Twitters Reaction to Donald Sterling’s Ban (MKTG199)

Twitter’s Reaction to Donald Sterling’s Ban

This week, an audio clip of Clipper’s owner Donald Sterling was released by his ex mistress. In this clip, which can be found here:, Sterling criticizes his girlfriend for taking a picture with NBA great Magic Johnson due to the fact that he is black. Sterling goes on to tell her that he wouldn’t tolerate her associating with black people or bringing them as guests to Clipper games. The release of this information caused uproar in the NBA community and resulted in a high level of criticism of the NBA’s once famed standards of equality. The news rocked the core of the Clippers franchise, being that many players and the teams head coach are African Americans. Many of the Clipper’s sponsors responded to the controversy by covering their logos at the Staple Center. Players from the Warriors, who are currently in the playoffs with the Clippers, even claimed they would boycott the game unless they were satisfied with the NBA’s decision on what to do with Sterling.

At this point it was absolutely critical that the current NBA commissioner, Adam Silver, made the right decision. On Tuesday, Silver announced that Sterling was banned indefinitely from any association with the NBA and was ordered to pay the leagues maximum fine of 2.5 million dollars. In his press release, which can be found here:, Silver also reiterated that the NBA has the utmost concern for equality and suggested a proper apology from Sterling for his careless ignorance. Silver made sure to communicate his concern: “I am personally distraught that the views expressed by Mr. Sterling came from within an institution that has historically taken such a leadership role in matters of race relations and caused current and former players, coaches, fans and partners of the NBA to question their very association with the league.”

        Silver’s decision was met with instant approval and praise from players across the league. Players commended Silver and the NBA via twitter for the swift punishment of racism within the league. Silver’s decision effectively communicated the importance of equality to the industry as a whole and as a result he benefitted the industries public perception. The responses to the decision created a massive amount of awareness to the situation and created trends in favor of the leagues decision. The massive amount of approval received via social media allowed the situation to resolve in favor of the NBA and effectively ensured that racism would not be tolerated in the league. Below are some tweets sent out shortly after the press conference:

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Blake Vaughn

Twitter: BlakebVaughn


How did a 20-year-old girl win 3.1 million fans on Instagram?

We all have taken selfie. Like this!


But what about a “BUTT” selfie? The new fitness star of 2014, Jen Selter, a 20-year-old girl, becomes famous by taking her butt selfie on Instagram. Now, she has more than 3 million fans on Instagram. Is it just that easy to have 3 million fans by taking butt selfie? Let’s talk about how she did it!

Jen Selter has 3.1 million fans on Instagram, 1.1 million likes on Facebook fan page and 490K followers on twitter. She’s only 20-year-old, and it’s about the same age as all of us do. Yet she’s the new fitness star on social media. All social media, beauty and fitness magazine are gossiping about her success. Nonetheless, all of these contributes to her #hardwork #workout #traindirty and #eatclean.

Someone might say “Why take a selfie at the gym? It’s soooooo weird”

However, it’s not just a selfie for Jen’s fans, Jen Selter is the #inspiration and #motivation for all girls and the #dreamgirl for some guys instead. She might not be perfect, but she shows us the best part of herself. #Consistency is the key, and  #Do-your-best every time. Do you workout everyday and do it 110% every time? Do you push yourself hard enough that you’re burning the fat instead of just burning the time. Or just think about how hard it is to get off the coach.

“Either you run the day or the day runs you”, said Jen Selter. If you haven’t started yet, it is OKAY. “It’s never too late to start a new beginning.”

Jen Selter updated her Facebook page and have conversation with her fans on Twitter. She is happy to answer questions on twitter and see the progress of her fans who are inspired by her workout. “Jen Selter” becomes a new tag of #inspiration and  #motivation.

Now, Jen Selter does photos shoots for fitness magazines. What’s more? She recently starts cooperating with some fitness brand for fitness outfits, fitness gears and fitness supplements. Jen Selter stands for a success of social media. Social media not only helps Jen Selter markets herself, but also bring her expected bright future. Where else can social media lead Jen Selter to? Hang on, and we’ll see.

Coca-Cola: The Soda Pop of the World

Madeline (Maddie) Rubalcava
28 April 2014

In today’s marketing class, we discussed and analyzed an international flip flop company. That got me to thinking, what are some other international companies that we come into contact with on a daily basis and how are they marketing to such a wide audience?

Coca-Cola is a beverage for all occasions. Whether you see a polar bear drinking it in the middle of winter, or a group of kids enjoying the frosty drink on a hot summer day, Coca-Cola is always there. With over 7 billion individuals in the world speaking 6,500 languages, how does Coke appeal to everyone? With 2.3 million followers on Twitter, Coca-Cola puts their name out there in conversations daily. They average about 3 tweets per hour responding to their customers who have issues or want to simply thank the company for their drink. An interesting aspect is that even though as a customer, we do not know where their social media headquarters is located, they tweet in multiple languages. Receiving a tweet from such a famous company reflects the personalization values that Coca-Cola has. The company’s Facebook page also captures their character as their main statement on the page is, “The Coca-Cola Facebook Page is a collection of your stories showing how people from around the world have helped make Coke into what it is today.” They understand that without all of their drinkers, the company would not be anywhere and because of that they give back. Coca-Cola uses social media in their advantage. Although a company that large does not even need to advertise their product, they are doing an excellent job at it. By connecting with the customer and updating their pages constantly, Coke stands as a team of workers rather than robots.

A few classes ago, we watched a happiness commercial made by Coca-Cola. In the 2 minute video, a vending machine was giving more than just a bottle of soda. Individuals received arm fulls of bottles to share and even a 4 foot sandwich. Putting a smile on all of our faces in the class, and creating a warm feeling within our chests, Coke successfully created emotion within their audience. The video that I tagged in this post (America is Beautiful below) does the same. “America the Beautiful” is sung in different languages, with Coca-Cola as a common denominator in all of the clips. Coke brings together all of its customers, breaks down any language barriers they might have, and suggests that their beverage is the one for them and their families.

America is Beautiful

Viral Videos are Hard to Make

How does one really create a viral video?

How do you even make a successful video?

Nicolette Cohen


Video sharing is a key marketing and advertising tool in the market today. Social media has become ubiquitous and creating the next standout viral video is the marketing Holy Grail. One example of a viral video campaign was by Old Spice featuring former NFL player, Isaiah Mustafa. After the video went viral it led to tweets by celebrities responding to Isaiah’s conduct in the video. He responded to the tweets with more videos increasing the video’s virality as the public stayed engaged. Paying for advertisements is costly and usually not cost effective to reach a broad audience. This is the most cost effective exposure available with the added benefit of free transmission and distribution. Creating a viral video is rarely a product of planning and in fact is subject to factors such as the right timing, the right message, engaging taste/opinion makers and luck. If your goal is to make a viral video, the rule of thumb is to be prepared for failure. Research shows that “within the first ten seconds of a video, 10.39% of viewers are gone.” (Barker 148) This confirms not only the likelihood of failure, but the short attention span in which to break out. That being said, there still is a chance and there are steps to take to increase the slim chance of virality.

There are keys to boosting the chances of having a successful video that will be widely shared. The first rule is to be different and offbeat. The “wow” factor must be first and foremost. In an article on, Dan Ackerman Greenburg, co-founder of The Comotion Group, a viral video marketing company, explained secrets to making a viral video. He has had extraordinary success with six videos. One had over 6 million views on YouTube and all six videos made it onto the top 5 Most Viewed of the Day. One counter-intuitive point Greenburg makes is that content is not king. This was shocking to read because in virtually all other aspects of filmmaking and storytelling content is king. He expresses that, “generally, a concept should not be forced because it fits a brand. Rather, a brand should be fit into a general concept.” (Greenburg) Having the brand fit into a general concept is tricky because many brands are limited as to what concepts they can fit into. This was a bold idea and easily could have backfired, but instead hit the right nerve and skyrocketed. In the marketing world, being edgy has its risks, but as seen by the Old Spice campaign can have outrageous rewards as well.

Old Spice Commercial

Is Social Media Causing a Society That is Afraid to Be Alone?

By Michele Anderson

Fear Of Missing Out seems to be a true phobia in our world today. With the use of technology and social media which allow us to share our feelings and experiences in real time, the ability to feel connected has never been easier. But do these broadcasted experiences truly fulfill our need for social connection?

As social animals, humans are wired to enjoy the company of others and have a yearning for acceptance within society. We want to be liked by others and to be seen in a positive way. To do this in today’s world we often turn to social media which gives us the ability to manipulate how others to portray us. With the rise of the world-wide-web and social media, we suddenly have this power to edit our lives in ways that were previously impossible.

This is where the issue of #IRL comes to surface. Seeing that person you’ve chatted confidently with over Tinder in real life suddenly becomes incredibly awkward. Your confidence may waver because you cannot edit your real life conversations nor your appearance like you can via social media. Chances are the two of you will pretend like you don’t even know each other. This goes to show that while we may claim to be connected to hundreds, if not thousands of people, perhaps these interactions are not genuinely fulfilling our need for connection.

Along with substituting real life relationships with ones that are questionably less personal through social media, we may also be sacrificing our ability to be content in the times we are alone. This is the theory that we are no longer able to be alone because we automatically feel lonely, or in other words, “fear of missing out.” Social media and new technology lets us constantly interact with others and rarely are we forced to be truly disconnected for even a minute.

Do you think that social media is creating a society that is incapable of being alone?


But What About Z?

By Kevin Brand

This week in marketing, we discussed in class the use of social media across all the generations; the Baby Boomers, Generation X, Generation Y (or the millennials), and Generation Z.  Generally, we agreed that the Baby Boomers probably only used Facebook as a social media tool to keep up with their grandchildren. Gen X has a higher Facebook usage rate, and also uses LinkedIn, and to some extent Twitter. Gen Y, we agreed, uses any social media site you find out there, ranging from Facebook, Twitdownload (4)ter, Instagram, LinkedIn, Snapchat, Vine, Pinterest, Tumblr, Path, etc., in high volume. Gen Z is among the same levels, except maybe less use of LinkedIn and more Tinder Farmville. Each Generation has their distinctive quality that separates itself from the rest. It’s easy to see the differences between Gen X and the Baby Boomers, and Gen Y from both of those, but Gen Z seems like an extension of Y rather than a next generation. How do we best differentiate Z then? Besides the obvious age difference, it’s tough to say given how we live our social lives, as many people now have a social media footprint before they are even born. What is Gen Z’s distinctive quality?

Gen Y ranges from the period of around 1980-1994, and Gen Z ranges from 1995-today. Gen Y was the beginning of the Internet, social media, and online shopping. Gen Y’ers were the first to have laptop computers, cell phones and e-mail by the time they were in college (90% on average). They (we) are financially responsible for themselves, making their own purchasing decisions. Gen Z was born in the Internet. Social media knew more about them before they knew what up was. Gen Z’ers have iPads by pre-school, phones by elementary school, and laptops are provided in middle school. E-mails are used solely for creating a Facebook account, and from there, you connect your entire social media platform. Traditional advertising is no longer effective, many Z’ers can block out the old tricks by tuning into their phone which they carry around everywhere. With DVR and social media apps, commercials are easily ignored. Advertising will never be the same; if the message doesn’t get presented in the first 5 seconds, it’ll be replaced with the latest YouTube hit.


In a way, the title “Gen ZImage” is misleading. They aren’t the end of anything, they are the beginning of the Tech Gen. Gen Y was the prototype, Gen Z is the product. From here on out, the social world we live in has changed. The way we interact, the way we shop, the way we sell, the way we travel, the materials we use. Put down the hammer and pick up the 3D printer, this is the Tech Gen now. Gen Y will be remembered for creating the social media monster, Gen Z will be remembered for the beginning of the technology revolution.

Learning from the Best

Amanda Cardy


           Social Media is continually consuming our social lives. This is no secret to most. Many people took notice of the rise of social media, people like Zach Wright and Whitney Kelly to name a few. They decided to take advantage of what options were presented from this new form of communication. Both Zach and Whitney chose to make careers out of social media, and recently shared with our Marketing 199 class what they believe to be the fundamentals of social media marketing. They each spoke about different aspects of social media, which made listening to two different takes on the same topic very interesting. Although they each touched on both subjects, Zach stressed more about what was important when trying to get into the field of social media marketing, while Whitney explained more about what was critical when representing a brand via social media.

            Whitney, who works for Hyatt Hotels, came across as a very friendly but also serious social media marketer. She discussed the 5 key initiatives that her and her social marketing team strive for. They are to 1) Drive Brand Awareness, 2) Promote Loyalty, 3) Increase Guest Satisfaction, 4) Enable Employee Engagement, and 5) Increase Direct Revenue through Social Media. Although these goals are tailored for the hospitality business, they are not a bad platform to start from and to change in order to fit for a different type of business. One small thing she added quickly that really stuck out was when she mentioned that it is important for a company to match how much online or social media marketing it is doing with as much print marketing as well. No one had really spoken about print marketing much since we focus on social media so that was an interesting tip that I hadn’t heard yet.

All of Zach’s advice was very useful but there were certain things that stuck out to me when he was speaking. He really emphasized on how important not only keeping your social media sites “clean” is, but also on how necessary it is to keep a detailed and thorough LinkedIn account. Another piece of useful advice from Zach was how valuable making connections is. He advised to connect with people that have similar interests and the connections will just come naturally.

Both Zach and Whitney can attest to the huge role that social media plays in our everyday lives. You can feel free to check out the video below to put into perspective just how big the social media market is!