Social Media

Using social media influencers to help promote a brand has become an increasingly important marketing strategy. But questions remain about selecting an influencer to represent a brand online. Celebrity endorsements aren’t new, but the online influencer/follower relationship is considered less stable than the relationship between traditional celebrities and fans. University…

Jieun Shin, University of Florida College of Journalism and Communications Media Production, Management, and Technology assistant professor, is the author of “Social Media Metrics and News Quality,” a chapter in the book News Quality in the Digital Age to be published on March 8. The book features a diverse, international…

Social media is fraught with users comparing themselves to others in terms of work, leisure, travel, health or appearance, which typically has been associated with social media users’ negative feelings about themselves. However, more recent research shows that social media comparison is not as straightforward as previously thought. In some…

Many brands incorporate gender-related or political topics into their social media campaigns to stimulate conversation and engagement. However, consumer opinions are volatile, and a controversial campaign risks backlash. By using artificial intelligence (AI) to automate the analysis of consumer responses to social campaigns, brands can better understand consumer values and…

Sponsor: US Department of State US Embassy Bridgetown Funding Opportunity Title: U.S. Embassy Bridgetown PAS Annual Program Statement Key words: Barbados, Eastern Caribbean, traditional media, social media, outreach, communication Link to RFP:  https://www.grants.gov/view-opportunity.html?oppId=344018 Deadline: 09/30/2023- Applications may be submitted for consideration at any time before the closing date of September…

In response to the extensive impact of the COVID-19 pandemic, collaborative efforts from multi-sector organizations emerged to help communities cope during these challenging times. These social partnerships attempted to provide relief efforts through combining government or corporate resources and non-government organization’s issue expertise. For example, a corporation working with a…

Social media capital – the resources that content producers and organizations build based on their social media efforts — often translates to increased credibility and more economic value. Advertisers choose to buy advertising space based on the ability of content providers to reach potential customers. And the more followers that…

Clay Calvert, director of the Marion B. Brechner First Amendment Project and Brechner Eminent Scholar in Mass Communication at the University of Florida College of Journalism and Communications, is quoted in“Musk Wants Free Speech on Twitter After Spending Years Silencing Critics” posted on Bloomberg.com on April 21. The article focuses…

Influencers are semi-professional “microcelebrities” who gain followings on various social media platforms such as YouTube and Instagram. Often sponsored by brands to promote their products, influencers offer a range of message reliability when it comes to their carefully crafted lifestyles, personalities, and interests. As the use and importance of social…

News consumption through social media is becoming more and more prevalent. Studying how people interact with social media, and particularly with the news when delivered via different social media channels, can be helpful in the marketing and communications spaces. Commenting on social media posts is an increasingly popular way to…

This column by University of Florida Brechner Center for Freedom of Information Director Frank LoMonte originally appeared on Inside Higher Ed on Dec. 13, 2021. Reprinted with permission. Social media is an empowering leveler for millions of young users. It gives teenagers a vast outlet to connect with faraway peers…

Recruiting participants for health-related research is always a challenge for researchers and often they turn to social media to help them out with advertising and promoting their needs. But as University of Florida researchers Elizabeth Flood-Grady, Lauren B. Solberg, Claire Baralt, Meghan Meyer, Jeff Stevens, and Janice L. Krieger point…