Engagement across three social media platforms: An exploratory study of a cause-related PR campaign

Paek, Hye‐Jin; Hove, Thomas; Jung, Yumi; Cole, Richard T.

doi:10.1016/j.pubrev.2013.09.013

Cited by 97 publications

(53 citation statements)

References 20 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Paek et al (2013) suggest that desire for a product, attentiveness to it, recommending it to others, and disappointment when the product disappears are all key drivers of the engagement experience. These same drivers are present when clientele interact with extension professionals.…”

Section: Keys To Successful Engagementmentioning

confidence: 99%

Using Technology to Enhance Extension Education and Outreach

Barton

et al. 2017

hortte

View full text Add to dashboard Cite

We held a technology session at the 2016 Annual Meeting of the American Society for Horticultural Science in Atlanta, GA, to provide guidance for technology choices in extension education and an opportunity to learn more about engaging new audiences, including the millennial generation (people born between 1982 and 2000). The use of technology is now an integral part of extension-client interaction. Presenters in the session gave examples of when technologies such as blogs, social media accounts, or web conferencing tools allowed extension personnel to increase engagement with online consumers and ultimately help fulfill extension’s mission of extending knowledge and changing lives. Effective engagement requires both educators and learners to be satisfied with the exchange. It is critical to monitor the quality of these digitally facilitated exchanges as compared with traditional face-to-face interactions. Additionally, it is possible to quantify digital engagement with readily available metrics, such as “retweets” (a reposted or forwarded message) or “likes” (indication an item is appreciated). These allow innovative and substantive reporting to further justify continued use of digital technologies for enhancing client-extension relations.

show abstract

Section: Keys To Successful Engagementmentioning

confidence: 99%

Using Technology to Enhance Extension Education and Outreach

Barton

et al. 2017

hortte

View full text Add to dashboard Cite

show abstract

“…Instead, Calder et al, recommended defining engagement from an experiential perspective, as ''a collection of experiences'' that comprise social media user beliefs about ''how a site fits into his or her life'' (p. 322). Similarly, Paek et al (2013) argued for an experiential perspective when they found that engagement is utilitarian, and based on social facilitation, civic mindedness, and inspiration. Hollebeek, Glynn, and Brodie (2014) provide a consumer perspective, arguing that online brand engagement involves positive brand experiences that carry over online.…”

Section: Social Media Engagementmentioning

confidence: 99%

“…Whereas the former represents the broad daily activities that occur online, the latter refers to the absorption and immersive state of social media usage that may not always accompany social media usage. The difference is particularly important, as recent research has shown that social media engagement mediates social media usage and communication behavior (Paek, Hove, Jung, & Cole, 2013). Oh, Bellur, and Sundar (2010) have defined engagement as ''the progression from interacting with the interface physically to becoming cognitively immersed in the content offered by it and then onto proactively spreading the outcomes of this involvement' ' (p. 25).…”

Section: Introductionmentioning

confidence: 99%

“…Paek et al (2013) point out that strategic social media management requires consideration of ''the extent to which users will feel engaged' ' (p. 527). Perhaps for this reason, social media engagement has been ''heralded as the new paradigm for public relations in the 21st century'' and requires a ''mindfulness and awareness of the power distribution in public relations and its role in shaping.…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Terms of engagement: Analyzing public engagement with organizations through social media

Smith

Gallicano

2015

Computers in Human Behavior

168

View full text Add to dashboard Cite

“…While some (e.g. [11], [15]) do explore this difference from a brand perspective, it remains an under-researched area for a topic with as much interest as social media.…”

Section: Introductionmentioning

confidence: 99%

Engaging with Charities on Social Media: Comparing Interaction on Facebook and Twitter

2015

View full text Add to dashboard Cite

Abstract. Social media are commonly assumed to provide fruitful online communities for organisations, whereby the brand and supporterbase engage in productive, two-way conversations. For charities, this provides a unique opportunity to reach an audience for a relatively low cost, yet some remain hesitant to fully embrace these services without knowing exactly what they will receive in return. This paper reports on a study that seeks to determine the extent to which these conversations occur, and compares this phenomenon on Facebook and Twitter for a sample of UK-based charities. Focus was placed on analysing conversations as signs of developing relationships, which have previously been shown to be a key target for charities on social media. The results of this study find that while there is an expected proportion of the audience who prefer to listen rather than engage, there is strong evidence of a core group of supporters on each site who repeatedly engage. Interestingly, disparities between how this occurs on Facebook and Twitter emerge, with the results suggesting that Facebook receives more conversations in response to the charities' own posts, whereas on Twitter there is a larger observable element of unsolicited messages of people talking about the charity, which in turn produces a differing opportunity for the charity to extract value from the network. It is also found that posts containing pictures receive the highest number of responses on each site. These were a lot less common on Twitter and could therefore offer an avenue for charities to increase the frequency of responses they achieve.

show abstract

Engagement across three social media platforms: An exploratory study of a cause-related PR campaign

Cited by 97 publications

References 20 publications

Using Technology to Enhance Extension Education and Outreach

Using Technology to Enhance Extension Education and Outreach

Terms of engagement: Analyzing public engagement with organizations through social media

Engaging with Charities on Social Media: Comparing Interaction on Facebook and Twitter

Contact Info

Product

Resources

About