• Breast Cancer Meme

    MKT-555-X3009 Social Media Marketing 23TW3

    By: Aerial Johnson

    Every year in October National Breast Cancer Awareness Month is celebrated. There is typically always a large amount of support for this cause and social media is always involved. This includes various memes that circulate around Facebook in order to help spread awareness. These memes had women posting things like their name and a color which corresponded to the color of their bra. This would confuse their male friends who would go on Facebook and see these posts and not understand what it was all about. Memes like this became extremely popular all over Facebook and even began to make national news. It allows people to have fun with their own personalized message but also do their part in raising awareness for breast cancer.

    The women were able to make these posts that men were completely puzzled by which made it really fun for them and the men were also following the trend trying to decipher what these posts meant. This was something that everyone could participate in and enjoy, one of the key reasons things like this go viral on the internet.

    However, for many these breast cancer memes have raised awareness and become a public announcement for the world, but it has not really done much to make a difference in finding a cure for the disease. Lack of awareness was not always the biggest problem with breast cancer. What these viral memes failed to do was direct people to places where they could make donations and give information regarding the initiative’s goals. In 2012, over 2,000 men were diagnosed with breast cancer and over 400 men died from it in the United States (Mahoney & Tang, 2016).

    When communicating about breast cancer, your audience may be diverse. Consider the information most useful to the relevant groups. Certain groups experience disparities in breast cancer screening, incidence, mortality, and survival (National Cancer Institute, 2020). Cancer health disparities are complex and affected by various factors, such as, social determinants of health, behavior, biology, genetics, and more (National Cancer Institute, 2020). Communication-related issues may also play a role in cancer disparities (White-Means and Osmani, 2017)


    Authored by GW Cancer Center. (n.d.). Breast Cancer Awareness Month campaign. School of Medicine and Health Sciences. Retrieved February 26, 2023, from https://cancercontroltap.smhs.gwu.edu/resources/breast-cancer-awareness-month-campaign

  • MKT 555 Blog Social Media Marketing

    By: Aerial Johnson

    Case Study: Weixin

    One of the first points you learn in marketing is knowing your target audience, their behavior and buying habits. To understand the customer is a key component in building an effective and strategic marketing strategy.As technology advances, so does consumer behavior.The technological and communication revolution arising from the social use of mobile devices has led to an increase in research on interactive communication, marketing and commercialization based on mobile devices. This post will highlight a mobile app, Weixin, a popular Chinese messaging app with over 1.1 billion accounts, The secret to Weixin’s success? The rise of the app’s popularity is its multifunctionality- making it appealing to fans of social media mobile users and businesses. With mobile marketing.

    From a marketing perspective, the Weixin app is a stroke of genius. Tencent obviously did its homework to understand its users, their needs, online habits, and cultural considerations. Weixin got to know its audience and developed its app to fit into the lifestyles of its users, and affords those users the ability to set up the app according to their own personal preferences. At the same time, having an app so integrated into the lives of its users creates opportunity for creating a behavioral change, which can manifest in influencing purchasing decisions or initiating a social movement. Integrated into the app is all the data a marketing department would need do conduct an in-depth audience analysis.

    Unexpected conclusion…

    Weixin understood its users from a global standpoint into the user experience as they did with their campaign for Red Enevolpe. It’s an example of how knowing the audience can make a social media campaign successful. By generating excitement through using the app for monetary value, they also influenced user behavior by getting them to integrate their banking and money functions into the app. This ability to study and subsequently understand how to influence the audience is a lesson in marketing savvy. The company of state surveillance combined with the concentration of personal information, there is an uncomfortable aspect to a comprehensive product like this, both as a generator of personal information and as an online portal that can be manipulated to act as a filter.

    As consumers move online, SMEs in retail, catering, tourism and logistics in particular have had to urgently pivot to e-commerce. Weixin’s rich ecosystem makes it easier by providing numerous digital tools and continuously upgrading its capabilities for SMEs to pivot their business online and find new markets.

    The study recommends that digital ecologies should be expanded given their clear potential to provide stable and fulfilling employment and income opportunities. This should be done while developing mechanisms to protect workers in the growing digital economy.

    Resources- -Yang, Z. (2022, October 18). WeChat users are begging Tencent to give their accounts back after talking about a Beijing protest. MIT Technology Review. Retrieved December 17, 2022, from https://www.technologyreview.com/2022/10/16/1061713/wechat-accounts-begging-tencent-beijing-protest/

    Tencent draws a clearer line between international and Chinese wechat users. South China Morning Post. (2021, September 7). Retrieved December 17, 2022, from https://www.scmp.com/tech/big-tech/article/3147880/tencent-draws-line-between-wechat-and-weixin-telling-users-choose

    How Weixin creates new jobs and extra income opportunities. How Weixin Creates New Jobs and Extra Income Opportunities – Tencent 腾讯. (n.d.). Retrieved December 17, 2022, from https://www.tencent.com/en-us/articles/2201439.html

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