Socially distributing public relations: Twitter,Haiti, and interactivity in social media

Social media and communication technology have shifted the power of communication from public relations practitioners to social media users who may not have a recognized role or defined interest in an organization. What results is a social model of public relations in which traditional public relations responsibilities are distributed to social media users, and which depends on interactivity, legitimacy, and a user's social stake. This study explores social public relations through a qualitative analysis of user involvement on Twitter regarding relief efforts to support Haiti following the 7.0 earthquake that hit Port-Au-Prince in January, 2010. This analysis of Twitter posts also expands understanding of interactivity online and demonstrates social media user fulfillment of public relations objectives.     

Social media and political discussion: when online presence silences offline conversation

ABSTRACT

This paper explores the relationship between the use of social media, attitudinal strength, perceived opinion agreement with social ties, and willingness to discuss a political issue in different online and offline contexts. Unlike the anonymous environment of some Internet forums, social media are closely tied to the relationships and activities of everyday life. Social media increasingly make ties from offline contexts persistent online, and, because of the ambient nature of these technologies, awareness of the opinions, interests, and activities of social ties has become pervasive. As such, the use of social media is likely to affect everyday conversation about political issues in on- and offline contexts, including the home, workplace, social gatherings with friends, community meetings, and on social network sites (SNSs). Based on a national probability survey, we find that the use of SNSs (i.e., Facebook and Twitter) has a direct, negative relationship to deliberation in many offline settings. Some uses of these platforms are associated with having a lower, perceived opinion agreement with social ties. As part of a spiral of silence, this further reduces the willingness of social media users to join political conversations in some offline settings. Only those with the strongest attitudes on an issue are immune.     

Assessing the bias in samples of large online networks

We consider the sampling bias introduced in the study of online networks when collecting data through publicly available APIs (application programming interfaces). We assess differences between three samples of Twitter activity; the empirical context is given by political protests taking place in May 2012. We track online communication around these protests for the period of one month, and reconstruct the network of mentions and re-tweets according to the search and the streaming APIs, and to different filtering parameters. We find that smaller samples do not offer an accurate picture of peripheral activity; we also find that the bias is greater for the network of mentions, partly because of the higher influence of snowballing in identifying relevant nodes. We discuss the implications of this bias for the study of diffusion dynamics and political communication through social media, and advocate the need for more uniform sampling procedures to study online communication.     

‘Joy is resistance’: cross-platform resilience and (re)invention of Black oral culture online

ABSTRACT

Existing research has affirmed that Black people historically mastered oral communication strategies to resist subjugation and oppression by dominant groups, and have emerged as leaders in technological innovation. This article takes seriously Black users’ social media engagement and focuses particularly on Black joy online. We analyze a rich collection of discourse spanning both Twitter and Vine through which Black users utilize the affordances of both platforms to challenge dominant narratives that demean and dehumanize Black people. We argue that Black users seize upon the interplay of the applications to not only express and foster joy, but to extend historic legacies of Black oral culture and further cultivate contemporary strategies that leverage – but also transcend – the affordances of each platform.     

Tweeting India’s Nirbhaya protest: a study of emotional dynamics in an online social movement

Abstract

Previous research has recognized the role of emotions in protests and social movements in the offline world. Despite the current scenario of ubiquitous social media and ‘Twitter revolutions,’ our knowledge about the connections between emotions and online protests still remains limited. In this study, we examine whether online protest actions follow the same emotional groundwork for supporting and nurturing a social movement as in the offline world, and how these emotions vary across various stages of the social movement. Through a computer-assisted emotion analysis of 65,613 Twitter posts (tweets), posted during the Nirbhaya social movement (movement against the Delhi gang-rape incident) in India, we identified a strong resemblance between online emotional patterns and offline protest emotions as discussed in literature. Formal statistical testing of a range of emotions (negativity, positivity, anger, sadness, anxiety, certainty, individualism, collectivism, and achievement) demonstrates that they significantly differed across stages of the social movement; as such, they influenced the course of the online protest, resonating parallels with offline events. The findings highlight the importance of anger and anxiety in stirring the collective conscience, and identify that positive emotion was pervasive during the protest event. Implications of these findings are discussed.     

Reasons for low levels of interactivity: (Non-) interactive CSR communication in twitter

The interactivity levels of online CSR communication are typically low. This study explores the reasons for the low levels of interactivity in the popular social media tool Twitter. An analysis of 41,864 Twitter messages (tweets) from the thirty most central corporate accounts in a CSR Twitter network is conducted. Comparisons (t-test) between CSR tweets and general tweets and between specialized CSR Twitter accounts and general accounts reveal that the low levels of interactivity are due to a reactive interaction approach and a lack of specialization.     

Tweeting democracy? Examining Twitter as an online public relations strategy for congressional campaigns’

Considering the integral relationship between public relations and democracy (Martinelli, 2011) coupled with the growing use of social media for democratic aims (Smith, 2011) the current study examines the effectiveness of Twitter as a public relations communications tool for congressional campaigns. Specifically, as a means of testing Twitter's effectiveness in informing and engaging voters, congressional candidate and political party Twitter use for all 435 U.S. House of Representatives races (N = 1284) are compared with 2010 election outcomes. Results indicate that candidates’ Twitter use significantly increased their odds of winning, controlling for incumbency and Party ID. Additionally, significant differences between incumbents’ and challengers’ Twitter use during the election cycle emerged, which has important implications for public relations practices aimed at achieving democratic outcomes.     

How to be heard on microblogs? Nonprofit organizations' follower networks and post features for information diffusion in China

This study tackles the gap in public relations research on what drives users of microblogs in China to follow nonprofit organization (NPO) accounts and share (retweet) their posts, from a multidimensional perspective of the NPO, the microblog audience, and the post features. Using a content analysis of Sina Weibo data of 95 NPO accounts, results suggested that an NPO's status on Weibo is a significant predictor of its follower number. Follower numbers and activeness directly affected the NPO's number of retweets. Informative posts and posts that fulfill multiple gratifications were found to be more sharable than other post types. In addition, a post's originality, media richness, inclusion of opinion leaders, and endorsement by influential users all contributed to its level of circulation. This knowledge is essential for NPOs to spread information and build online communities that facilitate dialogic engagement and quality organization–public relationships with their stakeholders on social media in China's context.     

Race and the beauty premium: Mechanical Turk workers’ evaluations of Twitter accounts

ABSTRACT

Race, gender, and physical attractiveness strongly affect perceptions of trustworthiness and subsequent face-to-face interactions. This study examines how social media users’ perceived gender, race, and physical attractiveness can impact their standing online. We test these broad hypotheses by having Amazon Mechanical Turk (MTurk) workers evaluate a sample of 816 Twitter accounts. Our results show a ‘beauty premium,’ where MTurk workers say they are more likely to follow Twitter accounts with attractive pro?le photos, and attractive photos are positively associated with evaluations of trust. However, very attractive Black male and female Twitter accounts are associated with lower evaluations of trust compared to their White counterparts. These findings suggest that social media users’ social characteristics, perceived from their username or profile image, can replicate offline inequality online.     

UNTANGLING A COMPLEX MEDIA SYSTEM

This article provides empirical insights into how one online service – Twitter – was used for political purposes during three separate election campaigns in Sweden, Denmark and Norway, specifically how Twitter users, with hyperlinks, connect with other channels for political communication. Methodologically, the study employs three large sets of data on Twitter use tagged as relevant for each of the election campaigns, covering a one-month period. The approach allows for an untangling of the complex interconnections between novel online services, mainstream media, official political party websites, public information, individual blogs and social network sites. By moving beyond a study merely of the type of websites linked to, to also include classification of the actors publishing the content linked to, the article provides insights into the actual use by politicians, interest groups as well as grassroots activists of diverse Web genres.     

Sparking debate? Political deaths and Twitter discourses in Argentina and Russia

The big question that pervades debate between techno-optimists and their detractors is whether social media are good for democracy. Do they help to produce or accelerate democratic change or, alternatively, might they hinder it? This article foregrounds an alternative perspective, arguing that individual social networking applications likely do not fulfil a single political function across national contexts. Their functionality may be mediated instead by language and by pre-existing relationships between the state and offline domestic media. We arrive at this conclusion through examining reactions on Twitter to two fatal events that occurred in early 2015: the death in suspicious and politically charged circumstances of the special prosecutor Alberto Nisman in Argentina, and the murder in Russia of opposition activist Boris Nemtsov. Several similarities between the two deaths provide the conditions for a comparative analysis of the discourses around them in the Spanish-language and Russian-language Twitter spheres, respectively. In Russia, a hostile social media environment polluted by high levels of automated content and other spam reduced the utility of Twitter for opposition voices, who work against an increasingly authoritarian state. In Argentina, a third-wave democracy, Twitter discourses appeared as predominantly coextensive with other pro-government and opposition online, print, and broadcast information and opinion sources, thus consolidating and amplifying a highly polarized and repetitive wider public political conversation. Despite the potential for social media to help citizens circumvent formal and informal restrictions to discursive participation in national public spheres, in the cases that we compare here domestic political structures play a key role in determining the uses and limitations of online spaces for recounting and expressing opinion on current affairs stories involving the state.     

Disentangling social media influence in crises: Testing a four-factor model of social media influence with large data

Social media empower publics by providing a platform for their voices during crises. Digital-enabled platforms allow individuals to become influentials by sharing their insights and expertise with others. Confronted with the fast-paced and complex dynamics of crises, we lack a systematic conceptualization and a valid measure of social media influence in the crisis context. By integrating diverse perspectives on influence, we propose a new framework that theorizes different dimensions of social media influence based on publics’ communicative behaviors during crises. This integrated framework offers a refined conceptualization and measurement of social media influence in crises by incorporating the network perspective. We tested the framework with large-scale Twitter data from four crises. Results from multigroup CFA on Twitter influencers suggest that social media influence is composed of four factors: output, reactive outtake, proactive outtake, and network positioning. Each factor is associated with a distinct set of users’ behavioral indicators (e.g., retweet). Implications for crisis communication and public relations are discussed.     

Engaging stakeholders through Twitter: How nonprofit organizations are getting more out of 140 characters or less

While it may seem difficult to communicate in a meaningful manner with 140 characters or less, Twitter users have found creative ways to get the most out of each Tweet by using different communication tools. This paper looks into how 73 nonprofit organizations use Twitter to engage stakeholders not only through their tweets, but also through other various communication methods. Specifically it looks into the organizations utilization of tweet frequency, following behavior, hyperlinks, hashtags, public messages, retweets, and multimedia files. After analyzing 4655 tweets, the study found that the nation's largest nonprofits are not using Twitter to maximize stakeholder involvement. Instead, they continue to use social media as a one-way communication channel as less than 20% of their total tweets demonstrate conversations and roughly 16% demonstrate indirect connections to specific users.     

A survey of social media use, motivation and leadership among public relations practitioners

This study investigates the relationship between motivation, leadership and social media use among a sample of public relations practitioners who recently had begun using Twitter to follow Universal Accreditation Board (UAB)-affiliated organizations. A majority of the survey respondents were classified as “everyday users.” A series of Twitter leadership indicators correlated positively with internal motivation and correlated negatively with amotivation. Several word-of-mouth variables also were investigated with regard to motivation.     

Social movements and public relations in the early twentieth century: How one group used public relations to curtail venereal disease rates

ABSTRACT

A case study of the American Social Hygiene Association (ASHA) campaign to craft a national vision for social health showed that the group used public relations-like strategies to, as one of their officials said, “crystallize public opinion” years before Edward Bernays wrote a book of the same title. Although these efforts might not have been labeled public relations at the time, this study introduces some precedents of contemporary public relations. In this study, social activism offered a more robust approach to addressing an issue than using media relations alone could do. ASHA members used communication strategies such as segmenting audiences, utilizing events to reach appropriate audiences, using visual media, and creating house organs to arouse public sentiment, influence attitudes, and promote desired behavior.

This case study expands public relations history theory by examining why ASHA members practiced public relations as they did. In this case, ASHA used persuasive communication to pierce the veil of silence around venereal disease to craft a national vision for social hygiene and legitimize the group as the major voice on this topic. Lessons from this case can illustrate how public relations can be conducted more effectively, especially in relation to social movements.     

An examination of the role of online social media in journalists’ source mix

Using telephone surveys of business/financial journalists in the United States (n = 200), this research investigates the agenda-building role of social media content in journalists’ work. Understanding that more non-public relations content from user-generated and social network sites, like YouTube and Twitter, are fast becoming resources for journalists to get story ideas, break scandals, and find sources, we began this scholarly work to determine the frequency of such uses of social media. Overall, findings indicate very little use of social media by these business journalists. Results and implications for public relations practitioners are discussed in detail.     

Open networks and secret Facebook groups: exploring cycle effects on activists’ social media use in the 2010/11 UK student protests

Abstract

Much has been written in recent years about the growing impact of social media on social movements. While authors have extolled the virtues of Facebook and Twitter as organisational and informational tools for a range of movements from the Arab Spring to Occupy, evidence remains patchy as to under what conditions social media is most effective at engaging and mobilising the wider public. Drawing on the work of Tarrow, this article considers the impact of cycle effects on the effectiveness of social media as a mobilising and organising tool for the 2010/11 U.K. student protests. Although preceding the broader ‘movement of the squares’ contention cycle, the protests made similar use of social media for generating mass participation. Yet, its mobilising power was dependent on a number of temporal factors, including amplification through mainstream media and the urgency of its initial campaign goal. Moreover, towards the end of the cycle, activists were found to be using social media – via ‘secret’ Facebook groups – in ways that reinforced emerging group hierarchies, arguably contradicting their initial commitment to open-access networks and participatory democracy.     

Revisiting the SMCC model: How Chinese public relations practitioners handle social-mediated crises

As social media are used widely by Chinese organizations, this study comprehensively examines how Chinese public relations practitioners cope with social mediated crisis and how culture interacts with social mediated crisis response. An in-depth interview was conducted to collect data from 23 Chinese public relations practitioners who had experience in dealing with crises and issues via social media. The results showed that Chinese public relations practitioners use diverse social media platforms to satisfy the publics’ needs and social media usage preferences. In addition, the results also showed the importance of matching information platform and information sources in response to social-mediated crises. Furthermore, we revealed how the uniqueness of Chinese culture moderated information platforms and information sources, such as face-saving strategies, collaborating with opinion leaders and influencers to shape the publics’ opinions, using no response, apologizing, and self-mockery, and emphasizing the importance of media relations.     

Public Sociology on Twitter: a Space for Public Pedagogy?

Research has examined various elements of Twitter; however, no scholarship has explored how sociologists currently use the platform. This empirically driven paper explores how individuals that self-identify as sociologists on Twitter use the popular micro-blogging social media site. A total of 152,977 tweets from Twitter profiles of 130 sociologists were collected and examined using qualitative media analysis. The potential use of Twitter allows the sociologist to become both the generator and interlocutor of dialogue with publics. We frame our data analysis and discussion around the core theme of expertise - namely, the role that expertise plays in the use of Twitter by sociologists. Our findings indicate that when sociologists used Twitter as sociologists (i.e., drawing upon their stated research expertise) little direct engagement with publics occurred. Thus, while sociologists appear to be using Twitter as a space for public sociology, the use of this interactive platform is mostly limited to the generation of content, a finding consistent with Burawoy’s traditional form of public sociology. Suggestions for future research are noted.     

“Don’t Mess with Ukrainian Farmers”: An examination of Ukraine and Kyiv’s official Twitter accounts as crisis communication,public diplomacy,and nation building during Russian invasion

The Russian invasion of Ukraine in February 2022 resulted in an armed conflict that led to the death of thousands of soldiers and innocent civilians. While the countries waged war on the ground in places like Kyiv, Kharkiv, and Mariupol, another battle took shape in the Twittersphere. Ukraine and Kyiv’s official Twitter accounts leveraged their online platforms to win the war of public opinion by broadcasting the atrocities of war in real time, engaging with other countries as a form of digital public diplomacy, and rallying internal publics through nation building message strategies. The current study explores the use of government social media accounts during a unique period of armed conflict to identify various messaging strategies utilized to (1) communicate during a crisis event, (2) project itself favorably among an international audience, and (3) build a sense of national identity and unity among its citizenry. Results from this study suggest that public relations scholars should consider further analyzing the ways in which social media, nation building, and public diplomacy intersect during crisis events. Theoretical and practical implications are discussed.