Use of Social Media in Promoting Stakeholder Relations in the Educational Sector Definition of Social Media

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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



References: Christ, P. (2005). Internet technologies and trends transforming public relations. Journal of Website Promotion. 1(4): 3–14. Clarkson, M.B.E. 1995. A stakeholder framework for analyzing and evaluating corporate social performance Hill, L. and White, C. (2000). Public relations practitioners’ perception of the World Wide Web as a communications tool. Public Relations Review. 26(1): 31–51. Kaplan, A. (2012) If you love something, let it go mobile: Mobile marketing and mobile social media 4x4, Business Horizons, 55(2): 129-139 Kaplan, A Kent, M. and Taylor, M. (1998). Building dialogic relationships through theWorldWideWeb. Public Relations Review. 24(3): 321–334. Pontin, K. (2010). I’m a Scientist, Get me out of Here! – Evaluation Interim Report. Gallomanor Communications Limited. Available from http://project.imascientist.org.uk/wp--‐content/uploads/2010/11/Im--‐a--‐Scientist--‐ Interim--‐Evaluation--‐Report.pdf. YabaTechTV. (2012). Documentary on Yaba Tech (Epe Campus). Available from http://www.youtube.com/watch?v=g3keWhvSEIA&feature=youtu.be&a.

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