Trends of Social Media: Motivational

Review on Information Sites

1
Marciano C. Placencia Jr. 2
Louie G. Sanlad
SST III Teacher III/School Guidance Designate
Don Carlos A. Gothong Memorial National High School Mayor A.S Fortuna Memorial Elementary School
C.Padilla St., Cebu City Guizo, Mandaue City
Email add: mrplas100success@gmail.com Email add: sanladlouie99@gmailcom
Contact Number: 09329300254 Contact Number: 09158638207

Abstract
Social media is a platform to share information that is very liked by everyone
nowadays because some of the facilities that make it easier for us to communicate with
each other, share documents, chat and even create a community. A data mining
approach is used to determine the trends in social media as information in getting type of
information; information sharing; and trends of social media used by different
organizations. The results show that one's motivation in sharing information tends to be
consistent for each type of information that is to share the impression of social media
users on a matter.

Keywords: social media, information sharing, organizations

1. Introduction
Social media connect different
races and making distant communication
reachable in a shortest period of time. It
has been trends already around the
world to maximize the utilization of social
media through variety of information
sites. It is a very useful vehicle to gather
data addressing the need of the internet
citizens (netizens) in this contemporary
era. with motivating features,
essentialities and importance, there is a
growing number of users interacting with
online social networks (Stock, 2018).
The emerge of different sites
making the social media continuously
increasing its potential, to provide useful
geographic information to either replace
or augment traditional methods of data
collection has been recognized for some
years (Stock, 2018 ). It is not only data
collection but sharing of information of
the same interest which reveals the
active interaction regardless of age.
However, the increase of
interactionposes a challenge to identify
whether the trending media content is
real or reflects the claimed description
Hossain et al. (2017). Generally, social
media is an active source of information
seeking wherein users mest be tactful in
determining the facts. With the help of
some invented applications to determine
and prevent malicious spam, statistical
analysis of language to detect spam
trending topics (Romo et al., 2013).
In this paper, the researchers
collaboratively identifying the social
media trends from the number of paper
within scope, analyzing their content in
order to synthesize from the variation of

1
researches and determines the gap
making this review a potential contributor
for future researches. Included in this
paper the most commonly used
information sites which manifest
convergent features.
2. Literature Review
The growing availability of high-
speed Internet access further added to
the popularity of the concept, leading to
the creation of social networking sites
such as MySpace (in 2003) and
Facebook (in 2004). This, in turn, coined
the term ‘‘Social Media,’’ and contributed
to the prominence it has today (Kaplan &
Haenlein, 2009). Social networking sites
are applications that enable users to
connect by creating personal information
profiles, inviting friends and colleagues to
have access to those profiles, and
sending e-mails and instant messages
between each other. These personal
profiles can include any type of
information, including photos, video,
audio files, and blogs.
Social media is referred as an
internet-based application created with
Web 2.0 foundation that puts forward the
creation and deployment of user
generated content or user-generated
cntent (Kaplan A & Haenlein, M., 2010).
Users willingly share their identities on
social media sites such as Facebook and
Twitter, yet this does not mean they do
not care what happens to this
information. Indeed, users have serious
concerns about how secondary firms use
their information as a source for data
mining and surveillance (Kietzmann &
Angell, 2010), and the extent to which
social media sites passively facilitate or
actively encourage these activities. This
has resulted in users and government
agencies initiating class-action lawsuits
for invasion of privacy (Kravets, 2010).
2
Motivational research shows that
one's motivation to share information is
consistent in the type of sensational,
political, casual, and political information,
which is to share the impression of social
media users on a matter. Motivation for
personal information is to maintain a
person's connection or friendship. In
addition, the motivation that is least
compatible with social media users in
Indonesia is to become better known
(Afira Putri Ghaisani, Putu Wuri
Handayani, 2017, Qorib Munajat, 2017).
Performing data mining on social
media is very potential and useful for
extracting more information and gaining
deeper insights about users so it is
necessary to support activities such as
interaction and analysis, information
systems development, marketing, and
analysis (Moro , Rita , Vala, 2016). It
easier for us to communicate with each
other, share documents, chat and even
create a community. In addition, we can
also analyze the content of social media
by using several methods in data mining,
so that we can get new the information to
support decision making that can bring
benefits to individuals and companies.
Social media data tends to appear
mainly in the form of written contents
(e.g. status updates, com-ments in
reviews or social groups, conversations
with other users),and in the form of likes
or dislikes, shares, tags, hashtags,
emoti-cons, video messages, personal
information (e.g., number of
friends ,citizenship, gender) and rating
scores. (Kennedy, 2016). The study and
development of data mining technique
belongs to a discipline that emerged from
data mining: social media
mining(Zafarani, Abbasi, & Liu, 2014).
 Social media is used to fulfill
perceived social needs, but not all needs
can be fulfilled by social media. For
example, lonely individuals are more
likely to use the Internet for emotional
support than those who are not lonely
(Wang, Z.; Tchernev, J. M.; Solloway, T.,
2012). Sherry Turkle explores these
issues in her book Alone Together as
she discusses how people confuse social
media usage with authentic
communication. She posits that people
tend to act differently online and are less
afraid to hurt each other's feelings
(Morahan-Martin, J.; Schumacher, P.,
2003). Additionally, studies on who
interacts on the internent have shown
that extraversion and openness have a
positive relationship with social media,
while emotional stability has a negative
sloping relationship with social media
(Correa, Teresa; Hinsley, Amber W.,
2009).
Social media becomes effective
through a process called "building social
authority". One of the foundation
concepts in social media has become
that you cannot completely control your
message through social media but rather
you can simply begin to participate in the
"conversation" expecting that you can
achieve a significant influence in that
conversation (Tang, Qian; Gu, Bin;
Whinston, Andrew B., 2012).
Social media content is generated
through social media interactions done
by the users through the site. There has
always been a huge debate on the
ownership of the content on social media
platforms because it is generated by the
users and hosted by the company.
Added to this is the danger to security of
information, which can be leaked to third
parties with economic interests in the
platform, or parasites who comb the data
3
for their own databases (Jones, Harvey;
Soltren, José Hiram, 2005).
Social media can enable
companies to get in the form of greater
market share and increased audiences.
Internet bots have been developed which
facilitate social media marketing has
been developed. Bots are automated
programs that run over the internet
(Castronovo, Cristina, 2012) with the
most important social media marketing
examples being chatbots and social bots.
Chatbots and social bots are
programmed to mimic natural human
interactions such as liking, commenting,
following, and unfollowing on social
media platforms (Rodrigo, S. and
Abraham, J., 2012).
According to a 2016 article diving
into the topic of sharing privately and the
effect social media has on expectations
of privacy, "1.18 billion people will log
into their Facebookaccounts, 500 million
tweets will be sent, and there will be 95
million photos and videos posted on
Instagram" in a day. Much of the privacy
concerns individuals face stem from their
own posts on a form of social network.
Users have the choice to share
voluntarily, and has been ingrained into
society as routine and normative. Social
media is a snapshot of our lives; a
community we have created on the
behaviors of sharing, posting, liking, and
communicating. Sharing has become a
phenomenon which social media and
networks have uprooted and introduced
to the world (Murphy, Kate, 2014).
This paper tries to explore the
popularity of the social media sites, the
types of information-sharing activities
involved on the social media sites in
relation to information-sharing activities
and to identify social media use and the
information-sharing activities among in
different organizations.
3. Methodology accordance with the needs of the
A data mining approach is used to searcher will continue to seek answer
determine the trends in social media as (Roch J & Mosconi E., 2016). Then, the
information sites in getting type of answer will be shared with other users in
information; information sharing; trends social media (Ruggles R., 2012).
in social media used by different This research, where interactions
organizations. The sequence and between different social networks are
composition of this paper are measured, has never been conducted.
collaboratively discussed the previous The approach adopted in this research
reviews that have been conducted brings new insights multiple social
related to social media trends and related networks.
areas. Then, it provides the analysis in
the social media trends for extracting an Table 1 Data-driven social media study
underlying pattern of interest in
demographic data. Also, this shows Author
year/URL
@ Variables /
Indicators
Review Title Focus of
Research
discussions on the data and synthesizes
Afira Putri Personal Users’ Motivation social
the commonalities and other alternative Ghaisani, Putu Information in Sharing networking
trends and the most commonly used Wuri Handayani,
and Qorib Munajat
Information
Social Media
on sites,
microblog
sites as an active source of data (2017) Sensational
Information
ging sites,
https://ac.els- wikis,
information. Moreover, it analyses using cdn.com/ online
trending analysis method from the S1877050917329
54X/1-s2.
Political
Information
blogs, and
online
revealed results and synthetically forums

matching the data from the presented Casual

Information
research papers and reviews. Lastly, this Experience
discusses on the future research
directions and recommendations. Lewis B., (2015) stated that the
use of social media for personal activities
4. Data/ Results is to maintain relationships with friends.
4.1.Sharing information The result for sensational information
Information sharing activities have show the most preferred motivation is to
a strong connection with knowledge- share the impression on the internet.
sharing activities. According to Ruggles, This result relates to the characteristics
information sharing is an important of sensational information that invite a
element to support knowledge person to share that information to get a
management in the organization11. This certain impression (Vista A., 2015).
makes information sharing activity Political information also provides similar
necessarily similar to knowledge-sharing result with sensational information, i.e.
activities. Wu et al. formulated the most preferred motivation is to share
knowledge sharing activities in social the impression. Political information is
media in general that also apply to the information shared by opinion and
information-sharing activities i.e. there are different views among
information seekers identifying individuals making the motivation to
information needs; sending questions share the most chosen impression
related to these needs in the form of (Osatuyi B., 2013).
messages on social media; comparing While the most chosen motivation
available answers to needs; if not in for casual information and experience for

4
respondents is also to share the
impression. Casual information has a
close relationship with the
recommendation of a particular thing and
makes the impression of social media
users becomes the motivation of users to
share information on social media.
Sharing experience information to social
media shows that users want to share an
impression of a perceived experience in
social media that can be addressed to
other parties in general. It becomes the
basis of the election of motivation to
share the impression on the internet as
the most appropriate for the respondents.
The results of data analysis show
that the motivation obtained for all types
of information tend to be consistent, that
is to share the personal impression of
social media users. In addition, the least
compatible motivation is also consistent,
that is to become better known. This
result adds to the knowledge-related
motivation of information sharing
activities proposed by Munar and
Jacobsen where Scandinavian tourists
choose at least this motivation to gain
recognition from others as a motivation to
share information (Munar A & Jacobsen
J., 2014). These results also show that
Indonesian social media users share
information with an intrinsic motivation.
4.2. Trends of Social Media Used
Social media usage among
organizations is growing tremendously.
Organizations are now building and
maintaining social media public pages to
improve their social network salience,
enhance interest in their organizations,
and build relationships with the online
public. The majority of the studies on
social media usage are based on the
individual perspective while some are
from the organizational perspective
(Parvin, F., et al., 2014).
5
4.2.1. Social Media Mining
Social media "mining" is a type
of data mining, a technique of analyzing
data to detect patterns. Social media
mining is a process of representing,
analyzing, and extracting actionable
patterns from data collected from
people's activities on social media.
Google mines data in many ways
including using an algorithm in Gmail to
analyze information in emails. This use of
information will then affect the type of
advertisements shown to the user when
they use Gmail. Facebook has partnered
with many data mining companies such
as Datalogix and BlueKai to use
customer information for targeted
advertising. Ethical questions of the
extent to which a company should be
able to utilize a user's information have
been called "big data" (Qian; Gu, Bin;
Whinston, Andrew B., 2012). Users tend
to click through Terms of Use
agreements when signing up on social
media platforms, and they do not know
how their information will be used by
companies(Leaver, Tama, 2013). This
leads to questions of privacy and
surveillance when user data is recorded.
Some social media outlets have added
capture time and Geotagging that helps
provide information about the context of
the data as well as making their data
more accurate.
Millions of people all over the
world are constantly sharing an
extremely wide range of fascinating,
quirky, funny, irrelevant and important
content all at once. Even scientists are
no strangers to this trend. Social media
has enabled them to communicate their
research quickly and efficiently
throughout each corner of the world. But
which social media platforms are they
using to communicate this research and
how are they using them? One thing is
clear: the range of social media platforms
that scientists are using is relatively vast
and dependent on discipline and
sentiment. While the future of social
media is unknown, a combination of
educated speculation and persuasive
fact points to the industry's continual
growth and influence. Thus, is that not
only are scientists utilizing social media
to communicate their research, they
must. The ability to communicate to the
masses via social media is critical to the
distribution of scientific information
amongst professionals in the field and to
the general population.
4.2.2. Social Media to Communicate
Research
On any given day, 50% of
Facebook's 500-million-plus users log-on
to the social networking site. The
average user is connected to 80
community pages, groups and events,
and creates about 90 pieces of content
for posting each month (Kietzmann, Jan
H.; Kristopher Hermkens, 2011).
Meanwhile, Twitter's 200 million
registered users will produce 110 million
tweets per day on topics ranging from
CNN's breaking news to celebrity gossip
and more (Obar, Jonathan A.; Wildman,
Steve, 2015). Factoring in the social
communities of YouTube, LinkedIn and
Ted.Com equates the masses. The
bottom line is that millions of people all
over the world are constantly sharing an
extremely wide range of fascinating,
quirky, funny, irrelevant and important
content all at once. Even scientists are
no strangers to this trend. Social media
has enabled them to communicate their
research quickly and efficiently
throughout each corner of the world. But
which social media platforms are they
6
using to communicate this research and
how are they using them?
One thing is clear: the range of
social media platforms that scientists are
using is relatively vast and dependent on
discipline and sentiments, particularly
when it comes to mainstream social
networking sites such as Twitter and
Facebook. In 2007, BioInformatics LLC
conducted a survey with regard to
scientists and social messaging 77% of
life scientists participated in some type of
social media;50% viewed blogs,
discussion groups, online communities,
and social networking as beneficial to
sharing ideas with colleagues;85% saw
social media affecting their decision-
making; discussion groups and message
boards were still the most-used types of
sites, but online communities were
gaining fast; user-generated content is
not completely trusted for product
information, but it is more trusted than
information in printed trade magazines,
editorial web sites, or online portals
(Andreas M.; Haenlein Michael, 2010).
While many expect scientists to
use social media like most other
professionals, the diverse sites they
choose to use and their varied skepticism
of mainstream social media might come
as a surprise. Many scientists perceive
Facebook and Twitter, for example, as
unprofessional platforms that may
compromise or threaten years of life-
changing research. As Brian Krueger,
founder of the blogging and social
network site LabSpaces.net, puts it,
"Social networks first began to take off in
the late 90s, but the emergence of
Facebook and Myspace in 2004 set a
new trend for internet use. Although
these sites have their merits, they don't
provide an environment conducive to
productivity.
 LabSpaces began as my desire to
provide a productive social network for
science by creating a website to attract a
diverse set of researchers for the sole
purpose of increasing communication
and collaboration in the sciences."
Ellison, Nicole B. (2007) defined
LabSpaces is one of many social
networking platforms utilized by niche
scientific professionals who appreciate
the power of communicating to the
masses, but want to do so inside the
walls of a gated web community. For
example, Surgytec is a social networking
platform for MDs and PhDs in the
medical sciences. Started by HPJ
Stevens, MD, PhD, a plastic surgeon
from Rotterdam, The Netherlands,
Surgytec operates globally, providing an
integrated platform of videos, e-learning
courses, discussion rooms, and blog
posts. It allows its community of the best
medical practitioners and academic
peers to collaborate and share findings
on topics ranging from Early Detection
and Diagnosis of Lung Cancer and
Immune Circuitry to the use of medical
serums, such as Golgi protein 73
(GOLPH2), as markers for hepatocellular
abnormal cell growth in the body
(Agichtein, Eugene; Carlos Castillo,
Debora Donato; Aristides Gionis; Gilad
Mishne, 2008).
It's not only individual scientific
professionals who have averted main
stream social media and launched
"boutique" social networks. Nature
Publishing Group founded Sciatble, a
platform for scientists, teachers,
researchers, and students to connect
through group discussion boards, posting
of articles, and e-trainings. Focused on
genetics and cell biology, the site
spotlights topics such as the ability of
enzymes to perform various processes
related to DNA sequences. The site's list
7
of sponsors is admirable, as it boasts
high-profile corporate partners such as
Intel and Roche Applied Science, a
division of Roche Diagnostics (Pavlik &
MacIntoch, John and Shawn,
2015).Some scientists, however, have a
soft spot for Twitter, Facebook, YouTube,
and other such social networking sites
that naysayers might consider trendy and
wasteful. Stephen Hawking, for example,
is an avid user of Twitter, utilizing the
140-character limit messaging system on
a weekly basis. Though his "tweets"
aren't always related to scientific
research, he is integrating himself into a
vast community worldwide, and exposing
parts of his authentic personality to each
of his thousands of followers(Chapin,
John, 2016). The hope, then, is that his
scientific-based messages are "re-
tweeted" and shared by these loyal
followers, who feel they have come to
know him as a person in addition to a
brilliant scientist.
Likewise, Richard Dawkins, a
famous British ethologist and
evolutionary biologist, has two Facebook
pages, one for Richard Dawkins the
individual and one for his foundation, The
Richard Dawkins Foundation for Reason
and Science. With its mission to "Support
scientific education, critical thinking and
evidence-based understanding of the
natural world, in the quest to overcome
religious fundamentalism, superstition,
intolerance and human suffering," the
Dawkins Foundation's Facebook page
and its 250,000 fans broadcast a sea of
messages, such as links to live video
discussions on the Kalam Cosmological
Argument or articles on the evolution of
man.
Similar to Sciatble, Twitter and
Facebook are pillars of communications
strategies for major scientific
corporations. NASA Connect is the
organization's web page focused
exclusively on social media. Under the
sub-heading "Connect with NASA on
Social Networking Sites" are icons for
nearly every major social networking site
in existence, including Twitter, Facebook,
MySpace, Gowalla, and YouTube. NASA
even created its own "Tweetup group,"
which invites a portion of its 956,073
Twitter followers to go behind-the-scenes
at NASA facilities and events to speak
with scientists, engineers, astronauts,
and managers. NASA's Jet Propulsion
Laboratory hosted the first NASA
Tweetup on Jan. 21, 2009. The next
Tweetup is scheduled to take place on
Thursday and Friday, April 28 and 29.
NASA will invite 150 of its Twitter
followers to the Kennedy Space Center
in Florida for the launch of the Space
shuttle Endeavour, Mission STS-134,
and to speak with fellow "Tweeps" and
NASA personnel(Chapin, John, 2016).
Likewise, the National Geographic
Society has grown its Facebook
community from just under 2 million fans
to more than 7 million fans in the span of
a few short months. With a VP of Social
Media within its ranks, the 123-year-old
organization is dedicated to scientific
outreach on a variety of community-
based websites. Its daily messaging
disseminates scientific information on the
more than 7,000 islands in the vast
archipelago east of Vietnam and the
shrouded icy fog that turns to
precipitation nightly on planet Mars.
Accompanied by its world-renowned
photography, the average post on the
Society's Facebook page receives more
than 3,000 "likes," indicating that its fan
base is, indeed, absorbing the
information provided. National
Geographic's Facebook presence is also
divisional, with individual pages
dedicated to National Geographic
8
Magazine, National Geographic's Global
Action Atlas, Nat Geo Channel, and
National Geographic Education (Peebles,
E., 2014).
Even organizations that we might
not initially associate with science are
seeing the grave importance of using
social media to communicate scientific
research. Internet search giant Google,
and its philanthropic arm, Google.org,
communicated its own motivators behind
using social media for scientific
communication: "In an effort to foster a
more open, transparent and accessible
scientific dialogue, we've started a new
effort aimed at inspiring pioneering use of
technology, new media and
computational thinking in the
communication of science to diverse
audiences. Initially, we'll focus on
communicating the science on climate
change."
While the future of social media is
unknown, a combination of educated
speculation and persuasive fact points to
the industry's continual growth and
influence. Although the social media
space started with only a small group of
constituents, it has grown into a multi-
billion dollar industry with rapid
expansion to mobile devices. Supporting
notions of social media's power and
prevalence, President Barack Obama
chose to make a policy speech earlier
this year about the economy at none
other than Facebook's headquarters
(Edwards, B. 2016). Likewise, when
Egypt's interim Prime Minister Ahmed
Shafiq stepped down from his post, the
announcement was initially made by
Egypt's new ruler, the Supreme Council
of the Armed Forces, on its official
Facebook page, allowing for immediate
communication to its more than 700,000
"friends." When both the record-setting
8.9 magnitude earthquake and horrific
tsunami hit Japan last March, millions
rushed to social media sites to post news
about loved ones, share photos and
video footage, and even donate funds for
relief efforts. Google launched a "Person
Finder" web app to link victims with
family members, and more than 7,000
records were entered on the actual day
of the earthquake, March. By the very
same afternoon, 9,000 earthquake-
related videos and 7,000 tsunami-related
videos had been uploaded to YouTube
(Edwards, B., 2016).
Propelled by ground-breaking
research, political unrest, and extreme
natural disasters occurring worldwide,
the popularity of the social media
phenomenon is not waning - it is
exploding. In short order, it has gone
from functioning as a powerful influence
over current events to a phenomenon
that serves as a vital communications
tool used for survival. The conclusion,
thus, is that not only are scientists
utilizing social media to communicate
their research, they must. Whether it is
within the cyber walls of a prestigious
one-off or on the same platforms being
used by 13-year-olds, the ability to
communicate to the masses via social
media is critical to the distribution of
scientific information amongst
professionals in the field and to the
general population. There was a time
when "social media" was considered
superfluous, merely a tool to distract
ourselves from real-time events and
discussions. We must move past such
stigmatisms and recognize social media's
power in communicating advancements
in the scientific field by acknowledging
that successful communication can only
be achieved by employing the channels
in which the general public is currently
engaged.
9
4.2.3. Social Media in Politics
Social media has a range of uses
in political processes and activities.
Social media have been championed as
allowing anyone with an Internet
connection to become a content creator
(Wellman, Barry 2012) and empowering
their users. The role of social media in
democratizing media participation, which
proponents herald as ushering in a new
era of participatory democracy, with all
users able to contribute news and
comments, may fall short of the ideals.
Online media audience members are
largely passive consumers, while content
creation is dominated by a small number
of users who post comments and write
new content (Newman, N.; and Levy, D.,
2013).
Younger generations are
becoming more involved in politics due to
the increase of political news posted on
social media. Due to the heavier use of
social media among younger
generations, they are exposed to politics
more frequently, and in a way that is
integrated into their online social lives.
Social media was influential in the
widespread attention given to
the revolutionary outbreaks in the Middle
East and North Africa during
2011(Kirkpatrick, David D., 2011). During
the Tunisian revolution in 2011, people
used Facebook to organize meetings and
protests. However, there is debate about
the extent to which social media
facilitated this kind of change (Gladwell,
Malcolm, 2011).
One challenge is that militant
groups have begun to see social media
as a major organizing and recruiting
tool. The Islamic State of Iraq and the
Levant, also known as ISIL, ISIS, and
Daesh, has used social media to
promote its cause. ISIS produces an
online magazine named the Islamic
State Report to recruit more
fighters. Social media platforms have
been weaponized by state-sponsored
cyber groups to attack governments in
the United States, European Union, and
Middle East (Ajbaili, Mustapha, 2014).
Although phishing attacks via email are
the most commonly used tactic to breach
government networks, phishing attacks
on social media rose 500% in 2016.
Figure1: Political Survey of Registered
Voters in the US Who Shared Political
Figures
This seems like a logical next step
for an administration that from the start
embraced social media — a platform that
has come to play a bigger role in how
Americans get political news and
information.Overall, 16% of registered
voters follow candidates for office,
political parties, or elected officials on a
social networking site, according to
a Pew Research Center
survey conducted during the lead-up to
the 2014 midterm election. That is a 10
percentage point increase from the 2010
10
midterms, when only 6% of registered
voters did so.
It’s not just the youngest voters
getting in on the act. The increase is
even more substantial among registered
voters ages 30 to 49, more than tripling
from 6% to 21% during this time period.
Voters increasingly cite breaking
news as a major reason why they follow
political figures on social media. Among
registered voters who follow political
figures on social media, 41% say that
finding out political news before others is
a “major reason” why they do so. In
2010, just 22% cited this as a key
reason.
Figure2: Reason to Follow Political
Figures in Social Media
Some voters who connect with
political figures on social media say they
do so to bypass traditional journalism —
26% say that the information they get via
a politician’s social networking site is
more reliable than what they get from
traditional news organizations. These
figures are mostly unchanged since
2010.
 Another 35% of registered voters
who use social media to follow a political
candidate say a major reason is that it
makes them feel more personally
connected to politician or group.
While similar shares of Republicans and
Democrats follow political figures on
social media, there are some partisan
differences as to why they choose to do
so. Half of Republicans and Republican-
leaning independents who follow political
figures on social media say breaking
news is a major reason for connecting
with politicians in this way. This
compares with 35% ofDemocrats and
Democrat-leaning independents.
Among those who follow political
figures on social media, Republicans and
independents who lean Republican are
also more likely than Democrats and
Democrat-leaning independents to say
they use social media in this way
because news from traditional journalism
outlets is not as reliable (33% vs. 20%).
The changing way Americans connect
with politicians is especially notable given
the runup to the 2016 presidential
election. Many candidates,
including Hillary Clinton, Jeb
Bushand Ted Cruz, have used social
media platforms to announce or
discuss their potential presidential
candidacy. And although Obama has
only recently joined Twitter, his
presidential campaigns have often been
praised for effectively using social
media to mobilize volunteers and voters.
4.2.4. Social Media in School
If a college applicant has posted
photos of engaging in activities that are
contrary to college rules or values, it
could adversely affect their chances of
getting in. Some employers examine job
applicants' social media profiles as part
of the hiring assessment. This issue
raises many ethical questions that some
11
consider an employer's right and others
consider discrimination. Many Western
European countries have already
implemented laws that restrict the
regulation of social media in the
workplace. States including Arkansas,
California, Colorado, Illinois, Maryland,
Michigan, Nevada, New Jersey, New
Mexico, Utah, Washington, and
Wisconsin have passed legislation that
protects potential employees and current
employees from employers that demand
them to give forth their username or
password for a social media account
(Marche, S., 2012). Use of social media
by young people has caused significant
problems for some applicants who are
active on social media when they try to
enter the job market. A survey of 17,000
young people in six countries in 2013
found that 1 in 10 people aged 16 to 34
have been rejected for a job because of
online comments they made on social
media websites (Elaine, 2013).
Social media is here to stay. Learn how
you can implement it in your adult education
program to help improve student
engagement.What started as a way for
college students to more easily stay in
contact with their peers has turned into
so much more. Social media now allows
individuals and organizations to create,
engage, and share content in digital
environments through multi-way
communication.
First, it’s important to realize that
social media is not going away. In the
U.S., social networks and blogs reach
nearly eighty percent of active Internet
users and represent the majority of
Americans’ time online. With that being
said, we can look at the value social
media can bring to your classroom and
discuss the reasons why you should be
using these networks.
 Second, social media can
increase student engagement and drive
their interaction with teachers and fellow
students. Let’s take a look at this graph
showing how community college leaders
perceive the value of social media to the
college and their mission.
As you can see, most leaders
believe that social media increases
student engagement and strengthens
student interaction.
Figure 3: Benefits of Social Media
Considering many adult educators
struggle with student retention and
completion, implementing social media
into your strategy looks like a great idea!
A third reason social media
networking is beneficial is because it can
be used to communicate with students,
peers and people in your community!
Social media is easy to access either by
computer or mobile phone, and the low
cost and flexibility make it easy to use.
And finally, you can also use
social networks to raise public
awareness of adult literacy. You can use
Facebook and Twitter to post information
on your program, announce events, or
even share your student successes.
Social media can be very effective in
fundraising as well.
Facebook remains the most
commonly used social media platform
among marketers. 97% of B2C
12
marketers surveyed by the Social Media
Examiner stated that they use the world's
largest social network professionally.
Among B2B marketers, Facebook's
reach is a little smaller, but at an
adoption rate of 89% it is still the most
important social platform.
Interestingly, the use of social
networks aside from Facebook differs
strongly depending on whether the
respondents' focus is on B2C or B2B
marketing.
While Twitter and LinkedIn are important
to both groups, visual networks such as
Pinterest or Instagram see higher usage
among B2C marketers.
4.2.5. Social Media in Businesses
Social platforms will help convey
message much more efficiently than
traditional advertising, making sure that
will also get immediate feedback, and
learn who you’re dealing with. Best
social media monitoring tools, thereof,
turn even the worst performing
businesses into successful society
listeners, and transform marketing in a
tool that promotes, but also develops
vendible products. What is more,
customer analytics cease being
inoperable intelligence wrapped up and
distributed by few experts, and become
a 100% accurate privilege of the entire
team.
Companies that invest in social
media ads are more than twice as likely
to say social media marketing is “very
effective” for their business when we
asked respondents how effective social
media marketing has been for their
business 45 percent said “somewhat
effective” and a further 29 percent
believed that social media marketing had
been “very effective”.
In theory, best social media
monitoring tools measure the ‘social
value’ of your services, and provide
important traffic insights you can use to
improve your decisions. In practice, they
assign monetary values to specific on-
site activities visitors perform after being
referred by a social platform, with
Figure 4:Social media influence in
business
purchase and conversion being the most
important of them.Jamie Roberts, insight
director of We Are Social, also stated
that social media is today’s leading
armory to understanding conversion
triggers, capturing influencers and
profitable trends, and of course –
learning how to raise brand awareness.
Mobile social media tools can be
used for marketing research,
communication, sales
promotions/discounts, informal employee
learning/organizational development,
relationship development/loyalty
programs and e-Commerce (Kaplan,
Andreas M.,2012). Other applications
include marketing research,
communication, sales promotions and
discounts, relationship development and
loyalty programs, and informal employee
13
learning/organizational development is
facilitated by the social media.
Social media becomes effective
through a process called "building social
authority". One of the foundation
concepts in social media has become
that you cannot completely control your
message through social media but rather
you can simply begin to participate in the
"conversation" expecting that you can
achieve a significant influence in that
conversation (Leaver, Tam, 2013).
Figure 5:Marketers Use of Social Media
Social media marketing has
increased due to the growing active user
rates on social media sites. For
example, Facebook currently has 2.2
billion users, Twitter has 330 million
active users and Instagram has 800
million users. One of the main uses is to
interact with audiences to create
awareness of their brand or service, with
the main idea of creating a two-way
communication system where the
audience and/or customers can interact
back; providing feedback as just one
example Chaffey, Dave; Ellis-Chadwick,
Fiona, 2012).Social media can be used
to advertise; placing an advert on
Facebook's Newsfeed, for example, can
allow a vast number of people to see it or
targeting specific audiences from their
usage to encourage awareness of the
product or brand. Users of social media
are then able to like, share and comment
on the advert, becoming message
senders as they can keep passing the
advert's message on to their friends and
onward (Shu-Chuan, Chu, 2011).
Social media personalities have
been employed by marketers to promote
products online. Research shows that
digital endorsements seem to be
successfully targeting social media
users, (Newman,
Daniel) especially younger consumers
who have grown up in the digital age
(Shu-Chuan, Chu (2011)Celebrities with
large social media followings, such
as Kylie Jenner, regularly endorse
products to their followers on their social
media pages.In 2013, the United
Kingdom Advertising Standards
Authority (ASA) began to advise
celebrities and sports stars to make it
clear if they had been paid to tweet about
a product or service by using the hashtag
#spon or #ad within tweets containing
endorsements(Dunkley, Lydia, 2017).
On social media, consumers are
exposed to purchasing practices though
peer sent, written messages. Learning
through social media includes strategies
such as "modeling, reinforcement, and
social interaction mechanisms" all at the
same time. A study, which focused on
peer communication through social
media, has revealed that communication
between peers through social media is
positively related to purchase intentions
in a couple ways. First, is a direct impact
through conformity. Second, is an
indirect impact by stressing product
engagement. Lastly, from this study, we
learned that consumer-related
communication between peers on social
media has a positive relationship with
product engagement (Wang, Xia; Yu,
Chunling; Wei, Yujie , 2012).
14
4.2.6.Social media as Primary Source
of News
More and more, it seems, people
are putting less and less faith in
mainstream media's ability to report the
news in a fair and accurate manner.
The public's trust in mass media has
fallen to record lows, and today's media
landscape is more fractured than ever.
Recent data from YouGov
Profiles reveals that adults aged 18-34
are now more likely to say that social
media networks, as opposed to
television, are their primary source of
news (22% to 21%). For all older age
groups, TV remains the dominant
source of information.
Figure 6: Social Media Survey on
Millenials for News
34% of people aged 35-49, for instance,
say that TV is their main source of
news, compared to just 12% who say
social media. For people 65 years old
and up, the gap rises to 53 percentage
points — 56% to 3%.
Radio and printed newspapers
still play a role in keeping many people
updated on the latest events and
happenings, but the future doesn't look
bright for either medium. YouGov
Profiles shows that millennials are more
likely to get news from an app on a
mobile device or tablet than radio and
printed newspapers combined.
In a 2014 study, high school
students ages 18 and younger were
examined in an effort to find their
preference for receiving news. Based on
interviews with 61 teenagers, conducted
from December 2007 to February 2011,
most of the teen participants reported
reading print newspapers only
"sometimes," with fewer than 10%
reading them daily. The teenagers
instead reported learning about current
events from social media sites such as
Facebook, MySpace, YouTube, and
blogs. Another study showed that social
media users read a set of news that is
different from what newspaper editors
feature in the print press. Using
nanotechnology as an example, a study
was conducted that(Runge, Kristin K.;
Yeo, Sara K.; Cacciatore, Michael;
Scheufele, Dietram A.; Brossard,
Dominique; Xenos, Michael; Anderson,
Ashley; Choi, Doo-hun; Kim, Jiyoun; Li,
Nan; Liang, Xuan; Stubbings, Maria; Su,
Leona Yi-Fan 2013) studied tweets
from Twitter and found that some 41% of
the discourse about nanotechnology
focused on its negative impacts,
suggesting that a portion of the public
may be concerned with how various
forms of nanotechnology are used in the
future. Although optimistic-sounding and
neutral-sounding tweets were equally
likely to express certainty or uncertainty,
the pessimistic tweets were nearly twice
more likely to appear certain of an
outcome than uncertain. These results
imply the possibility of a preconceived
negative perception of many news
articles associated with nanotechnology.
Alternatively, these results could also
imply that posts of a more pessimistic
nature that are also written with an air of
certainty are more likely to be shared or
15
otherwise permeate groups on Twitter.
Similar biases need to be considered
when the utility of new media is
addressed, as the potential for human
opinion to over-emphasize any particular
news story is greater despite the general
improvement in addressed potential
uncertainty and bias in news articles than
in traditional media (Gerhards, Jürgen;
and Schäfer, Mike, 2010).
Rainie and Wellman have argued
that media making now has become a
participation workwhich changes
communication systems. The center of
power is shifted from only the media (as
the gatekeeper) to the peripheral area,
which may include government,
organizations, and out to the edge, the
individual (Rosen, Jay, 2006). These
changes in communication systems raise
empirical questions about trust to media
effect. Prior empirical studies have
shown that trust in information sources
plays a major role in people's decision
making.People's attitudes more easily
change when they hear messages from
trustworthy sources. In the Reuters
report, 27% of respondents agree that
they worry about the accuracy of a story
on a blog (Renn, Ortwin; Levine, and
Debra, 1990). However, 40% of them
believe the stories on blogs are more
balanced than traditional papers because
they are provided with a range of
opinions (Newman, N.; Levy, D., 2013).
Recent research has shown that in the
new social media communication
environment, the civil or uncivil nature of
comments will bias people's information
processing even if the message is from a
trustworthy source, (Brossard, D.,
2013) which bring the practical and
ethical question about the responsibility
of communicator in the social media
environment.
5. Discussions
Social media are used to
document memories, learn about and
explore things, advertise oneself and
form friendships as well as the growth of
ideas from the creation of blogs,
podcasts, videos and gaming sites.
Networked individuals create, edit, and
manage content in collaboration with
other networked individuals (Metzger,
Justin, 2016). Social media facilitate the
development of online social networks by
connecting a user's profile with those of
other individuals or groups applications.
It is an interactive Web 2.0 Internet-
based applications (Kaplan Andreas M.;
Haenlein Michael, 2010). User-generated
content, such as text posts or comments,
digital photos or videos, and data
generated through all online interactions,
is the lifeblood of social media (Obar,
Jonathan A.; Wildman, Steve, 2015).
Users create service-specific profiles for
the website or app that are designed and
maintained by the social media
organization (Boyd, Danah M., Ellison,
Nicole B.,2007). The number of people
who use social media for information
sharing is increasing. Social media is a
digital platform used to connect people,
create and share content and process
knowledge and restore that knowledge
(Lewis B., 2010).
In a social media context, content
or websites that are "viral" (or which "go
viral") are those with a greater likelihood
that users will reshare content posted (by
another user) to their social network,
leading to further sharing. Users of social
media services have differing levels of
awareness regarding the exchange they
are agreeing to when signing up for
services provided by Google or
Facebook, and often value the social
affordances without necessarily
16
considering the ongoing media they are
creating (Leaver, Tama, 2013).
Moreover, Ghosh, Rumi (2011) on
his paper on Entropy-based
Classification of 'Retweeting' Activity on
Twitter stipulates that posts containing
popular content or fast-breaking news
have been rapidly shared and reshared
by a huge number of users. Many social
media sites provide a specific
functionality to help users reshare
content, such as Twitter's retweet button,
Pinterest's pin function, Facebook's
share option or Tumblr's reblog
function.Organizations use social media
to to turn into a true source of clients or
customers insight that can be used
across the entire organization (Eidelman,
2017). It can be used also for marketing
research, communication, promotion or
discounts, informal employee learning or
organizational development, relationship
development or loyalty programs, and e-
Commerce (Ghosh, Rumi, 2011).
6. Future Research Directions and
Limitations
Studies reviewed here discuss
a social media as information sites.
Recent review suggests that
educating audiences about the
threats associated with the extent of
personal information being disclosed
on social media sites. They
recommend government agencies to
keep the users informed, and the
social media sites to control some of
their security features. It is necessary
to define and control privacy settings
across these many existing social
networks.
Moreover, the reviewed studies
showcase that social media
encourages shared language and
trust between employees in a reviewed here were limited to only
workspace. Another emerging some journals. This potentially
suggestion highlights that means studies with significant
organizations should exercise policy, contributions to social media
and use socialization and leadership- literature published in other journals
based mechanisms to counter any have been overlooked. Future
problems resulting from differing researchers can look to overcome
workplace values. Some of these such exclusions and focus on the
studies show interest in the cognitive overall review of literature on social
side of social ties that positively media platforms. 
nurture social relationships and
innovation performance. 7. Conclusions
In addition, in studying online In this paper, results of the
reviews and recommendations, reviewed paper have been presented
researchers can assume that these and discussed. It is found out that trends
to use social media are for information
reviews are independent of one
sharing. The distinguishing feature of a
another and remain static over time;
social media is the ability to upload a
however, Zhang and Piramuthu
personal profile. It usually focuses on
(2016) suggest that this may not be
the individual and connecting with
true and future researchers should
other people. Also, it is use for varied
now concentrate on how this has
organizations for the same intensions.
evolved, and if herding behavior
One area of increasing adoption is
exists on such online platforms. In
organizational settings where
studying behaviors, it has also
managers hope that these new
emerged that users develop
technologies will help improve
discontinuance intentions after
important organizational processes.
continuance intentions, with the latter
Moreover, social media can
never being completely replaced by
help individuals and organizations
the former. Chung et al. (2017)
make informed decisions about online
identify that researchers often
conversations. An organization may
associate the use of certain social
have a goal to create a discussion
media with young users (for instance,
with a particular kind of social
Maier et al. 2015b), and fail to study
structure, like a community or a
the usage perceptions across various
brand. Majority of the publications
ages (Vishwanath 2015). Van Osch
reviewed in this study are focused on
and Steinfield (2016) suggest that
behavioral side of social media,
future researchers should explore the
reviews, and integration of social
potential of Enterprise Social Media
media for marketing and
to gain insights into the tools that
organizational purposes.
support disentanglement of team
boundary spanning.
 As for the limitations of this
collective review, publications
17
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