The Social Media Management Chain, How Social Media Influences Traditional Media

This paper examines the key variances in application and strategy between different social media management strategies and its effective marketing. Social media firms have shown a great ability to control the stages in their product life cycles. These practices lead to managers in these firms overachieving on their respective KPIs and garnering industry attention. An analysis of social media management firms practice shows that high participatory decisions and intellectual and manual skills contributed to these organizations' successes. Other factors like introducing the ‘Like' button and various innovations are observed to have improved consumers' attitudes towards the social media brand. Customer engagement and content enrichment are proven to be driving forces in how online consumers perceive the social media brand. Consumers are demonstrated to be the main means of continuous sustainability and growth.

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SOCIAL MEDIA TOOLS, TRENDS, OPPORTUNITIES FOR PUBLIC RELATIONS PRACTICE IN LAGOS STATE, NIGERIA

10.26772/cjsms2020050202 ◽

2020 ◽

Vol 5 (2) ◽

pp. 143-157

Author(s):

Moshood-Abiola Arogundade ◽

◽

Olugbenga Charles Adewale ◽

Keyword(s):

Social Media ◽

Public Relations ◽

Communication Strategy ◽

Media Management ◽

Immediate Feedback ◽

The Social ◽

Lagos State ◽

Use Of Social Media ◽

Social Media Management ◽

Audience Measurement

This study examined the influence of social media on PR. Specifically, it examined the social media analytic tools, trends, opportunities as well as implications of social media adoption on PR with focus on practitioners in Lagos State. Interviews were conducted with selected PR practitioners in Lagos to obtain facts and views for this study. Findings revealed that social media has greatly influenced the practice of PR. However, social media use is shaped by communication strategy, objectives, engagement strategy, and the target audience. Furthermore, the common trends in use among practitioners include influencer push/influencer PR, listening and analytic (software) tools, brand neutralization, hashtagging, sponsored tweet/posts and use of social media pages of established news outlets. The result also showed that analytic tools like Hootsuite, Meltwater, Sprout Social are used for social media management and engagement. Therefore, social media has completely altered the pattern of corporate communication with its transient and ephemeral nature which makes it difficult for afterthought communications to be retrieved, deleted, or sometimes reviewed. But when compared with conventional media, social media provides better opportunities for wider reach, precise targeting, audience analytic, instant/immediate feedback, location-based messaging, and better audience measurement. Keywords: Social Media, Public Relations, PR tools, Modern Public Relations

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How to Engage Consumers through Effective Social Media Use—Guidelines for Consumer Goods Companies from an Emerging Market

Journal of theoretical and applied electronic commerce research ◽

10.3390/jtaer16040044 ◽

2021 ◽

Vol 16 (4) ◽

pp. 768-790

Author(s):

Gokhan Aydin ◽

Nimet Uray ◽

Gokhan Silahtaroglu

Keyword(s):

Social Media ◽

Consumer Goods ◽

Durable Goods ◽

Emerging Market ◽

Machine Learning Algorithms ◽

Media Management ◽

Related Factors ◽

The Social ◽

Social Media Platforms ◽

Social Media Management

This study aims to establish actionable guidelines and provide strategic insights as a means of increasing the social media effectiveness of consumer brands. Post-related factors in addition to the contextual and temporal factors influencing consumer engagement (i.e., reposting, commenting on or liking posts), as an indicator of social media effectiveness, are considered in detail in the research model. Moreover, the model considers differences between industries as well as social media platforms. A total of 1130 posts made by four brands, two each from the durable goods and fast-moving consumer goods sectors, were collected from Facebook and Twitter in Turkey. Through predictive analysis, four different machine learning algorithms were utilized to develop easy-to-apply plans of action and strategies. The findings highlight the significant impact of videos, images, post frequency and interactivity on engagement. Furthermore, social media platforms and the brands themselves were found to be instrumental in influencing engagement levels, indicating that more than one formula is needed for effective social media management. The range and depth of the post-related factors (e.g., image type, video length, kind of interactivity) considered go far beyond those found in the significant majority of similar studies. Moreover, the unique setting and the novel data analysis algorithms applied set this study apart from similar ones.

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Management and Marketing Practices of Social Media Firms

Research Anthology on Strategies for Using Social Media as a Service and Tool in Business ◽

10.4018/978-1-7998-9020-1.ch078 ◽

2021 ◽

pp. 1608-1623

Author(s):

Abdulaziz Alshubaily

Keyword(s):

Social Media ◽

Driving Forces ◽

Management Strategies ◽

Life Cycles ◽

Customer Engagement ◽

Media Management ◽

Marketing Social ◽

The Social ◽

Media Firms ◽

Social Media Management

This paper examines the key variances in application and strategy between different social media management strategies and its effective marketing. Social media firms have shown a great ability to control the stages in their product life cycles. These practices lead to managers in these firms overachieving on their respective KPIs and garnering industry attention. An analysis of social media management firms practice shows that high participatory decisions and intellectual and manual skills contributed to these organizations' successes. Other factors like introducing the ‘Like' button and various innovations are observed to have improved consumers' attitudes towards the social media brand. Customer engagement and content enrichment are proven to be driving forces in how online consumers perceive the social media brand. Consumers are demonstrated to be the main means of continuous sustainability and growth.

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Start A Fire: Creating Value and Growth

Kellogg School of Management Cases ◽

10.1108/case.kellogg.2021.000089 ◽

2019 ◽

pp. 1-16

Author(s):

Sarit Markovich ◽

Oded Golan ◽

Charlotte Snyder

Keyword(s):

Social Media ◽

Venture Capital ◽

Media Management ◽

Conference Room ◽

Tel Aviv ◽

Management Platform ◽

Venture Capital Funding ◽

Capital Funding ◽

Social Media Management ◽

A Company

In March 2017, Oded Golan sat in his technology startup's conference room with his co-founder, pondering the fate of their company, Start A Fire. In just four years, the two entrepreneurs had taken an idea that started in Golan's apartment in Tel Aviv and turned it into a company that had raised $3.5 million in venture capital funding and served more than 3,000 of the world's biggest brands using an innovative content distribution and social media management platform that enabled brands to improve communication and engagement with their followers

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Game Changer: A Case Study of Social-Media Strategy in Big Ten Athletic Departments

International Journal of Sport Communication ◽

10.1123/ijsc.2014-0022 ◽

2014 ◽

Vol 7 (4) ◽

pp. 516-532 ◽

Cited By ~ 7

Author(s):

Makayla Hipke ◽

Frauke Hachtmann

Keyword(s):

Social Media ◽

Athletic Departments ◽

Traditional Media ◽

Big Ten ◽

Study Approach ◽

The Social ◽

Depth Interviews ◽

Social Media Strategy ◽

Game Changer

This study used a case-study approach to develop an understanding of how social-media strategy is developed and deployed in Big Ten Conference athletic departments and to explore the issues associated with it. Based on in-depth interviews with department officials, the following 6 themes emerged: connecting with target audiences, varied approaches in coordination of postings, athletic communications as content gatekeepers, desire to incorporate sponsors and generate revenue, focusing on building fan loyalty through engagement, and challenges of negativity and metrics. The social-media strategy in Big Ten Conference athletic departments appears to be driven by athletic communications/sports information departments as opposed to marketing departments. The greatest benefit of social media has been the ease of engagement and instantaneous connection between fans and the teams they love, which can lead to building greater loyalty to a team. Some of the challenges departments face include having to deal with the reality of crises and negative attention around programs more quickly than with traditional media and to measure social-media success accurately.

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