Media targets: When a spark in social media develops into a mainstream media storm

This chapter investigates how public relations professionals can best manage social media crises of high interest to mainstream news media. It explores this question through a a case study of mass market retailer Target's 2012 media crisis over its fashions for girls aged 7-14. The case offers insights on the importance of monitoring social media and being prepared to step in and speak up in order to steer the public conversation that now takes place across multiple platforms

Social media conflict: platforms for racial vilification, or acts of provocation and citizenship?

Although racism remains an issue for social media sites such as YouTube, this focus often overshadows the site’s productive capacity to generate ‘agonistic publics’ from which expressions of cultural citizenship and solidarity might emerge. This paper examines these issues through two case studies: the recent proliferation of mobile phone video recordings of racist rants on public transport, and racist interactions surrounding the performance of a Maori ‘flash mob’ haka in New Zealand that was recorded and uploaded to YouTube. We contrast these incidents as they are played out primarily through social media, with the case of Australian Football League player Adam Goodes and the broadcast media reaction to a racial slur aimed against him by a crowd member during the AFL’s Indigenous Round. We discuss the prevalence of vitriolic exchange and racial bigotry, but also, and more importantly, the productive and equally aggressive defence of more inclusive and tolerant forms of cultural identification that play out across these different media forms. Drawing on theories of cultural citizenship along with the political theory of Chantal Mouffe, we point to the capacities of YouTube as ‘platform’, and to social media practices, in facilitating ground-up antiracism and generating dynamic, contested and confronting micropublics.

The media, the social media and the elections

This chapter provides a snapshot of politicians and mainstreammedia’s engagement on social media platforms, particularly Twitter. The chapter, based on preliminary analysis, explores the extent to which some of the political parties relied on social media as a vehicle for their conversation with their followers, and the mainstream media’s opportunistic utilisation of this free-for-all information source to know what is happening on the ground. The chapter also points to a nexus between the politicians, mainstream media and social media during the 2014 General Election campaign in India.

Sport and social media research: a review

The emergence of social media has profoundly impacted the delivery and consumption of sport. In the current review we analysed the existing body of knowledge of social media in the field of sport management from a service-dominant logic perspective, with an emphasis on relationship marketing. We reviewed 70 journal articles published in English-language sport management journals, which investigated new media technologies facilitating interactivity and co-creation that allow for the development and sharing of user-generated content among and between brands and individuals (i.e., social media). Three categories of social media research were identified: strategic, operational, and user-focussed. The findings of the review demonstrate that social media research in sport management aligns with service-dominant logic and illustrates the role of social media in cultivating relationships among and between brands and individuals. Interaction and engagement play a crucial role in cultivating these relationships. Discussion of each category, opportunities for future research as well as suggestions for theoretical approaches, research design and context are advanced.

Adoption of social media as a communication medium : a study of theoretical foundations

The continuing popularity and adoption of social media by the general public and the realisation of its potential customer engagement power by business, is highlighting the importance of social media to ongoing business activities and strategies. However, current research that is more focused around the potential power of social media generates little debate of the adoption factors driving public use of social media as a communication medium. Even though businesses have an opportunity to broaden their reach by adding social media to the communication strategic-mix, the dearth of informed discussions relating to theoretical underpinnings associated with the public adaptation of social media as a communication medium fails to clearly inform strategic business decisions regarding adoption decision-making. This research study conducted in the Australian context queries established theoretical frameworks by asking the question; what theoretical foundations do influence the social media adoption by the intended audience of communication?

E-marketing orientation and social media implementation in B2B marketing

AbstractPurpose – The purpose of this paper is to consider the potential of an organisational orientation,namely the electronic marketing orientation (EMO) to address implementation issues inbusiness-to-business (B2B) social media implementation. Previous research has demonstrateddifferences between B2B and business-to-consumer (B2C) marketing.Design/methodology/approach – The paper draws on existing B2B marketing, social media andorganisational orientation literature, both academic and practitioner. This facilitates the developmentof a conceptual model and research proposition as a basis of further research into addressingcontemporary barriers to B2B social media implementation.Findings – The paper contends that each of the four components of the EMO addresses differentimplementation issues faced in implementing social media and, more specifically, the unique issuesfaced by B2B marketers.Research limitations/implications – The paper is conceptual in nature; however, it providesdirections for future empirical research.Practical implications – The differences in promotional and sales channels and messages requiredin B2B context are addressed in the research propositions. The paper highlights implementationchallenges and how a particular organisational orientation can facilitate the decision-making in dealingwith them.Originality/value – The paper provides a unique theoretical contribution by introducing the EMOconceptual model in a specific context of B2B social media marketing.

The adoption of social media by Australian banks to communicate with the public

 This thesis focuses on social media adoption by the Australian banks as method of communication. It proposes a ‘technology independent’ adoption model with components that encompass sociotechnological factors governing the adoption of social media. The model can also be adapted by any business organisation and prove beneficial for future.

Review of the literature on the use of social media by people with traumatic brain injury (TBI)

Purpose: To review the literature relating to use of social media by people with a traumatic brain injury (TBI), specifically its use for social engagement, information exchange or rehabilitation.

Method: A systematic review with a qualitative meta-synthesis of content themes was conducted. In June 2014, 10 databases were searched for relevant, peer-reviewed research studies in English that related to both TBI and social media.

Results: Sixteen studies met the inclusion criteria, with Facebook™ and Twitter™ being the most common social media represented in the included studies. Content analysis identified three major categories of meaning in relation to social media and TBI: (1) risks and benefits; (2) barriers and facilitators; and (3) purposes of use of social media. A greater emphasis was evident regarding potential risks and apparent barriers to social media use, with little focus on facilitators of successful use by people with TBI.

Conclusions: Research to date reveals a range of benefits to the use of social media by people with TBI however there is little empirical research investigating its use. Further research focusing on ways to remove the barriers and increase facilitators for the use of social media by people with TBI is needed. Implications for Rehabilitation: Communication disabilities following traumatic brain injury (TBI) can be wide-ranging in scope and social isolation with loss of friendships after TBI is common. For many people, social media is rapidly becoming a usual part of everyday communication and its use has the potential to increase communication and social participation for people with TBI.There is emerging evidence and commentary regarding the perceived benefits and risks, barriers and facilitators and purposes of use of social media within the TBI population.Risks associated with using social media, and low accessibility of social media sites, form barriers to its use. Facilitators for social media use in people with TBI include training the person with TBI and their communication partners in ways to enjoy and use social media safely.There is minimal rigorous evaluation of social media use by people with TBI and scant information regarding social media use by people with communication disabilities after TBI. Further investigation is needed into the potential benefits of social media use on communication, social participation and social support with the aim of reducing social isolation in people with TBI.

The impact on family functioning of social media use by depressed adolescents: a qualitative analysis of the family options study

BACKGROUND: Adolescent depression is a prevalent mental health problem, which can have a major impact on family cohesion. In such circumstances, excessive use of the Internet by adolescents may exacerbate family conflict and lack of cohesion. The current study aims to explore these patterns within an intervention study for depressed adolescents.

METHOD: The current study draws upon data collected from parents within the family options randomized controlled trial that examined family based interventions for adolescent depression (12-18 years old) in Melbourne, Australia (2012-2014). Inclusion in the trial required adolescents to meet diagnostic criteria for a major depressive disorder via the Structured Clinical Interview for DSM-IV Childhood Disorders. The transcripts of sessions were examined using qualitative thematic analysis. The transcribed sessions consisted of 56 h of recordings in total from 39 parents who took part in the interventions.

RESULTS: The thematic analysis explored parental perceptions of their adolescent's use of social media (SM) and access to Internet content, focusing on the possible relationship between adolescent Internet use and the adolescent's depressive disorder. Two overarching themes emerged as follows: the sense of loss of parental control over the family environment and parents' perceived inability to protect their adolescent from material encountered on the Internet and social interactions via SM.

CONCLUSION: Parents within the context of family based treatments felt that prolonged exposure to SM exposed their already vulnerable child to additional stressors and risks. The thematic analysis uncovered a sense of parental despair and lack of control, which is consistent with their perception of SM and the Internet as relentless and threatening to their parental authority and family cohesion.

Exploring the integration of social media within integrated marketing communication frameworks: perspectives of services marketers

Purpose – At present no frameworks exist for services marketers to incorporate social media (SM) within marketing communications planning. The majority of integrated marketing communications (IMC) frameworks were developed prior to the development of the widespread use of digital and SM for information seeking, sales and service. The purpose of this paper is to investigate this issue for services marketers specifically as they differ from FMCG, industrial and durable marketers in terms of marketing messages, branding, media and channels. Furthermore, as they are less reliant on outsourced sale channels they have more potential than other industries to integrate social and digital media to build awareness, brands and sales.

Design/methodology/approach – Depth interviews were conducted with eight senior services marketing executives to identify the impact of SM on marketing communications planning, implementation and measurement.

Findings – The findings revealed that the unique characteristics of SM (such as interactivity and individualisation, integration of communication and distribution channels, immediacy and information collection) impact traditional marketing communications frameworks. These impacts manifested in 12 modifications specific to services and SM to traditional generic IMC frameworks encompassed by the themes of reach, service channel, word-of-mouth advocacy, consumer generated messages, listening and behavioural measurement.

Practical implications – The rapidly evolving nature of SM means senior services marketers need to educate organisational stakeholders regarding implementation issues, which may be a barrier to effective integration of SM within marketing communications.

Originality/value – With digital marketing communications budgets reaching 30 per cent within some organisations, it is timely to put forward a marketing communication decision-making framework that first incorporates SM and second is suitable for services marketers.

Understanding the use of social media by organisations for crisis communication

Many businesses have commenced using social media for crisis communication with stakeholders. However there is little guidance in literature to assist organisational crisis managers with the selection of an appropriate crisis response strategy. Traditional theories on crisis communication may not adequately represent the social media context. This study took a qualitative approach and explored organisational use of social media for crisis communication at seventeen large Australian organisations. An analysis of 15,650 Facebook and Twitter messages was conducted, drawing on the lens of Situational Crisis Communication Theory (SCCT) (Coombs & Holladay, 2002). Findings suggested that when large Australian organisations responded to crises via social media, they lacked an awareness of the potential of social media for crisis communication. Organisations often did not respond to stakeholder messages or selected crisis response strategies that may increase reputational risk. The paper contributes important understandings of organisational social media use for crisis communication. It also assists crisis managers by providing six crisis response positions and a taxonomy of social media crisis messages that stakeholders may send to organisations. Key implications are discussed.

Crowdfunding academic researchers – the importance of academic social media profiles

Traditionally, the main source of funding for university research comes from either private or government grants. Grant schemes are usually highly competitive with low success rates, favour experienced or senior researchers and take considerable time to be processed thereby delaying potential discoveries. In December 2012 pozible.com and Deakin University agreed to create an opportunity for the community funding of Australian university research. Research My World launched to the public in May 2013 with eight campaigns spanning a range of academic discipline areas and project types. Subsequent project cycles have occurred at approximately six monthly intervals and the program was expanded to include research bids from other universities and research centres. As of mid-November 2015, 19 successful research crowdfunding projects have raised more than more than AU$185,000 in funding at Deakin University alone. This paper presents the results of a research investigation into the Research My World crowdfunding initiative. We detail the method developed for the collection and visualisation of social media data related to the research crowdfunding projects, the analysis of the links between social media activity and project success, and the general guidance for future project cycles that we derived from this analysis.

The representation of engineering education as a social media topic on Twitter

Online social media systems have created new ways for individuals to communicate, share information and interact with a wide audience. For organisations, social media provide new avenues for communication and collaboration with their stakeholders. The potential value of social media tools to assist in the successful communication and marketing inside and outside of engineering organisations has been identified. In the context of engineering education, the potential of social media to open new modes of communication, interaction and experimentation between students and teachers has also been identified, and a limited number of examples can be found documented in the literature. One of the most widely-used social media tools is the ‘microblogging’ service Twitter. This research presents an analysis of nearly 19,000 tweets relating to ‘engineering education’ collected over a period of almost a year. Social network analysis is used to visualise the Twitter data. The Twitter social media communication is examined to identify who is active on this topic, who is influential, and what is the structure of the online conversations relating to engineering education. This work provides insights regarding how engineering education is currently represented in social media internationally, and offers a methodology to those interested in related future research.