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Thesis Statements about Social Media: 21 Examples and Tips

by Judy Jeni
January 27, 2024

Writing Thesis Statements Based On Social Media

A thesis statement is a sentence in the introduction paragraph of an essay that captures the purpose of the essay. Using thesis statements about social media as an example, I will guide you on how to write them well.

It can appear anywhere in the first paragraph of the essay but it is mostly preferred when it ends the introduction paragraph. learning how to write a thesis statement for your essay will keep you focused.

A thesis statement can be more than one sentence only when the essay is on complex topics and there is a need to break the statement into two. This means, a good thesis statement structures an essay and tells the reader what an essay is all about.

A good social media thesis statement should be about a specific aspect of social media and not just a broad view of the topic.

The statement should be on the last sentence of the first paragraph and should tell the reader about your stand on the social media issue you are presenting or arguing in the essay.

Reading an essay without a thesis statement is like solving a puzzle. Readers will have to read the conclusion to at least grasp what the essay is all about. It is therefore advisable to craft a thesis immediately after researching an essay.

Throughout your entire writing, every point in every paragraph should connect to the thesis. In case it doesn’t then probably you have diverged from the main issue of the essay.

How to Write a Thesis Statement?

Writing a thesis statement is important when writing an essay on any topic, not just about social media. It is the key to holding your ideas and arguments together into just one sentence.

The following are tips on how to write a good thesis statement:

Start With a Question and Develop an Answer

If the question is not provided, come up with your own. Start by deciding the topic and what you would like to find out about it.

Secondly, after doing some initial research on the topic find the answers to the topic that will help and guide the process of researching and writing.

Consequently, if you write a thesis statement that does not provide information about your research topic, you need to construct it again.

Be Specific

The main idea of your essay should be specific. Therefore, the thesis statement of your essay should not be vague. When your thesis statement is too general, the essay will try to incorporate a lot of ideas that can contribute to the loss of focus on the main ideas.

Similarly, specific and narrow thesis statements help concentrate your focus on evidence that supports your essay. In like manner, a specific thesis statement tells the reader directly what to expect in the essay.

Make the Argument Clear

Usually, essays with less than one thousand words require the statement to be clearer. Remember, the length of a thesis statement should be a single sentence, which calls for clarity.

In these short essays, you do not have the freedom to write long paragraphs that provide more information on the topic of the essay.

Likewise, multiple arguments are not accommodated. This is why the thesis statement needs to be clear to inform the reader of what your essay is all about.

If you proofread your essay and notice that the thesis statement is contrary to the points you have focused on, then revise it and make sure that it incorporates the main idea of the essay. Alternatively, when the thesis statement is okay, you will have to rewrite the body of your essay.

Question your Assumptions

Before formulating a thesis statement, ask yourself the basis of the arguments presented in the thesis statement.

Assumptions are what your reader assumes to be true before accepting an argument. Before you start, it is important to be aware of the target audience of your essay.

Thinking about the ways your argument may not hold up to the people who do not subscribe to your viewpoint is crucial.

Alongside, revise the arguments that may not hold up with the people who do not subscribe to your viewpoint.

Take a Strong Stand

A thesis statement should put forward a unique perspective on what your essay is about. Avoid using observations as thesis statements.

In addition, true common facts should be avoided. Make sure that the stance you take can be supported with credible facts and valid reasons.

Equally, don’t provide a summary, make a valid argument. If the first response of the reader is “how” and “why” the thesis statement is too open-ended and not strong enough.

Make Your Thesis Statement Seen

The thesis statement should be what the reader reads at the end of the first paragraph before proceeding to the body of the essay. understanding how to write a thesis statement, leaves your objective summarized.

Positioning may sometimes vary depending on the length of the introduction that the essay requires. However, do not overthink the thesis statement. In addition, do not write it with a lot of clever twists.

Do not exaggerate the stage setting of your argument. Clever and exaggerated thesis statements are weak. Consequently, they are not clear and concise.

Good thesis statements should concentrate on one main idea. Mixing up ideas in a thesis statement makes it vague. Read on how to write an essay thesis as part of the steps to write good essays.

A reader may easily get confused about what the essay is all about if it focuses on a lot of ideas. When your ideas are related, the relation should come out more clearly.

21 Examples of Thesis Statements about Social Media

Recently, social media is growing rapidly. Ironically, its use in remote areas has remained relatively low.
Social media has revolutionized communication but it is evenly killing it by limiting face-to-face communication.
Identically, social media has helped make work easier. However,at the same time it is promoting laziness and irresponsibility in society today.
The widespread use of social media and its influence has increased desperation, anxiety, and pressure among young youths.
Social media has made learning easier but its addiction can lead to bad grades among university students.
As a matter of fact, social media is contributing to the downfall of mainstream media. Many advertisements and news are accessed on social media platforms today.
Social media is a major promoter of immorality in society today with many platforms allowing sharing of inappropriate content.
Significantly, social media promotes copycat syndrome that positively and negatively impacts the behavior adapted by different users.
In this affluent era, social media has made life easy but consequently affects productivity and physical strength.
The growth of social media and its ability to reach more people increases growth in today’s business world.
The freedom on social media platforms is working against society with the recent increase in hate speech and racism.
Lack of proper verification when signing up on social media platforms has increased the number of minors using social media exposing them to cyberbullying and inappropriate content.
The freedom of posting anything on social media has landed many in trouble making the need to be cautious before posting anything important.
The widespread use of social media has contributed to the rise of insecurity in urban centers
Magazines and journals have spearheaded the appreciation of all body types but social media has increased the rate of body shaming in America.
To stop abuse on Facebook and Twitter the owners of these social media platforms must track any abusive post and upload and ban the users from accessing the apps.
Social media benefits marketing by creating brand recognition, increasing sales, and measuring success with analytics by tracking data.
Social media connects people around the globe and fosters new relationships and the sharing of ideas that did not exist before its inception.
The increased use of social media has led to the creation of business opportunities for people through social networking, particularly as social media influencers.
Learning is convenient through social media as students can connect with education systems and learning groups that make learning convenient.
With most people spending most of their free time glued to social media, quality time with family reduces leading to distance relationships and reduced love and closeness.

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How to Write a Thesis Statement About Social Media

writing thesis statement about social media

Writing a thesis statement requires good research and creating a concise yet very informative point. Writing one about social media is no different. Due to the scope of the study, the information to gather and discuss is even more expansive.

What is a Social Media Thesis Statement?

Social Media Essay Outline

Social media essay titles, thesis on social media, argumentative essay on social media, social networking thesis statement, summing up the thesis statement.

Social media uses mobile technologies that are Internet-based to run communication across different parts of the world. It gives people worldwide the opportunity to communicate and socialize, unlike past means of communication which were only one-way.

The evolution of technology has made social media more efficient and prevalent than any other form of communication today. With technology’s continued evolution, social media will continue to evolve, and so will topics and thesis statements about it. A good thesis statement about social media must meet some requirements, and we will look through most of them.

What is a Social Media Thesis Statement Supposed to Look Like?

Before understanding how a thesis statement on social media should look like, we should familiarize ourselves with what thesis statements properly entail. A thesis statement is typically written in the introductory portion of a paper.

It provides an apt and rapid summary of the main point or aim of the research paper or thesis. As the name implies, it is a statement, mainly written in just one sentence.

A thesis statement briefly combines the topic and the main ideas of the paper. Usually, there are two types of thesis statements: indirect and direct. The indirect thesis statements do not mention the core areas or reason of the thesis like the direct statement does.

A direct statement mentions the main topic and discusses the reasons for the paper, while an indirect statement mentions the statement and points out three reasons for it.

For instance, an indirect social media thesis statement could go like this; “Effects of social media on youth and the reasons for its abuse.” Here the topic is clearly stated, along with the central claim of the thesis paper.

Thesis statements are created, backed up, and expatiated in the remaining parts of the paper by citing examples and bringing up other related topics that support their claim. Through this, the thesis statement then goes to help structure and develop the entire body of the writing piece.

A thesis about social media should contain a good thesis statement that would impact and organize the body of the thesis work. Thesis statements do not necessarily control the entire essay but complement it in numerous aspects.

In writing a social media essay, there is a wide variety of topics to talk about. The points are nearly endless, from information collection to technology, its impacts, and adverse effects to its evolution. Nevertheless, there is always a basic outline for an essay, and it will be structured to follow the same format.

Here is an outline for a social media essay;

Introduction

Here, you begin with the topic, state its objective, provide reasons to support its claims and finalize with a precise and accurate thesis statement.

Thesis statement

This statement should support and complement your main topic of discussion. It should provide a concise and cut-out message of the essay.

This section systematically lays out the arguments to support your topic while splitting them into paragraphs. This will gradually develop your points in a structured manner.

Each paragraph in this section must start with the topic sentence which relates directly to the thesis statement. Naturally, a paragraph should focus on one idea and be connected to the essay’s central argument.

Students must also conduct research and provide evidence to support the claims presented in the topic sentence. They can achieve this by using proper explanation methods to merge all their findings carefully.

In the conclusion of the social media essay , you restate your statement in a way that completely complements and brings all your previous arguments together. It must have a concluding paragraph that reiterates the main point discussed in the body of the content. It should also add a call to action to bring the essay into a logical closure that effortlessly lays bare all the ideas previously presented.

The social media field is continuously expanding, and there are various variations to how it can be operated and observed. Choosing a topic is easy, but choosing the right one may not be as unchallenging.

Before you begin writing an essay, the correct approach will be to review as many samples as you can. This way, you can easily understand the general concept and the adequate writing flow required to outline or develop your arguments carefully.

Picking the wrong titles can go on to make your thesis for a social media essay unnecessarily tricky to write. This can occur when you pick a topic too complex or choose one too vaguely and undervalued. This could make you get stuck when writing, so you should always pick titles that are easy to research, analyze and expand upon.

With all these in view, here are some social media essay titles;

Impact of social media on general education
Effects of using social media on businesses
Adverse effects of social media on personal relationships
The effect of government on social media and their potential restrictions
How a thesis about the effects of social media can positively impact society.

A thesis on social media should easily resemble other academic papers and concentrate on various topics in various subjects. Papers like this should take social media as their primary focus.

Keeping that in mind, a compelling social media thesis should contain specific parts like an introduction, thesis statement, body, and conclusion. Each part is essential and has its contribution and functions to the entire content of the thesis. Some students may find writing a thesis statement about social media difficult, so you can always ask our professional writers to “ write my thesis ” and we will be happy to help you.

The introduction usually contains a hook, a summary of the core points, and a concise thesis statement. The body section must carefully develop each argument and idea in a paragraph, while the conclusion should completely close all the arguments.

The tone, style, and approach to each argument should be precise and well laid out to quickly understand the general idea the thesis is trying to build upon. Depending on the level of education you are writing your thesis, you may need to conduct specific direct research on some points and be required to portray them in an encompassing manner.

Generally, thesis writing on any topic requires hard work, extensive research periods, and a good understanding of writing methods. Hence it should be approached with determination and passion. As a student in higher education, you should learn how to improve your writing skills.

An argumentative essay on social media is typically more engaging with active points of discussion and analysis. Communication is an integral aspect of human life when connecting and moving society as a whole forward. Now technology has upgraded communication to a social media age, which has become an advantage and disadvantage in many aspects of life.

An argumentative social media essay generally possesses a strong argument. The essay’s topic must be designed to prompt a person to pick a side or a discussion and provide the necessary support to back up their decision. This type of essay also requires one to research accurate facts for proper argumentative purposes.

Social media argumentative essays target the harmful effects of this brilliant innovation in communication and its uses worldwide. It is only natural as negative discussions might elicit a sense of debate and argumentation. Some examples of argumentative essay topics on social media include;

The negative effects of social media on education in different nations
Effects of social media and its impacts on the older and younger generation
How social media has taken over people
The adverse effects of social media and the digital space on our mental health
The pros and cons of social media in this society.

Social networking is an integral aspect of social media. It uses Internet-based social media sites to create connections and stay connected with friends, customers, family, and even business partners.

Social networking usually performs a primary purpose in communication with actual avenues like Twitter, Instagram, Facebook, and LinkedIn. These sites and applications enable people to connect to develop relationships and share messages, ideas, and information.

Most social networking forms entail developing and maintaining relationships using communication technology, whether it is the relationship between clients, business partners, or even students.

For example, with the development of the Internet, most students can easily find services to help write dissertations on media space, or social media marketing. All you have to do is invite me to write my dissertation and they will immediately find the best service to solve their problem.

Writing is a social networking thesis statement similar to that of a social media thesis statement. They essentially involve rational discussion, and they can be approached in the same manner. The only slight difference will be the particular attention to social media relationships. How they are developed, what it takes to maintain them, and the various merits they could provide. These would typically form the structure of a social networking thesis statement.

Writing a good thesis statement on social media involves a good understanding of the topic chosen and an accurate idea of the reasons, factors, and discussions that impact the main idea of the thesis. With all these discussed, you should be well on your way to writing good thesis statements on social media.

Crafting A Thesis Statement About Social Media: Tips And Tricks

With the rise of online platforms and thesis statement social media in our lives, students and teachers alike are increasingly asking questions about whether or not this technology is beneficial to academic performance. While it can be argued that there are both pros and cons to using social media. Many studies now show how integrating different forms of social media into classroom-based teaching can have tremendous positive benefits such as promoting greater collaboration between peers.

Asynchronous learning opportunities for a wider variety of topics, increased engagement among students to participate in activities related to areas of study, improved access to resources outside the textbook, as well as an overall boost in communication with all stakeholders involved within any given educational setting. In this blog post, we will explore these topics and provide a thesis statement about the impacts that social media has today on modern education.

How To Write a Thesis Statement About Social Media?

1. understand the topic:.

Before attempting to write a thesis statement on social media, it is important to understand the topic. In this case, you need to familiarize yourself with what social media is and what aspects are associated with it. Researching different sources such as news articles, blogs, and academic papers can help provide insight into the topic.

2. Brainstorm Potential Ideas:

After gaining an understanding of the topic, you should brainstorm potential ideas for your thesis statement. Think about what information you found during your research and develop a few statements that capture the essence of it. It is also useful to consider any questions or opinions you have on the subject matter.

3. Refine the Ideas:

Once you have a few potential ideas for your thesis statement, it is time to narrow them down. Evaluate each idea and determine which one best encapsulates the points you want to make about social media. Re-write this statement in its strongest form and consider how it can be further refined.

4. Finalize Your Thesis Statement:

After you have thoroughly examined each idea, you can finalize your thesis statement. Make sure it accurately reflects the points you want to make about social media and that it is written in a clear and concise manner. Once this is done, your thesis statement on social media will be complete.

5. Support Your Thesis Statement:

To make your thesis statement even stronger, it is important to provide evidence and support for your claims. This may involve conducting additional research or gathering statistics that back up what you are saying. Doing this will create a well-rounded argument and help communicate the message of the thesis statement more effectively.

6. Revise and Edit:

The final step in writing your thesis statement is to revise and edit it. Read through the statement several times, paying attention to spelling, grammar, and syntax. You can also ask someone else to read over it as well to ensure that it is clear and accurate. Once everything has been checked, your thesis statement on social media is ready to be presented.

What Is a Social Media Thesis Statement?

A Social Media Thesis Statement is a statement that expresses the key idea of an argument about the influence of social media platforms on modern society. It could be argued that social media has had both positive and negative impacts on people, from creating new opportunities for communication and connection to contributing to issues like cyberbullying, addiction, and data security.

The overall effect of social media on our lives is still unclear and needs further exploration. This thesis statement serves as a starting point for further research into the role of social media in today’s society. Through exploring the effects of social media on individuals, communities, and even global society, we can gain insight into how these platforms are shaping the world we live in.

What Are Social Networks On The Internet?

Social networks on the Internet are online platforms that allow individuals to connect and interact with one another in a virtual space. These networks often involve user profiles, friends lists, and other features that allow users to post content such as photos, text, and videos. Many social networks allow users to comment on others’ posts, join groups, and join conversations.

The use of social networks has become a popular part of everyday life, providing users with a convenient way to stay connected and share information. From personal connections to professional opportunities, these networks offer various benefits that can be utilized by both individuals and businesses.

Do We Know Where Social Networks Originate?

Social networks have become an increasingly popular way of connecting with people all over the world, allowing us to communicate with friends, family, and acquaintances. However, it can be difficult to determine the exact origin of these networks.

The first concept resembling a social network was Six Degrees, which was created by Andrew Weinreich in 1996. This website allowed users to create a profile and connect with other users, as well as find people from around the world. It was successful for a while but eventually failed due to legal issues and a lack of funding.

In 1997, Classmates.com was launched, allowing users to search for former classmates and make connections with them. This was the beginning of social networks becoming an integral part of our lives. Soon after, other popular networks emerged such as Friendster in 2002, LinkedIn in 2003, and MySpace in 2004.

Advantages and Disadvantages of Social Networks On The Internet

Advantages of social networks on the internet.

1. Social networks on the internet provide unprecedented levels of connectivity, allowing users to easily interact with each other regardless of geographical location.

2. Social networks can be used to build communities and create conversations around particular topics or ideas.

3. Many social networks have also opened up their platforms to entrepreneurs, allowing small businesses to have the opportunity to market their products and services more effectively.

4. While social networks do offer many benefits, it is important that users remain cautious when using them.

5. Social networks can provide many opportunities for people to make connections, learn about new topics, and gain insight into different perspectives.

Disadvantages of Social Networks On The Internet

1. Excessive personal information sharing can lead to identity theft and fraud.

2. Unregulated content can be misleading or inappropriate for younger viewers.

3. Connecting with strangers online can put users at risk for cyberbullying, scams, and other malicious acts.

4. Increased distractions from social media use can negatively impact school performance and work productivity.

5. Addiction to social networking sites is common among users, leading to a lack of balance between online/offline relationships and activities.

How To Write A Good Social Media Essay?

1. Choose a topic that interests you and your audience

2. Do extensive research to understand the subject better

3. Brainstorm ideas

4. Outline the essay structure

5. Write an attention-grabbing introduction

6. Create well-structured paragraphs with clear arguments supported by evidence

7. Incorporate visuals (e.g., images, videos, gifs) where appropriate to keep readers engaged

8. Make sure your content is relevant and up-to-date according to social media trends

9. End with a strong conclusion summarizing the main points

10. Proofread for grammar and formatting errors before posting.

Social Media Essay Outline

1. introduction:.

The introduction should provide a brief overview of the topic, explaining what social media is and why it is important in our lives today. It should also introduce the main points to be discussed in the essay and provide an overview of relevant research that has been done. The Introduction should conclude with a clearly defined thesis statement.

2. Thesis Statement:

The purpose of this essay is to explore the effects that social media has had on our lives, both positive and negative, and to provide insight into how we can use it in constructive ways.

The body of the essay should begin by looking at the positives of social media, such as its ability to connect people across the globe and how it can be used to share ideas. It should discuss how social media has created new opportunities for businesses and organizations to reach a wider audience and how it can be used to raise awareness about important issues.

4. Conclusion:

In conclusion, although there are both positives and negatives associated with social media, it is clear that used in the right way it can be an incredibly useful and powerful tool for communication. With a few simple steps, such as using proper caution when consuming information and taking breaks from constant use, anyone can enjoy the benefits of this technology without many of its potential drawbacks.

21 Examples of Thesis Statements About Social Media

1. For individuals, social media can be both a blessing and a curse; it provides a platform for increased connectivity, but can also create or exacerbate feelings of loneliness and depression.

2. Social media has been associated with the rise of “echo chambers” that limit the diversity of perspectives people encounter.

3. Social media can also have a serious impact on mental health, as users are exposed to a barrage of both positive and negative information all at once.

4. It is important for individuals to be conscious of their own use of social media, as well as that of others in order to minimize any potential risks associated with it.

5. Setting limits on time spent online, engaging in meaningful conversations, and taking a break from social media can help to reduce any potential negative effects of its use.

6. It is also important to remember that the content posted on social media does not always reflect the reality of people’s lives.

7. It is crucial to remain mindful of what we see on social media and understand its potential impact on our own mental health.

8. We can ensure a safe and healthy online environment for ourselves and those around us.

9. Social media can be an amazing tool to maintain relationships and foster meaningful dialogue, but it is important to keep in mind the potential pitfalls associated with its use.

10. We can make sure that our experiences on social media are both positive and productive.

11. By understanding the potential risks and actively managing our own use of social media, we can ensure that it remains a force for good in our lives.

12. Through increased self-awareness and mindfulness, we can make sure to get the most out of our interactions on social media while avoiding any potential negative effects.

13. It is important to remember that social media should use in moderation and with care so that it can continue to have a positive impact on the lives of its users.

14. By remaining aware of our own use and encouraging others to do the same, we can ensure that social media remains a safe and healthy space for all.

15. It is important to remember the potential benefits and pitfalls of social media and make sure to use it responsibly.

16. We can ensure a safe and enjoyable experience for everyone who uses it

17. Social media can also be a powerful tool for spreading awareness and promoting positive change in the world.

18. Social media can use to advocate for causes that matter and amplify the voices of those who are often unheard.

19. Through thoughtful engagement and meaningful conversations, we can use social media as a platform to create positive change in the world.

20. When used responsibly, social media can be an invaluable tool to help us build better communities and create a more just and equitable world.

21. By understanding the potential impacts of using social media and taking steps to ensure responsible use, we can make sure that it remains a force for good in our lives.

Related Article: Term Paper: Structure And Tips For Writing A Successful Paper

Conclusion:

As we can see from this study, students who use social media in an educational setting perform better than those who don’t. This is likely because social media provides a more engaging and interactive learning environment. While there are many potential benefits to incorporating social media into instruction, such as promoting collaboration and interaction among students.

There are also some challenges that need to take into account, such as managing student screen time and ensuring online safety. If you’re a teacher, consider incorporating social media into your lesson plans. And if you’re a student, be sure to take advantage of the resources that social media has to offer.

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Social Media: Thesis Statement

Categories: Journalism Social Media

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Words: 562 |

Published: Mar 16, 2024

Words: 562 | Page: 1 | 3 min read

Positive effects, negative effects, positive social change.

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Social Media & Society is a captivating and relevant research area, encompassing various aspects from interpersonal relations to global communication dynamics. A well-defined thesis statement is pivotal for delineating your research parameters and objectives in this expansive field. Below, you’ll find insightful examples of both good and bad thesis statements on Social Media & Society, accompanied by comprehensive explanations.

Good Thesis Statement Examples

Good: “This thesis evaluates the correlation between prolonged social media usage and increased levels of anxiety and depression among teenagers in the United States.” Bad: “Social media affects teenagers’ mental health.”

The good statement presents a specific correlation, target demographic (teenagers in the U.S.), and identified outcomes (anxiety and depression levels). The bad example, while correct, is vague and lacks defined variables and demographic focus.

Good: “The proliferation of fake news on social media platforms has discernibly influenced political elections, swaying public opinion and voter behavior.” Bad: “Fake news on social media impacts elections.”

The good statement provides a clear, arguable claim regarding fake news, public opinion, and voter behavior on social media. Conversely, the bad example states a general fact without depth or a specific area of impact.

Good: “Implementing educational programs that promote critical digital literacy can mitigate the negative effects of cyberbullying among middle school students.” Bad: “Education can help reduce cyberbullying.”

The good example is researchable and offers specific solutions (critical digital literacy programs), target demographic (middle school students), and defined problem (cyberbullying). The bad statement lacks detail, specific solutions, and target groups.

Bad Thesis Statement Examples

Overly Broad: “Social media has changed the way people communicate.”

Although true, this statement is excessively general and does not specify which aspect of communication or which demographic is being explored.

Lack of Clear Argument: “Social media is popular among young people.”

While factual, this statement lacks a clear argument or specific research focus, rendering it ineffective as a research guide.

Unmeasurable and Unresearchable: “Life is unimaginable without social media today.”

Although many might agree, this statement is not easily measurable or researchable and does not provide clear directions for academic exploration.

Crafting a compelling thesis statement for research in social media and society is crucial for delineating your investigation and elucidating your academic endeavor’s aims and scope. A good thesis statement should be specific, debatable, and researchable, acting as a sturdy foundation for scholarly inquiry. In contrast, a bad thesis statement is often too general, lacks a clear argument, and is not conducive to empirical exploration. The examples and analyses provided in this guide furnish students with valuable insights for developing thesis statements that are academically rigorous and insightful for exploring the intricate relationship between social media and society.

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Conceptualising and measuring social media engagement: A systematic literature review

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The spread of social media platforms enhanced academic and professional debate on social media engagement that attempted to better understand its theoretical foundations and measurements. This paper aims to systematically contribute to this academic debate by analysing, discussing, and synthesising social media engagement literature in the perspective of social media metrics. Adopting a systematic literature review, the research provides an overarching picture of what has already been investigated and the existing gaps that need further research. The paper confirms the polysemic and multidimensional nature of social media engagement. It identifies the behavioural dimension as the most used proxy for users' level of engagement suggesting the COBRA model as a conceptual tool to classify and interpret the construct. Four categories of metrics emerged: quantitative metrics, normalised indexes, set of indexes, qualitative metrics. It also offers insights and guidance to practitioners on modelling and managing social media engagement.

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1 Introduction

Over the last decade, customer engagement has received increasing attention in academic and professional debate (Hollebeek, 2019 ; Kumar et al., 2019 ; Marketing Science Institute, 2020 ; Peltier et al., 2020 ; Rather et al., 2019 ; Rossmann et al., 2016 ). It can be considered a “consumer’s positively brand-related cognitive, emotional and behavioural activity during, or related to, focal consumer/brand interactions” (Hollebeek, 2014 , p.149). Engaged customers display greater brand loyalty and satisfaction (Bowden, 2009 ; Jaakkola & Alexander, 2014 ) and are more likely to contribute to new product development (Haumann et al., 2015 ), service innovation (Kumar et al., 2010 ), and viral marketing activity spread by word of mouth (Wu et al., 2018 ). Customer engagement can also be linked with important brand performance indicators, including sales growth, feedback, and referrals (Van Doorn et al., 2010 ).

Acknowledging the potential of ICTs, scholars and practitioners are experimenting with new ways to capitalise on customer engagement and adapt to the new challenges of digital platforms (Barger et al., 2016 ; Peltier et al., 2020 ). Social media platforms reshaped the dyadic interaction between customers and organisations, creating spaces for digital sharing and engagement. By enabling users to comment, review, create, and share content across online networks, social media provide direct access to brands and allow co-creation processes. As such, the pervasive character of social media with its potential for engaging with customers and building relationships generated much interest in the concept of social media engagement (Barger et al., 2016 ; Hallock et al., 2019 ; Oviedo-García et al., 2014 ; Peltier et al., 2020 ; Schivinski et al., 2016 ). Engaging with customers in real-time and managing many incoming customers’ big data interested academic investigation and opened opportunities for marketers to enhance social media marketing success (Liu et al., 2019 ).

Understanding, monitoring, and measuring social media engagement are key aspects that interest scholars and practitioners who proposed diverse conceptualisations, several indicators and KPIs. With the spread of social media analytics, social networking platforms, digital service providers, marketers, and freelancers developed their metrics to measure engagement with brand-related social media contents and advertising campaigns. At the same time, scholars have pointed out various metrics and procedures that contribute to evaluating social media engagement in different fields (Mariani et al., 2018 ; Muñoz-Expósito et al., 2017 ; Trunfio & Della Lucia, 2019 ). Nevertheless, many of these studies offer a partial perspective of analysis that does not allow the phenomenon to be represented in diverse aspects (Oviedo-García et al., 2014 ). As a result, social media engagement remains an enigma wrapped in a riddle for many executives (McKinsey, 2012 ). How communities across an ever-growing variety of platforms, new forms of customer-brand interactions, different dimensions and cultural differences impact social media engagement measurement represents one of the main challenges (Peltier et al., 2020 ).

Although social media engagement represented a key topic in marketing research (Barger et al., 2016 ; Peltier et al., 2020 ), an overarching perspective of the existing knowledge can drive the investigation of the state of the field, including the study of the research streams, and the analysis of the measurement tools. This paper aims to systematically contribute to the academic debate by analysing, discussing, and synthesising social media engagement literature from the social media metrics perspective. A systematic literature review approach provides an overarching picture of what has already been investigated and the existing gaps that need further research. It contributes towards a systematic advancement of knowledge in the field and offers insights and guidance to practitioners on modelling and managing social media engagement (Tranfield et al., 2003 ).

The remainder of the paper is structured as follows. Section 2 presents the theoretical background of the study on customer engagement and social media engagement. Section 3 describes the methodology used for conducting the systematic literature review (Pickering & Byrne, 2014 ; Tranfield et al., 2003 ). Section 4 presents the bibliometric analysis results, including the year in which research began, the journals that publish most research, and the most relevant authors with publications on the topic. Then, Sect. 5 classifies these studies in terms of four macro-themes, conceptualisations, platforms, measurement, and behaviours and describes the key results available in the literature. Section 6 provides a critical discussion of the findings from the literature review and highlights its key contributions. Lastly, Sect. 7 concludes the study by highlighting its limitations and proposing directions for future research.

2 Theoretical background

2.1 customer engagement.

Although customer engagement research has increased theoretical and managerial relevance (Brodie et al., 2011 ; Hollebeek et al., 2016 , 2019 ; Kumar et al., 2019 ; Vivek et al., 2012 ), to date, there is still no consensus on its definition due to its multidimensional, multidisciplinary and polysemic nature.

Several customer engagement conceptualisations have been proposed in the literature, drawing on various theoretical backgrounds, particularly service-dominant logic, and relationship marketing. From a psychological perspective, one of the first definitions of customer engagement is the one of Bowden ( 2009 ) that conceptualises it as a psychological process that drives customer loyalty. Similarly, Brodie et al. ( 2011 ) define customer engagement as a psychological state that occurs by interactive, co-creative customer experiences with a focal object. Later, focusing on the behavioural aspects, it has been described as the intensity of an individual’s participation in an organisation’s offerings or organisational activities (Vivek et al., 2012 ). More recently, from a value-based perspective, customer engagement has been defined as the mechanics that customers use to add value to the firm (Kumar et al., 2019 ).

Although the perspectives may vary, common elements can be identified in various conceptualisations. Literature generally understands customer engagement as a highly experiential, subjective, and context-dependent construct (Brodie et al., 2011 ) based on customer-brand interactions (Hollebeek, 2018 ). Moreover, scholars agree on its multidimensional nature (Brodie et al., 2013 ; Hollebeek et al., 2016 ; So et al., 2016 ; Vivek et al., 2012 ) encompassing cognitive (customer focus and interest in a brand), emotional (feelings of inspiration or pride caused by a brand), and behavioural (customer effort and energy necessary for interaction with a brand) dimensions. Also, researchers have proposed that customer engagement affects different marketing constructs (Brodie et al., 2011 ; Van Doorn et al., 2010 ). For example, in Bowden’s research (2009), there is evidence to support that customer engagement is a predictor of loyalty. Brodie et al. ( 2011 ) explore its effects on customer satisfaction, empowerment, trust, and affective commitment towards the members of a community. Van Doorn et al. ( 2010 ) propose customer-based drivers, including attitudinal factors such as satisfaction, brand commitment and trust, as well as customer goals, resources, and value perceptions.

2.2 Social media engagement: The academic perspective

Social media engagement has also been investigated as brand-user interaction on social media platforms (Barger et al., 2016 ; De Vries & Carlson, 2014 ; Hallock et al., 2019 ; Oviedo-García et al., 2014 ; Peltier et al., 2020 ; Schivinski et al., 2016 ). However, while conceptual discussions appear to dominate the existing customer engagement literature, research results fragmented when moving to the online context. Scholars agree that social media engagement is a context-specific occurrence of customer engagement (Brodie et al., 2013 ) that reflects customers’ individual positive dispositions towards the community or a focal brand (Dessart, 2017 ). Social media engagement can emerge with respect to different objects: the community, representing other customers in the network, and the brand (Dessart, 2017 ). Furthermore, antecedents and consequences of social media engagement have been identified to understand why customers interact on social media and the possible outcomes (Barger et al., 2016 ), such as loyalty, satisfaction, trust, and commitment (Van Doorn et al., 2010 ).

In continuity with literature on customer engagement, also social media engagement can be traced back to affective, cognitive, and behavioural dimensions (Van Doorn et al., 2010 ). Most of the literature focuses on the behavioural dimension as it can be expressed through actions such as liking, commenting, sharing, and viewing contents from a brand (Barger et al., 2016 ; Muntinga et al., 2011 ; Oh et al., 2017 ; Oviedo-García et al., 2014 ; Peltier et al., 2020 ; Rietveld et al., 2020 ; Schivinski et al., 2016 ). It is worth pointing out that not all these actions determine the same level of engagement. Schivinski et al. ( 2016 ) in the COBRA (Consumer Online Brand Related Activities) Model differentiate between three levels of social media engagement: consumption, contribution, and creation. Consumption constitutes the minimum level of engagement and is the most common brand-related activity among customers (e.g., viewing brand-related audio, video, or pictures). Contribution denotes the response in peer-to-peer interactions related to brands (e.g., liking, sharing, commenting on brand-related contents). Creation is the most substantial level of the online brand-related activities that occur when customers spontaneously participate in customising the brand experiences (e.g., publishing brand-related content, uploading brand-related video, pictures, audio or writing brand-related articles). Starting from these social media actions, scholars attempted to measure social media engagement in several ways developing scales, indexes, and metrics (Harrigan et al., 2017 ; Oviedo-García et al., 2014 ; Schivinski et al., 2016 ; Trunfio & Della Lucia, 2019 ). Nevertheless, many of these studies offer a partial perspective of analysis that does not allow the phenomenon to be represented in its diverse aspects (Oviedo-García et al., 2014 ). Researchers have also examined emotional and cognitive dimensions (Dessart, 2017 ) as essential components of social media engagement that lead to positive brand outcomes (Loureiro et al., 2017 ).

2.3 Social media engagement: The practitioners’ perspective

In business practice, the concept of customer engagement appeared for the first time in 2006 when the Advertising Research Foundation (ARF), in conjunction with the American Association of Advertising Agencies and the Association of National Advertisers, defined it as a turning on a prospect to a brand idea enhanced by the surrounding context (ARF, 2006 ) . Later, several consulting firms tried to give their definition emphasising different aspects and perspectives. For example, in 2008, Forrester Consulting, an American market research company, defined customer engagement as a way to create ‘deep connections with customers that drive purchase decisions, interaction, and participation over time’ (Forrester Consulting, 2008 , p.4). Gallup Consulting identified four levels of customer engagement and defined it as an emotional connection between customers and companies (Gallup Consulting, 2009 ). Similarly, the famous American software provider Hubspot ( 2014 ) identified social media engagement as ‘ the ongoing interactions between company and customer, offered by the company, chosen by the customer’ (Hubspot, 2014 , p.1).

With the increasing spread of social networks and their exploitation as an important marketing tool, practitioners recognised a clear linkage between customer engagement and the metrics to assess digital strategy success. Over time, social networking platforms such as Facebook, LinkedIn, and YouTube, developed their metrics to measure engagement with brand-related social media contents and advertising campaigns (Table 1 ).

With the spread of social media analytics, platforms and digital service providers developed dashboards and analytical indicators to assess, measure and monitor the engagement generated by social media marketing activities (Table 2 ). At the same time, many bloggers, marketers, and freelancers have weighed in on the topic, enriching the debate with new contributions.

As a result, while scholars still have to agree upon a shared definition of social media engagement, marketers have recognised it as one of the most important online outcome companies need to deliver with social media and a key metric to assess social media strategy success . Despite the growing interest in business practice and its solid traditional theoretical roots, most of the existing literature on social media engagement offers only conceptual guidelines (Barger et al., 2016 ; Peltier et al., 2020 ). The measurement of engagement in social media and its financial impact remains an enigma wrapped in a riddle for many executives (McKinsey, 2012 ) and requires further investigations. Mainly, how new and emerging platforms, new forms of customer-brand interactions, different dimensions, and cultural differences impact social media engagement measurement remains an understudied phenomenon (Peltier et al., 2020 ).

3 Methodology

The literature review is one of the most appropriate research methods, which aims to map the relevant literature identifying the potential research gaps that need further research to contribute towards a systematic advancement of new knowledge in the field (Tranfield et al., 2003 ). This research is built upon the rigorous, transparent, and reproducible protocol of the systematic literature review as a scientific and transparent process that reduces the selection bias through an exhaustive literature search (Pencarelli & Mele, 2019 ; Pickering & Byrne, 2014 ; Tranfield et al., 2003 ). Building on recent studies (Inamdar et al., 2020 ; Linnenluecke et al., 2020 ; Phulwani et al., 2020 ), in addition to the systematic literature review, a bibliometric analysis (Li et al., 2017 ) was also performed to provide greater comprehensions into the field's current state and highlight the future research directions.

3.1 Database, keywords, inclusion, and exclusion criteria

To conduct a literature review, quality journals are considered the basis for selecting quality publications (Wallace & Wray, 2016 ). Therefore, the database Scopus, run by Elsevier Publishing, was considered to search for relevant literature, being the most significant abstract and citation source database used in recent reviews.

When conducting a literature review, a fundamental issue is determining the keywords that allow identifying the papers (Aveyard, 2007 ). To address it, the most frequently used keywords in peer-reviewed literature have been under investigation. As such, the following research chain was used: “Social media” “Engagement” AND “metric*”, searching under title, abstract, and keywords.

The systematic literature review protocol (Fig. 1 ) has been conducted on the 26 th of March 2020. The study considers an open starting time to trace back to the origin of social media engagement metrics research up to late March 2020. The initial search attempts identified 259 documents.

The systematic literature review protocol

After the articles’ identification, criteria for inclusion and exclusion were adopted. First, the 259 articles were screened, considering English-language articles published in peer-reviewed academic journals to safeguard the quality and effectiveness of the review. Due to variability in the peer-review process and their limited availability, book reviews, editorials, and papers from conference proceedings were excluded from this research. After the screening, a sample of 157 papers was obtained.

Afterwards, the full text of these papers was reviewed to assess eligible articles. As a result, 116 articles were excluded because their subject matter was not closely related to the topic of social media engagement metrics. In detail, papers were excluded when: 1) they mainly focused on social media engagement but superficially touched the metrics or 2) they mainly focused on metrics but superficially touched on social media engagement. In the end, 41 eligible articles were identified.

3.2 Analysis tools

The relevant data of the 41 documents in the final sample were saved and organised in a Microsoft Excel spreadsheet to include all the essential paper information such as paper title, authors’ names, and affiliations, abstract, keywords and references. Then, adopting the bibliometrics analysis method (Aria & Cuccurullo, 2017 ), the R-Tool ‘Biblioshiny for Bibliometrix’ was used to perform a comprehensive bibliometric analysis. Bibliometrix is a recent R-package that facilitates a more complete bibliometric analysis, employing specific tools for both bibliometric and scientometric quantitative research (Aria & Cuccurullo, 2017 ; Dervis, 2019 ; Jalal, 2019 ).

4 An overview of social media engagement metrics research.

The bibliometric analysis provided information on the 41 articles, allowing to highlight the significance of the topic.

4.1 Publication trend

The number of annual publications shows a rollercoaster trend (Fig. 2 ). Although the first relevant paper was published in 2013, only since 2016 publications begun to increase significantly with a slight decrease in 2018. This renders social media engagement metrics a relatively young research field.

Timeline of the studies (January 2013- March 2020)

It is worth pointing out that the articles extraction was done in March 2020: this explains the low number of articles published in 2020.

4.2 Most relevant sources

When looking at the Journal sources overview, the analysis revealed 34 journals covering different fields, including marketing, management, economics, tourism and hospitality, engineering, communication, and technology. As shown in Fig. 3 , only four journals have more than two publications: Internet Research , Journal of Engineering and Applied Sciences , International Journal of Sports Marketing and Sponsorship. and Online Information Review .

Most relevant sources

4.3 Seminal papers

Interesting findings emerged considering the most global cited documents that allow identifying the seminal articles in according to the timeliness, utility and quality, expressed by the scientific community (Okubo, 1997 ). The number of citations an article receives, and the studies cited in an article are two of the most popular bibliometric indicators used to determine the popularity of a publication.

Figure 4 shows the number of author citations for each article, identifying as seminal works: Malthouse’s (2013) paper ‘ Managing Customer Relationships in the Social Media Era: Introducing the Social CRM House’ with 278 global citations; Sabate’s (2014) paper ‘Factors influencing popularity of branded content in Facebook fan pages’ with 145 global citations; Mariani’s (2016) paper ‘ Facebook as a destination marketing tool: Evidence from Italian regional Destination Management Organizations ’ with 104 global citations; Oh’s (2017) paper ‘ Beyond likes and tweets: Consumer engagement behavior and movie box office in social media ’ with 54 global citations; Colicev’s (2018)’ Improving consumer mindset metrics and shareholder value through social media: The different roles of owned and earned media ’ with 39 global citations; Rossmann’s (2016) ‘ Drivers of user engagement in eWoM communication ’ with 35 global citations; Oviedo-Garcia’s (2014) ‘ Metric proposal for customer engagement in Facebook’ with 33 global citations .

Most cited articles

The analysis of the papers reviewed revealed that the theme of social media engagement metrics turns out to be a hot topic and a newly emerging stream of research.

5 Social media engagement: areas of investigation

In recent years social media engagement has gained relevance in academic research, and many scholars have questioned its measurement, intensifying the academic debate with ever new contributions. Following previous studies, a comprehensive analysis allows framing the following categories of broad research subjects, used to conduct the subsequent systematic literature review (Fig. 5 ): (1) conceptualisation, (2) platforms, (3) measurement and (4) behaviours. All 41 articles were analysed according to the proposed scheme.

Areas of investigation

5.1 Investigating social media engagement

What emerges from the analysis of the 41 papers is that scholars used different approaches and methodologies to conceptualise and measure engagement in the digital context of social media.

As shown in Fig. 6 , most studies (66%) employ quantitative methodologies. For instance, Yoon et al. ( 2018 ) explored the relationship between digital engagement metrics and financial performance in terms of company revenue, confirming that customer engagement on a company’s Facebook fan page can influence revenue. Colicev et al. ( 2018 ) developed three social media metrics, including engagement, to study the effects of earned social media and owned social media on brand awareness, purchase intention, and customer satisfaction. In comparison, Wang and Kubickova ( 2017 ) examined factors affecting the engagement metrics of Facebook fan pages in the Northeast America hotel industry, factors such as time-of-day, day-of-week, age, gender and distance between the hotel and users’ origin of residence. They also analysed the impact of Facebook engagement on electronic word-of-mouth (eWOM), to better understand the importance of the engagement metrics within the hospitality context.

Classification of the 41 articles based on the methodology applied

From a qualitative point of view (17% of the papers), Hallock et al. ( 2019 ) used a case study approach to understand the firm perspective on social media engagement metrics, shedding light on how companies view engagement with social media as measurable metrics of customer interactions with the platform. Conversely, Michopoulou and Moisa ( 2019 ) used the same approach to investigate the use of social media marketing metrics and practices in the U.K. hotel industry.

Only a small part of the studies analysed (10% of the papers) explores social media engagement from a purely conceptual perspective. In this sense, Oviedo-Garcìa et al. ( 2014 ) and Muñoz-Expósito et al. ( 2017 ) directly identified social media engagement metrics for Facebook and Twitter, providing fascinating insights for scholars and practitioners.

Finally, among the papers analysed, only three studies (7% of the papers) use mixed methodologies to explore the phenomenon from qualitative and quantitative perspectives.

5.2 Defining social media engagement

Researchers identified 30 unique definitions of engagement applied to the social media context. Multiple definitions used several terms when defining engagement on social media. They were not singular and straightforward but were interspersed with various key terms and overlapping concepts, as presented in Table 3 .

The presence of synonymous terms directly addresses the lack of a standard definition and the challenges that this presents to researchers and practitioners in the field (Table 4 ).

As a relevant result, most authors focus on its behavioural manifestation (22% of the studies) resulting from motivational drivers when defining social media engagement. It is considered as the active behavioural efforts that both existing and potential customers exert toward online brand-related content (Yoon et al., 2018 ). It involves various activities that range from consuming content, participating in discussions, and interacting with other customers to digital buying (Oh et al., 2017 ; Yoon et al., 2018 ). Similarly, in addition to the behavioural manifestations, other scholars (12%) focus on the emotional connection expressed through the intensity of interactions and their implications, toward the offers and activities of a brand, product, or firm, regardless of whether it is initiated by the individual or by the firm (Muñoz-Expósito et al., 2017 ).

Shifting the observation lens from the customers to the firms, another group of scholars (10% of the studies) define social media engagement as the non-monetary return that derives from the online marketing strategies of brands (Khan, 2017 ; Medjani et al., 2019 ; Michopoulou & Moisa, 2019 ). In this case, engagement is viewed exclusively as a non-financial metric and as a measure of the performance of social media marketing activities.

Lastly, a small percentage of studies (10% of the studies) considers engagement as the number of people who acknowledge agreement or preference for content, who participate in creating, sharing and using content (Colicev et al., 2018 ; Li et al., 2019 ; Rahman et al., 2017 ).

5.3 Social Media Platforms

In a total of 41 articles reviewed, 85% of studies mention the platforms analysed, as shown in Table 5 . Facebook is the most popular platform analysed, followed by Twitter, YouTube, LinkedIn, and Instagram. These results were rather expected, given the fact that Facebook, with 2.6 billion monthly active users (Facebook, May 2020), is the most popular social media platform worldwide.

An interesting finding is that there are several articles (15% of the studies) which do not refer to a specific platform or that consider all the platforms together, when measuring social media engagement (e.g., Hallock et al., 2019 ; Medjani et al., 2019 ). This is interesting, given that each social network has different features that make the engagement measurement unique and not replicable.

5.4 Measuring social media engagement

The systematic literature review confirms that there is no theoretical certainty or solid consensus among scholars about measuring engagement on social media.

As can be seen from Table 6 , studies on social media engagement metrics can be grouped and classified into four macro-categories. The first group of studies, namely ‘quantitative metrics’, which is also the most numerous (66% of the studies), attempts to propose a simplistic assessment of the impact of social media engagement, based on the number of comments, likes, shares, followers etc. (Khan et al., 2019 ; Medjani et al., 2019 ; Yoon et al., 2018 ).

The second group of studies (17% of the studies), namely ‘normalised indexes’, provide a quantitative evaluation of the engagement a content generates in relation to the number of people to whom that content has been displayed. In this way, it is possible to obtain an average measure of the users’ engagement, dividing the total actions of interest by the total number of posts (Osokin, 2019 ; Zanini et al., 2019 ), the number of followers (Vlachvei & Kyparissi, 2017 ) or the number of people reached by a post (Muñoz-Expósito et al., 2017 ; Rossmann et al., 2016 ).

In a more complex and detailed way, studies from the third group (10% of the studies) identify social media engagement metrics developing ‘set of indexes’. For example, Li et al. ( 2019 ) use three social media metrics to measure engagement in the casual-dining restaurant setting: rates of conversation, amplification, and applause. In detail, conversation rate measures the number of comments or reviews in response to a post, amplification rate measures how much online content is shared, and applause rate measures the number of positive reactions on posts. Similarly, drawing from previous literature, Mariani et al. ( 2018 ) develop three social media metrics, namely generic engagement, brand engagement, and user engagement. Authors calculated these metrics by assessing different weights to different interaction actions, to emphasise the degree of users’ involvement implied by the underlying activities of respectively liking, sharing, or commenting.

Despite their great diffusion among academics and practitioners, some scholars (7% of the studies) argue that quantitative metrics are not enough to appreciate the real value of customer engagement on social media, and a qualitative approach is more suitable. For example, Abuljadail and Ha ( 2019 ) conducted an online survey of 576 Facebook users in Saudi Arabia to examine customer engagement on Facebook. Rogers ( 2018 ) critiques contemporary social media metrics considered ‘vanity metrics’ and repurpose alt metrics scores and other engagement measures for social research—namely dominant voice, concern, commitment, positioning, and alignment—to measure the ‘otherwise engaged’.

5.5 Social media engagement brand-related activities

When measuring social media engagement, scholars dealt with different social media actions that can be classified (Table 7 ) according to the three dimensions of the COBRA model (Consumer Online Brand Related Activities): consumption, contribution, or creation (Schivinski et al., 2016 ).

In a total of 41 articles reviewed, the most investigated dimension by researchers is contribution, i.e. when a customer comments, shares, likes a form of pre-existing brand content (e.g., Buffard et al., 2020 ; Khan et al., 2019 ). Its popularity among the studies may be due to its interactive nature of “liking” and “commenting”, which can be said to be the most common behaviour exhibited across social media platforms and often one of the most manageable interactions to obtain data. Additionally, studies that include creation in the measurement of social media engagement consider posting/publishing brand-related content, uploading brand-related video, pictures, audio or writing brand-related articles (e.g., Zanini et al., 2019 ). Among the sampled papers, the least investigated dimension of the COBRA model is consumption, considered by only seven studies (e.g., Colicev et al., 2018 ; Oh et al., 2017 ). It considers viewing brand-related audio, video, and pictures, following threads on online brand community forums or downloading branded widgets.

Dimensions have been investigated individually, for example, just considering the number of likes or comments (Khan et al., 2019 ; Yoon et al., 2018 ), or jointly using composite indicators, as in the case of Oviedo-Oviedo-García et al., 2014 ).

6 Discussion

This research presents fresh knowledge in the academic debate by providing an overarching picture of social media engagement, framing the phenomenon conceptually and offering a lens to interpret platforms and measuring tools. Conceptual and empirical studies tried to define, conceptualise, and measure social media engagement in diverse ways from different fields of research. They increased the gap between academia and managerial practice, where the topic of social media engagement metrics seems to be much more consolidated. The paper contributes to the academic debate on social media engagement, presenting continuity and discontinuity elements between different fields of enquiry. It also offers avenues for future research that both academics and marketers should explore. It also provides insights and guidance to practitioners on modelling and managing social media engagement.

6.1 Theoretical contribution

The article offers some theoretical contributions to this relatively young research field through the systematic literature review approach.

Firstly, the paper confirms the multidimensional and polysemic nature of engagement, even in the specific context of social media platforms, in continuity with the academic customer engagement research (Brodie et al., 2013 ; Hollebeek et al., 2016 ; So et al., 2016 ; Vivek et al., 2012 ). The concept of social media engagement can be traced back to three dimensions of analysis (Van Doorn, 2010 )—affective, cognitive, and behavioural—and some empirical studies measure it as such (Dessart, 2017 ; Vivek et al., 2014 ). However, the behavioural dimension is still the most used proxy to measure users’ level of engagement. Similarly, marketers and social media platforms have focused on behavioural interactions associated with likes, comments and sharing when reporting engagement metric (Peltier et al., 2020 ). What is worth pointing out is that emotional and cognitive dimensions are also essential components of social media engagement and should be adequately addressed by future research.

Secondly, strictly related to the first point, the paper suggests the COBRA model (Schivinski, 2016 ) as a conceptual tool to classify and interpret social media engagement from the behavioural perspective. Social media engagement can be manifested symbolically through actions (Barger et al., 2016 ; Oh et al., 2017 ; Van Doorn et al., 2010 ) that can be traced back to the three dimensions of consumption, contribution and creation (Schivinski et al., 2016 ). However, it is worth pointing out that not all these actions determine the same level of engagement. When measuring social media engagement, researchers should pay attention not only to ‘contribution’ but also to ‘consumption’ and ‘creation’, which are important indicators of the attention a post receives (Oviedo-Garcìa, 2014 ; Schivinski et al., 2016 ), giving them a different weight. It becomes even more important if considering that the same social networks provide different weights to users' actions. For example, in several countries, Instagram has tested removing the like feature on content posted by others, although users can still see the number of likes on their posts. YouTube has also decided to stop showing precise subscriber counts and Facebook is experimenting with hiding like counts, similar to Instagram.

Thirdly, the paper presents some of the key metrics used to evaluate social media engagement identifying quantitative metrics, normalised indexes, set of indexes and qualitative metrics. Although all indicators are based on the interaction between the user and the brand, as the literature suggests (Barger et al., 2016 ; Oviedo-Garcìa, 2014 ; Vivek et al., 2014 ), the paper argues that different metrics measure diverse aspects of social media engagement and should be used carefully by researchers. Despite the conceptual and qualitative research on the topic, even the most recent metrics offer measurements that do not allow engagement to be widely represented in its multidimensional and polysemic nature (Oviedo-García et al., 2014 ; Peltier et al., 2020 ). To get a deeper understanding of the construct, researchers should also consider some of the most recent advances in business practice. As an example, more and more practitioners have the chance to measure engagement by tracking the time spent on content and web pages to blend the different types of material, such as pictures, text, or even videos. Also, cursor movements, which are known to correlate with visual attention, and eye-tracking, can provide insights into the within-content engagement.

6.2 Managerial implications

Even if the topic of social media engagement seems to be more consolidated in business practice, this study also provides valuable implications for practitioners. Particularly, the findings shed light on the nature of social media engagement construct and on how metrics can be an extremely useful tool to evaluate, monitor, and interpret the effectiveness of social media strategies and campaigns.

This research offers a strategic-operational guide to the measurement of social media engagement, helping marketers understand what engagement is and choose the most effective and suitable KPIs to assess the performance and success of their marketing efforts. In this sense, marketers should accompany traditional metrics, such as likes, comments and shares, with new metrics capable of better capturing user behaviours.

Marketers also need to realise that engagement is a complex construct that goes beyond the simple behavioural dimension, encompassing cognitive and emotional traits. As a result, in some cases, the so-called “vanity metrics” could fail in fully representing all the aspects of social media engagement. In these cases, it should be accompanied by qualitative insights to analyse what users like to share or talk about and not merely look at likes, comments, and shares counts.

7 Limitations and future research

This research is not without limitations. First, the systematic literature review only includes English articles published in Journals. As social media engagement and engagement metrics are emerging research topics, conference proceedings and book chapters could also be included to deepen the understanding of the subject. Second, this research was conducted on the database Scopus of Elsevier for the keywords “social media engagement metrics”. Researchers could use a combination of different databases and keywords to search for new contributions and insights. Third, although the paper is based on a systematic literature review, this methodology reveals the subjectivity in the social sciences.

As this is a relatively young field of research, a further academic investigation is needed to overcome the limitations of the study and outline new scenarios and directions for future research. In addition, considering the growing importance of social media, there is value in broadening the analysis through additional studies. Future marketing research could use mixed approaches to integrate the three dimensions of social media engagement, linking qualitative and quantitative data. Advanced sentiment web mining techniques could be applied to allow researchers to analyse what users like to share or talk about and not merely look at likes, comments, and shares as the only metrics (Peltier et al., 2020 ).

Although Facebook and Twitter are the most used social network by brands, and the most significant part of the literature focuses on these two platforms, researchers should not forget that there are new and emerging social media in different countries (e.g., TikTok, Clubhouse). They already represent a hot topic for practitioners and are calling scholars to define new metrics to measure engagement. Additionally, as the use of social media increased during the COVID-19 pandemic, future research should take this into account to better understand social media engagement across different social media platforms.

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Trunfio, M., Rossi, S. Conceptualising and measuring social media engagement: A systematic literature review. Ital. J. Mark. 2021 , 267–292 (2021). https://doi.org/10.1007/s43039-021-00035-8

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6 Example Essays on Social Media | Advantages, Effects, and Outlines

Got an essay assignment about the effects of social media we got you covered check out our examples and outlines below.

Social media has become one of our society's most prominent ways of communication and information sharing in a very short time. It has changed how we communicate and has given us a platform to express our views and opinions and connect with others. It keeps us informed about the world around us. Social media platforms such as Facebook, Twitter, Instagram, and LinkedIn have brought individuals from all over the world together, breaking down geographical borders and fostering a genuinely global community.

However, social media comes with its difficulties. With the rise of misinformation, cyberbullying, and privacy problems, it's critical to utilize these platforms properly and be aware of the risks. Students in the academic world are frequently assigned essays about the impact of social media on numerous elements of our lives, such as relationships, politics, and culture. These essays necessitate a thorough comprehension of the subject matter, critical thinking, and the ability to synthesize and convey information clearly and succinctly.

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We will provide various examples of social media essays so you may get a feel for the genre.

6 Examples of Social Media Essays

Here are 6 examples of Social Media Essays:

The Impact of Social Media on Relationships and Communication

Introduction:.

The way we share information and build relationships has evolved as a direct result of the prevalence of social media in our daily lives. The influence of social media on interpersonal connections and conversation is a hot topic. Although social media has many positive effects, such as bringing people together regardless of physical proximity and making communication quicker and more accessible, it also has a dark side that can affect interpersonal connections and dialogue.

Positive Effects:

Connecting People Across Distances

One of social media's most significant benefits is its ability to connect individuals across long distances. People can use social media platforms to interact and stay in touch with friends and family far away. People can now maintain intimate relationships with those they care about, even when physically separated.

Improved Communication Speed and Efficiency

Additionally, the proliferation of social media sites has accelerated and simplified communication. Thanks to instant messaging, users can have short, timely conversations rather than lengthy ones via email. Furthermore, social media facilitates group communication, such as with classmates or employees, by providing a unified forum for such activities.

Negative Effects:

Decreased Face-to-Face Communication

The decline in in-person interaction is one of social media's most pernicious consequences on interpersonal connections and dialogue. People's reliance on digital communication over in-person contact has increased along with the popularity of social media. Face-to-face interaction has suffered as a result, which has adverse effects on interpersonal relationships and the development of social skills.

Decreased Emotional Intimacy

Another adverse effect of social media on relationships and communication is decreased emotional intimacy. Digital communication lacks the nonverbal cues and facial expressions critical in building emotional connections with others. This can make it more difficult for people to develop close and meaningful relationships, leading to increased loneliness and isolation.

Increased Conflict and Miscommunication

Finally, social media can also lead to increased conflict and miscommunication. The anonymity and distance provided by digital communication can lead to misunderstandings and hurtful comments that might not have been made face-to-face. Additionally, social media can provide a platform for cyberbullying , which can have severe consequences for the victim's mental health and well-being.

Conclusion:

In conclusion, the impact of social media on relationships and communication is a complex issue with both positive and negative effects. While social media platforms offer many benefits, such as connecting people across distances and enabling faster and more accessible communication, they also have a dark side that can negatively affect relationships and communication. It is up to individuals to use social media responsibly and to prioritize in-person communication in their relationships and interactions with others.

The Role of Social Media in the Spread of Misinformation and Fake News

Social media has revolutionized the way information is shared and disseminated. However, the ease and speed at which data can be spread on social media also make it a powerful tool for spreading misinformation and fake news. Misinformation and fake news can seriously affect public opinion, influence political decisions, and even cause harm to individuals and communities.

The Pervasiveness of Misinformation and Fake News on Social Media

Misinformation and fake news are prevalent on social media platforms, where they can spread quickly and reach a large audience. This is partly due to the way social media algorithms work, which prioritizes content likely to generate engagement, such as sensational or controversial stories. As a result, false information can spread rapidly and be widely shared before it is fact-checked or debunked.

The Influence of Social Media on Public Opinion

Social media can significantly impact public opinion, as people are likelier to believe the information they see shared by their friends and followers. This can lead to a self-reinforcing cycle, where misinformation and fake news are spread and reinforced, even in the face of evidence to the contrary.

The Challenge of Correcting Misinformation and Fake News

Correcting misinformation and fake news on social media can be a challenging task. This is partly due to the speed at which false information can spread and the difficulty of reaching the same audience exposed to the wrong information in the first place. Additionally, some individuals may be resistant to accepting correction, primarily if the incorrect information supports their beliefs or biases.

In conclusion, the function of social media in disseminating misinformation and fake news is complex and urgent. While social media has revolutionized the sharing of information, it has also made it simpler for false information to propagate and be widely believed. Individuals must be accountable for the information they share and consume, and social media firms must take measures to prevent the spread of disinformation and fake news on their platforms.

The Effects of Social Media on Mental Health and Well-Being

Social media has become an integral part of modern life, with billions of people around the world using platforms like Facebook, Instagram, and Twitter to stay connected with others and access information. However, while social media has many benefits, it can also negatively affect mental health and well-being.

Comparison and Low Self-Esteem

One of the key ways that social media can affect mental health is by promoting feelings of comparison and low self-esteem. People often present a curated version of their lives on social media, highlighting their successes and hiding their struggles. This can lead others to compare themselves unfavorably, leading to feelings of inadequacy and low self-esteem.

Cyberbullying and Online Harassment

Another way that social media can negatively impact mental health is through cyberbullying and online harassment. Social media provides a platform for anonymous individuals to harass and abuse others, leading to feelings of anxiety, fear, and depression.

Social Isolation

Despite its name, social media can also contribute to feelings of isolation. At the same time, people may have many online friends but need more meaningful in-person connections and support. This can lead to feelings of loneliness and depression.

Addiction and Overuse

Finally, social media can be addictive, leading to overuse and negatively impacting mental health and well-being. People may spend hours each day scrolling through their feeds, neglecting other important areas of their lives, such as work, family, and self-care.

In sum, social media has positive and negative consequences on one's psychological and emotional well-being. Realizing this, and taking measures like reducing one's social media use, reaching out to loved ones for help, and prioritizing one's well-being, are crucial. In addition, it's vital that social media giants take ownership of their platforms and actively encourage excellent mental health and well-being.

The Use of Social Media in Political Activism and Social Movements

Social media has recently become increasingly crucial in political action and social movements. Platforms such as Twitter, Facebook, and Instagram have given people new ways to express themselves, organize protests, and raise awareness about social and political issues.

Raising Awareness and Mobilizing Action

One of the most important uses of social media in political activity and social movements has been to raise awareness about important issues and mobilize action. Hashtags such as #MeToo and #BlackLivesMatter, for example, have brought attention to sexual harassment and racial injustice, respectively. Similarly, social media has been used to organize protests and other political actions, allowing people to band together and express themselves on a bigger scale.

Connecting with like-minded individuals

A second method in that social media has been utilized in political activity and social movements is to unite like-minded individuals. Through social media, individuals can join online groups, share knowledge and resources, and work with others to accomplish shared objectives. This has been especially significant for geographically scattered individuals or those without access to traditional means of political organizing.

Challenges and Limitations

As a vehicle for political action and social movements, social media has faced many obstacles and restrictions despite its many advantages. For instance, the propagation of misinformation and fake news on social media can impede attempts to disseminate accurate and reliable information. In addition, social media corporations have been condemned for censorship and insufficient protection of user rights.

In conclusion, social media has emerged as a potent instrument for political activism and social movements, giving voice to previously unheard communities and galvanizing support for change. Social media presents many opportunities for communication and collaboration. Still, users and institutions must be conscious of the risks and limitations of these tools to promote their responsible and productive usage.

The Potential Privacy Concerns Raised by Social Media Use and Data Collection Practices

With billions of users each day on sites like Facebook, Twitter, and Instagram, social media has ingrained itself into every aspect of our lives. While these platforms offer a straightforward method to communicate with others and exchange information, they also raise significant concerns over data collecting and privacy. This article will examine the possible privacy issues posed by social media use and data-gathering techniques.

Data Collection and Sharing

The gathering and sharing of personal data are significant privacy issues brought up by social media use. Social networking sites gather user data, including details about their relationships, hobbies, and routines. This information is made available to third-party businesses for various uses, such as marketing and advertising. This can lead to serious concerns about who has access to and uses our personal information.

Lack of Control Over Personal Information

The absence of user control over personal information is a significant privacy issue brought up by social media usage. Social media makes it challenging to limit who has access to and how data is utilized once it has been posted. Sensitive information may end up being extensively disseminated and may be used maliciously as a result.

Personalized Marketing

Social media companies utilize the information they gather about users to target them with adverts relevant to their interests and usage patterns. Although this could be useful, it might also cause consumers to worry about their privacy since they might feel that their personal information is being used without their permission. Furthermore, there are issues with the integrity of the data being used to target users and the possibility of prejudice based on individual traits.

Government Surveillance

Using social media might spark worries about government surveillance. There are significant concerns regarding privacy and free expression when governments in some nations utilize social media platforms to follow and monitor residents.

In conclusion, social media use raises significant concerns regarding data collecting and privacy. While these platforms make it easy to interact with people and exchange information, they also gather a lot of personal information, which raises questions about who may access it and how it will be used. Users should be aware of these privacy issues and take precautions to safeguard their personal information, such as exercising caution when choosing what details to disclose on social media and keeping their information sharing with other firms to a minimum.

The Ethical and Privacy Concerns Surrounding Social Media Use And Data Collection

Our use of social media to communicate with loved ones, acquire information, and even conduct business has become a crucial part of our everyday lives. The extensive use of social media does, however, raise some ethical and privacy issues that must be resolved. The influence of social media use and data collecting on user rights, the accountability of social media businesses, and the need for improved regulation are all topics that will be covered in this article.

Effect on Individual Privacy:

Social networking sites gather tons of personal data from their users, including delicate information like search history, location data, and even health data. Each user's detailed profile may be created with this data and sold to advertising or used for other reasons. Concerns regarding the privacy of personal information might arise because social media businesses can use this data to target users with customized adverts.

Additionally, individuals might need to know how much their personal information is being gathered and exploited. Data breaches or the unauthorized sharing of personal information with other parties may result in instances where sensitive information is exposed. Users should be aware of the privacy rules of social media firms and take precautions to secure their data.

Responsibility of Social Media Companies:

Social media firms should ensure that they responsibly and ethically gather and use user information. This entails establishing strong security measures to safeguard sensitive information and ensuring users are informed of what information is being collected and how it is used.

Many social media businesses, nevertheless, have come under fire for not upholding these obligations. For instance, the Cambridge Analytica incident highlighted how Facebook users' personal information was exploited for political objectives without their knowledge. This demonstrates the necessity of social media corporations being held responsible for their deeds and ensuring that they are safeguarding the security and privacy of their users.

Better Regulation Is Needed

There is a need for tighter regulation in this field, given the effect, social media has on individual privacy as well as the obligations of social media firms. The creation of laws and regulations that ensure social media companies are gathering and using user information ethically and responsibly, as well as making sure users are aware of their rights and have the ability to control the information that is being collected about them, are all part of this.

Additionally, legislation should ensure that social media businesses are held responsible for their behavior, for example, by levying fines for data breaches or the unauthorized use of personal data. This will provide social media businesses with a significant incentive to prioritize their users' privacy and security and ensure they are upholding their obligations.

In conclusion, social media has fundamentally changed how we engage and communicate with one another, but this increased convenience also raises several ethical and privacy issues. Essential concerns that need to be addressed include the effect of social media on individual privacy, the accountability of social media businesses, and the requirement for greater regulation to safeguard user rights. We can make everyone's online experience safer and more secure by looking more closely at these issues.

In conclusion, social media is a complex and multifaceted topic that has recently captured the world's attention. With its ever-growing influence on our lives, it's no surprise that it has become a popular subject for students to explore in their writing. Whether you are writing an argumentative essay on the impact of social media on privacy, a persuasive essay on the role of social media in politics, or a descriptive essay on the changes social media has brought to the way we communicate, there are countless angles to approach this subject.

However, writing a comprehensive and well-researched essay on social media can be daunting. It requires a thorough understanding of the topic and the ability to articulate your ideas clearly and concisely. This is where Jenni.ai comes in. Our AI-powered tool is designed to help students like you save time and energy and focus on what truly matters - your education. With Jenni.ai , you'll have access to a wealth of examples and receive personalized writing suggestions and feedback.

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Home > Arts & Letters > Sociology & Criminal Justice > ETDs > 18

Sociology & Criminal Justice Theses & Dissertations

Online social capital: social networking sites' influence on civic and political engagement.

Charles L. Bush , Old Dominion University Follow

Date of Award

Spring 2018

Document Type

Degree name.

Master of Arts (MA)

Sociology & Criminal Justice

Committee Director

Scott R. Maggard

Committee Member

Dianne C. Carmody

Ingrid P. Whitaker

This thesis examines how using social networking sites (SNS) is correlated with levels of civic and political engagement of college students at Old Dominion University. Past research has yielded mixed results on the link between online social capital and civic and political engagement. Major limitations of past research include grouping together social networking sites that are substantially different and not considering these sites’ impact on the different forms of social capital. This thesis first examines how social networking site preference, intensity of use, and motives for use factor into an individual’s online social capital. Secondly, this thesis looks at how online bridging, bonding, and maintained social capital influence an individual’s level of civic and political engagement.

Results from an internet-based survey showed Instagram users had the highest level of online social capital. As expected, respondents who used SNS with greater intensity with the purpose to gather information had higher levels of online social capital. Additionally, individuals who had higher levels of online social capital reported being more civically and politically active. These findings contributed to the limited body of research focusing on SNS and online social capital and provide valuable knowledge about the link between using social networking sites and participating in political and civic activities. Future research should build on this research expand the scope of this study by sampling a broader sample, further validating the measures used, and comparing various forms of social networking sites.

In Copyright. URI: http://rightsstatements.org/vocab/InC/1.0/ This Item is protected by copyright and/or related rights. You are free to use this Item in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you need to obtain permission from the rights-holder(s).

10.25777/fd8a-mt66

9780438022102

Recommended Citation

Bush, Charles L.. "Online Social Capital: Social Networking Sites' Influence on Civic and Political Engagement" (2018). Master of Arts (MA), Thesis, Sociology & Criminal Justice, Old Dominion University, DOI: 10.25777/fd8a-mt66 https://digitalcommons.odu.edu/sociology_criminaljustice_etds/18

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Social Networking Sites Essay for Students and Children

500+ words essay on social networking sites.

Social networking sites are a great platform for people to connect with their loved ones. It helps in increasing communication and making connections with people all over the world. Although people believe that social networking sites are harmful, they are also very beneficial.

Furthermore, we can classify social networking sites as per blogging, vlogging, podcasting and more. We use social networking sites for various uses. It helps us greatly; however, it also is very dangerous. We must monitor the use of social networking sites and limit their usage so it does not take over our lives.

Advantage and Disadvantages of Social Networking Sites

Social networking sites are everywhere now. In other words, they have taken over almost every sphere of life. They come with both, advantages as well as disadvantages. If we talk about the educational field, these sites enhance education by having an influence on the learners. They can explore various topics for their projects.

Furthermore, the business field benefits a lot from social networking sites. The companies use social networking sites to connect better with their potential clients and business partners. Moreover, people in search of jobs use the sites to connect better with employers and firms. This gives them a great opportunity to seek better jobs.

Read 500+ Words Essay on Social Media here.

On the other hand, the disadvantages of social networking sites are also very high. They give birth to cybercrimes like cyberbullying , sexual exploitation, money scams and more. It is very harmful to kids as people make them victims of pornography and more. It also gives easy access to the pedophiles of children’s information.

Most importantly, social networking sites are very addictive. They drop the productivity levels of people. Students waste their time using it and get distracted easily from their studies. Moreover, it makes them inactive and limits their physical activities.

Get the huge list of more than 500 Essay Topics and Ideas

Famous Social Networking Sites

Social networking sites have created a massive presence in today’s world. While there are many types of these sites, some are more famous than the others.

For instance, Facebook is the largest social networking site. It has more than 1 billion users which keep increasing every day. Moreover, it also helps you promote your business or brand through ads.

Secondly, there is Instagram. It is owned by Facebook only. Similarly, this app allows you to share photos and videos with your followers. It gives users a lot of filters to beautify your photos.

Furthermore, Twitter is also a great social networking site. It is mostly used by celebrities. This site allows you to post short messages called tweets to share your thoughts. Twitter is a great platform to convey your message in limited words.

Moreover, we have LinkedIn. This is one of the most sought after sites which allow professionals to locate and hire employees. Subsequently, it is available in more than twenty languages to give a user-friendly interface.

Finally, we have WhatsApp. Though it entered the game quite late, this instant messaging app made a place for itself instantaneously. Facebook acquired this app as well. It allows you to share text messages, images, videos, audios, documents and more.

In short, social networking sites are a bane and a boon. It depends on us how we use to. Anything in excess is harmful; likewise, social networking sites are too. Use them for your benefit and do not let them control your life.

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NPR in Turmoil After It Is Accused of Liberal Bias

An essay from an editor at the broadcaster has generated a firestorm of criticism about the network on social media, especially among conservatives.

Uri Berliner, wearing a dark zipped sweater over a white T-shirt, sits in a darkened room, a big plant and a yellow sofa behind him.

By Benjamin Mullin and Katie Robertson

NPR is facing both internal tumult and a fusillade of attacks by prominent conservatives this week after a senior editor publicly claimed the broadcaster had allowed liberal bias to affect its coverage, risking its trust with audiences.

Uri Berliner, a senior business editor who has worked at NPR for 25 years, wrote in an essay published Tuesday by The Free Press, a popular Substack publication, that “people at every level of NPR have comfortably coalesced around the progressive worldview.”

Mr. Berliner, a Peabody Award-winning journalist, castigated NPR for what he said was a litany of journalistic missteps around coverage of several major news events, including the origins of Covid-19 and the war in Gaza. He also said the internal culture at NPR had placed race and identity as “paramount in nearly every aspect of the workplace.”

Mr. Berliner’s essay has ignited a firestorm of criticism of NPR on social media, especially among conservatives who have long accused the network of political bias in its reporting. Former President Donald J. Trump took to his social media platform, Truth Social, to argue that NPR’s government funding should be rescinded, an argument he has made in the past.

NPR has forcefully pushed back on Mr. Berliner’s accusations and the criticism.

“We’re proud to stand behind the exceptional work that our desks and shows do to cover a wide range of challenging stories,” Edith Chapin, the organization’s editor in chief, said in an email to staff on Tuesday. “We believe that inclusion — among our staff, with our sourcing, and in our overall coverage — is critical to telling the nuanced stories of this country and our world.” Some other NPR journalists also criticized the essay publicly, including Eric Deggans, its TV critic, who faulted Mr. Berliner for not giving NPR an opportunity to comment on the piece.

In an interview on Thursday, Mr. Berliner expressed no regrets about publishing the essay, saying he loved NPR and hoped to make it better by airing criticisms that have gone unheeded by leaders for years. He called NPR a “national trust” that people rely on for fair reporting and superb storytelling.

“I decided to go out and publish it in hopes that something would change, and that we get a broader conversation going about how the news is covered,” Mr. Berliner said.

He said he had not been disciplined by managers, though he said he had received a note from his supervisor reminding him that NPR requires employees to clear speaking appearances and media requests with standards and media relations. He said he didn’t run his remarks to The New York Times by network spokespeople.

When the hosts of NPR’s biggest shows, including “Morning Edition” and “All Things Considered,” convened on Wednesday afternoon for a long-scheduled meet-and-greet with the network’s new chief executive, Katherine Maher , conversation soon turned to Mr. Berliner’s essay, according to two people with knowledge of the meeting. During the lunch, Ms. Chapin told the hosts that she didn’t want Mr. Berliner to become a “martyr,” the people said.

Mr. Berliner’s essay also sent critical Slack messages whizzing through some of the same employee affinity groups focused on racial and sexual identity that he cited in his essay. In one group, several staff members disputed Mr. Berliner’s points about a lack of ideological diversity and said efforts to recruit more people of color would make NPR’s journalism better.

On Wednesday, staff members from “Morning Edition” convened to discuss the fallout from Mr. Berliner’s essay. During the meeting, an NPR producer took issue with Mr. Berliner’s argument for why NPR’s listenership has fallen off, describing a variety of factors that have contributed to the change.

Mr. Berliner’s remarks prompted vehement pushback from several news executives. Tony Cavin, NPR’s managing editor of standards and practices, said in an interview that he rejected all of Mr. Berliner’s claims of unfairness, adding that his remarks would probably make it harder for NPR journalists to do their jobs.

“The next time one of our people calls up a Republican congressman or something and tries to get an answer from them, they may well say, ‘Oh, I read these stories, you guys aren’t fair, so I’m not going to talk to you,’” Mr. Cavin said.

Some journalists have defended Mr. Berliner’s essay. Jeffrey A. Dvorkin, NPR’s former ombudsman, said Mr. Berliner was “not wrong” on social media. Chuck Holmes, a former managing editor at NPR, called Mr. Berliner’s essay “brave” on Facebook.

Mr. Berliner’s criticism was the latest salvo within NPR, which is no stranger to internal division. In October, Mr. Berliner took part in a lengthy debate over whether NPR should defer to language proposed by the Arab and Middle Eastern Journalists Association while covering the conflict in Gaza.

“We don’t need to rely on an advocacy group’s guidance,” Mr. Berliner wrote, according to a copy of the email exchange viewed by The Times. “Our job is to seek out the facts and report them.” The debate didn’t change NPR’s language guidance, which is made by editors who weren’t part of the discussion. And in a statement on Thursday, the Arab and Middle Eastern Journalists Association said it is a professional association for journalists, not a political advocacy group.

Mr. Berliner’s public criticism has highlighted broader concerns within NPR about the public broadcaster’s mission amid continued financial struggles. Last year, NPR cut 10 percent of its staff and canceled four podcasts, including the popular “Invisibilia,” as it tried to make up for a $30 million budget shortfall. Listeners have drifted away from traditional radio to podcasts, and the advertising market has been unsteady.

In his essay, Mr. Berliner laid some of the blame at the feet of NPR’s former chief executive, John Lansing, who said he was retiring at the end of last year after four years in the role. He was replaced by Ms. Maher, who started on March 25.

During a meeting with employees in her first week, Ms. Maher was asked what she thought about decisions to give a platform to political figures like Ronna McDaniel, the former Republican Party chair whose position as a political analyst at NBC News became untenable after an on-air revolt from hosts who criticized her efforts to undermine the 2020 election.

“I think that this conversation has been one that does not have an easy answer,” Ms. Maher responded.

Benjamin Mullin reports on the major companies behind news and entertainment. Contact Ben securely on Signal at +1 530-961-3223 or email at [email protected] . More about Benjamin Mullin

Katie Robertson covers the media industry for The Times. Email: [email protected] More about Katie Robertson

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NPR suspends veteran editor as it grapples with his public criticism

David Folkenflik

NPR suspended senior editor Uri Berliner for five days without pay after he wrote an essay accusing the network of losing the public's trust and appeared on a podcast to explain his argument. Uri Berliner hide caption

NPR suspended senior editor Uri Berliner for five days without pay after he wrote an essay accusing the network of losing the public's trust and appeared on a podcast to explain his argument.

NPR has formally punished Uri Berliner, the senior editor who publicly argued a week ago that the network had "lost America's trust" by approaching news stories with a rigidly progressive mindset.

Berliner's five-day suspension without pay, which began last Friday, has not been previously reported.

Yet the public radio network is grappling in other ways with the fallout from Berliner's essay for the online news site The Free Press . It angered many of his colleagues, led NPR leaders to announce monthly internal reviews of the network's coverage, and gave fresh ammunition to conservative and partisan Republican critics of NPR, including former President Donald Trump.

Conservative activist Christopher Rufo is among those now targeting NPR's new chief executive, Katherine Maher, for messages she posted to social media years before joining the network. Among others, those posts include a 2020 tweet that called Trump racist and another that appeared to minimize rioting during social justice protests that year. Maher took the job at NPR last month — her first at a news organization .

In a statement Monday about the messages she had posted, Maher praised the integrity of NPR's journalists and underscored the independence of their reporting.

"In America everyone is entitled to free speech as a private citizen," she said. "What matters is NPR's work and my commitment as its CEO: public service, editorial independence, and the mission to serve all of the American public. NPR is independent, beholden to no party, and without commercial interests."

The network noted that "the CEO is not involved in editorial decisions."

In an interview with me later on Monday, Berliner said the social media posts demonstrated Maher was all but incapable of being the person best poised to direct the organization.

"We're looking for a leader right now who's going to be unifying and bring more people into the tent and have a broader perspective on, sort of, what America is all about," Berliner said. "And this seems to be the opposite of that."

Conservative critics of NPR are now targeting its new chief executive, Katherine Maher, for messages she posted to social media years before joining the public radio network last month. Stephen Voss/Stephen Voss hide caption

Conservative critics of NPR are now targeting its new chief executive, Katherine Maher, for messages she posted to social media years before joining the public radio network last month.

He said that he tried repeatedly to make his concerns over NPR's coverage known to news leaders and to Maher's predecessor as chief executive before publishing his essay.

Berliner has singled out coverage of several issues dominating the 2020s for criticism, including trans rights, the Israel-Hamas war and COVID. Berliner says he sees the same problems at other news organizations, but argues NPR, as a mission-driven institution, has a greater obligation to fairness.

"I love NPR and feel it's a national trust," Berliner says. "We have great journalists here. If they shed their opinions and did the great journalism they're capable of, this would be a much more interesting and fulfilling organization for our listeners."

A "final warning"

The circumstances surrounding the interview were singular.

Berliner provided me with a copy of the formal rebuke to review. NPR did not confirm or comment upon his suspension for this article.

In presenting Berliner's suspension Thursday afternoon, the organization told the editor he had failed to secure its approval for outside work for other news outlets, as is required of NPR journalists. It called the letter a "final warning," saying Berliner would be fired if he violated NPR's policy again. Berliner is a dues-paying member of NPR's newsroom union but says he is not appealing the punishment.

The Free Press is a site that has become a haven for journalists who believe that mainstream media outlets have become too liberal. In addition to his essay, Berliner appeared in an episode of its podcast Honestly with Bari Weiss.

A few hours after the essay appeared online, NPR chief business editor Pallavi Gogoi reminded Berliner of the requirement that he secure approval before appearing in outside press, according to a copy of the note provided by Berliner.

In its formal rebuke, NPR did not cite Berliner's appearance on Chris Cuomo's NewsNation program last Tuesday night, for which NPR gave him the green light. (NPR's chief communications officer told Berliner to focus on his own experience and not share proprietary information.) The NPR letter also did not cite his remarks to The New York Times , which ran its article mid-afternoon Thursday, shortly before the reprimand was sent. Berliner says he did not seek approval before talking with the Times .

NPR defends its journalism after senior editor says it has lost the public's trust

Berliner says he did not get permission from NPR to speak with me for this story but that he was not worried about the consequences: "Talking to an NPR journalist and being fired for that would be extraordinary, I think."

Berliner is a member of NPR's business desk, as am I, and he has helped to edit many of my stories. He had no involvement in the preparation of this article and did not see it before it was posted publicly.

In rebuking Berliner, NPR said he had also publicly released proprietary information about audience demographics, which it considers confidential. He said those figures "were essentially marketing material. If they had been really good, they probably would have distributed them and sent them out to the world."

Feelings of anger and betrayal inside the newsroom

His essay and subsequent public remarks stirred deep anger and dismay within NPR. Colleagues contend Berliner cherry-picked examples to fit his arguments and challenge the accuracy of his accounts. They also note he did not seek comment from the journalists involved in the work he cited.

Morning Edition host Michel Martin told me some colleagues at the network share Berliner's concerns that coverage is frequently presented through an ideological or idealistic prism that can alienate listeners.

"The way to address that is through training and mentorship," says Martin, herself a veteran of nearly two decades at the network who has also reported for The Wall Street Journal and ABC News. "It's not by blowing the place up, by trashing your colleagues, in full view of people who don't really care about it anyway."

Several NPR journalists told me they are no longer willing to work with Berliner as they no longer have confidence that he will keep private their internal musings about stories as they work through coverage.

"Newsrooms run on trust," NPR political correspondent Danielle Kurtzleben tweeted last week, without mentioning Berliner by name. "If you violate everyone's trust by going to another outlet and sh--ing on your colleagues (while doing a bad job journalistically, for that matter), I don't know how you do your job now."

Berliner rejected that critique, saying nothing in his essay or subsequent remarks betrayed private observations or arguments about coverage.

Other newsrooms are also grappling with questions over news judgment and confidentiality. On Monday, New York Times Executive Editor Joseph Kahn announced to his staff that the newspaper's inquiry into who leaked internal dissent over a planned episode of its podcast The Daily to another news outlet proved inconclusive. The episode was to focus on a December report on the use of sexual assault as part of the Hamas attack on Israel in October. Audio staffers aired doubts over how well the reporting stood up to scrutiny.

"We work together with trust and collegiality everyday on everything we produce, and I have every expectation that this incident will prove to be a singular exception to an important rule," Kahn wrote to Times staffers.

At NPR, some of Berliner's colleagues have weighed in online against his claim that the network has focused on diversifying its workforce without a concomitant commitment to diversity of viewpoint. Recently retired Chief Executive John Lansing has referred to this pursuit of diversity within NPR's workforce as its " North Star ," a moral imperative and chief business strategy.

In his essay, Berliner tagged the strategy as a failure, citing the drop in NPR's broadcast audiences and its struggle to attract more Black and Latino listeners in particular.

"During most of my tenure here, an open-minded, curious culture prevailed. We were nerdy, but not knee-jerk, activist, or scolding," Berliner writes. "In recent years, however, that has changed."

Berliner writes, "For NPR, which purports to consider all things, it's devastating both for its journalism and its business model."

NPR investigative reporter Chiara Eisner wrote in a comment for this story: "Minorities do not all think the same and do not report the same. Good reporters and editors should know that by now. It's embarrassing to me as a reporter at NPR that a senior editor here missed that point in 2024."

Some colleagues drafted a letter to Maher and NPR's chief news executive, Edith Chapin, seeking greater clarity on NPR's standards for its coverage and the behavior of its journalists — clearly pointed at Berliner.

A plan for "healthy discussion"

On Friday, CEO Maher stood up for the network's mission and the journalism, taking issue with Berliner's critique, though never mentioning him by name. Among her chief issues, she said Berliner's essay offered "a criticism of our people on the basis of who we are."

Berliner took great exception to that, saying she had denigrated him. He said that he supported diversifying NPR's workforce to look more like the U.S. population at large. She did not address that in a subsequent private exchange he shared with me for this story. (An NPR spokesperson declined further comment.)

Late Monday afternoon, Chapin announced to the newsroom that Executive Editor Eva Rodriguez would lead monthly meetings to review coverage.

"Among the questions we'll ask of ourselves each month: Did we capture the diversity of this country — racial, ethnic, religious, economic, political geographic, etc — in all of its complexity and in a way that helped listeners and readers recognize themselves and their communities?" Chapin wrote in the memo. "Did we offer coverage that helped them understand — even if just a bit better — those neighbors with whom they share little in common?"

Berliner said he welcomed the announcement but would withhold judgment until those meetings played out.

In a text for this story, Chapin said such sessions had been discussed since Lansing unified the news and programming divisions under her acting leadership last year.

"Now seemed [the] time to deliver if we were going to do it," Chapin said. "Healthy discussion is something we need more of."

Disclosure: This story was reported and written by NPR Media Correspondent David Folkenflik and edited by Deputy Business Editor Emily Kopp and Managing Editor Gerry Holmes. Under NPR's protocol for reporting on itself, no NPR corporate official or news executive reviewed this story before it was posted publicly.

Katherine Maher
uri berliner

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Thesis Statements about Social Media: 21 Examples and Tips

How to Write a Thesis Statement?

Start With a Question and Develop an Answer

Be Specific

Make the Argument Clear

Question your Assumptions

Take a Strong Stand

Make Your Thesis Statement Seen

21 Examples of Thesis Statements about Social Media

How to Write a Thesis Statement About Social Media

Social Media Essay Outline

What is a Social Media Thesis Statement Supposed to Look Like?

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Crafting A Thesis Statement About Social Media: Tips And Tricks

How To Write a Thesis Statement About Social Media?

2. Brainstorm Potential Ideas:

3. Refine the Ideas:

4. Finalize Your Thesis Statement:

5. Support Your Thesis Statement:

6. Revise and Edit:

What Is a Social Media Thesis Statement?

What Are Social Networks On The Internet?

Do We Know Where Social Networks Originate?

Advantages and Disadvantages of Social Networks On The Internet

Disadvantages of Social Networks On The Internet

How To Write A Good Social Media Essay?

Social Media Essay Outline

2. Thesis Statement:

4. Conclusion:

21 Examples of Thesis Statements About Social Media

Conclusion:

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Conceptualising and measuring social media engagement: A systematic literature review

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1 Introduction

2 Theoretical background

2.2 Social media engagement: The academic perspective

2.3 Social media engagement: The practitioners’ perspective

3 Methodology

3.1 Database, keywords, inclusion, and exclusion criteria

3.2 Analysis tools

4 An overview of social media engagement metrics research.

4.1 Publication trend

4.2 Most relevant sources

4.3 Seminal papers

5 Social media engagement: areas of investigation

5.1 Investigating social media engagement

5.2 Defining social media engagement

5.3 Social Media Platforms

5.4 Measuring social media engagement

5.5 Social media engagement brand-related activities

6 Discussion