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Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook
University of Pennsylvania ScholarlyCommons Marketing Papers Wharton Faculty Research 1-2018 Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook Dokyun Lee Kartik Hosanagar University of Pennsylvania Harikesh Nair Follow this and additional works at: https://repository.upenn.edu/marketing_papers Part of the Advertising and Promotion Management Commons, Business Administration, Management, and Operations Commons, Business Analytics Commons, Business and Corporate Communications Commons, Communication Technology and New Media Commons, Marketing Commons, Mass Communication Commons, Social Media Commons, and the Technology and Innovation Commons Recommended Citation Lee, D., Hosanagar, K., & Nair, H. (2018). Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook. Management Science, http://dx.doi.org/10.1287/mnsc.2017.2902 This paper is posted at ScholarlyCommons. https://repository.upenn.edu/marketing_papers/339 For more information, please contact [email protected]. Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook Abstract We describe the effect of social media advertising content on customer engagement using data from Facebook. We content-code 106,316 Facebook messages across 782 companies, using a combination of Amazon Mechanical Turk and natural language processing algorithms. We use this data set to study the association of various kinds of social media marketing content with user engagement—defined as Likes, comments, shares, and click-throughs—with the messages. We find that inclusion of widely used content related to brand personality—like humor and emotion—is associated with higher levels of consumer engagement (Likes, comments, shares) with a message. We find that directly informative content—like mentions of price and deals—is associated with lower levels of engagement when included in messages in isolation, but higher engagement levels when provided in combination with brand personality–related attributes. -
Content Social Media
content & social media CONTENT & SOCIAL MEDIA / 1 Introduction A couple of years ago, people were more insistent on keeping content marketing and social media marketing divided as clearly separate entities. However, as social media platforms have evolved and the ways in which brands communicate have changed to reflect such changes, the concepts of content vs social have started to blur. Ultimately, it doesn’t really matter if you’re writing a blog or you’re writing a social media post - both are content and both have the potential of helping you generate traffic, leads and sales. In the realm of social media, content is simply approached in a different way. You’re not writing an 800-word blog (at least not typically), rather you’re publishing shorter, easier- to-digest posts. Some may be text, others may be photos or videos, some may be a combination of these types. Depending on the platform, the kind of content you can craft also changes drastically. A simple example is Twitter’s restrictive 140-character limit per tweet - a parameter that essentially makes it a social microblog. CONTENT & SOCIAL MEDIA / 2 In this eBook, we will be looking at some of the most important points to remember when it comes to creating content on social media. These include: • IDENTIFYING AND UNDERSTANDING THE QUIRKS OF DIFFERENT SOCIAL MEDIA PLATFORMS - Facebook - Twitter - LinkedIn - Instagram - Google+ • CONSIDERING YOUR CONTENT - Text posts - Media / Photos & Videos - External links • THE IMPORTANCE OF CONSISTENCY CONTENT & SOCIAL MEDIA / 3 understanding thE Quirks of your social media platform Here’s a list of just some of the SOCIAL MEDIA PLATFORMS out there: Facebook Tumblr Twitter Snapchat LinkedIn Pinterest Instagram Myspace (yes, it still exists) Vine YouTube Google+ And potentially hundreds of other, smaller and lesser-known social networks The number is overwhelming, but the good news is that you can cut this list down to some of its key players. -
Facebook Timeline
Facebook Timeline 2003 October • Mark Zuckerberg releases Facemash, the predecessor to Facebook. It was described as a Harvard University version of Hot or Not. 2004 January • Zuckerberg begins writing Facebook. • Zuckerberg registers thefacebook.com domain. February • Zuckerberg launches Facebook on February 4. 650 Harvard students joined thefacebook.com in the first week of launch. March • Facebook expands to MIT, Boston University, Boston College, Northeastern University, Stanford University, Dartmouth College, Columbia University, and Yale University. April • Zuckerberg, Dustin Moskovitz, and Eduardo Saverin form Thefacebook.com LLC, a partnership. June • Facebook receives its first investment from PayPal co-founder Peter Thiel for US$500,000. • Facebook incorporates into a new company, and Napster co-founder Sean Parker becomes its president. • Facebook moves its base of operations to Palo Alto, California. N. Lee, Facebook Nation, DOI: 10.1007/978-1-4614-5308-6, 211 Ó Springer Science+Business Media New York 2013 212 Facebook Timeline August • To compete with growing campus-only service i2hub, Zuckerberg launches Wirehog. It is a precursor to Facebook Platform applications. September • ConnectU files a lawsuit against Zuckerberg and other Facebook founders, resulting in a $65 million settlement. October • Maurice Werdegar of WTI Partner provides Facebook a $300,000 three-year credit line. December • Facebook achieves its one millionth registered user. 2005 February • Maurice Werdegar of WTI Partner provides Facebook a second $300,000 credit line and a $25,000 equity investment. April • Venture capital firm Accel Partners invests $12.7 million into Facebook. Accel’s partner and President Jim Breyer also puts up $1 million of his own money. -
The Silencing Power of Algorithms: How the Facebook News Feed Algorithm Manipulates Users’ Perceptions of Opinion Climates
Portland State University PDXScholar University Honors Theses University Honors College March 2019 The Silencing Power of Algorithms: How the Facebook News Feed Algorithm Manipulates Users’ Perceptions of Opinion Climates Callie Jessica Morgan Portland State University Follow this and additional works at: https://pdxscholar.library.pdx.edu/honorstheses Let us know how access to this document benefits ou.y Recommended Citation Morgan, Callie Jessica, "The Silencing Power of Algorithms: How the Facebook News Feed Algorithm Manipulates Users’ Perceptions of Opinion Climates" (2019). University Honors Theses. Paper 661. This Thesis is brought to you for free and open access. It has been accepted for inclusion in University Honors Theses by an authorized administrator of PDXScholar. Please contact us if we can make this document more accessible: [email protected]. Running head: SILENCING POWER OF ALGORITHMS 1 The Silencing Power of Algorithms: How the Facebook News Feed Algorithm Manipulates Users’ Perceptions of Opinion Climates Callie Morgan University Honors College Portland State University Advisor: Dr. Erin Spottswood SILENCING POWER OF ALGORITHMS 2 Abstract This extended literature review investigates how the architecture and features of the Facebook Newsfeed algorithm, EdgeRank, can inhibit and facilitate the expression of political opinions. This paper will investigate how Elisabeth Noelle-Neumann’s theory on public opinion, Spiral of Silence, can be used to assess the Facebook news feed as a political opinion source that actively shapes users’ perceptions of minority and majority opinion climates. The feedback loops created by the algorithm’s criteria influences users’ decisions to self-censor or express their political opinions with interpersonal connections and unfamiliar connections on the site. -
Notes for the Central Tables of the Book, Predictive Analytics: the Power to Predict Who Will Click, Buy, Lie, Or Die — Revised and Updated Edition
NOTES FOR THE CENTRAL TABLES OF THE BOOK, PREDICTIVE ANALYTICS: THE POWER TO PREDICT WHO WILL CLICK, BUY, LIE, OR DIE — REVISED AND UPDATED EDITION This document provides citations and comments pertaining to the book’s Central Tables of 182 examples. Rather than clicking, many URLs below that span multiple lines must be copied to your browser, and extraneous spaces manually removed. For more information about the book, see the book’s website: www.thepredictionbook.com. Central Tables The 182 examples are organized into these 9 Central Tables: 1. Family and Personal Life 2. Marketing, Advertising, and The Web 3. Financial Risk and Insurance 4. Healthcare 5. Law Enforcement and Fraud Detection 6. Fault Detection, Safety, and Logistical Efficiency 7. Government, Politics, Nonprofit, and Education Table 8. Human Language Understanding, Thought, and Psychology 9. Workforce: Staff and Employees For more on how these sectors apply predictive analytics, see the corresponding series of industry-focused Predictive Analytics World (PAW—www.pawcon.com) conferences: • PAW Business • PAW Financial • PAW Healthcare • PAW Manufacturing • PAW Government • PAW Workforce Family and Personal Life—Central Table 1 Nokia: § David Talbot, “A Phone That Knows Where You’re Going,” Technology Review Online, July 8, 2012. www.technologyreview.com/news/428441/a-phone-that-knows- where- youre-going/. § Nokia Data Center, Nokia Mobile Data Challenge. http://research.nokia.com/page/12000. § KDnuggets, “Nokia Mobile Data Challenge: Your Friends Determine Where You Are Going,” July 2012. www.kdnuggets.com/2012/07/nokia-mobile-data-challenge.html. § Albert-László Barabási, “Human Behavior Is 93 Percent Predictable, Research Shows,” PhysOrg.com, February 23, 2010. -
Social Media Marketing Summit
Social Media Marketing Summit ©2018 JB Media Institute LLC Sarah Benoit Co-founder & Lead #d2cc2d Instructor JB Media Institute www.JBMediaInstitute.com [email protected] @SarahDBenoit Twitter & Instagram Facebook.com/SarahDBenoit Founder & President Today’s Agenda #d2cc2d Session 1 Connect and Engage - Facebook and Instagram Marketing Best Practices Session 2 Social Media Strategy and The Art of Engagement and Conversion ©2017 JB Media Institute LLC Facebook According to Pew Research Center... Jan. 2018 Pew Research Center 68% of US adults (people over 18) use Facebook and 73% of US adults use YouTube. Younger Americans (especially those ages 18 to 24) stand out for embracing a variety of platforms and using them frequently: ● 94% of 18- to 24-year-olds use Youtube ● 78% use Snapchat ● 71% use Instagram ● 45% are Twitter users ©2018 JB Media Institute LLC There are 3 main tools on Facebook: Personal Pages = Friends Business Pages = Likes Group Pages = Members Copyright 2018 JB Media Institute LLC The Original Facebook Algorithm Edgerank is what they called the original Facebook algorithm. The algorithm controls what content shows at the top of your newsfeed. Content with more “edges” was given higher priority in the newsfeeds. “Edges” could be created with links, photos, videos, shares, comments, likes, and more Taken from: http://tctechcrunch2011.files.wordpress.com/2010/04/edgerankform2.png Copyright 2018 JB Media Institute LLC 3 Parts of Edgerank Affinity gauges how close of a relationship a brand/company/organization has Affinity with any given fan. Affinity increases when a user has repeat interactions with a business page. Commenting, liking, sharing, clicking, and messaging builds Affinity. -
The 15 Secrets to Effectively Leveraging the Digital Space And
The 15 Secrets to Effectively Leveraging the Digital Space and Social Media to Market Your Small Business www.ampbrandstudios [email protected] Thanks for coming today! 1. Digital + Social Media Recap 2. The 15 Secrets to Keep in Mind 3. Summary 4. Questions Secret #1: Entertainment vs. Advertisement Secret #1: Entertainment vs. Advertisement The average person scrolls 300 feet of social media content daily. Social media has allowed them to choose what they see/not see. When introduced to content, they’re more likely to pay attention to entertainment vs. advertisement. What type of sentiment are you giving off in your content? VS. Entertainment vs. Advertisement Entertainment vs. Advertisement How can you be more entertaining? ● Show, don’t tell ● Create a content series ● Engage with followers ● Complement your content ● Use softer selling language ● Pay attention to your metrics Secret #2: Get on the right channels Secret #2: Get on the right channels Facebook. Instagram. LinkedIn. Twitter. Snapchat. Pinterest. Email. Website. App. Where should you have a presence? Industry Audience Goals Content What are your Are you targeting Is your industry in specific goals for Will you be creating CEOs? Moms? the creative space? the year? white papers? Or Families? Young The food space? Or Everyone wants to will you be doing adults? What is it more increase sales, but behind the scene motivates them to professional, like a who do you want photos and videos? be your customer? bank? build sales with? Channel Description Audience Good for.. -
Todd Maycunich VP, Product Innovation TMP Worldwide
Present and Future States of Social Media Todd Maycunich VP, Product Innovation TMP Worldwide SOMETIMES WE HAVE TO BE PROTECTED FROM OURSELVES PEOPLE APPLY OLD BEHAVIORS TO NEW MEDIUMS THE FIRST CINEMA PLAYED TALKING PICTURES 1937 Snow White and the Seven Dwarfs was the first full length cel animated (hand drawn) feature film. EARLY TV WAS SIMPLY TELEVISED RADIO & THEATER 1955 The Mickey Mouse Club, originally a theater producCon in the 1930’s, airs on television for the first Cme. EARLY WEBSITES WERE REFERRED TO AS ‘BROCHUREWARE’ It even had a “table of contents” :) SO WHAT’S INFLUENCING TODAY’S SOCIAL MEDIA BEHAVIOR? TODAY, THE AVERAGE FACEBOOK USER IS ELIGIBLE TO RECEIVE A TOTAL OF 1500 POSTS EACH DAY FACEBOOK HAS RESPONDED hIps://www.facebook.com/business/news/Organic-Reach-on-Facebook Facebook helped create a problem they’re struggling to solve Platform building functionality designed to encourage interactions between people & other people, and people & brands 2006 2008 2010 2010 Facebook API Facebook Platform/ Social Plugins EdgeRank Users can share their Facebook Connect Like buttons spread An algorithm developed by information with 3rd party Improve the capabilities for mercilessly across the web. Facebook to govern what is websites and applications 3rd parties inside Facebook After 1 year 100,000 sites displayed and how high on and extend Facebook’s had adopted these plugins. the News Feed reach out to 3rd parties What is EdgeRank? An algorithm developed by Facebook to govern what is displayed — and how high — in the News Feed. Weight for this edge type (comment, like, status, etc.) Time decay based on how long ago ∑Ue We De the edge was created Affinity score between viewing user and edge creator. -
Effectiveness of Social Media Marketing: Experiment of Facebook and Instagram in Indonesia
View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by Ritsumeikan Research Repository Independent Final Report Effectiveness of Social Media Marketing: Experiment of Facebook and Instagram in Indonesia By James Edward Thedjasurya 52114619 September 2016 Independent Final Report Ritsumeikan Asia Pacific University In Partial Fulfillment of the Requirements for the Degree of Master of Business Administration 1 | Page Table of Contents Certification Page ................................................................................................................................ 4 Summary ............................................................................................................................................. 5 1. Introduction ..................................................................................................................................... 6 2. Literature Chapter ......................................................................................................................... 10 2.1 Social media marketing. Definition, purpose, benefit ....................................................... 10 2.2 Types of social media ........................................................................................................ 14 2.3 Measurement of effectiveness ........................................................................................... 18 2.3.1 Page / Account Metrics ............................................................................................ -
Digital Tailspin
Digital Tailspin Ten Rules for Digital Tailspin Ten Rules for the Internet the InternetAfter SnowdenAf- ter SnowdenMICHAEL SEEMANN Digital Ten Rules for the Internet09 Digital Tailspin Ten Rules for the Internet After Snowden 09 NETWORK NOTEBOOK SERIES The Network Notebooks series presents new media research commissioned by the INC. PREVIOUSLY PUBLISHED NETWORK NOTEBOOKS: Network Notebook 08 Brooke Wendt, The Allure of the Selfie: Instagram and the New Self Portrait, 2014. Network Notebook 07 Henry Warwick, Radical Tactics of the Offline Library, 2014. Network Notebook 06 Andreas Treske, The Inner Life of Video Spheres: Theory for the YouTube Generation, 2013. Network Notebook 05 Eric Kluitenberg, Legacies of Tactical Media, 2011. Network Notebook 04 Rosa Menkman, The Glitch Momentum, 2011. Network Notebook 03 Dymtri Kleiner, The Telekommunist Manifesto, 2010. Network Notebook 02 Rob van Kranenburg, The Internet of Things, 2008. Network Notebook 01 Rosalind Gill, Technobohemians of the New Cybertariat, 2007. CONTENTS ACKNOWLEDGEMENTS 5 INTRODUCTION 7 RULE 0: EVERYTHING STAYS DIFFERENT 11 RULE 1: YOU CAN’T FIGHT KONTROLLVERLUST 15 RULE 2: SURVEILLANCE IS PART OF THE GAME 18 RULE 3: KNOWING IS ASKING THE RIGHT QUESTIONS 25 RULE 4: ORGANIZATION AND CONFLICT FOR FREE 30 RULE 5: YOU ARE THE FREEDOM OF THE OTHER 35 RULE 6: PLATFORM CONTROL IS POWER 38 RULE 7: THE STATE IS PART OF THE PROBLEM, NOT OF THE SOLUTION 44 RULE 8: DATA CONTROL CREATES HEGEMONY 49 RULE 9: AND THE FINAL BOSS IS… US! 56 REFERENCES 61 COLOPHON Network Notebook #09 Michael Seemann, Digital Tailspin: Ten Rules for the Internet After Snowden This text is a translated and updated excerpt of Das Neue Spiel: Strategien für die Welt nach dem digitalen Kontrollverlust, Freiburg: Orange Press, 2014. -
20171S Ribeirowilliamfernan
III ________________________________________________________________________________ Faculdade de Tecnologia de Americana Curso Superior de Tecnologia em Segurança da Informação ESTUDO DO FACEBOOK, SUAS FERRAMENTAS E O ENVIO DE INFORMAÇÕES PESSOAIS WILLIAM FERNANDES RIBEIRO Americana, SP 2017 IV ________________________________________________________________________________ Faculdade de Tecnologia de Americana Curso Superior de Tecnologia em Segurança da Informação ESTUDO DO FACEBOOK, SUAS FERRAMENTAS E O ENVIO DE INFORMAÇÕES PESSOAIS WILLIAM FERNANDES RIBEIRO [email protected] Trabalho Monográfico, desenvolvido em cumprimento à exigência curricular do Curso Superior de Tecnologia em Segurança da Informação da Fatec- Americana, sob a orientação da Profa. Dra. Acácia Ventura. Área: Fator Humano e Segurança da Informação Americana, SP 2017 V FICHA CATALOGRÁFICA – Biblioteca Fatec Americana - CEETEPS Dados Internacionais de Catalogação-na-fonte R372eRIBEIRO, William Fernandes Estudo do Facebook, suas ferramentas e o envio de informações pessoais./ William Fernandes Ribeiro. – Americana: 2017. 90f. Monografia (Curso de Tecnologia em Segurança da Informação) - - Faculdade de Tecnologia de Americana – Centro Estadual de Educação Tecnológica Paula Souza Orientador: Profa. Dra.Acácia de Fátima Ventura 1. Segurança em sistemas de informação 2. Sistemas de informação 3. Ciência da informaçãoI. VENTURA, Acácia de FátimaII. Centro Estadual de Educação Tecnológica Paula Souza – Faculdade de Tecnologia de Americana CDU: 681.518.5 02 VI VII AGRADECIMENTOS Agradeço primeiramente a professora Acácia Ventura que me orientou e me apoiou no desenvolvimento desse trabalho. À todos os professores da FATEC-Americana que me lecionaram e contribuíram de alguma forma para o meu aprendizado. Agradeço a minha família que sempre esteve presente e sempre me apoiou. À minha família que sempre me apoiou e me ajudou no que pode. -
THE INVISIBLE CURATION of CONTENT: Facebook’S News Feed and Our Information Diets
THE INVISIBLE CURATION OF CONTENT: Facebook’s News Feed and our Information Diets April 2018 www.webfoundation.org CONTENTS Foreword 3 Executive Summary 4 01 Facebook’s 'Information Diet': 6 The Argentina Experiment 02 Methodology: What We Did 8 03 Analysis: What We Found 12 04 Conclusions and Recommendations 16 05 References 18 The Web Foundation was established in 2009 by Sir Tim Berners-Lee, inventor of the World Wide Web. Our mission is to establish the open web as a public good and a basic right. Acknowledgements Authored by Renata Ávila, Juan Ortiz Freuler and Craig Fagan. Claudio Agosti and the Facebook Tracking Exposed team provided the tool and technical support. With special thanks for inputs by Marius Dragomir, Scott Hale, Guillermo Mastrini, Samuel Maynard, Paula Szewach, Ben Yuan, Martin Becerra and R'lyeh Hacklab. Research funded by Open Society Foundations. Copyright 2018, World Wide Web Foundation, CC BY 4.0 2 FOREWORD n March 2017, our founder and inventor of the This report focuses on one of the algorithms that IWorld Wide Web, Sir Tim Berners-Lee, expressed online users often interact with: how social media concerns regarding the loss of control over personal platforms curate and deliver information. To better data, and the role that algorithms and artificial understand this process, we ran a controlled intelligence are increasingly playing in society. Over experiment through six identical Facebook profiles the last year, the Web Foundation has embarked on that followed the same news sources on Facebook. research to provide frameworks and examples to The findings demonstrate how algorithms have been think about how the use of personal data, algorithms delegated a critical curatorial function that defines and AI are creating risks and opportunities for low- online users’ information diets and what can best be and middle-income countries.1 called the online ‘public square’.