VCU Mass Comm Week

Blogging Guru Visits VCU
By Alli Atayee

RICHMOND, Va.(October 9, 2008) - - CEO of Livingston Communications, Geoff Livingston, stopped by VCU’s campus to discuss the impact of social media and its effects on students, corporations and traditional media.

The audience, made up of mostly mass communications students, seemed to be rather unresponsive at first, but Livingston did well to engage them by bringing up something all students can relate to, Facebook.

“Most Facebook users, just like all the students in the audience, are casual users,” says Livingston ,” but there is an aspect to the social media giant that most of us don’t realize.”

“Every one can see your page,” Livingston emphasized.

Many employers, including Livingston Communications, do a thorough background check on perspective employees which includes visiting their Facebook and Myspace pages. He advised those in attendance, especially those who are planning on applying for jobs and internships soon, to be weary of what they reveal about themselves on the sites because it has open access to all.

Facebook, which has over 100 million active users, as well several other social media sites have put many large corporations on notice. With traditional advertising and PR not having the same effect it used to, many companies are now trying to use these sites in order to reach consumers. It works both ways though, and consumers can often get a heads up on companies, products or other services they are interested in.

The movie Clover field, was used as an example of how this wave of information can travel both ways.

“ That movie sucked,” said Livingston.

Livingston spoke about how the movies advertising targeted social media users, college and highschool students, to get penetration in a way that movies in the past have never had. The movie had a much anticipated release, but failed to live up to the expectations of viewers. And those viewers went right back to those same social medias and let everyone know how they felt about the flim.

“ Small pictures are necessary to create a big picture,” Livingston said. Brands are no longer only represented by a a single element or source, but rather by a collection of different sources to show who they are. Livingston says the tools used most commonly by companies to get their brands to stakeholders are
• Verabal, the more people talk the more exposure it receives
• Visual; consumers are more likely to pay attention if they see something everywhere .
• Experience

“ I knew that blogging was a big growing community,” said Taylor Milford, a sophomore public relations major, ”but I was not aware of how much of an effect it has already had on how regular traditional media."