scholarly journals Building meaningful brands through social media

2021 ◽  
Vol 10 (1) ◽  
pp. 176-190
Author(s):  
Pablo Medina Aguerrebere ◽  
Toni González Pacanowski ◽  
Eva Medina
Keyword(s):  
Social Media ◽  
Literature Review ◽  
Public Relations ◽  
Online Communication ◽  
Corporate Communication ◽  
Communication Strategy ◽  
Communication Model ◽  
Media Companies ◽  
Health Market ◽  
Research Initiatives

Implementing an efficient corporate communication strategy has become a priority for all hospitals interested in building a meaningful brand. To do that, most of these organizations resort to social media such as Facebook, Twitter or Youtube. Thanks to these platforms, hospitals improve and dynamise their relationships with stakeholders, especially patients, employees and media companies. This literature review paper aims to better understand how hospitals should manage these platforms in order to build a meaningful brand based on human values. To do that, we conducted a literature review about different concepts such as corporate communication, brand, social media, and reputation; and, based on this research, we proposed an online communication model aiming to help hospitals build meaningful brands (Medpac Reputation Model). We concluded that hospital organizations should implement professional protocols to analyze the information gathered from social media, prioritize a public relations approach and ban all marketing-related initiatives, and, finally, conduct constantly different research initiatives about the health market.

Fortune 1000 communication strategies on Facebook and Twitter

2015 ◽  
Vol 19 (3) ◽  
pp. 208-223 ◽  
Author(s):  
Weiting Tao ◽  
Christopher Wilson
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Web Sites ◽  
Communication Strategies ◽  
Time Frame ◽  
Corporate Communication ◽  
Communication Strategy ◽  
Hybrid Strategy ◽  
Content Type ◽  
Mainstream Media

Purpose – The purpose of this paper is to explore the communication strategies corporations adopt for Facebook and/or Twitter, and the consistency of communication strategies used on both Facebook and Twitter. Design/methodology/approach – A content analysis of 2011 Fortune 1000 corporate Facebook and Twitter sites was undertaken. Specially, communication strategies on 63 Fortune 1000 Facebook sites and 65 Fortune 1000 Twitter sites in January 2012 were examined. Findings – This study found that a majority of the examined Fortune 1000 companies emphasized a corporate ability communication strategy over a corporate social responsibility communication strategy on their Facebook and Twitter sites. Additionally, none of these companies used a true hybrid strategy on their social media sites (SMSs). Results also demonstrated that these companies were following the one message principle of integrated communication. Research limitations/implications – This study is limited to its samples size and the coding time frame. Practical implications – Results of this study can help public relations and corporate communication professionals leverage multiple SMSs to build strong associations, improve engagement, and strengthen relationships with target stakeholders. Originality/value – Through examining corporate communication strategies on SMSs, this study contributes to current social media research along with corporate communication/public relations scholarship. It replicated and extended prior work by examining how existing corporate communication strategies on traditional web sites were incorporated into two new mainstream media – Facebook and Twitter.

Branding hospitals on social media through health professionals

2021 ◽  
Vol 16 (3) ◽  
Author(s):  
Pablo Medina Aguerrebere
Keyword(s):  
Social Media ◽  
Health Professionals ◽  
Business Models ◽  
Review Paper ◽  
Public Health Education ◽  
Corporate Communication ◽  
Communication Model ◽  
Brand Reputation ◽  
External Stakeholders ◽  
Social Media Platforms

Hospitals are facing a constantly changing context in which patients are becoming more demanding, public health education initiatives are regarded as increasingly important and hospital business models have to take account of constantly developing medical technologies. In order to better interact with internal and external stakeholders, hospitals try to reinforce their corporate communication strategies as well as their brand reputation by means that include using social media platforms. This literature review paper aims to better understand why health professionals have the potential to play a key role in hospitals’ branding initiatives through social media. First, I report the findings from studies of concepts related to corporate communication, branding and the connection between social media and personal branding; and, second, I propose a communication model – what I call the PMA branding model – to help hospitals build a brand reputation based on health professionals’ participation in corporate communication initiatives led by hospitals on social media. The paper concludes by showing that the PMA branding model consists of organisational tools based on a rigorous methodology that will help health professionals participate in branding initiatives led by the hospital through these platforms.

scholarly journals Implementation and Evaluation of a Social Media-Based Communication Strategy to Enhance Employee Engagement: Experiences From a Children's Hospital, Pakistan

2021 ◽  
Vol 9 ◽  
Author(s):  
Muneera A. Rasheed ◽  
Alma Arshad Hookmani ◽  
Sana Waleed ◽  
H. Sundus Fatima ◽  
Soha Siddiqui ◽  
...  
Keyword(s):  
Social Media ◽  
Employee Engagement ◽  
Tertiary Care ◽  
Online Communication ◽  
Communication Strategy ◽  
Care Hospital ◽  
Service Line ◽  
Intervention Plan ◽  
Successful Case ◽  
Pediatric Service

Social media can complement organizational communication strategy which is integral to employee engagement. However, successful case studies which can allow replication are limited. The objective of the study is to describe the design, implementation, and evaluation of a social media-based communication strategy in a tertiary care hospital in Pakistan. The leadership of the pediatric service line developed an intervention plan to engage the employees with the newly reframed vision to improve patient and family experience. An online communication platform—Facebook page—was created for all employees of the pediatric service line. The strategy to influence employees was based on Cialdini's six principles of persuasion. Implementation of the strategy between October 2017 and December 2019 was evaluated for reach, discussion themes, and outcomes using the framework by Murdough (2009). Quantitative indicators included total posts, mean comments, and reactions per post. Posts were qualitatively analyzed with an emergent approach for insights into the discussion. The analysis revealed a total of 9,085 posts, with mean reactions per post of 8.4, mean comments of 7.2, and active viewership by 90% members on average. In terms of post types, photos were the highest (4,779), while videos were the lowest (1,163). Qualitative analysis indicated 54% of the posts were of the theme “inspirational and thought provoking,” while the greatest engagement was generated on the theme “challenges and solution.” The authors conclude that the strategy was successfully implemented to maintain active membership, engage employees in meaningful conversations, and have them express intent to execute quality improvement projects.

The Park Hotels: Designing Communications

2013 ◽  
Vol 17 (02) ◽  
pp. 199-224 ◽  
Author(s):  
Seema Gupta ◽  
J. Ramachandran
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Personal Selling ◽  
Communication Strategy ◽  
Marketing Communications ◽  
Personalized Service ◽  
Boutique Hotel ◽  
The Rich

The case describes how Priya Paul, the Chairperson of The Park Hotel (TPH), and her team created a uniquely Indian boutique hotel network — infusing each property with local ethos and a charming distinction, emphasizing intimate and personalized service, and positioning each hotel as an entertainment destination for customers. The case invites students to consider the communication choices open to the TPH management in 2010 as they cope with growing competition from the entry of international majors (Hyatt, Starwood Hotels and JW Marriott) and the expansion plans of domestic giants (The Taj, Oberoi and ITC Welcomgroup) while seeking to retain the distinctiveness and individuality of each of the properties in the network. The case describes the communication strategy adopted by TPH and elaborates on the various channels of communication used such as personal selling, advertising, public relations, and social media. The rich exhibits of the case allow for analysis of creative as well as media strategy. The case will enable participants to understand the challenges in integrating the different elements of marketing communications and the challenges in communicating experiences as opposed to products or services.

scholarly journals Memaknai Strategic Communication

2020 ◽  
Vol 11 (1) ◽  
pp. 1-11
Author(s):  
Helpris Estaswara ◽  
Umar Halim ◽  
Badari Burhan
Keyword(s):  
Literature Review ◽  
Public Relations ◽  
Management Strategy ◽  
Strategic Communication ◽  
Corporate Communication

Strategic communication merupakan konsep dan kajian yang relatif baru dalam ilmu komunikasi. Sebelumnya, konsep strategic communication banyak digunakan dalam kajian militer dan ilmu pemerintahan terkait dengan internasional relations. Sebagai konsep baru, tidak mengherankan jika banyak perbedaan pandangan tentang makna strategic communication, terkait dengan posisi ilmu komunikasi, kesamaanya dengan public relations dan corporate communication, sampai paradigma yang digunakan. Artikel ini telah mengeksplorasi berbagai makna tentang strategic communication dengan tujuan memaknai strategic communication yang berbasis ilmu komunikasi dengan menolak sikap taken-for-granted sebagai bagian dari management strategy. Berangkat dari penjelasan tersebut dan dengan menggunakan metode literature review, strategic communication dimaknai sebagai proses komunikasi antar aktor dalam organisasi yang diwujudkan dalam bentuk interaksi yang saling memahami dan bekerjasama untuk mencapai tujuan organisasi dengan berbasis paradigma postmodernisme.

The art of engagement: dialogic strategies on Twitter

2017 ◽  
Vol 21 (1) ◽  
pp. 17-33 ◽  
Author(s):  
Beth Sundstrom ◽  
Abbey Blake Levenshus
Keyword(s):  
Public Relations ◽  
Organizational Context ◽  
Qualitative Content Analysis ◽  
Online Communication ◽  
Strategic Communication ◽  
Content Type ◽  
Media Companies ◽  
Media Organizations ◽  
Dialogic Theory ◽  
The Relationship

Purpose The purpose of this paper is to explore how the dialogic theory of public relations can help strategic communication practitioners support and enhance the relationship between individuals and organizations. Design/methodology/approach This inquiry applied the dialogic theory of public relations by investigating leading media companies’ context-based strategic use of Twitter. Researchers conducted a qualitative content analysis of 1,800 tweets from 18 top-performing media organizations. Findings This study identified strategies, rooted in dialogic theoretical principles that media organizations used to engage stakeholders. Media companies employed strategies based on dialogic principles, including promoting organizations as industry and thought leaders, integrating social media, and using an interactive, synergistic organizational voice. Research limitations/implications These strategies support the need to expand theoretical conceptualizations and use of dialogic principles to study online communication. Practical implications Findings offer practical strategies for practitioners managing organizations’ Twitter communication to foster engagement. In particular, practitioners should consider organizational context and subsequent content advantages. Originality/value Findings offer practical and theoretical contributions to the debate of interactivity.

Divergent attitudes to social media governance

2017 ◽  
Vol 25 (4) ◽  
pp. 35-37
Keyword(s):  
Social Media ◽  
Regulatory Focus ◽  
Design Methodology ◽  
Corporate Communication ◽  
Communication Model ◽  
Promotion Focus ◽  
Content Type ◽  
Work Related ◽  
Pertinent Information ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Prevention and promotion foci were both observed among managers and differed per communication model. Managers who used dialogic models of communication were primarily promotion-focused and emphasized opportunities to improve stakeholder relations, while managers who used one-way models were primarily prevention-focused and highlighted the risks of social media (e.g. the risk of employees publishing messages that contradict corporate communication and confuse stakeholders). Social media governance differed depending on regulatory focus. In the prevention scheme, managers usually attempted to regain control by restricting social media to private use only, while in the promotion focus managers trained and facilitated employees for work-related social media use, to various extents. Practical implications The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Social media communication strategies

2016 ◽  
Vol 30 (5) ◽  
pp. 490-503 ◽  
Author(s):  
Paola Barbara Floreddu ◽  
Francesca Cabiddu
Keyword(s):  
Social Media ◽  
Corporate Reputation ◽  
Communication Strategies ◽  
Corporate Communication ◽  
Communication Strategy ◽  
Systematic Research ◽  
Media Communication ◽  
Content Type ◽  
Social Media Communication ◽  
The Relationship

Purpose While a great amount of literature has focused on the relationship between communication strategies and corporate reputation, there is no systematic research on the different kinds of social media communication strategies. Based on the corporate reputation and social media literature, this paper aims to contribute to this gap in the research in two main ways. First identifying which social media communication strategy is more effective with contrasting levels of reputations; second, analyzing the differences between high- and low-reputation companies with respect to their ability to use corporate communication. Design/methodology/approach This paper uses a longitudinal explorative multiple-case study and theoretical sampling. The research setting is the Italian insurance context. The focus of this analysis on one medium, Facebook, because it is the most exploited in the context of the Italian insurance sector. Findings Six complementary social media communication strategies were identified: egocentric, conversational, selective, openness, secretive and supportive. The results also reveal distinct ways in which high-, medium- and low-reputation companies’ utilize the six complementary strategies of communications. Research limitations/implications The study is based on a single industry and on one single geographical market, and care should thus be taken in generalizing the findings to other contexts. Therefore emerges the opportunity to broaden this research to other similar service sector, such as banking, to assess and generalize the results obtained. In addition, a possible direction of research, especially from a methodological standpoint, should investigate companies from different countries. Such a comparative study would examine in depth whether and to what extent the institutional framework may impact on communication strategies implemented by companies. This study only analyzed one social media (Facebook); hence, we cannot draw firm conclusions about what may constitute a successful social media communication strategy. Practical implications From this study, managers can learn how to combine the six communication strategies to have an effective impact on the corporate reputation. They can also learn how the number of interactions and the time taken to respond to questions from customers improve the corporate reputation and provide communication that is more effective. Originality/value This research extends the previous literature on corporate reputation and corporate communication, showing the relationship between them in a social media context and providing different strategies of managing this combination.

scholarly journals Enhancement of Retail Consumer Loyalty in Latvia by Means of Social Media Communication

2020 ◽  
Vol 1 (14) ◽  
pp. 80-89
Author(s):  
Iveta Linina ◽  
Velga Vevere
Keyword(s):  
Social Media ◽  
Research Question ◽  
Online Communication ◽  
Retail Store ◽  
Communication Strategy ◽  
Consumer Loyalty ◽  
Snowball Sampling ◽  
Media Communication ◽  
Social Media Communication ◽  
The Impact

Social media communication has become an important tool both in relying information to potential consumers, as well as in creating experience sharing opportunities. The purpose of this paper is to examine the impact of’ social media communication on the loyalty formation in retailing. The tasks to be carried out are: (1) to research theoretical framework of social media communication and loyalty; (2) to work out methodology for empirical research; (3) to carry out research on consumers’ perception of retail stores online communication. Within the framework of the current study the authors employed a method of customer survey. Applying the non-probability snowball sampling method the questionnaire was distributed via e-mails and Facebook groups (n=327). The general population in this research  consisted of the economically active Latvia residents in 2020. The authors used 5-point Likert scale (1-low evaluation, 5 – very high evaluation). The SPSS program was used for this purpose, the following indicators were calculated: arithmetic mean (X ̅), Median (Me); Mode (Mo); Variation; Standard Deviation; Variation Coefficient. The research question posed in the article was the following: What role does social media play in enhancing consumer loyalty in retailing? Findings: 87% of all respondents have noticed the communication of Latvian retail store networks on social media and 60% of all respondents have chosen to follow the profile of social networks to one of them, which indicates the untapped opportunities of companies in this respect. Evaluating the communication of Latvian retail store chains, the arithmetic average is 2.68, but for communication on social media - 2.72.  It means that in order to increase these indicators, Latvian retail store chains must develop a communication strategy taking into account both the values of the target audience and the basic principles of building relationships with customers. The current research results can serve as grounds for the strategy development.

scholarly journals The COVID-19 Pandemic: How Pastors Communicate Faith and Hope to Virtual Congregations

2021 ◽  
Author(s):  
GM Naidoo ◽  
Connie Israel ◽  
Magdalene Kevisha Naidoo
Keyword(s):  
Social Media ◽  
New Technology ◽  
Communication Strategy ◽  
Physical Contact ◽  
Church Of God ◽  
Communication Model ◽  
Word Of God ◽  
Online Questionnaire ◽  
Uses And Gratification ◽  
Uses And Gratification Theory

This paper examines how pastors engaged an online presence to preach the Word of God and address the needs of their congregations, during the crisis of the Covid-19 pandemic lockdown in South Africa. This is set against the Biblical instruction of Jesus Christ to Peter, to “feed my sheep” in John 21: 17, as it is the very same instruction that holds for pastors in churches today. However, the normal operations of the ministry have changed since the COVID-19 pandemic. The Christian church, a close-knit group of believers to whom social and physical distancing are foreign concepts, has had to adapt. Worship sites have been abandoned, and the absence of worshipers has become the norm. Pastoral ministries have been disrupted and call for pastors to embrace new technology to ensure that they have a digital presence with their congregation through social media. This paper argues that these circumstances give the church of God a unique opportunity to rethink how to continue ministry without physical contact. It adopted a mixed methods (qualitative and quantitative) approach, using an online questionnaire and telephonic surveys to engage pastors. The paper utilises the Two-way Communication Model (TCM) and the Uses and Gratification Theory (UGT). It concluded that pastoral care and spiritual counselling are essential in crises, that pastors have embraced social media in their mission, and that there is support for digital technology. The article recommendations that there should be a balanced communication strategy for Pastor’s ministries, and that government partners with faith-based organisations in different ways in a joint effort to combat the virus, while encouraging and supporting congregants.

Sign in / Sign up

Export Citation Format

Share Document