Towards a process of agenda setting driven by social media

Abstract

Purpose – This paper aims to provide an in-depth evaluation of how German and Austrian utilities use Facebook to engage stakeholders, including a look at the objectives pursued with the use of Facebook, addressed stakeholders as well as the provided information. German and Austrian utility companies are confronted with serious changes in the European energy sector. In this context, stakeholder theory emphasises the importance for utility companies to actively manage the relationships with the relevant stakeholders. Nowadays, a considerable number of these stakeholders might be addressed by using Facebook. Design/methodology/approach – The quantitative study includes 88 German and Austrian utility companies. Findings – Research findings indicate that Facebook is a common instrument in the German and Austrian energy sectors. It seems that so far, no real stakeholder dialogue has been achieved. Moreover, issues which deeply affect a wide variety of citizens are not emphasised on most Facebook accounts. Therefore, so far, the majority of utilities is not using the full potential of Facebook. Originality/value – By developing a process of agenda-setting driven by social media, the paper contributes to the existing literature and gives practical implications for public and private entities in the energy sector.

Política en los sitios web, entretenimiento en las redes: la agenda de los medios noticiosos en sus sitios y en Facebook y Twitter

“…La conformación de la agenda mediática ha sido tema de investigación para los estudios sobre comunicación desde el trabajo seminal de McCombs (1972). El surgimiento de las redes sociales y su utilización como espacios de consumo de información han ampliado el foco de análisis hacia las cuentas en redes sociales de medios de noticias (Conway, Kenski y Wang, 2015;Johnson y Perlmutter, 2009;Martin y Grüb, 2016;Meraz, 2009;Sayre, Bode, Shah, Wilcox, y Shah, 2010). Este trabajo examina la agenda online de los dos diarios impresos con mayor circulación en Argentina -Clarín y La Nacióncomparando las noticias publicadas en tres presentaciones de los dos medios: sus páginas de inicio y las publicaciones en las cuentas oficiales de estos dos medios en Facebook y Twitter, durante 55 días no consecutivos en 2017 y 2018.…”

When Public Utilities Like to Talk on Facebook

“…However, the public management literature on social media can still seen to be in its infancy (Sharif et al 2015;Agostino 2013;Criado et al 2013). Only a minority of studies emphasizes the application of social media by public organisations such as utility companies (Martin and Grueb 2016). Nevertheless, especially public utilities are confronted with fundamental sectoral challenges.…”

“…Nevertheless, especially public utilities are confronted with fundamental sectoral challenges. Examples are the increasing competition due to the liberalisation of the European energy sector, the growing amount of products and services, the consumers that suddenly become energy producers as well as-particularly in Germany-the exit from nuclear and fossil-fuel energy (Martin and Grueb 2016;Witt 2013;Dechange and Friedrich 2013). In this challenging environment, Facebook as the leading social media tool seems to allow utilities more of a dialogue with its various stakeholders (Manetti et al 2016;Statista 2016aStatista , 2016bStatista , 2015Lovari and Parisi 2015;Cho et al 2014).…”

“…In this challenging environment, Facebook as the leading social media tool seems to allow utilities more of a dialogue with its various stakeholders (Manetti et al 2016;Statista 2016aStatista , 2016bStatista , 2015Lovari and Parisi 2015;Cho et al 2014). An initial study by Martin and Grueb (2016) indicate that most utilities employ Facebook to improve their public relations, reputation/image as well as to increase customers' loyalty, level of awareness and dialog. In this way, 'the majority of companies pay attention to service as well as brand and PR objectives' (Martin and Grueb 2016, p. 13).…”

“…In this way, 'the majority of companies pay attention to service as well as brand and PR objectives' (Martin and Grueb 2016, p. 13). Further, Martin and Grueb (2016) as well as Martin (2016) identify a growing amount of German, Austrian and Swiss utility companies using Facebook for stakeholder communication.…”