Social media for public relations: Lessons from four effective cases

Allagui, Ilhem; Breslow, Harris

doi:10.1016/j.pubrev.2015.12.001

Cited by 111 publications

(77 citation statements)

References 8 publications

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“…Especially noteworthy in this respect are various studies that have been conducted on the Super Bowl. These studies show that the Super Bowl is highly discussed on social media, along with the brand messages that are shown during the sports event (Allagui and Breslow 2016;Nail 2007). For example, Spotts, Purvis, and Patnaik (2014) demonstrated that almost one third of spectators tweeted about Super Bowl advertising.…”

Section: Rtm As a Social Media Advertising Strategymentioning

confidence: 92%

“…Brands show a growing interest in unpredictable moments, which are more feasible than ever to target. Social media allow brands to monitor public discussions, in real time, and to connect with social media users, in real time (Allagui and Breslow 2016). As a result, brands can take up trending topics, breaking news stories, or other unpredictable events that garner sudden attention (e.g.…”

Section: Moment Characteristics: Comparing Predictable Versus Unpredimentioning

confidence: 99%

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Let’s Get Real (Time)! The potential of real-time marketing to catalyze the sharing of brand messages

Willemsen

Mazerant

Kamphuis

et al. 2018

International Journal of Advertising

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Social media are increasingly populated with brand messages that are linked to timely events, a practice that is also known as real-time marketing (RTM). In this study, we examine whether RTM is an effective strategy to boost sharing behaviour, and if so, what moment-and content-related characteristics contribute to its effectiveness. A content analysis of brand tweets from Nielsen's top-100 advertisers (n ¼ 1500) shows that RTM positively affects word of mouth. RTM is especially a more effective strategy when brand messages are linked with unpredictable events (vs. predictable). This can be explained by the meaningfulness dimension of creativity; brands make a more meaningful connection to timely moments in unpredictable RTM than in predictable RTM. Furthermore, we found support for the beneficial effects of moment-driven visuals; RTM messages are shared more when public events are visually integrated with those messages. No such effect was found for moment-driven hashtags.

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Section: Rtm As a Social Media Advertising Strategymentioning

confidence: 92%

Section: Moment Characteristics: Comparing Predictable Versus Unpredimentioning

confidence: 99%

Let’s Get Real (Time)! The potential of real-time marketing to catalyze the sharing of brand messages

Willemsen

Mazerant

Kamphuis

et al. 2018

International Journal of Advertising

View full text Add to dashboard Cite

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“…Social media influencers are thus considered a vital capital for organizational public relations [18]. Consequently, monitoring and integrating the influencers become one of the most important PR strategies on social media [3]. In this study, we examine social media influencers among Twitter users (individual and organizational) in the context of implementation of the GDPR regulation.…”

Section: Pr and Social Media Influencersmentioning

confidence: 99%

Who is Influencing the #GDPR Discussion on Twitter: Implications for Public Relations

Gruzd

Abul-Fottouh

Mashatan

2020

Proceedings of the Annual Hawaii International Conference on System Sciences

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On May 25, 2018, the European Union (EU) implemented the General Data Protection Regulation (GDPR) to protect individuals' privacy and data. This regulation has far-reaching implications as it applies to any organization that deals with data of EU residents. By studying the discussion about this regulation on Twitter, our goal is to examine public opinions and organizational public relations (PR) strategies about GDPR. The results show that the regulation is being actively discussed by a variety of stakeholders, but especially by cybersecurity and IT-related firms and consultants. At the same time, some of the stakeholders that were expected to have a more active role were less involved, including companies that store or process personal data, government and regulatory bodies, mainstream media, and academics. The results also show that the stakeholders mostly have one-way rather than two-way communication with their audiences, thus fulfilling the rhetorical than relational function of PR.

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“…PR practitioner can used mediated communication, especially social media to engage trust and intention with public [21], [22].…”

Section: B Mediated Communication On Daily Lifementioning

confidence: 99%

Communicating Secure Based Feeling: Content Analysis on Indonesian Police Official Account

Susilo*,

Prabowo,

Putranto

2019

IJEAT

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The development of social media in Indonesia, especially instagram has changed the paradigm of public relations in Indonesia. In the past five years, data from several studies have shown a change in the use of conventional public relations media towards the use of information-based technology and big data. This article will describe descriptively how security is built by Indonesian police social media. This article uses Krippendorf content analysis in collecting data and analyzing data. The results of the study showed that the security was successfully built by the Indonesian police through engagement on Instagram

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Social media for public relations: Lessons from four effective cases

Cited by 111 publications

References 8 publications

Let’s Get Real (Time)! The potential of real-time marketing to catalyze the sharing of brand messages

Let’s Get Real (Time)! The potential of real-time marketing to catalyze the sharing of brand messages

Who is Influencing the #GDPR Discussion on Twitter: Implications for Public Relations

Communicating Secure Based Feeling: Content Analysis on Indonesian Police Official Account

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