Edited By Hana S. Noor Al-Deen
Chapter Four: Social Media and Applied Learning
Social Media AND Applied Learning
HANA S. NOOR AL-DEEN
Social media have been growing at a remarkable rate while becoming widely available for facilitating various types of communication that are quickly delivered worldwide. They have been basically “the intersection of technology, social interaction, and information sharing” (Pavlik & McIntosh, 2015, p. 188). Social media have been considered “what used to be word of mouth and allowed it to now be heard by millions and spread virally with a nearly instantaneous reaction” (Thompson, Hertzberg, & Sullivan, 2013, p. 1). Due to such influx, numerous business organizations have been incorporating social media into their operational plans. For example, “among Fortune 500 companies, 73% now have company Twitter accounts and 66% have Facebook Pages” (Vella, 2012, p. 2).
The marketing and advertising industries have been among the early adopters of social media and they have integrated them into their business operations with the objectives of increasing exposure, building brand loyalty, developing a network of followers, maintaining business relationships with their customers, and so forth. Hettche and Clayton (2012) pointed out that “for advertisers and marketing practitioners, social media present myriad opportunities to engage customers, release product information and provide resources for an opt-in interactive environment” (p. 45). So, social media presence has become an essential component for numerous businesses. Thompson et al. (2013) maintained, “for most companies, opting out of the social media world is no longer feasible” (p. 1). Similarly, Florentine (2015) stated, “a social media...
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