scholarly journals Community manager vs. social media manager Una delimitación teórica necesaria en el espacio comunicativo empresarial

2017 ◽  
Vol 2 (2) ◽  
pp. 17
Author(s):  
José Sixto- García
Keyword(s):  
Social Media ◽  
Web 2.0 ◽  
Media Communication ◽  
Palabras Clave ◽  
The Social ◽  
Medios Sociales ◽  
Online Reputation ◽  
Social Media Communication ◽  
Online Web ◽  
Community Manager

ResumenEn el momento en que surge la figura del community manager se entendió que su cometido debía consistir en gestión del contenido de los medios sociales. Sin embargo, en la medida en que la profesión se ha consolidado, han apareciendo otros perfiles como el social media manager. Con frecuencia se escuchan interpretaciones confusas acerca de ambas figuras, que en ocasiones se asimilan perfil y en funciones. En tal sentido, este artículo se propone describir con precisión qué es un community manager y qué debe entenderse por social media manager, cuáles son sus funciones específicas y por qué su contribución resulta imprescindible en la comunicación actual. Se aporta, asimismo, una interpretación fundamentada acerca de cómo deben integrarse en el organigrama organizacional y cuál debe ser su posición con respecto a la dirección de comunicación. Palabras clave: community manager, social media manager, dircom,  reputación online, web 2.0. Community manager vs. social media manager. A theoretical delimitation necessary in the business communication spaceAbstractWhen the position of the community manager was established, it was understood that his/her role should be to manage a company or brand’s social media content. However, inasmuch as the profession has been consolidated, other offices have appeared, such as the social media manager. There is frequent confusion in distinguishing between the two, who are sometimes assimilated in both profile and functions. Thus, this article aims to explain precisely what should be understood by both community manager and social media manager, as well as what their specific functions are and why their contribution is essential in present social media communication. It also provides a well-founded interpretation of how they should be integrated into the organization chart and what their position should be with respect to the office of communications.Keywords: community manager, social media manager, dircom, online reputation, web 2.0.ResumoNo momento em que a figura do community managersurgiu, entendeu que seu papel deveria ser gerenciar o conteúdo das mídias sociais. No entanto, na medida em que a profissão foi consolidada, outros perfis apareceram, como osocial media manager. Freqüentemente, interpretações confusas são ouvidas sobre ambas as figuras, que às vezes são perfil e funções assimiladas. Nesse sentido, este artigo tem como objetivo descrever exatamente o que é um community managere o que deve ser entendido pelosocial media manager, quais são suas funções específicas e por que sua contribuição é essencial na comunicação atual. Ele também fornece uma interpretação bem fundamentada de como eles devem ser integrados no organograma e qual sua posição em relação à direção da comunicação.Palavras-chave: Community manager, social media manager, dircom, reputação online, web 2.0.

Channelling Our Efforts: Europlanet in Social Media

2020 ◽  
Author(s):  
Helen Usher ◽  
Sarah Roberts ◽  
Anita Heward
Keyword(s):  
Social Media ◽  
Data Collection ◽  
Planetary Science ◽  
Communication Strategy ◽  
Media Communication ◽  
Mailing Lists ◽  
The Social ◽  
Science Community ◽  
Social Media Communication

<div dir="ltr">The (small) Europlanet social media team has agreed aims of: Informing, Enthusing, Engaging, Encouraging and Celebrating the European Planetary Science Community and the wider community too.  Their work supplements the more traditional channels of website, newletters and mailing lists.</div> <div dir="ltr"> </div> <div dir="ltr">But how can this be done most effectively?  What channels should be used?  What content? What frequency?</div> <div dir="ltr"> </div> <div dir="ltr">If the needs of the communities are to be met, they first need to be identified.  There is currently a lack of data for this.</div> <div dir="ltr"> </div> <div dir="ltr">The proposed interactive poster will pose some questions for the community to consider during EPSC2020, link to a survey for data collection, and use the interactive, virtual nature of the meeting to stimulate a wide discussion.  The data and views of the community will then be used to inform the social media communication strategy for the remainder of the Europlanet 2024 RI Programme.</div>

scholarly journals A UTILIZAÇÃO DAS MÍDIAS SOCIAIS NO PROCESSO DE PLANEJAMENTO DE VIAGENS

2019 ◽  
Vol 5 (5) ◽  
pp. 392-425
Author(s):  
Heliney Nunes Resende Junior ◽  
Suzana Gilioli da Costa Nunes ◽  
Alain Santoyo
Keyword(s):  
Social Media ◽  
Great Influence ◽  
Travel Planning ◽  
The People ◽  
Palabras Clave ◽  
The Social ◽  
The Media ◽  
Medios Sociales ◽  
The City ◽  
Medios De Comunicacion

O objetivo dessa pesquisa e mensurar a influência das mídias sociais no processo de planejamento de viagens em relação a população da cidade de Palmas, capital do estado do Tocantins. A metodologia utilizada nessa pesquisa foi uma avaliação quantitativa a partir da aplicação de questionário. A amostra da pesquisa foi composta de 500 respondentes. A análise dos resultados mostrou que as mídias sociais já têm grande influência no processo de planejamento de viagens e que tem um espaço para um crescimento ainda maior, pois as mídias sociais estão em constante evolução de acordo com as necessidades as pessoas. A pesquisa também apontou que as pessoas confiam nas informações obtidas através das mídias e estão deixando de acreditar cada vez mais nos meios de comunicação convencionais.   PALAVRAS-CHAVE: Mídias sociais; Meios de comunicação; Planejamento de viagens     ABSTRACT The objective of this research is to measure the influence of social media in the process of travel planning in relation to the population of the city of Palmas, capital of the state of Tocantins. The methodology used in this research was a quantitative evaluation based on the questionnaire application. The research sample consisted of 500 respondents. The analysis of the results showed that social media already have great influence in the process of planning of trips and that has a space for an even greater growth, since the social medias are in constant evolution according to the needs the people. The survey also pointed out that people rely on information gained through the media and are increasingly reluctant to believe in conventional media.   KEYWORDS: Social media; Media; Travel planning     RESUMEN El objetivo de esta investigación y medir la influencia de los medios sociales en el proceso de planificación de viajes en relación a la población de la ciudad de Palmas, capital del estado de Tocantins. La metodología utilizada en esta investigación fue una evaluación cuantitativa a partir de la aplicación del cuestionario. La muestra de la encuesta fue compuesta de 500 respondedores. El análisis de los resultados mostró que los medios sociales ya tienen gran influencia en el proceso de planificación de viajes y que tienen un espacio para un crecimiento aún mayor, pues los medios sociales están en constante evolución de acuerdo a las necesidades de las personas. La investigación también apuntó que la gente confía en las informaciones obtenidas a través de los medios y están dejando de creer cada vez más en los medios de comunicación convencionales.   PALABRAS CLAVE: Medios sociales; Medios de comunicación; Planificación de viajes

Social Media Marketing of Brands in the COVID-19 Pandemic

2022 ◽  
pp. 61-82
Author(s):  
Petek Tosun
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Social Media Marketing ◽  
The Novel ◽  
Media Communication ◽  
Health Crisis ◽  
The Social ◽  
Brand Promotion ◽  
Novel Coronavirus ◽  
Social Media Communication

This chapter explores the social media marketing communication of brands in the first days of the novel coronavirus (COVID-19) outbreak within the theoretical framework provided by signaling theory. The social media content of six Turkish brands was examined by content analysis. The findings have shown that brands shared posts in four themes: brand promotion, brand's COVID-19 messages, product promotion, and special day posts. Brands integrated the COVID-19 agenda in their social media communication in two ways. First, they designed and shared posts that focused solely on the pandemic. These COVID-19-related posts constituted a separate category that did not include any direct relevance to the brands' promotion activities. Second, they added COVID-19-related points in their social media posts. This study provides valuable findings for marketing practitioners and academicians regarding social media communication in a global health crisis.

When Luxury Brands Changed Their Approach to Social Media

2021 ◽  
pp. 101-118
Author(s):  
Fabrizio Maria Pini ◽  
Dinara Timergaleeva
Keyword(s):  
Social Media ◽  
Purchase Decisions ◽  
Luxury Brands ◽  
Media Communication ◽  
New Approach ◽  
Digital Platforms ◽  
Content Creation ◽  
The Social ◽  
Latent Potential ◽  
Social Media Communication

COVID-19 lockdowns led to a new approach to social media communication by luxury fashion brands. This chapter explores recent pandemic-related changes in the social context and the need for brands to rethink their narrative to engage consumers and influence purchase decisions. The authors selected a panel of 28 fashion luxury brands, both independent and conglomerate-owned, to analyze the paradigm shift in social media communication and content creation. Their findings show that with social media acting as the main touchpoint, luxury fashion brands have effectively produced new communication archetypes, revealing the latent potential of digital platforms as strategic tools.

scholarly journals Analysis of B-2-C Social Media Communication in Germany

2018 ◽  
Vol 3 (3) ◽  
pp. 23-31
Author(s):  
Knut Linke ◽  
Torben Friedrich
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Social Media Marketing ◽  
User Interactions ◽  
Media Communication ◽  
Sports Clubs ◽  
Retail Business ◽  
The Social ◽  
Marketing Activities ◽  
Social Media Communication

In this research paper, social media marketing activities of social media accounts from German business are analyzed for the social networks Facebook, Twitter, Instagram, Xing and LinkedIn. As research objects were the context of the interaction, the used and targeted social network functionalities and the behavior of the companies selected. The selection of social media accounts for the research included companies which are currently member from the stock market indices DAX and MDAX, additional online and offline retail business, successful German sports clubs, celebrities and others businesses. Also and to be sure to evaluate high-class social media marketing, the German social media award winners from 2015-2017 were analyzed. Out of the results of those two analyses, the results were derivate. The results display different usage approaches between the researched networks and the business fields. As result of the research, several contexts approaches for social media posts are defined. The results contain suggestions for the standardization of those contexts and the different approaches how functions from social networks can be used for user interactions. That includes the targeted reactions and standardized reactions of user interactions.

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.

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