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This article summarizes a study aimed at explaining collective behavior on social networking platforms through intentional social action, which is known as the We-Intention theory. The study focused on Facebook in particular, because it is widely popular among university students and could, thus, illustrate social media's impact on students' motivation to learn via virtual communities. In the article, the We-Intention theory is driven by social influence factors, social presence, and elements of the uses and gratifications (U&G) model. U&G, as defined in the article, explains why individuals gravitate toward certain digital media over others. U&G assumes individuals are both goal-directed and aware of their needs, listed as purposive value, self-discovery, entertainment, social enhancement, and maintenance of interpersonal connectivity. The study identified two U&G needs, entertainment and interpersonal connectivity, as significantly determining intentional social action under the We-Intention theory.

That article is very interesting stating that most use Facebook for instant communication and connection. The need for instant gratification. Joining too many groups or trying to connect to too many people does make it hard to have a specific connection to one group. May be the reason that people post so many random topics and photos.

Interesting perspective on Facebook from the point of view of students using the platform.Since most of my background is from K-12 education, I have not witnessed teachers using the platform with their students. I have found that most K-12 teachers use Facebook to communicate with parents. It does seem to have a similar impact on getting parents motivated and active in class activities. Most parents use Facebook and once they know they can follow their child's teacher and get updates via the social media app, parents tend to do so

User-generated media (UGM) incorporates traditional media (i.e., newspapers, radio, television) as well as non-traditional media like the Internet (i.e., blogs, wikis, picture- and video-sharing sites, and social networking platforms). This article examines three usages of UGM from the uses and gratifications (U&G) perspective, which are separate but interdependent concepts. The first use, consuming, satisfies the information, entertainment, and mood management needs. Participation, the second use, fosters interaction with content and people to enhance social connections in virtual communities. The final use, producing, encompasses content that is created for both self-expression and self-actualization. This article analyzes the appeal of UGM via the lens of U&G. U&G is used to explain the psychological needs of the individual consumer and why an audience consciously chooses a specific medium to fill recognized needs. These needs can be divided into five categories to help us understand media consumption on user-generated sites: 1) cognitive needs, 2) affective needs, 3) personal integrative needs, 4) social integrative needs, and 5) tension release needs.

Student discussions on Google+ as used in a class at Georgetown U. Shared research was regarded as up to date and beneficial. Overall, students viewed g+ as educational/academic network & FB as social one

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This article looked at a Web-based survey and its results in order to make a correlation between gratifications and uses of social networking sites (SNSs) and an individual's political and civic engagement in the real world. This survey targeted the Facebook Groups application to look at how participation compared to offline activities, mainly due to this feature's ability to recruit members, share common issues, and organize off-campus events. The survey identified four main needs for Facebook Groups involvement: 1) socializing, 2) entertainment, 3) self-status seeking, and 4) information. However, as this survey was trying to draw links between online and offline involvement, the need for information was recognized as having the most impact on participation in real-world activities.