Social Media Meet Dialog?

Transcription

1 Social Media Meet Dialog? Analyzing the Communication Activities of Companies on Facebook Dr. Astrid Spatzier Laura Moisl, MA

2 Content Introduction Research Questions Theoretical Background Empirical Study - Hypotheses - Methods - Results Conclusions 2

3 Introduction How do companies use social media as a strategic element of public relations today? 3

4 Research Questions How to locate typical interaction of companies on Facebook? How to identify different paradigms? What types of interaction are dominant when companies use the social media? What is the dominant interaction goal when public relations practitioners use the social media? How to locate strategic elements within the use of the social media? 4

5 Theoretical Background Symbolic Interaction The attribution of social media as public relations tool depends on the symbolic interaction between practitioners. Differentiation by using social media in relation to the attribution of meanings Practitioners may use the social media in ways determined by their own individual interpretations 5

6 Theoretical Background Types The Agent The Communicator The Information Distributor The Journalist The Networker The Marketer Understanding of Public Relations Communication, Dialog Communication, Dialog Information Information Promotion Promotion Spatzier/Signitzer

7 Hypotheses H1. Very few organizations use the social media for dialog. H2. All organizations use the social media for promotion. H3. All organizations use the social media for information. 7

8 Methods Quantitative Content Analysis Qualitative Interviews 8

9 Methods Quantitative Content Analysis - Study sample 41,605 companies based in Salzburg 33,624 active companies based in Salzburg 1,978 with an online presence 418 corporate profile pages on Facebook Adjusted final sample: 349 Final sample of postings on Facebook: 6,750 9

10 Methods Quantitative Content Analysis - Coding scheme Category Sub-categories Promotion Advertising Recruitment Product placement Information Advice Description Communication Dialog 10

11 Methods Qualitative Interviews - 30 Interviews with practitioners to test the attributed meanings. - The interviews were conducted using open-ended questions such as: You have been working for some time now as a social media specialist for your organization. Could you tell us about your work? Why does your organization use the social media (Facebook)? What is the motivation behind your postings on Facebook? 11

12 Results Publishing activity 12

13 Results Average posting activity of the industrial sectors amount of postings industrial sectors 13

14 Results Use of communication types 14

15 Results Information type 15

16 Results Promotion type 16

17 Results Findings: Orientation Marketing-orientation and communication orientation Tasks No specific tasks Evaluation Likes and Followers Interaction Information and Promotion 17

18 Conclusions Very few organizations (companies) use the social media for dialog. Most common are information and promotion. All organizations (companies) studied use the social media for promotion, especially for advertising and product placement. All organizations (companies) studied use the social media for information. 18

19 Conclusions Public relations practitioners are not concerned with strategic communication. Specific interaction goals are not in focus. Elaborate evaluation is not in focus. one-size-fits-all approach. 19

20 Conclusions From this perspective companies are called upon to reflect the use of social media. Scholarly research must mature, and focus greater applicability. Public relations practice should be informed about the possibilities for using social media. 20

21 Dr. Astrid Spatzier Laura Moisl, MA 21