Audience Engagement When Disseminating Livestock Information Through Infographics on Social Media

2021 ◽  
Author(s):  
Hannah L. Lochner ◽  
Rebecca D. Swenson ◽  
Krishona L. Martinson
Keyword(s):  
Social Media ◽  
Audience Engagement

scholarly journals Fan Engagement in Motorsports: A Case of the FIA World Rally Championship

2019 ◽  
Vol 5 (1) ◽  
pp. 31-44
Author(s):  
Hans Erik Næss ◽  
Sam Tickell
Keyword(s):  
Social Media ◽  
Media Campaign ◽  
Audience Engagement ◽  
Media Campaigns ◽  
Building Relationships ◽  
Transmedia Storytelling ◽  
Fan Engagement

Social media success is increasingly being linked to profitable relations between sporting teams and their communities of fans. Through a case study of RallytheWorld, Volkswagen’s social media campaign 2013-2016 for the FIA World Rally Championship (WRC), this paper provides sports marketers with relevant practices on how to develop social media strategies and building relationships with and between the fans. Drawing upon theories of community facilitation and ‘transmedia storytelling’, as well as the method of autoethnography, our finding is that RallytheWorld, through its audience engagement techniques provided WRC fans with a new experience while respecting the championship’s sporting traditions. This combination, we argue, made RallytheWorld a qualitatively better offer to rally fans than comparable social media campaigns in the WRC.

scholarly journals Mental health information online: what we have learned from social media metrics in BuzzFeed’s Mental Health Week

2018 ◽  
Vol 40 (4) ◽  
pp. 326-336 ◽  
Author(s):  
Thais Martini ◽  
Leticia S. Czepielewski ◽  
Daniel Prates Baldez ◽  
Emma Gliddon ◽  
Christian Kieling ◽  
...  
Keyword(s):  
Mental Health ◽  
Social Media ◽  
Mental Health Treatment ◽  
The Internet ◽  
Accurate Information ◽  
Information Channel ◽  
Audience Engagement ◽  
Mental Health Information ◽  
Personal Experiences ◽  
Social Media Platforms

Abstract Introduction The Internet has seen rapid growth in the number of websites focusing on mental health content. Considering the increased need for access to accurate information about mental health treatment, it is important to understand the promotion of this information online. Objective To analyze BuzzFeed’s Mental Health Week (BFMHW) interactions on its own website and in related social media platforms (Facebook, Twitter and YouTube) using metrics of information delivery in mental health topics. Methods We extracted social media metrics from the 20 posts with the highest number of BuzzFeed interactions on the BFMHW website and from 41 videos available on the BFMHW playlist created by the BuzzFeed Video profile on YouTube. We analyzed the format and content used in BuzzFeed’s publishing methods as well as the following social media metrics: exposure (presence online, views and time online), influence (likes) and engagement (comments, shares, replies and BuzzFeed interactions). Results Analysis of the variables revealed that audience engagement is associated with the number of medias in which the content is published: views on YouTube and shares on Facebook (0.71, p<0.001), total interactions on Facebook (0.66, p<0.001) and BuzzFeed number of total interactions (0.56, p<0.001). Conclusions Our results suggest that videos on YouTube may be an important information channel, including activity and engagement on other medias such as Facebook. Information may be more effective in reaching the audience if it is delivered in more than one media and includes personal experiences, some humor in content and detailed information about treatment.

What Makes Politicians’ Instagram Posts Popular? Analyzing Social Media Strategies of Candidates and Office Holders with Computer Vision

2020 ◽  
Vol 26 (1) ◽  
pp. 143-166
Author(s):  
Yilang Peng
Keyword(s):  
Computer Vision ◽  
Social Media ◽  
Political Communication ◽  
Large Scale ◽  
Visual Media ◽  
Audience Engagement ◽  
Self Presentation ◽  
Media Platform ◽  
Unsupervised Approach ◽  
Textual Content

Previous research on the success of politicians’ messages on social media has so far focused on a limited number of platforms, especially Facebook and Twitter, and predominately studied the effects of textual content. This research reported here applies computer vision analysis to a total of 59,020 image posts published by 172 Instagram accounts of U.S. politicians, both candidates and office holders, and examines how visual attributes influence audience engagement such as likes and comments. In particular, this study introduces an unsupervised approach that combines transfer learning and clustering techniques to discover hidden categories from large-scale visual data. The results reveal that different self-personalization strategies in visual media, for example, images featuring politicians in private, nonpolitical settings, showing faces, and displaying emotions, generally increase audience engagement. Yet, a significant portion of politician’s Instagram posts still fell into the traditional, “politics-as-usual” type of political communication, showing professional settings and activities. The analysis explains how self-personalization is embodied in specific visual portrayals and how different self-presentation strategies affect audience engagement on a popular but less studied social media platform.

The flashing of fireflies

2016 ◽  
Vol 37 (3) ◽  
pp. 52-56
Author(s):  
Peter Buell Hirsch
Keyword(s):  
Social Media ◽  
Social Engagement ◽  
Design Methodology ◽  
Audience Engagement ◽  
Content Type ◽  
Social Media Engagement ◽  
Original Insight ◽  
Media Practices ◽  
Insight Into

Purpose This paper aims to identify the characteristics of enduring audience engagement through social media. Design/methodology/approach The approach is to examine recent examples of successful social media practices to identify common characteristics. Findings The most common characteristics of successful social media engagement include continuous beta, co-ownership, room for error and convenor-ship. Originality/value The author’s analogy of successful social media to the biophysical phenomenon of entrainment is an original insight into social engagement.

scholarly journals Influencing the Conversation About Masculinity and Suicide: Evaluation of the Man Up Multimedia Campaign Using Twitter Data (Preprint)

2017 ◽  
Author(s):  
Marisa Schlichthorst ◽  
Kylie King ◽  
Jackie Turnure ◽  
Suku Sukunesan ◽  
Andrea Phelps ◽  
...  
Keyword(s):  
Social Media ◽  
Health Promotion ◽  
Help Seeking ◽  
Performance Measure ◽  
Audience Engagement ◽  
Video Footage ◽  
Traditional Health ◽  
Three Phase ◽  
Traditional Masculinity ◽  
Promotion Campaigns

BACKGROUND It has been suggested that some dominant aspects of traditional masculinity are contributing to the high suicide rates among Australian men. We developed a three-episode documentary called Man Up, which explores the complex relationship between masculinity and suicide and encourages men to question socially imposed rules about what it means to be a man and asks them to open up, express difficult emotions, and seek help if and when needed. We ran a three-phase social media campaign alongside the documentary using 5 channels (Twitter, Facebook, Instagram, YouTube, and Tumblr). OBJECTIVE This study aimed to examine the extent to which the Man Up Twitter campaign influenced the social media conversation about masculinity and suicide. METHODS We used Twitter insights data to assess the reach of and engagement with the campaign (using metrics on followers, likes, retweets, and impressions) and to determine the highest and lowest performing tweets in the campaign (using an aggregated performance measure of reactions). We used original content tweets to determine whether the campaign increased the volume of relevant Twitter conversations (aggregating the number of tweets for selected campaign hashtags over time), and we used a subset of these data to gain insight into the main content themes with respect to audience engagement. RESULTS The campaign generated a strong following that was engaged with the content of the campaign; over its whole duration, the campaign earned approximately 5000 likes and 2500 retweets and gained around 1,022,000 impressions. The highest performing tweets posted by the host included video footage and occurred during the most active period of the campaign (around the screening of the documentary). The volume of conversations in relation to commonly used hashtags (#MANUP, #ABCMANUP, #LISTENUP, and #SPEAKUP) grew in direct relation to the campaign activities, achieving strongest growth during the 3 weeks when the documentary was aired. Strongest engagement was found with content related to help-seeking, masculinity, and expressing emotions. A number of followers tweeted personal stories that revealed overwhelmingly positive perceptions of the content of the documentary and strongly endorsed its messages. CONCLUSIONS The Man Up Twitter campaign triggered conversations about masculinity and suicide that otherwise may not have happened. For some, this may have been game-changing in terms of shifting attitudes toward expressing emotions and reaching out to others for help. The campaign was particularly effective in disseminating information and promoting conversations in real time, an advantage that it had over more traditional health promotion campaigns. This sort of approach could well be adapted to other areas of mental (and physical) health promotion campaigns to increase their reach and effectiveness.

scholarly journals KAJIAN KAMPANYE SOSIAL WORLD WILDLIFE FUND: THE LAST SELFIE

2020 ◽  
Vol 3 (2) ◽  
pp. 130-137
Author(s):  
Egie E. Yusadhi ◽  
Alvanov Zpalanzani Mansoor
Keyword(s):  
Social Media ◽  
Public Awareness ◽  
Fund Raising ◽  
Media Theory ◽  
Advertising Agencies ◽  
Contributing Factors ◽  
Audience Engagement ◽  
World Wildlife Fund ◽  
Engagement Process ◽  
Endangered Animals

The cases of protecting endangered animals around the world are difficult to solve. Lack of public awareness of the survival of these animals become one of the contributing factors. Given the importance of the survival of these animals, World Wildlife Fund as a global fund-raising agency invitesDanish and turkey advertising agencies to create a social campaign where they invited millennials to donate their money to help the survival of endangered animals and comes up with #LastSelfie. It is social media based campaign using Snapchat which then integrated with other social media. This campaign generated 40,000 tweets in a week and meets donation goal in just three days. This is a descriptive explanative research which itspurpose is to find out whether #LastSelfie campaign through breaking the structure of campaign materials and depict its relationship with the aim of campaign based on copywriting and target audience Engagement Process in social media theory. Through the application of this concept which encompasses various aspects of the campaign, at the end of this writing, the authors concludes that #LastSelfie campaign corresponds to the process sequence of Engagement in social media — consuming, curation, creation, collaboration, through meticulous campaign naming, copywriting strategy, sharing among peers, and collaborative donation to help preserve endangered animals.

scholarly journals Social Media for Political Campaigns: An Examination of Trump’s and Clinton’s Frame Building and Its Effect on Audience Engagement

2019 ◽  
Vol 5 (2) ◽  
pp. 205630511985514 ◽  
Author(s):  
Abdulsamad Sahly ◽  
Chun Shao ◽  
K. Hazel Kwon
Keyword(s):  
Social Media ◽  
Presidential Election ◽  
Political Ideology ◽  
Political Campaigns ◽  
Hillary Clinton ◽  
Donald Trump ◽  
Audience Engagement ◽  
Frame Effect ◽  
Frame Building ◽  
Cross Platform

This study investigates cross-platform differences in social media by analyzing the contending candidates who represent different political ideology during the 2016 presidential election. Borrowing the frame-building and frame-effect perspectives, it examines the ways in which the two contending candidates (Donald Trump and Hillary Clinton) built their message frames in two different social platforms—Twitter ( N = 3,805) and Facebook ( N = 655)—and how the frame differences affected audience engagement in each platform. The results showed that Trump’s messages presented more variety in frame selection than Clinton’s, focusing on conflict and negative emotional frames on Twitter while displaying frequent positive emotional frames on Facebook. Clinton’s strategy relied heavily on conflict and positive emotional frames on both Twitter and Facebook. The results also suggested that for both Trump and Clinton followers on Twitter, conflict and morality frames consistently attracted retweeting behaviors and emotional frames attracted favoriting behaviors. However, Facebook engagement behaviors did not show a consistent pattern between the followers of the two candidates.

scholarly journals Success in an Online Giving Day: The Role of Social Media in Fundraising

2019 ◽  
Vol 49 (1) ◽  
pp. 74-92 ◽  
Author(s):  
Abhishek Bhati ◽  
Diarmuid McDonnell
Keyword(s):  
Social Media ◽  
Organizational Factors ◽  
Network Size ◽  
Audience Engagement ◽  
Social Media Data ◽  
Size Number ◽  
Social Media Platforms ◽  
The Relationship ◽  
Media Data

Social media platforms offer nonprofits considerable potential for crafting, supporting, and executing successful fundraising campaigns. How impactful are attempts by these organizations to utilize social media to support fundraising activities associated with online Giving Days? We address this question by testing a number of hypotheses of the effectiveness of using Facebook for fundraising purposes by all 704 nonprofits participating in Omaha Gives 2015. Using linked administrative and social media data, we find that fundraising success—as measured by the number of donors and value of donations—is positively associated with a nonprofit’s Facebook network size (number of likes), activity (number of posts), and audience engagement (number of shares), as well as net effects of organizational factors including budget size, age, and program service area. These results provide important new empirical insights into the relationship between social media utilization and fundraising success of nonprofits.

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