Gina Rohn

Take Home Final Exam

***My Content Strategy is a digital download that does not have page numbers. For that reason page
numbers are not included in the citation.
1. There were obvious links between the information gathered from my social media Professional,
to the passages from The Facebook Effect. One of the main pieces of advice my Social Media
professional gave was the importance of Cross pollinate. For example Donna Karan has
collaborated with Bergdorf Goodman (a high end department store that carries various lines
from Donna Karen) on their blog 5th/58th which gave them both content to promote on social
media. While working on Facebook Mark Zuckerberg worked on various other ideas. One of
them was a new software called Wirehog. Wirehog was going to be a peer to peer music
sharing site similar to Napster. It would allow users to not only exchange music, but video and
text files- or any kind of digital information- and only with friends. It would connect directly to
Thefacebook, turning your friends there into direct sources. ( The Facebook Effect 44) This is
a brilliant idea because in both instances users of either product will most likely end up being a
consumer of both due to the linkage. A person who was likely to be a user of one product
would walk away using, or likely using both.

My social media professional also advised to Shut up and listen. Pay attention to what
consumers are saying, your competitors will. Harvard had been claiming for many months that
it was going to take all the facebooks maintained by each House, and unify them online in
searchable form. (The Facebook Effect 27) Harvard did not listen to its customers, the
students. Students were out crying and very vocal about their want and need for a Facebook.
Articles were written in the student newspaper, giving step by step instructions on how to build
one, and they still did not build one. So Mark Zuckerberg, who can now certainly be referred to
as a competitor, built one himself. How would things be different if Harvard shut up and
listened?

Finally its important to create a community as advised by my professional. Facebook was a
very basic communications tool, aimed at solving the simple problem of keeping track of where
your schoolmates and what was going on with them. (The Facebook Effect PG 29) Facebook
created a community where it allowed users not just create a profile of basic information, but
be able to post additional information so that users were able to openly communicate with one
another. Making it today an extremely large community.


2. Core strategy is a concept that stems from content strategy. Because it plays such an important
role, its important to go back to back. What is content strategy? To start, content is what the
user came to read, learn, see, or experience. From a business perspective, the comet is the
critical information the website application, internet, or any other delivery vehicle was created
or communicate. (Content Strategy) When people talk content strategy that are referring to
what they plan to deliver and where. Examples range from a series of recipes on a particular
them or student blog posts at Kean, like we did this semester. They do not make up a strategy,
just a matter of tactics. This is important for me to remember as knowing the difference of
strategies and tactics is important from a public relations perspective. A strategy is an idea that
sets the direction for the future. Once youve decided on your strategy, you can benchmark
tactics against it simply by asking, Will this help us get to where were going? Imagine your
strategy as a lighthouse that keeps you headed in the right direction, no matter how stormy the
waters may become.

Now that I have established what content strategy is I can better explain core strategy. Core
strategy entails some pre work. The core strategy connects all the other components of your
content strategy together: It provides the guiding light that keeps you moving in the right
direction, no matter what might happen along the way. (Content Strategy) The content
strategy will define how an organization will use content to achieve its objectives and meet its
user needs. (Content Strategy ) While the core strategy sets the long term direction for all
content. Tactics can and will change but the core strategy will not. An effective core strategy is
flexible, aspirational, memorable, motivational, and inclusive.

During the creation of TheFacebook, or know today as Facebook we saw several core strategies
come into play.

The first time was as early as the prologue where Oscar Morales, a Facebook user was upset
about the oppression that his country Columbia was facing from a group, which can be
described as a terrorist group. He wanted to do something. His objective was to start activism
against this group, FARC. His core strategy was to get people talking, get people to take a stand.
The groups purpose to stand up against FARC. (The Facebook Effect 2) As the group grew
his tactics began growing and expanding.

Another example of core strategy as seen in The Facebook Effect came from their humble
beginnings. The creators of Facebook wanted it to be available to schools as indicated on the
page in the very beginning. A core strategy for making this possible and making people want it
was to make it exclusive. Zuckerberg founder fewer things more exclusive then the Ivy League
schools. Another part of this strategy was they had already had a built in network of people
they knew that could help the website grow.

The last core strategy I will talk about is the performance of Facebook. AS the objective was to
keep growing, Zuckerberg knew to keep the sight up and running properly. This is the final
strategy. Keeping it at a point where all current users could use the website without any
problems. This meant every time he would upgrade he would do it in a way that would allow
more users.

3. There were similarities seen between my own preparations for my Blog Post for Admissions with
preparations and ideas happening in The Facebook Effect. The first being at the beginning
creation of Facebook there was desire to create a reliable directory based on real information
about *and for+ students, became the core concept of Facebook (The Facebook Effect 28)
Almost an identical idea to the blog posts. Like Facebook the idea behind my blog posts, and the
other students is that we are producing content as the users of Kean for the users of Kean.

The second similar thought or idea similar to Facebook the idea behind the sharing of
information. Our project just started off as a way to help people share more at Harvard. Says
Zuckerberg, So people could see more of whats going on at school. (The Facebook Effect
28) The object behind the blog posts is the same idea. Share more of what going on. People
need a central place to go to get the inner workings behind a school. Whats there to see or do,
professors to take or avoid, and etc. Blog posts like Facebook allow users to see all of these
things. Email generated blasts at any school does not achieve the same thing, nor hold the same
type of content.

The final similarity I will discuss between the ideas talked about it in the Facebook Effect and
my blog posts stems from a technology expert Leisa Reichelt. When talking about Facebook and
other services like it she coined the phrase ambient intimacy. Part of ambient intimacy is
being able to keep in touch with people with a level of regularity and intimacy that you
wouldnt usually have access to, because of time and space conspire to make it impossible.
(The Facebook Effect 203) The same idea applies here. Although the blog post will be
published by the school, it will be written by the student. The student perspective gives and
sense of intimacy, information, and conversation the everyday applicant wouldnt have access
to. Because of time and space restraints as discussed I wouldnt have the ability to reach the
amount of people my blog posts will be able to reach. The idea is to give a more honest and
interesting perspective that an everyday applicant wouldnt receive from the standard
informational packets.

4. There were three main links between the blog post I created for Kean and information I gained
from my social media professional. The first was giving my blog post a voice and a personality. For my
Social Media professional worked for Donna Karan. She gave a human fun approach behind the
tweets, but the brand is still being represented. Because the twitter account has substance behind
tweet after tweet regarding just DKNY news, it keeps people following and interested. It is these
reasons and more why Aliza Licht is one of the most interesting people involved with social media
today. I followed that as well with my post. I made it fun a relatable, but at the same time I was still
representing Kean. Kean wasnt stamped all over the place and didnt need to be.
I also worked with the other idea of creating a community. My social media professional stressed the
importance of creating a community. An example she gave was asking her viewers to show the weather
where they live. My blog post encouraged viewers to talk about their favorite places in the comments
below. What have you discovered? Tell us your hidden spots and tips below in the comments. Show us
all pictures of your favorite places on campus! (My Blog Post)
And finally she recommended think tiny. . Social media has a very young audience. While some of
these members are not customers yet they are using social media to discover various things such as new
brands. My blog post I think can be useful to anyone who visits the campus. Regardless of the age,
the pictures and ideas are relatable to anyone. With gardens and pretty pictures will encourage people
of all ages to wander the campus. Some are young, who may be encouraged to look at Kean one day.





Bibliography
Kirkpatrick, D. (2010). The Facebook effect: the inside story of the company that is connecting the world.
New York: Simon & Schuster.

Halvorson, K. (2010). Content strategy for the Web. Berkeley, CA: New Riders.

















CHECKLIST FOR PLAGIARISM
1) ( X ) I have not handed in this assignment for any other class.
2) ( X ) If I reused any information from other papers I have written for other classes, I clearly
explain that in the paper.
3) ( X ) If I used any passages word for word, I put quotations around those words, or used
indentation and citation within the text.
4) ( X ) I have not padded the bibliography. I have used all sources cited in the bibliography in the
text of the paper.
5) ( X ) I have cited in the bibliography only the pages I personally read.
6) ( X ) I have used direct quotations only in cases where it could not be stated in another way. I
cited the source within the paper and in the bibliography.
7) ( X ) I did not so over-use direct quotations that the paper lacks interpretation or originality.
8) ( X ) I checked yes on steps 1-7 and therefore have been fully transparent about the research
and ideas used in my paper.


Name: Gina Rohn Date: 5/14/14