Friday, 11 November 2011

My road to...blog

I started this blog because of the course requirement. I have my own blog as well written in Chinese. At the very beginning, I thought that I would not really indulge in blogging as this blog is obviously for academic purposes only, but not self-expression. Yet, I find that I really enjoy writing this blog now because of all the creative and useful comments given by my EN4166 classmates and lecturer.

I still remember one of the lectures, we were taught about how different people use blog to communicate with others. For example, when we talked about new education tools, we compared two blogs: one was to seek help and one was to introduce tools to bloggers. One thing really impresses me is that, how comment works on the writer and contributes to the blog. For the one which mainly focuses on seeking help from bloggers, he really got so many replies from both teachers and students. Teachers shared their same frustration towards the new teaching method and support each other; while students also leave comments to give advice. At this stage, blog became a powerful tool to connect people together, not ordinary people but the ones who were also interested in/ concerned with the same issue. Though the supports were from the anonymous, this would boost the writer to continue his writing as well as the road as a teacher trying to use new education tools. For another blog, it provided a number of selected new education tools, with screenshot and guide to use which are very user-friendly. A huge number of comments also included appreciation towards the work by the writer. Less recommendations were given in comments may be due to the fact that the post had already covered almost all aspects and the post actually served as recourses/ reference page.

By now, I have typed a few posts. The first one was about the brief description of the new media tools introduced/ presented by our classmates. My very first intension was just to remind myself the pros and cons of each tool and appreciate what my classmates had presented as I found their analysis was very useful and comprehensive. Blog post may be a more casual way to express our own opinions about the lecture as blog originally or say, is normally treated as a self-expression tool which does not require any special format or guidelines. There is more freedom when you use blog rather than others as the environment seems to be more relaxing or casual. 

Guest Lecture today

Dr. Katerina Tsetsura talked about media transparency and social media in the advertising and promotions field. I think it's a great lecture as it adds more details and factual cases related to what we are taught before in the 9 lectures we had.

Old advertising strategy:
Vertical: Top down process (target audience)
New and now:
Horizontal: Engagement process (public)

Writing for Digital Format
Print: reading, Studying, Linear Sequence
Online: scanning, searching, random-sequencing

Strategic Com.

1. Shaping Strategies (using social media)
2. Engaging publics
3. Uniting for a common course
4. Demanding social change
5. Dealing with consumer complaint

Case Study: Give up control and invite participation

Website:My Starbucks Idea
--Tell us how you want us to change
--Vote which idea is the best: then the company really implement it

Case Study: Listening to Global Issues

BRITA (Filter for good com)
Public: try to find some –ve things e.g How BRITA destroy the environment

Top-down: press conference. shut down the website
Now: start responding the –ve comments
Create: Recyclable filter!!!!

*Social engagement*improve the reputation of company

Case study: Fast Mobilization of Activities

Non-profit-making company
in just 45 mins, mobilize a huge number of retweeting and sharing

CSR: Corporate social responsibility

Earn Media VS Paid Advertising
Why good? Higher Credibility : if your friend introduces it to you, you gonna believe it


**While I was preparing the project for World Englishes, I found this:
Acer CSR
Samsung CSR


I found that CSR not only means the advertising part, but also the part for community responsibility like environment concerns. Another thought is that, CSR actually is a term to build a company's reputation.

Media Transparency- Disclosure of sources
Media Non-transparency- Any disruption of media transparency

Possible Problem

We don’t trust anybody!

Reflexion

Trust is Crucial- what about transparency?
Every company is a media company- who has the voice?
Everyone says something- who is listening
Everyone uses social media- effective? Ethical, legal?

Blogs or flogs?

Flog- fake blog
Over 80%- connection with the brand/company
Business of Blogging: e.g. :Reviews from other moms: mommyblogging
Blogger=jounalist?