Week 3 question

Best Job in the World

In 2009 CumminsNitro, a Brisbane-based advertising agency won multiple awards across the international media landscape for their groundbreaking campaign for Tourism Queensland: Best Job in the World. The campaign was unique in the way it harnessed traditional media advertising (positions vacant advertising) and linked this with various kinds of social media interactivity. Through inviting video applications the campaign utilised what Bruns calls “produsage” and others have called “crowdsourcing”. It also made sophisticated use of the viral connectivity that can result from online social networking. Then, once the social media success became newsworthy, the campaign also benefited from the traditional current affairs media attention, amplifying the overall impact and effect. This campaign continues to attract attention through a blog maintained by the successful applicant.

The various types of advertising media used in this campaign was.

• Viral Video
• Online recruitment ads
• Applicant videos
• Online banners
• Branded Twitter
• Branded Facebook
• Youtube Channel
• Online banners
• Website

Out of these media channels the ones that where interactive where application videos, branded Twitter, branded Facebook, Youtube and the main website.

The YouTube application videos became interactive because the general public could view the applications. They could then leave comments and 'Like' the the applications through YouTube.

The Branded Facebook was interactive because the general public could use Facebooks 'Like' feature. Once someone uses the 'Like' feature it spreads through all their contacts Facebook accounts. People can and also follow the Facebook page and leave comments.

Again with Twitter people could follow and leave comments similar to Facebook and YouTube. Twitter can be classed as a scaled down version of Facebook and is commonly used through smart phones. The unique feature of Twitter is that posts (or Tweets as they are called on the site) are limited to 140 characters which means that a message has to be very direct to the point. This helped the campaign keep in touch with its audience through their phones on the go.

Finally all these media chanels where tided together with the campaigns main website http://www.islandreefjob.com/ (last accessed 31/7/11). This became the central portal for each of the media channels mentioned above. The site also had a voting system where the public could vote for the video application that they liked the best.

Below is an example of the site's voting system

Week 2 question

Choose at least two out of the six of the following terms of reference to make further
comments about the site you have been reviewing and the services it offers:
• Trustworthiness (of the site)
• Reputation (of members)
• Ownership (of content)
• Moderation
• Management of content
• User interface and customisation.

Continuing with my review of YouTube

http://www.youtube.com/

The two terms that I am going to apply to YouTube are
Reputation (of members) and Moderation.

The reputation of YouTube members in general is good. The types of members are classed people posting videos and people commenting on the videos. The content that can be posted on YouTube is fairly strict, guild lines of what can be posted can be seen here:
[ONLINE] Available at: http://www.youtube.com/t/community_guidelines. [Accessed 21 August 2011]. These clean content guidelines helps keep the reputation of the sites and its members clean too. Not all of YouTube members stick to these clean guild lines. There are members often classed as trolls or members that deliberately post provocative or insulting comments on videos to try and get a rise or a return negative response from the original video poster.

The moderation that ties in with the YouTube guidelines occurs on a few levels. Posted videos are scanned buy YouTube filters to catch copyrighted video and music. A member is given a three strikes and you out rule if they are caught violating these guild lines then their account is banned. The videos and comments posted on the site are also moderated by the sites members and can be flagged as inappropriate for the videos and inappropriate (also known as spam) for the comments. Overall the system seems to work quite well and I think has helped the popularity of the site.

Below is an example of a video being flagged as inappropriate

Week 1 question

"Choose a social media site that you are a member of and say why you engage with it and what you get out of it. If you are not a member of any site, choose one to observe and answer the same question regarding the activities that you observe – or, you may choose to say why you do not normally engage with social media. You are encouraged to use your answers to exercise 1.3 to frame your response."

The social media site that I choose is YouTube, http://www.youtube.com/ [accessed 24th July 2011] . YouTube exists for users to post video content in a blog format. The site is free to watch the posted videos but if you want to comment, subscribe to bloggers or post your own videos you must have a YouTube account. People can achieve a cult following and some YouTube bloggers having thousands or even millions of people subscribed to their blog channel. Once a YouTube blogger reaches a certain amount of subscribers they are often invited by YouTube to become a You Tube partner. This is where they receive some of the revenue generated by pay per click advertisements placed next to their videos. The site also uses email notifications that send an email out to all the subscribers every time a YouTube blogger posts a new video.

The main reason that I engage with YouTube it is to subscribe to other YouTube bloggers. These bloggers post videos that I find entertaining. Although I do not post any video content I do comment videos the bloggers that I follow post. Most of the time these comments are not answered but it does give me a sense of being part of a small community.

Below is a screen shot of the YouTube bloggers that I am subscribed to.