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.     

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%).     

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.     

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.     

The effects of organizational Twitter interactivity on organization–public relationships

Social media sites such as Twitter provide organizations with the ability to interact directly with publics. Previous research has suggested that web-based relationship building is dependent on the level of organizational interactivity with web technology, or how the organization uses the technology to engage with its publics. This study tested if levels of organizational Twitter interactivity affected the quality of organization–public relationships. Findings suggest that an organization's level of Twitter interactivity influences relationship quality.     

BETWEEN BROADCASTING POLITICAL MESSAGES AND INTERACTING WITH VOTERS

Politicians across Western democracies are increasingly adopting and experimenting with Twitter, particularly during election time. The purpose of this article is to investigate how candidates are using it during an election campaign. The aim is to create a typology of the various ways in which candidates behaved on Twitter. Our research, which included a content analysis of tweets (n?=?26,282) from all twittering Conservative, Labour and Liberal Democrat candidates (n?=?416) during the 2010 UK General Election campaign, focused on four aspects of tweets: type, interaction, function and topic. By examining candidates' twittering behaviour, the authors show that British politicians mainly used Twitter as a unidirectional form of communication. However, there were a group of candidates who used it to interact with voters by, for example, mobilizing, helping and consulting them, thus tapping into the potential Twitter offers for facilitating a closer relationship with citizens.     

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.     

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.     

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.     

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.     

THIS PROTEST WILL BE TWEETED

This article examines the use of Twitter at protests surrounding the G20 meetings held in Pittsburgh, PA in September 2009. Based on work on information communication technologies and protest, and on more recent work on Twitter usage at protests, we develop several hypotheses about the content of tweets during protests. Most significantly, we argue that Twitter is a widely available mobile social networking tool that can be used to reduce information asymmetries between protesters and police. Examining the content of 30,296 tweets over a nine-day period, we find that protesters frequently used Twitter to share information, including information about protest locations, as well as the location and actions of police, which is information that was formerly monopolized by the police. Twitter use may be creating a new dynamic in protester and police interaction toward information symmetries. We conclude by identifying implications for policing practices and for protesters.     

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 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.     

Twitter and climate change

Twitter provides a useful tool for studying public conversations about climate change, an issue that crosses international boundaries and stirs political and scientific debate. This review presents what is currently known about the way climate change is discussed on Twitter, acknowledging advantages and limitations and suggesting future areas for study. As an accessible platform, Twitter allows public expression of opinions on climate change and provides data on how these fluctuate over different times and places. Moving forward, studies assessing climate views can be improved by better linking them to demographic and other data indicating the population that Twitter users represent. The open‐ended content of tweets provides additional information, such as which topics are associated with climate change and which terms are used to discuss it. Future studies can build on these results to capture a wider range of climate‐related discussion. Finally, researchers are using Twitter to understand who initiates and participates in climate change dialog and how, by categorizing users as different actors—such as politicians, celebrities, NGOs, or the general public. Future research could consider how effective these efforts are, and how Twitter activity translates to offline outcomes.     

The Twitter games: media education,popular culture and multiscreen viewing in virtual concourses

Interactive media and virtual environments give rise to transmedia and multiscreen viewing in a new popular and participatory culture. This in turn requires a new type of critical, reflective media education. This article reviews expert opinions on the educational potential of The Hunger Games (THG) and the use of Twitter during the viewing of films by young audiences. The study has the twofold goal of analysing whether the tweets include the topics of ideology and values mentioned in the selected articles and whether the conversations help build knowledge of the subjects that, according to the experts, are discussed in the literary trilogy. The method, based on discourse analysis, is twofold as well, comprising, on one hand, the discussion of 61 selected academic papers on THG and, on the other, 6000 tweets posted by youngsters while watching the films in the trilogy shown on TV. The tweets were analysed using the ‘coding and counting’ technique in computer-mediated discourse analysis. The results show a great chasm between academic or educational perspectives and what youngsters see in the films. Twitter interactions show that the virtual environments where these interactions take place are mere virtual concourses rather than affinity or learning spaces. This draws attention to the need for a new type of media education which not only includes the popular culture in formal education environments, but also uses the virtual concourses where youngsters gather around media products to transform mere coexistence into convergence of interests based on the meaning of these products.     

What’s not to Like?: A Qualitative Study of Young Women Politicians’ Self-Framing on Twitter

ABSTRACT

Twitter provides women politicians with a platform for practising political public relations and the opportunity to circumvent traditional barriers to their visibility. To explore how young women use Twitter to frame themselves during election campaigns, this study undertook a thematic analysis of tweets sent by politicians Nikki Kaye and Jacinda Ardern during New Zealand’s 2014 general election campaign. A likability frame dominated their messaging, supported by subsidiary frames of the busy local MP and the relational politician. Choices of interpersonal and intimized situations showcased these attributes. Although the messaging was arguably effective, there are longer-term consequences for women with respect to the likability/competence double bind. Further and systematic incorporation of gender into the field of political public relations would strengthen this emerging discipline and add value to existing research around women’s electoral viability.     

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.     

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.