Walton, Laura Richardson, Cooley, Skye C., & Nicholson, John H. (2012). “A great day for oiled pelicans:” BP, Twitter, and the Deepwater Horizon crisis response. Public Relations Journal, 6(4), 1-30. Summary On April 20, 2010, British Petroleum (BP) experienced one of the most tragic industrial accidents in history when 11 employees were killed and dozens more injured … Continue reading “A great day for oiled pelicans:” BP, Twitter, and the Deepwater Horizon crisis response
Väyrynen, Karin, Hekkala, Riitta, & Liias, Tuula (2013). Knowledge Protection Challenges of Social Media Encountered by Organizations. Journal of Organizational Computing and Electronic Commerce, 23(1/2), 34-55. Summary Although social media (SM) represents a new means of creating and sharing knowledge, it also presents new challenges for protecting confidential information and other data that companies do … Continue reading Knowledge Protection Challenges of Social Media Encountered by Organizations
Schultza, Friederike; Utza, Sonja; & Göritzb, Anja. (2011). Is the medium the message? Perceptions of and reactions to crisis communication via Twitter, blogs and traditional media. Public Relations Review, 37(1), 20-27. Summary The value changes and the rapid emergence of media innovations (internet, social web) in society lead to an institutionalization of crisis communication, in … Continue reading Is the medium the message? Perceptions of and reactions to crisis communication via Twitter, blogs and traditional media
McCorkindale, Tina M.; DiStaso, Marcia W.; & Fussell Sisco, Hilary (2013). How Millennials are engaging and building relationships with organizations on Facebook. The Journal of Social Media in Society, 2(1), 67-87. Summary More than half of Facebook’s 900 million active users in the U.S. consist of the Millennial generation (ages 13 to 29). With more … Continue reading How Millennials are engaging and building relationships with organizations on Facebook
Khang, Hyoungkoo, Ki, Eyunjung, & Ye, Lan (2012) Social media research in advertising, communication, marketing and public relations, 1997-2010. Journalism and MassCommunication Quarterly, 89(2), 279-298. Summary Drawing upon the social media phenomena in both practical and academic arenas, this study explored patterns and trends of social media research over the past 14 years across the … Continue reading Social media research in advertising, communication, marketing and public relations
DiStaso, Marcia W., & McCorkindale, Tina M. (2013). A benchmark analysis of the strategic use of social media for Fortune’s Most Admired U.S. Companies on Facebook, Twitter, and YouTube. Public Relations Journal, 7(1), 1-33. Summary By exploring the strategic use of social media for 250 of Fortune’s Most Admired U.S. Companies on Facebook, Twitter, and … Continue reading A benchmark analysis of the strategic use of social media for Fortune’s Most Admired U.S. Companies on Facebook, Twitter, and YouTube
Chaudhry, Aafia. (2011). Social media and compliant pharmaceutical industry promotion: The ASCO 2010 Twitter experience. Journal of Medical Marketing, 11(1), 38-48. Summary Pharmaceutical and biotechnology companies are beginning to establish a significant corporate social media presence, but the extent to which tools such as Twitter are being utilized to discuss and disseminate newly available scientific data … Continue reading Social media and compliant pharmaceutical industry promotion: The ASCO 2010 Twitter experience
Introduction: The Conclave is a broad coalition of B2B and B2C companies, PR and Social Media Agencies, and Industry associations that work with paid, owned and earned social media. It initially convened in Durham, NH in October 2011 to establish standard definitions and best practices for Social Media. At that meeting it established a set … Continue reading The Conclave: Complete Social Media Measurement Standards June 2013
Metric name Reach Standards area Social media measurement Metric description and application. The question that this metric answers. Reach addresses the question of how many individuals might have been able to see, read, or hear a communications item. “Reach represents the total number of unique people who had an opportunity to see an ‘item’ or a … Continue reading Reach
Metric name Mention Standards area Social media measurement Metric description and application. The question that this metric answers. “A mention refers to a specific reference in an item of a brand, organization, campaign, or other entity that is being measured or analyzed.” (http://www.smmstandards.com) Status This interim standard was developed by the Social Media Measurement Standards … Continue reading Mention
Metric name Item for Media Analysis Standards area Social media measurement Metric description and application. The question that this metric answers. “An item of content is a post, micro-post, article, or other instance appearing for the first time in a digital medium.” An item is the basic unit of analysis used in content analysis. Status This … Continue reading Item for Media Analysis
Metric name Impressions Standards area Social media measurement Metric description and application. The question that this metric answers. Impressions addresses the question of how many individuals who may have viewed or been exposed to an item. “Impressions represent the number of times an item was displayed.” (http://www.smmstandards.com) Status This interim standard was developed by the Social Media Measurement Standards Conclave … Continue reading Impressions