Case study research investigated the launching of an innovative Live Journal, as part of a professional social network, during international conference held in Israel on the subject of teacher training. Research literature notes various publications used to record research and academic materials, but talks less about tools accompanying academic conferences. As far as could be ascertained no online "live journal" has served the needs of a professional conference. To understand the process and contribution of the Live Journal, qualitative study was chosen, using categorical analysis to interpret materials uploaded by participants on the journal. Additionally, in-depth interviews exposed participants' voices and interpretations. The research aimed to identify factors encouraging or hindering the initiative's success, patterns of participation, participants' characteristics, writing styles and incumbent difficulties and aimed to present a model for optimal operation of the Live Journal. Findings indicate essential components for the journal's success include: participants, technology and marketing, noting the importance of each component and their correlation with other components. The journal's potential to assist construction of a professional community, and act as an impetus for professional development and familiarity with other professionals in the field indicates the importance of the journal and constitutes the key for success.
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