Integrated Marketing Communication

Emerging Media and Education

From paintings on the wall in Lascaux, to the Gutenberg printing press, the ballpoint pen, telegraph, telephone, email, and now social media. All of these examples are part of our technology advancements in communication. We all had to be educated about each and everyone and for those that lived through so much change took it either with great anticipation or dreaded the next year. If any of you watch Downton Abbey, you are taken back to the early 20th century when new inventions were sneaking their way into every part of people’s lives. The Dowager Countess of Grantham (Maggie Smith), the grandmother in the television show, is very leery of the new technologies and my favorite is when the telephone is installed and her feelings of it when trying to use it herself.

We all have the experience similar to the Dowager when something new comes along. How we overcome the challenges of a change in our social interaction is to educate ourselves and with practice. Higher education as taken a notice to the need to educate those looking to make emerging media a career and you can now get a Bachelor’s or Master’s degree in the subject. Champlain College offers a Master’s degree, while Boston University offers the Bachelor’s. Non-traditional schools offer a program as well.

And it’s not all about teaching for a professional career. Students expect to use such means in the classroom. Just as Gardner Campbell, director of professional development and innovative initiatives at Virginia Tech shares, “People need a way to be able to think about and participate in this enormously complex and rapidly changing computing environment, a way that’s going to be productive, a way that’s going to be satisfying, a way that’s going to be inspiring.” Emerging Media plays an important role in the classroom for sure.

Business professionals are not excluded from learning and using emerging media. A business must be a social business in this world. Marketers must make sure they are keeping up with this social concept and for those that have taken on the task should know how to do it correctly to keep up with it. They must do the following according to Gretchen Fox: 1) Impermanence, 2) Real Time, 3) Combining Tech with Real World, and 4) Bio Data.

We all will become thoroughly educated as emerging media evolves. We just hope we can keep up with it.

Until next time then,



Your Ethnicity and Choice of Social Media

Where we come from in the United States plays a major role in how we think, our daily tasks, and the recreational activities we partake in.  What also determines these things is our ethnicity.  Though I focus on the recreational activity of social media, ethnicity plays a role in many other recreational activities as well.  Social media is the way we connect with one another across the street, town, state, country, and world.  There is a reason why my family created an events page on Facebook about our family reunion this summer.  Information is easily accessible to those who use it and people can better communicate, asking questions, commenting, or sharing the last photo of my Grandma and all her siblings at the last reunion about two decades ago.  I am safe in sharing that my family is made up primarily of western european discount, but many extended family members are half latino.  Though it is not a science to determine why some ethnicities prefer one social media over the other, the numbers cannot be ignored.  The Pew Study found some interesting tendencies of blacks, hispanics, and whites.

Some of the highlights:

  • Black internet users are more likely to be on Twitter than any other group.
  • Blacks and Latinos also over-index on Instagram.
  • Latinos over-index on Tumblr.
  • Pinterest is the whitest social platform.
  • Facebook is the free for all.

Based on such information, businesses and the like, such as political campaigns used social media to best get their message to the ethnicity of their choice.  In general, any demographic information is used to determine the best social media medium.  Social media is a part of our daily lives and it’s not going anywhere.  It makes us who we are now and shapes us just a much as our home towns.  Check out this video to see just how much social media is part of our lives – no matter what ethnicity you are.




The Influence of the Hashtag

Emerging media is truly at its greatest when hashtags (#) are being used. Events are shared and trending topics can change at the drop of a hat.  There is a hashtag for just about anything and everything. News stations, TV shows, teams, organizations, a single person and many other entities have created hashtags to distinguish online conversation topics. The hashtag has enabled the public to constantly post/share/tweet their feelings about anything or anyone. It is an immediate interaction with millions by a single click and influences the products and services of companies globally. A single negative comment with a hashtag associated with a company can have catastrophic consequences for that company or organization. #MyNYPD is no exception. The opposite can happen in a positive way as well. If someone posts #BringBackOurGirls, you know it is in response to the kidnapping of girls in Nigeria, in the hopes of their safe return to their families.  People are influenced by what is associated with a hashtag and movements can be started to bring about change and/or inform the world about events occurring everywhere.

Twitter and Facebook made all the difference for those wanting to inform the world about what was really happening in Ukraine. Just take a look at theses graphs to see the impact regarding the Ukrainian protests.

Screen Shot 2014-05-26 at 11.14.51 PM

(Facebook activity on public pages related to Ukrainian protests)

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(Ukrainian protests tweets by language)

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(Ukrainian protests and creation of new twitter accounts)

So we became informed about the protests in Ukraine overnight, but hashtags and emerging media can make you dislike a product/service/organization. Here are few mess ups companies created for themselves making people think twice about purchasing something from them ever again. A hashtag turned negative is a “hashtag.” McDonald’s had this happen to them with #McDStories. McDonalds was hoping that the hashtag would inspire heart-warming stories about Happy Meals. Instead, it attracted snarky tweeps and McDonald’s detractors who turned it into a #bashtag to share their #McDHorrorStories.

Screen Shot 2014-05-26 at 11.16.32 PM

If you came across these tweets, you really may not want to be patron of the Golden Arches ever again. Hashtags have a very interesting role in the emerging media world and the influence they have on the day to day lives of people is surely something to talk about. #hashtaginfluence

Until next time,


The Opener

Hello All,

This first post is simply an introduction of myself and the content to be discussed and shared on this blog. I am a graduate student studying Integrated Marketing Communication (IMC), via WVU’s online masters program. Currently, I am taking IMC619 Emerging Median and the Market class. I am happy to say that I have only two more classes to complete after this one and I will have successfully achieved a Master’s of Science degree. In this current class it is required to create a blog discussing and sharing anything and everything about emerging media. A blog is an appropriate channel to do so as it is emerging media. “What is emerging media good for?” you may ask. I hope to discover just that and share it with you. I look forward to comments and whatever else crosses the minds of those who find what I have to say as interesting or maybe even crazy or outrageous. My next post will follow shortly as a post is required each week, but I hope to be inspired several times per week to add to the many discussions that have been established about emerging media and hopefully figuring out “What is it good for?”. The answer isn’t “absolutely nothing!” I can assure you.

Until next time then,