From Monologue to Dialogue: Communication Strategies of Chinese Museums on Weibo and the Imperative for Participation Awareness

Background:Using social media (SM) for educational purposes might improve academic performance.Aim:This paper aims to describe health science students’ use of SM for educational purposes and its association with their academic performance.Methods:Two hundred ninety-seven undergraduate health science students completed a self-administered questionnaire comprising 4 sections related to social media.Results:Almost all students (99.7%) reported using SM for learning, most (90.9%) of them daily. The most preferred type of SM learning was Facebook. Most students thought that using SM for learning is convenient and useful. They suggested there should be 1 Facebook account for each subject, that every classmate could access to obtain knowledge from lecturers and to interact between students and lecturers. The logistic regression model showed that the more time students practiced following the advice on posted information, the more likely they were to achieve a GPA at distinction level or above (OR = 4.2; OR = 5.4, and OR = 9.4, respectively with times of practicing). Conversely, the students who used SM for learning less than once a month were less likely to obtain a GPA at distinction level (OR = 0.5).Conclusions:Almost all health science students used SM to support learning and use of SM for learning was associated with higher academic performance.

BackgroundIn recent years, social media has emerged as a pivotal tool in implementation science efforts to address the HIV epidemic. Engaging community partners is essential to ensure the successful and equitable implementation of social media strategies. There is a notable lack of scholarship addressing the operational considerations for studies using social media strategies in community-partnered HIV research. This article seeks to bridge this gap by consolidating field notes and practical considerations derived from 3 ongoing NIH-supported studies focused on Ending the HIV Epidemic in the United States.ObjectiveThis article aims to inform the design, planning, and implementation of operationally effective community-partnered social media strategies in HIV research, ultimately contributing to enhancements in HIV practice and improved outcomes across the HIV prevention and care continua.MethodsSupported by the University of California, Los Angeles Rapid, Rigorous, Relevant (3R) Implementation Science Hub, the 3 Ending the HIV Epidemic projects convened to form the community-partnered social media campaigns working group. The working group used the Consolidated Framework for Implementation Research to help identify and organize key barriers and facilitators of relevance to implementation of the projects’ social media strategies. Given the high degree of interrelatedness across reported factors, the working group thematically synthesized the content into 5 practical considerations to inform use of community-partnered social media strategies in HIV research.ResultsThe practical considerations identified by the community-partnered social media campaigns working group include the following: (1) the power and pitfalls of social media platforms (ie, opportunities and challenges inherent to social media platforms that may affect use of social media strategies in HIV research), (2) messengers and messages matter (ie, ensuring the appropriateness, acceptability, and quality of social media messengers and content), (3) the significance of the sociopolitical environment (ie, characterizing the sociopolitical environment surrounding HIV and its potential impact on implementing social media strategies to reach priority populations), (4) investing in academic-community partnerships (ie, cultivating positive and productive academic-community partnerships to support implementation of social media strategies in HIV research), and (5) the alignment of the institutional environment and research approach (ie, assessing and working to address features of institutional environments that may impact implementation of social media strategies in community-partnered HIV research).ConclusionsAs use of social media in HIV research and practice continues to grow, the practical considerations presented in this paper can help research teams anticipate factors that may impact implementation of community-partnered social media strategies and take early action to mitigate potential challenges. By understanding and addressing the unique challenges and opportunities of social media in community-partnered HIV research, we can leverage these platforms to accelerate progress toward ending the HIV epidemic.

Business organizations traditionally leverage three social media strategies: (a) owned media, i.e., promotion with controlled web properties such as through a company’s website, (b) paid media, i.e., promotion with paid media advertising such as through social media platforms, and (c) earned media, i.e., promotion with earned publicity and exposure from methods other than paid advertising such as through shares, mentions, etc. (Stephen & Galak, 2012). Although business-to-business salespeople may have a significant role when enabled to support organizations’ earned media (Pentina et al., 2014; Rodriguez et al., 2016), such contributions to their organizations’ social media strategy and to their personal digital and social selling influence has not been investigated and studied empirically (Agnihotri, 2020). This research examines salespeople’s social earned media, enablement, and digital social selling influence in business markets. The analysis of multisource data collected from a sales enablement and a social media platform offers new insights in understanding salespeople’s critical role in building customers’ awareness and engagement. More specifically, at the corporate level, we uncover how organizations could benefit from their salespeople’s digital presence and advantageously enhance their marketing and communication outreach. Further, at the individual level, we explore how salespeople can better engage customers while establishing and leveraging their digital and social selling influence. From a conceptual and theoretical standpoint, the research introduces at the sales function level the concept and instrumental influence of salespeople’s earned social media, a domain usually embedded at the marketing and advertising function level. In doing so, the research advances the role of salespeople as important stakeholders of organizations earned social media strategies, marketing content communication, and advocacy programs. Although the research uncovers how salespeople can engage customers for their own benefit through digital and social selling strategies, it emphasizes the importance of quality marketing content for sales enablement programs to improve customer engagement loyalty. To the best of our knowledge, this research is the first to theoretically explore and empirically investigate salespeople’s earned social media and enablement on their digital and social selling influence. This research provides three interesting and novel contributions to the marketing, advertising, and sales literature. First, findings show that salespeople are important stakeholders of organizations earned social media strategies, marketing content communication, and advocacy programs. Second, results also show how salespeople can engage customers for their own benefit through the leverage of digital and social selling strategies. Third, the research sheds light on nascent the sales enablement research and the importance of enabling salespeople with quality curated marketing content to improve customer engagement.

Introduction/Objective Pathology education reaches a wide audience through social media platforms. Sharing the findings and educational material of studies in the field of pathology with a large audience through social media will accelerate the scientific and educational progress. By utilizing social media, pathologists can increase their impact on educating other physicians along with medical students. In this study, we aimed to evaluate the contribution of the hashtag #PathTweetAward to the pathology education of medical students, pathologists, pathology residents, and physicians in other branches. We tried to measure the awareness of #PathTweetAward among people who use social media for educational purposes. Methods/Case Report Our population is Full-time Medical Students(63/67) and Physicians(4/67) from various medical faculties in Turkey. We applied the survey via Online Google Forms Questionnaire(47 participants) and Face- to-face Questionnaire(20 participants). We collected demographical and qualitative data for the cross-sectional study, and statistical analyses were performed by comparing/contrasting. Results (if a Case Study enter NA) With survey results, it is clear that using PathTwitter is a great educational tool and discussion platform. Nevertheless, it is being used for educational purposes by only 22,39% of respondents, PathTwitter had heard by only 20,90% of respondents, and the numerical value of how useful the posts shared with PathTwitter is 5,86 (1-10). Also, it should not be forgotten that the percentage of usage of Twitter by respondents is 67,69%, meaning that they are aware of and can use the platform. Most people who have used social media for educational purposes have not heard of #PathTweetAward. However, 89,55% (60/67) of respondents find #PathTweetAward helpful (with an average of 5,85/10). 50,94% (27/53) said they would use #PathTweetAward for educational purposes after hearing it for the first time(response 79,10% (53/67), average 3,48/5). Conclusion This study aimed to determine whether social media users were familiar with #PathTweetAward and whether they found it to be a helpful educational resource. We hypothesized that people who have used social media for educational purposes have heard of #PathTweetAward. Given these points, pathology is a field that uses Twitter best and most in education, communication, and collaboration. Although the proportion of respondents familiar with #PathTweetAward was low, the majority of those familiar with this initiative found it to be a helpful educational resource.

This research addresses the high coffee consumption in Indonesia and intense competition in the coffee industry in Bandar Lampung. Despite significant potential in digital marketing, only 8% of Micro, Small, and Medium Enterprises (UMKM) practitioners utilize it. Therefore, the community service activity from the University of Lampung aims to support coffee UMKM in Bandar Lampung in adopting digital marketing strategies to enhance sales and compete in the Society 5.0 era. The activity method focuses on sharing knowledge and socializing digital marketing. The situational analysis phase involves on-site visits to understand the business processes. Socialization and discussions present content on business trends, digital marketing, and social media strategies. Follow-up includes encouraging the creation of additional social media accounts and optimizing online presence. Monitoring and evaluation are conducted to measure understanding and implementation of digital marketing practices, as well as monitor sales growth through social media. On December 10, 2023, Community Service Activity was held in Mandala Wahyu Coffe Shop, involving five participants and three stages: discussion, digital branding and marketing training, and evaluation. This training aims to enhance the online presence and global competitiveness of the cafe. It is expected that the applied digital marketing strategy will make operations more efficient, promote the company effectively, and increase customer engagement. The result of this community service activity is encouregement to increase sales and develop the business of UMKM Mandala Wahyu Coffee Shop trough optimizing digital marketing in social media. The method involves situational analysis, socialization, follow-up, and monitoring. The promotion mix strategy is expected to be effective in making operational activities and digital marketing more efficient. With the new digital strategy, UMKM can save time and be more effective in promotions. Penelitian ini membahas tingginya konsumsi kopi di Indonesia dan persaingan ketat industri kopi di Bandar Lampung. Meskipun potensi digital marketing besar, hanya 8% pelaku UMKM yang menggunakannya. Oleh karena itu, kegiatan pengabdian masyarakat dari Universitas Lampung bertujuan mendukung UMKM kopi di Bandar Lampung mengadopsi strategi pemasaran digital untuk meningkatkan penjualan dan bersaing di era Society 5.0. Metode kegiatan fokus pada sharing knowledge dan sosialisasi pemasaran digital. Tahap analisis situasi melibatkan kunjungan ke lokasi untuk memahami proses bisnis. Sosialisasi dan diskusi dilakukan dengan menyajikan konten tentang tren bisnis, pemasaran digital, dan strategi media sosial. Tindak lanjut mencakup anjuran untuk membuat akun media sosial tambahan dan mengoptimalkan keberadaan online. Monitoring dan evaluasi dilakukan untuk mengukur pemahaman dan penerapan praktik pemasaran digital serta memantau peningkatan penjualan melalui media sosial. Pada 10 Desember 2023 diadakan Kegiatan Pengabdian Masyarakat yang berlokasi di Mandala Wahyu Coffee Shop, melibatkan lima peserta dan tiga tahap, yakni diskusi, pelatihan digital branding dan marketing, serta evaluasi. Pelatihan ini bertujuan meningkatkan keberadaan online dan daya saing global coffee shop tersebut. Diharapkan strategi digital marketing yang diterapkan akan membuat operasional lebih efisien, mempromosikan perusahaan secara efektif, dan meningkatkan keterlibatan pelanggan. Hasil dari kegiatan pengabdian masyarakat ini adalah dilakukan upaya peningkatan penjualan dan pengembangan bisnis UMKM Mandala Wahyu Coffee Shop melalui optimalisasi digital marketing melalui media sosial. Metode melibatkan analisis situasi, sosialisasi, tindak lanjut, dan monitoring. Strategi promotion mix diharapkan efektif dalam membuat aktivitas operasional dan pemasaran digital lebih efisien. Dengan strategi digital baru, UMKM dapat menghemat waktu dan lebih efektif dalam promosi.

The rapid development of social media has significantly impacted the management of Islamic education, presenting both opportunities and challenges. This study aims to analyze the influence of social media on Islamic education management by employing a Systematic Literature Review (SLR) approach. The research method involves identifying, evaluating, and synthesizing relevant literature from the past ten years to understand trends, benefits, and obstacles in utilizing social media for educational purposes. A total of 50 studies were reviewed, focusing on various aspects such as communication effectiveness, student interaction, and access to learning resources. The findings indicate that social media facilitates communication efficiency, enhances student engagement, and broadens access to Islamic educational resources. It has become an essential tool in delivering content, connecting students and educators, and fostering collaborative learning. However, challenges such as misinformation, lack of regulatory policies, and student distractions require strategic solutions. The study suggests implementing internal policies, providing teacher training, and utilizing social media analytics to optimize its use. In addition, integrating social media strategies with traditional Islamic teaching methods can enhance educational outcomes. These findings contribute to a deeper understanding of the role of social media in Islamic education management and offer recommendations for its effective implementation. Furthermore, the study highlights the need for further research to explore the long-term impacts of social media on Islamic education.

Social networks, and social media as the tools, are everywhere in the marketer’s world today. Their growing importance was quickly acknowledged and they were casted one of the top research priorities by the trustees of the Marketing Science Institute (MSI) in 2006. Brands, and in particular luxury brands with their high brand equity, ought to have a clear understanding of what social media could do for them, and develop a clear strategy of how they could enhance customers’ experience and perceptions of their brands. Social media are highly related with the concept of Web 2.0, which go back to O’Reilly (2005) who realized that the companies that had survived the dot-com bubble in 2001 seemed to have something in common. These shared principles and practices are the modern second era of the web that can be described as Web 2.0. Beyond the social classification of content by tagging (folksonomy), Web 2.0 pages allow and encourage the creation of user-generated content. This includes creating and sha...

Purpose The objective of this research was to investigate the use of social media for educational purposes by healthcare quality personnel in Saudi Arabia. Participants and Methods. A cross-sectional design study was carried out with 78 healthcare quality employees working in different hospitals in Saudi Arabia. The survey was distributed through WhatsApp, and the data were collected during November 2019. The results were analyzed and expressed in percentages using basic statistic tools. Results More than half of the participants (74.36%) were under 40 years old, and the gender was equally distributed among them. The participants used the following social media in decreasing order for educational purposes: YouTube, Twitter, LinkedIn, Snapchat, Instagram, and Facebook. The largest proportion of them employed YouTube, and the least used social media network was Facebook. The majority of them (58.87%) employed these platforms more than 3 hours daily. Most respondents (82%) agreed that social media can be used to educate on healthcare quality topics, and YouTube was the preferred platform for this goal. The reasons for using social media for professional purposes were networking (27%), education and professional development (24%), and health promotion (13%). Most of the responses considered that social media networks were somehow helpful and very helpful for improving knowledge about the profession (96.20%), improving creativity (90%), improving decision making (83.33%), improving critical skills (80.77%), and improving problem-solving abilities (79.49%). Conclusion The findings showed that a high percentage of the healthcare quality personnel in Saudi Arabia used social media for educational purposes, and the most used platform for this objective was YouTube. The results suggested that social media can be potentially useful to perceive healthcare quality in the Kingdom of Saudi Arabia.

The attention on using social media for educational purposes has increased as research shows that these platforms are effective teaching and learning tools. The present study examined language teachers’ experiences in using social media in the teaching and learning of English. Data were collected through a survey and in-depth interviews with 50 second and foreign language teachers. Data were analyzed using multiple cycles of coding and ongoing dialogic engagement. Analysis of the data revealed that the participants used social media to support their classroom instruction and to teach English culture. They also perceived social media platforms as tools that can be used to assess student learning and language development and differentiate classroom instruction. In terms of benefits, the participants indicated that social media increase student motivation and engagement, enhance teaching practices, and help to build a learning community among students. The study also identified some challenges associated with social media integration, such as a lack of support and training, low self-efficacy among teachers, and misgivings about the use of social media in the classroom. The study provides a clear picture of the current use of social media for educational purposes. It bridges the gap between policymakers’ expectations and teachers’ current technology use and reinforces the effort to institute more fruitful education reform Keywords: English teaching and learning, ESL Pedagogy, educational technology DOI: 10.7176/JEP/12-35-05 Publication date: December 31 st 2021

PurposeWithin a connectivist learning model, the purpose of this paper is to investigate the adoption of social media for educational purposes in India, a hitherto unexplored area of research. The basic research thrust is on students’ experiences when social media is incorporated into higher education. This research tries to gather evidence on the effectiveness of this role and its potential future role as a facilitator and enhancer of learning in the Indian system.Design/methodology/approachThe current research draws on the perspectives of the students regarding the adoption of social media for educational purposes. The data collection was done in two separate stages. Stratified random sampling was applied and a structured questionnaire was sent via e-mail. Usable responses were received from 568 respondents. The second stage consisted of an exploratory qualitative study using in-depth interviews and reflections of 250 students from the original sample.FindingsFour clear themes emerged from the responses collected via the structured questionnaire and particularly from the in-depth interviews. These include: widespread usage of social media, definite usage in business education, strengths of social media in business education and the flip side of learning with social media. One thing is certain: social media will continue to play an important role in the Indian education sector. A number of colleges and universities in India are including social media in their pedagogy, but the challenge lies in effectively aligning it with curriculum.Practical implicationsDespite the widespread use of online social media for communication and entertainment, the use in the educational sphere seems to be less. This year-long study tries to gather evidence on all these issues. No doubt social media’s contribution in the classroom depicts a rising interest in technology as a tool to assist learning but it also reinforces a paradigm shift in the way students learn.Social implicationsWith nearly a billion people on mobile phones, the online system certainly has vast potential to create the right kind of learning. As this study has shown at a micro-level, technology-led reach and easy access is bringing about a socio-economic difference in the lives of Indian learners. While this study certainly supports digital learning in India it points out that higher educational institutions are yet to exploit its full advantage for better student engagement.Originality/valueOne key characteristic of this generation is that they are very education oriented. Due to the relative freshness of the approach in India and fairly restricted use in the Indian higher education system, empirical studies are limited and the impact of social media on student engagement in the higher education system in India is not known.

This study examines the adoption of social media platforms for educational purposes within Saudi Arabian higher education institutions, utilizing an expanded e-Learning Acceptance Model (e-LAM). It investigates the influence of factors such as effectiveness, effort, communication functionality, self-awareness, social influence, and facilitating conditions on the intention to use social media. Additionally, the study explores how the intention to use social media affects the actual usage of these platforms. The research employs a quantitative methodology, utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze the data collected through online surveys. The sample comprises 283 university students from various academic disciplines, ensuring a diverse representation of the student population in Saudi Arabia. The findings reveal that effectiveness, effort, and self-awareness significantly enhance students’ intentions to use social media for educational purposes. Conversely, the study finds that communication functionality, social influence, and facilitating conditions do not significantly impact students’ intentions, while Intention to use social media significantly impacts actual usage. The implications of this study are multifaceted, offering valuable insights for educators, policymakers, and technology developers. For educators, understanding the key factors that drive students’ intentions to use social media for learning can inform the design and implementation of more effective e-learning strategies. Policymakers can leverage these findings to develop supportive frameworks that encourage the integration of social media into educational curricula. Technology developers can also use this knowledge to enhance the functionality of social media platforms, making them more conducive to educational use. This study contributes to the existing literature by applying an expanded e-Learning Acceptance Model (e-LAM) to the context of Saudi Arabian higher education. It provides novel insights into the specific factors that influence students’ intentions and actual usage of social media for educational purposes.

This study explores the role of social media in education, focusing on its integration by primary school teachers in Türkiye and its impact on educational quality. Using a quantitative approach, 146 randomly selected teachers were surveyed, with data analyzed through descriptive statistics and chi-square tests. The results indicate that teachers actively use social media for educational purposes, particularly to share teaching materials. First and second-grade teachers often employ social media for language lessons, while third and fourth-grade teachers primarily use it for mathematics instruction. Teachers view social media as a tool that enhances student engagement and believe their current usage is sufficient. The study highlights the advantages of social media in education, such as personalized learning and improved communication, but also points out concerns regarding exposure to inappropriate content and security risks. Additionally, social media plays a key role in facilitating parent-teacher communication. The findings suggest that comprehensive training, technical support, and guidance are essential for improving teachers’ proficiency in using social media effectively in the classroom. This research contributes to understanding the relationship between social media and education, offering recommendations for policy and practice.

This paper studies the relationship between firms’ strategy and policies in regard to social media and their employees’ propensity to endorse them by using their personal social media accounts. In particular, the study investigates the effect of employees’ perception of firms’ social media strategy and initiatives aimed at influencing employees’ behavior on their personal social media profiles (communication of policies on the use of social media, training programs, and encouragement to join social media conversations regarding the firm). Based on the responses of 224 employees who use their personal accounts to talk about their firms, findings show that employees’ positive evaluation of firms’ social media strategy and firms’ explicit encouragement are positively associated with employees’ propensity to endorse their firms on social media. Moreover, results reveal the moderating effect of employees’ frequency of social media use on the relationship between communication of social media policies and the employees’ propensity to endorse their firm, as well as on the relationship between training programs and the propensity to endorse. This study provides evidence of the influence of firms’ social media activity and policies on the willingness of employees to promote and advocate their employers using their personal accounts, with theoretical and practical implications. The research also suggests that the effectiveness of firms’ policies may differ according to the frequency of social media usage by employees.

This study explores how legislators in the city of Padang have innovatively utilized social media to engage with their constituents. Twelve informants were involved, consisting of six Padang legislators and six netizens who follow them on social media. The study employed a phenomenological approach using qualitative methods such as observation, in-depth interviews, and literature review. The findings show that social media facilitates two-way communication, allowing constituents to interact directly with legislators and receive immediate responses to community issues. Two key aspects of the legislators’ social media strategies were identified: how they define “friends” and “friendship” with netizens, and how they manage their online presence. Social media serves as a platform for legislators to showcase their performance, while also functioning as a tool for netizens to assess it. Furthermore, legislators tailor their use of social media platforms: WhatsApp is used for close contacts, Facebook and Instagram to reach the general public, and TikTok to engage with millennials. A clear distinction is also made between personal and official posts to ensure transparency and appropriateness in their online interactions.

In the contemporary digital landscape, social media has become a critical asset for organizations seeking to enhance communication strategies and connect to diverse audiences. Social media has transformed the communication landscape globally proving to be an extremely persuasive tool that heavily influences decision-making organs in organizations. Social media has transformed communication with organizations adopting social media as a strategic communication tool. However, few studies exist on how social media has been embraced in the Kenyan market as a strategic communication tool. Therefore, the objective of this research was to look at Crestwood's marketing and communications company utilization of social media platforms. This study was guided by the social network theory which asserts that relationships are based on the social networks that coexist. The study utilized a case study design. Performance was measured using fundamental principles of reciprocity, exchange and similarity. Social relationships play an integral role in transmitting information, and channeling personal or media influence. Social media platforms propel an organization's online visibility, amplifying its brand and public relations and other strategic communication activities. The research employed a purposive sampling method because the study falls under a case study and seeks to identify the specific social media strategies implemented by Crestwood. The target population were a total of 30 respondents who are employee of Crestwood Marketing and Communications in various levels of management which included marketing manager, social media specialists, customer service representative, digital marketing consultant and pubic relation officer. Further, the study employed census method to sample all the 30 key informants to take part in the study. Data was collected using key informant interview scheduled. While data was analyzed using thematic analysis and presented using quotes and emerging themes. Results revealed that Crestwood employs a proactive and strategic approach to social media engagement, emphasizing responsiveness, platform-specific tactics, and resource management, also Targeted Advertising emerged as a significant tactic, with paid campaigns on platforms like Facebook and Instagram enabling Crestwood to reach niche segments effectively. The findings reveal that Crestwood Marketing and Communications' social media strategies have positively influenced brand perception and customer loyalty for their clients. and lastly, the key challenges identifies that affect reported include delays in response times, misalignment with brand identity, unclear campaign goals, and a need for better resource preparedness to handle increased customer inquiries. The study recommended that there is need Tailor social media strategies to each client’s unique brand voice and objectives to improve campaign results and avoid misalignment, also maintain frequent reviews to ensure alignment with evolving client needs and foster collaboration. Lastly, enhance adaptability in response times and establish clear escalation channels for urgent queries to improve client support. The study concluded that Crestwood Marketing and Communications' should focus on consistent brand messaging has significantly enhanced client brand visibility and recognition, creating a unified brand identity that resonates with target audiences.