digital anthropology

Tufts University appreciates funky personal brands

I was very happy to hear that my Alma Mater, Tufts University in Boston (I went to the Fletcher School at Tufts back in 2001), has been exploring the power of social media in order to identify best applicants for its top-ranked undergraduate education. As part of their application package (which includes academic test results, essays and other quite elaborate  things that require a lot of effort and preparation), Tufts candidates are now encouraged to submit videos that shed light on their personalities.  Since a decision was made to allow YouTube video submissions as part of the application package, Tufts has received 1000 videos. Interestingly, 60% were female, and two thirds of the applicants submitting videos were seeking financial aid. As already mentioned in my previous blog post, Digital Anthropology, women are most active users of social media, and the Tufts University applicant videos suggest the same.

When I was a student at Tufts back in 1999-2001, I was frequently amazed at a large number of very strong and individual personalities there. My feeling is that this will improve even further! Equipped with the encouragement of the Tufts Admissions team, bright candidates will be given an additional incentive to demonstrate their unique skills, interests and passions. In the SCHMOOZY FOX language, these students will have a great opportunity to make their personal brand stand out from the crowd. And by the way, it's not only unique and original products and services that can be funky brands, it's also people!

Digital anthropology


Today I want to share with you a very useful and informative recent post on Mashable about the main types and characteristics of social media users. It is actually a summary of Forrester's recent research entitled The New Social Technographics and it reveals quite some interesting info for marketers and entrepreneurs. The summary is presented in the graph below.

ForresterGraphThis summary will come in handy for any brand that is exploring online channels in order to connect to its consumers and spot business growth opportunities. Interestingly, the most active group on the web, referred to as "creators" (bloggers, podcasters and other proactive digital folk such as yours truly) is actually relatively large: 24% of all web users in the US.

Another sizable group are the so called "conversationalists", or those who update their Facebook status or send a tweet at least once a week. Some characteristics that described them are as follows,

56% are female — the highest concentration of women in any of the groupings. Seventy percent are 30 years of age or older, and 24% are older than 44. According to the report, conversationalists also have household incomes “slightly above average, and they’re more likely than any other social classification to have college degrees."

There's a large number of ways how an innovative brand could use this information to raise awareness on the web, explore it, and make your brands funky!