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The spread of fake news on Instagram is still a problem that needs to be solved. Teenagers are a generation that is vulnerable to fake news, for example, high school students. Students need media literacy to help them protect against fake news. The media literacy skills possessed by students influence the behavior of spreading fake news that they do. This study aims to examine the effect of student media literacy on the behavior of spreading fake news on Instagram among students at public high schools in Surabaya.

This study used an online survey to100 students at five public high school in Surabaya to get the data on their ability to respond to the fake news on social media Instagram.

It was found that there is a media literacy that has a significant effect on the behavior of spreading fake news on Instagram. Based on these findings, it can be concluded that media literacy influences the behavior of spreading fake news on Instagram, and other factors influence the rest. There are seven media literacy skills, and the high category are grouping, deduction, synthesis and abstraction abilities. Meanwhile, the abilities included in the medium category are analysis and evaluation abilities.

This paper will provide insight of the media literacy levels on teenagers in metropolitan city. This result can be used as guide to add the media literacy subject at high schools and can be used to strengthen the media literacy skills among teenagers.

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.

Account planning grew out of a combination of the complementary roles of consumer research and media planning. Over time it has moved away from the traditional advertising agencies to media independents that act as ever more influential advisors into their clients’ marketing communications strategies. Media strategists have usurped part of the original account planning role in giving advice on how to reach consumers, but they stop short of recommending what the message should be when contact is finally made. This remains the preserve of account planning and the creative team. However, account planners and media planners exhibit their own vested interests. This paper reports on an emerging new generation of marketing communications strategists who seek to overcome the limitations of both. They extend their perspectives on marketing communications beyond advertising and have no vested interest in any particular media solution (media neutrality). These companies do not execute the implementation of the campaign, produce the creative content, or pay for its delivery, yet they act as campaign integrators.

Reports on an empirical study of media decisions: the findings show, not unexpectedly, that advertising agencies with a separate media department use more information and carry out more detailed selection processes. Decides to consider some of the factors that may influence the choice of media and believes the type of insight this approach could give might be of benefit to the parties involved. Considers advertising to be an effective weapon in competition – it is they who bear the advertising costs. Sums up that it is reasonable to assume that better media choice can be achieved by taking account of the conditions to which attention is drawn.

The last number of years has seen a growing importance placed on media relations by police forces throughout the UK. This has resulted in an increased concern with public relations practice and in particular that area focused on media relations. This study centres on Strathclyde Police, the largest force in Scotland and among the largest in the UK. Outside of the Metroplitan Police, Strathclyde, has been throughout the 1990s at the forefront in developing more pro‐active media relations strategies. This paper examines the development of the Spotlight Intiative which attempted to tackle low level, quality of life crime (in some quarters associated with the phrase “zero tolerance”). Central to Spotlight has been the development of a more systematic and structured approach to public relations focused on the role of the media, specifically local and Scottish national newspapers, in communicating with local communities. This research argues that the growing importance of media relations at the Strathclyde force has broader implications for police‐media relations throughout the UK.

Advertising effectiveness depends on good media selection. Media decisions are typically based upon consummatory, or usage, measures. Though perceived usefulness (instrumental media behaviour) is generally not a consideration, consumers′ perceptions of media types as useful have definite implications for advertising and promotional decisions. Moreover, perceived usefulness of a media type cannot simply be inferred from usage data. This study examines both the reported use of and perceived usefulness of media categories. Though newspapers were reported by respondents to be the most useful media type, the relationship between amount of use (consummatory) and perceived usefulness (instrumental) was strongest for magazines and radio. Findings suggest that television advertising may have less impact, and radio advertising greater impact than often assumed. Findings also suggest a segment of instrumentally prone media users.

This article describes emerging trends in the usage of new media – internet, mobile broadband, e‐commerce, internet‐enabled entertainment, social networking and others – and outlines implications for commercial companies seeking to communicate more effectively with their customers and media companies seeking to develop new business models. The article includes the findings from a proprietary survey of new media usage among 2,100 US households.

In this article, the author leverages the findings from a proprietary survey of new media usage conducted by L.E.K. Consulting. The author then draws strategic implications for both commercial users of new media and media companies themselves.

Key findings from the survey are: new media are not only for the young. In fact, internet users in the 50‐64 age demographic spend more time online than the those in the 18‐24 age group. Traditional demographic segmentation based on age and income level does not work well to describe new media usage – instead membership in specific technology segments (e.g. “iPhone Nation”) – provides a better framework to describe target segments. New media usage has expanded to include all income levels, with almost half of the heaviest new media users reporting incomes below $25,000. Games have become a much more broad‐based activity, with almost everyone engaging in some kind of new media gaming activity.

The key message of this article is that usage of new media have become ubiquitous across all categories of customers. The author provides a range of specific recommendations to help companies embrace this change, identify new untapped opportunities and unlock new value for customers and shareholders.

The continuation of rapid changes in Web 2.0 has transformed the practice of business communication and stakeholders’ expectations. This paper aims to paramount one issue facing corporate communicators is stakeholders’ social media fatigue that leads to online disengagement and social media strategy ineffectiveness.

A systematic review of research literature and a deep dive in the professional reports regarding corporate communication and social media strategies are conducted.

To tackle the challenge of stakeholder social media fatigue, a conceptual model is provided to guide the development of alternative social media strategies that capitalize on the impact of vicarious interaction and reenergize stakeholders via trialogue based on the corporate-influencer-stakeholder (parasocial) relationships.

A model for overcoming stakeholder social media fatigue via optimizing corporate-influencer-stakeholder (parasocial) relationship is proposed and elaborated, with actionable social media strategies recommended for corporate communicators to use.

The authors perform market trend analysis and to examine the clash between new and traditional media and explore future industry competitive scenarios.

IBM conducted a comprehensive study that included interviews with leaders of media companies and an in‐depth analysis of the factors that are shaping the industry outlook. IBM conducted in‐person interviews with more than 75 senior media executives, industry analysts, economists and technology visionaries and also worked with the Economist Intelligence Unit to survey another 125 industry executives.

IBM sees four primary business models emerging – traditional media, walled communities, content hyper‐syndication and new platform aggregation. The research also found evidence of another developing conflict that it calls the media divide. It could pit partner against partner in a struggle for growth.

IBM proposes seven industry‐specific recommendations for incumbent media companies as they face the immediate threat from new entrants and eventual collisions with traditional partners: Deliver experiences, not just content. Leverage virtual worlds. Innovate business models. Invest in interactive, measurable advertising services and platforms. Redefine partnerships, while mitigating fallout. Shift investment from traditional business to new models. Create a flexible business design.

The article offers a combination of market evolution analysis, future market scenarios and recommendations for gaining first mover advantage.

The purpose of this study is to illustrate the influence of media coverage and sentiment about brands on user-generated content amplification and opinions expressed in social media.

This study used a mixed-method approach, using a brand situation as a case example, including sentiment analysis of social media conversations and sentiment analysis of media coverage. This study tracks the diffusion of a false claim about the brand via online media coverage, subsequent spreading of the false claim via social media and the resulting impact on sentiment toward the brand.

The findings illustrate the influence of digital mass communication sources on the subsequent spread of information about a brand via social media channels and the impact of the social spread of false claims on brand sentiment. This study illustrates the value of social media listening and sentiment analysis for brands as an ongoing business practice.

While it has long been known that media coverage is in part subsequently diffused through individual sharing, this study reveals the potential for media sentiment to influence sentiment toward a brand. It also illustrates the potential harm brands face when false information is spread via media coverage and subsequently through social media posts and conversations. How brands can most effectively correct false brand beliefs and recover from negative sentiment related to false claims is an area for future research.

This study suggests that brands are wise to use sentiment analysis as part of their evaluation of earned media coverage from news organizations and to use social listening as an alert system and sentiment analysis to assess impact on attitudes toward the brand. These steps should become part of a brand’s social media management process.

Media are presumed to be impartial reporters of news and information. However, this study illustrated that the sentiment expressed in media coverage about a brand can be measured and diffused beyond the publications’ initial reach via social media. Advertising positioned as news must be labeled as “advertorial” to ensure that those exposed to the message understand that the message is not impartial. News organizations may inadvertently publish false claims and relay information with sentiment that is then carried via social media along with the information itself. Negative information about a brand may be more sensational and, thus, prone to social sharing, no matter how well the findings are researched or sourced.

The value of the study is its illustration of how false information and media sentiment spread via social media can ultimately affect consumer sentiment and attitude toward the brand. This study also explains the research process for social scraping and sentiment analysis.