scholarly journals Rola marketingu społecznościowego w zarządzaniu relacjami z widzami seriali telewizyjnych na przykładzie produkcji Zakochani po uszy

2021 ◽  
Vol 9 (1) ◽  
pp. 127-156
Author(s):  
Martyna Wielkopolan
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Participant Observation ◽  
Relationship Management ◽  
Research Problem ◽  
Social Networking Site ◽  
Social Media Marketing ◽  
Building Relationships ◽  
Television Viewer ◽  
Tv Production

The role of social media marketing in television viewer relationship management based on the TV production 'Zakochani po uszy' Social media marketing is becoming the main aspect of strategies implemented by traditional media workers. The aim of the study is an analysis of an impact this kind of internet marketing has on television viewer relationship management, in the form of case study. The author’s intention was to do the qualitative research on the TV production Zakochani po uszy created by TVN, including its promotion through an official profile on the social networking site called Instagram in terms of building relationships with viewers along with holistic and deepened description of analysed phenomena. In the study, the author presents the results of the research based on non-participant observation of the official profile of Zakochani po uszy on Instagram, in-depth interview with a person responsible for public relations of the series, results of the survey along with data analysis, which contains viewership and statistics from analysed profile. These activities enabled solving the research problem phrased as a question: how is the strategy, which is to create strong relations with viewers, formulated and answering detailed research questions posed in the study.

scholarly journals The Natural Path to Social Media: Assessing the Implications of Social Media in Relationship Management and Audience Engagement for Naturopathic Doctors

2013 ◽  
Vol 9 ◽  
Author(s):  
Nii Sackeyfio
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Public Perception ◽  
Relationship Management ◽  
Audience Engagement ◽  
Building Relationships ◽  
Face To Face ◽  
Secondary Sources ◽  
Naturopathic Medicine ◽  
Change Perceptions

Naturopathic medicine struggles to receive equal recognition to allopathic medicine. As a result, naturopathic practitioners must break through stigmas in public perception to create successful clinics. Public relations theory suggests the best way to change perceptions is through relationship management and dialogue. Consequently, the study investigated how social media can be the catalytic tool to assist in building relationships and dialogue, which in turn, brings in more clientele. The study utilized a combination of interviews with industry leaders, literature review and observation/secondary sources to derive a conclusion. It found that there is a legitimate role for social media in terms of practice management when used to engage and promote, specifically, if two-way dialogue is used as the strategic medium of communication. However, further follow-up to this study is needed since social media is still a relatively new communications tool. Therefore, it currently cannot replace the role of face-to-face communications but rather it must act as a supplementation.

scholarly journals Pemanfaatan Media Sosial Oleh Komunitas Historia Indonesia

Prologia ◽  
2019 ◽  
Vol 3 (2) ◽  
pp. 393
Author(s):  
Natasha Angela ◽  
M Gafar Yoedtadi
Keyword(s):  
Social Media ◽  
New Media ◽  
Public Relations ◽  
Social Life ◽  
Participant Observation ◽  
Social Media Marketing ◽  
Young Generation ◽  
Media Usage ◽  
Depth Interview ◽  
History Of

Internet has become necessary for everyone in the current era of information technology. Technology allows millennial to be exposed to foreign cultures which are adapted to their current social life. This could be one of the reason that young generation do not have interest to explore traditional culture and history of Indonesia. By utilizing mass media, various historical communities have emerged as a place for people who care to preserve Indonesia’s historical and cultural heritage. This research examine social media usage by Indonesia Historia Community (KHI) in enhancing the nationalism of young generation. The theory used are New Media, Social Media, Cyber Public Relations, and Social Media Marketing. The research was conducted by case study method through depth interview and participant observation. The result shows that KHI utilize social media as a means of information, recruitment, education, interaction and communication, and creating differentiation as a strategy taken by KHI to reach public and teach history in fun and entertaining approach. KHI also carries out social media marketing technique to create space for those who wants to cultivate their interest and shape a history lover lifestyle, so it hoped that KHI will has a strong identity as Indonesia’s largest history community.Internet telah menjadi kebutuhan masyarakat diseluruh dunia pada zaman teknologi informasi saat ini. Dalam kehidupan sosial, teknologi membuat generasi milenial diperkenalkan pada budaya dan gaya hidup luar yang kemudian diadaptasi dalam kehidupan terkini. Hal ini yang membuat generasi muda saat ini tidak memiliki perhatian dan ketertarikan untuk mendalami budaya tradisional dan sejarah Indonesia. Dengan memanfaatkan media massa, muncul berbagai komunitas sejarah sebagai wadah bagi masyarakat yang masih peduli dan ingin bersama menjaga warisan sejarah dan budaya Indonesia. Sehingga penelitian ini dimaksudkan untuk meneliti pemanfaatan media sosial oleh Komunitas Historia Indonesia (KHI) dalam meningkatkan nasionalisme generasi muda. Penelitian berlandaskan teori New Media, Media Sosial, Cyber Public Relations, dan Social Media Marketing. Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus. Hasil penelitian menunjukkan bahwa dalam melaksanakan kegiatannya, KHI memanfaatkan media sosial sebagai sarana informasi, rekrutmen, edukasi, interaksi dan komunikasi, dan menciptakan diferensiasi sebagai strategi yang dilakukan KHI untuk menjadi pengajar sejarah dan budaya dan menjangkau publik yang memiliki minat dan misi yang sama untuk melestarikan sejarah. KHI juga melakukan teknik social media marketing untuk menciptakan ruang bagi publik dalam mengolah minat dan membentuk gaya hidup yang cinta sejarah, sehingga diharapkan KHI semakin memperkuat identitasnya sebagai komunitas sejarah terbesar di Indonesia.

ROLE AND MAIN DIRECTIONS OF INTERNET MARKETING DEVELOPMENT

2017 ◽  
Author(s):  
Liudmyla Kurylo ◽  
◽  
Yaroslav Kozchenko ◽  
Keyword(s):  
Social Media ◽  
Retention Rate ◽  
Internet Marketing ◽  
Social Media Marketing ◽  
The Internet ◽  
Online Environment ◽  
Building Relationships ◽  
Internet Users ◽  
The Usa ◽  
The Moment

The author conducted a study of the role and actual functions of Internet marketing nowadays, analyzed the latest publications and studies of domestic and foreign scientists relating to Internet marketing. The definitions of Internet marketing by various scientists were considered. It was determined by the problematic that exists in the field of internet marketing at the moment. A review of modern tools we identified the main tools of Internet marketing, by which the communication occurs on the Internet: SEO (Search Engine Optimisation), search (paid) advertising, Media advertising, SMM (Social Media Marketing) social media marketing, content marketing, E-mail marketing; Hootsuit's company research analysis determined the number of Internet users and purchasing power in the online environment, which averaged 500 USD per year. The number of Internet users in the online environment averaged 500 USD per year. And also to prioritise specific types of products. We have also identified that search engines are the main source of learning new information for consumers. Having analysed the dynamics of internet penetration in Ukraine, it appears that the number of internet users increased by 8% in 2019, with 22.96 million Ukrainians using the internet at the end of 2019. The article examines the possibilities of Internet marketing tools that become available when using such a tool as web analytics, including: personalised offers to customers, building relationships with customers, after a purchase is made and increasing their retention rate. A study of advertising costs on the social network Facebook, during the presidential elections in Ukraine in 2019 and during the presidential race in the USA in 2020 was conducted. And also defined the role played by social networks in building relationships with the target audience. During the research, recommendations for the use of the main tools of Internet marketing were made and it was determined which business areas are not suitable for each of the tools. Based on the research and statistical data was predicted directions of development of Internet marketing.

Social Media: Marketing Public Relations’ New Best Friend

2012 ◽  
Vol 18 (3) ◽  
pp. 319-328 ◽  
Author(s):  
Ioanna Papasolomou ◽  
Yioula Melanthiou
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Social Media Marketing ◽  
Best Friend

scholarly journals The Effect of Social Media Marketing Compared to Traditional Marketing on Sales: A Study of Enterprises in Kosovo

2021 ◽  
Vol 18 ◽  
pp. 402-410
Author(s):  
Gonxhe Beqiri ◽  
Kreshnik Bello
Keyword(s):  
Social Media ◽  
Public Relations ◽  
T Test ◽  
Social Media Marketing ◽  
Marketing Department ◽  
Paired Sample ◽  
Primary Data Analysis ◽  
Before And After ◽  
Consumer Services ◽  
Tools And Techniques

The aim of this paper is to analyse whether there is an impact of some key marketing components, in particular the advertising, promotion, public relations, campaigns, and consumer services on enterprise sales, before and after applying social media tools and techniques. The methodology used in this paper is based on statistical primary data analysis procedure. The data was gathered through structured questionnaires, conducted mainly in marketing department with key marketing management representatives, in 120 enterprises in Kosovo. The sampling was based on the deliberating techniques. In order to test the main hypothesis of the research, whether there was a specific change in the sales of the enterprise, before and after applying social media marketing tools and techniques, a variance coefficient analysis was performed using in specific paired sample t-test analysis through SPSS. The data shows that in all cases, the results of the paired sample t-test were statistically significant. Moreover, there was a significant average difference between each paired group. In all cases, the means of the groups paired through this research from advertising, promotion, public relations, campaigns, consumer services, the sales were higher in social media contest compared to traditional contest.

scholarly journals STRATEGI HUBUNGAN MASYARAKAT SEKSI INFORMASI DAN SARANA KOMUNIKASI KEIMIGRASIAN (FOSARKIM) DALAM MENANGANI PENGADUAN PELAYANAN PASPOR DI KANTOR IMIGRASI KELAS II CIREBON

Jurnal Signal ◽  
2018 ◽  
Vol 6 (1) ◽  
Author(s):  
Fitria . ◽  
Mukarto Siswoyo ◽  
Welly Wihayati
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Participant Observation ◽  
Class Ii ◽  
Literature Study ◽  
Head Office ◽  
Phone Number ◽  
Complaint Handling ◽  
Qualitative Descriptive ◽  
Descriptive Method

AbstrakPenelitian berjudul “Strategi Hubungan Masyarakat Seksi Informasi dan SaranaKomunikasi Keimigrasian (Fosarkim) dalam Menangani Pengaduan PelayananPaspor di Kantor Imigrasi Kelas II Cirebon” ini bertujuan untuk mengetahuistrategi hubungan masyarakat Seksi Fosarkim dalam menangani pengaduanpelayanan paspor, apa saja bentuk pengaduan pelayanan paspor yang disediakanoleh Kantor Imigrasi Kelas II Cirebon, dan bagaimana upaya yang dilakukan olehSeksi Fosarkim dalam menangani pengaduan pelayanan paspor. Penelitiandeskriptif kualitatif ini menggunakan teknik pengumpulan data observasi nonpartisipan, wawancara mendalam, dokumentasi, dan studi kepustakaan. Penelitiandilakukan di Kantor Imigrasi Kelas II Cirebon Jalan Sultan Ageng TirtayasaNo.51, Desa Kedung Dawa, Kecamatan Kedawung, Kabupaten Cirebon, denganinforman yaitu Kepala Seksi Fosarkim dan Kasubsi Komunikasi, serta masyarakatpemohon paspor. Dengan hasil penelitian: 1) Strategi humas yang diterapkanadalah dengan memfokuskan kepada pelayanan yang maksimal dan menerapkanprogram-program sesuai tujuan sebelumnya, serta melakukan 3 langkah humasdalam menangani pengaduan pelayanan paspor; 2) Bentuk pengaduan yangdisediakan adalah melalui SMS Gateaway, Nomor Handphone Kepala Kantor,Kotak Saran, Email dan Websiteresmi Kantor, sertaSocial Media sepertiInstagram dan Twitter; 3) Upaya yang dilakukan yaitu dengan meningkatkan lagisosialisasi-sosialisasi ke berbagai daerah dan berbagai kalangan.Kata kunci : strategi hubungan masyarakat, pengaduan, pelayanan, KantorImigrasi.109AbstractThe research entitled strategy of public relations of communication andimmigration information (Fosarkim) in complaint handling passport service at theOffice of the Immigration Class II Cirebon aims to find out how the strategy ofpublic relations Fosarkim Section in complaints handling passport services, whatthe forms of complaints passport service are provided by the Office of theImmigration Class II Cirebon, and how the efforts are made by the FosarkimSection in complaint handling of passport service at the Office of the ImmigrationClass II Cirebon. This qualitative descriptive method research using datacollecting technique by non participant observation, indepth interview,documentation, and Literature Study. The research has been conducted at theOffice of the Immigration Class II Cirebon, Jl. Sultan Ageng Tirtayasa, DesaKedung Dawa, Kecamatan Kedawung, Kabupaten Cirebon with informans areHead Of Fosarkim Section, Kasubsi Communication, and customers applicationpassport. The results of these research are: 1) The strategy of public relationsapplied is to focus to the maximal service and implement the programs accordingto the previous goals, and doing 3 steps problems solving by public relations incomplaint handling passport; 2) The forms of complaints provided are SMSGateaway, Head Office Phone Number, Suggestion Boxes, Email and OfficialWebsite of Office, and Social Media such as Instagram and Twitter, 3) The effortsdone by Fosarkim Section has to increase more the socializations to variousregions and various circles.Keywords: Strategy, Public Relations, Complaints, Service, Passport

Fortune 100 companies’ Facebook strategies: corporate ability versus social responsibility

2014 ◽  
Vol 18 (4) ◽  
pp. 343-362 ◽  
Author(s):  
Sora Kim ◽  
Soo-Yeon Kim ◽  
Kang Hoon Sung
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Social Responsibility ◽  
Communication Strategies ◽  
Social Networking Site ◽  
Current Status ◽  
Hybrid Strategy ◽  
Content Type ◽  
Fortune 100 ◽  
Corporate Ability

Purpose – The purpose of this paper is to examine how Fortune 100 companies are using Facebook (FB) in terms of employing corporate ability (CA), corporate social responsibility (CSR), and hybrid communication strategies, meeting different stakeholders’ expectations, and incorporating interactivity components into social media. Design/methodology/approach – A quantitative content analysis was used to examine a total of 1,486 corporate FB postings. Findings –Fortune 100 companies predominantly employed a CA strategy over a CSR strategy or a hybrid strategy. They prioritize customers’ needs over other stakeholders’ (e.g. stockholders and community members) on FB. FB fans are more likely to post “like” when companies personalize their FB messages. Seeking specific action-oriented participation on FB increased the frequencies of “like” and “comment,” whereas using the generic terms like “try” or “learn” decreased such frequencies. Finally, the frequencies of fans posting “like” and “comment” are affected by how often companies responded to fans’ postings and not influenced by how often companies feed new FB updates to fans. Originality/value – This study provides a benchmark case of how corporations are using a mainstream social media outlet to engage different stakeholders. It helps to assess the current status of public relations communication strategies on the mainstream social networking site. Companies can increase public engagement and response on social media through more personalized messages and techniques to encourage active participation and dialogue.

scholarly journals Analysis of the Advantages and Disadvantages of Using Social Media in Public Relations Practices to Convey Covid-19 Information in Gorontalo Province

2021 ◽  
Vol 1 (2) ◽  
pp. 21-29
Author(s):  
Cahyadi Saputra Akasse ◽  
Muh Akbar ◽  
Arianto Arianto
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Participant Observation ◽  
Sampling Technique ◽  
The Public ◽  
Study Approach ◽  
Advantages And Disadvantages ◽  
Information Updates ◽  
The Government

Public Relations has an important role in educating and providing understanding to the public in the midst of the COVID-19 pandemic as it is now. In this case, Public Relations acts as an intermediary between the government and the community by conveying policies related to the government's efforts to prevent the spread of COVID-19. This study aims to analyze the advantages and disadvantages of PR strategies in delivering information on COVID-19 using social media, such as: websites, Facebook, Instagram, and YouTube. The method used in this research is descriptive qualitative with a case study approach. Then the withdrawal of research informants using purposive sampling technique, informants consist of people who are directly involved with the delivery of information on covid-19 by Public Relations, with qualitative data collection consisting of depth interviews, participant observation, and documentation. The results of the study show that there are several advantages, namely (1) wide reach and large number of followers, (2) fast information updates, and (3) presenting informative and educative content. The shortcoming in question is that the management of social media is not yet maximal, which is less interactive in responding to public comments through comments on social media. The limitation of this study is that researchers only focus on the PR strategy in delivering information about COVID-19 in Gorontalo Province through social media only and not at the level of other conventional media, namely through websites, Facebook, Instagram, and YouTube. The value and originality of this research is the delivery of information and efforts to prevent the spread of covid-19 which is conveyed through social media PR. The contribution of this research to future PR practices is a deeper implementation of the concept of digital PR, especially during a pandemic like now where everything is done online.

scholarly journals Analisis Strategi Komunikasi Public Relations Dalam Membangun Dan Mempertahankan Pola Hubungan Masyarakat

Epigram ◽  
2020 ◽  
Vol 17 (1) ◽  
pp. 43-50
Author(s):  
Adrian Fairuzi ◽  
Ridwan Roy Tutupoho ◽  
Anwar Mustofa
Keyword(s):  
Public Relations ◽  
Participant Observation ◽  
Secondary Data ◽  
Qualitative Approach ◽  
Communication Strategy ◽  
Building Relationships ◽  
The Public ◽  
The Media ◽  
Conference Center ◽  
Community Relationship

The purpose of this study was to analyze the public relations communication strategy of Aston Priority Simatupang Hotel & Conference Center in building and maintaining community relationship. This study used a qualitative approach with descriptive methods, non-participant observation, and triangulation of sources. The object of this study is the Aston Priority Simatupang Hotel & Conference Center. Secondary data were collected through documentation of public relations activities. The results of this study indicate that the Aston Priority Simatupang Hotel & Conference Center has implemented a public relations communication strategy using online and offline media in building relationships with the community.The results of the implementation of the public relations communication strategy show that the Aston Priority Simatupang Hotel & Conference Center has increased engagement and occupancy by 60% due to information provided through the media and the public's enthusiasm for the activities created by public relations has increased. 

scholarly journals Social Media Marketing – from Tool to Capability

2018 ◽  
Vol 79 (1) ◽  
pp. 131-145
Author(s):  
Dominyka Venciūtė
Keyword(s):  
Social Media ◽  
Customer Relationship Management ◽  
Dynamic Capabilities ◽  
Relationship Management ◽  
Customer Relationship ◽  
Theoretical Research ◽  
Social Media Marketing ◽  
Marketing Capability ◽  
Organizational Capability

AbstractWhereas the application of social media marketing has been trending in business, the theoretical research that analyses the phenomenon of social media marketing is to some extent lagging behind. In practice, social media marketing is often viewed as a customer relationship management (CRM) tool or technique and not as a capability. This paper builds on the theories of the resourced-based view (RBV) and dynamic capabilities to explore the concept of social media marketing capability. The aim of this paper is to redefine the phenomenon of social media marketing capability and to contribute to the existing literature. In addition, it urges firms to look into social media marketing not only as a tool or technique, but also as an organizational capability.

Sign in / Sign up

Export Citation Format

Share Document