scholarly journals Social Media and Revenue Management; Where Should the Two Meet?

2012 ◽  
Vol 3 (1) ◽  
pp. 33-46 ◽  
Author(s):  
Kate Varini ◽  
Pavan Sirsi
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Revenue Management ◽  
Customer Relationships ◽  
Bottom Line ◽  
The Public ◽  
Management Approaches ◽  
Travel Industry ◽  
Media Channels ◽  
Social Media Strategy

The objective of this study is to explore how social media strategies can be integrated with the function of revenue management. A survey was used to evaluate the extent to which some travel firms use/perceive social media. This study explores possible synergy between the time spent developing social media channels and the opportunities these might generate for travel firms active in the application of revenue management tactics. This has lead to the recommendation of new practices that could potentially enhance future revenue and profit. The present study identifies that travel firms can build opportunities to capture additional revenues by focusing on building engaging and useful content for customers. The travel industry is just beginning to embrace the need to combine public relations (PR) activities with new marketing approaches that must engage, rather that use interruption and coercion to generate sales. As engagement of the public with social media grows, it is evident that this will have implications for revenue management approaches, in the same way that approaches to PR and marketing have needed to evolve with the growth in online interaction between consumers. A shift in strategic outlook may enhance the ability of travel companies to sell valued products, improve customer relationships and increase their bottom-line; hence it becomes even more important for such organizations to ensure they have a solid social media strategy.

The Specific Features of Public Relations Maintained by Libraries, Acting as Cultural Institutions

2020 ◽  
Vol 4 (1) ◽  
pp. 145-152
Author(s):  
Radosław Molenda
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Social Environment ◽  
Review Article ◽  
Cultural Institutions ◽  
Negative Stereotypes ◽  
The Public ◽  
The Social ◽  
Public Consciousness ◽  
Significant Question

Showing the specificity of the work of the contemporary library, and the variety of its tasks, which go far beyond the lending of books. The specificity of the library’s public relations concerning different aspects of its activity. The internal and external functions of the library’s public relations and their specificity. The significant question of motivating the social environment to use the offer of libraries, and simulta-neously the need to change the negative perception of the library, which discourages part of its poten-tial users from taking advantage of its services. The negative stereotypes of librarians’ work perpetuated in the public consciousness and their harmful character. The need to change the public relations of libra-ries and librarians with a view to improving the realization of the tasks they face. Showing the public relations tools which may serve to change the image of librarians and libraries with particular emphasis on social media. This article is a review article, highlighting selected research on the librarian’s stereo-type and suggesting actions that change the image of librarians and libraries.

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.

Understanding the Role of Online Media Platforms in Airport Capital Projects and Community Outreach

2021 ◽  
pp. 036119812199347
Author(s):  
Max Z. Li ◽  
Megan S. Ryerson
Keyword(s):  
Social Media ◽  
Best Practices ◽  
Community Outreach ◽  
Capital Projects ◽  
The Public ◽  
Online Social Media ◽  
Social Media Platforms ◽  
Project Phases ◽  
Media Channels ◽  
Common Content

Community outreach and engagement efforts are critical to an airport’s role as an ever-evolving transportation infrastructure and regional economic driver. As online social media platforms continue to grow in both popularity and influence, a new engagement channel between airports and the public is emerging. However, the motivations behind and effectiveness of these social media channels remain unclear. In this work, we address this knowledge gap by better understanding the advantages, impact, and best practices of this newly emerging engagement channel available to airports. Focusing specifically on airport YouTube channels, we first document quantitative viewership metrics, and examine common content characteristics within airport YouTube videos. We then conduct interviews and site visits with relevant airport stakeholders to identify the motivations and workflow behind these videos. Finally, we facilitate sample focus groups designed to survey public perceptions of the effectiveness and value of these videos. From our four project phases, to maximize content effectiveness and community engagement potential, we synthesize the following framework of action items, recommendations, and best practices: (C) Consistency and community; (O) Organizational structure; (M) Momentum; (B) Branding and buy-in; (A) Activity; (T) Two-way engagement; (E) Enthusiasm; and (D) Depth, or as a convenient initialism, our COMBATED framework.

Public relations in the age of data: corporate perspectives on social media analytics (SMA)

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kathy R. Fitzpatrick ◽  
Paula L. Weissman
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Social Media Analytics ◽  
Content Type ◽  
The Public ◽  
Management Function ◽  
Use Of Social Media ◽  
The Impact ◽  
Corporate Brands ◽  
Depth Interviews

PurposeThe aim of this study was to understand how public relations leaders view and use social media analytics (SMA) and the impact of SMA on the public relations function.Design/methodology/approachThe research involved in-depth interviews with chief communication officers (CCOs) from leading multinational corporate brands.FindingsThe findings revealed that although CCOs perceive social media analytics as strategically important to the advancement of public relations, the use of social media data is slowed by challenges associated with building SMA capacity.Theoretical and practical implications – The research extends public relations theory on public relations as a strategic management function and provides practical insights for building SMA capabilities.Originality/valueThe study is among the first to provide empirical evidence of how companies are using social media analytics to enhance public relations efforts.

scholarly journals THE ROLE OF INSTAGRAM AS AN INFORMATION DELIVERANCE TO THE CITIZEN BY THE PUBLIC RELATIONS OF SALATIGA CITY GOVERNMENT

2019 ◽  
Vol 2 (2) ◽  
pp. 111
Author(s):  
Silvia Widya Kusumaningtyas ◽  
Zon Vanel
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Active Role ◽  
City Government ◽  
Online Information ◽  
The Public ◽  
Information Media ◽  
Government Public Relations ◽  
The Government

<span lang="IN">Social media is one type of new media that facilitates the process of communication among human. Social media makes it easy for users to communicate and share information in a wider range. At present, not only people use Instagram, but the government also needs to keep up with the time to participate in using Instagram as an online information media. Public Relations of the Salatiga Government is one of the public relations departments that uses Instagram as an online information media to provide information needed by the community.<br /> This research aimed to find out how the content of the information was<span>  </span>and how the role of instagram was as an information deliverance to the citizen by the public relations of Salatiga. Through qualitative methods research, data is collected by means of interviews and observations. The results showed that the Salatiga <span> </span>Government Public Relations Instagram account had a role to increase brand awareness, connect many people and as a source of information/ business promotion.Public Relations of the Salatiga Government considers that Instagram plays an active role in conveying information to the public. This is seen from the many positive responses received by the Salatiga City Government Public Relations during managing Instagram as a modern information deliverance.<span>     </span></span>

scholarly journals Proses Public Relations Dalam Program Gerakan Pungut Sampah Pemerintah Kota Bandung

2016 ◽  
Vol 19 (2) ◽  
pp. 95-108 ◽  
Author(s):  
Susie Perbawasari ◽  
Diah Fatma Sjoraida ◽  
Vidia Ayu Lestari
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Public Relations ◽  
Goal Setting ◽  
Environmental Conditions ◽  
Budget Planning ◽  
The Public ◽  
Descriptive Method ◽  
Planning Action ◽  
Selection Of

GPS program was launched in order to improve people's active participation, creating awareness of the importance of protecting the environment, and build a new culture picking up trash. Communications and delivery of messages is done through socialization programs and social media, twitter. The purpose of this study to find out the Public Relations process that consists of collecting of facts and formulation of the problem, the planning and programming, the action and communication, and the evaluation of GPS program that has been done by the organizers. This study used descriptive method. Data collected were through interviews, observation and documents. The organizers of GPS program begins by listening to the comments that raised by external parties, also took to the field looking directly environmental conditions in Bandung to collecting the facts. Organizers prepared GPS program includes the introduction of the situation, goal setting, audience definition, selection of media and techniques of Public Relations, as well as budget planning. Action taken in the program organizers GPS is acting responsive and responsible, while communication in the program include Credibility, Context, Content, Clarity, Continuity and consistency, Channel, and Capability of the Audience. Evaluation program providers include evaluation for decision-making, evaluation of the achievement of objectives, evaluation of results and impact and evaluation of the implementation.

scholarly journals Rah Utami Nugrahani STRATEGI PENGGUNAAN MEDIA SOSIAL SAUNG ANGKLUNG UDJO DALAM MENGKOMUNIKASIKAN ESTETIKA BAMBU

2020 ◽  
Vol 2 ◽  
pp. 113-116
Author(s):  
Rah Utami Nugrahani ◽  
Sylvie Nurfebiaraning
Keyword(s):  
Social Media ◽  
Cultural Heritage ◽  
Qualitative Methods ◽  
Western Music ◽  
Intangible Cultural Heritage ◽  
West Java ◽  
Cultural Wealth ◽  
The Public ◽  
Social Media Strategy ◽  
A Performance

Saung Angklung Udjo (SAU) is a performance venue that was founded in 1966 by UdjoNgalagena and hasstood until now for one of them aimed at communicating bamboo music, in this case focusing a lot onangklung, as Indonesia’s cultural wealth, especially West Java. To further develop themselves, SAU alsobegan to move in the online field, which in this case was specifically done through social media, especiallyYoutube and Instagram. To find out more about SAU’s social media strategy in communicating SAU’s aesthetics,observations, interviews and literature studies were conducted. After taking the data which is then processedby qualitative methods, the following results and discussion are obtained: SAU conducts all publicationsand documentation related to on-site performances to be uploaded via Instagram and Youtube, SAUcollaborates to increase the popularity of bamboo music, with one of them picking up composer Eka Gustiwanais able to produce fresh works that are accessible to the public, SAU re-arranged to make bamboo musicfamiliar, especially among Western music listeners, and this strategy is also generally a form of angklungpreservation in its position as Intangible Cultural Heritage of Humanity by UNESCO version which was passedin 2010.

scholarly journals Promoting Public Engagement of Natural History Collections through Science Communication

2018 ◽  
Vol 2 ◽  
pp. e28479
Author(s):  
Bryan Lessard
Keyword(s):  
Social Media ◽  
Natural History ◽  
Public Relations ◽  
Public Engagement ◽  
Science Communication ◽  
Public Speaking ◽  
Wide Audience ◽  
The Public ◽  
Natural History Collections ◽  
New Students

Natural history collections are essential for understanding the world’s biodiversity and drive research in taxonomy, systematics, ecology and biosecurity. One of the biggest challenges faced is the decline of new taxonomists and public interest in collections-based research, which is alarming considering that an estimated 70% of the world’s species are yet to be formally described. Science communication combines public relations with the dissemination of scientific knowledge and offers many benefits to promoting natural history collections to a wide audience. For example, social media has revolutionised the way collections and their staff communicate with the public in real time, and can attract more visitors to collection exhibits and new students interested in natural history. Although not everyone is born a natural science communicator, institutions can encourage and provide training for their staff to become engaging spokespeople skilled in social media and public speaking, including television, radio and/or print media. By embracing science communication, natural history collections can influence their target audiences in a positive and meaningful way, raise the profile of their institution, encourage respect for biodiversity, promote their events and research outputs, seek philanthropic donations, connect with other researchers or industry leaders, and most importantly, inspire the next generation of natural historians.

#GirlGamers, Soldiers, and Public Relations: Analyzing Gender Representation in U.S. Army Esports

2022 ◽  
Author(s):  
Jolene Fisher ◽  
Joshua Foust
Keyword(s):  
Public Relations ◽  
Critical Discourse Analysis ◽  
Video Game ◽  
Critical Discourse ◽  
Public Image ◽  
Team Members ◽  
The Public ◽  
Video Game Play ◽  
Media Channels

Abstract While interest in esports is widespread across demographic categories, the gendered norms surrounding video game play have been replicated, resulting in a male-dominated space. Scholars argue that broadening representations of gamers is necessary to normalizing women’s presence in esports. As nongaming organizations enter the space, they have a unique opportunity to disrupt established norms through their representations of esports competitors. This study analyzes the representation of U.S. Army Esports (USAE) team members via official social media channels. USAE was created as a public relations tool to engage with a younger audience, redefine the public image of the Army, and recruit soldiers. Using a critical public relations framework and critical discourse analysis, we examine the discourse around gender and esports constructed through USAE’s representation of team members and the role of public relations practice in reinforcing or disrupting existing norms.

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.

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