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Video Marketing Strategy: 3 Steps To Making A Viral Video

Video Marketing Strategy: 3 Steps To Making A Viral Video | Branded Entertainment | Scoop.it

Excerpted from article on VentureBeat:
"Are you using video in your online marketing strategies? Did you know that 87 percent of online marketers now use video content?
Whether you’ve been creating video content for years or this is your first time, we wanted to share some tips on how to make your video stand out from the rest and go viral.

Here are our 3 steps to making a viral video.

1. Understand your audience and their viral triggers.
- Know your audience:
This is very important — it is really, really difficult to make a video that everyone will enjoy. Focus on YOUR audience. Get hyper-specific.

- Consider why people share online:
The average viewer shares video for a variety of reasons.
People share for two major reasons: “a) they altruistically want to share the enjoyment of that video with others or b) they selfishly want to be seen sharing or critiquing that video.”

- Understand your audience’s viral triggers:
The most important aspect of creating a viral video is understanding how to combine the two elements discussed above to understand your audience’s viral triggers. Triggers are what turn your viewer from a passive spectator into someone that will share your content.
Focus on one or two triggers and go “all-in” on them.

2. Optimize your video for an online audience.
- Post your video everywhere:
Your video should be hosted on YouTube, Vimeo, and your professional content management system. Submit your links to Reddit, Digg, StumbleUpon, Facebook, Twitter and any other frequently visited site that displays video.

- Make it short:
Keep your video short — the average viewer watches between 15 – 30 seconds of a video, so lead with the portion of the video that is engaging.

- Design for remix and meme-ability:
Sometimes your initial video is not the one that goes viral, but parodies or memes that are developed from it can become instant hits.

- Provocative thumbnail and proper tagging:
Make sure to give your video a provocative thumbnail.
Also, make sure to give your video the proper tagging with description text that helps your search engine optimization (SEO) efforts and people who are looking for your video on YouTube.

3. Distribution.
Unfortunately, nobody can guarantee that a video goes viral. The best way to do this is to create initial small groups of supporters to start your distribution cycle.

- Niche influencers:
This goes back to understanding your audience. Online publications and bloggers are hungry for content that is interesting for their audiences.

- Celebrity influencers:
After getting some niche recognition, the next step is to reach out to influencers with larger built-in distribution networks. These include YouTube celebrities, mainstream bloggers, Twitter celebrities, etc.

- Create initial groups of support:
Use a service like Virool to guarantee your video gets viewed a certain number of times. They use a network of blogs, games and other partners to make sure that real people watch your content..."

Each step is analyzed with more information and with some videos as example. Read full original article here:
http://venturebeat.com/2013/05/29/how-to-make-a-viral-video/

 


Via Giuseppe Mauriello
Maree Lockie's insight:

Three steps for creating a successful viral video. 1. Knowing your audience and their viral triggers. 2. Optimise video for online audience. 3. Distribution. Seems quite logical if you ask me. Now, who's keen for a class viral video? :P

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malek's comment, May 30, 2013 5:44 PM
insightful
Jordi Carrió Jamilà's curator insight, June 3, 2013 3:06 AM

 

Un gran artículo donde explica los pasos para realizar vídeos virales. El vídeo marketing tienen un gran futuro para las empresas B2B.

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7 Types Of Digital Marketers: Modern Marketing Humor [Infographic] - Bit Rebels

7 Types Of Digital Marketers: Modern Marketing Humor [Infographic] - Bit Rebels | Branded Entertainment | Scoop.it
This humorous infographic breaks down the seven different types of digital marketers. It highlights how modern marketing is unique and creative today.
Maree Lockie's insight:

Digital Marketers - I think we can probably think of someone that fits into each of these categories. This infographic attempts to categorise digital marketers into 7 humourous types. A nice infographic with some great short facts!

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Jennifer Beever's comment, June 8, 2013 6:07 PM
Yeah, the old school advertiser. Those mad men and women who are holding on....
Sheila Vargas Corrêa's comment, October 13, 2013 3:30 AM
impressive how each category relates and work with the broad digital marketing ... interesting fact.
Geveta Cook's comment, October 14, 2013 8:57 PM
Popular post Maree! Worthy :) I'm an E-Artiste, hands down. I agree with these types though, and yeah the old school... I watch Dvds and TV, and Don't access FB via a tablet... 50/50 split perhaps?
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Video Marketing Strategy: 3 Steps To Making A Viral Video

Video Marketing Strategy: 3 Steps To Making A Viral Video | Branded Entertainment | Scoop.it

Excerpted from article on VentureBeat:
"Are you using video in your online marketing strategies? Did you know that 87 percent of online marketers now use video content?
Whether you’ve been creating video content for years or this is your first time, we wanted to share some tips on how to make your video stand out from the rest and go viral.

Here are our 3 steps to making a viral video.

1. Understand your audience and their viral triggers.
- Know your audience:
This is very important — it is really, really difficult to make a video that everyone will enjoy. Focus on YOUR audience. Get hyper-specific.

- Consider why people share online:
The average viewer shares video for a variety of reasons.
People share for two major reasons: “a) they altruistically want to share the enjoyment of that video with others or b) they selfishly want to be seen sharing or critiquing that video.”

- Understand your audience’s viral triggers:
The most important aspect of creating a viral video is understanding how to combine the two elements discussed above to understand your audience’s viral triggers. Triggers are what turn your viewer from a passive spectator into someone that will share your content.
Focus on one or two triggers and go “all-in” on them.

2. Optimize your video for an online audience.
- Post your video everywhere:
Your video should be hosted on YouTube, Vimeo, and your professional content management system. Submit your links to Reddit, Digg, StumbleUpon, Facebook, Twitter and any other frequently visited site that displays video.

- Make it short:
Keep your video short — the average viewer watches between 15 – 30 seconds of a video, so lead with the portion of the video that is engaging.

- Design for remix and meme-ability:
Sometimes your initial video is not the one that goes viral, but parodies or memes that are developed from it can become instant hits.

- Provocative thumbnail and proper tagging:
Make sure to give your video a provocative thumbnail.
Also, make sure to give your video the proper tagging with description text that helps your search engine optimization (SEO) efforts and people who are looking for your video on YouTube.

3. Distribution.
Unfortunately, nobody can guarantee that a video goes viral. The best way to do this is to create initial small groups of supporters to start your distribution cycle.

- Niche influencers:
This goes back to understanding your audience. Online publications and bloggers are hungry for content that is interesting for their audiences.

- Celebrity influencers:
After getting some niche recognition, the next step is to reach out to influencers with larger built-in distribution networks. These include YouTube celebrities, mainstream bloggers, Twitter celebrities, etc.

- Create initial groups of support:
Use a service like Virool to guarantee your video gets viewed a certain number of times. They use a network of blogs, games and other partners to make sure that real people watch your content..."

Each step is analyzed with more information and with some videos as example. Read full original article here:
http://venturebeat.com/2013/05/29/how-to-make-a-viral-video/

 


Via Giuseppe Mauriello
Maree Lockie's insight:

Three steps for creating a successful viral video. 1. Knowing your audience and their viral triggers. 2. Optimise video for online audience. 3. Distribution. Seems quite logical if you ask me. Now, who's keen for a class viral video? :P

more...
malek's comment, May 30, 2013 5:44 PM
insightful
Jordi Carrió Jamilà's curator insight, June 3, 2013 3:06 AM

 

Un gran artículo donde explica los pasos para realizar vídeos virales. El vídeo marketing tienen un gran futuro para las empresas B2B.

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The Transformation of Product Placement: When is Too Much, Too Much?

Product placement started off as a harmless and subtle way to raise awareness for brands and products, but has transformed to an oversaturated market of products. From James Bond’s infamous sip of Heineken in Skyfall that was discussed in class (of which you could barely tell it was a Heineken, had it not been such a controversy), to the not-so-subtle AT&T, Coke and Ford mentions in American Idol has cluttered the market.

 

But how far is too far?

 

In the Transformers newest film, Dark of the Moon, there was a record of 71 product placements within the film. The clip above shows just a few of the examples, most of which were very obvious. The market of product placement has been cluttered to the point where it is not as effective as it used to be, and many consumers are desensitized to being bombarded by product placement.

 

Alicia Della Maestra 06195750 COMM335-001 video, product placement, public relations, Transformers


Via Joachim Scholz, PhD
Maree Lockie's insight:

71 product placements in Transformers Dark of the Moon. How much is too much? Really, is this a little over the top? Does the excessive use of noticeable product placements just make them ineffective? It makes this movie seem as if it really is just a 2 hour long advertisement. But this raises the question, can we put a number on how much is too much in regards to prominent product placements?

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Sutharsan Ab's comment, October 2, 2013 6:20 PM
I would have seen this movie atleast 3 times. Only after we started talking about this.. I started realizing this movie has so many brands. Brands invest so much on placements !! and how effectively people recognize it ? Is there an exact survey or a report ? I am eager
Henrik Lysdahl's comment, October 3, 2013 8:56 PM
I have never had negative reactions to product placements, makes the movies realistic.
Michelle ت Tan's comment, October 5, 2013 6:54 PM
I agree with Henrik. It ads realism, plus movie producers need help in funding their movies, and I guess this is one way of doing it.
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The Most Egregiously Bad Product Placement You'll Ever See--And How To Do It Right

The Most Egregiously Bad Product Placement You'll Ever See--And How To Do It Right | Branded Entertainment | Scoop.it

Product placement has become an increasingly popular way for brands to increase awareness, preference, and loyalty. But it can be done so badly it sets your teeth on edge (and we've got proof). Here's how to do it right.

Maree Lockie's insight:

Oh how bad product placements can be so cringe-worthy. This article gives some nice examples of the the good and the bad of product placements in tv shows. It also discusses the importance of looking further than just placing a product in a tv show or a movie, into the likes of games and music videos. This is an interesting idea and something that may be focussed on greater in the future as tv shows or movies may start to become overdone or saturated for viewers.

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Georg Schott's curator insight, August 28, 2013 6:11 PM

This is kind of a summary concerning product placements, including a really bad example and one which is really good. I especially enyojed watching the examples ;)

Souvantha Bouaaphone's comment, August 30, 2013 10:37 PM
8 strategies to make it right - Yes, track and measure!
Michelle ت Tan's comment, September 28, 2013 8:19 PM
I think the second point, 'Don't just be in show; shoot for plot integration', is really important. They need to make sure there is 'fit', otherwise they are pretty much asking us to dislike them for purposely advertising to us!
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RIP Interruptive Advertising, Welcome: Subliminally Digitally Inserted 'Latest' Product Placement

An uproar spread across the Web recently, when an ad for a new movie mysteriously appeared in the rerun of an old TV show. Taylor Orci takes a look at the burgeoning business of digital product placement and the effect it has on our brains in this episode of "Is That a Thing?"


Via Gary Hayes
Maree Lockie's insight:

A little more info on something mentioned in class - Digital Product Placement. This video gives some good insight into this idea and how it is done. It mentions how this idea became quite known when in a rerun of an episode of How I Met Your Mother, an ad for a newer movie was seen in the background. This sparked much interest throughout the internet and really does make you think about how often this is being done without us being aware of it. This technology really does open up a world of opportunities for brands looking to place a product or ad in a movie or tv episode and can allow for your brand to fit better with the movie/programme chosen (rather than just being placed in what is currently being made). For me, this technique for product placement really makes me think about the shows I am watching and whether products were there when the film/show was made or whether it was inserted after.

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Reading Fiction Can Make You More Empathetic

Reading Fiction Can Make You More Empathetic | Branded Entertainment | Scoop.it

A new study led by P. Matthijs Bal of VU University in the Netherlands finds that readers who emotionally immerse themselves with written fiction for weeklong periods can help boost their empathetic skills.

Here the study:

http://www.plosone.org/article/info%3Adoi%2F10.1371%2Fjournal.pone.0055341

The study showed that fiction influences empathy of the reader, but only under the condition of low or high emotional transportation into the story.


Read the article:

http://www.theatlanticwire.com/technology/2013/02/reading-fiction-can-make-you-more-empathetic/62443/

Maree Lockie's insight:

After discussing transportation this week in class, this article gives a nice example of the effects of immersion into a medium. This article discusses how those who emotionally immerse themselves in written fiction better increase their empathetic skills. This shows that immersion is not only good from a marketing perspective, but also from a individual's perspective in that they further develop their own skills.

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Geveta Cook's comment, August 20, 2013 10:35 PM
The merits to being well read eh? Interesting that you bring up empathy - noted as an explanation as to why we entertain ourselves with things that do not necessarily elevate our emotional state (when moo management theory tries to justify itself). Good that you've found an article on transportation through reading - the most transcendent medium of them all apparently. Thanks :)
Maree Lockie's comment, August 20, 2013 10:39 PM
Thanks :) Makes us reasonably well read people feel a little better about it!
Martin K.J. Waiguny's comment, August 28, 2013 8:32 PM
actually it is found that most entertainment media enlarges peoples skills, so empathy is a new one to me but interesting reading
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How to Use Social Media to Find Customers (Infographic)

How to Use Social Media to Find Customers (Infographic) | Branded Entertainment | Scoop.it
Whether you are trying to reach consumers or other businesses, social networking sites likely hold the key to your success. (RT @RedFMarketing: B2B marketers find Linkedin 277% more effective than Facebook or Twitter!

Via Ron Sela
Maree Lockie's insight:

Social media use to generate leads - interesting infographic highlighting the most important social media tools. For B2C marketers, Facebook is the most important followed by Twitter in generating leads. This was to be expected and really does seem logical. However, it would have been nice to see other what other media tools come to in comparison; pinterest, youtube, instagram and even in comparison to traditional media. It does show B2B too, in comparison to B2C which is nice - with company blogs and LinkedIn making an important entrance. This infographic does provide a nice quick overview as to the most important social media tools for both B2C and B2B but it really seemed to back up logic.

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Ron Sela's curator insight, August 4, 2013 4:16 AM

How to Use Social Media to Find Customers (Infographic)

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Telekinetic Coffee Shop Surprise

What if telekinesis was real? How would you react? Our hidden camera experiment captures the reactions of unsuspecting customers at a New York City coffee sh...
Maree Lockie's insight:

In case you guys haven't seen this yet - going viral at the moment. Telekinesis prank promoting the movie "Carrie". Peoples reactions are awesome and the fact that as of right now this clip has over 13 million views, money well spent?!

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Adriana Gomes's comment, October 9, 2013 8:11 PM
That is a good one, Maree. I saw it and I thought it was a great idea for promoting the movie.
Kay'Gee Rox's comment, October 9, 2013 10:48 PM
Yeah they shared this at work...realllly cool
Michelle ت Tan's curator insight, October 25, 2013 7:24 PM

I saw this on Facebook and thought it was such a great marketing technique! 

It's been shared by a few of my friends from all over the world. This really shows how powerful viral marketing can be these days.

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How Social Media and Viral Marketing are Saving the Film Industry [INFOGRAPHIC]

How Social Media and Viral Marketing are Saving the Film Industry [INFOGRAPHIC] | Branded Entertainment | Scoop.it

Anita Li:  "An infographic reveals how the film industry is using social media and viral marketing to compensate for declining ticket sales."


Via The Digital Rocking Chair
Maree Lockie's insight:

Interesting short infographic illustrating how Hollywood is compensating for declining ticket sales (because of the rise of online piracy) through the use of social media and viral marketing. Gives some nice examples of how movies are using social media to generate interest, demand screenings in their local areas and increase engagement. Our own Air NZ's Hobbit safety video even gets a mention!

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Justin Nalepa's curator insight, December 20, 2012 11:32 AM

In applying this to documentary filmmaking, I think the "Varied Monetization" section to be particularly interesting. As most documentary films don't have a very long or wide release in theatres, exploring other venues for splitting up the rights to your project may prove to be a more successful and lucrative option for most independent filmmakers. 

Jeni Mawter's curator insight, December 20, 2012 9:38 PM

Awesome infographic to show how the declining film industry is fighting back!

Dolly Bhasin 's curator insight, December 23, 2012 11:23 PM

Gr8 Infographics on how Documentary films are using Technology

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6 Basic Benefits Of Game-Based Learning

6 Basic Benefits Of Game-Based Learning | Branded Entertainment | Scoop.it

"There seems to be a perception that online gaming has a detrimental impact on children’s development. Nothing could be further from the truth, and there are countless–and complex–reasons for this, but it also makes sense at the basic benefits of game-based learning."


Via Beth Dichter
Maree Lockie's insight:

We often hear about the negative aspects of children and gaming. This article highlights how gaming can have a positive effect on children. For example it can increase childrens' memory capacity and help with fast strategic thinking and problem solving. Although this article looks at gaming as a whole, this positivity could cross over to the advergaming world - something beneficial to marketers!

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Beth Dichter's curator insight, March 16, 2013 10:45 PM

Can games increase a child's learning and development? It appears that answer is yes. Below are six benefits and additional information is available in the post.

* Increases A Child’s Memory Capacity

* Computer & Simulation Fluency

* Helps With Fast Strategic Thinking & Problem-Solving

* Develops Hand-Eye Coordination

* Beneficial Specifically For Children With Attention Disorders

* Helps Children With Particular Skills (e.g. map reading)


davidconover's curator insight, March 18, 2013 6:33 PM

The next task is to bring these game-based benefits and apply them to learning the common core subjects.

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When is a kids’ online game actually an ad?

When is a kids’ online game actually an ad? | Branded Entertainment | Scoop.it

Cecilia Kang:  "Kids spend more time than ever in front of screens beyond the living room television. Advertisers have responded with sophisticated ad campaigns that can start on the TV and then move to apps, social media sites and online games" ...


Via The Digital Rocking Chair
Maree Lockie's insight:

Interesting read about the fine line in ethics of advertising to kids and what is and is not acceptable. Carries on from our class discussion as to the largest target audiences of the likes of fast food etc. Shows how now with the addition of digital media there is even greater opportunity to blur the lines for children as to what they understand is content and what is advertising.

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Souvantha Bouaaphone's comment, September 7, 2013 1:51 AM
The article pointed out that we gotta do something about advergame before it become worst. However, we should remember that advergame is a tool for advertising so there is also good and bad sides.
Kay'Gee Rox's comment, September 7, 2013 5:32 AM
Thank you for posting this article. "Catch them while they're young" huh! McDonalds does this a lot. I feel it's unethical for kids who can't process these games as what they really are - marketing strategy. I still think advergames directed at kids should be brands/products that will advance their health & well-being. e.g. healthy snacks. Advertisers owe this much to society.
Geveta Cook's comment, September 9, 2013 12:59 AM
It's ok - IHOP is “sensitive to the issue of advertising to children.” True point for consideration though, the ethics debate on ads for children during certain hours was an issue, but the length of exposure is vastly extended through games. Good find Maree thanks for posting :)
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Purell pairs with The Big Bang Theory

Product Placement can be a useful tool in a brand’s promotional mix - if it is done correctly. Product placement that fits seamlessly into the television show or movie where it is featured not only looks better for both the company and the show but is actually more effective in staying current in the minds of the consumers.

 

In class we looked at the Wayne’s World spoof of blatantly obvious product placement, a tactic still notoriously used by movies like Transformers and TV shows like American Idol. However, why do brands still go after obvious product placement airtime? It is a wonder why companies are not seeking subtle product placement especially after Nielsen dominated the 10 most memorable product placements in 2011 with it’s product Purell featured on The Big Bang Theory, shown in the above video. 

 

The Purell product not only fits perfectly with the episode’s story line, but also is very believable as one of the character’s most cherished products.  Sheldon, featured in the clip, is a neat-freak genius physicist with a quirky view of the world.  He is someone that wears bus pants over his regular pants on public transportation and is the perfect representation of a devoted Purell user.  Show viewers form positive attitudes about Purell not only because a character on the show that they love is using Purell (allowing Purell to gain increased awareness), but also because Purell is a perfect product to represent Sheldon’s values and how he lives his life. Brands must look to better integrate their product placement into TV shows and movies that relate to their products lifestyle, benefits or usage behaviours to be most memorable to consumers. 

 

For more information: http://www.businessinsider.com/product-placement-nielsen-top-ten-2011-12?op=1

 

Meghan Bourne, 0610 6974, Comm335-001; #PRandEvents #ProductPlacement #BlatantlyObviousProductPlacement #IncreasedAwareness #CharacterRepresentingProduct  #Values #Benefits #Usage #PositiveAttitudesofBrand


Via Joachim Scholz, PhD
Maree Lockie's insight:

This is a good example of a product placement that fits with the storyline - something important that was discussed in class. For those who are Big Bang theory watchers, you would know that the character of Sheldon fits with Purell hand sanitiser. The placement of Purell works with not only the storyline but also the character using it. To me, this is an effective product placement as it is not unrealistic for the product to be used in that situation and was done in a natural way for the character.

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Souvantha Bouaaphone's comment, August 30, 2013 10:39 PM
that is a good one...Oh dear, Snake & a bottle of Purell hand sanitiser.
Michelle ت Tan's comment, September 1, 2013 11:41 PM
This makes me want to buy Purell so I can be just like Sheldon!
Adriana Gomes's comment, September 4, 2013 7:28 PM
Good one, Maree!!! I think this is a perfect integration. I have actually just realised that I now use the name "Purell", instead of "hand sanitiser" because of Big Bang Theory.
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Twittervision: How Video + Social Media Will Change Twitter (and Entertainment)

Twittervision: How Video + Social Media Will Change Twitter (and Entertainment) | Branded Entertainment | Scoop.it
Reports this week of TV commercials finding a place on Facebook may seem like a gamechanger for social media, but Twitter has already made serious inroads on this front. What might not be as appare...

Via Susan Bainbridge
Maree Lockie's insight:

Something discussed this week - what is entertainment? Well, today it is changing. Added to the "entertainment" multimedia mix is Twitter and Facebook as people are now seeing these as more than just social media. They are now viewed as a form of entertainment. This is most notable with the addition of video to both social media forms. Social media as more than just social media - as entertainment - is an interesting, yet logical thought and highly relevant to today. Interesting to see how entertainment has and is evolving! Something discussed this week - what is entertainment? Well, today it is changing. Added to the "entertainment" multimedia mix is Twitter and Facebook as people are now seeing these as more than just social media. They are now viewed as a form of entertainment. This is most notable with the addition of video to both social media forms. Social media as more than just social media - as entertainment - is an interesting, yet logical thought and highly relevant to today. Interesting to see how entertainment has and is evolving! 

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Martin K.J. Waiguny's comment, August 14, 2013 7:21 PM
Interesting add on, what is entertainment in social media particularly? does it get a more complex construct?
Michelle ت Tan's comment, August 20, 2013 9:11 PM
It's also interesting to note that social media are now more connected to another than ever - although also competitors. For example, a Twitter update can also be seen on Facebook. People also make 'fan pages' for other social media on Facebook, such as 'Best Vines', even thought they are still seen as competitors as Facebook owns Instagram, who just released videos.