Chapter 5: Social Community

I can’t believe that I am now blogging about chapter 5. I have blogged halfway through the textbook!! Chapter 5 is about the fist zone of social media: Social Community or what the authors call the relationship zone. When I first came to I America (13 years ago), I communicated with my family and friend through letter, email, and phone. It took a while for them to respond to my letter or email and it was quite expensive and troublesome to buy a calling card. Today, I connect with my friends and family through the app called LINE. The app is similar to WHATUP app. However, LINE is quite popular in Asian while WHATUP is popular in South America. Through LINE, I can text messaging (individual or group – up to 99 people), call, and video chat. The app is very easy to use, even my father can use it. What I mean to say is that I agree with the authors that this zone can be called relationship zone. While social community is about relationship, it’s a bit hard for me to initiate a new relationship through social media. I think I can initiate a professional relationship. In my opinion, it’s awkward and hard to really get to know someone in digital world.

The authors mention four presence indicators in page 104. I seldom utilize mood icons and status updates. If I have a choice, I will turn off the availability icons and friend lists. I don’t have a good reason why I prefer not to let people know much about me through social media. A possible explanation is that I have known so many negative stories and can see danger from using social media improperly. I want to establish a line between personal and professional. I wonder how often you use these indicators. In addition, if I want to talk or share with someone, I prefer to use directed communication (message) than post directly to that person. I don’t want others to see or know even though the messages are not secret or inappropriate. May be I am a private person. That’s interesting!! I never consider myself a private person before. Maybe I am a private person in a digital world.

Oops, I think I talked too much in this entry. Here are the questions:

1. Please summarize main ideas of the chapter. 
2. Discuss the strengths and weaknesses of the chapter. 
3. Discuss 5 terminologies that you never heard of before. 
4. Should a social network own our social data? Is it an invasion of privacy for social networks to collect and use the information we leave as we deposit digital footprints in a site and around the web? 
5. Is it a good thing to “friend” your professor? Why or why not? 
6. Are Facebook friends the same as real friends? Are Facebook fans real fans? Please explain.
7. Analyze a brand profile of your choice on Facebook. Identify all the brand assets on the page. What techniques are being used by the brand to engage consumers? Do the brand fans seem passionate and engaged? Why or why not? How could the brand improve its profile?
8. Did you feel the chapter helped in your understanding of how to use social media in merchandising and marketing? Explain why or why not. Did anything confuse you? Did the chapter leave more questions for you?

Chapter 4: Digital Communities

Since I have used various social networking for personal, work, and professional, I have learned many terminologies from this chapter. While chapter 4 is short, it’s full with information, especially new terminologies. One terminology that stuck in my head is the word meme, which means “a snippet of cultural information that spreads person to person until eventually it enters the general consciousness”(p. 88). I love to learn new thing and new words. I will talk about this word for the whole week J. I am excited to share what I have learned with others.

The authors discuss the dark side of social media. I agree with the authors that cyberbullying has become a growing problem in online communities and this issue is a very delicate to address. In the last 3 years, I have attended conference section regarding cyberbully at the annual conference of Social for Personality and Social Psychology (SPSP). I don’t think we as a community know how to handle this problem. I believe it’s important that we teach young generation to recognize the cyberbully behavior.    

 Well, shall we get back to our business? Below are prompt questions for chapter 4:

1. Please summarize main ideas of the chapter.
2. Discuss the strengths and weaknesses of the chapter.
3. Discuss 5 terminologies that you never heard of before.
4. Review the list of friends you have on Facebook. How many of your friends are “weak ties” and how many are “strong ties”? Identify the relationship bonds you share with those in your strong tie group. Does Facebook help you to strengthen both kinds of relationships? Why or why not?
5. Search Twitter for hashtags related to a brand you like (e.g. #dunkindonuts, #saltlife). What kinds of influence impressions appear for the hashtag you searched?  Can you identify key influences who are sharing tweets with this specific hashtag? 
6. Did you feel the chapter helped in your understanding of how to use social media in merchandising? Explain why or why not. Did anything confuse you? Did the chapter leave more questions for you?

Chapter 3: Social Consumer

Digital identity: You are what you post! Wow, this sentence has captured the significance of social media quite well. I believe many students and young people don’t truly comprehend the impact of social media on their lives, opportunities, and careers. After reading chapter 3, I wonder what my social footprint in all 4 social media zones would be like. How about you?

Here are prompt questions for chapter 3:

1.  Discuss your social footprint in all 4 social media zones.
2. If you are a brand, what is your digital brand name? Why?
3. Do you consider yourself a social media addict? Why or why not?
4. Analyze the target audience of a business/organization of your choice (e.g. FMO or the Marketing and Merchandising department). Describe five market segmentations within the target audience of the group you previously selected. Answer the following questions:
1. In what online communities do these market segmentations participate?
2. What activities do these market segmentations participate in … online, and in real-world communities?
3. What role does social technology play in the lives of these market segmentation members? (i.e., do they use technology to keep in touch with friends and family,  as a productivity tool,  as a stress reliever?)




Did you feel this chapter has helped you develop your understanding of the uses of social media in marketing and merchandising? Explain why or why not. Did anything confuse you? Did the chapter leave you with more questions?

Chapter 2: Strategic Planning with Social Media

I was excited to read what the authors discussed regarding strategic planning with social media. I believe planning, executing, managing, and evaluating are important element if we want to efficiently utilize social media in business. Before reading Chapter 2, I did some research on social media strategic planning. Many social media experts have developed various approaches to social media strategic plan. However, these plans are somewhat similar to what the authors proposed in our textbook. Comparing these plans, I prefer to use our text strategic plan because these steps are easy to read and understand. The authors include examples of each step, which helps me grasp the planning concept better.

I can’t wait to hear what you think about Chapter 2. Therefore, below are the prompt questions:

• Discuss the similarities and differences between the typical marketing planning and the social media marketing planning.
• Of 7 steps, identify which 2 steps would fit with your strength and which 2 steps would challenge your weakness. Elaborate your answer. Also, discuss plan to overcome the challenges and sharpen your strength.
• Visit your favorite company site; identify social media zone and vehicles they use. Discuss whether their selections are appropriate to their target audience. Elaborate your answer.
• Identify a social media campaign for a favorite brand. In what experiences does the campaign invite you tot take part? Does the campaign include share technologies to ensure your activities are shared with your network? Discuss your experience.
• Give example of company or brand that you consider the worse social media user. Why?

Chapter 1: The Horizontal Revolution

Do I consider myself a digital native? I don’t know. Though by definition I might be a digital native, I would consider me a nerd one, perhaps. I’m interested in Web 2.0 applications because I want to teach better and equip my students with cutting-edge technology knowledge. While my research found that students only utilize part or some of Web 2.0 technology, they actually don’t use the technology to its full potential. Some students may only know social media and never heard of other categories. However, my research showed that students are eager to learn if the knowledge is available. Therefore, I am excited to teach the integrated merchandising channels class because my students and I are not only get a chance to explore social media world but together we can also experiment with other technologies.

Before I share more of my thought on Web 2.0, I should discuss my opinion of Chapter 1: The Horizontal Revolution. This chapter is easy to read and well layout. The authors do a good job of laying groundwork by incorporating necessary terminology, providing well-thought examples, and covering all learning objectives.

Below are prompt questions for your reflection. Tweedy Birds, if your ID end with odd number, compose your reflection journey on question numbers 1, 3, 5, 7, and 9. If your ID end with even number, question numbers 2, 4, 6, 8, and 9 are for you.

1. Do you consider yourself a digital native? Elaborate your answer. 
2. The textbook gave a complex definition of social media. In your understanding, what are social media? 
3. Are you ready to become responsible active participants in social media world? Elaborate your answer. Also, please describe how you can become responsible active participants in social media world. 
4. The authors categorized social media space into 4 zones. Give examples of social media venue that you either personally or professionally use. Identify your most and least familiar zone as well as provide list of social media tool you would like to explore more. 
5. What are your thoughts on co-creator? How would this concept change the world of marketing and merchandising? 
6. Have you ever participated in crowd funding? If yes, elaborate. If no, check the concept through Wikipedia and give your opinion regarding crow funding. 
7. The authors discussed benefits and downfall of social media marketing and merchandising. Discuss a downfall you have seen how marketers or merchandisers misused social media. 
8. Have you ever use social media as a venue to complain about your bad experience/service with the brand/business? If yes, what happen and how did it go? If no, did you see any? Give an example.
9. Give examples of how FMO or business of your choice can use the social media to: 

• Increase an awareness of the organization, 
• Influence desire for other students to join the organization, 
• Encourage more participation in the organization, 
• Facilitate more commitment to the organization, and 
• Cement organization loyalty. 

I am looking forward to reading your thought, ideas, and experience. Have fun!!

Introduction

Welcome to MER 478: Integrated Merchandising Channels blog. My name is Gallayanee Yaoyuneyong. My students call me “Dr. Y". While I was born and grew up in Bangkok, Thailand, I eventually came to the U.S. to further my education. I received a Master’s in Merchandising from Eastern Michigan University, a Master's in Instructional Technology from The University of Southern Mississippi, and a Ph.D. in Product Development from Florida State University. I currently teach Merchandising in the College of Business at the University of Southern Mississippi (USM). So far I have worked at USM for 7 years.

Even though I have earned a Ph.D. and now work as a scholar, I still try to further my education. I believe that learning is a part of life. When you stop learning, your life is finished. Therefore, every day for me is a brand new learning day. Furthermore, as an educator, I am interested in equipping my students, not only with skills and knowledge related to merchandising, but also with the competencies necessary for success in any field. In this way, I hope to help my students gain a competitive edge for their futures. This is one of the reasons I teach this class (Integrated Merchandising Channels). 

Currently, I pursue another Master's in Public Relation (PR). It is my hope that I can apply what I have learned from PR to push boundary in Merchandising area both teaching and research. When I have free time, I usually eat, sleep, cook, watch movies, knit, crochet, and play games. My favorite games are Set, Pit, Settlers of Catan, Yahtzee, Tickets to Ride, Pandemic and many more. I don’t like playing computer game much (except for Plants vs Zombies, Kingdom Rush, Catan, and Sudoku on my iPad). Recently, I have become interested in gardening. I like to grow edible plants more than pretty plants. It is my hope that one day I will transform from an amateur to an expert gardener so I can have a lot of food to eat.

Ok, let go back to the class. The purpose of this blog has two folds: 1) to express my opinion and thought toward each chapter of the text book and 2) to provide prompt questions for students to response in their blog. While the journal of this class is not long, I expect it to be a fun one. I hope that my students will not only enjoy the class, but they also learn and will be able to apply concept to their personal and professional world.