Youth and Technology: Is it a bad thing?

     You've heard the saying that "children are the future" and never has this saying been more true than it is now for this generation of tech-savvy Millennials.

There have been many debates of whether technology is beneficial or harmful to young people's overall development. Some may consider technology such as the internet and Social Media a "waste of time," promoting narcissism  and shamelessness. Others may say technology is the next logical transition in today's society. Personally, I agree with the latter group. I believe that if used in the right way, technology can be both useful and advantageous for our children.    

No one can deny that the youth of today are much different than the youth of yesteryear.

In her 2008 article "Taking risky opportunities in youthful content creation: teenagers' use of Social Networking Sites for intimacy, privacy and self-expression," Sonia Livingstone says the following:

"Today's teenagers are staying young for longer in terms of education and economic dependence but becoming independent younger in terms of sexuality, leisure and consumption."

With this being said, many young people look to media to express themselves, create relationships and be relatable, and entertain themselves. Many young people will gain self-identity through peer feedback on Social Media Sites and observation (i.e. someone liking one's posts; a friend sharing one's wall post on his or her wall, a person liking one's personal style and/or photos on Facebook). Social Media Sites can be the avenue for people to showcase their personalities in a broad setting. Social Media can even be addictive, as teens may check their profiles every few minutes to see if 'likes' have been updated, or comments have been added to a recently uploaded picture.

          

                                          

     Livingstone says, "Social Networking sites enable people to 'codify, map and view the relational ties between themselves and others.'"

As older generations may be confused or apprehensive about new technology and its purpose, the current generation seems to already understand it -- figuring out how to use various forms, and not being afraid to disclose personal information (such as age, address, job, hobbies etc.) on the internet.

According to "Coming of age with the internet: A qualitative exploration of how the internet has become an integral part of young people's lives (2006)," researchers Sally J. McMillan and Margaret Morrison say the current generation may be "more literate, creative, and socially skilled" due to early exposure to the internet and its immersion in everyday life. Of course, this doesn't mean all hope is lost for you parents, who may know little to none about current technology. Maybe our young people can teach you a thing or two? smile.

Research by The Pew Internet and American Life Project, found that college students (specifically the class of 2001) are more likely than other generations to "be online, check email, use multiple addresses, browse [online] for fun, download music files and use instant messaging," due to their early exposure to the internet boom. These college students use the internet regularly -- using it for both academic and social purposes.

                            

     The use of mobile phones are also a normal activity among young people in current years. As I've mentioned in a previous post, it seems many of us cannot leave our homes without our mobile devices! Mobile phones have become a necessary part of our every day lives, and we can't imagine life without them! Just like any other technology, the mobile phone is one that must be used responsibly. These devices can be a quick, convenient way, for parents to stay connected with their children when they're away from one another.

    In a sense, a young person with his/her own mobile phone, may feel self-empowered and independent. Some young people may even feel safer knowing they have a device to connect with someone in the case of an emergency. Even with this technology, parents should remain vigilant and monitor their children's activities regularly -- asking questions when necessary, and being actively involved with their children's lives, to build rapport and establish trust. It may even be advantageous for parents to learn more about current technology to close the communication gap between them and their offspring, which will decrease personal apprehension and encourage dialogue between parent and child. In addition, parents should not be afraid to discuss the pros and cons of technology with their children. Both parties should gain an understanding of how to use technology correctly, given the particular setting.

    

      

                                      
                               
     When it seemed as though all of his classmates had the iPhone and its latest accessories, my sister matter-of-factly told my 10-year-old nephew that he wouldn't have a phone until he was 13. Even though my nephew would probably use the phone for games (he is a serious gamer), the phone would primarily be used to keep my sister "in-the know" about my nephew's whereabouts (i.e. his afterschool plans or needing to be picked up because he got sick at school, etc.).  Most of the conversation was (you guessed it) via text.

    This is no surprise then that researcher Kerry Devitt and Debi Roker showed in their 2010 article, "The Role of Mobile Phones in Family Communication," that children and teens text their parents more than converse with them over the phone, especially as it pertains to discussing tough subject matter or checking-in. An interesting fact about the research showed that older teens (age 13 and above) had more cellphone contact with their parents than those who were younger. Could this be due to older teens having a sense of greater responsibility when checking in with their parents? In addition, female teens ages 14-17 used phones more frequently (every day) than their male counterparts. I wonder why? Is it because women like to socialize more and men prefer more face-to-face contact?

     I believe that technology is crucial for the classroom. Current technology will help to put all children of various socioeconomic and geographical backgrounds on the same playing field, closing the digital divide gap. Children will also have a chance to learn the same things together, which will also enhance learning.

Growing up, I remember our classrooms being equipped with Gateway and Apple computers with the best programs of the time installed on them. It was such a joy for me and my classmates to discover something new together, as a unit. Our teachers never discouraged us from collaborating with each other, or giving our individual takes on what we'd learned that day. It was group interaction mixed with handson learning and technology that made lessons stick. When it comes to the latest technology, I firmly believe that students have the capabilities of teaching themselves.

My stance on technology is this: I feel it is a great thing, and a necessary factor in children's overall growth, learning and psychological maturity. I think the key here is balance. Too much of good thing, such as technology, can be harmful.

     Though the internet (for example) can be a great tool to build relationships that can extend offline, encourage self expression, and enhance learning, it can also be a tool that encourages "social isolation," creating information overload and a false sense of self. Young people may look to the internet for social cues (how they should or shouldn't behave in certain settings) and for a sense of belonging and identity, opening the door to possible identity crises.

     Lastly, technology (and its many components) should not be a stumbling block. It shouldn't cause young people to be so informed yet ignorant at the same time. Technology should enhance our lives, not hinder them. Maybe children should also consider traditional or alternative forms of learning and not learning that solely depends on technology? Educational instruction should be interwoven with both traditional formats as well as current technologies for a thorough learning experience. And as always, parents should be aware of what their children are "getting into" as it pertains to online activity and technology. Parents and children should not be afraid to learn from one another.

 

 

 

Beyond the Logo: How Effective Branding Can Connect Company and Consumer

     The golden arches in McDonald's, the "have it your way" slogan for Burger King and the "always" promise from Walmart, have stood the test of time by industry standards. Why have these multibillion dollar companies and others such as Starbucks, Famous Amos, Ford Motor Company and KFC thrived? I believe it's because of their branding, and a continual commitment to pleasing customers.

Somehow, these companies have found the magic formula to remaining viable when so many others have flatlined. These companies have learned the power of placing value and passion behind their brands, while establishing trust with consumers at the same time. You and I both know the above mentioned companies aren't going anywhere, anytime soon, as they will continue to produce quality goods and services that are personalized to each customer.

According to Forbes.com, in order for a brand to be successful, one has to be passionate about it. The person and/or company has to be the brand's "biggest cheerleader" -- connecting with investors who are knowledgeable about the brand, knowing what the specific strengths and weaknesses are concerning the business, and practicing philanthropy. All of these concepts help to establish a brand.

     In his 2012 video, marketer Tim Leberecht says one's brand is "what other people say about you when you're not in the room."

Did you hear that? Your brand is what other people think about you when you're not even present.

What do you want others to say about you and/or your company?

A personal brand should reflect your interest and what you desire to portray or convey to your intended audience. A brand must have meaning. You, as a brand, must not be afraid to be different. Don't be afraid to "stand out" and break the mold.

                 

According to a recent article published by Business Insider online, author Nance Rosen says this about personal branding:

"A personal brand is the reputation and image that you intentionally create, manage and communicate about, in a way that an audience finds engaging." Rosen goes on to say that brands should be "clear, consistent, and compelling."

  Known for its crispy, golden fries and the Big Mac, McDonald's heralds itself as the "world's largest hamburger fast food chain." With nearly 40,000 restaurants and retailers in "more than 100 countries," the food giant claims to serve more than 70 million people daily!

I'm sure you can remember running rampant as a child in the PlayPlace or having to choose (with anguish) between a cheeseburger or chicken McNugget Happy Meal! Oh, the memories! I still remember the commercials featuring Ronald McDonald or the Hamburglar (who by the way, was wanted by police), and children and parents smiling together. There was never a sad commercial.

Every time I saw a commercial, I wanted to go to McDonald's -- no matter if I'd already eaten! This is the marketing angle that I think McDonald's wanted to convey that still holds true: "We are all about families eating a meal together and enjoying one another's company."

 

      
     As McDonald's' menu has continued to expand and evolve -- offering healthier food choices and diversified items, media campaigns have also changed to include more minorities and other demographics in them. One additional positive, is the brand's commitment to serving the community through its Ronald McDonald House Charities. Through donations, the company provides a temporary "home-away-from-home" for children, who are stricken with disease, and their parents. The RMHC's mission is to keep families together and aid them while they endure the tough, painful processes of healing and treatment (http://www.rmhc.org/).


     As I've mentioned before, companies are only as successful as their customer base. Think about it, if no one is purchasing your product or using your service, you won't be in business right? With that being said, it is absolutely imperative for companies to continuously strive to connect with their customers and encourage their feedback. Feedback -- whether negative or positive -- will make, or break, a company in the long run.
                                                    

     One way that companies can gain feedback is through Social Media. Social Media is advantageous to a company's branding, in that it allows companies to have a two-way conversation with consumers and important stakeholders, in real time. The RMHC's website, as well as McDonald's corporate website, allows visitors to contribute to the company's corporate and community initiatives by writing personal blogs, leaving comments on the web pages, reading RMHC success stories, and sharing personal stories of the McDonald's experience. This interactive involvement allows McDonald's to see what it's doing right and what it's doing wrong as it pertains to its customers.

     In their 2011 article, Keeping up with the Digital Age: How the American Red Cross uses Social Media to Build Relations, authors Rowena Briones, Beth Kuch, Brooke Liu, and Yan Jin, state that Social Media Sites can aid an organization in building lasting relationships with its "publics" and those with vested interests (stakeholders). In addition, organizations should use Social Media to the fullest extent, to continue to encourage effective communication between the company and the public.

Researchers suggest that the form of communication known as "organization-public relationship" or OPR, is only successful when the relationship between company and consumer are mutually beneficial. Conversation and feedback can not be one-sided. Additionally, both the consumer and company must be open minded in order to establish trust and credibility from both sides.  Researchers J. A. Ledingham and Bruning state that the company and consumer should be "interdependent" and the actions reflected in the OPR can "impact the economic, social, cultural or political wellbeing of the other."

G. A. "Andy" Marken, president of California-based Marken Communications Inc., demonstrates the above idea perfectly, when he stated the following in an article for Public Relations Quarterly (2001):

"The customer is the center of the universe, not the company." In addition, he says, what matters is "what the customer thinks."

Well said, Mr. Marken! 

     One company that took a severe hit in branding but successfully bounced back after exhibiting transparency with its customers, was Domino's Pizza. After a 2009 YouTube video was uploaded by former employees demonstrating how the company's foods we're unsatisfactory in taste, and employees mishandled food through unsanitary means, corporate took matters into its own hands by responding immediately (and effectively) to the crisis.  
          

   The company later revamped its image as it tried to regain the trust from its devoted customers. The "Our Pizza Sucks" marketing campaign, advertised new commercials which showcased employees and cooks using proper food handling, preparation and cooking practices, making pizzas with new and better ingredients, and changing the company's overall look and website features. Completely interactive, the company website now offers customers several means to leave comments and suggestions regarding all Domino's products. As I just ordered Domino's today, the box even gives customers a chance to be involved in the "pizza making process," by taking pictures of their pizza creations and uploading them to Instagram. In addition, the company now prides itself on using 100 percent real cheese made from milk provided by "unsung heroes": Stella, Edna, Abigail, Estelle, and Nancy. If you didn't know, these are dairy cows. What a great marketing strategy -- making advertising personal, as well as showing an appreciation to farmers and their work!

By being truthful about its past products and improving them, Domino's has reestablished its brand and credibility among pizza lovers everywhere!

     Lastly, consumers want to feel involved. Not only do they want to feel as though they've contributed to a company's success, but they also want to feel like they've made a difference. You've heard the saying, "the customer is always right," and never has this mantra been more true than for industries that want to be successful in branding. The only way that companies can be successful is to continue to be strategic in the messages they want to convey, and be open to the "ever-revolving door" of feedback from the public.

                                                                                   



    

Crowdsourcing Opens the Door to Entrepreneurship

     Do you remember the Lay's "Do us a Flavor: Tastes of America" Contest? Launched in 2013 with actress Eva Longoria and chef Michael Symon as chief spokespersons, the campaign urged foodies and chef wannabes across the country, to create the next, best-tasting chip flavor for the brand. The winning flavor would earn it's maker a $1 million cash prize if chosen.
By February 2013, and after 3.8 million submissions, three final flavors out of 20 were chosen: Chicken & Waffles, Sriracha and Cheesy Garlic Bread.

I don't know the final outcome of the now annual contest, but the campaign is still going strong, with more than 7 million likes on Facbook.

The above example demonstrates what companies and organizations are now choosing to do to gain solutions to their creative process dilemmas. In other words, companies are using crowdsourcing to solve its advertising and business concerns.

According to his 2007 writing "Crowdsourcing as a Model for Problem Solving," University of Utah student Daren C. Brabham refers to crowdsourcing as "a strategic model to attract interested, motivated crowd of individuals capable of providing solutions [services or ideas] superior in quality and quantity" through online means rather than that of "traditional forms of business."

Brabham goes on to say that crowdsourcing is "collective smart" and a means in which the crowd -- not an individual -- solves the problems that puzzle companies and or organizations. Crowdsourcing is a great way to encourage active involvement from the public, as well as creativity.

I believe that crowdsourcing is a powerful tool for businesses that want to know how to better promote their brands and reach a wider audience. If used properly, businesses can get the answers they need from a central place -- such as the internet -- quickly and accurately, rather than through traditional means of times past. Furthermore, crowdsourcing invites an exceptional talent base, which in turn will yield profits for both the company and customer who chooses to participate in the problem-solving and production process.

   

                        

     I'm sure you can probably think of other examples of companies that have chosen to use crowdsourcing as part of their business techniques. As a result, these companies have been hugely successful. After all, various viewpoints coming from a group are much better than a plethora of ideas coming from one source. It's been said, "two heads are better than one." And in the case of crowdsourcing, this is certainly true but on a much greater scale!

     Whether you manage a business, are CEO of a large corporation, or are an entrepreneur for a small company, you know one thing is certain: a business is its customers. What I mean is that an organization and/or business will only be successful if it treats its customers as top priority. Most importantly, customers want to feel as though they are a part of a company's success and that their personal needs are being met, so a company should therefore allow its customers to actively participate in its decisions. Companies should be transparent with their finances and open to ideas from the public. Social Media Sites and the web help to make this idea-sharing concept possible.

Sites like YouTube help to create a platform for amateurs in any field, professionals and entrepreneurs a like, to have their voices heard and share their ideas. YouTube users can do so without trepidation or repercussions. Freedom of expression and speech no longer belong to the elitist groups but is available to ordinary people at greater levels. Whether a group of scientists want public opinion on a new breakthrough formula, or a presidential candidate desires a majority opinion on an agenda item, solutions to the specific problems can be found within the millions of videos that have been posted on YouTube or Facebook.

According to Kevin Allocca, trends manager for YouTube, internet users are not spectators but active participants in the decision-making process. He says that users have "ownership in our own pop culture," which was not true in times past. The culture determines what 'goes viral' by what is considered popular or interesting at the time. Social Media Sites offer networking and validation opportunities for its users, as users and customers feel valued when their ideas are heard and recognized.

As the community of likeminded individuals continue to expand with its ideas and opinions, I believe this strengthens the individual to be creative and to venture into entrepreneurship.

In his 2008 speech to Harvard Law students, author Clay Shirky says true crowdsourcing points to "conversation and collaboration" among group members, resulting in better, more substantial ideas.

As crowdsourcing is excellent for business, it can also be helpful as it pertains to covering important events in the news.

     As a former journalist, I loved getting firsthand information that could potentially turn into a breaking news story. Unfortunately, nine times out of 10, I was not always at a particular scene where news was taking place. This is where citizen journalists, as we spoke about last week, would've been helpful. Although I do not agree with citizen journalists writing news content, I am wholeheartedly for them giving news tips or sharing some aspects of news. How else will journalists in America be able to write a story about world news in another country without the aid of photos and videos from citizen journalists? Pictures and videos posted on Facebook, and mini-blogs tweeted on Twitter of worldwide affairs, urge ordinary people to get involved in the news-making and production process. Amateur photographers can make a name for themselves, and aspiring journalists can have their lifelong dreams of working for an established news service come true, all thanks to crowdsourcing.

     There is no doubt that crowdsourcing from this standpoint would carry with it a

"huge level of accountability" and skepticism (as citizen journalists don't always record or produce news accurately), but it will also change the way the public receives and looks at news. London journalist Paul Lewis says that the type of technology found in Social Media, "massively broadens the boundaries of what's possible" from a journalism standpoint. I agree. Thanks to such sites as Twitter, Facebook and YouTube, everyone can be a journalist by "witnessing, recording, and sharing" information.  Ordinary people now have the opportunity and power to influence the masses and affect their thinking on various topics such as public policy.

     Whether used in business, politics or news, I believe that crowdsourcing can only be successful if it encourages diversity of people and thought. Research has shown that most internet users and blog readers are those who are white, highly-educated and of a certain socioeconomic status. Therefore, crowdsourcing must include the ideas, opinions, and contributions of various ethnic backgrounds, geographical locations (rural and suburban) and incomes for optimal impact and results.

Blogging: Good for Building Relationships but Not Good for News.

                               
  
 I was introduced to "blogging" for the first time around 2005, while searching the web for various stories on celebrities. One name kept popping up in my searches: Perez Hilton. The Miami native and professional blogger is well-known for his candid and brash opinions on the latest celebrity gossip.
                                                                   

Though I'd read a couple of his postings before, it wasn't until I saw Hilton on comedienne Kathy Griffin's then Bravo reality show, "My Life on the D-List (2005-2010)," that I really started paying attention to this outlandish, yet intriguing fellow. Hilton, who was not shy of telling it like it is, had a unique and comical way of relaying information to the public. He seemed both knowledgeable and relatable at the same time through his writing. I believe his brand is the very reason his celebrity column/blog -- PerezHilton.com -- is still so popular. He has become a celebrity in his own right -- making guest appearances as a judge on the Miss USA pageants and other popular network shows.

Why am I saying all of this? Simply to say that blogging has become a popular medium to relay information like never before. Yes, Social Media can be used as a tool to inform as well, but blogs have grown (in some cases) into an authority for news, entertainment and other specialized areas.

According to Technorati.com, there are more than 9 million blogs published online. People have taken this blogging thing seriously.

Blogs have become so instrumental because they are a way for not only people to connect with family and friends, but they give people who wouldn't normally have a voice, a chance to speak their minds openly and freely without fear of rejection or restriction. I like to refer to blogs as online journals. Through these "online diaries" so to speak, bloggers can create a fan base, build and maintain relationships, and become an expert source on certain subject matter. Thanks to bloggers like Perez Hilton, your average Joe or Jane can make a name for him or herself, just by showcasing vulnerability through writing.
                                                           

     I personally believe that blogs are a great way for people to connect with others and express themselves. Blogs are pivotal devices that help to solidify our First Amendment rights when it comes to self expression and freedom of speech. Just by perusing the web, users can see thousands upon thousands of commentary on any and every subject. From opinions on Kim Kardashian's rear end and other Socialites, to personal perspectives on politics, finance and money management, relationships, home decorating and fashion, hygiene and skincare, and spiritual matters, bloggers have a platform to be authentic and set themselves a part.
 

                                                                
     As someone who enjoys writing, I believe that blogs are beneficial in that they allow writers to brainstorm and be creative on a public scale.  However, there are dangers to being "too personal" or appearing to be ignorant or inept through one's blog. Negligence, grammatical and English errors, libel, as well as an absence of couth, could lower a blogger's credibility.

This is true when it comes to a blogger and the news. Because there is news happening all the time, it is sometimes inconvenient and difficult for a reporter and news crew to get to a scene of a natural disaster or crime as it happens. Therefore, bystanders who choose to take photos or video, can be useful. These "citizen journalists" can instantly upload their images and footage to Facebook or Twitter, informing the public of what happened before authorities arrive. This partnership between news professional and member of the community can be beneficial, creating a sense of involvement in the mind of the citizen journalist. That person can feel as though he or she was a part of the news-making process. However, if all the W's (who, what, when, where, why) and proper questions are left unanswered before publishing news, this can result in misinformation and replication, which is dangerous by news standards.

As I've mentioned before, I do not have a problem with bloggers. I just have a problem with bloggers as they pertain to the news aspect.  Is your information well-sourced? Have you answered the necessary questions so that your story can be thorough and accurate? Have you checked your facts, or is the story mostly subjective and opinionated?

As the public expects its news to be timely, accurate, and thorough, a blogger who is not properly trained or educated as a reporter, is more susceptible to error. Moreover, if one is blogging on such subjects as money, health, or any other area that can affect people's wellbeing, without being specialized in that area (i.e. doctor, attorney, physical trainer, educator, etc.), your authority on the certain subject matter is questionable. Just as it is advantageous for reporters, journalists and public relations professionals to be knowledgeable about Social Media and how to use it, I believe citizen journalists should be trained and well informed in news concepts and principles.

For some, blogging can be therapeutic in that it allows those who write them to vent. For others, it can be a way to get one's name out there or build a network of persons who share common interests and similar opinions.

In his web video, "The power and the danger of online crowds," finance journalist James Surowiecki states that blogging and Social Media encourages users to be on one accord and of "one mind." He goes on to say that though this is a benefit to blogging, the danger is that people will become less independent and more codependent, relying on members of the group and trying to fit the status quo, in order to survive or be relevant.

     I understand that many people rely on the content in blogs for just about anything. However (and I know I will receive some flak for this), I am not a firm believer in blogs being used as a primary tool for news. As lovers and users of the World Wide Web, we must be vigilant in ensuring that information we view is thorough, accurate and original in thought. In addition, as we use our freedom of speech and expression to our advantage through blogging, let's not abuse it or violate others'.