Can Twitter messaging help corporations mitigate the impact of ethical scandals? We topic-model pre-scandal tweets of 92 ‘offenders’ to investigate

Purpose This paper aims to examine whether Twitter messaging can help mitigate the harm corporations suffer in the aftermath of ethical scandals. Design/methodology/approach This paper applies Web Application Programming Interfaces (API) on the Guardian and New York Times news archives to find corporations that suffered scandals between 2014 and 2019, revealing 92 publicly listed companies in the UK. Using Twitter API and the Python library, Getoldtweets, this paper extracts historical, pre-scandal – i.e. pre-2014 – tweets of the 92 firms. The paper topic-models the tweets data using Latent Dirichlet Allocation (LDA). This paper then subjects the topics to multidimensional scaling (MDS) to examine commonalities among them. Findings LDA reveals 10 topics, which group under 5 themes; these are product marketing, urgent signalling of “greenness”, customer relationship management, corporate strategy and news feeds. MDS suggests that the topics further congregate into two meta-themes of future-oriented versus immediate and individual versus global. Practical implications Provided they are sincere and legitimate, corporations’ tweets on global issues with a green agenda should help cushion the impact of ethical scandals. Overall, however, the findings suggest that Twitter messaging could be a double-edged sword, and underscore the importance of strategy. Originality/value The paper offers a first exploration of the relevance of corporate Twitter messaging in mitigating ethical scandals.

Tweets That Matter: Reconsidering Journalistic Sourcing and Framing Processes in the Context of the #Grexit Debate

This study explores the news media Twitter messaging on the issue of Grexit, as an exemplary case of transmediatisation of problems in highly polarized contexts. Our analysis focuses on media tweets (in English, French, Italian, and Greek) using the Grexit hashtag between March and July 2015. There are three main questions on the potential reshaping of journalistic sourcing and framing on Twitter. The first focuses on the milieu of actors used by media outlets as sources in the #Grexit debate, the second on the types of news frames that dominated #Grexit media tweets, and the third on how sourcing and news frames interact to construct a space of power positions. The above processes took shape within a close information system, which included politicians, media elites, and economic experts that marginalized alternative voices and critical perspectives. These findings indicate that mainstream news media normalized Twitter to fit their traditional sourcing and framing norms and practices. More specifically, our findings indicate the following: first, traditional sources and powerful economic actors get easier access to online media reporting on Twitter; second, the negative and episodic media-driven frames take the lead in the frame-building process; and third, the non-elite political and socially-driven frames are marginalized in the framing building process. The Twitter affordances were essentially normalized by media to fit into their understandings of the negotiation process as a high-stakes international politics and economic game with predetermined winners and losers. It is also likely that this normalization reflects the normalization of Twitter by powerful political and economic elites aiming to offer journalists on Twitter easy and instant access to their narratives.

Twitter as an engagement tool: How Public Benefit Organizations are building relationships with their audience

The current study applies content analysis to scrutinize the relationship between Twitter messaging tactics employed by 186 Public Benefit Organizations (PBO) and public reactions in the form of liking, retweeting and commenting behaviour. The results indicate that Twitter plays a marginal role in the Polish PBO, and it seems to be at most complementary to the much more frequently utilized Facebook. Furthermore, the size of the organization does not affect the frequency of the published content on Twitter. Multiple regression analysis indicated that the most important factor influencing audience engagement was the Twitter profile number of followers. It explained the largest percentage of variance in terms of the average number of retweets, the average number of likes, and the percentage of tweets that were then commented on.

HPV vaccine, Twitter, and gay, bisexual and other men who have sex with men

This study aimed to quantify human papillomavirus (HPV) vaccine Twitter messaging addressing gay, bisexual and other men who have sex with men (GB+MSM) and describes messaging by vaccine sentiment (attitudes towards vaccine) and characteristics (topic of messaging). Between August 2014 and July 2015, we collected 193 379 HPV-related tweets and classified them by vaccine sentiment and characteristics. We analysed a subsample of tweets containing the terms ‘gay’, ‘bisexual’ and ‘MSM’ (N = 2306), and analysed distributions of sentiment and characteristics using chi-square. HPV-related tweets containing GB+MSM terms occupied 1% of our sample. The subsample had a largely positive vaccine sentiment. However, a proportion of ‘gay’ and ‘bisexual’ tweets did not mention the vaccine, and a proportion of ‘gay’ and ‘MSM’ tweets had a negative sentiment. Topics varied by GB+MSM term—HPV risk messaging was prevalent in ‘bisexual’ (25%) tweets, and HPV transmission through sex/promiscuity messaging was prevalent in ‘gay’ (18%) tweets. Prevention/protection messaging was prevalent only in ‘MSM’ tweets (49%). Although HPV vaccine sentiment was positive in GB+MSM messaging, we identified deficits in the volume of GB+MSM messaging, a lack of focus on vaccination, and a proportion of negative tweets. While HPV vaccine promotion has historically focused on heterosexual HPV transmission, there are opportunities to shape vaccine uptake in GB+MSM through public health agenda setting using social media messaging that increases knowledge and minimizes HPV vaccine stigma. Social media-based HPV vaccine promotion should also address the identities of those at risk to bolster vaccine uptake and reduce the risk of HPV-attributable cancers.