Social media corporate reputation influencers presentation
?Download as PPTX, PDF?
1 like?296 views
This document discusses a Delphi study on social media influence and corporate reputation. It begins with background on social influence from a traditional and social media perspective. The study aimed to identify how influence can be determined within social media and understand the impact of social media corporate communications on reputation. Experts participated in rounds to discuss actors, interactions, and networks that influence reputation. Results showed social media influence comes from characteristics of actors, interactions, and networks. The impact of this influence on corporate reputation was also examined.
Social media corporate reputation influencers presentation
- 1. Social Media Corporate Reputation Influencers Wouter Vollenbroek MSc Dr. Sjoerd de Vries Dr. Efthymios Constantinides 3-1-2013 1
- 2. Quick Overview ? Background social (media) influence ? Traditional perspective ? Social media perspective ? Research questions ? How could influence within the social media be identified? ? What is the impact of dealing with social media in corporate communications on the reputation of organizations? ? Delphi study ? Results & Conclusions 3-1-2013 2
- 3. Background Information & Research Questions Social influence: ¡°Consciously or subconsciously persuading others from your thoughts, beliefs or actions¡± (Kahan et al, 1997). 1). How could influence within the social media be identified? 2). What is the impact of dealing with social media in corporate communications on the reputation of organizations? 3-1-2013 3
- 4. Delphi Study (Dalkey & Helmer, 1963) ? Participants: 12 in the 1st round / 18 in the 2nd round (marketing- and communication professionals) ? First round: open questions regarding corporate reputation and the three influence categories: actors, interactions and networks ? Second round: closed questions regarding corporate reputation and the three influence categories: actors, interactions and networks ? Outcome: broad view of the concept ?social media influence? and the relation with corporate reputation. 3-1-2013 4
- 5. Results & Conclusions Social media patterns Corporate communication Actor(s) Public relations - Active minds Reactive -Credible communication -Authority -Expertise Crisis communication Corporate Reputation Network - Content used by others (Corporate) advertising -Enable others to consume content Proactive -Active communication communication -Number of contacts Direct marketing Interactions Webcare - Message is much shared -Message has yielded many responses -Message is often quoted -Message is relevant Recruitment 3-1-2013 5
- 6. Results & Conclusions ? Social media influence exists of: ? Intrinsic and extrinsic characteristics of the actor ? Intrinsic and extrinsic characteristics of the interactions ? Intrinsic and extrinsic characteristics of the networks ? Effect of social media influence on corporate reputation ? Does this social media influence hold with an Delphi study with social media users? 3-1-2013 6