Jenna Kupferschmid

Social Conversation Checklist

The findings of my social conversation checklist varied between platforms. The most
consistent features highlighted overall were social media marketing, professionalism, and
uniqueness. Although these consistencies were present, the topics pertaining these keywords
were different depending on the platform.
On Facebook, the most highlighted keywords were media literacy, professionalism, and
simplicity. Conversations focused on the educational aspect of media literacy with the
complimentary intent on educating people on how to stop the use of media to spread
misinformation. Due to this, the tone throughout the platform was one of urgency because of
the severe negative effects misinformation throughout media can have on daily life, especially
within the younger more vulnerable generation. Something unique to Facebook was the overall
use of brands as the influencers, such as the Center of Media Literacy (CML) which frequently
posted about media literacy being an important aspect to navigate the possibility of the spread
of misinformation through mass media.
On LinkedIn the keywords were mostly similar with professionalism being highlighted
alongside social media marketing. LinkedIn really stressed instant audience participation and
connection with the overall use of social media marketing to start outreach for a brand. It was
very easy to determine that this platform had much more professionalism compared to the
others due to its purpose being centered around the job market. Consequently, there is a tone
of accomplishment that couples with the use of social media in a professional way, possibly due
to the fact that this a new way of integrating marketing and media. Some possible influencers
included AXA consultants and Daniel Murray. AXA as a company is consistent within the hiring
community when speaking of social media marketing and Daniel Murray is a popular
commenter of social media marketing and how it offers a unique perspective to mass media.
Instagram is a unique platform that focuses on personability, uniqueness, and simplicity.
There was a lot more connection to the audience on this platform because of the ability
Instagram allows for instant sharing and communication of pictures that the creator feels
represents their brand. When focusing specifically on brand simplicity and uniqueness,
Instagram users tend to focus on certain colors and logos to consistently incorporate
throughout their designs in order to create a level of personability as well. Due to the focus on
photographs and therefore surface level connection, the tone of the platform portrayed a
pompous attitude because although each brand does promote uniqueness, most simply focus
on a sleek look instead of a unique design or logo. One influencer I found to represent the
conversation occurring within Instagram brands themselves was a minimalistic influencer,
Madeleine Abbott, who focused on the aspect of simplicity. While her pictures do not show any
uniqueness, she does have a driven message about self-love that is consistent within each
aspect of her brand.
TikTok is a rather new platform with focuses on personability, media marketing, and
uniqueness. Each TikTok focused on a unique way each creator reached certain target
demographics and how they gauged engagement on their platforms while the media marketing
aspect of TikTok focused on daily life updates from those in the marketing business in order to
connect with people hoping to acquire their lifestyle. The tone of the videos was very
educational but personable at the same time with each person having a different style in order
to communicate similar information, such as comedy versus daily vlogging videos. The top
influencer that shows up when searching these keywords is acquire_ which is a women who
currently works in social media marketing, advertising herself as the brand with the angle of
educational videos geared to social media marketing hopefuls.
Lastly, Twitter had the widest range of keywords featuring media literacy, cohesiveness,
professionalism, and social media marketing. There was a direct link with social media profiles
and making them cohesively professional as a whole. In general the app geared towards job
outreach and allowing for profiles to be used for professional reasons rather than for
sociability. The tone of the page was stricter in order to promote professionalism. Due to the
wide range of conversation topics, there were many influencers to choose from but the overall
theme was business people, like Gene Marks, that promote professionalism on Twitter in order
to obtain high status in the job market.
All of these findings suggest that when speaking in a media platform about media
literacy, social media marketing, and professionalism there is an aspect of education provided
to the audience in order to persuade consumers into the job market itself.