Terms of engagement: Facebook and Twitter use among nonprofit human service organizations

This study uses Lovejoy and Saxton's (2012) hierarchy of engagement to analyze how nonprofit human service organizations use Facebook and Twitter to engage stakeholders. Their framework has not been applied to this nonprofit subgroup, and most previous scholarship on this topic focuses on just one platform. We also contribute by drawing on organizational theory to better understand variation in the modes of engagement organizations emphasize. Based on our analysis, we add new subcategories to the hierarchy of engagement. In addition, we find that compared to other nonprofit subgroups examined in previous research, the organizations in our sample placed a greater emphasis on using social media messages to ask stakeholders to take action. We report only modest variations in how organizations were using Facebook and Twitter. Finally, according to our results, resource dependence and stewardship theories help explain the modes of engagement organizations prioritize.     

Staking reputation on stakeholders: How does stakeholders’ Facebook engagement help or ruin a company’s reputation?

The majority of studies in public relations continue to examine organization-public relationships from only the organization’s perspective, with few studies focusing on the other side of the communication loop: stakeholders. The current study takes the stakeholders’ perspective to investigate the relationship between active stakeholders’ online behavior and corporate reputation. Modeling 5-year longitudinal social media data, a content analysis was conducted for Fortune 500 companies in the context of Facebook. By examining stakeholders’ Facebook engagement at the two levels of shallow engagement and profound engagement, significant associations were discovered. Active stakeholders’ Facebook-based interactions as leaving positive or negative comments with a company are significant predictors of the company’s reputation score. The findings bring new insights to existing literature and also practical implications to public relations professionals.     

Baoren Baoguo: Zhongguo Xinwenshi De Lingyizhong Dufa [To Serve the Nation: Journalists as Prisms of Chinese Press History] edited by CHIN-CHUAN LEE

Social networking sites (SNS) have become an important vehicle for corporate communication. However, there has been little research on how East Asian firms use international SNSs to communicate with global stakeholders. This study compares the communication strategies of Chinese and Japanese companies on Facebook and Twitter and analyzes the public responses and complaints on these corporate SNSs. The results revealed that in addition to the traditional strategies of corporate ability (CA) and corporate social responsibility (CSR), Chinese and Japanese firms adopted the human interest (HI) strategy. The results showed that the Chinese companies in the study sample had a stronger preference for the CSR and interactive strategies, and they responded faster to online complaints compared with the Japanese firms, which were more likely to adopt the strategy of transferring in handling complaints. Moreover, “inviting participation into events” and “seeking specific feedback” were two types of interactive messages that received the highest numbers of responses from the public on Facebook, whereas “promoting sales” showed the highest engagement on Twitter. This study is the first to compare the effectiveness of different corporate response strategies for specific complaint topics on social media. Thus, it contributes to the literature on stakeholder–company interactions.     

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.     

What do Stakeholders Like on Facebook? Examining Public Reactions to Nonprofit Organizations’ Informational,Promotional, and Community-Building Messages

Although public relations scholarship has often discussed the possibilities of dialogue and engagement using social media, research has not truly explored this dynamic. Instead, research on social media platforms has focused on measuring the content and structure of organizational profiles. This study seeks to enhance the field's discussion about social media engagement by determining what organizational content individual stakeholders prefer on Facebook in terms of liking, commenting, and sharing. A content analysis of 1,000 updates from organizations on the Nonprofit Times 100 list indicates that, based on what they comment on and like, individuals prefer dialogic, as well as certain forms of mobilizational, messages; however, they are more likely to share one-way informational messages with their own networks. These findings are interpreted using practical and theoretical implications for the practice of public relations.     

U.S. Fortune 500’s stakeholders engagement during the COVID-19 pandemic: Evidence for proactive approaches

In times of a national crisis such as COVID-19, it is important for organizations to show that they are good corporate citizens. At the same time, organizations should carefully select the type of messages that resonate with stakeholders so as to reduce stakeholder skepticism. This study examines how U.S. Fortune 500 companies discussed their COVID-19 pandemic CSR actions on Facebook over 15 months and how the public responded to such messages. We identified three CSR themes: internal stakeholder proactive CSR, external stakeholder proactive CSR, and external stakeholder accommodative CSR. When publics engaged, external stakeholder proactive CSR was significantly associated with better behavioral engagement outcomes, more positive emotional engagement outcomes, and less negative emotions. However, such effects are moderated by industry type. Our findings inform public relations theory and practice and suggest that in times of major crises, organizations should prioritize proactive approaches to engage external stakeholders while being mindful of specific institutional contexts.     

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.     

Sharing beyond Slacktivism: the effect of socially observable prosocial media sharing on subsequent offline helping behavior

New forms of youth social and political participation have been termed ‘Slacktivism’ – low-cost online forms of social engagement that decrease subsequent offline participation. Previous experimental work has provided support for a ‘Slacktivism effect,’ but it is unclear if this theoretical model applies to youth media sharing on social networking sites. This study uses a novel sharing simulation paradigm to test the effect of publicly vs. anonymously sharing a social cause video on subsequent willingness to engage in offline helping behavior. Results show that publicly (as compared to anonymously) sharing a selected video on one’s own Facebook wall led to a greater willingness to volunteer for an issue-related cause. Participants’ existing use of social media for engagement in social issues/causes moderated the effect, such that only participants low in use of social media for social engagement were susceptible to the sharing manipulation. Implications for reconceptualizing media sharing as a unique form of online participation beyond ‘Slacktivism’ are discussed.     

How public relations agencies in Greece respond to digital trends

The present study investigates the extent to which PR agencies in Greece incorporate new media platforms in their clients' campaigns. Moreover, PR consultants’ views about the benefits associated with social media usage in PR are also assessed. Based on a sample of 81 PR agencies, results indicate that integration of digital media in the clients’ communication campaigns is widespread. Popular online tactics used by Greek PR agencies are related to social media platforms (e.g., Facebook), websites and viral campaigns. Moreover, executives of the Greek PR firms have acknowledged the new roles of digital media in practicing public relations for their clients, conducting research and managing effectively corporate reputation.     

Operationalizing genuineness in CSR communication for public engagement on social media

Public relations professionals from global corporations have increasingly communicated corporate social responsibility (CSR) practices on social media to engage publics. Yet the link between CSR communication of global corporations, particularly with regard to the dimensions of genuineness exhibited in their communication and public engagement on social media is under-researched in China. This empirical study conceptualized and operationalized the dimensions of genuineness, which encompass providing information about different CSR themes, being responsive to publics, demonstrating empathy, and being consistent in what corporations say and do, and then investigated how global corporations engaged Chinese publics through genuine CSR communication on Sina Weibo. Enhanced public engagement outcomes of comments, likes, and shares were observed for the provision of information about the community involvement and development CSR theme alongside the use of empathy. This study informs public relations scholars and practitioners about the importance of providing information on the CSR theme of community involvement and demonstrating empathy to generate higher public engagement.     

#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.     

Revolution in the making? Social media effects across the globe

Social networking sites are popular tools to engage citizens in political campaigns, social movements, and civic life. However, are the effects of social media on civic and political participation revolutionary? How do these effects differ across political contexts? Using 133 cross-sectional studies with 631 estimated coefficients, I examine the relationship between social media use and engagement in civic and political life. The effects of social media use on participation are larger for political expression and smaller for informational uses, but the magnitude of these effects depends on political context. The effects of informational uses of social media on participation are smaller in countries like the United States, with a free and independent press. If there is a social media revolution, it relates to the expression of political views on social networking sites, where the average effect size is comparable to the effects of education on participation.     

Beyond liking or following: Understanding public engagement on social networking sites in China

Corporate pages on social networking sites (SNSs) have become the key platform where publics interact with companies and organizations around the world. Focusing on one of the most important world economies, China, this study explored the types of public engagement with corporate pages on leading Chinese SNSs as well as the motivations and antecedents that drive such engagement. Given the participatory and communal nature of SNSs, this study proposed a conceptual model incorporating social media dependency and several social relationship factors, including parasocial interaction, perceived source credibility, and community identification, that influenced Chinese publics’ engagement with companies on SNSs. We conducted a web survey with a random sample of 245 Chinese SNS users to test the proposed model. The results confirm that with the exception of perceived credibility, social media usage and relationship-oriented factors played a significant role in inducing public engagement in China.     

The use of Facebook for information seeking,decision support,and self-organization following a significant disaster

The wide-spread proliferation of the Internet has revolutionized the ways that individuals obtain, interpret, and respond to information in the aftermath of disaster. An F3 tornado that impacted the community of Goderich, Ontario, on 21 August 2011 provided the opportunity to examine how people utilized Facebook and Facebook groups to seek out information, self-organize, and provide support. This mixed-methods project was conducted in two phases. First, semi-structured interviews (n?=?35) were conducted with Goderich area residents on their experiences using social media after the tornado. Next, all of the publicly available posts and replies on the Goderich Ontario Tornado Victims and Support (GOTVS) Facebook group were gathered and analysed using computer-assisted content analysis. The results demonstrate that Facebook was a highly influential source of information and support, particularly in the immediate aftermath of the disaster. Although misinformation and gossip occurred, the tendency was for the group to self-moderate inaccurate information. Public engagement by local officials may further reduce misinformation and encourage public confidence. The results also show that GOTVS activity significantly declined after two weeks. This abrupt decrease in public attention suggests that the window for engagement by public officials is narrow. As such, officials should have a social media plan in place so that they may engage with the public during the critical response phase when their participation may yield the greatest benefit. Finally, this research underscores the potential for analysing Facebook content using computer-assisted content analysis, a method that may be of interest across the social sciences.     

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.     

‘Show me the money and the party!’ – variation in Facebook and Twitter adoption by politicians

Our study explores the adoption of Facebook and Twitter by candidates in the 2013 German Federal elections. Utilizing data from the German Longitudinal Election Study candidate survey fused with data gathered on the Twitter and Facebook use of candidates, we draw a clear distinction between Facebook and Twitter. We show that adoption of both channels is primarily driven by two factors: party and money. But the impact of each plays out differently for Facebook and Twitter. While the influence of money is homogenous for Facebook and Twitter with the more resources candidates have, the more likely they are to adopt, the effect is stronger for Facebook. Conversely, a party’s impact on adoption is heterogeneous across channels, a pattern we suggest is driven by the different audiences Facebook and Twitter attract. We also find candidates’ personality traits only correlate with Twitter adoption, but their impact is minimal. Our findings demonstrate that social media adoption by politicians is far from homogenous, and that there is a need to differentiate social media channels from one another when exploring motivations for their use.     

Social Media Newsrooms in public relations: A conceptual framework and corporate practices in three countries

The rise of social media in organizational settings has opened up new horizons for strategic communication. However, there are also drawbacks. Arguably the most important one is increased complexity. Many communication departments use a multitude of platforms ranging from corporate websites, campaign microsites and blogs to services like Facebook and Twitter to communicate with stakeholders. Social Media Newsrooms (SMNRs) have been introduced as instruments to reduce this complexity. The basic idea is straightforward: SMNRs aggregate social media content provided by the organization and/or thematic content about the organization and its key issues from several platforms in one place. Although SMNRs have been used in public relations practice around the world since the concept was first introduced in 2007, empirical evidence is still missing. This paper closes the research gap by (a) introducing SMNRs from a conceptual perspective based on a literature review, (b) exploring opportunities and challenges for strategic communication, (c) researching empirical manifestations and modes of usage by corporations in three major international markets (United States, United Kingdom, and Germany) based on a comprehensive content analysis of the 600 largest companies and 2045 affiliated brands and subsidiaries, and (d) explaining implications for the practice of public relations.     

Should business have ‘a sense of morality’?: Company director views on corporate engagement with socio-political issues

Increasingly, companies are expected to engage with, or be responsive to, their publics to achieve social acceptance or to be perceived as legitimate. The expectation manifests, in part, through beliefs that companies should engage with socio-political issues. This important component of public relations practice is examined through a qualitative analysis of interviews undertaken with 23 experienced Australian company directors. The empirical research identifies and explores a tension between the contemporary corporation as an amoral agent while also increasingly responsive to pressures introduced by external expectations, reflected in growing attention to the concept of social licence to operate. When resolving to engage with socio-political issues, directors were predominantly motivated by the company’s best interests and ‘good business’. This necessitated identifying issues relevant to key stakeholders and issues that tied to corporate purpose, identity or knowledge. However, some evidence is apparent of director willingness to engage with issues not directly related to core business or corporate purpose. This may reflect support for an enhanced social licence to operate or even in pursuit of wider societal legitimacy-building, pointing the way to potential future increases in corporate social engagement.     

The Security of Gambling and Gambling with Security: A Rejoinder

Social media has become an established tool to engage and maintain customer loyalty. However, its successful use involves a balance between promotion, public relations and corporate social responsibility. Nineteen individuals working in the Australian gambling industry were interviewed. The aim was to explore how gambling operators are using social media to engage with users and promote products, their considerations underpinning these actions, and the extent to which responsible gambling practices are included. All operators were active on social media and used these platforms to attempt to increase customer engagement and strengthen existing relationships. Gambling-related content was usually balanced against non-gambling content, or operators focused exclusively on non-gambling content. Sales goals or raising revenue were not direct aims of social media use. Operators sought to use social media as an indirect way to maintain their customer base and attract new customers via favourable ratings and information transfer. Few operators provided specific responsible gambling messages, despite being mindful of the dangers of targeting vulnerable populations, specifically young people and problem gamblers. This study is unique as it provides an in-depth first-hand account of how gambling operators are using social media.     

What constitutes great IDEA? An examination of corporate diversity communication on facebook and external and internal stakeholder reactions

This study conducted a quantitative content analysis to examine corporate Inclusivity, Diversity, Equity, and Accessibility (IDEA) communication (n = 1216) from 48 corporations on Facebook through the lens of dimensionality, stakeholders, drivers (legitimation), and level of investment. Findings indicated that most of the IDEA communication on Facebook focused on gender and racial/ethnicity diversity, employee, and community stakeholders. The IDEA communication was almost equally value- and performance-driven and reflected external promotion level of investment. External stakeholders engaged more with performance-driven and external promotion IDEA communication. The volume of IDEA posts reflected corporate internal diversity practice and was positively related with Glassdoor ratings of the corporation by African American, Middle Eastern, and LGBTQ+ employees.