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  • THIS IS FAKE NEWS! NOPE… IT’S REAL

    Would you know fake news if you saw it? How often have you come across fake news during your time on social media? I’m betting more than once. Believe it or not, in the past few years, platforms created algorithms to reduce the amount of fake news flooding your stream. But how well has that worked?

    Hunt Allcott and others found specific trends in the diffusion of misinformation in social media. They gathered thousands of pieces of content and stories from over 100 fake news websites and their level of engagement with Facebook and Twitter and reviewed the trends of their diffusion from 2015 to 2018. Using various web trafficking methods such as BuzzSumo and Alexa, they reviewed the volume of user interactions and recorded browsing data. Yeah, they can do that.

    Allcott’s research also measured the outcomes for not only major sites, but small business and culture sites, and small news sites not identified as producing misinformation (Allcott, 2019). But those sites followed a stable trend in comparison to Facebook. Even so, some of the fake news sites also contain true news and clickbait to misleading content. Because of that reason, the researchers also compiled a list from Snopes.com that fact checked the content they deemed false. That gave them still a whopping 9,540 false stories! Later described in the article, the data could be misconstrued because of the sites these programs don’t account for.

    The amount of misinformation leading up to the 2016 election is alarming and fake news on social media is argued to play a major role in the results. Because of the increased volume of fake news, Facebook and other platforms created an algorithm to flag false content in order to prevent the spread of misinformation and improve its quality. The amount of decline within the past 2 years has suggested that Facebook’s algorithm may have something to do with it (Allcott, 2019). But, it’s nearly impossible to control the amount of misinformation people put out into the world.

    The results suggest that since the end of 2016, Facebook has had a decline in fake news since its peak while Twitter is still rising (Allcott, 2019). This change in the continuous rise after the election could have something to do with the President’s recent engagements on Twitter. The results from Facebook show relationship to major news and fake news sites engagement through the same periods of time. While Twitter engagements are on a continuous rise through the entire study due to the president’s active account and rising millenial use.

    This study seeks out to share the importance of knowing the decline is visible but the amount of misinformation still being consumed by viewers is large and alarming (Allcott, 2019). That’s mainly referring to Twitter and Facebook. Though Facebook’s fake news has declined from 160 million to 60 million engagements per month, the number is still high. And that’s just from one social media platform! Imagine the generations who get their news from major news sites that also carry false content not in this study. That just adds to the number of people exposed to things that can persuade one’s decisions.

    As communicators in the IMC world, it is our job to persuade and influence, however, in an ethical and approachable manner. Seeing this research has only solidified the fact that people are aware of the content put on social media. What is said online is shared and impacts society more than it seems. Allcott (2019) concludes that the diffusion of misinformation through social media is a potential threat to democracy and broader society. As a young generation of communication students, it is our responsibility to create content that is honest and thought-provoking in an ethical way.

    We remember the social media chaos that surrounded the 2016 Trump election but it makes you wonder about the effect a continuous amount of misinformation would have on a society and future elections. The research suggests there was a decline, however, there is still a problem. We, as marketers, need to keep in mind ethical values and the content we create and post- whether it be personal or business related. The fact is, on the internet, the information you share will be seen by someone out there, so don’t be fake, be real.

    Allcott, H., Gentzkow, M., & Yu, C. (2019). Trends in the diffusion of misinformation on

    social media. Research & Politics, 6(2), 205316801984855. doi: 10.1177/2053168019848554

    -Annie Cline

    Annie is happy to bring her creative writing skills into her studies with IMC. She has a passion for communication and cannot wait for graduation to put her skills into action in the real world.

     

  • Does Your Brand Name Generate the Engagement You Think It Does? 

    Picture1When we consider corporate names, like Starbucks or Royal Caribbean, do we automatically think of the products and services they supply or the brand’s image and the identity we have with that company? Will we be more inclined to like a post of a Starbucks Pumpkin Spice Latte or just a regular, black cup of coffee? The latte, right? Our identity with Starbucks as reliable corporate brand should make us more likely to engage with a picture of a pretty coffee and their familiar logo. The specification of a corporate name is critical to the differentiation of products when it comes to brand identity and association. A corporate brand name is the company’s name that results from the branding and the marketing of the particular business endeavor. That particular product becomes identified by that brand name. So, when shopping for running shoes you would probably say that you were shopping for a pair of Nikes because that is the brand you associate with good running shoes. A product name is simply the generic name of the product, such as “shoe.” Companies use specific product names and then create more unique names to differentiate them from competitors. Why is this important you might ask? Well, if we were to go around calling all shoes by their product name, how would we determine our preferences? How would we label trustworthy products? How would we share the products we love with others?  

    The need for branding is critical in marketing communication, especially in social media. A 2019 study in the Journal of Business Research evaluated the use of corporate brand names in social media posts. Titled “Social media services branding: The use of corporate brand names,” the study of focus looks at how the use of brand names (company vs. product) can impact social media posts when trying to engage customers so that they will purchase items. As we are taught in Integrated Marketing Communication (IMC), effective branding creates awareness, loyalty and relationships with the audience. The brand name becomes the one word that represents the face of the company. We associate all products with the name of the corporate brand. The task of marketers or social media specialists is to effectively use the name to engage audiences and promote purchases, whether it is a good or service.  

    The study focuses on the use of corporate brand names versus product brand names in the context of social media. The assumption is that the use of corporate brand names, like Starbucks, will increase likes on messages and generate purchases. The researchers predicted that a customer’s brand identification with the corporate name will increase and motivate these effects. To test this hypothesis, the research team conducted both field and experimental research to obtain enough telling data. The field study used Facebook posts and compares the activity of corporate brand name posts and product brand name posts. Follow-up experiments to the field study duplicated the results they obtained that, spoiler alert, confirm our beliefs in branding and IMC. 

    The data for the field study consisted of approximately 1,500 Facebook posts that were unique to certain profiles of brands of Fortune 500’s that were maintaining active engagement with consumers. The companies spread across all industries, including product and service industries with over 200 brands that maintained consistent activity. They performed a content analysis of the Facebook brand posts, coding for message appeals, vividness, calls to buy, etc. After performing specific coding, they took the data and used the statistical analysis of mean and standard deviation to determine the engagement in the various posts. Results showed that the use of corporate brand names received more interaction and engagement. This proved their belief in the importance of corporate branding, showing high familiar brand recognition with popular corporate brand names. Corporate brand names received more engagement and interaction on Facebook posts emphasizing the need to for businesses to use corporate branding on their social media accounts.  

    Even though this study was completed in the Journal of Business Research, this research provides critical evidence of the importance of Integrated Marketing Communication within business marketing strategy. Marketers on both sides of the respective disciplines must effectively execute a brand identity to perform better than the competition. However, as the study showed, there is a major difference in the use of corporate brand names over product brand names. The biggest takeaway from this study is that creating a reputable corporate brand name will establish recognition, engagement and loyalty to a company’s product or service. There is no business without this communication, and it is important to realize that the studies of each are not separate. Without IMC in the business setting, messages might not translate as effectively to consumers. A brand name is proven to work! 

     

    Miller, E. G., Milne, G. R., & Swani, K. (2019). Social media service branding: The use of corporate brand names. Journal of Business Research. Retrieved from https://pdf.sciencedirectassets.com. 

     

    By: M’Lynn Dease 

    M’Lynn Dease is a senior at the University of North Carolina Wilmington majoring in Communication Studies with a focus in Integrated Marketing Communication and a minor in Business. M’Lynn is interested in pursuing a career in business communication to engage corporate branding.

    #CreativeCOMtent   IMG_2587

  • Tarana Burke Visits UNCW

    On Tuesday, September 24th, two years after the beginning of the #MeToo movement, Tarana Burke kicked off the UNCW Leadership Lecture Series about the evolution of the movement and the impact it has had on modern society. The event was completely sold out as Tarana discussed the rapid popularity of the movement, the empowerment it instilled in sexual assault victims, and also called on students to understand their worth and that they deserve “protection and safety” from sexual assault.  

    The UNCW COM department was also very involved in the production of this event, as Maya Ebrahimnejad, a UNCW COM student was tasked with introducing Tarana Burke. 

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    This lecture was made possible by the College of Arts and Sciences, the Campus Life Arts and Programs, and the Mimi Cunningham Endowment fund. Mimi Cunningham worked at UNCW in a variety of roles from 1982 to 2008, and continues to show support for the university, having supervised over 80 student interns in her professional career.

    The next event in the Leadership Lecture Series features Vivian Howard on October 30th. Get information for that event here.

  • The End Game

    The End Game

    The time is coming. The semester is quickly coming to an end and my life post-graduation will be starting soon. Although I won’t be graduating till the summer, the end is near, and I can see the bright future that lies ahead. I’m not crying, you are.

    When I graduated high-school everyone told me that college would fly by and be over in no time. Did I believe them? No. I sighed at the idea of four more dreadful years of tests, group projects, and listening to teachers talk on and on about subjects that I could care less about. Little did I know that my experience at UNCW would be one for the books.

    I don’t know about you, but I had a rough start. My time as a freshman was full of spending most days in my dorm room being anti-social or working on the many assignments my professors gave me, while everybody else was making new friends and creating memories. I was homesick and couldn’t seem to bring out that social butterfly I knew and loved in high-school. I had a few good friends, but it was nothing like what I had watched in movies. You know, girls gathered in a dorm room, braiding each other’s hair and watching movies. Cliché I know.

    But as the next year came along and the years following, that homesick, sad little girl broke that shell. I told myself that I wanted to make the most of my time. I wanted to create the memories that I always dreamed of. So, I moved in with the small group of friends I grew to love, and I made it my mission to go out and be active, taking pictures to document my happiness.

    Senior year came along, and I had my first apartment living with my best friend. Oh, the great times we have had at our house. I get teary-eyed thinking about moving out in a few weeks. The trips to the beach, the ice cream and donut runs, the late-night trips to cookout, and the parties; all of which I will miss dearly. But most importantly I will miss the professor who impacted me the most. I came into college thinking I wanted to major in business but realized that was not the route I wanted to take. I took a few COM classes and came across Dr. Persuit’s intro to IMC course. Not to get too sappy but this woman has truly made my time as a Communication Studies major amazing. I not only learned about branding strategies and research, but I learned how to apply my knowledge to a work environment.

    Thank you, thank you from the bottom of my heart.

    Though there were some rough times, I wouldn’t change my experience at UNCW for the world. I molded into a strong young woman, discovered my passion for integrated marketing, and created bonds that can never be broken. We’re in the end game now and  my future awaits.

    Wow, this isn’t goodbye but see ya later Dub! It’s time for me to spread my wings and soar.

     

    -Kandy Crawford

  • Done at the Dub

    Graduation

    It is hard to believe that the semester is actually coming to an end and my undergraduate academic chapter is over. It feels like it took forever to get up to this semester and now that it was here it’s over in the blink of an eye.

    My time at UNCW has been one of my greatest accomplishments to date. I have truly grown as a student and as an individual in and outside of the classroom. Academically, I have never felt more confident in the time and work I have put into all of my assignments. Personally, I have never felt closer to knowing the faculty here in the Communication Studies department. I was terrified coming to a university as a nontraditional student, I felt that I wasn’t as quipped as my peers. The COM department was welcoming and exciting. I remember feeling so at peace knowing that I had found a home here.

    I have learned so much about skills and passions I never knew I had. I have found a true desire to want to learn more and enhance my skills in knowing more about Integrated Marketing Communication. While my last semester here has been overwhelming it has also been so rewarding. I have developed graphic skills and enhanced my writing skills throughly.

    More than anything I truly want to thank the Communication Department in general. They are so passionate about each of their students are truly pushing us and making us prepared for our next steps in life. It is such an incredible feeling when you find a passion and are looking forward to the future and what it holds for you.

     

    Thank you UNCW for everything that you have done for me and more. I am so excited to be apart of the Alumni here. Wilmington and UNCW will forever be my first home.

     

    Congrats to the 2019 graduates, we did it!

     

    -Shauni Bird

     

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    Performance held in Belk Tower December 2018 – Featured Seahawk One student on the month 2019

  • 5 Things I Wish I’d Known As A UNCW Freshman

    5 Things I Wish I’d Known As A UNCW Freshman

    Be wise. Be brave. Be tricky. –Neil Gaiman

    When people told me how fast my four years in college would go, I didn’t not believe them–but I didn’t understand them, either.

    I was lucky. I visited UNCW in high school, toured campus, fell in love. Something in me knew, viscerally, that this place was home. That part was true. But I thought I knew who I was and who I wanted to be–and that part wasn’t true.

    The past four years have proven me wrong over and over. I know less about myself now, a month from graduation, than I did as an eighteen-year-old moving into Honors House. And that’s okay. Contrary to popular belief, you don’t have to have it all figured out by the age of twenty-two (or twenty-five… or thirty).

    I do know that UNCW is more than just my alma mater–it’s part of who I am. Here, I found friendships with roots running deep. I felt challenged, academically and emotionally. When I failed, people caught me and helped me get back up. When I soared, people celebrated with me. I have fallen in and out of love, had crises of faith and identity, given up on my dreams and begun to find new ones–all of it knowing that when I felt overwhelmed, I could take a deep breath, smell the flowers or look up at the clocktower, and feel that same almost-surreal sense of belonging I have always felt in this place.

    There are many, many things I wish I had known to come into this experience and growing in it. Here are a few of them.

    1. When you get ready to leave UNCW (or college in general), you will not wish you had more awards, joined more honor societies, planned more events, or taken on more projects. You will wish you had spent less time on meaningless resume-boosters and more time watching the sunrise with the people who mean the most to you, and more time doing things you love.
    2. “No” is not a dirty word, and people will not hate you for saying it. In fact, most folks will respect you more for saying “no” to a project, event, or club instead of agreeing to do it and doing it halfheartedly. It’s better to do fewer things well than many things mediocrely. And when you need to take time for yourself, always do it. Thinking that you’re a necessary part of an organization or project is usually just a function of your ego: the planet will keep spinning if you take a day off.
    3. You don’t have to be the person your past self wanted you to be. Dreams and ambitions change. Don’t cling to something that doesn’t fit you anymore just because it’s familiar. The dream job, the significant other, the hobby that doesn’t make you happy anymore, the toxic friendship… if it restricts you now instead of freeing you, it’s time to let it go.
    4. An experience that teaches you what you do not want is just as valuable as the one that teaches you what you do want.
    5. Cynicism is for the miserable. Love what (and who) you love unabashedly, including and especially yourself.

    The time we spend at college is formative and important–but it’s the beginning, not the end. This is what I’m beginning to realize as I’m planning my own exit into what we call “the real world.”

    –Nikki Kroushl

  • Bittersweet

    A wise friend once told me four years ago that college is like the greatest sleepaway camp you can imagine. Being a part of UNCW for the past four years of my life has been amazing, scary, hard, and has gifted me the greatest growth I have ever experienced.

    If you’re a freshman reading this and you’re getting ready to pack up your things after exams and head home for the summer don’t forget to remember. These days will fly by, you’ll blink and you’re walking across the stage.

    Freshmens-Be-Like

    College at UNCW is the greatest summer camp you have ever been to. Beach activities just 15 minutes away, a dining hall that doesn’t serve you mystery meat (praise for hawks), and bathrooms you don’t share with 15 other campers. Not to mention what you learn here will shape the rest of your life, you’re not learning to basketweave folks! The people you meet could be your forever friends. The things you study will prepare you for the work you do for the rest of your life. The things you do with your spare time will shape your priorities, mindset, and investments.

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    School goes way faster than you’d think, is harder than you think, and can flip your whole world around. It will be so easy to think about the next thing, always worry about which classes you’ll take next semester, what major you’ll choose or what job you’ll have when you graduate. If I could leave you with any parting wisdom it would be this: stop and take a breath. Your perfect plans may not work out as you’d hope, but it’s OK. Stop, and take a breath, time will fly.

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    -Ellis Thomas