Building Holistic Evidence for Social Media Impact

Social media measurement is important for understanding an organization's reach and engagement with its audiences. In response to Warren Kagarise and Staci M. Zavattaro's question about what works in social media measurement, this article discusses how public administration researchers and practitioners are using social media data that they can easily collect from social media platforms and contrasts these practices with data measurement efforts that can provide deeper insights for evidence‐based decision making. This evidence includes interactivity and connectivity among citizens, attributes of network actors, and network structures and positions to understand how content travels through the network and who are the influential actors.     

Introducing Social Media Intelligence (SOCMINT)

Abstract

We introduce the latest member of the intelligence family. Joining IMINT, HUMINT, SIGINT and others is ‘SOCMINT’ – social media intelligence. In an age of ubiquitous social media it is the responsibility of the security community to admit SOCMINT into the national intelligence framework, but only when two important tests are passed. First, that it rests on solid methodological bedrock of collection, evidence, verification, understanding and application. Second, that the moral hazard it entails can be legitimately managed. This article offers a framework for how this can be done.     

The Formation of Transnational Knowledge Networks on Social Media

Transnational knowledge networks provide organizations with information useful in addressing shared problems. Social media may enable the formation of those networks, yet their role in the process has received little attention. This article examines the structure and antecedents of two networks facilitated by the microblogging platform Twitter operating in the policy domain of emergency management. One network includes national-level government agencies responsible for disaster response and recovery operations; the other includes nongovernmental organizations in the form of Red Cross and Red Crescent national societies. We use a logistic regression quadratic assignment procedure to test hypotheses derived from related literature. While findings indicate that shared language and geographic proximity shaped network formation, both networks exhibit boundary spanning behavior in which organizations sought out information from high-profile, resource-rich organizations. Those organizations helped to connect otherwise regionally bound clusters and demonstrate the nascent potential of social media to create global transnational knowledge networks.     

Role of Social Media in the 2016 Iowa Caucuses

Social media have become an indispensable tool in modern political campaigns, yet little is known about their impact, especially at the important primary and caucus stages of the US presidential elections. This study investigates the effects of visiting political party and candidate websites as well as following presidential candidates, posting political comments, and liking or sharing political content on social media on participation in the primary stage of the 2016 US election. The results of a precaucus survey in Iowa show that active use of social media tends to have positive effects, while passive social media use has a negative impact on likelihood of caucus attendance. Recommendations for campaigns include redirecting attention away from passive website viewing and developing social media content that will generate likes and shares.     

Cyber-Extremism: Isis and the Power of Social Media

The current crises in Syria has led to a number of Britons travelling abroad to fight with groups such as Isis. Capitalising on this growth, Isis are now increasingly fighting an online cyber war, with the use of slick videos, online messages of hate and even an app that all aim to radicalise and create a new generation of cyber jihadists. These modern day tools are helping Isis spread their propaganda and ideology to thousands of online sympathisers across the world. Indeed, the group has actively been using social media sites such as Twitter, Facebook and YouTube to recruit new would be members. This is being done through images and the streaming of violent online viral videos filmed and professionally edited that are targeting young and impressionable people. Portraying a glamorised and ‘cool’ image, Isis fighters are beginning to act as the new rock stars of global cyber jihad. The Internet therefore is becoming the virtual playground for extremist views to be reinforced and act as an echo chamber. This study analysed 100 different Facebook pages and 50 Twitter user accounts which generated over 2050 results and helped the author create a typology of seven key behaviour characteristics and motivations. The findings in this study confirmed the author’s original hypothesis, i.e. online hate is being used by groups such as Isis for a variety of reasons such as recruitment and propaganda. Moreover, this material is coordinated and controlled by Isis as a means for publishing and sending out key messages.     

The Impact of Social Media Political Activists on Voting Patterns

This paper investigates how social media affects general voting patterns. Unlike previous studies investigating whether citizens’ use of social media affects political participation, this paper considers the connections that social media users have with political activists on social media, and how this connectedness influences general voting patterns, using data from Ghana. With contemporary theoretical perspectives and exploratory techniques, trends from past literature are presented, from a social media-based propagated survey with 420 valid responses. Structural equation modeling was used to test the conceptual model, which demonstrates that the connectedness with political and social media activists is significant and positively influences modifications in voting patterns. Online political participation and political affect also present an effect on voting patterns. The relationship between connections with social media political activists and online political participation is significant, as indicated by a strong covariance observed in the model. The results of the multigroup analysis also indicate some cultural and social issues to shape the phenomena for further investigation.

     

Negative Campaigning in the Social Media Age: Attack Advertising on Facebook

Recent studies examine politicians’ decisions to use social media, as well as the content of the messages that these political actors disseminate on social media platforms. We contribute to this literature by examining how race competitiveness and a candidate’s position in the race relative to her opponent affect their decisions to issue attacks. Through content analysis of nearly 15,000 Facebook posts for tone (positive or negative), we find that while competitive races encourage both candidates to issue more negative posts, candidates in less competitive races embrace attack messages with more or less frequency depending on whether they trail or lead their opponent. We find that social media negativity is much more likely to be a desperation strategy employed by underdog candidates in less competitive races. We also run separate models examining the factors that drive policy and personal attacks. While underdog candidates are more likely to engage in issue attacks, candidates in competitive races are significantly more likely to use Facebook to make personal attacks.     

Understanding the Social Media Strategies of U.S. Primary Candidates

This paper examines the social media strategies of candidates seeking their party’s nomination for the 2016 U.S. presidential election. We use textual analysis to understand what candidates focused on. We assess eight themes covered in Twitter posts. For example, Clinton focused on GUN CONTROL, while Sanders focused on climate change. Using Facebook data, we introduce a topic modeling approach, latent Dirichlet allocation, to the political marketing literature. This allows us to uncover what topics the candidates focus on without researcher intervention and, using a dynamic model, show how this changes over time. We note that Clinton’s focus on Trump increases toward the end of the primary campaign.     

传媒对大学生政治信任和社会信任的影响研究

基于对合肥市大学生的问卷调查,我们对媒体与大学生的信任关系进行了研究。结果发现,大学生印刷媒体的总体性使用对他们的政治信任有积极的影响,但网络媒体的总体性使用对他们的社会和政治信任的影响却是消极的。多年来,中国传媒研究者有关媒体政治、社会效果的研究,一直存在着媒体宣传动员效果和宣传回飞镖效应的争论,但本研究的发现既不完全支持前者。也不完全支持后者,我们还对相关的发现进行了讨论。     

Social Media and Revolutionary Waves: The Case of the Arab Spring

This article argues that during the Arab Spring social media served as a tactical tool of mobilization, communication, and coordination; as an instrument of domestic and international revolutionary contagion; and, critically, as a means of enhancing pan-Arab consciousness which, in turn, was fertile soil for that contagion. These three interrelated functions are best analyzed using a revolutionary wave theoretical approach. In its absence, the Arab Spring becomes a patchwork of analytically incoherent “cascade protests.” In fact, the Arab world witnessed an extremely coherent process of revolutionary contagion whose liberal and democratic ideology was disseminated transnationally by social media. The impressive speed, scale, and effectiveness of this contagion would have not been possible without the effect of the Arab public sphere—itself partially enabled by social media—on the increasingly cohesive pan-Arab consciousness. Fundamentally, the Arab Spring was the first revolutionary wave ever to reflect the change in power relations originating in the rise of new communication networks.     

Social Media and Value Conflicts: An Explorative Study of the Dutch Police

The use of social media produces new value conflicts in public governance. The police force is a public organization directly confronted with these changes. However, there is no systematic understanding of these conflicts in daily police practice or of the coping strategies used. This article presents an explorative understanding of the value conflicts and coping strategies within the police force by combining the literature on social media use in the public sector and the literature on value conflicts and by conducting a case study within the Dutch police. The empirical findings show, first, a growing emphasis on conflicts related to the values that are strongly embedded in social media use—specifically, conflicts between efficiency and participation and between transparency and lawfulness. Second, although dynamic coping strategies were expected, the research reveals that the police often use a conservative coping strategy to deal with these rapid changes.     

A Three‐Stage Adoption Process for Social Media Use in Government

Social media applications are slowly diffusing across all levels of government. The organizational dynamics underlying adoption and use decisions follow a process similar to that for previous waves of new information and communication technologies. The authors suggest that the organizational diffusion of these types of new information and communication technologies, initially aimed at individual use and available through markets, including social media applications, follows a three‐stage process. First, agencies experiment informally with social media outside of accepted technology use policies. Next, order evolves from the first chaotic stage as government organizations recognize the need to draft norms and regulations. Finally, organizational institutions evolve that clearly outline appropriate behavior, types of interactions, and new modes of communication that subsequently are formalized in social media strategies and policies. For each of the stages, the authors provide examples and a set of propositions to guide future research.     

‘Utterly Disgraceful’: Social Media and the Workplace

Social media use by Australian public servants has given rise to questions pertaining to their political rights, impartiality and privacy outside of work. Drawing on the recent case Starr v Department of Human Services these issues are explored. The findings suggest that social media use has heightened tensions around public servant's rights to comment on issues of the day, and its use by employees both inside and beyond the workplace remains contested terrain.     

正与负：社交媒体政治传播功能的平衡与优化

社交媒体政治传播的正向功能体现为主流政治环境涵化、政治情境认同、政治关系整合、政治心理补偿和政治行为监督等;其负向功能则表现为次生公共舆论生成、政治价值易位、道德修辞泛滥、参与认知受限和公共权力监督越位等。因此,对社交媒体政治传播的正负向功能进行平衡与优化显得十分必要和迫切,可以通过差序传播弥合认知差异、多维传播建构良好的政治关系、正义传播维护政治"善"治、共识传播整合多元价值、共情传播维系理性情感等五个方面展开。