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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.

Purpose – Twitter was introduced in 2006, and in the ensuing five years it has struggled in its path to gain legitimacy. This chapter seeks to demonstrate that although the format is often ephemeral and seemingly inane, there are in fact many useful means for researchers to utilize the medium to analyze trends such as breaking news, the cultural zeitgeist, and field specific trends.

Design/methodology/approach – Through a literature review and controlled searching, this chapter will show the most commonly used methods of researching with Twitter, and how to gainfully use Twitter within such a limited context of 140 characters.

Research limitations – Due to the fact that Twitter is a dynamic and constantly changing web site, research on this subject is limited by the fact that findings could change or be under different parameters by the time of publication. This chapter seeks to take a long form approach by trying to discuss parts of Twitter that should remain stable and remain valuable in the future.

Originality/value – This chapter provides insight into new models of research that librarians can utilize to better aide patrons.

The job market for communication majors increasingly expects those graduating in these specializations to not only know how to create strategic plans for using social media in both one-way and two-way communication environments, but also maintain proper social media etiquette and virtual culture norms for their clients. To better prepare students for this expectation, two faculty members at separate universities designed and implemented a course assignment intended to promote cross-university collaboration, foster discussion, and bring students to use microblogging via Twitter. This assignment was designed so that it would not only have the students construct the meaning and best practices in a social setting using social media, but also encourage them to experience Twitter from a user perspective while building relationships in a manner that their future employers may have to work with their publics or customers. Overall, the educators involved in this project did feel that it was a beneficial assignment for students in both classes. While the students may not appreciate the assignment while it is being conducted, many of them have expressed the value in it now that the assignment is completed.

Twitter is a simple tool allowing users to send 140 character messages to their followers. Although the tool itself is relatively simple, the benefits of using Twitter can be immense. Using Twitter educators and their students can tap into a global network of others interested in educational topics. Twitter is powerful in both range and immediacy. Students, faculty, and other university personnel including librarians are using Twitter to communicate both inside the classroom and beyond. This chapter includes how-to information for those who are new to Twitter, ways to use Twitter, tips on getting the most out of this tool, and a list of additional resources and tools which will magnify the positive effects of using Twitter.

The United Nations (UN) actively incorporated new media as a tool for consultation and agenda setting during the Millennium Development Goal (MDG)–Sustainable Development Goal (SDG) transition. As global actors shifted their attention to the sustainable development goals, the UN and its partners scaled up their digital engagement with civil society, multinational agencies, and country-level stakeholders to inform the post-2015 agenda. This chapter explored how the UN integrated Twitter into the post-2015 consultation and how the UN Women and the United Nations Girls’ Education Initiative used Twitter to construct and diffuse girls’ education policy discourse during the MDG–SDG transition.

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.