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How could you apply the long tail theory to the use of hashtags in social media posts? Think about long tail hashtags.
In social media the long tail theory related to hashtags is similar to SEO due to the fact that # are used as a search system. In this case we should choose a few generic keywords to use that would provide a massive traffic, which is not qualified, with the objective of positioning in medium or long term. However, this would not be effective in term of conversion, because there would be a lot of competition and companies using the same generic keyword as a hashtag. But, using a few generic keywords would not be enough, the presence of a wide range of long tail keywords is essential. Long tail keywords provide a more qualified audience, with a higher possibility of conversion but less traffic and competition due to the specification of each keyword.
For example, if you go to Sierra Nevada to a Ski trip and you post a picture with #ski it is possible that your post won’t be differentiated and it will get lost with the rest of generic publications, however, if you use #ski-trip, #SierraNevada #Veleta, these long tail keywords would concentrate a more qualified traffic in your post, which will provide a bigger benefit to the person who founds it.
There has bee a clear evolution in the marketing environment due to the creation of the Web 2.0 that transformed marketing 360º Ito marketing 6º. Marketing 360º is a marketing strategy that combines different actions belonging to different marketing sectors to reach a specific target to improve the position of the company, increase its visibility and convey their message by all possible means. However, the emergence of web 2.0 has forced brands to transform their communication model and nowadays all content must be personalized because its success lies not in quantity, but in quality. Society has changed its consumption habits and marketing has to accommodate to those changes, in the Internet there has been an evolution from outbound techniques that interrupted the users while they were surfing on the web, to inbound techniques that are focused on catching the user’s attention and attract them into the site. This revolutionary change is also caused by the incrementation of personalized content, consumers have reduced their attention spam becoming more impatient and they want content that fits them so they do not have to search for a long time. This personalization is the main characteristic of Marketing 6º, also known as the Theory of the 6º. This theory creates the idea of interconnection, the idea that if people are connected between them they would find a specific group with similar preferences that would search for similar webs.
There are some things that have impacted me in relation with the connecction between blockchain and social media, opening my mind to further debates. For example, many of the contributions, including mine, have used decentralization as a beneficial process that would allow us to have control over our data, information and posts without any moderator in between. However, after thinking about it, I have come to a lot of questions related to the limits that would be implied in these different platforms, where would the limits be? I have this interest because in social media we are surrounded by hated comments and disruptive videos that are banded thanks to the rules of the company that manages the platform. However, as most of us have mentioned, blockchain might be a way to have a bigger freedom of speech, more facilities to post and share what we want to share. That is why I am constantly thinking on how would we know where the limits are? how would the advertisers know where the limits? Nevertheless, I still think that blockchain will imply more benefits to the use of technology than disadvantages but there are some things that still need to be taken into account.
Mariana’s contribution is the perfect summary of blockchain and social media, specially focused on advertising and its needed transparency. As she has mentioned decentralized platforms create a new way of managing advertising. Content creators that want to launch new products with low cost publicity through saving on intermediate businesses or agencies need to change their strategy. But even consumers need to change their perspective while looking at certain ads, knowing that are specifically placed but the actual company and not other enterprises that would like to benefit from that product. Blockchain at the end its a revolution on data analysis and management that is going to have an immense impact in every field of society, because they all imply the use of technology.
Alba Pastor has also made a really good point, that I did not mentioned, about targeting. I completely agree with the fact that objective technology like blockchain will benefit the targeting factor of journalism proving better chances to personalized the news making them more amusing for the audience. As she has mentioned in her example at the end of her contribution, I would prefer to receive information about topics that I am interesting on and that I can enjoy rather that all the information that enterprises and political parties want us to read.
Blockchain, the actual world can be formulated in two parts, ‘block’ that is digital information, and ‘chain’ which refers to a public database. So blockchain is the storage of digital information in public databases. Each block of information is different having a unique code called hash. But how can blockchain impact social media?
Nowadays there are Blockchain social media which are platforms that use this technology. Traditional social media are centralized, but these new ones are decentralized. This means that blockchain social media have an end-to-end encryption for each interaction producing a more private and secure platform for the users. As most of my classmates have mentioned, this new technology is going to change some of the perspectives of fields as advertising or social media in a sense of avoiding censorship and fake news or increasing the secure and privacy of our information. However, I believe blockchain can do so much more, data has become on the main tools of business in the 21st century and centralized social media profiles are the main source of personal information. Platforms as Instagram or Facebook use their user’s data to enable targeted advertising for their customers.
Blockchain has the ability to change these kinds of problems, and at the same time building a new society based on a fair and objective technology. That is why there are new Blockchain social networks as Steemit, which is one of the most popular ones and is similar to Facebook. This platform is though for content creators that want to have a monetary reward for their content, and it has already made millions of dollars. These new social media are a sign of how some of the biggest problems of our digital environment could be solve, from having more privacy to incrementing our freedom of expression.
