scholarly journals Future trends in social media use for strategic organisation communication: Results of a Delphi study

2012 ◽  
Vol 2 (2) ◽  
Author(s):  
Anne Linke ◽  
Ansgar Zerfass
Keyword(s):  
Social Media ◽  
Delphi Study ◽  
Online Survey ◽  
Delphi Panel ◽  
Future Trends ◽  
Media Communication ◽  
Non Profit ◽  
The Status ◽  
Research Findings ◽  
Social Media Communication

This article examines current uses of social media for communication by enterprises, political organisations and non-profit organisations (NPOs) and identifies likely future trends. Based on a quantitative online survey among 860 communication professionals in Germany and a follow-up qualitative Delphi study with 32 identified experts from the organisational communication profession and academia, it explores the status quo and aims to identify future directions. While organisations show more advanced structures for social media communication compared to earlier research findings, the empirical data also identifies many shortcomings. The potentials of social media communication are not fully exploited due to missing prerequisites including governance structures, rules and resources. Looking into the future, the Delphi panel suggests that dedicated budgets, social media guidelines and other structural aspects will increase in the near future. However, many organisations will find specific ways to deal with the issue and common strategies are rare. At the same time, according to the qualitative findings, social media evaluation and cooperation across the boundaries of departments and organisational functions are likely to stay underdeveloped.

scholarly journals An integrated social media communication view on content marketing by South African non-profit sectors

2021 ◽  
Vol 23 (1) ◽  
Author(s):  
Christelle Swart ◽  
Charmaine Du Plessis ◽  
Elnerine Greeff
Keyword(s):  
Social Media ◽  
South African ◽  
Real Life ◽  
Structured Interviews ◽  
Media Communication ◽  
Non Profit ◽  
Communication Approach ◽  
Social Media Communication ◽  
Content Marketing ◽  
Broad Understanding

Background: Organisations widely adopt social media to communicate with stakeholders, yet research into content marketing in the South African non-profit sector is sparse. It is concerned with consistently producing valuable and relevant content for social media. As it is generally associated with the field of marketing, limited research exists from a communication perspective. This perceived gap in taking a communication stance prompted this investigation into the ways in which these organisations attend to social media content aspects.Objectives: The research objective was to acquire a broad understanding of content marketing on social media, unique to South African non-profit organisations. Key areas that were uncovered and statistically verified in an earlier quantitative study and how these are attended to in real life were explored.Method: A qualitative approach was used to obtain in-depth insights into the use of content marketing. Semi-structured interviews were used as data collection method to explore non-profit sector’s approaches to social media communication, and to determine whether their efforts could be regarded as being integrated.Results: The findings yielded valuable insights into the ways that non-profit sectors in South Africa practise social media communication. The benefits of using social media for communication is acknowledged, yet vital aspects such as sourcing content, considering stakeholders’ needs and demographics communication, using available planning tools and recognising employees as internal ambassadors are not considered.Conclusion: The findings of this study highlight several key areas and topics that organisations should consider an integrated social media communication approach as alternative for content marketing in the non-profit sector.

scholarly journals The Influence of Social Media Communication on Consumer's Attitudes and Behavioral Intentions Concerning Brand-Sponsored Events

2019 ◽  
Vol 23 (6) ◽  
pp. 835-853 ◽  
Author(s):  
Bruno Schivinski ◽  
Daniela Langaro ◽  
Christina Shaw
Keyword(s):  
Social Media ◽  
Behavioral Intentions ◽  
Structural Equation ◽  
Online Survey ◽  
Brand Attitude ◽  
Equation Modeling ◽  
Media Communication ◽  
Intentions To Participate ◽  
Social Media Communication ◽  
The Impact

Social media communication was suggested to influence consumers on their decision process of participating in events. Despite the relevance of evaluating this proposition, the effects of social media brand-related communications on event attendance were not yet validated. To address this literature gap, it was evaluated whether firm-created and user-generated social media brand-related content influenced consumers' attitudes and, consequently, their intentions to participate in brand-sponsored events. Additionally, the mediating role of consumers' attitudes towards the brand and the event was examined. An online survey (n = 307) was implemented and results were analyzed with structural equation modeling (SEM). The findings contribute to managers and scholars in the field of events marketing in general and brand-sponsored events in specific, by means of proposing and validating a model that confirms (1) the effects of firm-created social media (SM) brand-related content on brand attitude, (2) the influence of user-generated SM brand-related content on both brand and event attitudes, (3) the impact of brand attitude on event attitude, (4) the influence of event attitude on the consumers' intentions to participate; and (5) identifies different arrays revealing how consumers' attitudes towards the brand and the event mediate the relationship between SM communications on consumers' behavioral intentions, while distinguishing the type of SM brand-related content source.

scholarly journals What KPIs Are Key? Evaluating Performance Metrics for Social Media Influencers

2019 ◽  
Vol 5 (3) ◽  
pp. 205630511986547 ◽  
Author(s):  
Jan-Frederik Gräve
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Performance Metrics ◽  
Secondary Data ◽  
Media Communication ◽  
Trade Off ◽  
Quantitative Metrics ◽  
Multiple Metrics ◽  
Social Media Communication ◽  
The Impact

Measuring the impact of social media communication is a prominent and pertinent challenge; the commercialization of social media influencers (SMIs) in the form of so-called influencer marketing makes this effort even more complicated. Companies that embrace influencer marketing have limited control over content and context, so they must evaluate both the SMIs and the content they post, prior to and during their collaborations. Although quantitative success metrics (e.g., number of followers, number of likes) are readily available, it remains unclear whether such metrics offer appropriate proxies for evaluating an SMIs or the outcomes of an influencer marketing campaign. By combining secondary data on influencer marketing campaigns from Instagram with an online survey among marketers, this study finds that professionals generally rely on an SMI’s reach and number of interactions as success metrics. When they must trade off across multiple metrics, these professionals predominantly rely on comment sentiment, indicating their implicit awareness that the commonly used metrics are inadequate. A regression analysis affirms that only the sentiment measure correlates positively with professional content evaluations, so this study both challenges the use of common quantitative metrics to evaluate SMI content and emphasizes the relevance of content-based metrics.

scholarly journals An Appropriate Set of Skills for Limiting the Spread of Fake News

2021 ◽  
Vol 13 (1) ◽  
pp. 71-80
Author(s):  
Nicoleta Acomi ◽  
Luis Ochoa Siguencia ◽  
Ovidiu Acomi
Keyword(s):  
Social Media ◽  
Large Scale ◽  
Online Survey ◽  
Fake News ◽  
Primary Research ◽  
Media Communication ◽  
Analytical Skills ◽  
Use Of Social Media ◽  
Social Media Communication ◽  
The Eu

The diversity of news distributed via social media communication channels exposes citizens to large scale disinformation including misleading and false information. In this context of the massive use of social media and considering the EU Youth Strategy 2019-2027 with regards to democracy, there is a strong need for analytical skills. The main problem is the reduced level of commitment of people to evaluate social media news and to develop the proper analytical skills. This paper aims at exemplifying the utility of conducting survey-based primary research for identifying the most appropriate analytical skills for dealing with fake news. The research method consists of establishing and distributing a questionnaire targeting various categories of people. Feedback was collected through an online survey in 2020. The questionnaire included category questions aiming at analysing the responses from the age, youth category and time spent online perspective. This approach is thought to provide data of sufficient quality and quantity to meet the objective of identifying the most appropriate analytical skills for dealing with fake news. The results of this study emphasize the views of respondents with regards to fake news approach, the extent to which various categories of people are checking the news before sharing, as well as the preferred criteria used for verifying the correctness of the news from social media. Based on the analysis of the results, the author proposed a set of solutions to empower youth to evaluate fake news and to detect disinformation campaigns across social networks.

The Important Role of the Blogosphere as a Communication Tool in Social Media Among Polish Young Millennials

2019 ◽  
pp. 182-194
Author(s):  
Sylwia Kuczamer-Kłopotowska ◽  
Anna Kalinowska-Żeleźnik
Keyword(s):  
Social Media ◽  
Generation Y ◽  
Major Portion ◽  
Communication Tool ◽  
Media Communication ◽  
Non Profit ◽  
Social Media Communication ◽  
Desk Research ◽  
The Way

This chapter proposes and discusses the hypothesis that the blogosphere is a relatively well-developed and independent social media communication tool used by millennials. The first part of the study concentrates on the theoretical aspects of social media communication as presented in the literature, and the way blogs and the whole blogosphere function. The communicational and social profile of Generation Y is presented as it is this cohort that constitutes the major portion of the Polish blogging community. The prevailing trends in the Polish blogosphere are discussed, following a desk research into reports and professional studies. Moreover, some comments and findings are presented regarding an experiment conducted by the authors in which some representatives of younger millennials ran personal, non-profit blogs on a subject of their choice.

scholarly journals An Examination of Antecedents to Perceived Community Resilience in Disaster Postcrisis Communication

2018 ◽  
Vol 96 (1) ◽  
pp. 264-287 ◽  
Author(s):  
Xiaochen Angela Zhang ◽  
Ronen Shay
Keyword(s):  
Social Media ◽  
Information Seeking ◽  
Online Survey ◽  
Community Resilience ◽  
Coping Behaviors ◽  
Media Communication ◽  
Social Media Engagement ◽  
Social Support Seeking ◽  
Community Identification ◽  
Social Media Communication

Through an online survey of residents in areas affected by Hurricane Matthew ( n = 596), this study examines antecedents that lead to perceived community resilience (PCR) in a disaster crisis. Crisis efficacy, community identification, positive and negative emotions, and social media engagement are identified as factors contributing to PCR. Social media engagement was defined as coping behaviors such as, information seeking, social support seeking, and giving behaviors on social media during and in the aftermath of crisis. The results of this study provide implications for postcrisis rebuilding processes, and how government and organizational communicators can utilize social media communication to foster PCR.

scholarly journals Managing Crisis Communication Via Social Media

2021 ◽  
Vol 67 (1) ◽  
pp. 23-32
Author(s):  
Anja Špoljarić
Keyword(s):  
Social Media ◽  
Crisis Communication ◽  
Online Survey ◽  
Negative Consequences ◽  
Media Communication ◽  
Media Messages ◽  
Huge Impact ◽  
Social Media Communication ◽  
Communication Planning ◽  
Insight Into

Abstract Social media is becoming omnipresent in everyone’s daily life, which is changing the way consumers think, act and buy. Organizations are aware of the possibilities that may occur from developing social media communication strategies, but oftentimes forget to predict and block negative consequences. Information spreadability and bad communication practices are the perfect trigger of a social media crisis, which is why it is crucial for organizations to know what kind of communication, both internal and external, they need to implement. To explore consumers’ opinions on social media crisis communication, an online survey was conducted. 125 participants gave their insight into their expectations of the types and tone of social media messages organizations should communicate during a time of crisis. These findings could be used as a guideline for crisis communication planning, considering they examine what types of messages consumers prefer, and which medium of communication they prefer. Even though it is recognized that crisis situations can have a huge impact on an organization’s wellbeing, consumers’ perspective on crisis communication still has not been researched thoroughly.

STRATEGI KOMUNIKASI CROWDFUNDING PADA KOLASE.COM

2019 ◽  
Vol 2 (2) ◽  
pp. 177-187
Author(s):  
Venessa Agusta Gogali ◽  
Fajar Muharam ◽  
Syarif Fitri
Keyword(s):  
Social Media ◽  
Communication Strategies ◽  
Communication Strategy ◽  
New Method ◽  
Media Communication ◽  
Social Activists ◽  
Social Media Communication

Crowdfunding is a new method in fundraising activities based online. Moreover, the level of penetration of social media to the community is increasingly high. This makes social activists and academics realize that it is important to study social media communication strategies in crowdfunding activities. There is encouragement to provide an overview of crowdfunding activities. So the author conducted a research on "Crowdfunding Communication Strategy Through Kolase.com Through Case Study on the #BikinNyata Program Through the Kolase.com Website that successfully achieved the target. Keywords: Strategic of Communication, Crowdfunding, Social Media.

#INCLUSION – THE IMPACT OF SOCIAL MEDIA COMMUNICATION ON THE LEGITIMACY OF ARMED FORCES

2019 ◽  
pp. 43-60
Author(s):  
EVA MOEHLECKE DE BASEGGIO ◽  
OLIVIA SCHNEIDER ◽  
TIBOR SZVIRCSEV TRESCH
Keyword(s):  
Social Media ◽  
Political Communication ◽  
Structural Equation ◽  
Armed Forces ◽  
Equation Model ◽  
Media Communication ◽  
The Public ◽  
Political Legitimation ◽  
Social Media Communication ◽  
The Impact

The Swiss Armed Forces (SAF), as part of a democratic system, depends on legitimacy. Democracy, legitimacy and the public are closely connected. In the public sphere the SAF need to be visible; it is where they are controlled and legitimated by the citizens, as part of a deliberative discussion in which political decisions are communicatively negotiated. Considering this, the meaning of political communication, including the SAF’s communication, becomes obvious as it forms the most important basis for political legitimation processes. Social media provide a new way for the SAF to communicate and interact directly with the population. The SAF’s social media communication potentially brings it closer to the people and engages them in a dialogue. The SAF can become more transparent and social media communication may increase its reputation and legitimacy. To measure the effects of social media communication, a survey of the Swiss internet population was conducted. Based on this data, a structural equation model was defined, the effects of which substantiate the assumption that the SAF benefits from being on social media in terms of broadening its reach and increasing legitimacy values.

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