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Principles, Models, and Methods for the Characterization and Analysis of Lurkers in Online Social Networks
Principles, models, and methods for the characterization and analysis of lurkers in online social networks Roberto Interdonato, Andrea Tagarelli DIMES Dept., Università della Calabria, Italy The 2015 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining Lurking in OSNs: Principles, Models, and Methods Lurking in OSNs: Principles, Models, and Methods Lurk(er): what meanings Lurking in OSNs: Principles, Models, and Methods “Lurker”: let’s google it … Lurking in OSNs: Principles, Models, and Methods Lurk(er): what meanings Lurking in OSNs: Principles, Models, and Methods Outline 1. Lurking in online communities 2. Modeling lurking behaviors Topology-driven lurking definition The issue of controversial definitions Lurking and online behavioral 3. Lurker ranking methods models 4. Experimental evaluation The opportunity of de-lurking Static scenarios Dynamic scenarios 5. Applications to other domains Vicariously learning Lurking in social trust contexts 6. Delurking via Targeted Influence Maximization The DEvOTION algorithm 7. Conclusion and future work Lurking in OSNs: Principles, Models, and Methods LURKING IN ONLINE COMMUNITIES Lurking in OSNs: Principles, Models, and Methods The 1:9:90 rule of participation inequality (1/3) Arthur, C. (2006). What is the 1% rule? In: The guardian. UK: Guardian News and Media. Lurking in OSNs: Principles, Models, and Methods The 1:9:90 rule of participation inequality (2/3) • [Nonnecke & Preece, 2000] Email-based discussion lists: • 77 online health support groups and 21 online technical support groups • 46% of the health support group members and 82% of the technical support group members are lurkers • [Swartz, 2006] On Wikipedia: over 50% of all the edits are done by only 0.7% of the users • [van Mierlo, 2014] On four DHSNs (AlcoholHelpCenter, DepressionCenter, PanicCenter, and StopSmokingCenter): • 63,990 users, 578,349 posts • Lurkers account for 1.3% (n=4668), Contributors for 24.0% (n=88,732), and Superusers for 74.7% (n=276,034) of content Nonnecke, B., Preece, J. -
The Effects of Content Likeability, Content Credibility
Journal of Theoretical and Applied Electronic Commerce Research This paper is available online at ISSN 0718–1876 Electronic Version www.jtaer.com VOL 15 / ISSUE 3 / SEPTEMBER 2020 / 1-19 DOI: 10.4067/S0718-18762020000300102 © 2020 Universidad de Talca - Chile The Effects of Content Likeability, Content Credibility, and Social Media Engagement on Users’ Acceptance of Product Placement in Mobile Social Networks Ivan Ka Wai Lai 1 and Yide Liu 2 1 City University of Macau, Faculty of International Tourism and Management, Taipa, Macau, [email protected] 2 Macau University of Science and Technology, School of Business, Taipa, Macau, [email protected] Received 29 August 2018; received in revised form 11 June 2019; accepted 1 October 2019 Abstract Nowadays, product placements are commonly presented on mobile social media but related studies are rare. The main purpose of the study is to investigate the effects of content likeability, content credibility, and social media engagement on users’ acceptance of product placement in mobile social networks. The results of the online survey indicate that content likeability is an antecedent of social media engagement and content credibility; social media engagement has an influence on content credibility; and content likeability, content credibility, and social media engagement both directly affect user acceptance of product placement in mobile social networks. Furthermore, social media engagement has an interaction effect with content likeability on the content credibility of mobile social networks. The results of the multi-group analysis indicate that young adults show differences with middle-aged adults in the direct effect of content likeability on social media engagement and in the interaction effect of content credibility and social media engagement on the acceptance of product placement in mobile social networks. -
Social Media Why You Should Care What Is Social Media? Social Network
Social Media Why You Should Care IST 331 - Olivier Georgeon, Frank Ritter 31 oct 15 • eMarketer (2007) estimated by 2011 one-half Examples of all Internet users will use social networking • Facebook regulary. • YouTube • By 2015, 75% use • Myspace • Twitter • Del.icio.us • Digg • Etc… 2 What is Social Media? Social Network • Social Network • Online communities of people who share • User Generated Content (UGC) interests and activities, • Social Bookmarking • … or who are interested in exploring the interests and activities of others. • Examples: Facebook, MySpace, LinkedIn, Orkut • Falls to analysis with tools in Ch. 9 3 4 User Generated Content (UGC) Social Bookmarking • A method for Internet users to store, organize, search, • or Consumer Generated Media (CGM) and manage bookmarks of web pages on the Internet with the help of metadata. • Based on communities; • Defined: Media content that is publicly – The more people who bookmark a piece of content, the more available and produced by end-users (user). value it is determined to have. • Examples: Digg, Del.icio.us, StumbleUpon, and reddit….and now combinations • Usually supported by a social network • Examples: Blogs, Micro-blogs, YouTube video, Flickr photos, Wiki content, Facebook wall posts, reddit, Second Life… 5 6 Social Media Principles Generate an activity stream • Automatic • Who you are – Google History, Google Analytics – Personalization • Blog • Who you know • Micro-blog – Browse network – Twitter, yammer, identi.ca • What you do • Mailing groups – Generate an activity stream -
Security and Online Social Networks
Security and Online Social Networks Javier Echaiz and Jorge Ardenghi Laboratorio de Investigaci´on de Sistemas Distribuidos (LISiDi), Departamento de Ciencias e Ingenier´ıa de la Computaci´on Tel´efono: +54 291 4595135, Fax: +54 291 4595136 Universidad Nacional del Sur, Bah´ıa Blanca (8000), Argentina {je,jra}@cs.uns.edu.ar, WWW home page: http://lisidi.cs.uns.edu.ar Abstract. In the last few years we have witnessed a sustained rise in the popularity of online Social Network Sites (SNSs) such as Twitter, Facebook, Myspace, Flickr, LinkedIn, FriendFeed, Google Friend Con- nect, Yahoo! Groups, etc., which are some of the most visited websites worldwide. However, since they are are easy to use and the users are often not aware of the nature of the access of their profiles, they often reveal information which should be kept away from the public eyes. As a result, these social sites may originate security related threats for their members. This paper highlights the benefits of safe use of SNSs and emphasizes the most important threats to members of SNSs. Moreover, we will show the main factors behind these threats. Finally we present policy and technical recommendations in order to improve security without compromising the benefits of information sharing through SNSs. Keywords: Online Social Network, Privacy, Profile squatting, Identity threat, Image Tagging and Cross-profiling. 1 Introduction The advent of the Internet has given rise to many forms of online sociality, from the old e-mail and Usenet services to the more recent instant messaging (IM), blogging, and online social services. Among these, the technological phenomenon that has acquired the greatest popularity in this 21st century is the latter, the Social Networking Sites (SNSs). -
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. -
Best Practices and Case Studies: Using Life Streaming in PR
BEST PRACTICES AND CASE STUDIES: USING LIFE STREAMING IN PR ocial media’s proliferation adds new duties and time demands as professionals seek to share and learn. Public relations and marketing, with primary responsibility for social media, are perhaps most affected. But solutions for streamlining social media S(and its impact) already exist. The Emergence of Life Streaming Life streaming has been in beta for at least a few years. In recent months, this form of online Life streaming allows you to combine social media has gained increased attention – thanks in no small part to Steve Rubel of the best of traditional blogs, micro- Edelman, who recently ditched his Micro Persuasion blog in favor of a stream. His reason: blogs, social networks, and video “Blogging began to feel too slow and methodical,” among others. (http://www.steverubel. sharing sites into a one-stop-shop of com/frequently-asked-questions-about-this-lifestr). But what exactly is life streaming and all your online content. Posts can be should PR pros be quick to incorporate it into their social media strategy? short (140 characters), in essay style, a visual snapshot, or any combination. You are not limited to updating via Life Streaming Defined the web only. According to Wordspy, “Life streaming is an online record of a person’s daily activities [both online and offline], either via direct video feed or via aggregating the person’s online content such as blog posts, social network updates, and online photos.” (http://www.wordspy.com/ words/lifestreaming.asp). In short, life streaming allows you to combine the best of traditional blogs, micro-blogs, social networks, and video sharing sites into a one-stop-shop of all your online content. -
Breakthrough RESEARCH M&C Saatchi Breakthrough ACTION
Informing SBC Programs Using Social Media Monitoring & Listening Webinar Webinar recording available (YouTube) September 23, 2020 Presenters Martha Silva Jonathan Walker Cynthia Irakoze Breakthrough RESEARCH M&C Saatchi Breakthrough ACTION 2 Presentation overview • About Breakthrough ACTION + RESEARCH • Why look at social media data? • What is social listening and how can it inform SBC programs? • Application of social listening to monitor and evaluate a family planning social media campaign 3 4 USAID’s flagship SBC Projects Breakthrough ACTION Breakthrough RESEARCH Implements SBC Drives the generation, programming, nurture SBC packaging, and use of champions, mainstreams new innovative SBC research to techniques and technologies, inform programming and advocates strategic and sustained investment in SBC 5 Why look at data from social media? 6 Hard to believe how far we’ve come in ~15 years… 2004 2006 2007 7 In 2020 there are over 3.6 billion social media users worldwide Social Media: Websites and applications that enable users to create and share content or to participate in social networking 5.0 4.41 4.5 4.27 4.12 3.96 4.0 3.78 3.6 3.5 3.4 3.14 3.0 2.86 2.5 2.0 Number Number users of in billions 1.5 1.0 0.5 0.0 2017 2018 2019 2020 2021* 2022* 2023* 2024* 2025* 8 Source: statista.com Number of smartphone users reached 3.5bn in 2020 The smartphone has given researchers direct, unlimited, unbiased access to the thoughts and attitudes of billions of people 4.0 3.8 3.5 3.5 3.2 3.0 2.9 2.7 2.5 2.5 2.0 1.5 Smartphone Smartphone users in billions 1.0 0.5 0.0 2016 2017 2018 2019 2020* 2021* 9 Source: statista.com Daily time spent on social media increasing 10 GlobalWebIndex’s flagship report 2020. -
30-Minute Social Media Marketing
30-MINUTE SOCIAL MEDIA MARKETING Step-by-Step Techniques to Spread the Word About Your Business FAST AND FREE Susan Gunelius New York Chicago San Francisco Lisbon London Madrid Mexico City Milan New Delhi San Juan Seoul Singapore Sydney Toronto To Scott, for supporting every new opportunity I pursue on and off the social Web and for sending me blog post ideas when I’m too busy to think straight. And to my family and friends for remembering me and welcoming me with open arms when I eventually emerge from behind my computer. Copyright © 2011 by Susan Gunelius. All rights reserved. Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written permission of the publisher. ISBN: 978-0-07-174865-0 MHID: 0-07-174865-2 The material in this eBook also appears in the print version of this title: ISBN: 978-0-07-174381-5, MHID: 0-07-174381-2. All trademarks are trademarks of their respective owners. Rather than put a trademark symbol after every oc- currence of a trademarked name, we use names in an editorial fashion only, and to the benefi t of the trademark owner, with no intention of infringement of the trademark. Where such designations appear in this book, they have been printed with initial caps. McGraw-Hill eBooks are available at special quantity discounts to use as premiums and sales promotions, or for use in corporate training programs. -
The Implications of Facebook Marketing for Organizations
Contemporary Management Research Pages 73-84, Vol. 9, No. 1, March 2013 doi:10.7903/cmr.9710 The Implications of Facebook Marketing for Organizations Rooma Roshnee Ramsaran-Fowdar Central Queensland University E-Mail: [email protected] Sooraj Fowdar Central Queensland University E-Mail: [email protected] ABSTRACT With the explosive popularity of Facebook as a social media, there has not been much research that examines Facebook marketing and its implications for businesses. This paper represents an exploratory effort into this direction and analyzes existing Facebook marketing practices and tools, their benefits, and concerns associated with this type of social media marketing. Practical implications are suggested for organizations using Facebook as a social marketing tool and areas for future research are identified. Keywords: Facebook, Social Media, Marketing, Organizations, Word-of-Mouth INTRODUCTION Social media has changed the way organizations do business online over the past few years, and, as a consequence, social media marketing has created its own niche in the business world. Organizations are hiring community managers and social media analysts, and they are forming their own departments, separate from those of the traditional marketing and advertising sectors. As more and more users connect to the social network, it stands to reason that social media is becoming the increasingly accepted mode of communication for the Internet audience. The most visited online social network is Facebook, founded in 2004 and with over 600 million users and presence in over 70 countries (Carlson, 2011; Techtree News Staff, 2008). The Facebook site allows users to create a profile of themselves and explore the profiles of Contemporary Management Research 74 others, gaining an insight into others’ lifestyle and interests (Acar & Polonsky, 2007). -
Social Media Strategy Guide Table of Contents
power up your business SOCIAL MEDIA STRATEGY GUIDE TABLE OF CONTENTS 1 Introduction 2 Where are you now? 3 Setting your Objectives 4 Know your Audience 5 Platform Selection 6 Content types by platform 7 Content Planning 8 Measurement and KPIs power up your business INTRODUCTION Social media marketing has matured over the last decade to become an integral part of the marketing mix for both large and small businesses. It can have a significant and measurable impact on your bottom line and – when done well – can be a powerful marketing tool. Whether you are trying to reach a local audience or launching a brand nationwide, social media marketing should be considered as part of your marketing activity. In this guide we will take you through the steps needed to build a social marketing strategy that is appropriate to your audience and achieves your business goals. 3 – Social Media Strategy Guide power up your business Section 1 – Where are you now? SECTION 1 WHERE ARE YOU NOW? The first step in creating a successful and robust social media strategy is to assess your existing social media efforts and that of your competitors. ASSESSING YOUR SOCIAL PRESENCE To assess your presence you must look at the size of your existing audience (if you have one) and how engaged that audience is. Start by asking the following questions: ✔ Which platforms are you on? ✔ How many followers do you have? ✔ How engaged are your users? ✔ How active are you? ✔ What type of content works well? ✔ How many leads has this content generated? WHICH PLATFORMS ARE YOU ON? Where do you have a company profile? Facebook, Twitter, Instagram, LinkedIn HOW MANY FOLLOWERS DO YOU HAVE ON EACH? Overall, how many people follow your Twitter account, like your Facebook page? HOW ENGAGED ARE YOUR FOLLOWERS? Look at your last few posts on each platform and see how many people liked it, commented, retweeted, etc. -
Strategic Use of Online Social Networks for Librarian Current Awareness
Keeping up: strategic use of online social networks for librarian current awareness Sue Cook, Information Specialist, CSIRO Information Management and Technology [email protected] Constance Wiebrands, Manager, Flexible Delivery and Lending Services, Curtin University Library [email protected] Abstract: Librarians were surveyed in August 2009 about their use of online social networks for professional information. This paper describes the features of online social networking tools that facilitate the flow of relevant current awareness information. Practical methods that can be used strategically within tools to ensure that information is professionally relevant are described, including methods of discovery and evaluation. Introduction As librarians distributing current awareness information, we know that there are various parameters that are included in the evaluation of a desirable current awareness tool. The tool should be able to deliver current, relevant information without a huge burden in time and effort for the client or adding to their information overload. We need to apply these same criteria in assessing our own current awareness needs. Librarian information sources – journals, conference papers, blogs - are either too slow to publication to be truly current or too numerous to effectively monitor. A scan of the Twibes Twitter directory in May 2009 found that 781 users who identified as librarians had registered on the directory. There were 249 members of the Library Society of the World Friendfeed group, 528 members of the ALIA Facebook group and over 500 other librarian groups. The members of these communities are not only sharing information about themselves but information about their work and professional lives. -
The Rise of Social Media Marketing: How an Entire Industry Has Transformed
University of Northern Iowa UNI ScholarWorks Honors Program Theses Honors Program 2018 The rise of social media marketing: How an entire industry has transformed Ryan Steven Doser University of Northern Iowa Let us know how access to this document benefits ouy Copyright ©2018 Ryan Doser Follow this and additional works at: https://scholarworks.uni.edu/hpt Recommended Citation Doser, Ryan Steven, "The rise of social media marketing: How an entire industry has transformed" (2018). Honors Program Theses. 313. https://scholarworks.uni.edu/hpt/313 This Open Access Honors Program Thesis is brought to you for free and open access by the Honors Program at UNI ScholarWorks. It has been accepted for inclusion in Honors Program Theses by an authorized administrator of UNI ScholarWorks. For more information, please contact [email protected]. THE RISE OF SOCIAL MEDIA MARKETING: HOW AN ENTIRE INDUSTRY HAS TRANSFORMED A Thesis Submitted In Partial Fulfillment Of the Requirements for the Designation University Honors Ryan Steven Doser University of Northern Iowa May 2018 This Study by: Ryan Doser Entitled: The Rise Of Social Media Marketing: How An Entire Industry Has Transformed has been approved as meeting the thesis or project requirement for the Designation University Honors ______ ______________________________________________________ Date Matthew Wilson, Honors Thesis Advisor ______ ______________________________________________________ Date Dr. Jessica Moon, Director, University Honors Program Doser 1 Purpose With social media continuing to play an integral role in our daily lives, being a marketing major and interning for a digital marketing agency, I have real world experience with social media marketing and have expanded on that knowledge through thesis research.