Social media, academics, education, Facebook, Twitter, students, social networks
Academics and students across the globe are increasingly using social media (SM) for personal interactions, social connections and educational purposes. The article reviews the awareness and use of SM in teaching by academics and whether they can utilize this platform for effective communication to engage students in learning activities. The overall objective of this research study is to identify how academics can best integrate SM into traditional teaching methods by examining both the advantages and disadvantages of this innovative medium.
The research study was conducted during 2015 at a New Zealand tertiary educational institution in a business school comprising various departments. A total of 58usable responses were obtained via an E-survey using survey monkey and then analysing the responses. Suggestions are made to educators regarding a viable social digital educational environment using SM. It is concluded that academics are communicating with students in a positive way via the use of SM for educational purposes and that much scope exists to improve the use of SM for educational purposes by academics.
Full Text : PDF
- Davis, F.D. (1993).’User acceptance of information technology: system characteristics, user perceptions and behavioural impacts’, International Journal of Man-Machine Studies, 38(1), 475-487.
- Davis, F.D., Bagozzi, R.P. & Warshaw, P.R. (1989). ‘User Acceptance of Computer Technology: Comparison of Two Theoretical Models’, Management Science, 35(8):982-1003.
- Dixon, G. (2015). ‘Social Media 101’, Canvas Magazine. Supplement to the NZ Weekend Herald. 17 January 2015, pp.9-12.
- Education Council NZ. (2015a). What is Social Media? Retrieved from:
- http://academicsandsocialmedia.co.nz/what-social-media
- Education Council NZ. (2015b). Communication and collaboration in learning. Retrieved from:
- http://teachersacademicsandsocialmedia.co.nz/your-stories/positive-case-studies/communication-and-collaboration-learning
- Fuatai, T. (2012). One in five kiwis ‘like’ Facebook use at work. Retrieved from:
- http://www.nzherald.co.nz/news/print.cfm?objectid=10813136
- Huang, H. (2014). Social Media Generation in Urban China: A Study of Social Media Use and Addiction among Adolescents. Heidelberg, Germany: Springer.
- Lupton, D. (2014). ‘Feeling Better Connected’: Academics’ Use of Social Media. Retrieved from:
- http://www.canberra.edu.au/research/faculty-research-centres/nmrc/publications/documents/Feeling-Better-Connected-report-final.pdf
- Mangold, W. G. & Faulds, D. J. (2009). ‘Social media; the new hybrid element of the promotion mix’, Business Horizons, 52: 357-365.
- Mazhar, N. (2006). Technology Acceptance Model. [Online] Available from:
- http://ezinearticles.com/?Technology-Acceptance-Model&id=202354 [Accessed 18-February 2013]
- Moran, M., Seaman, J. & Tinti-Kane, H. (2011). Teaching, Learning and Sharing: How today’s higher education faculty use social media. [Online] Available from:
- http://www.pearsonlearningsolutions.com/educators/pearson-social-media-survey-2011-bw.pdf [Accessed: 21-01-2013]
- Neal, D.R. (2012). Social Media for Academics: A Practical Guide. Oxford: Chandos Publishing.
- Nel, P.S. (2013). ‘New Zealand HR employee communication: Comparing 2000 and 2010 empirical results with forecasts for 2020’, Journal of Business and Policy Research, 8(1): 132-146. March.
- Rahman, N., Arora, J. & Kularatne, I. (2014). ‘Employers’ perceptions of using social media for recruitment’, Asia Pacific Journal of Business and Management2014, 5(1): 1-12
- Research New Zealand. (2015). A Report on a Survey of New Zealanders’ Use of Smartphone's and other Mobile Communication Devices 2015. Retrieved from:
- http://www.researchnz.com/pdf/Special%20Reports/
- Research%20New%20Zealand%20Special%20Report%20-%20Use%20of%20Smartphones.pdf
- Retta, G. (2012). ‘The use of social media for academic practice: a review of literature’, Kentucky Journal of Higher Education Policy and Practice, 1(I). 2, Article 7
- Seaman, J. & Tinti-Kane, H. (2013). Social Media for Teaching and Learning. Retrieved from:
- http://www.pearsonlearningsolutions.com/assets/downloads/reports/social-media-for-teaching-and-learning-2013-report.pdf
- SHRM. (2012). January. SHRM research spotlight: Social media in business strategy and operations. Retrieved from:
- http://www.shrm.org/Research/SurveyFindings/Documents/Part_4_Social_Media_Flier.pdf
- Taylor, C. (2015). Does Facebook ‘unfriending’ constitute bullying? Retrieved from
- http://www.hrmonline.co.nz/news/does-facebook-unfriending-constitute-bullying-206104.aspx
- Veletsianos, G. & Kimmons, R. (2013). ‘Scholars and faculty members' lived experiences in online social networks’, The Internet and Higher Education, 16: 43-50.
- Venkatesh, V. (2013). Unified Theory of Acceptance and Use of Technology (UTAUT). [online] Available from: http://www.vvenkatesh.com/it/organizations/theoretical_models.asp [Accessed: 17 May 2013].
- Welch, M. (2012). ‘Appropriateness and acceptability: Employee perspectives of internal communication’, Public Relations Review, 38(2): 246-254. doi:10.1016/j.pubrev.2011.12.017
- Wiid, J.A. Nell, E.C. & Cant, M.C. (2015). ‘Perceptions of lecturing staff on social media networking systems and their use of it’, International Business & Economics Research Journal, 14(3): 395-406.
- White, C. Vanc, A. & Stafford, G. (2010). ‘Internal communication, information satisfaction, and sense of community: The effect of personal influence’, Journal of Public Relations Research, 22(1): 65-84. Doi:10.1080/10627260903170985.
- Young, C. (2014). Could the use of eLearning and digital literacy tools improve CAA’s business goals of increased student retention and student success? Unpublished MBA thesis. Unitec, New Zealand.