The Concept of Social Media

2017 ◽  
pp. 29-60
Keyword(s):  
Social Media ◽  
Building Blocks ◽  
Marketing Strategies ◽  
Traditional Media ◽  
Customer Lifetime ◽  
Lifetime Value ◽  
The World ◽  
Social Media Platforms ◽  
Knowledge Value

In the previous chapter, the authors briefly looked at different aspects of branding and how they should be implemented within companies. Recently, the world of marketing has seen a revolutionary shift, as traditional media—which until now were dominating the world of marketing—are becoming less effective, and instead, social media is gaining more power. In this chapter, the authors compare the impacts of traditional and social media on brand equity and also look at how different measures such as customer lifetime value, customer influencer value, and customer knowledge value are being affected by social media platforms. Social media are examined more closely to see how they are composed and what building blocks they use. This helps managers to better integrate social media in their marketing strategies in order to gain the most bang for their buck.

Kim Kardashian: the Leader of the Influencers

2019 ◽  
Author(s):  
Laila Fariha Zein ◽  
Adib Rifqi Setiawan
Keyword(s):  
Social Media ◽  
The United States ◽  
Armenian Genocide ◽  
The Public ◽  
Self Defense ◽  
Global Commerce ◽  
The World ◽  
Social Media Platforms ◽  
International Issues ◽  
Global Influence

In today’s world, it is easier and easier to stay connected with people who are halfway across the world. Social media and a globalizing economy have created new methods of business, trade and socialization resulting in vast amounts of communication and effecting global commerce. Like her or hate her, Kimberly Noel Kardashian West as known as Kim Kardashian has capitalized on social media platforms and the globalizing economy. Kim is known for two things: famous for doing nothing and infamous for a sex tape. But Kim has not let those things define her. With over 105 million Instagram followers and 57 million Twitter followers, Kim has become a major global influence. Kim has travelled around the world, utilizing the success she has had on social media to teach make-up master classes with professional make-up artist, Mario Dedivanovic. She owns or has licensed several different businesses including: an emoji app, a personal app, a gaming app, a cosmetics line, and a fragrance line. Not to be forgotten, the Kardashian family show, ‘Keeping Up with the Kardashians’ has been on the air for ten years with Kim at the forefront. Kim also has three books: ‘Kardashian Konfidential’, ‘Dollhouse’, and ‘Selfish’. With her rising social media following, Kim has used the platforms to show her support for politicians and causes, particularly, recognition of the Armenian genocide. Kim also recently spoke at the Forbes’ women’s summit. Following the summit, Kim tweeted out her support for a recent movement on Twitter, #freeCyntoiaBrown which advocated for a young woman who claimed to have shot and killed the man who held her captive as a teenage sex slave in self-defense. Kim had her own personal lawyers help out Cyntoia on her case. Kim has also moved beyond advocating for issues within the confines of the United States. As mentioned earlier, she is known for advocating for recognition of the Armenian genocide. In the last two years, her show has made it a point to address the Armenian situation as it was then and as it is now. Kim has been recognized as a global influencer by others across the wordl. We believe Kim has become the same as political leaders when it comes to influencing the public. Kim’s story reveals that the new reality creates a perfect opportunity for mass disturbances or for initiating mass support or mass disapproval. Although Kim is typically viewed for her significance to pop culture, Kim’s business and social media following have placed her deep into the mix of international commerce. As her businesses continue to grow and thrive, we may see more of her influence on international issues and an increase in the commerce from which her businesses benefit.

scholarly journals Building a Vibrant Future for School Librarians through Online Conversations for Professional Development

2021 ◽  
Author(s):  
Judy O'Connell
Keyword(s):  
Professional Development ◽  
Social Media ◽  
School Library ◽  
School Librarians ◽  
Leadership Challenges ◽  
Personal Learning ◽  
The World ◽  
Social Media Platforms ◽  
Teacher Librarians ◽  
Media Channels

Technology and social media platforms are driving an unprecedented reorganization of the learning environment in and beyond schools around the world. Technology provides us leadership challenges, and at the same time offers opportunities for communication and learning through technology channels to support professional development. School librarians and teacher librarians are often working as the sole information practitioner in their school, and need to stay in touch with others beyond their own school to develop their personal professional capacity to lead within their school. The Australian Teacher Librarian Network aims to make a difference, and supports school library staff in Australia and around the world to build professional networks and personal learning connections, offering an open and free exchange of ideas, strategies and resources to build collegiality. This ongoing professional conversation through online and social media channels is an important way to connect, communicate and collaborate in building a vibrant future for school librarians.

scholarly journals The use of Twitter and Facebook Social Media in Communicating & Disseminating Weather and Climate Information by Kenya Meteorological Department

2020 ◽  
pp. 11-21
Author(s):  
Misiani Zachary ◽  
Lun Yin ◽  
Mwai Zacharia ◽  
Xiaohan Zhang ◽  
Yanyan Zheng ◽  
...  
Keyword(s):  
Social Media ◽  
Research Methodology ◽  
Information Dissemination ◽  
The Other ◽  
Significant Part ◽  
Climate Information ◽  
Traditional Media ◽  
Weather And Climate ◽  
Social Media Platforms

Today, traditional media is still a significant part of disseminating weather and climate information, still they have not been able to reach out to all users of the target audience alone. On the other hand, social media platforms such as Twitter, Facebook, YouTube, Instagram, etc. are used as a tool of communicating weather and climate information to various users in a well-organized manner like never before. Using a scientific research methodology of case study, the research was designed to explore how the Kenya Meteorological Department (KMD) is using Twitter and Facebook accounts for weather and climate information dissemination to various users.

scholarly journals Examining the Role of Facebook in the Dissemination of Hate Messages over the Agitation for Biafra in Ikeja, Lagos

2019 ◽  
Vol 5 (09) ◽  
Author(s):  
Ogbu S. U. ◽  
Olupohunda Bayo Festus
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Indigenous People ◽  
Quantitative Data ◽  
Regulatory Mechanisms ◽  
The World ◽  
Social Media Platforms ◽  
Quantitative And Qualitative Methods ◽  
Method Approach

In Nigeria, during the agitation for Biafra by the Nnamdi Kanu-led Indigenous People of Biafra between 2013 and 2017, the role of Facebook in the dissemination of hate messages by the protagonists and those in opposition to the agitation raised concern about the role of social media as a tool for the spread of hate messages. It is against this background that this research was designed to evaluate the role of Facebook in the spread of hate messages over the agitation for the separate state of Biafra. The study adopted the exploratory design and the mix method approach; both quantitative and qualitative methods were employed. For the quantitative data, 400 questionnaires were administered on purposively sampled respondents. The surveys were analyzed using simple percentages and frequency distribution. Also, content analysis of some purposively selected Facebook messages was carried out. In the end, the research found that hate messages were propagated through Facebook using six major channels during the agitation for Biafra between 2013 and 2017. They include; Facebook Personal Profiles, Status Updates and Wall Postings, Facebook Group Chats, Facebook Video Uploads, Individual Comments and Likes, Video Shares and Reposts, and sharing of articles and links to other social media platforms. In line with its findings, the research recommended that Facebook should review its community standards and policies on postings of hate messages through its medium and also strengthen its regulatory mechanisms to ensure that it does not provide a platform anymore for propagators of hate messages in Nigeria and around the world.

scholarly journals SOCIAL MEDIA VS TRADITIONAL MEDIA AND THEIR IMPACT ON BRAND IMAGE COMMUNICATION ON INDIAN MILLENNIALS

2021 ◽  
Vol 9 (1) ◽  
pp. 1359-1373
Author(s):  
Ajit Jain
Keyword(s):  
Social Media ◽  
Brand Image ◽  
Social Media Marketing ◽  
Young Generation ◽  
Age Group ◽  
Traditional Media ◽  
Image Communication ◽  
Generation Z ◽  
Social Media Platforms ◽  
Marketing Methods

The study focuses on examining which form of marketing out of the age-old Traditional Media or the latest Social Media Marketing has a greater impact on the consumer and which form, can communicate the brand image in a better way. The study focuses on finding answers to questions like what are the new platforms to reach out to targeted consumers, Reasons for which customers follow a brand on social media? etc. Concepts related to the brand image, traditional media, social media marketing, and lastly branding on social media platforms are introduced and examined in the paper. The experimental part of the study consists of a quantitative survey on Indian millennials and generation Z customers, i.e. in the age group of 15-30 years. The results imply that in general social media marketing methods are more effective and can communicate brand image in a better way than that of traditional media. Also, today’s young generation is more attracted to the brands having a strong social media presence.

Platform Politics: The Emergence of Alternative Social Media in India

2021 ◽  
Vol 31 (2) ◽  
pp. 269-276
Author(s):  
Prashanth Bhat
Keyword(s):  
Social Media ◽  
Public Sphere ◽  
Hate Speech ◽  
Right Wing ◽  
Bharatiya Janata Party ◽  
The World ◽  
Social Media Platforms ◽  
Media Platform ◽  
Corporate Social ◽  
Widespread Dissemination

Widespread dissemination of hate speech on corporate social media platforms such as Twitter, Facebook, and YouTube has necessitated technological companies to moderate content on their platforms. At the receiving end of these content moderation efforts are supporters of right-wing populist parties, who have gained notoriety for harassing journalists, spreading disinformation, and vilifying liberal activists. In recent months, several prominent right-wing figures across the world were removed from social media - a phenomenon also known as ‘deplatforming’- for violating platform policies. Prominent among such right-wing groups are online supporters of the Hindu nationalist Bharatiya Janata Party (BJP) in India, who have begun accusing corporate social media of pursuing a ‘liberal agenda’ and ‘curtailing free speech.’ In response to deplatforming, the BJP-led Government of India has aggressively promoted and embraced Koo, an indigenously developed social media platform. This commentary examines the implications of this alternative social platform for the online communicative environment in the Indian public sphere.

Before Smart Phones and Social Media

2015 ◽  
pp. 170-190
Author(s):  
Bilge Yesil
Keyword(s):  
Social Media ◽  
Mobile Communication ◽  
Police Force ◽  
Smart Phones ◽  
Police Brutality ◽  
Social Unrest ◽  
Camera Phones ◽  
The World ◽  
Social Media Platforms ◽  
Mobile Communication Technology

Using social media platforms to document excessive police force at times of social unrest has become common practice among protestors around the world, from Cairo, Egypt to Ferguson, USA. Smart phones and social media have become indispensable tools to demonstrators as they organize, communicate, express dissent, and document any police brutality aimed at them. This chapter discusses the function of mobile communication technology as tool of sousveillance through an analysis of camera phones and the user-generated images in the mid-to-late 2000s. It argues that camera phones facilitated lateral surveillance and sousveillance practices, enabling ordinary individuals to watch social peers or those in power positions, albeit in non-systematic, non-continuous and spontaneous ways.

Snacking Around the World

2017 ◽  
pp. 91-130
Keyword(s):  
Social Media ◽  
Image Analysis ◽  
Image Coding ◽  
Empirical Data ◽  
Theoretical Approaches ◽  
The World ◽  
Social Media Platforms ◽  
Image Set ◽  
Research Questions ◽  
Biasing Effects

Social media platforms enable access to large image sets for research, but there are few if any non-theoretical approaches to image analysis, categorization, and coding. Based on two image sets labeled by the #snack hashtag (on Instagram), a systematic and open inductive approach to identifying conceptual image categories was developed, and unique research questions designed. By systematically categorizing imagery in a bottom-up way, researchers may (1) describe and assess the image set contents and categorize them in multiple ways independent of a theoretical framework (and its potential biasing effects); (2) conceptualize what may be knowable from the image set by the defining of research questions that may be addressed in the empirical data; (3) categorize the available imagery broadly and in multiple ways as a precursor step to further exploration (e.g., research design, image coding, and development of a research codebook). This work informs the exploration and analysis of mobile-created contents for open learning.

Work-Based Self-Portrayals

2018 ◽  
pp. 131-171
Author(s):  
Shalin Hai-Jew
Keyword(s):  
Social Media ◽  
Social Networking ◽  
High Impact ◽  
User Profiles ◽  
Indirect Reciprocity ◽  
Target Individual ◽  
The World ◽  
Social Media Platforms ◽  
The Individual

One degree out from an image “selfie” are text-based self-generated user profiles (self-portrayals) on social media platforms; these are self-depictions of the individual as he or she represents to the world. This work-based self-representation must be sufficiently convincing of professionalism and ethics to encourage other professionals to collaborate on shared work projects through co-creation, support, attention, or other work. While project-based track records may carry the force of fact, there are often more subtle messages that have high impact on distant collaborations. One such important dimension is “indirect reciprocity,” or whether the target individual treats collaborators with respect and care and returns altruistic acts with their own acts of altruism. This work describes some analyses of professional profiles on social media platforms (email, social networking, and microblogging) for indicators of indirect reciprocity.

Branded Content on Social Media

2017 ◽  
pp. 118-131
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Vital Part ◽  
Long Run ◽  
Social Media Platforms ◽  
Marketing Tool ◽  
The Impact

Social media platforms have become a powerful marketing tool for brands in order to reach new audiences and engage with them. Creative content is a vital part of social media marketing strategies, as innovative content can attract more users and improve brand health. In this chapter, the channels and creative strategies that are being utilized by marketers in social media are explored, and brand health, which is how the brand is evaluated by consumers, is examined. Brand health is an indicator for brand equity in the long run, and as such, the impact of social media marketing on it should be considered by managers.

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