Pre-Reading Notes. 24 April LT5 Andrew Stephen #OxDSMS

Transcription

1 Pre-Reading Notes Ravizza, S.M., Uitvlugt, M.G. & Fenn, K.M. (2016) Logged In and Zoned Out: How Laptop Use Relates to Classroom Learning, Psychological Science, 28(2): Our results showed that non-academic Internet use was common among students who brought laptops to class and was inversely related to class performance. This relationship was upheld after we accounted for motivation, interest, and intelligence. Class related Internet use was not associated with a benefit to classroom performance. Self reporting downplays these effects, as students want to protect their device use Many students don t believe there is an effect, even though texting is inversely related to their grades It s possible students are associating the poor performance with the cause of the device use: boredom, rather than the device use itself But the relationship still holds when controlling for motivation 120 participants, 84 used in the sample. Logged on an average of 12.7 times per class Tracked usage via a proxy server. Many students forgot to disconnect at the end of class, demonstrating a lack of concern that they were being tracked Students self reported motivation, interest, and estimated Internet usage after study concluded...students accurately reported the effect of their Internet use on their learning, and the knowledge of a disruptive effect was related to higher laptop use rather than lower use. However, it should be noted that responses to this survey were collected at the end of the semester, so students were aware of their prior exam scores. Students spent about 37 min on non-class Internet during class Social media , shopping Video streaming, chatting Spent about 4 min on class-related sites Greater interest in the class lowered Internet usage In sum, the relationship between laptop Internet use and final-exam performance was similar across the two levels of intellectual ability Students were surprisingly accurate at estimating Internet use, but more accurate in minutes rather than % of class time May be caused by addictive tendencies the Internet has?

2 Stephen, A.T. & Bart, Y. (2015) Social Media Marketing: Principles and Strategies, Idaho: Stukent. Ch. 1,3,5 Ch. 1 - Social Media Revolution Success of Facebook, Twitter, etc. have provided marketers ways to scale up word-of-mouth and referral campaigns Much of social media marketing strategy is done outside any platform, rather than focusing which ones to target Three defining characteristics: Social Interactivity Allows users to mirror offline interactions, or perform interactions unique to the platform Openness and Flexibility Minimum eligibility restrictions Lots of free rein within the site s terms - it s to their advantage to keep these broad Fast-paced flows of information Typically faster than other forms of media 1 to 1 and 1 to many information flows What is Social Media Marketing? The better question is how do marketing activities within social media add value to the firm? Process of leveraging the characteristics of social media (above) in marketing Three types of information flow: Company to consumers Consumers to company Consumers to consumers Interactions First, Channels Second (IFCS) Channels come and go very fast, not a good idea to focus on a Snapchat strategy

3 Ch. 3 - Social Media Metrics Paid, Owned, and Earned Media

4 Social Media Audit What is the current purpose of using social media? Who has access/authority to the corporate accounts? What are the channel-specific objectives? How are your competitors using social media? How do their audiences compare to yours? How does it fit into your overall marketing strategy? Are there social media policies in place? Are you buying paid posts? How are you measuring performance? What interactions are you expecting on each channel? Do they provide direct or indirect measurable benefits to the brand? Ch. 5 - Strategic Use of Social Media Social media strategy should incorporate all three information flows, find how they complement one another Example of Call to Action (CTA) at the end of TV commercials Value driving focus: could increase sales conversion rate or lower cost of customer service Set SMART goals Need to figure out who gets the value generated, when they get that value - if it s only customers it may increase company costs Example of #mynypd on twitter - wasn t clear what the value add was. People quickly barraged them with negative comments

5 Don t count on people being nice Main questions:

6

7