Social Media in Crisis

This case study examines how social media tools were used by a Nonprofit Organization (NPO) to raise money during a catastrophic fire in the Western United States. The fire claimed over 18,000 acres of forestland, nearly 350 homes, and 2 human lives. When it occurred, it was the most catastrophic fire event to hit this community. This case illuminates specific ways in which social media provided the key tools that enabled the creation of this NPO, the sale of hundreds of thousands of tee shirts in one month, and ultimately dollars donated to aid the victims of the fire. This case is unique because it is the story of an organization that was created overnight because individuals in the organization's social system rapidly evaluated and adopted their innovation. Additionally, opinion leaders (particularly those in traditional media) within the social system aided the NPO in rapidly establishing legitimacy with its followers.

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Social Media in Crisis

Journalism and Ethics ◽

10.4018/978-1-5225-8359-2.ch044 ◽

2019 ◽

pp. 808-825

Author(s):

Lauren Bacon Brengarth ◽

Edin Mujkic ◽

Meg A. Millar

Keyword(s):

United States ◽

Social Media ◽

Social System ◽

Opinion Leaders ◽

Western United States ◽

Traditional Media ◽

Fire Event ◽

The Social ◽

Social Media Tools

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Game Changer: A Case Study of Social-Media Strategy in Big Ten Athletic Departments

International Journal of Sport Communication ◽

10.1123/ijsc.2014-0022 ◽

2014 ◽

Vol 7 (4) ◽

pp. 516-532 ◽

Cited By ~ 7

Author(s):

Makayla Hipke ◽

Frauke Hachtmann

Keyword(s):

Social Media ◽

Athletic Departments ◽

Traditional Media ◽

Big Ten ◽

Study Approach ◽

The Social ◽

Depth Interviews ◽

Social Media Strategy ◽

Game Changer

This study used a case-study approach to develop an understanding of how social-media strategy is developed and deployed in Big Ten Conference athletic departments and to explore the issues associated with it. Based on in-depth interviews with department officials, the following 6 themes emerged: connecting with target audiences, varied approaches in coordination of postings, athletic communications as content gatekeepers, desire to incorporate sponsors and generate revenue, focusing on building fan loyalty through engagement, and challenges of negativity and metrics. The social-media strategy in Big Ten Conference athletic departments appears to be driven by athletic communications/sports information departments as opposed to marketing departments. The greatest benefit of social media has been the ease of engagement and instantaneous connection between fans and the teams they love, which can lead to building greater loyalty to a team. Some of the challenges departments face include having to deal with the reality of crises and negative attention around programs more quickly than with traditional media and to measure social-media success accurately.

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The Control of Information in Traditional Media through the Social Ones

European Journal of Language and Literature ◽

10.26417/ejls.v2i1.p107-112 ◽

2015 ◽

Vol 2 (1) ◽

pp. 107

Author(s):

Resul Sinani

Keyword(s):

Social Media ◽

Prime Minister ◽

National Level ◽

Traditional Media ◽

State Institutions ◽

The Public ◽

The Social ◽

The Media ◽

High Level

The usage of social media by Kosovar politicians is almost absolute. Politicians of all levels have their accounts on Facebook as well as other social networks. They use those for various reasons, starting from contacting the voters and supporters during the election campaigns as well as during the time they are in the office, up to presenting their stands and ideas that have do with different issues of public interest. For many of them, especially for low-level politicians the social media, mainly Facebook, have become the only place where they express themselves, since they find it almost impossible to become a part of the traditional media, especially of those on the national level, like newspapers, radio or television. Whereas for high-leveled politicians, concretely the heads of main institutions like the prime-minister, the head of parliament or the president, who refuse to be interviewed and be present in political shows where they could face questions from the journalists or the public, they are using Facebook statements in order to avoid direct questions from the journalists about the political subjects of the day. By making it impossible for them to take direct answers through their journalists the traditional media (newspapers, radio, TV) have to quote the posts that the politicians are making on Facebook. The kosovar journalists and the heads of media see this tendency of politicians, especially of the prime minister as the lack of transparency, avoidance of accountability, control of information and setting the agenda of the media. This paper attempts to argument the hypothesis that the high level politicians, the heads of main state institutions in Kosovo are controlling the information in traditional media through the usage of social media. In order to argument this hypothesis as a case study we have taken the Kosovar (ex)PM Hashim Thaçi whose almost every status and update has been quoted by the media. We have also interviewed journalists and editors of Kosovar media houses who have expressed their thoughts about the subject, while supporting the hypothesis of this paper.

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Two-Way Interaction Feature of Social Media Tools

Handbook of Research on New Media Applications in Public Relations and Advertising - Advances in Multimedia and Interactive Technologies ◽

10.4018/978-1-7998-3201-0.ch016 ◽

2021 ◽

pp. 258-273

Author(s):

Ilgar Seyidov

Keyword(s):

Social Media ◽

Public Relations ◽

Political Communication ◽

Information Technologies ◽

Communication Tools ◽

The Social ◽

Multiple Case ◽

Social Media Tools ◽

Main Components

The internet and development of information technologies brought about the emergence of digital communication tools. In this vein, social media have become a phenomenon in terms of creating informative, interactive, and participatory platforms for the individuals. The social media tools have become prominent not only for public relations or communications experts, but also for politicians, scholars, groups, brands, organizations, etc. One of the effective social media tools is Twitter, which has been focus of political communication research due to its tendency of creating discussion platform that allows the users to involve in and interact with each other. This study focused on how Twitter creates the two-way interaction for the users and what the main components of this interaction are. In addition, the contribution of Twitter to organizational promotion was also another concern of the study. In this context, the research focuses on both inter-organizational and individual levels. Multiple case study technique was used as research technique. Five different cases were analyzed.

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Reclaiming the House of the Representatives from Republicans: Case Study of Districts TX-32 and NJ-3

Political Preferences ◽

10.31261/polpre.2019.23.37-54 ◽

2019 ◽

pp. 37-54

Author(s):

Norbert Tomaszewski

Keyword(s):

United States ◽

Social Media ◽

Republican Party ◽

The United States ◽

Racially Diverse ◽

Midterm Elections ◽

Social Media Tools ◽

Use Of Social Media ◽

Changing Demographics

2018 midterm elections in the United States allowed more ethnically and racially diverse candidates to become members of the Congress. The use of social media tools helped them to reach out to their community and get out the vote, which is especially important in Democratic campaign tactics. The article, by focusing on Colin Allred's and Andy Kim's Congressional bids, focuses on how their issue-oriented campaigns helped to mobilize the liberal voters. Furthermore, by analysing the rapidly changing demographics, it tackles the crucial question: do they mean the doom of the Republican Party?

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Polish Nationwide Catholic Opinion-Forming Weeklies on Facebook—A Marketing Perspective

Religions ◽

10.3390/rel11050246 ◽

2020 ◽

Vol 11 (5) ◽

pp. 246

Author(s):

Anna Jupowicz-Ginalska ◽

Iwona Leonowicz-Bukała ◽

Andrzej Adamski

Keyword(s):

Social Media ◽

Communication Channel ◽

Traditional Media ◽

Social Media Platform ◽

The Social ◽

Media Platform ◽

Functional Features ◽

Marketing Tool ◽

Marketing Approach

The main focus of this paper is on the marketing approach of the use of Facebook by the Polish nationwide Catholic opinion-forming weeklies. The aim of the research is to analyse how the selected media use Facebook (FB) to create a media product, distribute, price and communicate its content (including self-promotional activities). The Facebook profiles of five weeklies were analysed: Gość Niedzielny, Niedziela, Przewodnik Katolicki, Idziemy and Tygodnik Rodzin Katolickich Źródło. Three research methods were chosen: literature review on marketing use of Facebook by traditional media, the case study and the content analysis (quantitative, qualitative and comparative). The most important results show that the use of the social media platform Facebook by the Catholic weeklies in Poland is limited to supplementing the main communication channel, which is the printed weekly and its website. The studied media treat Facebook as a marketing tool, favouring this function over the potential apologetic or evangelising ones, but at the same time none of the magazines fully exploit Facebook’s potential offered by its systemic and functional features.

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The Use of Social Media to Facilitate Real-Time eLearning

Handbook of Research on Transformative Digital Content and Learning Technologies - Advances in Educational Technologies and Instructional Design ◽

10.4018/978-1-5225-2000-9.ch010 ◽

2017 ◽

pp. 171-183 ◽

Cited By ~ 2

Author(s):

Njoroge P. Kahenya

Keyword(s):

Social Media ◽

Real Time ◽

Private University ◽

Online Classes ◽

Group Discussions ◽

Google Docs ◽

The Social ◽

Social Media Tools ◽

Use Of Social Media

The case study focused on the motivation behind usage of social media as alternative tools to the institution's eLearning program, by online classes' facilitators, at a local private university in Kenya. The case study involved 45 faculties involved in facilitating online classes. The survey applied questionnaires generated using Google docs, one of the social media tool used by the same faculty to communicate with students enrolled in the online classes. The primary reasons why facilitators used social media tools were; the learners were already using social media for non-academic purposes and therefore the need to factor in tools which students are conversant with and comfortable to use; social media tools were seen to offer a fast real-time communication; some social media tools enabled group discussions on the go; and, social media are informal tools for general instructions and guidance with regard to the course requirements.

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

International Journal of Sport Communication ◽

10.1123/ijsc.3.3.377 ◽

2010 ◽

Vol 3 (3) ◽

pp. 377-386 ◽

Cited By ~ 5

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.

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Using Social Media in Tourist Sentiment Analysis: A Case Study of Andalusia during the Covid-19 Pandemic

Sustainability ◽

10.3390/su13073836 ◽

2021 ◽

Vol 13 (7) ◽

pp. 3836

Author(s):

David Flores-Ruiz ◽

Adolfo Elizondo-Salto ◽

María de la O. Barroso-González

Keyword(s):

Social Media ◽

Sentiment Analysis ◽

Cost Savings ◽

Mass Scale ◽

Tourism Sector ◽

The Social ◽

Analytical Tools ◽

Media Data

This paper explores the role of social media in tourist sentiment analysis. To do this, it describes previous studies that have carried out tourist sentiment analysis using social media data, before analyzing changes in tourists’ sentiments and behaviors during the COVID-19 pandemic. In the case study, which focuses on Andalusia, the changes experienced by the tourism sector in the southern Spanish region as a result of the COVID-19 pandemic are assessed using the Andalusian Tourism Situation Survey (ECTA). This information is then compared with data obtained from a sentiment analysis based on the social network Twitter. On the basis of this comparative analysis, the paper concludes that it is possible to identify and classify tourists’ perceptions using sentiment analysis on a mass scale with the help of statistical software (RStudio and Knime). The sentiment analysis using Twitter data correlates with and is supplemented by information from the ECTA survey, with both analyses showing that tourists placed greater value on safety and preferred to travel individually to nearby, less crowded destinations since the pandemic began. Of the two analytical tools, sentiment analysis can be carried out on social media on a continuous basis and offers cost savings.

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Social media participatory CPD for nursing revalidation, professional development and beyond

British Journal of Nursing ◽

10.12968/bjon.2019.28.13.870 ◽

2019 ◽

Vol 28 (13) ◽

pp. 870-877

Author(s):

Calvin Moorley ◽

Theresa Chinn

Keyword(s):

Professional Development ◽

Social Media ◽

Thematic Analysis ◽

Design Data ◽

The Social ◽

Reflective Design ◽

Professional Requirements ◽

Social Media Tools ◽

The Uk ◽

Media Applications

Background: In 2016 the Nursing and Midwifery Council in the UK introduced revalidation, which is the process nurses are required to follow to renew their registration. This provides an opportunity for nurses to shape, develop and evolve social media to meet their professional requirements. Aims: to examine different ways nurses can use social media tools for continuous professional development (CPD) and revalidation. Methods: using a qualitative reflective design, data were gathered from content on the @WeNurses platform and activities organised with other leading health organisations in England. These data were analysed using the social media relationship triangle developed by the authors with a thematic analysis approach. Findings: analysis revealed that social media was used in six categories: publishing, sharing, messaging, discussing, collaborating, and networking. Organised social media events such as: blogs, tweetchats, Twitter storms, webinars, infographics, podcasts, videos and virtual book clubs can support nurses with revalidation and professional development. Conclusion: Through using a participatory CPD approach and embracing professional social media applications nurses have moved social media from the concept of a revolution to an evolution.

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