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Social Media in the Classroom

Edited By Hana S. Noor Al-Deen

Social Media in the Classroom provides a comprehensive resource for teaching social media in advertising, public relations, and journalism at the undergraduate and graduate levels. With twelve chapters by contributors from the United States, the United Kingdom, and Australia, this volume provides original scholarly work which encompasses a wide range of methodologies, theories, and sample assignments for implementing social media. This book is an excellent resource for preparing students to transform their personal skills in social media into professional skills for success in the job market.
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Chapter Five: Taming the Social Media Data Deluge: Using Social Media Research Methods in the Public Relations Classroom

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Taming THE Social Media Data Deluge

Using Social Media Research Methods in the Public Relations Classroom

KATHLEEN STANSBERRY

The use of online technologies has been growing at an incredible rate. In 2012 the online marketing and research company DOMO published a wildly popular infographic showing the volume of new media content created and shared every minute (James, 2012). Using data sourced from the most popular online social networking platforms, DOMO found that each minute Facebook users shared nearly 700,000 pieces of content, Twitter users sent more than 100,000 tweets, YouTube users uploaded 48 hours of video, and Instagram users published more than 3,500 new photos. In 2014 DOMO updated their popular infographic and found that in just two years’ time the rate of online content generation had exploded. Information released in April 2014 showed that Facebook activity increased to nearly 2.5 million per minute, the number of tweets almost tripled to 277,000 per minute, YouTube uploads increased to 72 hours of new video per minute, and Instagram postings jumped to 216,000 new photos published each minute (James, 2014).

The growth in shared content was largely fueled by the increasing popularity of social media among Internet users. According to a 2014 survey conducted by the Pew Research Center, approximately 52% of the adults in the United States who are active online participated in two or more social media sites (Duggan, Ellison, Lampe, Lenhart, & Madden, 2014). This represented...

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