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Creating Ethos through Social Media

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Liz McLean

on 2 April 2013

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Transcript of Creating Ethos through Social Media

Is it possible to create a brand solely through social networking sites? Creating Ethos via Social Media Ethos = emotional appeal What is ethos? How these can be applied to an integrated social media strategy At the root of social media is conversation. These platforms are forms of connection and means of reaching out to an audience. Each platform has the potential for a different audience and the information should be tailored as such. Levin customizes posts for each platform and integrates the disparate sites so that her content can be enjoyed in various ways. A tumblr post, for example, has the potential to be reblogged and eventually reach members of the tumblr community that are not a member of the original network. Posting regularly on multiple platforms increases the likelihood of being a dominant voice online. Conclusion facebook.com/collegefashionista Frequent posts that include links to site and images Traditionally established through a community reputation, ethos is an appeal to an audience and has become a way of connecting writer and reader. Ethos establishes the credibility of the author. Aristotle's Rhetorical Principles What is Social Media? "web-based services that allow individuals to (1) construct a public or semi-public profile within a bounded system, (2) articulate a list of other users with whom they share a connection, and (3) view and traverse their list of connections and those made by others within the system" (boyd and Ellison 2) "Facebook's mission is to give people the power to share and make the world more open and connected." (facebook.com) Basic Structure and Features:
Status Updates
News Feed
Photo / Video Uploads
Personal & Group Messages
Community / Group Pages
Friends "Twitter is a real-time information network that connects you to the latest stories, ideas, opinions and news about what you find interesting." (twitter.com) Basic Structure & Features
Tweets of 140 characters max
Hashtags for post categorization
Trending topics
Public profiles
Does not require reciprocal following
Followers Profile creation leads to voice establishment. The information a user presents on his or her profile is essentially a mini-autobiography and serves to create an online presence. An audience extrapolates a user's online persona from the information that a writer deems important and includes in a profile. Creating a truthful and interesting profile is key to garnering interest and forming online credibility. "Tumblr lets you effortlessly share anything.
Post text, photos, quotes, links, music, and videos from your browser, phone, desktop, email or wherever you happen to be. You can customize everything, from colors to your theme's HTML." (tumblr.com) Structure and Features:
Multimedia posts
"Dashboard" interface
Followers Integrating Social Media One of the most important aspects of establishing ethos is consistency. With various platforms available to create an online voice, pertinent information can easily get lost in the temptation of uploading a funny video or posting an lolcat meme. Integrating the myriad of social networking sites creates a stronger online presence as well and enables a writer to reach a broader audience. Through integration, the different platforms can work to create a seamless ethos for a writer, maximizing each platform's effectiveness. Using social networking sites as digital mediums, writers can establish and proliferate a personal ethos. The integration of social media sites with a primary blog or website expands the audience and creates a stronger and more cohesive online presence. Levin's consistent adherence to a specific image and passion in each disparate platform successfully promoted her writing and sparked a worldwide interest in college street style. Amy Levin, CollegeFashionista Creative Director and Founder of CollegeFashionista, LLC. Amy Levin is a street style photographer and blogger. She began CollegeFashionista as an undergraduate at Indiana University. Through careful and consistent promotion of her brand via social media, she has turned her passion into a viable business and expanded the company nationally and globally. Integrating Facebook, Twitter, tumblr, and a website has created a large fanbase of 11,516 Twitter followers, 22,026 Facebook fans, as well as a popular website and tumblr blog. twitter.com/CFashionista college-fashionista.tumblr.com CollegeFashionista.com Categorized by school with a concise and organized structure
Features articles by the editors on the front page and a weekly trend
Connected with Twitter feed - latest tweets run on the bottom of the screen
Social media icons lead to interactive profiles Once content has been published it continues to circulate around the digital sphere. Deletion is possible; however, due to the easy dissemination of information on social networks it is not always guaranteed. With the advent of social media in the 90's and its every increasing importance in everyday life, writers can now use social network sites to connect with an audience, create a personal brand, and establish ethos. Integrating multiple platforms can strengthen ethos and form a strong foundation for a career. Case Study: Encourages interaction on all platforms Incites conversation with network Promotes and organizes events Constant interaction with followers Multiple posts a day, including links to website Maintains branding consistent with the primary website and other social platforms Layout is similar to that of website
Clean lines and consistently delineated posts Using tumblr as a primarily visual platform, Levin portrays the importance street style has on her writing and business through street style photography. Works Cited Levin, Amy. Tumblr: college-fashionista.tumblr.com. Accessed Dec. 9 2012.

Levin, Amy. "College Fashionista." Web. Accessed Dec. 9 2012

Levin, Amy. (@CFashionista) "'Tis the season to snuggle into a nice, cozy sweater, and @zurilauraa found a @CFBostonU Fashionisto who did just that. bit.ly/UxgD1G" Dec. 10, 2012 8:00 p.m. Tweet.

Levin, Amy. (@CFashionista) "Cookie decorating with @LaurenBushTweet @KarlieKloss @FEEDprojects instagr.am/p/TE1h36A4eJ" Dec. 10, 2012 8:00 p.m. Tweet.

Levin, Amy. (@CFashionista) "Because, who doesn't need a tulle skirt? bit.ly/VLuTsd" Dec. 10, 2012 8:00 p.m. Tweet.

Levin, Amy. (@CFashionista) "Good answer! RT@juliekosin: definitely have to say @Topshop - I could scour their Oxford Street flagship for hours #questionoftheweek" Dec. 11, 2012 11:00 a.m. Tweet.
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