Social media has evolved over the last decade to become an important driver for acquiring and spreading information in different domains such as business, entertainment, crisis management, and politics. The increasing popularity of social media raises a number of questions regarding why we use it so much and what aspects influence this activity. What about gender? What about education, income, age or social status? This paper answers some of these questions using statistical analyses and by dividing overall social media use into selected social media, i.e., Facebook, Instagram, Snapchat, YouTube, and Twitter. The analysis used a dataset that contains information related to 2002 respondents from the U.S. and their social media activity. The results show that people with high household incomes and high education use social media the most. As age increases, social media use decreases, while bigger household income means that social media are used more. Overall, understanding where and at what frequency users are on social media can be a key competitive advantage. When using social networks correctly for marketing, companies can significantly improve their brand awareness, customer satisfaction, quality, reach, and profit.

Nowadays, the population is rapidly ageing because of increasing life expectancy and decreasing birth rates. Thus, the purpose of this systematic review is to prepare a comprehensive overview which identifies the activities of daily living (ADLs) that are gradually reduced among patients with dementia, as well as explore the therapies applied in relation to dementia and how they effectively improve the quality of life (QoL) of patients and caregivers. Furthermore, we aim to summarise the ADL activities influenced by therapies and examine the treatment costs and care for patients so that recommendations for research and development (R&D) can be made to improve both the QoL of people with dementia and cost-saving measures. The research focuses on four selected neurodegenerative diseases: Alzheimer, Parkinson, vascular dementia, and amyotrophic lateral sclerosis. Therefore, the peer-reviewed English written articles from 2014 to 2019 were searched between September 1 and December 13, 2019. Twenty-seven papers were included in the analysis. The results show that essential assistance occurs in connection with activities: eating, drinking, dressing, bathing, personal hygiene, use of the toilet, and transport. By contrast, shopping or cleaning is not addressed as much. A lower ability to take care of oneself is connected with poor patient health and higher social care costs because the patient requires care from external sources, such as home aid or nurse visits. The challenge that remains is to shift new knowledge from scientific disciplines and connect it with the needs of patients to remove legitimate barriers and increase the acceptance of new solutions by popularisation. Additionally, regarding the burden on caregivers, it would be appropriate to promote this area of education and employment so that family members can use formal caregivers, ensuring them free time and much-needed rest.

Globalization has increased the demands placed on higher education and increased competition among universities. In response, institutions of higher education have started to consider their online presence as a potential competitive advantage. The aim of this article is to analyze and compare Facebook activity and content created by the world’s top ten universities. The professional social media analytics tool Socialbakers is used to monitor activity and collect data for analysis. The world’s top ten universities are determined based on the Quacquarelli Symonds (QS) University Rankings. The study results are divided into four categories: an analysis of the number of fans, of content, of style, and of post promotion. All of the studied universities upload a post at least once per day. Based on the study results, selected posts could be examples of best practice and serve to inspire other educational institutions to improve their brand image and communication on social networks. Social media provide a large amount of detailed data concerning the behavior of students and other stakeholders and on the effectiveness of promotional campaigns. To use social media effectively, it is necessary to collect the available data and evaluate them to gain insight on which to base an appropriate social media strategy

Multimedia communication through social media has been experiencing constantly growing significance in the field of airline marketing. The aim of the research presented in this paper was to find out and, with the help of both qualitative and quantitative analyses, describe the way YouTube is used by airlines. The research was conducted in the form of a comparative study with the objective of identifying the difference between YouTube performance of full-service carriers (FSCs) and low-cost carriers (LCCs). The intention was to identify which factors influence the effectiveness of airline marketing conducted via YouTube an as well as the way in which they do it. Analysis of selected data was facilitated by social media analytics tool SocialBakers, content analyses and a correlation analysis of YouTube metrics, selected on the base of previous research results. The research data were collected twice during the year 2017 in order to reflect changes over time. Research results showed that FSCs build their YouTube channels more systematically than LCCs. FSCs offer a substantially wider range of video topics and often sort out topics of their videos in a more detailed way. Regarding the basic metrics of YouTube channels (total number of views, number of subscribers), FSCs surpass LCCs significantly. One reason for their much higher rate of views is the fact that FSCs use celebrities more frequently, and frequently they offer high-quality impression/relationship airline presentation.

The research was motivated by the growing importance of social media in the marketing of the National Tourism Organizations (NTO). The NTOs of the top ten most successful countries according to the number of international tourists in 2016 were selected as a research sample for analysis of the way, intensity and effectivity of the social media use in the destination marketing. The social media selected for above-mentioned analyses were Facebook, YouTube, Twitter, Flickr, Instagram, Pinterest, Google+ and Snapchat. The data collected for the analysis were publicly available data found on the NTO websites and in their social media accounts. The quantitative features of these NTO accounts (number of fans, number of their contributions, number of subscribers' responses), their management (especially the response to user contributions and inclusion of users of generated content) and the concept and focus of contributions generated by the NTO were evaluated and mutually compared. The analysis of the social media use by the NTOs of the ten selected countries has pointed out the importance of the social media role in their destination marketing. The selected NTOs use predominantly Facebook, YouTube, Twitter, and Instagram accounts, but only a few of them perform high quality management of these accounts. British, Italian and Mexican NTOs use the social media most, while Thailand and Turkey NTOs use them least. In addition to YouTube and Facebook, Instagram has shown a great potential for the systematic destination marketing exercised by the NTOs, as it has a signifi cant advantage over still yet dominant Facebook in the posting view for all subscribers.