scholarly journals A RESEARCH ON THE RELATION OF FIRMS’S SOCIAL MEDIA PERFORMANCE GOALS WITH TECHNOLOGY-ORGANIZATION-ENVIRONMENT FRAMEWORK

2021 ◽  
Author(s):  
Ozge HABİBOGLU ◽  
Serdar PİRTİNİ
Keyword(s):  
Social Media ◽  
Performance Goals ◽  
Media Performance

scholarly journals The Promoter, Celebrity, and Joker Roles in Journalists’ Social Media Performance

2021 ◽  
Vol 7 (1) ◽  
pp. 205630512199064
Author(s):  
Claudia Mellado ◽  
Alfred Hermida
Keyword(s):  
Social Media ◽  
Public Spheres ◽  
Professional Norms ◽  
Starting Point ◽  
Private And Public ◽  
Media Performance

One of the main challenges of studying journalistic roles in social media practice is that the profession’s conceptual boundaries have become increasingly blurred. Social media has developed as a space used by audiences to consume, share, and discuss news and information, offering novel locations for journalists to intervene at professional and personal levels and in private and public spheres. This article takes the “journalistic ego” domain as its starting point to examine how journalists perform three specific roles on social media: the promoter, the celebrity, and the joker. To investigate these roles in journalistic performance, the article situates their emergence and operationalization in a broader epistemological context, examining how journalists engage with, contest, and/or diverge from different professional norms and practices, as well as the conflict between traditional and social media-specific roles of journalists.

From strategic orientation to social media orientation

2016 ◽  
Vol 23 (4) ◽  
pp. 1165-1190 ◽  
Author(s):  
Vincent Dutot ◽  
François Bergeron
Keyword(s):  
Social Media ◽  
Customer Orientation ◽  
Small And Medium Enterprises ◽  
Positive Influence ◽  
Strategic Orientation ◽  
Content Type ◽  
Media Performance ◽  
Future Direction ◽  
Medium Enterprises ◽  
Media Orientation

Purpose The purpose of this paper is to develop and test a framework of small and medium enterprises’ (SMEs) strategic orientation (SO) and its impact on social media performance. Moreover, it introduces a new concept, social media orientation (SMO) (composed of sales and business development (SBD) and visibility) to add in the model. Design/methodology/approach A quantitative approach was used and, based on a study of 257 SMEs, analyses were performed. A smartPLS analysis was judged appropriate regarding the sample size. Findings Results show that entrepreneurial orientation (EO) and customer orientation have a positive influence on SBD which in turn has a positive influence on social media performance. Visibility is positively influenced by EO and has an indirect effect on social media performance. Social media performance is therefore directly influenced by SBD and indirectly by visibility. Research limitations/implications The authors complete previous research that called for the introduction of different SO on a same study and go further as the author highlight the role of EO on visibility (and not only on business or performance). A second contribution lies in the conceptualization of SMO (defined here with SBD and visibility) and third in the measurement of social media performance through growth and attention. Practical implications SMEs first need to develop their visibility, and then link it to SBD. Originality/value This research is one of the first to explore SMEs’ SO on social media and proposes a new concept defined as SMO. It gives SMEs future direction on how to perform on these platforms.

Social Media Performance Measurement

2017 ◽  
pp. 360-381
Author(s):  
Goetz Greve
Keyword(s):  
Social Media ◽  
Performance Measurement ◽  
Business Performance ◽  
Social Network Sites ◽  
Performance Outcomes ◽  
Research Directions ◽  
Marketing Activities ◽  
Media Performance ◽  
Marketing Information ◽  
Theoretical Foundations

Today, companies are turning to social media as a source of marketing information. Comments posted on social network sites, tweets, and blogs provide a wealth of data for the improvement of marketing decision making. Thus, marketers are greatly interested in how marketing activities can affect certain social media metrics and to what extent each drives business performance. The purpose of the chapter is to elaborate on the performance outcomes of social media activities and the possibility to use data from these networks for marketing information systems. Thus, the chapter discusses the theoretical foundations of social media and develops dimensions for social media performance measurement. In addition, the integration of social media performance measurement into a marketing information system is discussed and implementation issues are critically evaluated. The chapter closes with an outline of further research directions and a conclusion.

scholarly journals On the collective efficacy of social media teams

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Wondwesen Tafesse ◽  
Tor Korneliussen
Keyword(s):  
Social Media ◽  
Cognitive Theory ◽  
Social Media Marketing ◽  
Online Resources ◽  
Primary Data ◽  
Systematic Research ◽  
Marketing Effort ◽  
Short Term ◽  
Content Type ◽  
Media Performance

PurposeThe purpose of this study is to investigate the contribution of social media teams to firm social media performance. Although social media teams are tasked with planning, executing and optimizing the social media marketing effort of firms, little systematic research has examined their roles. Drawing on social cognitive theory, the present study develops collective social media efficacy as a key mechanism to explain the contribution of social media teams to firm social media performance.Design/methodology/approachThe study tested a conceptual framework in which social media team members' previous experience, short-term training and online resources use contribute to collective social media efficacy. In turn, collective social media efficacy is hypothesized to enhance firm social media performance. The study employed primary data and PROCESS macro to test its proposed hypotheses.FindingsThe findings revealed that previous social media experience, short-term training and online resources use contributed to firm social media performance by enabling social media teams to build strong collective social media efficacy.Originality/valueThe findings offer novel insights into how firms can optimize their social media marketing effort by systematically managing their social media teams. The findings add to the nascent literature on the organizational influences of social media performance.

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