Social Media Campaign: Only You Campaign By Spotify Essay Example

Introduction

Social media campaigns are emerging trends in the social media field. ‘Only You’ Campaign aimed to increase the quality of listening experience for Spotify users. It created personalized listening data and suggested content that the listener might want to try. The campaign began in June 2021 to offer a quality listening experience to its listeners. The platform analyzed user activities and created personalized tips for a better listening experience. The first theme is use of user-generated content while the second is while the second is the use of technology algorithms to identify the participatory audience. The campaign was successful because it increased user experience and customer loyalty. The company implemented the campaign over social media platforms such as Facebook and Twitter because most of its users use them. The campaign succeeded due to high engagement levels between the users and the company. Other factors contributed to the success. First, Spotify embraces user-generated content to increase the quality of its services. Secondly, the use of technology algorithms enabled the company to identify its participatory audience and enabled them to offer feedback. Thirdly, the campaign created positive engagements between customers and the brand. Lastly, the social media campaign personalized its contents to meet the diverse users’ needs.

A Theoretical Framework

The first theme is use of technology to create user-generated content. Adopting technology enhances the accessibility of social media campaigns (Mohammad et al., 2020). The company employed technology by embracing emerging tools such as big data. For instance, the campaign analyzed user data to create a chat with suggestions for a better experience. The company lobbied the campaign through its social media platforms through advertising to attract more customers to test their services. Spotify succeeded with the campaign, adding insights to the existing literature body concerning the role of personalization in social media campaigns. It also brought emerging issues of concern, such as how personality creates one’s consumption behavior. In this case, the company gained useful information for future campaigns. Technology helped the company to reach more target audience through its app and social media platforms such as Twitter and Facebook.

The second theme is participatory audience. Advertisers need to understand the nature of diverse social media platforms to create a campaign that will reach their target audience (Raudeliūnienė et al., 2018). Spotify used technology to determine its audience algorithms. It identified the social media platforms used by its audience, their ages, behavior, and personalities before initiating the campaign. Technology enables brands to analyze customer data before conducting a social media campaign. In this case, Spotify’s participatory audiences are those who listen to its content through the app and potential customers on social media platforms such as Twitter and Facebook. They engaged in the campaign by accessing the new app feature and giving feedback. The company’s approach aligns with the existing literature on making an effective social media campaign through participatory audience. My research confirms that brands need to identify their participatory audience before conducting a social media campaign by embracing technology to analyze the necessary algorithms. Therefore, brands can harness technology to further engage their participatory audience.

A Case Study

I have learnt the importance of engaging positively with customers during social media campaigns. It is necessary to use a strategy that aligns with customer needs, preferences, and habits. Cherry’s Theory of social media marketing holds that social media campaigns should create positive engagements between customers and brands (Sokolska, 2017). In my case, the campaign was effective because it increased the quality of the user experience, hence giving the app a competitive advantage. Hence, it was a win-win situation for both parties. The campaign utilized billboards and social media platforms such as Twitter and Facebook. More people globally embrace social media for daily interactions with friends and strangers. Therefore, social media campaigns are continuously evolving to meet the needs of broad users. Social media enables a campaign to reach many potential users. In this case, the campaign offered a distinct experience for every user. It enabled Spotify users to use the new feature to get a better experience easily. It also attracted new users to try the platform to enjoy customized listening experiences.

I have learned that effective social media campaigns should use technology by analyzing participatory audience’s algorithms to create user-generated content. For instance, the Only You campaign provides different chats for its unique users. It utilizes technological features to create personalized content depending on users’ listening habits. The business embraces other social media platforms such as Twitter and Facebook as their target customers most likely use them. The campaign was successful because it increased the quality of the user experience and attracted new customers. It also set a stable ground for high customer loyalty towards the business. The choice of a social media campaign platform varies depending on the target audience. The photo below illustrates the personalization concept that the business applies to depict a unique customer experience.

Only You campaign by Spotify

Only You campaign by Spotify

Source: https://takennotstirred.com

Conclusion

In a nutshell, the research confirms that social media campaigns are effective marketing tools in this rapidly changing environment. The field will increase as more people embrace social media. In this case, Spotify successfully employed the campaign by creating a unique listening experience for its users. The platform analyzed user activities and created personalized tips for a better listening experience. The company uses technology to analyze the participatory audience. It ensures that the target audience receives the intended message. In this case, the company implemented the campaign over social media platforms such as Facebook and Twitter because most of its users use them. I have discovered that high engagement levels between the users and the company increase the success chances of social media campaigns. First, user-generated content creates unique customer experiences, which increases customer loyalty. It leads to a win-win situation between the customers and the users. Secondly, use of technology to establish the participatory audience enables them to offer feedback concerning the campaign. Effective social media campaign should create a lasting relationship between the brand and the audience during and after the campaign. Thirdly, brand and customer engagement levels determine the effectiveness of a social media campaign. In this case, the Spotify’s social media campaign was successful.

References

Mohammad, J., Quoquab, F., Thurasamy, R., & Alolayyan, M. N. (2020). The effect of user-generated content quality on brand engagement: The mediating role of functional and emotional values. Journal of Electronic Commerce Research21(1), 39-55.

Raudeliūnienė, J., Davidavičienė, V., Tvaronavičienė, M., & Jonuška, L. (2018). Evaluation of advertising campaigns on social media networks. Sustainability10(4), 973. https://doi.org/10.3390/su10040973

Sokolska, K. (2017). Chaffey’s Theory- Social Media Marketing. University of Brighton. https://blogs.brighton.ac.uk/klaud/2017/11/30/chaffeys-theory-social-media-marketing/

Social Media Is Changing How People Communicate Free Sample

In today’s world, there are more than 2.8 billion social media users. This implies that more than a 3rd of the globe’s populace is using various forms of social media to interconnect. In other words, the world has changed to temporary stories of today thanks to social media platforms. For instance, Twitter is a rapid-patrolled set-up that paves the way for users to share information instantly. With more than 328 million users, in addition to thirty-six per cent of the users being below twenty-nine years old, Twitter appears to be among the best ways to communicate, especially when one wants to reach potential learners. However, it is considering that almost seventy-nine per cent of the Twitter accounts holder lives outside America. If this does not significantly impact your digital marketing approach, it can still be a profitable policy as far as communication is concerned. Even though Twitter and other social media platforms have revolutionized how people communicate and socialize with each other online, it has positive and negative effects as far as the history and the future of storytelling is concerned.

How Twitter Is Reshaping the Future of Storytelling

Sparking the imagination

Research had shown that people were derisive on Twitter when it first came into the public domain. On the other hand, the detractors did not note that Twitter is a tool with many particular uses useful to human beings in their day-to-day activities (Kings 637). It offers a very restrictive combination of protocols that awakened individuals’ imagination at the end of the day. The platform has helped us in knowing many characters ranging from Bigfoot to God. Additionally, these characters’ tweet streams are beyond gags that are shortest tales of all in themselves. The kind of storytelling that Twitter has brought is much improvised, temporary, and fast. It is similar to broadcasting than it is to writing and among the things that make the platform so intimate.

Changing Trends of Fiction

Twitter has fruitfully transformed the invention’s trend as it is currently being used as a medium by writers. They are known for typing stories that spread quickly on social media through the use of Twitter. On top of that, Twitter is developing tips for coming up with modes of future storytelling. The platform is expected to change the whole trend of fiction as far as social media’s future is concerned.

Twitter’s Demand is Growing

Twitter is headed in the storytelling’s era according to how its demand is increasing. The entrance of Twitter in the storytelling’s age would be, without a doubt, remarkable. Even though other social media platforms such as Facebook offer an expression’s medium, they accommodate less than Twitter at the end of the day. Storytelling on the platform is not new as far as apps are concerned; many politicians, reporters, and journalists have been using it to date the data and contextual stories. Twitter and other social media platforms have turned us into content creator; thus, it is right to say that everyone who is using the platforms is a content writer or creator in one way or another.

Marketing Tool

A firm that has a strong Twitter tactic keeps new and old clientele base tied up, appeal to projections on top of funnelling visitors to its website where advertising struggles terminate in a sale or transfer to mortar and brick. In due course, the platform creates a sale and increases the business’s revenue, making its use an important part as far as marketing arsenal is concerned. Twitter gets much of its strength as a tool for marketing by developing exciting content. Research has revealed that most firms sabotage themselves by not providing compelling, exciting content when tweeting for marketing purposes. Insensitive or inappropriate tweets are a rapid manner of alienating followers and damaging the brand of the company. By distributing the range to an extensive assortment of supporters and making the most of all the opportunities, Twitter provides, a smart firm may do miracles for its marketing objectives.

“A History of Like”

Suppose you do anything with the Internet ranging from blogging to e-commerce and writing articles for the local paper. In that case, you are pretty much needed to have followers or users “like” the pages you are dealing with (Gehl 642). On the other hand, you will be left out of the new economy of quantified impact.

Digital Media

The history of like has changed the way people communicate today on social media platforms. Initially, it was meant for marketing purposes, but it has changed since it is being used in almost all content, even those not related to marketing arsenals. It has transformed to digital media as users are concerned with the number of “likes” they will get after posting on the platforms such as Facebook.

Marketing Tool

In marketing, liking was always meant to be a metonym for many other complicated procedures – recall, cognition, affect, persuasion – but it was not meant to be exposed to the public like the way it did. On the other hand, the “Like’ button in Facebook further lessens the lessening in addition to making it more visible, making the entire procedure somewhat tiresome and cartoonish at the end of the day.

In summing up, Twitter and “A History of Like” have changed the way people communicates in their day-to-day activities through social media platforms. Both of them are useful marketing tools in addition to being used as digital media. Once the marketers post something regarding their brands on the platforms, they expect that it will appeal to potential customers, thus retaining both new and old clientele base. Additionally, customers press the “like” button when they see a product they had used previously to make their friends and other people know how efficient and effective a particular product is, thus increasing its profitability in due course.

Work Cited

Gehl, R., 2013. A History of Like. [online] The New Inquiry. Available at: <https://thenewinquiry.com/a-history-of-like/> [Accessed 18 February 2021].

King, R., 2013. How Twitter Is Reshaping The Future Of Storytelling. [online] Fast Company. Available at: <https://www.fastcompany.com/2682122/how-twitter-is-reshaping-the-future-of-storytelling> [Accessed 18 February 2021].

Social Media Platforms As Mediums Of Anti-Rape Feminist Movements Free Essay

The expanding presence of feminist movements is a demonstration of how the increasing use of social media has aided in the initiation of conversations, particularly among the younger generation (Jackson, 2018). Despite the fact that social media platforms were designed to be used for communication, activists all over the world have found ways to utilize these platforms to raise awareness about important social concerns (Keller, 2019). In the case of sexual assault, this is an example of a social problem that has caused suffering for a large number of women around the globe (Mendes et al., 2018). Many sexual abuse survivors report difficulty in obtaining services such as police intervention, therapy, and counselling because of the stigma associated with seeking help. Consequently, since there is no accessible treatment, some victims of sexual abuse opt to suffer in silence rather than seek aid elsewhere.

In addition, sexual exploitation is a problem that has become more prevalent as a result of the expansion of the internet (Flores et al., 2018). Nowadays, types of sexual exploitation include the use of internet platforms to anonymously sexualize women by revealing sensitive information about them or making disparaging comments about their physical appearance or behavior. Creating safe venues where women can discuss gender-based concerns and devise actions to solve the problems is at the forefront of feminist groups’ agendas. In order to combat the sexualization of women and the sexual and non-sexual violence that affects women in society, digital venues such as social media platforms are critical in assisting feminist groups to launch anti-rape debates and garner support.

Research objectives

  • To present an accurate description of anti-rape feminist movements and a short historical history on their formation.
  • Identifying the justifications for why anti-rape movements are important.
  • Examine the anti-rape feminist movements that are active in the modern world.
  • Determine the roles played by social media networks in regard to anti-rape feminist movements in order to make recommendations.
  • To determine the advantages of using social media platforms to promote anti-feminist movements.
  • To investigate the usefulness of social media platforms as instruments for anti-rape feminist campaigns is being conducted.

During the past several years, the criminal definition of rape and the societal reactions to it have undergone significant transformation. Violence against women, the willingness of victims of rape to seek justice through the criminal justice, the rules of prosecutors, and the punishments meted out to those deemed guilty have all been the explicit topics of public debates that were sparked in the early 1970s by activists who broke the silence that had prevailed for decades (Ake & Arnold, 2017). Established to stop the violence and abuse against women, the anti-rape movement is a social movement that advocates for their rights (Ake & Arnold, 2017). Specifically, the movement seeks to modify community attitudes on violence against women, such as entitlement to sex and victim blaming, and also women’s perceptions of violence against themselves (Ake & Arnold, 2017).

Moreover, it aspires to see improvements in rape laws and evidence rules that make it much more difficult to punish those who commit crimes against women. It also aims to rectify the propensity for victims to be deterred from disclosing sexual assaults by providing them with resources. Since the inception of the anti-rape movement, education has played a significant role in the prevention and treatment of sexual assault and violence. The emphasis of its inception was on increasing awareness about the frequency and effect on women of rape, as well as bringing the voices of survivors to the forefront and highlighting the need for specialized support (Ake & Arnold, 2017). Following its emergence to address an overlooked issue or constituency, the anti-rape movement succeeds in mobilizing support while seeking to solve a variety of issues; conventional political systems take up and respond to a certain portion of the movement’s demands; and the movement eventually fades away. The ground on which social movements operate changes as they attempt to alter the environment in which they operate.

The state of rape crisis in society is justification enough for the need of feminist anti rape movements. Rape as well as other sexual abuse statistics are widely accessible in developed nations, and they are becoming better recorded in other parts of the globe as time goes on. As previously stated, varied definitions of rape, as well as discrepancies in the rates of reporting, documenting, prosecution, and conviction for rape, result in contentious statistical disparities, prompting charges why most rape statistics are incorrect or deceptive. Women aged 15 and older have been sexually abused outside of personal relationships an estimated 4.7 million times since the age of 15, accounting for 30% of all women in Canada (Sexual Assault and Harassment in Canada 2022). For every 1,000 persons aged 15 and older in Canada, there were 22 occurrences of sexual assault recorded to the authorities (Sexual Assault and Harassment in Canada 2022). Everyone, irrespective of gender, race, ethnicity, religion, sexual orientation, educational level, or physical description, is a potential victim of some kind. According to the statistics, one out of every seventeen Canadian women will be raped at some time in her life.

The Canadian government estimates that a woman is sexually abused by forced intercourse every 17 minutes. Girls and young women in between 15 and 24 years old are the most probable victims of sexual assault and harassment (Sexual Assault and Harassment in Canada 2022). 80 percent of attacks take place in the victim’s home, and 70 percent of rapes are carried out by a perpetrator who is familiar with the victims (Sexual Assault and Harassment in Canada 2022). On average, one-half of all rapes take place on a Friday or Saturday night. 62 percent of victims are physically hurt in the assault; 9 percent are badly battered or disfigured as a result of the incident (Sexual Assault and Harassment in Canada 2022). According to Sexual Assault and Harassment in Canada (2022) statistics in Canada show that one in every four girls and one in every eight males had been sexually assaulted by the time they reach eighteen years old.

When rape victims interact with systems such as law enforcement, medical, and mental health institutions, they are subjected to a considerable level of stress (Campbell, 2013). As a result, there is an increase in public knowledge of sexual assault, which is a big and beneficial success. In conjunction with the #MeToo and #TimesUp movements, neighborhood sexual assault centers have seen a considerable increase in the number of calls and requests for assistance. More and more individuals are speaking out about sexual assault, and more and more individuals are declaring themselves as survivors of sexual abuse.

In today’s contemporary world, the anti-rape movement establishes rape crisis centers, which strive to exert influence in their local areas via advocacy (Fitzpatrick, 2018). These centers strive to establish relationships with individuals from all walks of life and to make their services available to the general public as well as to certain minority groups who may be at greater risk of facing difficulties in obtaining medical and other fundamental necessities. Rape crisis centers provide education and outreach programs, as well as seminars, to the general public, with the goal of reducing the likelihood of sexual assault happening (Fitzpatrick, 2018). They tailor their training and activities to schools and community organizations as well as churches and clubs, and they aim to raise awareness about the prevalence of sexual abuse, how to identify it, what assertive steps can be taken to reduce one’s chances of experiencing it, as well as knowing about community resources and alternatives in the circumstance that one is a victim of sexual assault.

Through feminist anti rape movements, children, adolescents, and adults are targeted via educational outreach programs that are tailored to their needs. Rape crisis centers conduct activities to raise awareness and empower survivors of sexual assault, as well as others who are concerned with sexual assault prevention in general (Fitzpatrick, 2018). Through these a variety of events, creativity and the arts are utilized as an effective technique of raising local awareness and advocacy. One fallacy that rape crisis centers strive to dispel is the notion that rape and sexual assault are exclusively a female problem (Fitzpatrick, 2018). In reaction to a social assumption that rape was mostly committed against female victims, institutions such as rape crisis centers developed programs that focused on the fact that males were disproportionately responsible for the crime of rape in their communities. Such organizations strive to transform the male attitude into one that recognizes their ability to prevent rape.

Social media platforms are crucial parts in the development of feminist anti rape movements. Social media channels, as well as social media advocacy against sexual abuse, have increased exponentially in recent years. Following the escalation of the #MeToo Movement in 2017, the formation of several more worldwide initiatives against sexual assault, including the #MeToo Movement, has been attributed to this trend (Loney-Howes 2020). It’s true that 2017 is now widely recognized as a landmark year, when multitudes of women across the globe declared #TimesUp against sexual assault of any type, especially where the violence was not only rooted in patriarchal authority, but was also shielded from scrutiny by that power (Loney-Howes 2020). More and more women are joining the fight against sexual abuse, and social media platforms are being used to provide support, amplification, and empowerment. Conversations regarding sexual abuse now have a worldwide reach thanks to social media platforms. Among the many resources available are lists of abusers, editorials and reporting on sexual assault, and hashtags, such as #METOO, #TimesUp, #Losha, #WhyIDidn’tReport, and #NiUnaMenos, among others (Loney-Howes 2020).

Social media platforms and internet have provided a safe environment for persons who have been victims of sexual assault to express themselves and share their traumatic experiences all over the globe. In certain circumstances, women have utilized social media to publicize their stories, bringing them to the attention of the general public and, in some instances, leading to legal action, but with variable outcomes. International feminist activists have long relied on internet venues to organize feminist movements on a global scale. Collaboration on activism among women from a variety of backgrounds has been made possible by cyber feminism.

There are several benefits to using social media platforms to promote feminist anti rape movements such as awareness is being shared at a faster rate. These platforms also lead to the creation of women’s safe places to talk about their rape experiences as a way of showing empathy for rape victims (Flores et al., 2018). There are real-time interventions against rape are a consequence of the creation of legal pressure. Additionally, they create the opportunity for social media users to seek assistance via their social media profiles (Jackson, 2018). By distributing and sharing ideas, attitudes, and information across a wide population or target audience, social media may be used to help shift social norms around sexual harassment and sexual violence, such as in schools. Social media may also help to make the voices of survivors and reformed offenders more visible and accessible to the public (Jackson, 2018). It has the potential to provide safer venues for people to tell their experiences and participate in debates about social behavior and rules that support or enable sexual abuse. social media platforms are also beneficial in that they act a s a place for recovering offenders to gain beneficial viewpoints from other reformed or recovering perpetrators’ stories and steps in speaking out against violence, social media has the potential to be a powerful tool in the prevention of sexual violence.

In light of the ongoing usage of social media to provide possibilities for people whose lives have been damaged by sexual assault to safely speak out, it is necessary to evaluate ways to broaden access to include mainstream and underserved populations, respectively. It is possible that social media will allow for increased availability of safe spaces in mainstream media and perception for survivors of sexual assault, including boys and men, LGBT-identified victims of sexual assault, elderly victims of sexual assault, female perpetrators, and others who have faced numerous barriers to being heard in conventional media (Flores et al., 2018). A more global and linked arena is created by such work via social media, which stimulates dialogues aimed at altering norms and attitudes in order to modify behaviors and so help to avoid the incidence of sexual assault in the first place.

In spite of all the benefits and advantages, social media platforms also face various challenges in the quest to promote feminist anti rape movements. Feminist activists from disadvantaged groups have criticized digital activism, claiming that most online sexual assault advocacy ends up having a foreign orientation and moving away from oppressed populations (Fitzpatrick, 2018). Despite the fact that cyber feminism has made it possible for women from all over the world to collaborate on activism, one recurring critique has been that feminist digital activism is often perceived to be a radical political movement led by Western women (Fitzpatrick, 2018). Moreover, when proponents of women’s rights have been accused of sexual misconduct and assault, there has also been outpouring of dissatisfaction expressed in the form of open letters.

Several anti-rape feminist activists have been the target of frequent online trolling, resulting in social media platforms becoming a disputed terrain of both autonomous space and sexist abuse. Through this issue, we want to discuss the strengths and limits of online social movements against sexual assault in general. Online activism is non-intersectional, it does not take into consideration the worldwide viewpoints of feminist academics and activists through the prism of religions and other social identities such as class, power, culture, and racism. In addition to making sexual violence prevention efforts more inclusive, feminists are working to broaden the discussion on social media platforms. However, there are still far too many people whose experiences have been neglected, their stories tucked away under the identities of ethnic background, class, sex, location and caste, among other intersectional identities (Fitzpatrick, 2018).

The use of social media platforms remains effective in major areas of promoting anti rape movements which are tackling women issues through a social lens and also hastening the speed with which women’s issues are made political. Female victims of abuse have been able to share their stories on social media platforms with other victims, so establishing a forum for the sharing of knowledge and information about their rights, legal procedures, and welfare services, among other things. Through hashtag activism, women’s rights problems have gained more prominence in the media, allowing for more coverage of topics that might otherwise go unnoticed (Sills et al., 2016). Women’s grassroots organizations are increasingly turning to social media to demand for more public responsibility when it comes to achieving gender equality in the workplace. The rape and death of a young lady in Turkey sparked a widespread social media outcry under the hashtags #sendeanlat (speak your tale) and #ozceganaslan (say your story). Large-scale public demonstrations sparked a debate among political and community leaders about the prevalence of violence against women in the nation. Thus, the research identified that social media platforms make a major contribution to the growth of feminist anti rape movements.

References

Ake, J., & Arnold, G. (2017). A brief history of anti-violence against women movements in the United States. Sourcebook on violence against women, 3-26.

Fitzpatrick, L. (2018). Rape on the contemporary stage. Springer.

Flores, P., Gómez, N., Roa, A., & Whitson, R. (2018). Reviving feminism through social media: from the classroom to online and offline public spaces. Gender and Education, 32(6), 751-766. https://doi.org/10.1080/09540253.2018.1513454

Jackson, S. (2018). Young feminists, feminism and digital media. Feminism & Psychology, 28(1), 32-49. https://doi.org/10.1177/0959353517716952

Keller, J. (2019). “Oh, she’s a Tumblr Feminist”: Exploring the Platform Vernacular of Girls’ Social Media Feminisms. Social Media + Society, 5(3), 205630511986744. https://doi.org/10.1177/2056305119867442

Olney-Howes, R. (2020). Online anti-rape activism: Exploring the politics of the personal in the age of digital media. Emerald Publishing.

Mendes, K., Ringrose, J., & Keller, J. (2018). #MeToo and the promise and pitfalls of challenging rape culture through digital feminist activism. European Journal of Women’s Studies, 25(2), 236-246. https://doi.org/10.1177/1350506818765318

Sexual Assault and Harassment in Canada | The Facts. Canadian Women’s Foundation. (2022). Retrieved 27 March 2022, from https://canadianwomen.org/the-facts/sexual-assault-harassment.

Sills, S., Pickens, C., Beach, K., Jones, L., Calder-Dawe, O., Benton-Greig, P., & Gavey, N. (2016). Rape culture and social media: Young critics and a feminist counterpublic. Feminist Media Studies16(6), 935-951.

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