Crush It! Rough Draft

           Crush It! Why Now Is The Time To Cash In On Your Passion by Gary Vaynerchuck is “meant” to discuss different strategies and secrets to turn your “real interests into real businesses.”  But in all actuality, this novel is more in the realm of motivational self-help books.

Gary Vaynerchuck transformed his family’s small wine store into a national industry.  He talks about how from a young age he was a businessman through buying and selling baseball cards to make a profit.  He has now built his own brand through developing a video blog called Wine Library TV.  Taking off from this small childhood pastime, Gary realized the steps he needed to take to make a name for himself in the business world…and that was through social media.  He states that the three rules to live by when creating your own business are to “love your family”, “work superhard”, and “live your passion”.  He measures his success by how happy he is, which in essence everyone should do.

There is no real format or structure to this book.  Ninety percent of this book is discussing how you need to be passionate if you want to be successful.  Besides this, Gary goes into the various social media sites such as Facebook, Twitter, Tumblr, and WordPress, among others.  He discusses the different affordances of each network and how to decide which one is right for you to create your business.  Next, Gary goes into the importance of developing your personal brand.  Through building you brand, Gary discusses how authenticity is paramount.  It is important to be yourself and voice your opinions.  He says “You’ll crush it as long as you concentrate on being yourself” (Vaynerchuck, 34).   He feels that your brand will be unique because you are unique.  This relates to our own class reading and discussion about how Liu identifies four different taste statements, authenticity being one of them.  In Liu’s reading we learn that authenticity is when the user is trying to communicate who they really are, everything that is said is true.  I tend to agree with Gary, especially if you are trying to start your own business (personally I feel this was the best piece of advice he gave).  If I were the consumer, I would want to purchase something from a person who is telling me the truth.  It is important to trust the business; otherwise the company would be reaping the benefits while you are left unsatisfied.  Through word of mouth, your business receives the reputation of being dishonest, therefore making people not want to buy whatever service or good you are offering.

Throughout the semester, we have talked about how community is formed through the various social media networks.  Baym discusses in her book the difference qualities of communities in social media: sense of space, shared practice, shared resources and support, shared identities, and interpersonal relationships.  Gary talks about how to form a community in order for your business to benefit.  He says “Creating community—that’s where the bulk of your hustle is going to go and where the bulk of your success will be determined” (Vaynerchuck, 96).  In order to do this, he stresses the need to communicate with others through social media.  According to Gary, you need to read hundreds of blog posts, leave many comments, tweet, email, share links, post your own blog posts, record videos, and much more.  By doing this, you are creating awareness amongst the community of social media, which will create publicity for your business.

He takes a very social constructionist approach when writing this book.  I do feel Gary does give some insights as to how to communicate and build your brand.  However, he does not provide as much information on how to actually monetize your business.  Yes, he does talk about building awareness, which leads to attracting advertisers…but he doesn’t going into that much detail of how to get in contact with these advertisers or what normal protocol is.  Gary gives very broad generalizations of how to build your own business, and how to be passionate (PASSION, PASSION, PASSION), but there are no solid technical instructions of how to market your brand on social media.

Warning: SNS use may have harmful effects on your self-image, self-esteem, mind, and body.

In class, we’ve discussed different issues concerning teens and privacy.  How they portray themselves on the various social networking sites can play a factor in how others perceive their identities.  But what happens when others become involved in creating your online personality (especially unwanted help)?

A made for TV movie entitled Cyberbully, was made in hopes to “delete digital drama.”  It shows a teenage girl named Taylor Hillridge, becoming a victim to cyber bullying.  She received a laptop for her seventeenth birthday, without having to deal with her mom watching over her shoulder at what she is doing online.  Taylor created a “Cliquesters” page (the movie’s version of Facebook/Myspace), and was soon attacked by her fellow peers.  Her own brother hacked into her account and wrote a sexually explicit status.  People were portraying her as a “slut” through comments on her wall and pictures, and also created a fake video portraying her as being pregnant and selling her body on street corners.   Also, one of her best friends created a fake profile (unbeknownst to Taylor till the end of the movie), where she posed as a teenage boy named James.  The purpose of this was to distract Taylor from another boy in her high school (who she felt he only liked her so he could hook up with her), and make her fall for James.  The plan backfired, and in retaliation Taylor’s friend (as James) posted that he had sex with her and that she gave him an STD.  Because of all the drama created on “Cliquesters,” Taylor attempted to commit suicide (though was unsuccessful).

In this movie, Taylor’s mom was very vocal about her dissent of the use of social networking sites, as we can see in real life as well.  She trusted Taylor to use the internet with responsibility and not to give out personal information.  Every time something happened on her profile, the mother told her to take down the account.  But who is really going to listen to their parents anyway?

Hasinoff, points out that there is this moral panic around adults of what teenagers are doing with their phones and Facebook.  They are worried about their children meeting strangers online who set out to hurt them, based on what teenagers provide online.  But the problem that we found in class with this belief is that we are sensationalizing the few cases where it is a stranger’s fault, and displacing our anger and frustration onto the technology we are using.   However, in the case of Cyberbully, Taylor’s poor self-image and depression, were not created by a stranger, but by those who were closest to her.  Maybe parents should start to realize that perhaps it’s not the technology of Facebook or cell phones.  People put so much emphasis on the dangers of these social networking sites and that users don’t understand their capabilities.  It’s time to wake up and smell the coffee.  Yes, these sites offer the affordances to do such things as post videos, pictures, wall posts, and personal information about ourselves.  But on the other hand (as I have stated in a few of my other blog posts), these technologies do not offer the means of posting negativity on the internet, rather it is the user.

I personally have also had to deal with negativity on Facebook (and I wasn’t even in high school).  A few months ago, I dealt with a bad break up and was starting to develop a new relationship.  One of my closest friends, decided to take it upon herself to air my dirty laundry on Facebook, by posting statuses about my situation and calling me several derogatory names.  I was in complete distraught by everything that was going on, and had a really rough time dealing with the situation.  Of course, my mother believed this was Facebook’s fault, like every other parent quick to jump to blaming technology.  It’s easy to blame the technology over an actual person, especially one who is important to you.  I knew my friend was the one I had an issue with, not Facebook. From that experience, I realized who really is in control of what they do or say online, and what effects might stem from it.

We shouldn’t concern ourselves with blasting Facebook (or other such sites) as the evildoer.  It is all about how we present ourselves, and the way we choose to use these sites.   We need to come to terms that there is no third person effect, we are all affected by media in some way shape or form, based on how people choose to use the different technologies.  People need to take control of their usage and realize that there are consequences, not just for themselves, but for others.

Make or Break Your Relationship

As we have read in Baym, there are different qualities of communities echoed in social media.  These include a sense of space, shared practice, shared resources and support, shared identities, and interpersonal relationships.  We can look at these qualities to evaluate online relationships that are fostered or created using social media networks.

Different social media networks are meant as spaces for having an informal social life outside of what occurs in our real lives.  But is this type of social life always a positive one?  After watching Life 2.0, I have seen a very distorted reality.  Second Life in this film is portrayed through following very heavy users of the site, who mainly have problems because of their online personas.  We saw one couple that met on Second Life, forming an emotional relationship, portrayed as “true love.”  However, when the online relationship became offline and in real life, it became evident that the honeymoon period was over.  They started to be less like their online personalities, and were more so a hoax.  Not only did this relationship come to an end, but also there was another relationship in the film that focused on an already established real life relationship, that was being destroyed by a user’s addiction to Second Life.  When I was watching the film, I felt like David after the dentist, saying to myself “is this real life?”  I feel the film was showing an exaggerated portrayal of users on Second Life.  Yes it made the film more interesting, but it went towards a very extreme point of view.  Not everyone using these type of sites are like this, there are a lot of varying degrees in which they’re used.  This representation made me think as a viewer that Second Life was the cause of the damaged relationships rather than the users themselves.  But I have come to understand the opposite when thinking more about social media.

A question that was brought up in class, and one that I mentioned on Twitter, was whether it’s the social media sites that destroy relationships, or is it the users’ fault.  People are quick to blame sites like Facebook for reeking havoc on not only relationships with our significant others, but also with friendships, and even those we consider our enemies.  Is Facebook really to blame?  Yes, Facebook is a medium that presents different opportunities for us, given the various affordances provided by the site, but does Facebook have a soul?  Is it the thing that is creating statuses, writing on their friends’ walls, or stalking people?  People make their own decisions about what they do on Facebook or other social media sites.  They create their profiles, and portray themselves as how they want to be seen (not including what their friends post about them because it can be taken out of context).  People are the ones who use Facebook however they like, whether it be for stalking/lurking purposes, staying in touch with friends, forming new relationships, or as their personal diary for all of their friends to see.  A video I found on YouTube actually discusses infidelity and Facebook.  Rather than putting the blame on Facebook for unfaithfulness, the two speakers discuss how Facebook is a tool that a person uses to become “emotionally” attached to others.  This is more damaging because people who become emotionally involved with others while in a relationship, can be considered more real than (though it’s happening online) a physical/sexual affair.  When emotions become involved, it has more meaning behind it, creating deep feelings, which can prove to be worse when cheating on your significant other.

An article I found discusses what social media sites can do to relationships.  Stacy Kaiser gives the warning that “social networking sites can open a Pandora’s box of relationship destroyers— unleashing everything from affairs, the rekindling of past toxic relationships, jealousy, imaginary online relationships that replace face-to-face intimacy, and online stalking, to name just a few.”  The article explains the most common problems that arise out of these different social media networks.  Sites like Facebook do provide people with the ability to look at their ex’s profiles, talking to others, etc.  However, it is a person’s choice to take part in these acts.  After all, who coined the term “stalking?” Was it Facebook?  Facebook isn’t holding a gun to your head and saying “You must cheat on your boyfriend/girlfriend, OR ELSE!!!”  Though the article doe s discuss the problems that can arise in relationships through the use of social media networks, it does give advice at the end of the article that I feel everyone should follow to prevent these issues from occurring.  Kaiser says, “The power to find, build and maintain a quality intimate relationship lies within you, the individual.”

Blog Post 1- Social Networks: Friend or Foe?

Boyd and Ellison’s article describes what they believe is the definition of a social network.  Their three part definition states “we define social network sites as web-based services that allow individuals to (1) construct a public or semi-public profile within a bounded system, (2) articulate a list of other users whom they share a connection, and (3) view and traverse their list of connections and those made by others within the system” (boyd & Ellison, 211).  Beer’s response, is more than anything a critique of their work.  He believes that boyd and Ellison do give a thorough analysis of social network sites (coined SNS), however, he feels they did not conduct it in the correct manner.  As we discussed in class; Beer thinks, instead of asking how do people use social media, we should be asking broader questions, and using social media to ask them.

One problem Beer has with boyd and Ellison, is their varying definitions between “social network” and “social networking.”  They believe social networking is when users of a site initiate meeting new people, etc.  While social networks maintain already substantiated relationships.  Beer believes by creating this shift in definitions, there isn’t much you are achieving.  He feels that instead, there should be one extensive term, like “Web 2.0,” that will be able to define the shift and fitting of different categories within the spectrum of social networks.  I tend to agree with Beer.  While discussing the difference in class between “social network” and “social networking,” I was left very confused and puzzled.  Giving two separate terms doesn’t create something that is profound or noteworthy, rather it just leaves people being even more speculative of the whole institution of social media networking/networks then they were before.

Another criticism of their work that Beer maintains, is boyd and Ellison’s classification of “Friends” and “friends.”  They believe that “Friends” online, are those people that we are connected with whether it be from school or work, and “friends” are those friendships we have in the real world.  Beer believes hat there is no difference between our online and offline relationships.  He feels that making this distinction is not useful from a sociological perspective.  I tend to both agree and disagree with Beer and boyd and Ellison.  Boyd and Ellison are right about the difference that “Friends” are people you’ve known throughout your life but aren’t as close to as your real “friends.”  However, I agree with Beer that their distinction with these “Friends” and “friends” is not truly the best thing.  We have a separate life than that that of such social networking sites like Facebook.  This life is with our friends and family, interacting face-to-face.  Whether it be sitting at home and just watching a movie together, having a conversation on the phone, shopping at the mall, or grabbing a coffee and talking about what’s going on our lives.  However, this separate life can be continued through sites, to maintain these friendships as boyd and Ellison claim as the purpose of social networks.  For example, on Facebook, we are able to post links or other sources of media we find funny to our friends’ walls.  We can write things related to discussions we had in our previous face-to-face interactions, or even continue those conversations through chat or message.  The video below is a little bit of comic relief towards differentiating “Friends” and “friends.”

Finally, Beer also believes that people like boyd and Ellison, are not inserting a critique about capitalism when it comes to social networking sites.  He feels that they are looking at specific users rather than looking at the economics of the sites.  I also agree with Beer’s claim.  What really is the agenda of these sites?  Yes we use them as a relief from our own lives as either entertainment, or catching up with friends.  However, there is something much bigger that is going on that people may be overlooking.  When we sign onto sites like Twitter or Facebook, we see there are all these different pages about different consumer goods, restaurants, movies, television programs, etc.  We are able to “like” these pages or become “fans” based on our interests.  Yes we may have interests in these things, however, what is the goal of creating these pages?  To perhaps create a larger audience for these products, shows, etc?  To create more of an awareness?  This is all used by big businesses for their own benefit because everyone’s goal is to make money at the end of the day.  Also, sites like Facebook are able to take user’s information that are provided from their interests, activities sections, etc. to put advertisementss on their sidebars that are related to the information that is retrieved.  This not only exploits user’s profiles, but it also leads to privacy issues.  Jessica Mintz states in an article featured in Bloomberg Businessweek entitled “Microsoft, Facebook team up on social search, “Privacy concerns have plagued Facebook over the years as the company has encouraged members to reveal more details about themselves. The site has a history of introducing features that people must then remove, or opt out of, instead of waiting for members to actively sign up for the new features. That approach has riled privacy advocates” (http://www.businessweek.com/ap/financialnews/D9IR22AG2.htm) Creating all of these features and applications “intended” to express who users are as individuals on Facebook, coincidentally allows Facebook to use it’s power to create a major consumerist machine.

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