Showing posts with label social interaction. Show all posts
Showing posts with label social interaction. Show all posts

Wednesday, August 21, 2013

Online Learning through Social Constructionist Practices


Education is more than transferring knowledge from one person to another without integrating the information. It requires the building of a sense of community so that students can see themselves in a different light and find support for their goals. A study by Shackelford & Maxwell (2012) helps to define how a sense of community is developed in an online educational environment. Accordingly, they found that introductions, group projects, sharing personal experiences, class discussions, and exchanging resources made all the difference. Of these exchanging resources for learning seemed to be the most important. 

Online education is not simply about posting information in a forum. It is about the way in which that information is presented for maximum learning and having students cognitively engage in the process of learning. There are varying aspects of learning that include social reinforcement and mental processes that further the way in which students understand the information and how it may enhance their lives. 

Social constructivism is a concept whereby people make meaning out of information by actively engaging in it. It is a process of learning new information, testing it, sharing it, and manipulating that information to gain higher levels of understanding. The purpose of online education is to create conduits of social constructivist learning through activities infused with information. 

To effectively engage students it is required that they have full expression of themselves through social and emotional processes. The use of cognitive, social and teacher presence it is possible to enhance learning through multiple paths of understanding. It is this environmental framework that creates higher levels of motivational cognitive activities that are encourage through social engagement. 

The survey was conducted with 381 students. The researched looked at the overall social factors and interaction of students. A Likert scale and reverse coding were used. SPSS was the statistical software and a Chi-square analysis was conducted to understand the relationship between frequency and importance. 

Interactions are associated with a sense of community. The more people interacted the more they viewed themselves as a group. Using introductions allowed students to foster the rapport needed for the rest of the semester. Students who shared experiences personalized and incorporated their information to more real life scenarios. Sharing resources between students allowed students to take ownership over their learning instead of relying on the instructor only. 

The report doesn’t indicate this concept but it is important to see such social learning as active versus passive learning. When students develop a sense of community, find their own ways of relating to the material, and find resources that help them achieve their goals they are taking an active role in their learning. They are no longer passive receptors of information but become part of the overall process and own that education to a higher degree. Social, cognitive, and resource develop appear to be an important part of the higher education process.

Shackelford, J. & Maxwell, M. (2012). Sense of community in graduate online education: contribution of learning to learner interaction. International Review of Research in Open and Distance Learning, 13 (4).


Sunday, June 30, 2013

Social Interaction and Content as Pathways to Paying Customers



Companies are seeking to find ways to draw in customers in a data rich environment. With lots of free content there must be something that differentiates sites to create income streams. Content alone is limited but content with social interaction develops engagement and eventual purchases. By developing social networking, group interaction, and constant new information sites can turn passive users into paying customers.

Social computing and networking has taken a more important function in business networks. Social computing power has transferred from organizations to individuals who desire to, “manifest their creativity, engage in social interaction, contribute their expertise, share content, collectively build new tools and disseminate information” (Parameswaran and Whinston, 2007, pp. 753).  It is a process of collaboration and social building. 

Commitment to a site and its content is important for overall engagement. Organizational commitment theory indicates that user’s behavior on content sites is directly related to their level of commitment (Meyer and Allen, 1991). Users must find value in the information and have a level of engagement with the materials being presented. 

Research by Oestreicher-Singer & Gal; Zalmanson (2013) helps to understand how online social interaction and user familiarity create higher levels of website subscription. A total of 150,000 participants (subscribers and non-subscriber) user profits were analyzed over a three month period in order to determine their behavior and likelihood of purchasing. Such research helps in understanding how website features foster higher levels of paying customers.

The research found that those who interacted consistently with other members were more willing to purchase subscriptions. In addition, those who run forums and become social online leaders were also more likely to purchase subscriptions. This helps indicate that people find a sense of social positioning and responsibility as they deal with others and are willing to pay to maintain that position. 

The number of play lists, blog posts, and groups managed predicted purchasing behavior. In essence, as people became more associated with and interactive with the company they were willing to extend these opportunities to engage in opportunities they enjoy.  The ultimate interaction activity and commitment displayed was seen in group leadership and blog posting.

Subscription rates are enhanced from building communities that revolve around social networking. The social interaction encourages constant participation and frequency which leads to eventual purchases. Those purchases occur because people desire to enhance their functionality in order to participate more with others. The stronger the consumer becomes engaged and builds an identity with others that are using the service the more likely their eventual purchases. 

Organizations should consider the development of social networks based around that product line. Whether that product is music, movies, education, camping supplies or anything else it is precisely that self-identity and interaction that helps encourage higher rates of engagement. Consumers must find utility and comfort with profiles before moving onto making full-scale purchases. They spend time on the site and familiarity brings both loyalty and purchases. 


Meyer, J. and Allen, N. (1991) A Three-Component Conceptualization of Organizational Commitment, Human Resource Management Review, 1 (1).



Oestreicher-Singer, G. & Zalmanson, L. (2013). Content or community? A digital business strategy for content providers in the social age. MIS Quarterly, 37 (2). 


Parameswaran, M., and Whinston, A. (2007). Research issues in social computing. Journal of the Association for Information Systems, 8 (6).