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A study of the cultural environment ...

Liu, Yijie.

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A study of the cultural environment of social media.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	A study of the cultural environment of social media./
作者:	Liu, Yijie.
面頁冊數:	99 p.
附註:	Source: Masters Abstracts International, Volume: 53-03.
Contained By:	Masters Abstracts International53-03(E).
標題:	Speech Communication. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1560545
ISBN:	9781321038057

A study of the cultural environment of social media.
Liu, Yijie.

A study of the cultural environment of social media. - 99 p.

Source: Masters Abstracts International, Volume: 53-03.

Thesis (M.A.)--University of Southern California, 2014.

This item must not be sold to any third party vendors.

Over the past several years, social media has emerged to redefine the way people communicate. A new communications environment was formed during this process. Language, communication style and power distribution have changed in this new environment. New ideas, activities and norms form a new kind of culture that is unique to social media, but not stated in the user agreement or explained in the "Help"sections. Brands are interested in establishing a social presence to engage with fans, help shape customer experience, and leverage voices for greater marketing impact. It is important to for public relations professionals as brand advocates to understand the rules of this new type of medium and manage it effectively.

ISBN: 9781321038057Subjects--Topical Terms:

1017408
Speech Communication.

A study of the cultural environment of social media.
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500 $a Adviser: Burghardt Tenderich.
502 $a Thesis (M.A.)--University of Southern California, 2014.
506 $a This item must not be sold to any third party vendors.
520 $a Over the past several years, social media has emerged to redefine the way people communicate. A new communications environment was formed during this process. Language, communication style and power distribution have changed in this new environment. New ideas, activities and norms form a new kind of culture that is unique to social media, but not stated in the user agreement or explained in the "Help"sections. Brands are interested in establishing a social presence to engage with fans, help shape customer experience, and leverage voices for greater marketing impact. It is important to for public relations professionals as brand advocates to understand the rules of this new type of medium and manage it effectively.
520 $a The researcher used both quantitative and qualitative researchmethods to analyze the tweets of the top10 brands on Twitter ranked by the social media analytics platform SocialBakers. By digging deep into the cultural roots of identified patterns, the researcher mapped out the cultural environment of social media and made recommendations on how companies should communicate and interact with audiences on social media. How do the top 10 most-followed brands manage their Twitter accounts? Does content creation work? If so, what kind of content is well received? What do brands compete for on social media: the number of followers or level of engagement? Why does BlackBerry still thrive in the social media environment? Why following-back is proper etiquette? Questions like those will be addressed.
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650 4 $a Web Studies. $3 1026830
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