Defining Social Listening: Recognizing an Emerging Dimension of Listening

Stewart, Margaret; Arnold, Christa L.

doi:10.1080/10904018.2017.1330656

Cited by 58 publications

(39 citation statements)

References 20 publications

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“…Take social listening technologies for instance. Social listening technologies could be defined as “a means of attaining interpersonal information and social intelligence” ( Stewart and Arnold, 2018 ), which in turn, can help broaden research insights into human behaviors such as vaccination adoption.…”

Section: Discussionmentioning

confidence: 99%

Young adults’ preferences for influenza vaccination campaign messages: Implications for COVID-19 vaccine intervention design and development

Su¹,

McDonnell²,

Wen³

et al. 2021

Brain, Behavior, & Immunity - Health

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Background Health campaign interventions, particularly those tailored to the target audience’s needs and preferences, can cost-effectively change people’s attitudes and behaviors towards better health decision-making. However, there is limited research on how to best tailor seasonal influenza vaccination campaigns for young adults. Vaccination is vital in protecting young adults and their social circles (vulnerable populations like older adults) from the influenza virus and critical in shaping these emerging adults’ vaccination habits in the long run. However, amid the prevalence of easily-accessible, attention-grabbing, and often malicious false and misinformation (e.g., COVID-19 vaccine conspiracy theories), it may be more challenging to develop vaccination messages that resonate with young adults well enough to attract their attention. Therefore, to bridge the research gap, this study examines young adults’ preferences for seasonal influenza vaccination campaigns to inform effective intervention design and development. Methods Qualitative survey questions were developed to gauge young adults’ preferences for seasonal influenza vaccination campaigns. A total of 545 young adults (73.9% female, Mage = 19.89, SD = 1.44) from a large University offered complete answers to a cross-sectional online survey. Braun and Clarke’s thematic analysis procedures were adopted to guide the data analysis process. Results Thematic analysis revealed that young adults prefer seasonal influenza vaccination campaigns that rely on (1) quality and balanced information from (2) credible information sources, positioned in the (3) relevant health contexts, (4) emphasize actionable messages, and incorporate (5) persuasive campaign design. Interestingly, while many participants underscored the importance of fear-appeal messages in persuading them to take health actions, some young adults also suggested avoiding fear campaigns due to discomfort. Conclusions Insights of the study can inform seasonal influenza vaccination design and development, and have the potential to shed light on vaccination messaging in other vaccine contexts, such as COVID-19 vaccines. Results also underscore the need for health experts and government officials to adopt a more nuanced approach when selecting persuasive campaign appeals. While some young adults may resonate well with fear appeals, others may not. Future research could examine the underlying mechanisms that drive young adults’ preference for vaccination campaign intervention to enrich the literature further.

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Section: Discussionmentioning

confidence: 99%

Young adults’ preferences for influenza vaccination campaign messages: Implications for COVID-19 vaccine intervention design and development

Su¹,

McDonnell²,

Wen³

et al. 2021

Brain, Behavior, & Immunity - Health

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“…Social Listening invites prompt response to reputation crises online and is defined as "an active process of attending to, observing, interpreting, and responding to a variety of stimuli through mediated, electronic, and social channels" [5]. Engaging in Social Listening as an active process routinely throughout everyday social media strategy enable a social media manager and/or crisis communication professional the opportunity to immediately identify, field, address, and respond to reputational threats from a very early stage in the crisis, which may influence the length and outcome of the crisis event.…”

Section: Discussionmentioning

confidence: 99%

Reputational Threats Online: Social Media as a Simultaneous Agent of Crisis and Tool for Response and Resolution in the Case Study of an American Academic Library

Stewart

Atilano

2018

ICRCC

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This paper details a reputational threat to an American academic library where a viral social media post and associated negative comments misrepresented the institution and brand's values. Immediately, the marketing librarian responsible for social media responded to the threat by engaging directly with the library consumers, sharing content and information with the broader online community, and reinforcing the library's values and commitment to consumers. While the resolution to the crisis was mostly favourable, the event was unanticipated and invited a keen learning opportunity that is documented in this case study. Reflections and takeaways from this incident are discussed in the context of emerging literature on crisis communication, reputation threats, and social media.

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“…Sama seperti ketika kita berkomunikasi, sebelum memulai berbicara atau bercerita kita harus melakukan proses mendengarkan, supaya bagaimana psikologis lawan bicara kita, apa yang sedang mereka alami, serta apa yang menjadi kebutuhan dan keinginan mereka dapat kita pahami secara mendalam. Social listening atau mendengarkan sosial adalah proses aktif menghadiri, mengamati, menafsirkan, dan menanggapi berbagai rangsangan melalui saluran mediasi, elektronik, dan sosial (Stewart & Arnold, 2018).…”

Section: Social Listening : Memahami Lebih Dekat Audiens Kitaunclassified

Digital Storytelling dan Social Listening : Tren Aktivitas Kehumasan Perguruan Tinggi dalam Pengelolaan Media Sosial

Cahyani

Widianingsih

2020

JIKM

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ABSTRAK Pengelolaan informasi publik yang aktif dan responsif menjadi indikator utama dalam perwujudan good governance yang terkait tata kelola komunikasi. Di era digital, media sosial menduduki posisi teratas menjadi layanan yang paling banyak diakses melalui internet sehingga dimanfaatkan oleh Perguruan Tinggi di Indonesia sebagai PR tools yang bisa dijangkau oleh berbagai stakeholder. Praktik Public Relations telah mengalami perubahan fundamental di era disrupsi sehingga peneliti tertarik untuk meneliti tentang tren pengelolaan kehumasan perguruan tinggi saat ini berupa digital storytelling dan social media listening. Tipe penelitian ini adalah deskriptif kualitatif dengan pendekatan netnografi dan memanfaatkan analytical tools yaitu Keyhole dan Social Blade. Objek penelitian difokuskan pada pengelolaan media sosial Perguruan Tinggi yang pernah mendapatkan penghargaan Anugerah Humas di kategori media sosial. Hasil penelitian menunjukkan bahwa praktisi PR Perguruan Tinggi harus menyadari bahwa manusia memiliki kebutuhan untuk berkomunikasi dan terkoneksi antara satu dengan yang lain melalui cerita. Hadirnya berbagai platform di era digital membuat konten digital storytelling dapat dikemas dalam bentuk beragam seperti foto, video, audio, grafis. Sebagai kategori yang memperoleh engagement tinggi dibandingkan kategori lainnya. Perguruan Tinggi memiliki banyak potensi cerita yang dapat dibangun sekaligus dipertukarkan. Dengan kata lain, Perguruan Tinggi memiliki beragam�earning content� dari praktik Digital storytelling yang dilakukan oleh para audiensnya. Social listening yang setara dengan mendengarkan aktif secara online, memungkinkan Humas Perguruan Tinggi untuk lebih dekat dalam memahami apa yang menjadi kebutuhan dan keinginan audiens. Hasil dari Social Listening ini lebih lanjut dapat dimanfaatkan PR untuk dasar melakukan Digital storytelling dalam bermedia sosial. Berinvestasi dengan social media analytical tools bisa menjadi langkah strategis bagi Humas dalam supporting system untuk melaksanakan proses PR dan mencapai tujuan utama yaitu membangun dan memelihara reputasi. �

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Defining Social Listening: Recognizing an Emerging Dimension of Listening

Cited by 58 publications

References 20 publications

Young adults’ preferences for influenza vaccination campaign messages: Implications for COVID-19 vaccine intervention design and development

Young adults’ preferences for influenza vaccination campaign messages: Implications for COVID-19 vaccine intervention design and development

Reputational Threats Online: Social Media as a Simultaneous Agent of Crisis and Tool for Response and Resolution in the Case Study of an American Academic Library

Digital Storytelling dan Social Listening : Tren Aktivitas Kehumasan Perguruan Tinggi dalam Pengelolaan Media Sosial

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