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Social Media ... Chapter 1
Social Media ... Chapter 1
1.1 PROLOGUE
Social media is a term that has been common for quite a while. The Oxford
dictionary characterizes the term as "sites and applications that empower clients to
make and offer content or to take an interest in social system administration". Social
media is an attentive piece of the new age society. The best way to define social media
will be to separate it fromnewspapers and the audio-visual medium of television or
radio. It is a group of online communication channels devoted to information,
connection, substance, and coordinated effort. Sites and applications committed to
discussions, micro-blogging, social system administration, social bookmarking, social
‘curation’ and wikis are among the distinctive social media. Social media has been
advancing rapidly, offering new and significant approaches to individuals around the
globe. Presently, social media is developing into an indispensable part of our daily
lives. The social system administration is presently a genuine worldwide sensation.
(Social Media: Back to the roots and back to the future)
There are sites which don't offer all the data one requires, yet they connect
with you while providing you that data. This communication might be
straightforward. Like urge you to comment or provide you an occasion to cast your
vote on an article, or it could be recommending to you motion pictures on the basis of
evaluations by other individuals.The mainstream or conventional media takes you on
a one way road wherein one can go through a newspaper or can view a report on TV.
However, it restricts the capacity to share your introspection on the matter with others.
Therefore, social media is a two-way road of communication. Social media indicates
collaboration among individuals where they edify, make or trade data and plans as
virtual groups. Andreas Kaplan and Michael Haenlein describe social media as "a
crowd of web-built apps that create an ideology based on the foundation of mechanics
of Web 2.0, and allowing the formation and trade in client created substance." In
addition, social media relies on versatile and online advances to make exceedingly
intelligent stages by which people and groups can offer, talk about, and modify
substance produced by the clients. There are various contrasts between social media
An Introduction to Social Media 2
To begin, the social media is a go-to reference made by the general population
as a large number of donors characterizessocial media as "media for social
communication, utilizing exceedingly open and adaptable correspondence systems.
Social media is the utilization of online and versatile innovations to transform
correspondence into intuitive dialogue." (Benkler, Yochai (2006): The Wealth of
Networks)
An Introduction to Social Media 3
"Social media has three signs: First, Evolution, Second, Revolution and then
Contribution. In the first place, it is an advancement of how we impart, supplanting
email as a rule. It's an upheaval: For the first we have free entry, momentary,
worldwide correspondence. We are living in an energizing time. And third, social
media is recognized because of the capacity of everyone to impart and help as a
distributer." (Mark W. Schaefer – Schaefer Marketing Solutions. Creator of The
Tao of Twitter)
"Most truly, social media would be any item or apparatus that unites
individuals in dialogue or collaboration— individually, in print, or on the web. As
something of shared utilization, social media now mean a particular class, innovation,
instrument, and online locales that include social connections, investment, and client
created substance" - Liz Strauss –Sobcon.
“The new Wild, Wild West of Marketing is Social Media, with brands,
organizations, and associations full of people wanting to make news, companionsand
associations and manufactured groups in the virtual space. As plenty of stages
extending from Facebook, Twitter, Linkedin and Youtube to an unfathomable
assortment of recently developing and quickly waning administrations, in the same
way as Foursquare and Myspace, social media is about impacting individuals and
accomplishing P2p (individual to-individual) correspondence that impacts
mindfulness, acknowledgement and conduct. Compelling strategies and apparatuses
of correspondence, social systems can and ought to assume a vital part in the process
of brand-building, upkeep and security system" - Deborah Weinstein – Strategic
Objectives. (Jue, Arthur L., Jackie Alcalde Marr, Mary Ellen Kassotakis (2010).
Social Media at Work: How Networking Tools Propel Organizational
Performance)
The primary adaptation of texting occurred in 1988 with Internet Relay Chat
(IRC). IRC was Unix-based, restricting access to generally individuals. It was utilized
for connection and record imparting, and for the most part staying in contact with
each other.
An Introduction to Social Media 5
Two years later, in 1997, AOL Instant Messenger and Sixdegrees.com came
into existence. This was the year texting got to be prevalent and web clients could
make a profile and foster friendship.
After 2000
Friendster was once the pioneer of social system administration. During the
first few months, the social system administration site registered three million clients.
Friendster served as the starting point for the broadly prevalent Myspace, which
cloned Friendster and was dispatched after only ten days of coding.
Social system administration has made tons of progress since 1978, and we
will witness its advancement for a considerable length of time to come, perpetually
changing the way individuals interface with each other. (Gentle, Anne (2012)
(Conversation and Community: The Social Web for Documentation)
An Introduction to Social Media 6
Worldwide Usage
There are different details that record social media utilization and viability for
people around the world. The latest details are as follows:
Fb is the most visited social system in the U.S. by means of PC, versatile
applications (78.4 million clients) and portable web (74.3 million guests), and is by
far the biggest social website followed at every stage. 51% of individuals in the
matured 25–34 group utilized social system administration as a part of the workplace,
more than another age bunch.
234 million individuals aged 13 and more in the U.S. used cell phones in
December 2009.
Australia has the most noteworthy percentage of social media use on the
planet. In use of Facebook, Australia’s position is most elevated, in excess of nine
million clients using just about nine hours every month on the site.
Twitter has climbed as the go-to site for client help in 2013, while Email's
utilization has diminished by 7%.
As of now, Fbhas managed to garner billions (or millions?) of users.
Social media has surpassed smut as the No. 1 movement on the web.
Transferring speed on Youtube is immaculate, in mere 4 minutes 26 seconds one can
share hundreds of hours of data.
One out of eight couples wedded in the U.S. a year ago met by means of social media,
as indicated by facts released in June 2011.
One in six advanced education understudies are selected by an online educational
program.
In November 2011, it was found that Indians invest more on social media than on any
other action on the Internet.
1 in 5 separations have been blamed on Facebook.
In a study titled "Mastering the Art of Social Media," the analyst found that
online correspondence has turned into a focal part in the correspondence of political
performing artists. In the study, Klinger concentrates on Switzerland, where
broadband, web utilization, and media writing proficiency are among the most
elevated on the planet. (Irny, S.i. furthermore Rose, A.a. (2005) "Planning a
Strategic Information Systems Planning Methodology for Malaysian Institutes of
An Introduction to Social Media 8
It goes to show that growth in politics uses devices which succeed, pointing to
the fact that the state is empowered enough to respond. It focuses on the second
investigate of social media, which is considerably more genuine, as apparatuses for
political change. Specifically, that the state is picking up progressively refined method
for checking, prohibiting, or co-selecting these instruments. The utilization of social
media, the researchers Rebecca Mackinnon of the New America Foundation and
EvgenyMorozov from the Open Society Institute have contended is exactly as liable
to reinforce tyrant administrations as it is to debilitate them. The government of China
has used extensive exertion culminating a few frameworks to control political dangers
of social media.
is essentially familiar with the client. By emulating fascinating string of messages and
responding to them, the clients can gather enthusiastic devotees too.
Utilizing WIKIS
The essential thought behind wikis is to get as many individuals as possible
taking interest in the generation, survey and upkeep of learning. Wikipedia, an online
reference book, is likely the most celebrated illustration; however a wiki might be
utilized for different purposes too. A political gathering could create its electing stage
or compose a procedural project or any such situations where numerous individuals
are required for info.
Beginning with wiki is moderately basic, subsequently there are various free
or affordable projects that can be accessedand be easily utilized in web program. The
web facilitating is carried out by a distal administration supplier, who also deals with
reinforcements, duplicates and other routine support. It's not difficult to begin by
taking a gander at wiki administrations like Pbworks andWikispaces.
At the starting phase, wiki requires a decent framework. In the event that no
essential structure is present around which the wiki can be manufactured, any
increases, changes and audits of the wiki substance will be inadequate.
A wiki page is made out of various personal wiki pages. It is material, thus, for
content, connections, pictures, and other implanted media, for example, for feature
and sound files. Since wikis generally have more than one essayist, the composition is
truly different to the conventional method for composing.
An Introduction to Social Media 11
Utilizing YOUTUBE
Youtube is web's extremely famous feature administration, where individuals
can watch features made and transferred by its clients. A decent feature display is a
great specialized gadget, and with cutting edge technology, great quality feature
recordings could be made effectively and economically.
Utilizing FACEBOOK
Facebook is a social media site which is all about knowing people and later
adding them to your circle of Facebook friendlist. To have an account on Facebook
one generally needs to have an email id and a mobile number. After registering on
Facebook one can update his or her profile.
In the event that Facebook impacts general assessment, the profile ought to be
as open as could reasonably be expected. Photographs and features could be added to
a profile. No acceptable confinements on what pictures could be utilized for are
mentioned there, yet it is polite to include photographs of individuals who have
provided their authorization.
Social system administration could be unsafe for adolescents when the content
is found harmful or when security is in question. But when utilized legitimately, the
destinations can have a positive impact on teenagers. Here are nine focuses high
schoolers ought to exploit and folks ought to know:
1. It instructs. In view of the "offering" choice, social systems give teenagers an
opportunity to send useful features and articles to one another. It likewise
connectsthem with their educators, mentors, and scholarly specialists
An Introduction to Social Media 13
who utilizes social media exorbitantly to a point where it meddles with other day to
day exercises. For example, always checking Facebook notices or "stalking"
individuals' Facebook profiles for days on end. Anyway, if you use three hours a day
perusing arbitrary tweets from outsiders means you're dependent on Twitter? What
about five hours? One can contend that it was simply news-perusing to stay
overhauled, correct? Yet could the endless hours we use on social media be the reason
behind behavioural issue? Is it true that we are making ourselves debilitated through
social system administration without actually being mindful of it?
The social system scene is tremendous and at times prone to scare the
individuals who decide to blend both their social and expert lives on the web.
Likewise, social media administration is an essential component to be considered
when wandering into any profession. Showing our "fun" sides online is an obligation
when an occupation seeker or management can undoubtedly get access to such data.
Certainly a large number of us need to build our social system administration by
posting everything on these destinations; however, at what expense? It can get very
unpredictable to adjust posting individual data on social media locales while gambling
to annoy an associate, potential boss, teacher or maybe even your gang.
Also, we may feel that our data is sheltered on the web. However, as a general
rule a large number of us is rendered helpless by the data we put out there. Take
Facebook for instance; the dates of birth, age, work, school, clubs, relatives, leisure
activities and photos on the web. It may appear safe and in all probability that is a
great deal of data to post for outsiders to see. This may do us more damage than good
and especially expand the danger for fraud. Programmers are continually thinking of
better approaches to get access to numerous destinations to accomplish their
objectives. Indeed, with upgraded programs, programmers are defeating titan
organizations like Java, Facebook, Apple, Twitter, making them powerless and also
costing them millions.
"Empowerer": Writers will provide their readers instruments for looking into
any subject. Writers offering stories online can pick up any of the reporting support
and connections to related information.
"Good example" – More experts (writers) will become good examples for
readers enlisted by the news media and augment the scope of their base.
In light of this pattern, news associations are putting resources into online
engineering to fulfill shoppers who need to harvest the profits that online media offers
–the ebb and flow of data, and the capacity to hunt and impart news right away. With
a quickly expanding number of columnists for multimedia news-casting, numerous J-
schools and universities are presently going online and present components of news,
while including social media in their educational program.
The Indian Institute of Journalism & New Media (IIJNM), Bangalore, for
instance, has been running a thorough media stream in multimedia news coverage, the
first school in India to do so. As media associations scramble to make up for lost time
with this inescapable pattern, more reporting universities in India will be compelled to
reorient their educational module to incorporate the new media.
There is little uncertainty that the advanced media will change the way we
devour news and that the media will move to a more comprehensive model in which
open and groups of onlookers likewise have voices. (Kaplan Andreas M., Haenlein
Michael (2010). "Users of the world, unite! The challenges and opportunities of
social media")
In 2012, we saw social media as a method for joining with potential customers
and building brand mindfulness.
Individuals' desires are evolving: Social media is currently more than simply a
system administration. It is a method for effectively fabricating a brand. There's an old
idiom that all human conduct is objectively steered. We require a reason that must be
clear and without this conduct, it won't happen. It applies to the social media and how
we are going to act later on. Business will endure on the web.
Along these lines, where is the social media going? This, I can't reply. Social
media relies on its clients; so truly, the fate of social system administration is down to
us!
To make the defence stronger, it suffices to say that Orkut may be dead in the
metros, yet it is flourishing in residential communities and non-metro urban areas. So
when we discuss social media without bounds in India, we have to remember this
distinction and the inclinations and priorities of both groups.
India has the second largest base of Linkedin clients too. India has an
aggregate 13,352,622 clients which is equivalent to 1.14% of aggregate populace, and
16.48% of the online populace. India is additionally the second biggest client for
Google+, and as for Twitter 16 million Indians are dynamic.
When talking of the current state of social media in India, we ought likewise
talk of two other overwhelming social media destinations: Orkut and ibibo, which
have 15.5 million and 5 million clients respectively.
The imperative of creating social media locales in Hindi, Bengali, Telugu and
Tamil can't be accentuated simply by the way that Hindi and Bengali are two of the
most spoken languages on the planet and Telugu and Tamil are notfar behind. That is
why after Facebook and Twitter other social media destinations are likewise creating
their stages in Hindi.
What's in Store?
The aggregate entrance of the Internet is just 10.2%, which leaves plenty of
space for the Internet to develop and let social media spread its wing. Blending it with
demography, we can safely say that in the years to come, a sharp climb in the social
media utilization in India would be normal.
An Introduction to Social Media 21
Social media channels that require high velocity Internet association are yet to
plant their feet outside the metros. However,the spread of portable Internet suggest
that soon Youtubeand Soundcloud will find their feet in India.
The future looks good for social media in India. However, there are numerous
variables that will focus on the genuine use of social media in the years to come. One
of the things that isimpeding the advancement is the low understanding level of
English, which, as we know, is the web language. (L.V. Redman and A.v.h. Mory,
The method of Research)
THE REVOLUTION
It's difficult to accept that almost from the outset social media has changed our
individual lives so significantly. Associations have at last started to perceive the
essentials of building a business stage that can consistently amalgamate the hobbies of
representatives and clients. Organizations are expanding through social media
instruments, for example, online journals, discussions, viral features, Facebook
challenges, and so on that permit clients to see the elements driving corporate
substances.
Direct methods and routine promoting models are rusted binds sticking to your
association's arms, keeping it from arriving at its actual potential. To reach there,
pioneers who are eager to grasp social media must venture up and upgrade old
fashioned plans of action to take your association to new levels. (According to the
Social Economy: Mc Kinsey and Company)
An Introduction to Social Media 22
Here are five key tips to become a genuinely effective social media pioneer:
1. Create Content People Care About
Individuals are like felines – genuine. Individuals like felines enough to
partner business magnificence with the capacity of your feline to do reverse
somersaults – false.
Individuals need to see genuineness from a business, not how great it is with
cats. With billions of features, pictures and articles imparted around the social web, as
an official you have to make content that individuals really think about.
This is the reason brilliant executives understand that the bona fide
engagement of a large number of viewers is specifically dependent on the
innovativeness and excitement you put into your substance. This sort of
innovativeness could be as basic as delivering a week by week webinar of what you
adapted as the week progressed, or a meeting with a worker, or an exchange with a
customer. Engagement with, and understanding of,your association gives your
organization an identity that reverberates in the standard society.
Esteeming the aptitude and criticism of your clients and workers and tending
to their worries will make a feeling of aggregate obligation regarding the state of your
business.
As an official, you are occupied, and likely don't have sufficient energy, to stay
up with the latest consistent with the changes in the social circle. However, you have
representatives. Also, some of them will have time. Actually, getting a worker to use
an hour a week or month on social media exploration could mean the contrast in the
middle of achievement and disappointment of your social technique.
Social media is no more about youngsters making status posts about what they
had for supper. It has advanced into a quintessential part of each association’s
business improvement method. What's more, the best associations are the individuals
who see social enter straight from the top. (Lardi, Kamales; Fuchs, Rainer (2013).
Social Media Strategy – A step-by-step guide to building your social business)
Informatory: It shows the ability to scan the literature with efficiency, with the
help of manual or computerized methods, and identify a set of articles and books
which are useful.
Relevance: In the field of media research, Kaplan and Haenlein applied a set
of theories and social processes and created a scheme of classification for various
social media in their Business Horizons article published in 2010.
Deltina Hay’s Social Media (2000), this book deals with emergence of social
network sites and the role it has played in making the news popular among young
folks. The author gives her opinion about the good and bad aspects of social
networking and its adverse effects.
Hogan (2002)opines in his book how the youth and the elderly are set afar by
means of the technique called social media. The famous author focuses on almost all
its aspects which have much to do with publicity.The tile of his book is Analyzing
An Introduction to Social Media 26
Social Networks via Internet. The different methods of targeting the audience of our
choice are mentioned in it.
Relevance: His study is helpful for all researchers who plan to set their target
in social media. The social media is much talked about nowadays and so are its ways
of doings and concluding things.
Relevance: The book also deals with the professional aspects of mass
communication and New Media. It gives an introduction to the role of social media in
mass communication.
An Introduction to Social Media 27
Mitch, Joe (2006), in Learn the Pillars of Social Media Success, expresses the
opinion that if one has listened to integrated feedback then one is ready to
communicate. The two pillars which would guide communication will be permission
and content. Permission is the pillar which is very easy and it suggests that timely and
relevant information should be shared with the people who have agreed to be the
receiver. Then comes the content. According to Joe, the ability to create gripping text,
images, audio and video build the story and make people enthusiastic about staying
connected.
Relevance: He justifies the norms one should use on the web as well as the
way one should operate them. The copyright rule is about infringement and the media
should use it. For any researcher his/her work is very important and he/ sheneeds to be
aware of the laws of the web.
Maria Azua (2008) examines the types by which social media innovates,
ignites and later wins the change through mass collaboration. In her research book,
The Social Factor: Innovate, Ignite, and Win Through Mass Collaboration and Social
Networking, she clearly suggests that mass mobilizing could be done on the space
called social networking. For any researcher his/her work is important because it not
only tells us about the benefits of this media, but shows how adversely things can get
affected.
Clara Shih (2010) in The Facebook Era: Tapping Online Social Networks to
Build Better Products, Reach New Audiences, and Sell More Stuff, examines the
features which help to make our product reach audience.
Relevance: The author mentions both good and bad qualities of the social
networking. She further says how it dominates our behaviour and thinking. Being all
about the new media, the book presents useful techniques through which we can make
our product reach the targeted audience.
Paul McFedries (2011) evaluates social networking in his book, Twitter Tips,
Tricks, and Tweets. Talking about the twitter world he shows how one could easily get
popular and make one’s cause popular too while using social media.
Web users have rated Twitter as the number one site. The author mentions the
techniques through which one can actually become popular on Twitter.
Social networking, both online and offline, is an important tool. This tool can
sure help one to search jobs. In the present scenario, almost every employer is turning
to social websites to select the candidates for key positions and to find out more
information that they require about a potential applicant. Therefore, one should know
how to use the social network to his/her advantage.
Relevance: The book helps in creating an online personal brand and to find
potential openings hidden in the job market and how one can showcase and sell one’s
strengths with the help of social media profiles.
In his book, The Tao of Twitter: Changing Your Life and Business, Mark W.
Schaefer (2010) reveals the secrets of using Twitter in a more effective way. The book
offers strategies, tactics for driving marketing benefits on Twitter account. The author
provides hundreds of tips, examples, and easy instructions that can help to induce
influence, get new followers as well as to discover measurable new business benefits.
According to the European Journal of Social Psychology, building social authority is
one of the important key components and with this the implementation of social
An Introduction to Social Media 29
Ashutosh (2012), The Indian television journalist, who later joined politics
wrote the book ANNA: 13 DAYS THAT AWAKENED INDIA on the India Against
Corruption movement which had created a storm in Indian political and social circles.
The author who watched the movement very closely claims that the book has been
written in anger. The movement which claimed to be the biggest one in post
independent India showed how social activist Anna Hazares’ Team Anna, led by the
right to information (RTI) fame activist ArvindKejriwal, used social media to call
upon the Indian youth to get associated with the anti-corruption fight. The book also
pointed out how the Congress leader Rahul Gandhi, son of Sonia and Rajiv Gandhi,
missed an opportunity to lead from the front and could not handle the uprising against
the United Progressive Alliance (UPA) government.
Co-authors Haryal, Vijayendra and Pillai, Anandan, one IITian and IIM
alumnus and the other a researcher have mentioned in their book Social Media
Simplified how social media is taking the world in its stride. The two refer to case
studies showing how Indianshave succeededby using social media. The book points
out that a lot has been explored but still there is a lot to be uncovered. Anandan had
published 18 case studies and three research papers on social media and its uses
before co-authoring Social Media Simplified. The writers have also mentioned the
Do’s and Don’ts on social media platforms like Facebook and Twitter for individual
An Introduction to Social Media 30
JAIN, Sorav, the young writers’ first book SOCIAL MEDIA FOR BUSINESS-
STORIES OF INDIAN BRANDS offers detailed information on how people can use
the social media for their business. He chose to self-publish the book to reach the
readers.
Relevance: Jain claims that it would be like wearing blinkers to dismiss social
media as a socializing individual-oriented platform. He says that Indian brands will
soon realize that social media can be a hotspot to reach and connect the audience on
an individual and personal level.
The book takes you on a ride through illustrations and thoughts and with the
aid of examples and models, which are proven. Without much effort, the author
explains and illustratesthe social media philosophies and provides an overview of the
defiance and opportunities which provide a chance to Indian brands so that they can
turn the authentic execution of branding intosocial media.
The author Kabani, Shama (2013) president of The Marketing Zen Group
(MarketingZen.com) teaches ‘zen’ in her book The Zen of Social Media Marketing:
An Easier Way to Build Credibility, Generate Buzz, and Increase Revenue tells
readershow to use the social media tools to find their own marketing nirvana.
She further explains that whether one uses social media or not, they are
already chatting online about their companies. One can connect directly to his or her
customers and can find new ones instantly with comfort and efficiency by becoming a
part of the conversation in a more significant way.
Relevance: The author has words of caution too that social media marketing is
nothing like traditional marketing and if one treats it that way, it will only lead to
failure and disappointments.
Singh, Nikita (2011), the Indian teenage author who has many best sellersto
her credit, writesin her easily understandable book Love@Facebookthat social media
is not only providing new avenues to businessmen as far as marketing is concerned
and adding fuel to the political and social movements across the globe but is also
An Introduction to Social Media 31
making youth fall in love. And Facebook being the most sought after social platform
is the choice of the author where her protagonist falls in love. Here, a girl
VatsalaRathore, bored of watching television, logged in to Fb and met an upcoming
VJ RonitOberoi. They start chatting occasionally, which creates the main plot of
Singh’s book.
Journal Review
El-Nawawy Mohammed and Khamis, Shahar (2012), the two writers in their
study called Political Activism 2.0: Comparing the Role of Social Media in Egypt’s
“Facebook Revolution” and Iran’s “Twitter Uprising”, found that social media like
Facebook and Twitter, played an important role in the political uprising that have been
taking place in the Middle East. They also believe that social media can contribute to
such revolution, but only under certain circumstances and with some complex
network of events and people in order for social media to be effective in political
change.
Jones, Jonny (2011) in his write up Social Media and Social Movements
mentions that debates about the role of the Internet in political mobilization became
increasingly polarized in the wake of the online element of Barak Obama’s
presidential election campaign in 2008 and the “Twitter rebellion” in Iran in 2009.
Interestingly, the proponents of new technologies were labeled as cyber utopians.
An Introduction to Social Media 32
Relevance: He also points out the role Wikileaks played in such social media
inspired movements. The Wikileaks affair highlighted some of the problems ruling
classes may face given the rise of the Internet. Wikileaks is an organization dedicated
to the release of classified documents.
Lim, Merlyna (2012) in her work writes on one of the most important social
media inspired movements in the world, the one which took place in Egypt. She says
in her article Clicks, Cabs, and Coffee Houses: Social Media and Oppositional
Movements in Egypt, 2004–2011,that it enriches our understanding of the relationship
between social media and political change during the Egyptian uprising of early 2011.
The events in Tahrir Square must be placed in a larger context of social media use and
recent history of digital activism. For many years, the most successful social
movements in Egypt, including Kefaya, and the April 6th Youth were those using
social media to expand networks of disaffected Egyptians and globalize the resources
and reach of opposition leaders.
The works of the duo Sokol, Dominika and Sisler, Vit (2011)- Socializing on
the Internet: Case Study of Internet Use Among University Students in the United
Arab Emirates, analyze socializing on the Internet and attitudes towards it as a
medium of social interaction among university students in the United Arab Emirates
(UAE). It stems from a larger research project conducted at seven different institutes
of higher education in the Emirate of Abu Dhabi in 2009. The questionnaires were
anonymous. The writers have also taken help of a survey that included both male and
female students, in fact more females, to understand the internet use among the UAE
students.
An Introduction to Social Media 33
“Later, the media spotlight shifted and so did the public attention. But the
problems exist in both India and the US. In the U.S., Wall Street has rebounded and
its high flyers are raking in fat bonuses like earlier, while the rest of the country still
struggles. Here in India, corruption has not lessened and the Lokpal bill is yet to
pass,” she adds.
Importance of RESEARCH
The major importance of RM lies in the fact that it provides sound foundation
to a research project on the basis of a well proved foundation; one can easily adopt the
most trusted methods for his/her research. (Kothari C.R.; (2004); Research
Methodology; Methods and Techniques)
Research as a relatable point discourse suggests a mission for data. Once can
describe research as an investigative and deliberate journey for relevant information
on a specific subject. A research study basically involves generation of systematic
information out of unconnected scattered pool of raw data. Research provides a
scientific base for this planned exploration which clearly distinguishes real
information from assumptions and hypothesis.
Research Problem
The first step to start a research process is to take utmost care to define the
problem and issues involved in research. Issues and research can be of infinite variety
but they can be broadly classified into two categories:
1. What is the nature of the phenomenon?
2. To study the relationship or interconnectivity between two or multiple
variables.
An Introduction to Social Media 35
Hence, the researcher needs to select and filter the issues with proper due
diligence. Most of the problems are basically complex issues fused together. A
researcher must identify those issues and sub-issues and distinctly define them. Once
all issues are made clear and transparent, a researcher must select issues for his/her
research.
Before proceeding with research, the researcher can take assistance from his
colleagues or his friends who are experts in the field to filter out further impurities in
the complex variables the researcher is dealing in. In order to define his problem more
accurately he should search for already published materials to understand the
complexity and blind spots.
In conclusion, one can say that the step of defining a problem is a multi-stage
process. Through regular and one after another filtration, a problem is refined and
redundant variables are successively discarded. Then whatever variables are involved
should be assigned most unambiguous operational definition which clearly
differentiates one concept from the other.
The research would also attempt to find out whether inclusion of internet technology
in the curriculum of schools, colleges and universities increases the concentration of
web usage by student and is there any need of making social media and social
activism a part of the curriculum.
Research Objectives
The following objectives and goals are formulated to address the research
problem effectively:
Identification of diverse usage of internet by youth
Awareness of social media among youth
Different usage of social media by youth
Role of social media to make youth informed citizens
Awareness of virtual social activism
Involvement of youth in social activism
To understand the type of people exposed to social activism through internet,
particularly social media
To understand the range of issues arising out of virtual social activism
On the off chance that the invalid hypothesis is not dismissed then we must be
mindful so as to say what this implies. The reasoning on this is like a lawful verdict.
Only on the grounds that an individual has been proclaimed "not liable", it doesn't
imply that he is blameless. In the same way, only in light of the fact that an invalid
hypothesis is not dismissedit does not imply that the announcement is genuine.
Case in point, we may need to explore the claim that notwithstanding what
tradition has let us know, the mean grown-up body temperature is not the
acknowledged estimation of 98.6 degrees Fahrenheit. The invalid hypothesis for a
trial to research this is "The mean grown-up body temperature is 98.6 degrees
Fahrenheit." If we neglect to reject the invalid hypothesis, then our working
hypothesis remains that the normal grown-up has temperature of 98.6 degrees.
Three
Null : 90% of youth who use social media are also into virtual social
activism.
Alternate : 90% of youth who use social media are not into virtual social
activism.
Four
Null : 90% of socially active youth raise issue as their contribution
towards virtual social activism.
Alternate : 90% of youth do not raise issue as their contribution towards
virtual social activism.
Five
Null : 50 % people who are raising and following issues on internet
(social media) become aware of it through traditional media.
Alternate : 50% people who are raising and following issues on internet (social
media) do not become aware of it through traditional media.
Six
Null : 80 percent of youth active on social media connect to strangers for
social activism.
Alternate : 80 percent of youth active on social media do not connect to
strangers for social activism.
Seven
Null : 80% access social media only in the English Language.
Alternate : 80% of youth do not access social media sites in the English
Language.
Eight
Null : 80 % bloggers write about social issues mainly.
Alternate : 80 percent bloggers do not write about social issues mainly.
Nine
Null : 80 percent of people who do social activism also sign online
petitions.
Alternate : 80 percent of people who do social activism do not sign online
petitions.
An Introduction to Social Media 39
Ten
Null : Atleast 80 percent of youth who are virtual activists have
affiliations with different social, political and religious groups.
Alternate : 80 percent of virtually active youth do not have affiliations with
any social, political or religious groups.
Stretched Understanding:
The standard focus of exploratory research is to improve a researcher's data of
a point. It shouldn't be used to make unmistakable determinations, in light of its
deficiency of measurable quality. In any case it can help an operator begin to mull
over why and how things happen.
Thought Testing:
An ordinary reason for performing exploratory work is to check thoughts
before they are put in the business focus, by and large a preposterous endeavor.
An Introduction to Social Media 41
Backing Researchers:
It backs monetary researchers to find potential motivations to the signs or
reactions passed on by pioneers. Researchers may finish research to create a rundown
of possible motivations to the issue. Additionally,all the more extensive studiesthat
follow may then check which credible or possible results are the most conceivable
reasons.
Conclusions:
It could be very profitable in controlling future research frameworks. Better
learning of a subject helps and raise the magnitude of a study's revelations. It is
important in assessing the best approach to achieve a researcher's objectives.
Vital Planning:
Exploratory diagram in a couple of circumstances can save a respectable
measure of time and money.
An Introduction to Social Media 42
Examining Plan:
Quality affirmation, survey methodology and testing are concerned with the
determination of the subset of individuals to gauge the characteristics of the whole
masses. Eachrecognition measures one or more properties (for instance, weight, range
and shade) of recognizable bodies perceived as free inquiries or individuals. In study
testing, weights may be associated with the data to adjust for the example plan,
particularly stratified assessing. Results from probability theory and accurate
speculation are used to guide shine. Prepared to go and helpful research examining is
for the most part used for get-together information around masses.
Testing Method:
Cluster Random Sampling
One-Stage Cluster Sample
Audit the case given in excess; one-stage cluster example happens when the
researcher fuses all the auxiliary school understudies from all the subjectively picked
clusters as illustration.
Research Instrument:
Questionnaire is a widely used data collection tool among researchers. It is not
only cost effective but also helps in interviewing respondents with no issues left out.
The questionnaire is basically a set of well drafted questions which are compiled by
the researcher by taking into consideration the research problem, research objectives,
and the hypothesis.
An Introduction to Social Media 44
In most monetary and business surveys, the method of gathering data via
mailing and getting poll is widely utilized nowadays. The benefits of this method are:
1. The expense is low regardless of the fact that the survey is vast and the range
is generally spread wide geologically.
2. The answers are in respondents words and it is free from the inclinations of the
questioner.
3. Adequate time is available to the respondent to give well thought out answers.
4. Respondents, otherwise unapproachable can be approached.
5. Results are more real, solid and trustworthy from the extensive samples.
A "Pilot Study" is constantly proposed for testing the survey before utilizing
this method. Its significance cannot be overstated. It provides a clue to what is to
follow in the actual survey. The report of the pilot survey directed by specialists
throws light on the shortcoming (if any) of the survey and also the survey procedure.
From the experience thus gained, change might be influenced.
1. Structured Vs Unstructured
A questionnaire can contain two types of questions- structured and
unstructured. A structured questionnaire is worded in advance before an interview
takes place, whereas in the unstructured version only guidelines to ask appropriate
questions are determined in advance.
2. Question Sequence
In order to make the questionnaire successful and to guarantee quality
answers, the researcher ought to give careful consideration to the inquiry succession
in setting the questionnaire. Secondary kind of inquiries should by and large be
avoided as the opening inquiries in the questionnaire:
(a) No questions which are beyond the memory span of the respondent
(b) No questions which infringe upon privacy of the respondent
(c) No questions which enquire about the economic status and possessions of the
respondent
Normally a good questionnaire should neither be too long or too short. The
questions should address all the hypothesis a researcher mentions in his research plan.
Case Study
"Case Study” is a piece of research method which frequently develops as a
clear choice for understudies and researchers who are looking to embrace any
research venture. In a case study, the most difficult viewpoint is to lift the examination
from an expressive record of 'what happens' to research that can make a case for being
a beneficial, if unassuming, expansion to information.
that they may offer experiences that may not be accomplished with different
methodologies. Case studies have regularly been seen as valuable instruments for the
preparatory and the exploratory phase of a research venture, as a premise for the
advancement of the 'more organized' instruments that are essential in surveys and
examinations.
Restrictions
Composing the case study report is a tough job as the researcher needs to
separate what is to be incorporated and the abundance of proof that won't show up in
the report but stays in the case study database. Successful investigation of the results
will strengthen the structure.
A key variable in deciding the scope and presentation of the case study report
is the target group. Case studies have a scope for potential groups of onlookers,
including scholastic partners, policymakers, professional experts, the overall
population, research administrators and inspectors, and funders of research.
These distinctive crowds have diverse needs. The story that the case study tells
may be most captivating, and they may look for in the case study a premise for
activity. For a thesis assessor, dominance of methodology, and an understanding of the
way that the research makes a commitment to existing information will be
essential. 18
Illustration:
Suppose in a sample of ten people one is found to be 'who can read and write'
and the rest cannot. So the 'P' would be 1/10 or o.1 and q would be 9/10
Hence p+q = 1
There are many varieties for Tests for Significance of Attributes, such as:
1. Tests of number of successes
2. Tests of proportion of successes
3. Tests of difference of proportions
For the present study the first one is selected for significance test.
Example:
A dice is thrown 342 times, where odd points appear 181 times. Now based
upon the above result it can be considered that the dice is 'unbiased'
Hence, standard error of number of odd points = S.E = √npq
where n = 324
p=½
q=½
Hence, we can say that if the dice is fair then odd number are expected to be
S.E = √ 324 x ½ x ½
=9
Difference/ SE = 19/9 = 2.11
Based on the above analysis, it can be concluded that the dice is biased
because at 5 % significance level the significance (2.11) is more than 1.96 S.E.
An Introduction to Social Media 49
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