Podcasting

Podcasting = iPod + Broadcasting.

In Spain, podcasting focuses on audio, rather than video. In the United States, podcasting refers to both audio and video. Podcasting requires the use of an RSS for people who have subscribed.

There is a lot of history behind the creation of podcasts. Thanks to the collaborative work from a variety of people, it was able to successfully advance the world of written blogs to audio blogs. First, Dave Winer created a special language that allowed audio files to be enclosed in blogs, also known as the enclosure tag. Then, Adam Curry figured out how to download audio files to digital devices. In Spain, José Antonio Gelado made the first podcast in 2004.

Winer invented a software program called RadioUserland that helps users build a weblog with functions like RSS, coding, and an enclosure tag. He and Curry used this software to upload audio files. They introduced this new idea of downloading audio files from one place to another. They were able to download files from RadioUserland to iTunes and other applications. This shifted the idea of traditional blogs to podcasts.

So, what are the benefits of podcasting?

1. Web Syndication

Web syndication allows content from one website to be published on others, usually in the form of a summary. It automatically sends information to users who have subscribed to a blog. Users can choose their filter for specific accounts they want to listen to. This offers greater convenience to the podcast listeners.

With that, broadcasting syndication does not require the use of an official network for broadcasting television and radio programs to the public.

2. Podcasting is Portable

Producing a podcast can be done anywhere. It can be published to many different websites. For example, SoundCloud is an extremely popular website for millennials to listen to music. However, it can also be used as a platform for podcasts.

Once a podcast is published, people can listen to it anywhere as long as they have a portable device. Podcasts can be downloaded to portable devices, such as an iPhone, and can be listened to on the go. For example, podcasts can be burned to a CD and listened to in the car.

3. Receiver to Transmitter

Anyone with a microphone and specific software can participate in podcasting. Podcasts can easily be uploaded to iTunes and made accessible for anyone to listen to.

Podcasting introduces a new channel of communication between the speaker and listener.

There are four different websites that can be used for creating and publishing podcasts.

  1. Soundcloud – as I mentioned before.
  2. Blip.tv
  3. Ivoox
  4. Youtube

I created my own podcast on Soundcloud, where I listed a few reasons about why people often begin podcasts. I collected this information from what I have learned about podcasting in class.

Why More Women Should Listen to Amy Schumer

Many conservatives view Amy Schumer as an inappropriate woman who uses fame to promote her extremely liberal views on life. She uses raunchy humor to entertain and get a point across. I completely understand why a conservative might not be Schumer’s biggest fan, it’s just not in their nature to see things the way she does. However, I am not one of those conservatives. I am a liberal woman and agree with what she stands for. I recently came across Schumer’s book, The Girl with the Lower Back Tattoo, which is a hilarious autobiography with short stories from her life. Let’s just say, I read the entire book in one day.

Although the book is filled with A LOT of raunchy humor, Schumer also discusses other topics. Anything from difficult events from her past, her current struggles, and serious issues that should be talked about everywhere today. Schumer does not hold back or sugarcoat, she is a no bullshit type of woman. She is strong, confident, and has no shame in what she did or does. She strongly encourages others to not feel ashamed as well.

Today, in 2017, women are STILL being targeted for many different things – slut shaming, fat shaming, inequalityrights, etc. With Trump‘s shocking election victory, he currently sits as the US president and constantly works to make these issues worse for women. Schumer emphasizes the fact that it is up to us, the women, to stand up for ourselves and stop him from belittling us.

Schumer doesn’t only talk the talk, but she walks the walk – literally. Schumer attended the 2017 Women’s March on January 21st, the day after Trump’s inauguration, and spoke about her beliefs and values in the hope of inspiring more women from all over the world to do the same.

In her book, Schumer talks a lot about fat-shaming. She notes that many people have told her that she is fat-shammed very, very often. However, the comments never phase her. She is comfortable in her own body and owns it. She said, “after reading a mean Twitter comment, and say, ‘All right! You got it. You figured me out. I’m not pretty. I’m not thin. I do not deserve to use my voice…All my self-worth is based on what you can see.’ But then I think, Fuck that.”

Schumer did a semi-nude photo shoot to embrace her imperfections and inspire others to embrace theirs as well. This photo reflects her in a vulnerable position, yet she seems to look very comfortable, which reflects her strength.

Schumer also once used her comedy show, Inside Amy Schumer, to encourage young women to feel comfortable not wearing makeup. She and a fake boy band created a music video to a spoofed song called “Girl, You Don’t Need Makeup”.

Schumer is a strong believer of natural beauty and voices her opinion in creative ways. Women are often pressured to look their best to impress a love-interest, however, Schumer wants women to start believing that they do not need to try that hard, rather just be themselves. If people do not like you for who you are, then they are not worth it.

As a liberal woman, I just want to thank Amy Schumer for being the badass that she is.

Enjoying Abroad, Missing College

I have and probably will never be someone who gets homesick. Whether I am away at sleep away camp, school, or on vacation, I am never thinking about what my friends or family are doing back home. I tend to live in the present and appreciate each moment life has to offer. I do however suffer from generalized anxiety, so any random instance can increase my anxiety levels, however, being away from home has never once been a trigger.

Some people believe Disneyland is the happiest place on earth. The University of Arizona, my home university, is my version of Disneyland. The University of Arizona has been my happy place since I began freshman year in 2014. I dread going home for breaks because my best moments are in Tucson with my best friends. Every break, my friends and I countdown the days until we are reunited. Now that I am studying abroad, and away from school and most of my friends, I have been anxious to get back to Tucson. Don’t get me wrong, I am having the best time of my life traveling through Europe, but lately, I have been missing everything about Arizona.

At one point during the semester, I felt like I needed to put myself back in the loop of events that were happening at school. So, I started paying more attention to my friend’s social media platforms, along with the University of Arizona’s platforms. Here are some of the events that I have missed:

Sorority Events

My sorority, Alpha Epsilon Phi, has made my college experience incredible. I met the most amazing, down-to-earth, people who I am certain will be my friends for life. I am not the typical, stereotypical sorority girl, so deciding to go through sorority recruitment made me nervous. However, as soon as I realized my house was not a stereotypical sorority, in that the girls are very relaxed and not extremely girly, I felt very at ease and comfortable. If it were not for this, I probably would be as involved as I have been for the past three years.

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This semester, my sorority hosted a philanthropy event at the house where they sold fries and milkshakes and donated all the funds to our national philanthropy, Elizabeth Glaser Pediatric AIDS Foundation. Part of me wanted to be back in Arizona supporting my sisters, however, it was exciting to see all the photos posted from the event. I also donated to the event so I could be as supportive as possible while being in another country. Alpha Epsilon Phi also informed all of their social media followers that they raised over $10,000 for the cause. I was so incredibly excited and proud of them for all of their hard work.

My sorority is constantly active on multiple social media platforms, which allows me to stay updated on what they are doing throughout the semester, thanks to: Tumblr, Twitter, Instagram, and Facebook. The social media manager shares photos from all of the sorority activities held in the Spring.

It is also very comforting to know that my sisters miss and support me while I’m studying abroad just as much as I miss and support them! Despite the significant 9-hour time difference between Spain and Arizona, I still take time to talk to my closest friends in the sorority at least once every day.

Jealous of all our sisters who are traveling abroad! We miss you🌞✨ #lml #aephiarizona

A post shared by ZONA PHI 🌟 (@aephiarizona) on

Anytime I feel a little anxious about being away from my closest friends at school, I can look back at instances like this to remind myself that my sisters are thinking about me too!

March Madness

March Madness is hands-down my favorite part of March. Arizona Basketball has a great team and I enjoy watching them play in the tournament. Throughout the past decade, I have followed Arizona basketball and always look forward to watching them play every March.

Being so far away from school this past March Madness was more difficult than I had anticipated. Not having my fellow Arizona basketball fans by my side during the most competitive and exciting time of the season felt lonely. Whether Arizona wins or loses, it’s always comforting being surrounded by people who share the same feeling as me. This season, the University of Arizona unfortunately lost in the second round of the tournament.

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I was not able to watch the game because it was 4 in the morning in Spain. When I woke up, I was very upset to hear the disappointing news even though I did not see it happen. I watched videos of the game recap, thanks to social media. I am looking forward to March Madness next year when I am back in Arizona.

Spring Fling

Every April, the University of Arizona hosts their annual Spring Fling carnival on campus. Since I attended my first Spring Fling when I was a freshman, it has become one of my favorite events of the year. The carnival has over 40 rides, amazing food booths, and live music.

Since I have been enjoying traveling Europe all semester, I did not think I would care much about missing Spring Fling this year. However, when my friends posted photos and videos from the carnival, it looked like everyone was having a great time. I felt like I was missing out by not attending this year, however, I was informed about it through its’ Twitter account.

This year, We the Kings performed at the carnival. In fact, I found this out when it was tweeted about.

I grew up listening to We the Kings, so I found this to be an awesome headliner for Spring Fling! I even got to see a clip of the performance from Twitter as well.

Traveling abroad has been an amazing experience. However, I think I am ready to head back to school. Four months without my real best friends is long enough. For once in my life I can admit that I am feeling a bit homesick (from college), so I guess Arizona really is my home away from home.

Brand Marketing: Estrella Damm

The former digital media manager of Estrella Damm, Ana López, spoke to my Journalism 2.0 class about brand marketing. Estrella Damm was the first beer brewed in Barcelona in 1876 and is still very popular in Spain today and has expanded to many other countries outside of Spain. However, the brand did not remain popular for all these years without the hard work of the media team, and the current digital marketing team. López talked about how she worked her way up to this position. She also explained the team’s strategies and how they market Estrella Damm all over the world.

López studied journalism and cultural anthropology and worked as a journalist for three years. She switched jobs a few times, however continued with journalism until she was introduced to the world of traditional communication and public relations, before social media existed. She continued her studies and got her masters in communication and marketing, which is how she began working for Estrella in 2009 as a brand manager. Within one year of working at the company, she was promoted to digital marketing manager. However, digital media was just being introduced so López focused more on advertising through television commercials than social media.

However, when social media became more popular, López immediately began utilizing many different platforms to market the brand. The digital media team uses their Twitter (62.2k followers) and Instagram (81.5k followers) accounts the most because they are the two most popular platforms used for advertising. Estrella is also on Facebook, YouTube, and Spotify. Although, when it comes to the their marketing brand strategy, they use social media platforms differently. For instance, Twitter and Instagram are used to market different aspects of the brand.

Twitter is used as a way to market the brand’s campaigns by embedding videos from YouTube so users can simply press “play” to watch instantly. Many people, mostly digital natives, expect to view content fast and efficiently. Without Twitter, users would have to open a new tab, and look for the campaign video on a search engine, which is not as convenient and less likely to happen. When users are already scrolling through their Twitter feed and stumble upon a instant-play video, the chances of them watching it are much more likely.

The team uses Instagram to connect with users based on the current trend. For instance, a current trend on Instagram is landscapes. Many users enjoy viewing photos of beautiful scenery so Estrella did exactly what they had to do. The theme of Estrella’s Instagram account is landscapes, which has nothing to do with beer. López noted that a photo with beer is only posted about once a month. Estrella wants to show people the mediterranean way of life and match with the Instagram community.

#Zakynthos #Greece #mediterrràniament #mediterràneamente #estrelladamm Taken for us by @doyoutravel.

A post shared by GUIA ESTRELLA DAMM (@estrelladamm) on

In 2015, Estrella’s  goal was to sell more of their brand around the world. The company had its big break when Dakota Johnson, an American actress, was featured in a campaign. This video has over 7 million views on YouTube.  This increased brand awareness by 5% in Spain and 30% in the UK.

The campaign focuses on a world target. Despite how different these two cultures are, they were able to share a moment of connectivity by toasting with a bottle of Estrella. By incorporating celebrities from a variety of cultures into one campaign, the brand extended to a wide-range of people. This also connects to celebrity marketing, which exposes a sense of credibility of the brand to a target audience. If a well-known celebrity is drinking Estrella, then others will trust that Estrella is a great beer.

Another way Estrella grows digitally is by collaborating with partners. Working with popular industries like restaurants, festivals, and football teams, creates a diverse community of Estrella Damm partners. For example, Estrella and FC Barcelona work together to promote both brands.

This video is outdated, however, it still shows how the football team and beer companies support one another. Estrella Damm is the official beer for FC Barcelona.

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Estrella also works with Barcelona Open Banc Sabadell, Sónar, Barcelona World Race, and more. Having good partners is an essential part of brand marketing because it broadens both brand’s networks and keeps good connections with other well-known brands.

Although marketing 2.0 is very important, traditional media and PR is as well. Having credibility builds trust with consumers and other companies. If a brand is not trustworthy, it creates a bad reputation and will negatively impact how others perceive the product.

Knowing how to properly build credibility is key! Combining all of these marketing strategies is how López became successful and well-respected in the world of marketing.

Fake News

Social media has become a news source for politics due to instant articles and convenience. The issue with relying on social media as a main source for news is that information can be relayed among users with no significant third party filtering, fact checking, or editorial judgement, and an individual user with no track record or reputation. Therefore, many articles are written from a biased perspective, or even displays false information. The information often seems like it is being written by a credible source, which is why people believe whatever they read. Fake news became a serious issue during the 2016 Presidential campaign. Many stories made Trump seem like a better candidate than Clinton, and it is believed that if fake news did not spread as much as it did, he might not have won the presidency.

This photo is an example of fake news. The article was published on WTOE 5 News, which is not a credible source. It has been noted that “most articles on wt0e5news.com are satire or pure fantasy.” It had been copied by a fake news publisher so people believed the information was credible. It went viral and everyone talked about it, which made Trump seem like a good fit for president, since Pope Francis believed so. However, Pope Francis confirmed that this was false and that both candidates were not a good fit.

Another example was when an article was published claiming that Denzel Washington changed who he was voting for in the 2016 presidential election. If this information were true, it puts a negative light on Clinton. It makes Clinton seem like an unfit presidential candidate because if Washington was willing to switch his opinion to vote for a man who is known to be a racist, than Clinton must be that bad. The article also mentions that Washington “spoke out against Obama”, which is also false. In fact, this caused Washington to speak out against fake news. He criticized journalists for focusing more on how fast they can publish articles rather than focus on the accuracy of the information.

Washington kept his composure and explained his opinion calmly and professionally in hopes of getting through to journalists.

A study calculated that fake news was produced often during the election, exactly, “41 pro-Clinton and 115 pro-Trump articles, which were shared a total of 7.6 million and 30.3 million times, respectively…about three times more fake pro-Trump articles than pro-Clinton articles, and the average pro-Trump article was shared more on Facebook than the average pro-Clinton article“. This information shows that the likelihood of people believing and being influenced by these articles is extremely high. It is impossible to say how many people voted for one candidate or another because of fake news, but it can be assumed that some were influenced in one way or another. We cannot say Trump won due to fake news articles, however I believe it helped his case.

This then questioned Facebook’s accuracy of information. Mark Zuckerberg spoke out about information shared through Facebook on two separate occasions.

Fake news needs to be stopped. At this day in age, and with the shock of Trump getting elected, fake news can lead to more detrimental actions. How do we stop it?

 

Traveling Abroad: Amsterdam

For as long as I can remember, I have dreamed of visiting the city of Amsterdam. Everything about it fascinated me – mainly the culture, history, landmarks, and entertainment. In mid-January, I booked my trip for the end of February. Those 6 weeks felt like a year. When the time finally came, I was so excited that I could not sleep the night before my flight.

About 10 minutes after stepping off the plane in Amsterdam, I was in love with the city. I was impressed by everything from the atmosphere and people to the food and landmarks. I am a very relaxed person so I appreciate relaxed environments – which was my first impression of Amsterdam. My roommates and I immediately took a cab to our hotel – The Marriott. We quickly checked in because we were anxious to begin our day.

Our first stop was at Iamsterdam. Iamsterdam is one of Amsterdam’s top landmark. These letters stand tall in the most convenient location – Museumplein, in the museum quarter. I did a lot of research before the trip and discovered that Iamsterdam has a Twitter account (@Iamsterdam).

I had planned (way in advance) to post a photo of myself on top of the “S” on Instagram. When I saw the “S” in person, I realized it was a lot taller than I anticipated. The climb up was a struggle and going down was even worse. I had to hang my arms from the top and drop down, which was risky, but I stuck the landing.

sky high

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Later that day, we visited the Heineken Experience. This “experience” was much more educational than I expected. I learned a lot about Heineken beer, which was actually very interesting. I was unaware of how long it has been around for – established in Amsterdam in 1864.The tour guide showed us how, where, and how long it takes to brew their beer. The tour included two free Heineken beers, which were delicious! Before studying abroad in Europe, I was not very fond of beer, however, my opinion changed early on in the semester. In fact, Heineken is now my personal favorite.

After the Heineken Experience, we went back to the Marriott to get ready for our big night. We bought tickets to see The Weeknd in concert. The Weeknd is my absolute favorite music artist, so you could imagine my excitement. He performed at the Ziggo Dome, which was a very cool venue.

The Weeknd completely blew me away! It was the best concert I’ve ever been to, aside from music festivals. He is incredibly talented and did not take a single break during his hour and a half set. Unfortunately, the post-concert depression hit me as I was walking out of Ziggo Dome. I went to bed wishing I could relive the concert all over again.

The next morning, we were out of the hotel by 9:00 am. Our first activity was a visit to the Anne Frank Museum. I had been looking forward to this for some time. I am very interested in the history of the Holocaust, and Anne Frank’s Diary, containing notes from her experience when she was in hiding during the Holocaust. Exploring the museum in-person was completely different than reading about it. Physically observing what Jewish families, like hers, went through in order to survive made her experience feel real. It was an extremely heartbreaking, yet an incredible museum and I am happy that I was able to experience it.

On a lighter note, my roommates and I ate at The Pancake Bakery, which is a typical restaurant tourists try in Amsterdam. It is highly recommended by anyone who has visited the city.

It definitely lived up to its expectations. I ordered the pancakes with chocolate sauce, ice cream, and whipped cream.

It was delicious, although it was more of a crepe than a pancake. I too, would recommend the Pancake Bakery to anyone.

We took a walk around the city to burn off some of the calories. I observed the Amsterdam locals who seemed extremely peaceful and happy. We took in the city’s beauty as we walked along the canal.

16 Aug 2010, Amsterdam, Netherlands — Canal at night in Amsterdam — Image by © Jean-Pierre Lescourret/Corbis

We stumbled upon The BullDog, Amsterdam’s first coffeeshop, so we had to go in…for the history, of course. It was one of the coolest atmospheres I have ever immersed myself in. In America, marijuana has historically been perceived as a negative connotation, (although, some states are changing that reputation) so seeing it used in a public social setting was fascinating.

We ended our night in the Red Light District. I was not as uncomfortable as I predicted, but I also did not think I would feel so sad for the women. I imagined the Red Light District to have a humorous vibe, but it was very real – nothing funny about it. Although it is sad, it is normal culture for Amsterdam.

Amsterdam is currently at the top of my list of cities I visited abroad. I will be back for you soon, Amsterdam.

 

Corporate Blogs

In today’s generation, technology is the mold of basically anything and everything. Time after time, society is exposed to new ways in which technology improves the efficiency of any range of activity. One of the many example of this advanced efficiency is advertising, which was named marketing 2.0. In other words, social media and other internet websites are used as a platform for people to advertise and market brands, organizations, activism, or anything else needed.

Companies and organizations began utilizing marketing 2.0 through the use of corporate blogs to share content. A corporate blog is a specific type of blog for businesses or organizations which aims to spread the word or reach a certain goal for the business/company. Companies can supplement traditional marketing methods with Marketing 2.0 for things like branding, hype, promotion, and public relations. The video below explains the fundamentals behind this concept.

There are five types of corporate blogs: brand blogs, product or service blogs, employees blogs, blogs for special happenings, and sector blogs.

1. Brand Blogs:

Brand blogs advertise through social media networks in order to introduce the new and upcoming brands or to encourage pre-exisiting brands.

For example, Etsy, an e-commerce website that focuses on small businesses selling anything from handmade, vintage, or factory-manufactured products, created a brand blog to promote the website and attract more customers for vendors.

The Etsy blog creates diversity within itself by including sections of all products that are sold on Etsy. The blog is creative, organized, and informational at the same time.

 2. Product or Service Blogs:

Product or service blogs serve as a purpose of testing a product or service and allow customers to post a review for the public to see.

For example, EverythingiCafe is a news, review, and community sharing blog that focuses on smart products for Apple and other companies. This blog helps people decide on a product they should purchase, navigate products, and guide them throughout the entire experience of owning the product.

EverythingiCafe listens to questions that are being asked about certain products and creates a clear guide in order for people to solve minor issues at home. This provides a great deal of convenience for users who are struggling with their technological devices. Below is an example of when EverythingiCafe walked people through deleting songs on their iPhones on iOS6 and iOS7.

3. Employee Blogs

Employee blogs allow employees to share their opinions about the company they work for on a public platform. This form of corporate blogging can either be beneficial or detrimental, depending on the company’s review.

For example, in September, 2016, a Target employee named Tom Grennell, created a blog on his Tumblr and Youtube accounts, where he shared interesting events that he witnessed while working on the job.

Grennell’s posts went viral and received a lot of feedback from people all over the world. These people wanted to hear more about his experiences, so he continued blogging about his daily occurrences working at Target. He began receiving questions from people seeking advice and answered them publicly.

Grennell began blogging on Patreon and is currently making $62 each month from his followers, or “Patreons”. Becoming a Patreon requires you to contribute at least $1 each month in order to view his posts. Grennell explains his purpose for employee blogging.

He notes, “as soon as I realized I had something on my hands, I decided what I wanted to do with it: I want to use my stories to promote positivity and optimism. My stories focus on the fascinating and uplifting sides of things, and I constantly strive to find the best in every situation“. This is an example of how employee blogs can have a beneficial outcome to corporations and individuals.

However, not all employee bloggers aim to promote positivity. Many former employees of a company often share negative reviews about their employers or the company in general, which does not go unnoticed. This can harm the brand reputation and be detrimental if corporations are losing potential employees that could benefit the company.

4. Special Event Blogs

Special event blogs help event planners and attendees by sharing advice about how to properly prepare for, host, and act during a special event.

An example of this is, Amy Nichols Special Events is a party planning company (mainly weddings) that created a blog to help others handle such events. Some of the posts focus on the event planner and others focus on the guest.

One post focusing on the event planner is “9 Tips for Hosting the Best Galentine’s Day Brunch“. In February 2017, Amy Nichols teamed up with another blog, Brit + Co, to combine and share creative ideas for hosting a Galentine’s Day brunch. Many women love celebrating this holiday with a group of friends and would find these tips extremely helpful for an event.

 

The blog post featured multiple photos in order to illustrate some examples of creative ideas for planning a successful Galentine’s Day themed brunch.

Amy Nichols Special Events also includes posts for brides to be. For example, one of her posts called, “8 Ways you’re Annoying your Bridesmaids without Knowing it“. This post focuses on wedding activities that might not initially be recognized. However, it can be useful for future brides to read about before getting married.

5. Sector Blogs

Sector blogs promote a certain product or market. Recently, Instagram has become an extremely popular platform for promoting products. For example, Fit Tea, a company that sells detox tea and other detox products has been promoted on Instagram by many celebrities. The idea behind this is that these celebrities are influencers to the public, and will potentially influence people to purchase the product. This

marketing tactic is commonly used to market products through social media platforms, like Instagram. This is just one of the many companies that have used celebrities to help advertise.

Corporate blogging is one of the best ways to advertise in marketing 2.0. Businesses have seen a high amount of success from using these blogging tips. What will be next?