How Social Media Is Used By Cultural Institutions

If you have read any of my blog posts in the past, you will be aware of how great I think social media is. And this blog post is no exception. In this post I will be discussing the relationship between social media and cultural heritage. And, like most of my social media conclusions, this one is also positive.  

Cultural institutions face many challenges and threats in today’s society. They face competition with other institutions, challenges with numbers, and issues with the advancement of digital media. Institutions have to keep up to date with digital media in order to stay relevant. This includes updating digital archives, having an effective and interactive website, and including interactive elements into the physical establishment. Keeping up with digital media also includes utilising social media.  

Image taken by me at the Versailles Exhibition at the National Gallery of Australia 2017

There are many reasons why using social media is beneficial for cultural institutions. I will be pointing out a few of these reasons and unpacking them.  

Firstly, a major benefit is for marketing and communication purposes. Social media provides a new way for cultural institutions to communicate and connect with their audience. The use of social media for marketing purposes for cultural institutions is not the same as a marketing campaign for commercial organisations. Cultural institutions, such as museums and galleries, are public institutions with different structures and functions, therefore the use of social media for marketing purposes is not really used for profit increase or creating and raising brand awareness (Spiliopoulou et al. 2014, pg. 288). Social media is used to increase accessibility for their various audiences. These institutions want to make sure that everyone has access to their collections and are able to be a part of the learning experience they have to offer.  

Victoria & Albert Museum’s Twitter

By using social media, institutions are able to reach a wider audience, providing much more accessibility that is not limited to physical location or current situations. They can connect to their audience in a different way, while also showcasing their collections and any events or news at the institution. Not only that, but social media can target a younger audience, providing newer generations the chance to learn and engage in cultural conversations and topics.   

National Gallery of Victoria’s Facebook post promoting an event

Another positive and important aspect of social media and cultural institutions, is the growth and development of public engagement. Social media allows for various types of engagement with cultural institutions and their collections. Cultural institutions are meant to act as forums for the negotiation of knowledge (Laws 2015, pg. 3). And this is easier to achieve with the use of social media. Social media allows institutions to not only share information and collections online, but it also allows for new ways of engagement and communication. People can interact and engage with content posted by institutions on their social media pages. This includes commenting, sharing, liking, and so forth. Social media creates a many-to-many form of communication, instead of a one-to-one or one-to-many method (Spiliopoulou et al. 2014, pg. 287). This “encourages interactivity among users and puts aside the object-oriented ideology of museums promoting a visitor-centred approach” (Spiliopoulou et al. 2014, pg. 287). Not only does social media allow for communication among institutions and their audience, but it also allows for higher engagement with people all over the world. People are not limited by their physical location in order to engage and view an institution’s collection. Social media platforms allow for the sharing and promoting of items and objects in an institution’s possession, and enables viewing from all over the world. This fits in with the idea that cultural institutions act as public spaces that encourages learning and conversation with everyone, not just an exclusive group of people.  

Me at the National Gallery of Victoria

As with anything, the use of social media by cultural institutions is not straightforward and comes with challenges and issues. There are varying opinions on the use of social media and cultural heritage. One issue that is brought forward is the issue of power and authority. With social media allowing public engagement, there becomes an issue of ‘authority’ being subverted (Laws 2015, pg. 8). Initially many organisations were reluctant and unsure of adopting social media practices. This is because of that issue of authority and expertise. It was a one-way form of communication, where the expert would give their knowledge and opinion to visitors. However, the rise of social media and digital media requires a two-way form of communication where both sides give and take. And with the Internet giving access to a huge array of information, institutions can often get washed away with the rest of the Internet.  

Image taken by me of the National Gallery of Australia during the Enlighten Festival

However, it is not all doom and gloom, with many institutions rising to the challenge. There is still a sense of authority, with curators, experts, and more, providing their knowledge and acting as facilitators of conversation surrounding knowledge and ideas. Through social media, institutions can enable a flow of communication, not just with their followers, but also among followers. As mentioned before, social media platforms provide a space where people can discuss objects and history and art, and so forth. And institutions can still show their authority by monitoring and participating in the conversation.  

Screenshot from The Metropolitan Museum of Art’s Facebook Page

I have made a video that gives three different examples of cultural institutions that have used social media in a successful way. Social media includes blogs, interactive sites, and social networking sites or SNS. Cultural institutions can use social media for a variety of reasons, including marketing and communication and public engagement and education. Social media can be used by cultural institutions to connect with their audiences in new and closer ways. By using social media, cultural institutions have a new opportunity to share their knowledge and collections with more people in new and developed ways. The aims of cultural institutions such as museums and galleries is to share history, objects, art, and more, with the world and create a conversation and to teach people. As you will see in my three examples, all their aims or mission statements are based on that idea of conservation, curation, and the encouragement of learning and education and thinking about our history as people. 

My video giving examples of cultural institutions using social media in a beneficial way

Bibliography:

Drotner, K & Schrøder, KC 2013, Museum communication and social media: the connected museum, Routledge, New York, <https://ebookcentral-proquest-com.ezproxy-f.deakin.edu.au/lib/deakin/detail.action?docID=1683228>. 

Ellis, M 2017, 5 great examples of social media campaigns from the cultural sector, Eventbrite Blog, viewed 27 January 2020, <https://www.eventbrite.co.uk/blog/social-media-campaigns-cultural-ds00/>. 

Giridharadas, A 2014, ‘Museums see different virtues in virtual worlds’, The New York Times, 7 August, viewed 29 January 20220, <https://www.nytimes.com/2014/08/08/arts/design/museums-see-different-virtues-in-virtual-worlds.html>. 

Gonzalez, R 2017, ‘Keep the conversation going: how museums use social media to engage the public’, The Museum Scholar, vol. 1, no. 1, viewed 28 January 2020, <http://articles.themuseumscholar.org/vol1no1gonzalez>. 

Laws, A 2015, Museum websites and social media: issues of participation, sustainability, trust, and diversity, Berghahn Books, New York, <https://ebookcentral-proquest-com.ezproxy-f.deakin.edu.au/lib/deakin/detail.action?docID=4007275>. 

National Gallery of Australia 2020, About us: vision + policies, viewed 29 January 2020, <https://nga.gov.au/aboutus/admin.cfm>. 

Spiliopoulou, AY, Mahony, S, Routsis, V & Kamposiori, C 2014, ‘Cultural institutions in the digital age: British Museum’s use of Facebook insights’, Participations: Journal of Audience & Reception Studies, vol. 11, no. 1, pp. 286-303, viewed 28 January 2020, <https://discovery.ucl.ac.uk/id/eprint/1549710/1/Spiliopoulou_Mahony_Routsis_Kamporiori.pdf>. 

The British Museum 2020, About us, viewed 29 January 2020, <https://www.britishmuseum.org/about-us>. 

The Metropolitan Museum of Art 2019, Met welcomes nearly 7.4 million visitors in 2018, viewed 29 January 2020, <https://www.metmuseum.org/press/news/2019/2018-calendar-year-attendance>. 

The Metropolitan Museum of Art 2020, About The Met, viewed 29 January 2020, <https://www.metmuseum.org/about-the-met>. 

Vassiliadis, CA & Belenioti, Z 2015, ‘Museums & cultural heritage via social media: an integrated literature review’, Tourismos: An International Multidisciplinary Journal of Tourism, vol. 12, no. 3, pp. 97-132, viewed 27 January 2020, <https://www.researchgate.net/publication/314465229_Museums_Cultural_Heritage_via_Social_Media_An_Integrated_Literature_Review?enrichId=rgreq-0992e90db061514d5b508253b12bbd8a-XXX&enrichSource=Y292ZXJQYWdlOzMxNDQ2NTIyOTtBUzo2NzI4NDMwMDQxNDU2NjVAMTUzNzQyOTY4MTEyNw%3D%3D&el=1_x_2&_esc=publicationCoverPdf>. 

Podcast: Growing Up with the Development of Digital Media in Education

Podcast Episode 2: The Use of Digital Media in Education

This is the second podcast I have ever made. I am not going to lie, but podcasts are really hard for me to make. I hate hearing the sound of my own voice, especially over a recording. So, having to listen to myself while editing the podcast to perfection, is sort of my worst nightmare. Nevertheless, I got through it and produced my second podcast centred around digital media.  

“Læring rett i lomma” by Bent Kure is licensed under CC BY-SA 2.0 

This Podcast is about the relationship between digital media and education. I centre the podcast around my own personal experience with digital media in my education. I have grown up at a strange time where digital media in education was still relatively new when I was a child, and then rapidly changed and has been progressively brought into education as I got older. Therefore, I have had the privilege to have experienced education with and without the use of digital media.  

The message I wanted to convey through the podcast was that there are positives and negatives when incorporating digital media into education. And because it does change and evolve so quickly, there are constantly new issues and questions to address.  

In the podcast I went through my entire education up to the present, and explained it in regards to its relationship of digital media. I then discuss scholarly arguments on the positives and negatives of digital media in education. I pointed out some reasons that it was good, and then some reasons why it can be an issue.  

I used Christine Greenhow, Julia Sonnevend, and Colin Agur’s book Education and Social Media: Toward a Digital Future, as my basis and source. This book discusses both the benefits and challenges of using digital media, in particular social media, in education today. It was useful to have a variety of reasons it can be used in a good way, and has been used in a good way. And also, how there are many challenges that need to be addressed when incorporating digital media into education. As mentioned before, there are always new issues and challenges that pop up due to the fast-moving nature of the digital world.  

I recorded this podcast on my iPhone, and then edited it using iMovie on my phone as well. I also added a song at the beginning that I found from Audio Library, a free website that offers copyright free music. 

As always, the greatest challenge for me was having to hear my own voice, and listening to it very closely. Editing was a bit easier this time round, as this was my second podcast. I re-recorded anything that sounded funny, or where my voice wasn’t right or I sounded too croaky or sad. I had to cut out all of the ums and awkward pauses, which took a while because there were a few. But overall, I found that since I had already done a podcast, this one was not as hard. Which is a great example of how practice makes perfect! 

Some advice on making podcasts:

Bibliography for podcast:
Greenhow, C, Sonnevend, J & Agur, C 2016, Education and social media: toward a digital future, MIT Press, Massachusetts, viewed 20 January 2020, <www.jstor.org/stable/j.ctt1c2cqn5>.  

Song in podcast:
Floating by Smith The Mister https://smiththemister.bandcamp.com 
Smith The Mister https://bit.ly/Smith-The-Mister-YT 
Free Download / Stream: https://bit.ly/floating-smith-the-mister 
Music promoted by Audio Library https://youtu.be/noTLm16pyRA 

My Online Identity Crisis

I remember reading Mark Manson’s book “The Subtle Art of Not Giving a F*ck,” and a point he makes at the beginning, the basis of the entire book, has stuck with me ever since; society’s obsession and push for constant positivity and happiness is actually making us unhappy. Manson states, “conventional life advice- all the positive and happy self-help stuff we hear all the time- is actually fixating on what you lack” (Manson 2016, p. 4). Further, “Ironically, this fixation on the positive- on what’s better, what’s superior- only serves to remind us over and over again of what we are not, of what we lack, of what we should have been but failed to be” (Manson 2016, p. 4). And this is something I have since applied to in the way I think about social media.  

Mark Manson’s Book

When you scroll through Instagram, you see perfect people living their perfect lives, with their perfect jobs, and their perfect family. However, what you see on Instagram is only a fragment of someone’s life. It is curated content showing only the good things. No-one really knows what is happening behind the scenes, because in most cases, people are not going to post something sad or something bad that is occurring in their lives. Social media enforces this notion of constant positivity that makes people feel bad about themselves when they are not perfect like the content they are seeing 24/7.  

Since reading Manson’s book, I have changed the way I view and engage with social media. I can now recognise that photos and posts are just tiny parts of someone’s life that they choose to show you. I have also learnt to stop comparing my life to someone’s social media page, because again, it is not their entire life that you are seeing.  

In terms of my own social media accounts, I guess I could say I have somewhat of an identity crisis. I myself, post only good things happening in my life. The photos I post are edited to depict something perfect and beautiful. I have struggled for a long time with the notion of being perfect and comparing myself to big social media influencers who showcase their “perfect” lives. I follow a lot of beauty gurus and fashion savvy influencers who showcase their perfect bodies and clear skin and enormous amounts of wealth. And for a long time, viewing these sorts of images had a very negative impact on the way I saw myself. Clare Foges calls this impact the “beauty sickness” (2019, p. 13).  

Screenshot of my Instagram page

So, what have I done to fix this? Like I said before, I had to recognise that what I am seeing is not everything. The images are most likely edited to appear flawless. I had to learn to stop comparing myself to girls on social media. I had to learn to accept myself and believe that I am just as worthy and amazing as the girls I see, even if I look different to them. And this wasn’t easy. It has taken me years to achieve this, and I still fall into the trap of wanting to appear perfect. I still edit photos of myself. However, I’ve also just accepted that editing photos makes me comfortable to post, and if that’s what I like to do then that’s ok too.  

On the topic of online identity, I wanted to look at how I portray myself on different social media sites. When thinking about my online identity, I came to realise that I portray myself differently on various platforms. On Instagram, I tend to show more of the “real” me than on other platforms. I share things I like, images of things I’m doing, post silly or ugly photos of myself, etc. My profile picture is usually playful and silly. On Facebook, however, I show a lot less. I rarely post anything except for major events. My profile picture is a nice photo of me.

My Instagram profile picture
My Facebook profile picture

On Twitter, my profile is even more minimal again. Again, my profile picture is a nice photo. I post tweets relating to university or my little business. It is used much more for professional purposes than my other social media accounts.  

An example of one of my Tweets
A Tweet adding to my online portfolio

The differences in social media platforms would have a lot to do with audience. My Instagram is a way for me to share my life, but in a more creative and fun way. I love to edit photos and to share videos and music and other people’s content. It is a way to express myself and what I love. Facebook is to connect with family and friends. Twitter is to connect with other students and to add to my online portfolio. And this is my online identity crisis. But, I think utilising different social media accounts in this way is extremely beneficial, and helps showcase every aspect of who you are and what you can do. And I think this is great! 

Bibliography:

Foges, C 2019, ‘Beauty sickness is laying low a generation; The fallout from our quest for perfection, driven by social media and missold as empowerment, is misery and insecurity’, Times, p. 13, viewed 5 December 2019, <https%3A%2F%2Flink.gale.com%2Fapps%2Fdoc%2FA604013106%2FAONE%3Fu%3Ddeakin%26sid%3DAONE%26xid%3D5478867a>. 

Manson, M 2016, The subtle art of not giving a f*ck, Macmillan, Sydney. 

Positivity through Social Media

This year my goal has been to look and respond to as many things as I can with a positive outlook. It’s hard, but it’s worthwhile. However, when thinking about a blog post to write in regards to social media for one of my university classes, the first things I thought of were all negative influences that social media can have. I was very close to writing about the impact social media can have on young people reading about major world issues such as climate change and how the constant dooming messages causes unnecessary stress and anxiety on young people. But then I remembered that I was trying to convey positive messages and create positive content. Which got me thinking about how social media and the online world can have a positive impact on society.  

There are so many ways that social media can positively impact and engage with people using the platforms. These are just a few that I personally love and see on my own social media platforms: 

You have the power to choose who you follow and what you see 

This one has taken a while for me to realise despite its simplicity. If you don’t like what someone is posting, or you don’t want to see particular images or posts, you can choose to get rid of it. For instance, on Facebook you can choose to hide someone’s posts from your timeline. Or on Pinterest, you can hide certain posts from your feed and click on why you don’t want to see it, so that similar images do not pop up. You can block people, delete them, hide them. You don’t need to see content that you don’t want to. Obviously, you cannot control everything that you see online, but you can control a fair amount. By choosing what you want to see, you can choose to surround yourself with positive and kind content, rather than constant negative and low content. When I started doing this to my accounts, the content that I see is uplifting and encouraging and it really has a positive impact on your day and the way you see things. I promise you won’t regret it! 

Screenshot of Pinterest

Not only can you choose what to see, but you can choose what to post

Posting positive content not only feels great for you, but it positively impacts those who see it too. As lame as it is, I love to post positive quotes all the time. They are quotes that I personally love, and I just want to share that with others. And who knows, maybe someone also really needed to read it. I also follow a lot of accounts that share positive and encouraging content. This helps when you feel like everything you see on social media is perfect and unattainable. Encouraging others through your content can have a major impact on the way social media is viewed and used. One of my favourite examples is a beautiful social media influencer named Ariella Nyssa. On her Instagram she posts realistic, non-edited photos of herself with uplifting captions, encouraging girls to feel beautiful no matter how they look or what size they are. In a world where social media is dominated by unattainable beauty standards, the rise of accounts like this is a great step in helping people feel positive and great about themselves. You too can choose to post content that helps others. You can choose to react and engage with posts negatively, or you could react positively. The choice is yours. 

Artwork by me

Social media creates and builds relationships

This one is obvious, but social media is great for keeping in touch with friends and family. It is also great for creating new relationships. I have a big family, and we’re all pretty spread out in different places, so platforms such as Facebook allows our family to keep in touch and be informed on how we are all going. It connects you with others in ways that were not possible before social media. As mentioned, it not only helps you keep in touch with those you know, but it also allows you to make new relationships with people all over the world and locally. I (just for fun 😉) joined the dating app Bumble at the beginning of the year and ended up finding a relationship with someone that lived just down the road from me! And, it’s not just about finding a partner, but social media sites and apps can help you find friendships too. For instance, I am going on a group tour around Europe next year, and the company I’m doing it with creates a WhatsApp group chat a few weeks before the trip. This allows you to interact and get to know the people you’re about to spend time with in a whole different part of the world! Social media is one of the easiest and most efficient ways to talk and connect with others.  

Artwork by me

Now, there are a lot more positive aspects about social media, but these are my personal favourites. Perhaps it is time for you to consider how social media positively impacts your life. Or how you can positively impact someone else’s life through your shared content. The possibilities are endless, and the end result is always good. 

Doggo Bandannas: Handmade Dog Bandannas with a Purpose (a hypothetical Kickstarter Campaign)

Our Pitch Video

About Us

Doggo Bandannas Logo

Hi friends,

We want to bring stylish and sustainable doggo bandanas to your home to keep your pooch looking their best while supporting lost or unwanted dogs. Doggo Bandanas are made from 100% recycled materials handpicked from opp shops around Australia with reversible designs and they slip right onto your dog’s collar.

Doggo Bandannas

We love pets and we feel it’s important to give back so 100% of profits are to be donated to The Lost Dogs’ Home, who compassionately care for lost and unwanted dogs and cats, and enhance their lives in our community.

But we need your help to get Doggo Bandanas off the ground.

Why We Need Your Help

“Our motto is to make swanky pet gear whilst keeping your pets’ comfort in mind.” 

Doggo Bandanas is a community that believes in sustainability and authenticity. It is home to 100% handmade and recycled products, with unique hand – crafted designs for your dogs. Our promise is to customize cutting-edge bandanas for dog breeds of all shapes and sizes. All our products are 100% eco – friendly. These bandanas are made of cotton/ bamboo fibers which are decomposable at the end of their life. And these bandanas are also the real value for money as you pay for one while getting two designs i.e. a reversible design.  

Our bandannas come in different sizes to fit all kinds of dogs

We also believe in building better lives by sticking to our root ethical principle of devoting all our profits to the dog shelters. As a community, we intend to lead with our fundamentals and help spread the idea of responsibility towards one’s pets. Your love and support can help many pets out there. 

Sally modelling her Doggo Bandanna

Risks and Challenges

Whilst dogs, and their welfare, are hugely popular subjects in Australia and broader western society, it’s an extremely saturated market. The major challenge Doggo Bandanas face is how to stand-out from the crowd and capture the hearts, minds and dollars of consumers.

As of September 2019, there are 178 pet fashion projects competing for attention on Kickstarter. Just like Doggo Bandanas, there are several campaigns with a welfare focus. In communities across the country there are also ongoing fundraising efforts for thousands of different animal causes and organisations.

‘Pet Fashion’ on Kickstarter

As there is such a diverse variety of dog related initiatives for consumers to support, for the Doggo Bandanas Kickstarter to succeed, it needs to have established a major social media following and positive reputation before the campaign begins. Not doing so would be a significant risk, as it would be very easy for the campaign to get lost amongst the numerous other social media posts competing for the same attention.

Another risk would include not having a collaborative relationship with the organisation Doggo Bandanas supports, The Lost Dogs’ Home. A joint marketing effort would be mutually beneficial and connect Dogoo Bandanas with the organisations significant social media following. As of September 2019 The Lost Dogs’ Home has 103,675 Facebook likes and 18,800 Instagram followers.

Product quality, delivery timeframes and meeting the expectations of pledges are some of the other challenges – as with any other business, unhappy customers can greatly damage a brands reputation. 

Kickstarter Rewards

Pledge $1 or more

Thanks a woofin lot!
We’ll accept a giant sloppy pooch pash on your behalf.

Pledge $10 or more

Oh so paw-some!
We will thank you for this kind contribution with a bark (shout) out on our social feeds.

Pledge $25 or more

Our furever friends thank you! In return for this amazing donation, you will receive your very own #TeamDoggo bandana. We will also thank you for this kind contribution with a bark (shout) out on our social feeds.

Pledge $50 or more

Bow-wow! Amazing! The dog gods bow down to you for your incredible kindness. We are sending you your very own #TeamDoggo bandana and collar set. We will also thank you for this kind contribution with a bark (shout) out on our social feeds.

Pledge $75 or more

A very good boy…or girl…you are just as good as the goodest pup. For being so good you’ll not only receive a #TeamDoggo bandana and collar set but a large pack of PoochyPoo dog treats from our friends at Lucky Dogs. We will also thank you for this kind contribution with a bark (shout) out on our social feeds.

Pledge $100 or more

Gosh we are lost for barks. While we generally don’t condone digging, we truly appreciate you digging so deep for our fur friends. Fur real – you are a star. Such a star that we have some super special rewards for you. You’ll receive our signature #TeamDoggo bandana and collar set, a large pack of PoochyPoo dog treats from our friends at Lucky Dogs and a $25 voucher for your very own dog portrait by the photography masters at Creatures Studio. We will also thank you for this kind contribution with a bark (shout) out on our social feeds.

Pledge $150 or more

Our tails are wagging so much right now. You’ve got us more excited than a Labrador at a barbecue. We think you are the exact kind of person our doggies would love to call their best human. Your beyond generous donation deserves an equally generous reward. You’ll receive our signature #TeamDoggo bandana and collar set, a large pack of PoochyPoo dog treats from our friends at Lucky Dogs, a $25 voucher for your very own dog portrait by the photography masters at Creatures Studio and one of our super limited-edition glossy dog photo books. We will also thank you for this kind contribution with a bark (shout) out on our social feeds.

Pledge $200 or more

It’s official. You were a dog in another life. No regular human would be this giving. Just wow. You are im-paw-sibly kind. We woofin well appreciate you and what you have done for us. We wish we could through a big doggo paw-ty (with the hottest hounds in town) in your honour! But here’s what we will do instead. You’ll receive our signature #TeamDoggo bandana and collar set, two large packs of PoochyPoo dog treats from our friends at Lucky Dogs, a $50 voucher for your very own dog portrait by the photography masters at Creatures Studio and one of our super limited-edition glossy dog photo books. We will also thank you for this kind contribution with a bark (shout) out on our social feeds.

Social Media and Small Businesses: AKA a Match Made in Heaven

Social media. It’s a big, crazy, exciting, ever-changing space that can be used in endless ways. One major use of social media platforms is through digital marketing. Social media provides reach to more audiences and potential consumers, both globally and locally. It allows for creative output of products and consumer engagement. Not only that, but it also allows businesses to engage with their followers and customers in a more personal and fun way.

Instagram Logo
Facebook Logo
Snapchat Logo

It is not only large businesses and companies that can benefit from using social media platforms in their digital marketing campaigns, but also small businesses. Again, it allows the business to reach more people than they would with traditional marketing techniques. Platforms such as Instagram and Facebook, allow businesses to showcase their products and engage with consumers. Social media is great for small businesses and start-up businesses as it allows for a way of getting their product out in the world without spending large amounts of money on advertising and huge promotions. A lot of “businesses fail on accounting the lack of budget and their capacity to spend on their brand promotion and increasing sales” (Basri & Siam 2017). Traditionally, word-of-mouth marketing was the most cost-efficient method of reaching more people without breaking the bank, which is important for start-up businesses that have not made profit yet. Social media allows for word-of-mouth marketing, but on a massive scale that can spread very quickly.

Social media platforms also allow creativity and control over the overall look and vibe of a business that can make or break a potential engagement with certain target markets or audiences. For example, my new small business Sunflower Baby, that sells handmade clothing from recycled materials, has a particular aesthetic and presence on Instagram and Facebook. I have chosen to use neutral colours and share retro images of fashion and style. This markets to a particular audience, such as young festival goers, or lovers of retro prints and style.

My store Sunflower Baby’s Instagram page

Another major benefit of using social media as a small business is the unique customer engagement. Carolyn Heller Baird and Gautam Parasnis state, “social media holds enormous potential for companies to get closer to customers and, by doing so, increase revenue, cost reduction and efficiencies” (2011). As a business, you can engage with followers more personally by replying to comments, answering messages, following customers, and more. This creates and more personal relationship with your customers that is important in order to retain loyalty. Also, on the opposite end, consumers can also engage with the business through social media. They can comment on posts, like posts, share posts, and even post their own content of them using your products.

An example of viewing engagements with certain posts on Instagram

Social media also allows businesses to see what products are the most popular, and what kinds of content creates the most engagement. For instance, Instagram allows businesses to see insights into how your page is going. You can see how many people are looking at your page, content that prompts viewers to look at your store’s website, how many people are looking at your posts, and more. Facebook, too, has insights into your page’s engagements. They have insights such as new page likes, post reach, and post engagements. They show each post and how much engagement they each get.

Screenshot of Facebook Insights for businesses

Overall, social media is extremely beneficial for small businesses as it provides so many different avenues of digital marketing. Being able to engage so closely with consumers is such an invaluable benefit that traditional marketing techniques cannot achieve.

Have a listen to my first podcast, where I chat to my friend Rachel about owning a small business and using social media as a marketing strategy. Rachel owns a handmade candle business that is in its second year, and is going great! Her store is called Lucian and in the podcast we talk about her experiences with using social media and owning a small business. Also making an appearance on the podcast is Rachel’s cat Henry, who had a lot to say while recording.

References:

Baird, CH & Parasnis, G 2011, ‘From social media to social customer relationship management’, Strategy & Leadership, vol. 39, no. 5, pp. 30-37, viewed 25 August 2019, <https://doi.org/10.1108/10878571111161507>.

Basari, WS & Siam, MRA 2017, ‘Maximising the social media potential for small business and startups: a conceptual study’, International Journal of Economic Perspectives, vol. 11, no. 2, pp. 341-346, viewed 24 August 2019, <http://eds.a.ebscohost.com/eds/pdfviewer/pdfviewer?vid=4&sid=892e2a05-dd6c-4a55-8ef3-327667a9b7af%40sdc-v-sessmgr03>.

Harrison, K 2018, Is podcast marketing right for your business?, Forbes, viewed 26 August 2019, <https://www.forbes.com/sites/kateharrison/2018/05/16/is-podcast-marketing-right-for-your-business/#c9bd60926694>.

Hassan, S, Nadzim, SZA & Shiratuddin, N 2015, ‘Strategic use of social media for small business based on the AIDA model’,  Procedia- Social and Behavioral Sciences, vol. 172, pp. 262-269, viewed 25 August 2019, <https://doi.org/10.1016/j.sbspro.2015.01.363>.

Jones, N, Borgman, R & Ulusoy, E 2015, ‘Impact of social media on small businesses’, Journal of Small Business and Enterprise Development, vol. 22, no. 4, pp. 611-632, viewed 24 August 2019, <https://doi.org/10.1108/JSBED-09-2013-0133>.

Michaelidou, N, Siamagka, NT & Christodoulides, G 2011, ‘Usage, barriers and measurement of social media marketing: an exploratory investigation of small and medium B2B brands’, Industrial Marketing Management, vol. 40, no. 7, pp. 1153-1159, viewed 24 August 2019, <https://doi.org/10.1016/j.indmarman.2011.09.009>.

O’Leary, S, Sheehan, K & Lentz, S 2011, Small business smarts: building buzz with social media, ABC-CLIO, Santa Barbara, viewed 24 August 2019, < https://ebookcentral-proquest-com.ezproxy-f.deakin.edu.au/lib/deakin/detail.action?docID=713473>.

Sewing Again

In high-school and college I was obsessed with textiles. I loved balancing out my academic subjects with something creative. When I left school, however, I stopped sewing as I had no time with work and university. For years I’ve been telling myself to do some projects and get back into it. But time passed by and I never did. That is, until now.

My year 12 final textiles garment (I hand-wove the top of the dress with cut up strips of old shirts)

Not only am I sewing again, but I have also spontaneously decided that I would create a clothing label and sell my handmade clothes. This idea is not new, however, actually acting on this idea is. I already bought clothing, curtains, table-clothes, and fabrics from the op-shop, and thought, why not sell the things I’m making. And, I can put the money towards my overseas trip next year!

My new brand is called Sunflower Baby. All the clothing will be made from recycled materials such as second hand clothes, curtains, etc. I have always been interested in up-cycling and re-purposing clothing and other materials. I also try and use the scraps, making scrunchies and purses and accessories.

Brand Logo

As I get my materials from second-hand stores, all of the pieces I make are one of a kind, as the materials will only make one design. Which I think is pretty cool!

Me sewing my latest design

At the moment everything is trial and error. I’m not sure if this will lead to anything, but I enjoy being creative again and making things, which is the most important thing. Plus, I can put my new knowledge of digital marketing, social media, and design to practical use, which is both scary and fun. So, watch this space, exciting things are coming!

My cute, annoying, little assistant

My First Vlog | An Introduction to Me

My first vlog

I’m not going to lie, this video ended up being much harder than I expected. I wanted to show both the professional and fun sides of myself in my video. However, talking to the camera proved to be a bit of an issue. Being very camera shy, I had to repeat sentences over and over in order to make them sound good and clear, while also remaining authentic. Although talking to the camera, and then proceeding to hear myself on camera, proved to be a struggle, I’m happy with my first vlog. I believe it shows my academic and career aspirations, while also remaining true to who I am and what I like.  

In order to remain authentic and connect with the audience, I had to remember a few things. When talking to the camera, I made sure I kept eye contact with the camera and adopted the rule of thirds. I spoke about my professional life and aspirations to help enhance my professional portfolio for my future career. However, I also filmed myself in my bedroom, which shows a different side to me. Showing clips of my interests also showed the audience who I am. I believe showing my interests helps the audience to connect to who I am and shows authenticity.  

For my video I had to employ a variety of different techniques. I had to come up with the shots that I wanted and where I was going to film them. For the shots of my interests, I had to go to different places to film. For the talking part of my video I had to plan the background. Before I filmed my video, I tested two different places in my room. I found that one didn’t work because the camera kept moving, as it was on my bed. The background I ended up choosing worked because I could place my tripod on my desk and I had great LED lighting combined with natural lighting from my window. As mentioned earlier, I positioned myself to the side of the frame, employing the rule of thirds in order to engage the audience more. I recorded the video on my smartphone, and since I was in my room the sound was not interfered with from outside noises. The editing comprised of cutting the clips, adding text, adding music, and using different transitions. I found royalty free music sites for the music in the video, meaning there is no copyright connected to the songs.  

Talking to the camera was not the only issue I came across when making this video. I have never really made a video before where I had to cut clips and add effects and editing. Therefore, I had to learn how to use video editing tools and software. Not only that, but I also had a few technological issues while making the video. My MacBook was too old for iMovie, therefore I had to use Adobe After Effects on a Windows laptop. I have never used this software and I found it difficult to understand. I ended up editing the clips of my interests on After Effects and then editing the rest on iMovie on my phone.  

I learnt a lot from this assessment. I believe the main thing I learnt was that I really enjoyed filming and coming up with a video. Filming those little parts of my life and watching them come together with the music in the background, was so fun and rewarding. I also learnt how to use video editing software, how to speak to a camera, different filming rules and techniques and more.  

“She’s just a really good girl boss”: Bianca Pavlic’s Rising Success in Fashion

Sitting at a café, I feel as if I have known Bianca for years. She has that kind of personality that instantly calms you and makes you feel at ease. It was as if I were catching up with an old friend, although we had only briefly said hello a few times in the past. She is a bit disgruntled because the café gave her a plastic cup instead of a glass. One thing about Bianca is that she cares about the environment. This is not only evident when she gets upset about plastic cups, but her designs, too, are made with the environment in mind.

Me (right) talking to Bianca (left) at Meraki

Bianca Pavlic is a Canberra local who created her own fashion label, Bianca Pavlic the Label. At 22 years of age, she has already had her designs shown off at Canberra’s FashFest, been promoted in multiple magazines, including some in the United States, and created her own fashion event. All while studying and juggling jobs.

Bianca Pavlic The Label at Meraki

Fashion has always been an interest for Bianca. As a little girl she would draw dresses and participate in creative activities. Her best friend Jess remembers doing activities when they were younger such as tie-dying jeans. As she got older, her passion grew. While in high-school, Bianca originally wanted to be a forensic scientist. “I used to watch Bones,” she laughs, “I was obsessed”. However, she found chemistry was not for her and instead took up double textiles. It was there she realised that fashion was what she wanted to pursue.

And pursue fashion she did. After school, Bianca studied fashion at the Canberra Institute of Technology and is currently studying fashion business at the FBI Fashion College. Bianca mentions that studying the business side of fashion gives her a deeper understanding on how to run her own label.

Models for Bianca Pavlic The Label at Meraki

Dubbed as her fashion debut, Bianca showcased her designs at Canberra’s runway show FashFest in 2017. She is quick to mention that FashFest was in fact not her debut in the fashion industry, “I wouldn’t say it was my debut, but it was one of my first runway shows. I did a few before then, they kind of just labelled me as new”. Although she didn’t get much out of FashFest, she mentions that it was still a good experience overall in terms of understanding how a runway show works. Following FashFest, Bianca’s work has been in multiple magazine publications, including the US magazine Coco.

Bianca Pavlic The Label at Meraki

With inspirations from Chanel, Alice McCall, and Sabo Skirt, you can tell Bianca has an eye for detail and beauty. “I want to create pretty and beautiful things”. Mainly drawing inspiration from fabrics, Bianca creates whimsical, feminine items that people will want to keep forever. Adding to the uniqueness of her designs, Bianca also creates one-off pieces made from old clothes and fabrics. “I care about the environment and how things are made”, she mentions. She adds that creating one-off pieces is great because the buyer will know that it is one of kind, “it is more of a special connection”, adding, “they’ll want to have it for a long time’. The designer goes on to talk about the fast fashion industry. She believes creating special pieces and working from vintage clothes and materials is important, “fast fashion is so bad at the moment. The fashion industry is the second worst for water consumption”. The fashion industry is one of the most destructive industries in the world, with Greenpeace stating that nearly 80 billion cubic metres of fresh water was consumed in 2015 alone, along with over a million tonnes of CO2 emitted, and 92 million tonnes of waste produced. In addition to these staggering numbers, the fashion industry is also a major contributor to plastic pollution in oceans around the world. The United Nations Economic Commission for Europe writes that it has been “estimated that around half a million tonnes of plastic microfibers shed during the washing of plastic-based textiles such a polyester, nylon, or acrylic end up in the ocean every year”. Not only does the fashion industry have extremely negative impacts on the environment, it is also known for its poor and dangerous working conditions for workers in certain parts of the supply chain. Bianca’s work is not only beautiful, but is also an important step away from fast fashion and the detrimental trends of the fashion industry.

Bianca with Maryanne Irhia’s family

Insanely hardworking and driven, Bianca not only has her own label at such a young age, but also recently ran her own fashion event in Canberra. A collaborative project with food blogger and social media guru, Maryanne Irhia, Meraki was an event like no other for Canberra. The word meraki means to do something with soul, creativity, and love. For Maryanne, Bianca encompasses Meraki because she does everything with love, creativity, and soul. “She’s super hard working, literally one of the most hard working people I’ve ever met in my entire life,” the blogger says of Bianca, adding, “she works so hard, she’s so dedicated, she’s so driven”. Maryanne, still excitedly talking about Bianca, adds that she likes that Bianca “is young and she is doing it. I feel like people wait until they’re old, but she’s just a young girl doing her thing”. The youth aspect of Bianca’s brand is a unique and attractive element that people appreciate, and that was evident in the successful turnout at Meraki. Together, the Canberra girls created a wonderful experience. The event saw the Fitter’s Workshop in Kingston decorated with beautiful neutral colours and gorgeous floral arrangements from Canberra florist Wiluna Studio. The room was filled with live music and catered by Local Press Wholefoods. The show consisted of three designers, Bianca Pavlic The Label, Claudia The Label, and Venus Blooms, all Canberra locals. Bianca was calm and collected leading up to the show, up until the day of the event. On the day it was evident Bianca was a bit frazzled. Trying to organise everything and run the event smoothly proved difficult when people kept trying to say hello to her. “I’m really particular and picky,” she smiles, “it has to be perfect and done right”. Although the day was a handful for the young designer, she still thinks that the whole experience has been amazing. “We brought something new to Canberra that hasn’t been done before”, adding that they were able to show Canberra “that there is fashion, there are these designers that people may not have heard about yet”.

Meraki at the Fitter’s Workshop in Kingston, ACT

Looking to the future, Bianca wishes to keep growing her label. She is hopeful to reach more people, to get them to see what is happening with the brand and to show them who she is. Her latest collection was just released, with items from the runway being sold on her website. For Meraki, she also wants to keep growing the event, hoping to make it into an annual experience for Canberra. Having achieved so much already, Bianca’s future can only get brighter.