In the flipped lecture on social media, Weight has addressed the triple aspects of social media in which they are:
a professional networking tool. It establishes your credibility within a specific range of expertise, and it builds up a network of contacts within that professional field.
a tool to market media projects.
an emerging platform in which media projects, or aspects of cross-platform media projects, natively reside.
In view of this, this can be understood in reference to the rising power of bloggers and social media influencers in the present. We may questioned, ‘Why are certain social media users considered as influencers, while some aren’t?’ Perhaps, this has a strong correlation to the notion of “social media is authored”, as mentioned in the flipped lecture. Even though the contents posted by bloggers or social media influencers allow us–as audience–to have a peek into their personal lives, it is important to note that they are carrying themselves as a personal brand where each posts are highly curated. Social media no longer just offers users a platform for creative expression, but has extensively become a professional networking tool. In light of this, we can increasingly witnessed how bloggers are presenting their identities by posting contents with open-ended captions to gauge interactive communications. Hence, we can see here that social media has functioned as a platform that showcases all their works, a tool that promotes their identities as a personal brand, and a space that enabled them to foster both professional and social contacts.
For our digital story, the group members are attempting to address the triple aspects of social media in promoting our short film. First of all, a Facebook page will be created as a professional networking tool that connects us with key influencers in the industry or communities. Secondly, it will also be utilised as a marketing tool to increase the outreach of our short film to wider audiences. We have taken into consideration that if the short film were to be placed onto our personal social media account, it can create disjuncture for consistent communication with our audiences. As a result, having a main social media page that addresses all the core information related to our short film will be useful in marketing our media projects with a single voice, rather than overlapping voices that may create further confusion. Last but not least, social media has increasingly become a platform that supports our short film, where we are able to upload video onto our Facebook page. In this case, our short film can reside on the Facebook page. This does not only enabled audiences to view our contents easily on the same platform (saving the hassle of linking to YouTube or Vimeo), but also offers us data analytics such as traffic flow, audience engagement, and peak time for responses. Taking into consideration of social media’s technological affordances, hashtags will be used to participate into existing conversations and communities relevant to our short film.