Social Media Commons^™

What?! You’Re Still Managing Your Library’S Facebook Page Yourself?, Ngoc-Yen Tran

Faculty and Staff Publications

Within a few months, Pearson Library at California Lutheran University went from having 15 likes to 111 likes. What's our secret to having a thriving Facebook page? How did we use this medium in a new way? There are many reasons as to why a library’s Facebook page is not successful and we experienced some those challenges: lack of time, we did not know what to post, we did not have many “likes”, and we did not know how often to post. The solution to many of our problems was to hire a student to help manage the page. With …

Structural Analysis In Multi-Relational Social Networks, Bing Tian Dai, Freddy Chong Tat Chua, Ee-Peng Lim

Research Collection School Of Computing and Information Systems

Modern social networks often consist of multiple relationsamong individuals. Understanding the structureof such multi-relational network is essential. In sociology,one way of structural analysis is to identify differentpositions and roles using blockmodels. In thispaper, we generalize stochastic blockmodels to GeneralizedStochastic Blockmodels (GSBM) for performing positionaland role analysis on multi-relational networks.Our GSBM generalizes many different kinds of MultivariateProbability Distribution Function (MVPDF) tomodel different kinds of multi-relational networks. Inparticular, we propose to use multivariate Poisson distributionfor multi-relational social networks. Our experimentsshow that GSBM is able to identify the structuresfor both synthetic and real world network data.These structures can further be used for predicting …

Online Gaming As Sociable Media, Steven L. Thorne

World Languages and Literatures Faculty Publications and Presentations

Over much of the world, contemporary communicative practices are mediated by a wide range of digital technologies that support speech, image, video, and of course textual literacies. In dialectic tension with the rapid growth in digital information and communication media, Internet information and communication technologies have amplified conventional communicative practices in terms of breadth, impact and speed and have also enabled the emergence of new communicative, cultural and cognitive practices. These practices form dynamic cultures-of-use - that is, communication tools and the human activities they mediate co-evolve (Thorne, 2003). This article begins with a review of contradictory appraisals of digital …

Manipulation Of Online Reviews: An Analysis Of Ratings, Readability, And Sentiments, Nan Hu, Indranil Bose, Noi Sian Koh, Ling Liu

Research Collection School Of Computing and Information Systems

As consumers become increasingly reliant on online reviews to make purchase decisions, the sales of the product becomes dependent on the word of mouth (WOM) that it generates. As a result, there can be attempts by firms to manipulate online reviews of products to increase their sales. Despite the suspicion on the existence of such manipulation, the amount of such manipulation is unknown, and deciding which reviews to believe in is largely based on the reader's discretion and intuition. Therefore, the success of the manipulation of reviews by firms in generating sales of products is unknown. In this paper, we …

Social Media Involvement Among College Students And General Population: Implication To Media Management [Slides], Louisa Ha, Xiao Hu

School of Media and Communication Faculty Publications

Slides from a presentation given by Louisa Ha and Xiao Hu.

The Vital Non-Action Of Occupation, Offline And Online, Dylan E. Wittkower

Philosophy Faculty Publications

Using an Arendtian framework, I argue that we can understand distinctive and effective elements of the #OWS movements as forms of non-action related to prior strategies of non-violence, the propaganda of the deed, and coalitions of affinity rather than identity. This understanding allows us to see that, while the use of social media in the movement does not provide the same affordances for building and maintaining power as physical occupation, and while online community clearly cannot substitute for physical community in many relevant and consequential ways, Facebook does nonetheless provide a platform well suited to maintaining power through these distinctive …

Like Us On Facebook: A Social Media Campaign's Effect On Relationship Management Outcomes For A Non-Profit Organization, Natalia Isabel LóPez-ThismóN

Theses Digitization Project

This study examines whether a social networking campaign on Facebook can make any difference in relationship management outcomes of trust, commitment, satisfaction, control mutuality, exchange relationships, communal relationships, and Facebook relationships. Since Facebook.com opened its registration process to organizations in late 2007, trade publications such as PR Week and public relations blogs have been endorsing Facebook as a relationship-building tool. Through Facebook, organizations have the opportunity to converse with their publics and engage them in ways not previously possible.

Advertising The Thin Ideal-The Effect On Women, Christine Murphy

Irish Business Journal

Debate on the thin ideal has been prevalent for many decades, however given the substantial increase in eating disorders and the omnipresent influence of the media the time is now ripe for decisive action in the area of women in advertising. Most research in this area has focused on the psychological impact of the thin ideal. The new research presented in this paper is important as it explores the marketing implications of the portrayal of women in the fashion and cosmetic industry. The success of this industry depends entirely on how receptive consumers are to the images portrayed. This paper …

Diy Pr: How Independent Music Artists Use Online Social Networks For Public Relations Purposes, Martina Lawless

Theses

Significance of the study: Independent musicians are a huge part of the Irish music industry and yet they are the part that do not have the backing of a record label. This means independent musicians need to look at cheap or even free ways to promote themselves to existing fans and potential new fans. With the emergence of social networks musicians both signed and independent have the tools necessary to engage in a new form DIY PR. The purpose of this study is to look at the different ways that social networks have helped musicians in recent years, but also …

Libraries Atwitter: Trends In Academic Library Tweeting, Darcy C. Del Bosque, Sam A. Leif, Susie Skarl

Library Faculty Research

Purpose – This paper aims to present an overview of how libraries are using Twitter in an academic setting.

Design/methodology/approach – This study analyzed the current state of 296 Twitter accounts from a random sample of academic libraries. A total of 19 different criteria were explored, with an emphasis on the following three categories: layout and design, content and number of tweets, and account followers.

Findings – Only 34 per cent of libraries in the study had a Twitter account and characteristics varied widely among libraries, however it is evident that it is possible to successfully communicate with patrons via …

The Use Of Public Relations Tactics In Two Nationwide Fundraising Campaigns In Nonprofit Organisations In Ireland. A Case Study Analysis, Arlene Hogan

Theses

This study aims to analysis the use of public relations in two of Ireland’s nonprofit organisations and their national fundraising campaigns. The two charities chosen were The Mater Foundation and its national fundraising campaign called The Heart Appeal and the second charity is The Irish Heart Foundation and its national campaign called Happy Heart Weekend. The questions that the author will be looking to find are the importance of having PR as part of a nonprofit nationwide fundraising campaign, what PR tactics do these charities use to publicise their national fundraising campaigns in question and does communication play a strategic …

Technology Mediated Recruitment: An Exploration Of How Students Used Social Media To Choose College, Ashley Nicole Cooper

Masters Theses

This qualitative study explored the use of social media as a tool to recruit prospective college students. Social media was defined as any electronic media that serves as a networking tool with the ability to educate prospective and current college students about an institution of higher education (i.e. Twitter, Facebook, Blogs, etc.). The researcher met with two focus groups comprised of current college students to discuss their use of social media during their college search process.

Recommendations were developed for student affairs professionals and for future research. General themes and categories from participant responses were evaluated. The findings suggest that …

Upper Level Administrators: Communication With Students Via Social Media, David Adam Arnold

Masters Theses

The present qualitative study was executed by interviewing five upper level administrators at a four-year public institution in the Midwest in order to explain their current understanding of social media technologies, and in what ways they were currently using social media to connect with millennial students. Previous research has been done on millennials' use of technology and social media in the university setting; however, little research has focused on way non-millennial upper level administrators are using social media in order to purposefully engage students in a meaningful way. Themes from categories identified during one-on-one interviews indicate that upper level administrators …

Our Celebrities Our Selves: Reconstructing Ourselves As Online Personalities, Arne Baruca

Marketing Faculty Publications (Archived)

Celebrity influence on consumer behavior at the online macro level is the motivation for this study that addresses the nature of celebrity consumption and how consumers apply that consumption to develop their online self-presentation.

The sample for this study is limited to consumers with active accounts at online social networks such as Facebook or Twitter. Methodology is a three-part design. A multi-factor qualitative exploratory study (n=73) reveals four celebrity-consumer relationships whose proposed measurement scales are tested in a quantitative pilot study (n=85). Finally, a large sample study (n=593) is used to test the measurement model and to test the proposed …

Reconsidering Instructional Design With Web 2.0 Technologies, Fei Gao, Kun Li, Tian Luo, Jamie Smith

STEMPS Faculty Publications

Emerging technologies such as Web 2.0 afford interconnections, content creation and remixing, which provide rich opportunities to for more personally meaningful, collaborative, and socially relevant learning (Greenhow, Robelia, & Hudges, 2009). Web 2.0 and other emerging technologies offer new possibilities of designing collaborative activities that engage learners in meaningful learning (Chai & Tan, 2009; Cress & Kimmerle, 2008).

Despite the enthusiasm of integrating Web 2.0 technologies into learning environment design, researchers found that few instructors know the pedagogies that could lead to productive innovation (Collis & Moonen, 2008). This symposium consists of one theoretical paper and three case studies that …

Designing Microblogging-Based Class Activities, Tian Luo, Fei Gao

STEMPS Faculty Publications

Microblogging tools such as Twitter have been frequently adopted in educational settings to facilitate learning. This study examined how a microblogging tool, Twiducate, was incorporated into a graduate-level class of ten students. During the 1.5 hour lesson, students participated in a series of Twiducate-supported collaborative and reflective activities. The analysis of in-class discussion transcripts, text-based posts on Twiducate and a pre- and post-test survey results revealed that students were highly engaged in classroom collaborative learning and there is a high level of interaction. Students reported the challenges of using microblogging tools, such as the possibility of creating distraction and disorder …

On The Origins Of The Cute As A Dominant Aesthetic Category In Digital Culture, Dylan E. Wittkower

Philosophy Faculty Publications

In discussions of online culture, nobody has yet given sufficient consideration to the importance of cute animal pictures. While there are perhaps obvious reasons for this aspect of online culture being and remaining understudied, from an objective stance we should consider it both surprising and noteworthy that, once given the means of mass communications and internationally accessible publication, a primary activity that people are interested in and committed to is the sharing of cute and funny pictures, especially of cats. This presumably unforeseeable outcome is made stranger yet by the relative lack of commercial motivation for a communications category that …

"Friend" Is A Verb, Dylan E. Wittkower

Philosophy Faculty Publications

An argument against the Aristotelian emphasis on formal and final causes in understanding friendship, and in favor of efficient and material causes. Attempts to establish that social media communications constitute a secondary literacy in the context of a shared asynchronous experience at a distance, and addresses "the sandwich problem:" how we can charitably account for the practice of photographing and sharing one's lunch.

Assessing The Impact Of Social Media On The Museum And Cultural Sector : A Public Relations Perspective, Ciara Murray

Theses

Public relations strategies and tactics have helped Irish business and Irish organisations to effectively meet their goals for decades. However, museums are now also benefiting from public relations practices .Effective public relations strategies have become important to museums in order to utilise social media and to open up access to their collections.

Many museums are non-profits and they have a unique set of communication concerns that force them to engage with multiple publics in order to operate efficiently and achieve success. A fter conducting with PR professionals working in the museum around Ireland this paper analyzes how public relations is …

"You Got To Be Follow-Worthy Or I Will Unfollow You!” Students’ Voices On Twitter Integration Into Classroom Settings, Tian Luo, Teresa Franklin

STEMPS Faculty Publications

This research centers on a case study where Twitter was integrated in an undergraduate level course. Under the instructor’s specific guidance and ongoing feedback, students actively participate in the course both in and outside of classroom. They perceived the incorporation of Twitter into classroom to be highly engaging and contributive to their learning. During the 10 week course, students’ initiatives in developing self-defined codes of conduct for tweeting, creating user groups, and assisting one another to become proficient in using Twitter, demonstrated a high degree of autonomous social learning in both formal and informal learning environments. Not only were they …