Joel Shields reviews Laura Solomon's book, "Doing Social Media So It Matters: A Librarian’s Guide." Shields states, "One of the dangers of writing a topical book on the fast-moving trends of the Internet and in particular, social media is becoming irrelevant before reaching publication. A popular social network of today may become outdated in six months or a new way of communicating may change the paradigm of how we think about social interaction on digital devices. Laura Solomon’s Doing Social Media So It Matters: A Librarian’s Guide approaches this topic head-on and acts as an instructional guide through the perils of successfully implementing a social media strategy within a library setting."
Office hours have been an important facet of student learning in higher education for decades. High school teachers attempt to incorporate the same individualized instruction opportunity for their students, but the constraints of the high school system make this a difficult reality. Furthermore, the explosion of online social media has redefined the student social landscape over the last decade. As a result, new research has started to explore these digital Web 2.0 resources as an alternative educational opportunity to foster student-teacher communication beyond the classroom. This study provides a review of the pertinent literature based on college Facebook studies, and survey data assessing the student based want and usefulness of digital office hours at a large diverse public high school in the United States. Results indicated that direct interaction with a teacher is the preferred method of receiving academic assistance thus highlighting the potential for Facebook and other Web 2.0 utilities to foster individualized learning in the digital world. This concludes with recommendations for implementing public (Facebook, Myspace etc.) or private (segregated social networks) social networking systems to facilitate new Web 2.0 communication avenues. Future research should consider these recommendations when employing digital office hours at the high school level to ensure learning can occur in a safe and secure digital distance environment.
Social media is a relatively new form of brand advertising. This thesis evaluates the effect of different types of images and demographic factors on a Facebook post’s total likes, comments, and shares. Using data from a small bicycle brand, Borealis Bikes, that has built much of its brand image over the last six months through Facebook posts, an OLS regression analysis is used on three variations of my model to determine the effects of Facebook post content on different user groups. The subsequent analysis is applicable to other small brands that sell a luxury product.
Many companies are floundering in the wake of the rise of social media. With social networks such as Facebook and Twitter experiencing exponential growth, marketers are struggling to understand a new paradigm of marketing communications. This paper synthesizes research from consumer choice theory, cognitive psychology, and marketing in pursuit of a more comprehensive understanding of social media best practices. Particular attention is paid to how customers create their identities in the context of consumption, and the role of authenticity in corporate-customer relationships.
Research on stock market prediction has a deep foundation in economic and business research. Recent research into social media has shown that it can be an accurate tool for stock market prediction modeling. This study will continue in this field of research by attempting to determine if stock market volatility can be predicted using Twitter volume data and user metadata. ARCH regression methods are utilized to evaluate time-series data sets of Tweets filtered by 48 separate S&P 500 companies. While the results are for the most part insignificant, the future is bright for social media research in the academia community.
Margie Ruppel reviews Charles Wankel's, "Educating Educators with Social Media." While this collection of articles will be useful to any college professor who would like to implement social media applications in their teaching, the collaborative ideas presented here are also of value to librarians wishing to use social media to connect with their patrons or other libraries.
Unheard of even a few years ago, online coupons, or daily deals, are changing consumer habits. Founded in 2008, industry leader Groupon is a multi-billion dollar company that offers consumers discounted goods and services through their mobile application, website, and e-mail marketing campaigns. Yelp is the most popular crowd-sourced online business review application. Previous research suggests that Yelp reviews by customers who used a Groupon deal were lower than when a Groupon deal was not used. This study examines what this phenomenon means for businesses’ reputations over time, specifically how Groupon affects Yelp ratings differently depending on sector. Using Tobit regression models, the results of this study suggest that while most sectors eventually recover from an immediate decrease in ratings following the use of a Groupon deal, health and beauty businesses experience higher ratings in the short term, which decrease over time.
Holly Lakotos reviews the book, "The Social Factor: Innovate, Ignite, and Win through Mass Collaboration and Social Networking." This book written by Maria Azua, IBM's vice president of Cloud Computing Enablement, seeks to demystify these tools and other social networking applications. Although the work purports to describe “how to choose and implement the right social networking solutions” in reality, it is an introduction to social networking concepts that may help librarians improve information literacy efforts across all patron groups.
Each day we make many decisions about how we want to look and act in order to maintain our identity and present ourselves to society in the best possible light. Some individuals rebel against social norms while others follow them to the extreme. Our notions of self are influenced by society and how we desire to be perceived by society. This study focuses on the presentation of self in digital media, specifically on the online social network Facebook. I analyze how individuals construct their Facebook identity and why they present themselves in particular ways. Since users’ identities are known both offline and online by their audience they are unlikely to present a false-self to their “friends.” By interviewing 11 volunteers, I found that participants in this study mainly displayed information about themselves through pictures. Further, participants presented a virtual self through either carefully set privacy settings, not allowing friends to see tagged photos and consciously presenting themselves with certain viewers in mind. Given this, users are omitting information about their real selves in order to appear as their hoped-for self that they can only obtain through their virtual self. By looking at how individuals present themselves on Facebook and their choices about how they do so, we may better understand the relationship between identity and social norms and the significance of self presentation in virtual space and social interaction.
Alison Hicks reviews the article, "Social Networking Tools for Academic Libraries." The authors of this paper, Samuel Kai-Wah Chu and Helen S. Du, investigate the use of social media in academic libraries across the globe.