Social media communication strategies

2016 ◽  
Vol 30 (5) ◽  
pp. 490-503 ◽  
Author(s):  
Paola Barbara Floreddu ◽  
Francesca Cabiddu
Keyword(s):  
Social Media ◽  
Corporate Reputation ◽  
Communication Strategies ◽  
Corporate Communication ◽  
Communication Strategy ◽  
Systematic Research ◽  
Media Communication ◽  
Content Type ◽  
Social Media Communication ◽  
The Relationship

Purpose While a great amount of literature has focused on the relationship between communication strategies and corporate reputation, there is no systematic research on the different kinds of social media communication strategies. Based on the corporate reputation and social media literature, this paper aims to contribute to this gap in the research in two main ways. First identifying which social media communication strategy is more effective with contrasting levels of reputations; second, analyzing the differences between high- and low-reputation companies with respect to their ability to use corporate communication. Design/methodology/approach This paper uses a longitudinal explorative multiple-case study and theoretical sampling. The research setting is the Italian insurance context. The focus of this analysis on one medium, Facebook, because it is the most exploited in the context of the Italian insurance sector. Findings Six complementary social media communication strategies were identified: egocentric, conversational, selective, openness, secretive and supportive. The results also reveal distinct ways in which high-, medium- and low-reputation companies’ utilize the six complementary strategies of communications. Research limitations/implications The study is based on a single industry and on one single geographical market, and care should thus be taken in generalizing the findings to other contexts. Therefore emerges the opportunity to broaden this research to other similar service sector, such as banking, to assess and generalize the results obtained. In addition, a possible direction of research, especially from a methodological standpoint, should investigate companies from different countries. Such a comparative study would examine in depth whether and to what extent the institutional framework may impact on communication strategies implemented by companies. This study only analyzed one social media (Facebook); hence, we cannot draw firm conclusions about what may constitute a successful social media communication strategy. Practical implications From this study, managers can learn how to combine the six communication strategies to have an effective impact on the corporate reputation. They can also learn how the number of interactions and the time taken to respond to questions from customers improve the corporate reputation and provide communication that is more effective. Originality/value This research extends the previous literature on corporate reputation and corporate communication, showing the relationship between them in a social media context and providing different strategies of managing this combination.

STRATEGI KOMUNIKASI CROWDFUNDING PADA KOLASE.COM

2019 ◽  
Vol 2 (2) ◽  
pp. 177-187
Author(s):  
Venessa Agusta Gogali ◽  
Fajar Muharam ◽  
Syarif Fitri
Keyword(s):  
Social Media ◽  
Communication Strategies ◽  
Communication Strategy ◽  
New Method ◽  
Media Communication ◽  
Social Activists ◽  
Social Media Communication

Crowdfunding is a new method in fundraising activities based online. Moreover, the level of penetration of social media to the community is increasingly high. This makes social activists and academics realize that it is important to study social media communication strategies in crowdfunding activities. There is encouragement to provide an overview of crowdfunding activities. So the author conducted a research on "Crowdfunding Communication Strategy Through Kolase.com Through Case Study on the #BikinNyata Program Through the Kolase.com Website that successfully achieved the target. Keywords: Strategic of Communication, Crowdfunding, Social Media.

scholarly journals Coastal and marine topics and destinations during the COVID-19 pandemic in Twitter's tourism hashtags

2021 ◽  
pp. 146735842199388
Author(s):  
Orly Carvache-Franco ◽  
Mauricio Carvache-Franco ◽  
Wilmer Carvache-Franco
Keyword(s):  
Social Media ◽  
Big Data ◽  
Communication Strategies ◽  
Media Communication ◽  
Marine Tourism ◽  
Tourist Destinations ◽  
Twitter Data ◽  
Relationship Of ◽  
Social Media Communication ◽  
The Relationship

Coastal and marine tourism offer various topics discussed within social media communication during a pandemic. The present study analysed the discussion topics in the popular Twitter's tourism hashtags during the COVID-19 crisis related to coastal and marine tourism. The objectives were to (i) determine the discussion topics, (ii) identify the discussion topics of greater hierarchy, and (iii) determine the tourist destinations discussed. The data were collected from Twitter between March and April 2020. A total of 269,722 tweets were extracted in different languages and globally through the Twitter API of popular tourism hashtags about the COVID-19 pandemic using big data software. The word associations technique was used to process the Twitter data. The discussion topics were ‘travel’, ‘beach’, ‘cruise’, ‘sea’, ‘ocean’, ‘nature’, ‘sun’, ‘coast’, and others. The discussion topics of greatest hierarchy were ‘travel’, ‘beach’, ‘sea’, and ‘cruise’. These topics refer to the motivational dimensions‘ ‘escape’, and ‘sun and beach’. The geographic locations discussed were Spain, Canary, Hawaii, Australia, Caribbean, Bermuda, Florida, California, and others. The findings will contribute to the relationship of the topics with the tourist motivational dimensions, and the destinations discussed about marine and coastal tourism in the time of crisis in the COVID-2019 Pandemic in Twitter's tourism hashtags, and companies will also be able to improve their communication strategies and develop post-pandemic products.

Silence: the golden strategy?

2015 ◽  
Vol 31 (1) ◽  
pp. 1-2
Author(s):  
Mark Thomas
Keyword(s):  
Social Media ◽  
Chief Executive Officer ◽  
Design Methodology ◽  
Communication Strategies ◽  
Chief Executive ◽  
Business Leaders ◽  
Communication Strategy ◽  
Media Communication ◽  
Content Type

Purpose – The purpose of this paper is to present how Mark Zuckerberg, a chief executive officer and the founder of the world’s largest social media website, Facebook, understands that he is not always a great communicator. He often chooses to send his more media savvy, Number 2, Sheryl Sandberg to meet journalists. Other business leaders should take note that intelligence is about when one should and should not communicate. Design/methodology/approach – Draws on the author’s vast experience to provide a viewpoint article on the importance of cautious communication strategy. Findings – Business leaders should demonstrate caution in their media communication strategies. Failure to do this can have a devastation effect on performance of the firm. Originality/value – Outlines the pitfalls businesses may encounter in a world where social media is increasingly prevalent and constant communication has become the norm.

Social media, customer engagement and advocacy

2019 ◽  
Vol 31 (3) ◽  
pp. 1247-1272 ◽  
Author(s):  
C.M. Sashi ◽  
Gina Brynildsen ◽  
Anil Bilgihan
Keyword(s):  
Social Media ◽  
Affective Commitment ◽  
Customer Engagement ◽  
Media Communication ◽  
Content Type ◽  
Calculative Commitment ◽  
Social Media Communication ◽  
The Relationship ◽  
Social Media Network ◽  
Retention Effort

PurposeThe purpose of this study is to examine how social media facilitates the process of customer engagement in quick service restaurants (QSRs). Customers characterized as transactional customers, loyal customers, delighted customers or fans, based on the degree of relational exchange and emotional bonds, are expected to vary in their propensity to engage in advocacy and co-create value.Design/methodology/approachHypotheses linking the antecedents of customer engagement to advocacy are empirically investigated with data from the Twitter social media network for the top 50 US QSRs. Multiple regression analysis is carried out with proxies for advocacy as the dependent variable and connection effort, interaction effort, satisfaction, retention effort, calculative commitment and affective commitment as independent variables.FindingsThe results indicate that retention effort and calculative commitment of customers are the most important factors influencing advocacy. Efforts to retain customers using social media communication increase advocacy. Greater calculative commitment also increases advocacy. Affective commitment mediates the relationship between calculative commitment and advocacy.Practical implicationsFostering retention and calculative commitment by using social media communication engenders loyalty and customers become advocates. Calculative commitment fosters affective commitment, turning customers into fans who are delighted as well as loyal, enhancing advocacy.Originality/valueThis study uniquely investigates the relationship between the antecedents of customer engagement and advocacy. It develops the theory and conducts an empirical analysis with actual social media network data for a specific industry where usage of the network is widely prevalent. It confirms that calculative commitment influences advocacy. Calculative commitment not only has a direct effect but also has an indirect effect through affective commitment on advocacy in the QSR context. Further, social media efforts by QSRs to retain customers encourage advocacy. Other customer engagement antecedents do not directly influence advocacy.

scholarly journals How Novice Entrepreneurs Learn About Digital Marketing Communication Strategies?

2021 ◽  
Vol 6 (2) ◽  
pp. 345
Author(s):  
Miftahul Rozaq ◽  
Sri Hastjarjo ◽  
Yulius Slamet
Keyword(s):  
Social Media ◽  
Small And Medium Enterprises ◽  
Communication Strategies ◽  
Communication Strategy ◽  
Media Communication ◽  
Start Up ◽  
The Social ◽  
Novice Entrepreneurs ◽  
Medium Enterprises ◽  
Social Media Communication

This study aims to investigate the process of learning digital communication strategies by novice entrepreneurs who have limited knowledge, information, and access to formal training by learning through observations on social media to develop their business. This study used a qualitative approach with a case study design of six start-up entrepreneurs from micro, small and medium enterprises in Surakarta, Indonesia. In-depth interviews were conducted with six start-up entrepreneurs to study the social media situation in modeling and the meaning of the social media communication strategy being modeled. The results showed that role modeling occurred based on the needs of novice entrepreneurs to learn social media communication strategies. Also, the correct meaning of social media communication strategies is a determining factor that leads to the self-efficacy of novice entrepreneurs to make similar imitation decisions, develop observed strategies, or create new versions of strategies.

A sensory perspective in the Italian beer market

2019 ◽  
Vol 121 (9) ◽  
pp. 2036-2051 ◽  
Author(s):  
Valentina Cillo ◽  
Laura Gavinelli ◽  
Francesca Ceruti ◽  
Mirko Perano ◽  
Ludovico Solima
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Positive Impact ◽  
Group Analysis ◽  
Equation Modeling ◽  
Media Communication ◽  
Content Type ◽  
Beer Industry ◽  
Social Media Communication ◽  
The Relationship

Purpose From literature, an uncovered issue around the customer-based brand equity (CBBE) is detected: the influence of sensorial preferences on the relationship between social media communication and CBBE. The purpose of this paper is to investigate the effects produced by social media brand communication – both firm-created content (FCC) and user-generated content (UGC) – on CBBE, according to the sensorial preferences in the beer industry. Design/methodology/approach A literature review has been used to develop a research model and hypotheses. The research is based on online survey carried out on a sample of 183 valid questionnaires of Italian active fans and followers in the beer industry. A multi-group analysis applied to structural equation modeling is used. Findings The sensory dimension prevails limiting the operating range of brand awareness that does not strongly affect CBBE. In brand equity development’ process, non-sensorial users do not consider sensorial preferences. The brand equity can become stronger by stimulating the reaction of customers through firms’ communication by using social media platforms. Therefore, the quality of peer interactions in the social media communication has a positive impact on brand loyalty. When firms use social media communication to increase overall brand equity, they have to foster and monitor FCC and UGC responses that affect different CBBE components. Originality/value The paper provides empirical evidence about the relationship between social media communication and CBBE, according to the importance given to sensorial preferences by beer lovers. This can be considered as the first study on this specific topic focused on the CBBE issue.

scholarly journals Donald Trump's Social Media Communication or the voice of a man is stronger than the voice of an institution

2019 ◽  
Vol 1 ◽  
pp. 1-8
Author(s):  
Tanase Tasente ◽  
Mihaela Rus
Keyword(s):  
Social Media ◽  
New Media ◽  
Interpersonal Communication ◽  
Communication Strategies ◽  
Communication Strategy ◽  
Social Environments ◽  
Media Communication ◽  
The Government ◽  
Social Media Communication ◽  
The Voice

Social Media (Facebook, Instagram, Twitter, etc.) have revolutionized the communication strategies of public institutions in recent years, and communication strategies have understood the different principles on which these new media have been built, compared to traditional means of communication. Beyond the huge openness of these social environments, Social Meda is encouraging users to participate in the in the government process and created a new mechanism through which institution becomes a person, and institutional communication becomes interpersonal communication. This was speculated by many candidates who have won such a high online reputation that their voice can be stronger than the voice of an institution. This study focused on analyzing the Social Media communication strategy of Donald Trump, from 1 July 2018 to 1 July 2019. Thus, we have analyzed the Key Performance Indicators (KPIs) that facilitate Social Media communication, we have identified and analyzed the messages that generate high engagement from users as well as the dominant reactions generated by the online audience.

Social media: communication strategies, engagement and future research directions

2017 ◽  
Vol 29 (1) ◽  
pp. 2-19 ◽  
Author(s):  
Rebecca Dolan ◽  
Jodie Conduit ◽  
John Fahy ◽  
Steve Goodman
Keyword(s):  
Social Media ◽  
Research Agenda ◽  
Communication Strategies ◽  
Customer Engagement ◽  
Future Research ◽  
Media Communication ◽  
Content Type ◽  
Future Research Agenda ◽  
Social Media Communication ◽  
The Impact

Purpose This study aims to use social media data to identify brand communication strategies on Facebook. The analysis uncovers trends and statistics regarding engagement rates. This research leads to the development of a future research agenda for social media and engagement research. Design/methodology/approach The Facebook Insights data of 12 wine brands over a 12-month period informed this study. Descriptive analysis was undertaken to examine the social media communication strategies of these brands. The impact of these strategies on engagement metrics is also examined. Findings The findings demonstrate a low rate of engagement among the users of the wine brand Facebook pages. A majority of Facebook fans rarely engage with the brands. The results demonstrate that user engagement varies depending on the day of the week and hour of the day of the brand post. Practical implications Wine brands can use these findings as a guideline for effective practice and as a benchmarking tool for assessing their social media performance. The paper provides implications for marketing scholars through the development of a future research agenda related to social media, customer engagement and wine marketing. Originality/value This paper fulfils an identified need by offering practical advice to wine producers on the necessity to explore and understand social media strategy and customer engagement characteristics.

Fortune 1000 communication strategies on Facebook and Twitter

2015 ◽  
Vol 19 (3) ◽  
pp. 208-223 ◽  
Author(s):  
Weiting Tao ◽  
Christopher Wilson
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Web Sites ◽  
Communication Strategies ◽  
Time Frame ◽  
Corporate Communication ◽  
Communication Strategy ◽  
Hybrid Strategy ◽  
Content Type ◽  
Mainstream Media

Purpose – The purpose of this paper is to explore the communication strategies corporations adopt for Facebook and/or Twitter, and the consistency of communication strategies used on both Facebook and Twitter. Design/methodology/approach – A content analysis of 2011 Fortune 1000 corporate Facebook and Twitter sites was undertaken. Specially, communication strategies on 63 Fortune 1000 Facebook sites and 65 Fortune 1000 Twitter sites in January 2012 were examined. Findings – This study found that a majority of the examined Fortune 1000 companies emphasized a corporate ability communication strategy over a corporate social responsibility communication strategy on their Facebook and Twitter sites. Additionally, none of these companies used a true hybrid strategy on their social media sites (SMSs). Results also demonstrated that these companies were following the one message principle of integrated communication. Research limitations/implications – This study is limited to its samples size and the coding time frame. Practical implications – Results of this study can help public relations and corporate communication professionals leverage multiple SMSs to build strong associations, improve engagement, and strengthen relationships with target stakeholders. Originality/value – Through examining corporate communication strategies on SMSs, this study contributes to current social media research along with corporate communication/public relations scholarship. It replicated and extended prior work by examining how existing corporate communication strategies on traditional web sites were incorporated into two new mainstream media – Facebook and Twitter.

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