iOS app Android app

Jeremy Harris Lipschultz
GET UPDATES FROM Jeremy Harris Lipschultz
 
Jeremy Harris Lipschultz, Ph.D. is Isaacson Professor in the award-winning UNO School of Communication, UNO Social Media Lab and Book Review Editor for Journalism & Mass Communication Educator. He is a Great Plains Fellow and Center for Collaboration Science Senior Fellow. Dr. Lipschultz has published a half-dozen books, including Broadcast and Internet Indecency: Defining Free Speech (2008) and Free Expression in the Age of the Internet (2000). He has been interviewed by the Los Angeles Times, the Chicago Tribune, NPR and international media. Lipschultz published Social Media Communication: Concepts, Practices, Data, Law and Ethics (2015).

Entries by Jeremy Harris Lipschultz

Business Relationships, Not Reach in a Post-Social Media Marketing Age

(0) Comments | Posted April 11, 2016 | 10:23 AM

It is tempting to want to expand social media reach, but mere exposure to larger numbers rarely offers a return on investment of marketing costs. In this fragmented media time, brands need to carefully plan for how social media tools strengthen broader business goals.

Take, for example, the opening of...

Read Post

Employee Social Media Advocacy Influence

(0) Comments | Posted March 9, 2016 | 3:30 PM

Social media managers are beginning to understand that employees are influencers and brand advocates. As Advertising Age recently noted, "The entire industry is looking at how to get content into people's social media streams." PR giant Edelman has entered a strategic partnership with Dynamic Signal, which measures engagement.

...
Read Post

Business Lessons from Donald Trump's Iowa Results

(0) Comments | Posted February 4, 2016 | 1:50 PM

2016-02-03-1454531196-7922453-Caucus.jpg

The surviving candidates and political media exited Iowa early Tuesday morning for New Hampshire and beyond, but businesses can learn from what happened to Donald Trump in the Iowa caucuses.

The Trump campaign offered "hoopla" that included customer marketing, branding and...

Read Post

Uber, Netflix and Reddit: 2016 Business Lessons

(0) Comments | Posted December 31, 2015 | 4:10 PM

2015-12-31-1451534403-6131647-Netflix.jpg

My daughter is an enthusiastic fan of Uber, Netflix and Reddit. As what social marketers like to call a "brand ambassador," she has led me to consider and then use all three services during the past couple of years. Every business can learn...

Read Post

Mobile Social Media Marketing and Privacy in 2016

(0) Comments | Posted December 7, 2015 | 12:22 PM

2015-12-07-1449512279-9763545-Mobilewide.jpg

Social business is quickly shifting to precision targeting made possible by consumers downloading mobile apps. Mobile social media marketing is taking on a high level of business integration that, while effective, is likely to raise privacy concerns in the U.S. and abroad.

The mobile-first approach is driven by a realization that fundamental rules have changed. Jim Brady, BillyPenn CEO & Founder in Philadelphia, promotes engagement with fans of his site. "The most complicated technology we deal with... is the human brain."

The data are clear that even among younger, lower income and minority consumers, the smartphone is widely adopted. Aaron Smith, Pew Research Center said, "they rely heavily on their smartphones for online access."

At a Lincoln, Nebraska conference earlier this fall, Phunware CEO Alan Knitowski outlined a business model driven by precise and contextual "anytime anywhere" location or " granular" data. Phunware's Multiscreen as a Service (MaaS) system tracks transactions, users and app downloads.

The smartphone apps take advantage of cell tower, GPS, WiFi and Bluetooth data. The so-called "geo-fence" of a one-mile neighborhood is quickly being augmented by granular data: a building door within 60 feet, a store floor and department within 20 feet, and a specific shelf space within three feet, Knitowski said.

Indoor "blue dot positioning" includes a floor level and real-time destination, Knitowski said. This allows marketers to send proximity-related messages, as consumer behavior is tracked and attributed to specific engagement. What's new here are conversion rates that may approach a whopping 40 percent and the understanding that there is an exact moment and place to reach a person.

"There's an overwhelming need," Knitowski said. "It's not a need issue, it's a budget issue." Phunware clients now spend between a few thousand dollars per month to more than $1 million per year, depending upon traffic size.

By downloading a store app, the consumer becomes part of a "geo-conquesting" system in which she or he collects data for the brand "in a natural setting," Knitowski said. "It's not forced like a focus group, you're just walking around." The mapping begins at the moment the consumer downloads an app and opts in by agreeing to settings.

The numbers already are staggering: more than one trillion annual transactions and more than 500 million monthly users. U.S. mobile app users are predicted to grow from about 60 percent to about 64 percent by the end of 2016 and nearly 70 percent by 2019.

Not everyone is pleased with the loss of privacy. Even Knitowski expressed concern about privacy loss, but he has no magic answer to the proliferation of data. "The more things you turn off, the safer it is."

University of Florida Law Professor Jon L. Mills, author of Privacy in the New Media Age (2015), says loss of privacy is why the European Union (EU) is demanding rights based upon human dignity. "It's a cultural distinction... to the extent folks in the United States become more understanding or feeling that dignity is important, we'll start to seek a little more balance or opportunity to protect privacy."

We're giving up perhaps more than we understand in terms of collection of information, and if there's a remedy to that it's probably transparency. That is to know exactly what's going on and increase public understanding. - Jon L. Mills

Businesses need to be proactive in offering transparency through clear explanations and opt-in consumer policies.

As "granular" mobile data are integrated with individual social media footprints, it has become far too easy to track, predict and change human behavior through contextual, relevant and time-sensitive incentives. It's good business to deploy advanced data analysis, but we need to be honest about the exchange of sharing personal data for store discounts and other...

Read Post

Learning Business Focus From Warren Buffett

(0) Comments | Posted October 20, 2015 | 1:00 PM

The most important lessons are not always learned inside the walls of our nation's top business schools. I've been closely observing and listening to Warren Buffett meet with students here in Omaha for a decade, and he has never swayed from the belief that simplicity wins over complexity.

...
Read Post

Marketing and PR Must Not Control Social Media Free Expression

(0) Comments | Posted September 23, 2015 | 4:59 PM

It is tempting to use public relations, marketing and ethics to limit free speech. In business, the goals are to serve customers and maximize profits for investors, and free expression may be seen as an obstacle.

The growth of social marketing and PR on U.S. university campuses faced with more...

Read Post

Small Business and Non-profit Social Media Marketing Strategy

(1) Comments | Posted August 26, 2015 | 12:34 PM

2015-08-25-1440461859-4497657-Brito.jpg

Small organizations often have a large problem. Social media have become more important for branding, awareness, engagement and business goals, but one community manager can only do so much.

In my most recent post, we talked about the importance of strategy...

Read Post

PR Must Critically Think About Social Marketing Data

(0) Comments | Posted August 19, 2015 | 8:21 AM

Public relations educators meeting in San Francisco this month were reminded that students and professionals work in fragmented media spaces that require new skills and abilities.

2015-08-18-1439857458-6623961-IMG_0065.jpg

Analysts use critical thinking skills, ask questions and use their curiosity, Logan Cullen of Edelman...

Read Post

Social Business, Marketing and Media Perspective Needed

(0) Comments | Posted July 20, 2015 | 12:07 PM

One of the largest business challenges with social media is to cut through the noise, step back and make sense of the big data. This requires a view from above.

2015-07-20-1437406605-3034560-UNOAir2015.jpg

Friend and lab sponsor Todd Murphy, Universal Information Services, sent a...

Read Post

Cable TV Disconnect, Smart TV and Consumer Choice

(0) Comments | Posted July 13, 2015 | 11:24 AM

Cable television systems thumbed noses at Senator John McCain's call a couple of years ago for unbundled content options, but consumers have responded to a wider marketplace of real-time choices and technologies.

2015-07-12-1436733536-5258526-AppleTV.jpg

Recently, I was talking to an elderly man who...

Read Post

The Ethics of Social Media Accuracy

(0) Comments | Posted June 2, 2015 | 5:58 PM

From clickbait headlines to unfair reviews of products and services, the open nature of social media presents ethical issues. The public should expect accurate online information, yet too often news stories, PR materials and other information are inaccurate. Our media ethics bookshelves are full of important pre-Internet conclusions that continue...

Read Post

Warren Buffett Social Media Data Offer a Business Lesson

(2) Comments | Posted May 11, 2015 | 8:47 AM

It has been two years since billionaire Berkshire Hathaway CEO Warren Buffett launched his Twitter account with, "Warren is in the house." In just six total tweets and with more than one million followers, the Oracle of Omaha demonstrates the importance of personal branding and traditional media relations.

Read Post

Social Media 2.0: Improvised Marketing and PR Attention

(0) Comments | Posted April 22, 2015 | 2:29 PM

2015-04-20-1429551171-5418711-FredCook.jpg

Most business people seek order out of chaos, but several new ideas suggest that it is more important to relax and respond than to have a developed strategic plan. Instead of creating a structure that binds staff to a rigid set of rules,...

Read Post

Social Media Lessons Learned from Meerkat

(2) Comments | Posted March 18, 2015 | 12:48 AM

The "hot new" streaming video app Meerkat took the social media and digital world by storm last week. Whether or not it continues to take hold, its success offers insights on what works and why.

Meerkat is a mobile and social media app first, and this...

Read Post

Digital, Social Media Marketing and PR Instagram 'Wait and See'

(0) Comments | Posted March 5, 2015 | 11:20 AM

Digital marketing, public relations and advertising professionals are keeping an eye on Instagram growth, but many are not ready to make a play on this youth-oriented platform. However, Instagram on Wednesday announced a new scrolling multiple-photo "carousel" that allows for measurement of clickable advertising messages.

...
Read Post

Brian Williams, NBC, Social Media, PR and Branding

(0) Comments | Posted February 8, 2015 | 9:42 PM

On the first day of the Brian Williams story, the USA Today "unmitigated disaster" report was atop my Google search.

To many in the Twitter-sphere, the Williams on-air apology fell short, as it failed to explain the Iraq helicopter story exaggeration.

It must have been a long...

Read Post

Social Media and PR Event Digital Marketing Success

(2) Comments | Posted January 13, 2015 | 11:30 AM

Facebook-promoted posts helped Loessfest 2014 in Council Bluffs, Iowa beat attendance goals by driving website traffic, raising awareness and reinforcing messaging through traditional radio promotion.

2015-01-10-2004attended.jpg

Sarah Lake, vice president of community engagement, and designer Lynn Schneider at Emspace Group used digital marketing...

Read Post

Digital Marketing Will Define Social Media in 2015

(0) Comments | Posted December 29, 2014 | 1:42 PM

Powerful forces at work within digital marketing are transforming the social media communication landscape. My recent visit to B2 Interactive offered insights into what the next 12 months will bring to media and public relations.

2014-12-25-B2Interactivesml.jpg

B2 Interactive has honed a business...

Read Post

Ebola PR, Global News and Social Media

(0) Comments | Posted November 11, 2014 | 12:28 PM

When Ebola comes to your town, it may translate into positive or negative news and social media sentiment. We have had two patients treated and released from the University of Nebraska Medical Center (UNMC), and Omaha is learning lessons about what works.

2014-11-10-PRSAEbola1.jpg
...

Read Post