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Tweet, Tweet, Tweet: A Content Analysis of Nonprofit Organizations’ Twitter Updates
Abstract
Many of the relationship cultivation strategies and the dialogic principles assume symmetrical communication is taking place. However, significant amounts of information are shared in a one-way manner. Although they have fallen out of favor with many academics, the four models of public relations can provide significant insights into how organizations communicate. Using the models as the guiding framework, this brief study examines how nonprofit organizations from the Philanthropy 200 communicate on Twitter. The findings reveal that the organizations are more likely to use one-way models despite the potential for dialogue and community building on the social networking site.
... En LinkedIn, las organizaciones aprovechan los recursos interactivos de las redes sociales y deciden transmitir información o dialogar de manera estratégica con sus públicos (Waters & Jamal, 2011). Sin embargo, este asunto no se ha estudiado en el caso de los directores ejecutivos, especialmente en el contexto latinoamericano. ...
... Si bien internet potenció la importancia del diálogo, en la práctica las organizaciones y sus líderes pueden diseñar mensajes informativos o conversacionales en las redes sociales (Capriotti et al., 2024;Waters & Jamal, 2011). ...
... En este entorno, los ejecutivos asumen comportamientos en línea, diseñan mensajes y tienen la oportunidad de involucrar a las comunidades de plataformas sociales según su intención comunicativa (Heavey et al., 2020). De este modo, según el sombrero empleado, los CEO deciden transmitir información pasivamente a sus seguidores o dialogar de manera estratégica con ellos (Capriotti et al., 2024;Waters & Jamal, 2011). ...
Diversos estudios sobre la comunicación de los CEO en redes sociales han destacado la necesidad de investigar el cumplimiento de la promesa teórica del diálogo. Este estudio analiza las estrategias de interactividad de los directores ejecutivos de América Latina en LinkedIn y su impacto en el engagement. La investigación se enfoca en tres categorías: enfoques de comunicación general, recursos comunicativos y nivel de engagement alcanzado por los directivos en sus publicaciones. Los CEO se seleccionaron del ranking de América Economía 500. Se identificaron 327 CEO en LinkedIn y se analizaron 7461 publicaciones de 244 cuentas activas. Los hallazgos arrojan resultados con tendencias predominantes: la gran mayoría de los CEO adopta un enfoque informativo y alcanza niveles superiores de engagement. Los ejecutivos utilizan principalmente recursos expositivos, como texto y gráficos, y, en menor medida, recursos interactivos como los participativos. Los CEO latinoamericanos en LinkedIn emplean una estrategia de interactividad de tipo monológico, caracterizada por publicaciones informativas y por el uso de recursos expositivos. El engagement mejora cuando se aumenta la diversidad de recursos comunicativos. Este estudio ofrece herramientas para maximizar el impacto de los CEO en la gestión de la reputación en LinkedIn. Se identifican tres perfiles de CEO: difusores, potenciadores e interactivos.
... Echoing much of the research focused on Twitter use by institutions of higher education, recent studies suggest that large nonprofit organizations also use Twitter primarily as an organizational newsfeed instead of engaging users on a personal level to build social networks and maximize the effectiveness of the medium (Lovejoy, Waters, & Saxton, 2012;Waters & Jamal, 2011). Similarly, a study focusing on nonprofit human services organizations in a six county area surrounding New York City found that nonprofits primarily used Twitter to communicate with current constituencies, market organizational events and activities, and raise community awareness of the organization (Campbell, Lambright, & Wells, 2014). ...
... Second, data in this study also partially confirm and partially deny a pre-study hypothesis while echoing much of the research focused on Twitter use by large nonprofit organizations (Lovejoy, Waters, and Saxton, 2012;Waters & Jamal, 2011). Prior to the study, our hypothesis held that fraternities and sororities often use Twitter to share internal news. ...
... Similar to large nonprofits, national fraternities and sororities tend to use Twitter as an organizational newsfeed before any other purpose: 58.9% and 52.6% of fraternity and sorority tweets were focused on sharing internal news. However, both fraternities and sororities also frequently use Twitter to engage users on a personal level, potentially strengthening their organization's social network, supporting best practices articulated by Lovejoy, Waters, and Saxton (2012) and Waters and Jamal (2011). Here, data in this study reveal that Twitter usage of national fraternities and sororities are similar to that of large nonprofits, yet fraternities and sororities tend to personally engage their follower bases more frequently than large nonprofits do. ...
No extant research examines fraternity and sorority use of social media. This study examines official Twitter accounts of national fraternities and sororities (n=135) and their Twitter usage from July 2016 - July 2017 (n=47,705 tweets). Findings reveal fraternities are less likely to use hashtags, user tags, and URLs to engage their followers than sororities, while both fraternities and sororities rarely release official statements promoting positive behavior of their members or condemning negative behavior of their members, potentially contributing to a sense of “constant media scrutiny” suffered by Greek organizations (Kingkade, 2015). Implications for advisors and future research are addressed.
... The Crisis and Emergency Risk Communication (CERC) model describes how, to better manage uncertainty at the height of crisis, an organization has to engage in two-way communication [182] where the public can give feedback about the management of a crisis [181]. Specifically, public facing organizations like the CDC or FEMA need to engage in what Dozier et al. [226] call symetric two-way communication which provides for a mutual understanding between the public and organizations which could lead to changes in their communication strategies [72,226]. However, earlier work has shown that CDC's online communication has been mostly top-down (from the CDC to users) instead of bottom-up communication (from users to the CDC; [64]. ...
... The Crisis and Emergency Risk Communication (CERC) model describes how, to better manage uncertainty at the height of crisis, an organization has to engage in two-way communication [182] where the public can give feedback about the management of a crisis [181]. Specifically, public facing organizations like the CDC or FEMA need to engage in what Dozier et al. [226] call symetric two-way communication which provides for a mutual understanding between the public and organizations which could lead to changes in their communication strategies [72,226]. However, earlier work has shown that CDC's online communication has been mostly top-down (from the CDC to users) instead of bottom-up communication (from users to the CDC; [64]. ...
As the COVID-19 pandemic evolved, the Center for Disease Control and Prevention used Twitter to share updates about the virus and safety guidelines, reaching millions instantly, in what we call the CDC public. We analyze two years of tweets, from, to, and about the CDC using a mixed-methods approach to characterize the nature and credibility of COVID-19 discourse and audience engagement. We found that the CDC is not engaging in two-way communication with the CDC publics and that discussions about COVID-19 reflected societal divisions and political polarization. We introduce a crisis message journey concept showing how the CDC public responds to the changing nature of the crisis (e.g., new variants) using ``receipts'' of earlier, and at times contradictory, guidelines. We propose design recommendations to support the CDC in tailoring messages to specific users and publics (e.g., users interested in racial equity) and in managing misinformation, especially in reaction to crisis flashpoints.
... This research employed content and social network analysis. Some studies found that charities engaged in both one-way and two-way communications with audiences (Waters and Jamal, 2011;Galvez et al, 2016). Similarly, Lovejoy and Saxton (2012) and later Guo and Saxton (2014) introduced a typology of nonprofit social media communication: providing information, community building, and calling community to action. ...
... As a minority often exposed to hate crimes and Islamophobia, Muslim nonprofits leverage their social media presence to highlight and raise a voice against Islamophobia. However, unlike earlier studies (Waters and Jamal, 2011;Svensson et al, 2015), in this study we found that advocacy formed a large portion of Muslim nonprofits' tweets. Several topics underlined the advocacy function of the Muslim-American nonprofit sector. ...
Social media enables nonprofits to communicate with stakeholders. Literature has primarily focused on the social media communication of mostly large and secular nonprofit organisations. This study contributes to this literature by looking at nonprofits’ social media activity belonging to religious minorities, specifically the Muslim-American nonprofit sector. Using Lovejoy and Saxton’s (2012) Hierarchy of Engagement framework, we find that Muslim-American nonprofits conventionally use social media for information, community, and action messaging. However, these nonprofits also utilise social media to encourage religious practices and strongly advocate for Muslim rights. We also find that organisational identity affects social media framing as organisational type affects the type of topics these organisations pick to advocate on social media. Moreover, organisational size also affects social media activity, as smaller organisations are more likely to use social media for fundraising purposes.
... Recent studies using discourse analysis approaches have examined political, corporate, and activist communication on other events such as , a Spanish journalist scandal [22], or the 2016 US election [14]. Further discourse analyses focus on different communication strategies of actor groups such as NGOs [7], activists [20], or brands [15]. ...
... The online discourse on the Rana Plaza disaster remains largely unexplored although social media communication has become an important part of the general public discourse. Recent social media studies focus on the analysis of online social media platforms such as Twitter by employing quantitative and qualitative methods from various disciplines [7][8][9][10][11][12][13][14][15][16][17][18][19][20][21][22]. In this work, we combine quantitative and qualitative methodology to analyze the international Twitter discourse on the Rana Plaza factory collapse. ...
Ten years after the collapse of the Rana Plaza textile factory in Dhaka, Bangladesh that killed over 1000 factory workers, the event has become a symbol for the desolate working conditions in fast fashion producer countries in the global south. We analyze the global Twitter discourse on this event over a three week window around the collapse date over the years 2013–2022 by a mixture of network-theoretic quantitative and discourse-theoretic qualitative methods. In particular, key communicators and the community structure of the discourse participants are identified using a multilayer network modeling approach and the interpretative patterns of the key communicator’s tweets of all years are analyzed using the sociology of knowledge approach to discourse. This combination of quantitative and qualitative methods reveals that the discourse is separated into three phases: reporting, reprocessing, and commemoration. These phases can be identified by the temporal evolution, network-structural properties, and the contentual analysis of the discourse. After the negotiation of the interpretative framework in the reprocessing phase, subsequent years are characterized by its commemorative repetition as well as resulting demands by different international actor groups despite highly fluctuating participants.
... It is common knowledge that nonprofit organizations are continuously using of social media platforms to connect with potential donors, share their work, recruit volunteers, and raise donations (Campbell et al., 2014;Guo & Saxton, 2014, 2020Lovejoy & Saxton, 2012;Waters et al., 2009;Waters & Jamal, 2011). In the past decade, fundraising using social media has been one of the fastest ways of collecting donations from individuals globally (Global Trends, 2020). ...
This article explores the relationship between solicitation messages posted by nonprofit organizations on their Facebook profile and attracting donations during online fundraising events. Recent studies suggest that certain types of messages are more effective at spurring donors to give, but the evidence base is founded mainly on experimental designs. We use observational data for 752 nonprofits that participated in one or both of the Omaha Gives fundraising events in 2015 and 2020. Using the total amount of money donated to each organization as our outcome, we find nonprofits that post more diverse solicitation messages raise more money during online fundraising events. Consistent with previous studies, social media network size and activity (likes, posts, and shares) are once again important factors in explaining fundraising success. Our results provide deeper insights into the nuances of social media strategies for attracting donors and raising funds.
... Following prior SM studies (see, for example, Adams & McCorkindale, 2013;Okazaki et al., 2020;Waters & Jamal, 2011), coding instructions were prepared by the research team to help two independent coders code the extracted tweets. The coding instructions provided information about how to sort tweets into specific coding categories of CSiR attributes, stakeholders and their motivations. ...
... They may be forged by the editors or reporters. Press agentry is a one-sided pattern that rarely uses research to disseminate emotional messages that may be used manipulatively (Waters & Jamal, 2011). It is all about getting publicity through the media at almost any cost. ...
With the development of technology and the change of life style, organisations are seeking more effectiveness and efficient way to practice the public relations. How public relation works in the organisations has been studies extensively. This essay will focus on how public relation exist and operate in the organisation from three different aspects which are traditional media, social media and stakeholder engagement which link one-way or two-way Grunig and Hunt’s models. The one-way or two-way Grunig and Hunt’s models will be explained in the essay as well. Moreover, the essay will take M&M’s chocolate, Brisbane City Council and Manila Water Company as three examples to testify how the three approaches working in the public relations in society. Finally, it is recommended that the organisations are better to choose the suitable method basing on the organisations’ strategy and which ethical framework they applied.
... Health agencies primarily adopted traditional one-way communication to disseminate health information and community-relevant resources, which reflects the public information model [4]. This falls in line with prior research that found health organizations, as well as nonprofits, tend to mainly focus on sharing information [5,24,54,55]. In contrast, audiences expressed a variety of emotions (both positive and negative) in the comments compared to the health agencies, displaying active engagement and concerns with COVID-19-related issues that may directly affect them. ...
Background
Public health crises, such as the COVID-19 pandemic, have prompted a need for health agencies to improve their disease preparedness strategies, informing their communities of new information and promoting preventive behaviors to help curb the spread of the virus.
Methods
We ran unsupervised machine learning and emotion analysis, validated with manual coding, on posts of health agencies (N = 1588) and their associated public comments (N = 7813) during a crucial initial period of the COVID-19 pandemic (January 2020 to February 2021) among nine different counties with a higher proportion of vaccine-hesitant communities in Northern California. In addition, we explored differences in concerns and expressed emotions by two key group-level factors, county-level COVID-19 death rate and political party affiliation.
Results
We consistently find that while health agencies primarily disseminated information about COVID-19 and the vaccine, they failed to address the concerns of their communities as expressed in public comment sections. Topics among public audiences focused on concerns with the COVID-19 vaccine safety and rollout, state mandates, flu vaccination, and frustration with politicians, and they expressed more positive and more negative emotions than health agencies. Further, there were several differences in primary topics and emotions expressed among public audiences by county-level COVID-19 death rate and political party affiliation.
Conclusion
While this research serves as a case study, findings indicate how local health agencies, and their audiences, discuss their perceptions and concerns regarding the COVID-19 pandemic and may inform health communication researchers and practitioners on how to prepare and manage for emerging health crises.
... Despite the availability of varied typologies for categorizing NPOs' social media posts (e.g., Campbell et al., 2014;Vedel et al., 2020;Waters et al., 2009;Waters & Jamal, 2011), this study used Lovejoy and Saxton's typology (2012) to capture the fundamental nature of social media and the contemporary phenomenon of stakeholders autonomously forming networks among themselves beyond the organization-stakeholder networks on social media. ...
Social media transform and complicate nonprofit organizations’ (NPOs) traditional communication to engage and lead stakeholders for collective action. Stakeholders can self-organize for connective action on social media and form stakeholder networks of varied potential and structures that NPOs may leverage for collective goals. Facing such networks, NPOs may communicate in diverse ways to accommodate and take advantage of the diverse stakeholder networks. Through two surveys conducted with 375 (Study 1) and 74 (Study 2) NPOs, this study suggests that NPOs diversify their communication to leverage different potential from each stakeholder network by crafting different types of social media activities based on their perception of different networks. This study develops a comprehensive theoretical understanding of NPOs’ transformed and complex communication strategies for stakeholder engagement in driving social change, opening up new avenues for organizational communication and collective and connective action scholarship.
... For instance, [31] found that 60.2% of the Fortune 500 companies responded to clients' comments on social media, 30.1% attempted to stimulate discussion with clients, and 26.9% asked follow-up questions. However most organisations, particularly public and non-profit W, are still using one-way communication as their messaging strategy on Twitter [32]. ...
A hashtag on X (Twitter) can attract a range of stakeholders with diverse perceptions on the hashtag. Understanding and considering the differences between these stakeholders' perceptions on specific hashtags can be highly valuable for policy making in both public and private sectors. This paper proposes a framework to analyse the depth and width of the perception gap between stakeholders of a hashtag using sentiment analysis and zero-shot learning on large scale Twitter data. The framework was applied to the hashtag "#NDIS", the National Disability Insurance Scheme, Australia's pilot personalised disability service which provides funding to support people with disability. Over 155,000 tweets were collected and analysed to identify and assess the perception gap between the two most significant stakeholders (NDIS participants and service providers) on six main topics during the implementation of the NDIS. The study verified the effectiveness of the proposed framework, revealing a widespread perception gap between the two NDIS stakeholders, as well as differences in their online behaviours using Twitter. The results suggest that the NDIS policymakers and service providers should pay attention to the utilisation of social media, including hearing voice from the broader public and creating channels for transparent engagement with other NDIS stakeholders.
... Despite its potential, Young (2017) found that many nonprofit organizations reported using social media only as a medium for passively providing information. This shortcoming supports Waters and Jamal's (2011) finding that many nonprofits tended to use Twitter for only one-way announcements, thus not taking advantage of their co-experience possibilities. highly cited article examining the tweets of 100 U.S. Twitter-active nonprofit organizations provides a basis for analyzing the content of PILs' co-experience activities. ...
The past decade has witnessed the global rise of policy innovation labs (PILs), many of which are nonprofit organizations. Policymakers have promoted PILs as a novel approach to addressing pressing economic and social issues. Concurrent with the growing importance of PILs has been the shift to public value management (PVM), which focuses on policy outcomes that benefit the public and the needs and problems in society. One relatively new process raised in the public managementliterature is co-experience, which considers stakeholders' engagement with public policies or programs within the broader context of life experience. This, the authors argue, is an important contribution to public value creation. Social media platforms such as Twitter (now X) are one tool that PILs can employ to assess and develop stakeholder co-experience. The authors analyzed 13,009 Twitter messages largely generated by stakeholders relating to 42 U.S.-based PILs.
... Twitter is one of the most widely used social media platforms. Twitter is a real time network and functions as a communication medium and facilitates connections between friends, family, coworkers, etc. by sharing information via "tweets" (Waters & Jamal, 2011). On Twitter, users can post tweets consisting of text, photos, videos, or links, with a limit of 280 characters. ...
The emergence of social media platforms has revolutionized communication and interaction across various domains, including law enforcement, and users have increasingly utilized these platforms to express their opinions and consume information. This research chapter focuses on evaluating user responses and behaviors on Twitter presenting an analysis of tweets mentioning the Dallas Police Department. Data analysis is performed to investigate tweet frequency and patterns related to the law enforcement agency. Additionally, sentiment analysis and topic modeling techniques are employed to gain deeper insights into the content and context of user tweets. The research findings reveal that users tend to increase their tweeting activity whenever there is an incident involving the agency. Moreover, the results indicate that users generally express a neutral sentiment towards the law enforcement agency, with their tweets largely reflecting personal opinions. Overall, this study provides valuable insights into user behavior and sentiments concerning the Dallas Police Department, demonstrating the significant role of social media platforms in shaping public perceptions and online interactions with the agency.
... With the democratic capacities of social media, nonprofit organizations may enhance 'participatory representation' (Guo & Musso, 2007, p. 312) by more actively interacting with and engaging their constituents and organizational stakeholders for coalition building. Previous research suggests that social media can be useful to keep constituents and stakeholders engaged with organizations and facilitate the potential of collaboration with larger groups (Leadbeater, 2008;Waters & Jamal, 2011). For instance, the Black Lives Matter movement has effectively harnessed coalition building among various nonprofit advocacy groups through strategic use of social media platforms. ...
While the networking nature of social media opens up
opportunities for nonprofit e-advocacy, nonprofits’ coalition
building through social media remains an understudied area of
research. Drawing on previous research, we collected longitudinal
Twitter data of nonprofit homeless shelters in the United States.
By conducting a series of network and textual analyses, this study
seeks to understand how social media’s connecting tools are
used by shelter providers over time. We also observe the
interorganizational networks that developed over time to
examine whether online coalitions are built in the homelessness
field. Results indicate that while nonprofit homeless shelters tend
to underutilize the potential of social media for inter-
organizational networking, the inter-organizational network tends
to develop into a set of more complicated and stronger ties.
... Previous research on dialogic communication on social networking sites discussed the underutilization of two-way communication on these platforms (Bortree & Seltzer, 2009). Scholars found that, unless the public is engaged through dialogic functions on social media, practitioners generally use Twitter as a one-way communication tool (Waters & Jamal, 2011). A similar pattern is observed in CSR message delivery. ...
This research has the main objective to investigate how PT. XYZ utilizes social media as a means to improve its corporate image. This research adopts a descriptive qualitative approach with an in-depth focus on PT XYZ. We analyzed the various communication strategies they implemented, including the application of P.E.N.C.I.L.S and RPAE theories, as well as conducted a SWOT analysis to identify the strengths, weaknesses, opportunities, and threats faced by the company. In addition, we also conducted surveys and interviews with the corporate communication department. The results revealed that PT XYZ succeeded in building a positive image by implementing an effective corporate communication strategy. This strategy includes Corporate Social Responsibility (CSR) activities, quality service, social and environmental responsibility, and attention to safety. In addition, we found that PT XYZ is also active in customer acquisition (CA) strategies on social media platforms, such as Twitter, regardless of the company's reputation. Information strategies are used more often than response and engagement. However, some experts argue that engagement may be more effective in achieving CSR goals. In addition, CSR communication is more focused on the outcomes produced by CSR actions rather than the concrete ways such actions are taken, in line with consumer interests and expectations. In conclusion, this study provides important insights into PT XYZ's successful corporate communication strategies in building its positive image through social media. These discoveries can serve as a helpful roadmap for other companies seeking to enhance their corporate communication strategies in social media. Therefore, this study holds the promise of making a beneficial impact on advancing corporate communication practices in the ever-expanding digital era.
... En general, las reticencias a la participación parecieron el principal obstáculo para estimular el aprendizaje colaborativo mediante Twitter. Esta falta de actividad e implicación de los alumnos es uno de los mayores y más frecuentes problemas observados en otras experiencias similares, ya que muchas veces quedan relegadas a un medio meramente informativo o de comunicación unidireccional (Lin et al., 2013;Lovejoy et al., 2012;Salmon, 2011;Santoveña, 2015;Waters y Jamal, 2011). A la vista de nuestros resultados y de estudios anteriores, parece necesario desarrollar e implantar estrategias para aumentar la implicación de los estudiantes en Twitter (Blair, 2013;Dunlap y Lowenthal, 2009a;Junco et al., 2010). ...
El uso de las Tecnologías de la Información y la Comunicación (TIC) en los centros educativos es cada vez más frecuente. Paralelamente, el uso de las redes sociales se ha incrementado extraordinariamente en los últimos años, en especial por los adolescentes. Sin embargo, su empleo con fines educativos en Educación Secundaria Obligatoria (ESO) no se ha explorado extensivamente hasta la fecha. En este trabajo se diseñaron, implementaron y evaluaron una serie de actividades en la red social Twitter para estudiantes de Biología y Geología de 4º de la ESO. Los resultados muestran una correlación positiva entre el nivel de participación en Twitter y las calificaciones académicas de los estudiantes. La experiencia sugiere que el auge y dominio de las redes sociales por los adolescentes puede ser reorientado hacia el aprendizaje-enseñanza de la Biología, haciendo de Twitter una herramienta educativa innovadora muy interesante en las etapas de Educación Secundaria
... Quantitative content analysis has proven effective in exploring the relationship cultivation strategies across various media, such as Twitter (Waters & Jamal, 2011), blogs (Ertem-Eray & Ki, 2022, and websites (Ki & Hon, 2006), due to its ability to discern communications trends and patterns. Moreover, in contrast to traditional media (e.g., social media) where organizations engage in text-based communication with the public, the metaverse relies on virtual items and icons that seldom convey underlying meanings. ...
This study uses the organization-public relationship approach to investigate the relationship cultivation strategies employed by an organization within the metaverse. This study also explores the highly immersive nature of metaverses, investigating both system and narrative immersion features. A content analysis of 101 existing metaverses reveals that networking (99%), positivity (98%), and assurance (76%) are most frequently used strategies by organizations, highlighting the unique affordances of the metaverse, such as embodiment, interactivity, and navigability. The findings suggest that organizations leverage the immersive properties of the metaverse to establish and cultivate relationships with their publics effectively. Furthermore, the majority of metaverse spaces exhibit medium to high levels of system immersion, while only a few incorporate clear narrative immersion features. These findings have implications for organizations seeking to engage with their audiences in immersive virtual environments.
... For example, research on the use of Facebook by public utility companies reveals a discrepancy between their environmental impact disclosure via Facebook and stakeholder interaction. While one-way communication is frequently applied, this approach is far from the principles of dialogic communication (Bellucci and Manetti, 2017;Waters and Jamal, 2011;Giacomini et al., 2020). Despite the disadvantages of online engagement, such as the potential for misinterpretation of text and the difficulty in reaching specific groups of stakeholders (Grant et al., 2018;Adams et al., 2022), stakeholders are now familiar with online processes. ...
... NodeXl was used, as this is a reliable tool for analyzing hashtag content on Twitter and provides statistics on users' interactions with the application's services, and the most discussed issues and topics.The study relied on content analysis, as this is one of the most important methods in the social sciences and humanities, and has become common in social media studies and health sciences, as in the study of epidemiology (Chew and Eysenbach, 2010), politics (Small, 2011) or the study of non-profit organizations (Waters and Jamal, 2011). The researchers explored the contents of the tweets in the hashtag #Tawakkalna on Twitter, which were analyzed during the study's time period, and developed several appropriate analysis categories. ...
The Covid-19 pandemic has witnessed the emergence of a new and vital dimension in digital government service-a way of dealing with the outbreak and keeping citizens a s safe as possible. However, it is important to know what citizens themselves think about the applications they have to use. This paper explores Saudi citizens' attitudes and experiences with the Saudi government's smart app Tawakkalna, which provides these services, as expressed on the Twitter hashtag # Tawakkalna. A random sample of 766 tweets were analysed during the period 31. 3. 20 to 26.3.21using a theoretical framework comprising the social constructionist approach, the third electronic wave theory and the Information Systems Success model. The analysis showed that Saudis were largely positive about the services provided and that any negative comments were to do with technical difficulties encountered. The government and other private institutions had a major role in persuading citizens to adopt the app, although influential individuals also had an impact. The study confirmed Twitter as an ideal platform for measuring Saudi public opinion.
... Revista Eletrônica de Ciência Administrativa, 22 (2) aplicativos como meio de coleta de dados (Daum et al., 2018;Hararai et al., 2016). De forma semelhante, pesquisas analisam dados oriundos de mídias sociais para viabilizarem seus trabalhos, tais (Lauriano & Coacci, 2021;Massa & O'Mahony, 2021), como tweets (Lee, Oh, & Kim, 2013;Okazaki et al., 2020;Waters & Jamal, 2011), a análise de blogs (Barros, 2014;, postagens em redes sociais (Smith & Sanderson, 2015;Stubb & Colliander, 2019;Kang & Wei, 2020). No segundo caso, o foco é o comportamento das pessoas ao usarem as tecnologias digitais, como comentários e reações frente às postagens nas mídias sociais (Kaur et al., 2019;Yoon et al., 2018;Zell & Moeller, 2018), o próprio uso das mídias durante o trabalho (Holland, Cooper, & Hecker, 2016;Luqman et al., 2021;Robertson & Kee, 2017) e dos smartphones (Li & Lin, 2019). ...
As tecnologias digitais permeiam grande parte da vida de toda a sociedade, não sendo diferente o caso das organizações e dos meios acadêmicos. O desenvolvimento de estudos sobre a utilização dessas tecnologias nos processos produtivos e de relacionamento com cliente é um tema em evidência na academia de administração, assim como a melhor compreensão sobre o a operacionalização metodológica das pesquisas que as envolvem. Sendo assim, o objetivo do presente artigo foi analisar e apresentar as etapas de uma etnografia que analisou o papel das plataformas digitais em uma confeitaria brasileira. Para isso, os pesquisadores apresentam o papel das plataformas digitais no método, e a forma como foram realizadas as aproximações e as coletas de dados nessa organização que, apesar de não depender das plataformas digitais para a produção de seus produtos, as utiliza em todos os demais processos. Entre as contribuições do estudo mostramos como as plataformas digitais nos estudos de gestão se apresentam de maneira dual, impactando a organização observadas, seus processos e cultura, e também impactando o comportamento e processos do pesquisador, que passa a contar com essas plataformas para coletar dados e armazená-los.
... Recent studies using discourse analysis approaches have examined political, corporate, and activist communication on other events such as COVID-19 [66], a Spanish journalist scandal [52], or the 2016 US election [69]. Further discourse analyses focus on different communication strategies of actor groups such as NGOs [64], activists [59], or brands [68]. ...
Ten years after the collapse of the Rana Plaza textile factory in Dhaka, Bangladesh that killed over factory workers, the event has become a symbol for the desolate working conditions in fast fashion producer countries in the global south. We analyze the global Twitter discourse on this event over a three week window around the collapse date over the years 2013 to 2022 by a mixture of network-theoretic quantitative and discourse-theoretic qualitative methods. In particular, key communicators and the community structure of the discourse participants are identified using a multilayer network modeling approach and the interpretative patterns of the key communicator's tweets of all years are analyzed using the sociology of knowledge approach to discourse. This combination of quantitative and qualitative methods reveals that the discourse is separated into three phases: reporting, reprocessing, and commemoration. These phases can be identified by the temporal evolution, network-structural properties, and the contentual analysis of the discourse. After the negotiation of the interpretative framework in the reprocessing phase, subsequent years are characterized by its commemorative repetition as well as resulting demands by different international actor groups despite highly fluctuating participants.
As the COVID-19 pandemic evolved, the Centers for Disease Control and Prevention (CDC) used Twitter to disseminate safety guidance and updates, reaching millions of users. This study analyzes two years of tweets from, to, and about the CDC using a mixed methods approach to examine discourse characteristics, credibility, and user engagement. We found that the CDCs communication remained largely one directional and did not foster reciprocal interaction, while discussions around COVID19 were deeply shaped by political and ideological polarization. Users frequently cited earlier CDC messages to critique new and sometimes contradictory guidance. Our findings highlight the role of sentiment, media richness, and source credibility in shaping the spread of public health messages. We propose design strategies to help the CDC tailor communications to diverse user groups and manage misinformation more effectively during high-stakes health crises.
Despite the ubiquitous application of gamification in livestreaming commerce, the mechanisms driving its impact on consumer participation remain underexplored. To address this research gap, this study integrated two theoretical frameworks: the “Gamification Affordances–Psychological Outcomes–Behavioral Outcomes” framework and the Uses and Gratifications Theory. We investigated how gamification affordances (achievement visualization, rewards, interaction, and competition) relate to the fulfillment of consumers’ diverse psychological needs (cognitive, affective, social, personal integrative, and social integrative). Furthermore, we examined whether meeting these psychological needs influences consumers’ intentions to continue watching and to purchase. We surveyed 354 livestreaming commerce consumers and employed structural equation modeling to analyze the data. The findings revealed that gamification affordances can motivate consumers’ continuous watching and purchasing behavior by satisfying their different psychological needs. We conclude by discussing the theoretical and managerial implications of our findings.
Objetivo: O objetivo do presente artigo foi analisar as percepções dos estudantes universitários quanto à utilização de stickers como elemento de comunicação na plataforma WhatsApp. Metodologia: A abordagem adotada na presente pesquisa foi qualitativa, com os dados sendo coletados por meio de um questionário aplicado junto a estudantes universitários, e contou com 281 respostas. Originalidade/Relevância: Apesar das plataformas digitais e de comunicação serem foco de estudos relevantes nos dias atuais, a forma como são utilizados os conteúdos criados pelos próprios usuários com o auxílio de mídias, como os memes e os stickers, permanece inexplorado. Além disso, mesmo com a larga adoção dos chamados meme stickers pelos usuários de plataformas, essa relação entre usuários e a tecnologia permanece pouco explorada. Principais resultados: Os resultados evidenciaram que a utilização de stickers é motivada por aspectos sociais e hedônicos, e que os usuários evitam compartilhar esse tipo de mídia em grupos de trabalho. Contribuições teóricas: A contribuição teórica consiste na proposição de uma taxonomia de categorias relacionadas à utilização dos stickers pelos usuários da plataforma Whatsapp, buscando auxiliar estudos futuros que possam focar em análises que tangenciam cada categoria aqui definida, ou grupo de categoria. Contribuições sociais: As contribuições sociais evidenciam que os stickers são utilizados com base em motivações sociais e hedônicas, assim como seu compartilhamento se restringe a grupos de natureza informal que são mais próximos e íntimos, em detrimento aos grupos do trabalho que são de natureza mais formal.
Social media or online media is used by its users to communicate, interact, share, network, and learn digitally by utilizing the features available on social media. The purpose of this study is to understand the communication planning process, followers' responses, and the reasons why @neohistoria_id uses Twitter as a medium for digital history education. This research employs a qualitative method with a case study approach and uses Regina Luttrell's Circular Model of SOME. The technique for selecting informants is purposive sampling. The communication planning process carried out by @neohistoria_id involves several stages. The first stage is sharing, where the Twitter account @neohistoria_id participates in sharing historical content. The public who receive this content are connected with @neohistoria_id, so @neohistoria_id must build trust with the public to keep them reading their content. In the optimization stage, @neohistoria_id listens to and learns from the public discussions about their posts. Then, @neohistoria_id takes part in these discussions through replies or Twitter Spaces. In the management stage, @neohistoria_id conducts media monitoring to delve into current issues. Following this, @neohistoria_id must respond quickly to create real-time interaction with the public. In the engagement stage, @neohistoria_id understands how to build relationships with the public (influencer relations). The goal is to identify the target audience of @neohistoria_id, which includes students and professionals. This is important to find a similar audience and encourage positive changes in the image built by the Twitter account @neohistoria_id itself.
Current research on nonprofit organizations (NPOs) indicates that interactive and engaging communication on social media platforms is preferrable to unidirectional communication. To gauge adherence to this notion among leading NPO communications, the current study incorporated big data, message features, sentiment analysis (SA), and social-media diffusion measures to examine the Twitter/X posts (N = 487,547) of the Forbes’ America’s Top 100 Charities in the US over a period spanning eight years. Results indicated that unidirectional strategies were much more common than engaging or dialogic strategies, although the latter two types of messages led to significantly higher positive sentiment and significantly lower negative sentiment within the message. Interactive features (media and hashtags) were included in most Tweets, and these features also led to greater positive sentiment. Interestingly, negative sentiment also was slightly but significantly correlated with greater diffusion on social media.
Objectives: The study aimed to investigate how public relations are used in Saudi universities' social media and to what extent they benefit from the advantages of these platforms in higher education institutions. Method: The study used a descriptive method, and content analysis was used to collect the data. The content published by public relations on the official accounts of King Faisal University, King Abdulaziz University, and Al Faisal National University on Twitter was analyzed in light of the principles of dialogue communication theory by Kent and Taylor as well as models of public relations practice. The study was conducted during April, May, and June 2022, representing the study periods, exams, and summer vacation. Results: The results revealed that Twitter is mainly used by public relations in Saudi universities for publishing and promotion. The results also showed differences between universities in dialogue with their public and models of public relations practice. Government universities were less likely to apply the principles of dialogue communication and only interacted with the public on rare occasions, using it as a tool for promotion, publicity, and information in one direction, limiting the benefits of two-way dialogue. Conclusion: Universities need to pay more attention to dialogue with the public to maximize the benefits of untapped communicative abilities.
Background
The high prevalence of noncommunicable diseases and the growing importance of social media have prompted health care professionals (HCPs) to use social media to deliver health information aimed at reducing lifestyle risk factors. Previous studies have acknowledged that the identification of elements that influence user engagement metrics could help HCPs in creating engaging posts toward effective health promotion on social media. Nevertheless, few studies have attempted to comprehensively identify a list of elements in social media posts that could influence user engagement metrics.
Objective
This systematic review aimed to identify elements influencing user engagement metrics in social media posts by HCPs aimed to reduce lifestyle risk factors.
Methods
Relevant studies in English, published between January 2006 and June 2023 were identified from MEDLINE or OVID, Scopus, Web of Science, and CINAHL databases. Included studies were those that examined social media posts by HCPs aimed at reducing the 4 key lifestyle risk factors. Additionally, the studies also outlined elements in social media posts that influenced user engagement metrics. The titles, abstracts, and full papers were screened and reviewed for eligibility. Following data extraction, narrative synthesis was performed. All investigated elements in the included studies were categorized. The elements in social media posts that influenced user engagement metrics were identified.
Results
A total of 19 studies were included in this review. Investigated elements were grouped into 9 categories, with 35 elements found to influence user engagement. The 3 predominant categories of elements influencing user engagement were communication using supportive or emotive elements, communication aimed toward behavioral changes, and the appearance of posts. In contrast, the source of post content, social media platform, and timing of post had less than 3 studies with elements influencing user engagement.
Conclusions
Findings demonstrated that supportive or emotive communication toward behavioral changes and post appearance could increase postlevel interactions, indicating a favorable response from the users toward posts made by HCPs. As social media continues to evolve, these elements should be constantly evaluated through further research.
In view of the increased impact of social media, non-profit organization (NPOs) should review their communication strategies in social media to manage their relation with followers. This papers aims to examine which non profit organizational type of content that enhance high public engagement in Twitter. Using a quantitative content analysis of aniesbubble, tweets during campaign election period with 78 tweets are being classified into three different message function; information-community-action. One-way ANOVA was applied to test the effects of these message function and public engagement on Twitter which is likes and retweet. Findings revealed a significant effects among non profit message function and engagement in Twitter. The findings shows that community message function achieve the highest engagement among the others.
Tras 60 años en el trono, el 8 de septiembre de 2022, falleció la reina Isabel II, jefa de Estado del Reino Unido y de otros 14 países. La muerte de esta figura clave en la Historia contemporánea se convirtió en una noticia de alcance mundial y en todo un fenómeno comunicativo. Desde hacía años, la denominada Operación Puente de Londres recogía con todo tipo de detalles los ceremoniales y el aparataje burocrático que seguirían al fallecimiento de la monarca. Con esta investigación se pretende, además de estudiar las exequias de la reina Isabel II, la gestión de la comunicación digital desarrollada por parte de la Casa Real británica. En este sentido, se analizan los 200 mensajes publicados en las cuentas oficiales de esta institución en Twitter, Facebook, Instagram y YouTube, desde el fallecimiento de la monarca (08-09-2022) hasta su entierro (19-09-2022). Los resultados apuntan a una clara planificación de la comunicación online, centrada en glosar la figura de la reina y dando a conocer todo tipo de detalles en torno a las capillas ardientes o los funerales. Otro de los hallazgos de este trabajo es la respuesta tan alta de las audiencias digitales ante estas publicaciones. Por el contrario, se ha observado un foco mucho menor de la Casa Real británica en las cuestiones relacionadas con la proclamación de Carlos III, así como una difusión mucho menor entre los usuarios.
While social media platforms are valuable for examining the online engagement of nonprofit and philanthropic organizations, the research considerations underlying social media data remain opaque to most. Through a systematic review of nonprofit studies that analyze social media data, I propose a methodological framework incorporating three common data types: text, engagement and network data. The review reveals that most existing studies rely heavily on manual coding to analyze relatively small datasets of social media messages, thereby missing out on the automation and scalability offered by advanced computational methods. To address this gap, I demonstrate the application of supervised machine learning to train, predict, and analyze a substantial dataset consisting of 66,749 social media messages posted by community foundations on Twitter/X. This study underscores the benefits of combining manual content analysis with automated approaches and calls for future research to explore the potential of generative AI in advancing nonprofit social media research.
Sosyal medya toplumsal değişim için çeşitli sorunlar etrafında birleşen ve bu sorunlara yönelik mücadele eden aktivist gruplarca da kullanılan önemli bir iletişim ve etkileşim ortamıdır. Aktivist gruplar sorunları ele almak ve sorunların çözümüne destek oluşturmak için kamular ile olumlu ilişkiler kurmak ve sorunlara yönelik farkındalık oluşturmada bir stratejik iletişim alanı olarak halkla ilişkiler faaliyetlerinden yararlanmaktadır. Bu kapsamda çalışma, sosyal medya ortamının aktivist gruplarca halkla ilişkiler modelleri bağlamında nasıl kullanıldığını ortaya koyma amacı taşımaktadır. Amaç doğrultusunda “Süslü Kadınlar Bisiklet Turu (SKBT)” etkinliği etrafında oluşan aktivist grubun sosyal medya hesapları etkili kullanım ve halkla ilişkiler modelleri bağlamında incelenmiştir. Çevreci bir ulaşım aracı olan bisiklet kullanımının yaygınlaştırılmasının yanı sıra toplumda kadınların görünür olmasına yönelik farkındalık oluşturma amacı bulunan aktivist grubun, Instagram Türkiye hesabından 11.08.2022-10.08.2023 tarihleri arasında paylaşılan 80 gönderi, Maxqda pro 2020 programı ile nitel içerik analizine tabi tutulmuştur. Elde edilen bulgular hiyerarşik alt kod modeli ve kod bulutu oluşturularak sunulmuştur. Aktif bir şekilde Facebook, Twitter, Instagram ve Youtube sosyal medya hesaplarını kullanan SKBT topluluğunun, Instagram üzerinden paylaşımlarında kamuoyunu bilgilendirme ve iki yönlü asimetrik iletişimin yanında çoğunlukla iki yönlü simetrik iletişimi uyguladığı sonucuna varılmıştır. Bu sonuç aynı zamanda aktivist halkla ilişkilerin aktivist gruplarca uygulanan halkla ilişkiler strateji ve taktikleri olduğunu desteklemesi bakımından da önemlidir.
Applying the Communicative Constitution of Organizations in a descriptive and exploratory way to non-profit operations based on experience.
Günümüzde kullanıcı odaklı şekillenen Web 2.0 ve sosyal medya, hızlı, interaktif ve anında iletişim imkânı ile kendisini toplumsal hareketlerde birincil araç haline getirmiştir. Yeni toplumsal hareketler bağlamında değerlendirilen sivil toplum kuruluşlarının da bu değişime ayak uydurarak mesaj içeriklerinde tek yönlü geleneksel iletişim şekilleri yerine, çift yönlü bir iletişim inşa etmesi ve etkileşimi sürekli hale getirerek, diyaloga yönelik stratejiler geliştirmesi beklenmektedir. Bu çalışmada, dezavantajlı grupların seslerini duyurabilmek ve farkındalık yaratabilmek amacıyla hareket eden sivil toplum kuruluşlarından, uluslararası faaliyet gösteren ve dünya genelinde 7 milyondan fazla destekçisi bulunan Amnesty'nin, Türkiye ve İngiltere Twitter hesapları incelenerek ne denli dijital aktivist olabildikleri ve Twitter'ı ilişki inşası bakımından nasıl pratik ettikleri karşılaştırmalı olarak analiz edilmeye çalışılmıştır. Paylaşım içerikleri bakımından hangi halkla ilişkiler modelini yansıttıkları ve diyalojik prensipleri ne ölçüde karşıladıklarını belirlemeye yönelik niteliksel veriye dayalı içerik analizi yapılırken, paylaşımlarında yer verdikleri konuların betimlenmesine yönelik tematik kodlamaya dayalı niteliksel içerik analizi yapılmıştır.
Web 2.0 and social media, which are shaped as user oriented, have become a primary tool in social movements with the possibility of fast, interactive and instant communication. In this case, it is expected that non-governmental organizations, which are considered as new social movements, will develop strategies for dialogue by making a two-way communication instead of one-way traditional forms of communication and making the interaction permanent. In this study, a social organization operating internationally and with supporters over the world 7 million Amnesty's Turkey and UK Twitter accounts have been analyzed comparatively to what extent they can become digital activists and how they use Twitter in relation to building relationships. Content analysis based on qualitative data was applied to determine the public relations model in terms of communication outputs and shared contents and to what extent the organizations met the dialogical principles. In the sharing of organizations, qualitative content analysis based on thematic coding is used to describe what subjects they are involved in.
The Twitter application was launched in 2006 and quickly became popular. In line with the increasing popularity of Twitter, many studies have linked the role of Twitter with business, economic and financial development. This bibliometric research was aims to provide an overview of research developments regarding the role of Twitter in business, management, accounting, economics, econometrics, and finance and provide insight into what topics have not been touched on for research. This research retrieves journal publication data from Scopus and then visualises the data to provide an overview of the journal's contribution and performance using VOS viewer. This report will be divided into research background, bibliometric method, research methods, research results (publication structure, citation structure, and graphical analysis of publications), and research conclusion. The author and country who publish most related articles come from the United States. The publisher which publishes the most is an information system and information management publisher; the other productive publisher is the one that specialises in business, management, and marketing. Keywords that often arise beside Twitter are social media, sentiment analysis, Facebook,
Ekonomi, politika, sosyoloji, pazarlama, iletişim gibi beşeri disiplinler teknoloji alanında yaşanan gelişmelere kayıtsız kalmamış, kendi içlerinde bir dönüşüm yaşamış ve yaşamaya da devam etmektedir. Özellikle, bu çalışmanın da genel bağlamını oluşturan iletişim konusundaki yenilikler, yeni araçlar, yeni sistemler alan yazında birçok çalışmanın konusunu oluşturmuştur. İletişim alanında sözü edilen bu yenilikler şüphesiz yeni medya ortamlarıdır. Günümüzde hem kişiler arası iletişim hem de kurumsal iletişimde yaygın bir biçimde yeni medya temelli teknolojiler ile aracılanan bir süreç gözlemlenmektedir. Özellikle sivil toplum kuruluşları açısından potansiyel pek çok avantajı olan yeni medya kullanımı konusunda sivil toplum kuruluşlarının farkındalıklarının ve kullanım becerilerinin artırılması bir gerekliliktir. Bu noktadan hareketle sivil toplum kuruluşlarının yeni medyadaki rolleri diyalogsal iletişim ve halkla ilişkiler modelleri etrafında merak edilmiştir. Bu araştırmada bir aktivist grup olan ve kendisini iyilik aktivisti olarak tanımlayan AHBAP oluşumunun Twitter kullanımı diyalogsal prensipler ve halkla ilişkiler modelleri (basın ajansı, kamuoyu bilgilendirme modeli, iki yönlü asimetrik ve iki yönlü simetri model) bağlamında ele alınmaktadır. Çalışmada içerik analizi tekniği kullanılmış olup, 01 Ocak 2022- 01 Mart 2022 tarih aralığında yapılan paylaşımlar incelenmiştir.
Diyalojik İletişim ve Sosyal medya
zet Etkileşim kavramı, internet ve sosyal medya ile hayatımıza girmiştir ve yeni medyayı geleneksel medyadan ayıran en önemli özelliktir. Rafaeli ve Sudweek (1997: 3), etkileşi min, yüz yüze iletişimdeki "konuşma" ve "dinleme" eylemlerini birleştirdiğini belirtmektedir. Etkileşim, kurumlar ile kamuları arasında iki yönlü, simetrik bir iletişim ve ilişki kurulmasına olanak sağlamaktadır. Bu yüzden etkileşimin, özellikle geleneksel medyada kendine yer bulamayan kuruluşlarca kullanımı hayati önem taşımaktadır. Bu çalışmada, iklim krizinin Türkiye'de etkilerini yoğun olarak gösterdiği 2021 yılında, orman yangınları, müsilaj, aşırı yağışlara bağlı seller ve kuraklığa bağlı flamingo ölümleri gibi çevre felaketlerinin yaşandığı dönemde, hedef kitleleri ile yoğun ilişki içinde bulunan çevreci sivil toplum kuruluşlarının (STK) sosyal medya iletişimi incelenmiştir. 01.05.2021-31.08.2021 tarih aralığında, Twitter, Facebook, Instagram ve YouTube'dan toplanan sosyal medya verisi, Avidar'ın (2013) Yanıt Verme Piramidi'ne uygun olarak içerik analizine tabi tutulmuştur. Sosyal medyadan elde edilen veriler yarı yapılandırılmış görüşmelerin betimsel içerik analiziyle detaylandırılmıştır. Çalışmada, çevreci STK'ların sosyal medyayı etkileşimden çok farkındalık yaratmak, kampanyalara destek sağlamak için ilan panosu şeklinde, geleneksel medya ile aynı mantık içinde, tek yönlü iletişim amacıyla kullandığı saptanmıştır.
Resource scarcity, energy transition and the planned climate neutrality pose enormous challenges for manufacturing companies. In order to achieve these goals and a holistic sustainable development, the European Union has listed the circular economy as part of the Circular Economy Action Plan. In addition to a reduction in resource consumption, reduced emissions of greenhouse gases and a reduced volume of waste, the principles of the circular economy also offer enormous economic potential for companies, such as the generation of new circular business models. However, many manufacturing companies, especially small and medium-sized enterprises, do not have the necessary capacity to plan their transformation. They need support and strategies on the path to circular transformation, because this change affects not only production but also the entire company. Maturity models offer an approach, as they enable companies to determine the current status of their transformation processes. In addition, companies can use the models to identify transformation strategies and thus promote the transformation process. While maturity models are established in other areas, e.g. IT or project management, only a few circular economy maturity models can be found in the scientific literature. The aim of this paper is to analyse the identified maturity models of the circular economy through a systematic literature review (SLR) and, besides other aspects, to check their completeness as well as their quality. Since the terms "maturity model" and "readiness model" are often used to assess the transformation process, this paper considers both types of models to provide a more comprehensive result. For this purpose, circular economy maturity models at the company (micro) level were identified from the literature, compared, and analysed with regard to their theoretical and methodological structure. A specific focus was placed, on the one hand, on the analysis of the business units considered in the respective models and, on the other hand, on the underlying metrics and indicators in order to determine the individual maturity level of the entire company. The results of the literature review show, for instance, a significant difference in the holism of their assessment framework. Only a few models include the entire company with supporting areas outside the value-creating core process, e.g. strategy and vision. Additionally, there are large differences in the number and type of indicators as well as their metrics. For example, most models often use subjective indicators and very few objective indicators in their surveys. It was also found that there are rarely well-founded thresholds between the levels. Based on the generated results, concrete ideas and proposals for a research agenda in the field of circular economy maturity models are made.
Günümüzde teknolojinin gelişmesi ve yeni medya araçlarının ortaya çıkması ile kurumların, kamularıyla iletişim kurma şekillerinde değişiklikler meydana gelmiştir. Dijital etkileşimi etkin kılan yeni medya araçları, geleneksel medyadan farklı olarak, çift yönlü iletişime imkân tanıyan bir ortam sunmaktadır. Sosyal medya uygulamaları gibi teknolojik yenilikler, kurumların kamularıyla diyalojik iletişim kurabilmeleri açısından önemli avantajlar sunmaktadır. Bu araştırmanın konusunu (2020) Fortune 500 Türkiye listesindeki ilk 100 kurumun, kamularıyla diyalojik iletişim kurma konusunda Twitter’ı ne ölçüde kullandığı oluşturmaktadır. Yapılan incelemeler sonucunda ilk 100 kurumdan 77 kurumun Twitter hesabının olduğu ve 63 kurumun profillerinde tweet mesajları paylaştığı ortaya çıkmıştır. Bu kurumların Twitter hesapları, diyalojik ilkeler ölçeği ile bilginin kullanışlılığı, ziyaretçilerin korunması, tekrar ziyaretlerin oluşturulması ve diyalojik döngüler başlıkları altında incelenerek güncel bir durum analizinin ortaya çıkarılması amaçlanmıştır. Yapılan analiz sonucunda, kurumların profillerinde en çok bilginin kullanışlılığı ilkesine yer verdikleri; diğer taraftan tweetlerde ise, medya ve kamu kurumları için bilginin kullanışlılığı ilkesine en az düzeyde yer verdikleri sonucuna ulaşılmıştır. Kurumların kamularıyla diyalojik iletişim kurma, bunu sürdürme konusunda önemli adımlar attığı fakat yeterli düzeyde olmadığı söylenebilir.
Günümüzde dijitalleşme ile beraber birçok kavram hayatımızın bir parçası olmuştur. Özellikle her bir mecranın kendini özgü doğası bu kavramların oluşmasında etkilidir. Sosyal medya etkileyiciliğinin yeni bir biçimini oluşturan Doll Influencerlar özellikle Barbie bebekleri içerik olarak kullanarak takipçilerinin tüketim, moda ve yaşam biçimleri üzerinde derin etkiler oluşturabilmektedir. Bu çalışmada sosyal medya etkileyiciliğinde yeni ve farklı bir boyut olan oyuncak bebek fenomenleri yani Doll Influencerlar dijital görünüm ve tüketim bağlamında ele alınmıştır. Doll Influencer kavramı, akademik alanyazında tam anlamıyla dikkati çekmiş bir kavram değildir. Bu açıdan bu çalışma literatüre sunduğu katkı açısından önemlidir. Diğer yandan Türkiye özelinde konuşulduğunda, Doll Influencer gibi bir sürecin ülkemizdeki sosyal medya kullanıcılarının içerik üretimi konusunda tercih ettiği bir yöntem olmadığı görülmüştür. Türk kullanıcılar yabancı Doll Influencerları takip ederken buna benzer bir sayfa yönetimine sahip değildir. Burada sosyal medyayı kullanma pratikleri ve kültürel kodların belirleyici olduğu düşünülmektedir. Diğer yandan Türkiye’de Barbie bebek kültürünün üretim değil marka tüketimine yoğunlaşması bu farklılıklardan bir diğeri olmuştur. Çalışmada yüksek takipçisi olan sosyal medya hesapları ele alınmış, doküman incelemesi yöntemi kullanılmıştır. Elde edilen veriler nitel içerik analizi ile kavramla bağlantı kurularak analiz edilmiştir. Çalışma sonucunda Doll Influencer olarak geçen yeni pazarlama biçiminin tüketimden modaya, yaşam biçiminden markalaşmaya kadar birçok alanda yeni oluşumlar ortaya çıkardığı görülmüştür.
Prevailing thought in academia holds that the ideal model of public relations is two-way symmetrical. In this model, communication flows both ways between an organisation and a public while both are prepared to change their own behaviour. The result is posited as the most professional, ethical and effective practice. Contingency theory offers qualifications and reservations of excellence theory. One qualification is that dialogue between an organisation and a public may not be allowed for a number of reasons, such as legal constraints or moral convictions against compromising with a public. To build the contingency theory from the ground up, top practitioners are interviewed to learn whether six such proscriptive factors ring true in their experience. The implications of the findings for practitioners, educators and those interested in theories that help define professional practice in public relations are discussed.
Purpose
– The purpose of this paper is to review the historical development of the models/dimensions of public relations. The extensive criticism of the models and dimensions is provided to better understand the strengths and weaknesses of the concept.
Design/methodology/approach
– The paper is based on a critical literature review to understand the roots of the models, their empirical tests, the modifications applied to the models over time, and finally the proposed shift from models to dimensions of public relations.
Findings
– The study concludes that the attempt to translate the public relations models into the dimensions failed because of a variety of conceptual and methodological flaws. Yet, the idea of developing dimensions of public relations is a viable and practical step in advancing public relations research; however, such dimensions must be continuous, dichotomous and measurable.
Originality/value
– Models of public relations first became a dominant theoretical perspective in public relations only to virtually disappear from the research agenda later. This paper calls the attention back to the models/dimensions to revive the research in this area.
The programme of research known as the excellence theory began in the 1960s with J. Grunig’s research on publics found among
Colombian farmers. Research then followed on the role of public relations in organizational decision-making, the symmetrical
model of public relations, public relations measurement, and how the structure and environment of organizations shape public
relations behaviour. The IABC excellence project added theories of public relations roles, operations research, and gender
and diversity to the paradigm. The excellence theory has evolved into a general theory of public relations as a strategic
management function, and ongoing research now is adding concepts and tools that public relations professionals who serve in
a strategic role can use.
In this, the 1983 Farley Manning Fellowship Address, Daniel J. Edelman reports on his own view of the future and those of others he surveyed in preparation for composing this Address.
“Upward mobility”—of individuals in public relations and of the profession as a whole—will be a key emphasis among those with management oversight in public relations firms, he predicts. Upgrading training with formal programs, making employee and client recruitment more effective by making it more sophisticated, and staying abreast of state-of-the-art communications technology—all of these will be important factors in managing the next century's public relations organization.
The author is the president of Daniel J. Edelman, Inc., with offices in Chicago, New York, Washington, Los Angeles, Miami, St. Louis, London and Frankfurt.
As social media moves from “buzz word” status to strategic tool, more practitioners are developing skills related to this online communication technology. This study surveyed working public relations practitioners about their adoption of 18 social media tools and their perception on the growth of social media trends in public relations practice. Results provide an overview of the adoption of social media, as a whole, in the industry.
This article provides a theory-based, strategic framework to facilitate relationship building with publics through the World Wide Web. Although many essays on the Web have appeared in professional and technical periodicals, most treatments of the Web have lacked theoretical frameworks. Strategic communication on the World Wide Web can benefit from a consideration of dialogic communication.This article offers dialogic communication as a theoretical framework to guide relationship building between organizations and publics. Five strategies are provided for communication professionals use to create dialogic relationships with Internet publics.
Social media marketing industry report
- M A Stelzner
Stelzner, M.A. (2009). Social media marketing industry report. Retrieved online February 26, 2010 from http://www.socialmediasummit09.com/.
The networked nonprofit: Connecting with social media to drive change
- B Kanter
- A Fine
Kanter, B., & Fine, A. (2010). The networked nonprofit: Connecting with social media to drive change. San Francisco: John Wiley & Sons.