Building effective relations with social media influencers in Singapore

Abstract

With the increasing clout of social media influencers (SMIs) in influencing public perceptions toward organizations, organizations should consider building relations with SMIs to maximize positive online media coverage. This study examines how organizations can build effective relations with SMIs using the Mediating the Media model as its theoretical lens. In-depth interviews were conducted with 10Singapore-based SMIs. Findings showed that mindset on content judgment, media routines, economic and social goals and roles, and extra-media forces matter to the SMIs, while media ideology is largely irrelevant. A Social Media Influencer Engagement model that conceptually represents the key influences and proposed strategies is posited, which aims to provide public relations practitioners with an accessible framework for cultivating media relations with SMIs.

How to quantify social media influencers: An empirical application at the Teatro alla Scala

“…on the social media network)• Hayes and Carr (2015)• Johnson and Kaye (2015);• Djafarova and Rushworth (2017);• Ge and Gretzel (2018).The relationship between SMIs and the organization Focus on the impact of SMIs on the organization• Jin and Liu (2010);• Freberg et al. (2011);• Pang et al. (2016);• Ong and Ito (2019).Personal characteristics of SMIsFocus on the distinctive features of SMIs• Wiedmann et al.…”

“…The first research stream is focused on the relationship between SMIs and other social media users , with studies exploring how the general public perceive information posted on social media by SMIs, often comparing this information with that provided through traditional media (Hayes and Carr, 2015; Johnson and Kaye, 2015; Djafarova and Rushworth, 2017; Ge and Gretzel, 2018). The second research stream explores the relationship between SMIs and the organization , placing particular attention on how organizations manage their interactions with influencers (Jin and Liu, 2010; Pang et al., 2016 Ong and Ito, 2019). For example, Pang et al.…”

“…The second research stream explores the relationship between SMIs and the organization , placing particular attention on how organizations manage their interactions with influencers (Jin and Liu, 2010; Pang et al., 2016 Ong and Ito, 2019). For example, Pang et al. (2016) developed a conceptual model to frame a strategy for cultivating effective relationships with SMIs, while Jin and Liu (2010) explored how organizations can interact with influencers to manage potential crises.…”

Role of Language and Corporate Communication in Greater China

“…It boils down to media relations, and how those relations and understanding between practitioners and journalists can be improved. It has also been applied to build relations with social media infl uencers (Pang et al 2014a ) whom Freberg et al ( 2011 ) defi ned as "a new type of independent third party endorser who shape audience attitudes through blogs, tweets, and the use of other social media" (p. 90). This model is instructive for new practitioners to view media relations as a holistic process involving a set of interacting infl uences rather than merely an information-subsidy function.…”

Social Media Influencers in Strategic Communication

“…Research activities can then be organized along the actor groups on which the activity is focused. In the field of strategic communication, one can identify studies that focus on SMI clients (i.e., organizations and agencies that cooperate with SMIs) (Hutchins & Tindall, 2016;Uzunoğlu & Misci Kip, 2014;Wolf & Archer, 2018) and on SMIs and their involvement in strategic communication activities (Archer & Harrigan, 2016;Pang, Tan, Lim, Kwan, & Lakhanpal, 2016;Walden, Bortree, & DiStaso, 2015). I have the impression, however, that research that focuses on SMI audiences has gathered the most traction, particularly research on effects of SMI postings (cf.…”