Corporate YouTube Practices of Eurozone Companies

Purpose – Over the last years, many corporations have started to maintain profile pages on social networking sites (SNS), but research on how and why organizational stakeholders use these profile pages has not kept pace. The paper aims to discuss these issues. Design/methodology/approach – The study applies a combined perspective of uses-and-gratifications (U & G) and social cognitive theory (SCT) to investigate the reasons why politicians and digital natives consume and interact with corporations on SNS. In total, 65 semi-structured interviews were conducted and analyzed using qualitative content analysis. Findings – Results suggest that the two stakeholder groups differ in their motivations, as well as behavior to use corporate profile pages. Digital natives seem to prefer Facebook to interact with companies, politicians prefer Twitter. Corporate YouTube pages are almost not important to any of the groups. Research limitations/implications – The qualitative nature of the study does not allow for generalizations of the findings to larger populations. Suggestions for further research are addressed in the discussion section. Practical implications – The study results have numerous implications for the practice of communication management. Fans on SNS do not tend to interact with corporations to a large extent, but are loyal followers. Once a connection between an individual and a company is established, it is likely to last. This enables corporations to gain rich information from their networks to be included in customer service, product development, issues management and recruiting. Originality/value – This is the first study in the field of communication management, which applies a micro-level approach to interviewing users of corporate communication; in order to reveal the reasons why and how they use corporate social networking profile pages.

The International Journal of Management Education, 2020

Abstract In higher education, and in particular within media management courses, educators currently aim to develop new course activities that stimulate students to critically reflect on social media communication. Specifically, students need robust knowledge and skills to critically analyse social media - content (e.g. text, images, sound, video), - dialogue (e.g. comments and replies) and - commitment (e.g. indicators of emotional involvement among participants) to understand the convergence between public and private communication via social networks. With that in mind, we developed a project for 3rd year BA students, that included research activities and operational activities, in which students individually select and analyse the content of special interest (e.g. games, beauty, food, history themed) YouTube channels. Through this ongoing project we (students and lecturers) learn more about independent broadcasters (Indycasters) and specifically about meaningful communication within online communities. In this paper we share our experiences and insights about this project. More importantly, we evaluate how the PRME principles are related to our current teaching approach and discuss sustainable literacy and media literacy as linking factor to these principles. Finally, we provide advice on how other universities may develop similar student led social media analysis projects to enrichen responsible management education.

2014

Online tools such as social media provide new opportunities for citizens and stakeholder groups to be informed, identify common interests, express and share opinions and demands, organize, and coordinate interventions. Therefore, the Internet could be expected to increase stakeholder engagement in corporate affairs and facilitate good governance. In order to provide an overview of current findings on the impact of online media on governance and stakeholder engagement, we conduct a systematic literature review. Our analysis reveals five topical categories of inquiry. We analyze studies from the field of business participation and find a strong bias towards consumer engagement and marketing issues. Only few studies are found to critically explore the effect of online media on power and value distribution between corporations and stakeholders. We then turn to the more established field of political and civic participation in order to further analyze antecedents, forms, and outcomes of online engagement in civic affairs, and derive a framework for future research.

2017

This thesis assesses the level of dialogic communication developed by Ibex 35 companies and a selection of 20 Fortune 500 firms with their external audiences on blogs, Facebook and Twitter in an integrated way. With this aim, a dialogic conceptual tool based on Kent & Taylor's (1998) framework has been created and applied to all the sample. The tool consists of a questionnaire which analyzes 61 variables and 39 sub-variables on three dimensions: Presence, Content and media. The practical implications of the study, its limitations and areas for future research are also discussed.

Jurnal ASPIKOM, 2020

The internet provides an alternative for product owners to advertise with new media. Web 2.0 is an advanced phase of Internet technology that allows users to contribute to Internet content, which ultimately makes the Internet interactive. This study provides an overview of how YouTube channel endorsements change the advertising process and patterns of interaction between advertising industry players. This study describes three patterns of interaction that occur in the advertising industry in the context of YouTube channel endorsement. Media Ecology Theory is used as a foundation for thinking, while the research model used is Case Study. Data were obtained through in-depth interviews with five sources who worked in the advertising industry. Three of them work in advertising agencies, and two other sources work as YouTubers, and in a Multi-Channel Network company. The research found how YouTube channel endorsement altered patterns of interaction and production processes in the advertising industry. YouTube channel endorsement also brought new players in the advertising industry, namely Multi-Channel Network.

Internet enables both public institutes and private sector to reach their target masses fast and effectively. Each company which aims at institutionalization wants to benefit from internet which removes geographical boundaries and provides the possibility of access to social partners without time limitation. Websites which are simple, user friendly, professionally prepared and on which continuality in the use is provided plays a significant role in not only in short term but also long term social partner relations. Governance, removing the existing hierarchical structure in the administration, adopts an understanding based on mutual communication. For this reason, internet and especially websites are important instruments which can be used with the purpose of governance. In the study, governance applications on the websites are tried to be analyzed. To that end, in the context of communication with the social partners, the components belonging to governance applications on websites were specified as accountability and participation and these two component were divided into eight sub-element. According to the data from Istanbul Sanayi Odası [Istanbul Chamber of Industry], when the websites of the biggest 100 industrial enterprise were analyzed, it was seen that websites were usually used for promotion and they rarely give place to the applications which will provide social partner communication.

Jurnal ASPIKOM, 2020

The internet provides an alternative for product owners to advertise with new media. Web 2.0 is an advanced phase of Internet technology that allows users to contribute to Internet content, which ultimately makes the Internet interactive. This study provides an overview of how YouTube channel endorsements change the advertising process and patterns of interaction between advertising industry players. This study describes three patterns of interaction that occur in the advertising industry in the context of YouTube channel endorsement. Media Ecology Theory is used as a foundation for thinking, while the research model used is Case Study. Data were obtained through in-depth interviews with five sources who worked in the advertising industry. Three of them work in advertising agencies, and two other sources work as YouTubers, and in a Multi-Channel Network company. The research found how YouTube channel endorsement altered patterns of interaction and production processes in the advertising industry. YouTube channel endorsement also brought new players in the advertising industry, namely Multi-Channel Network.

2021

INDONESIA : Pengelolaan dalam ruang lingkup public relations menjadi sangat penting dilakukan, dimana saat ini masyarakat banyak menggunakan media sosial. Media sosial youtube menjadi sarana masyarakat dalam mengakses tentang berita atau hiburan sehari-harinya. Biro Humas Kementerian Perindustrian RI telah ikut andil dalam perkembangan media di saat ini, hadirnya pada media sosial youtube membuat sebagai lembaga pemerintah, Kementerian Perindustrian ingin memberikan informasi secara terbuka kepada masyarakat dalam lingkup secara luas. Alasan peneliti melakukan penelitian pada Biro Humas Kementerian Perindustrian karena sebelumnya Biro Humas Kementerian Perindustrian RI telah memiliki sebuah studio green screen dan mempunyai consultant public relations yang diambil melalui ex-presenter stasiun televisi swasta. Penelitian ini bertujuan untuk mengetahui bagaimana Biro Humas Kementerian Perindustrian dalam pengelolaan akun youtube nya melalui 1) Pencarian Data (fact finding) 2) Perencan...

YouTube-stars in the public discourse of conventional media. , 2018

Notwithstanding that vlogging has been studied across different disciplines and diverse theoretical traditions, all these studies have one element in common – they focus on the attributes of vlogging as such, within the phenomenon itself. In our article we argue that it is also important to shed light upon the conventional media practices around vlogging, which unfolds beyond this user-generated practices. Based on constructivist's theoretical premises, this study combined content-analysis of 221 texts from Dutch print mass media and related case-study with the following critical discourse analysis, aiming to establish the link between the language used and the social practises. According to our findings, the biggest share of the relevant public discourse, presented in the corpus, consists of organic components of vlogging discourse such as introduction of vloggers along with attribution of their life and achievements. Discursive practices related to the celebrities and business social realms are the two main contaminants but also competitors of the leading discourse. Against our expectations, other discourses involved in the relevant order of discourses – millennials, technology and media landscape – have been very uneven and not actively presented in journalists' accounts about vloggers. Public discourse around vlogging is filled with stereotypes. Albeit not all cliché's have been supported by samples from our corpus, the mainstream attitude towards vloggers and their productions translated by writing journalists is simplification. Vloggers themselves, their video diaries and books are often depicted as 'lightweights' and 'amateurish'. The 'value' of an online-influencer has been embodied in numbers: one's age, number of followers, views and subscribers. Although, there are a lot of examples of professionalisation of vlogging practices in the analysed press representations, members of professional corporations are not ready yet to seriously discuss features of vloggers' creations from the position of professional standards. Contrariwise, actors of business social practices – brands, managers, marketeers and media-producers, interviewed by correspondents – express their strong beliefs in vloggers' commercial potential.