, dissemination of music across national borders, and social media to web conversion. Analytics will be formed by examining insights, the interaction of users with content. The insights will be pulled from Soundcloud, Facebook, Momentai’s personal web page, and Instagram. Soundcloud insights provide top influencers, play location, and play count. Facebook will be examined primarily for user engagement from live shows. Webpage analysis will determine what blogs/websites consumers are being pushed from. This analysis is timed around an impending record release and string of live shows from the artist. Primarily focusing on conversion; either media to product or performance media, the data will be an ongoing representation of attaining fans. This study will also look closely at more well-known pop artists and how their public relations engages with fans.
This study is an analysis of social media regarding the development of movies and the interaction of fans with the movie studio. Marvel Studios, a movie company that makes movies based on Marvel Comics, has taken the idea of connecting all of their movies together to resemble how comic books work and adapted it to the big screen. The objective of this study is to understand why other movie studios want to copy their ability to connect their films, how social media reflects Marvel Studios, and the significance of what character is being adapted. Since the studio is huge, this study will be focus on the deal between Marvel Studios and Sony to develop a Spider-Man movie. After an 8 weeks period, data gathered using HootSuite Pro, Keyhole, and Google Analytics will show the reaction of fans and follow the development of Marvel Studios now that they can use their most popular superhero. The study will further emphasize the understanding that connecting movies into one another is a feat that can only be performed in the age of social media and fans have to like the idea.
This research paper offers an analysis of social media and the responses to the campaign circulating around Marvel Studios' acquisition of the Spider-Man property film rights as well as how the studio is planning on handling the character as it pertains to the studio's cinematic universe. This study encompasses how the public responds to the various hashtags and rumors that have emerged from the campaign by examining the growth of knowledge communities. Through this research, the evolution of the campaign to relocate the character to a new studio will be explored by analyzing the contributors of the campaign, including journalists, news outlets and their followers. Data were collected from multiple resources for the #WelcomeHomeSpidey campaign for six weeks using Hootsuite Pro, Sentiment140 and SocialBakers, online social media analytic tools. This study broadens the literature on how social media analytics influence content creation by following a news event as it breaks and how social media reacts to the information. The analytics explored within this study revolve around the reach of the news, the engagement set up by journalists and their followers, the share of voice present between the social media platforms and the sentiment analysis recorded and aggregated in response to the development of the campaign.
This project examines the conversations of a heavily active online forum during the weeks leading to the biggest professional wrestling event of the year, specifically in regard to the headlining match. It provides a day-by-day analysis of what discussions are had by the fan base on an unofficial platform in the six weeks before WrestleMania 31. This study seeks to explain the unique vocabulary and online culture of the fan base. As the major event approaches and interest builds, the paper investigates the success or lack thereof of WWE in keeping its audience “in line” with what they are trying to promote, what the company does when rumors, speculation, and spoilers take on a life of their own, and how much the so-called “vocal minority” of online die-hard fans actually influences decision making. This analysis sheds light on the conversations being had on unofficial channels, and the ongoing balancing act between content producers and their audience.
This paper examines the intersection of personal documentary and the essay film in the eye/“I” of Ross McElwee’s camera. These modes of cinematic expression are linked to Alexandre Astruc’s notion of the camérastylo, or the “camerapen,” and to Agnès Varda’s related notion of cinécriture, or “cinema as writing,” which calls for an authorial and wholly personal approach to filmmaking. Teeming with candid digressions and curious excrescences, cinécriture carries forward the loose, essayistic legacy of Michel de Montaigne. Ross McElwee, along with Agnès Varda, Jonas Mekas, and Ed Pincus, helped pioneer firstperson filmmaking, infusing their works with intimate reflections on their own lives and the filmmaking process. In effect, they embody Montaigne’s famous declaration “I am myself the matter of my book,” yet they often demonstrate profound humility in baring their souls. McElwee’s first feature, Sherman’s March: A Meditation on the Possibility of Romantic Love in the South During an Era of Nuclear Weapons Proliferation, shows the filmmaker working very much in the same vein as Montaigne in his Essays; both men approach their personal demons in the aftermath of great loss under the pretense of discussing historical figures. Thus, each author-as-subject emerges reflexively as one and the same with the eponymous object of study, engendering, as Lawrence Kritzman notes, a narrative self or self-as-other to compensate for life’s deficiencies. Linking the essayistic impulse to an erotic, procreative impulse, Kritzman underlines the vital force of the creative process, as well as its potential to aid in self-therapy. In this paper, I apply a similar framework to Sherman’s March. I argue that, through a Montaignian conception of the narrative self, McElwee attempts to cope with feelings of inadequacy in personal and professional life by sublimating them into spectacle and the protean enactment of subjectivity which is the essence of the essay film.
This research attempts to connect Asheville's history to its modern day economy through the lens of historical preservation in the city. Examining Asheville's main economic contribution, tourism, through history shows the flourishing of the city Asheville and the adverse social effects on the local community. The articles rely on local historical professionals, archival data and research and focus on the importance of historical preservation on multiple levels in the community. A special focus is put on Seely’s Castle, a historical landmark shrouded in mystery and filled with architectural relevance in Asheville. Historical preservation not only contributes to saving a moment in time, but also helps Asheville’s thriving economy. The tourism in Asheville began in the early 1900s and continues to contribute to Asheville’s growing city. This growth, however, has pros and cons. While businesses grow and thrive in the tourist based economy, many locals become displaced and do not alway reap the benefits of tourism
An Examination of the Academic and Social Success of Formerly Homeschooled Students at UNC Asheville is based on journalistic interviews conducted within the UNCA community. This creative project examines the individually-experienced transition from the often variable, independent education style of homeschooling to a highly-rated liberal arts university. It is a journalistic exploration into both subliminal and obtrusive perceptions and myths surrounding this category of non-traditional students. This presentation offers a sincere, sometimes comical, journalistic exploration of the stigma surrounding students who were homeschooled. Through interviews with faculty, parents and members of the general student body, the truth is revealed. Content includes: readily-admitted stereotypes and perceptions from professors and students, tales of embarrassing or frustrating encounters as a previously-homeschooled UNCA student, myth debunking, and plenty of photos.
