Digital Commons Network^™

A Study Of Lady Gaga’S Brand, Branding Techniques, And Their Application To Other Brands, Megan E. Carter

Honors Projects

No abstract provided.

Five Social Media Tools For The Extension Toolbox, Joanne Kinsey

Journal of Extension

Social media tools can be used to assist in the dissemination of research-based information. Five social media tools, wikis, blogs, podcasts, Facebook, and YouTube, may extend Extension's educational reach into the community. Extension educators will find social media tools easy to use, readily available on the Internet, free of charge, and an interesting addition to the toolbox of dissemination strategies.

Constitution Of The Market Through Social Media: Dialogical Co-Production Of Medicine In A Virtual Health Community Organization, Handan Vicdan

Theses and Dissertations - UTB/UTPA

This research explores new systems of marketing, and new roles and relationships of organizations and consumers developing in healthcare as a result of transformations occurring in technology, consumer/marketer value systems, forms of discourse and institutional roles. Inspired by observations from a Medicine 2.0 community organization, which turn social networking into a business phenomenon – PatientsLikeMe (PLM) – I explore how such systems develop and function and the institutionalizations that reconstitute roles and maintain relationships among actors in these systems through netnographic research. That is, (1) why and how patients in PLM participate in the social co-production of medical knowledge and …

5 Simple Things You Can Do To Engage Volunteers Using Social Media, Jennifer Kelley

Library Scholarship

A presentation given to DuPage Association of Volunteer Administration members.

Writing Sex Work Online: The Case Of Belle De Jour, Debra Ferreday

Wagadu: A Journal of Transnational Women's & Gender Studies

This paper investigates the media representation of sex work. Taking the case of the blogger Belle de Jour as a starting point, it considers sex blogging in the context of wider debates within feminist theory and cultural studies to consider under what circumstances experience becomes re-presented as authentic or otherwise in popular narratives of sex work. It engages with the layers of mystery and demystification, stigma and resistance that surround online narratives of sexual labour and to challenge the notion that accounts of sex work, need to be universally ‘representative’ in order to be heard.

Social Media Tools As A Learning Resource, Youmei Liu

Journal of Educational Technology Development and Exchange (JETDE)

Social media tools have become ubiquitous. You can see our students use them all the time. Among them most popular tools are Facebook, Wiki, YouTube, bulletin board, LinkedIn, blogging, and twittering. The advancement of modern technologies tries its best to accommodate the needs from people, especially the younger generation. As educators, how can we take advantage of this momentum? This paper will share a research study that was conducted in fall of 2009 at the central campus of the University of Houston. The study investigated student’s use of different social media tools, their perceptions and attitudes towards these tools, and …

Public Relations: The Integration Of Social Media Tools With Traditional P.R. Strategies, Michaela Bernard

Journalism

The history of public relations has followed a traditional path up until the introduction of the Internet and the world wide web. As the internet grew, so did different forms of public relations, specifically social media. Social media includes any and all public relations tactics that are user-created and shared freely. Some of these outlets include Facebook, Twitter, audio and video text, all of which are mostly shared and discussed online. Many people have little to no experience with social media, much less the internet, and because of this they are not able to utilize their public relations strategies to …

Fulfilling Government 2.0'S Promise With Robust Privacy Protections, Danielle K. Citron

Faculty Scholarship

The public can now “friend” the White House and scores of agencies on social networks, virtual worlds, and video-sharing sites. The Obama Administration sees this trend as crucial to enhancing governmental transparency, public participation, and collaboration. As the President has underscored, government needs to tap into the public’s expertise because it doesn’t have all of the answers.

To be sure, Government 2.0 might improve civic engagement. But it also might produce privacy vulnerabilities because agencies often gain access to individuals’ social network profiles, photographs, videos, and contact lists when interacting with individuals online. Little would prevent agencies from using and …

Social Media As A Branding Tool In Heterogeneous Organizations: A Collective Case Study Approach, Heather Dunn

All Theses

The concept of branding can be applied to an endless list of topics including products, organizations, and individuals. Just as a product line can have a brand identity, so can a university, business or non-profit. This thesis details a study on universities, businesses and non-profits and how they use social media as a branding tool. In this thesis, I provide a brief literature review, describe my methodologies, describe in detail the research of each of the three cases and finally, draw conclusions and suggest future research. This thesis ends with a list of references and additional readings that provide insight …

Social Media Marketing: Gaining A Competitive Advantage By Reaching The Masses, David J. Perdue

Senior Honors Theses

Social media marketing involves the use of online social media tools—such as Facebook, Twitter, and LinkedIn—to reach consumers in innovative ways. Given the increasingly large numbers of consumers using social media, businesses of all types are getting involved in social media in an attempt to reach new audiences and strengthen their ties with existing customers. However, the magnitude of resources available and the potential consequences of a failed social media marketing campaign have left many companies in a state of uncertainty. How can a company develop a social media marketing strategy that will prove successful in the long run? Instead …

Prosecute The Cheerleader, Save The World?: Asserting Federal Jurisdiction Over Child Pornography Crimes Committed Through “Sexting”, Isaac A. Mcbeth

Law Student Publications

This comment explores the possible scenarios in which sexting could give rise to prosecution under Protection of Children Against Sexual Exploitation Act of 1977 (“PCASEA”) for transporting, distributing, receiving, or possessing child pornography.2 Part II provides background information on the practice and prevalence of sexting. Part III discusses the definition of child pornography within the meaning of federal law and applies that definition to sexting. Part IV presents the concept of the transporting or shipping in interstate or foreign commerce jurisdictional hook and its potential relation to sexting. Part V applies the principles of statutory interpretation to the relevant provisions …

Public Opinion In The Social Media Era: Toward A New Understanding Of The Spiral Of Silence, Daniel Lemin

Communication & Leadership Dissertations and Theses

This thesis explores the intersection of a long-standing public opinion theory – the spiral of silence – and the recent explosion in social publishing tools such as Tumblr and Twitter. It uses real-world discussion settings (including face-to-face focus groups and synchronous online discussions) in tandem with a pre-test/post-test methodology to measure opinion shifts on the topic of corn syrup and childhood nutrition/obesity. This research design is based on well-established criticisms challenging that the spiral of silence may not be fully explained by a national climate of opinion on a topic, suggesting that there are other influences on individual beliefs than …

Social Media As A Relationship Strategy: Twitter’S Impact On Enhancing Brand Loyalty, Zongchao Li

Open Access Theses

This study looked into Twitter usage as represented by top U.S. retail corporations in a quantitative way. A content analysis was conducted comparing two groups of retail corporations — one came from the “top 100 customer loyalty brand leaders” as identified by Brand Keys (2011a), and the other came from the Fortune 500 retailers, but excluded from the top-100 loyalty leaders list. This study aimed to find out the dominant purpose of Twitter usage by major U.S. retail industry companies, and to what extent the relationship maintenance strategies were incorporated in Twitter. In addition, the study aimed to test a …

Condensed Social Media Presentation, Barry Bailey

Library Papers and Presentations

This is a short presentation illustrating some of the different ways that libraries (specifically academic libraries) can use social media to better connect with their user base. Presented as part of a technology panel from the Kansas Library Association's 2010 Preconference.

Communicating With Constituents In 140 Characters Or Less:, Christine B. Williams, Girish J. Gulati

Working Papers

This paper affords an opportunity to study the early adoption, implementation and performance of an emerging technology by analyzing which members of Congress have been early adopters and extensive users of Twitter, and which have attracted the most followers. Our research questions and measures draw from the diffusion of innovation literature and early studies of online politics. Three multivariate analyses reveal that two motivators of adoption, party (Republican) and campaign resources are also drivers leading to extensive usage, but the other two, an urban constituency and the member’s own age do not. Instead, a large vote share in the last …

An Empirical Study On Tendencies Towards Word-Of-Mouth Communication Of Mobile Phone Users, Anuradha Sridharan, Lakshmi Narasimham, U Dinesh Kumar, S Ramesh Kumar

Working Papers

Word of Mouth (WOM) Communication has become one of the most important channels to share information about products and services. With today's rapid technological advancements, it becomes imperative to analyze the impact of Technical Savviness and its role in the creation and consumption of Word-of-Mouth. In this paper, we have analyzed the inter-linkages between WOM Creation, WOM Consumption and Opinion Leadership based on existing literature. We have introduced a new dimension "Technical Savviness" among the prevailing inter-linkages and have evaluated its influence on WOM Creation and Consumption. Using a survey administered on a convenience sample of mobile phone users, we …

Insights Into The Commons On Flickr, Jason Vaughan

Library Faculty Research

The Commons on Flickr, comprised of an international community of select libraries, museums, and archives, was a project initially launched in 2008 by the Library of Congress and Flickr. Primary goals of The Commons are to broaden exposure to rich cultural heritage photographs and to observe and participate in the communities of engagement and dialog enabled through The Commons. A survey was administered to all The Commons institutions during summer 2009, focusing on assessment of the overall satisfaction of current members and seeking additional details on participation goals, social interactions, staff time involvement, and general statistics. Members report a very …

The Facebook Story, Brittany Rowland

Dissertations, Theses and Capstone Projects (Full IR Collection)

This capstone is an exploration of the Facebook phenomenon in today's world. It delves into Facebook's creation and evolution; the construction of an identity on online social-networking sites and the nature of Facebook relationships and interactions; and the News Feed controversy of 2006 and other issues of Facebook privacy and security.

Using "Social Scriptures" As A Tool For Gospel Learning And Sharing, Cahlan A. Sharp

Theses and Dissertations

This paper summarizes a design project entitled "Social Scriptures" completed for the AudioVisual Department of The Church of Jesus Christ of Latter-day Saints (The Church). The purpose of the design project was to prototype a web-based computer application that could be used by Church members to study the scriptures in an online social context. Originally, the project was designed to be a part of the Facebook Application Platform in order to leverage both the extensive existing social connections of Church members as well as deliver the application in a setting where many Church members already spend a good deal of …

Gatekeeping And Citizen Journalism: A Qualitative Examination Of Participatory Newsgathering, Amani Channel

USF Tampa Graduate Theses and Dissertations

For nearly sixty years, scholars have studied how information is selected, vetted, and shared by news organizations. The process, known as gatekeeping, is an enduring mass communications theory that describes the process by which news is gathered and filtered to audiences. It has been suggested, however, that in the wake of online communications the traditional function of media gatekeeping is changing.

The infusion of citizen-gathered media into news programming is resulting in what some call a paradigm shift. As mainstream news outlets adopt and encourage public participation, it is important that researchers have a greater understanding of the theoretical implications …

Social Media As A Marketing Tool For Business Operations, Katharina Jung

Theses

The purpose of this study was to elaborate different social media tools and their benefits as well as their risk for marketers.

An increasing number of companies use social media for their purposes and Internet users spend plenty of time with social media.

The use of social media is on the rise and cannot be ignored anymore. It is more cost-effective than traditional media marketing and distribution as well as other interactive marketing. Traditional media is struggling, but there is a connection between traditional and social media, which shows that these two relate to each other and influence the overall …

Use Of Social Media Tools To Promote A Community Event: Analysis And Recommendations For The Madonna Plaza Farmer's Market, Genevieve Pearl Loggins

Journalism

The relationship between the community and the organization is looked at and analyzed through two types of interpersonal relationships. The exchange relationship and the communal relationship help evaluate the relationship or the organization compared to the community by researching the organization and the public. The farmer’s market located in the Madonna shopping center has a certain public attracting clientele based on their needs within the community, and it is the job of a public relations practitioner to help perceive the organization based on these publics. In this case, the main demographic was senior citizens, numerous case studies and research shows …

Youtube Video Project: A" Cool" Way To Learn Communication Ethics, Carol M. Lehman, Debbie D. Dufrene, Mark W. Lehman

Faculty Publications

The millennial generation embraces new technologies as a natural way of accessing and exchanging information, staying connected, and having fun. YouTube, a video-sharing site that allows users to upload, view, and share video clips, is among the latest “cool” technologies for enjoying quick laughs, employing a wide variety of corporate activities, and also communicating relevant, engaging instructional content for today’s students. This article describes a YouTube video class project that is a natural fit with today’s students because it involves cutting-edge social media while addressing a critical component of professional development—communication ethics. This project encourages critical thinking, creativity, and applied …

Fulfilling Government 2.0'S Promise With Robust Privacy Protections, Danielle Keats Citron

Faculty Scholarship

The public can now “friend” the White House and scores of agencies on social networks, virtual worlds, and video-sharing sites. The Obama Administration sees this trend as crucial to enhancing governmental transparency, public participation, and collaboration. As the President has underscored, government needs to tap into the public’s expertise because it doesn’t have all of the answers. To be sure, Government 2.0 might improve civic engagement. But it also might produce privacy vulnerabilities because agencies often gain access to individuals’ social network profiles, photographs, videos, and contact lists when interacting with individuals online. Little would prevent agencies from using and …

Legal Implications Of The Use Of Social Media: Minimizing The Legal Risks For Employers And Employees, Damian R. Laplaca, Noah Winkeller

Proxy

No abstract provided.

Cyberspace Property Rights: Private Property Interests In The Context Of Internet Webpages, Taylor E. White

Proxy

No abstract provided.

Exploring The Use Of Social Bookmarking Technology In Education: An Analysis Of Students’ Experiences Using A Course-Specific Delicious.Com Account, Tricia M. Farwell, Richard D. Waters

Public and Nonprofit Administration

With more than 4.6 million people, mostly undergraduates, enrolling in at least one online course in fall of 2008, students are showing that they are comfortable with the concept of technology in education. Many students in online classes, however still have to deal with the high cost of textbooks and supplemental materials. Online technologies, however, can provide other alternatives to costly coursepacks and textbooks. Faculty and students may be able to replace or supplement coursepacks and textbooks with social bookmarking sites. This study shows how social bookmarking, specifically Delicious.com, can be used in a course to provide an inexpensive answer …

Persistence And Change In Social Media, Bernie Hogan, Anabel Quan-Haase

FIMS Publications

In ―Star Trek‖, Scotty suggests that Transwarp beaming is ―like trying to hit a bullet with a smaller bullet, whilst wearing a blindfold, riding a horse‖ (Abrams, 2009). The study of social media faces similar challenges because new tools are developed at a rapid pace and existing tools are constantly being updated with new features, policies, and applications. Users tend to migrate, in often unpredictable ways, to new tools as well as to adopt multiple tools simultaneously, without showing consistent media preferences and habits (Quan-Haase, 2008). As a result, for scholars it sometimes feels as if the social media landscape …

Social Media Under Social Control: Regulating Social Media And The Future Of Socialization, Susan Currie Sivek

Faculty Publications

The process of socialization for new and future journalists will look dramatically different from the process undergone by previous generations of journalists, due to economic realities and changes in the nature of news production. The rise of social media and its role in the establishment of a successful career will also affect the integration of these rising professionals into their employing organizations. These changes in the socialization process will require alterations both in the day-to-day management of these individuals and in the theoretical approaches to studying their work, particularly with regard to the impact of social media on the profession. …

Content, Control, And The Socially Networked Film, Jon M. Garon

Faculty Scholarship

The influences of digital distribution of content have begun to redefine the music industry in a highly-visible battle between record producers and consumers which has left musicians standing at the sidelines. Given the high cost of production and relatively limited number of theatrically distributed feature films each year, motion picture producers are exposed to much greater risk from digital piracy than other media. At the same time, changing technology has created new opportunities for film producers, filmmakers and audiences to interact. These same trends may grow to subsume the traditional notion of prime-time television entertainment as well. All the parties …