Justin O'Donoghue graduated from Ferris in the Spring of 2017 with a Bachelors degree in Music Industry Management with a Minor in Advertising/Integrated Marketing Communications. Justin was last year's Case Team leader that led Ferris to win second place in the international competition.
What have you been up to?
Justin recently started up Digital Valence, a blog to show how PR events, marketing campaigns or products translate into positive or negative reactions from the general public online. These reactions are turned into "Digital Valence Ratings" ranging from -6 to +6. I put my own two sense into some of the topics but, overall, the ratings are based objectively on what is seen in the "digital world" i.e comments, posts, news articles.
Why did you decide to start your blog?
The idea for this blog came from a project in Susan K. Jones' AIMC class for digital marketing. Only recently did he decide to commit to the blog, buy the domain name, and ask for others to participate. While choosing a name for his blog Justin said, “I've always liked the concept of Valence (plus, I think the word is pretty cool) in science and in psychology.
Essentially, the concept for Digital Valence is this: Valence in psychology is the intrinsic attractiveness or aversiveness to a certain situation; basically, your gut feeling on a situation or event. In chemistry, the Valence of an atom determines how easily it will bond with other atoms; the higher the rating, the more atoms it can bond with. Taking these two concepts, I came up with the Digital Valence Rating. The higher the rating (+/-), the more people a certain event, product or campaign has affected online.”
How did AMA help you get to where you are now?
AMA has helped me have the confidence to start the blog and there have been a few members who have written for the blog already (Tyler Luptowski & Trevor Holowaty), which has been great. Writing and editing the case over the past two years has really increased my writing skills as well!
What are your hopes for your blog?
My vision for this, eventually, is to have a Interbrand-type of website where brands will have a total Digital Valence Rating from multiple blogs overtime. It would take a lot of articles, but I think that it would be really cool to see how a brand has changed their attractiveness or averseness in the eyes of the public.