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.

Multimodal Mapping of a University's Formal and Informal Online Brand

2018 ◽  
pp. 1072-1124
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.

Multimodal Mapping of a University's Formal and Informal Online Brand

2015 ◽  
pp. 586-635
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.

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.

scholarly journals http://habibiaislamicus.com/index.php/hirj/article/view/68

2021 ◽  
Vol 5 (2) ◽  
pp. 73-82
Author(s):  
Keyword(s):  
Social Media ◽  
New Media ◽  
Human Life ◽  
Sources Of Information ◽  
Secondary Sources ◽  
Social Structural ◽  
Social Media Platforms ◽  
Islamic Science ◽  
Use Of Social Media ◽  
Media Channels

Human life has undergone significant social structural change thanks to the development of communication and information technology. It has also brought people around the world closer together as a global community, especially with the emergence of new media channels. This study investigated the Islamic implications of social media in a global society and the harm that secondary sources of information can cause to Islam and the Muslim world in the globalized era. However, as a religion, Islam has always defined halal and haram, as well as unique procedures for maintaining privacy, respect, modesty, honesty and decency. New social media platforms offer unlimited opportunities, but they can also put Muslims at risk. Social media, when used properly, has a powerful impact on Islam because it helps the cause of Allah, improves many people and reduces social ills. On the other hand, unrestricted or unlimited use of social media is rejected in Islam. Consequently, social media can only be considered halal if it promotes the ideals of Shariah. The article suggests that Islamic teachings and Islamic values should be properly taught and inculcated in schools and homes, that children and young people should be closely monitored and controlled, and that Muslims should continue to use and embrace Islamic science and technology in globalization.

scholarly journals ADAPTATION OF TRADITIONAL MEDIA ORGANS IN VIDEO CONTENT: NEW MEDIA EXAMPLE: CNN TÜRK

2021 ◽  
Vol 11 (2) ◽  
pp. 393-402
Author(s):  
Benan TOPBAŞ
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
New Media ◽  
Online News ◽  
Video Content ◽  
Media Planning ◽  
Traditional Media ◽  
The Social ◽  
Social Media Platforms ◽  
Media Channels

The way these main media organs are included in new media outlets, video journalism has been examined. For this purpose, content analysis of the videos produced on cnnturk.com.tr Youtube and social media platforms, which have both traditional and new media organs, was performed. An institutionalized interview was conducted to make the content analysis results more meaningful. In the research, the social media planning of online news videos was examined and what kind of content they had was revealed. Research On cnnturk.com.tr, online news videos are from the pool of CNN TÜRK channel and from agencies, and the channels where readers and viewers react the most are Youtube and Facebook. The site cnnturk.com.tr, a new media organ, shared the online news videos broadcast from the CNN TÜRK channel, which is the traditional media organ, on platforms such as Twitter, Youtube and Facebook, and enabled the videos active in the traditional media to adapt to new media channels.

scholarly journals The Impact of Social Media Engagement from a Pathology Department During COVID

2021 ◽  
Vol 156 (Supplement_1) ◽  
pp. S163-S164
Author(s):  
C Crowe
Keyword(s):  
Social Media ◽  
Full Time ◽  
University Of Alabama ◽  
Staff Members ◽  
Social Media Platforms ◽  
Twitter Account ◽  
Media Channels ◽  
The University ◽  
The Impact

Abstract Introduction/Objective The events of the past year brought into stark relief the importance and impact of social media and digital communications for pathology departments as managed by an intra-departmental team of communications professionals. The University of Alabama at Birmingham Department of Pathology is home to nearly 100 faculty, more than 200 staff members and close to 40 trainees. The department’s internal communications team consists of a director of communications and content coordinator, both full time employees. Prior to the COVID pandemic, the team hosted departmental Twitter and Facebook accounts. During the course of the year, we added Instagram and LinkedIn accounts, as well as a YouTube channel. These vehicles provided multiple platforms for communicating our messages, relating to COVID and promoting regular news and updates broadly, to both internal and external audiences. Methods/Case Report We created LinkedIn and Instagram accounts in July 2020, to round out our social media platforms. We use Sprout Social to manage our various accounts. Results (if a Case Study enter NA) For the timeframe of March 2020–2021 our @UABPathology Twitter account had a total of 933 published posts, and 1,022,785 total impressions, for 3,889 followers. Total engagements with the posts were 48,420, with 2,301 post link clicks. For the same timeframe, our nascent @UABPathology Instagram account earned 56,662 impressions, and 3,329 total engagements, for a 5.9% engagement rate. Most experts agree that a good engagement rate is between 1 and 5%. Conclusion Our departmental social media accounts generated high impact engagements with an audience primarily in the demographic of our target for trainee and young faculty recruits, ages 25-34, in addition to broadly disseminating our department’s ongoing news and updates during the COVID pandemic. The impact of effectively communicating through social media channels is measurable, and will continue to grow the reputation of the department as a top-tier clinical, research and educational program in the field.

scholarly journals Communication Patterns of Government Public Relation in the Digital Era: A Content Analysis on Twitter Account of the Directorate General of Taxes

2019 ◽  
Author(s):  
Neng Indriwati Nurfurqonah ◽  
Andre Rahmanto ◽  
Sri Hastjarjo
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
New Media ◽  
Public Relations ◽  
Public Information ◽  
Communication Patterns ◽  
Public Relation ◽  
Digital Era ◽  
Directorate General ◽  
Twitter Account

The headway of information and communication technology has brought into the world a digital era with the emergence of new media such as Twitter social media. Nowadays social media is increasingly used by the community and can support various activities. This condition has also encouraged a new approach to public relations activities known as online public relations (online PR). This online PR activity is very important in addition to traditional PR activities, Grunig (2009) argues that new media has the potential to make public relations more strategic and global. Currently, Twitter is increasingly being used by government public relations, the Directorate General of Tax (DGT) public relations is no exception. But so far there has been no research related to aspects of communication patterns on DGT’s official Twitter account, so research needs to be carried out as input and evaluation material. This study aims to determine the communication pattern based on Grunig and Hunt’s public relations models in a message or tweet delivered by DGT public relations (Taxmin) on DGT’s official Twitter account (@DitjenPajakRI) by referring to the research conducted by Waters and Williams (2011) at government agencies in the USA. The method used in this study is a quantitative method, with a content analysis approach. This study will analyze the content of tweets in the period of July-August 2018. The results of this study found that overall DGT public relation still relies on one-way communication rather than two-way communication. From 565 taxmin tweets, 70.3% public information, 15.8% two-way symmetry, 12.2% publicity, and 1.8% two-way asymmetry. These results indicate that DGT public relation has used all four public relations models together, although it is not yet ideal, which Taxmin is using public information pattern more than other communication patterns.

Running a Social-Media Newsroom: A Case Study of the Cincinnati Flying Pig Marathon

2010 ◽  
Vol 3 (3) ◽  
pp. 377-386 ◽  
Author(s):  
Linda J. Schoenstedt ◽  
Jackie Reau
Keyword(s):  
Social Media ◽  
New Media ◽  
Public Relations ◽  
Sporting Events ◽  
Traditional Media ◽  
Media Center ◽  
Social Media Platforms ◽  
Social Media Tools ◽  
Press Time

The objective of this case study was to create and execute a proactive new-media public relations plan for the 2009 Cincinnati Flying Pig Marathon. Although the economic activity surrounding this marathon has been studied by Cobb and Olberding (2008), the 11th running of the popular marathon offered a chance to launch a social-media newsroom inside the traditional media center. Social-media tools like Twitter, YouTube, blogs, Facebook, Twitpics, and other multimedia postings have revamped news forums through their immediate transmission of news while traditional media must wait until press time. Few sporting events have actively planned to use social-media platforms to create ad campaigns, generate buzz, or track digital participation for selling, marketing, and measuring various responses to the event.

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.

scholarly journals Building a Vibrant Future for School Librarians through Online Conversations for Professional Development

2021 ◽  
Author(s):  
Judy O'Connell
Keyword(s):  
Professional Development ◽  
Social Media ◽  
School Library ◽  
School Librarians ◽  
Leadership Challenges ◽  
Personal Learning ◽  
The World ◽  
Social Media Platforms ◽  
Teacher Librarians ◽  
Media Channels

Technology and social media platforms are driving an unprecedented reorganization of the learning environment in and beyond schools around the world. Technology provides us leadership challenges, and at the same time offers opportunities for communication and learning through technology channels to support professional development. School librarians and teacher librarians are often working as the sole information practitioner in their school, and need to stay in touch with others beyond their own school to develop their personal professional capacity to lead within their school. The Australian Teacher Librarian Network aims to make a difference, and supports school library staff in Australia and around the world to build professional networks and personal learning connections, offering an open and free exchange of ideas, strategies and resources to build collegiality. This ongoing professional conversation through online and social media channels is an important way to connect, communicate and collaborate in building a vibrant future for school librarians.

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