Far from…


I consider that the words “far from…” could be the perfect beginning for almost every sentence related to our project.  First of all, “It is a small world” is a social media product about emotional and even physical aspects of being far from families, friends and partners.

The second “far from” is dedicated to the quantitative success of the campaign: for now we have 21 followers on the Facebook page. And I should say that four of us are included in this number.

Finally, the third “far from” I would give to the overall view of our project. Despite the fact that we have been posting our content for minimum amount of followers, “It is a small world” campaign is far from being disastrous.  It was a perfect experimental platform that helped our group to examine humans’ behavior in a social media environment.

My personal curiosity of how the social media works and what makes people follow particular pages was based on questioning whether content is more significant than its delivery or the delivery by itself determines the success.  As I found out one of the crucial aspects of a content delivery is frequency.  People are more likely to follow the page with a high activity.

“…the conversations are like pieces of a rapidly changing puzzle which, when aggregated, combine to produce an overall image or message. In contrast, people such as Marc Andreeson (a co-founder of Netscape) use regular blogs to post detailed, but less frequent accounts. These postings can be rich and useful, but not necessarily connected to a greater social media exchange on the same subject.” (Kietzmann, 2011)

Frequency has always been my weakest point.  Likewise Marc Andreeson, mentioned above, I prefer to create a finalized and complete product that does not need any supporting material. However, as personal experience shows, a holistic product rarely becomes viral.  That is why, for our third campaign we have tried to post things regularly.  Luckily there is a publishing tool in Facebook that allows page administrators to create a scheduled post.  This is the most convenient tool for social media users who have no time to be active online every day.

In our final documentary I have mentioned that the total watched time of videos posted on “It is a small world” page increased noticeably.  To be honest, I am new to Facebook so every discovery of statics makes me feel excited.  I am sure that there are lots of facilities that I have not explored yet.

Page views


“… the technical advances that have been made over the past 20 years now enable a form of virtual content sharing that is fundamentally different from, and more powerful than, the BBS of the late 1970s.” (Kaplan & Haenlein, 2010)

The other challenge for me was sharing. Kaplan and Haenlein (2010) mention that social media users have to understand what the format of communication with their followers is before they start interaction.  I was raised in the society where no one cares what happens in other people’s lives and sharing posts on social media leads to the loneliness in networks. In other words, internet friends would unfollow an active blogger without hesitation.  Kaplan and Haelnlein (2011) in their article compare social media with the bubonic plague. “To make viral marketing work, three basic criteria must be met: the right people need to get the right message under the right circumstances” (Kaplan & Haenlein, 2011). I was not the right person; my connections on Facebook are quite random and unsuitable for promotion of the campaign. Mostly because half of my Facebook friends do not speak English and our content is not relevant to them. On the other hand, I do not know how my English-speaking friends may react on frequent posting the information they probably are not interested in.  However I was worried for naught. Perhaps my internet friends were surprised to notice activity on the page and their attention was attracted.  To recap, sharing is a considerable aspect of any social media campaign; obviously people will not follow the page they do not even know exists.

On the other hand, would anyone like to watch or read posts that do not correspond to the high quality standards? This is the question I keep asking myself till now.  During the whole three campaigns we have been posting videos that have been recorded with a mobile phone or with a camera but the footage was not color corrected, moreover,  it was a little shaky , and the sound was either too high or too low. The absence of consistency made our page look like a collection of haphazard videos, links and quotes.   Nevertheless, our campaign certainly was capable because of the honesty and sincerity of the content.  People are tired of being deceived. They want to see the truth, they want to believe in the information they get.

“Results clearly show traditional news media receive higher scores than blogs and social media in terms of accuracy, credibility, telling the truth and being ethical. Findings also show 75 percent expect traditional news media to be honest, tell the truth and be ethical, but only 44 percent hold these same expectations for blogs and other social media.”  (Wright& Hinson, 2008).

“It is a small world” is a project where people were frank and fair. We uncovered our own issues, fears and desires and offered others to join our heartwarming project.




Kaplan, A.M. and Haenlein, M., 2010. Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), pp.59-68.

Kaplan, A.M. and Haenlein, M., 2011. Two hearts in three-quarter time: How to waltz the social media/viral marketing dance. Business Horizons, 54(3), pp.253-263.

Kietzmann, J.H., Hermkens, K., McCarthy, I.P. and Silvestre, B.S., 2011. Social media? Get serious! Understanding the functional building blocks of social media. Business horizons, 54(3), pp.241-251.

Wright, D.K. and Hinson, M.D., 2008. How blogs and social media are changing public relations and the way it is practiced. Public relations journal, 2(2), pp.1-21.



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