Promoting Health Brands through Social Media. A Quantitative Analysis about the World’s Best Cancer Hospitals

Cancer hospitals enforce different initiatives to accelerate digital transformation, such as mobile health or artificial intelligence. Nevertheless, some health professionals are not willing to adopt these technologies. In order to change some employees’ perspectives, these hospitals resort to social media platforms. This paper aims to evaluate how the worlds’ best cancer hospitals manage social media platforms, as well as their corporate website, with the aim of disseminating brand-related content and reinforce their reputation. Therefore, we reviewed literature on cancer hospitals’ corporate communication strategies, brand, social media platforms and online patient communities. We then resorted to 48 quantitative indicators to analyze how the 200 best cancer hospitals in the world managed Facebook, Twitter and YouTube, as well as their corporate website, for branding purposes. In order to identify the 200 best hospitals, we explored the World’s Best Specialized Hospitals 2021, an annual ranking published by Newsweek and Statista. The 48 indicators covered different elements concerning the hospitals’ identity and communication activities, as well as patient engagement on social media platforms. Our quantitative analysis proved that most cancer hospitals had a corporate website (70.5%) as well as a profile on Facebook (74%), Twitter (74.5%) and YouTube (67.5%). Nevertheless, most of them did not respect the 48 key performance indicators. Finally, we proposed three main conclusions: a) cancer hospitals should establish a Corporate Communication Department employing different experts in communication, health and big data; b) they should promote an integrated corporate communication approach; and c) they should implement brand ambassador programmes

Promoting Health Brands through Social Media. A Quantitative Analysis about the World’s Best Cancer Hospitals

Cancer hospitals enforce different initiatives to accelerate digital transformation, such as mobile health or artificial intelligence. Nevertheless, some health professionals are not willing to adopt these technologies. In order to change some employees’ perspectives, these hospitals resort to social media platforms. This paper aims to evaluate how the worlds’ best cancer hospitals manage social media platforms, as well as their corporate website, with the aim of disseminating brand-related content and reinforce their reputation. Therefore, we reviewed literature on cancer hospitals’ corporate communication strategies, brand, social media platforms and online patient communities. We then resorted to 48 quantitative indicators to analyze how the 200 best cancer hospitals in the world managed Facebook, Twitter and YouTube, as well as their corporate website, for branding purposes. In order to identify the 200 best hospitals, we explored the World’s Best Specialized Hospitals 2021, an annual ranking published by Newsweek and Statista. The 48 indicators covered different elements concerning the hospitals’ identity and communication activities, as well as patient engagement on social media platforms. Our quantitative analysis proved that most cancer hospitals had a corporate website (70.5%) as well as a profile on Facebook (74%), Twitter (74.5%) and YouTube (67.5%). Nevertheless, most of them did not respect the 48 key performance indicators. Finally, we proposed three main conclusions: a) cancer hospitals should establish a Corporate Communication Department employing different experts in communication, health and big data; b) they should promote an integrated corporate communication approach; and c) they should implement brand ambassador programmes

Proposed Digital Marketing Strategy To Increase Brand Awareness In Advertising Industry (Case Study: PT Saji Media Pratama)

In the context of a dynamic market like Indonesia, characterized by rapid population growth and increasing internet usage, OOH advertisers face unique opportunities. Indonesia is among the world's leaders in internet adoption, with a steady rise in users expected in the coming years. This digital transformation, led by social media platforms, offers advertisers a potent tool to connect with their audience. Social media, being a pivotal digital platform, has become integral to marketing strategies and customer engagement. Customers frequently turn to social media to inform their purchase decisions, which has propelled its significance in business strategies. Beyond facilitating customer-business interactions, it fosters customer-to-customer communication, transforming it into a multifaceted communication medium. PT. Saji Media Pratama, an out-of-home (OOH) advertising company based in Indonesia, has been operating since 1996 and has provided assistance to numerous companies in fulfilling their OOH requirements. However, in recent years, the company has encountered challenges as its digital marketing platform has struggled to attract new clients and has resulted in low brand awareness. This study examines the internal and external factors affecting the company in order to offer a digital marketing strategy aimed at increasing brand awareness and client acquisition. The company's internal analysis include the conduct of VRIO analysis, CRM analysis, and content analysis. The company's external analysis include the utilization of Porter's Five Forces analysis, customer analysis, and competitive analysis. The data was acquired by conducting a systematic review of relevant academic journals and by conducting in-depth interviews with both current employees of Saji Media and potential customers. The result will be developed using SWOT analysis to answer the research question and to propose a digital marketing strategy with RACE Planning Framework

Increasing awareness and reputation of MERCK S.A. Portugal through employee advocacy

Merck KGaA is a global Science and Technology company, focusing on the Healthcare Industry, Life Science and Performance Materials. Merck in Portugal is a relatively small subsidiary with a midsized office employing approximately 114 employees. Merck S.A. Portugal focuses mainly on the Healthcare Market. As the company went through a major transformation in 2016, it created a need to communicate on a low cost basis and in an efficient way, using digital as its main channel. The current paper shows the implementation of an employee advocacy strategic plan as a solution to digital communication. Employee Advocacy is a new communications concept derived from employee social media usage and employee word of mouth. It has been noted that employee networks are wider than company’s own and employee word of mouth is more trustworthy. Before the tool could be implemented a research on what motivates employees to commit to Brand Citizenship Behavior was performed. Findings revealed that in the case of Merck S.A. Portugal employees individual internal drive and brand knowledge are factors affecting willingness to share on social media. Based on the results a series of internal strategies were applied on- and offline.info:eu-repo/semantics/acceptedVersio

Managing the corporate reputation of a transforming organisation: a study of multimedia University of Kenya

Universities, like other organisations, are challenged to manage corporate identity and reputation to maintain a competitive edge. Few studies in Africa focus on the impact of internal communication on corporate identity and reputation management during organisational transformation. Thus, this study interrogated how a transforming and complex university in Kenya managed the corporate identity, image and reputation for competitive advantage. The purpose of the study was to establish how Multimedia University of Kenya (MMU) management communicated with its employees to nurture the corporate identity, image and reputation during a ten-year period of transformation. The study draws insights from in-depth interviews with 23 university management members, 178 self-administered questionnaires through random stratification of MMU employees, and content review of two MMU strategic plans ranging from 2011 to 2021. The findings suggest that MMU management used formal and interactive channels to create awareness of organisational transformation. These channels included face-to-face engagements, formal meetings and mediated communication through telephone conversations and intranet that facilitated record keeping. The management engaged in top-down and bottom-up communication to build employee trust, while employees expressed reservations of bottom-up information accuracy, suggesting information exclusion. On the contrary, the employees preferred digital and interpersonal channels for internal communication, which included telephone conversations, social media, personal visits by MMU management, and university events. Publicity activities were to disseminate information to prospective students and sponsors through selected private television, vernacular radio, and MMU radio stations, traditional print media, and the MMU website to communicate the MMU brand and image. Employees acknowledged that MMU brands itself as a leader in telecommunication, technology, mechanical, manufacturing, and media training through state-of-the-art equipment, robust faculty, and problem-solving ventures through research. The current study proposes stronger employee involvement, executive packaging and positioning, coaching successful faculty members as brand ambassadors, retraining employees, and employee participation in policy formulation to enhance new culture. In addition, these opositions will enhance the corporate identity, brand, as well as university performance, product quality, policy and processes to enrich the corporate reputation during transformation. The findings challenge university management to actively engage the corporate communication function, emphasise employee participation, and focus on the continual improvement of corporate identity and reputation management practices for competitive advantage. The current study proposes a participative, multi-layered and multi-dimensional communication model for efficient and excellent internal communication. The current study recommends that corporate communication practitioner be strategically positioned to coordinate employee engagement, utilise appropriate communication channels and counsel university management on corporate identity, image and reputation management during organisational transformation.Thesis (PhD) -- Faculty of Humanities, School of Language, Media and Communication, 202

Managing the corporate reputation of a transforming organisation: a study of multimedia University of Kenya

Universities, like other organisations, are challenged to manage corporate identity and reputation to maintain a competitive edge. Few studies in Africa focus on the impact of internal communication on corporate identity and reputation management during organisational transformation. Thus, this study interrogated how a transforming and complex university in Kenya managed the corporate identity, image and reputation for competitive advantage. The purpose of the study was to establish how Multimedia University of Kenya (MMU) management communicated with its employees to nurture the corporate identity, image and reputation during a ten-year period of transformation. The study draws insights from in-depth interviews with 23 university management members, 178 self-administered questionnaires through random stratification of MMU employees, and content review of two MMU strategic plans ranging from 2011 to 2021. The findings suggest that MMU management used formal and interactive channels to create awareness of organisational transformation. These channels included face-to-face engagements, formal meetings and mediated communication through telephone conversations and intranet that facilitated record keeping. The management engaged in top-down and bottom-up communication to build employee trust, while employees expressed reservations of bottom-up information accuracy, suggesting information exclusion. On the contrary, the employees preferred digital and interpersonal channels for internal communication, which included telephone conversations, social media, personal visits by MMU management, and university events. Publicity activities were to disseminate information to prospective students and sponsors through selected private television, vernacular radio, and MMU radio stations, traditional print media, and the MMU website to communicate the MMU brand and image. Employees acknowledged that MMU brands itself as a leader in telecommunication, technology, mechanical, manufacturing, and media training through state-of-the-art equipment, robust faculty, and problem-solving ventures through research. The current study proposes stronger employee involvement, executive packaging and positioning, coaching successful faculty members as brand ambassadors, retraining employees, and employee participation in policy formulation to enhance new culture. In addition, these opositions will enhance the corporate identity, brand, as well as university performance, product quality, policy and processes to enrich the corporate reputation during transformation. The findings challenge university management to actively engage the corporate communication function, emphasise employee participation, and focus on the continual improvement of corporate identity and reputation management practices for competitive advantage. The current study proposes a participative, multi-layered and multi-dimensional communication model for efficient and excellent internal communication. The current study recommends that corporate communication practitioner be strategically positioned to coordinate employee engagement, utilise appropriate communication channels and counsel university management on corporate identity, image and reputation management during organisational transformation.Thesis (PhD) -- Faculty of Humanities, School of Language, Media and Communication, 202

WEBSITE AND SOCIAL MEDIA MANAGEMENT OF LIPI’S BUREAU OF COOPERATION, LAW AND PUBLIC RELATIONS IN PUBLIC INFORMATION DISCLOSURE IN INDONESIA

Today’s society depends on the internet, resulting from the Covid-19 pandemic conditions that have triggered changes to become completely online and enter a modern and sophisticated digital era. BKHH LIPI website and social media is a source to obtain actual and factual information. LIPI PR has a major role in setting the public’s right in implementing health protocols and fnding solutions for transformation by units to move together, synergize, and be optimistic for Indonesia in the feld of science and technology. This study used qualitative research type with descriptive analysis. LIPI PR Bureau, which provides information, publication, and technology as a comprehensive barometer of research in Indonesia, has duties and is trusted by the public. The openness of LIPI’s information as a humanist research institution to the public answers the realities to form a positive image institution. Website and social media are quite efective in building the brand of government institutions and improving efective communication between the public and LIPI in input related to current facts, science, and technology to form a positive image of LIPI in the eyes of the Indonesian people. The management of the LIPI website and social media (BKHH) by the Public Relations Team aims to achieve a positive image, becoming a verifed, measured, actual and factual reference for scientifc information. The LIPI Public Relations Team has made strategic plans, including audience mapping on each social media owned so that they can make adjustments to the form of content. Social media and websites are proven to be able to improve effective communication between the community in conveying aspirations and input related to science and technology content. This of course can form a positive image of LIPI in the community. LIPI is expected to display scientifc content instead of ceremonial information on websites and other social media, use popular language, and provide infographics, tables, images, and audiovisuals to attract millennials and the public

Managing the corporate reputation of a transforming organisation: a study of multimedia University of Kenya

Universities, like other organisations, are challenged to manage corporate identity and reputation to maintain a competitive edge. Few studies in Africa focus on the impact of internal communication on corporate identity and reputation management during organisational transformation. Thus, this study interrogated how a transforming and complex university in Kenya managed the corporate identity, image and reputation for competitive advantage. The purpose of the study was to establish how Multimedia University of Kenya (MMU) management communicated with its employees to nurture the corporate identity, image and reputation during a ten-year period of transformation. The study draws insights from in-depth interviews with 23 university management members, 178 self-administered questionnaires through random stratification of MMU employees, and content review of two MMU strategic plans ranging from 2011 to 2021. The findings suggest that MMU management used formal and interactive channels to create awareness of organisational transformation. These channels included face-to-face engagements, formal meetings and mediated communication through telephone conversations and intranet that facilitated record keeping. The management engaged in top-down and bottom-up communication to build employee trust, while employees expressed reservations of bottom-up information accuracy, suggesting information exclusion. On the contrary, the employees preferred digital and interpersonal channels for internal communication, which included telephone conversations, social media, personal visits by MMU management, and university events. Publicity activities were to disseminate information to prospective students and sponsors through selected private television, vernacular radio, and MMU radio stations, traditional print media, and the MMU website to communicate the MMU brand and image. Employees acknowledged that MMU brands itself as a leader in telecommunication, technology, mechanical, manufacturing, and media training through state-of-the-art equipment, robust faculty, and problem-solving ventures through research. The current study proposes stronger employee involvement, executive packaging and positioning, coaching successful faculty members as brand ambassadors, retraining employees, and employee participation in policy formulation to enhance new culture. In addition, these opositions will enhance the corporate identity, brand, as well as university performance, product quality, policy and processes to enrich the corporate reputation during transformation. The findings challenge university management to actively engage the corporate communication function, emphasise employee participation, and focus on the continual improvement of corporate identity and reputation management practices for competitive advantage. The current study proposes a participative, multi-layered and multi-dimensional communication model for efficient and excellent internal communication. The current study recommends that corporate communication practitioner be strategically positioned to coordinate employee engagement, utilise appropriate communication channels and counsel university management on corporate identity, image and reputation management during organisational transformation

Managing the corporate reputation of a transforming organisation: a study of multimedia University of Kenya

Universities, like other organisations, are challenged to manage corporate identity and reputation to maintain a competitive edge. Few studies in Africa focus on the impact of internal communication on corporate identity and reputation management during organisational transformation. Thus, this study interrogated how a transforming and complex university in Kenya managed the corporate identity, image and reputation for competitive advantage. The purpose of the study was to establish how Multimedia University of Kenya (MMU) management communicated with its employees to nurture the corporate identity, image and reputation during a ten-year period of transformation. The study draws insights from in-depth interviews with 23 university management members, 178 self-administered questionnaires through random stratification of MMU employees, and content review of two MMU strategic plans ranging from 2011 to 2021. The findings suggest that MMU management used formal and interactive channels to create awareness of organisational transformation. These channels included face-to-face engagements, formal meetings and mediated communication through telephone conversations and intranet that facilitated record keeping. The management engaged in top-down and bottom-up communication to build employee trust, while employees expressed reservations of bottom-up information accuracy, suggesting information exclusion. On the contrary, the employees preferred digital and interpersonal channels for internal communication, which included telephone conversations, social media, personal visits by MMU management, and university events. Publicity activities were to disseminate information to prospective students and sponsors through selected private television, vernacular radio, and MMU radio stations, traditional print media, and the MMU website to communicate the MMU brand and image. Employees acknowledged that MMU brands itself as a leader in telecommunication, technology, mechanical, manufacturing, and media training through state-of-the-art equipment, robust faculty, and problem-solving ventures through research. The current study proposes stronger employee involvement, executive packaging and positioning, coaching successful faculty members as brand ambassadors, retraining employees, and employee participation in policy formulation to enhance new culture. In addition, these opositions will enhance the corporate identity, brand, as well as university performance, product quality, policy and processes to enrich the corporate reputation during transformation. The findings challenge university management to actively engage the corporate communication function, emphasise employee participation, and focus on the continual improvement of corporate identity and reputation management practices for competitive advantage. The current study proposes a participative, multi-layered and multi-dimensional communication model for efficient and excellent internal communication. The current study recommends that corporate communication practitioner be strategically positioned to coordinate employee engagement, utilise appropriate communication channels and counsel university management on corporate identity, image and reputation management during organisational transformation

Blogs in Journalist Creative Work

In the article the author summarizes main stage of the blogosphere developing and its transformation from ordinary “network diaries” into brand-new social media. In pre-institutional period it was ordinary users, who mainly utilize. For them, blogs became convenient channel for establishing and maintaining interpersonal communication. In institutional period, journalists are beginning to exploited blogs as an efficient platform to spread relevant socially significant information for wider audience. The author identifies the main ways and methods of utilize blogs in journalists’ professional activities