Abstract

The exponential and irreversible growth of the social web is an undeniable phenomenon that is provoking a series of changes in communication models. This global revolution proposes a new model that is completely democratic, in which a user, regardless of origin, status or occupation, can be the issuer and receiver of information in real time. This has forced advertising to redefine and adapt itself, modifying its strategies and formats in order to align to the new model. The traditional rules of elaborating commercial messages do not apply in the Internet environment, and their advertising efficiency is limited. However, investment in this medium increases year by year, the proof being the market’s gamble on the commercial possibilities of Internet. This work studies a new advertising model on the Net: a microsite. This format invites the user to enjoy a sensorial experience through the computer which issues interactive commercial messages that are subtle but convincing. Through the analysis of the semantic and technical content of a sample of these slots, we seek to define and emphasize the principle characteristics of the microsite and to reflect upon its strategic role within on-line advertising campaigns.

Abstract

As a result of the emergence of Information and Communication Technologies (ICT) we are currently experiencing a period of major changes. Higher education plays a key role in helping students to acquire the competences which enable them to be autonomous in both academic and professional environments, where ICT literacy and collaborative processes are considered crucial. This study analyzes students’ perceptions about how the collaborative construction of an online project facilitates the acquisition of digital competences. It examines the methodological approach, within the context of the Open University of Catalonia, of the subject: «ICT Competences». This subject is conducted fully online at the UOC, and learners are required to engage in a collaborative project organized in 4 phases: starting, structuring, developing and concluding. Based on an evaluation research approach, quantitative and qualitative data from a survey have been triangulated. The results support the pedagogical methodology which forms the basis of this subject and indicates that collaborative projects facilitate the acquisition of digital competences, highlighting those linked to digital teamwork and digital attitude. The conclusions reinforce the importance of Computer Supported Collaborative Learning (CSCL) processes, the need to put forward pedagogical proposals for the acquisition of both digital and collaborative competences and the relevant role of the teacher in this process.

Abstract

From its origins in the mid ‘90, the application of the concept of virality to commercial communication has represented an opportunity for brands to cross the traditional barriers of the audience concerning advertising and turn it into active communicator of brand messages. Viral marketing has been based, since then, on two basic principles: offer free and engaging content that masks its commercial purpose to the individual and use of using a peer-to-peer dissemination system. The transformation of the passive spectator into an active user who broadcasts advertising messages promoted by sponsors, and who responds to needs and motivations of individuals and content features which has been described by previous research in this field, mainly through quantitative methods based on user perceptions. This paper focusses on those elements detected in its previous research as promoters of the sharing action in the 25 most-shared viral video ads between 2006 and 2013 using content analysis. The results obtained show the most common features in these videos and the prominent presence of surprise and joy as dominant emotions in the most successful viral videos.

Abstract

In general, with few exceptions, libraries are not exploiting the opportunities that Facebook offers, like talking to the users, creating authentic communities or extending their reach. The key element that explains the cause of this deficiency is the way libraries communicate, often modeled on a one-way bulletin board. Several communication objectives that should be incorporated permanently into the social media strategy of the library, and some ideas to improve the performance in Facebook, are provided. To be successful, libraries must know and adapt to the medium, and try to meet users’ interests.

Abstract

To explore the relative failure of libraries in the social we, the ideas of community and networking are compared, considering the associated concepts of cognitive surplus and network behavior aswell. The environment is one of a changing universe of almost instant obsolescence, where everything is for sale -especially to users, who give up their privacy. The conclusion: the keys to unlock the language of the network must be mastered in order to take advantage of the benefits and confront potential threats.

Abstract

Libraries have for years been using social media to offer their services and collections, and receiving a number of benefits that must be quantified. In times of economic crisis it is essential to show evidence of success resulting from the resources invested. To measure and evaluate those results, libraries should have a marketing plan for social media, in which measurable and achievable objectives are defined, target populations and the social media to be used are established, an action plan is elaborated, and indicators –both quantitative and qualitative- are defined, thus demonstrating whether the objectives have been achieved and the return on investment (ROI).

Abstract

This review of the situation of social networks and web 2.0 applications in libraries and information units in 2009 includes brief definitions of these concepts and a brief exploration of what may happen in 2010. Analysis of 2.0 technologies in libraries and in their environment, both in the organizations and the Spanish society in general, is based on various studies. Major changes during 2009 that can determine the movements of social networking services over the next year are described.

Abstract

The previous note present some questions that emerged while considering whether to include services of the social web in the web page of the public organisation where the author works. Here some reflections, commentaries, projects or proposals are offered that can be possible answers to these questions.

Abstract

The present and the future of health information are based on eHealth and knowledge management. Some aspects of this future were discussed at the High Level Ministerial Conference on eHealth, held in Barcelona in March 2010, where eHealth was seen as a tool for integration in European politics. The problem of access to health information on the internet and knowledge management policies as an effective tool in the improvement of clinical practice and the search for an excellent health system are also analyzed in this article.