Tourist Self-Congruity and Brand Perceptions in Positive Social Media Content Creation--Model

2020 ◽  
Author(s):  
Gonzalo Luna-Cortés
Keyword(s):  
Social Media ◽  
Media Content ◽  
Content Creation

Analysis of content creation in social media by B2B companies

2015 ◽  
Vol 30 (6) ◽  
pp. 761-770 ◽  
Author(s):  
Lauri Huotari ◽  
Pauliina Ulkuniemi ◽  
Saila Saraniemi ◽  
Minna Mäläskä
Keyword(s):  
Social Media ◽  
Personal Relationships ◽  
Media Content ◽  
Content Type ◽  
B2b Marketing ◽  
Content Creation ◽  
Marketing Activities ◽  
Social Media Tools ◽  
Business To Business

Purpose – The present study aims to examine how business-to-business (B2B) marketers can influence content creation in social media. Social media tools are becoming an interesting component of B2B marketing because of the roles of personal relationships and interactions in these markets. However, research has not approached social media content creation from a B2B marketing perspective. Design/methodology/approach – Social media tools are becoming an interesting component of B2B marketing because of the roles of personal relationships and interactions in these markets. However, research has not approached social media content creation from a B2B marketing perspective. The present study examines how B2B marketers can influence content creation in social media. Findings – The paper proposes that B2B firms engaging in social media as part of their marketing efforts should carefully consider the roles and activities of various users, which are directed to and by different internal and external users. B2B companies can influence content creation in social media directly by adding new content, participating in discussions and removing content through corporate user accounts and controlling employee social media behavior or indirectly by training employees to create desired content and performing marketing activities that influence other users to create content that is favorable for the company. Originality/value – The study contributes to the theoretical discussion over B2B marketing communication and the role of social media in it.

scholarly journals Social Media Content: A Management Framework

2018 ◽  
Vol 13 (6) ◽  
pp. 84 ◽  
Author(s):  
Maria Giovanna Confetto ◽  
Alfonso Siano
Keyword(s):  
Social Media ◽  
Content Management ◽  
Digital Content ◽  
Media Content ◽  
Management Tools ◽  
Management Framework ◽  
Content Creation ◽  
Social Media Platforms ◽  
Marketing Team ◽  
Content Marketing

This paper aims to introduce a model for social media content management that is focused on both the strategic and operational levels to guide companies in setting, formulating and spreading social media marketing content and monitoring the achieved results. The framework has been realized considering different cognitive goals related to the organizational unit responsible of the development of the content marketing processes, corporate content identity, decision making elements for digital content creation, the diffusion of content through social media platforms, and the tools and parameters used to measure and evaluate performance. The model presented here is an attempt to fill in the existing gap in the recent literature regarding digital content marketing and social media content management. The framework introduces some consequential steps of a well-defined process that is composed of decisions and activities that must be carefully planned, thus preventing (from an operational level) the recurrent use of specific management tools. By adopting an integrated vision, is it possible to keep the business strategy’s objectives and all the operative tasks conducted by the content marketing team aligned.

scholarly journals Audience participation in public service media. From an instrumental to a purposeful vision

adComunica ◽  
2021 ◽  
pp. 45-70
Author(s):  
Anne-Sofie Vanhaeght ◽  
Karen Donders
Keyword(s):  
Social Media ◽  
Young People ◽  
Political Theory ◽  
Public Service ◽  
Media Content ◽  
Audience Participation ◽  
Underlying Assumption ◽  
Content Creation ◽  
Different Types ◽  
Models Of Democracy

Audience participation has become a buzzword in Public Service Media policies, strategies and debates. Different types of audience involvement—for example, adding social media to programs or media co-creation projects with young people—have been linked to the achievement of societal objectives such as increasing the diversity of media content. Yet, audience participation has failed to live up to its promises in the practice of public broadcasters. This article addresses the challenges of the implementation of audience participation in a Public Service Media context, especially in the phase of content creation. We critically question the underlying assumption in Public Service Media scholarship and media theories that more audience participation is automatically better for the achievement of societal objectives. Insights from political theory on participatory and deliberative models of democracy are adopted to move from an instrumental to a more purposeful vision on audience participation in Public Service Media.

scholarly journals PENGGUNAAN APLIKASI CANVA UNTUK MEMBUAT KONTEN GAMBAR PADA MEDIA SOSIAL SEBAGAI UPAYA MEMPROMOSIKAN HASIL PRODUK UKM

2020 ◽  
Vol 4 (1) ◽  
pp. 430
Author(s):  
Muhammad Sholeh ◽  
Rr. Yuliana Rachmawati ◽  
Erma Susanti
Keyword(s):  
Social Media ◽  
Media Content ◽  
Content Creation ◽  
Use Of Social Media ◽  
Selection Of

ABSTRAKTujuan dari kegiatan ini adalah memberikan wawasan kepada para pelaku UMKM di Kecamatan Sedayu dalam menggunakan media sosial sebagai sarana promosi, terutama dalam membuat konten degan aplikasi Canva. Penggunaan media sosial tidak hanya memasang foto produk tetapi bagaimana mengemas konten produk tersebut menjadi menarik dan ada nilai tawar. Persoalan yang sering dialami pelaku usaha dalam menggunakan media sosial adalah membuat konten yang menarik dan mudah. Upaya untuk memberikan cara membuat konten yang mudah dan menarik adalah dengan menggunakan aplikasi yang menawarkan template-template. Salah satu aplikasi yang bisa digunakan adalah dengan menggunakan Canva. Dengan Canva, pelaku usaha dapat membuat konten dengan pilihan template yang sudah tersedia, membuat  logo, poster, info grafis, newsletter, featured image blog, invoice, thumbnail Youtube serta desain kemasan.  Dalam pelaksanaan pendampingan ini, pelaksanaan dilakukan dengan menggunakan  metode diskusi untuk memetakan persoalan yang dihadapai pelaku UMKM tertanda alam penggunaan media sosial. Diskusi ini digunakan untuk memetakan sejauh mana persoalan dalam membuat konten serta  dan penggunaan Canva serta dengan memberikan pelatihan dan pendampingan. Pendampingan kegiatan diikuti sekitar 10 peserta dari perwakilan pelaku usaha di kecamatan Sedayu Bantul. yang tergabung dalam Paguyuban UMKM Sedayu Bantul. Hasil akhir dari kegiatan ini peserta mempunyai gambaran penggunaan Canva. Kata kunci: media social; konten; aplikasi; Canva. ABSTRACTThe purpose of this activity is to provide insight to MSME players in Sedayu District in using social media as a means of promotion, especially in creating content with the Canva application. The use of social media is not only about posting product photos but how to package product content to be attractive and have bargaining value. The problem that is often experienced by businesses in using social media is creating interesting and easy content. An effort to provide an easy and attractive way to create content is to use an application that offers templates. One application that can be used is to use Canva. With Canva, businesses can create content with a selection of templates that are already available, create logos, posters, graphic info, newsletters, featured image blogs, invoices, Youtube thumbnails and packaging designs. In the implementation of this assistance, the implementation is carried out by using the discussion method to map the problems faced by MSMEs that are marked by the use of social media. This discussion is used to map the extent of issues in content creation and use of Canva and by providing training and mentoring. 10 participants from representatives of business actors in the Sedayu sub-district, Bantul, participated in this event. who are members of the Sedayu Bantul UMKM Association. The end result of this activity participants have an overview of using Canva. Keywords:  social media; content; application; Canva.

scholarly journals Marketing Innovation Through Integrated Social Media in Small Bussiness Wood Artists by Karya Langit Mangunan Bantul

2021 ◽  
Vol 1 (3) ◽  
pp. 226-235
Author(s):  
Indro Herry Mulyanto ◽  
Agung Prabowo
Keyword(s):  
Social Media ◽  
Qualitative Method ◽  
Word Of Mouth ◽  
Social Media Marketing ◽  
Media Content ◽  
Content Creation ◽  
Marketing Innovation ◽  
Product Creation ◽  
Product Marketing ◽  
Group Product

This study aims to design a way of marketing wooden handicraft products in the 'Karya Langit' Craftsmen Group. Product marketing originally relied on word of mouth (WOM). In this research, marketing is done using integrated social media. Marketing through integrated social media is assumed to expand the market and allow craftsmen to communicate with consumers without the constraints of distance or pandemic situations. The method used by the researcher is a qualitative method that is exploratory in nature. Exploration here is in the context of extracting material to create social media content, both images, and product creation processes. The steps taken are (1) Exploring material that will be used as content on social media; (2) Processing the material to be used as content on social media; (3) Creating promotional applications on social media; (4) Training on content creation and uploading to social media. The results showed that 'Karya Langit' woodcraft products have strength in the types of kitchen utensils and health accessories. As for the type of decoration they bring from outside. It still takes time to educate the craftsmen to promote on social media because the process, according to them, is not instant.

Marketing communication objectives through digital content marketing on social media

2020 ◽  
pp. 79-104
Author(s):  
Janice J. Nieves-Casasnovas ◽  
Frank Lozada-Contreras
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Digital Content ◽  
Media Content ◽  
Marketing Communication ◽  
Case Study Design ◽  
Multiple Case ◽  
Content Marketing

The purpose of this study was to determine what type of marketing communication objectives are present in the digital content marketing developed by luxury auto brands with social media presence in Puerto Rico, particularly Facebook. A longitudinal multiple-case study design was used to analyze five luxury auto brands using content analysis on Facebook posts. This analysis included identification of marketing communication objectives through social media content marketing strategies, type of media content and social media metrics. Our results showed that the most used objectives are brand awareness, brand personality, and brand salience. Another significant result is that digital content marketing used by brands in social media are focused towards becoming more visible and recognized; also, reflecting human-like traits and attitudes in their social media.

The Use of Social Media by the Botswana Government and Governance of Liquid Communication

Mousaion ◽  
2019 ◽  
Vol 37 (1) ◽  
Author(s):  
Tshepho Lydia Mosweu
Keyword(s):  
Social Media ◽  
Customer Service ◽  
Community Involvement ◽  
Media Content ◽  
Service Access ◽  
Communication Tool ◽  
African Countries ◽  
The World ◽  
The Government ◽  
Use Of Social Media

Social media as a communication tool has enabled governments around the world to interact with citizens for customer service, access to information and to direct community involvement needs. The trends around the world show recognition by governments that social media content may constitute records and should be managed accordingly. The literature shows that governments and organisations in other countries, particularly in Europe, have social media policies and strategies to guide the management of social media content, but there is less evidence among African countries. Thus the purpose of this paper is to examine the extent of usage of social media by the Botswana government in order to determine the necessity for the governance of liquid communication. Liquid communication here refers to the type of communication that goes easily back and forth between participants involved through social media. The ARMA principle of availability requires that where there is information governance, an organisation shall maintain its information assets in a manner that ensures their timely, efficient and accurate retrieval. The study adopted a qualitative case study approach where data were collected through documentary reviews and interviews among purposively selected employees of the Botswana government. This study revealed that the Botswana government has been actively using social media platforms to interact with its citizens since 2011 for increased access, usage and awareness of services offered by the government. Nonetheless, the study revealed that the government had no official documentation on the use of social media, and policies and strategies that dealt with the governance of liquid communication. This study recommends the governance of liquid communication to ensure timely, efficient and accurate retrieval when needed for business purposes.

Motivating Exercise Through Social Media: Is a Picture Always Worth a Thousand Words?

2018 ◽  
Author(s):  
Caitlyn Johnston ◽  
William E. Davis
Keyword(s):  
Social Media ◽  
Individual Differences ◽  
Experimental Design ◽  
Health Behaviors ◽  
Media Content ◽  
Exercise Motivation ◽  
Positive Health ◽  
Content Type ◽  
Within Subjects

In the present study, we examined how the influence of exercise-related social media content on exercise motivation might differ across content type (with images vs. without images) and account type (individual vs. corporate). Using a 2 × 2 within-subjects experimental design, 229 participants viewed a series of 40 actual social media posts across the four conditions (individual posts with images, corporate posts with images, individual posts without images, and corporate posts without images) in a randomized order. Participants rated the extent to which they felt each social media post motivated them to exercise, would motivate others to exercise, and was posted for extrinsic reasons. Participants also completed other measures of individual differences including their own exercise motivation. Posts with images from individuals were more motivating than posts with images from corporations; however, corporate posts without images were more motivating than posts without images from individuals. Participants expected others to be similarly motivated by the stimuli, and perceived corporate posts as having been posted for more extrinsic reasons than individuals’ posts. These findings enhance our understanding of how social media may be used to promote positive health behaviors.

scholarly journals Mixed-methods process evaluation of SafeTea: a multimedia campaign to prevent hot drink scalds in young children and promote burn first aid

2020 ◽  
pp. injuryprev-2020-043909
Author(s):  
Laura Elizabeth Cowley ◽  
C Verity Bennett ◽  
Isabelle Brown ◽  
Alan Emond ◽  
Alison Mary Kemp
Keyword(s):  
Social Media ◽  
Mixed Methods ◽  
Young Children ◽  
Process Evaluation ◽  
Behavioural Change ◽  
First Aid ◽  
Multifaceted Intervention ◽  
Media Content ◽  
Educational Videos ◽  
The Uk

ObjectivesSafeTea is a multifaceted intervention delivered by community practitioners to prevent hot drink scalds to young children and improve parents’ knowledge of appropriate burn first aid. We adapted SafeTea for a national multimedia campaign, and present a mixed-methods process evaluation of the campaign.MethodsWe used social media, a website hosting downloadable materials and media publicity to disseminate key messages to parents/caregivers of young children and professionals working with these families across the UK. The SafeTea campaign was launched on National Burns Awareness Day (NBAD), October 2019, and ran for 3 months. Process evaluation measurements included social media metrics, Google Analytics, and quantitative and qualitative results from a survey of professionals who requested hard copies of the materials via the website.ResultsFindings were summarised under four themes: ‘reach’, ‘engagement’, ‘acceptability’ and ‘impact/behavioural change’. The launch on NBAD generated widespread publicity. The campaign reached a greater number of the target audience than anticipated, with over 400 000 views of the SafeTea educational videos. Parents and professionals engaged with SafeTea and expressed positive opinions of the campaign and materials. SafeTea encouraged parents to consider how to change their behaviours to minimise the risks associated with hot drinks. Reach and engagement steadily declined after the first month due to reduced publicity and social media promotion.ConclusionThe SafeTea campaign was successful in terms of reach and engagement. The launch on NBAD was essential for generating media interest. Future campaigns could be shorter, with more funding for additional social media content and promotion.

scholarly journals Examining Perceived and Projected Destination Image: A Social Media Content Analysis

2021 ◽  
Vol 13 (6) ◽  
pp. 3354
Author(s):  
Wei Sun ◽  
Shoulian Tang ◽  
Fang Liu
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Destination Image ◽  
Media Content ◽  
Media Content Analysis ◽  
Poor Understanding ◽  
Practical Implications

Destination image has been extensively studied in tourism and marketing, but the questions surrounding the discrepancy between the projected (perceptions from the National Tourism Organizations) and perceived destination image (perceptions from tourists) as well as how the discrepancy may influence sustainable experience remain unclear. Poor understanding of the discrepancy may cause tourist confusion and misuse of resources. The aim of this study is to empirically investigate if the perceived (by tourists) and projected (by NTOs) destination image are significantly different in both cognitive and affective aspects. Through a comprehensive social media content analysis of the NTO-generated and tourist-generated-contents (TGC), the current study identifies numerous gaps between the projected and perceived destination image, which offers some important theoretical and practical implications on destination management and marketing.

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