Background of the Study
The definition of social media is “the relationships that exist between network of people” (Walter & Riviera, 2004). In the last ten years, the online world has changed dramatically. Thanks to the invention of social media, young men and women now exchange ideas, feelings, personal information, pictures and videos are truly astonishing rate. Seventy-three percent of wired American teens now use social media websites (Oberst, 2010).
Social media has become one of most important communication means in recent times. However, social networking exist so as to provide communication among people regardless of the distance, making it open to people easily share information, files and pictures and videos, create blogs and send messages and conduct real-time conversations. These systems are referred to as social, simply because they allow communication with buddies and coworkers so easily and effectively. Social forums are way of communication directly with other people socially and in media. They are playing a large and influential role decision-making in the occasions from the global world economically, politically, socially and educationally.
The driving factors for adoption of social media are the progressively ubiquitous access, convenience, functionality, and flexibility of social technologies (Brown, 2010 and Schroeder, Minocha and Schneider, 2010).
It has been contended that, poor greater education, social technologies supports social constructivist techniques to learning, they potentially have to improve students’ construction of understanding and promote student interaction (Ferdig, 2007, Schroeder, Minocha and Schneider, 2010 and McLoughlin and Lee, 2008). An additional benefit of social technologies provided on the internet is that they are frequently free or require marginal investment, eliminating a potential barrier to adoption (Brown, 2010).
Social media comprises of activities that involve socializing and networking online through words, pictures and videos. Social media is redefining how we relate to each other as humans and how we as humans relate to the organizations that serve us. It is about dialog –two way discussions bringing people together to discover and share information (Solis 2008a).
In the three and a half minute video called “Social Media in Plain English,” the authors provide and easy-to-follow introduction to social media with a small town ice cream shop metaphor. “Social media means new opportunities to create and communicate with people that care” (LeFever 2008). It talks about the change in business and media environment from a high level, rather than the specifics of how to use one or more tools.
Fred Cavazza, a French consultant in new media, breaks down the various forms of social media into ten categories in his “Social Media Landscape”: publication tools, sharing tools, discussion tools, social networks, micro publication tools, social aggregation tools, live-cast, virtual worlds, social gaming and massively multiplayer online gaming (MMO) (Cavazza 2008). Brian Solis, co-founder of the Social Media Club and leader in Social media thought, recently introduced “The Conversation Prism,” which he describes as “the art of listening, learning and sharing” (Solis 2008b). The graphical prism (below) illustrates the wide array of social media tools available today.
Social media gives us the opportunity to humanize stories of students and alumni of our institutions, which can create loyalty and earn future business (students), and ultimately their respect (Solis 2008c).
If you are willing to join the conversation and embrace social media in some form, create strong and effective policies for their use and assign staff members with specific monitoring and contribution tasks. Establish only those sites and tools your staff will really have the time to commit to. “Participation is no longer an option as Social Media isn’t a spectator sport” (Solis 2008d).
The issue of pupils’ performance at schools has been of concern ever since modern education was introduced. Many countries have come to realize that pupils are the heart of educational process and that without good performance, all innovations in education are doomed to failure. There is a wide dissatisfaction with the current situation of schooling in many countries and parents come in for the share of the blame (Achombo, 2006)
Similarly, Kundu and Tutoo (2000) believed, that home background is the most significant primary factor which influences and shapes children’s attitudes, personality and behaviour patterns that lead to good performance at schools.
School, colleges and universities have no worth without student. Students are most essential asset for any educational institute. The social and economic development of the country is directly linked with student academic performance. The students’ performance (academic achievement) plays an important role in producing the best quality graduates who will become great leader and manpower for the country thus responsible for the country’s economic and social development (Ali, Jusoff, Ali, Mokhtar, and Salamt, 2009). Student academic performance measurement has received considerable attention in previous research, it is challenging aspects of academic literature, and science student performance are affected due to social, psychological, economic, environmental and personal factors. These factors strongly influence on the student performance, but these factors vary from person to person and country to country.
State of the Problem
A number of earlier studies have shown evidence that efforts are required in order to start using social media in order to influence educational activities. However, the whole process of adopting a particular social media has not received adequate attention from researchers (Hamid, Waycott, Chang and Kurnia, 2011). Choney, (2010), and Jacobsen & Forste, (2011), believe that the use of technology such as internet is one of the most important factors that can influence educational performance of students positively or adversely.
The rapid advancement of media technology has had a great impact on the way people communicate on a daily basis. Due to the increased popularly of it, economists and professors are questioning the way grades of students will be enhanced through the use of social media.7
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