scholarly journals How to Engage Consumers through Effective Social Media Use—Guidelines for Consumer Goods Companies from an Emerging Market

2021 ◽  
Vol 16 (4) ◽  
pp. 768-790
Author(s):  
Gokhan Aydin ◽  
Nimet Uray ◽  
Gokhan Silahtaroglu
Keyword(s):  
Social Media ◽  
Consumer Goods ◽  
Durable Goods ◽  
Emerging Market ◽  
Machine Learning Algorithms ◽  
Media Management ◽  
Related Factors ◽  
The Social ◽  
Social Media Platforms ◽  
Social Media Management

This study aims to establish actionable guidelines and provide strategic insights as a means of increasing the social media effectiveness of consumer brands. Post-related factors in addition to the contextual and temporal factors influencing consumer engagement (i.e., reposting, commenting on or liking posts), as an indicator of social media effectiveness, are considered in detail in the research model. Moreover, the model considers differences between industries as well as social media platforms. A total of 1130 posts made by four brands, two each from the durable goods and fast-moving consumer goods sectors, were collected from Facebook and Twitter in Turkey. Through predictive analysis, four different machine learning algorithms were utilized to develop easy-to-apply plans of action and strategies. The findings highlight the significant impact of videos, images, post frequency and interactivity on engagement. Furthermore, social media platforms and the brands themselves were found to be instrumental in influencing engagement levels, indicating that more than one formula is needed for effective social media management. The range and depth of the post-related factors (e.g., image type, video length, kind of interactivity) considered go far beyond those found in the significant majority of similar studies. Moreover, the unique setting and the novel data analysis algorithms applied set this study apart from similar ones.

scholarly journals Pengelolaan Konten Media Sosial Korporat pada Instagram Sebuah Pusat Perbelanjaan

2020 ◽  
Vol 2 (1) ◽  
pp. 1-9
Author(s):  
Siti Muslichatul Mahmudah ◽  
Muthia Rahayu
Keyword(s):  
Social Media ◽  
Online Community ◽  
Media Management ◽  
Circular Model ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
Media Monitoring ◽  
Corporate Social ◽  
Social Media Management ◽  
Corporate Level

The use of social media continues to increase until now, one of is Instagram that commonly used at the corporate level. As in the type of shopping center company (Mall) that has a visitor with characteristics to find out all information related to the mall that he wants to visit through the mall's social media, Instagram. Therefore it requires the management of social media content to help the company's audience in getting information and become the communication media between the company and their audience. The theory used in this research is The Circular Model of Some by Regina Luttrell in his book Social Media How to Engage, Share, and Connect. From the results of the research note that in managing content on corporate social media instagram, the aspect of sharing begins with understanding the purpose of the use of social media platforms for corporates. Next to the optimize aspect, which is to make a posting schedule and use the features available on Instagram. The process of controlling or aspects of managing is also carried out by making media monitoring reports as a form of evaluation and accountability to company management. In the aspect of engaging, establishing good relations with the online community to get Instagram exposure on the content produced. Keywords: Social Media Management, Content, Instagram.

scholarly journals Management and Marketing Practices of Social Media Firms

2017 ◽  
Vol 8 (2) ◽  
pp. 45-59
Author(s):  
Abdulaziz Alshubaily
Keyword(s):  
Social Media ◽  
Driving Forces ◽  
Management Strategies ◽  
Life Cycles ◽  
Customer Engagement ◽  
Media Management ◽  
Great Ability ◽  
The Social ◽  
Media Firms ◽  
Social Media Management

This paper examines the key variances in application and strategy between different social media management strategies and its effective marketing. Social media firms have shown a great ability to control the stages in their product life cycles. These practices lead to managers in these firms overachieving on their respective KPIs and garnering industry attention. An analysis of social media management firms practice shows that high participatory decisions and intellectual and manual skills contributed to these organizations' successes. Other factors like introducing the ‘Like' button and various innovations are observed to have improved consumers' attitudes towards the social media brand. Customer engagement and content enrichment are proven to be driving forces in how online consumers perceive the social media brand. Consumers are demonstrated to be the main means of continuous sustainability and growth.

scholarly journals Identification of user’s credibility on twitter social networks

2021 ◽  
Vol 24 (1) ◽  
pp. 554
Author(s):  
Faraz Ahmad ◽  
S. A. M. Rizvi
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Machine Learning Algorithms ◽  
Support Vector ◽  
Nearest Neighbours ◽  
The Social ◽  
Class Labelling ◽  
Social Media Platforms ◽  
Media Platform ◽  
The Given

<p>Twitter is one of the most influential social media platforms, facilitates the spreading of information in the form of text, images, and videos. However, the credibility of posted content is still trailed by an interrogation mark. Introduction: In this paper, a model has been developed for finding the user’s credibility based on the tweets which they had posted on Twitter social networks. The model consists of machine learning algorithms that assist not only in categorizing the tweets into credibility classes but also helps in finding user’s credibility ratings on the social media platform. Methods and results: The dataset and associated features of 100,000 tweets were extracted and pre-processed. Furthermore, the credibility class labelling of tweets was performed using four different human annotators. The meaning cloud and natural language understanding platforms were used for calculating the polarity, sentiment, and emotions score. The K-Means algorithm was applied for finding the clusters of tweets based on features set, whereas, random forest, support vector machine, naïve Bayes, K-nearest-neighbours (KNN), J48 decision tree, and multilayer perceptron were used for classifying the tweets into credibility classes. A significant level of accuracy, precision, and recall was provided by all the classifiers for all the given credibility classes.</p>

scholarly journals SOCIAL MEDIA TOOLS, TRENDS, OPPORTUNITIES FOR PUBLIC RELATIONS PRACTICE IN LAGOS STATE, NIGERIA

2020 ◽  
Vol 5 (2) ◽  
pp. 143-157
Author(s):  
Moshood-Abiola Arogundade ◽  
◽  
Olugbenga Charles Adewale ◽  
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Communication Strategy ◽  
Media Management ◽  
Immediate Feedback ◽  
The Social ◽  
Lagos State ◽  
Use Of Social Media ◽  
Social Media Management ◽  
Audience Measurement

This study examined the influence of social media on PR. Specifically, it examined the social media analytic tools, trends, opportunities as well as implications of social media adoption on PR with focus on practitioners in Lagos State. Interviews were conducted with selected PR practitioners in Lagos to obtain facts and views for this study. Findings revealed that social media has greatly influenced the practice of PR. However, social media use is shaped by communication strategy, objectives, engagement strategy, and the target audience. Furthermore, the common trends in use among practitioners include influencer push/influencer PR, listening and analytic (software) tools, brand neutralization, hashtagging, sponsored tweet/posts and use of social media pages of established news outlets. The result also showed that analytic tools like Hootsuite, Meltwater, Sprout Social are used for social media management and engagement. Therefore, social media has completely altered the pattern of corporate communication with its transient and ephemeral nature which makes it difficult for afterthought communications to be retrieved, deleted, or sometimes reviewed. But when compared with conventional media, social media provides better opportunities for wider reach, precise targeting, audience analytic, instant/immediate feedback, location-based messaging, and better audience measurement. Keywords: Social Media, Public Relations, PR tools, Modern Public Relations

The Feminization of Social Media Labor

2021 ◽  
Author(s):  
Sophie Bishop ◽  
Brooke Erin Duffy
Keyword(s):  
Social Media ◽  
Digital Media ◽  
The Internet ◽  
Media Management ◽  
Social Hierarchies ◽  
Content Creation ◽  
Consumer Capitalism ◽  
Social Media Platforms ◽  
Social Media Management ◽  
Digital Entrepreneurship

While early techno-utopianists heralded the potential of the internet to challenge social hierarchies, most would concede that today’s digital media landscape is profoundly inequitable. Traditional markers of identity and inequality—including subjectivities of gender and femininity—persist online and are foregrounded across mainstream social media platforms like YouTube, Instagram, Pinterest, and TikTok. Against this backdrop, this chapter explores the ostensible feminization of various modes of social media labor, with particular attention to the cultures and practices of social media production and promotion (i.e., platformed content creation, digital entrepreneurship, social media management). To show how these activities are—much like earlier categories of “women’s work”—rendered socially and/or economically invisible, the authors examine four interrelated features of feminized labor: (1) the demand for emotional and affective expressions, (2) the discipline of aesthetics through the fraught ideal of “visibility,” (3) mandates for various kinds of flexibility, and (4) a deep imbrication with consumer capitalism. In exploring each of these features, the authors show how the patterned devaluation of gender-coded labor is exacerbated along other axes of oppression, including race, class, ethnicity, and sexuality. The authors conclude by calling for future inquiries into other cultures and expressions of social media labor, along with broader interrogations of platform visibility, vulnerability, and governance.

scholarly journals Management and Marketing Practices of Social Media Firms

2021 ◽  
pp. 1608-1623
Author(s):  
Abdulaziz Alshubaily
Keyword(s):  
Social Media ◽  
Driving Forces ◽  
Management Strategies ◽  
Life Cycles ◽  
Customer Engagement ◽  
Media Management ◽  
Marketing Social ◽  
The Social ◽  
Media Firms ◽  
Social Media Management

This paper examines the key variances in application and strategy between different social media management strategies and its effective marketing. Social media firms have shown a great ability to control the stages in their product life cycles. These practices lead to managers in these firms overachieving on their respective KPIs and garnering industry attention. An analysis of social media management firms practice shows that high participatory decisions and intellectual and manual skills contributed to these organizations' successes. Other factors like introducing the ‘Like' button and various innovations are observed to have improved consumers' attitudes towards the social media brand. Customer engagement and content enrichment are proven to be driving forces in how online consumers perceive the social media brand. Consumers are demonstrated to be the main means of continuous sustainability and growth.

Representasi Feminisme dalam Video Klip ‘Nightmare’ oleh Halsey

Koneksi ◽  
2020 ◽  
Vol 4 (2) ◽  
pp. 338
Author(s):  
Faiz Zulia Maharany ◽  
Ahmad Junaidi
Keyword(s):  
Qualitative Research ◽  
Social Media ◽  
Data Collection ◽  
Mass Communication ◽  
Video Clip ◽  
Charles Sanders Peirce ◽  
Patriarchal Culture ◽  
The Social ◽  
Social Media Platforms ◽  
Barrier Wall

'Nightmare' is the title of a video clip belonging to a singer and singer called Halsey, in which the video clip is explained about the figure of women who struggle against patriarchal culture which has been a barrier wall for women to get their rights, welfare and the equality needed they get. This research uses descriptive qualitative research methods. Data collection techniques are done through documentation, observation and study of literature. Then, analyzed using Charles Sanders Peirce's semiotics technique. The results of this study show the fact that signs, symbols or messages representing feminism in the video, 'Nightmare' clips are presented through scenes that present women's actions in opposing domination over men and sarcastic sentences contained in the lyrics of the song to discuss with patriarchy. Youtube as one of the social media platforms where the 'Nightmare' video clip is uploaded is very effective for mass communication and for conveying the message contained in the video clip to the viewing public.‘Nightmare’ adalah judul video klip milik musisi sekaligus penyanyi yang bernama Halsey, dimana pada Video klipnya tersebut menceritakan tentang figur perempuan-perempuan yang berusaha melawan budaya patriarki yang selama ini telah menjadi dinding penghalang bagi perempuan untuk mendapatkan hak-haknya, keadilan dan kesetaraan yang seharusnya mereka dapatkan. Penelitian ini menggunakan metode penelitian kualitatif deskriptif. Teknik pengumpulan data dilakukan melalui dokumentasi, observasi dan studi kepustakaan. Kemudian, dianalisis menggunakan teknik semiotika milik Charles Sanders Peirce. Hasil penelitian ini menunjukan bahwa terdapat tanda-tanda, simbol atau pesan yang merepresentasikan feminisme di dalam video klip ‘Nightmare’ yang dihadirkan melalui adegan-adegan yang menyajikan aksi perempuan dalam menolak dominasi atas laki-laki dan kalimat-kalimat sarkas yang terkandung dalam lirik lagunya untuk ditujukan kepada patriarki. Youtube sebagai salah satu platform media sosial dimana video klip ‘Nightmare’ diunggah sangat efektif untuk melakukan komunikasi massa dan untuk menyampaikan pesan yang terkandung di dalam video klip tersebut kepada masyarakat yang menonton.

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