Facebook strategy

In 2016 Facebook replaced usual Like button with Reactions. The like button is the engine of Facebook and its most recognized symbol. Changing the button is like Coca-Cola messing with its secret recipe. Why to risk?

In 2014 Facebook held a secrete experiment in which it manipulated information posted on 689,000 users’ home pages and fount it could make people feel more positive or negative.

The results revealed that emotions expressed by others on Facebook can also influence our own emotions.

I believe that if Facebook can mess with users’ home pages, it can also use users for the research purposes and people will not even know about this. We pressed ‘Like’, but we did not emphasize if we do it because we like the content, if we are upset about something, or if we are excited. Now it has changed and we can be categorized. People are using Reactions and they feel that they can express themselves more clearly, while in reality for some people it can be seen as a perfect source for exploring and manipulating our emotions. We show and give Facebook our values for free without thinking, but for them it is the most precious data they can ever get. In my opinion, Facebook will take advantage of this data, because a decision to replace the most recognized symbol of the company is quite serious.

In my opinion, Like button replacement is not a coincidence, it is a very well-played game with our minds. What do you think about Reactions?


Online visibility

In my opinion, there is no easier way to spy on people than by stalking their Facebook, Twitter, Instagram or Snapchat accounts. When we make ourselves visible online, we open the windows to see us for everyone, even for those who we do not want to share the information with.

This is why I keep an eye on all of my social network accounts. In my view, if I post anything public on Facebook it is equal to put it on the poster on the street or shout out loud to the world. This is why I am extremely over-thinking everything I want to share on Facebook. I do not consider social networks as social networks anymore. I consider it as a part of my personal reputation and I realise that if I do not pay attention to what I am posting, I can regret that later.

However, when I Google my name, I can find information about myself I have never given a permission to share, for example a post code where I live, or the information about radio shows, music contests I participated. In my opinion, it is very dangerous not to control information about yourself and in this digital age sometimes it becomes impossible to see everything that has been shared about you. Because of this, we should encourage ourselves not to trust social networks and the Internet that much.



Audience participation

These days one of the most successful models for business is to create a platform where people could create its content by themselves. In those platforms audience participation is the main key which keeps the success of the platform going. I will give you a few examples:

  1. Facebook. Facebook provides the ability to create a profile, make connections with family and friends, upload pictures and videos, but it does not suggest any content by itself. Facebook is only the interface owner. This is audience what makes Facebook the most popular media owner.
  2. Tumblr. Tumblr is a microblogging platform with a possibility to post text, photos, quotes, links, music, and videos. The audience can customize everything from colors to the theme’s HTML. Results? 550 monthly users, 280.4 million blogs.
  3. Reddit. Reddit is a platform which created online community where people can share their stories, photos and vote on which stories and discussions are important. Launched in 2005, Reddit has  only had one community manager at a time for the entire platform, Erik Martin. According to Martin, Reddit does not do “Community Management” by not managing their community, because audience does it itself.

To summarize, it can be argued that nowadays companies, which let the audience create the content of the various platforms, win. In my opinion, audience participation is one of the best ways to make your business working, because the examples of the most successful world’s companies prove that all the value and profit are where the participation of the audience is included.

Yoyo wallet

This week I decided to write about Yoyo wallet. The knowledge of that kind of convergence is really beneficial, because Yoyo wallet is used as one of the payment methods at our University.


Yoyo wallet is a platform which provides a possibility to make a payment for your food or coffee via mobile phone without any additional fees. All you need to do is to match your credit card with the app and you can eat and drink without carrying the wallet, only your phone. By using the app you get some points and then win a reward — chocolate bar, soft drink or even a hot meal for free.

Yoyo wallet was launched in 2014 across 32 food and drink outlets at Imperial College London (http://www.imperialinnovations.co.uk). Since the app’s launch, the company has signed a total of 26 Universities and 40 head office corporate catering locations, and the app is being used at over 600 retail sites.

Yoyo wallet makes a transaction between retailers and consumers simpler, because it provides retailers a possibility to accept in-store mobiles payments and also captures the purchasing habitats of the customers.

Yoyo Wallet is the fastest growing and largest multi-retailer mobile wallet in the UK and recently won Retail Systems’ 2015 Mobile Technology System of the year (http://uk.reuters.com).

Some people believe, that we will all use our mobiles to pay in the end.

What do you think about the future of mobile payments? Are we entering a cashless future?


There are some social platforms which we use for communication, although it can be seen as a beneficial resource to seek information as well. One of the most interesting examples of how social network can become an academic source for information is Twitter.

It may seem that Twitter is not a serious source, but some profiles are worth paying attention to. If you choose the right people or groups to follow, their Twitter accounts can reveal some secrets about working in Communication’s industry.

For instance, you can follow Andrew Marr Show (@MarrShow). Andrew Marr Show is a British television program broadcasted on BBC One, presented by journalist Andrew Marr. The show includes the review of the Sunday newspapers and highlights the current affairs happening all over the world. The show hosts guests such as David Cameron, Leonardo DiCaprio, Jeremy Corbyn, Richard Brandson or Jamie Oliver. By following the Twitter profile of the show you can be persuaded to follow the most important news of the world and be aware of the negotiations on the sugar taxes, immigration, politics and many others.

You can follow the professors as well. If you are studying communications, it would be useful to know what Roy Greenslade (@GreensladeR), the professor of journalism, media commentator and freelance journalist talks about. People like him can give wise comments about what is hot in the news right now or help you to sort out what is worth being interested in.

Who do you follow on Twitter?

The essence of blogging

Blogs have become a necessary part of online culture. Through the blogs opinions are expressed, people can share their views unlimitedly. Even though the first blog was created in 1994, according to Technorati’s State of the Blogosphere report, by the middle of 2006 there were already 50 million blogs.

My personal blogging history started when I was 12 — I realised that this is the field where I can share my novels, poetry and impressions of the day. I was blogging a lot without realising what kind of impact blogging gives to the society.

When I started studying at University, I read a book by Andrew Keen, called “The cult of the amateur: how blogs, MySpace, YouTube, and the rest of today’s user-generated media are destroying our economy, our culture, and our values” and conceived that even if in the first place Internet was created as a source to seek the information, culture or news, we are using it as a platform to broadcast ourselves. Almost all of the social media platforms create no content by itself, but this is enough for people who desperately try to create an online mirror to themselves.

Because of this reason, I believe, the social media and the culture of blogging is enormously growing even if the history of blogging is very short. People are trying not to seek the news, but to be the news. I hope that in the future people will realise that the Internet doesn’t reflect the real life and will try to think about the content they’re publishing in more details.