scholarly journals The ECF Marie Curie Campaign: Promoting Radiotherapy to Capture Value

2018 ◽  
Vol 4 (Supplement 2) ◽  
pp. 180s-180s
Author(s):  
C. Gasparotto ◽  
A. Leci ◽  
C. Verfaillie ◽  
A. Cortese
Keyword(s):  
Social Media ◽  
Success Factors ◽  
Decision Makers ◽  
Opinion Leaders ◽  
Media Campaign ◽  
Marie Curie ◽  
Traditional Media ◽  
Key Opinion Leaders ◽  
National Campaigns ◽  
Current Utilization

There is a gap between the optimal and the current utilization of radiotherapy in Europe: the ESTRO Cancer Foundation (ECF) was set-up to support ESTRO in tackling the barriers preventing patients to receive the treatment they need. The ECF aims at creating value for multiple stakeholders - patients, healthcare professionals and national societies, decision makers. The value creation will be captured in a virtuous circle: the ECF builds up on the ESTRO knowledge base and activities, while ESTRO research outcomes will be better accessible to external publics. The key success factors of the ECF are the engagement of the corporate partners and the synergies with the ESTRO activities: both are instrumental for the sustainability of the ECF. The Marie Curie Legacy campaign is the first project of the ECF. Leveraging on the 150th anniversary of Marie Curie's birth, it raises awareness on radiotherapy, and is based on the ESTRO toolkit for radiotherapy advocacy. The 7th November marked the launch of the campaign at European level, with an animation commemorating the legacy Marie Curie left to radiotherapy. The campaign was then led in a few European countries: in Belgium and Poland national key opinion leaders, selected in agreement with national RT societies, voiced the benefits of RT through interviews in traditional media. More countries will be targeted in 2018. With a 6 weeks campaign using social media the video was viewed by 250,000 viewers in YouTube only, and in full length by more than 60,000 viewers. In Belgium, the media campaign run for 2 days, obtaining 25 clippings, with headlines on traditional media and primetime on TV channels. In Poland, the campaign and video were launched in occasion of the World Cancer Day. The social media push of the video with subtitles ensured 125,000 views. The traditional media campaign, in one week, obtained 155 online and printed articles. The campaign, combining an European approach and national deployments, is an instrument for the European society to empower the national societies in the positioning of RT in their countries. The animation video proved to be an excellent hook to attract attention, while the engagement of national key opinion leaders is necessary for the overall success of the campaign, health remaining a national matter. Targeting the content is essential: radiotherapy is impersonated by Marie Curie in the animation, while in the national campaigns where the messages are also directed to decision makers, radiotherapy is impersonated by national experts. Overall, the process of raising awareness initiated by the ECF requires strong synergies with ESTRO activities, to ensure a two ways street: the ECF projects ensure that the benefits of radiotherapy treatment are better known, and ESTRO activities can capture the value created, by fostering radiotherapy: securing investments in radiotherapy resources, providing education, creating a more favorable policy environment, advancing research.

Identifying Key Opinion Leaders in Social Media via Modality-Consistent Harmonized Discriminant Embedding

2020 ◽  
Vol 50 (2) ◽  
pp. 717-728 ◽  
Author(s):  
Yang Liu ◽  
Zhonglei Gu ◽  
Tobey H. Ko ◽  
Jiming Liu
Keyword(s):  
Social Media ◽  
Opinion Leaders ◽  
Key Opinion Leaders

Crowdsourcing Terrorism: Utopia, Martyrdom and Citizenship Reimagined

2017 ◽  
Vol 4 (3) ◽  
pp. 337-352
Author(s):  
Jennifer Yang Hui
Keyword(s):  
Social Media ◽  
Participatory Culture ◽  
Decision Makers ◽  
Opinion Leaders ◽  
Terrorist Attacks ◽  
Islamic State ◽  
Individual Contribution ◽  
Internet Users ◽  
The Relationship

The role of social media in aiding terrorist attacks worldwide has been widely discussed among counterterrorism officials and academics. Since 2014, the idea of ‘crowdsourced terrorism’, whereby the Islamic State (IS) outsourced the conduct of attacks to their followers and attempted to attract them to Syria, has been popularly used by Western policymakers. This article critically examines the phenomenon of crowdsourcing and the IS’s online appeal in the case of Indonesia. The participant–curator crowdsourcing model outlined by Laurie Philips and Daren Brabham explains the online appeal of the IS, with social media facilitating the IS’s establishment of the relationship with Internet users in faraway countries such as Indonesia and allowing them to participate in the making of the IS brand. Participatory culture therefore encourages an e-supporter’s faith in the importance of their individual contribution and social connection that transcend offline realities in areas such as citizenship. IS opinion leaders work alongside online supporters to craft the meaning of martyrdom and imagination of citizenship through social media posts about life in the Caliphate. The land of Syria is imagined simultaneously as paradise for those who take their faith seriously as well as the venue for the Islamic equivalent of Armageddon. Hijrah (jihad by emigration) to Syria and martyrdom are represented as obligatory in the quest for equalization of power and freedom from slavery of those who are against the establishment of the Caliphate. Crowdsourced imaginations of the IS have had implications in several areas of policymaking. The article will discuss the implications of online imaginaries on IS’s approaches to militancy in its operations, Indonesian decision makers’ debate to revoke the citizenship of those who had travelled to IS and for the Indonesian military in its quest for expansion of their role in counterterror operations.

scholarly journals Functions of Hybrid Media: How Parties and Their Leaders Use Traditional Media in Their Social Media Campaign Communication

2022 ◽  
Vol 6 ◽  
Author(s):  
Laura Paatelainen ◽  
Elisa Kannasto ◽  
Pekka Isotalus
Keyword(s):  
Social Media ◽  
Media Coverage ◽  
Media Campaign ◽  
Traditional Media ◽  
Political Actors ◽  
Media System ◽  
The Media ◽  
Campaign Communication ◽  
Media Systems ◽  
Personalization Of Politics

Political campaign communication has become increasingly hybrid and the ability to create synergies between older and newer media is now a prerequisite for running a successful campaign. Nevertheless, beyond establishing that parties and individual politicians use social media to gain visibility in traditional media, not much is known about how political actors use the hybrid media system in their campaign communication. At the same time, the personalization of politics, shown to have increased in the media coverage of politics, has gained little attention in the context of today’s hybrid media environment. In this research we analyze one aspect of hybrid media campaign communication, political actors’ use of traditional media in their social media campaign communication. Through a quantitative content analysis of the Facebook, Twitter and Instagram posts of Finnish parties and their leaders published during the 2019 Finnish parliamentary elections, we find that much of this hybridized campaign communication was personalized. In addition, we show that parties and their leaders used traditional media for multiple purposes, the most common of which was gaining positive visibility, pointing to strategic considerations. The results have implications for both the scholarship on hybrid media systems and personalization of politics.

Palestine Unbound

2018 ◽  
Vol 47 (2) ◽  
pp. 98-103
Keyword(s):  
United States ◽  
Social Media ◽  
Human Rights ◽  
The United States ◽  
Media Campaign ◽  
Palestinian Authority ◽  
Traditional Media ◽  
Youth Group ◽  
Arab Israeli Conflict ◽  
Cyber Crimes

This section, updated regularly on Palestine Square, strives to capture the tenor and content of popular conversations related to the Palestinians and the Arab-Israeli conflict held on new and dynamic platforms, unbound by traditional media. Items that either have gone viral or represent a significant cultural moment or trend during the quarter 16 August–15 November 2017 include: global protests marking one hundred years since the issuance of the Balfour Declaration, the Palestinian Authority arrest of human rights defender Issa Amro for allegedly violating its new cyber crimes law, an update on Rasmea Odeh's deportation from the United States, and a viral social media campaign initiated by a youth group in Gaza called “Breakthrough,” which used sarcastic tweets to laud supposed advancements there.

scholarly journals Strategi Keterlibatan Key Opinion Leaders dalam Kampanye Public Relations di Indonesia

Warta ISKI ◽  
2019 ◽  
Vol 2 (02) ◽  
pp. 88-96
Author(s):  
Yulianne Safitri ◽  
Sari Ramadanty
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Opinion Leaders ◽  
Brand Communication ◽  
Key Opinion Leaders

Peran influencer marketing atau yang disebut dalam ranah professional Key Opinion Leaders (KOLs) menjadi salah satu poin yang diperhitungkan dalam penyampaian pesan kampanye melalui media social yang dilakukan oleh Brand Communication, khususnya untuk menarik awareness khalayak. Penelitian ini bertujuan untuk mengetahui strategi Brand Communication dalam mengelola influencer marketing (KOLs) dalam kampanye media social di Indonesia. Metode Penelitian yang digunakan adalah metode kualitatif dengan melakukan wawancara Dept-Interview dengan 10 orang informan yang menggunakan influencer marketing (KOL’s) dalam mengkampayekan produk melalui media social. Teknik validasi yang dipergunakan adalah wawancara pengamat dan pakar social media. Lebih lanjut penelitian ini diharapkan dapat menjadi penelitian baru dalam perkembangan penggunaan media social pada penerapan kegitan Digital Public Relations di Indonesia. Hasil penelitian ini adalah menunjukkan strategi efektif untuk melakukan kampanye media sosial dengan menggunakan influencer marketing (key opinion leaders) di Indonesia.

Social Media in Crisis

2019 ◽  
pp. 808-825
Author(s):  
Lauren Bacon Brengarth ◽  
Edin Mujkic ◽  
Meg A. Millar
Keyword(s):  
United States ◽  
Social Media ◽  
Social System ◽  
Opinion Leaders ◽  
Western United States ◽  
Traditional Media ◽  
Fire Event ◽  
The Social ◽  
Social Media Tools

This case study examines how social media tools were used by a Nonprofit Organization (NPO) to raise money during a catastrophic fire in the Western United States. The fire claimed over 18,000 acres of forestland, nearly 350 homes, and 2 human lives. When it occurred, it was the most catastrophic fire event to hit this community. This case illuminates specific ways in which social media provided the key tools that enabled the creation of this NPO, the sale of hundreds of thousands of tee shirts in one month, and ultimately dollars donated to aid the victims of the fire. This case is unique because it is the story of an organization that was created overnight because individuals in the organization's social system rapidly evaluated and adopted their innovation. Additionally, opinion leaders (particularly those in traditional media) within the social system aided the NPO in rapidly establishing legitimacy with its followers.

Social Media in Crisis

2015 ◽  
pp. 1-23 ◽  
Author(s):  
Lauren Bacon Brengarth ◽  
Edin Mujkic ◽  
Meg A. Millar
Keyword(s):  
United States ◽  
Social Media ◽  
Social System ◽  
Opinion Leaders ◽  
Western United States ◽  
Traditional Media ◽  
Fire Event ◽  
The Social ◽  
Social Media Tools

This case study examines how social media tools were used by a Nonprofit Organization (NPO) to raise money during a catastrophic fire in the Western United States. The fire claimed over 18,000 acres of forestland, nearly 350 homes, and 2 human lives. When it occurred, it was the most catastrophic fire event to hit this community. This case illuminates specific ways in which social media provided the key tools that enabled the creation of this NPO, the sale of hundreds of thousands of tee shirts in one month, and ultimately dollars donated to aid the victims of the fire. This case is unique because it is the story of an organization that was created overnight because individuals in the organization's social system rapidly evaluated and adopted their innovation. Additionally, opinion leaders (particularly those in traditional media) within the social system aided the NPO in rapidly establishing legitimacy with its followers.

scholarly journals Analisis Key Opinion Leaders di Media Sosial dalam Membentuk Opini Khalayak

Koneksi ◽  
2021 ◽  
Vol 5 (1) ◽  
pp. 90
Author(s):  
Jacksen Jacksen ◽  
Eko Harry Susanto ◽  
Nigar Pandrianto
Keyword(s):  
Social Media ◽  
Diffusion Of Innovation ◽  
Opinion Leader ◽  
Business Owners ◽  
Qualitative Approach ◽  
Opinion Leaders ◽  
Social Media Marketing ◽  
Key Opinion Leaders ◽  
Key Opinion Leader

Content is a new way of doing promotions that have various forms, such as videos and images. This research discusses the process of creating content created by a key opinion leader. The person who acts as the key opinions leader is the owner of his own business. The theories used in this study are advertising, social media, marketing content, key opinion leaders, two-stage communication, diffusion of innovation and opinion. The method used is case study with qualitative approach and using interview, observation, and documentation techniques. The results of this study can be known that the content created by a key opinion leader must be diverse in order to attract the attention of the audience. The diversity of content produced must have a clear purpose, so that later the message can be conveyed properly and the goal can be achieved. Content created by engaging business owners directly will increase credibility in the business. Therefore, it can be concluded that the creation of a content must be diverse, informative, educational. While content involving its own business owners will increase high credibility.Konten merupakan cara baru seseorang dalam melakukan promosi yang memiliki berbagai macam bentuk, seperti video dan gambar. Penelitian ini membahas tentang proses pembuatan konten yang diciptakan seorang key opinion leaders. Orang yang berperan sebagai key opinions leader adalah pemilik bisnisnya sendiri. Teori yang digunakan pada penelitian ini adalah periklanan, media sosial, marketing content, key opinion leaders, komunikasi dua tahap, difusi inovasi dan opini. Metode yang digunakan adalah studi kasus dengan pendekatan kualitatif dan menggunakan teknik wawancara, observasi, serta dokumentasi. Hasil penelitian ini dapat diketahui bahwa konten yang diciptakan oleh seorang key opinion leader harus lah beragam agar dapat menarik perhatian penontonnya. Keberagaman konten yang dihasilkan harus memiliki tujuan yang jelas, sehingga nantinya pesan dapat tersampaikan dengan baik dan tujuan dapat tercapai. Konten-konten yang diciptkana dengan melibatkan pemilik bisnisnya secara langsung akan meningkatkan kredibilitas pada bisnis yang dijalani. Untuk itu dapat disimpulkan bahwa pembuatan sebuah konten harus lah beragam, informatif, mengedukasi. Sedangkan konten yang melibatkan pemilik bisnisnya sendiri akan meningkatkan kredibilitas yang tinggi.

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