Spreadable Media: A Review

Spreadable Media: Creating Value and Meaning in a Networked Culture by Henry Jenkins, Sam Ford, and Joshua Green

Source: NYU Press

Spreadable Media is all about how our media environment is changing. Media used to be controlled by media companies, but now we can get our media in a variety of different ways. People used to be interested in the stickiness of a message, but it is changing to the spreadability of a message. Spreadability is about how a message is carried through social media. The book looks at different platforms (movies, television, social media, etc.) and also different aspects of the Internet in today’s world (memes, Web 2.0, going viral, etc.).

I chose Spreadable Media because I have become increasingly interested in information and communication technology. The book was recommended to me by my professor because of my interest in new media. I am hoping to do more research on emerging technologies and how they can be used for crisis communication and communication in general. This book helped me to understand how individuals and companies are using new media today, and how it is always changing. People and companies need to adapt with technology and use it to connect with their audience.

My favorite section was Designing for Spreadability. Designing for Spreadability is all about how to create content that will spread. Companies can not just create content and throw it out hoping people will share it. Companies need to do research to understand what types of media their audience is using, know what types of media people are sharing, and quantitatively measure your success so you can duplicate it.

Books written about technology become dated quickly. Spreadable Media was published in 2013. A lot has changed on the media and technology front since then. Spreadable Media covers many different aspects of types of media that individuals are using these days (such as smartphones, social media, and the Internet). It covered many things that other books have left out. But as technology changes, new books are needed to keep up. Those individuals who are interested in the way technology and media are being used need to read this book, especially those who create media for companies.

Spreadable Media was well written and easy to read. The sections worked well together, but each could be read separately as well. People could read the whole book and get a good idea of how media is being used, or they could read only the sections that interested them. The book tells that media needs to meet people where they are, which in today’s world, is always on the go. Create content that can be taken anywhere, and people will use it.

I recommend those who enjoyed this book to read Henry Jenkins’ other book Convergence Culture: Where Old and New Media Collide, and also The Culture of Connectivity: A Critical History of Social Media by Jose van Dijck.      

"If It Doesn't Spread, It's Dead" 

Voice of America and China Radio International

We live in a global world. The media and Internet have made it easier than ever to learn about other cultures. But is what we see in the media really what these other cultures are like? How do governments in today’s society combat stereotypes that arise from the media? One way is through public broadcasting in countries around the globe. The United States has Voice of America (VOA). VAO broadcasts on radio, TV, and on the Internet in various countries outside the US in English and 53 other languages. VOA is used as a way for the US to distribute news and information to other countries in a fair and affective way. They now have Facebook and Twitter to stay connected in our digital world.

Other countries have similar initiatives as well. China has China Radio International (CRI), the only state-owned radio allowed to broadcast overseas. CRI is used to promote a favorable image of China; in the same way the VOA is used to frame the US. CRI is broadcast in 43 foreign languages, and has radio, TV, and Internet and satellite radio. China is a major player on the global stage and one of the strongest economies. How people perceive China can impact other countries’ willingness to do business with an in China. CRI is one-way China is trying to make sure people all over the world have a positive view of the country.

According to Chen, Colapinto, and Luo (2010), China has recently begun using its culture as a soft power to strengthen national pride, and gain the attention of others worldwide. One technique China has used to do this is by straying from pure propaganda and using state owned media, such as CRI, as a public relations tool. The Internet has given CRI the tools to use more two-way communication, and not solely sending messages out. On the CRI website visitors can send SMSs to the broadcasters on the radio to let them know of their opinion on topics. CRI has also adopted the use of podcasts mobile platforms for use on smartphones. They too use Facebook and Twitter. 

Another tactic used is to partner with local media. China partners with local media producers when broadcasting in other countries. This helps all aspects to run smoothly, but also gives CRI a foothold in that country. As the media influence what the audience believes, working with local media can help to shape messages in favor of China.

Many countries have state owned radio broadcasts to influence foreigners’ perceptions, but using them correctly is important. As technology changes, how the messages are sent out should change as well. Many people have smartphones and access to the Internet, yet not all. Understanding how to connect with your audience appropriately is a major key to success. Using local media to understand the lay of the land and gain a foothold in that culture can help your country in the long run.

What do you think would be the most effective way to get your message across in today’s digital world? Traditional radio? Internet? TV? Podcasts? Let me know your thoughts in the comments! 

Save the Cats, End Teen Smoking #CATmageddon

Truth is a national campaign that aims to educate teenangers about tobacco companies and the dangers of smoking in order to end teen smoking in the United States. Truth has numerous commercials on channels that use popular music and images that teens will recognize and connect with. The commercials include statistics about how teen smoking has decreased in the past few years, and talks about how much money big tobacco companies make. Their newest commercials have focused on how smoking kills pets. In early February 2016, they aired their CATmaggedon commercial.

Sample of positive Tweets using #CATmageddon

The ad uses a lot of visuals and promotes the use of the hashtag #CATmageddon. Truth is active on Twitter, Instagram, and YouTube under the name truthorange. They posted their first Tweet about #CATmageddon on February 11, 2016. To analyze the initial response to the commercial, I examined Tweets from Twitter users using #CATmageddon from February 11 to February 14. There was a total of 75 Tweets containing the hashtag #CATmageddon, and referencing the Truth commercial. The largest portion of Tweets were neutral and only referenced the commercial or contained a link to it. Positive Tweets were the next portion; these Tweets expressed concern for cats and support for Truth’s message to stop teen smoking. There was only one negative Tweet during these days. Other negative comments have been made later on Twitter and in the comments on Instagram, and they are all along the same line as this Tweet. 

Example of negative feedback using #CATmageddon

It is hard to get people, especially teens, to actively interact with brands and companies. Teens tend to be aware of a company that is trying too hard to seem 'cool'. However, the push to end teen smoking in the United States is an important endeavor. Getting the point across to teens, and adults, is not easy. Getting these teens to spread the message and brand is even harder. Truth chose a hashtag that went with their message and was easy to remember. They also promoted the hashtag on commercials, Twitter, Instagram, and YouTube. Using the correct tools for your audience is important in getting your message to the right people. 

Some areas to improve would be in responding to customers questions on social media. There were some questions about how vape affected pets, and I did not see where anyone responded to these questions. Interacting with the customers on social media can make them feel a stronger connection to the brand. A separate hashtag that is used is #FinishIT. This hashtag is used for a lot of different things by Twitter users, mostly working out. #CATmageddon worked because it was fairly unique to Truth.

A few things that could be added are having customers create videos with their pets that can be used in future commercials. This gets people to actively work with the brand and for the cause. On social media, there were quite a few people who liked the songs in the commercials, so Truth could create playlists with the songs used and promote musicians and their brand on other platforms. The last suggestion is to do a customer spotlight. Pick a day of the week and showcase a customer's story about how they quit smoking. People connect with others, and their stories could inspire teens to "be the generation to finish it."

Expert Profile: Bridget Szuminsky

Atlanta is a hub for international travel and business. Over 200 businesses are headquartered in Atlanta and many more have offices here (Metro Atlanta Chamber). Atlanta is a great location for individuals who work for companies on social media. Almost all companies have at least one social media account, and there are numerous agencies that do social media for different companies. One such company here in Atlanta is Moxie. Moxie works with clients such as Coca-Cola, Chick-fil-A, Wells Fargo, and many others. I had the opportunity to talk with Bridget Szuminsky, an engagement manager at Moxie, about working with social media and how to prepare for this type of career.

Szuminsky at a "Share a Coke" event 

Szuminsky graduated from Kennesaw State University in 2012 with a degree in communication and an emphasis in public relations. She has been working for Moxie for over a year and half and has worked with clients such as Gold Peak Tea and Wells Fargo. To reach the clients' target audiences, Szuminsky primarily uses Twitter, Facebook, Instagram, and Tumblr. A typical week for Szuminsky involves working with retainer clients and project based clients. For retainer clients, she does the same type of work every month. This includes community management, checking all channels for a client and responding to costumers. She also works with project based clients, such as Wells Fargo. Szuminsky is currently working with Wells Fargo to promote their soccer sponsorship and recruiting millennials on social media.

One project that Szuminsky has worked on is influencer marketing for Gold Peak Tea. This project focused on having lifestyle and party planning bloggers try Gold Peak Tea and post about their experiences. This leads to real life testimonials and amazing photos and buzz about the product. Szuminsky credits seeing people’s testimonies as being extremely rewarding.

Gold Peak Tea

Szuminsky also uses some of the newer social media formats such as Snapchat and Periscope. Social media is always changing and new platforms emerge every day, so how does one stay up-to-date on everything? She cites working with her team at Moxie as the biggest advantage. Everyone is checking Mashable and other social media accounts for new ways to connect and then that information is shared with the rest of the team.

Staying current on what social media platforms are being used, and how companies are using them is one of Szuminsky’s tips for individuals who are trying to get into the social media field. Other tips she offered included having a professional online presence. Using Twitter, Instagram, and LinkedIn show that you have a passion for the field and understand how to use those platforms. Another tip is to network with professionals in your field of interest. This can include using LinkedIn and also networking events in real life. Joining Public Relation Society of America (PRSA) or other organizations can help gain access to professionals and networking opportunities. The last tip from Szuminsky was to do internships. Not only will this give you a foot in to door, but it can help you learn the tools that are being used by companies.  

Tips for individuals starting out:

• Staying current on new social media

• Having a professional online presence

• Networking

• Internships

When discussing how her education prepared her for her job, Szuminsky credits good writing skills and a passion for writing as one of the biggest assets. Being able to clearly and concisely put your thoughts into words is vital for social media. Also, taking a wide array of communication classes is beneficial to understanding how social media fits into the different facets of a company, such as PR and marketing. Some of the surprises about her work include purchasing advertising space and dealing with legal issues. Szuminsky says working with the media team to purchase ad space on sites such as Facebook was something she had not realized would be a part of her job. Also, having to sell her ideas to the corporate lawyers before they can be used was not something she was prepared for in her job. Some other aspects Szuminsky wished she had known before was how to use the software and how to do the analytics. Learning as you go is an important part of working in social media, as well as having good organizational skills to manage multiple clients at once.

Social media is constantly changing and that is one of the reasons Szuminsky loves what she does. She states that advertising on social media has gone away from more traditional ads and towards blending into people’s everyday life. One of the reoccurring themes when talking to Szuminsky was the need to find what you are passionate about. Once you know what you are passionate about work becomes fun! 

Szuminksy and coworkers at Moxie Mayhem 2015