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Coding
MAXQDA software was utilized in order to handle data, and to identify patterns. Qualitative analysis software helps researchers query data, visualize it, and make a report of it, and also make sure that the analysis is conducted with rigour. process.

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The analysis is performed using MAXQDA assisted the coding. Table 4.5 describes the codes used during the analysis.
The Coding system is a set consisting of “instructions or rules that describe how to record and observe information in the written text” (Neuman 2011; page. 363) to transform content into data. 

This study looked for the implicit meanings that are embedded in the texts’ content. Rybalko and Seltzer (2010) looked at the content of 93 of 170 Fortune 500 Twitter profiles with the equivalent of ten tweets per profile employing Kent and Taylor’s (1998) dialogic theory to establish dialogue and a willingness to interact. However, the definition of dialogue was not dependent on more than three interactions (Rafaeli 1988, Rafaeli and Sudweeks 1997) as used the case in this research. Buy Pet Care Industry email lists.
For the purpose of coding analysis of content (Twitter, Facebook and blog posts of the companies which were examined), Kent and Taylor’s (2002) principles of dialogic theory in public relations were applied to establish interactions and dialog. Table 4.6 summarizes them:
Analysis
The analysis of these data is ongoing. Analysis began by looking over the notes taken during the interviews. Verbatim transcriptions of the interviews were compiled from the recordings that were digitally recorded, and then checked over and over. The researcher transcribed the transcripts to ensure full immersion into the information The transcripts were then analyzed to determine themes, important terms and relevance to the topic. Buy Pet Care Industry email lists online.

Qualitative data analysis involved the search for patterns and connections and was initially done by hand and then using MAXQDA. The patterns were linked to ideas (Neuman 2011.) and organized into categories which created themes to describe the data (Guba and Lincoln, 1982). Categories covered engagement, dialogue interactions, measurement content , and relationship. Silverman (2011) states that there is no consensus method to analyze qualitative data, and that some methods could contradict one another. In this research to determine the meanings of the words and to find out whether the phenomenon of dialog is present in social media using an application designed specifically to facilitate it. Buy Pet Care Industry email lists online.

The data are derived through an appreciation of intention based on questions asked in interviews, followed by the analysis of those conversations and the analysis of content in the texts (blogs or microblogs). Data reduction involves the selection to focus, abstract and reshape raw data. It makes decisions on which chunks of data will be given attention (Silverman 2013.). After using MAXQDA to encode categories, the raw datasets were reduced so as to provide a narrow area of focus to allow for a thorough study. The conclusion drawing was then initiated with frequent reference to the theoretical concepts from the literature to compare. The steps are detailed as shown in figure 4.3.

Data collection can overlap with data analysis as data is often analysed while being collected in order to make the most of the flexible collection of data (Eisenhardt 1989). This study since the texts were studied prior to interviews it was possible for the researcher to pose more specific questions to participants about their interactions or engagement. It also gave an opportunity to inquire about clear definitions of the goals and strategies for microblogs as well as blogs. The texts were analyzed again following the interview. Buy Pet Care Industry email lists online.

Data condensation or reduction happens throughout the course of research. Miles as well as Huberman (1994) claim that data reduction occurs first when researchers examine research questions or cases, as well as methods for data collection and make use of data, as choosing the right approach is an analysis decision. Data reduction was initiated in the research question stage and then during the stage of sampling (reduction of the sampling frame or participants) and the choice of organizations to be approached to participate. The subsequent data reduction took place at the time of collection as well as during content analysis by removing the data that wasn’t relevant. Buy Pet Care Industry email lists online.

The opportunity to listen to professional communicators debate the reasons they engage or do not engage in dialog with their audiences was a great opportunity to gain deep insight into the differences between their practice and theoretical. The qualitative method enabled in-depth discussions with participants in order to discover the benefits they were seeking when communicating via social media as well as whether dialogue was a significant factor when they interacted with the public and how important they judged their interactions with the public to be. The analysis of the content of blogs and microblogs gave the opportunity to determine whether what the participants wrote was actually implemented and whether or not dialogue or interactions actually occurred.

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A lot of valuable data was gathered and the subsequent chapters examine the results that are divided into various categories: dialog and interaction, engagement, social media metrics and crisis management on Social Media, responsiveness training, and voice of the organisation.

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The first chapter of findings reviews general conclusions and themes and and then specifically examines interaction and dialogue. In subsequent chapters, we review the use of microblogs and blogs as well as monitoring social media, managing crises as well as how the use of social media can influence the way in which an organisation communicates. Buy Pet Care Industry email lists online.

Findings and overall conclusions and discussions on the interaction and dialogue
The following chapters analyze the findings of the study, which are broken down into various categories. The results are classified according to the framework of conceptualization, according to the interaction, dialogue and engagement between publics and organisations and interactions between publics (or peers) and the results of the communication process in general. Buy Pet Care Industry email lists online.

The chapter presents the overall findings of the research. It is recommended to read it together with Chapters 6 7, 8 and 9, which provide more in-depth findings regarding the use of microblogs and blogs measurements and metrics and the management of crisis on social media, as well as other findings that impact communication in organisations. The chapter also provides specific research findings on dialog and interaction. Table 5.1 lists the participation of all participants and whether they uses blogs, Facebook and/or Twitter.
All-encompassing conclusions
The study revealed four major findings from the investigation:
x Dialogue was not discovered. Dialogue isn’t commonly used and isn’t comprehended by social media managers even though many claim to are engaged in dialog
x Conversation according to the definition in chapter 1 was observed that it was more frequent than between publics and organisations
Public relations is not able to control social media. Seventy seven percent of managers in social media are accountable to marketing
x Organizations utilize social media to transmit marketing messages in a single way and not for two-way symmetrical communications. Building relationships is directly linked to sales or transactions. Social media’s public-facing organization results in a one-sided “persuasive space” (Moloney 2000, cited in Fawkes & Moloney 2008). Buy Pet Care Industry email lists online.

 This is a brand new study.
Engagement, for the social media manager, is illustrated and measured by buying behavior of the public.
Similar to results from previous studies on dialog, dialogue was not present during this investigation. In many of those prior studies, the participants were PR professionals who reported their own experiences (e.g. Wright & Hinson 2006-2014) and the majority of them did not conduct deep interviews. But, the fact that managers of social media are accountable to marketing and are involved in marketing initiatives that focus on promotion and sales in social media is an interesting research. Buy Pet Care Industry email lists online.

Twenty five percent of social media executives expressed the desire to engage in dialogue however they were not sure how to proceed especially with the large amount of users through social media. A number of social media executives believed that they were participating in dialog, and they understood that dialogue is a fair and respectful back-and-forth exchange.
The main themes that were common in the data were:
1. Engagement is one of the most important metrics however there is no agreement on the definition (see “engagement” at Chapter 2.)
2. Content is an essential aspect of social media. sharing content with third-party users is the most sought-after type of engagement
3. Brand advocacy is a key goal in social media (see “brand advocacy” further in the chapter) More so than dialog
4. Brands that they like or appreciate on social media.

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The results of a study on dialogue and interaction
Dialogue as a conceptual concept is not a reality. Based on the work of Kent and Taylor (1998 2002) it is a highly praised theory that is incorporated into the core elements of social media as well as Web 2.0. It is unclear if participants were aware of the magnitude of interaction as well as the need for mutuality and equality for dialogue.

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This is because they were unable to apply it, even though they claimed to be in agreement with the notion. 

They believed that dialogue corresponded to answering the question (the researcher had explained the complexities to dialogue) and even admitted that they were not interested in dialog because it was hard to carry out, and labour-intensive, and also carries risks. They also said that their followers or followers didn’t want to engage in it. There was no evidence to back this claim, even though Botan (1997) was the one who suggested the possibility. Buy Pet Care Industry email id database online.

The initial research and literature reviews recognized dialogue as the best and most ethical method of relationships between an organization and its constituents. But just because an institution and its members are engaged in dialogue (as stated in the Chapter 1.) is not a guarantee that they are engaging in dialog (Kent and Taylor 2002) however, there is a huge gap between the capabilities of the Web 2.0 technology permits and the way communications professionals use it. Although dialogue is a common recommendation by many scholars of public relations however, the findings suggest that this hasn’t yet been realized in public-organisation interactions on social media, or at least for the organisations that were studied which were examined in this study. Buy Pet Care Industry email id database online.

The results of this study revealed that people prefer dialogue over brand advocacy (in fact, it is brand advocacy that is the top-rated outcome on social media. Find out more about ‘brand advocacy’ in the chapter). This can be explained by marketing’s responsibility in relation to social media as an area of study that is that is focused on transactions, promotions and single-way communication.
In comparing the matrices for ‘dialogue along with other codes during an analysis of interviews conducted by MAXQDA where dialogue was the most frequent topic during discussions with the words ‘blog’ and “community’ and ‘community’, which indicates that respondents believed dialog as essential in building brand communities and that blogs were a great way to do this. Buy Pet Care Industry email id database online.

They were aware that blogs could serve to facilitate dialogue with their community, however they were wary of creating content that enticed dialogue in two ways because of fears of being a risk for themselves and a lack of motivation to engage in dialog too little as well as the effort and time required to engage in dialogue too high (lack of effort and time was an outcome of McAllister in 2012). The majority of participants was that dialog was nice thing to have. Conversation, including casual conversations, was not present between public and private entities however, it was occasionally found between friends on social media sites such as Ford Social or Lorna Jane. Buy Pet Care Industry email id database online.

This was more evident on Twitter as opposed to Facebook.
Microblogs and blogs are used by organizations to share the news and information, but not being a dialogue channel (also mentioned in Carim & Warwick 2013). The research found that respondents prefer one-way communication because it’s easier and takes less time (all participants expressed displeasure about the absence of resources for managing social media). Social media channels are utilized the most frequently for marketing communications, which is as per Moloney’s (2000 referenced of 2000 in Fawkes & Moloney 2008) persuasive area (see “introduction”). Buy Pet Care Industry email id database online.

Enli and Skogerbo (2013) during their study of Norwegian political candidates and their use of social media, discovered that the main motivation behind their use was marketing the candidate publically, however it was also a motivation to have a dialogue with the voters. In this investigation, companies were advertising themselves and their products under the pretense of two-way interactions.

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Dialogic public relations is thought to be the most ethicaland effective method of communication (Kent and Taylor 1998; McAllister 2002; McAllister 2012; Pearson 1989b) however, it is not widely used (McAllister 2012) and the results of this study confirmed that.

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Although blogs are said to can stimulate dialog (Baxter and Connolly, 2013) However, this claim was not verified during this investigation. Conversation was not encouraged on the blogs of participants. The results showed that conversations generally between people who were peers (individuals) was only seen only occasionally. 

The term “real interaction,” according to Rafaeli (1988) in addition to Rafaeli as well as Sudweeks (1997) (see chapter 2) was only observed by a select amount of participants. Although the study defined an event as interactive as having at minimum 3 interactions (cf. Rafaeli and Sudweeks, 1997) per post ), there was the study found that no thread (series of posts) included greater than 3 interactions with an organization and an individual, therefore it was difficult to determine if there was a dialogue. Buy Pet Care Industry email id directory online.
Dialog was explained to participants as an interaction on microblogs or blogs, which led to several exchanges which demonstrated willingness to be vulnerable and respect towards each other, in which the two parties were considered equals. The concept was presented in writing prior to interviews, and all participants agreed to the that they understood the notion. But, when talking about dialogue 75 percent of respondents thought that dialogue was a way of answering the question. Buy Pet Care Industry email id directory online.

Dialog was not an important topic of discussion in interview discussions (see MAXQDA matrix of discussion points in the appendices) aside from two people: Ridge Westfield of Westfield as well as Bradley of Alinta which neither of their social media platforms included dialogue. They talked about their desire to have a two-way conversation, and having “that dialog” with one another “because we would like that back-and-forth” (Ridge, Westfield, pers. communications. 18 September 2013,) However, it was not verified through an analysis of content. They preferred people to interact with one another. Buy Pet Care Industry email id directory online.
“If we can actually create these conversations among our customers they could be able to walk away. For me, that is the most successful thing, as we’re just providing the opportunity for our customers can talk to each other about what they like about Westfield and the great experience they had at the store” (Ridge, Westfield, pers. communication. 18 September 2013).
Dialog requires interaction on a high level and understanding and respect for each other. Buy Pet Care Industry email id directory online.

This can be challenging when microblogging has a limited amount of users per blog post. Participants claimed that the huge quantity of users involved in the conversation stifled conversations. Kent (2013) states that the issue in using Twitter and Facebook is the fact that there are too numerous distractions for conversation to occur. Four participants — Zivot from Lorna Jane Young from eBay, Medcalf of Coles and Clarke of Telstra were in agreement: Facebook does not lend its self to conversation or lengthy form interactions because it’s public and may evoke negative feedback from the community and, therefore, it is not a good idea to interact publicly for certain. Medcalf from Coles:

“I think dialogue is an ambiguous term…We strive to engage in dialogue, however, generally speaking, there is an overall theme we use to help with our marketing initiatives or other corporate matters issues…We do not follow an individual policy for interaction… Therefore I would say that we attempt to establish an open dialogue whenever feasible, however, as you might see, our volume of conversations make it difficult to discern the granularity of that” (Medcalf, Coles, pers. communications. 28th September, 2013). Buy Pet Care Industry email id directory online.

Clarke of Telstra stated that she is looking for peer-to-peer interactions, but also expressed the desire for a an intimate, meaningful conversation between Telstra and the its members.
“We ensure that the content that we create on all our channels – on the blog and for Twitter, Facebook and Twitter are geared towards initiating a conversation online…at creating some sort of response…I believe it’s an opportunity that we’ve not ever had before to engage in conversations and build relationships with our customers on a daily basis. day” (Clarke, Telstra, pers. communications. 18 March 2013,).

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Kent as well as Taylor (1998 and Taylor (1998)) discovered that the connections that arise from dialogic interactions are built on trust. “Social is an excellent way to build relationships with your brand since they’re actually involved by the business” stated Graham who is with NRMA (pers. communications. 10 September 2013,).

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Zivot from Lorna Jane and Medcalf of Coles agree: “Social is a great way to create connections with customers” as stated by Medcalf from Coles (pers. communications. 28 Sept. 2013). In agreement with Traazil in HTC:
“They have a way for their voices to be heard, and this affects brands hugely…Customers tend to be more involved…so engagement can occur on a variety of levels, whether providing content they enjoy or content they consider useful, or content that encourages them to engage in an interaction with us.. Buy Pet Care Industry email id directory online.

That is what we refer to as engagement. We hope to make them feel like they become advocates or influencers for our brand. Eventually, we will have a one-to one relationship with them” (Traazil, HTC, pers. communication. 27 September 2013,).
This confirms that as consequence of the fact that managers of social media are accountable to marketing, social media interactions are less about public relations, and much more (mostly) concerned with marketing as well as advertising. The creation of mutually beneficial relationships is less important for people who participate than having the public become advocates and influencers of the company’s brand. Buy Pet Care Industry email id directory online.
Conversation
Conversation is informal, while dialog isn’t, though conversations can result in conversations. Participation in a conversation is a crucial aspect in two-way communications. People are likely to engage in online discussions on microblogs and blogs if they are interested in the topic or read the comments of other prominent influencers in communities, and witness an active interaction between users (Choudhury, Sundaram, John Seligmann, and Chudhury 2009). Conversations about organizations generally revolve with respect for the organisation or a fascination with the subject that is usually a hot topic (something that is the subject of lots of discussion at a particular time) The conversation can occur without or with the involvement of the company. Buy Pet Care Industry email id directory online.
Seventy-five percent of the participants agreed that discussions were crucial; ten per percentage claimed they believe in the higher levels of dialogue, however only two people actually tried to have a dialogue. Telstra and the major telcos made an impressive effort to encourage dialogue and believe that it is happening.

“The main purpose behind the Telstra “Exchange” blog is to engage in discussions with the online community…If it were not a two-way conversation and open, our channels wouldn’t expand as fast as they do” (Clarke, Telstra, pers. communications. 18 March 2013,). Buy Pet Care Industry email id directory online.
Beany from Channel 10 discussed the importance of having conversations. Channel 10 would be “missing the chance to lead these conversation” (pers. communications. 21 February 2013,) If they did not engage on social media. But the analysis of content suggests that there is no conversation whatsoever among Channel 10 and its publics. In reality, Channel 10 rarely even answered questions. Mantero of Ansell says that companies should be involved since “there analysts and customers engaging in discussions about us, regardless of whether we want to or not. What better way to be involved in these discussions?” (pers. communications. 15 February 2013,). Buy Pet Care Industry email id directory online.

Some participants also echoed this sentiment however, content analysis showed that conversations seldom took place. Table 5.3 indicates whether the participants think they’ve had or would like to have a conversation or dialogue.
Major telco believes that conversations and dialogue aren’t the same “There ought to be conversations however, I’m not certain regarding dialog” (pers. communications. 12 August 2013,). Ridge of Westfield acknowledged that there aren’t any conversations happening on the Westfield blog or Facebook page (content analyses confirm this) however, she shared her wish for moreconversations, but there are risks to be aware of. Buy Pet Care Industry email id directory online.

She noted that a discussion on the Westfield Facebook page that involves a just a few people could turn off other customers not interested in the subject. Others (e.g. CommonwealthBank, Alinta, Salesforce) talked about the various potential risks that are inherent in a completely open conversations that could have a negative impact on the organization’s financial objectives. Epstein from Commonwealth Bank agrees that these created a sense of anxiety within the company when it came to the conversation.

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Monty of Ford affirms that it is vital to pay attention to what its people have to say about their experiences. Analysis of content revealed that Ford did not engage frequently in conversations via its social media platforms but the brand’s advocates (peers) engage frequently and share their stories.

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The concept of listening came up in the discussion as extremely important and important. Participants were all in agreement to the fact that the act of listening (that refers to reading and responding to comments and responding to suggestions for or requested changes) is essential. 50 percent people agreed listening is vital for change (for instance, for example policies, guidelines, guidelines and demands) and if an organization didn’t show change as through listening, there was a risk of distrust that may result in reduced interaction. Buy Pet Care Industry email id directory online.

Studies have found that peer-to-peer conversations are the most popular on social media (Mangold and Faulds, 2009; Milewicz and Saxby 2013,) and the findings of this study also showed that peer-to-peer interactions occurred more often than interactions between public and organisational. The number of interactions (at at least three back-and-forth conversations that are reciprocal, referring to an earlier post) on Twitter which is mainly peer-to-peer. Shamma, Kennedy and Churchill (2009) reported similar results with the addition of more Twitter interactions occur during major announcements such as political debates or elections. Buy Pet Care Industry email id directory online.

The interactions didn’t occur between individuals or public figures as in the study. Sometimes, a post in Facebook or Twitter was answered by a different user, but the interaction didn’t result in a’substantial conversation’that involved at least three interactions (as as per Rafaeli & Sudweeeks 1997). (See the complete analysis of interaction and dialogue via Twitter, Facebook and blogs in the Appendices). Table 5.4 provides a content analysis for Twitter, Facebook and blog posts that are based on categories of coding.
The level of propinquity as well as mutual equality differed from company to another as well, with Telstra showing the highest of the latter, and Salesforce as well as Channel 10 the least. Lorna Jane showcased an equality between people on its blog, however it did not show much engagement on different social networks. Buy Pet Care Industry email id directory online.

The majority of participants stated that Facebook was the most important element of their social media strategies despite it being unable to foster dialog. The four members (Khan from Jetstar, Murrell of BoQ, Ridge of Westfield and Young of eBay) stated that they would have preferred more dialog however they were not certain of how to get it. They were impressed by comments left by users. 100 percent of participants believed that they read positive feedback and addressed whenever it was feasible, however, many participants did not even respond. The frustration was evident on the Channel Ten Facebook page in February during the 2014 Sochi Winter Olympics. There were many negative comments on the coverage and promotion by Channel Ten of the Games without any reaction by Channel Ten, leading to an angry and more disgruntled comment. Buy Pet Care Industry email id directory online.

In one blog post posted on the 12th of February, 2014, about day 5 in the Winter Olympics, there were 112 comments. Two of these were positive, and the remainder negative. These were people who were dissatisfied over their Olympic coverage, who complained about the content, the commercial breaks and Channel Ten promos. On the 13th of February 2014, a post that had 33 comments on Torah Bright’s silver medal drew 32 negative responses and one positive review of the coverage. The response was not from Channel Ten in either post. The inability to address the comments or complaints caused anger from users and encouraged negative remarks. Buy Pet Care Industry email id directory online.

There are many reasons why negative reviews are posted such as a negative online experience for a customer or in online interactions, a negative experience or about a product, or an organization’s inability to take note of the comments. Nine of the 21 respondents in the study (43 percent) had very negative, disruptive or insignificant comments frequently on Facebook. Some negative comments weren’t directly related to the post. certain users made use of insulting language against the product or brand and others cursed just in the name of it. Comments that were deemed to be moderately negative towards the brand or post were considered to be relevant in the analysis of content.

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Users of social media who make harsh or negative remarks are called trolls, or cyber trolling (see the chapter 2 for more information on ‘trolls’). Coles along with Channel 10 had more trolling comments than other participating organisations however, abusive posts just for the sake of it were also posted on Telstra and the major telco’s Facebook pages. Major telco also stated, “We’re a telco and the most popular sport in Australia is bashing telcos” (pers. communications. 12 august 2013) which means that abusive remarks on social media sites aren’t unusual.

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Some of the abusive and irrelevant remarks on sites that were part of the contest were unclear and incomprehensible, or in a foreign language , and not considered in the analysis of content. The two sites did not Coles or Channel 10 deleted or eliminated negative remarks, but Ford, Jetstar, NRMA and the major tourism bodies did. Buy Pet Care Industry email id directory online.

Medcalf of Coles stated, “There are real conversations happening on our webpages” (pers. communications. 29 September 2013) between colleagues and acknowledged it was true that Coles was not able to respond to all comments. Analysis of the content revealed that Coles seldom responded to comments and that there was little interaction among Coles and its followers. There was interaction between peers and some conversations were altered (Kietzmann and others. 2011 call this manipulative) by those with an agenda. For instance people who criticized Coles for selling Halal meat (meat killed according to the methods required under Islamic legislation) or those who advocated for veganism. If a recipe containing meat was shared on Coles Facebook page, it generated negative responses from vegetarians or vegans, or people who are against Coles selling Halal-certified meat. Buy Pet Care Industry email id directory online.

The 2nd of December 2013 post that featured the recipe for a Greek meat dish sparked three anti Halal posts and nine posts against Coles such as, “Coles is a corporate bullying company that is a petty thief to growers, farmers and their customers”, “Coles are vermin”, “Coles f’n suck”. There are bigger issues at stake in this case than dialogue or discontent about the lack of communication between organizations. What is the reason that drives publics to engage in this level of vitriol? Are they angry or frustrated? There could be other behavioral issues to consider; social media can provide an individual with an anonymous outlet for anger and grievances. Buy Pet Care Industry email id directory online.

Phillips (2011) says that Facebook’s design encourages self-involvement as well as aggressive behavior, and Hardaker (2010 in Binns 2012) says anonymity gives an illusion of security and self-awareness. This study looked into the strategies of companies that engage in dialogue on social media. However, future research could reveal the reason for people’s use of these types of posts.

40% of respondents (eight from 21) agreed that their comments on the organization’s policies, directions and decisions were listened to and passed on to the management. This is in line in line with Kent and Taylor (1998)’s recommendation of a feedback loop that will allow for online dialogue between an organization and its users, showing that it is crucial for the company to respond to comments or suggestions from users and also show action as a result of comments. Buy Pet Care Industry email id directory online.

But some organizations, like NRMA (see Chapter 8 case study) deleted comments that reference specific circumstances. It is a defensible public relations practice to erase comments in situations where dialogue is the desired result of social media interactions (Dekay 2012). Dekay (2012) suggests answering all feedback as positive a way as is possible and thereby fostering excellent relations with the public. Although experts advise not to ignore the negative remarks, many of the participants in the study did.

On one Coles blog post from December 6 2013, on the topic of Prawns There were 230 comments that were both negative and positive. 65 positive and 82 were irrelevant or neutral while three of them were abusive. The remainder did not fall into any grouping. In a post published on the 11th of December 2013 on lamb pie, of the 71 responses, 2 were from trolls and two vegans fighting against the selling of meat and sparked two separate conversations , each with six comments regarding veganism. Buy Pet Care Industry email id directory online.
The meat-based diet is not as healthy as eating. There were 13 positive remarks in addition to eleven neutral, five insignificant with two comments that were negative. The conversations were between users who had no involvement from Coles and confirming Coles remarks regarding not responding to specific posts.

Positive comments can trigger more conversation and discussion especially on Twitter. Buy Pet Care Industry email id directory online. Even though issues and concerns aren’t completely solved users feel that they are heard in the event that their remarks are replied to. 

The majority of participants agreed it was essential to respond to all comments in a manner, whether directly or to users as a collective, or display that there was a change in the company that was the result of the comment. The analysis of content did not confirm this. A large portion of Twitter or Facebook posts were not answered by the company. Fans’ comments were rare on the blogs analyzed. The interaction on blogs consisted more of shares or likes, and not as comments. Fans also prefer to hear about solutions to the problems of other fans.

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Comments on Facebook differ from those on Twitter: Facebook allows for longer posts. Therefore, there are more lengthy comments and usually with more negativity.

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Pages of companies on Facebook can produce inappropriate and uninformed negative or irrelevant remarks (trolls) and even competitors or other providers selling their goods. “There there are way too many Trolls on Facebook who are not productive” (Young eBay Pers communications. 14 August 2013,).

Some organizations choose to remove comments that cast the company as negative following an amount of time. For instance, when returning to Facebook to review posts for Ford and NRMA concerning issues or crises (see chapter 8 for case studies of crises) the comments on crisis or issues were deleted. This could be explained as reputation management within the company or as a strategy to limit the influence of the message
The need to engage in dialogue was affected by the type of organization marketing-driven (i.e. looking for a direct connection to sales) or communications-driven (i.e. looking to develop deeper relationships with the public). Buy Pet Care Industry email leads online.

This was further emphasized in the statement of Young from eBay who claimed he would like dialog, but was forced to conduct transactions (that means, to ensure that comments lead to transactions on the website of the company) due to the pressure by marketing. Dialog was considered to be the most crucial element in building community, and the bigger the number of people in the community and the more powerful the effect of dialog. Many attendees (Graham from NRMA, Locke of Flight Centre and Zivot of Lorna Jane) claimed fans on their blogs, Twitter and Facebook pages didn’t want dialog or discussion (see Botan (1997) in the Literature Review) They only were looking for answers to their questions and there was no reason to institute dialogue from an organisation’s point of view. Buy Pet Care Industry email leads online.

“We’re not talking back and forth, or engaging in ten conversations within an ongoing thread. We may respond at least once or twice…but this isn’t an extended conversation we’re engaging in… Most of the time the people who want a quick response and they don’t really need to discuss with us. They simply want to know their opinions, and after that we reply, and then they respond with a ‘thanks ” (Graham, NRMA, pers. communications. 10 September 2013).
Interaction
Interaction, as described within chapters 1 and 2 between companies and the general public was minimal and comments on blogs were not frequent, and microblog posts were frequently left unanswered, with questions being ignored. About half of the participants admitted that the majority of communication they used and for whom they interacted through social media, was one-way. They were pushing information to increase awareness for their company. Buy Pet Care Industry email leads online.

The perception of awareness, as most participants stated was the primary goal of social media. It did brand advocacy. This was more than interaction, despite the fact that everyone (100 percent) agreed that any type of interaction was beneficial. Interaction, as perceived by participants, was defined as a like tweet, follow, retweet comment or sharing of posts on their microblogs or blogs posts. Certain interactions were more popular than others. Sharing content was the most appreciated, much more than a “like” (which Monty of Ford referred to as”digital grunt, “digital grunt”) but they also acknowledged the fact that content produced needed to be informative and valuable in order to be shared with followers. Comments were deemed to be important or significant by 100 percent of the participants. Buy Pet Care Industry email leads online.

They acknowledged the effort and dedication of people to make an insightful comment and admitted that they often influence other members of the organization. The negative comments were often dismissed and rarely provoke a response. Many times, comments portraying the company negatively were removed after a certain period of time. What the participants really sought was the support of the followers who love and appreciate the brand, who recommend it to their friends and family and defend it from criticism.

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The level of interaction was different between different platforms. There was less interaction with blog sites in comparison to Facebook or Twitter.

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The organizations provided useful blog content and many blog posts were read, as measured by page views, however comments were not as frequent. Individuals prefer to engage with organizations through Twitter and Facebook There was more “back and forth” on Twitter. Commentaries made on Facebook varied from praises to complaints, while on Twitter the rage and complaints took precedence over reciprocal conversations. 

This proved to be the case on Australian websites all the time, and also on US websites a few times time. Four of the participants from the group – Medcalf of Coles, a major tourist body Ridge of Westfield and Murrell of the Bank of Queensland (BOQ) and agreed that encouraging interaction among peers was more beneficial than interaction between individuals and the company, since it could led to branding advocacy. Establishing and hosting an online community platform to facilitate this was essential to their communication. Buy Pet Care Industry email leads online.

Ridge and Westfield Westfield and the main tourism body were of the opinion that peer-to peer interaction was beneficial to both the communities and the organizations best since it is the case that there’s an organization layer between them as well as the general public (e.g. hotels, retailers rental car companies and so on.). However, they all agreed that encouraging dialogue between communities can lead to brand recognition which is their final objective.
Public interaction with the company was not as frequent, even when fanbase had a substantial community. In reality, Zivot of Lorna Jane noted that too much discussion aside from the occasional exchange of messages – suggested an issue, and Locke from Flight Centre said, “Dialogue is not a key element of our strategy for media” (pers. communications. 22 , May, 2013). Buy Pet Care Industry email leads online.

Three of the organizations examined (Ford, Lorna Jane, and the major tourism body) there was a feeling of community, thanks to the platform developed by the company to create communities and encourage peer-to peer interaction. Many organizations rarely commented or replied to queries. the response time was sporadic in the majority of cases – the exceptions were major telcos and Telstra. Although the study revealed that the presence of dialog was not as high in the business-to-business community (B2B e.g. SAP or Salesforce) as opposed to business-to-consumer (B2C websites) the exchanges that were conducted were more extensive, involved and on-topic with a few complaints and no Trolls.
Salesforce had less than five comments on over 50 posts, both on the blog for Australia/New Zealand and blog on US blog, but they all were in the right place. Buy Pet Care Industry email leads online.

Social media facilitate interaction between organizations and its customers that helps to establish relationships and improve the reputation of an organisation (Ostrander 2007). Participants believed that interaction was beneficial through social media and talked about the one-way transmission of content in their organization as normal. Analysis of content showed the fact that 90 percent of respondents pushed content to the public. Participants claimed that one-way communications was in line with their social media strategies of gaining awareness. Zivot from Lorna Jane said that certain followers are passive therefore one-way communication is beneficial. 27 percent of respondents admitted to communicating using a one-way approach across social media (Salesforce Ch 10 Coles, Westfield and Flight Centre) with no attempt to engage in dialogic communication. One-way communications included announcements, news, and media announcements. Buy Pet Care Industry email leads online.

Six participants (30 percent) included Traazil from HTC, Medcalf of Coles, Ridge of Westfield, Zivot of Lorna Jane, Beany of Channel Ten and Freitas of Salesforce said that communication in one direction was more vital than two-way communication. Bradley from Alinta along with Monty of Ford suggested that pushing information out to raise awareness is okay but sending it out to promote product is not successful. According to Bradley:
“I’ve never witnessed that happen during the six years that this is my function…Pushing commercial messages for the sake of brands isn’t a good idea for companies that focus on service. It’s just not the right way” (pers. communications. 13 August 2013,).

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The content that is shared according to participants, determines how much or how little people interact with a post, as proven by the analysis of content on blogs, Twitter as well as Facebook posts.

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Content is crucial If people like the post, they’ll take part in some manner. If the content hits an emotional chord, people will react positively. No comments might suggest that people are not processing the information or the content isn’t of much significance to users. Feedback is contingent, according to Traazil of HTC on the type of content that is presented.

“It remains a great way for us to distribute our content, but we try to be more connected with our customers , by giving them content they want to see” (Traazil, HTC, pers. communications. 27th September, 2013)
Graham of NRMA admitted that she felt internal pressure to release information and to promote products. Ridge of Westfield admittedthat “We’re trying to engage in conversations. It’s not enough pushing, push and or push” but admitted it is true that the social web “does often function as a medium to push” (pers. communications. 18 Sept. 2013). There was however an absence of interaction between the company and the public on Westfield’s Facebook page. In the same way, Beany of Channel 10 acknowledged that the aim was to share content and have conversations however no discussion was seen on Channel 10’s pages. Buy Pet Care Industry mailing leads online.

In contrast, Bradley of Alinta, Locke of Flight Centre, Medcalf of Coles and Graham of NRMA claimed that pushing information out helps improve the company’s SEO rankings (search engine optimization, the process of attracting more visitors to a website by placing it at the top of a search engine’s ranks. Search engines scan Web pages to determine which are most closely matched to the keyword you are searching for).
“One of the main reasons Flight Centre got into blogging and microblogging was SEO…We are able to push out material to improve our SEO rankings” (Locke, Flight Centre Pers. communications. 22 May 2013,). Buy Pet Care Industry mailing leads online.

Murrell of the Bank of Queensland believes social media “are broadcast channels” they are just a part of the communication mix, and a means to interact with customers. Create as much content as you can and then distribute it as he suggested, even though Murrell would like to see more dialogue “There’s no where near as much dialog and interaction as might be” (pers. communications. 20 May, 2013). Buy Pet Care Industry mailing leads online.

Major bank admitted they send announcements via Twitter in the name of “having an online presence” and Zivot of Lorna Jane agreed:
“We would like to have engaged users, but the reality is that the majority of users are inactive. There is still value in reaching them, even if it is a one-way communication…Simple exposure in is still beneficial.” (Zivot, Lorna Jane, pers. communications. 11 September 2013)

Gareth Llewelyn of Salesforce and Oracle was among the few people who did not agree However, he had an experience in public relations. He was of the opinion that pushing marketing information via blogs could result in negative feedback as “No one would like to read marketing gimmicks” (pers. communications. 17 April 2013). Epstein from Commonwealth Bank, Mantero of Ansell, Traazil of HTC and Clarke of Telstra admitted that initially their social media platforms were only one-way. However, they have evolved over time. Content can be released frequently, but conversations and interaction are vital for their success, they stated. Buy Pet Care Industry mailing leads online.

The study showed that both Facebook as well as Twitter were utilized to respond to questions, but the majority of issues were left unanswered especially for eBay, Channel Ten and Coles websites. The respondents utilized Facebook in addition to Twitter to assist customers and for complaints (Jetstar, Westfield, Coles, HTC, Telstra, Bank of Queensland, Commonwealth Bank and the big telco as well as Lorna Jane – 43.5 per percent).

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“There is a dialogue and customer service being offered through these channels and it is increasing constantly. The dialogue will continue to grow as we seek to improve the capacity of our social services” (Murrell BOQ Pers.

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communications. 20 May 2013,) eBay’s Young found herself caught in an internal struggle between communications, who want more dialog and marketing, who would like to see more transactions:
“Do we maintain a continuous dialog? It’s not the case… It’s not a continuous dialogue. think it’s more of intermittent and sporadic. To increase the amount of the dialogue, I believe that’s why we need to introduce more of these values and themes of content that are more softer in the social channels that is a more communication-driven model, which is focused on dialog and conversation…At this point we’re an irrational “we’re doing this to get you to perform X and that’s in the end to link users to the website” (Young eBay pers. communication. 14 August 2013,). Buy Pet Care Industry mailing address lists online.

In Chapter 2 of this book, there are many types of definitions for interactivity. This research is focused on the definitions of Rafaeli (1988), Rafaeli and Sudweeks (1997) and Kiousis (2002) (2002, p. 377). interactivity is the extent to which a person is capable of reacting in such that they are aware of the preceding messages it, thus creating an interconnected thread (Rafaeli 1988). This is the case in a mediated environment in which “participants are able to communicate (one-to-one and one-to many, or many-to many) in asynchronous as well as asynchronously, and also participate in a message exchange that is reciprocal (third order dependence)” (Kiousis 2002, 372. 372). It was the reciprocal exchange that was a challenge for a lot of participants. Buy Pet Care Industry mailing address lists online.

Medcalf from Coles believes that interaction indicates that the users are taking in his company’s messages and other information. In exchange, “we often hear what they’re looking for” (pers. communications. 28 Sep 2013) However, this does not mean that Coles does anything about it or interacts with people. Zivot, of Lorna Jane believes that interaction occurs not so much on the human-to human level and more at the content-to-human level (as explained in McMillan 2002) He prefers that people engage with content, not “chat” with the organization.
Galer from SAP Galer of SAP and Epstein from Commonwealth Bank agree that good content can lead to more interactions.

 “I would like for social media to become a lively and dynamic community of thought leadership that has interaction, and we’re working on this” (Epstein Pers. communications. 11 April 2013) In reality the moment people enjoy the content of an organization they share the content with their friends or by commenting on it. Social media interaction does not just allow companies to share information with their audience and users, but it also allows them to “share and share information with each other” (Sashi 2012 (p. 254). Buy Pet Care Industry mailing address lists online.

Khan from Jetstar believes that the interaction between people helps the business. For instance on Twitter or Facebook customers can talk about things in less precise terms to their fellow customers than Jetstar employees who are bound by certain behavior guidelines, could. This can be helpful in certain circumstances. Locke at Flight Centre concurs, however “we must go back and verify that the person’s details are correct” (pers. communication. 22 May 2013). Khan from Jetstar, Locke of Flight Centre, Zivot of Lorna Jane and Young of eBay are seeking to make interaction be a catalyst for transactions. In the marketplace for sales, the interaction via social media can lead to sales on websites. 

Zivot from Lorna Jane differentiates active interactions (sharing or buying a product) from passive interactions reading the article or other postings via social networks. If one sees “liking” as the most insignificant type in interaction Monty from Ford states “they permit us to speak with them, and share our activities. This is the smallest commitment we can ask for” (pers. comms., 8 March2013). Buy Pet Care Industry mailing address lists online.
The concept of interaction as defined as defined by Rafaeli (1988) and involving messages that are linked to each other, was observed within this investigation: communications that are related to each other, but not always on a continuous basis, as outlined in Rafaeli & Sudweeks (1997) (interactive communication demands that messages from later to be considered in light of previous ones and the way in which they were reacting). If one considers interaction to be any type of action, it is evident that there is plenty of social media interaction and it’s instantaneous. However, engagement is harder to define.

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Engagement
Engagement has no defined definition with which scholars and participants can agree (see “engagement” in chapter 2) However, participants strongly consider it a sign of their success.

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Monty of Ford affirms, “Better engagement is one of the most intriguing aspects in the field of the social” (pers. communications. 8 March 2013). The study revealed that understanding how users interact in relation to or with content, in relation to organisations and with one another and at what level it is hard to know. Zivot from Lorna Jane believes that engagement should be any type of interaction with content online. “If there’s no activity, you’re not an active user” Zivot states. He adds:
“Engagement is the total number of active users, the amount of people who are liking, commenting or posting on those who are active and not people who are passive” (Zivot, Lorna Jane Pers. communications. 11 September 2013)
Locke of Flight Centre, Graham of NRMA and Young of eBay agree that participation in social media results in transactions on eBay’s website. Young states that eBay frequently develops content to increase the most engagement. Buy Pet Care Industry mailing id lists online.
“A photo…might bring 10,000…likes shares, likes, and comments…As an organization we’ve made the connection and I think it’s got some significance. Even if the subject isn’t related to eBay…you are identifying eBay with something that is intriguing and amusing…Greater engagement eventually translates into website traffic and visits” (Young, eBay, pers. communications. 14 August 2013,)
Medcalf of Coles”engagement” in social media is a mix of time spent (how the user stays on a social media site of an organization) and sharing content which results in an increase in positive feelings about the brand. Buy Pet Care Industry mailing id lists online.
Traazil from HTC believes that social media are channels for engagement and engagement takes place at different levels. Engagement can range from that encourages users to share their thoughts and become brand advocates or influencers “but we prefer long-term engagement on all platforms” (pers. communications. 27 September 2013).
Everyone expressed that they wanted to engage and, in particular, deep engagement however, Khan of Jetstar affirms that not every client is looking for deep engagement. 

Responding to a question isn’t engaging and “you don’t necessarily need to have an intense level of interaction with all of your clients” (pers. communications. the 24th of May, 2013). Engagement, according to Mantero of Ansell requires dialog. “We need to initiate the dialogue…just publishing press releases isn’t engagement” (pers. communications. 15 February 2013,). Buy Pet Care Industry mailing id lists online.
On a platform such as Facebook where the more users interact with an organization as well as the more information the user is exposed to by that organization on his or her news feed and this leads to more engagement.
“Facebook is very keen for you to engage with your customers who are engaged. This is the reason it is important for brands to produce material that’s as entertaining as is possible as the greater your engagement will mean that more people are likely to be able to view the content…Your goal is to make the most engagement you can as that determines the size of your audience” (Zivot, Lorna Jane Pers. communications. 11 September 2013,). Buy Pet Care Industry mailing id lists online.
Ridge of Westfield as well as Murrell of Bank of Queensland both agree that engagement involves engaging with content by like it or even commenting on it that leads to the electronic Word of Mouth (eWOM). Engagement can help drive brand awareness as well, according to Young of eBay however, not so with Twitter. Buy Pet Care Industry mailing id lists online.
“I believe that Twitter as platform is more than a media channel…and it’s pretty difficult to have any sort of genuine interaction. If there is any interaction, it’s driven by conflict. It’s not a real debate. It’s usually interspersed points of view which encourage interaction via Twitter” (pers. communications. 14 August 2013,).

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While Millen Wilson and Millen Wilson (2009) observed that online interactions are characterized by emotional bonds, the study found that engagement is a continuous connection to the company that can be determined in a variety of different ways, dependent on the organization and the type of organisation, but it is seldom evident through emotional bonds.

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A notable instance is Ford Social which has people who feel emotionally connected to Ford’s brand and their product (cars and trucks). Engaging with Ford Social may not result in advocacy however if it grows in time as Sashi (2012) states the possibility is that it will be the outcome that social media managers are looking for.
The effect of content on interaction and dialogue
There is a lack of research that has been conducted regarding social media content and its impact on how users behave, respond or respond to the content, with the exception of the work of Peters, Chen, Kaplan, Ognibeni and Pauwels (2013). Buy Pet Care Industry email database online.

They propose that content on social media is characterized by three factors such as content quality, which includes interaction, domain and style and content quality, including valence (emotions) and tone and volume of content. If content isn’t appealing to those who follow the company they is not published or distributed. However, even the content is marketing when it is relevant to the interests of the public and they are interested, they will read it (Peters and colleagues, 2013). This study discovered that when content was of little significance, it was not discussed or shared. Buy Pet Care Industry email database online.
Everyone in the study recognized how crucial content was in generating engagement, however, there was no consensus as to what kind of content could generate the most engagement. Content needs to be created to meet the criteria, and social media administrators must decide if the content is to watch, content with that you can participate or content to be shared. Murrell of the Bank of Queensland said content could range from a game, competition, a reward an article on a blog that is information graphics or text only as well as videos. A few of the participants tried to entertain their readers with non-related content to their brand. Some included music, videos images or even jokes. Buy Pet Care Industry email database online.

 “People are looking for information, but also are looking for entertainment” Murrell said. Murrell from the Bank of Queensland (pers. communications. 20 May, 2013). But, it’s important to make sure the content is pertinent. As stated by Clarke of SAP that there’s plenty of content to choose from which is why “yours must be unique” (pers. communications. September 9, 2013) in the event that interaction is needed.
Participants debated the benefits of creating content that is specifically designed for particular social media sites. Bradley of Alinta claimed that content created specifically for Twitter “gets little results” in addition to Medcalf from Coles and Graham of NRMA were both in agreement that Twitter content doesn’t produce results. But, Traazil of HTC says that content intended designed for Twitter should be designed differently than content created that is designed for Facebook. For Twitter the website, he explained, content must be brief sharp, clear and focused on text in contrast to Facebook content should have images, illustrations, or videos. Buy Pet Care Industry email database online.

Medcalf from Coles and Ridge from Westfield acknowledged that images are crucial to images in their Facebook content. Coles incorporates images into every recipe posted on Facebook as well as on their blog, which helps to show off the ingredients. Images on Facebook can affect the responses to the post, which in turn affects the effect on the content. Images are more crucial than videos, as more users use Facebook via mobile devices, making it faster and more convenient to download. Buy Pet Care Industry email database online.

Participant travel agencies use photographs frequently in their content. Jetstar, Flight Centre and major tourism agencies frequently use images with no accompanying text. The result is that people comment on the image, as well as questions relating to the location of the photo and encourages users to consider how and how much it costs to reach the place. Some participants also utilized images to showcase the products they sell that are fashionable (Westfield, Lorna Jane) Images are often used in conjunction along with text to showcase an upcoming trend or promotional campaign. “Photos can be used to shop” Ridge of Westfield. Ridge from Westfield (pers. communications. Buy Pet Care Industry email database online. 

18th September, 2013). In the field of technology, Traazil of HTC says that images of the latest devices (phones) are essential as are tips and tricks that create great content, typically illustrated. “We must provide content they can use, and that will inspire them to join in an exchange” (Traazil, HTC, pers. communications. 27 September 2013,). Channel 10 used photos or stills from their programs to promote the shows.

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In some instances Content managers are employed to figure out the best method to make use of content on various platforms, or to cross-pollinate different platforms that have similar content.

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For instance, according to Graham of NRMA If enough inquiries are received via email or Facebook on a certain topic, NRMA might write a blog about it or even write a piece for their magazine in hard copy Open Road. A story published within Open Road might inspire questions or responses on Twitter that result in an article on the blog, which, in turn, could bring the traditional press coverage. However, she stresses that the content has to be different across different platforms. 

Young from eBay, Epstein of Commonwealth Bank, Khan of Jetstar, Locke of Flight Centre, Murrell of Bank of Queensland and Zivot of Lorna Jane agree, because each content type has its own goals and should be of value as well as be useful. “Each channel has its own advantages and its own target audience” (Zivot, Lorna Jane Zivot, Lorna Jane, pers. communications. 11 September 2013,). It is possible to create content, utilize it in various ways across different channels and then amplify it via other channels. Buy Pet Care Industry email id outlook online.

For instance, Llewellyn of Salesforce and Oracle claims that one could develop and create articles, post highlights or post tweets about the blog and and make the content accessible to download, or even collect contact information to create leads.
A major bank along with Freitas of Salesforce admitted that the same content is often seen across different platforms, however it’s slightly modified. Analysis of content revealed that for the majority of users (SAP excluded) posts was published on the blog similar fashion like it did it appeared on Facebook as well as Twitter. Blog content was amplified via Twitter on the same day that it was published on the blog or few daysor one week later, since blog posts were not time-specific. Buy Pet Care Industry email id outlook online.

Clarke who works for Telstra was the sole participant with more thought and strategy regarding content, stating that Telstra was conducting research on what people wanted from social media. “We have themes for content and we must create
Positive conversations around these themes since content is about starting conversations in your channels” (pers. communications. 18 Mar 2013). The majority of participants agreed that content must be designed in a way that it can be shared, allowing individuals to be able to endorse the organization’s content, andpossibly make casual fans advocates. “We have to create the most engaging or inspirational experiences for our customers which will inspire advocacy,” says Young of eBay (pers. communications. 14 August 2013,). Buy Pet Care Industry email id outlook online.

After conducting a content analysis of posts on Facebook as well as Twitter for all the participants’ posts, it’s obvious why social media professionals appreciate sharing and “likes”. This is a confirmation for the post, its content and, most importantly the organization. “A like allows us to speak to their” (Monty Ford, of Ford Pers. communications. 8 March 2013) A like indicates that they are willing to work with the company. Likes and shares indicate an admiration for the brand or, at a minimum an appreciation regarding the quality of the material.
The content shared is often based on an emoji or a tale or something that reinforces an idea or experience. Buy Pet Care Industry email id outlook online.

Plomp, Heinila, Ikonen, Kaasinen and Valkkynen (2010) declare that sharing content is a user experience in social interactions in which “participants are able to contribute to the experience shared by all” (p. 515). The sharing of content provides a more clear evidence of the content’s engagement that is more than just the company however for 40% of the participants, sharing was extremely important and everyone agreed that it was important. Medcalf and Traazil of Coles, Traazil of HTC and Zivot of Lorna Jane sought to create shareable content as many times as they could. Buy Pet Care Industry email id outlook online.
“When I create content, we attempt as much as possible to design every piece of content we create with the concept of care/share in mind. If you saw that piece of material, (A) would you be interested about it and (B) will you want to share? If we can answer “yes then we are sure we have something that the probability of it getting shared high…It is our responsibility to produce content that is useful and shareable” (Zivot, Lorna Jane, pers. communications. 11 September 2013).

Epstein from Commonwealth Bank said sharing content is what they are looking for in terms of engagement however, Bradley from Alinta, Young of eBay and the major telecom
disagreed. Buy Pet Care Industry email id outlook online. Content may be shared however, it did not have any effect on the organization’s image according to Bradley at Alinta. Content that is positive tends be shared (Berger and Milkman, 2012). People often share interesting humorous or funny content, but it may not have added value to the public relations of the company or to the reputation of the company. In the case of Locke of Flight Centre, sharing was nice, but it was not necessary.

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Khan of Jetstar considers sharing to be one of the most important metrics: in his weekly reports on measurement that a share can be valued higher on the scale of 10 than a”like” or comment.

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Epstein at Commonwealth Bank says sharing content can prove of “the message was clear” (pers. communications. 11 April 2013,) in addition to Medcalf from Coles and Murrell of Bank of Queensland are in agreement. Buy best Pet Care Industry email leads online.

Traazil from HTC believes that sharing is crucial however, only as it affects Facebook’s algorithm – the more sharingyou do, the greater engagement, and the more people will have heard or seen the organization’s message. The young members of eBay, Beany of Channel Ten and the major tourist organization believe sharing is a sign of a degree of engagement with the organization. Buy best Pet Care Industry email leads online.

Retweeting is one aspect of sharing, but very it has not been studied on the consequences of the practice of retweeting. Stieglitz as well as Dang-Xuan (2012) affirm that retweeting not just a way to spread information, but is designed to entertain specific groups of users. Boyd, Golan and Lotan (2010) consider retweeting replicating and rebroadcasting. Buy best Pet Care Industry email leads online.

They they argue that retweeting is actually a part of a conversation, which brings new people to the conversation. Galer of SAP is in agreement. The only person who has discussed retweeting is Galer. Galer stated that reputations and impressions can be created by retweeting and amplification of the networks of other people.

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