Digital Communication and Social Media Insights

Web-based platforms allowing users to create profiles, connect with others, view others' activities, and interact.

How individuals present themselves online; influenced by interactions and communities.

Communication via digital platforms; shapes online identity and interaction.

Links formed on SNS, including existing relationships, shared connections, and newly formed ties.

Personal information and descriptions presented on a SNS.

Connections and interactions on social networking platforms.

How individuals portray themselves on social media.

Varying levels of protection of personal information on social networks.

Design, features, and cultural context of the platform.

Level of information communicated, e.g. through visuals, speed, text.

How easily users interact on a platform, including speed and features.

How leader-follower relationships and online connections exert impact

Influence is stronger when a virtual community fosters a sense of connection and relationship among its members.

Virtual networks rely on a clear purpose, defined roles, moderation, and online/offline events for connection.

Digital interactions are shaped by institutions, norms, and underlying structures that influence how people communicate.

Social media platforms (like Twitter, YouTube, TikTok, Instagram, and Facebook) are designed with different purposes and formats, impacting the types of interactions they facilitate.

Social media platforms are environments shaping shared meanings and relationships, often prioritizing sharing over disclosure.

Strong relationships are built on deeper connections and disclosure, including fears and vulnerabilities (instead of just sharing information).

Understanding how social media spreads and becomes popular involves studying the diffusion of new ideas and technologies.

Users select different social media platforms based on various factors, including their specific needs and preferences.

A theory explaining how audiences choose media based on their needs and desires.

A theory suggesting people are less likely to express opinions that differ from the perceived majority view; fear of isolation.

Ideas or concepts that spread rapidly through imitation and iteration.

Describes the process of adoption and spread of new ideas over time using a bell curve.

A bell-shaped curve illustrating the adoption rate of new ideas, showcasing categories like innovators, early adopters, majority, laggards

Social media platforms facilitate the dissemination of information, ideas, and experiences through various means.

A unit of cultural information, idea, or behavior transmitted from person to person.

The influence of social media on traditional journalism, causing changes in formats, platforms, and levels of engagement.

News reported by citizens rather than professional journalists, often using social media.

Gathering information, ideas, or support from a large group of people using the internet.

Short-form text-based communication on social media platforms.

A current trend where news media actively interact with their audiences online.

Investigating, analyzing, explaining, creating public conversation, fostering social empathy.

Combining different media formats into one platform (e.g., news on a website).

The audience's faith or confidence in a news organization.

The idea that information is more accessible and distributed to a wider audience.

Shift in the way news is produced and consumed driven by social media.

Using persuasion to influence audiences, incorporating audience feedback and formal research in communication tactics.

Two-way communication focused on negotiation, conflict resolution, and mutual benefit between organizations and publics.

Trust, shared norms & values, resources, reciprocity, resilience, coordination & common goals.

Search Engine Optimization, techniques to improve visibility of content on search engines.

Incorporating many voices and perspectives into communication.

Using narratives to create and sustain interest.

Social media marketing tactics tailored to a specific platform.

Business practices considering social and environmental impact, beyond profit.

A framework for measuring business success focusing on economic, social, and environmental performance (profit, people, planet).

More about conversations, connections, and shared control than passive consumption.

Precise tracking of advertising effectiveness using metrics like click-through rates.

Measure of how often an advertisement leads to a click and visit to the advertised site or content.

Return on investment in social media, measured by leads, conversions, and sales

Social media metrics that look good but don't necessarily show real value

Listening to and analyzing what people are saying about a brand on social media

Quantifiable aspects of social media activity, like impressions, followers, or sentiment

Comparing the return on investment (ROI) from social media to the opportunity cost (COI)

Guidelines for measuring the impact of communication, emphasizing goal-setting and outcome measurement

Specific, Measurable, Achievable, Relevant, and Time-bound goals

Content created and shared by consumers, often without direct financial compensation

Outputs are the results of a campaign, while outcomes are the changes in behavior or opinions that result from outputs.