Digital Diplomacy 2.0? A Cross-national Comparison of Public Engagement in Facebook and Twitter

2015 ◽  
Vol 10 (4) ◽  
pp. 331-362 ◽  
Author(s):  
Ronit Kampf ◽  
Ilan Manor ◽  
Elad Segev
Keyword(s):  
Social Media ◽  
Public Engagement ◽  
Media Content ◽  
Press Releases ◽  
Dialogic Communication ◽  
National Comparison ◽  
Media Channels ◽  
Digital Diplomacy ◽  
Foreign Ministries ◽  
Cross National

Social media holds the potential to foster dialogue between nations and foreign populations. Yet only a few studies to date have investigated the manner in which digital diplomacy is practised by foreign ministries. Using Kent and Taylor’s framework for dialogic communication, this article explores the extent to which dialogic communication is adopted by foreign ministries in terms of content, media channels and public engagement. The results of a six-week analysis of content published on Twitter and Facebook by eleven foreign ministries show that engagement and dialogic communication are rare. When engagement does occur, it is quarantined to specific issues. Social media content published by foreign ministries represents a continuous supply of press releases targeting foreign, rather than domestic, populations. A cross-national comparison revealed no discernible differences in the adoption of dialogic principles. Results therefore indicate that foreign ministries still fail to realize the potential of digital diplomacy to foster dialogue.

A Cross-National Comparison of Intragenerational Variability in Social Media Sharing

2019 ◽  
Vol 59 (7) ◽  
pp. 1204-1220
Author(s):  
Michael S. Mulvey ◽  
Michael W. Lever ◽  
Statia Elliot
Keyword(s):  
Social Media ◽  
Latent Class ◽  
Media Use ◽  
Social Media Use ◽  
Six Nations ◽  
National Comparison ◽  
Global Tourism ◽  
Class Segmentation ◽  
International Strategies ◽  
Cross National

Given Millennials’ early digital life experiences, the adoption of social media tends to be greater among members of this generation compared to older ones. However, studies that report such age-based generalizations tend to neglect the phenomenon of intragenerational variability in social media use, providing an oversimplified picture of how people behave. Moreover, studies that compare social media use across nations are lacking, and are also needed to establish the generality of this phenomenon. This paper investigates intragenerational variability in social media sharing among Millennial travelers in six nations (Canada, France, India, Japan, Mexico, and USA) using Destination Canada’s Global Tourism Watch database. A latent class segmentation model is used to identify groups of travelers with different ways of using social media to share trip experiences. Results supported five unique classes of social media sharing, ranging from nonuse to highly integrated sharing across many platforms. Additionally, class membership is predicted by covariates (nationality, travel experience, and social media use and goals) and is predictive of destination advocacy (offering recommendations). The identification of different classes of social media sharing advances theory on intragenerational and cross-national variability, and informs the development of international strategies that target Millennial travelers based on their tendency to share and advocate.

Intellectual activism: Using social media to share research and promote public engagement on employee health

2013 ◽  
Author(s):  
David C. Yamada ◽  
Heidi Hudson ◽  
Garrett Burnett ◽  
David W. Ballard ◽  
Jennifer Hall ◽  
...  
Keyword(s):  
Social Media ◽  
Public Engagement ◽  
Employee Health ◽  
Intellectual Activism

Cross-National Comparison of School Victimization Between Canada and the United States

2007 ◽  
Author(s):  
Ian J. Cohen ◽  
Christine Ateah ◽  
Joseph Ducette ◽  
Matthew Mahon ◽  
Alexander Tabori ◽  
...  
Keyword(s):  
United States ◽  
The United States ◽  
National Comparison ◽  
School Victimization ◽  
Cross National

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.

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