Colleges’ and universities’ use of Twitter: A content analysis

This study explored how colleges and universities are employing Twitter, a popular micro-blogging tool. Using Kent and Taylor's principles of dialogic communication, a content analysis was performed on individual tweets (n = 1130) from 113 colleges and universities. Tweets were coded for whether or not they met each principle of dialogical communication and why. It was found that institutions are not employing Twitter in a dialogic way and they are, instead, employing it primarily as an institutional news feed to a general audience. The implications of this finding are discussed.     

How organizations framed the 2009 H1N1 pandemic via social and traditional media: Implications for U.S. health communicators

Through a quantitative content analysis, this study reveals how 13 organizations differently framed the 2009 H1N1 flu pandemic crisis via their traditional (n = 211) and social media (n = 534) responses. When framing the crisis as a disaster, a health crisis, or a general health issue organizations relied more on traditional than social media. However, they tended to use social media as much as traditional media when framing the pandemic as a general crisis. In addition, organizations relied more on traditional media to address emotions than on social media. Together, the study's findings provide applied and theoretical insights for scholars and crisis managers.     

Stakeholder Communication in 140 Characters or Less: A Study of Community Sport Foundations

Community sport foundations (CSFs), like other non-profit organizations, are increasingly employing social media such as Twitter to communicate their mission and activities to their diverse stakeholder groups. However, the way these CSFs utilize social media for communicating such practices remains unclear. Through a mixed-method approach of content analysis of tweets from 22 CSFs established by English professional football clubs and interviews with key individuals within these CSFs (n = 7), this study examines the extent to which CSFs’ core activities are being communicated through Twitter and identifies the strategies employed for doing so. Reflecting the target audiences CSFs are seeking to reach through Twitter and the challenges associated with communication about projects involving marginalized groups, tweets largely concern programs related to sports participation and education. The most frequently employed communication strategy is to inform, rather than interact or engage with stakeholders. However, CSFs with higher organizational capacity attempt to go beyond mere informing towards engaging with stakeholder groups that relate to their social agenda, highlighting the importance of trained and dedicated social media personnel in optimizing CSFs’ use of Twitter for communication.     

Crisis communications preparedness among U.S. organizations: Activities and assessments by public relations practitioners

A survey of U.S. public relations practitioners (n = 126) found that three-quarters of their employer organizations had a written crisis communications plan and that organizations, as a whole, were reasonably prepared to engage in crisis communications. Preparedness was measured based on the presence of a crisis plan as well as indices related to tactics, training, the maintenance of contact lists, and media monitoring. Preparedness was found to be positively correlated to organization size, the level of autonomy, and delegation of authority within the organization, and the process orientation of the organization, but not organization type nor involvement in international versus domestic-only operations. Practitioners from organizations with plans had lower assessments of their relationships with publics, but greater confidence in their ability to respond.     

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.     

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.     

Positioning and role of public relations in large Belgian organizations

This paper studies the position and role of public relations in the hierarchical structure of Belgian organizations of at least 50 employees. Empirical data was collected from a web survey (n = 750) to find out to what extent principles of excellence in public relations are applied in Belgium.     

Youth Substance Use in a Context of Family Homelessness

Objective

This study examines the relationship between family processes and youth substance use debuts among a sample of youth residing in urban family homeless shelters.

Method

Data regarding shelter experiences, youth and family characteristics, and the use of three substances (i.e., cigarettes, alcohol, and marijuana) were gathered from a sample of youth (11-14 years) and their respective parents residing in an urban family homeless shelter system. Multinomial logistic regression analysis was used to examine the influences on youth substance use.

Results

Of the 198 youth included in the statistical analysis, 72% (n = 143) reported no substance use debuts, while 18% (n = 35) indicated one and 10% (n = 20) indicated two to three substance use debuts. Within the final model, greater substance use debut was associated with being older (13-14 vs. 11-12; OR = 7.5; 95% CI = 1.8-30.9) and stressors exposure (OR = 4.8; 95% CI = 1.5-14.7). Furthermore, youth of adult caretakers that reported low levels of the three family processes considered were almost four and a half more likely (OR = 4.4; 95% CI = 1.2-16.5) to have made two to three substance use debuts.

Conclusions

Family processes may be a particularly important intervention target toward reducing the rate of substance use among youth residing in urban family homeless shelters.     

How are major gambling brands using Twitter?

ABSTRACT

This paper is the first to compare how major gambling brands are using the popular social media platform Twitter, looking at how gambling brands vary in the frequency of their messages, the content of their tweets and engagement with their Twitter activity. 63,913 tweets were collected from seven well-known British gambling brands (Bet365, Betfair, Betfred, Coral, Ladbrokes, Paddy Power, William Hill) and their associated Twitter accounts (Total Number of Accounts = 22) via the Twitter Application Program Interface (API) on the 1 August 2018. Companies varied in their approach to Twitter, some posting from a single account whereas others segmented their tweets by topic or purpose. Frequency analysis of tweets showed that on average major gambling brands tweeted anywhere between 89 and 202 tweets a day. Sentiment analysis of tweets showed a positivity bias with the language in tweets being associated with positive emotions like anticipation, trust and joy. Paddy Power, Bet365 and Coral produced the content that received the highest number of likes or shares from other twitter users. This study highlights the extent to which companies are using Twitter; followers could potentially be receiving hundreds of messages per day.     

Communicating during crisis: Use of blogs as a relationship management tool

Using a post-test only experimental design with control group, this study investigated the impact of blogs on relationship management during a crisis. Participants (N = 109) were exposed to a personal blog (n = 45), organizational blog (n = 46), or control (n = 18). Results indicate blogs impact the perception of the level of crisis an organization experiences. Additionally, relationships created through blogs impact the perception of crisis. Use and credibility were also investigated.     

Donor engagement through Twitter

This research examines how non-profit organizations can build and strengthen relationships with donors using the social media tool Twitter. Strong relationships are what lead to donor engagement in a non-profit cause, and the participatory culture that grows online as a result of using Twitter can help to initiate and build relationships with online donors. In this research, tweets were collected from two non-profit organizations, Care2 and United Way Toronto, and one for-profit corporation, Ford Motor Company. The textual construction of the tweets was analyzed using discourse analysis and a rhetorical framework as methodologies. Two main communication theories – the Social-Judgement Theory and the Social Networking Theory – emerged from the analyzed data and were driving forces behind the results. When applied to the data, it was evident that both these theories supported and illustrated ways to build and strengthen relationships using the social media tool, Twitter.     

America's most admired companies: A descriptive analysis of CEO corporate social responsibility statements

This study analyzes the CEO corporate social responsibility statements (N = 50) of Fortune magazine's America's Most Admired Companies. The results find that CEOs describe corporate social responsibility primarily in performance and shareholder driven language. The implications of the findings are discussed and compared to previous research in the communication and business disciplines.     

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.     

Evaluation of international and non-governmental organizations’ communication activities: A 15 year systematic review

The purpose of this paper is to understand how intergovernmental organizations and international non-governmental organizations have evaluated their communication activities and adhered to principles of evaluation methodology from 1995–2010 based on a systematic review of available evaluation reports (N = 46) and guidelines (N = 9). Most evaluations were compliant with principle 1 (defining communication objectives), principle 2 (combining evaluation methods), principle 4 (focusing on outcomes) and principle 5 (evaluating for continued improvement). Compliance was least with principle 3 (using a rigorous design) and principle 6 (linking to organizational goals). Evaluation was found not to be integrated, adopted widely or rigorously in these organizations.     

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.     

#Engagement: use of Twitter chats to construct nominal participatory spaces during health crises

Although Twitter chats and other forms of social media engagement events are idealized in the literature as opportunities for dialogic communication between organizations and individuals, less is known about how engagement is operationalized within these spaces. Using textual and content analysis, we conducted two studies to explore how health organizations engage with the public via Twitter chats during the Ebola and Zika outbreaks. In official records of Ebola chats, the organization addressed both hostile and neutral public questions that pressed for specification of disease characteristics and protocol. However, in a content analysis of all public tweets sent during a later Zika chat, we found that questions were privileged, and other tweet forms and themes were excluded from the participatory space. Specifically, public comments demonstrating expertise or extending the topic of the chat were not addressed by the organization. Our analysis provides insight into the implicit rules governing how organizations engage with the public online during a rapidly evolving health crisis. We argue that the question–response dyad is a form of ideal communication that suggests engagement but maintains organizational expertise.     

Friends with benefits or “friends” with deficits? The meaning and contexts of uncommitted sexual relationships among Mexican American and European American adolescents

Using focus groups, this study sought to understand and compare how Mexican American (n = 41, M = 16.0 years old, SD = .96) and European American (n = 34, M = 16.1 years old, SD = .64) youths conceptualize and experience “friends with benefits” relationships (FWBRs). Contrary to the implied nature of friendship, partners did not show caring and viewed FWBRs as a means to meet sexual needs. The “benefits” of this arrangement included guilt-free pleasure, little responsibility, the freedom to date others, or to remain available for a more desirable partner. The inherent deficits of FWBRs, on the other hand, included the potential pitfall of getting emotionally attached. Despite the recognized deficits, European American and Mexican American girls both desired and participated in FWBRs. However, Mexican American girls described more committed “going-out” relationships as ideal, which left them vulnerable to mismatched expectations and emotional upset in FWBRs. Findings outline the socio-emotional contexts of adolescent involvement in FWBRs, as well as underscore the potential for conflicting desires. Recommendations for healthy relationship and sexual health programs are discussed.     

How publics react to situational and renewing organizational responses across crises: Examining SCCT and DOR in social-mediated crises

The prevalence of social media among networked publics calls for more research regarding how organizations can conduct effective crisis communication on social networking sites. Based on the situational crisis communication theory (SCCT) and the discourse of renewal (DOR) theory, this study examined how social media publics’ sentiments were affected by situational and renewing organizational responses in various clusters of crises. Twitter data of six crises representing three crisis clusters varying in the responsibility attribution (i.e., ambiguous, accidental, and preventable) were collected. We conducted a content analysis on organizations’ official tweets during crises (N = 59) and sentiment analysis on publics’ replies on Twitter (N = 4,340). The results showed that publics’ positive sentiments toward organizations were affected by organizational crisis responses that included instructing information, sympathy, systemic organizational learning, and effective organizational rhetoric. We recommend that crisis managers express sympathy toward publics as well as organizational learning that prevents a crisis from happening again.     

Economic experts or laypeople? How teachers and journalists judge trade and immigration policies

It is widely acknowledged that lay and expert perspectives on the economy widely diverge. In this context, teachers and journalists play a major role because they act as promoters for economic knowledge transfer through schools and media. This study analyzes how teachers and journalists judge economic policies and whether they are closer to an expert or a lay way of thinking. In four separate surveys, randomly chosen German adults (n = 190), economists (n = 80), social studies teachers (n = 97) and economic journalists (n = 90) were presented two policy proposals from the trade and immigration policy domain. Consistent with existing evidence, a large majority of the economists favored free trade and labor mobility and judged them as economically efficient and fair, while most of the laypeople hold contrary views. The answers from journalists and teachers generally lay in between economists and laypeople—with teachers being closer to laypeople and journalists tending more towards the economists. Interestingly however, teachers and journalists reverted to the same criteria for the judgment of economic policies as laypeople. All three groups based their judgments nearly exclusively on a policy proposal’s perceived fairness, while economists strongly focused on its economic efficiency.     

Social media and organizational visibility: A sample of Fortune 500 corporations

This study explores the factors that drive organizational social media visibility. Using a sample of Fortune 500 companies and influential non-profit organizations, findings reveal that mainstream media coverage significantly affects social media visibility whereas organizations’ social media use patterns have limited impact on overall organizational visibility. Implications for both the practice of public relations and further theorizing about social media studies are discussed.