Social Media Corporate Reputation Influencers                              Wouter Vollenbroek MSc                         ...
Quick Overview Background social (media) influence  Traditional perspective  Social media perspective Research questio...
Background Information & Research QuestionsSocial influence: “Consciously or subconsciously persuading others from your th...
Delphi Study(Dalkey & Helmer, 1963) Participants: 12 in the 1st round / 18 in the 2nd round  (marketing- and communicatio...
Results & Conclusions Social media patterns                                   Corporate communication   Actor(s)          ...
Results & Conclusions Social media influence exists of:   Intrinsic and extrinsic characteristics of the actor   Intrin...
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Social media corporate reputation influencers presentation

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Presentation ECREA 2012 Conference Istanbul

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Social media corporate reputation influencers presentation

  1. 1. Social Media Corporate Reputation Influencers Wouter Vollenbroek MSc Dr. Sjoerd de Vries Dr. Efthymios Constantinides3-1-2013 1
  2. 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. 3. Background Information & Research QuestionsSocial 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. 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. 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. 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

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