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Article
Publication date: 16 November 2015

Doralyn Rossmann and Scott W.H. Young

Social Media Optimization (SMO) offers guidelines by which libraries can design content for social shareability through social networking services (SNSs). The purpose of…

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4218

Abstract

Purpose

Social Media Optimization (SMO) offers guidelines by which libraries can design content for social shareability through social networking services (SNSs). The purpose of this paper is to introduce SMO and discuss its effects and benefits for libraries.

Design/methodology/approach

Researchers identified and applied five principles of SMO. Web analytics software provides data on web site traffic and user engagement before and after the application of SMO.

Findings

By intentionally applying a program of SMO, the library increased content shareability, increased user engagement, and built community.

Research limitations/implications

Increasing use of SNSs may influence the study results, independent of SMO application. Limitations inherent to web analytics software may affect results. Further study could expand analysis beyond web analytics to include comments on SNS posts, SNS shares from library pages, and a qualitative analysis of user behaviors and attitudes regarding library web content and SNSs.

Practical implications

This research offers an intentional approach for libraries to optimize their online resources sharing through SNSs.

Originality/value

Previous research has examined the role of community building and social connectedness for SNS users, but none have discussed using SMO to encourage user engagement and interactivity through increased SNS traffic into library web pages.

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Article
Publication date: 1 March 2013

Daniel Onaifo and Diane Rasmussen

The aim of this paper is to examine the phenomenon of search engine optimization (SEO) as a mechanism for improving libraries' digital content findability on the web.

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3230

Abstract

Purpose

The aim of this paper is to examine the phenomenon of search engine optimization (SEO) as a mechanism for improving libraries' digital content findability on the web.

Design/methodology/approach

The study applies web analytical tools, such as Alexa.com, in the collection of data about Canadian libraries' visibility performance in the ranking of search engine results. Concepts from the Integrated IS&R Research Framework are applied to analyze SEO as an element within the Framework.

Findings

The results show that certain websites' characteristics do have an effect on how well libraries' websites are ranked by search engines. Notably, the reputation of a library's website and the number of its search engine indexed webpages increase its ranking on SERPs as well as the findability of its digital content.

Originality/value

Most of the existing works on SEO have been confined to popular literature, outside of scholarly academic research in library and information science. Only few studies with a focus on libraries' application of SEO exist. No known study has applied an empirical approach to the examination of relevant libraries' website characteristics to determine their visibility performance on search engine result pages (SERPs). This study identified several website characteristics that can be optimized for higher SERP rankings. It also analyzed the impact of external links, as well as that of the number of indexed webpages by search engines on higher SERP rankings.

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Article
Publication date: 12 November 2019

Gohar Khan, Manar Mohaisen and Matthias Trier

Leveraging social action theory, social network theory and the notion of network externality, the purpose of this paper is to model two different return on investment…

Abstract

Purpose

Leveraging social action theory, social network theory and the notion of network externality, the purpose of this paper is to model two different return on investment (ROI) measures: the networked ROI which captures the network effect originating from a social media investment, and the discrete ROI which focuses social media discrete returns from individual users.

Design/methodology/approach

A field experiment was set up over a period of three months to test the effects of two variants of an advertisement campaign (a social vs a discrete ad) on the modeled networked and discrete ROIs.

Findings

The authors find that emphasizing discrete user actions leads to lower network gains, but higher monetary returns while the social action emphasis produces higher network gains, but lower monetary returns. The study further suggests that social action focus is preferable for brand promotion and engagement, whereas the discrete action focus is suitable for boosting sales and website traffic.

Practical implications

Several potential implications for social media researchers and marketers are also discussed.

Originality/value

The authors for the first time showed that that the social media returns are derived not only from individual actions taken by the user (e.g. likes and shares) but also from users’ social interdependencies and the additional exposure that results from network effects.

Details

Internet Research, vol. 30 no. 2
Type: Research Article
ISSN: 1066-2243

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Book part
Publication date: 18 August 2014

Tanya Bondarouk, Huub Ruël, Elena Axinia and Roxana Arama

HR professionals have identified the power of information sharing for employer branding that could be obtained through the rapid growth of social media usage. The growing…

Abstract

Purpose

HR professionals have identified the power of information sharing for employer branding that could be obtained through the rapid growth of social media usage. The growing interest in and power of social media seem to be important for companies that want to make themselves known as interesting employers and to recruit prospective employees, using techniques that are more common to job seekers and recruiters. This study aims to explore the immediate future of employer branding through social media, as envisioned by academics and HR practitioners.

Design/methodology/approach

To look into the future of employer branding, we use the Delphi technique for forecasting, planning, issue identification, and framework development (Bobeva & Day, 2002). Two groups of respondents participated in this three-part study: 11 academics and 20 HR professionals. They were selected because of their research into the integration of HRM and IT from the e-HRM Global mailing list. The panelists participated in the research via electronic communication. The data were collected in three rounds from November 2010 to April 2011.

Findings

Research has revealed differences in the opinions of academics and HR professionals on the impact of social media on employer branding. The academics see its general effect as the targeting of audience for recruitment, marketing/company brand, and ways of communication/HR competencies. The practitioners see the image of the employer, visibility of the company, and organization responsiveness. The study presents other findings within the boundaries of employer branding value proposition, internal and external marketing, and the role of HR professionals. According to the academics, HR professionals in the future will need to possess knowledge about marketing and communication studies and web-based applications/develop new skills. They think that social media will impact the image of HR in organizations. On the other hand, HR professionals think that the future of their activities will depend on their awareness of recruitment trends, HR innovative thinking, and HR networking skills. Although the object of their activity will remain recruitment, HR professionals will have to be continuously updated on what is new in the social media in terms of recruitment.

Originality/value

This study presents the results of the Delphi technique, which is itself considered an original research method and not widely accepted in the tough “publish or perish” world. The value of the research is its forecast about the future developments of employer branding through social media, as envisioned by academics and HR practitioners.

Details

Social Media in Human Resources Management
Type: Book
ISBN: 978-1-78190-901-0

Keywords

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Case study
Publication date: 12 January 2022

Steven Zwane, Motshedisi Sina Mathibe and Anastacia Mamabolo

Students will be able to: describe the entrepreneurial traits required for successful business venturing; evaluate the entrepreneurial risks associated with a rapid…

Abstract

Learning outcomes

Students will be able to: describe the entrepreneurial traits required for successful business venturing; evaluate the entrepreneurial risks associated with a rapid business expansion in the early start-up phase of an entrepreneurial venture, especially in crisis; select and defend appropriate management systems that will contribute to the sustainability of a business post the crisis and rapid expansion; and evaluate the online social media optimisation strategies.

Case overview/synopsis

In July 2019, Lekau Sehoana launched branded sneakers called Drip. It took Lekau six weeks to sell the first 600 pairs of shoes from his car boot, not having applied any robust marketing strategies. During the interactions with customers, it became clear that there was a demand for a new South African sneakers brand. In December of the same year, he manufactured and within a few days, sold 1,200 sneakers. This rapid achievement was enough confirmation for Lekau that there was a need for locally manufactured and branded shoes. Based on this success, Lekau started to consider the launch of his own business. However, during the process of the formal launch, the world was suddenly experiencing the impact of the Covid-19 pandemic. During the planning stage regarding the mode of operation and the full business launch, in March 2020, South Africa was placed into the Covid-19 Alert Level 5 lockdown, complicating the decision-making process even further. Despite the extremely severe lockdown regulations that lasted more than a year, in May 2021, Lekau had already managed to open 11 stores in reputable malls and sold hundred thousands of his sneakers. This instant success, putting pressure on the manufacturing ability, distribution and costing structure, led to Lekau becoming concerned about having grown and still growing too fast too soon during a pandemic. His concern was what would happen when the country would move back to normal, without the constraints caused by the lockdown, would he be able to sustain the growth and how would he achieve this, and how would he be able to manage the fast-growing venture?

Complexity academic level

Entrepreneurship, Innovation, General Management and Marketing courses at the Postgraduate Diploma and Masters level.

Supplementary materials

Teaching notes are available for educators only.

Subject code

CCS 3: Entrepreneurship.

Details

Emerald Emerging Markets Case Studies, vol. 12 no. 1
Type: Case Study
ISSN: 2045-0621

Keywords

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Case study
Publication date: 7 February 2018

Uchenna Uzo and Louis Nzegwu

Marketing, Brand management, Social media marketing, Digital marketing.

Abstract

Subject area

Marketing, Brand management, Social media marketing, Digital marketing.

Study level/applicability

The case can be taught in MBA courses and executive education programs.

Case overview

Dufil Prima Limited is the manufacturer of Indomie noodles and a market leader in the noodles market of Nigeria that exports products to Congo, Ivory Coast, Ghana and Benin Republic. However, the company has experienced a drop in the market share from 78 per cent in 2010 to 54 per cent in 2015. This drop is largely due to rising competition, Nigeria’s economic downturn and the inability to grow a consumer base in Northern Nigeria. Kenneth Iruonagbe, a social media executive of the company, is responsible for developing a social media and digital marketing strategy for the company to increase the market share position by 16 per cent in the next three years. Kenneth is convinced that a growth in the Northern Nigeria market share is critical for improving the market position in the entire country and facilitating the market penetration in the other four countries. A number of options are being considered to address the current problem. Because of the sharp differences in the consumption habits, cultural values and lifestyles of consumers of noodles in the northern and southern parts of Nigeria, the options may be difficult to implement. Dufil needs to engage in the delicate task of crafting a social media and digital marketing strategy that will be consistent with the values of the Indomie brand and yet prevent the risk of brand confusion and alienation on the part of consumers. The company has one month to roll out its plan.

Expected learning outcomes

Highlight how cultural branding through social media applies to consumer markets in Africa Explain the fundamentals of brand building and also introduce the concepts of integrated marketing communication, below-the-line, above-the-line, social media and digital marketing. Explain how social media and digital marketing could be used to move consumers from brand awareness to brand loyalty. Explain how to craft social media and digital marketing strategies that are relevant to countries facing an economic downturn. Highlight the lessons from internationalizing a brand across various African countries.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Subject code

CSS: 8: Marketing.

Details

Emerald Emerging Markets Case Studies, vol. 8 no. 1
Type: Case Study
ISSN: 2045-0621

Keywords

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Article
Publication date: 21 September 2010

David Mark Horowitz

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2147

Abstract

Details

Journal of Product & Brand Management, vol. 19 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

Content available
Article
Publication date: 26 April 2011

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10719

Abstract

Details

Development and Learning in Organizations: An International Journal, vol. 25 no. 3
Type: Research Article
ISSN: 1477-7282

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Article
Publication date: 8 October 2018

Mark Anthony Camilleri

Small and medium sized enterprises (SMEs) are increasingly communicating and interacting with stakeholders through digital media. Therefore, the purpose of this paper is…

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1639

Abstract

Purpose

Small and medium sized enterprises (SMEs) are increasingly communicating and interacting with stakeholders through digital media. Therefore, the purpose of this paper is to investigate the SME owner-managers’ attitudes toward the pace of technological innovation, and it examines their perceived use and ease of digital media for stakeholder engagement.

Design/methodology/approach

The research methodology integrated measuring items from the technology acceptance model, the pace of technological innovation and corporate social responsibility, to better understand the SME owner-managers’ rationale for using digital media. The respondents were expected to reveal their attitudes toward commercial, ethical and social responsibilities.

Findings

A factor analysis indicated that the SME owner-managers were perceiving the usefulness of digital media to engage with marketplace stakeholders. Whilst, a stepwise regression analysis reported positive and significant relationships between the pace of technological innovation and the SMEs’ perceived usefulness of digital media for communication purposes. The results also revealed that young owner-managers from large SMEs were more likely to utilize digital media than their smaller counterparts.

Originality/value

This contribution implies that both small and micro businesses are utilizing digital media to improve their stakeholder engagement. This study indicates that the pace of technological innovation, the SMEs’ perceived ease of use of digital media, as well as their commercial responsibility were significant antecedents for the SMEs’ online communication.

Details

Journal of Small Business and Enterprise Development, vol. 26 no. 4
Type: Research Article
ISSN: 1462-6004

Keywords

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Article
Publication date: 27 July 2020

Lili Shang, Junjie Zhou and Meiyun Zuo

Social media greatly enhances public access to health information and thus attracts older adults who tend to attach more importance to their health. This study aims to…

Abstract

Purpose

Social media greatly enhances public access to health information and thus attracts older adults who tend to attach more importance to their health. This study aims to identify the factors that contribute to the likelihood of older adults' health information sharing on social media.

Design/methodology/approach

By drawing on health belief (HBM) and elaboration likelihood models (ELM), a novel conceptual model integrating older adults' health belief and information processing is established to uncover the factors. Online survey data from 290 Chinese older adult users of WeChat, the most popular social media platform in China, were collected to test the research model.

Findings

As health belief-related variables, perceived susceptibility is positively associated with health information-sharing intention (HISI), while perceived severity negatively influences HISI, which is contrary to prior findings. For information processing, the positive impacts of argument quality and source credibility on HISI are fully mediated by perceived usefulness.

Originality/value

This study is one of the first studies to explore the initiative use of information and communication technology among older adults. The new theoretical perspective proposed herein considers health belief and information processing perspectives in a complementary manner and can facilitate an overall analysis of the factors influencing older adults' HISI in a social media context. This study also furthers understandings of the ELM and expands the theory of HBM to take the age of decision makers into account.

Details

Internet Research, vol. 31 no. 1
Type: Research Article
ISSN: 1066-2243

Keywords

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