Senior Thesis : Conclusion and Methodology


The media people use today may be very different than has been used in the past.  Web 2.0 is taking charge, and companies are taking advantage of it.  New media is not a tool to use to make things easier; it is a series of things that make the following spectrum broader.  New media helps consumers follow companies and people, and helps companies see what it is that their consumers really want.  The audience is the key part of new media.  Just like the first communications model, new media still follows the same basics.  There will always be someone sending a message, someone receiving the message, and then it starts all over again.  The analyses of these four campaigns were used to show the difference in how companies use new media, and why some succeeded and some failed.  There will always be steps to take, in all aspects of media.  One click of a button won’t get you anywhere… it’s the follow through that get’s you there.


In order to complete this qualitative study, the researcher gathered data on audiences, new social media, and companies that are altering or adding to the way they reach out to their target audiences.  The paper followed four different companies and people that used new social media to market a product or an idea, two of which were successful, one of which learned from its’ mistakes and one that failed.

Using descriptions of how they used new social media, following blogs, twitter accounts, facebook profiles, fan pages, podcast sign ups, as well as other social media, the researcher was able to determine the successful or unsuccessful “reach out rate”.  The researcher also analyzed audiences and how they reacted to certain instances.  Using the book, “The New Rules of Marketing & PR”, by David Meerman Scott, the researcher identified the aspects of each campaign and what made it either the successful or unsuccessful.

The difficult part about writing this paper was that so much of today’s media is biased.  There were many different articles written on the same campaigns, some of which thought the campaign was genius and others that thought it was terrible.  The researcher tried to stick to campaigns that were more noted in today’s society, so that it was something that everyone could relate to while reading the paper.  All in all, the researcher enjoyed writing the paper and found some very useful information.


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