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RYSL Fundraising

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Waylon Hernandez
Waylon Hernandez

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Instagram Story Highlights are Instagram Stories that have been preserved past their 24-hour limit and posted to an Instagram profile. You can find them in the small circles under an Instagram bio. Story Highlights are a fantastic way to showcase your best stories and post them semi-permanently to your account for your followers to see. They're also useful ways to showcase products, services, promotions, and more as your Highlights can include links to external sites.




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Instagram Story Highlights can also serve as a menu of sorts. Many Instagram businesses use Story Highlights to post their business hours, current promotions or sales, team member or shop location information, behind-the-scenes video, and more. Because Story Highlights are located at the top of an Instagram profile, they're almost an extension of your bio. Instagram also allows you to add Highlight Covers (at 2000 x 2000 px and an aspect ratio of 1:1) to illustrate your Story Highlights and keep your profile on-brand.


Once you add the Story to an existing Highlight (or use it to create a new one), you'll see the Highlight show up on your Instagram profile, below your Instagram bio. Once posted, Story Highlights can be edited to change the cover image, pick a new name, remove posts, or even add new ones from your Story Archive (which we'll talk about next). To edit a Highlight, click the three dots at the bottom of a Story Highlight and tap Edit Highlight.


You can access your Archive by tapping the three lines in the top right corner of your profile and clicking Archive. Your Archive also includes posts that you've removed from your Instagram profile; to toggle between Posts and Stories, tap Archive in the top bar for the drop-down menu.


However, linking your Instagram to your other social accounts like Facebook does increase the number of eyes on your posts. Remember, your Facebook Page will already be linked to your Instagram if you set up an Instagram business profile.


You can hide a tagged post in two ways. One way is through each individual picture. Open a photo you want to hide and click the three dots in the top right corner. Click Photo Options, and from there you can select Remove Me From Post (remove the tag and hide altogether) or Hide from My Profile (leave tag but hide on profile).


More than three billion people in the world are active on the Internet. Over the years, the Internet has continually gained more and more users, jumping from 738 million in 2000 all the way to 3.2 billion in 2015.[9] Roughly 81% of the current population in the United States has some type of social media profile that they engage with frequently.[10] Mobile phone usage is beneficial for social media marketing because of their web browsing capabilities which allow individuals immediate access to social networking sites. Mobile phones have altered the path-to-purchase process by allowing consumers to easily obtain pricing and product information in real time.[11] They have also allowed companies to constantly remind and update their followers. Many companies are now putting QR (Quick Response) codes along with products for individuals to access the company website or online services with their smart phones. Retailers use QR codes to facilitate consumer interaction with brands by linking the code to brand websites, promotions, product information, and any other mobile-enabled content. In addition, Real-time bidding use in the mobile advertising industry is high and rising due to its value for on-the-go web browsing. In 2012, Nexage, a provider of real time bidding in mobile advertising reported a 37% increase in revenue each month. Adfonic, another mobile advertisement publishing platform, reported an increase of 22 billion ad requests that same year.[12]


Facebook and LinkedIn are leading social media platforms where users can hyper-target their ads. Hypertargeting not only uses public profile information but also information users submit but hide from others.[18] There are several examples of firms initiating some form of online dialog with the public to foster relations with customers. According to Constantinides, Lorenzo and Gómez Borja (2008) "Business executives like Jonathan Swartz, President and CEO of Sun Microsystems, Steve Jobs CEO of Apple Computers, and McDonald's Vice President Bob Langert post regularly in their CEO blogs, encouraging customers to interact and freely express their feelings, ideas, suggestions, or remarks about their postings, the company or its products".[15] Using customer influencers (for example popular bloggers) can be a very efficient and cost-effective method to launch new products or services[19]Among the political leaders in office, Prime Minister Narendra Modi has the highest number of followers at 40 million, and President Donald Trump ranks second with 25 million followers.[20] Modi employed social media platforms to circumvent traditional media channels to reach out to the young and urban population of India which is estimated to be 200 million.


Engagement in social media for the purpose of a social media strategy is divided into two parts. The first is proactive, regular posting of new online content. This can be seen through digital photos, digital videos, text, and conversations. It is also represented through sharing of content and information from others via weblinks. The second part is reactive conversations with social media users responding to those who reach out to your social media profiles through commenting or messaging.[26] Traditional media such as TV news shows are limited to one-way interaction with customers or 'push and tell' where only specific information is given to the customer with few or limited mechanisms to obtain customer feedback. Traditional media such as physical newspapers, do give readers the option of sending a letter to the editor. Though, this is a relatively slow process, as the editorial board has to review the letter and decide if it is appropriate for publication. On the other hand, social media is participative and open; Participants are able to instantly share their views on brands, products, and services. Traditional media gave control of message to the marketer, whereas social media shifts the balance to the consumer or citizen.


Twitter allows companies to promote their products in short messages known as tweets limited to 280 characters which appear on followers' Home timelines.[37] Tweets can contain text, Hashtag, photo, video, Animated GIF, Emoji, or links to the product's website and other social media profiles, etc.[38] Twitter is also used by companies to provide customer service.[39] Some companies make support available 24/7 and answer promptly, thus improving brand loyalty and appreciation.


LinkedIn, a professional business-related networking site, allows companies to create professional profiles for themselves as well as their business to network and meet others.[45] Through the use of widgets, members can promote their various social networking activities, such as Twitter stream or blog entries of their product pages, onto their LinkedIn profile page.[46] LinkedIn provides its members the opportunity to generate sales leads and business partners.[47] Members can use "Company Pages" similar to Facebook pages to create an area that will allow business owners to promote their products or services and be able to interact with their customers.[48]


Yelp consists of a comprehensive online index of business profiles. Businesses are searchable by location, similar to Yellow Pages. The website is operational in seven different countries, including the United States and Canada. Business account holders are allowed to create, share, and edit business profiles. They may post information such as the business location, contact information, pictures, and service information. The website further allows individuals to write, post reviews about businesses, and rate them on a five-point scale. Messaging and talk features are further made available for general members of the website, serving to guide thoughts and opinions.[52]


In addition, social media platforms have become extremely aware of their users and collect information about their viewers to connect with them in various ways. Social-networking website Facebook Inc. is quietly working on a new advertising system that would let marketers target users with ads based on the massive amounts of information people reveal on the site about themselves.[109] This may be an unethical or ethical feature to some individuals. Some people may react negatively because they believe it is an invasion of privacy. On the other hand, some individuals may enjoy this feature because their social network recognizes their interests and sends them particular advertisements pertaining to those interests. Consumers like to network with people who share their interests and desires.[110] Individuals who agree to have their social media profile public, should be aware that advertisers have the ability to take information that interests them to be able to send them information and advertisements to boost their sales. Managers invest in social media to foster relationships and interact with customers.[111] This is an ethical way for managers to send messages about their advertisements and products to their consumers.


Facebook had an estimated 144.27 million views in 2016, approximately 12.9 million per month.[114] Despite this high volume of traffic, very little has been done to protect the millions of users who log on to Facebook and other social media platforms each month. President Barack Obama tried to work with the Federal Trade Commission (FTC) to attempt to regulate data mining. He proposed the Privacy Bill of Rights, which would protect the average user from having their private information downloaded and shared with third party companies. The proposed laws would give the consumer more control over what information companies can collect.[112] President Obama was unable to pass most of these laws through congress, and it is unsure what President Trump will do with regards to social media marketing ethics. 041b061a72


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