What does academe* know
about Social Media?
Or…Death by Office 2013 PowerPoint
Manchester Metropolitan University Business School
*Yep, it’s not a typo, that is a word…
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Brendan Keegan is in the middle of another busy year teaching in MMU
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MMU Business School
May 29, 1917
Dublin, Republic of Ireland
Senior Lecturer in Digital Marketing at Manchester
Metropolitan University Business School
PhD in Social Media Marketing Evaluation
Guest Lecture for Nottingham Trent University
Guest Lecture for Manchester Business School
Guest Lecture for Durham University Business School
National UK Mendeley Advisor
External Examiner at University of Salford
External Accreditation for City & Guilds for Business
Article Reviewer at Journal of Further and Higher Education
Article Reviewer at The International Journal of Market Research
Article Reviewer at The Journal of Marketing Management
Article Reviewer at Academy of Marketing (UK)
What is academe?
• Originally: “the (olive) groves of Academe” set up by Plato as a place for
teaching of philosophy
• The Socratic Method
• The logic of inquiry (two-way critical discourse)
• As a reader, one evaluates others’ attempts to communicate and convince
through developing their argument
• As a researcher and writer, one develops one’s own argument that will
communicate with and convince the projected audience
What is Theory?
Developed through systematic
• Theory will be here
tomorrow, next week,
next year, and next
• Can we say the same
• Content Marketing?
• QR Codes?
Is there a divide between academe & industry?
• Seem to be developing at varying rates
• Although in different directions perhaps?
• There should be a link!
What does academe know about Marketing?
• Consumer Psychology & Behaviour (Soloman, 2006)
• Value Co-Creation (Prahalad & Ramaswamy, 2004)
• Service-Dominant Logic (Vargo & Lusch, 2006)
• Cognitive Dissonance Theory (Festinger, 1962)
• Commitment Trust Theory in Relationship Marketing (Morgan and Hunt, 1994)
• Segmentation Techniques and Profiling (Smith, 1956)
What does academe know about social?
• Behavioural Theories
• Personal Behaviour Theories
• Attribution Theory
• Elaboration likelihood model
• Existence, relatedness, growth theory
• Expectation and disconfirmation
• Goal-directed behaviour model
• Hofstede’s theory of cultural
• Personality traits
• Psychological choice model
• Risk perception theory
• Social cognitive theory
• Switching behaviour
• Task-technology fit model
• Technology acceptance model (TAM)
• Theory of planned behaviour (TPB)
• Theory of reasoned action (TRA)
• Social Behaviour Theories
• Cognitive mapping
• Effectuation process
• Involvement theory
• Justice theory
• Social capital theory
• Social exchange theory
• Social identity theory
• Social influence theory
• Social interaction theory
• Social loafing
• Social network analysis
• Social power
• Social ties
• Mass Communication Theories
• Media richness theory
• Para-social interaction
• Uses and gratifications theory
What do our students know about social?
• The ‘Digital Native’ generation (Prensky)
• Post 1990 generation
• Over-familiarity with social networks?
• Disparate competence
• Adoption curve for technology skewed?
• Immaturity is immaturity
• “How dare you Google me?”
What do I know?
• A PhD is a long and arduous process
• Five years to date
• Three different directions
• Some grey hairs
• Publication of results
• Social Media Marketing Evaluation Process Model
• Insight into the Agency Client Relationship
• Investigations into KPI development
• Examination of Silo Effect in Marketing Agencies
• Academic link with practice
What Impact does the Agency-Client Relationship have
on Social Media Marketing?
Consider this well known dyad…
Rebel Alliance Galactic Empire
What Tools & Tips Do I Have?
Not many, but try them if you can!
How do these work together?
Create Download folder in
Dropbox for Browser
Download files/.pdf’s to Dropbox
Files drawn into
Mendeley via a
All the time tracking your
What Top Tips do I have to give?
• Old fashioned techniques still apply (Copy writing, Critical Reflection)
• Effective measurement is key to successful implementation
• A good relationship on both sides of the agency client dyad is essential
• Don’t leave your social media to teenage interns!
• Writing is an art and a skill which is needed across all disciplines
What is your homework for this week?
• Join (or Create) a Social Media book club!
• Use Google Scholar as your research tool, its free!
• Use Mendeley to keep your research tidy
• Start on your reading list…
• Get in touch if you have a research idea that you want an academic to work
• The Tipping Point: How little things can make a big difference
• Malcolm Gladwell
• The Virtual Community: Homesteading on the Electric Frontier
• Howard Rheingold
• Journal Articles (freely available, use Google Scholar)
• Kaplan, A.M. and Haenlein, M. (2010). Users of the world, unite! The challenges and
opportunities of Social Media. Business Horizons, 53(1), pp.59–68.
• Mangold, W.G. and Faulds, D.J. (2009). Social media: The new hybrid element of the
promotion mix. Business Horizons, 52(4), pp.357–365.
• Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy,
A., & Skiera, B. (2010). The impact of new media on customer relationships. Journal
of Service Research, 13(3), pp.311-330.
• Tools I use for Education Purposes
• Staff and Publication Page