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This article presents a guiding framework on how to use social media as a marketing tool for academic researchers. We present fundamentals of a modern communication strategy, which is tailored to the needs of scholars and highlights the importance of personal brands, especially in academia. We offer concrete recommendations regarding target audienc...
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... suggest a continuously running, three-step process that organizes the workflow according to content creation, preparation and communication (see Fig. 3). The basic idea is to avoid that people think too much towards single channels ("What can I do on Facebook today?"), because it can be considered as not efficient to think about channels separately. Instead, the content should be in the center of all considerations. After you have decided what content is worth sharing, you have to ...
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... Social media is crucial in the mix of the marketing communications of many companies and represents an essential new way of fostering relationships and interactions with and among customers [1,2,3]. On Facebook, for example, companies can create corporate social networking site (SNS) identities in the form of brand fan pages [4,5], enabling them to spread influential marketing messages [6,7,8,9]. Typically, users engage with the brand through 'following' the brand fan page and interact by liking, sharing, or commenting the brand posts [10,11,12,13]. These actions of user engagement mostly indicate agreement with or affinity for a brand, a product, or just the message in the post [14]. ...
Online social media plays an important role in the marketing communications mix of many companies. Thus, scholars have recently tried to uncover patterns that have a positive impact on the effectiveness of social media communication, predominantly focusing on message characteristics. Although a lot of valuable insights have been generated, it remains unclear what are the drivers of ‘super successful posts’ (SSP). Therefore, the purpose of this paper is to reveal why a very small proportion of social media posts significantly outperform the majority of other posts. For this purpose, we employed case evidence from the automotive industry and collected 2,000 Facebook posts. In regard to the numbers of likes, comments, and shares, the 20 most successful posts each were selected. After removing the duplicates, a final sample of 42 SSP remained. With an explorative multi-level approach, including two focus group sessions, an in-depth analysis was conducted for every post. Aiming to capture a comprehensive picture, we also investigated the context of each post beyond the online environment. With our analysis, we reveal five typical patterns of social media excellence (co-branding, wow effect, cognitive task, timing, and campaign). In addition, we further elaborate on four selected SSP to enhance the understanding of underlying mechanisms. Among other things, our findings encourage practitioners to employ a broader view when planning social media posts. Thus, the understanding about the five patterns of SSP may support practitioners in enhancing the popularity of their future posts.
... However, in order to make best possible use of each individual social media site, it is essential to understand the specific characteristics of each platform (Hutton & Fosdick, 2011). On Facebook, for example, by creating corporate SNS identities in the form of brand fan pages (Lin & Lu, 2011), marketing messages can be spread through posts in order to interact and connect with customers (Lipsman, Mud, Rich, & Bruich, 2012;McCorkindale, 2010;Trefzger & Dünfelder, 2016). Typically, users engage with these marketing messages through liking, sharing or commenting on brand posts (Araujo, Neijens, & Vliegenthart, 2015;Ashley & Tuten, 2015;McAlexander, Schouten, & Koenig, 2002;Muniz & O'Guinn, 2001). ...
Online social media plays an important role in the mix of many companies’ marketing communications. Thus, scholars have recently tried to uncover patterns that positively affect social media communication effectiveness, predominantly focusing on message characteristics. Although a lot of valuable insights have been generated, it remains unclear what the drivers of ‘super successful posts’ (SSP) are. Therefore, the purpose of this paper is to reveal why a very small proportion of social media posts significantly outperforms the majority of other posts. For this purpose, we employed case evidence from the automotive industry
and collected 2,000 Facebook posts. In regard to the numbers of likes, comments and shares, the 20 most successful posts each were selected. After removing the duplicates, a final sample of 42 SSP remained. With an explorative multi-level approach, including two focus group sessions, an in-depth analysis was conducted for every post. Aiming to capture a comprehensive picture, we also investigated the context of each post beyond the online environment. With our analysis, we reveal five typical patterns of social media excellence (co-branding, wow effect, cognitive task, timing, and campaign). In addition, we further elaborate on four selected SSP to enhance the understanding of underlying mechanisms. Among other things, our findings are supposed to sensitize practitioners in regard to a broader view on social media posts. Moreover, the understanding about the five patterns of SSP may support practitioners to enhance the popularity of their future posts.
Personal branding is a conscious activity that utilizes classic product marketing methods to make a person more marketable. In our study, we employed a quantitative research methodology. Through a survey, we examined the importance respondents assign to visible and non-visible traits and characteristics. During the data analysis, we established a ranking of the most important traits identified by the survey participants, which they believe contribute to a more favorable perception. Among the top five ranked traits—reliability, appearance, charisma, grooming, and authenticity—three are recognizable during the first encounter. Our findings suggest that women place greater emphasis on social perception than men, making them more likely to remain unnoticed. At the same time, younger generations tend to overvalue their presence on social media platforms.
The technological revolution of the past two decades has changed global higher education, particularly with the impact of social media. There are two primary functions of social media in higher education: instruction and marketing. Social media offers higher education students an array of options to socialize, network, stay informed, and connected, but technology proficiency may not be the same for instructors. As social media use by students becomes more established, educators in higher education pursue methods to parlay expertise in instruction into increased opportunities to advertise and market higher education institutions. Social media's impact of instruction in higher education is undeniable. The next major focus is on social media as a robust recruiting instrument to increase enrollment in global higher education.
Since content audiences, including libraries and information centres, are increasingly geared to digital environments and virtual networks, the production and delivery of high-quality digital content are becoming continuously important. So far, several components have been introduced by researchers for evaluating the quality of digital content generation. However, due to the uncertainty of the importance rate and value of each of these components, it has not yet been possible to use them effectively to evaluate the content produced. This study aimed to rank the components of content generation to allow accurate evaluation of them for users as well as content providers and distributors including libraries and marketers. The ranked content can motivate digital content producers and distributors to better evaluate the quality of digital content, better attract customers and make more effective decisions about the quality of digital content use based on their specific goals. Initially, 42 of the most important components were identified from the literature. Then, the next steps were taken to rank these components, and based on three rounds of Delphi interviews, the experts’ views on the importance rate of each of the components were obtained, analysed and ranked. Since in this ranking, the importance of a wide range of components should be highlighted towards each other, the fuzzy TOPSIS technique was emphasised for analysing the views of 16 experts in the field of content generation in Iran. This ranking indicated that components such as ‘findable and access’, ‘non-disturbing and helpful’, ‘clear’ and ‘remarkable’ are the main pillars of content generation and are of the utmost importance. The results can be used as an effective tool to improve the quality of content. Moreover, it increases audience engagement in digital environments and social networks, and encourages them to make more use of the digital content of libraries.
