Researchers have suggested that social networking sites are especially suited to creating a two-way communication with audiences as described by Kent & Taylor’s dialogic communication theory. However, researchers have also shown that most organizations are failing to actually create this type of dialogue with their followers on SNS. This leads to the question: why are organizations failing to realize this potential? In this study, I consider one possible reason: that organizations are following advice offered online by self-appointed “experts” on SNS strategy and that advice is not effective. I performed a content analysis of 29 websites that promise easy tips to increase social media engagement, identified by their placement at the top of Google search listings, then tested some of the most common advice from these sites on the Facebook and Twitter pages of a group of state-level advocacy organizations to see whether that advice is effective in increasing engagement or overall reach. I found many sites advising organizations to interact with followers, create engaging content and to include visual elements in posts. However, the recommendations were often hedged with limitations, or backed up by unreliable statistics or anecdotal evidence. My own experiment showed that using a call to action increased engagement on Twitter and including a photo increased reach on Facebook, but no other test variable had an effect on impressions, reach or engagement on either site. This suggests that the advice offered online is not reliable, and organizations may fail to create dialogic communication with their followers because they are relying on faulty advice to build their SNS strategies.

Within the working environment, the attitudes and behaviours individuals display toward change are a fundamental part of whether change initiatives succeed or fail. In a growing world of computer-mediated communication, social networking sites are being incorporated into the corporate arena to better communication and functionality. Yet it still remains as a change initiative. This research report looked at whether readiness for organisational change, resistance toward organisational change and behavioural support for organisational change related to the perceptions and usage of a corporate SNS. Similarly demographic characteristics were also explored. Correlations, ANOVAs, a Chi squared, a Multiple Linear Regression and a Moderated Multiple Regression were conducted. The sample consisted of 118 participants of which, 65% were female, 59% were white, 49% were married and the 69% were under 49 years of age. The researcher found that readiness and behavioural support for organisational change related positively to the perceptions of the SNS whereas resistance to organisational change did not. Race significantly related to the perceptions of the SNS and SNS usage significantly related to the SNS uptake data categories. Conclusions and recommendations are also presented.

Research suggests that personality may dictate specific Internet behaviours or preferences. However, literature to date has been piecemeal and has tended to focus on generic use. One area that remains relatively unexplored is the influence of personality on engagement with social networking sites (SNSs). The current thesis aims to fill this gap by exploring the influence of personality on motivations for using SNSs and behavioural patterns within them. Eysenck’s EPQ-R short form (extraversion, neuroticism and psychoticism) and Beck’s SAS (sociotropy and autonomy) were used to explore personality, both globally and specifically. Phase one of the thesis employs a ‘uses and gratifications’ framework to investigate how personality may predict motivations for using SNSs. Principal component analysis identified ten distinct motivational components, which were then successfully predicted by personality variables through regression analyses. It is therefore suggested that differing personality types vary greatly in their reasoning behind SNS usage. Results support theoretical assumptions. Phase two of the research looked at Facebook behaviours and profile construction. A content analysis of participant profiles was conducted with the help of questionnaire methodology. Data analysis suggests that personality was not a particularly strong predictor of self-presentational differences in this context; although subtle differences were present. The final phase of the research explored the perceived Facebook experience of users. A thematic analysis of an online student discussion board was conducted in order to generate distinct themes surrounding Facebook outcomes. These were used within Q Methodology to generate a concourse, through which Q sort statements were derived. Results generated four shared viewpoints of the Facebook experience, which were subsequently associated with personality through the use of traditional R methods. Again, although not particularly strong, theoretically supported associations can be seen. The thesis explores personality within SNS use in a depth previously unexplored. The conclusion makes theoretically-sound assumptions surrounding personality and SNS use as a media choice.

Depression has a high prevalence among college students. Because it is a highly private (i.e. experiential) and socially stigmatized mental illness, it often goes undetected in daily life. The basic research question behind this line of research is how students' postings on their social networking websites can be used for the early detection of depression. The current research investigates how well depression can be gauged from MySpace profiles (Study 1) and Facebook profiles (Study 2 & Study 3). Across studies, the results reveal that depression can be assessed with a moderate degree of accuracy. In addition, Study 3 presents evidence that viewing "mini-blogs" allows for similar levels of accuracy compared to viewing an entire profile and the degree to which a person is Extraverted or censors information about themselves (e.g. Impression Management, Public Self-Consciousness) influences the degree of accuracy. Overall, the results speak to the idea that social networking sites can be a cost effective and clinically relevant tool to detecting depression.

This thesis explores how social networking sites are changing the way individuals socialize in everyday life, and how users mediate this social media. The hypothesis explored is that Facebook user’s perception of risk, when using the site, is related to how they frame the technology. Drawing on conceptual and theoretical tools from science studies and the sociologies of friendship, risk and surveillance, interview data is collected and analysed in order to identify the dynamics that structure Facebook use. It is concluded not only that, as hypothesized, participant’s awareness and perception of risk is based upon their framing of the social networking technology, but also that the framing processes arise from the technosocial hybrid nature of Facebook. That is to say, it is not exclusively based on technological possibility or on existing social practices but instead by a constant balance between the two.

This thesis explores how social networking sites are changing the way individuals socialize in everyday life, and how users mediate this social media. The hypothesis explored is that Facebook user’s perception of risk, when using the site, is related to how they frame the technology. Drawing on conceptual and theoretical tools from science studies and the sociologies of friendship, risk and surveillance, interview data is collected and analysed in order to identify the dynamics that structure Facebook use. It is concluded not only that, as hypothesized, participant’s awareness and perception of risk is based upon their framing of the social networking technology, but also that the framing processes arise from the technosocial hybrid nature of Facebook. That is to say, it is not exclusively based on technological possibility or on existing social practices but instead by a constant balance between the two.

This study examines the impact of political information conveyed through social media. Using the popular social network site (SNS), Facebook, I conduct a quasi-lab experiment, survey experiment, and randomized field experiment involving undergraduate students to explore the extent to which peer-to-peer communication via social media can increase political knowledge, change political attitudes, and mobilize people to vote.

Background Social Media is a communication tool employed nowadays not only by multinational or middle-size and small companies, but also by non-profit organizations and governmental institutions. Today, more than 60% of the Swedish municipalities are participating on Social Media platforms with the purpose of engaging with the citizens. Online Engagement is not radically different from traditional Engagement, just as Citizen Engagement has close similarities with Customer Engagement. All of the Engagement facets are comparatively discussed in the current research paper, and four Dimensions, each including several factors that might differentiate Engaged and Unengaged users are described and used in the empirical study, in order to fulfill the purpose of the research. Purpose This research paper investigates the factors that differentiate the users from different stages of engagment on public institution’s social media profiles. Method The factors differentiating users from different stages of Engagement were identified by using relevant theories and previous research, and by conducting a quantitative study on Trafikverket, Swedish Transport Administration, Facebook profile followers. Conclusion Five factors were tested throughout the statistical data analysis. Three of them were found to be signifcantly different for users that are engaged within the profile and users that are not engaged. These factors are Usefulness, Privacy & Security and Communicaion & Relationship. Based on the findings and literature review, several suggestions for engaging with citizens, were proposed.

This exploratory study investigated the differences between traditional 12 step meetings and online 12 step videoconferencing meetings in a recovery-based social networking site (SNS). Drawing from a social support framework and the social identity model of deindividuation effects (SIDE), I conducted an online survey (N = 97) measuring perceptions of effectiveness, small group and relational satisfaction, identification, social support and network quality, anonymity, and access for both traditional and online videoconferencing meetings. In addition, an index was created to assess online community members’ level of engagement within the SNS. Findings reveal that (a) traditional 12 step meetings rank significantly higher on perceptions of social support quality and recovery network quality, as well as overall meeting effectiveness, and small group and relational satisfaction, (b) members’ perceptions of small group and relational satisfaction, social support and network quality are significant predictors of identification within a 12 step group, and lastly (c) members’ level of engagement within the SNS is strongly correlated with a number of positive outcomes suggesting that the more engaged a member is with various features within the SNS, the more social support and recovery benefits a member perceives. In sum, this study advances practical understanding of the role SNS and online videoconferencing meetings have in shaping the experiences of members in recovery. The usefulness of this study for online social support researchers as well as suggestions for future research are discussed. / text

The current report reviews the recent research on online social networking sites (MySpace and Facebook), and their impact on adolescent self-concept and identity development. This paper describes the history and recent expansion of social networking sites, followed by an overview of adolescent identity development. The literature suggests both positive and negative effects of social networking use on adolescent self-concept. Positive effects include the strengthening of group identity, the benefits of self-expression, and the ability to reinforce social relationships. On the other hand, negative effects include an intensified discrepancy between one’s ideal and actual selves, false representations of the self, and the risks involved with online disclosure. The relationship between personality factors and social networking use is also explored. Finally included are implications of this research for school counselors working with adolescents growing up in the digital age. / text