Initiating dialogue on social media: An investigation of athletes’ use of dialogic principles and structural features of Twitter

Watkins, Brandi; Lewis, Regina

doi:10.1016/j.pubrev.2014.08.001

Cited by 27 publications

(16 citation statements)

References 7 publications

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“…Twitter offers unique aspects relevant to interactivity, including its post-update and categorization tools such as hashtags, keywords and the option to follow and retweet, or repost, other users’ tweets that are constrained to 140 characters (Smith, 2010). While organizations may not use Twitter to its dialogic potential, structural attributes such as hashtags and multimedia content can facilitate return visits to the accounts, a key principle of dialogic public relations (Watkins and Lewis, 2014).…”

Section: Literature Reviewmentioning

confidence: 99%

“…As such, Twitter is a useful platform to study user-practitioner interaction (e.g. Smith, 2010; Watkins and Lewis, 2014; Wigley and Lewis, 2012). Despite this potential, several studies have found organizations mostly use the platform to send messages and distribute information, including government organizations (Waters and Williams, 2011), colleges and universities (Linvill et al , 2012; McAllister, 2012), nonprofit organizations (e.g.…”

Section: Literature Reviewmentioning

confidence: 99%

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The art of engagement: dialogic strategies on Twitter

Sundstrom

Levenshus

2017

JCOM

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Purpose The purpose of this paper is to explore how the dialogic theory of public relations can help strategic communication practitioners support and enhance the relationship between individuals and organizations. Design/methodology/approach This inquiry applied the dialogic theory of public relations by investigating leading media companies’ context-based strategic use of Twitter. Researchers conducted a qualitative content analysis of 1,800 tweets from 18 top-performing media organizations. Findings This study identified strategies, rooted in dialogic theoretical principles that media organizations used to engage stakeholders. Media companies employed strategies based on dialogic principles, including promoting organizations as industry and thought leaders, integrating social media, and using an interactive, synergistic organizational voice. Research limitations/implications These strategies support the need to expand theoretical conceptualizations and use of dialogic principles to study online communication. Practical implications Findings offer practical strategies for practitioners managing organizations’ Twitter communication to foster engagement. In particular, practitioners should consider organizational context and subsequent content advantages. Originality/value Findings offer practical and theoretical contributions to the debate of interactivity.

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Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

The art of engagement: dialogic strategies on Twitter

Sundstrom

Levenshus

2017

JCOM

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“…Some companies are seizing the opportunities social media offer for communicating with their publics, although most firms still have a one-direction communication on social media and are underutilizing the potential of these tools (Bortree;Seltzer, 2009;Capriotti;Moreno, 2007b;Hether, 2014;Kent, 2013;Kent;Taylor, 1998;Macnamara, 2010;Madichie;McAllister-Spooner, 2009;Kent;White, 2001;Watkins;Lewis, 2014;Xifra;Huertas, 2008).…”

Section: Introductionmentioning

confidence: 99%

Monologues in the conversational era: Assessing the level of dialogic communication that big firms are reaching on social medi

Toledano

Lalueza

2018

EPI

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“…Wu, Hofman, Mason, and Watts (2011) make use of Twitter’s “lists” feature, which lists a specific group of user accounts, to examine how elite users shape the overall tone and direction of online conversations. A growing body of research has also examined Twitter usage patterns for accounts maintained by politicians (Gainous & Wagner, 2013), corporate firms or brands (Kwon & Sung, 2011), or professional athletes (Watkins & Lewis, 2014). Despite the topical diversity, the common thread of these studies is that they focus on the set of tweets produced by specific accounts, and these accounts provide the boundary of the sampling frame.…”

Section: Nonprobability Sampling and Twittermentioning

confidence: 99%

Nonprobability Sampling and Twitter

Rafail

2017

Social Science Computer Review

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Twitter data are widely used in the social sciences. The Twitter Application Programming Interface (API) allows researchers to build large databases of user activity efficiently. Despite the potential of Twitter as a data source, less attention has been paid to issues of sampling, and in particular, the implications of different sampling strategies on overall data quality. This research proposes a set of conceptual distinctions between four types of populations that emerge when analyzing Twitter data and suggests sampling strategies that facilitate more comprehensive data collection from the Twitter API. Using three applications drawn from large databases of Twitter activity, this research also compares the results from the proposed sampling strategies, which provide defensible representations of the population of activity, to those collected with more frequently used hashtag samples. The results suggest that hashtag samples misrepresent important aspects of Twitter activity and may lead researchers to erroneous conclusions.

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Initiating dialogue on social media: An investigation of athletes’ use of dialogic principles and structural features of Twitter

Cited by 27 publications

References 7 publications

The art of engagement: dialogic strategies on Twitter

The art of engagement: dialogic strategies on Twitter

Monologues in the conversational era: Assessing the level of dialogic communication that big firms are reaching on social medi

Nonprobability Sampling and Twitter

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