The effects of organizational Twitter interactivity on organization–public relationships

Saffer, Adam J.; Sommerfeldt, Erich J.; Taylor, Maureen

doi:10.1016/j.pubrev.2013.02.005

Cited by 156 publications

(94 citation statements)

References 6 publications

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“…Social media such as Twitter can provide opportunities for organizations to interact directly with the public (Saffer, Sommerfeldt, & Taylor, 2013;Waters, Burnett, Lamm, & Lucas, 2009). Organizations can utilize social media to promote dialogue and two-way conversations with the public (Mersham, Theunissen, & Peart, 2009).…”

Section: Social Media and Organizationsmentioning

confidence: 99%

“…Relationship establishment through social media has begun to receive attention from public relations scholars (i.e., Briones et al, 2011;Waters & Jamal, 2011;Saffer, et al, 2013). Kent and Taylor (1998) provided strategies for communication professionals to use the Internet to develop relationships between organizations and the public.…”

Section: Social Media Use For Public Relationsmentioning

confidence: 99%

“…Contingency interactivity occurs when users' roles are interchangeable and "interactants" are responding to one another (p. 35). Twitter can provide organizations with the ability to engage in contingency interactivity with the public (Saffer et al, 2013). suggested that Twitter's potentially contingent interactive messages, such as replies and mentions, can assist organizations in communicating with other users.…”

Section: Social Media Use For Public Relationsmentioning

confidence: 99%

See 2 more Smart Citations

How Do Sports Organizations Use Social Media to Build Relationships? A Content Analysis of NBA Clubs’ Twitter Use

Wang

Zhou

2015

International Journal of Sport Communication

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Social media have been increasingly used by sports organizations to establish relationships with the public. This study explored the Twitter using practices of NBA clubs (N = 30) in the United States in building relationships with their publics during the 2013-14 season.Specifically, it focused on how these clubs used Twitter as a communication tool to build professional, personal, and community relationships through a content analysis of 5561 tweets on their official Twitter sites. The results demonstrated that sports organizations tended to use social media to develop professional relationships with fans via sharing information and promoting products. They utilized several types of communication tools such as retweets, public messages, hyperlinks, and hashtags, among which hashtags were used most frequently. Professional relationships could benefit more from hyperlinks while there could be greater benefit to personal relationships from public messages and retweets and to community relationships from hashtags and hyperlinks. Sports organizations should use these tools effectively to strengthen the professional, personal and community relationship with their publics.ii DEDICATION This thesis is dedicated to everyone who helped me and supported me through the trials

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Section: Social Media and Organizationsmentioning

confidence: 99%

Section: Social Media Use For Public Relationsmentioning

confidence: 99%

Section: Social Media Use For Public Relationsmentioning

confidence: 99%

See 1 more Smart Citation

How Do Sports Organizations Use Social Media to Build Relationships? A Content Analysis of NBA Clubs’ Twitter Use

Wang

Zhou

2015

International Journal of Sport Communication

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“…In such a context, a company's following is an online community and messages from the company that demonstrate contingent interactivity lead to increased potential for user participation (Wise, Hamman, & Thorson, 2006). The effort to be more responsive is expected to increase positivity toward the company (Saffer, Sommerfeldt, & Taylor, 2013). To examine its effect, this study operationalizes interactivity at three levels: 1) non-interactive (i.e., a company posts a tweet but no user replies to the tweet); 2) reactive (i.e., a company posts a tweet and a user replies to the tweet); and 3) interactive (i.e., a company posts a tweet, a user replies to the tweet, and the company replies to the user's reply).…”

Section: Should Companies Respond To Individual Users On Twitter?mentioning

confidence: 99%

An analysis of how Fortune 500 companies respond to users replying to company tweets

North

Liu

2017

Innovative Marketing

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With hundreds of millions of active users generating almost a half of a billion tweets each day, Twitter has solidified itself as one of the most popular websites in today’s digital world. Because of this popularity, companies seeking to leverage the large audience have gravitated toward Twitter. This study examines how the Fortune 500 uses Twitter by analyzing 9,122 corporate tweets and 1,509 user replies through the use of content analysis. Examined factors include interactivity (non-interactive vs. reactive vs. interactive), company type (B2B vs. B2C), and user reply valence (positive vs. neutral vs. negative). Company response time to user replies is also investigated. The study results point to interactive tweets generating the most engagement. B2Cs not only respond faster to user replies but also generate more engagement than B2Bs. Negative replies can decrease engagement for B2Bs and B2Cs, but the influence on B2Bs is more profound. Companies responded the fastest to negative replies followed by positive replies and neutral replies, respectively. Thus, a company should assess its own business practices, target audience, and ability to perform customer service before creating a social media account such as Twitter.

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“…Geçikli (2000) noted that a way to improve the effectiveness of marketing tourism services is with the public relations; she also emphasized that the necessities such as to create identity and image of the institution, to recognize the environment, and to integrate by introducing the institution to the environment, can be met with the public relations. 2015; Diga & Kelleher, 2009;Eyrich, Padman, & Sweetser, 2008;Köseoğlu & Köker, 2014;Saffer, Sommerfeldt & Taylor, 2013).…”

Section: Introductionmentioning

confidence: 99%

Hotel Businesses Use of Social Media as a Public Relations Instrument: Twitter Sample

Arıkan¹,

Kahyaoglu²,

Çilesiz³

2017

isarder

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Developments in the information and communication technologies have begun to offer new possibilities for public relations activities of hotel businesses. With the help of Twitter, which is included in the social media tools, the hotel businesses have got the opportunity to inform the target audience. In addition, consumers have had the opportunity to transmit requests, expectations and suggestions to the business. This study, which is aimed at evaluating the use of social media by hotel companies, examined the shares between 01 December 2016 and 01 March 2017 via Twitter through the institutional accounts of three of the ten largest capacity hotels, according to HotelNewsNow (2015) data, by content analysis. It is often the case that hotel businesses choose the tweet from the sharing types, that they communicate one-way, and that the content of the tweets is heavily promotional. As a result of categorizing the tweets that hotel groups sent from their corporate twitter accounts, eleven themes were determined. The result that the most used themes consisted of presentation, corporate news, thanks, information were reached.

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The effects of organizational Twitter interactivity on organization–public relationships

Cited by 156 publications

References 6 publications

How Do Sports Organizations Use Social Media to Build Relationships? A Content Analysis of NBA Clubs’ Twitter Use

How Do Sports Organizations Use Social Media to Build Relationships? A Content Analysis of NBA Clubs’ Twitter Use

An analysis of how Fortune 500 companies respond to users replying to company tweets

Hotel Businesses Use of Social Media as a Public Relations Instrument: Twitter Sample

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