New Media, New Influencers and Implications for Public Relations

Marketers and public relations professionals today are confronted with an astounding array of new communications channels. Internet-based social media tools like blogs, podcasts, online video and social networks are giving voice to the opinions of millions of consumers. While mainstream media continues to play a vital role in the dissemination of information, even these traditional channels are increasingly being influenced by online conversations. The "new influencers" are beginning to tear at the fabric of marketing as it has existed for 100 years, giving rise to a new style of marketing that is characterized by conversation and community. Marketers are responding to these forces with a mixture of excitement, fear and fascination. They're alarmed at the prospect of ceding control of their messages to a community of unknowns. Yet at the same time they're excited about the prospect of leveraging theese same tools to speak directly to their constituents without the involvement of media intermediaries.The Society for New Communications Research set out to conduct an examination of how influence patterns are changing and how communications professionals are addressing those changes by adopting social media. The goals were to discover how organizations:Define new influencers;Communicate and create relationships with them;Use social media to create influence; andMeasure the effects of these efforts.Another goal of the study was to use these discoveries to offer a set of recommendations to professional communicators

Análisis del consumidor en redes sociales y su percepción de las marcas

The use of social networks has proliferated in recent years. Although it is a very recent phenomenon, there are more and more types of networks used for different purposes. This is a review of the results of different researches carried out around this social phenomenon in Spain. To introduce the context this study retrieves a historical retrospective from the origins of social networks in the US at the end of the last century until today. The analysis begins with the results of the IAB Spain research “Situation on Social Networks 2019”. The main conclusions are compared with those obtained from the research on social networks carried out by Publicis Media to understand consumer habits in this environment “Discovering Social Networks: Map of Consumption and use in Spain 2019”. This followed by a comparative analysis of the results of both research, focusing on Social Network trends and an in-depth study on the most popular social platforms in Spain: Youtube, Facebook, Instagram, WhatsApp, and Twitter. Although social networks are perceived as platforms for young people, there is a very high consumption in the profiles called “perennials”, which respond to a behavioral or attitudinal profile rather than a sociodemographic one. To conclude this reflection there is a focus on advertising in Social Networks, analyzing the perception of users and the behavior of brands as recorded in the “VII Observatory of Brands in Social Networks” published in 2019 by IAB Spain.El uso de las redes sociales ha proliferado en los últimos años. Aunque es un fenómeno social muy reciente cada vez hay más tipologías de redes que se utilizan con distintos fines. En este trabajo se realiza una revisión de los resultados de varias investigaciones realizadas en torno a este fenómeno social y, en particular, su situación en España. Para situar el contexto se recoge una retrospectiva histórica desde sus orígenes en Estados Unidos a finales del siglo pasado hasta la actualidad. El estudio comienza por una referencia sectorial del “Estudio Anual sobre Redes Sociales 2019” realizado por IAB Spain. Estos resultados se comparan con los obtenidos de la investigación sobre redes sociales realizada por Publicis Media para entender los hábitos del consumidor en este entorno “Descubriendo las Redes Sociales: Mapa de Consumo y uso en España 2019”. Se valoran los resultados de ambas investigaciones y se analizan las tendencias en el uso de las Redes Sociales con un estudio en profundidad sobre las plataformas sociales de mayor uso en España: Youtube, Facebook, Instagram, WhatsApp y Twitter. Aunque las redes sociales se perciben como plataformas dirigidas jóvenes, se demostrará cómo hay un consumo muy elevado en los perfiles denominados perenials, que responden a un perfil comportamental o actitudinal más que sociodemográfico. Para finalizar este análisis, se realiza un foco sobre la publicidad en Redes Sociales, analizando la percepción de los usuarios y el comportamiento de las marcas según se recoge en el “VII Observatorio de las Marcas en Redes Sociales” publicado en 2019 por IAB Spain

Greener Golf: Promoting a More Sustainable Game

abstract: At a confluence of accelerating climate change, unprecedented technological advancement, and increasing corporate and government transparency, global systems are reaching a level of complexity never seen before. Much about how the future will play out is unknown. But what is clear is the need for a more sustainable structure to all organizations, and only those that are willing and able to adapt will survive. Few industries have a greater need for this change than golf, a sport that has shown significant decline in social and cultural relevance in recent decades due to controversial business practices and varying perspective on environmental impact. Greener Golf seeks to help businesses prepare for this needed level of resiliency.This project sought to address one of the least sustainable industries in one of the least sustainable cities, Phoenix, Arizona. Golf was chosen as the specific focus due to its significant impact on both the landscape of the state and its water reserves. Greener Golf was established as a driving force for sustainability advocacy and education and a platform where golf managers, workers, vendors, players, and entrepreneurs alike can come to learn about sustainability efforts and solutions in the golf world. It also serves to connect a network of like-minded individuals with the common goal of bringing sustainability to the sport they love. With the right vision and partnerships, a robust, adaptable, resilient, and inclusive business model can be achieved, elevating the game for future generations

The power of social media influencers

The David Owsley Museum of Art (DOMA) is located on Ball State University's campus. The museums boasts 11,000 works of art from all over the world and is named in honor of F.C. Ball's grandson, David Owsley, who has donated millions of dollars worth of art to the museum. In 2016, 26,000 guests visited DOMA, but there are challenges attracting student visitors. This project aimed to increase student attendance through a social media influencer campaign. Based on Patrick Jackson's communication behavioral theory, consumers respond and interact with a product or service when there is a triggering event. For this campaign, the museum hosted an influencer event, which served as the triggering event, and led to an increase in social media engagement and attendance. The research and explanation of the results are followed by a list of recommendations for the museum to use in future influencer marketing campaigns.Thesis (B.?)Honors Colleg

The Role and Impact of Social Media Influencers

In this paper, we explore the influence of influencers in the digital space and their impact on society. The research involved 375 intentional sampled respondents who are social media followers. The findings revealed that TikTok is the most popular platform for influencers, followed by Instagram, YouTube, Facebook, Snapchat, and Twitter. Influencers predominantly create entertainment and gaming content, with art and skills, social issues, education, and religion following suit. The study highlights that influencers are crucial in shaping societies by providing attractive and concise information and experiences, fostering development and support among their followers. The author suggests enhancing influencers skills through workshops and training programs, focusing on positive interactions, humanitarian aspects, and support for affected sectors, particularly therapeutic institutions

Strategies to influence meaning creation to address resistance in a change initiative

Organizational change has been a constant and essential aspect of human societies for centuries, driving innovation and adaptability. However, despite the abundance of models and content on managing change, organizations still struggle to implement and sustain effective transformations. This research aims to address this challenge by exploring strategies to create meaning and address resistance during transformational change. The research will employ a qualitative approach, conducting 15 interviews to capture participants\u27 experiences and strategies in influencing meaning creation during change initiatives. The data collected will be transcribed, coded, categorized, and analyzed for themes, allowing for a comprehensive understanding of the strategies employed. The findings provide insights into the strategies employed to effectively influence meaning creation in a change initiative and highlight the importance of being agile, understanding the impacted audience, utilizing storytelling, tailoring change rollouts, building a diverse community of influencers, and providing choice

The economics of influencers and social media stardom

This chapter provides an overview of the economics of influencers and social media stardom. It provides the state-of-research regarding success factors, revenue and payment models, social media platforms and ecosystems, and welfare effects. It describes the role of social media content providers within the media industries and explores the differences and similarities of this new innovative element in media markets compared to its more traditional counterparts (traditional stars and traditional media industries)