Seminario para Optar al grado de Ingeniero Comercial,Mención Administración / El presente Seminario de Título busca entregar a los micro y pequeños empresarios una guía que sirva como herramienta para desarrollar de manera efectiva su estrategia comunicacional de manera digital a través de redes sociales, siendo esto atractivo debido al bajo costo que implica utilizarlas y a los beneficios que se pueden obtener en cuanto a imagen de marca y fidelización de clientes. Para llevar a cabo lo anterior, en primer lugar se realizó un análisis de datos secundarios, la cual se efectuó mediante papers, noticias, entrevistas y documentos digitales, lo cual brindó una base para poder efectuar el marco teórico abarcando conceptos asociados a empresas en Chile, internet y su uso, marketing y marcas, y siendo a la vez posible contextualizar la situación actual respecto al uso de redes sociales como parte de la estrategia comunicacional de las empresas, tanto en Chile como en otros países, pudiendo identificar factores críticos del éxito y definir las claves de una buena gestión digital. Posteriormente, se dio lugar a la obtención de datos primarios, principalmente obtenidos mediante la observación y análisis de la estrategia digital que llevan a cabo tanto en Facebook como en Twitter empresas de diversos tamaños, además de efectuar una encuesta a un grupo de microempresarios pertenecientes al Creeme de la Universidad de Chile, para obtener de manera exploratoria una visión general respecto al uso que dan actualmente las microempresas a las redes sociales como herramienta para promocionar sus negocios o mantener el contacto con los clientes, obteniendo de manera sorpresiva que un gran porcentaje de ellos si las utiliza, y que tanto quienes las usan, como quienes no lo hacen, utilizarían una guía que los apoye en el proceso de gestionar digitalmente la estrategia comunicacional de su microempresa. Finalmente, se presenta la propuesta de una guía para la gestión de estrategia comunicacional en redes sociales, Facebook y Twitter, para mejorar la fidelización de clientes e imagen de marca tanto de micro como pequeñas empresas, comenzando desde lo básico, qué es Facebook y Twitter, y cómo crear una cuenta, hasta brindar un cronograma de actividades y métricas de evaluación para el desempeño de la estrategia digital.

This mixed methods study explored how elementary school teachers who use Twitter extensively use it to support their professional learning and development. Four research questions guided this study: 1. How are teachers using Twitter for their professional learning and development? 2. What do teachers report learning from their use of Twitter? 3. What do teachers say they do with the information they have learned from using Twitter? 4. What support do teachers have when they want to implement what they have learned from Twitter? An online survey was distributed via Twitter targeting teachers of elementary grades. A total of 107 participants were included in the final sample. Interviews were conducted with a purposeful sample of 19 teachers. Document analysis of tweets from a subsample of interviewees and from a sample of tweets from the #2ndchat Twitter community served as triangulation. The key findings from this sample illustrated several ways teachers learn from Twitter. In response to the research questions, teachers reported using Twitter as a source of motivation and support, explaining that it provided them with feedback, encouragement and peer accountability. Second, teachers reported learning about many topics, especially technology integration techniques. Third, teachers described using the information they learned to alter some of their teaching practices and to pursue other educational opportunities. Lastly, more than half of teachers reported having administrators who supported their efforts to implement Twitter-based ideas. In addition, teachers appreciated certain affordances of Twitter including immediacy, choice, and access to other educators. These findings have several implications for teachers, school leaders, and policymakers. Teachers reported that they believed they were getting trustworthy information from highly reputable Twitter users. However, it would be important for them to critically review the information and ensure its alignment with evidence-based teaching practices for how students learn. Further, teachers’ responses seemed to indicate that they want input and control over their learning, which has important implications for traditional professional development offerings. As Twitter continues to expand and gain acceptance as a source of learning for teachers, considerations for its use as a 21st century tool must be taken into account.

The goal of this thesis is to assess and characterize the representativeness of sampled data that is voluntarily submitted through social media. The case study vehicle used is Twitter data associated with the 2012 Presidential election, which were in turn compared to similarly collected 2008 Presidential election Twitter data in order to ascertain the representative statewide changes in the pro-Democrat bias of sentiment-derived Twitter data mentioning either of the Republican or Democrat Presidential candidates. The results of the comparative analysis show that the MAE lessened by nearly half - from 13.1% in 2008 to 7.23% in 2012 - which would initially suggest a less biased sample. However, the increase in the strength of the positive correlation between tweets per county and population density actually suggests a much more geographically biased sample.

This research adds the growing body of literature on the role of celebrities as emergent spokespersons in climate advocacy and the process and consequences of its effects on public attitudes and behaviors to resolve the climate crisis. By applying social cognitive theory in conjunction with emotional appeals and language styles as message frames, the study examines the effects of role-modeling in adoption of eco-attitudes and behaviors. In a 2 x 2 design, the independent variables were emotion frame (fear, hope) and celebrity involvement frame (first person pronouns; FPP, non-first person pronouns; NFPP). For the manipulation check, the tweets were pilot tested. The main study was an experiment that asked participants to read tweets attributed to Leonardo DiCaprio or Pharrell Williams. Four main dependent variables were attitudes toward climate change mitigation and three behaviors, including support for government action, intention to engage in sustainable behavior, and intention to participate in activism for climate change mitigation. The role of two mediating variables (risk awareness, response efficacy) and one moderating variable, parasocial interaction (PSI) with the celebrity, were also examined. First, one-way ANCOVAs compared the effects of emotion frames to the control group. No evidence of the effects of emotion frame over unrelated messages on any dependent variables was found. Second, 2 (fear vs hope) x 2 (FPP vs NFPP) ANCOVAs found that fear-framed messages were more effective than hope-framed messages in driving intention for participation in activism, but emotion frame did not affect any other variables. The results also found that FPP frames led to more positive attitude (compared to NFPP frames), but had no effect on behaviors. Third, regression analyses found no evidence that risk awareness or response efficacy mediated the effect of emotion frames on attitudes or behaviors. In addition, the study discovered that PSI was a strong positive predictor of attitudes and all behaviors, but PSI did not moderate the impact of the celebrity involvement frame. The findings provide empirical evidence of the potential for celebrities to serve as role models in climate advocacy by psychologically involving people, which can be translated to the adoption of attitudes and behaviors.

The main objective of this thesis is to evaluate activities of the bar U stare studny on social networks and to suggest steps that will enable management to achieve success mainly on Facebook, but also on other networks such as Twitter and Foursquare. The bar is currently using social networks in a very limited way and in this work I would like to contribute to better understanding of the problem and also show the way, which should their online activities take. The theoretical part deals with the social graph, which is later linked to the modern online social networks. The practical part contains steps that aim to improve the marketing campaigns primarily on Facebook, but also on Twitter and Foursquare.

This study of radio news stations adds to the field of Twitter research into broadcasters' use of this social media microblogging platform; previous research has predominantly focused on television. This case study, based on a survey with numerous open-ended questions completed in face-to-face interviews, begins to fill in data on how Twitter is being used in major market radio station newsrooms. Limited in scope, this exploratory study used answers from seven members of two radio newsrooms in trying to find out if there were stated goals for tweets; if separate, unique content was being tweeted or was content tied to the stations' on-air product; how tweets seek to increase station listenership and/or increase station website traffic; what were the most frequently tweeted topics; what hyperlinks were included in tweets for internal or external web content; and were tweets personal and/or opinionated, or kept more professional with just factual material. From a strategic management theory standpoint, there is neither a stated plan nor goals sought with these newsrooms' use of Twitter. Unique tweet content includes sending out photos which add visuals to the pictureless world of radio news and live-tweeting of ongoing news events, while complementary content is promotional to push audience members to on-air or website products. There are no analytics in place to try to determine whether the stations' listenership or web traffic increases based on tweets. Promotional teases of upcoming on-air guest interviews or news content and/or web content are the most frequently tweeted topics. Hashtags rather than hyperlinks are more often included in the stations' tweets. News personnel stay away from expressing opinions, or being too personal in tweets, but remain more objective and professional by sticking to facts which is in step with the traditional role of journalists.

This development project originated in response to the enormous daily increase of information that becomes available on the internet as a result of social media activities. Twitter, a quintessential example of social media, can also be considered a framework for collaborative note-taking. The October 2010 General Conference of the Church of Jesus Christ of Latter-day Saints provided an interesting example of distributed collaborative note-taking as thousands of Twitter users took notes on the conference addresses. The result was a collection of 26,479 tweets. The purpose of this project is to describe a novel information visualization algorithm that generates a centralized visual representation of the conference tweets to facilitate absorption of the ideas presented therein. This algorithm could feasibly be used in many other massively distributed collaborative note-taking activities. It is hoped that this algorithm, as well as the variant approaches that it may inspire, will assist larger groups to deal with the potential information overload that can arise in these collaborative note-taking activities.

Tese de mestrado integrado. Engenharia Informática e Computação. Faculdade de Engenharia. Universidade do Porto. 2011

Energy has been at the top of the national and global political agenda along with other

There has been a recent rise in the use of social media as a platform for political communication. President Donald Trump who is very influential, due in part to his celebrity status as well as his presidential position, has had the power to influence his millions of followers on twitter. For this research, I used a content analysis and comparative analysis approach on eight tweets made by President Donald Trump which targeted Mexican immigration, Maxine Waters, LeBron James, Don Lemon, the National Football League (NFL) national anthem protesters and Elizabeth Warren and three tweets made by Senator Ted Cruz which targeted Mexican immigration. I found that for Mexican immigration, twitter commenters on Trump’s tweets were more prone to agree with him, as opposed to Cruz’s tweets, where his commenters disagreed with him.