Discover My Perspective

January 24, 2020

Uniting the LGBTQIA+ Community to End Discrimination In the Workplace

Calling all allies! The LGBTQ+ community needs our help. How would you feel if you were told your siblings, friends, neighbors, or parents could be fired from their job for simply being their authentic self? Well, that is a question currently being debated in the Supreme Court. You can choose to sit as the LGBTQ+ community begs for protection, or join the fight for equality.

Background of the Case

On October 8, 2019, the Supreme Court heard three cases related to sex discrimination in the workplace. In the cases, the Supreme Court debated whether Title VII, a federal law that prohibits employers from discriminating against employees based on sex, race, color, national origin, and religion, also protects workers based on sexual orientation or gender identity. Currently, the definition of “sex” in Title VII is the subject of uncertainty and is creating hotly debated judicial and administrative divide. Yet, the names Donald Zarda, Gerald Bostock, and Aimee Stephens are relatively unknown to the American public. The three people fighting the highest court of the land because they were fired simply for being gay, lesbian, or transgender should be the names on the tip of American people’s  tongue. Instead, they remain hidden behind other media topics.

The #WeAreHere Campaign

Much like President Donald Trump uses social media to advance his political agenda and opinions, we are using it to thwart his administration’s political attempt to discriminate against the rights of LGBTQ+ rights in the workplace. The “We Are Here” campaign was devised as a deliberate attempt to show that the LGBTQ+ community is here and not going anywhere. Taking inspiration from the success of the orange speculation graphic promoting the infamous Fyre Music Festival, the first step of the campaign involved creating speculation about our campaign. The core group collaborated to develop a gray-scaled rainbow along with the words “We Are Here” shown below. Without explicitly referencing the connection with the employment cases, the initial graphic posting on January 21, 2020, was posted by the leading group and other LGBTQ+ celebrities such as Laverne Cox, Michelle Visage, Cheyenne Parker, and many more to have a reach of over 10 million across social media. The posting led the American public to speculate, why are many of the influential LGBTQIA+ influencers posting a graphic with the #WeAreHere?

A few days later, the speculation would end. On January 24, 2020, the LGBTQIA+ community made their voices heard and showed the Supreme Court that we exist. On this day, the LGBTQIA+ influencers each posted the main video that explained the implications of the cases. The video included the crucial message about the court cases, combined with a personal video of each influencer saying, “We Are Here” The videos were shared all across social media and informed the American public about the realities facing our society. The reality that would affect the lives of many people’s loved ones if the Supreme Court ruled in favor of taking away workplace protections for LTGBTQ+ people.
 

Why Have We Launched This Campaign?

The Supreme Court is considering pivotal cases that will impact LGBTQ+ people for generations. By launching the “We Are Here”  campaign, we are hoping to remind those in power that LGBTQ+ people are deserving of love, acceptance, and legal protections. Dear Donald Trump and the Supreme Court… We will not be silenced. We will not disappear. We cannot be erased. The LGBTQIA+ community is here. #WeAreHere

Other People Who Also Participated in the Campaign

Alaska, Alok Menon, Ari Jennings, Arisce Wanzer, Aydian Dowling, Alexis Michelle, Angelica Ross, Angelica Torres, Bebe Zahara Benet, Bob the Drag Queen, Brendan Jordan, Brian Michael, Carlos Brandt, Carmen Carrera, Cheyenne Parker, Chris Mosier, Constance Zimmer, Dragnificient Queens, Emily Tressa, Gus Kenworthy, Griffen Jennings, Greg Jennings, Ilana Glazer, Isis King, Jackie Beat, Jai Rodriguez, Jake Choi, Jamie Wilson, Jazz Jennings, Jeanette Jennings, Joslyn Defreece, Landon Richie, Laverne Cox, Lina Bradford, Lucas Elliot, Mack Beggs, Michael Blume, Michelle Visage, Mila Jam, MJ Rodriguez, Monet XChange, Nicole Maines, Plastic Martyr, Raif Derazzi, Raymond Braun, Sara Ramirez, Schuyler Bailar, Sherry Vine, Steph Frosch, Trace Lysette, Trinity Taylor, Ty Turner, Vicky Vox, William, Zachary Rose

Join The Conversation

 

The LGBTQ+ community needs our help. Whether you are LGBTQ+ or an ally, you can join the fight for equality. Join the conversation across all social media channels using the hashtag “#WeAreHere” or “WeAreHereWeAreLGBTQ.” Together, we can unite our communities to effectuate positive change toward an equal society.

 

 

December 2, 2019

TikTok. The Next Sink or Swim…

Back in 2010, an application named Instagram took the world for a storm. Within two months, the app had over 1 million users who were sharing pictures of all their life events. Today, Instagram has over 1 billion users and is arguably the top social media site. Rather than only provide a place to share photos and videos, the application now contains many features to help businesses sell products and grow brand awareness. With the continued rise of social media, many other applications are competing to have success, like Instagram.

When a company can establish a brand on a rising social media site, it can create an edge over other competitors. According to Shane Barker, “Just like other forms of marketing, the social media landscape is changing at a quick pace. This makes it important for you to keep up with the latest trends.” Therefore, companies should pay attention when a new application is beginning to be used by many users, so they can develop an audience and create brand awareness on the site. Although many people argue it is a waste of time to invest time and money in an unproven social media, the benefits of jumping onto a rising platform provides more potential benefits than risks.

TikTok: The Next Big Thing

One of the most recent trends online is the rise of TikTok. TikTok merged with an online music platform called Musical.ly on August 2, 2018. Since the merger, the application has become the most downloaded app on the app store and now has over 500 million users. The app gives users creative control to make videos that other users can view and interact with. The rapid increase in users has many people and businesses wondering if the application will continue to stick around or lose prestige like other video platforms such as Vine.

A few main differences of TikTok from other social media platforms are the trending videos with hashtags that many other users mimic and remake, the ability to create up to one minute of video content, and the young age of the bulk of its users. TikTok is a relatively new application but has already begun to surpass YouTube, Instagram, Snapchat, and Facebook in a ranking of U.S. downloads from Apple’s App Store and Google Play. If these trends continue, there is no telling whether TikTok may be able to become the next big application for businesses to advertise their products and offerings.

Don’t be a business hoping for a rapidly growing platform to sink to irrelevancy. Remain relevant. Follow the trends — download TikTok. Your next TikTok may become the next trending video and reshape your brand forever.

 

 

November 14, 2019

Talent Perspective: How to Market your TV Show Premiere

Since 2015, my family and I have been on a TV show on The Learning Channel (TLC) called I am Jazz. TLC recently announced the show would air on January 28, 2020, at 9 p.m. The new season will track the life of my sister, Jazz Jennings, as she maneuvers through many challenges and opportunities in her life. In anticipation of the season, I have already begun to brainstorm ways to use my social media presence to promote the show.

Before The Show

Before the show airs, I plan on making at least one post every two weeks that mentions something about the show. Whether it is a throwback from other seasons or teasers for this season, the content will build suspense around the show. According to Julius Solaris, “Every action, update, post, presentation, picture, or video that you upload to social media will have an impact on your online marketing efforts.” To further increase viewership, one week before the show airs, I plan on entirely focusing my Instagram on getting people excited to watch the show. The main thing I would do is create a five-day countdown on Instagram, Twitter, and Facebook. On each of the five days leading up to the show, I will post content to remind people about events that happened during other seasons. For example, five days before the show, I could post the promotional video I created to promote season five of the show.

Lastly, I will be engaging with all my fans leading up to the show. It will be essential to respond to comments, offer giveaways, and answer all my direct messages to encourage people to watch the show and interact with all of my content. In turn, this will lead to many more shares and comments to help my posts have an even broader reach. Overall, my activity on social media focused on the show will increase viewership and excitement about the show.

During The Show 

During the show, it will be essential to show fans my genuine emotions. By seeing how I feel, the fans will be able to connect more deeply with the show and be encouraged to continue watching the rest of the reason. During the show, I will post engaging stories such as poll questions and also live-tweet the entire show. A specific example of something I will post during the premiere of the show is a picture of me aiding my sister while she recovers from her surgery in the hospital. My sister’s recovery is a big part of the premiere, so I can include an emotional caption and visual to make it seem like the events people are watching on TV are happening in real-time. Although I will post and tweet a little during the episode, it’s essential to not do too much during the show because I want the audience to pay attention to the actual episodes.

After The Show

The season is nine episodes long, so the viewers must continue to want to watch the rest of the season. To increase the likelihood the fans will want to keep up with the show, I will be very active on all social media platforms after the show. First off, I will do a live video after the premiere to thank everyone for watching and go over some of the material they viewed during the episode. I will also include a Question and Answer session right after the show since many fans will have many questions following the premiere. I will have to refrain from answering any questions that would give away any information about the rest of the show, but I will be able to create some speculation and excitement through the live video. On top of the live video, I will continue to make posts about the show and engage with fans. Even though the premiere is over, there is a lot of must-see TV during the rest of the season. Just like a store wants a customer to buy their product over and over, I want people to continue to watch the show the entire season. Rachel Grate states, “When it comes to the marketing channels that drive attendance, hype, and engagement, social media is right near the top. “Therefore, the use of social media during the whole season will be crucial for increasing suspense and views.

October 8, 2019

Unique Perspective on Social Media Analytics

On January 7, 2019, I attended an influencer conference in Las Vegas that changed my life. Before attending the conference, I had approximately 55,000 followers on Instagram. Despite the massive following, I had never used digital strategies to grow my page. I had a following, yet I had no influence. At the conference, I learned many new techniques to engage and reach my target audience.

Today, I am about to reach 100,000 followers. I owe much of my success to the ability to track the efficiency of my posts through social media analytics. A key message provided by Jenn Chen states, “You don’t know the impact of your social media presence until you have the data to back it up.” Since the influencer conference, I have recognized how social media analytics provide you in-depth information about what is and is not working on your social media platform. By tracking your results, you can determine what your audience does and does not like. Once you figure this out, you can do more of what’s working and stop posting content that does poorly. As you continue to use analytics to help you reach your target audience, you will have even more metrics. Over time, any social page will have the ability to compare social media results from month to month to truly see how you have improved your social media presence.

Daily Reports for Personal Brand

 

The goal of my social media is to increase awareness of my brand and have a positive influence on the people who follow me. To help me determine how successful my page and posts are, I look at the amount of engagement and impressions. According to Jenn Chen, “If you have multiple goals of both increasing awareness but also of educating your audience, you’ll likely want to look for a combination of both impressions and engagement.” The amount of engagement on a post combines the number of actions such as likes, shares, and comments. The engagement level indicates whether my audience interacted with the post to help me determine if it is was a compelling post. Next, I look at the number of impressions to help me recognize how many people were reached by the content. When content has a high amount of impressions but below-average engagement level, then it essential for me to determine why people did not interact with the post. When my posts are receiving high levels of engagement and a large number of impressions, I am having the most influence and growing my brand.

Weekly Reports to Immediate Boss

 

Besides being a social media influencer, I have also worked for a start-up company called Imprint Genius. The metrics I used when reporting weekly to my immediate boss differed slightly from the metrics I use to track my social media. The main goal of the company social media pages was to educate, engage, and convert social media followers into loyal customers. Therefore, the primary metric I would report to my boss was the number of website clicks from social media. The more website clicks would lead to an increase in the number of conversions. Since our company supplies promotional items to customers who usually need repeat orders, a website click from an attractive post could create a loyal customer who continues to buy our products. Aside from website clicks, it is also essential to determine the engagement levels on our posts. The engagement levels show how useful our posts are at getting our followers to interact with our page. When a person is interacting with our page, they are more likely to be loyal to our company.

Monthly Reports to Management Team

 

Reporting monthly to your company’s management team is also essential to make sure the brand is consistent throughout the company. According to James Gurd, “Monthly reports enable an objective performance comparison over a longer period of time for management teams.” When completing a monthly report, it is essential to include metrics such as increases or decreases in follower count, the number of posts for the month, and performance metrics such as engagement, reach and impressions on all posts. When the company can see the direct results of social media activities over time, the management team can determine how to best help out social media managers and can direct them on what types of content to continue or discontinue. Overall, by comparing the content metrics listed above from different months, the management team can establish brand ideas to continue to improve social media results.

As you can see, whether you are daily trying to improve your personal social media presence or monthly reporting to your companies management team, social media analytics are crucial to the success of your brand on social media.