Making friends and communicating on Facebook: Implications for the access to social capital

In this paper, we explore the dynamics of access to social capital on Facebook. Existing approaches to network-based social capital measures are adapted to the case of Facebook and applied to the friendship and communication data of 438,851 users. These measures are correlated to user data in order to identify advantageous behavior for optimizing the possible access to social capital. We find that the access to social capital on Facebook is primarily based on a reasonable amount of active communication. Exaggerated friending and posting behavior can deteriorate the access to social capital. Furthermore, we investigate which kinds of posts are most advantageous as well as questions of homophily based on social capital.     

Functional and emotional traits of corporate social media message strategies: Behavioral insights from S&P 500 Facebook data

Drawing from literature regarding public engagement, the Elaboration Likelihood Model (ELM), computer-mediated communication research, and emotion psychology, this study examines the effects of companies’ social media communication strategies on public engagement behaviors as indexed by post likes, shares, and comments. Specifically, it investigates how corporate Facebook posts’ functional traits (functional interactivity and vividness) and emotional traits (emotion presence, valence, and strength) impact public engagement online. Through data mining and computer-assisted sentiment analysis of 33,379 posts from 106 Standard & Poor 500 companies’ Facebook accounts, this study finds a negative effect of functional interactivity but a positive effect of vividness on engagement. It also shows that emotional traits overall yield stronger public engagement outcomes. Two-way interactions between emotional and functional features are also detected. Theoretical and practical implications are discussed.     

Corporate Associations Written on the Wall: Publics’ Responses to Fortune 500 Ability and Social Responsibility Facebook Posts

This is a quantitative content analysis of Fortune 500 companies’ Facebook profiles, wall posts, and wall comments. It confirms that a 3-part typology of message strategies—corporate ability (CA), corporate social responsibility (CSR), and hybrid—exists in corporate online social networking communication. As predicted, when corporations used CA strategies in wall posts, publics’ wall comments demonstrated greater CA associations and product evaluations than CSR associations and company evaluations. Likewise, when corporations used CSR strategies, publics showed greater CSR associations than CA associations. These corporate messages and publics’ responses in the real-world digital market support the synergistic model of corporate communication strategy.     

Managing relationships on Facebook: A long-term analysis of leading companies in Germany

The purpose of this study is to investigate how companies manage relationships with publics on social media. Based on the concepts of functional and contingency interactivity, the study examines the long-term implementation of three interactive strategies derived from research on organization-public relationships: dialogic communication, transparent communication, and informal communication. The study sheds further light on relational outputs and outcomes. The results of content analyses of leading German companies’ Facebook pages in 2012, 2015, and 2018 indicate the growing importance of dialogic communication and informal communication. There is a constant relation between dialogic communication and the extent of user interaction, with the analysis suggesting that dialogic communication is used to manage critical user comments. Hence, the long-term study contributes to a deeper understanding of professionalization in corporate social media communication. It provides evidence for PR scholars and professionals that there are effective features on Facebook for managing sustainable relationships.     

#IAmNotAfraidToSayIt: stories of sexual violence as everyday political speech on Facebook

ABSTRACT

The debate about the power and influence of networked publics often focuses on large-scale political events, activist campaigns and protest activity – the more visible forms of political engagement. On the other hand, digitally mediated activism is often questioned and sometimes derided as a lesser form of dissent, as it is easier to engage in, highly affective, and offers few assurances of sustainability of the change it calls for. But what about everyday political speech online, where social media platforms can contribute to a personalisation of politics? Can social media users express their views online and make a difference? This paper analyses around 3500 Facebook posts stemming from the #ЯНеБоюсьСказати (Ukrainian for #IAmNotAfraidToSayIt) online campaign that was started in the Ukrainian segment of Facebook in July 2016 by a local activist to raise awareness of how widespread sexual violence and sexual harassment are in the Ukrainian society. The paper argues that networked conversations about everyday rights and affective stories about shared experiences of injustice, underpinned by the affordances of social media platforms for sharing and discussing information and participating in everyday politics, can emerge as viable forms of networked feminist activism and can have real impact on the discursive status quo of an issue, both in the digital sphere and beyond it.     

Good girls don't comment on politics? Gendered character of online political participation in the Czech Republic

The article aims to contribute to the still relatively unexplored area of the relationship between gender and online political participation. Using two complementary methods – a representative, post-election survey of the adult Czech population and a content analysis of communication on the selected Czech political parties’ Facebook profiles during the campaign for the 2013 Parliamentary Elections – we attempt to challenge some established assumptions regarding the allegedly equalizing effect of the Internet and social media on participatory behaviour of men and women. While survey data discovered subtle yet statistically significant differences between men and women in some online expressive activities on Facebook, mainly commenting on other users’ statuses, content analysis further revealed that there are not only notable gender gaps among the Facebook users who commented on the campaign, but also differences in the tone of communication produced by the respective gender groups, with men posting more negative comments addressed to parties as well as to other Facebook users. We suggest that these results question the prevailing perception about the narrowing of the ‘gender gap’ in the online environment and call for a more nuanced methodological approach to different forms of online political expression.     

How controversial businesses communicate CSR on Facebook: Insights from the Canadian cannabis industry

This study advances our current understanding of corporate social responsibility (CSR) communication in a controversial industry by analyzing CSR-related Facebook posts from seven Canadian public cannabis companies. Our findings indicated that these companies’ CSR communication on Facebook was mostly instrumentalist, lacked transparency, and used effective multimedia characteristics. In addition, associations between communication strategies and public engagement on social media (e.g., # of likes, comments, and shares) revealed both opportunities and ethical concerns regarding CSR communication in controversial businesses.     

‘Your momma is day-glow white’: questioning the politics of racial identity,loyalty and obligation

This article utilizes discourse analysis and an auto-ethnographic approach to explore the impact of US racial and ethnic categorization on the experiences of an individual marked as ‘mixed-race’ in terms of individual identity and familial/cultural group loyalty and obligation(s). This essay focuses on an incidence of public policing through the popular social networking platform Facebook, centring on the invocation of racial obligation by white friends and family members. I analyse how racial loyalty is articulated by friends and family members in their posts on my personal Facebook page and how this ‘loyalty’ is used as means of regulating my mixed-race identity performance. This essay aims to understand several things, namely how identity is mediated through the invocation of racial obligation and how tension around identity plays out in the multiracial family.     

The rise and fall of collective identity in networked movements: communication protocols,Facebook, and the anti-Berlusconi protest

This paper explores the impact of communication protocols on the development of collective identity in networked movements. It focuses primarily on how communication protocols change patterns of interactions and power relationships among the constituents of social movements. The paper suggests that the communication protocols of commercial social networking media lead to organizational centralization and fragmentation in social movements by eroding one of the preconditions of collective identity, namely solidarity. The empirical material presented is part of a PhD dissertation on a political protest movement and their use of Facebook as a core communication and organizational platform. The data gathering is multi-methodological and relies on both qualitative and quantitative data collection techniques in the form of a historical analysis of interaction patterns, and a content analysis of online conversations among activists.     

The role of social media on positive youth development: An analysis of 4-H Facebook page and 4-H'ers' positive development

With the hope of raising children to become responsible and active citizens with upstanding values, many youth-related organizations have focused their efforts on providing quality opportunities to encourage early participation in civic engagements. Many organizations actively engage in social media to fulfill their goals most effectively. Social media offer the potential to promote those opportunities, communicate with youth, and eventually facilitate positive youth development. Considering the importance of social media among youth, it is critical to understand how to use it as a tool to foster youth development. Therefore, utilizing the positive youth development (PYD) framework, this study examines the role of Facebook communications in developing six traits—competence, confidence, connection, character, compassion, and contribution—and their effects on youth civic engagement by analyzing a 4-H club case. Mixed methods are used to conduct a two-step study. The first step analyzes communication patterns of the national 4-H Facebook page through content analysis of posts from 2009 to early 2015. For the second step, seven in-depth interviews were conducted with recent 4-H alumni, who used the official 4-H Facebook page during their period of membership. The findings emphasized the critical role of social media in fostering positive development of youth and future civic engagement, and practical implications are discussed.     

Women behaving badly: negative posts on Facebook memorial pages

This study explores negative posts in Facebook pages dedicated to dead subjects. As with places for mourning in offline environments, memorial pages in Facebook appear to exude a sacred character as objects to both celebrate the life of the deceased and grieve their departure with others. Through a two-step content analysis of an initial sample of 600 pages containing the ‘R.I.P.’ acronym in their title, we found, however, a number of posts violating conventional expectations of respect for these mourning spaces. Negative posts in memorial pages take the form of flames (i.e., insults directed at the subject of the page, its administrator, or other visitors), venting (e.g., violent language against the victimizers of the subject of a memorial page), or ‘spam’ (i.e., advertisement and content not related to the subject and purpose of the page). Moreover, while results show that most memorial pages in Facebook are created and maintained by women (even thought the subject in the majority of those pages are young males who died an untimely death), they also reveal that women post the majority of negative posts in those pages as well. In other words, whereas women seem to perpetuate traditional offline roles in connection to mourning and grieving rituals, in the online world, they are also the first ones challenging the socially sanctioned sacral attributes of those practices in social networking sites.     

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.     

Mapping social dynamics on Facebook: The Brexit debate

Nowadays users get informed and shape their opinion through social media. However, the disintermediated access to contents does not guarantee quality of information. Selective exposure and confirmation bias, indeed, have been shown to play a pivotal role in content consumption and information spreading. Users tend to select information adhering (and reinforcing) their worldview and to ignore dissenting information. This pattern elicits the formation of polarized groups – i.e., echo chambers – where the interaction with like-minded people might even reinforce polarization. In this work we address news consumption around Brexit in UK on Facebook. In particular, we perform a massive analysis on more than 1 million users interacting with Brexit related posts from the main news providers between January and July 2016. We show that consumption patterns elicit the emergence of two distinct communities of news outlets. Furthermore, to better characterize inner group dynamics, we introduce a new technique which combines automatic topic extraction and sentiment analysis. We compare how the same topics are presented on posts and the related emotional response on comments finding significant differences in both echo chambers and that polarization influences the perception of topics. Our results provide important insights about the determinants of polarization and evolution of core narratives on online debating.     

Factors affecting social presence and word-of-mouth in corporate social responsibility communication: Tone of voice,message framing,and online medium type

To understand how tone of voice, message framing, and type of online media affect public perceptions and reactions to an organization in the context of corporate social responsibility (CSR) communication, this study conducted a 2 (tone of voice: human voice vs. organizational voice) x 2 (message framing: gain-focused vs. loss-focused) x 2 (online media: Facebook vs. organizational blog) online experiment (N?=?394). Conversational human voice and gain-focused framing significantly influence the social presence of the organization and publics’ positive word-of-mouth intention. Publics’ intention to generate positive word-of-mouth was highest when the organization used conversational human voice with gain-focused message and conveyed the message on its Facebook page.     

MASTERING THE ART OF SOCIAL MEDIA

Online communication has become a central part in the communication repertoires of political actors in Western mass democracies. In Switzerland, where broadband, internet use, and media literacy are amongst the highest in the world, all major political parties run their own website and are active on social media. This article seeks to show how Swiss political parties deal with social media, how they implement it and how they use social media. The study builds on empirical data from a structural analysis of party websites, the official Facebook sites, and Twitter feeds. These social media sites were analysed for their resonance, update frequency, and thematic clusters focusing on information, mobilization, and participation. A weekly assessment of the user numbers illustrates the development of user resonance throughout the 2011 election year. While political parties claim to appreciate the dialogue and mobilization potentials of social media, they mainly use social media as an additional channel to spread information and electoral propaganda. The overall resonance is still on a very low level. The data seem to sustain the normalization hypothesis, as larger parties with more resources and voters are better able to generate effective communication and to mobilize online than small and marginal parties.     

#BlackIsBeautiful: the radical politics of black hair

Black Lives Matter 5280 (BLM5280) posts an image on its Facebook page each morning with the caption ‘Good morning #Beautiful people. #BlackIsBeautiful.’ The images in this series often depict Black people in ways that challenge heteronormative conceptions of family and white beauty standards. Through feminist visual culture and digital ethnography, I show how BLM5280’s photo series leverages the radical legacy of Black hair to claim symbolic and political power. I discuss my work as an allied filmmaker with the group, and examine BLM5280’s online practices in relation to its local organising. Although curating images on social media may not, in itself, bring about social change, this cultural practice plays an important role in shaping perceptions of Blackness, amplifying the voices and agency of underrepresented people, and strengthening the social and emotional well-being of BLM5280’s online and offline communities.     

Revisiting social-mediated crisis communication model: The Lancôme regenerative crisis after the Hong Kong Umbrella Movement

The widespread use of social media has stimulated the number of crises on a global scale and given rise to regenerative crises which involve multiple crisis stages and publics. Using the Social-Mediated Crisis Communication model and the regenerative crisis model, this study explores a real-life organizational crisis related to Lancôme Hong Kong, which was driven by the socio-political environment after the Umbrella Movement. It aims to examine the engagement strategies by different publics, and also the influence of information forms and sources on the trends of emotion among social media publics. Results also provided an empirical evaluation of the regenerative crisis model driven by a socio-political environment. An online content analysis of selected 10% sample with an online data acquisition and analysis tool (3902 Facebook posts and comments, 1178 forum posts and comments, and 244 online news articles) revealed the interlocking connection among the involved publics along with the social-mediated regenerative crisis life cycle. Followers’ emotional responses were not only attached to Lancôme, but also to third parties as information sources. Four subcategories of influential social media creators were identified. Refinement on the Social-Mediated Crisis Communication model and practical implications are suggested.     

Go viral on the Facebook! Interactions between candidates and followers on Facebook during the Hungarian general election campaign of 2014

The study addresses the question of what type of political content can trigger reactions from electoral candidates’ followers on Facebook. Citizens’ reactivity is increasingly important in contemporary political communication. The politicians’ posts can reach the wider public through the citizens’ public reactions. While we have extended knowledge about mass media reactivity, citizens’ political reactivity on social media is highly underexplored. This study is intended to fill this gap by examining what type of political content can trigger reaction from followers on politicians’ Facebook pages. The data contain 7048 Facebook posts by 183 single-member district candidates posted during the Hungarian general election campaign in 2014. The unit of analysis is the individual Facebook post, and the dependent variables are the numbers of likes, comments, and shares. The independent variables are the structural (text, picture, video, etc.) and substantial (content, emotional tone, etc.) characteristics of each post, after controlling for, inter alia, a general follower-activity score on politicians’ Facebook pages. Results showed that citizens are highly reactive to negative emotion-filled, text-using, personal, and activity-demanding posts. Virality is especially facilitated by memes, videos, negative contents and mobilizing posts, and posts containing a call for sharing.     

Online political public relations as a place-based relational practice: A cultural discourse perspective

This study introduces the theoretical and methodological approach of Carbaugh’s (2007) cultural discourse analysis (CuDA) to advance the research agenda on political public relations. I discuss how CuDA, as an extension of the ethnography of communication (EoC), provides clues to unexpected success in an election campaigning. Using the 2016 Hong Kong lawmakers’ election as an empirical example, the most discussed Facebook posts of an election candidate, and 6800 online comments from the public are studied. I identify the socio-cultural meanings that are used and can be used to engage public-to-public election canvassing. This study shows that the prominent discursive hubs of dwelling and relation organize networked publics to canvass. Responding to the socio-cultural turn of the literature, this study grounds the theorization of political public relations in practice. The evaluation of different approaches to discourse also moves the field forward methodologically.     

Online Social Interactions Predict Academic and Emotional Adjustment in the Transition to University

We investigated the developmental implications of online social interactions among 590 youth transitioning to university. We observed friends’ posts on participants’ Facebook pages, and considered attributes of friends’ posts used to indicate positive and negative relationship quality in face‐to‐face interactions. After statistical control of beginning‐of‐year functioning and participants’ Facebook content, Facebook friends’ deviant content posts (swearing; illegal/sexualized activities) predicted participants’ lower grade point average, Facebook friends’ posts indicating connection to participants predicted participants’ lower psychopathology, and Facebook friends’ verbal aggression posts predicted participants’ lower institutional attachment, by the end of the year. Negative effects of friends’ posts were strongest for participants who were disliked by peers face to face. The online context may uniquely influence youth adjustment in conjunction with face‐to‐face relationships.