Media Campaigns

2013 ◽  
Author(s):  
Gail Woods-Waller
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Public Access ◽  
The Internet ◽  
Social Sector ◽  
Access To Information ◽  
Public Attention ◽  
Media Campaigns ◽  
Different Types ◽  
Media Channels

Significant advances in media variety and public access to information have blurred the lines between journalism, advertising, public relations, marketing, and all other communication industries. As a result of unprecedented media proliferation, social sector professionals have more opportunities—and greater competition—to gain public attention and support for their issues and services. In addition, the expansion of the Internet through social media and mobile devices has revolutionized the way we communicate. This entry explores different types of promotional campaigns, converging media channels, and the implications of 24/7 interactivity on social work advocacy.

Wykorzystanie mediów społecznościowych w komunikacji z klientem na przykładzie firm sektora piwowarskiego

2015 ◽  
pp. 161-176 ◽  
Author(s):  
Piotr Szamrowski ◽  
Adam Pawlewicz
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Small Enterprises ◽  
Brewing Industry ◽  
Video Sharing ◽  
Advantages And Disadvantages ◽  
Media Platform ◽  
The Individual ◽  
Media Channels ◽  
Regional Character

The main objective of this paper is to identify the platforms and social media tools utilized by the brewing industry in communication with the stakeholders, mainly with potential clients. In addition, the study sought to determine the nature of the published content, identify those responsible for their management, and present the advantages and disadvantages of their conduct in communication and creating the image of the company. The results indicate that only 25% of the surveyed companies do not use social media in PR. This applies only to small enterprises, with regional character. All the major brewing companies in their public relations activities use at least one type of social media, focusing in most cases on social networking (Facebook) and Video Sharing (YouTube). In addition, some of the largest brands included in the individual equity groups have their own social media channels used to communicate with the stakeholders. General promotion of company products and, what is very important, creating a dialogue with social media platform community, were seen as the most important benefits of using social media.

Multimodal Mapping of a University’s Formal and Informal Online Brand

2014 ◽  
pp. 120-162
Author(s):  
Shalin Hai-Jew
Keyword(s):  
Social Media ◽  
New Media ◽  
Public Relations ◽  
Public Information ◽  
Video Sharing ◽  
Ex Post ◽  
University Reputation ◽  
Social Media Platforms ◽  
Media Channels ◽  
The University

With the popularization of the Social Web (or Read-Write Web) and millions of participants in these interactive spaces, institutions of higher education have found it necessary to create online presences to promote their university brands, presence, and reputation. An important aspect of that engagement involves being aware of how their brand is represented informally (and formally) on social media platforms. Universities have traditionally maintained thin channels of formalized communications through official media channels, but in this participatory new media age, the user-generated contents and communications are created independent of the formal public relations offices. The university brand is evolving independently of official controls. Ex-post interventions to protect university reputation and brand may be too little, too late, and much of the contents are beyond the purview of the formal university. Various offices and clubs have institutional accounts on Facebook as well as wide representation of their faculty, staff, administrators, and students online. There are various microblogging accounts on Twitter. Various photo and video contents related to the institution may be found on photo- and video-sharing sites, like Flickr, and there are video channels on YouTube. All this digital content is widely available and may serve as points-of-contact for the close-in to more distal stakeholders and publics related to the institution. A recently available open-source tool enhances the capability for crawling (extracting data) these various social media platforms (through their Application Programming Interfaces or “APIs”) and enables the capture, analysis, and social network visualization of broadly available public information. Further, this tool enables the analysis of previously hidden information. This chapter introduces the application of Network Overview, Discovery and Exploration for Excel (NodeXL) to the empirical and multimodal analysis of a university’s electronic presence on various social media platforms and offers some initial ideas for the analytical value of such an approach.

The Music That is Here to Stay

2014 ◽  
pp. 145-159
Author(s):  
Atzimba Baltazar Macías
Keyword(s):  
Decision Making ◽  
Social Capital ◽  
Social Media ◽  
The Internet ◽  
Theoretical Discussion ◽  
Public Attention ◽  
The Public ◽  
Use Of Social Media ◽  
Use Of Internet ◽  
Mexican Politics

The chapter aims at understanding a recent phenomenon in Mexican politics: the use of Internet and social media as a new and powerful resource for mobilization and social participation in the policy process. Based on a review of two recent movements in Mexico (#YoSoy132 and The Wirikuta Defense Front), the chapter argues that although the Internet is still restricted to the middle and upper classes, the use of social media and its impact transcends class boundaries, draws public attention, creates a valuable social capital for mobilization, and influences the decision-making process. The chapter does not intend to provide evidence to the theoretical discussion on why and how social media enhances political participation and mobilization; rather, it reflects the features shared by these two movements in order to draw some lines for further research. It finds that, if used appropriately, social media is actually an effective tool to facilitate mobilization and modify the public agenda.

Utilizing the Dimensions of Religion to Analyze Social Media Campaigns

2017 ◽  
pp. 202-220
Author(s):  
Iman Mohamed Zahra
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Major Conclusion ◽  
Campaign Strategies ◽  
Media Campaigns ◽  
The Social ◽  
Campaign Messages ◽  
Social Media Platforms ◽  
Media Platform ◽  
Message Strategies

The objective of the current chapter is to analyze one of the most recent and successful social media campaigns namely #NotInMyName from the viewpoint of the seven dimensions of religion utilized by Van Esch and others as the main pillar of social marketing and media campaigns. Further #NotInMyName Public Relations (PR) campaign is scrutinized for PR strategies and message strategies utilized in formulating the campaign messages. To achieve that end, a qualitative analysis was implemented on three levels relating to each video and vine of the study sample: first locating the Dimensions of Religion (DOR taxonomy(ies) used in this video or vine, then emanating on the PR campaign strategies implemented in the video or vine and finally searching for the message strategies utilized in the video or vine. The major conclusion of this study was that although campaigns launched via social media lack the scientific known steps utilized to plan and launch media campaigns traditionally, those campaigns derive from the social media platform exacerbating an unprecedented power to stir political and social movements especially, regarding controversial and stagnant matters. Posts, comments and shares on different social media platforms go viral, stir discussions, and trigger public opinion both virtually and in reality. Dimensions of Religion taxonomies proved reliability as a viable platform stemming from another discipline to plan messages and to analyze campaigns based on the different aspects the model would provide. Ranging from simple aspects to more complicated aspects, Dimensions of Religion model must be subjected to further research to determine its feasibility to be applied to different campaigning structures and objectives.

A Literature Review of Social Media for Marketing

2021 ◽  
pp. 82-105
Author(s):  
Bahtışen Kavak ◽  
Neslişah Özdemir ◽  
Gülay Erol-Boyacı
Keyword(s):  
Social Media ◽  
Literature Review ◽  
Media Use ◽  
Digital Economy ◽  
Social Media Marketing ◽  
The Internet ◽  
Business To Consumer ◽  
Media Channels ◽  
Business To Business ◽  
Consumption Habits

Digital economy has become a priority for companies and countries since consumer profile and consumption habits have greatly changed. Companies have begun to transfer the services they offer to the Internet. Also, a digital economy creates networks amongst individuals, communities, companies, and markets. With digitalization, not only have consumers' profiles changed, but marketing tools have changed as well. Social media marketing (SMM) is the product of this trend and is marketing through social media channels (SMCs). Therefore, this chapter examines social media use within business-to-consumer (B2C) and business-to-business (B2B) contexts. Moreover, the authors focus on the differences of SMCs adoption in B2C and B2B contexts.

The Art of PR War

2018 ◽  
Vol 47 (3) ◽  
pp. 373-395 ◽  
Author(s):  
Donald A. Westbrook
Keyword(s):  
Social Media ◽  
Public Relations ◽  
The Internet ◽  
Third Generation ◽  
Academic Literature ◽  
Social Media Platforms ◽  
The Relationship ◽  
New Religion ◽  
The Church

This article explores the relationship between the Church of Scientology and various forms of media, in particular the Internet. Building on insights in the academic literature, this piece attempts to fill a lacuna by giving more attention to some of Scientology’s own media programs and efforts. With these in mind, the Church of Scientology is a case study in the challenges that a new religion faces in legitimating itself to an increasingly globalized audience in the digital age. On a popular level, Scientology parishioners seem increasingly open to discussing, defending, and disseminating Scientology on social media platforms. These efforts may encourage others accustomed to a Scientological theology of evil in which “entheta” should be avoided and “suppressive persons” (SPs) shunned. As such, socially engaged Scientologists, in particular second- and third-generation members, may become witting and unwitting foot soldiers on behalf of the church in waging an ongoing public relations war, and thus poised to legitimate Scientology to outsiders disinterested in or suspicious of “institutional religion.” This hypothesis is all the more intriguing and plausible in the American context, given the market share created by the heterogeneous “rise of the nones” (religiously unaffiliated/disaffiliated populations).

Users of ICT at Public Access Centers

2011 ◽  
Vol 3 (1) ◽  
pp. 1-20 ◽  
Author(s):  
Ricardo Gomez ◽  
Kemly Camacho
Keyword(s):  
Information And Communication Technologies ◽  
Exploratory Study ◽  
Underserved Populations ◽  
Communication Technologies ◽  
Public Access ◽  
Access To Information ◽  
The World ◽  
Different Types ◽  
Information And Communication ◽  
And Gender

Libraries, telecenters, and cybercafés offer opportunities for wider public access to information and communication technologies (ICT). This paper presents findings of a global exploratory study on the landscape public access venues in 25 countries around the world. The goal of the project was to better understand the users of public access venues and their needs, this being one of several papers that result from the global study. This paper identifies profiles of the users of the different types of venues with respect to age, income, education and gender. While findings are not new, their value lies in the compelling evidence drawn from 25 countries and across different types of public access venues, which has never been done before. Results highlight the importance of strengthening public access venues in non-urban settings and to strengthen programs that reach out to underserved populations. The authors also point to special challenges faced by libraries and telecenters given the immense growth of cybercafés as public access venues in most of the countries studied.

scholarly journals Risk, Crisis, and Social Media

2017 ◽  
Vol 38 (2) ◽  
pp. 1-17 ◽  
Author(s):  
Joel Rasmussen ◽  
Øyvind Ihlen
Keyword(s):  
Social Media ◽  
Cultural Diversity ◽  
Digital Divide ◽  
Crisis Communication ◽  
Media Use ◽  
Empirical Studies ◽  
Equal Access ◽  
Access To Information ◽  
Social Media Use ◽  
Media Channels

Abstract The literature on social media use in risk and crisis communication is growing fast, and it is time to take stock before looking forward. A review of 200 empirical studies in the area shows how the literature is indeed increasing and focusing on particular social media plat forms, users, and phases from risk to crisis relief. However, although spanning 40 countries, a large proportion of the world’s social media users are under-represented in the research. In addition, little attention is given to the question of who is actually reached through social media, and the effects of the digital divide are rarely discussed. This article suggests that more attention is given to the questions of equal access to information and ICTs, complementary media channels, and cultural diversity.

scholarly journals Harnessing Twitter data to survey public attention and attitudes towards COVID-19 vaccines in the UK

2021 ◽  
Vol 11 (1) ◽  
Author(s):  
Seena Fazel ◽  
Le Zhang ◽  
Babak Javid ◽  
Isabell Brikell ◽  
Zheng Chang
Keyword(s):  
Social Media ◽  
Vaccine Development ◽  
Vaccine Hesitancy ◽  
Potential Contribution ◽  
Public Attention ◽  
Media Campaigns ◽  
News Announcements ◽  
News Announcement ◽  
Socio Demographic Factors ◽  
The Uk

AbstractAttitudes to COVID-19 vaccination vary considerably within and between countries. Although the contribution of socio-demographic factors to these attitudes has been studied, the role of social media and how it interacts with news about vaccine development and efficacy is uncertain. We examined around 2 million tweets from 522,893 persons in the UK from November 2020 to January 2021 to evaluate links between Twitter content about vaccines and major scientific news announcements about vaccines. The proportion of tweets with negative vaccine content varied, with reductions of 20–24% on the same day as major news announcement. However, the proportion of negative tweets reverted back to an average of around 40% within a few days. Engagement rates were higher for negative tweets. Public health messaging could consider the dynamics of Twitter-related traffic and the potential contribution of more targeted social media campaigns to address vaccine hesitancy.

scholarly journals Sharenting – skala i wielowymiarowość zjawiska (nierozważnego) ujawniania przez rodziców informacji o dzieciach w mediach społecznościowych

2018 ◽  
Vol 43 (4) ◽  
pp. 58-68
Author(s):  
Bożena Chrostowska
Keyword(s):  
Social Media ◽  
Identity Theft ◽  
Social Aspects ◽  
The Internet ◽  
Different Types

The scope of the article is to discuss the issue of the parents sharing the information about their children in social media. Basing on literature and researches review, the scale of sharenting phenomenon was introduced. Its different types were discussed and its chosen legal, ethical and social aspects were characterized. The risks (i.e. identity theft and exposing children to cyberviolence) and rewards (i.e. sharing the experience, seeking and providing support) of such parents’ activity in the Internet were presented as well. Sharenting generates dilemmas connected with finding the balance between the parents’ right to express freely and the child’s right to have privacy, dignity and identity. There is a need of educational actions, directed to both parents and society, about the children’s security and safety of their privacy in the Internet.

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