CSUN On Point

Starting a business has never been an easy task. In this day and age, it can be argued that it is becoming increasingly difficult. However, this new generation of business owners has found a way to benefit from social media, by using it to build brand awareness much more easily. Regardless, succeeding with a small business is still a tall task, requiring more than just brand awareness in this new age of entrepreneurship.

The U.S. Bureau of Labor Statistics says about 20 percent of small businesses fail within their first year. By the end of the fifth year, roughly 50 percent of small businesses have failed. After 10 years, only about one in three is still around.

For those who are able to make it past the first year, it’s not the easiest thing to get off to a running start.

“It’s not like Field of Dreams, [where] if you build it, they’re just gonna show up,” Opulen Studios owner Christiana Lucratif said. “It’s marketing, and trying to get everybody to spread the word. One of the biggest things was just being willing to take the risk, and just dive in.”

In this new era, the use of social media has become one of the biggest tools for entrepreneurs as they try to find new customers and partners, and then keep them. A 2017 survey of marketers showed that 66 percent of internet users between the ages of 18 and 24 are more loyal to the brands they follow on social media.

“We’re scrolling on Instagram, or whatever it may be,” Scarlet’s Addiction founder Sadee Mondino said.  “I know I have to use it all day because of what I do for a living. That’s how I find most of the brands I want to work with. That’s how I find people I want to work with.”

However, an online presence can’t be the end all be for these aspiring entrepreneurs.

“If Instagram were to shut down, [you’d have to ask], ‘can you still stay in business and how are you exporting those followers and those customers to your actual CRM (Customer Relationship Management)’,” said Lucratif. “That’s why I do a lot of the marketing directly through my own text messages and emails, versus just social media. And then people that I do find on social media, [I work on]  gathering their contact information, and putting them into my database.”

Moderator: Monica Campos

Producer: Lauren Cienfuegos

Anchor: Kenia Arevalo

Social Media Editor: Zaira Garcia

Reporters: Kenia Arevalo, Monica Campos, Alan Cardoza,  Lauren Cienfuegos, Zaira Garcia, Kimberly Lopez Chavez and Demothy Tien

A reliance on social media may have a prolonged effect on young people, in part by creating false role models, and in part by encouraging ‘FOMO’, or ‘Fear of Missing Out’. But many young children start using social media at a young age.

“One of the things I see parents doing is using screen time to keep their kids entertained while they’re doing something else,” said Dr. Joannie Busillo-Aguayo, CSUN associate professor of Educational Psychology and Counseling. “My oldest granddaughter is 16 years old and social media is her life. If she’s not able to do what her friends are doing, it affects her life.”

The Royal Society for Public Health and the Young Health Movement published a report ranking Instagram as the worst social media platform, in term of its impact on the mental health of young people. YouTube was ranked as the most positive social media platform. Snapchat was also ranked as among the most negative.

According to the Pew Research Center, YouTube, Instagram and Snapchat are the most popular platforms among teens. Forty-five percent of teens said they’re online almost constantly.

The RSPH report recommends three possible solutions: the introduction of a pop-up heavy usage warning on social media, platforms identifying users with possible mental health problems based on their posts, and platforms alerting users when photos of people have been digitally manipulated.

Social media remains popular among young people, who say they want to do everything their peers are doing. A new iPhone update tells users how long they’ve been on their phones, and on social media specifically.

“The other day I went on my Instagram, and I look [at the update], and it says [I’ve] been on this for four hours,”  photographer Nathan Zielke said. “It was six o’clock in the morning.”

Zielke and recording artist JR Jones said they use social media to connect with people.

“I think that [social media] is literally my number one tool,” Jones said. “It has helped me build a really strong fan base, and it’s real people you can connect with, that don’t have to be in your local area. I’m reaching out to Canada, to Spain, to Portugal… it gives me a platform to share my music, and allow my music to go further than it would if I was just a local artist with no social media at all.”

Zielke has more than 29,000 followers on Instagram, and Jones has almost 34,000 followers. But Jones and Zielke, who have worked together, said they believe social media should be more about showing everyone who you really are, rather than showing people who you are trying to be. They said they’re aware of the potential for a negative impact.

“I feel like it gives me [the platform] to be a real model, instead of a role model,” Jones said. “I curse; I show the negatives; I show the down moments; I show me at my weakest moments… I think social media’s problem is it gives people an illusion that everything is great. You see the vacation… [and] you just see the picture of the sunset and the beach and stuff.”

“That’s the biggest fight with social media,” Zielke said. “I call it ‘fake flexing’. There are a lot of people out there who fake flex, and find ways to portray themselves as always being happy, always doing something…. they’ll be at home and [they’ll] post a vacation picture to make it look like they are somewhere else.”

Wrestler Sammy Guevara has about 15,000 Instagram followers. He said he does make choices about what to post.

“No one really wants to see the bad stuff,” Guevara said. “I get messages from people who get inspired from my videos. These videos aren’t solely about me. It’s a bigger picture thing… I wouldn’t call it fake energy or whatever, but some stuff is not meant for the camera and some stuff is.”

“I think it’s more important for [posts] to send a real message, and not a fake message,” Jones said. “I think it’s bad for kids to have this cookie cutter image of how life should be. You see this guy and he says all the right things, does all the right moves, with the most beautiful women, always happy… the minute the kid isn’t living [up to the fantasy], [he’ll think] ‘I’m a failure because I’m not like him’.”

Moderator: Tammera Magaña

Producers: Manuel Fuentes and Natalia Vivino

Anchor: Natalie Vivino

Social Media Editor: Mario Saucedo

Reporters: Ahmad Akkaoui, Sandy Chavez, Manuel Fuentes, Tammera Magaña, Mario Saucedo and Natalia Vivino

Nowadays, some young girls are living their lives through their social media pages.

Whether it’s Facebook, Twitter, Snapchat, or Instagram, these teens and pre-teens are updating their pages and hoping they get likes, comments and follows. Sometimes there are great comments, a lot of likes, and thousands of follows, but there may also be bullying and degrading going on.

“Now I think students are getting more savvy with technology,” high school counselor Jessica Estrada said. “And they’re getting more brave, and they’re being meaner, because they’re able to hide behind a screen, [and] say what they want to say.”

Some teens are also relying more heavily on social media to create images of themselves that they may think are the images people want to see, but those images may be based on traditional and limiting stereotypes of women.

“I think that it’s really empowering, on some level, to be able to have the means with which to produce yourself, and distribute yourself to the world,” said CSUN Communication Studies Professor Gina Giotta. “But on the other hand, I think we’ve been compelled to produce ourselves and to author ourselves in ways that are often times consistent with those previous representations that were produced for us by the mass media…We don’t have a lot of other scripts besides those media have offered to us.”

Some educators said social media are also affecting the way young people write.

“A lot of the English teachers in my school are complaining about…text language, [for example] putting LOL [for ‘laugh out loud’], and IKR for ‘I know, right’,” Estrada said. “They’re using little acronyms, [and] we’re supposed to be graduating these kids to be college ready.”

But educators and parents said it may be impossible to take social media away from young people at this point.

“I think they’d eventually learn how to live without it, but it’s such an addiction that I don’t know that [you could abolish it]…I think they’d struggle with that,” Estrada said.

“I’m not a doctor,” Giotta said, “but I do know that people can survive without social media. People did it for centuries, so I think it’s a possibility.”

Moderator: Melanie Rosales

Producers: Angela Bickmann and Marissa Martinez

Anchor: Jesyka Dunn

Social Media Editor: Karin Abcarians

Reporters: Karin Abcarians, Angela Bickmann, Jesyka Dunn, Marissa Martinez and Melanie Rosales

Fake news has been on the minds of most adults in America, including President Donald Trump, who recently told Fox News’ Lou Dobbs that he coined the now infamous phrase.

Its existence raises the question, how can people fight it?

Experts say media literacy is the most effective way to combat fake news, and becoming media literate will help everyone, including students, understand the differences between real and fake news. The National Association for Media Literacy Education recently held its third annual Media Literacy Week to raise awareness about the issue.

According to a recent Pew Research Study “nearly two-thirds of U.S. adults (64 percent) say fabricated news stories cause a great deal of confusion about the basic facts of current issues and events. About a third of U.S. adults (32 percent) say they often see made-up political news online, while 39 percent sometimes see such stories, and 26 percent hardly ever or never do.”

Pew Research Center also reports a ten percent increase since 2016 in social media use for people over 50 years old. And the study also saw a ten percent increase in nonwhite social media users. In addition, 45 percent of all Facebook users say they rely solely on the site to deliver their news.

“I think it is less about the mobile devices themselves, and more about how they have changed our culture,” CSUN Communications Studies graduate student Anya Crittention said. “Also, I think [the controversy over fake news] is damaging to journalism itself. While people are now ready to believe fake news, there’s also this increasing cynicism and distrust of the media. And, I think that is also dangerous since the media inherently is meant to be for the people and if we turn our back on them, that’s also dangerous.”

Media historians say social media outlets have allowed for an emergence of more voices, and that makes the news more democratic. And now the news cycle has become 24/7 due to the emergence of digital media technology, and that makes news and information more accessible to more people.

“I think there’s been fake news around for a long time,” CSUN Cinema and Television Arts Professor Anna Marie Piersimoni said. “We just have more of it because we have more of everything, and more voices doing that, but from the early days of yellow journalism, [from] the building of the Hearst Empire to the building of the Murdoch empire, there’s been fake journalism.”

Piersimoni said sensational ‘clickbait’ headlines cause people to jump from one article to the next without taking the time to evaluate the story. And since people are not reading the full story, they are relying only on their own beliefs, and not using the critical and analytical tools of media literacy. These strongly held beliefs and biases create filter bubbles, and limit the amount of information people are exposed to, or willing to read.

“I think that the awareness of your own biases is the only way that you can start to pierce the bubble,”  CSUN Department Chair of Political Science Dr. David Leitch said. “If you don’t know what your preferences are, and if they’re sort of unexamined, unaware, unconsciousness, then you don’t have any strategies for confronting them. And I’ll be an advocate: I will say it’s good to confront your biases, not just because it is healthy and democratic, because it is fun.”

Media literacy experts say it’s important for students to read opinions written by sources they don’t necessarily agree with, and to be exposed to more viewpoints, even if they have to look hard to find them.

“The best thing, I tell my students, is to not only follow the money, but to follow the breadcrumbs,” Piersimoni said. “Especially if you go to Wikipedia. Down at the bottom of the page, check all the little footnotes, and double check, and then cross-reference. It is the best thing that you can do. And then see if you can find the opposite view of what you’re looking at.”

Moderator: Minerva Medrano

Producers: Diego Girgado and Tyler Jones

Anchor: Morgan Ball

Social Media Editors: Joselynn Castro and Shannon Ozburn

Reporters: Morgan Ball, Joselynn Castro, Diego Girgado, Tyler Jones, Minerva Medrano and Shannon Ozburn

Recently, social media have started setting a high beauty standard for both men and women.

Billions of dollars are spent annually on beauty products in this country, and a  study done by a British makeup company found that 68 percent of employers say they would not want to hire women who don’t wear make up.

“One’s sense of self-esteem is hit hard when one feels as though he or she doesn’t measure up to the classic image of the media,” psychologist Yvonne Thomas said.

“The media’s job is to tell a story, ” said Gender and Women’s Studies Professor Shira Brown, Director of the Women’s Research and Resource Center. “The story being told portrays a false sense of image for the average person, especially young boys and girls, whether it’s on television, magazines or the radio…Unfortunately the story being told is [of] a particular body or hair type, which puts pressure on society’s body image.”

The Internet has become the go-to way for finding information. Many people go online to do research about health and beauty, and find the same unrealistic standards of beauty there that they would in traditional media. Experts said those standards have an impact on individuals.

“I got a lot of doors shut on me, and that really actually lowered my self-esteem and I did get anorexia,” said social media model Magi Tcherno. She said she didn’t feel beautiful until she under went a breast augmentation. Tcherno jumpstarted her own modeling career by representing herself online after she was rejected by modeling agencies who told her she wasn’t good enough. It was at that point, she said, that she became more determined and developed the self-confidence to build her own modeling career.

Dove, a personal care products manufacturer owned by Unilever, has built a marketing strategy around increased self-esteem for men and women, partly by showing many different body types and standards in their advertising.

“I believe that good things come when you show diversity in body type; good things come when you show diversity in skin color and height,” Brown said.

Moderator: Delmy Moran

Anchor: Brittni Perez

Producer: Celene Zavala

Social Media Editors:  Jordan Williams

Reporters: Delmy Moran, Brittni Perez, Kiesha Phillips, Daniel Saad, Jordan Williams and Celene Zavala

In today’s digital age, businesses are using social media more and more to advertise their products.

A recent eMarketer study shows that $180 billion was spent on advertising last year, a five percent growth from 2004. Statistics show that digital advertising is leading the increase in ad spending, with spending for mobile networks in the lead.

Marketing analysts say the shift in ad spending has to do with what consumers are focused on, and the current focus for many consumers is social media. “Social media as a platform has been successful in reaching consumers and making connections,” said Dr. Kristen Walker, an associate professor in the CSUN Department of Marketing.

Marketing experts say the increase in digital advertising spending has to do with the increased amount of time consumers are spending on their mobile devices. eMarketer reports that adults in the US spend about two hours and 51 minutes on mobile devices each day.

“Google is already veering towards sites that are built for a mobile user,” said Apex Digital Media founder Dustin Peterson. “You’ll get a higher search ranking if you’re optimized for a user on their iPhone.”

Statistics show that Google accounts for about 45 percent of all digital advertising spending, but social media sites like Facebook and Twitter are growing.

Advertising experts say those social media platforms give advertising firms a way to connect with consumers. “If someone clicks on a link you can tell where that person came from,” Peterson said. “A lot of times you can cookie their browser and serve them follow-up messaging.” For example, a marketing guide for vet clinics might use these techniques to target pet owners with ads, providing personalized follow-ups to encourage appointments or promote pet care products.

A recent Gallup poll shows that 62 percent of people say viewing ads on social media does not influence their spending activities, but some marketing experts disagree.

“Consumers aren’t necessarily aware of how effective marketing can be,” Walker said. “Marketers can learn a lot about your interactions with people in your social media platform.”

Walker said digital marketing is going to get even more personal in the future.

“Consumers haven’t really figured out how many companies are gathering information about them and when they are gathering it,” Walker said.

“Because of the way that technology’s evolving,” Peterson said, ” I think everything’s going to be personalized based on your likes, and things that you said you had interest in; you can already kind of see it happening”.

The trick is going to be finding the balance between personalization and privacy.

“The White House just released a draft of the consumer privacy bill of rights,” Walker said, “and there’s some discussion as to where that’s going in the future.”

Moderator: Kelsey Ducklow

Producer: Brenda Garcia

Anchor: Teresa Arevalo

Reporters: Wahid Lodin, Gloria Star and Alexis Wadley

The Pew Research Center reported recently that 72 percent of online adults use social networking sites. More than four billion videos are watched daily and more than three billion hours of video are watched a month. The widespread success of online media is providing entrepreneurs with many new ways to make their brand or business flourish.

“That’s how I make the majority of my cash, through promotions, reels or marketing videos, because everyone’s going to need to go digital at some point,” blogger Reina Royale said.

Statistics show over 50 percent of American consumers rely on blog posts when buying goods, and smaller businesses saw a 26 percent increase in leads due to blogging.

YouTube blogger Vanessa Watson provides segments like “Wellness Wednesday” on her site, offering her followers videos with tips for losing weight or preparing healthy meals.

Royale provides her online audience with “Royale Reports”, which include her take on pop culture, and the music and entertainment world.

“The reason why you’re probably gaining a following, is because the story remains authentic,” said Dr. Kristen Walker, an associate professor in CSUN’s Marketing Department. “When you come back to branding, it has to be something that’s consistent, and as long as you can stay consistent within that persona, you’re keeping and maintaining your community.”

Social avenues such as Twitter, Facebook, and Instagram are great barometers for gauging the reception of the content displayed by the bloggers or online businesses. Entrepreneurs who use social media and digital marketing techniques can get immediate feedback from their followers.

“Everyone loves my weight loss videos [on YouTube],” Watson said, “but it’s mainly to find a balance within myself. I don’t want to venture out what I don’t believe in.”

Experts and practitioners agree that successful digital branding is a process, which starts with making a list of what and whom to target.

Royale said the next step is to cultivate an audience, by finding people who are just as passionate as you are to support your brand, and then consistently following your plan in order to keep them.

“It’s sort of hashtag passion,” Walker said. “You guys are talking about what your passions are, and if you are passionate about things the consumer can connect to, then that’s when it works.”

Moderator: Jonny Green

Anchor: Jacquelyn Koenig

Digital Editors: Trene Todd and Jacquelyn Koenig

Reporters: Ben Ladiana, Brionna Lewis, Mihkel Teemant and Jacquelyn Koenig