Making Social Media More Social

Author(s):  
Elia Trucks

This chapter explores how academic libraries have used social media for broadcasting information, responsive communication, and engagement. Many libraries focus on the marketing aspect of social media, since it is a successful method of promoting events, services, and resources. However, exclusively using social media as a marketing tool ignores the best part of social media: the connections it fosters between people. The online community is just an extension of the in-person community that the academic library serves. This chapter examines the state of the literature on libraries' use of social media through the lens of increasing engagement and connections with the community as the key to successful social media.

2019 ◽  
Vol 40 (3/4) ◽  
pp. 228-239 ◽  
Author(s):  
Suha AlAwadhi ◽  
Sultan M. Al-Daihani

PurposeThe purpose of this paper is to examine the use of social media in the marketing of academic library resources and services in Kuwait and identifies the factors related to the use of social media applications in marketing academic libraries.Design/methodology/approachA quantitative data-collection approach using a paper and online questionnaire has been employed to elicit the opinions of librarians working in academic libraries in Kuwait in both private and public institutions. In total, 89 valid questionnaires have been analyzed using descriptive (frequencies, percentages, means and standard deviations) and inferential statistics (factor analysis, correlations, experimental analysis and regression).FindingsThe study shows that the academic librarians have a positive perception toward the use of social media. The identified factors relating to the use of social media for marketing library information resources and services are the usefulness of social media tools in raising awareness and in providing needs analysis and satisfaction assessments. However, management support for the use of social media for library marketing is poor.Practical implicationsThis study provides insights into the factors related to the use of modern social media platforms to promote information resources and services at academic libraries to provide outreach services to current and potential users.Originality/valueThis research contributes to the field of information studies as it highlights the importance of using social media platforms in marketing academic library information resources and services. Library administrators could use the results to develop social media marketing plans to effectively promote their library resources.


2022 ◽  
pp. 192-200
Author(s):  
Nathaniel Agbo Oche

As technology continues to impact the delivery of library and information services, traditional academic library systems have continued to experience changes. Social media are changing and becoming more sophisticated, and librarians need to adopt them for innovative services to their users. Library staff skills and library services have to shift from book-eccentric to user-eccentric. As the academic library continues to redefine its role in the digital environment, it needs to leverage its strengths and create responsive and convenient services. The chapter discusses how social media can be adopted and utilized for delivering innovative services and the various innovative ways social media can be utilized in effective service delivery, the challenges associated with social media and innovative service delivery, and the strategies to enhance the use of social media for innovative service delivery in academic libraries. The chapter serves as guide to students and practitioners on the various ways to use social media for effective service delivery in academic libraries.


2020 ◽  
Vol 122 (6) ◽  
pp. 1-72
Author(s):  
Christine Greenhow ◽  
Sarah M. Galvin ◽  
Diana L. Brandon ◽  
Emilia Askari

Background and Context The increasingly widespread use of social media to expand one's social connections is a relatively new but important phenomenon that has implications for teaching, learning, and teachers’ professional knowledge and development in the 21st century. Educational research in this area is expanding, but further investigation is necessary to better determine how to best support teachers in their professional development, collaboration, and classroom teaching. Prior literature reviews have focused extensively on higher education settings or particular platforms or platform types (e.g., Facebook, microblogging). This article provides needed insights into K–12 settings and encompasses work from a variety of social media types. We describe a systematic review of more than a decade of educational research from various countries to present the state of the field in K–12 teachers’ use of social media for teaching and professional learning across various platforms. Research Questions To define social media's potentially beneficial roles in teaching and learning, we must first take an in-depth look at teachers’ current social media practices. Toward this end, we approached our review with the following research question: How are social media perceived and used by K–12 teachers for their teaching or professional learning, and with what impacts on teachers’ practices? Research Design Guided by Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) established standards for rigor and quality in systematic literature reviews, this article reviews empirical research to examine how social media are perceived and used by K–12 teachers with what impacts on teachers’ practices. Findings We find that social media features offer several benefits for helping teachers fulfill their goals for classroom teaching, including enhancing student engagement, community connections, and teacher–student interactions, but these affordances come with challenges that must be navigated. The literature also suggests that social media features provide benefits for teachers’ professional learning within both formal professional development programs and informal learning networks. Conclusions Implications of this literature review for future research and the design of educational practices are discussed in the final section. Among our conclusions are calls for more data triangulation between teachers’ and students’ learning and experiences on social media, more attention to teachers’ observational behaviors on social media, and further exploration of how social media facilitates interplay between teachers’ formal and informal learning.


2021 ◽  
Vol 12 (44) ◽  
pp. 22-36
Author(s):  
Busra ERTOGRUL ◽  
Gizem KILICSIZ ◽  
Aysun BOZANTA

Social media platforms have become an inevitable part of our daily lives. Companies that noticed the intense use of social media platforms started to use them as a marketing tool. Even ordinary people have become famous by social media and companies have been sending their products to them to try and advertise. Many people have gained a considerable amount of money in this way and today new jobs are emerged like "Youtuber" and "Instagram Influencer". Therefore, ordinary people realized the power of social media and many people started to strength their digital identity over social media. The question raising in people’s mind is that “What is the difference between the influencers and the ordinary people who have also digital identity over social media?”. This study examined Instagram influencers for five categories namely fashion, makeup, photography, travel, and fitness in Turkey. As an exploratory study, the relationship between the influencers’ average number of posts, the number of likes, the number of views, the number of comments, number of followers, and the number of following were examined. As well as the engagement rates of the followers to the influencers were calculated. In addition, the words they mostly used in the captions of the posts were examined.


2020 ◽  
pp. bmjstel-2020-000630
Author(s):  
Muhammad Arham Sahu ◽  
Zahrah Goolam-Mahomed ◽  
Simon Fleming ◽  
Usman Ahmed

AimsThe increased use of social media creates opportunity for new, effective methods of delivering medical and clinical education. Twitter is a popular social media platform where users can post frequent updates and create threads containing related content using hashtags. This study aims to investigate and analyse the type of content relating to orthopaedic surgery that is being posted on the platform of Twitter.MethodsA retrospective search was performed for tweets containing the words ‘orthopaedic surgery’ or ‘orthopedic surgery’ or the use of the hashtag ‘#OrthoTwitter’ between November 2018 to November 2019. A total of 5243 tweets were included.ResultsTweets containing ‘orthopaedic surgery’ or ‘orthopedic surgery’ most frequently contained promotional or marketing content (30% promotional, 21% marketing), and private organisations were the category of author to which the greatest number of tweets belonged (30%). Tweets containing educational or research content were the least common among all tweets containing ‘orthopaedic surgery’ or ‘orthopedic surgery’ (11%). In contrast, of the tweets containing the hashtag ‘#OrthoTwitter’, 44% contained educational or research content, 15% contained promotional content and no tweets containing marketing content. Furthermore, 87% of all tweets using the hashtag ‘#OrthoTwitter’ were from orthopaedic surgeons, and the least number of tweets were from private organisations (2%).ConclusionTwitter is a widely used social media platform regarding orthopaedic surgery. We propose that the hashtag ‘#OrthoTwitter’ can be used to create an online community of orthopaedic surgeons where members can assist one another through sharing reliable and educational content.


Author(s):  
Felipe Uribe Saavedra ◽  
Josep Rialp Criado ◽  
Joan Llonch Andreu

Online social networks have become the fastest growing phenomenon on the Internet and firms are beginning to take advantage of them as a marketing tool. However, the strategic importance of social media marketing is not yet clear, given the novelty and the difficulty of measuring its impact on business performance. This study uses data from 191 Spanish firms from several sectors to measure the impact of the intensity of use of social media marketing on the relationship between the dynamic capabilities of market orientation and entrepreneurial orientation, and business performance. The results provide evidence of the moderating effects of social media marketing intensity on the strength of the mentioned relations and the importance of a strong and committed marketing strategy on digital social networks for businesses.


2014 ◽  
pp. 1260-1279 ◽  
Author(s):  
Felipe Uribe Saavedra ◽  
Josep Rialp Criado ◽  
Joan Llonch Andreu

Online social networks have become the fastest growing phenomenon on the Internet and firms are beginning to take advantage of them as a marketing tool. However, the strategic importance of social media marketing is not yet clear, given the novelty and the difficulty of measuring its impact on business performance. This study uses data from 191 Spanish firms from several sectors to measure the impact of the intensity of use of social media marketing on the relationship between the dynamic capabilities of market orientation and entrepreneurial orientation, and business performance. The results provide evidence of the moderating effects of social media marketing intensity on the strength of the mentioned relations and the importance of a strong and committed marketing strategy on digital social networks for businesses.


2018 ◽  
pp. 1209-1233
Author(s):  
Hanna Kontu ◽  
Alessandra Vecchi

The importance of social media is evident as millions of people use it to connect with others, share content, and discuss different topics (Kaplan & Haenlein, 2010; Kim & Ko, 2010). Although it is clear that social media is powerful and ubiquitous, many fashion brands have been reluctant or unable to develop strategies and allocate resources to effectively engage with the new media. The goal of this chapter is to critically review the literature that explicitly addresses the adoption, application, and impact of social media by fashion brands. In particular, the purpose of this chapter is to provide a critical assessment of the adoption of social media amongst three well-established fashion brands in order to identify the importance of social media as a strategic marketing tool and to propose a number of alternative social media strategies for fashion brands. Such a critical assessment is necessary since, as demonstrated by the research findings, implementing these strategies will allow brands not only to survive, but also to create new competitive advantages and thrive in the new global fashion business environment.


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