USE OF SOCIAL MEDIA IN PROMOTING STAKEHOLDER RELATIONS IN THE EDUCATIONAL SECTOR DEFINITION OF SOCIAL MEDIA
Social media has rapidly integrated itself into our everyday lives, both personal and professional, and it’s perhaps had no greater impact than on the world of marketing, with consumers and brands seeing enormous benefits and changes. Social media literally means interactive platforms through which individuals and communities create and share user-generated contents. Social media are social software which mediates human communication. When the technologies are in place, social media is ubiquitously accessible and enabled by scalable communication techniques. In the year 2012, social media became one of the most powerful sources for news updates through platforms such as Twitter and Facebook (Kietzmann et al. 2011). Social media technologies take on different forms including magazines, Internet forums, weblogs, social blogs, microblogging, wikis, social networks, podcasts, photographs or pictures, video, rating and social bookmarking. Social media can be classified into six different types: collaborative projects (for example, Wikipedia), blogs and microblogs (for example, Twitter), content communities (for example, YouTube), social networking sites (for example, Facebook), virtual game worlds (e.g., World of War craft), and virtual social worlds (e.g. Second Life). Technologies include: blogs, picture-sharing, vlogs, wall-postings, email, instant messaging, music-sharing, crowdsourcing and voice over IP, to name a few (Kaplan and Haenlein, 2010). Many of these social media services can be integrated via social network aggregation platforms. Social media network websites include sites like Flickr, Facebook, Twitter, LinkedIn, YouTube, Bebo and MySpace. Social media applications used on mobile devices are called mobile social media. In comparison to traditional social media running on computers, mobile social media display a higher location- and time-sensitivity. One can differentiate between four types of mobile social media applications (Kaplan, 2012), depending on whether the message takes account of the specific location of the user (location-sensitivity) and whether it is received and processed by the user instantaneously or with a time delay (time-sensitivity). 1. Space-timers (location and time sensitive): Exchange of messages with relevance for one specific location at one specific point-in time (e.g., Facebook Places; Foursquare). 2. Space-locators (only location sensitive): Exchange of messages, with relevance for one specific location, which are tagged to a certain place and read later by others (e.g., Yelp; Qype). 3. Quick-timers (only time sensitive): Transfer of traditional social media applications to mobile devices to increase immediacy (e.g., posting Twitter messages or Facebook status updates). 4. Slow-timers (neither location, nor time sensitive): Transfer of traditional social media applications to mobile devices (for example, watching a YouTube video or reading a Wikipedia entry). Mobile social media can also be used on the go when one is not near a personal computer, lap-top...etc. With all the new devices that are arriving at our finger tips, gadgets such as tablets, ipods, phones, and many other new products, there is no use for sitting at home using ones PC. Mobile social media has made other sources of internet browsing obsolete and allows users to write, respond, and browse in real-time. A new medium of social networking - Instagram allow the world to interconnect and makes space and time much smaller than anyone can imagine. Instagram allows individuals to snap a photo wherever they may be and share it with the rest of the world instantly, delivering a social media site full of foreign accomplishments and strange scenarios. This feature was introduced by facebook and other existing social media sites, but instagram is the latest addition to the social media scene, and has made...
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