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Using Social Media in Education and Using Social Media Strategies in Education and Corporate Organizations in the U.S. and Belarus: A Practitioner Study

Rapid growth of new media technologies allows organizations to communicate with consumers in immediate and interactive ways via blogs and social media websites such as Facebook and Twitter. Consumers, companies, and organizations bypass mass media gatekeepers and engage in direct communication exchanges. This study examines social media efficacy from the perspective of corporate and educational organizations in the United States and Belarus. Using the Delphi method, authors administered iterative surveys to a panel of sixteen experts, seeking consensus points. Access to financial, staff, and technical resources allow corporations to make intensive and effective use of social media. Non-profit and education organizations are interested in ability to relate to stakeholders by low-cost technologies, human interest stories, and personal connections. US organizations valued appropriateness for target audience as the most important factor in evaluating the best use of social media. Belorussian organizations valued effectiveness of the channel itself or ease of use.