Social Media Adoption Among University Communicators |
| |
Authors: | Tom Kelleher Kaye Sweetser |
| |
Affiliation: | 1. School of Communications , University of Hawaii tkell@hawaii.edu;3. Grady College of Journalism &4. Mass Communication , University of Georgia |
| |
Abstract: | Long interviews were conducted with university communicators at 2 distant universities with distinct social systems. Participants were drawn to adopt social media mainly by relative advantage, compatibility, and trialability attributes of the innovation. Inductive themes that emerged from the interviews included an emphasis on publics, information sharing, cost, and convenience. A believer–nonbeliever distinction among adopters is introduced. Believers are driven by the same characteristics of social media that public relations researchers have found to be essential to the practice of public relations itself: 2-way communication, interactivity, dialogue, and engagement. |
| |
Keywords: | |
|
|