Using Twitter and Curation Rotation as a Branding Strategy

As social media becomes deeply embedded in traditional marketing and marketing and branding campaigns, it has evolved from a supporting role to the main attraction in more innovative campaigns. One example is that Sweden’s Tourism Department, Visit Sweden, is using Twitter to show transparency, democracy and ingenuity, to allow Swedish citizens be the twitter voice of the country for one week, until the next Curator of Sweden is passed the account. This study examines how social media platform such as Twitter is used to excite new branding and marketing methods. It focuses on the method being “curation rotation” introduced by @Sweden

Understanding Social Media Use and Its Marketing Implications

Social media has become an integral part in the communication process in today’s society. Research has found that social media’s unique characteristics allow sport organizations to meet the many wants of their fans. Eight total professional organizations from the professional and collegiate level were interviewed to answer the research question, to what extent are organizations utilizing social media? This study shows that organizations use social media more specific to their professional level. Professional sport organizations use social media more for their marketing efforts, as collegiate organizations primarily use it for public relations

It's Not What You Tweet but How You Tweet It: An Experiment of Orientation, Interactivity, and Valence in Twitter

This study examines the effects of message orientation, interactivity, and valence in Twitter on the attitudes and behaviors of sport consumers. Social media have become an integral component of strategic brand communication. Since sport properties have become increasingly interested in fostering customer engagement on social media, the purpose of this research is to examine the effects of message orientation, interactivity, and valence in Twitter on customer engagement, relationship quality, and purchase-related outcomes in the context of a live sports broadcast. Specifically, it is hypothesized that interactive messages with positive valence and socioemotional orientation would have a positive influence on sport consumers’ engagement behaviors, perceptions of relationship quality, and purchase intentions. A quantitative research design employing a quasi-experiment is utilized in this study. Study participants (N=255) are randomly assigned to different viewing scenarios in which tweets using eight different communication strategies are seen. The viewing scenarios employed in this research involve a simulated live sports broadcast where tweets from an official team account accompanied the broadcast. After completing the viewing task, participants are asked to complete a questionnaire via Qualtrics online survey software. Univariate analysis of covariance is employed to investigate a series of testable hypotheses. Evaluation of the results reveal participants exposed to positive, highly interactive, and socioemotional communication in tweets are more willing to engage with the brand on Twitter. Additionally, participants exposed to highly interactive messages expressed a significantly higher willingness to pay for officially licensed team merchandise. A detailed review of this study, as well as its limitations, implications, and future directions, are included

Liquidity Risk and Investors' Mood: Linking the Financial Market Liquidity to Sentiment Analysis through Twitter in the S&P500 Index

[EN] Microblogging services can enrich the information investors use to make financial decisions on the stock markets. As liquidity has immediate consequences for a trader's movements, this risk is an attractive area of interest for both academics and those who participate in the financial markets. This paper focuses on market liquidity and studies the impact on liquidity and trading costs of the popular Twitter microblogging service. Sentiment analysis extracted from Twitter and different popular liquidity measures were gathered to analyze the relationship between liquidity and investors' opinions. The results, based on the analysis of the S&P 500 Index, found that the investors' mood had little influence on the spread of the index.Guijarro, F.; Moya Clemente, I.; Saleemi, J. (2019). Liquidity Risk and Investors' Mood: Linking the Financial Market Liquidity to Sentiment Analysis through Twitter in the S&P500 Index. Sustainability. 11(24):1-13. https://doi.org/10.3390/su11247048S113112

Security information sharing via Twitter: 'Heartbleed' as a case study

The current paper outlines an exploratory case study in which we examined the extent to which specific communities of Twitter users engaged with the debate about the security threat known as ‘Heartbleed’ in the first few days after this threat was exposed. The case study explored which professional groups appeared to lead the debate about Heartbleed, the nature of the communication (tweets and retweets), and evidence about behaviour change. Using keywords from the Twitter user profiles, six occupational groups were identified, each of which were likely to have a direct interest in learning about Heartbleed (including legal, financial, entrepreneurial, press, and IT professionals). The groups participated to different degrees in the debate about Heartbleed. This exploratory case study provides an insight into information sharing, potential communities of influence, and points for future research in the absence of a voice of authority in the field of cybersecurity

Twitters Impact on Sports Media Relations

The introduction of Social Media (SM) into sports communications in professional leagues is disrupting the traditional methods of sports media relations. In the past, teams used websites to post information for fans, but it was strictly a one-way format of communication whereby a story was posted for fans to read. To fully engage with this new communication channel, the sports communications departments in professional leagues have begun to use SM to communicate directly with fans through platforms like Twitter and Facebook. Currently, SM like Twitter allows the team communication departments to communicate directly with fans in an interactive two-way format that is not mediated by a reporter or someone from a traditional media outlet. In addition, the open format of SM means that media relations staff are no longer the only intermediary between the media and the players; through the use of SM like Twitter, a professional athlete can now communicate directly to fans without gatekeepers like the media or the sports communications department of the team. This thesis will explore how SM has changed media relations from several different perspectives. The first perspective is related to the risks that are associated with the use of SM by professional athletes: without an intermediary or a filter for athlete-fan communication, many athletes have caused irreparable damage to their reputation and the reputation of their team. The second perspective is related to the benefits for teams that use SM as a platform to connect with fans: the ability to connect with fans using SM is new to sports communications and represents an interactive one-to-one and one-to-many mode of communication through which the fan can directly communicate with the team. Finally, this research will look at how Twitter has changed media relations in sports from the perspective of the lived experiences of people who work in sports media. To explore the risks associated with athletes’ use of social media, this research used Situational Crisis Communication Theory as a theoretical framework to explore reputation-damaging incidents that occurred through social media. The study reviewed national media stories reported in North America from 2009 to 2010 that were perceived to have negative impact on athletes’ reputation. In total, 17 incidents were reviewed — seven incidents in particular demonstrated the athlete as the source of the SM crisis. Through the review and categorization of these 17 situations, the study was able to identify four broad categories of situations that a sports communication manager needs to be prepared for. The four categories identified were “Rookie Reporter”, “Team Insider”, “Opportunist”, and “Imposter”. Each of these categories are invaluable for team communication managers to recognize in order to address the risks associated with social media. To explore the benefits associated with the communications department’s use of social media, this research used Uses and Gratification theory as a theoretical framework to explore how and why fans followed team Twitter accounts. This study was conducted in partnership with the Canadian Football League (CFL) and a total of 526 people responded to an online survey that was tweeted out to them for their feedback. The results of the survey indicated several significant findings — in particular, the phenomenon of converged sports fan consumption was identified, which has not been previously acknowledged in academic research. The phenomenon of converged sports fan refers to the multi-screen environment whereby a sports fan decides where, when, and how they want to consume sporting content. This research identified that in-game consumption of SM while watching television and the mobile consumption of SM are both dominant ways for fans to interact with their teams. This multi-modal format of connecting with the team supports the idea of Henry Jenkins’s Black Box Fallacy (2006, p. 13): as teams move forward in developing communications platforms to reach their fans, they will need to recognize that all channels can and do work together. In order to further understand how Twitter has changed sports media relations, the study used long semi-structured interviews with a phenomenological research design to understand how Twitter has impacted sports media relations. The phenomenological analysis of the informant interviews suggested that Twitter is the source of three themes of change: general media relations, mechanical job functions, and other changes specific to sports media relations. The significance of Twitter’s impact on sports media relations cannot be understated. With the ubiquitous use of SM like Twitter, it is important to understand how sports media relations can use SM to manage the image of their respective teams and athletes. After looking at SM and sports from three different perspectives, the pivotal finding was the role that Twitter and mobile communications play in ‘flattening’ sports media relations. Similar to how Friedman (2006) argued that the convergence of the personal computer drove globalization, Twitter and the increased adoption of mobile communications have flattened the role of sports media relations. This research will explain how the flattening of sports media relations happened and what the implications might be for sports media professionals

Semantic Analysis: Can MD&A Word Choice Increase Stock Price of American Publicly Traded Banks Disseminating Using Twitter?

Social media has become a part of the International framework. Use has risen exponentially and organizations that have relied on traditional channels of communication are considering its use. Researchers studied the impact of semantics on organizations disseminating financial information using Twitter. This study sought to understand the impact of word strength in communicating with investors. This study included 34 American publicly traded banks over four quarters or a sample size of 136. Seventeen used Twitter while seventeen did not. The researchers analyzed the semantic content of these messages. Using a predictive model, researchers compared the cumulative abnormal returns associated with the announcement. Researchers concluded that using Twitter did not positively impact stock price. Researchers also found that banks using Twitter used more powerful words in communicating. This research advances understanding the role social media and semantics can play to disseminate financial informatio

Twitter as a communication tool for executives

This is a study on the use of Twitter by previous CEO of HP Norway, Anita Krohn Traaseth, and previous head of HR, Yvonne Fosser. The research question asks whether their use of Twitter has had an effect on their company, their employees and themselves, during the period of Fall 2012 to Fall 2014. I have conducted a content analysis of tweets posted by the two executives, in addition to interviews with 13 employees and the two executives themselves. The findings are numerous, but a brief summary indicates that the effect of Twitter on the company is that they became more visible, which resulted in more job applications, invitations to universities etc. It has not had an effect on the work of their employees, other than that they noticed the visibility in both positive and negative ways. Half of the employees find it very positive that HP Norway have become more well known, and the other half are skeptical and negative because they are afraid of the reputation of their work place. The probably biggest effect of Twitter is on the executives themselves, because they have broadened their networks and gotten access to people and ideas they would normally not get access to. However, they have tried to use this in favor of their company and employees