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.     

The more attacks,the more retweets: Trump’s and Clinton’s agenda setting on Twitter

The present study aims to contribute to the agenda setting theory and political campaign literature by examining candidates’ tweets and their effects on voter reactions in the context of the 2016 U.S. presidential election. Content analysis of Donald Trump’s and Hillary Clinton’s 3-month tweets (N = 1575) revealed that half of their tweets were attacks, and those attacks were effective in attracting favorites and retweets for both candidates. Their tweets reflected their issue agendas highlighted on campaign websites, and they mainly emphasized issues owned by their parties in both venues. Some of the issues Trump stressed in his tweets (i.e., media bias and Clinton’s alleged dishonesty) drew significantly more favorites and retweets, suggesting public agenda setting possibilities through Twitter. None of the issues Clinton emphasized were significant predictors of favorites and retweets. However, visual elements such as pictures and videos were effective in bringing voter reactions for Clinton. While Clinton sent twice as many tweets as Trump did during the three months, Trump’s tweet received in average three times as many favorites and retweets as Clinton’s. Overall, the results show that Trump was more successful than Clinton in drawing public attention to preferred issues through Twitter.     

‘Social media logic’ meets professional norms: Twitter hashtags usage by journalists and politicians

Social media is characterized by a set of principles defined as ‘social media logic’ [van Dijck, J., & Poell, T. (2013). Understanding social media logic. Media and Communication, 1, 2–14. doi:10.12924/mac2013.01010002], derived from the theory of ‘media logic’ developed in the era of mass media [Altheide, D. L., & Snow, R. P. (1979). Media logic. London: Sage.]. This article explores how ‘social media logic’ impacts on two interconnected but yet distinct professions, journalism and politics, by analysing one of the key principles of social media logics, namely ‘connectivity’, an advanced strategy of algorithmically connecting users to content and other users in social media [van Dijck, J., & Poell, T. (2013). Understanding social media logic. Media and Communication, 1, 2–14. doi:10.12924/mac2013.01010002]. The operationalization of connectedness in this study is the Twitter hashtag, as it is the most common feature for users to connect and relate to within a larger networked discourse [Bruns, A., & Burgess, J. (2015). Twitter hashtags from ad hoc to calculated publics. In N. Rambukkana (Ed.), Hashtag publics: The power and politics of discursive networks (pp. 13–27). New York, NY: Peter Lang.]. The empirical material consists of tweets posted by 10 Norwegian politicians and 10 journalists, selected on their level of activity on Twitter. The tweets are analysed with the emphasis on the frequency and content of the hashtags, and the methodological design is comparative between the journalists and the politicians. A key finding is that there are significant differences between how journalists and politicians use hashtags, but that they both use mass media hashtags to reach outside their follower networks. Consequently, this demonstrates that journalists’ and politicians’ use of social media is closely connected to their professional norms, and that the ‘social media logic’ is still related to the ‘media logic’ of mainstream and broadcast media.     

Public diplomacy networks: China’s public diplomacy communication practices in twitter during Two Sessions

This study illustrates the Two Sessions and proposes the concept of public diplomacy network to investigate the effect of China’s public diplomacy communication on Twitter. Twitter data comprising 14,874 tweets and 7773 users was collected during March 5 to March 20 in 2018, the combination of social network analysis and content analysis were employed from a holistic, relational and networked approach. The results present public diplomacy networks’ structural characteristics, key participants’ networking patterns, communication strategies, issue participation, and homophily effect that participants who take the same attitude towards China (negative & neutral or positive) are clustered in each group. In conclusion, although China’s state-owed media takes the lead in public diplomacy communication, foreign practitioners dominate the NGOs, researchers, correspondents, and generally take negative attitude towards China. China’s media outlets underperform in allying closely, and China is entrenched in traditional one-way monologue. The theoretical, methodological and practical implications are addressed.     

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.     

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.     

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.     

How journalists engage in branding on Twitter: individual,organizational, and institutional levels

In a social media age, branding is an increasingly visible aspect of identity construction online. For media professionals generally and journalists especially, branding on spaces such as Twitter reveals the complicated set of forces confronting such public-facing actors as they navigate tensions between personal disclosure for authenticity and professional decorum for credibility, and between establishing one’s own distinctiveness and promoting one’s employer or other stakeholders. While studies have begun to reveal what journalists say about branding, they have yet to provide a broad profile of what they do. This study takes up that challenge through a content analysis of the Twitter profiles and tweets of a representative sample of 384 U.S. journalists. We focus on the extent of branding practices; the levels at which such branding occurs, whether to promote one’s self (individual), one’s news organization (organizational), or the journalism profession at large (institutional); and how other social media practices may be related to forms of journalistic branding. Results suggest that branding is now widely common among journalists on Twitter; that branding occurs at all three levels but primarily at the individual and organizational levels, with organizational branding taking priority; and that time on Twitter is connected with more personal information being shared.     

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.     

Live audience responses to live televised election debates: time series analysis of issue salience and party salience on audience behavior

Televised political debates are the platforms for party leaders to outline their party's political programs and to attack those of their political opponents. At the same time journalists who moderate the debates are testing the party leaders’ ability to clearly outline and defend their programs. Television audiences of election debates evaluate these party leaders and political parties based on their television performances. Prior to the social media era, viewers’ evaluations were collected through phone surveys or web questionnaires. Nowadays viewers share their opinions in real-time on social media. Particularly Twitter is used in the Netherlands as the platform to share these opinions. In this study tweets produced by the audiences of five different televised debates that took place during the campaign for the Dutch 2012 parliamentary elections are analyzed in terms of tweeting about politicians and parties as well as political issues, as well as the content of the debates. This allowed us, using time series analysis, to test the relation between issue salience in debates and issue salience of the audience on Twitter. The issues of ‘Employment and income’ and ‘Europe’ were the most tweeted about, roughly aligning with the attention these issues received in televised debates. Findings further show there are consistent audience reactions to issues discussed in the debates: issues of ‘Housing’, ‘Care for the needy', and ‘Europe’ showing the strongest effects. However, candidates and parties are not explicitly associated by people active on Twitter when certain political issues are being debated on TV.     

Dialogic communication in 140 characters or less: How Fortune 500 companies engage stakeholders using Twitter

The current study extends the investigation of online relationship building by examining how Fortune 500 companies use the popular social network site Twitter to facilitate dialogic communication with stakeholders. A content analysis of a random sample of the Twitter profiles maintained by Fortune 500 companies (n = 93) and individual tweets posted on those profiles (n = 930) examined the use of dialogic features within the Twitter profiles as well as the individual tweets. Results indicated that organizations that have a dialogic orientation to Twitter use (61%) employed the principle of conservation of visitors to a greater degree and generation of return visits to a lesser degree than organizations with a non-dialogic orientation to Twitter (39%).     

‘This is a stage’: A study of public relations practitioners’ imagined online audiences

Public relations (PR) practitioners are among those cultural intermediaries who privilege symbols, products, and communication rituals in society. Through interviews (n = 26) and analysis of practitioners’ Twitter accounts, this study considers how members of this field identify their personal social networking site audiences and how these behaviors are implicated in the performance of their online identity. Findings indicate practitioners feel pressure to use personal social media in accordance with field-constrained norms and that an “occupational publicness” pressure requires them to be visible online outside of the workplace. The persistent specter of public criticism from audiences and the prioritizing of organizational interests above their own self-expression limits performances of PR practitioners’ authentic selves online.     

Dealing with the COVID-19 crisis: Theoretical application of social media analytics in government crisis management

Little theory-grounded research addresses how to use social media strategically in government public relations through machine learning. To fill this gap, we propose a way to optimize social media analytics to manage issues and crises by using the framework of attribution theory to analyze 360,861 tweets. In particular, we examined the attribution of crisis responsibility related to the spread of COVID-19 and its relations to the negative emotions of U.S. citizens on Twitter for six months (from January 20 to June 30, 2020). The results of this study showed that social media analytics is a valid tool to monitor how the spread of COVID-19 evolved from an issue to a crisis for the Trump administration. In addition, the federal government’s lack of response and inability to handle the outbreak led to citizens’ engagement and amplification of negative tweets that blamed the Trump White House. Theoretical and practical implications of the results are discussed.     

Twitter and video activism as tools for counter-surveillance: the case of social protests in Spain

From a communication perspective, social movements of international significance such as the Arab Spring, Toronto G20, Spanish 15M or Occupy Wall Street have been characterized by the use of mobile communication and social media as tools for video activism and counter-surveillance against the abuse of power committed by the state forces. A representative case of this reality, which reached a high coverage and support in social media environment, can be found in the riots that took place in the Gamonal neighbourhood (Burgos, Spain) in January 2014. In this regard, this article focuses on the denunciation of police violence through video activism by Twitter users during the demonstrations across the country, applying a quantitative–qualitative mixed methodology. First, by means of a content analysis, a sample of 784 tweets linked to videos is analysed in order to identify the main topics and functions of the shared content. Second, a textual analysis of those linked videos of a violent nature recorded by witnesses in order to document police interventions is carried out. The prominent use of Twitter for distributing videos to denounce police violence stands out among the main findings, underlining the audiovisual exposure and ‘secondary visibility’ of the police officers. The results obtained also reinforce the idea of citizen empowerment through the development of an alternative form of journalism, as a practice to criticize the mainstream media coverage of the protests. Additionally, this article sheds light on the open debate about the relevance of social media to encourage citizen involvement in a face-to-face interaction.     

Analyzing public sentiments online: combining human- and computer-based content analysis

Recent technological developments have created novel opportunities for analyzing and identifying patterns in large volumes of digital content. However, many content analysis tools require researchers to choose between the validity of human-based coding and the ability to analyze large volumes of content through computer-based techniques. This study argues for the use of supervised content analysis tools that capitalize on the strengths of human- and computer-based coding for assessing opinion expression. We begin by outlining the key methodological issues surrounding content analysis as performed by human coders and existing computational algorithms. After reviewing the most popular analytic approaches, we introduce an alternative, hybrid method that is aimed at improving reliability, validity, and efficiency when analyzing social media content. To demonstrate the usefulness of this method, we track nuclear energy- and nanotechnology-related opinion expression on Twitter surrounding the Fukushima Daiichi accident to examine the extent to which the volume and tone of tweets shift in directions consistent with the expected external influence of the event. Our analysis revealed substantial shifts in both the volume and tone of nuclear power-related tweets that were consistent with our expectations following the disaster event. Conversely, there was decidedly more stability in the volume and tone of tweets for our comparison issue. These analyses provide an empirical demonstration of how the presented hybrid method can analyze defined communication sentiment and topics from large-scale social media data sets. The implications for communication scholars are discussed.     

Mapping networks in corporate social responsibility communication on social media: A new approach to exploring the influence of communication tactics on public responses

Grounded in the networked stakeholder management theory and two-way communication, this study provides a snapshot of networks between companies and publics on Twitter in the context of corporate social responsibility (CSR) communication. Results showed that CSR communication activities (i.e., informing, retweeting, and mentioning) empowered a corporation through centralizing its network position and gaining public support (i.e., emotional, influencer, and knowledge support). In addition, degree centrality mediated the relationship between corporate retweets and stakeholder support and between corporate response and stakeholder support.     

An Exploratory Study of Gambling Operators’ Use of Social Media and the Latent Messages Conveyed

Advertisements for gambling products have historically been restricted due to their potential to normalize gambling and contribute to excessive gambling behaviours among vulnerable populations. However, social media enables gambling operators to promote products and brands with fewer constraints than in traditional forms of media. This study investigated how social media is used by gambling operators to promote gambling activities including an analysis of the latent messages that are conveyed. A representative sample of major land-based and online gambling venues and operators, including casinos, clubs, hotels, lottery and wagering operators (n = 101), was obtained. Websites and social media profiles of gambling operators were audited to investigate the types of social media used, content of promotions, and prevalence of responsible gambling messaging. The results showed that Facebook and Twitter were the dominant platforms used, most commonly by casinos and online wagering operators. A key finding was that online gambling operators included gambling content in conjunction with related news and events, as well as unrelated content, as way of normalizing gambling within a broader social context. Unlike land-based gambling promotions, responsible gambling information tended not to feature in operators’ posts and profiles. The key messages propagated in social media gambling promotions were positively framed, and tended to encourage gambling using a range of cross-promotional tactics to emphasize the winning aspect of gambling. The implications of freely accessible and pervasive gambling promotions via social media are discussed with respect to the general community as well as vulnerable populations.     

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.     

Twitter publics: how online political communities signaled electoral outcomes in the 2010 US house election

Online social networks are an important setting for understanding the intersection of online communities and offline political processes. This paper analyzes the different ways that people discuss elections on Twitter. Using data from a random sample totaling 113,985 tweets and 30,995 users, we examine the differences between users who employ various strategies to talk about US 2010 Congressional candidates. We show that users who simply include the text of a candidate's name in a message exhibit different behaviors than those who use platform-specific mechanisms. Users who employ free-text tend to have younger accounts, are less likely to be ‘verified’, and generate fewer messages about candidates. Furthermore, candidates’ share of the free-text Twitter public has a larger correlation with their vote tallies than @mentions or hashtags. This research has methodological implications for studying the dynamics between online discourse and offline behavior. Overall, our findings support the view that forms of communication that are more accessible are more indicative of broader social trends.     

The first lady of social media: The visual rhetoric of Michelle Obama’s Twitter images

While American first ladies have long used media to craft their image, Michelle Obama is the first contemporary first lady to use social media to promote her public persona. We use the lens of symbolic convergence theory to explore the fantasy themes incumbent in images shared through Michelle Obama’s Twitter account. Since first ladies have long been perceived as representing the American “everywoman,” understanding the fantasies built into the social media image of the first lady extends knowledge about the perception of American women more broadly. Our findings indicate that Michelle Obama’s Twitter images are strategic in that they reflect the visual themes that the media traditionally use in their coverage of first ladies. Specifically, Michelle Obama’s social media messaging portrays her as an activist mother—who espouses noncontroversial causes such as education and children’s health—and a nonpartisan figure with deep familial ties.