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The purpose of this paper is to explore the scholarly literature relating to the usage of Twitter in library settings. Various uses of Twitter and strategies used to promote effective utilisation of Twitter in the library are given. The library uses Twitter accounts to support various information services, interact with users and for collecting feedback from users for the services given.

The Google Scholar database was consulted to extract the desired data published in the five years (2015–2019). Then, the content analysis method was used to analyse the retrieved literature.

The findings revealed that Twitter is used by both the library and its users. The library uses Twitter accounts to support various information services, interact with users and for collecting feedback from users for the services given. Furthermore, the findings revealed different ways that can be implemented to improve the effective utilisation of Twitter in the library.

The main limitation of this study is that the findings of the research are based on the data collected from Google Scholar in the five years only.

This study tries to explore how Twitter is used in the library settings and the strategies that when implemented can help to ensure that libraries reap the best from Twitter.

Despite rapid growth in organizational use of Twitter, there is little theoretical or empirical research examining how different organisations use Twitter. This paper aims to analyse and compare use of Twitter in 12 accounts held by six organisations in the USA and Australia, drawing on existing models of interactive communications.

The paper is based on analysis of a random sample of tweets sent by each account.

The results demonstrate different ways in which the interactive capabilities of Twitter can be used to communicate with customers. However by also demonstrating lack of consistency in Twitter practice within most organisations, the results reinforce the need for strategic consistency in developing Twitter practice.

The results are based on the Twitter practice of 12 organisational accounts in the USA and Australia from December 2009 to May 2010. As with any evolving medium, practices at the different organisations may have changed since that time.

The paper is the first to compare Twitter use within and across organisations and geographic markets. It demonstrates a variety of potential Twitter practices, and discusses the advantages and disadvantages of different strategies, and thus provides a framework for analysis of Twitter practice, and strategic direction for organisations developing their use of Twitter. The paper identifies challenges in the use of Twitter as both a one‐to‐many, and also a one‐to‐one, communication medium, and suggests strategies for coping with this dual use of Twitter.

The paper aims to present a critical review on the adoption and use of Twitter in libraries. Twitter, a microblogging service, is becoming more and more popular among libraries as a means of reaching users and as a marketing tool for their services.

The method of systematic review is used to identify, collect and critically present all relevant literature. Papers’ aims were analyzed to identify the emergent themes and sub-themes in an effort to gain a better understanding of libraries’ use of Twitter.

A systematic and critical analysis of the literature revealed the specific reasons why a library should adopt Twitter; the specific examples and thoughts on how Twitter could be used to promote libraries’ interests; the different ways Twitter had affected diverse aspects and functionalities of libraries; and the attempts to provide guidelines for librarians.

This literature review has implications for research in that libraries could explore the way public view their presence on social networking sites such as Twitter to better gain from it. In addition, it indicates what libraries should expect when they adopt Twitter. This study reviews only papers published between 2007 and 2013 in the English language.

This paper contributes in identifying, collecting, analyzing and critically presenting published research referring to the adoption of Twitter in the field of Library Science. In addition, it identifies and discusses the main issues librarians and libraries need to consider, when faced with the challenge of adopting Twitter.

The purpose of this research is to investigate the use of Twitter in business as a medium for knowledge sharing and to crowdsource information to support innovation and enhance business relationships in the context of business-to-business (B2B) marketing.

This study uses a combination of methodologies for gathering data in 52 face-to-face interviews across five countries and the downloaded posts from each of the interviewees' Twitter accounts. The tweets were analysed using structural topic modelling (STM), and then compared to the interview data. This method enabled triangulation between stated use of Twitter and respondent's actual tweets.

The research confirmed that individuals used Twitter as a source of information, ideas, promotion and innovation within their industry. Twitter facilitates building relevant business relationships through the exchange of new, expert and high-quality information within like-minded communities in real time, between companies and with their suppliers, customers and also their peers.

As this study covered five countries, further comparative research on the use of Twitter in the B2B context is called for. Further investigation of the formalisation of social media strategies and return on investment for social media marketing efforts is also warranted.

This research highlights the business relationship building capacity of Twitter as it enables customer and peer conversations that eventually support the development of product and service innovations. Twitter has the capacity for marketers to inform and engage customers and peers in their networks on wider topics thereby building the brand of the individual users and their companies simultaneously.

This study focuses on interactions at the individual level illustrating that Twitter is used for both customer and peer interactions that can lead to the sourcing of ideas, knowledge and ultimately innovation. The study is novel in its methodological approach of combining structured interviews and text mining that found the topics of the interviewees' tweets aligned with their interview responses.

Hate speech is an expression of intense hatred. Twitter has become a popular analytical tool for the prediction and monitoring of abusive behaviors. Hate speech detection with social media data has witnessed special research attention in recent studies, hence, the need to design a generic metadata architecture and efficient feature extraction technique to enhance hate speech detection.

This study proposes a hybrid embeddings enhanced with a topic inference method and an improved cuckoo search neural network for hate speech detection in Twitter data. The proposed method uses a hybrid embeddings technique that includes Term Frequency-Inverse Document Frequency (TF-IDF) for word-level feature extraction and Long Short Term Memory (LSTM) which is a variant of recurrent neural networks architecture for sentence-level feature extraction. The extracted features from the hybrid embeddings then serve as input into the improved cuckoo search neural network for the prediction of a tweet as hate speech, offensive language or neither.

The proposed method showed better results when tested on the collected Twitter datasets compared to other related methods. In order to validate the performances of the proposed method, t-test and post hoc multiple comparisons were used to compare the significance and means of the proposed method with other related methods for hate speech detection. Furthermore, Paired Sample t-Test was also conducted to validate the performances of the proposed method with other related methods.

Finally, the evaluation results showed that the proposed method outperforms other related methods with mean F1-score of 91.3.

The main novelty of this study is the use of an automatic topic spotting measure based on naïve Bayes model to improve features representation.

The purpose of this paper is to examine the practice of celebrity athletes’ product endorsement in the context of social media, guided by meaning transfer model.

The study adopted a content analysis method based on data gathered from the official Twitter account of 17 of the highest-paid athletes over a period of five months.

Results outline the state, involvement level, roles, modes, preferred content types, discernible differences, shared features, and best practices employed in endorsement tweets. A framework of athletes’ product endorsement on Twitter is presented.

The study presented theoretical and practical implications, and limitations and impetus for future research.

The study investigated professional athletes’ use of their own media channel for the purpose of endorsement, presented a framework that illustrates the practice of celebrity athletes’ product endorsement on social media, and identified a best practice and an exemplary reference.

In view of the increased impact of social media, non-profit organizations (NPOs) should review their management model for stakeholder relationships. The purpose of this paper is to analyze the influence of factors on the use of Twitter by NPOs as a mechanism for disclosing information and dialogue with their stakeholders, and in particular: “donor dependence,” “fundraising expenses,” “organizational age,” “organizational size,” “online community size,” “network activity” and “board size.”

A content analysis of Twitter use as a strategic communication tool was conducted and a multivariable linear regression analysis was performed.

Smaller organizations and those with a larger online community are the most interested in implementing Twitter as a one or two-way communication strategy. Likewise, the NPOs with the highest degree of donor dependence strive most in the use of contents of Twitter as one-way communication mechanism.

This study contributes to a better understanding of social media implementation in the NPO sector and advances the identification of the main causes that motivate NPOs to improve their accountability through social media.

The paper’s subject is relatively innovative due to the scarce studies focussing on social media used by NPOs. In spite of the advantages offered by Twitter, few studies have specifically addressed NPOs’ current use of this platform, and fewer still have analyzed the factors that motivate them to use this tool.

This study aims to understand how three political leaders – the Prime Minister of Israel, Benjamin Netanyahu; the Prime Minister of Britain, David Cameron; and the President of the United States of America, Barack Obama – communicate through Twitter.

This paper presents an analysis of tweets produced between August and October 2010 by three political leaders, using statistical descriptive analysis and content analysis.

The research shows that the US President tweets more than the other leaders, with the British Prime Minister tweeting the least, and that all three leaders use Twitter for both transparency and outreach.

As Twitter has become widespread over the last few years, and several studies have focused on Twitter and its impact on different sectors in our society, it is interesting to focus on political leaders' use of Twitter.

The purpose of this paper is to elaborate on how people navigate the social media ecosystem and how they decide, which social network site (SNS) to use. To this end, the current study draws from uses and gratifications (U&G) theory to elicit and compare motives for the use of Facebook and Twitter and uses behavioral data to examine the findings in the context of technology non-use.

An online survey was administered to 232 Facebook users and the results were complemented with 12 usage variables collected via the Facebook application programing interface for the same users. Exploratory factor analysis identified and described the motives for using Facebook and Twitter and multiple regression models examined the relationships between the motives for using the two sites. A multivariate analysis of variance and a series of t-tests investigated the differences in actual behavior between Twitter users and non-users.

Results suggest that SNS users will use both sites to gratify their need for information, but will only do so for entertainment that has social characteristics. Furthermore, Facebook users that are more embedded in the site and use the site to support their offline life are more likely to also use Twitter.

The paper includes implications for SNS researchers, designers and managers by highlighting the motivational and behavioral differences between users of the two sites and the importance of technological affordances for understanding and explaining SNS selection.

This study extends previous cross-site U&G and non-use research by combining survey and behavioral data.

The purpose of this paper is to illustrate that the personal use of Twitter for tracking reference questions has potential for marketing and promotion of reference work in libraries.

The paper provides a brief overview of how Twitter is currently being used in libraries and how it is being used personally by library staff as it relates to reference work. The paper provides an example of how Koerner library at Several University of British Columbia (UBC) is using their institutional Twitter account to “tweet” reference questions asked during public service shifts.

Twitter accounts for libraries have the potential to market reference service by bringing attention to how the reference desks are used by the community but also, more broadly, the account can highlight reference as an important role in librarianship.

The paper offers insight into a non‐traditional form of Twitter use, on an institutional level, in reference work.