Instagram’s Terms and Conditions – An Inside Look

Instagram Logo

In December, Instagram, the Facebook-owned mobile photo and video-sharing social media platform, hit 300 million active monthly users. Forty-one percent of these users are between the ages of 16-24. Do you think people in this age group are taking the time to read through their favorite app’s terms and conditions? Probably not.

Generally speaking, Ts and Cs tend to be extremely long and difficult to understand due to their excessive legal jargon. But combing through them would give social media users a breakdown of what they’re getting themselves into. How does Instagram promise to keep its users safe? Are there any risks involved with having an Instagram account? Are the terms ethically sound? I’ve decided to take a closer look at Instagram’s Terms of Use to see if there are any potential ethical problems.

Instagram Terms and Conditions

The first thing that caught my eye was that users must be 13 or older. Can you imagine a 13-year-old trying to understand Instagram’s Ts & Cs? Because Instagram’s average user tends to be on the younger side, it’s even more important that its terms be written in plain English. In fact, since Instagram is often referred to as the “cooler” Facebook, it should have a “cool” terms and conditions section, filled with witty humor, images and an easy-to-navigate format, such as is the case with Facebook’s privacy basics page.

“You must not create or submit unwanted email, comments, likes or other forms of commercial or harassing communications (a/k/a “spam”) to any Instagram users.” While this rule is clearly spelled out in Instagram’s Ts & Cs, I see it broken every day by users who leave spam comments on celebrity photos. What is Instagram doing to reduce the number of times this happens? Are they terminating these users’ accounts like they say they will?

Kylie Jenner Instagram

I think the part that most sticks out to me is Instagram’s rule about not abusing, stalking or bullying other users. In its Ts & Cs, Instagram only spells out what users can’t do but not what it will do to help combat the bullying and abuse that occurs on its platform. The closest it comes to providing some sort of solution is on its Abuse & Spam page, where it recommends that users report such behavior using the app’s built-in reporting features. But how does this give users peace of mind that their issue will be resolved, especially when its Ts & Cs note that “”Instagram does not have any obligation to prescreen, monitor, edit, or remove any Content?” As I mentioned in my reading reaction this week, safety is a two-way street. Users signing up for Instagram want to be rest assured that, if they abide by all of the platform’s rules, they will be well taken care, should an issue arise.

In my opinion, the statement that could use the most improvement is the one that says that Instagram has the right to change its Terms of Use from time to time and notify you of the Updated Terms by posting them on the Service. Isn’t a lack of clearly communicating its Ts & Cs what got Instagram all of that negative press two years ago? I think Instagram could benefit from notifying users of term changes via a blog post or an email announcement.

After reviewing its online documents, what I liked more than Instagram’s Ts & Cs was its Community Guidelines document, which clearly and concisely spelled out what users can and can’t do as well as additional things they should keep in mind.

Hello, everyone, and hello, 2015!

Hello! My name is Lynette Zilio, and I’m in my fourth semester of the University of Florida’s social media master’s program. I’m so happy to be in class with some familiar (and some new) faces! For those of you who might not know me, I’d like to take this time to tell you a little bit about myself.

Although I currently live in Orlando, I was born and raised in Miami. In 2007, I moved to Gainesville to attend UF. (Go Gators!) There, I majored in journalism and minored in Spanish. Throughout my time at UF, I was able to intern for The Miami Herald and The Denver Post as well as contribute to The Independent Florida Alligator and INsite, an entertainment magazine. I was also fortunate enough to be able to spend a semester abroad in Madrid, Spain, which really helped me dive deeper into the Spanish culture.

After I graduated from UF in 2011, I accepted a position as a sales and marketing assistant for a wholesale designer handbag company. In this role, I served as the liaison between the company’s independent sales representatives and its more than 1,000 specialty store accounts. I also ensured all department store orders were correct, attended trade shows, updated the website with new products and product descriptions, and created and managed the company’s social media profiles.

A year-and-a-half later, I accepted a position as the junior SEO specialist for a Miami-based cloud-computing company and Google Partner. In this role, I learned about keyword research, on-page optimization and what makes Google tick. I was also in charge of creating and managing the company’s various social media profiles as well as writing weekly blog entries for the company’s site.

Last June, after almost five years of being in a long-distance relationship, I decided to make the move to Orlando to be in the same city as my boyfriend. Since then, I’ve been working as a link builder for an Internet-marketing company called Launch That. Although the company manages several different websites, my job is to increase the visibility of in Google by utilizing white-hat SEO tactics to obtain authoritative and relevant backlinks. I also write monthly blog posts for the site and help with some of the company’s social media efforts.

My boyfriend Chris and I at the Launch That Christmas Party!

My boyfriend Chris and I at the Launch That Christmas Party!

In my spare time, I enjoy traveling, trying new restaurants and dancing.

Being that I was self-taught before entering this master’s program, I don’t quite know all of the ‘fine print’ of social media. With the help of this course, I’d like to be able to learn more about how to properly handle social media issues in the workplace, what the terms and conditions of each platform really mean, how to best moderate user comments and how to determine the validity of content shared via social media. Once I learn more about social media ethics, I know that I will feel more confident in my role as an Internet marketer.

Proposed Integrated Marketing Communications Plan: BullHorn Media

**NOTE: The following proposal was created for BullHorn Media as part of my final project for MMC 5006, a graduate school course.


Some Background Information

Orlando-based multimedia production company BullHorn Media is looking for assistance to help generate buzz about their new brand through content, SEO, social media and networking events, to name a few. Below, I have proposed an integrated marketing communications plan that they will be able to utilize to help promote this new brand.

Company Analysis

BullHorn Media is a multimedia production company based in Orlando, Fla. It is the brainchild of Mark and Lisa LeGrand of Pro One Video Productions, which has been a leading video production company in Central Florida since 1992. Mark and Lisa had originally been doing both corporate events and weddings through Pro One but branched off and created BullHorn Media last year to specifically tend to its corporate clientele. This new multimedia production company offers its customers the following services: video production, graphic design and photography.

Target Audience

BullHorn Media produces videos for small and large corporate and nonprofit clients. So far, Mark and Lisa have been servicing companies that need profile pieces and web videos and documenting large conventions and seminars that are being held in the Central Florida area. They have worked with such high-profiles clients as Google, Hewlett-Packard, Pepsi and Gatorade. BullHorn Media also offers photography services, such as on-site headshots and product images, and graphic design services, such as branding, Photoshop and motion graphics.

Event Video Production

Strengths and Opportunities

  • Strengths: BullHorn Media’s biggest asset is the way it treats its clients. While there are many other companies that can produce high-quality videos, Mark and Lisa set themselves apart from the rest by listening to their clients’ desires and treating them in a friendly manner. Unlike some of their competitors, they also do on-site editing at conferences, which their clients really appreciate.
  • Opportunities:

Orange County Convention Center Pictured: Orange County Convention Center

  • Orlando welcomed 57 million visitors last year. About half of all visitors to Orlando came from elsewhere in Florida. An additional 7 percent came from other countries, while the rest were from other parts of the U.S.
  • In July 2014, Forbes ranked the Greater Orlando area #67 among the best places for business and careers.
  • Given that 90 percent of their clients contact them through email, I believe BullHorn Media could benefit from utilizing a service such as MailChimp to send out biweekly email marketing campaigns to its current customers. The email marketing service could also serve as a means to attract new customers and keep an organized list of their customers’ email addresses.
  • By signing up for and maintaining additional social media platforms, besides Facebook, BullHorn Media could engage and inform its target audience.
  • By attending networking events in their field, BullHorn Media will be able to form lasting relationships with potential clients.

The Importance of an IMC strategy

Having an integrated marketing communications plan using various multimedia channels is the best way to reach your customers. According to a recent Houston Chronicle article, by integrating tools such as advertising, direct mail, social media, telemarketing and sales promotion, you provide clarity, consistency and maximum communications impact. In other words, having a presence on multiple social media platforms and review sites and relying on email marketing and traditional marketing channels allows you to reach and engage with as many customers as possible.

Overall IMC Goals

  • Increase traffic to
  • Incorporate social media into the brand’s overall IMC strategy

Final Thoughts

An integrated marketing communications strategy takes advantage of a combination of various communications tools to spread a brand’s message. While each platform serves its own purpose, the main reason for relying on an IMC plan is to have the greatest possible chance of reaching as many customers as possible at once. If implemented, my proposed IMC plan for BullHorn Media will help the company reach their goals of increasing traffic to their website and implementing a social media plan. In the long run, an IMC plan, such as this one, combined with their innate client relations skills, will help BullHorn Media stay ahead of its competitors. 

Social Media Analytics and Why They Matter

DISCLAIMER: Please note that I do not work for ABC company nor am I affiliated with them in any way. The following blog post is for academic purposes only.

While regularly posting to your company’s social media profiles is extremely important, this means nothing if your posts aren’t performing well. How do you measure the impact and effectiveness of your social media initiatives? How can you tell if your posts are driving business or whether they’re receiving a lot of fan interaction? This is where analytics comes in. According to Social Media Today, social analytics aggregates and analyzes online conversations and social activity generated across social channels and enables organizations to act on the derived intelligence to drive business results. In other words, analytics provides you with concrete data to help you determine if you’re on the right track with your social media business model.

Below, I will be taking a look at the Facebook and email analytics for ABC company, a health-oriented business in the Central Florida area. The company has a Facebook page, shown below, a Twitter account, a Pinterest page and a YouTube channel. ABC company also sends out a bi-weekly e-newsletter through Bronto Software, which provides a cloud-based marketing platform for retailers to drive revenue through their email, mobile and social campaigns.

Facebook Insights

Facebook Insights is the platform’s free built-in analytics package. It helps your company make sense of its social media analytics and lets you see how each individual piece of content is connecting with your audience. Using Facebook Insights, your company can see how well certain types of content, including photos, videos, links, and questions, perform in comparison with each other. I will be analyzing the Facebook analytics for ABC company so that I can see what they’re doing well and what needs improvement.


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As you take a look at the above image taken from ABC company’s Facebook page, you can see that the page has received a total of 880 likes, which is a 69 percent increase from the previous time period. This shows that ABC company is doing well in terms of generating page likes. From a marketing perspective, a Facebook like can be the most powerful tool Facebook has to offer. Every time someone “Likes” your page or something on it, he or she exposes it to all their friends, who then have the opportunity to expose it to their friends. In addition, 340,325 friends of fans liked ABC company fan page, which was a 1.31 percent increase. While the company should be happy that it saw an increase in this area, I think it needs to do a better job of attracting friends of their current fans to ensure that this number will be higher in the future. During this time, ABC company had 46 people talking about them, which refers to the number of people who liked, commented or shared their content. Unfortunately, this was a 50.54 percent decrease. Based on this information, it looks like ABC company needs to do a better job of engaging its customers through more interesting posts. Finally, ABC company had a weekly total reach of 5,740, which was an almost 40 percent increase from the week before. In Facebook terms, reach refers to the number of people who have seen your posts. Based on this information, it appears that while lots of people are seeing ABC company’s posts, they are opting not to interact with them. Lets find out why.

On ABC company’s overview page, you can see a breakdown of how each of their posts from May 27-June 2 performed. Facebook Insights provides the reach; the number of engaged users, or the number of people who click on your posts; the number of people who are talking about a specific post; and the virality of a post, or the percentage of people who have created a story from your Page post out of the total number of unique people who have seen it. In other words, the more people engage with your content in relation to how many unique people have seen it determines a particular post’s virality. In the post types section, you can see that the post with the highest level of engagement, which was sent out on May 29, reached 509 people, had 13 users engaged, 10 people talking about it and a virality of 1.96 percent. The post with the highest virality was the National Cancer Survivors Day post the company sent out on June 2. The timeliness of this post was likely the reason behind this.


Screen Shot 2014-08-01 at 5.33.41 PM

ABC company’s target audience on Facebook is in the 25-24 age range with the majority, 28.6 percent being females. More than 5,100 of these fans live in the United States and the majority live in Orlando, which makes sense because this is where ABC company is based. English is the primary language of those logging on, but based on this information provided, fans in Spanish speaking countries seem to also be taking an interesting the company’s Facebook posts.

Screen Shot 2014-08-01 at 5.34.03 PM

In terms of reach, ABC company seems to be performing better with viral posts than with organic and paid ones.

Talking About This

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ABC Company saw a decrease in the number of people who were talking about the company on April 28 and those who were talking about it on June 2. But the company does seem to be making improvements in this area. After all, their June 2 post was the one that had the most virality.


Screen Shot 2014-08-01 at 5.37.05 PM


The above screenshot shows the analytics for an e-newsletter ABC company sent out on May 21. According to this report, the company sent this newsletter to 2,624 people. 2,606 people received the email, meaning that there were only 18 bounce backs. Eighteen out of about 2,600 isn’t bad at all, so it seems that ABC company does a good job of keeping up with its customer contact list. That being said, the e-newsletter email could’ve been stronger. Only 661 people opened the email, and 72 of these clicked on it. Unfortunately, none of these people were conversions, and only one forwarded the newsletter to a friend.

There’s always room for improvement

  • While ABC company currently has a steady number of page views, it’s falling behind in terms of attracting unique visitors to its site. My suggestion would be to make its posts more engaging. While regular status/text posts can be useful, posts of images and even links to an original, high-quality blog article would generate traffic.
  • Given that most of the company’s traffic is coming from Google, I would recommend that they increase their SEO efforts if they aren’t doing so already. ABC company needs to determine the most appropriate short-tail and long-tail keywords and optimize its site for these words. This would be a great way for them to drive traffic, specifically unique visitors, to their site.
  • Because females ages 25-34 seem to make up the majority of the page’s traffic, ABC company should try to appeal more to the emotional side of things as well as to health issues that are specifically related to females.
  • Timely posts with mass appeal, such as the one ABC company sent out on June 2 about National Cancer Survivors Day, are more along the lines of the type of posts they need to be sending out, as these seem to be best received by their followers.
  • Given that most of its followers are in Orlando, perhaps ABC company could post about specific health concerns that people in the Orlando area might face, be it something as minor as alerting residents of pollen season or something as serious as heart disease or cancer.
  • In terms of email campaigns, perhaps ABC company could improve its subject line to entice more people to open up these emails. It could also use eye-catching images and be succinct in terms of the length of the text in their emails to convince people to click.

Other channels

ABC company could cross promote in order to increase user engagement and unique visitors to its site. I would recommend that it upload informative, health-related videos to YouTube at least once a week as well as upload eye-catching images to its Pinterest. I think its fans/clients would enjoy seeing infographics that simplify complicated health statistics. Finally, ABC company could utilize hashtags on Twitter to promote discussions, host live Q&A sessions, in which it could answer questions about health concerns people might have, and hold contests.

Future Campaigns and Posts

As I just mentioned, I think the Twitter Q&A sessions would do really well for ABC company. In terms of Facebook, I would recommend that ABC company incorporate more images into its posts and even post daily health facts to educate its followers. The facts could be structured as “Did you know”? posts. In terms of email campaigns, perhaps the company could add a “Sign up for our newsletter” button to its homepage, utilize more effective subject lines, such as “What you need to know about your health this month” and add infographics to the body of its email to instantly draw people in and encourage them to click any links they might’ve included in their email.

Reputation Management: How to Handle Positive and Negative Online Reviews

DISCLAIMER: The following posts are sample reviews for academic purposes only. 

For this week’s assignment, I’ve been assigned the role of social media manager within the hospitality industry. It is my job to manage all of the content that goes up on my hotels’ various social media channels. I am also in charge of the public relations aspect of these hotels, which entails reputation management.

Hotel reviews, both negative and positive, need to be handled with care, as this can be the difference between whether your guests decide to come back for a future stay or whether they write you off completely. Below, you’ll find an example of a negative TripAdvisor review and a positive one and appropriate responses for each.

Negative Review

Hilton Fort Lauderdale Negative Review


Thank you for bringing your concerns to our attention. We are sorry to hear your recent stay at the Hilton Fort Lauderdale Marina was an unpleasant one. We know how memorable a 10-year high school reunion can be and wish we had been able to better serve you this weekend. With over 92 years of experience, Hilton prides itself on being a global leader in hospitality and customer service.

With children off from school, the summer months can be an especially busy time for our hotel. Many people ask for late checkouts, which can cause our housekeeping staff to fall behind their normal routine. That being said, we do still try our best to meet the 4 p.m. check-in deadline, as we don’t like to keep our guests waiting. Right now, we are in the process of upgrading all of our rooms to include new, top-of-the-line shower heads with various settings and new shower doors. We will keep your feedback regarding the bed frames in mind, as we are always looking to make improvements for our guests. As part of our continued renovations, we are adding more recycle bins throughout the hotel property to ensure that our pool and fitness center stay well kept.

We would like to invite you and your hubby back for a true Hilton Fort Lauderdale Marina experience. Please send me an email at so that I can set you up with a free Bed & Breakfast package and a room upgrade.

We are looking forward to having you visit us soon!

-Lynette, Social Media Manager of Hilton Fort Lauderdale Marina


Hyatt Regency Orlando Positive Review

Hello, Travelwith3kiddos:

Thank you for coming back to stay with us at the Hyatt Regency Orlando. We are happy that you and your family had such a wonderful time. I appreciate hearing such wonderful feedback about the architecture of our hotel and knowing that our staff was professional during your stay with us. I’m also glad you enjoyed your dining experiences at B-Line Diner and Fiorenzo Italian Steakhouse. Fiorenzo Italian Steakhouse combines the fun and excitement of an authentic Italian restaurant in Orlando and the tradition of a great American steak house. At the restaurant, guests can watch the preparation of fine Italian cooking through the restaurant’s open kitchen and then gather at the Milan-inspired lounge and select wines from our extensive, award-winning wine cellar. We want guests of Fiorenzo Italian Steakhouse to feel at home, so we try not to rush anyone during their meal.

We do apologize that you were given a different room than what you had initially requested. To make it up to you, we would love to invite you and your family back to the Hyatt Regency Orlando for a free room upgrade. Please email me at for more information. If I can assist you with any concerns regarding parking charges, please feel free to contact me about that as well. I’d be happy to provide you with more about our Park and Ride Package with mid-size rental car and complimentary self parking.

We’re looking forward to seeing you again!

-Lynette, Social Media Manager of Hyatt Regency Orlando

Cosmoprof North America: Social Media Review

DISCLAIMER: Please note that I do not note work for Cosmoprof North America. This blog post is for educational purposes only.

Cosmoprof North America is a B2B beauty trade show event that takes place every year at the Mandalay Bay Convention Center in Las Vegas. This year, it ran from July 13-15, 2014. Before, during and after the show, I spent some time analyzing its use of social media, and to be honest it could use some work. At the moment, Cosmoprof North America has a presence on Facebook, Twitter, LinkedIn, PinterestInstagram and YouTube. Throughout this post, I will be diving deeper into how each platform was used to promote this year’s show.

Before the Show

Facebook –  The show’s business page featured a cover photo advertising the show and announcing the dates it would be taking place. On June 29, it also posted a status asking fans what they were most excited to see at this year’s show. This post received 12 likes and one share. Cosmoprof America did not mention its show again until July 9, when they asked its Facebook fans who was excited about the show and included a link to the event’s website. This post only received six likes and one comment. Perhaps a better question for this post would have been “What are you most excited about seeing/doing at Cosmoprof North America?”

Facebook Cover Photo July 13

Facebook Post June 29

Facebook Post 1 07.13.14

Twitter – With 2,727 followers, Cosmoprof North America is much more active on its Twitter than it is on its Facebook. It frequently posts to its profile and does a good job of retweeting tweets that have to do with any of its products or event happenings. Before the show, it worked to get its Twitter followers excited about the upcoming event.

Screen Shot 2014-07-20 at 11.57.56 PM

LinkedIn – LinkedIn began promoting the event about two months ago. Both of its pre-show posts received only three likes. On the plus side, I liked how they incorporated hashtags into their first pre-event post, which is something you don’t typically see on LinkedIn.

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Instagram – Before the show, Instagram served as a way to give fans a behind-the-scenes look at what it takes to prepare for Cosmoprof North America. These pictures included such things as unpacking, pictures of the hotel lobby and pictures of the ballroom where the trade show was being held. So far, Instagram has had the highest level of fan engagement. Pictures that were posted to this platform received anywhere from 12-55 likes.

Screen Shot 2014-07-21 at 12.20.56 AM

During the Show

Facebook – There were no Facebook posts on day 1 of the trade show. On day 2, July 14, Susan Yara, the founder of MixedMakeup, posted a link to a YouTube video she created on the event’s Facebook page, which showed a sneak peak of some of the new beauty products and brands she discovered on day 1 of the show. This post received two likes and one share. The video itself received 102 views. I find both levels of engagement to be quite low considering that a video should create more customer engagement than a simple status update. Also on this day, the event posted “BeautyFrosting’s Top 5 Faves at Cosmoprof 2014” and a post that was promoting Young Nails’ gel nail polish, its booth number and its website, along with a picture of freshly painted nails. Additionally, the event posted a picture of its Discover Beauty 2014 winners and a link to another one of its YouTube videos, in which Tati Westbrook speaks on Cosmoprof day 1.

Susan Yara Cosmoprof Day 1On day 2, Cosmoprof posted twice, once for Dawn McCoy to announce her BeautyFrosting Top Five Fave for day 2 and another one for Jennifer Chan to report on day 2. This YouTube video has more comments, seven to be exact, than the YouTube video that was posted to this platform to promote day 1 of the event. It also has 59 views, which was the highest number of views received during the show.

Jennifer Chan and Cosmoprof North America

Twitter- During the show, the event did a great job promoting various booths and the products they were selling as well as of retweeting posts made by people attending the show. The event’s weakness was that it hardly posted photos as tweets. Photos, as I’ve learned, tend to receive more engagement than just simple posts.

Screen Shot 2014-07-20 at 11.59.52 PM

LinkedIn – No posts were made during the show.

Instagram – Cosmoprof North America’s Instagram was constantly being updated throughout the show. For instance, on day 1 of the event, almost 15 pictures were uploaded to its profile. The pictures feature show attendees, product closeups and pictures of various booths.

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After the Show

Facebook – Facebook has not had any activity since the show ended. The cover photo for the event’s Facebook page still notes this year’s dates; however, the event’s website already notes the dates for next year. I think the cover photo should also be updated to include next year’s dates or even just a simple image taken at this year’s show. Having dates that already past makes it seem as if the Facebook page is rarely updated.

Twitter – Only two posts were made to Twitter after the show ended. The first post thanked everyone for coming to the show and the second one, which was posted on July 17, congratulated the winner of the 2014 Discover Beauty award. 

Twitter End of Day Cosmoprof North America


LinkedIn – No posts were made after the show.

Instagram – Since the show ended, six pictures have been posted to the event’s Instagram profile, including the one below, which is promoting the Cosmoprof Worldwide stand and others that include laid-back pictures of the event’s attendees/coordinators.

Screen Shot 2014-07-21 at 12.26.45 AM


Additional Social Media Platforms

Pinterest –  Two boards were created to reflect Cosmoprof North America 2014, but the Pinterest page as a whole still notes the 2013 trade show dates in its cover photo. A board has also been dedicated to the show’s affiliates, though it does not note whether they are this year’s or last year’s.

Screen Shot 2014-07-21 at 12.31.04 AM

YouTube – The official Cosmoprof North America YouTube channel only has two videos. One of the videos is welcoming people to the event and the other is a CPNA 2014 Event Highlights video.

Event Website – It has featured the CPNA 2014 Event Highlights video right on its homepage since before the event started. Additionally, the website banner, which is shown below, has already been updated to reflect next year’s trade show dates.

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Use of Hashtags

Hashtags were found on  Twitter and on Instagram, but they were far and few between. Hashtags such as #FijiLovers, #FijiLoves, #ShineB, #BoothA28415, #cosmetics, #4seconds and #beautyweek could be found sporadically. In my opinion, this event could have done better by including #cosmoprofna or #cpna in more of its tweets as well as by encouraging its followers to use either of these hashtags in their tweets. That way, it makes it easier to keep track of conversations related to this event.

Sponsor Promotion 

Booth numbers and sponsors are mentioned occasionally on Twitter, Instagram, Pinterest and the event’s website.

Other Examples of IMC

Fans eager to find out the latest news and updates regarding Cosmoprof North America 2014 are encouraged to sign up for the trade show’s newsletter by visiting the event website.


I think Cosmoprof North America could use some major improvements to its social media marketing strategy. Although the branding was consistent throughout, in terms of photos and brand voice, the frequency of posts and the level of engagement on the various platforms was not. Some platforms were much better at engaging customers than others. I would say that Instagram and Twitter are the event’s strongest platforms, while Facebook, YouTube, Pinterest and LinkedIn need some work. Instagram really stood out to me because of the number of daily posts it had on each day of the event. I was also presently surprised by the number of likes and comments on each of these pictures.

One thing that I felt was missing from the event’s social media efforts was a contest. I think Cosmoprof North America could’ve benefited from holding some sort of contest that would result in a free CPNA goodie bag, for instance. Perhaps something like this would’ve increased fan engagement. I also think the event website could’ve benefited from having a blog, which allows for more characters than both Facebook and Twitter.

A Social Media Content Calendar for the Happiest Place on Earth

**Please note that the content featured in this post is hypothetical and purely for academic purposes only.


Each year, more than 17 million people visit Magic Kingdom, Disney’s most popular theme park. Because children are out of school during the month of August, it continues to remain one of the most popular times of the year for tourists to visit the happiest place on Earth. The hypothetical social media content calendar I created for Magic Kingdom will provide visitors with information about what they can expect during the month of August, including character appearances, rides, events, restaurants and ticket information. With these posts, my goal is to target parents and encourage them to plan their next family visit to the park, if they haven’t done so already. I hope that my posts provide them with new information rather than information they already knew about. My ultimate goal is to be able to increase the overall number of visitors to Magic Kingdom this summer.

Friday, August 1

Facebook: Get ready for a weekend of faith-infused entertainment. Tickets are on sale for Disney’s annual Night of Joy concert at Magic Kingdom. Purchase a two-night ticket through Aug. 5, and enjoy one admission to a Disney water park or DisneyQuest Indoor Interactive Theme Park!


Twitter: Buy a two-night #NightofJoy ticket through Aug. 5 to receive free admission to a Disney water park or Indoor Interactive Theme Park!

Saturday, August 2

Facebook: Tonight, enjoy Extra Magic Hours at Magic Kingdom from 11 p.m to 1 a.m. when you stay at select Walt Disney World Resort hotels.



Twitter: Tonight, enjoy #ExtraMagicHours at #MagicKingdom from 11 p.m to 1 a.m. when you stay at select Walt Disney World Resort hotels.

Sunday, August 3

Facebook: Start your Sunday off right by hanging out with Winnie the Pooh and his friends for a perfectly magical breakfast buffet at The Crystal Palace at Magic Kingdom.

Winnie The Pooh at Crystal Palace

Twitter: Hang out with Winnie the Pooh and his friends for a perfectly magical breakfast buffet at The Crystal Palace. 

Winnie The Pooh at Crystal Palace

Monday, August 5

Facebook: Unlock the fascinating history of Magic Kingdom park and gain backstage access to legendary hidden areas on our five-hour Keys to the Kingdom tour happening all month long. More information at

Disney Keys to the Kingdom Tour

Twitter: All of August, unlock the fascinating history of #MagicKingdom on our Keys to the Kingdom tour.

Tuesday, August 6

Facebook: “Are we there yet?” Encourage your kids to use a calendar to count down the days until your Magic Kingdom vacation. #TravelTipTuesday

Disney World Countdown Calendar

Twitter: Encourage your kids to use a calendar to count down the days until your Magic Kingdom vacation. #TravelTipTuesday

Wednesday, August 7

Facebook: Wondering what the Seven Dwarfs Mine Train ride at the New FantasyLand is like? Check out the full experience.


Twitter: Wonder no more! Here’s an inside look at what the Seven Dwarfs Mine Train Ride at the New Fantasyland is like.

Thursday, August 8

Facebook: When did your dreams come true? Share your memories of your first trip to #MagicKingdom. #tbt

Little Girl Disney Princess

Twitter: Do you remember your first time at #MagicKingdom? Share your story with us. #tbt

Little Girl Disney Princess

Friday, August 9 

Facebook: Elsa and Anna, the royal sisters from Frozen, have journeyed from afar to meet new friends at Princess Fairytale Hall at Magic Kingdom park. Stop by throughout the day and hear a story about their adventures.



Stop by Princess Fairytale Hall at #MagicKingdom park today to meet the royal sisters from #Frozen.


Saturday, August 10 

Facebook: Hoping to avoid the long lines at your favorite ride? Reserve attractions in advance with FastPass+.


Twitter: Hoping to avoid the long lines at your favorite ride? Reserve attractions in advance with FastPass+.

Sunday, August 11 

Facebook: Looking for something to satisfy your sweet craving? Head on over to Auntie Gravity’s Galactic Goodies in Tommorowland, and treat yourself to soft-serve cones, sundaes or floats.


Twitter: Craving something sweet? Stop by Auntie Gravity’s Galactic Goodies in #Tomorrowland, and treat yourself to a delicious ice cream sundae.

Monday, August 12 

Facebook: Loco about Locomotives? Join Disney’s railroad engineers before the Magic Kingdom opens for a behind-the-scenes look at how they keep things chugging along. Visit for more information.


Twitter: Join Disney’s railroad engineers before the park opens for an inside look at how they keep things chugging along. 

Tuesday, August 13

Facebook: Planning your visit to Magic Kingdom this summer? Check out the Grand Floridian Resort and Spa, the Contemporary Resort or the Polynesian Resort, deluxe resorts right by the park!


Twitter: Need a family-friendly hotel near the park? Try the Grand Floridian Resort and Spa, the Contemporary Resort or the Polynesian Resort.

Wednesday, August 14

Facebook: “Yo ho, yo ho, a pirate’s life for me.” Captain Jack and his crew of scallywags are scouring the high seas in search of treasure—and new recruits! Sail away with The Pirates League, and transform ye self into a living, breathing swashbuckler from the days of olde.


Twitter: Captain Jack and his crew of scallywags are looking for new recruits for the #PiratesLeague.

Thursday, August 15 

Facebook: Want to know the best way to stay cool this summer? Take a ride on Splash Mountain, and you’ll find out.

Disney Splash Mountain

Twitter: Want to know the best way to stay cool this summer? Take a ride on #SplashMountain, and you’ll find out. #MagicKingdom

Friday, August 16 

Facebook: Princess Ariel has gadgets and gizmos aplenty, and she’s always happy to make new friends – especially human ones! Set aside some time to visit her at the grotto in Fantasyland anytime from 9 a.m. to 10:30 p.m.


Twitter: Princess Ariel is always happy to make new friends. Meet her at the grotto in Fantasyland from 9 a.m. to 10:30 p.m. 

Saturday, August 17 

Facebook: Did you know? When the Magic Kingdom was created, its entrance and Main Street USA were created as a tribute to and in similarity to the old-fashioned movie theater.



Twitter: Fun Fact: The entrance of #MagicKingdom and Main Street USA were created as a tribute to and in similarity to the old-fashioned movie theater.

Sunday, August 18 

Facebook: With a little pixie dust from Tinker Bell, watch Cinderella Castle come to life right before your eyes. Every night, Magic Kingdom park guests can enjoy fireworks during the Celebrate the Magic show.


Twitter: With a little pixie dust from Tinker Bell, watch Cinderella Castle come to life during the #CelebratetheMagic show.

Monday, August 19 

Facebook: We’re happy to have Princess Merida from “Brave” as part of our Disney Princess family. Which princess are you most excited about meeting? 


Twitter: We’re happy to have Princess Merida from “Brave” as part of our #DisneyPrincess family. Which princess are you most excited about meeting?

Tuesday, August 20

Facebook: With the newly redesigned My Disney Experience mobile app, you can get wait times for attractions and showtimes for fireworks and parades as well as share plans with others through Family & Friends.


Twitter: The #MyDisneyExperience mobile app gives you wait times for attractions and showtimes for fireworks and parades.

Wednesday, August 21 

Facebook: You’ll go to infinity and beyond when you hop on Buzz Lightyear’s Space Ranger Spin. Make sure you buy your FastPass+ before you ride!


Twitter: Go to infinity and beyond when you hop on Buzz Lightyear’s Space Ranger Spin.


Thursday, August 22 

Facebook: Make sure you’re able to get in one last Disney visit before your kids have to go back to school. Remember that Florida residents pay only $99 for a one-day pass to Magic Kingdom.


Twitter: Make sure you get in a Magic Kingdom visit before school starts back up again. Remember Florida residents pay only $99.

Friday, August 23 

Facebook: Before you leave the park, make sure you stop by Big Top Souvenirs, a magical circus packed with zesty snacks, sweet treats and unforgettable souvenirs.


Twitter: Before you leave the park, stop by Big Top Souvenirs, a magical circus packed with zesty snacks, sweet treats and unforgettable souvenirs.

Saturday, August 24 

Facebook: Have you heard of our MagicBand? MagicBand enables you to travel lighter throughout your vacation. Use it to enter Magic Kingdom and other parks, unlock your Disney Resort hotel room and buy food and merchandise.

Disney Magic Band

Twitter: Use your #MagicBand to enter the parks, unlock your Disney Resort hotel room and buy food and merchandise.

Sunday, August 25 

Facebook: Curious about the man behind the magic? We welcome you to go on the Walt Disney: Marceline to Magic Kingdom Tour, a three-hour look at how key events in Walt Disney’s life inspired Magic Kingdom park and the beloved attractions within it. 


Twitter: Learn more about #WaltDisney, the man behind the magic, on the Walt Disney: Marceline to Magic Kingdom Tour. 

Monday, August 26 

Facebook: There’s no better way to bring the whole gang together than by going on Disney’s Family Magic Tour! Take off on a guided scavenger hunt through Magic Kingdom and collect a series of clues as an unforgettable adventure magically unfolds around you. More information at

Disney Family Magic Tour

Twitter: Looking for a fun activity everyone can enjoy? Check out our #FamilyMagicTour scavenger hunt. More information at

Tuesday, August 27 

Facebook: Great sea creatures and twinkling flags cross the lagoon to electronic tunes in the Electrical Water Pageant. You can catch the show tonight every 15 minutes from 9 p.m. to 10:15 p.m.

Electrical Water Pageant

Twitter: Tonight at 9 p.m., great sea creatures and twinkling flags will cross the lagoon to electronic tunes in the #ElectricalWaterPageant.

Wednesday, August 28 

Facebook: Celebrate your daughter’s birthday by taking her to dine with Disney Princesses at Cinderella’s Royal Table inside Cinderella Castle. Visit to make reservations.

Cinderella-Royal-Table 2

Twitter: Dine with Disney Princesses at Cinderella’s Royal Table inside Cinderella Castle. Visit to make reservations.

Thursday, August 29 

Facebook: Space Mountain will take you through the darkest reaches of outer space. Make sure to check it out when you visit Tomorrowland. 


Twitter: #SpaceMountain will take you through the darkest reaches of outer space. Make sure to check it out when you visit #Tomorrowland.

Friday, August 30 

Facebook: Hungry? Be our guest at the Beast’s enchanted castle. Step inside for a delicious quick-service lunch or a delightful sit-down dinner.


Twitter: Hungry? #BeOurGuest at the Beast’s enchanted castle. Step inside for a delicious quick-service lunch or a delightful sit-down dinner.

Saturday, August 31 

Facebook: Meet the mouse who started it all at the Town Square Theater from 9 a.m. to 11:30 p.m. Discover props and posters from Mickey’s magical career in the theater and maybe even spot a disappearing dove or a rabbit coming out of a hat!


Twitter: Don’t forget! You can meet #MickeyMouse at the Town Square Theater in #MagicKingdom from 9 a.m. to 11:30 p.m.

What is Myspace and How Can Companies Benefit?


Platform Overview

Myspace is a social networking site that enables its members to make friends, write blog posts, add music and customize their Myspace pages.

Company History

The Beverly-Hills-based social networking platform was founded in 2003 by several eUniverse employees with Friendster accounts who all saw potential in its social networking features. Chris DeWolfe, Brad Greenspan, Tom Anderson and Josh Berman officially launched Myspace in January 2004.

Tom Anderson MySpace Photo

Tom Anderson, everyone’s first friend on Myspace

In February 2014, Myspace had 1 million users. By November, that number jumped to 5 million. In July 2005, Myspace was bought by News Corporation for $580 billion. From 2005 until early 2008, Myspace was the most visited social networking site in the world, and in June 2006, it surpassed Google Search and Yahoo Mail as the most visited website in the United States. By late 2007 and into 2008, Myspace was considered the leading social networking site and consistently beat out its main competitor Facebook in traffic. On April 19, 2008, Facebook overtook Myspace in the Alex rankings. Since then, it has been declining in membership. In late February 2011, News Corp officially put the site up for sale, which was estimated to be worth $50–200 million. In June 2011, the site was sold to Specific Media and pop singer Justin Timberlake for $35 million. In June 2013, the site relaunched as a social entertainment network. In October 2013, the site announced that it had 36 million users and a 340 increase in artists using the network. As of May 2014, Myspace had an Alexa Ranking of 982 by total web traffic and 392 in the United States.

Target Audience

Although Myspace began as a traditional social network for the masses, it has since been rebranded as a social entertainment network. Writers, photographers, curators, brands, venues, DJs and photographers are among those that belong on the site.

How it Works

Signing up for a Myspace account is free and easy. Besides being asked to provide your basic information, when you sign up for an account, you are asked, “What are you about?” The purpose of this question is to get you to think about what kind of account you want to make. Myspace lets you select up to four boxes and choose from a variety of categories such as musician, photographer, dancer, athlete, curator, member and brand. “Member” is selected automatically for you, and if you are a business you should choose “Brand.” You should select two additional categories that best suit your interests or your business. After you create your account, upload a photo and write a description of your business in the “bio” section. You should also include the geographical location of your company and website URL. If you’re using Myspace for business purposes, it’s recommended that you select an image that most closely relates to your brand, the product or services your provide and your target audience. Once your account is up and running, you can post updates, such as links to your blog or YouTube videos, write comments or send out bulletins. With Myspace, you can also easily create playlists, so you might want to create a few that align most closely with your brand’s image. Then, you can start making connections with businesses that are related to your industry or ones with whom you already have a relationship.


When it originally launched…

  • Myspace users could create a “Top 8,” where they could showcase the profile pictures of their top 8 friends.
  • Users could send out bulletins, or messages to all of their friends at the same time.
  • Myspace users had the option of using Myspace Codes, which consisted of basic HTML, to customize the appearance of their Myspace profile. They could do such things as change the background of their page and add a playlist of their favorite songs.

MySpace Original Profile

June 2005

Shifting Directions: The New Myspace

After several ups and downs, Myspace rebranded itself as a social entertainment network in June 2013, connecting the Gen Y audience to their favorite music, celebrities, TV, movies and games. The company discontinued “Classic Myspace” in a reset of the site and end of beta for their newest version. The mass deletion caused an outcry from thousands of users who had lost years’ worth of blog entries. Myspace is also home to Myspace Music, which helps major, independent and unsigned artists reach new audiences.

Although the top 8 feature no longer exists, Myspace still allows you to customize your profile. Account types such as the Musician, DJ/Producer and Comedian accounts allow you to upload audio files (WAV, MP3, AIFF, FLAC and AAC) and create albums. You can also customize your stream to show specific types of updates from your connections if you are only interested in photos, text, music, etc.

MySpace Now

July 2014

Integration with Other Channels

When you sign up for an account, you can choose to connect via Facebook or Twitter instead of creating a brand new username and password combination specifically for Myspace. Additionally, Myspace allows you to upload videos directly from YouTube to your profile.

The MySpace App

In addition to having a mobile friendly version of its website, Myspace has a mobile app available for both Android and iPhone users. Myspace Mobile makes it easy to log in to your Myspace account when you’re on the go. The app gives you free access to the world’s largest digital music catalog, allows you to create your own personalized radio station or tune into stations curated by your favorite artists or connections and lets you view your friends’ statuses and moods, activities, friend requests, comments and bulletins. Myspace Mobile even allows you to update your blog.

MySpace Mobile Android App

What Businesses Need to Know

Although Myspace is not as successful as it once was, signing up for an account can still be beneficial to businesses today.

Myspace is fantastic for any brand that is music or entertainment oriented and brands that want to connect with people ages 16-30. A DJ, for instance, could really benefit from having a Myspace account. Myspace claims to be the largest database of free music streaming and downloads, so if you’re a business that supports music in some way, Myspace might work for you. Or if you’re an artist or the manager of a local artist, then you might want to have a Myspace account to support and advertise your business.

Additionally, signing up for a Myspace account and regularly updating the information on it is good for SEO purposes. With a page rank of 9, Myspace can serve as a great social bookmarking tool. In 2012, it was ranked as one of the top 10 social bookmarking sites by Page Rank and Alexa Rank. Social bookmarking not only helps with the creation of backlinks, but increases traffic to your website. 

The most important thing to determine is whether Myspace is right for you.

To read more about Myspace, check out my Prezi.

IMC Brand Review: Forever 21, Urban Outfitters and Anthropologie

This week we’ve been tasked with picking three brands that each have Facebook, Twitter, Instagram, Google+ and at least one other social media account and evaluating their integrated marketing communications strategies. I’ve selected Forever 21, Urban Outfitters and Anthropologie.

Forever 21

This Los-Angeles-based clothing retailer utilizes an integrated marketing communications approach. On each of its social networks, which include Facebook, Twitter, Instagram, Google+, Pinterest and Youtube, Forever 21 uses its logo as its profile picture. On all of its pages, except for Pinterest, the company uses the same cover photo. While the company’s logo is not visibly present on its webpage, the company name, “Forever 21,” is largely displayed in its traditional font on the center of the top of the page. The brand also uses consistent imaging on its store shopping bags, gift cards and billboard ads. As far as messaging is concerned, the brand uses the same tagline for both its Facebook and Twitter pages, “Satisfying your craving for fashion.” What it posts on Facebook, it also posts on Twitter and Google+.

Forever 21 Logo and Cover Photo

Forever 21 is extremely active on each of its social networks. The brand posts on its Facebook page an average of 2-4 times per day, on its Twitter page an average of 2-3 times per day, on its Google+ page an average of twice a day and on its Instagram page at least once a day. The brand posts at least 2 videos a month to its YouTube page and has 54 Pinterest boards.

So far this summer, Forever21 has been actively using #SummerForever and #F21XMe every time it posts a picture of items from its summer collection. These hashtags were actually part of a recent Pinterest contest the company held. When not using these hashtags in its posts, the brand used other hashtags to describe what was in the picture it posted, such as #PeasantTops. The brand uses the majority of its hashtags on its Google+ page. Each post features a hashtag to describe what’s being shown in the picture, such as #activewear and #style. features social media buttons at the bottom of its website to drive traffic to its social networks. It also has a link to its Twitter account on its Pinterest page.

 Urban Outfitters

Urban Outfitters logo

This Philadelphia-based clothing retailer also utilizes an integrated marketing communications approach. Urban Outfitters has a presence on Facebook, Twitter, Instagram, Google+, Pinterest, Vimeo, YouTube and Tumblr. It is extremely consistent on its social networking sites, especially in terms of the frequency of its posts and the images it posts.

Monday through Friday, Urban Outfitters posts to its Facebook page four times a day. On weekends, it posts three times a day. The brand posts to its Twitter page multiple times a day and is really good about replying to its fans tweets. Urban Outfitters does not post to its Google+ page every day. (The brand last posted three days ago). However, when it does, it posts extremely eye-catching images and uses hashtags to describe what is being shown in the picture, such as #summersale #urbanrenewal and #hats. It posts a picture on its Instagram page about four or five times a day and maintains an up-to-date Pinterest page. The brand’s two most recent boards are called “Endless Summer” and #FestBest, right in time for the summer music festival season. Urban Outfitter’s presence on Vimeo varies from posting once a month to posting every few months. On YouTube, however, the brand posts videos about twice a month. Finally, the brand posts to Tumblr about two to three times a day.

The brand uses its company logo as its profile picture on Facebook, Twitter, Instagram, Google+, Pinterest, YouTube, Tumblr and Vimeo. The images Urban Outfitters posts to it social media profiles are all of a similar look; however, I noticed that the brand reserves its artsier images for Tumblr and Instagram, which doesn’t surprise me, as both of these platforms are a less traditional than Facebook, Twitter and Google+.

For the most part, Urban Outfitters does not utilize hashtags as much as it should, which surprises me. Hashtags are frequently found on its Google+ and page but are rarely found on Facebook and Twitter posts.While using Facebook hashtags aren’t as popular or common hashtags on Twitter or Google+, I think the company could benefit from including a few of them in its posts.

Urban Outfitters Tweet



Anthropologie logo

Like Forever 21 and Urban Outfitters, Anthropologie, which happens to be owned by Urban Outfitters, Inc., relies on an integrated marketing communications approach. The brand maintains a consistent presence on its social media networks, which include Facebook, Twitter, Instagram, Google+, Pinterest, Tumblr and Youtube, by using the same profile picture throughout. The brand has 58 boards on Pinterest, the most recent of which is called “Love to Wear” Summer.” Although it does a great job of providing its fans with eye-catching images. Anthropologie, in my opinion, does not have as active of a Facebook presence as it should. The brand only posts twice a day on weekdays and once on weekends. Hashtags, such as #TuesdayShoesday are only used occasionally. Anthropologie is much better about posting to its Twitter page. There, the company posts about four to five times per day and utilizes more hashtags than it does when posting to its Facebook fan page. Instagram posts are made twice a day. Google+ posts are less frequent while YouTube posts are made about twice a month.

I feel that Anthropologie also has a consistent use of imaging and messaging. All of the images give off a very laidback vibe. Anthropologie drives traffic to its social media networks through its social media buttons located at the bottom of its webpage.