Xuejun Shen – SID 460064192
Tuition time: Thursday 3-6pm, Cherry Baylosis
Theme: Mobile, Locative and Social
With the increasing popularity and maturity of mobile devices, mobile social media location-based services (LBS) has been widely used in life services, e – commerce, public security and other fields. According to the data provided by Hinton & Hjorth (2013), there are three-quarters of online users (318 million) access to the Internet by using mobile media in China. In addition, the spread of smartphones in the use of intergeneration social media has grown rapidly in Singapore and Melbourne. It is obviously that smartphones, tablet PCs, handheld readers and other mobile terminals have gradually become the mainstream to access to the Internet rather than a personal computer. The combination of mobile Internet and smartphone terminal has promoted the rapid development of mobile media. Currently, Google, Apple, Facebook, Twitter and other leading companies in various fields have been competing for the mobile LBS market. For instance, Facebook has added several new features including local search, rating, and recommendation features, as well as search for people nearby. The size of its data sets makes it a powerful location-based service company (Wilken, 2014). Mobile social media users not only can share travel experiences with people and send a real-time location to friends, but also can build and maintain social relationships through the functions of “face-to-face group” and “find people nearby”. As a result, mobile media based on Web 2.0 aroused the audience’s participation in a new way, such as UCC and UGC. People are not only information recipients, but also the content of the publisher and the communicator. The relationship between online and offline, virtual and reality are constantly decreasing and disappearing (Hinton & Hjorth, 2013).
The Core Concept and Case studies
Location based service (LBS) is a hot spot in the integration of mobile media and city life. It includes two functions: one is to determine the location of mobile phone users; the second is to provide a variety of location-related information services. The core is the use of wireless networks in the mobile phone users to complete the positioning and services. Nowadays, mobile social media has become a significant method to find a community of interest. LBS features allow people to easily socialize both online and offline (Hinton & Hjorth, 2013). Moreover, mobile social applications have a huge advantage of “anytime, anywhere”. From the search for interested circles to invite friends to participate in offline activities. Therefore, Facebook, WeChat, QQ, Sina Weibo are favored by the user.
Facebook: Check In & Safety Check
The latest data shows that the proportion of Facebook in mobile marketing revenue has exceeded 95% (Wai, 2016). This means that the brand manufacturers are increasing investment in mobile social advertising marketing.
If only the user in a certain place with Facebook “Check-In”, they could share the specific location, pictures, events and other information with friends (Constine, 2014). They also can look for friends nearby and explore new places via this function. Wai (2016) claims that if someone is using the Facebook “Check In” function when visiting shops, they will be able to share the information of the business to friends on social media, which is a method of free advertising to help merchants and companies to improve brand awareness.
As early as 2014, Facebook released the “Safety Check” function to allow people to leave a safe message to their family. Facebook also releases the “Community Help” function to provide users contacting with the outside world in case of emergency or encounter crisis situations and asking for help immediately (Protalinski, 2011a).
Location-based services such as global positioning system (GPS), geotagging and Google maps have become a common part of people’s daily lives across the world (Hinton & Hjorth, 2013). “Running social” has become a new social fashion and cultural activities. The rise of running sports inseparable from the growing maturity of LBS technology and mobile social platform.
“City Cafe, the whole city is my cafe”
This is a new promotion activity in Taiwan through mobile applications, mobile positioning services (LBS) and social media elements to attract consumer’s participation and interaction. Consumers can use Google Maps to locate their own position, and then upload their own coffee corner photos and comments to Facebook and online activities page.
Wechat: People Nearby
The function of search nearby people provides users with more opportunities to chat with strangers who have the same interest instead of being confined to family members. To make the communication more targeted and effective within a short period of time. Although this feature has a certain randomness, WeChat users are taking delight in try it.
How Mobile Media Related to the Campaign “The Con”
As Fougner (2011) illustrates that Facebook provides users to share the release of content immediately with friends nearby. Facebook not only can be used to mark the location of what is happening now, but also includes the past and the future, such as adding the old photos of the geographical indications, and share the future events with friends (Wilken, 2014).
Therefore, we choose Facebook as our main platform to promote our campaign and attract the target audience. We add the location to the information while we promote this campaign on Facebook, Twitter or Instagram to facilitate the audience to view and participate. As long as the audience who participate in the The Con to release online activities related to the information or mark the location of The Con and add labels, it can attract more audience and widely promote our campaign. Audiences can locate the location of The Con accurately by positioning information and invite friends to participate in activities to be held in the future.
The mobilization, localization, and socialization of information communication services enable users to have an excellent social virtual reality experience. Smartphones have a range of sensing environments, ranging from GPS to digital compass and tilt sensitive accelerometers. Additionally, it brings a new dimension to social media Because they can maintain a connection with the Internet and supports a wide range of mobile applications, which means that people can socialize in anywhere through mobile social networking (Hinton & Hjorth, 2013).
People use mobile social media to easily access to the information and services due to the mobility and availability of mobile social media. To a certain extent, users acquire the amount of information related to mobile social media without location restriction and time limitation (Liao & Humphreys, 2015). However, the drawback is that it is more likely to expose the user’s identity, home address, routine routes and even personal privacy and other information, increasing the risk of user privacy disclosure. Mobility and accessibility of mobile social media also increase the risk for users. For example, accurate positioning can reveal the location of privacy, positioning may disclose social privacy. In this regard, the user should pay more attention to improve risk awareness, identify hidden mobile social positioning service in the privacy risk, prudent use of “shake”, “people nearby” and other functions, avoid paste or share location information frequently, minimize the privacy of information disclosure (Roback & Wakefield, 2013). In addition, the rapid development of mobile Internet underscores the lag of relevant laws, the government should continue to improve and optimize the legal system, as far as possible to fully protect the privacy of users.
Constine, J. (2014). Facebook Launches “Nearby Friends” With Opt-In Real-Time Location Sharing To Help You Meet Up [Format description]. Retrieved from: https://techcrunch.com/2014/04/17/facebook-nearby-friends/
Fougner, J. (2011). Introducing Deals. In: The Facebook blog, 1 February. Available at: https://blog. facebook.com/blog.php?post=446183422130 (accessed 23 September 2013).
Hinton, S., & Hjorth, L. (2013). Social, Locative and Mobile Media Understanding Social Media (pp. 120 – 135). London: SAGE Publications Ltd.
Liao, T., & Humphreys, L. (2015). Layar-ed places: Using mobile augmented reality to tactically reengage, reproduce, and reappropriate public space. New Media & Society.
Protalinski, E. (2011a). Facebook kills Places, but emphasizes location sharing more. ZDNet, 23, August. Available at: http://www.zdnet.com/blog/facebook/facebook-kills-places-but-emphasizes-location-sharing-more/2972.
Roback, D., & Wakefield, R. (2013). Privacy risk versus socialness in the decision to use mobile location-based applications[J]. Data Base for Advances in Information Systems，2013, 44 (2): 19-38.
Wilken, R. (2014). Places Nearby: Facebook as a location-based social media platform. New Media & Society, 16(7), 1087-1103.
Wai, S. (2016). Utilizing Facebook Check-Ins for Your Business. Retrieved April 18, 2017, from Tribute Media: https://www.tributemedia.com/blog/utilizing-facebook-check-ins-your-business