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What is Social Network Sites

Handbook of Research on Transnational Higher Education
A webWebsite or online platform facilitating for building and developing social relations amongst people.
Published in Chapter:
Marketing Higher Educational Institutions on Social Network Sites
Ho Keat Leng (Nanyang Technological University, Singapore) and Dahlia Leng (Aston Group, Hong Kong)
Copyright: © 2014 |Pages: 14
DOI: 10.4018/978-1-4666-4458-8.ch010
Abstract
With social network sites growing in popularity, many organisations, including educational institutions, are starting to use this new platform to market themselves. However, marketing on social network sites is different from traditional marketing. Its value lies in engaging members of the social network and generating shared cultural meaning of the advertised brand rather than promoting awareness of the brand to a large number of people. As marketing on social network sites remains in its infancy and educational institutions are only beginning to understand that it is different from traditional marketing, it is not clear as to how educational institutions can leverage social network sites for their marketing effort. Using a case study on the use of Facebook as a marketing tool by a private educational institution offering degree programmes in Hong Kong, this chapter proposes a framework for marketing higher educational institutions on social network sites. The model suggests that educational institutions should encourage the participation of students on social network sites and engage the students through activities. The activities and participation of students on social network sites not only provide positive reinforcement of the decision to enroll in the education institution but also provide information to prospective students when they are evaluating the alternatives in the choice of an educational institution. In addition, the model also proposes that social network sites should facilitate the decision to enroll in the education institution by providing support in the application process.
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Social Media and Health Communication
These are virtual environments where users can create fully or partially open profiles, select and identify the people they will communicate with, and observe the profiles and relationships of other users.
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Social network sites are mediated public topologies which allow users to create online profiles and develop online communities with common interests and activities.
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When Our Changing Society Meets the Social Media Era
Are part of the Web 2.0 and enables users to create communities and form relationships with other users of the same social media sites such as Facebook, Twitter, LinkedIn etc.
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Using Social Network Sites for Library Services in Public Libraries: Possibilities and Challenges
Dedicated websites which enables their users to communicate among them by posting status information, comments, sharing images etc. It allows users to do two way interactions.
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Social Media Marketing: Web X.0 of Opportunities
Social network sites are web-based systems that enable end-users to create online profiles, form associations with other users, and view other individuals’ profiles. Examples of social network sites include: Match.com, MySpace, Facebook, Orkut, Hi5, Bebo and LinkedIn.
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Web 2.0 Concepts, Social Software and Business Models
Social network sites are Web-based services that allow individuals to (1) construct a public or semi-public profile within a bounded system, (2) articulate a list of other users with whom they share a connection, and (3) view and traverse their list of connections and those made by others within the system (boyd & Ellison, 2007).
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Public Intimacy and the New Face (Book) of Surveillance: The Role of Social Media in Shaping Contemporary Dataveillance
Social network sites are web-based systems that enable end-users to create online profiles, form virtual networks or associations with other users, and view other individuals’ profiles.
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Virtual Communities
Web sites dedicated to social exchanges between people.
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From Linguistic Determinism to Technological Determinism
Are digital platforms where people share interests and communicate through different technologies.
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Social Media
Platforms such as Facebook and LinkedIn, which are defined as services in which users create a profile to establish a connection with others.
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