If we’re going to talk about advertising and marketing in social media, we have

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If we’re going to talk about advertising and marketing in social media, we have to talk about influencers. As a podcast junkie (I spend a lot of time in the car), I was thrilled to stumble on “Under the Influence with Jo Piazza,” (https://www.jopiazza.com/podcasts) a deep dive into the money, impact, business, authenticity, ethics and reality of the influencer economy. The first season focused on “mommy bloggers,” but the second season explores health care, wellness, mental health and #TeacherGram among so many other topics.
The host Jo Piazza (https://www.jopiazza.com/#about-section) is a bestselling author, podcast creator and award-winning journalist. “She is a former editor, columnist and travel writer with Yahoo, Current TV and the New York Daily News, her work has also appeared in the Wall Street Journal, New York Times, New York magazine, Glamour, Elle, Time, Marie Claire, the Daily Beast, and Slate. She holds an undergraduate degree from the University of Pennsylvania in economics and communication, a master’s in journalism from Columbia University, and a master’s in religious studies from New York University.”
For this discussion assignment, listen to “Under the Influence. Season 2, Ep. 9: The Future.” (https://podcasts.google.com/feed/aHR0cHM6Ly93d3cub21ueWNvbnRlbnQuY29tL2QvcGxheWxpc3QvZTczYzk5OGUtNmU2MC00MzJmLTg2MTAtYWUyMTAxNDBjNWIxLzljNDRlOGFkLTkxMWYtNGMyYi1hOGJiLWFlMzIwMDA1YjVkNi9mMWY1ZGIxNC1jZWE2LTRiNGItODM1MC1hZTMyMDAwNWI1ZTQvcG9kY2FzdC5yc3M/episode/NTBmYjNiNmEtNzVjNy00ZmQ0LWJkMzYtYWU3NzAwNDVkOThk?hl=en&ved=2ahUKEwj4_JWzqsb3AhX0KEQIHREqD-YQjrkEegQIQBAF&ep=6)This link will take you to Google podcasts, but this episode is also available all the places you get your podcasts. Alert: there is some swearing in this episode. And by ALL MEANS, fast forward through the advertising.
Some things to think about as you listen:
Why do you think mainstream media doesn’t cover influencers in any real way?
How much does YOUR textbook cover influencers, even in the chapter on advertising and marketing??
What are the implications of creating content for a platform that owns your content? For example, what happens when you spend years curating your brand, courting your audience and building a reputation only to have the platform (i.e. Vine, MySpace, etc.) disappear? Or the algorithm changes and you no longer show up in the feeds of your followers? What happens if the platform gets to be a bad place and you want to leave, but ALL your stuff is there?
What’s your understanding of Web 3.0?
Do you think there’s a vibe switch coming? A return to long-form blogging, influencer-owned websites and destination following (you’d have to go directly to your fave influencer’s website for exclusive content, access, more in-depth content)?
Why should you care that influencers are paid equitably?
What is the value in influencers sharing information about the brands paying influencers?
How do you verify the information to hear from influencers and what are your tips for others?
Who are YOUR favorite influencers and why?
Anything about this episode that stood out to you as something you learned?
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There are two parts to each discussion:
Part 1, you will post your original post, 300-400 words (15 points)
DUE by 11:59 p.m. Sunday, May 8
Part 2, you will comment on at least two classmates’ responses, 30-75 words each response (5 points)
DUE by 11:59 p.m. Sunday, May 8
Your response shouldn’t just be “That’s really cool.” You need to comment about something they mentioned in their post, as if you were chatting in person with them.
IMPORTANT: When responding to a classmate, please mention their name at the beginning: “Hi Max…”
Posts that are late will receive -2 points (out of 20 points) up until one week. After one week, the grade is a zero.

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