Follow Me! Global Marketers’ Twitter Use

The rapid rise of the business use of social media platform Twitter by organisations around the world, highlights the need for understanding the degree to which the new communication tool has been adopted, and how it is being used for business purposes. US researchers Case and King (2011) and Heaps (2009) provided important early insight into the business use of Twitter, however, their research was limited to a small sample of listed companies from limited industry sectors in the US. Our study builds on these prior research by extending the research to an Australian context and explores the business use of Twitter by the top 100 Australian ASX (Australian Securities Exchange) listed corporations in 2013. The study used general online search methods to identify that 60 Australian companies (60%) from a variety of industry sectors had adopted the business use of Twitter. A thematic template approach was developed based on the combination of prior research and results from a test pilot analysis. The final template consisted of 11 different business communication purposes. This framework was used to examine the content of the business ‘tweets’ from the 60 companies in order to identify the degree to which Twitter was being used for different business communication purposes, and if industry sectors differed in their business use. The study found that companies had adopted the use of Twitter for a variety of business purposes which differed at the industry level. ‘Corporate Promotion’, ‘Market News’ and ‘Customer Service Enquiries’ were the most popular business purposes for using Twitter. While Consumer Discretionary companies emphasised the use of Twitter for ‘Customer Service Enquiries’, companies from Industrials, Energy and Materials industries were more likely to disclose ‘Financial Reporting’ and ‘Potential Financial Information’. The findings in this paper endorse the validity of the use of Twitter for business communication purposes for all types of organisations, by providing evidence of the number of ASX firms who had adopted the platform, the different industries they represent, and the broad range of business communication purposes being explored. The findings provide normative guidelines for corporations yet to adopt Twitter, or for those seeking to understand how early adopter firms have leveraged a social media technology, in order to reach and communicate with 21st Century audiences.

BackgroundResidents work at variable times and are often unable to attend all scheduled educational sessions. Therefore, new asynchronistic approaches to learning are essential in ensuring exposure to a comprehensive education. Social media tools may be especially useful, because they are accessed at times convenient for the learner.ObjectiveAssess if the use of Twitter for medical education impacts the attitude and behavior of residents toward using social media for medical education.DesignPreintervention and postintervention surveys. Internal medicine resident physicians were surveyed before the launch of a residency-specific Twitter webpage on August 1, 2013, and again 135 days later, to determine their use of the Twitter application and web page, as well as other social media for medical education.ParticipantsResidents at an internal medicine urban academic training program.Main MeasuresAll residents within our training program were administered web-based surveys. The surveys assessed resident views and their frequency of use of social media for medical education purposes, and consisted of 10 Likert scale questions. Each answer consisted of a datapoint on a 1–5 scale (1=not useful, 3=useful, 5=very useful). The final survey question was open-ended and asked for general comments.Key ResultsThirty-five of 50 residents (70%) completed the presurvey and 40 (80%) participated in the postsurvey. At baseline, 34 out of 35 residents used social media and nine specifically used Twitter. Twenty-seven (77%) used social media for medical education; however, only three used Twitter for educational purposes. After the establishment of the Twitter page, the percentage of residents using social media for educational purposes increased (34 of 40 residents, 85%), and 22 used Twitter for this purpose (p<0.001 for the change). The percentage of residents using the application at least once a week also increased from 11.4 to 60.0% (p<0.001). Almost all residents (38 of 40) felt that social media could be useful as a medical education tool, which slightly increased from 30 out of 35 in the preintervention survey (p=0.01).ConclusionResidents believe social media could be used for medical education. After we launched a Twitter page for medical education, there was a significant increase in the use and frequency of Twitter for resident medical education over the ensuing 6 months. Further research should be performed to see if social media can impact overall medical knowledge and patient care, and whether longer term use is maintained.

In general, we know social media as a medium for socializing via the internet without space and time limits so that we can be trusted to have the right to express what we want to share on social media. This then has a connection with one form of interpersonal communication, in the form of self-disclosure (self-disclosure) about our personal information to others and vice versa. Especially in the Z generation group which is famous for its technological prowess. So that researchers are interested in conducting research on whether there is a relationship and the intensity of the use of social media Twitter on the use of media in sharing self-information / venting, especially among Muslim generation Z which is based on forms of interpersonal communication; self-disclosure. The theory used in this paper is the theory of self-disclosure as an activity of self-disclosure. This research is a quantitative research with research methods, survey methods. With a population of Twitter users aged 23-13 years or age category belonging to generation Z. A total of 141 respondents were obtained through a purposive sampling technique. Questionnaires were distributed online via g-form. In processing and analyzing data using IBM SPSS statistics 29 software. In addition, to test the hypothesis, a simple linear regression analysis is used. The results showed that it was concluded that the variable use of Twitter social media has a relationship with the variable use of confinement media if it is based on the t value. count as 9,188. From the results of these calculations then t. calculate 9.188 &gt; t. table 1.977. It can be concluded that the variable use of social media Twitter has an influential relationship with the use of social media by generation Z Muslims.&#x0D; Keywords: Social Media, Twitter, Self Disclosure, Confide, Generation Z

The use of social media, in particular Twitter, has substantially increased among health care stakeholders in the field of hematology and oncology, with an especially sharp increase in the use of Twitter during times of major national meetings. The most attended meeting in the oncology field is the ASCO annual meeting. Little is known about the detailed metrics involved in the use, volume, and impact of Twitter during the ASCO annual meeting. We conducted a retrospective review of tweets during the ASCO annual meetings from 2011 to 2016. The total data set encompassed 190,732 tweets from 39,745 authors over six consecutive ASCO meetings from 2011 to 2016 (inclusive). Tweets, all publically available, were collected by Nephrology On-Demand Analytics. The number of individual authors increased from 1,429 during the 2011 ASCO meeting to 15,796 during the 2016 ASCO meeting, an 11-fold increase over the total 5-year period. There was a notable increase in tweets from the 2011 ASCO meeting (n = 7,746) to the 2016 ASCO meeting (n = 72,698), a nine-fold increase during the study period. The most commonly tweeted term or topic changed over time, generally reflecting the breakthroughs of each designated year; these terms were "melanoma" for both the 2011 and 2012 ASCO meetings; "breast cancer" for the 2013 ASCO meeting; "lung cancer" for the 2014 ASCO meeting; and "ImmunOnc" or "immunotherapy/immuno-oncology" for both the 2015 and 2016 ASCO meetings. The use of Twitter among health care stakeholders during the ASCO meeting has markedly increased over time, demonstrating the increasing role of social media in the dissemination of findings at the most highly attended hematology and oncology conference of the year.

새로운 기술의 활용은 고객과의 관계를 맺기위한 기업들의 마케팅 전략을 변모시켜왔다. 새로운 기술 중에서 소셜 미디어는 기업들이 온라인 고객들에게 다가가기 위한 도구이며, 유명한 소셜 미디어 사이트 중의 하나는 마이크로 블로깅 플랫폼인 트위터이다. 매일 5억건이상의 트윗이 발생하기때문에 연구자들에게는 풍부한 데이터의 원천이며, 기업들에겐 매력적인 마케팅 채널이다. 그럼에도 불구하고 효과적인 트위터 활용전략을 수립하는 것이 어려우며, 이는 적절한 트위터 활용에 대한 이론적인 또는 실증적인 검증이 이루어지지 않았기 때문이다. 본 연구는 기업들이 마케팅 채널로서의 트위터를 어떻게 효과적으로 활용할 수 있는지에 대한 실증적인 근거를 브랜드 개성과 브랜드 관여를 중심으로 연구하여 제공하고자 한다. 본 연구는 Aaker의 브랜드 개성에 대한 연구에서 제시한 브랜드 개성 척도를 활용하여 트위터 메시지가 브랜드 개성을 띄고 있는지와 이에 따른 고객들의 참여와 반응을 분석하고자 한다. 또한, 제품의 관여도에 따라서 조절효과가 존재하는지도 분석하였다. 23개 브랜드의 8주간의 트위터 계정의 포스팅을 수집하였으며, 오피니언 마이닝을 통하여 연구 가설을 검증하였다. 구체적인 본 연구의 목적은 첫째로 마케팅 연구에서 제시된 브랜드 개성의 개념이 소셜 미디어인 트위터에도 적용이 가능한지 분석하는 것이다. 둘째는 오프라인 브랜드 개성과 온라인 브랜드 개성간의 일치여부와 소셜 미디어 브랜드 커뮤니티의 활성화간의 관계를 밝히고자 한다. 마지막으로, 제품의 관여도에 따라 온라인/오프라인 브랜드 개성의 일치도가 조절효과를 갖는지를 분석하고자 한다. The use of new technology greatly shapes the marketing strategies used by companies to engage their consumers. Among these new technologies, social media is used to reach out to the organization's audience online. One of the most popular social media channels to date is the microblogging platform Twitter. With 500 million tweets sent on average daily, the microblogging platform is definitely a rich source of data for researchers, and a lucrative marketing medium for companies. Nonetheless, one of the challenges for companies in developing an effective Twitter campaign is the limited theoretical and empirical evidence on the proper organizational usage of Twitter despite its potential advantages for a firm's external communications. The current study aims to provide empirical evidence on how firms can utilize Twitter effectively in their marketing communications using the association between brand personality and brand engagement that several branding researchers propose. The study extends Aaker's previous empirical work on brand personality by applying the Brand Personality Scale to explore whether Twitter brand communities convey distinctive brand personalities online and its influence on the communities' level or intensity of consumer engagement and sentiment quality. Moreover, the moderating effect of the product involvement construct in consumer engagement is also measured. By collecting data for a period of eight weeks using the publicly available Twitter application programming interface (API) from 23 accounts of Twitter-verified business-to-consumer (B2C) brands, we analyze the validity of the paper's hypothesis by using computerized content analysis and opinion mining. The study is the first to compare Twitter marketing across organizations using the brand personality concept. It demonstrates a potential basis for Twitter strategies and discusses the benefits of these strategies, thus providing a framework of analysis for Twitter practice and strategic direction for companies developing their use of Twitter to communicate with their followers on this social media platform. This study has four specific research objectives. The first objective is to examine the applicability of brand personality dimensions used in marketing research to online brand communities on Twitter. The second is to establish a connection between the congruence of offline and online brand personalities in building a successful social media brand community. Third, we test the moderating effect of product involvement in the effect of brand personality on brand community engagement. Lastly, we investigate the sentiment quality of consumer messages to the firms that succeed in communicating their brands' personalities on Twitter.

The study aims to understand the role of social media in enhancing personal branding of the President of the Republic of Indonesia, Joko Widodo, in order to influence Indonesian young adult citizens on their brand attitude towards President Joko Widodo for the next presidential election. Social media has a vital role in developing and maintaining personal political brand considering the significant number of active social media users in Indonesia. As the president of Indonesia, Jokowi is well known to have high brand awareness and brand equity. Prior to being elected as the president of Indonesia, Jokowi was an eminent media darling with solid personal brand via numerous publicity and positive news in almost all forms of mass media, including newspaper and television. The significant increase of followers in each month and frequent posts on his social media lately are worth observed and researched, whether or not it derives from the influence of President Joko Widodo’s personal branding perception. Based on the introduction, the main question in the study is “how does social media influence Indonesian young adult’s perception on President Joko Widodo’s Personal Brand?”

#trial: clinical research in the age of social media

First paragraph: The conference ‘hashtag’ has become a regular addition to any advertising poster or programme. Social media technologies take many different forms including internet forums, social blogs, microblogs, wikis, podcasts and videos. Social media is cheap and accessible, and differentiated from ‘traditional’ media in quality, reach, frequency, usability, immediacy and permanence that enable anyone (even private individuals) to publish or access information often with minimal quality assurance. The use of social media at conferences, not just confined to health care, has exploded. In particular Twitter has become an established tool for pre-, intra- and post-conference communication

An Examination of Brand Management in High-Performance Sport

The main aim of this study was to determine how the use of Twitter and Facebook has influenced how universities develop and carry out their Public Relations strategy. A case study was conducted at St Paul’s University in order to acquire the necessary data from sources that had insight into how the university carried out it social media strategy. Public Relations activities such as image and brand positioning, customer relations, employee relations, marketing and advertising on Facebook and Twitter were analyzed in order to ascertain the Public Relations strategy of the university. The Technology Acceptance Model and the Adaptive Structuration Theory, formed the theoretical framework of the study. The study adopted mixed research methods during data extraction in order to acquire information from respondents. A total of 361 respondents from the Department of Communication Studies and the Public Relations Department were targeted with an 80% response rate. The data was acquired from the Public Relations Department using interviews while questionnaires were used to extract data from students and lecturers in the Department of Communication Studies. After data collection, interview data was analyzed thematically while questionnaire data was analyzed using SPSS. The study findings revealed that the use of Facebook and Twitter had influenced how the university developed and carried out its Public Relations Strategy. Service delivery by the Public Relations Department had been forced to change in order to keep up with the demands of their publics on social media. It was further revealed that there were both positives and negatives involved in the use of these new media. Based on the findings, the study therefore recommends that Public Relations practitioners and institutions of higher learning would be served best by adopting social media at the corporate level.

Twitter merupakan salah satu media sosial yang berkembang pesat pada saat ini. Munculnya twitter dapat dimanfaatkan sebagai penghubung antar para penggunanya dengan informasi terbaru tentang hal yang menarik minat masyarakat. Twitter merupakan sarana untuk memberikan informasi kegiatan suatu instansi karena memiliki jangkauan yang luas, dan mudah diakses oleh masyarakat, sehingga menjadi pilihan humas Polresta Surakarta dalam mengaplikasikan setiap kegiatan Polresta Surakarta. Penelitian ini bertujuan untuk mengetahui pemanfaatan twitter sebagai media publikasi humas Polresta Surakarta dalam menciptakan citra positif. Penelitian ini merupakan penelitian deskriptif dengan pendekatan kualitatif. Teknik pengumpulan data menggunakan metode wawancara dan dokumentasi. Data yang diperoleh dianalisis secara deskriptif dengan cara reduksi data, penyajian data dan penarikan kesimpulan. Hasil dari penelitian ini adalah pemanfaatan media sosial twitter yang dilakukan oleh humas Polresta Surakarta sudah dapat memenuhi 5 aspek dalam memanfaatkan media sosial sebagai media publikasi antara lain: aspek kognitif yaitu humas polresta surakarta berusaha memenuhi kebutuhan informasi yang berkaitan dengan Polresta Surakarta. Aspek afektif yaitu humas Polresta Surakarta juga memanfaatkan fitur yang ada pada twitter untuk memudahkan masyarakat dalam mendapatkan informasi. Aspek integrasi personal yaitu humas Polresta Surakarta memberikan informasi mengenai prestasi-prestasi anggota kepolisian. Aspek integrasi sosial yaitu Humas Polresta Surakarta memberikan informasi mengenai kedekatan sosial antara anggota kepolisan dengan masyarakat. Aspek pelepaskan ketegangan dilakukan humas Polresta Surakarta dengan memberikan informasi mengenai even atau lomba yang ada di Polresta Surakarta. Dalam menciptakan citra positif Humas Polresta Surakarta sudah memenuhi komponen pembentukan citra antara lain (persepsi, kognisi, motivasi, dan sikap).

Survey of Twitter and Social Media Use Among US Radiation Oncologists

What do U.S. and Spanish pre-service teachers think about educational and professional use of Twitter? A comparative study

This study examined University teachers’ use of twitter as an instructional tool and effective curriculum content implementation in three higher institutions in Cross River State, Nigeria. One purpose of the study was stated and converted into one research question and statement of hypothesis. Literature review was carried out based on the variable understudy and the survey research design was used in the study. The stratified random, purposive and accidental sampling techniques were used in the study. The method of data collection was a 20 items four point rating scale questionnaire. A sample of 373 respondents was used in the study and the reliability index of the instrument was .82 using the Cronbach Alpha Reliability method. The statistical tool for data analysis was the Pearson’s Product Moment Correlation at .05 level of significance. The result of the study showed that there is a significant relationship between University Teachers’ use of Twitter as an instructional tool and effective Curriculum implementation in Universities of Cross River State, Nigeria. Based on the finding of the study, it was recommended that teachers should change the methods and strategies of teaching from traditional methods of chalk and board to communicative strategies like the use of social media like Twitter that are based on the students’ real engagement in the teaching-learning process for effective curriculum implementation. Keywords: Teachers, Twitter, Curriculum implementation,University, Social media

Anglo-American journalism has typically drawn a firm dividing line between those who report the news and those who run the business of news. This boundary, often referred to in the West as a ‘Chinese Wall’, is designed to uphold the independence of journalists from commercial interests or the whims of news proprietors. But does this separation still exist in today’s age of social media and at a time when news revenues are under unprecedented pressure? This article focuses on Twitter, now a widely used tool in the newsroom, analysing the Twitter output of 10 UK political correspondents during the busy party conference season. It examines how they promote their own stories or ‘personal brand’ and whether they are stepping over a once forbidden line, blurring the boundary between news and the business. The research is complemented by interviews with political correspondents and analysis of editorial codes of practice on the use of social media. It draws on a conceptual framework of boundary work (Carlson &amp;amp; Lewis, 2015) to pose the question whether such practice has now become accepted and normalised. The findings suggest that the 10 political correspondents are highly individualistic in their use of Twitter but all have embraced its use to promote their own work plus that of colleagues both inside their own organisation and those working for rival news outlets. Their acceptance of Twitter as a tool for self-promotion and branding suggests that in this area of reporting the practice has become normalised and the wall has been breached.