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Marketing and Influencing new forms of shows/media.

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Marketing and Influencing new forms of shows/media.

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The cast of Riverdale takes Instagram very seriously.

At first glance, it might not seem like it. Between Lili Reinhart's ironic captions and KJ Apa's real-time pranking over Instagram Stories, their interactions with the platform could certainly be read as fun, even frivolous entertainment. But #Riverdale didn't become the third most followed hashtag globally without a plan. In between the jocularity, there's some no-nonsense brand marketing going on.

By investing in social media, the show holds onto a highly valuable audience, which has dropped since the season 2 premiere. Currently, Riverdale has a .40 in the 18-49 demographic, proving its popularity with teens and college students. And with about 1 million viewers still tuning in every week and a renewal for season three, Riverdale is a definite win for the CW. The global appeal of Riverdale can also be attributed to the show's presence on multiple platforms. It airs first on the CW and Hulu Live and is immediately put on Netflix after the season ends. Riverdale is available internationally in a range of countries across North America, Europe and Asia.

The show's following has also catalyzed the careers of its stars - with help from social media. Since the show premiered at the end of January 2017, the stars of Riverdale have catapulted to social media superstardom.

Before the show started, most of the show's leads had a few hundred to a couple of thousand followers. The most dramatic rise is Cole Sprouse, who now has approximately 14.3 million followers, gained about 12 million followers since the show's premiere. Similarly, Cami Mendes and Lili Reinhart each have about 7.7 million followers, up from a few hundred in their pre- Riverdale days. Those numbers are translating into promotion for both the stars and the show.

"This is a new crop of entertainer, a new class, who look at Instagram as a number one priority in their day to day," says Claudine Cazian Britz, head of entertainment partnerships at Instagram. "For casts on shows like Riverdale, it's important because their main audience is on Instagram. They're opening up the app 30, 40 times a day."

With a bold willingness to share their lives and a phone in their hands, stars of shows like Riverdale have the power and responsibility to build their brands by showcasing multi-faceted personalities and talents.

Exhibitionism is the philosophy of the modern day celebrity. The casts of shows like Riverdale consist of digital-first natives - social media is intuitive and natural for them.

A perpetual stream of sharing builds another layer of fandom we haven't seen before. On Instagram, Riverdale fans come along for the ride as they watch Cole Sprouse develop his photography skills and get glimpses of Cami Mendes' other acting projects. Fans begin to feel they know the actors as not only as characters, but also as people. In a world where people can be diminished to a headline, Instagram allows its celebrity users to traffic in nuance.

"They're using Instagram to talk to their fans in really unique ways. They're talking about not only the projects they're doing, but their lives," says Cazian Britz. "All of the stars of Riverdale, these are multi-hyphenate stars who are showcasing all the facets of their life on Instagram first."

Before Instagram, celebrity culture dictated a strict division between the public and private lives of stars. They would go on the press circuit to promote a show or a film during a "promo window," revealing parts of their personal lives or anecdotes from their careers. But social media has changed this norm, creating a 24/7 promotion window. Promotion starts on day one of filming, with stars sharing everything.

"I think of promo windows as out the door. They're sharing in real time 365 days a year," says Cazian Britz. "They're sharing the personal moments and the highlights."

The individualized aspect of a star's social media is key. Fans are savvy enough to distinguish between solely promotional Instagrams and personalized, authentic Instagrams. <span>Cazian Britz emphasized that social media success comes from a semblance of reality beneath the filtered enchantment of celebrity life. For the stars of Riverdale, this means the sincere sharing of experience - all of it, good and bad, as it happens.

"There is no barrier. There's no thought process of, 'Oh, maybe I shouldn't do this at this time.' They're sharing in real time."

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The Influence of Instagram: How Social Media Put 'Riverdale' On The Map

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The cast of Riverdale takes Instagram very seriously. At first glance, it might not seem like it. Between Lili Reinhart's ironic captions and KJ Apa's real-time pranking over Instagram Stories, their interactions with the platform could certainly be read as fun, even frivolous entertainment.

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In a world where social media saturates our everyday perception of reality, some of us question the significance of Facebook statuses, the importance of 140 character commentaries, and the influx of professional photographers conceived through Instagram. Is there a point for all of this time we waste sitting on social media? Were we better off when our favorite social media platforms didn't exist, or can their power be used for good? And that's when the ALS Ice Bucket Challenge took over almost every social media platform.

(Video via Nice Vines)

The Impact of the ALS Ice Bucket Challenge

Two summers ago, the ALS Ice Bucket Challenge took the digital world by storm. Thousands of people were intrigued by the idea of challenging their friends to dunk themselves into freezing cold water or to donate money. Whether you made your own Ice Bucket Challenge video or you donated money, you were part of the craze that helped support and spread awareness of Amyotrophic Lateral Sclerosis (ALS), also known as Lou Gehrig's disease.

With the help of celebrities like Oprah, Bill Gates, and Mark Zuckerberg, the challenge quickly transitioned from a fundraising campaign to a viral Internet sensation. In fact, the searches for ALS went up an astonishing amount, from 500 to 68,000 in August 2015 alone.

To date, the money raised by this social campaign has reached over $100 million dollars. With this significant increase in donations, scientists were able to discover a new gene tied to the disease. According to The New York Times, the money was delegated to the following:

$77 million went to research.

$23 million went to patient and community services.

$10 million went to public and professional education.

$3 million went to fundraising.

$2 million went to payment processing fees.

A once underfunded disease with no current cure was able to generate enough revenue to expedite scientific research while also raised awareness and changed public perception of disease as a whole; all through the power of a bucket of ice!

Changing the Public Perception of Disease Through Social Media

Social media has the power to change the perception of disease. The desensitization of stereotypes conditions us to think differently. Because the Internet grants us instant accessibility and connectivity, we're able to learn, grow, and understand things much quicker than before.

We're no longer afraid to share our stories of our own self-described detriments. Through awareness and social media presence, we're taking strides to positively change public perception and empower those who live with the conditions that afflict them. We show our support through pictures and hashtags, by inviting others to share stories of those not normally heard, and helping others through the comfort of online commentary.

Raising awareness on social media can help send a message, get attention, and open the door to people talking about the issue. At first glance, it might not seem like much, but when you sift through the rants and circulating memes, you soon realize the true power of correlation. If employed properly, social media is a powerful aggregate for medical education.

Start a Medical Awareness Campaign

If you want to bring awareness to a medical condition, get started by doing your research and starting a social media campaign. and start raising awareness through your own platforms while finding a fun and interesting way to get people involved and wanting to support the cause!

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How Social Media Raises Medical Awareness | Today's Business

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In a world where social media saturates our everyday perception of reality, some of us question the significance of Facebook statuses, the importance of 140 character commentaries, and the influx of professional photographers conceived through Instagram. Is there a point for all of this time we waste sitting on social media?

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Awareness of lack of black representation in Oscars. 

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Awareness of lack of black representation in Oscars. 

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Social media is a powerful tool for raising awareness, for both brands and causes. In addition to giving everyone with access a voice, it connects us all to diverse ideas, backgrounds, and cultures. And when we avoid the trap of isolation, social media allows us to become more aware of diversity issues, which makes us smarter and more tolerant overall.

As , president of digital agency Joshua Keller Union Square Media, notes:

With sensitive matters such as race, diversity, politics, and religion everyone is entitled to their own opinion and has the right to express that. Most feel that social media is the perfect platform to do so.

In 2015, we saw a host of diversity issues rise to the forefront on social media including #BlackLivesMatter, #ILookLikeAnEngineer, #IStandWithAhmed and more recently #OscarsSoWhite. While some of these hashtag activism campaigns came and went quickly, all have sparked inescapable conversation on social media that forces us to reflect on the reality of diversity and how minorities are treated at school, in workplaces and in the media.

Case in point, the nominees for the 2016 Oscar Awards, which raised the ire of the African-American community with its lack of diversity. Jada Pinkett Smith and Spike Lee were perhaps the most vocal in speaking out against the list of all white nominees, but even show host Chris Rock has amended his monologue to address the controversy during the show.

While star power certainly contributed to bringing attention to this issue, there is no doubt that the trending hashtag #OscarsSoWhite was also a big part of driving the conversation. Indeed, in the days following the announcement of the nominees, the hashtag was used more than 70,000 times on Twitter, retweeted more than 90,000 times and generated more than one-billion impressions, according to data from Postano.

, founding partner of Ben Hordell DXagency, points out that the purpose of hashtags is to organize conversations online so they're easily found. While there's plenty of mindless chatter, Hordell notes that social media has enabled people to rally around causes regardless of physical proximity:

There are some of these causes that come up that people really wouldn't have had a way to participate in if it wasn't for social media. I've seen many things catch fire and in many instances promote change.

In the case of #OscarsSoWhite, the Academy had to look at the swell of criticism, for a second year in a row, and ask itself what it was doing wrong. And while the hashtag prompted soul searching for the Academy, the big question is whether or not it will actually make changes to the nomination process.

Not all cause-related hashtags are as controversial as #OscarsSoWhite. The Ice Bucket Challenge is a great example, according to Hordell, of a campaign with no right or wrong, where people could get involved in a relatively simple way. Of course, others saw the success of the #IceBucketChallenge and tried to reproduce the results, but the campaigns didn't catch on because they were forced, Hordell said:

There is something to be said about the natural unintended viral movement that just kind of catches fire.

Here are some tips for sparking your own viral movement on social media:

Tap into passion: Viral movements are almost always emotionally driven. In the case of #OscarsSoWhite it was anger, but it doesn't have to be. Hordell says tapping into public passions for a particular issue is a key component in fueling awareness for social causes on social media.

Enlist influencers and celebrities: In both the case of the Oscars and the Ice Bucket Challenge, celebrity involvement helped to spread awareness. Keller says when you have people with great organic reach attached to your cause, it always gets more attention and spreads awareness more quickly.
Image courtesy of Tinseltown / Shutterstock.com.
Use visual media: Video is quickly becoming one of the most engaging mediums on social and according to Keller, "there is a viral factor to videos that a 140 character Tweet can't match." He added that video for a cause will naturally get shared faster and more widely than a short line of text.

Readers: Do you feel that hashtag-fueled social activism can cause real change?

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#OscarsSoWhite: How Social Media Raises Awareness for Diversity and Social Issues

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Social media is a powerful tool for raising awareness, for both brands and causes. In addition to giving everyone with access a voice, it connects us all to diverse ideas, backgrounds, and cultures. And when we avoid the trap of isolation, social media allows us to become more aware of diversity issues, which makes us smarter and more tolerant overall.

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https://apptrigger.com/2018/04/22/fortnite-ninja-charity-stream-record/

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https://blog.kissmetrics.com/true-love-with-customers/

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Childish Gambino - This Is America (Official Video)

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https://www.forbes.com/sites/steveolenski/2015/11/27/social-media-for-health-care-whos-doing-it-right/#3538537847e2

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How Social Media Is Being Used to Sell Real Estate

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How Social Media Is Being Used to Sell Real Estate

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Millennials now make up 66 percent of the market for first-time homebuyers, and 99 percent of those looking for homes use the internet to research properties. Still, these 30-something-and-under buyers are doing more than Googling a few keywords to find their dream homes. House hunters are now including property-related hashtags and social media feeds in their searches, and that's only the tip of the iceberg.

The second-largest search engine in the world, YouTube, is also being used to explore houses and communities. 86 percent of home shoppers say they would use video to learn more about a specific community they are considering.

In this technology-driven age, it's crucial for home sellers and agents to remain active on social media in order to nurture interest in newly listed properties. Real estate voyeurism will only continue to expand its channels across the web.

How does a home seller use social media platforms like Instagram or Snapchat to move real estate?

Facebook

Imagine being able to show detailed listing information to every newlywed couple in their 30s within a 20-mile radius. While this would be impossible to execute in person, Facebook's ability to target posts and ads to your core demographics are invaluable. 69 percent of real estate agents use Facebook because it works. Even when Facebook doesn't deliver results, it still has top-of-the-line analytics that will help you understand what went wrong.

Try writing posts about what sold you on the home initially. Share photos of your weekly grocery haul or your dog playing in the yard. Use the bandwidth Facebook gives you to paint a picture of what living in that home is really like. Chances are, it may resonate with a buyer.

YouTube

Among content types, 52 percent of marketing professionals claim that video content has the best return on investment. Uploading a neighborhood guide or home tour of your own could attract views from the curious (which will boost your online brand and reputation), in addition to making the listing easier for buyers to discover when they research the area.

Most major markets now have qualified videography companies specializing in interior, exterior and drone footage of staged homes, helping sellers engage potential buyers before they commit to a walk-through. When 300 hours of video are uploaded to YouTube every minute, it's essential to create content that differentiates you from the rest of the real estate crowd.

Instagram

What sets Instagram apart from other social media networks? It's the ability to receive instant feedback on property and neighborhood photos. This is great for experimenting with different hashtags, captions or photography styles. You'll know right away whether or not that Mayfair-filtered kitchen backsplash picture is resonating with your audience.

Currently, Instagram is considered the fastest-growing social media platform, with 800 million monthly users. Make sure to max out your hashtags (you can have up to 30) to tap into that ever-expanding community. And invite people to join in a conversation by including questions in the photo captions-it's great for staying relevant in a community saturated with content.

Snapchat

Snapchat may not offer much in the analytics department, but with 178 million daily users and counting, it can still have a big impact when it comes to selling your home. Each video and picture you send with the application disappears, meaning that there's only a small window to create content that captures the homebuyer's eye.

Taking short day-in-the-life videos inside the home is a great place to start. It will help house hunters visualize what living in the space is like, while showing off the property's amenities.

As you start crafting social media posts about a listing, remember to follow the golden rule: Create content that you would want to read. Enthusiasm is contagious, even if it's coming from a photo caption on Instagram. You never know when a potential homebuyer may be scrolling through your feed.
Dario Cardile is vice president of growth marketing at mortgage and real estate solutions provider Altisource.

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How Social Media Is Being Used to Sell Real Estate

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Millennials now make up 66 percent of the market for first-time homebuyers, and 99 percent of those looking for homes use the internet to research properties. Still, these 30-something-and-under buyers are doing more than Googling a few keywords to find their dream homes.

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LONDON - The singularity and relatively high cost of most fine art have, so far, made it resistant to sales on the internet. There aren't many collectors who seem willing to spend millions of dollars online. But Instagram has quietly become a commercial game changer for the art market, a force in influencing auction and gallery transactions, especially for younger buyers.

"I often get contacted by collectors about specific objects I've shown on Instagram, and then that turns into a different conversation," said Matt Carey-Williams, the London-based deputy chairman for Europe and Asia at the Phillips auction house.

Last Tuesday, Mr. Carey-Williams used his personal Instagram account (5,644 followers at the time) to highlight the inclusion of a 1969 Josef Albers painting, "Study for Homage to the Square: Wet and Dry," in Phillips's March 8 contemporary art auction here. The work is estimated at 150,000 pounds to 250,000 pounds (about $180,000 to $306,000).

Phillips itself has 95,400 Instagram followers, twice as many as in 2015. That is about four times the number of its followers on Facebook and three times the number of its followers on Twitter, Mr. Carey-Williams said. Sotheby's (417,000 followers) and Christie's (261,000) are also making the most of Instagram as a marketing tool. In London in June, Sotheby's sold a Fabergé silver, enamel and seed-pearl icon for £245,000 - 10 times its estimate. The buyer had seen it on the auction house's Instagram feed.

"Instagram has become the leading social media tool for discovering, showing and following art, particularly for people below the age of 35," said Anders Petterson, an author of the Hiscox Online Art Trade Report. Of the more than 650 art buyers questioned for the 2016 report, 48 percent said that Instagram was their preferred social media platform. The figure rose to 65 percent among the younger buyers contacted. "It has hit a sweet spot in the market for sharing information," Mr. Petterson said, "but no one saw this coming as a sales tool."

Its direct effect on art sales, however, remains difficult to quantify, apart from anecdotal evidence. Last month, a Jean-Michel Basquiat canvas priced at about $24 million was hailed by Bloomberg News as a breakthrough Instagram sale.

Brett Gorvy, then Christie's global head of contemporary art, had posted an image of the Basquiat, a 1982 painting of the boxer Sugar Ray Robinson, on his personal Instagram site (57,900 followers) as he boarded a plane for the auction house's private selling exhibition in Hong Kong. When he landed, Mr. Gorvy said he had messages from three collectors - in the United States, London and Asia - expressing interest in buying the painting. The unidentified American collector completed the transaction two days later.

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Credit Estate of Jean-Michel Basquiat / ADAGP, Paris / ARS, New York

Christie's declined to comment on the Basquiat, though it would technically regard it as a private sale, rather than an online transaction. But Mr. Gorvy, who is now a partner in the newly branded Lévy Gorvy dealership, said, "From the buyer's point of view, this was a total Instagram sale."

Mr. Gorvy's Instagram account is all the more influential for having no corporate branding and a strong individuality.

"It allows you to get into the hearts and minds of important collectors," Mr. Gorvy said. "People think they know you, and that pulls down barriers. People saw that I had a daughter, a dog and a home. I became less of a guy that sells paintings."

The quirkily personal Instagram accounts of tastemaking specialists like Mr. Gorvy and Mr. Carey-Williams, or of high-profile private collectors and dealers like the Japanese billionaire Yusaku Maezawa (38,500 followers), Simon de Pury (177,000) and the art world "disrupter" Stefan Simchowitz (77,600), remain the unquantifiable "soft power" of today's art market.

Just as difficult to gauge is the impact of the huge Instagram followings on sales at the world's major galleries. Gagosian Gallery's Instagram site has at least 593,000 followers, with that of Pace not far behind, at 506,000.

"It's a two-way thing," said Stefan Ratibor, the director of Gagosian's London galleries. "We put out the information and we value the feedback. This has led to conversations that have led to sales, but they can't be quantified."

Mr. Ratibor said that Gagosian regarded Instagram as "hugely important," to the extent that the eight-part series of Rudolf Stingel exhibitions held last year at the dealership's Park Avenue gallery in New York was announced on Instagram, rather than through the traditional medium of cards and advertisements.

"Instagram made it more special," Mr. Ratibor said. "People think they are in on a secret. That's the magic of the medium."

Jonny Burt, left, and Joe Kennedy put together the "art popularized by Instagram" exhibition in London. Credit Matt Rendell/Riser Films

The contemporary dealers Joe Kennedy, 27, and Jonny Burt, 26, are now holding an exhibition of "art popularized by Instagram" at Unit London (78,800 followers) in the city's Soho district. A collaboration with the Instagram-savvy dealership Avant Arte (490,000 followers) of the Netherlands, the show, which opened on Jan. 13, features 31 works at the more accessible end of the market, for emerging art. Information about the works is available not through labels, but through smartphone quick response, or QR, codes on the gallery walls. As of last Wednesday, 27 had attracted confirmed sales at £1,500 to £25,000 each.

"Young people of our age are growing up on social media. They're glued to their phones," Mr. Burt said. "Instagram creates a safe place to enjoy art. They feel part of the gallery before they walk in."

Although half of the show was reserved via Instagram before it opened, sales at Unit London continue to be confirmed in person, in the way that gallerists have been closing sales for hundreds of years.

But there is one, perhaps slightly unlikely, area of the market in which Instagram has proved a true sales platform: affordable collectibles.

Mikki Towler, a dealer in antique kitchen items in Norfolk, England, has been active on Instagram for 12 months, drawing 2,427 followers and averaging two sales a day.

Mikki Towler, a dealer of antique kitchen items in Norfolk, England, said she averaged two sales a day as a result of her Instagram feed. Credit Mikki Towler

"I put a piece on Instagram and it's sold before I get to put it on my website," said Ms. Towler, a trader for 26 years. "Some people don't even ask the price, they just say, 'I'll have it.'" Ms. Towler added that the Instagram-friendliness of her business was helped by having few pieces priced at more than £200.

To keep things in perspective, though, Kylie Jenner, 19, the reality star turned cosmetics magnate, announced on her personal Instagram account last Wednesday that her sold-out $45 range of Royal Peach Palette eye makeup would be restocking on KylieCosmetics.com. After 14 hours, the post had attracted 781,373 likes.

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LONDON - The singularity and relatively high cost of most fine art have, so far, made it resistant to sales on the internet. There aren't many collectors who seem willing to spend millions of dollars online. But Instagram has quietly become a commercial game changer for the art market, a force in influencing auction and gallery transactions, especially for younger buyers.

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Social media eyed to stop suicides in Japan

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Social media eyed to stop suicides in Japan

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TOKYO - Thirty percent of prefectures, ordinance-designated cities and prefectural capitals are using or plan to use from this fiscal year or later social media to counsel young people and others who are contemplating suicide, a Yomiuri Shimbun survey has found.

In response to the murder of nine people in Zama, Kanagawa Prefecture, municipalities are rapidly expanding their use of social media, which is widely used by young people. However, many municipalities say they lack the know-how or personnel to carry out such programs.

In October, the bodies of nine people were discovered in an apartment in Zama. The Metropolitan Police Department has arrested Takahiro Shiraishi, 27, on suspicion of carrying out the murders and other crimes. He is currently in confinement for expert evaluation.

Shiraishi is said to have used Twitter to contact female high school students and other victims who had posted about suicide. The Yomiuri survey was conducted in April on 98 prefectures, ordinance-designated cities and prefectural capitals, as well as boards of education.

Answers were received from all the local governments. Social media consultations are conducted either through the communication app LINE or services such as Twitter and Facebook, or by using an app that can receive consultations and notifications.

The responses showed that 31 local governments - 22 prefectures and nine cities - are planning this kind of program. At least 22 of them had decided to make it available after summer vacation this year in August and September, when student suicides are thought to be more common.

Only five local governments - Tokyo, Nagano and Okayama prefectures and the cities of Aomori and Otsu - have had such programs since last fiscal year, indicating there will be significant growth this fiscal year.

Consultations over social media could help to connect people to in-person or telephone aid provided by local administrative entities and schools, meaning that programs run by local municipalities could be highly beneficial.

Yet 67 municipalities said they had "no plans" to launch such programs. Many cited particular issues with social media that differ from conventional consultation methods.

"It's difficult to understand the facial expressions and tone of voice of the person seeking a consultation, and it can be hard to provide timely responses," a Fukuoka city government official said. "We need to find personnel who have knowledge about the way children write and are familiar with popular words," a Fukui city government official said.

While government statistics show that suicides have been declining nationwide, minors are the only age group that have not shown a decrease. Last year, 567 children committed suicide, up 47 from the previous year.

After the incident in Zama, the government in December began improving its social media consultations, and in March a private organization contracted by the Health, Welfare and Labor Ministry launched a consultation program.

"Creating avenues for young people to use the social media tools they are familiar with for consultations deserves a certain amount of praise," said Hajime Sueki, an associate professor of psychology at Wako University who is an expert on suicide and social media issue.

"However, many municipalities are holding back out of fear of being criticized should a person who consulted with them end up committing suicide. To continuously provide anti-suicide measures, it's important to improve knowledge and secure personnel through trial and error."

Internet giants take concrete actions As suicide is the leading cause of death among young people in Japan, social media and search engine operators are taking measures to help prevent users from taking their own lives.

According to government statistics, the annual number of suicides in the country topped 30,000 for 14 straight years from 1998. However, the figure has declined every year since 2010, with 21,321 people committing suicide last year.

Yet in spite of the chronically low birthrate, 567 minors killed themselves in 2017, a number exceeding the 2010 total.

Accidents are the leading cause of death among people aged 15 to 34 in the United States and European countries, but suicide is the leading cause for the same age bracket in Japan.

Last year, Facebook Inc. began displaying a message inquiring "Can we help?" when users inputted search terms including such words as "suicide" on its social network.

The social media giant previously launched a system in June 2016 through which users could report posts that prompted concern for a user's safety.

In such cases, Facebook would display the message "Someone on Facebook is worried about you," with the phone number for a consultation service the next time the user logs in to the site.

Meanwhile, Twitter Inc. freezes users' accounts if their posts are deemed to encourage suicide. In January, the company started displaying a message advising users to seek help if their search terms included words related to suicide.

Major search engine firms Yahoo Japan Corp. and Google Inc. display the phone number for a consultation service if users perform searches that include such phrases as "I want to die."

Yahoo said it improves its search engine to identify more keywords hinting at suicide on an ad hoc basis.

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Social media eyed to stop suicides in Japan

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TOKYO - Thirty percent of prefectures, ordinance-designated cities and prefectural capitals are using or plan to use from this fiscal year or later social media to counsel young people and others who are contemplating suicide, a Yomiuri Shimbun survey has found.

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The goal of No-Shave November is to grow awareness by embracing our hair, which many cancer patients lose, and letting it grow wild and free. Donate the money you typically spend on shaving and grooming to educate about cancer prevention, save lives, and aid those fighting the battle.

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A Rare Phenomenon Made the Ocean in California Glow Blue This Week

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A Rare Phenomenon Made the Ocean in California Glow Blue This Week

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A Rare Phenomenon Made The Ocean In California Glow Blue

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A red tide made up of organisms called dinoflagellates made the ocean off the coast of San Diego glow bright blue this week. See photos.