Using Content Strategy Best Practices to Teach Students about Online Branding and Social Media

2019 ◽  
pp. 192-215
Author(s):  
Michelle M. Pulaski Behling ◽  
Steve Bookman
Keyword(s):  
Social Media ◽  
Best Practices ◽  
Online Branding ◽  
Content Strategy

Social Listening to Create Bespoke Customer Experiences: Best Practices for Hospitality Operators

2021 ◽  
pp. 193896552199308
Author(s):  
Kathryn A. LaTour ◽  
Ana Brant
Keyword(s):  
Social Media ◽  
Best Practices ◽  
Real Time ◽  
Brand Image ◽  
Customer Experience ◽  
Current Experience ◽  
Social Listening

Most hospitality operators use social media in their communications as a means to communicate brand image and provide information to customers. Our focus is on a two-way exchange whereby a customer’s social posting is reacted to in real-time by the provider to enhance the customer’s current experience. Using social media in this way is new, and the provider needs to carefully balance privacy and personalization. We describe the process by which the Dorchester Collection Customer Experience (CX) Team approached its social listening program and share lessons to identify best practices for hospitality operators wanting to delight their customers through insights gained from social listening.

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 Authors Online: Strategies for Digital Self Promotion

2021 ◽  
Author(s):  
Ashley Regimbal-Kung
Keyword(s):  
Social Media ◽  
Literature Review ◽  
Best Practices ◽  
Case Studies ◽  
Digital Marketing ◽  
Self Presentation ◽  
Social Media Platform ◽  
Media Platform ◽  
Online Strategies

This paper explored strategies of digital self-promotion for authors online through the investigation of emerging, independent self-published writers. This research provides best practices through those strategies to assist self-published writers in furthering their public profile in digital marketing. The literature review provides context in the online self-publishing environment, connecting with the audience; encouraging collaboration (produsage); adapting to the shifting publishing marketplace through self-presentation strategies (branding), and; bolstering two-way communication (market sensing). It also provides the basis for coding self-presentation themes in self-presentation. This research suggests that best practices can optimize the time that writers spend on marketing, not only to attract initial attention from publishers but at any stage in their career. This research gathers data and develops case studies of four self-published authors that use Wattpad, a social media platform for writers. It analyzes these authors’ strategies for self-promotion and measures their effectiveness through the level of engagement elicited from their fans. It develops best practices from these strategies. This research finds that digital self-promotional activities are successful if they are creative, unique and develop a community of fan followers. It is especially effective when authors reflect the interests of their target audience. It was also found these strategies helped develop the author’s branding for long-term effectiveness

scholarly journals An Analysis of Hate Speech among Armenian Facebook Users

2021 ◽  
Vol 7 (1) ◽  
pp. 1-14
Author(s):  
Lilit Bekaryan
Keyword(s):  
Social Media ◽  
Sexual Orientation ◽  
Best Practices ◽  
Hate Speech ◽  
Negative Emotions ◽  
Online Communication ◽  
Passive Voice ◽  
Success Stories ◽  
Language Analysis ◽  
Facebook Pages

Social media networking websites have become platforms where users can not only share their photos, moments of happiness, success stories and best practices, but can also voice their criticism, discontent and negative emotions. It is interesting to follow how something that starts as a mere disagreement or conflict over clashing interests or values can develop into a hateful exchange on Facebook that targets social media users based on their gender, religious belonging, ethnicity, sexual orientation, political convictions etc. The present research explores how hateful posts and comments can start among Facebook users, and studies the language means employed in their design. The factual material was retrieved from more than ten open Facebook pages managed by popular Armenian figures, such as media experts, journalists, politicians and bloggers, in the period 2018–2020. The analysis of hate speech samples extracted from these sources shows that hate speech can find its explicit and implicit reflection in the online communication of Armenian Facebook users, and can be characterised by contextual markers such as invisibility, incitement to violence, invectiveness and immediacy. The language analysis of the posts and comments comprising hate speech has helped to identify language features of hateful comments including informal tone, use of passive voice, abusive and derogatory words, rhetorical or indirectly formed questions, generalisations and labelling.

scholarly journals Social Media as a Means to Disseminate and Advocate Cardiovascular Research: Why, How, and Best Practices

2019 ◽  
Vol 15 ◽  
Author(s):  
Giuliana Lee ◽  
Andrew D. Choi ◽  
Erin D. Michos
Keyword(s):  
Social Media ◽  
Best Practices ◽  
Research Work ◽  
Global Scale ◽  
Cardiovascular Research ◽  
Academic Promotion ◽  
Research Dissemination ◽  
Dissemination Of Research ◽  
Research Networking ◽  
The Impact

Aims: To review the use of Social Media as a Means to Disseminate and Advocate Cardiovascular Research: Why, How, and Best Practices. Background: The use of Twitter or other social media platforms for research can transcend current limitations in dissemination of research and present new opportunities for research networking by connecting researchers, clinicians, policymakers, the public, and other stakeholders on a global scale. Objective: As social media influence continues to expand, it becomes increasingly important for cardiovascular researchers to employ social media strategies to increase the impact of their research work, for the ultimate goal of improved outcomes for patients living with or at risk for cardiovascular diseases. Method: Altmetrics are novel metrics that track the attention that scholarly outputs are receiving in non-traditional sources such as in news, blogs, and social media posts. These alternative metrics record research dissemination beyond traditional journal citation indices but also can predict and even promote future citations. Result: This review outlines various methods of how social media can be used to disseminate research, guidance on how to develop a social media portfolio for consideration of academic promotion, and some best practices for promoting one’s research work. Conclusion: Social media offers the advantages of rapid dissemination of research work, potential increases in novel and traditional impact metrics for publications, and may also facilitate academic promotion.

scholarly journals On Using Social Media to Predict Elections. A Meta-Analysis

2021 ◽  
Author(s):  
Brent Pretty
Keyword(s):  
Social Media ◽  
Public Opinion ◽  
Best Practices ◽  
Real Time ◽  
Public Perception ◽  
Meta Analysis ◽  
Campaign Strategy ◽  
Current State ◽  
Methods And Techniques ◽  
Analyze Data

As of late there's been great interest in social media’s ability to predict elections. Platforms such as Twitter and Facebook, owing to their cultural ubiquity, offer a plethora of data and an opportunity to track public perception at a granular level in real time. The ability to passively analyze public opinion is a massive step forward in the realm of political prediction, and has the potential to redefine the field of campaign strategy. In this piece of research I analyzed the current state of social media based electoral prediction. I examined the methods and techniques used to collect and analyze data, and compared their results against both each other and other methods of prediction such as telephone polling. In this I found a field that is still in its infancy. Much work remains to be done until a set of best practices surrounding social media based electoral prediction are accumulated.

Building and Maintaining Relationships through Social Media

2014 ◽  
pp. 104-125
Author(s):  
Alisa Agozzino
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Best Practices ◽  
Multiple Dimensions ◽  
Social Media Tools ◽  
Goals And Objectives

In recent years, social media tools such as Facebook, Twitter, YouTube, and blogs have rocked the higher education world. No longer is just being present on these mediums enough. Integration of social media tools into daily practices through monitoring, teaching, and collaboration allows those in higher education to build and maintain relationships with key publics. From devising social media goals and objectives to monitoring channels and evaluating efforts, social media can be integrated into the higher education arena. In this chapter, multiple dimensions of social media tools and the various ways those in higher education can integrate those tools into operation are exposed and elaborated upon. In an effort to provide readers with best practices, ideas are shared to present those in higher education with optimal ways to connect, build, and maintain relationships with others both internally and externally.

Assessing Social Media Use in Instruction and Marketing

2019 ◽  
pp. 74-84
Author(s):  
Jennifer Ashley Wright Joe
Keyword(s):  
Social Media ◽  
Best Practices ◽  
Media Use ◽  
Social Media Use ◽  
Revenue Sources ◽  
The Social ◽  
Library Use ◽  
Faculty And Staff ◽  
The Way

Assessment is increasingly important for libraries to address, as it speaks to justification for funding and support from the larger university. Many university budget models now require departments and colleges to be self-funding, whereas the library does not have traditional revenue sources. Statistics, including retention impact, encourage faculty and staff to promote library use to their students and encourage departments and colleges to support funding the library. This chapter explores best practices for assessing social media use in the context of instruction and marketing. It outlines the reasons for implementing an assessment plan as well as the steps necessary to successfully assess social media use, starting with outlining the specific goals for social media use, all the way through review and modification of the social media plan.

False Information Narratives

2019 ◽  
pp. 326-348
Author(s):  
J. J. Sylvia IV ◽  
Kyle Moody
Keyword(s):  
Social Media ◽  
Best Practices ◽  
Presidential Election ◽  
Internet Research ◽  
False Information ◽  
Media Campaigns ◽  
Geographic Locations ◽  
The U.S ◽  
The Way

The issue of Russian interference in the 2016 U.S. Presidential election has been widely debated by scholars and journalists. However, these works have not fully analyzed the ads that have been released by Facebook and the U.S. Congress. This project uses a case study to analyze the ads posted by the Russian-affiliated Internet Research Agency, considering the quantities of ads targeted to particular geographic locations, the frequency of targeting for unique keywords, and the reach and impressions of each of the ads. Further, these results are compared to results from best practices in traditional social media campaigns as a way to better understand the goals and potential impacts of the IRA ads. In conclusion, the project, by analyzing the full set of IRA ads, sheds new light on the way false information narratives were leveraged by the Russian-linked IRA.

Marketing on Tumblr

2017 ◽  
pp. 59-83
Author(s):  
Kristen Smirnov
Keyword(s):  
Social Media ◽  
Best Practices ◽  
Case Studies ◽  
Future Research ◽  
Choice Overload ◽  
Research Directions ◽  
Future Research Directions ◽  
Technical Features

Despite many demographic, behavioral, and technical features that should make it an appealing destination for social media marketers, the Tumblr platform has lagged in marketing adoption. This chapter discusses the site features that drive its potential, while also acknowledging the challenges that Tumblr presents. Contrasts are offered between the limited flexibility but easier adoption curve of other platforms such as Facebook and Twitter, with the phenomenon known as choice overload discussed as a possible explanation for non-Tumblr preferences. Three Tumblr case studies are presented in depth to illustrate best practices (Denny's diner chain and the musician Taylor Swift) and to warn against certain common pitfalls (Nordstrom). The chapter concludes with potential future research directions to pursue on this growing but underutilized platform.

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