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- All Subjects: Social Media
- Creators: Ingram-Waters, Mary
- Member of: Theses and Dissertations
This dissertation examined how seven federal agencies utilized Twitter during a major natural disaster, Hurricane Sandy. Data collected included tweets between October 26-31, 2012 via TweetTracker, as well as federal social media policy doctrines and elite interviews, to discern patterns in the guidance provided to federal public information officers (PIOs). While scholarly research cites successful local and state government efforts utilizing social media to improve response efforts in a two-way communications interaction, no substantive research addresses social media’s role in crisis response capabilities at the federal level.
This study contributes to the literature in three ways: it focuses solely on the use of social media by federal agencies in a crisis setting; it illuminates policy directives that often hamper federal crisis communication response efforts; and it suggests a proposed model that channels the flow of social media content for PIOs. This is especially important to the safety of the nation moving forward, since crises have increased. Additionally, Twitter was adopted only recently as an official communications tool in 2013. Prior to 2013, social media was applied informally and inconsistently.
The findings of this study reveal a reliance upon a one-way, passive communication approach in social media federal policy directives, as well as vague guidelines in existing crisis communications models. Both dimensions are counter to risk management and crisis communication research, which embrace two-way interactivity with audiences and specific messaging that bolsters community engagement, which are vital to the role of the PIO. The resulting model enables the PIO to provide relevant information to key internal agencies and external audiences in response to a future crisis.
Music can be an incredibly powerful tool, and in an age where technology allows us to connect with those that don’t live near us, finding ways to use music to encourage that bonding can be incredibly beneficial. Particularly, in a global pandemic such as COVID-19, finding ways to connect with others remotely is more important than ever. In this study, I will be looking at how one artist in particular, Tessa Violet, manages to continue to not only grow her community, but also encourage her community to bond with each other. She achieves this by finding various ways, unique to her and her branding, that allows her community to connect with each other. By using her platform to give scavenger hunts to her fanbase, promoting and fostering community growth through various platforms, and livestreaming in ways unique to her style, she is able to connect her audience with each other. By engaging and observing these various actions on her part, I am able to see and experience this community bonding myself. I also look at ways this might be able to expanded to other artists and their communities as well. The hope is that the internet and social media can be just another form of music encouraging people to connect with one another.
To conduct research, we developed a survey that was distributed and taken by students at Arizona State University. The goal of surveying college students was to understand how young people who regularly use social media are persuaded by micro-influencers. To gain more insight, we interviewed three local micro-influencers that we discovered through Instagram and research. The goal of these interviews was to discover tactics that micro-influencers use when posting to market sponsored products. Additionally, we hoped to uncover a pattern that micro-influencers use when building their social media following. Ultimately, we developed a six-step guide from our research that aspiring micro-influencers can follow to strategize their rise as a social media micro-influencer. We also discuss the social media app TikTok, which we believe will be heavily used by influencers and micro-influencers in the future.
The purpose of this research is to create a model that will benefit this industry and the many changes to come. As of now, there are limited FTC guidelines which limit the protection of content creators, agencies, and brands. That is when I came up with the idea to develop a model to further improve efficiency of the influencer marketing industry, and to help the entrepreneurs who are leading it. This model provides the framework for a strong start in the influencer marketing industry. Through informational interviews, literary research, field studies, and surveys, the model was developed through the data analysis of each of these tools, based on common themes found within each. This research was conducted from a variety of perspectives, including consumers, brands, agencies, and content creators.