This document summarizes a white paper on social media and public affairs in China produced by Edelman and PublicAffairsAsia. It discusses the rise of social media in China and its influence on public policy debates and corporate reputation. A survey of public affairs professionals found that most believe social media is the most influential medium in China and its influence will continue growing. However, Western companies remain cautious about social media due to the difficulty controlling messages. While social media allows more transparency, it also enables sensationalism and nationalism which can impact companies. The challenge is developing offensive rather than just defensive social media strategies.
The role of the social media in corporate PR practice using the Ukrainian con...HOSHVA PR
This research analyzes how social media relates to PR practices in Ukraine. It finds that while traditional media remains dominant, PR practitioners are increasingly recognizing social media as both an opportunity and a challenge. The research comprised interviews with PR professionals, who viewed social media as an environment changing how information is shared and as a set of tools. Many saw social media as inevitable for their work, but challenges remained in understanding its value and securing management support.
Organizations successfully leveraging social media are seeing benefits for sales, marketing, and customer service. Yet most organizations are struggling to define a business strategy that makes the most of these opportunities. This storyboard will help you:
* Identify achievable social media opportunities
* Evaluate the risks of social media versus the benefits
* Understand IT’s role in the deployment and maintenance of a social media project
Social media continues to grow at a breakneck pace, and businesses need to get on board or they will be left behind. This storyboard, complete with real-world case studies of social media at work, will help you build a foundation for the successful integration of social media into your CRM strategy.
The Coming Change in Social Media by Social Media TodayElizabeth Lupfer
In a major paradigm shift that is impacting public relations and marketing oranizations, companies are now viewing social media as their front line strategy for customer engagement, immediate contact, and lead generation. This means the software tools we use in the social space will be changing a lot too. This gamebreaker call was based on research developed by our resident trendspotter, Josh Gordon, in Social Media Today's latest free download white paper The Coming Change In Social Media. It's our focus here at Social Media Today to help frame the issues and put them into perspective so that community members can use them as a roadmap and drive the future of social media. Don't get behind the curve.
Digital connectivity is a disruptive trend that is influencing society and business through increased online connectivity. It is reshaping industries like travel, health, and retail. Travel companies are implementing virtual reality and wearable tech to enhance the customer experience. In health, tracking devices and apps allow people to quantify their wellness, though some see this as promoting narcissism. Retail is becoming more seamless as customers expect to shop across online and in-store. Digital connectivity is changing consumer expectations and how companies engage with customers.
10 answers to questions about social media and young people that can change the way you design and build relationships with your most critical audience.
This document summarizes a study into the implications of instant messaging on communication, consumer behavior, and emotions. The study found that while face-to-face interaction is more effective, people prefer texting. Instant messaging users tend to be more outgoing and curious, though younger users may have self-esteem issues from overuse. People have trouble expressing emotions online without cues. Brands are starting to use emojis in marketing to engage consumers in a fun, relevant way on their mobile devices. The recommendations include further research on consumer behavior through instant messaging to better understand needs, considering platforms like WhatsApp, and developing technology to measure emotions online.
The chapter discusses the proliferation of wellness in western society. Wellness is defined as an active process through which people become aware of choices that lead to a more successful existence, going beyond just physical health. The wellness movement originated from health but has evolved into a phenomenon since the 1970s. It is now a fully commercialized industry where consumers spend to enrich their quality of life. Seligman's theory of well-being identifies five elements of well-being: positive emotion, engagement, positive relationships, meaning and accomplishment. Millennials in particular view wellness as a priority due to growing up during the rise of wellness. Access to information through technology has increased awareness of health and wellness among consumers who want
This document discusses the evolution and growth of wellness as a trend and industry. It begins by defining wellness according to its origins in the 1940s with Dr. Halbert Dunn, who saw it as complete physical, mental and social well-being rather than just the absence of disease. The trend has grown significantly since the 1970s due to influences like increased connectivity, movements for reconnection and mindfulness, and consumers seeking meaning and happiness over material goods. Various movements and trends are driving interest in wellness and impacting industries. The future of wellness will continue to be shaped by these influences.
The role of the social media in corporate PR practice using the Ukrainian con...HOSHVA PR
This research analyzes how social media relates to PR practices in Ukraine. It finds that while traditional media remains dominant, PR practitioners are increasingly recognizing social media as both an opportunity and a challenge. The research comprised interviews with PR professionals, who viewed social media as an environment changing how information is shared and as a set of tools. Many saw social media as inevitable for their work, but challenges remained in understanding its value and securing management support.
Organizations successfully leveraging social media are seeing benefits for sales, marketing, and customer service. Yet most organizations are struggling to define a business strategy that makes the most of these opportunities. This storyboard will help you:
* Identify achievable social media opportunities
* Evaluate the risks of social media versus the benefits
* Understand IT’s role in the deployment and maintenance of a social media project
Social media continues to grow at a breakneck pace, and businesses need to get on board or they will be left behind. This storyboard, complete with real-world case studies of social media at work, will help you build a foundation for the successful integration of social media into your CRM strategy.
The Coming Change in Social Media by Social Media TodayElizabeth Lupfer
In a major paradigm shift that is impacting public relations and marketing oranizations, companies are now viewing social media as their front line strategy for customer engagement, immediate contact, and lead generation. This means the software tools we use in the social space will be changing a lot too. This gamebreaker call was based on research developed by our resident trendspotter, Josh Gordon, in Social Media Today's latest free download white paper The Coming Change In Social Media. It's our focus here at Social Media Today to help frame the issues and put them into perspective so that community members can use them as a roadmap and drive the future of social media. Don't get behind the curve.
Digital connectivity is a disruptive trend that is influencing society and business through increased online connectivity. It is reshaping industries like travel, health, and retail. Travel companies are implementing virtual reality and wearable tech to enhance the customer experience. In health, tracking devices and apps allow people to quantify their wellness, though some see this as promoting narcissism. Retail is becoming more seamless as customers expect to shop across online and in-store. Digital connectivity is changing consumer expectations and how companies engage with customers.
10 answers to questions about social media and young people that can change the way you design and build relationships with your most critical audience.
This document summarizes a study into the implications of instant messaging on communication, consumer behavior, and emotions. The study found that while face-to-face interaction is more effective, people prefer texting. Instant messaging users tend to be more outgoing and curious, though younger users may have self-esteem issues from overuse. People have trouble expressing emotions online without cues. Brands are starting to use emojis in marketing to engage consumers in a fun, relevant way on their mobile devices. The recommendations include further research on consumer behavior through instant messaging to better understand needs, considering platforms like WhatsApp, and developing technology to measure emotions online.
The chapter discusses the proliferation of wellness in western society. Wellness is defined as an active process through which people become aware of choices that lead to a more successful existence, going beyond just physical health. The wellness movement originated from health but has evolved into a phenomenon since the 1970s. It is now a fully commercialized industry where consumers spend to enrich their quality of life. Seligman's theory of well-being identifies five elements of well-being: positive emotion, engagement, positive relationships, meaning and accomplishment. Millennials in particular view wellness as a priority due to growing up during the rise of wellness. Access to information through technology has increased awareness of health and wellness among consumers who want
This document discusses the evolution and growth of wellness as a trend and industry. It begins by defining wellness according to its origins in the 1940s with Dr. Halbert Dunn, who saw it as complete physical, mental and social well-being rather than just the absence of disease. The trend has grown significantly since the 1970s due to influences like increased connectivity, movements for reconnection and mindfulness, and consumers seeking meaning and happiness over material goods. Various movements and trends are driving interest in wellness and impacting industries. The future of wellness will continue to be shaped by these influences.
Impact of social branding on purchase intention: An empirical study of social...Sparkles Soft
Impact of social branding on purchase intention: An empirical study of social media websites.
Writer
Jahanzeb Khan
SPARKLES SOFT
www.sparklessoft.com
MobileWhatsApp/Viber: 00923004604250
00923124604250
Skype sparkles.soft
Vonage/Viber 00923004604250
thesis help, uk dissertation help, custom thesis writing in uk, uk mba thesis,
Transforming Election Campaigning in the Digital AgeAdrian Solitander
In our current digital age, political institutions, activities and relationships are increasingly mediated and shaped by digital media and technologies (University of Oxford 2016). This paper examines the impact of digital on election campaigns and considers how the developing use of these technologies might alter traditional campaigning models. It should be of use for any political party or politician in established Western democracies who is planning an election campaign. The paper is partly based on insights from six original case studies.
Tracking the Influence of Conversations: A Roundtable Discussion on Social Me...white paper
This document summarizes a roundtable discussion between social media thought leaders and corporate representatives about defining key metrics for measuring the impact of social media. The group identified and voted on important attributes to measure, including analytics/website activity, community activation/calls to action, the "conversation index" measuring posts vs comments, and demographics of who is engaging. They discussed how traditional web analytics are insufficient and the need for standardized metrics across industries to evaluate social media strategies. The goal was to help companies understand how to track the influence of conversations online and measure the effects on their business and reputation.
Social Media Use by Small Nonprofit Organizations - Scott TidmoreScott Tidmore
Small nonprofit organizations face challenges in using social media effectively due to limited staffing, budgets, and expertise. While nearly all nonprofits use social media, smaller organizations focus on acquiring members and donors through advocacy rather than brand building. To thrive, small nonprofits must tell compelling stories on social media to motivate supporters beyond facts and engage stakeholders through high-quality content.
Reputation Management in era of social mediaBen Maynard
A white paper based on research among the fifty finalists in the Media Momentum Awards 2011. It looks at how they use social media to communicate and manage their reputations and suggests some areas of best practice as well as identifying potential blindspots.
The digital media leaders surveyed see social media as now integral to their business operations. Over 80% said social media is a key part of their communications mix and is playing a significant role in other areas like sales and customer service. While traditional media still drives much of their reputation, the power of social media buzz on reputation and sales is recognized. Most view several social media platforms as already essential, with more agreeing they will be in the next year. However, they are cautious of some information shared on these sites and monitoring influence across digital and traditional media is important but challenging.
Reputation Management In The Era Of Social MediaBen Maynard
The digital media leaders surveyed see social media as now integral to their business operations. Over 80% said social media is a key part of their communications mix and is playing a significant role in other areas like sales and customer service. While traditional media still drives much of their reputation, the power of social media buzz on reputation and sales is recognized. Most view several social media platforms as already essential, with more agreeing they will be in the next 12 months, though some caution about credibility of information shared remains. Monitoring influence and how information spreads across digital and traditional media is important but challenges in measurement exist.
This document discusses a group research project on social media. The agenda includes conducting background research, a literature review, and developing individual research proposals. One proposal focuses on determining factors that influence young consumers' adoption of electronic word-of-mouth (e-WOM) via social media. While prior studies have examined motivations for generating e-WOM, little research has looked at what drives people to adopt or listen to e-WOM. The proposed study will use mixed methods to develop and test a model of the relationships between various information characteristics and the perceived usefulness and adoption of e-WOM among youth in New Zealand. The results could provide implications for how marketers promote brands via social media.
Social influences-within-virtual-consumer-communities-stenkateBijgespijkerd.nl
This document summarizes a study that investigates how social influences within virtual consumer communities impact members' attitudes towards discussed products. It applies Kelman's three social influence processes of compliance, identification, and internalization to understand how community characteristics and social capital can lead to these influences. A conceptual model is proposed relating social capital to the three influence processes and ultimately to changes in members' product attitudes. The model is tested through a survey of over 600 community members across five communities. Preliminary findings indicate internalization has the strongest direct effect on attitude changes, followed by compliance, while identification has an indirect effect. Social capital is found to be an antecedent of all three influence processes.
Stephen Waddington discusses several trends in public engagement and public relations for 2018. First, he argues that public relations is becoming recognized as a management discipline due to increased professionalism in the field. Second, social media is maturing and becoming more visual, while platforms copy features from each other to engage users. Third, practitioners can use the large amount of data generated on platforms like Facebook to identify audiences and understand their motivations. Fourth, tools now enable practitioners to make sense of vast amounts of data and have conversations, though they need to consider data provenance and ethics. Fifth, storytelling across media remains important for cutting through clutter and inspiring conversations.
Social Media is about People not TechnologyFatmir Hyseni
Social media connects people, not technology. It is designed to bring people together through communication rather than focus on technological capabilities. While technology enables social media, people are the most important element as social media allows genuine human interaction and connection. Understanding human psychology and prioritizing people over new technologies are keys to success with social media.
UAL-LCC-MA Public Relations-Dissertation-FinalEmma Tushinski
This document is a thesis submitted by Emma Tushinski exploring whether social influencers are digitally disrupting the communication strategies of luxury fashion brands. It begins with acknowledgements and introduces the research topic. The methodology section details a qualitative approach using semi-structured interviews with influencers and industry professionals. Key findings suggest digital disruption is occurring in the luxury sector both positively and negatively, with each brand's strategy being impacted differently. The conclusion states that the future relationship between brands and influencers is uncertain, but both sides currently rely on each other and must choose partnerships wisely to authentically connect with audiences.
Are Social Networks more persuasive than traditional Word-of-MouthSimranDas4
This document is a dissertation report submitted by Simran Das to fulfill the requirements for a Bachelor of Business Administration degree. It examines the topic "Are Social Networks more persuasive than traditional Word-of-Mouth?". The report includes an introduction outlining word-of-mouth marketing and the growth of electronic word-of-mouth through social networks. It also defines key terms like social networking, word-of-mouth communication, and discusses the importance and characteristics of social networks and word-of-mouth. The report appears to be conducting primary research through surveys and interviews to analyze and compare the effectiveness of recommendations through social media versus traditional word-of-mouth channels.
How has social media changed the relationship between brand and consumer?guest4ffd81
This document is a dissertation that explores how social media has changed the relationship between brands and consumers. It discusses the rise of social media and its impact on brands' ability to control their messaging. The author analyzes case studies of both successful and unsuccessful brand uses of social media. The dissertation aims to develop guidelines for how brands can best utilize social media.
From social media to social business topic 2 - the social innovation of mark...Kantar Media CIC
This document discusses social media research and defines it as having four components: social data research, social culture research, social platform research, and social business research. It focuses on social data research, explaining that social media data is unsolicited, unstructured, and uninhibited compared to traditional market research data. It also discusses how social media data is collected, processed, stored, and analyzed using text mining and sentiment analysis to provide metrics on topics like brand buzz volume and sentiment.
Measuring Value Of New Media Channels While Combining Them With Traditional C...Shael Sharma
4th Annual Corporate Communications ForumBombay 14-15 May’09:
Measuring Value Of New Media Channels While Combining Them With Traditional Channels To Manage Reputation In A Digitally Connected World
The document provides an agenda for an event on social media marketing hosted by the Green Bay Area Chamber of Commerce. The agenda includes presentations from experts on topics like how to effectively use social media for businesses, how social media has changed branding and public relations, and case studies of brands using social media. A panel discussion with local business leaders on their social media strategies is also included. The event aims to help area businesses learn how to integrate social media into their marketing.
A presentation on developing effective websites and social media marketing strategy to the rural sector. Presented at the marketing to the rural sector conference, Auckland NZ in September 2010
This document discusses how sustainability can drive innovation in products, processes, and services. It provides a framework for organizations to achieve parallel goals of sustainability and innovation. The framework involves cultural change, setting sustainability goals, managing the supply chain, conducting portfolio and product development with sustainability in mind, providing transparency of sustainability metrics, and using new tools. Examples are given of companies innovating products and processes to be more sustainable. Overall, the framework aims to balance environmental, social, and financial aspects to create long term sustainability.
This document discusses using social media for campaigning and lobbying. It outlines various social media platforms like Facebook, Twitter, YouTube and blogging. Key statistics on user numbers and growth rates for each platform are provided. Advice is given on setting up pages and profiles, as well as engaging audiences and integrating different social media platforms. Politicians' and journalists' use of social media is also cited. The document promotes using social media to connect with others and promote one's work or causes.
Digital and social media in Public AffairsSteffen Moller
Digital and social media can support traditional public affairs activities in several ways:
1) By establishing online presences and distributing content that policymakers and other stakeholders access regularly, such as websites, blogs, and Wikipedia pages.
2) By using social media like Twitter and LinkedIn to potentially connect with targets and build professional relationships and alliances.
3) By monitoring digital channels like blogs, tweets, and online communities to gather intelligence on issues.
Public affairs is also expanding to engage a wider range of political actors and appeal to values as well as facts. Digital tools are well-suited for storytelling, mobilization, and grassroots engagement activities. However, resources, attitudes, and policies
The document summarizes a discussion on the impact of social media on public affairs in mainland China. It provides an overview of the social media landscape in China, including popular sites and platforms. It also shares the results of a survey conducted with public affairs professionals on their use of social media and their views on its influence. The majority see social media as important to their strategies and believe it influences public policy, though many are still evaluating its impact.
Impact of social branding on purchase intention: An empirical study of social...Sparkles Soft
Impact of social branding on purchase intention: An empirical study of social media websites.
Writer
Jahanzeb Khan
SPARKLES SOFT
www.sparklessoft.com
MobileWhatsApp/Viber: 00923004604250
00923124604250
Skype sparkles.soft
Vonage/Viber 00923004604250
thesis help, uk dissertation help, custom thesis writing in uk, uk mba thesis,
Transforming Election Campaigning in the Digital AgeAdrian Solitander
In our current digital age, political institutions, activities and relationships are increasingly mediated and shaped by digital media and technologies (University of Oxford 2016). This paper examines the impact of digital on election campaigns and considers how the developing use of these technologies might alter traditional campaigning models. It should be of use for any political party or politician in established Western democracies who is planning an election campaign. The paper is partly based on insights from six original case studies.
Tracking the Influence of Conversations: A Roundtable Discussion on Social Me...white paper
This document summarizes a roundtable discussion between social media thought leaders and corporate representatives about defining key metrics for measuring the impact of social media. The group identified and voted on important attributes to measure, including analytics/website activity, community activation/calls to action, the "conversation index" measuring posts vs comments, and demographics of who is engaging. They discussed how traditional web analytics are insufficient and the need for standardized metrics across industries to evaluate social media strategies. The goal was to help companies understand how to track the influence of conversations online and measure the effects on their business and reputation.
Social Media Use by Small Nonprofit Organizations - Scott TidmoreScott Tidmore
Small nonprofit organizations face challenges in using social media effectively due to limited staffing, budgets, and expertise. While nearly all nonprofits use social media, smaller organizations focus on acquiring members and donors through advocacy rather than brand building. To thrive, small nonprofits must tell compelling stories on social media to motivate supporters beyond facts and engage stakeholders through high-quality content.
Reputation Management in era of social mediaBen Maynard
A white paper based on research among the fifty finalists in the Media Momentum Awards 2011. It looks at how they use social media to communicate and manage their reputations and suggests some areas of best practice as well as identifying potential blindspots.
The digital media leaders surveyed see social media as now integral to their business operations. Over 80% said social media is a key part of their communications mix and is playing a significant role in other areas like sales and customer service. While traditional media still drives much of their reputation, the power of social media buzz on reputation and sales is recognized. Most view several social media platforms as already essential, with more agreeing they will be in the next year. However, they are cautious of some information shared on these sites and monitoring influence across digital and traditional media is important but challenging.
Reputation Management In The Era Of Social MediaBen Maynard
The digital media leaders surveyed see social media as now integral to their business operations. Over 80% said social media is a key part of their communications mix and is playing a significant role in other areas like sales and customer service. While traditional media still drives much of their reputation, the power of social media buzz on reputation and sales is recognized. Most view several social media platforms as already essential, with more agreeing they will be in the next 12 months, though some caution about credibility of information shared remains. Monitoring influence and how information spreads across digital and traditional media is important but challenges in measurement exist.
This document discusses a group research project on social media. The agenda includes conducting background research, a literature review, and developing individual research proposals. One proposal focuses on determining factors that influence young consumers' adoption of electronic word-of-mouth (e-WOM) via social media. While prior studies have examined motivations for generating e-WOM, little research has looked at what drives people to adopt or listen to e-WOM. The proposed study will use mixed methods to develop and test a model of the relationships between various information characteristics and the perceived usefulness and adoption of e-WOM among youth in New Zealand. The results could provide implications for how marketers promote brands via social media.
Social influences-within-virtual-consumer-communities-stenkateBijgespijkerd.nl
This document summarizes a study that investigates how social influences within virtual consumer communities impact members' attitudes towards discussed products. It applies Kelman's three social influence processes of compliance, identification, and internalization to understand how community characteristics and social capital can lead to these influences. A conceptual model is proposed relating social capital to the three influence processes and ultimately to changes in members' product attitudes. The model is tested through a survey of over 600 community members across five communities. Preliminary findings indicate internalization has the strongest direct effect on attitude changes, followed by compliance, while identification has an indirect effect. Social capital is found to be an antecedent of all three influence processes.
Stephen Waddington discusses several trends in public engagement and public relations for 2018. First, he argues that public relations is becoming recognized as a management discipline due to increased professionalism in the field. Second, social media is maturing and becoming more visual, while platforms copy features from each other to engage users. Third, practitioners can use the large amount of data generated on platforms like Facebook to identify audiences and understand their motivations. Fourth, tools now enable practitioners to make sense of vast amounts of data and have conversations, though they need to consider data provenance and ethics. Fifth, storytelling across media remains important for cutting through clutter and inspiring conversations.
Social Media is about People not TechnologyFatmir Hyseni
Social media connects people, not technology. It is designed to bring people together through communication rather than focus on technological capabilities. While technology enables social media, people are the most important element as social media allows genuine human interaction and connection. Understanding human psychology and prioritizing people over new technologies are keys to success with social media.
UAL-LCC-MA Public Relations-Dissertation-FinalEmma Tushinski
This document is a thesis submitted by Emma Tushinski exploring whether social influencers are digitally disrupting the communication strategies of luxury fashion brands. It begins with acknowledgements and introduces the research topic. The methodology section details a qualitative approach using semi-structured interviews with influencers and industry professionals. Key findings suggest digital disruption is occurring in the luxury sector both positively and negatively, with each brand's strategy being impacted differently. The conclusion states that the future relationship between brands and influencers is uncertain, but both sides currently rely on each other and must choose partnerships wisely to authentically connect with audiences.
Are Social Networks more persuasive than traditional Word-of-MouthSimranDas4
This document is a dissertation report submitted by Simran Das to fulfill the requirements for a Bachelor of Business Administration degree. It examines the topic "Are Social Networks more persuasive than traditional Word-of-Mouth?". The report includes an introduction outlining word-of-mouth marketing and the growth of electronic word-of-mouth through social networks. It also defines key terms like social networking, word-of-mouth communication, and discusses the importance and characteristics of social networks and word-of-mouth. The report appears to be conducting primary research through surveys and interviews to analyze and compare the effectiveness of recommendations through social media versus traditional word-of-mouth channels.
How has social media changed the relationship between brand and consumer?guest4ffd81
This document is a dissertation that explores how social media has changed the relationship between brands and consumers. It discusses the rise of social media and its impact on brands' ability to control their messaging. The author analyzes case studies of both successful and unsuccessful brand uses of social media. The dissertation aims to develop guidelines for how brands can best utilize social media.
From social media to social business topic 2 - the social innovation of mark...Kantar Media CIC
This document discusses social media research and defines it as having four components: social data research, social culture research, social platform research, and social business research. It focuses on social data research, explaining that social media data is unsolicited, unstructured, and uninhibited compared to traditional market research data. It also discusses how social media data is collected, processed, stored, and analyzed using text mining and sentiment analysis to provide metrics on topics like brand buzz volume and sentiment.
Measuring Value Of New Media Channels While Combining Them With Traditional C...Shael Sharma
4th Annual Corporate Communications ForumBombay 14-15 May’09:
Measuring Value Of New Media Channels While Combining Them With Traditional Channels To Manage Reputation In A Digitally Connected World
The document provides an agenda for an event on social media marketing hosted by the Green Bay Area Chamber of Commerce. The agenda includes presentations from experts on topics like how to effectively use social media for businesses, how social media has changed branding and public relations, and case studies of brands using social media. A panel discussion with local business leaders on their social media strategies is also included. The event aims to help area businesses learn how to integrate social media into their marketing.
A presentation on developing effective websites and social media marketing strategy to the rural sector. Presented at the marketing to the rural sector conference, Auckland NZ in September 2010
This document discusses how sustainability can drive innovation in products, processes, and services. It provides a framework for organizations to achieve parallel goals of sustainability and innovation. The framework involves cultural change, setting sustainability goals, managing the supply chain, conducting portfolio and product development with sustainability in mind, providing transparency of sustainability metrics, and using new tools. Examples are given of companies innovating products and processes to be more sustainable. Overall, the framework aims to balance environmental, social, and financial aspects to create long term sustainability.
This document discusses using social media for campaigning and lobbying. It outlines various social media platforms like Facebook, Twitter, YouTube and blogging. Key statistics on user numbers and growth rates for each platform are provided. Advice is given on setting up pages and profiles, as well as engaging audiences and integrating different social media platforms. Politicians' and journalists' use of social media is also cited. The document promotes using social media to connect with others and promote one's work or causes.
Digital and social media in Public AffairsSteffen Moller
Digital and social media can support traditional public affairs activities in several ways:
1) By establishing online presences and distributing content that policymakers and other stakeholders access regularly, such as websites, blogs, and Wikipedia pages.
2) By using social media like Twitter and LinkedIn to potentially connect with targets and build professional relationships and alliances.
3) By monitoring digital channels like blogs, tweets, and online communities to gather intelligence on issues.
Public affairs is also expanding to engage a wider range of political actors and appeal to values as well as facts. Digital tools are well-suited for storytelling, mobilization, and grassroots engagement activities. However, resources, attitudes, and policies
The document summarizes a discussion on the impact of social media on public affairs in mainland China. It provides an overview of the social media landscape in China, including popular sites and platforms. It also shares the results of a survey conducted with public affairs professionals on their use of social media and their views on its influence. The majority see social media as important to their strategies and believe it influences public policy, though many are still evaluating its impact.
Presentation the Hague University on Digital Public Affairs, 14 october 2012Hanneke Verhelst
On Monday 14 October I gave lecture on Digital Public Affairs to students of The Hague University. The presentation is updated with figures from a research on the usage of digital information sources by Dutch MPs. For more details on this research please check: http://fleishman.nl/2012/08/online-communication-important-for-mps-points-of-view/?lang=en
Reputation & Public Affairs: inseparable bedfellows? Steffen Moller
1. The document discusses reputation drivers and the importance of authenticity and alignment between brand and reputation. It notes a common "authenticity gap" where what companies say does not match audiences' actual experiences.
2. When discussing reputation management in Brussels, the document outlines three potential scenarios and emphasizes the importance of understanding audiences, having integrated communications, and providing solutions rather than just communicating policy.
3. The final sections provide 10 principles and 10 ideas for effective reputation management, focusing on speaking to audiences' emotions and values rather than just facts, mobilizing existing networks, and addressing reputational issues proactively rather than reactively.
The document contains budget worksheets for the City of Hoboken for the year 2010. It includes pages for individual departments to provide details on line item budgets for 2009 appropriations, 2009 expenditures, and 2010 funding requests. Across all pages presented, no values are provided for the 2009 or 2010 amounts for the sample line item "Forms & Printing". Descriptions and explanations for funding amounts are left blank.
The document lists 4 capital equipment or project requests for a 5-year plan, including: 1) a commercial copier lease, 2) a commercial shredder, 3) MILS system software, and 4) a trailer booth for dispatchers. Justifications and estimated costs are requested to be provided for each item. The department head and applicable subcommittee are meant to discuss and prioritize the requests.
La historia trata sobre una banda llamada las BADS cuyo líder, Marce, ha sido secuestrado. El capítulo uno detalla el secuestro de Marina. La historia continuará en los próximos capítulos.
The document discusses whether Iran should be allowed to enrich uranium. It notes that Iran enriching uranium could enable them to develop nuclear weapons, which would threaten Israel, the U.S., and other nations. While Iran claims it only wants to enrich uranium for domestic energy purposes, many countries fear this is a cover for developing nuclear arms. The document explores how politicians should consider equity, efficiency, liberty and security when addressing this issue to find an acceptable solution.
This document discusses a study on the corporate use of social media and its associated risks. It provides an executive summary of the study's key findings from an online survey of 141 executives and 12 in-depth interviews. The study found that nearly half of respondents see social media as important for corporate marketing. Over half see corporate social media use increasing and three-quarters have no clear social media policy. Most companies also lack plans for dealing with social media incidents. The interviews revealed that social media's growth surprised executives and more funds are allocated to security but not necessarily for social media risks. Few companies have policies specifically for social media governance and risks.
Local governments are adopting social media for three main reasons:
1) To directly communicate with constituents, especially younger audiences who are difficult to reach through traditional methods.
2) To attract audiences who opt-in to receive information from their local government rather than passively encountering it.
3) To share information about their work at little to no cost, as social media allow them to reach many people simultaneously in a budget-friendly way. However, adoption of social media among local governments has been mixed, with about half having no official presence on Facebook or Twitter as of mid-2009.
The document discusses the relationship between the financial sector and social media. While many businesses have embraced social media, the financial sector's adoption of it has been slow and uneven. The sector sees opportunities in social media but also fears about potential damage and lack of expertise. The report finds interest within the sector to adopt social media more fully, but a lack of resources and understanding are holding it back. It provides recommendations for how the sector can better utilize social media.
This document discusses the changing role of journalism in the age of social media. It covers several key points:
1. Journalism is shifting from one-way mass communication to participatory work that includes user-generated content from social media platforms. This has weakened the traditional agenda-setting power of media.
2. Social media allows news to spread more horizontally between citizens but also threatens the credibility of journalism. Professional journalists struggle with relying on user content while maintaining gatekeeping skills.
3. Both successes and failures of social media for journalism are explored through case studies like Wikileaks, the role of bloggers/influencers, and how mainstream media is struggling to capture new digital revenues.
4.
1) Over 50% of the global population is active on social media, with platforms like social networks and video/photo sharing sites growing rapidly while more traditional sites decline.
2) Microblogging and social networking are the fastest growing forms of social contribution, indicating a shift to real-time sharing over static or long-form content creation.
3) Social media adoption is highest in emerging markets like Brazil, China, Russia, Philippines, and India, where over 50% of internet users participate monthly on social platforms.
The Shifting Paradigm of Public Relations Anita Ho
This document discusses the growth of internet users globally and in Asia from 2000 to 2009. It notes that as of June 2009, there were over 1.6 billion internet users worldwide, with over 700 million in Asia. China has the most internet users of any single country. The document also discusses how new media like social networking and microblogging are used and how this impacts public relations practices.
The document discusses how social media has impacted journalism. It notes that anyone can now engage in journalism by telling compelling stories on social media. It also discusses how social media allows for more participation and user-generated content. While this has benefits like greater distribution of information, it also poses challenges for professional journalists in maintaining objectivity, credibility, and business models. The rise of social media requires journalists to adapt strategies to engage audiences and maintain relevance in a changing media landscape.
The document discusses how social media has impacted journalism. It notes that anyone can now engage in journalism by telling compelling stories on social media. It also discusses how social media allows for more participation and user-generated content. While this has benefits like greater distribution of information, it also poses challenges for professional journalists in maintaining objectivity, credibility, and business models. The rise of social media requires journalists to adapt strategies to engage audiences and maintain relevance in a changing media landscape.
The document discusses how social media has impacted journalism. It notes that anyone can now engage in journalism by telling compelling stories on social media. It also discusses how social media allows for more participation and user-generated content. While this has benefits like greater distribution of information, it also poses challenges for professional journalists in maintaining objectivity, credibility, and business models. The document examines case studies and lessons around how journalists can adapt practices to the social media age.
The document discusses how social media has impacted journalism. It notes that anyone can now engage in journalism by telling compelling stories through various online platforms. While this has democratized information sharing, it has also weakened traditional news agenda setting and influenced what the public discusses. The document also discusses how social media allows for more direct interaction between journalists and audiences, but that journalists still aim to maintain standards of objectivity, investigation, and accountability. It explores challenges like declining revenue and the rise of native advertising, as well as opportunities for multimedia storytelling and engaging audiences.
The findings of this research study (purchase on Amazon.com) examines the impact social media has on consumers and decision-makers around the world and characterizes the impact of social influence models. The Social Mind research explores the best practices of using social business as a platform to strengthen sustainable methods for working and living in new, interactive and collaborative business world. It identifies key characteristics and insights into the engagement behaviors of influencers and individuals, and how organizations can maximize reach and influence to execute on what we call the new Principals of Engagement in the Millennium.
Social business is dynamically changing the face of human interaction and communications globally. The emergence of new social behaviors and interrelationships between individuals, organizations, thought leaders and influencers are evolving in new and previously unforeseen ways primarily because of social media networks and peer groups.
A disruption is in the making, but this time, human behavior is the driver, not technology. People want and need to get the information they need at the time they desire it, especially from those they consider to be experts. We are returning to the “apple cart” of yesteryear. However, this time around we are armed with digital devices to extend our global ability to talk with the companies and people who inform our decisions.
This paradigm shift is a major communications innovation in all markets, which is radically changing the way people and organizations engage and behave online. There is also a strong link between social networking and what might be called “a new global anthropology” that is developing because of these new behaviors, interactions and interrelationships between cultures enabled through social business.
Over the past three years Vanessa DiMauro, Peter Auditore and myself, all Society for New Communications Research fellows, have embarked on a series of research studies to understand this new and evolving business platform and its impact on social communications and influence.
The document is a study on social media governance in 2011 that surveyed 596 communications professionals in Germany, Austria, and Switzerland. The key findings from the study include:
1) Social media is increasing the workload of PR professionals, with over 60% feeling increased daily pressure and 30% feeling they cannot accomplish the extra work required.
2) While communications professionals use social media more than the general public, only 22.8% consider their expertise to be high, indicating a need for more training.
3) 71.3% of organizations are now actively using social media, up from 54.3% in 2010, but below original expectations, as 28.7% are still not active.
4
Empirical study reporting on the expertise, structures and strategies of companies, governmental organisations and non-profiut organizations communicating on the social web. Academic research conducted in Germany, Austria and Switzerland. A total of 596 corporate communication managers were surveyed.
This report looks at data from CASE/mStoner/Slover Linett survey of social media in advancement. This data provides a compelling view of what has changed — and what has remained the same since 2010 in the way institutions use social media for advancement. One big change is that some 50% of institutions surveyed use social channels as part of a multi-channel campaign. Contains six case studies of how seven colleges and universities used social media in campaigns.
Social Media As A Tool In Crisis CommunicationDavid Mistick
This document discusses the importance of using social media as a tool in crisis communication. It notes that social media usage increased significantly, even more than traditional methods, after a 2011 earthquake in Japan. Research also found that social media can help spread information quickly and make people feel less isolated during crises. However, the document warns that social media mistakes can negatively impact brands and market share. It emphasizes that organizations need strategies to effectively utilize social media across all stages of a crisis.
The report discusses the need for governments to improve public communication strategies in order to enhance transparency, citizen participation, and trust. It outlines key principles for effective communication, including empowering communication functions, transitioning to more evidence-based and data-driven practices, and leveraging digital technologies responsibly. The report emphasizes establishing mandates and strategies to guide communication in support of policy objectives and open government.
Top 14 Public Relations Insights of 2019Sarah Jackson
This document provides a summary of 14 public relations insights and research studies from 2019 as compiled by the Institute for Public Relations Board of Trustees. Some of the key findings included:
1) A majority of Americans said "made-up news" is a critical problem and expect it to worsen, and most think the news media should do more to address it.
2) Deepfake videos and domestic disinformation are predicted to play a role in the 2020 US election, and social media companies should prepare by detecting and removing such content.
3) Providing more relevant counterarguments to disinformation leads to reduced belief in the disinformation.
4) Most Americans think social media companies have too much control over
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2) Deepfake videos and domestic disinformation are likely to play a role in the 2020 US election. Social media companies should prepare by detecting and removing manipulated content and limiting the spread of misinformation.
3) Research shows that providing more relevant counterarguments can help reduce belief in misleading claims and disinformation, rather than strengthening beliefs as some argue. Additional counterarguments did not backfire if they were relevant to the original equivocal claim.
A majority of Americans said that "made-up news" is a critical problem that needs to be fixed, and expect the problem to worsen over the next five years. Deepfake videos and domestic disinformation are sources of disinformation that may play a role in the 2020 presidential election. Providing more relevant counterarguments to disinformation leads to reduced belief in the disinformation.
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The Dragon & The Mouse - Public Affairs and Social Media in China
1. &
the PUBLIC AFFAIRS DIALOGUES
THE DRAGON
THE MOUSE
Public affairs and social media in China
An Edelman/PublicAffairsAsia White Paper: December 2009
2. THE DRAGON
& THE MOUSE
SOCIAL MEDIA AND
PUBLIC AFFAIRS IN China
An Edelman/PublicAffairsAsia White Paper - December 2009
This White Paper is produced by Edelman and PublicAffairsAsia.
Research in conjunction with its production was conducted
qualitatively and quantitatively using a survey of public affairs
practitioners and at a high-level roundtable held in Beijing, China
on November 17, 2009.
The survey was conducted over the internet between November 6
and November 13. A total of 132 interviews were submitted by the
end of active data collection.
The roundtable was attended by 26 public affairs and corporate
communications professionals. Representatives and those surveyed
included bluechip MNCs, Chinese corporations, SOEs, The
Ministry of Foreign Affairs, Tsing Hua University, The China
International Public Relations Association, PublicAffairsAsia,
Edelman and Pegasus.
While the opinions conveyed at the seminar have informed this
White Paper, for reasons of confidentiality no individual is directly
quoted or referenced. The views expressed are not necessarily those of
PublicAffairsAsia, Edelman or their subscribers or client base.
3. FOREWORD: ALAN VANDERMOLEN
W hen I meet with clients and non-clients in China, there is one question
which dominates their agendas: What should we be doing with social
media? I get that question from foreign multinationals, from private Chinese
companies from state-owned enterprises (SOEs) and from government departments.
Most often, the question arises within the context of public affairs. In China’s
social media environment, nearly every public issue is fair game: Disaster relief,
mergers and acquisitions, intellectual property rights, anti-monopoly laws,
workers’ rights, environmental practices and health policies to name a few.
Participants and observers are both wrestling with the dynamics of this new
medium. Is open, web-based dialogue helpful or damaging to issues that touch
upon or directly target government policies? Is it too easy to manipulate
content? Are netizens overly sensationalist in their reporting techniques?
With PublicAffairsAsia as our partner -- and backed by the first ever survey
on the topic of social media with public affairs professionals in China –
Edelman convened a closed-door roundtable in Beijing on November 17, 2009,
to ask participants and observers the questions above.
There are no clear answers, but there are clear trends. As China balances being a
global power against loud calls at home to participate in increasingly transparent
dialogues on policy, the implications are far reaching for domestic and foreign
business, for domestic and foreign media and for the government itself.
We hope this White Paper gives you some insight into what is happening on
the “front lines”.
ALAN VANDERMOLEN,
PRESIDENT, EDELMAN ASIA PACIFIC
KEY CONCLUSIONS
INFLUENCE: The majority of PA professionals believe social media is the most
influential medium in China
CAUTION: Western MNCs in China remain cautious as a result of the perceived
inability to control messages in social media environments
EVALUATION: The majority of those who have developed a public affairs and
social media strategy have not yet evaluated its impact
STRATEGY: Moving from a defensive to an offensive PA and social media
3
strategy is the key challenge
4. EXECUTIVE SUMMARY
media comment remains difficult in a political system
such as China’s. However one central conclusion is
clear from PublicAffairsAsia/Edelman research for
this White Paper. The majority (66%) of PA prac-
titioners believe social media is the most influential
medium in China – and a similar number expect its
influence to grow over the coming 12 months.
Taking ownership and control
F rom the Sichuan earthquake to the tainted milk
scandal, social media in China is changing the
way corporations and governments engage. Most
SOCIAL MEDIA is, therefore, too important for
public affairs executives in China to leave to others
within the corporate hierarchy, although opinion
recently Coca-Cola’s bid for Huiyuan resulted in is divided on the best strategies for engagement.
online comment reaching fever-pitch. Three key concerns remain about the medium:
Social media allows facts to be checked, distor- that it is often sensationalist, can be driven by
tions exposed, corporate reputation to be tested and nationalism and can be difficult to manage. For
performance/products assessed. It is also driving public affairs practitioners representing Western
debate on policy in China, creating a new forum for multinationals, engagement with social media,
citizen engagement. What was already a challeng- therefore, is not without risk. But that does not
ing PA arena has become more complex still, as 181 mean it is something to be avoided.
million bloggers drawn from a Our research shows an increased fo-
community of 340 million internet TAKE-AWAYS cus among PA professionals on social
users engage in online discussion • Social media = the fastest
media strategies, although evaluation
about contemporary issues in Chi- growing communication still appears patchy – and just eight
na. This transformative landscape, medium in China per cent of survey respondents said
in which anyone with a keyboard their PA department was responsible
and a point of view can join the • Ignoring social media =
reputational/corporate risk
for “strategic social media communica-
debate, is resulting in significant tions” in China.
challenges for senior public affairs • Social media in China Fundamentally the debate centres
practitioners. appears more influential on whether MNCs should view social
than the US and Europe
media as an “active” or “reactive”
Peer pressure medium. Even the most social media
THE EXTENT to which social aware public affairs professional is
media comment is driving outcomes in China often on the back foot, in a crisis scenario, when en-
remains open to discussion, with government figures
gaging with China’s netizens. The challenge, as this
expressing the view that it forms part of the wider
White Paper identifies, is to move from a defensive
“consultative” process but rarely determines the
to an offensive strategy, while maintaining control of
actual outcome. Social media comment in China is
widespread and deeply rooted, and its volume means the message in pursuit of desired policy, legislative
it is increasingly difficult to ignore. or regulatory outcomes.
Disentangling exactly which public policy, govern- CRAIG HOY,
ment or corporate decisions are driven by social EXECUTIVE DIRECTOR, PublicAffairsAsia
5. PRACTITIONER DESCRIPTIONS OF SOCIAL MEDIA
•Internet linked, mass medium - user generated, many-to-many
•Entry criteria - A keyboard and a point of view
THE LANDSCAPE,
•Governments, companies and citizens
are becoming media ‘companies’
OPINIONS & ATTITUDES
SOCIAL MEDIA is redefining communications and
IN NUMBERS the processes of influence in China. It is “filling a
• 338 million internet users in China, with 181 void” through greater digital dialogue – giving an
million bloggers and 155 million people using apparently equal voice to a wide range of consum-
mobile devices for web use (CNNIC - June 2009) ers, corporations and activist groups. The resulting
• 84.3% of Chinese internet users believe that public affairs landscape is more complex, and the
the web is the most important source of infor- volume of discursive social media communications
mation (CNNIC - June 2009)
(often as a sub-set of mainstream websites), is rising
• 74% of public affairs practitioners say
inexorably – despite the restrictions imposed on
social media is “important” to their broader PA
strategy in China (PAA/Edelman November 2009)
online channels in China. This is creating a new
• 67% of public affairs practitioners believe “sphere of cross-influence” where information moves
social media is the most influential, or often rapidly, but which can be difficult to control. Evi-
the most influential, medium on public policy dence suggests China is moving further and faster
in China (PAA/Edelman November 2009) towards the adoption of an influential and trusted
• 60% of PA professionals use social media as mass social media community than many of its
a part of their public affairs strategy in main-
Western counterparts.
land China (PAA/Edelman November 2009)
PUBLIC AFFAIRS practitioners believe SOCIAL MEDIA STATEMENTS
that social media is often the most influ- Agree Somewhat No Somewhat Strongly
ential medium in mainland China – and strongly agree view disagree disagree
expect its importance to grow. They also
confirm that the Chinese leadership is Social media is the
most influential 20% 46% 15% 14% 5%
responsive to its influence, a fact sup- medium in China
ported by the government machine’s Social media will
grow in importance 22% 47% 19% 8% 3%
increasing interaction with the medium. in next 12 months
Yet fears exist that the social media Social media is more
trusted than other 16% 38% 19% 28%
agenda can be driven by nationalism, media and print
and some senior practitioners view it as Chinese govt will
potentially dangerous territory for not respond to
social media
7% 12% 22% 43% 16%
Western MNCs in China. PA profes- Social media
sionals understand that social media is is too much of
a risk
7% 24% 24% 35% 10%
influential, but many have not yet mas-
5
Social media is
tered how to utilise this information to impossible to
control
15% 32% 14% 37% 2%
deliver positive public affairs outcomes. 0 20% 40% 60% 80% 100%
Source: Edelman/PublicAffarsAsia survey, November 2009
6. STRATEGY To view the full presentation from the Beijing roundtable visit:
www.publicaffairsasia.com/socialmediapresentation
ACCORDING TO
CASE: MASTER KONG our research many
The bottled water company Master Kong became PA executives are
engaged in controversy after a Bulletin Board post often reluctant to
demanded “Master Kong, where is your water pro-actively utilise
source?”. The post sparked a netizen outcry, social media. While
claiming Master Kong mineral water was merely some companies at the forefront of digital adoption
tap water. Amid accusations of false advertising
believe “marketing product” and “issues manage-
the story transferred to the mainstream media -
ment” cannot be separated online, there is a risk
prompting the firm to admit “everyone does it”
and that a “gap in understanding” had led to the
that social media is mistakenly viewed as a nega-
confusion. tive environment in which to apply public affairs
After regulators stepped in to review bottled techniques. PA practitioners representing Western
water standards an online poll by China Youth MNCs also suggest that too much social media
Daily found that 57 per cent would no longer buy comment is “sensationalist” in nature, and can often
Master Kong water and 73 per cent supporting be compromised, or eclipsed, by nationalism.
strengthened supervision of the water industry. Netizens are closely monitoring Chinese corporate
LESSONS LEARNED:
stories as they break on the web. In recent months
• Social media is the world’s biggest fact checker
• False advertising can be rapidly exposed
the potential sale of Hummer to Tengzhong led to
• Traditional media feeds off social media a flurry of social media comment, and Coca-Cola’s
failed acquisition of Haiyuan came in for similar
TAKE AWAYS: digital cross-examination and comment.
• Social media is rapid media: response times But it is not just the actions of corporations
are important which are coming under netizen scrutiny. Officials
• Government and corporations are both in China are also subject to the forces of the social
subject to the forces of social media
• False claims can spread quickly online media as the below case shows.
• Social media engagement does not always
mean a loss of control THE 70kph HANGZHAO CRASH
• Netizens are suspicious of elites - business
and political In May 2009 the Chinese internet was ablaze
• Celebrity bloggers carry significant influence with comment after exposing the driving
• Bloggers deny that their tone is sensational, record of a wealthy driver, Hu Bin, whose
souped-up vehicle knocked down and killed
but is instead “objective” and geared for a
working class graduate Tan Zhuo. Police ini-
younger audience
tially said the car was being driven at 70kph
The Beijing ‘Public Affairs Dialogue’ and issued a minor rebuke, but in the glare of
internet claims they later conceded that the
driver was going between 81-101kph.
In a culture where some believe money and
6
connections can get the wealthy out of trouble,
intense web pressure and scrutiny resulted in
Hu’s previous driving offences being exposed
and a three-year jail sentence handed out.
7. RISKS & REWARDS
IN OPAQUE environments it is still difficult to
TACTICS AND RULES calculate which influencer affected which outcome.
Government figures say that decisions will always be
taken based upon long-established legal or regulatory
foundations. However the volume of social media con-
versation is such that policy formulation and regulatory
decisions are subject to intense scrutiny and comment
– therefore making the decision-making process more
transparent in some respects.
However, as the Coca-Cola case study shows, ignoring
or responding ineffectively to grass roots or digital com-
munications appears to carry significant downside risk –
1. Social media can be a platform for particularly for Western multinationals fearful of increased
strong statements of “national pride” protectionism or creeping nationalism. Social media has
2. Netizens are often anti-establishment
and the web is being used to tackle
increased scrutiny on both the public and private sectors
authority and can result in wrong-doing being rapidly exposed. It
3. Sensationalism/“chauzuo” often has also created a culture where malicious falsehoods can
emerges in online discussion and flourish. But it can also be used to validate positive claims
coverage and drive positive outcomes. Netizens can shape the policy
4. Content is replicable - the “Zhuanzai” agenda and increase transparency.
principle. Expect the same story, true or
not, to materialise in multiple locations
In conclusion, the engagement of public affairs
5. Bad news travels fast; but so can practitioners in these processes will become increas-
positive news if transmitted effectively ingly influential on the wider success or failure of their
companies in China.
EDELMAN’S KEY TIPS: Compiled by: Adam Schokora,
adam.schokora@edelman.com
LISTENING: Develop a sound understanding of the “who, what, and where”. WHO is saying WHAT about issues/
topics relevant to desired communications objectives, and WHERE are they saying it. Brands and companies need
to invest significantly in internet word of mouth (IWOM) conversation audits/monitoring.
PARTICIPATING: Actively participate in relevant conversations identified in ongoing IWOM monitoring - using microb-
logs, social networks, discussion forums, bloggers’ websites, etc.) and dedicated branded digital assets (i.e the brands/
company’s website/blog, etc.).
ENGAGING/RELATIONSHIP BUILDING: Modify and expand your ongoing traditional media relations efforts to
include online platforms/communities and individual influencers (i.e. “media publications” and “journalists” in the
traditional media relations model).
AUTHENTICITY: Champion open dialogue by being transparent and honest, and speaking with an authentic (not
7
necessarily a corporate or PR scripted) voice.
AUDIENCE: Your goal in the social media space is not to win an argument; it is to win an audience. It’s important to
remember that popularity does not equal influence. It is not how many people are your “fans” or how much traffic
you get to your site, but rather “who” those people are.
8. TOOLKIT
& TAKE AWAYS
1. Public affairs professionals require insight and analysis about the rapidly-developing social media,
including Chinese language blogs and Bulletin Boards: which often feed the global mainstream media.
The rise of the “celebrity” blogger has given personality to issues of national pride.
2. Rigorous monitoring, strategic engagement and continual impact assessment are required. PA
professionals need to develop transmission skills across a diverse collection of social media formats and
understand how messaging techniques must change in these environments. Take stock of your social
media engagement efforts and be flexible in adjusting your approach.
3. Governmental agencies insist decisions are based on merit, the regulatory framework and the rule of
law, although the proliferation of media requires corporations to examine the quantity and quality of their
social media comment in order to ensure “share of voice”.
4. Greater offensive and proactive use of social media could enhance corporate reputation and deliver
upside “wins”, although more significant engagement and ownership of both the medium and message
will be required by corporations in mainland China for this to be achieved.
5. Sensationalism, nationalism and the different control levels do not mean social media should be off limits for
PA professionals. Instead new strategies of engagement, which tackle these issues, need to be developed as part
of a wider stakeholder and public affairs strategy in China.
6. Failing to proactively use social media can result in missed opportunities to shape the policy, regulatory and
M&A landscape. This could impede growth or damage commercial operation, reputation or development.
About Edelman
Edelman is the world’s largest independent public relations firm, with 3,400 employees in 54 offices worldwide. Edelman
was named “Large Agency of the Year” in 2008 by PRWeek and a top-10 firm in the Advertising Age “2007 Agency A-List,”
the first and only PR firm to receive this recognition. CEO Richard Edelman was honored as “2007 and 2008 Agency Execu-
tive of the Year by both Advertising Age and PRWeek. PRWeek also named Edelman “Large Agency of the Year” in 2006 and
awarded the firm its “Editor’s Choice” distinction.
For more information, visit www.edelman.com or www.edelmanapac.com
About PublicAffairsAsia
PublicAffairsAsia is the network for senior government relations, public affairs and corporate communications professionals
operating across the Asia Pacific region. It offers news, features, analysis and intelligence on practice and policy through
PublicAffairsAsia magazine, online channels, intelligence and events.
For more information, to REGISTER, or SUBSCRIBE: visit www.publicaffairsasia.com
PublicAffairsAsia
Unless otherwise stated all
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Public Affairs Asia Ltd.
3rd Floor, 3 Pacific Place,
Queen’s Road East,
For more information contact Craig Hoy at craighoy@publicaffairsasia.com
Hong Kong SAR.
Company Registration: 702801 or Alan VanderMolen at alan.vandermolen@edeman.com