IMC Hawks Blog

Tag: Social Media

  • Forever Teal

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    Hello fellow Seahawks, it is your time to show off your school spirit this week for UNCW’s Homecoming. This week is packed with fun events for students, alumni and friends, leading up to the Women’s and Men’s basketball games this Friday and Saturday.  

    Are you on campus today? It’s our favorite day of the week… Teal Tuesday! If you are wearing your teal stop by Hawk’s Nest from 11-1pm for free t-shirts, giveaways, and make your own sign for Homecoming week. Later in the evening, show your support for your fellow students at Battle of the Bands in Warwick from 8-11pm. Five bands will be competing for a cash prize, judged by American Idol look-a-likes, including Bigg B from 97.3. You can help determine the winner by attending and voting for your favorite band!

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    Students are constantly using social media to find out information about upcoming events. Campus organizations have decided to use Instagram, Twitter, and Facebook to promote UNCW’s 2016 Homecoming Week. If you plan on attending any of the homecoming events, make sure to snap a picture and use the hashtag #UNCWHC16.

    This week UNCW’s campus organizations will be promoting Homecoming week with banners, posters, and flyers on Chancellor’s Walk. Follow the social media sites, @uncwilmington and @uncwace to keep up with Homecoming 2016 events.

    Here’s a preview for UNCW’s 2016 Homecoming events:

    • Wednesday
      • Dub Idol 8pm in Kenan Auditorium
    • Thursday:
      • Amy Rolloff 7-10pm in Burney Center
      • Homecoming Variety Show 7pm in Warwick Center.
    • Friday:
      • Homecoming Pep Rally 5:30-7pm in Hanover Gym
      • Women’s Basketball UNCW vs. Towson 7pm in Trask Coliseum.
      • Homecoming Step Show 7:30pm in Kenan Auditorium
    • Saturday:
      • College of Arts and Sciences 5K 8:30am
      • Intercultural Festival (iFest) 10am-2pm in Burney Center
      • Trunk Show & Student TEALgate 4:30pm
      • Men’s Basketball UNCW vs. Charleston at 7pm in Trask Coliseum.

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    -Erin Fouhy, Sarah Garner, Caitlin Rodermund, and Megan Suggs.

  • Who is Emily Schuman?

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    Emily Schuman, better known as Cupcakes and Cashmere, captivates audiences with her unique approach to fashion, food, and everyday living. The now 32-year-old began Cupcakes and Cashmere in 2008, becoming one of the first bloggers to partner with a major brand. Cupcakes and Cashmere provides, “luxe yet achievable looks and refreshingly genuine style of writing,” making Emily Schuman a very popular blogger and known social media persona. Cupcakes and Cashmere includes popular brands of J.Crew and TopShop, while adding the “less-achievable” wardrobe items of Louboutin shoes and Celine bags.

    Brand Image

    Emily Schuman transformed Cupcakes and Cashmere into two books, clothing line, and home-goods line, while maintaining a large social media presence.

    Cupcakes and Cashmere: The blog allows fashion and food fanatics to explore Emily’s top picks, morning routines, favorite recipes, and her weekly outfits. Incorporating DIY aspects into a fashion-forward blog.

    Cupcakes and Cashmere: A Guide for Defining Your Style, Reinventing Your Space, and Entertaining with Ease: Emily Schuman’s first book, follows the same outline of style, beauty, home, food, and entertainment. Cupcakes and Cashmere: A Guide for Defining Your Style, Reinventing Your Space, and Entertaining with Ease became available August 1, 2012.

    Cupcakes and Cashmere At Home: Emily Schuman’s second book offers readers DIY tips and projects, party-planning tips, design ideas, and how to “mold your space into something you’ll love.”

    Cupcakes and Cashmere Fashion Line: Her Fall 2015 Collection will be available at Nordstrom.com and Shopbop.com. She combined her favorite pieces (shown in her blog) and her personal style, making 60 pieces of clothing anyone can wear. The price tag is on the higher end of $85-$200, including a few pieces around $400.

    Cupcakes and Cashmere Home-Goods Line: She expanded her product line into semi-affordable home decor.

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    Creating and obtaining an audience for a personal brand can be tricky. The engagement approach is one theory in IMC to help explain how a brand reaches a wider audience. Emily Schuman engages with her audience through multiple channels and collaborations. Reaching out to an audience through social media and popular brands are examples of the engagement approach. Essentially it is a technique to attract an audience through different methods.

    Social Media

    • Facebook– Emily Schuman’s Facebook presence is very high, with over 400,000 likes. Sharing links and pictures to her newest blog posts.
    • Twitter– Emily Schuman maintains a “light and easy” Twitter- with links to Instagram and blog posts.
    • Instagram– Her account includes the blog features of style, beauty, home, food, and entertainment but on a more personal level. Sharing pictures of family, friends, and her everyday activities with fans and fellow bloggers.
    • Pinterest– Over 200,000 likes on Pinterest, Emily Schuman pins her favorite beauty secrets, fashion pieces, home decor, recipes, and DIY projects.
    • YouTube– Showing fans videos of makeup, hair tutorials, and a Q+A with Emily Schuman.

    Collaborations

    Birchbox: The partnership of Birchbox and Cupcakes and Cashmere is like many we see nowadays with the advent of modern social media marketing. The low-cost partnership allows both parties to benefit through increased exposure. Birchbox paired with Cupcakes and Cashmere to create the May 2015 box. It included her favorite beauty secrets. The Birchbox collaboration is a prime example of the engagement approach, where Emily Schuman can spark an interest in a wider audience.

    Estee-Lauder: Four-years after Emily Schuman started Cupcakes and Cashmere, Estee-Lauder and Emily Schuman collaborated on a guest blogger feature. Emily Schuman created content for Estee-Lauder’s site on a weekly basis, sharing beauty, fashion trends and sneak peeks at upcoming collections.

    Coach: Emily Schuman became one of the first fashion bloggers to partner with a large brand like Coach. Emily Schuman of Cupcakes and Cashmere designed a pale-cotton candy handbag, sold out within days.

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    Back in 2012, Emily Schuman stated, “I want to diversify the brand and ultimately design a Cupcakes and Cashmere product line.” Do you believe Emily Schuman completed her goal? Do you follow unique lifestyle bloggers? Let us know your thoughts below!

    -Jonathan Callahan, Erin Fouhy, Julia George, Joseph Hines, and Sarah Suggs

  • Burger King’s Spooky Whopper

     Name three common fast-food restaurants in five seconds…. Go! Hopefully you came up with something along the lines of McDonald’s, Wendy’s, and Burger King. Since their creation, the trio have been constantly fighting for brand loyalty. In an effort to attract new consumers, each found ways of making their product unique. Recently, Burger King released the Halloween Whopper, a normal Whopper with a black, A.1 flavored bun.

    If you haveScreen shot 2015-10-28 at 9.54.51 PM Facebook, Twitter, Instagram or really any social media outlet, you probably experienced Burger King’s presence on social media. Before the launch of the Halloween Whopper, Burger King teased their consumers with a promo video featuring thunder, lightning, and a lunar eclipse with a black bun burger placed front and center – stating “Something Wicked is Coming” on Twitter.


    As the Halloween Whopper was announced publicly, Burger King released this press release: “Burger King Restaurants Unveil the A.1 Halloween Whopper Sandwich with A.1 Flavor Baked into the Black Bun.” stating this whopper was inspired by Japan’s specialized burger. They followed up by saying “    We tailored the flavor of the black bun to the American palate with A.1. sauce, a flavor this country loves, and we’re delivering it in a way that’s never been done before by baking it into the bun. It may look Japanese but it tastes like America.” The hashtags of #HalloweenWhopper and #SomethingWickedIsComing filled Twitter and other mainstream social media outlets because of the non-traditional appearance.

    Screen shot 2015-10-29 at 11.01.47 AMPeople who were daring enough to try it- are daring enough to share the results with the Internet. Twitter comments are consistent in complaining of a green stool (which admittedly sounds very unpleasant). This green situation might make you wonder, “What people are willing to try without pausing to consider what’s going into their bodies?” Burger King hasn’t publicly released the ingredients or replied to the negative comments. Burger King seems to be choosing silence as their strategy in this crisis, but Charmin has taken a clever chance to chime in. Comments such as “whatever the color of your buns, we’ll keep them clean”, posting a link to the Buzzfeed article on the green poo crisis. Negative or positive press, Burger King is taking over social media, 29,000 tweets in a single week. 

    America’s detachment from our food has reached crisis level proportions. We don’t know what the ingredients in our food are, where they come from, who grows and or genetically modifies them. And it’s not without its consequences; as a nation, we are morbidly obese and chronically unhealthy. This way of living is becoming very expensive. Health care for weight-related issues puts a huge strain on the health-care system. 

    Burgers turning our poo green is a light-hearted example, but shines light on the heart of the issue. We honestly have no idea what’s in our food, or how it affects our health, and we really don’t seem to care. This example reaches the point that a halloween themed hamburger is turning poop green and people think it’s hilarious. The food we eat literally affects all the cells of our body. This concept of detachment is what Marx calls commodity fetishism. When a culture forgets, ignores, or is otherwise separated from the source of a commodity (in this instance where food comes from), the culture becomes wasteful and overuses, almost always at the disadvantage of those who create the given commodity, and in this case ourselves as well.

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    We implore anyone reading this to once a week, once a month even, get together with friends and family and cook a meal from scratch. Be grateful for every ingredient.

    Have you tried the #HalloweenWhopper yet? Let us know your thoughts on this controversial burger.

    -Jonathan Callahan, Erin Fouhy, Julia George, Joseph Hines, and Sarah Suggs

  • For the Cure: Breast Cancer Awareness or Bank Account Awareness?

    57e514ad84f3780932dff41d5c63ee2cDid you know one in eight women in the United States will develop invasive breast cancer? And that every two minutes in the United States a woman is diagnosed? Cancer is one of the most feared words in American culture. We focus a whole month to supporting one specific type of cancer. Breast cancer awareness month is an incredible way our nation unites through multiple organizations, to support a good cause. The process is extremely easy for anyone to donate and feel like their money is going to a good cause…or is it?

    Susan G. Komen for the Cure is a widely known non-profit organization that supports breast cancer research. The purpose behind this organization appears to be transparent- but has it gotten to the point where it is just money hungry? Only 20% of the money raised or donated goes directly to breast cancer research. Although this is not out of the ordinary compared to other widely known non-profit organizations, it is misleading how their partnerships also support “for the cure.” Susan G. Komen partnered with KFC to create “buckets for the cure.” KFC’s diet aids to cancer cell growth and the main reason for partnering was to, “reach out to millions of woman they might not otherwise reach…” But, Breast Cancer Action claims, if you want to reach communities that are underserved, then the Susan G. Komen organization needs to reach out to the community health clinics. Clearly from this example of their partnership tactics, there are suspect business practices within the organization. The list of controversial issues that the Susan G. Komen organization has accrued over time is actually surprising considering the foundation started with a good cause in mind.

    Pink-RibbonFor the better part of the last decade, the popular breast cancer charity Susan G. Komen has been racked by controversy. Things began to go awry in 2012 when they pulled support for Planned Parenthood, amid pressure from Republican lawmakers. The non-profit responded to accusations that its actions were, “anti-woman,” saying that the funds were not pulled because of ideological conflicts, but because planned parenthood was under investigation by congress. This is a questionable statement, as the corporate structure of Susan G. Komen has strong ties to pro-life entities. Among other accusations, the organization has taken heat for using donor money to sue other non-profits for infringing on their various trademarks. Notably the phrase “For the Cure,” which has been the subject of many cease-and desist orders, even when the organization had nothing to do with breast cancer. After all of the hits the company took, rather than step down, the CEO took a huge page raise.

    susangkomenFollowing Susan G. Komen’s changes in grant rules, barring Planned Parenthood’s funds, supporters increased on Planned Parenthood’s side. According to Politico, Planned Parenthood’s Facebook page increased by 10,000 in a few days. Anti-Susan G. Komen for the Cure Facebook pages increased- with titles similar to “De-fund the Komen foundation.” As the news broke regarding Susan G. Komen’s course, Planned Parenthood and #PlannedParenthood started trending on social media and became a topic of interest in mainstream media. Susan G. Komen for the Cure did not convey its message well in response to the crisis. After the crisis, the Komen foundation used storytelling as a way to reconnect with the community- starting a print and television advertising campaign, “I Am Susan G. Komen“. This campaign spotlighted four-breast cancer survivors- using their stories to market Susan G. Komen for the Cure.

    An important thing for organizations, especially nonprofits, to remember is their brand identity and their actions need to match up. Cognitive Dissonance is when someone experiences a feeling of tension when their beliefs do not align with their actions. This theory states that when someone experiences this inconsistency, they will do what they can to reduce this uncomfortable feeling. The Susan G. Komen organization received backlash after developing a perfume “Promise Me”, which contains toxic and hazardous chemicals. Breast Cancer Action exposed the use of Toluene, banned by the International Fragrance Association as well as Coumarin, banned by the Food and Drug Administration.

    People donate to Susan G. Komen, which presents itself as a non-profit organization donating its funds to breast cancer research. When those who donate hear about Susan G. Komen partnering with organizations, which do not promote health, such as KFC, creating harmful fragrances for sale, and giving only a small amount of money to breast cancer research, cognitive dissonance occurs. They may feel uncomfortable because of the inconsistency in what the organization presents itself as doing and what it is actually doing. Those who donate will oftentimes choose to reduce this feeling by stopping their donations to the organization altogether. If a non-profit organization wants to thrive financially, they need to ensure that their actions align with how they present themselves and their original intent.

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    Reading the information on Susan G. Komen for the Cure, one might expect all nonprofit organizations follow their guidelines. Here are other foundations and organizations supporting breast cancer research and finding a cure:

    It is easy to show how significant the topic of breast cancer is within the United States. There are countless statistics about the impact breast cancer makes- that would shock any reader. So, hearing that one of the most well-known organizations, whose existence is centralized around breast cancer research and finding a cure- may not be the hero it has portrayed itself to be, is concerning.

    We, as the American public, have a duty to be alert to the aspects that make up our charities and nonprofit organizations, and be diligent in how we distribute our donations. As a reader, what are your opinions on Susan G. Komen for the Cure? Would you donate your time and money to this organization?

    -Jonathan Callahan, Erin Fouhy, Julia George, Joseph Hines, and Sarah Suggs

  • Intern Spotlight: HR in Communication Studies

    HR-ImageThe way Human Resources ties IMC into their organization is rather unique. In Human Resources, the objective is not to sell the organization’s brand, but instead to help each individual in an organization focus on their personal branding. Individuals can continuously improve their communication skills and concurrently be efficient in their work together.

    Julia George is a senior at UNCW, graduating in December with a Bachelor of Arts in Communication Studies. During the months of May-August 2015, she completed a Human Resources internship through the Communication Studies Department.

    Interviewer: What were the steps you took when applying for an internship through the Communication Studies Department?

    Julia: During the Summer 2015 semester, I applied through the Communication Studies Internship Program for a position in Human Resources. This was incidental to my career, given my past and present course load made it clear my future was in this field. A Communication Studies internship entails researching a desired position and agency, interviewing with the targeted agency and supervisor, and approving this internship through Dr. Bulger- the faculty member in charge. My internship through the Communication Studies Department enabled me to complete a three-credit course, completing the correct amount of hours at the desired agency.

    Interviewer: What were your duties as an intern?

    Julia: The internship gave me glimpses into the everyday tasks of the Human Resources. During my time at UNCW’s Human Resources Department, I practiced co-facilitating retreats, managing social media, and marketing aspects of HR. After I completed my internship with the Human Resources Department, I was offered a part-time job. The experience I gained through the internship program and courses at UNCW, I am now able to practice those skills as a part-time employee at Human Resources.

    Julia came across the Human Resources internship during a Communication Studies course, taught by Dr. Brunson. The Intercultural Dialogue course required students to complete an out-of-class facilitation. Molly Nece, the Professional Development Coordinator in HR at UNCW spoke to Julia’s class about facilitation. Julia used her interpersonal skills and networking capabilities to learn about and purse the HR internship, through Molly Nece.


    535934_410333185791421_6763646625442744694_nJulia’s daily tasks as a staff member in Human Resources include: development of job aids for facilitations, assistance with retreats, attendance of all meetings, research and collection of data, and marketing HR through social media channels. She manages the social media channels for the Employee Training and Professional Development program called Dare to Learn Academy. This task correlates to the Professional Development Program and markets the five important factors for strengthening one’s personal brand – serving, leading, innovating, being resourceful, and growing. This program focuses on helping the faculty and administration across campus tap into their strengths and weaknesses, through group practices and self-evaluations, for a better understanding of how to interact in the office. The five factors of Dare to Learn Academy are marketed through Facebook and the Dare to Learn catalogue.

    Interviewer: What have you learned as an employee vs. an intern?

    Julia: When you are an intern, you are at a transitional phase from applying what you’ve learned at UNCW to a professional workplace. You start with smaller tasks, which help you learn how important every detail is in projects. It is okay if you make a mistake, your supervisors understand you are in a learning process. As an employee, you are trained for the position; deadlines are more serious and making mistakes are not an option. Having the practice from an internship prepares you for this mindset and decreases the stress of whether you are completing a project correctly or incorrectly.

    10479958_10153111690567474_8095338665732746440_nThe interview with Julia clearly shows the benefits and advantages from completing an internship during a college career. Not only is there personal growth and development, there is a clear correlation to success in future career endeavors. The opportunity to develop one’s personal brand and create network connections with professionals in the desired field, is invaluable.

    To find more information about internships visit: Career Center

    -Jonathan Callahan, Erin Fouhy, Julia George, Joseph Hines, and Sarah Suggs

  • UNCWingSpan

    11988465_1160279773988423_7033451740836374441_nIn case you haven’t heard the buzz throughout the halls of Leutze, there is a new project on campus called WingSpan. WingSpan is a weekly talk show that discusses political issues with guests who are experts on various topics. In the first episode, Wilmington Mayor Bill Saffo discussed the economic development of Wilmington. During the second episode, County Commissioner Rob Zapple discussed environmental incentives in our region.

    An ETEAL funded project, WingSpan is produced entirely by COM 351, Media and Politics. The students are responsible for the research, production, and promotion of WingSpan, under the guidance of Dr. Jennifer Brubaker. The first step for branding the television show included a naming contest throughout UNC Wilmington’s campus. Students were encouraged to submit possible names for the show, winning the contest and prizes. This contest raised awareness for WingSpan, and directly engaged one of the show’s publics – college students.

    For the remainder of the ten-week show, the students are reaching out to different UNCW campus organizations, who pertain to the topic for that week. In the second episode, COM 351 contacted organizations such as The Plastic Ocean Project. They ensured students who are passionate about the environment- to tune in and watch the show that week. WingSpan recognizes the importance of discussing topics that resonate with the students at UNCW.

    The group of PR and promotion students understand the significant need to have a presence on social media – further connecting and building relationships with the viewers. WingSpan students plan to continually push for the UNCW community to get involved through social media interaction, using the hashtag #WingSpan. Media’s role is to tell you what to think, not how to think. According to the Agenda Setting Theory, mass media has the ability to transfer the salience of issues on the news agenda to the public agenda. WingSpan recognizes the importance of remaining unbiased, and simply giving viewers the tools necessary to form their own opinions on political topics.

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    The twitter account raises political issues with its followers and encourages discussions, without a bias toward one opinion over another. As represented by the tweet, WingSpan is presenting the political issue of education. Wingspan encourages the community to think about and discuss the topic, by sharing data regarding the educational system. It is evident the students understand their roles and goals: to inform students and the community about political issues. COM 351 Media and Politics encourages students, faculty/staff, and the Wilmington community to think about political issues, not how to think about them.

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    In a city that has been a production hub for many years- it is an exciting opportunity for UNCW students to experience the other side of television, first hand. You can follow WingSpan on Facebook, Twitter, and Instagram, and tune in on Fridays at Noon on www.uncwingspan.com, or Mondays and Wednesdays at 6pm on TLN.

    -Jonathan Callahan, Erin Fouhy, Julia George, Joseph Hines, and Sarah Suggs

  • Hopping Into Fall

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    With beers like Belgian Triples, Indian Pale Ales, Oatmeal Stouts- one can get lost in the logistical nightmare of creating an individual brand. Dogfish Head and Flying Dog breweries created slogans, “off-centered ales for off-centered people since 1995” and “good people drink good beer”. Fortunately for local Lighthouse Beer and Wine, the hard part is no longer the beer, but bringing individuals together.

    This year’s 14th Annual Lighthouse Beer and Wine Festival will continue uniting breweries with beer-loving consumers- overlooking beautiful Downtown Wilmington. According to NC Beer Guys, more than 120 breweries will be present on October 24. The festival runs from 1pm-5pm, with the option to purchase VIP tickets, allowing for early entry. Paired with craft beer and wine, the event will host local food trucks and live music, featuring Greensboro natives, Holy Ghost Tent. The festival does not stop there! A portion of proceeds are donated to The Carousel Center, “a non-profit organization committed to assisting victims of child abuse, providing critical care services throughout Southeastern North Carolina”. The combined thirteen Beer and Wine Festivals, donated $150,000 to the cause.

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    Lighthouse takes to social media, outreaching to communities and consumers, past Wrightsville Beach. Promoting the 14th Annual Festival through the normal social media contenders:Facebook, Twitter, and Instagram– as well as a website. Each outlet allows Lighthouse to reach their consumer base and audience- with obvious overlap. The seamless flow from platform to platform, and from consumer to provider, bolsters the brand immensely. The identity that Lighthouse Beer and Wine has developed, is the result of careful social media management- and dedication to a specific brand image.

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    Lighthouse Beer and Wine Festival has been at the top of every beer-lover’s fall to-do list for nearly a decade and a half, it has done a great job at remaining relevant with the new ways of integrated marketing. When one explores their social media accounts along with its website and blog, their identity is consistent and tailored to their audience. Lighthouse beer and Wine is very active on social media, especially so on their Instagram account. They share regular updates about:

    • New craft beers, wine, and sake
    • Information about the festival
    • Friendly reminders to purchase festival ticket(s).

    Lighthouse promotes the festival within the store itself. It provides the opportunity to walk into the store, purchase a case of beer or bottle of wine and grab a ticket to the festival. How easy is that! 

    “The traditional marketing plan can do no more than give us a snapshot of a point in time. It doesn’t help us make the right decisions as we move forward in a complex and constantly changing marketplace” (Shiffman, 2008). The Engagement Theory discusses the importance of moving away from the traditional marketing approach, which only focused on profit of the business, and on toward the bigger picture: building the brand and engaging with your publics. As long as Lighthouse Beer and Wine Festival continues to keep this outlook at the forefront of their marketing strategy, they will remain a trademark of fall in Wilmington! 

    Now that you have heard what we have to say, what do you think? Does Lighthouse Beer and Wine reach their fullest potential with their approach to social media and customer interactions? Or does it leave something to be desired?

    -Jonathan Callahan, Erin Fouhy, Julia George, Joseph Hines, and Sarah Suggs