To Stream or Not to Stream? A Case of Social Media Management Within a Professional Sport Organization

2020 ◽  
Vol 9 (S1) ◽  
pp. S26-S34
Author(s):  
Sarah Wymer ◽  
Michael L. Naraine ◽  
Ashleigh-Jane Thompson ◽  
Andy J. Martin
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Professional Sport ◽  
Live Streaming ◽  
Media Management ◽  
Theoretical Frameworks ◽  
Sport Organization ◽  
Social Media Management ◽  
Fan Engagement ◽  
Social Media Strategy

This is a fictional case based on the actual management of a social media strategy that occurred in a professional sport organization in Queensland, Australia. The intention of the case is to explore a range of social media management themes such as live streaming, audience reach, fan engagement, and decision making as they apply to a sport organization. The case primarily focuses on social media live streaming (specifically Facebook Live) and aims to provide an understanding of live video posts in comparison with other post types (i.e., photo, video, text, and links). The case develops within the theoretical frameworks of relationship marketing, fan engagement, and social media, and is suitable for students learning about sport marketing, sport sponsorship, promotion and public relations, and other communication courses in sport management. Specifically, students are tasked with developing a range of potential strategies to support the lead character, Michael Battersby, in implementing live streaming within a social media strategy.

scholarly journals PERAN MEDIA SOSIAL DALAM MEMPROMOSIKAN PARIWISATA SUMATERA BARAT

2020 ◽  
Vol 3 (2) ◽  
pp. 102
Author(s):  
Revi Marta
Keyword(s):  
Social Media ◽  
New Media ◽  
Public Relations ◽  
Media Management ◽  
The Public ◽  
West Sumatra ◽  
Tourism Potential ◽  
Problem Solving Process ◽  
Social Media Management

One of the PR activities is promotion, in this case public relations must promote tourism potential spread throughout the province of West Sumatra. West Sumatra area is very rich in tourist destinations, it is unfortunate if the promotion is carried out by certain parties who have high awareness of the tourism potential of West Sumatra. But today, new media is not only used in the fields of journalism, politics, marketing, but has also penetrated the world of public relations. Therefore, in this study the results of the study found that the role of public relations in managing social media as a medium for promoting tourism in Sumatra is in accordance with the role of public relations stated by Dozier and Broom, which plays a role as Communication Facilitator, Communication Technician, Problem Solving Process Facilitator, with Constraints faced by West Sumatra Province Public Relations in using social media in the promotion of tourism is in terms of the effectiveness of social media management, it is seen that the potential and condition of the HR officers of the Public Relations Bureau that are available, compared to the workload of the Public Relations Bureau, is felt to be inadequate.

An Interdisciplinary Perspective of Incorporating Social Media into Teaching Practice

2018 ◽  
Vol 9 (2) ◽  
pp. 50-61
Author(s):  
Margaret C. Stewart ◽  
Julie D. Lanzillo
Keyword(s):  
Social Media ◽  
Teaching Practice ◽  
Practical Experience ◽  
Digital Content ◽  
Media Management ◽  
Classroom Implementation ◽  
Social Technologies ◽  
Social Media Management ◽  
Fan Engagement ◽  
Graduating Students

The ability to use social media as a job skill among several industries is growing increasingly prevalent. From social media managers to digital content coordinators to fan engagement specialists, graduating students have tremendous opportunity to thrive professionally due to the popularity and ubiquity of social media. In collegiate and professional settings alike, a clear emphasis on the importance of effective social media management is now critical. As a result, educators are now challenged to find creative and innovative ways to prepare students through theoretical knowledge and practical experience relating to the ever-changing landscape of both the technical and industrial demands. This article presents a critical review of existing information on the use of social technologies in the classroom, a discussion on relevant perceptions, techniques, recommendations for interdisciplinary classroom implementation and student engagement, and considerations for educators incorporating social media practice into their curricula.

scholarly journals SOCIAL MEDIA TOOLS, TRENDS, OPPORTUNITIES FOR PUBLIC RELATIONS PRACTICE IN LAGOS STATE, NIGERIA

2020 ◽  
Vol 5 (2) ◽  
pp. 143-157
Author(s):  
Moshood-Abiola Arogundade ◽  
◽  
Olugbenga Charles Adewale ◽  
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Communication Strategy ◽  
Media Management ◽  
Immediate Feedback ◽  
The Social ◽  
Lagos State ◽  
Use Of Social Media ◽  
Social Media Management ◽  
Audience Measurement

This study examined the influence of social media on PR. Specifically, it examined the social media analytic tools, trends, opportunities as well as implications of social media adoption on PR with focus on practitioners in Lagos State. Interviews were conducted with selected PR practitioners in Lagos to obtain facts and views for this study. Findings revealed that social media has greatly influenced the practice of PR. However, social media use is shaped by communication strategy, objectives, engagement strategy, and the target audience. Furthermore, the common trends in use among practitioners include influencer push/influencer PR, listening and analytic (software) tools, brand neutralization, hashtagging, sponsored tweet/posts and use of social media pages of established news outlets. The result also showed that analytic tools like Hootsuite, Meltwater, Sprout Social are used for social media management and engagement. Therefore, social media has completely altered the pattern of corporate communication with its transient and ephemeral nature which makes it difficult for afterthought communications to be retrieved, deleted, or sometimes reviewed. But when compared with conventional media, social media provides better opportunities for wider reach, precise targeting, audience analytic, instant/immediate feedback, location-based messaging, and better audience measurement. Keywords: Social Media, Public Relations, PR tools, Modern Public Relations

scholarly journals Cross platform Social Media Management: A Case Study on Cyber Public Relations Implementation of Indonesia’s Private TV Station in Building External Stakeholders Engagement

2021 ◽  
Vol 20 ◽  
pp. 287-301
Author(s):  
Anindita Susilo ◽  
Ahmad Fauzy
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Public Engagement ◽  
Media Management ◽  
The Public ◽  
Cross Platform ◽  
Human Side ◽  
Social Media Management ◽  
Media Company

As a media company, Metro TV implemented Cyber Public Relations activities in order to build engagement with the public. The engagement value between Metro TV and its followers on the three social media accounts are able to reach high number. This study aims to see the implementation of cyber public relations by Metro TV as a media company in building public engagement on social media. This study uses the concept of Public Relations management initiated by Cutlip which is then linked to the concept of Cyber PR and engagement. The research method used is case study with a qualitative approach. Data were collected through in-depth interviews with Metro TV's Head of Public Relations as key informants, Metro TV social media specialists and Metro TV social media followers as supporting informants. The data and information obtained from the interviews will be analyzed using the stages of data reduction, data presentation, and conclusion drawing. The results of this study indicated that the implementation of Metro TV cyber public relations focuses on 4 main activities, there are: forming engagement and interaction spaces, creating digital campaigns and education, publishing internal company activities, and crisis mitigation. In addition, the implementation of cyber public relations of Metro TV in creating public engagement on social media includes engaging key opinion leaders from internal companies, mirroring content on various platforms, monitoring engagement level and insights on social media, as well as producing relevant and the human side contained content. And finally, the management of social media as a form of implementation of Metro TV cyber public relations is carried out in 3 stages, including: pre-production, production and post-production.

scholarly journals Kompetensi Baru Public Relations (PR) Pada Era Artificial Intelligence

2019 ◽  
Vol 2 (1) ◽  
pp. 1-12
Author(s):  
N. Nurlaela Arief ◽  
M.Arkan Ariel Saputra
Keyword(s):  
Artificial Intelligence ◽  
Social Media ◽  
Big Data ◽  
Data Analysis ◽  
Public Relations ◽  
Media Management ◽  
Face To Face ◽  
Media Monitoring ◽  
Social Media Management

Teknologi artificial intelligence akan merevolusi semua industri, tidak hanya akan terjadi pada perusahaan besar. Tidak ada yang kebal dari disrupsi teknologi AI. Dari keuangan sampai pertanian, kesehatan dan pendidikan, public relations (PR) dan jurnalisme juga akan terkena dampaknya. Bagaimana artificial intelligence merevolusi pekerjaan PR, dan seberapa cepat perubahan ini terjadi? Saat ini kajian mengenai artificial intelligene yang berpengaruh bagi pekerjaan PR dan jurnalisme masih terbatas. Proses pengumpulan data dimulai sejak April hingga November 2018, dengan metode utama survei online diikuti oleh 220 responden dalam waktu 48 jam. Survei didistribusikan kepada praktisi PR di Indonesia. Selain itu, wawancara semi-terstruktur dilakukan dengan 10 responden. Berdasarkan penelitian, pekerjaan PR apa saja yang dapat tergantikan oleh teknologi big data dan AI antara lain : kliping berita sebanyak 45%; menganalisis berita di media sebesar 45%; hubungan media dan pemangku kepentingan sebesar 37%; manajemen konten media sosial sebesar 34%;  mendistribusikan rilis sebesar 33%; Foto dan video 24%; pekerjaan yang kemungkinan kecil untuk digantikan oleh mesin adalah presentasi atau face to face communication (18%). Sebagai kesimpulan bahwa manusia masih diperlukan pada tingkat yang lebih strategis dari aktivitas PR, seperti menganalisis data lebih lanjut hasil media monitoring,  yang sifatnya prediksi dan preventif atau preskriptif. Riset juga menghasilkan kompetensi baru public relations antara lain : kompetensi untuk data analysis, social media management, influencer dan content creator. Penelitian ini baru karena topik tentang Artificial intelligence dalam Public Relations, berdasarkan kajian praktisi di Indonesia, belum pernah dibahas sebelumnya. Riset Ini memiliki potensi untuk memiliki dampak yang cukup besar bagi profesi PR, serta dampak yang lebih luas pada penerapan manajemen komunikasi dan teknologi informasi bagi profesi PR.

Start A Fire: Creating Value and Growth

2019 ◽  
pp. 1-16
Author(s):  
Sarit Markovich ◽  
Oded Golan ◽  
Charlotte Snyder
Keyword(s):  
Social Media ◽  
Venture Capital ◽  
Media Management ◽  
Conference Room ◽  
Tel Aviv ◽  
Management Platform ◽  
Venture Capital Funding ◽  
Capital Funding ◽  
Social Media Management ◽  
A Company

In March 2017, Oded Golan sat in his technology startup's conference room with his co-founder, pondering the fate of their company, Start A Fire. In just four years, the two entrepreneurs had taken an idea that started in Golan's apartment in Tel Aviv and turned it into a company that had raised $3.5 million in venture capital funding and served more than 3,000 of the world's biggest brands using an innovative content distribution and social media management platform that enabled brands to improve communication and engagement with their followers

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