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In all projections for 2011, ROI has become of the great challenges of social media marketing for the business environment. However in the case of non‐profit organizations, there is no need for such calculations. It is not as necessary to know how the effort made in these media compares to the benefits that can be obtained. This paper aims to compare the parameters governing social media ROI at an enterprise level and at the level of non‐profit institutions. Additionally, the use of social media tools in a strategic plan and to save costs in the institution is discussed.

Where ROI is defined as a mere indicator of return on investment, it involves the direct costs and revenues of each transaction. Combining the world of social media marketing, which is full of intangibles, with the current crisis makes knowing “real” return one of the greatest current needs. When demanding returns from institutions that have never been analyzed from this standpoint, it is important to understand how a tool like this can be used to justify an entity's visibility, brand improvement and ultimately, an increase in the institution's quality and use by users. Also, it should be taken into account that while in 2010 branding was the primary goal of communication in social media, this year in view of the increasingly endemic crisis, a ROI analysis can help an institution to evidence how the cost savings inherent in using these as opposed to former marketing tools substantiate their use. However, this interest involves a great risk of simplification.

The analysis used to measure ROI can follow these lines: The consumption by previous users can be compared with that of current arrivals on the network. Comparisons can be made between the behavior of a user prior to following the library on social media and after doing so. The extent to which the success of new developments, events etc. has improved after being communicated in social networks can be measured. The influence of brand perception on users' consumption and the extent to which the new media have changed this perception can be measured.

Conducting a ROI analysis of a library's social media marketing campaign can help it evaluate various aspects in the library. Social media can be considered as an interesting information dissemination tool requiring only minimal effort which can be used by the library to promote reading and publicize its informational and cultural efforts. Social media can also be used as dynamic, provision of service and marketing resources with a clear reduction in costs compared to other more traditional types of advertising and publicizing. Given that in the management of these tools, it is the contents and ideas that are essential rather than the economic resources available, social media are particularly useful for small and medium libraries as they provide the possibility of increasing the visibility of the institution and improving its service and its users' experience. Opening a new channel of communication with users on the internet is a challenge for libraries that can be optimized with the development of a strategy for the use of social media. The library should make an effort to manage these resources efficiently and obtain the largest possible return on their use.

Social media are increasingly being used in teaching and learning in higher education. This paper aims to explore multiple case studies to better understand how instructors decide to incorporate social media into learning.

This qualitative case study used the technology acceptance model (TAM) to explore five instructors' use of social media for teaching and learning, particularly the pedagogical reasons and goals driving their use of social media. Participant interviews, course documentation and social media observation data were collected to answer the research questions.

Findings suggest that an instructor's social media knowledge and awareness of instructional goals are important for the use of social media in learning. Three pedagogical objectives of the use of social media were found across five participants: collaborative learning, dialog and discussion, and authentic learning.

Previous studies have explored potential pedagogical uses of social media tools, however studies that attempt to understand how and why instructors decide to use particular social media tools are underreported.

Libraries worldwide, including Hong Kong, increasingly use social media tools to introduce and promote their services and resources to users. Instagram, in particular, is used to target younger users. This study investigates the effectiveness of Instagram in promoting library services and university students' perceptions of the value of Instagram as a learning support tool.

A major academic library in Hong Kong was chosen for this study. Library users' habits, perceptions, preferences, and views on Instagram's effectiveness as a learning support tool were compared in two age groups. The data were collected using a survey based on the 5E Instructional Model.

Despite the significantly higher frequency of Instagram use by younger students, the results showed that Instagram was probably an ineffective promotion platform for either age group because of low user engagement, relatively neutral perception of Instagram as a learning support tool, and notably low user acceptance of Instagram as a promotional tool.

Studies of student perspectives on various social media tools have increased; however, few have explored the use of Instagram, especially in Hong Kong or Asia. This study provides researchers and librarians with practical insights into current Instagram users' engagement, perceptions, and preferences and their view of its effectiveness as a learning support tool. The study also provides suggestions for improving the current situation.

As one of the buzzwords in the present age with considerable impacts in tertiary institutions, social media use in online teaching, learning and information dissemination have been extensively discussed in extant literature. This paper aims to explore the existing campus sustainability appraisal (CSA) tools to identify the length at which social media has been used, especially in environmental sustainability indicators’ selection and empirical verification.

The methodology is mainly based on a desktop study involving comprehensive review and content analysis of existing CSA tools’ documents. Webpage content analysis of selected sustainability monitoring and tracking system in higher education institutions was also conducted.

The tools' content analysis reveals insufficient utilization of social media data and platforms in campus sustainability environmental-dimension indicators selection. To bridge this identified research gap, social media user-generated content for appraising the campus-wide environmental sustainability indicators preference in tertiary institutions was proposed.

The adoption and modification of this study’s proposed approach by tertiary institutions, especially in sub-Saharan African countries, could help address most campus-wide environmental challenges raised, commented on and discussed on social media.

This study contributes to knowledge gaps by revealing the extent of social media utilization in extant tools. With the expanding utilization of different social media platforms by various tertiary institutions worldwide, their administrators' responsibility is to put these social media data into fair use.

Leaders, consultants and researchers are increasingly focused on enhancing the adoption of social networking tools to increase knowledge sharing practices and the success rate of organizations. This study was conducted to explore the adoption of social networking applications in public and private sector universities. This paper aims to discover how social networking applications can foster knowledge sharing practices among employees of universities.

The study is based on an interpretivist, qualitative research design using grounded theory. Fifty-two semi-structured and non-directive interviews were undertaken with employees of public and private sector universities. Participants were selected using purposive sampling, and thematic analysis was performed using the NVivo 11-Plus.

The study highlights how social media networking applications can be used effectively and efficiently to foster knowledge sharing practices in the workplace. Five emerging themes are identified as follows. Social media networking tools can enhance new knowledge, increase employee skills, promote a knowledge sharing culture, foster effective communication and increase employee involvement in research activities.

Social networking applications have received attention because executives and researchers are increasingly focused on finding new ways to use social networking tools in business. The effective and efficient use of social networking tools helps organizations to foster knowledge amongst employees, and can address various critical issues such as knowledge hoarding, lowers levels of skills and knowledge, poor communication and employee involvement, the lack of desire to share knowledge, and resistance toward technology.

A brief systematic literature review on social media and knowledge sharing highlights that only 11 per cent of studies found that examined the link between social media and knowledge sharing practices across the world. The study therefore represents an effort to shed new light on the adoption of social networking tools in the context of knowledge sharing among universities employees. Social media applications have become popular across the world, and the speed of their uptake is evolving rapidly. However, their contribution toward organizational change is not yet known.

Ensuring effective usage of Web 2.0 within government organisations is not as straightforward as it seems. The organisations should be aware of a number of issues when implementing Web 2.0 internally. This paper introduces a theoretical model that highlights the importance of management, technology and people issues influencing the level of Web 2.0 usage from an internal perspective. The purpose of this paper was to identify and explore these issues in a government context.

This paper uses a mixed-method (qualitative and quantitative) analysis to identify the issues that should be focused on for achieving effective usage of Web 2.0 among government employees. A combination of interviews, surveys and usage data collected from two government organisations was used to gather the data.

The main finding is that, a policy will act as an initial catalyst for culture change and effective usage of Web 2.0 technologies in a government environment. It was also found that it is important to develop an understanding among senior management about the motivation for their employees to utilise Web 2.0 internally. As a result, the proposed theoretical model could assist government organisations in developing effective adoption approaches through identifying their employees’ motivation to adopt Web 2.0 technologies and developing a suitable organisational social media policy.

There is the issue of the small number of both qualitative and quantitative respondents within the research. Such limitation is because the research relies solely on the voluntary participation of the employees. This limitation was coupled with the fact that both organisations had different security requirements that had affected the amount and level of feasible information that was accessible to the researchers.

This paper extends the understanding of issues applicable to the adoption of Web 2.0 tools from a government organisations’ perspective. The developed theoretical model acts as an adoption guide for organisations to achieve effective Web2.0 tools usage. At the same time, this paper also examines related motivation aspects which higher management should consider while using a new social media or Web 2.0 platform internally.

This paper highlights suitable overview approaches for organisations to consider in increasing adoption of Web 2.0 among their employees. This paper also provides an initial foray into identifying other complex issues that may exist within different government organisations in relation to internal technology usage.

Social media tools such as Facebook and Twitter are increasingly being integrated into recruiting and outreach activities across the US universities. Despite their popularity among staff, resources on best practices in higher education remain sparse. As new communication tools evolve and transform higher education, researchers must adapt their approaches to understand these tools and collect relevant data. This study presents and tests new methods for conducting research in higher education communications. The author presents digital ethnography as a relevant methodological approach for researching and understanding online communities in higher education. Using an exploratory online survey distributed through online social networks as an example, the author gathers data on the use of social media in international higher education recruiting and outreach. The exploratory survey sought information on which social media tools were being used by university staff, the perceived benefits and drawbacks of social media use in international recruiting and outreach, and how universities measured social media for international recruiting purposes. Using a digital ethnographic approach, the author gathered relevant, timely data from international higher education professionals and gained insight into the norms, rules, and workings of social networking communities. Results point to new methods for understanding the evolution of higher education communications for researchers and university staff alike. Data from the exploratory study of international higher education communications are presented as an example of the rich amount of data obtained through the approach.

Social media is becoming more prevalent in the higher education classroom. As part of an ongoing study, the Department of Agricultural Leadership, Education, and Communications at Texas A&M University surveyed leadership students about their perceptions of their level of comfort and frequency of use of social media tools and the advantages and disadvantages that these students perceived when social media was used in the leadership classroom. A total of 79 students were surveyed in two upper level leadership courses. Facebook was the social media tool students were most comfortable with and used most frequently. Advantages included social media helping increase quality and efficiency of communication between students and the instructor, social media as a technological norm, access to class information, ease of collaboration, and stronger social connections between classmates. Disadvantages revolved around issues of use of and access to social media.

The purpose of this paper is to examine how often university academic staff members use and create various forms of social media for their work and how that use influences their use of traditional scholarly information sources.

This article is based on a 2011 academic reading study conducted at six higher learning institutions in the United Kingdom. Approximately 2,000 respondents completed the web‐based survey. The study used the critical incident of last reading by academics to gather information on the purpose, outcomes, and values of scholarly readings and access to library collections. In addition, academics were asked about their use and creation of social media as part of their work activities. The authors looked at six categories of social media – blogs, videos/YouTube, RSS feeds, Twitter feeds, user comments in articles, podcasts, and other. This article focuses on the influence of social media on scholarly reading patterns.

Most UK academics use one or more forms of social media for work‐related purposes, but creation is less common. Frequency of use and creation is not as high as might be expected, with academics using or creating social media occasionally rather than regularly. There are some differences in use or creation based on demographic factors, including discipline and age. The use and creation of social media does not adversely affect the use of traditional scholarly material, and high frequency users or creators of social media read more scholarly material than others.

This paper illustrates that academics who are engaged with traditional materials for their scholarly work are also embracing various forms of social media to a higher degree than their colleagues. This suggests that social media tools could be a good addition to traditional forms of scholarly content as a way to promote academic growth. Social media is not replacing traditional scholarly material, but rather is enhancing their use.