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"CNN Business" featured Lubin marketing professor Randi Priluck in "They left Facebook to make an app that will spice up your Instagram Stories"

11/13/2019

"CNN Business" featured Lubin marketing professor Randi Priluck in "They left Facebook to make an app that will spice up your Instagram Stories"

"It's really for people who care very strongly about what they look like online, and how they are perceived online," said Randi Priluck, a marketing professor at Pace University who studies social media. "Most people will just use the tools already available [on Instagram]."

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"CNN Business" featured Lubin associate dean and social media and mobile marketing Professor Randi Priluck in "Instagram rolls out new feature to help fight bullying"

10/02/2019

"CNN Business" featured Lubin associate dean and social media and mobile marketing Professor Randi Priluck in "Instagram rolls out new feature to help fight bullying"

Earlier this year, Instagram head Adam Mosseri declared that the social network wants to "lead the fight against online bullying." On Wednesday, the social media platform announced a new effort in that daunting task: it's rolling out globally a feature called "Restrict," a tool it's been testing since July. When you "Restrict" another user, comments on your posts from that person are only visible to them, and not to other people. Restricted users also won't be able to see if you're active on Instagram at any given moment or if you've read their direct messages.

Users can also opt to make a restricted person's comments show up for others by approving their comments. "The fact that Instagram is doing something is better than nothing," said Randi Priluck, a professor and associate dean at Pace University focused on social media and mobile marketing. "But the question is: How much will this help?" Fifty-nine percent of US teens have been bullied or harassed online, according to a 2018 study from Pew. Another study conducted by a non-profit anti-bullying group found that 42% of cyberbullying victims between the ages of 12 and 20 said they were bullied on Instagram. Instagram's reasoning for developing Restrict is that young Instagram users may be wary of blocking, unfollowing or reporting a bully because it could make the situation worse. Blocking or unfollowing the person could also make it harder to keep tabs on the bully's behavior. If Restrict works as intended, it could offer a way for users to protect themselves without notifying the person who is bullying them. Instagram is launching Restrict mode worldwide.

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"CNN Business" featured Pace University's Lubin School of Business marketing professor Randi Priluck in "Instagram-worthy rest stops offer free lodging, laundry for touring musicians with a catch"

02/06/2019

"CNN Business" featured Pace University's Lubin School of Business marketing professor Randi Priluck in "Instagram-worthy rest stops offer free lodging, laundry for touring musicians with a catch"

In a high-rise building in Jersey City, New Jersey sits a well-decorated apartment with tall windows, modern art pieces, funky wallpaper and a balcony with views of the Manhattan skyline.

The space is part of a project called "For Those Who Tour" from experiential marketing firm the Participation Agency. The idea is to provide free overnight accommodations and temporary rest stops for emerging musicians on tour.

In return, the artists are asked but not required to post about the brands featured in the space on social media. 

While the spaces are designed by the Participation Agency's team, the firm partners with companies such as West Elm, water bottle brand S'well, Soylent, popsicle maker Zoku and beverage manufacturers Dirty Lemon and Califia Farms, to provide products for the properties. Brands also pay an undisclosed fee for participating in the program.

The overnight locations, which the Participation Agency refers to as "Basecamp," feature recording equipment, a kitchen, laundry, parking, room to sleep as many as seven people, and even space for musicians to throw a small concert for fans. Other perks include exercise equipment, such as yoga mats, and "inspirational" reading materials including musician biographies.

Since launching in 2017, over 460 musicians -- including Grammy nominated artist Halsey, Little Dragon, BØRNS, G-Eazy and Tom Misch -- have stayed at the properties.

There are additional spaces outside New Jersey, too. For Those Who Tour has locations in El Paso, Texas and Los Angeles, and is opening one in Chicago in March. The organization plans to expand to more cities in the future. 

For Those Who Tour leans into the fact that companies are increasingly working with celebrities and social media stars, known as influencers, to reach their followers and boost brand awareness. Influencers often receive free swag or are paid to promote brands on their social media accounts. In this case, they're getting a free place to hang out.

"Someone who feels a passionate connection to a musician, a creative or an artist, is going to listen and be inspired by their story much more so than a faceless brand," said Jessica Resler, cofounder and creative director of the Participation Agency, told CNN Business. "Musicians are some of the best content generators that exist from the influencer community."

Brands receive an average of 200,000 social media impressions per month from products placed in the spaces from the influencers' posts, according to the Participation Agency. 

Kamiu Lee, CEO of influencer marketing company Activate, said For Those Who Tour's approach lends itself to more authentic and organic content posted by the musicians compared to a more formal sponsored partnership in which a brand may exert more control over the message of the post.

"You want to foster a certain level of organic content out there. This is one way of doing it," Lee said.

The Participation Agency covers the rent for the properties. (However, for the Jersey City apartment, the firm struck a deal with the building to not pay rent in exchange for the visiting musicians to perform a concert once a month for residents in a common space). 

Another potential advantage for brands: The concept focuses on emerging musicians rather than big name artists with a huge social media audience. Influencers with a smaller number of followers have higher engagement rates on their posts, according to Randi Priluck, a marketing professor at Pace University who studies social media.

"Engagement increases significantly the fewer followers an influencer has," Priluck said. "If brands really want people who are very engaged with the influencers, who believe what they say, and want to be like those influencers, they want to have a high engagement rate, because it shows that [the followers] really pay attention to the posts."

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