A Call for Authenticity: Audience Responses to Social Media Influencer Endorsements in Strategic Communication

The ideological differences between animal activists and primary producers are long-standing, existing long before the advent of social media with its widespread communicative capabilities. Primary producers have continued to rely on traditional media channels to promote their products. In contrast, animal activists have increasingly adopted livestreaming on social media platforms and ‘direct action’ protest tactics to garner widespread public and media attention while promoting vegetarianism/veganism, highlighting issues in animal agriculture and disrupting the notion of the ‘happy farm animal’. This paper uses a case study approach to discuss the events that unfolded when direct action animal activists came into conflict with Western Australian farmers and businesses in 2019. The conflict resulted in increased news reporting, front-page coverage from mainstream press, arrests and parliamentary law changes. This case study explores how the activists’ strategic communication activities, which included livestreaming their direct actions and other social media tactics, were portrayed by one major Australian media outlet and the farmers’ interest groups’ reactions to them.

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Creative tourism marketing and social media management.

10.1079/9781789243536.0020 ◽

2021 ◽

pp. 151-153

Author(s):

Elena Paschinger

Keyword(s):

Social Media ◽

Online Community ◽

Strategic Communication ◽

Social Media Marketing ◽

Media Management ◽

Tourism Marketing ◽

Communication Goals ◽

Interactive Nature ◽

German Speaking ◽

Marketing Tool

Abstract Creative tourism, due to its interactive nature and lively cultural exchange between locals and travellers, particularly lends itself to the opportunities presented by social media marketing. This is especially true when it comes to blogs, video posts, or (live) story updates on social media. Care should be given to always have a professional strategy in content marketing: choosing one social media platform over another has to be in line with your company's strategic communication goals and may be aided by other competent partners, such as professional digital content creators. Further, establishing a publication guideline in the form of an editorial calendar can help creative tourism managers better reap the benefits of social media marketing. This has been demonstrated in highlighting the example of Kreativ Reisen Österreich Creative Tourism Austria, which over the years has successfully built up an online community of creative travellers in the German-speaking parts of Europe. Regarding future trends in digital marketing, suffice to say that good content, and now context, will always matter and interactive content will become increasingly mainstream. An interesting context creative tourism could seek for the purpose of its continued proliferation worldwide is an association with destination video storytelling. As virtually all tourism destinations employ various video platforms, and live video formats, to highlight their travel offers, creative tourism is especially likely to head to the forefront of this type of social media marketing tool.

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Strategic Communication in Participatory Culture: From One- and Two-Way Communication to Participatory Communication Through Social Media

The Routledge Handbook of Strategic Communication ◽

10.4324/9780203094440-31 ◽

2014 ◽

pp. 361-374

Keyword(s):

Social Media ◽

Strategic Communication ◽

Participatory Culture ◽

Participatory Communication

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Perceptions of the UAE's Government Communicators Regarding Social Media Roles

International Journal of Customer Relationship Marketing and Management ◽

10.4018/ijcrmm.2020100102 ◽

2020 ◽

Vol 11 (4) ◽

pp. 20-35

Author(s):

Elsayed Darwish

Keyword(s):

Social Media ◽

Factor Analysis ◽

Statistical Methods ◽

Influencing Factors ◽

Online Community ◽

Strategic Communication ◽

T Test ◽

Descriptive Statistics ◽

Government Communication ◽

The Social

Governmental and nonprofit agencies have been increasingly reconsidering the roles of social media communicators for strategic communication to ensure they accurately perceive their roles. A questionnaire and interviews were conducted with various social media communicators in the UAE to identify the practitioners' perceptions of using social media in government communication and the influencing factors on their roles. A set of roles was created based on the literature and theory to explore the social media communicators' roles. The statistical methods include descriptive statistics, factor analysis, correlations, and T-test. This study demonstrates that four factors describe the various roles of SMCs in the UAE as follows: (1) government advocates, (2) information and image disseminators, (3) research and services providers, and (4) online community builders. To some extent, these roles overlap with previous roles identified.

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Strategy and Tactics in Strategic Communication: Examining their Intersection with Social Media Use

International Journal of Strategic Communication ◽

10.1080/1553118x.2018.1428979 ◽

2018 ◽

Vol 12 (2) ◽

pp. 125-144 ◽

Cited By ~ 6

Author(s):

Kenneth D. Plowman ◽

Christopher Wilson

Keyword(s):

Social Media ◽

Media Use ◽

Strategic Communication ◽

Social Media Use

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Social Media, Opinion Polls, and the Use of Persuasive Messages During the 2016 US Election Primaries

Social Media + Society ◽

10.1177/2056305118784774 ◽

2018 ◽

Vol 4 (3) ◽

pp. 205630511878477 ◽

Cited By ~ 7

Author(s):

Patrícia Rossini ◽

Jeff Hemsley ◽

Sikana Tanupabrungsun ◽

Feifei Zhang ◽

Jennifer Stromer-Galley

Keyword(s):

Social Media ◽

Public Opinion ◽

Information Source ◽

Strategic Communication ◽

Political Campaigns ◽

Digital Platforms ◽

Automated Content Analysis ◽

Use Of Social Media ◽

Public Opinion Polls ◽

Opinion Polls

Political campaigns’ use of digital technologies has been a topic of scholarly concern for over two decades, but most studies have been focused on analyzing the use of digital platforms without considering contextual factors of the race, like public opinion polls. Opinion polls are an important information source for citizens and candidates and provide the latter with information that might drive strategic communication. In this article, we explore the relationship between the use of social media in the 2016 US presidential elections and candidates’ standing in public opinion polls, focusing on the surfacing and primary stages of the campaign. We use automated content analysis to categorize social media posts from all 21 Republican and Democratic candidates. Results indicate that a candidate’s performance in the polls drives certain communicative strategies, such as the use of messages of attacks and advocacy, as well as the focus on personal image.

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