Thursday, February 25, 2016

WWYD - What Would You Do?

I always found making decisions to be a sort of an art. My mother always uses the expression: “That’s a Solomon’s decision” to anticipate an unfavorable decision or to compliment someone else’s decision about a controversial issue. In one of the episodes of a Netflix’s series called Madame Secretary, the parents to a teenage girl had to make a hard decision to log out her Facebook account (probably with the “Remember Me” feature), from the parents’ tablet. Although they encountered this “accidental error” to be useful in dealing with their daughter’s first relationship with a boy, they felt they needed to stop the ‘comfort zone’ of anticipating what happened with the girl, and face the uncertainty of any parent. After careful consideration, they decide to “go dark”, log off her account from the tablet the parents used to access to monitor (secretly) her activity. Decisions -after all- are defining points in life, either for good or bad.


One of those decisions that involves an ethical dilemma is the appealing of the government, which, in the midst of the investigation of the San Bernardino’s terrorist act from last December (CBSnews.com), requests Apple to create a decryption software that could access virtually each and any part of their own iPhones. For Apple, this constitutes a major privacy issue that would violate the privacy for its customers: “The government is asking Apple to hack our own users and undermine decades of security advancements that protect our customers — including tens of millions of American citizens — from sophisticated hackers and cybercriminals.”(Apple.com)


Among those we can find Facebook’s CEO, Zuckerberg: “We’re sympathetic with Apple on this one. We believe in encryption.” (wired.com). Google’s CEO –and Apple’s competitor- is also taking part in Apple’s favor, to defend the customer’s privacy, in favor of what could be considered as an ethically acceptable perspective. CEO Pichai remarked how much all of Google’s products are always created to protect customers and help in government’s task of protecting customers, “[b]ut that’s wholly different than requiring companies to enable hacking of customer devices & data. Could be a troubling precedent.” (wired.com)


That was one side of the story. The other side of this delicate situation is that what the government is trying to do through –even appealing to the 1879 All Writs Act- to access a cell phone that belonged to Syed Rizwan Farook, who, along with his wife, “shot and killed 14 people and injured 21 others at the Inland Regional Center in San Bernardino, California on Dec. 2, 2015, before being shot to death by police” (cbsnews.com). The government has solid reasons to believe that Farook’s phone keeps record to some potential members of crime and terrorism organizations. At this point, the iPhone remains locked, with no access to the authorities, so they cannot access the valuable information inside the phone. Many valuable pieces of investigation –that could ultimately prevent the government in avoiding future attacks- cannot be accessed. According to the Attorneys in charge of the request to Apple, “To the contrary, the Order [to unlock the phone] allows Apple to retain custody of its software at all times, and it gives Apple flexibility in the manner it provides assistance. In fact, the software never has to come into the government’s custody.” (Decker, Donahue et al., p.7)


To one side claiming to defend the ethical and moral responsibility of preserving the privacy of their customers, we have another side, claiming to have access to valuable evidence for protection on potential future damage to citizens, which can be considered a genuine ethical and moral responsibility, as well.


Without further delay, I ask you: What would you do and why?


Thanks for reading this post.

Carlos

Monday, February 22, 2016

To Share or Not to Share... How Secure is your Personal Brand?



In his book The New Rules of Marketing & PR, David Scott discusses social networking and personal branding (2015).  He urges readers that “an important thing to consider is how your online actions are a reflection of your personal branding” (Scott, 2015, pg. 273). Using Twitter as an example, he outlines several recommendations on how to develop the most effective personal brand through your online presence including:
·         Using your real name
·         Listing “the town or nearest city that makes sense for you” (Scott, 2015, pg. 273)
·         Links to your other corresponding websites or social media platforms
·         Not leaving the bio section blank and attempting to be both descriptive and specific in this section
·         Using a real photo of you for the profile picture
While these recommendation will leave a user with an online personal brand to work with and project, it will also open them up to real security threats.
The Chief Operating Officer of Hide My Ass!, (a VPN solutions provider), points out that “while many people say they want to protect themselves online, it is difficult for them to sacrifice things like their level of social presence” (Morrison, 2016). Both Microsoft and McAfee mention the risks of divulging too much personal information online:
·         “Avoid publicly answering questionnaires with details like your middle name, as this is the type of information financial institutions may use to verify your identity” (Siciliano, 2011)
·         “A common way that hackers break into financial or other accounts is by clicking the "Forgot your password?" link on the account login page. To break into your account, they search for the answers to your security questions, such as your birthday, home town, high school class, or mother's middle name. If the site allows, make up your own password questions, and don't draw them from material anyone could find with a quick search” (Microsoft, n.d.)
All too often users on social media tend to disclose more personal information than they should (we all have those over-sharers in our newsfeed). The following infographic defines different types of social media users based on social and security factors:
 

 
The readings this week show us the importance of protecting personal information and the need to put a system in place in order to manage and control security and privacy online, in order to balance what we learned from Scott (2015) about giving as much personal information as possible.

Based on the infographic, what type of user (Reactive, Proactive or Realized) do you most identify with and why?
What advice would you give to someone who is new to social media on ways to protect their personal information online?
Where do you think the balance is between posting enough pertinent information to effectively create your personal brand online and putting yourself at risk for security threats?
Carlos
References
Microsoft (n.d.) 11 tips for social networking safety. Retrieved from https://www.microsoft.com/en-us/security/online-privacy/social-networking.aspx
Mitrano, T. (2006, January 1). A Wider World: Youth, Privacy, and Social Networking Technologies. Retrieved from http://er.educause.edu/articles/2006/1/a-wider-world-youth-privacy-and-social-networking-technologies
Morrison, K. (2016, February 17). Social Media Users Unwilling to Sacrifice Social Presence for Security (Infographic). Retrieved from
Scott, David M. (2015). The New Rules of Marketing & PR. Hoboken, New Jersey: John Wiley & Sons, Inc.
Siciliano, R. (2011, July 13). 15 Social Media Security Tips. Retrieved from https://blogs.mcafee.com/consumer/15-social-media-security-tips/

Wednesday, February 10, 2016

Week Four: Going an extra mile on the SB50

http://www.michelobultra.com/theextramile.html


Hi Alyssa,

Thanks for your interesting leading week post. I totally agree with you in acknowledging the importance of Superbowl for sports fans, but also to expand this excitement and expectation beyond the specific target audience of people related to sports. I must confess that since culturally and in general, I am not so a ‘sports-oriented’ person, it is hard for me to grasp the importance of this type of events; however, at the same time, this objective ‘distance’ with the magnitude of the event allows me to think it or perceive it in a more broader sense, almost with a sociological interest.

During the last weeks and readings, Scott (2015) emphasized the importance of a personal connection to succeed in the social media arena, acknowledging that there are still some niche products that may find their target audiences in conventional broadcasting messages: “Guys watching football on TV drink a lot of beer, so perhaps it makes sense for mass marketer Budweiser to advertise on NFL broadcasts.” (p. 18). In this case, it seems like Michelob ‘hit the nail on the head’ with its “Michelob’s Extra Mile” campaign, matching beer consumers, particularly young people, with those who like a healthy lifestyle (who also happened to be young people). The SB50 commercial break featured the spot “Breath”, from Michelob Ultra, a 95-calorie, 2.6 carbs beer, brewed “for those who go the extra mile” (FoxSports.com)



This campaign fits with many of Kerpen (2015) points of his book, starting by his very own advise: “stop thinking like a marketer and start thinking like your consumer.” (Loc. 702-703). Featuring a beer that could eventually not only fits but also promotes a healthy lifestyle breaks many conventional product stereotypes and actually transformed the brand into one that mobilized its current and potential consumers to the online social media arena.

Partnering with MapMyFitness, Michelob Ultra has developed the “Extra mile Challenge” to engage consumers appealing to their interest in a healthy lifestyle: “Track your workouts, earn points and enter for a chance to win exclusive rewards from Michelob ULTRA.” (MichelobUltra.com). More that 1 million people are following the initiative on Facebook, fifty one thousand followers on Twitter, and even the YouTube channel also features more of a social media-style videos, featuring “what comes next” in the initiative: https://www.youtube.com/watch?v=w6hNR0wnIFg. (YouTube.com), exactly as Kerpen (2015) proposes for successful online social media interactions as opposed to traditional broadcasting messages: “Here, you attempt to engage the users with a more personalized, friendly, and less demanding message.” (Loc. 769-770). This project may proof that there is certainly the possibility to cover both areas of media, social media and traditional broadcast channels.

One final message and lesson I take from the experience of analyzing this campaign is what Kerpen (2015) states as a genuine focus in social media: “[I]t isn’t about the brand. It’s about the consumers.” (Loc. 818-819).

Happy blogging!

Carlos

References:

About The Challenge. (2016, February 9). Retrieved from http://www.michelobultra.com/theextramile.html

Kerpen, D. (2015). Likeable social media, revised and expanded: How to delight your customers, create an irresistible brand, and be amazing on facebook, twitter, linkedin. Kindle version. Retrieved from amazon.com

Michelob ULTRA. (n.d.). Timeline [Facebook page]. Retrieved February 9, 2016, from https://www.facebook.com/MichelobULTRA/?fref=nf

Michelob ULTRA: Go the Extra Mile. (2016, February 9). Retrieved from  http://www.foxsports.com/nfl/video/michelob-ultra-go-the-extra-mile-020716

Michelob ULTRA Commercial - What Comes Next (Extended). (2016, February 9). Retrieved from https://www.youtube.com/watch?v=w6hNR0wnIFg

Scott, D.M. (2015). The new rules of marketing and pr: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. [Kindle version]. Retrieved from amazon.com

Tuesday, February 2, 2016

Week Three-Social Media Strategies and Tactics


Q1: Identify a brand’s blog (company, service, or organization).  Does the blog meet Scott’s criteria for a successful blog as discussed in chapters 5 and 16?  Explain why or why not.  Please provide a link to the blog
Navigating through the iLearn site and some of the comments from my group, I realized I was not alone in the challenging feeling of being out of a comfort zone, as I started a blog post for this week. Because I am intentionally getting into the “nitty-gritty” of starting a blog post that could actually engage and capture your attention, I also realized that it takes a special skill to be able to write in a very personal way, so that others may feel this platform as a personal connection with me.
One interesting blog I found was Mom on the Go in Holy Toledo. It exists since 2012, embedded in a site: Toledo Area Parent. The author, a young mom from Toledo, Ohio, writes about her own experiences and –of course- about parenting issues. Most post have minimal to zero comments, although the content is really good; however, I noticed there was a post about the author’s experience with some ‘leggings’ she offered to give away, just if the readers could simply reply stating a fashion trend they prefer. It was a really clever idea, a win-win situation. Not only respondents could get a pair of leggings for free, but the blogger could be able to get, first-hand, readers’ opinions about their preferences.
That experience took me to the actual “case study”. The truth of the matter was that the author was part of LulaRoe, a true online presence brand, with a different twist: it seeks to empower women to be entrepreneurs, selling these clothes, locally. The web site is full of ideas for fashion, as well as to promote family life, opportunities for women who do not have many opportunities or would like to expand their opportunities. The visuals and stories show a brand committed with the customers, giving them the opportunity not only to dress nice, but also to promote social responsibility. I found this as a very “holistic” experience for a product that is finding a niche in creating community among women, in a global scale, while just simply having authors like Mom on the Go in Holy Toledo describing her own personal preference for wearing leggings, in a very engaging and open way: http://momonthegoinholytoledo.com/2016/01/02/latest-fashion-obsession-lularoe-giveaway/. This blog post is creating attraction by using very personal ways to connect with potential customers, as Scott (2015) explains in Chapter 16: “People read blogs because they want to find an honest voice speaking passionately about a subject.” (p. 296)





Q2: Discuss the potential pros and cons of employee run blogs and whether or not you agree with Scott’s position.

Social media -and particularly blogs- revolutionized and challenged the traditional or conventional way to produce content, from a journalistic perspective, in which news or facts were traditionally treated seeking to balance a story, carefully giving facts in order to inform with accuracy. Blogging does the opposite, it is, in fact, a way to expose one’s personal opinion, as Scott (2015) explains: “blogger's usual focus of promoting a single point of view is dramatically different from the journalist's goal of providing a balanced perspective.” (p. 85)
In that sense, I can see one of a big ‘pros’ in allowing employees running blogs, sharing with others their own personal experience about the product the employee helps to produce or sell. Like in LulaRoe’s case, these independent sales agents are simply talking and promoting their personal experience selling their products, knowing that while they promote a good cause, they are also creating their own financial independence. The big “cons’, on the other side, could be the risk of having employees giving a wrong perception about the brand or if there is a conflict with the employee’s work, this person could eventually have the tools to publicly damage the brand’s image. In that case, it is important that employees know the importance of using an ethic behavior in their posts, as Scott (2015) explains: “If a post feels funny to you for some reason or makes you uncomfortable, it may be unethical.” (p. 299)
I hope you have the opportunity to visit the LulaRoe’s site and know more about how a product can really engage potential customers into a social commitment, to promote dignity, financial freedom and, ultimately, happiness. Do you agree? How would you think the organization you work for, could find creative ways like LulaRoe’s, to match interests with good business?
Happy blogging!

References:
Scott, D.M. (2015). The new rules of marketing and pr: How to use social media, online video,    mobile applications, blogs, news releases, and viral marketing to reach buyers directly.    [Kindle version]. Retrieved from amazon.com