Research (Vol. 57): Social Media Use and Yearbooks

How award winners deploy social media

By Robert Bergland

Northwest Missouri State University

Abstract: The Internet and social media have transformed all college media outlets, and the yearbook is no exception. But, while there have been some studies on the impact of these technologies on commercial and college newspapers, yearbooks have not received such scrutiny. This study of award-winning yearbooks attempts to shed light on how yearbooks are using social media to promote their events, their staffs and their content. Using the 22 yearbooks that have been named a finalist in the major competitions in the last three years, this paper examines the number of followers, the number of posts, the content of these posts and the follower response to those posts during the Fall 2018 semester. Continue reading “Research (Vol. 57): Social Media Use and Yearbooks”