Management strategies of the Madrid Community golf clubs on Twitter
DOI:
https://doi.org/10.7764/cdi.42.1304Keywords:
corporate communication, public and private enterprise, Twitter, golf course, interactivityAbstract
Social networks provide companies and brands with a more direct communication and facilitate greater interactivity with their audiences. Through a content analysis of the Twitter profiles of the golf clubs of the Community of Madrid, we examine whether their nature —public, private or commercial— influences how these networks are managed. It is concluded that the nature of the club accounts for differences in the communication strategies: in the private and public clubs, the informative messages predominate, whereas in those emitted by the commercial clubs, there is a prevalence of strategies linked to marketing.
References
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Herrera, S. & Requejo, J. L. (2012). 10 Good Practices for News Organizations using Twitter. Journal of Applied Journalism and Media Studies, 1(1), 79-95. https://doi.org/10.1386/ajms.1.1.79_1
Huertas, A. & Mariné, E. (2014). Uso y utilidades de las herramientas de análisis online para la evaluación de la comunicación de las marcas de destino a través de los social media [Use and utilities of online analysing tools for the communication evaluation of destination tourist brands through of social media]. Sphera Publica, June, 117-134. Retrieved from http://sphera.ucam.edu/index.php/sphera-01/article/view/203
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Kang, M. (2014). Understanding public engagement: Conceptualizing and measuring its influence on supportive behavioral intentions. Journal of Public Relations Research, 26(5), 399-416. https://doi.org/10.1080/1062726X.2014.956107
Kim, S., Kim, S. Y., & Sung, K. H. (2011). How Fortune 100 companies are employing corporate communication strategies on Facebook: Corporate ability versus corporate social responsibility. Paper presented at the annual meeting of the International Communication Association, TBA, Boston, MA. Retrieved from http://citation.allacademic.com/meta/p490749_index.html
Kim, E., Sung, Y., & Kang, H. (2014). Brand followers’ retweeting behavior on Twitter: How brand relationships influence brand electronic word-of-mouth. Computers in Human Behavior, 37, 18–25. https://doi.org/10.1016/j.chb.2014.04.020
Laroche, M., Habibi, M. R., & Richard, M. O. (2013). To be or not to be in social media: how brand loyalty is affected by social media? International Journal of Information Management, 33(1), 76-82. https://doi.org/10.1016/j.ijinfomgt.2012.07.003
Ledingham, J. A. (2003). Explicating Relationship Management as a General Theory of Public Relations. Journal of Public Relations research, 15(2), 181–198. https://doi.org/10.1207/S1532754XJPRR1502_4
Li, Z. & Li, C. (2014). Tweet or “re-tweet”? An experiment of message strategy and interactivity on Twitter. Internet Research, 24(5), 648-667. https://doi.org/10.1108/IntR-11-2013-0233
Macnamara, J. & Zerfass, A. (2012). Social Media Communication in Organizations: The Challenges of Balancing Openness, Strategy, and Management. International Journal of Strategic Communication, 6(4), 287–308. https://doi.org/10.1080/1553118X.2012.711402
Men, L. R. & Tsai, W. S. (2102). How Companies cultivate relationships with publics on social networks sites: Evidence from China and the United States. Public Relations Review, 38(5), 723-730. https://doi.org/10.1016/j.pubrev.2011.10.006
Men, L. R. & Tsai, W. S. (2015). Infusing social media with humanity: Corporate character, public engagement and relational outcomes. Public Relations Review, 41(3), 395–403. https://doi.org/10.1016/j.pubrev.2015.02.005
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Preciado-Hoyos, A. & Guzmán-Ramírez, H. (2012). Gestión de la comunicación estratégica en los sectores empresarial, de desarrollo y público. Estudio comparativo [Strategic communication management in business, developmental and public sectors. A comparative study]. Palabra Clave, 15(1), 128-159. Retrieved from http://palabraclave.unisabana.edu.co/index.php/palabraclave/article/view/2071/2658
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Rybalko, S. & Seltzer, T. (2010). Dialogic communication in 140 characters or less: How Fortune 500 companies engage stakeholders using Twitter. Public Relations Review, 36(4), 336–341. https://doi.org/10.1016/j.pubrev.2010.08.004
Salo, J., Lehtimäki, T., Simula, H., & Mäntymäki, M. (2013). Social Media Marketing in the Scandinavian Industrial Markets. International Journal of E-Business Research, 9(4), 16-32. https://doi.org/10.4018/ijebr.2013100102
Serban, A. D. (2016). CSR as Corporate Power. A Communication View Facebook Approach: An Exploratory Study. Management Dynamics in the Knowledge Economy, 4(1), 31-61. Retrieved from http://www.managementdynamics.ro/index.php/journal/article/view/167
Serrat, O. (2017). Marketing in the Public Sector. In O. Serrat (Ed.), Knowledge Solutions (pp. 111-118). Singapore: Springer. https://doi.org/10.1007/978-981-10-0983-9_16
Sisson, D. C. (2017). Control mutuality, social media, and organization-public relationships: A study of local animal welfare organizations’ donors. Public Relations Review, 43(1), 179-189. https://doi.org/10.1016/j.pubrev.2016.10.007
Sung, K. H. & Kim, S. (2014). I Want to Be Your Friend: The Effects of Organizations’ Interpersonal Approaches on Social Networking Sites. Journal of Public Relations Research, 26(3), 235–255. https://doi.org/10.1080/1062726X.2014.908718
Van Riel, C. B. M. (2005). Comunicación Corporativa [Corporate Communication]. Madrid: Prentice Hall.
Vernuccio, M. (2014). Communicating Corporate Brands Through Social Media: An Exploratory Study. International Journal of Business Communication, 51(3), 211-233. https://doi.org/10.1177/2329488414525400
Villafañe, J. (2002). Imagen Positiva. Gestión estratégica de la imagen de las empresas [Positive image. Strategic management of corporate image]. Madrid: Pirámide.
Waters, R. D. & Williams, J. M. (2011). Squawking, tweeting, cooing, and hooting: Analyzing the communication patterns of government agencies on Twitter. Journal of Public Affairs, 11(4), 353–363. https://doi.org/10.1002/pa.385
Watkins, B. A. (2017). Experimenting with dialogue on Twitter: An examination of the influence of the dialogic principles on engagement, interaction, and attitude. Public Relations Review, 43(1), 163-171. https://doi.org/10.1016/j.pubrev.2016.07.002
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Williams, J. & Chinn, S. J. (2010). Meeting Relationship-Marketing Goals through Social Media: A Conceptual Model for Sport Marketers. International Journal of Sport Communication, 3(4), 422-437. https://doi.org/10.1123/ijsc.3.4.422
Wright, D. K. & Hinson, M. (2015). Examining Social and Emerging Media Use in Public Relations Practice: A Ten-Year Longitudinal Analysis. Public Relations Journal, 9(2), 1-26. Retrieved from http://apps.prsa.org/Intelligence/PRJournal/past-editions/Vol9/No2/
Aymerich, F. & Anabitarte, J. (2016). El impacto económico del golf en España [The economic impact of golf in Spain] [PowerPoint presentation]. Retrieved from https://goo.gl/9WkAW2
Barnes, N. & Lescault, A. (2014). The 2014 fortune 500 and social media: LinkedIn dominates as use of newer tools explodes. Charlton College of Business Center for Marketing Research. Retrieved from https://goo.gl/HV4S87
Bonson, E., Bednarova, M., & Escobar-Rodríguez, T. (2014). Corporate YouTube practices of Eurozone companies. Online Information Review, 38(4), 484-501. https://doi.org/10.1108/OIR-07-2013-0181
Bustos, J. & Ruiz, F. J. (2016). La imagen en Twitter como nuevo eje de la comunicación política [The Image on Twitter as a New Axis of Political Communication]. Opción, 32(7), 271-290. Retrieved from http://produccioncientificaluz.org/index.php/opcion/article/view/21475
Bustos-Salinas, L. (2016). Comunicar desde el ámbito público o privado: el caso de los hospitales [Communicating from the public or private sector: The case of hospitals]. El profesional de la información, 25(6), 923-930. https://doi.org/10.3145/epi.2016.nov.09
Castelló, A., Del Pino, C., & Ramos, I. (2014). Twitter como canal de comunicación corporativa y publicitaria [Twitter as an advertising and corporate communication cannel]. Communication & Society, 27(2), 21-54. Retrieved from https://www.unav.es/fcom/communication-society/es/resumen.php?art_id=489
Cho, C. H., Phillips, J. R., Hageman, A. M., & Patten, D. M. (2009). Media richness, user trust, and perception of corporate social responsibility: an experimental investigation of visual web site disclosures. Accounting, Auditing & Accountability Journal, 22(6), 933-952. https://doi.org/10.1108/09513570910980481
Colleoni, E. (2013). CSR communication strategies for organizational legitimacy in social media. Corporate Communications: An International Journal, 18(2), 228-248. https://doi.org/10.1108/13563281311319508
Cornelissen, J. (2008). Corporate Communication. A guide to Theory and Practice. London, UK: SAGE Publications.
Costa-Sánchez, C. & Fontela, B. (2016). Relaciones Públicas y social media. Proactividad de las empresas españolas en las redes sociales audiovisuales [Public relations and social media. Spanish Companies proactivity in the audiovisual social networks]. Revista Internacional de Relaciones públicas, 6(11), 235-254. https://doi.org/10.5783/RIRP-11-2016-12-235-254
Dijkmans, C., Kerkhof, P., Buyukcan-Tetik, A., & Beukeboom, C. J. (2015). Online Conversation and Corporate Reputation: A Two Wave Longitudinal Study on the Effects of Exposure to the Social Media Activities of a Highly Interactive Company. Journal of Computer Mediated Communication, 20(6), 632-648. https://doi.org/10.1111/jcc4.12132
Federación de Golf de Madrid. (2017). Evolución de licencias [Licenses evolution]. Retrieved from http://www.fedgolfmadrid.com
Gao, F. (2016). Social Media as a Communication Strategy: Content Analysis of Top Nonprofit Foundations’ Micro-blogs in China. International Journal of Strategic Communication, 10(4), 255-271. https://doi.org/10.1080/1553118X.2016.1196693
García B. (2017). Online Organizational Communication: The Communications Department Version 2.0 in Tech Companies. In F. Freire, X. Rúas, V. Martínez & X. García (Eds.), Media and Metamedia Management. Advances in Intelligent Systems and Computing (pp. 229-236). Basel: Springer International Publishing AG. https://doi.org/10.1007/978-3-319-46068-0_29
Gelders, D., Bouckaert, G., & Van Ruler, B. (2007). Communication management in the public sector: Consequences for public communication about policy intentions. Government Information Quarterly, 24(2), 326-337. https://doi.org/10.1016/j.giq.2006.06.009
Grunig, J. E. (1992). Symmetrical systems of internal communication. In J. E. Grunig (Ed.), Excellence in public relations and communication management. New Jersey: Lawrence Erlbaum Associates.
Grunig, J. E. (2011). Public relations and strategic management: Institutionalizing organization-public relationships in contemporary society. Central European Journal of Communication, 4(6), 11-31. Retrieved from https://www.ceeol.com/search/article-detail?id=109999
Grunig, L. A., Grunig, J. E., & Dozier, D. (2002). Excellent public relations and effective organizations: A study of communication management in three countries. Routledge.
Herrera, S. & Requejo, J. L. (2012). 10 Good Practices for News Organizations using Twitter. Journal of Applied Journalism and Media Studies, 1(1), 79-95. https://doi.org/10.1386/ajms.1.1.79_1
Huertas, A. & Mariné, E. (2014). Uso y utilidades de las herramientas de análisis online para la evaluación de la comunicación de las marcas de destino a través de los social media [Use and utilities of online analysing tools for the communication evaluation of destination tourist brands through of social media]. Sphera Publica, June, 117-134. Retrieved from http://sphera.ucam.edu/index.php/sphera-01/article/view/203
IAB. (2016). IV Estudio de la actividad de las marcas en medios sociales [4th Study of the activity of brands in social media] [PowerPoint presentation]. Retrieved from https://goo.gl/NswVzz
IAB. (2017). IV Estudio anual de redes sociales [4th Annual study of social networks] [PowerPoint presentation]. Retrieved from https://goo.gl/aV3kEL
Instituto Nacional de Estadística (INE). (2017). Encuesta sobre equipamiento y uso de tecnologías de información y comunicación en los hogares. Año 2016 [Survey on equipment and use of information and communication technologies in households. 2016]. Retrieved from http://www.ine.es/
Kang, M. (2014). Understanding public engagement: Conceptualizing and measuring its influence on supportive behavioral intentions. Journal of Public Relations Research, 26(5), 399-416. https://doi.org/10.1080/1062726X.2014.956107
Kim, S., Kim, S. Y., & Sung, K. H. (2011). How Fortune 100 companies are employing corporate communication strategies on Facebook: Corporate ability versus corporate social responsibility. Paper presented at the annual meeting of the International Communication Association, TBA, Boston, MA. Retrieved from http://citation.allacademic.com/meta/p490749_index.html
Kim, E., Sung, Y., & Kang, H. (2014). Brand followers’ retweeting behavior on Twitter: How brand relationships influence brand electronic word-of-mouth. Computers in Human Behavior, 37, 18–25. https://doi.org/10.1016/j.chb.2014.04.020
Laroche, M., Habibi, M. R., & Richard, M. O. (2013). To be or not to be in social media: how brand loyalty is affected by social media? International Journal of Information Management, 33(1), 76-82. https://doi.org/10.1016/j.ijinfomgt.2012.07.003
Ledingham, J. A. (2003). Explicating Relationship Management as a General Theory of Public Relations. Journal of Public Relations research, 15(2), 181–198. https://doi.org/10.1207/S1532754XJPRR1502_4
Li, Z. & Li, C. (2014). Tweet or “re-tweet”? An experiment of message strategy and interactivity on Twitter. Internet Research, 24(5), 648-667. https://doi.org/10.1108/IntR-11-2013-0233
Macnamara, J. & Zerfass, A. (2012). Social Media Communication in Organizations: The Challenges of Balancing Openness, Strategy, and Management. International Journal of Strategic Communication, 6(4), 287–308. https://doi.org/10.1080/1553118X.2012.711402
Men, L. R. & Tsai, W. S. (2102). How Companies cultivate relationships with publics on social networks sites: Evidence from China and the United States. Public Relations Review, 38(5), 723-730. https://doi.org/10.1016/j.pubrev.2011.10.006
Men, L. R. & Tsai, W. S. (2015). Infusing social media with humanity: Corporate character, public engagement and relational outcomes. Public Relations Review, 41(3), 395–403. https://doi.org/10.1016/j.pubrev.2015.02.005
Paniagua, F. J., Rabassa, N., & Setó, D. (2015). The profile of public relations as a key to success for digital communication in tourist destinations. Catalan Journal of Communication & Cultural Studies, 7(2), 147-162. https://doi.org/10.1386/cjcs.7.2.147_1
Preciado-Hoyos, A. & Guzmán-Ramírez, H. (2012). Gestión de la comunicación estratégica en los sectores empresarial, de desarrollo y público. Estudio comparativo [Strategic communication management in business, developmental and public sectors. A comparative study]. Palabra Clave, 15(1), 128-159. Retrieved from http://palabraclave.unisabana.edu.co/index.php/palabraclave/article/view/2071/2658
Ruiz, C. (2012). El uso de las herramientas digitales por parte de los bancos. El caso de la imagen en Internet de Banco Santander y BBVA en época de crisis [The Use of Digital Tools by Banks. The Case of Banco Santander and BBVA’s Image on Internet in Times of Crisis]. Revista Internacional de Relaciones Públicas, 2 (4), 51-72. https://doi.org/10.5783/RIRP-4-2012-03-51-72
Rybalko, S. & Seltzer, T. (2010). Dialogic communication in 140 characters or less: How Fortune 500 companies engage stakeholders using Twitter. Public Relations Review, 36(4), 336–341. https://doi.org/10.1016/j.pubrev.2010.08.004
Salo, J., Lehtimäki, T., Simula, H., & Mäntymäki, M. (2013). Social Media Marketing in the Scandinavian Industrial Markets. International Journal of E-Business Research, 9(4), 16-32. https://doi.org/10.4018/ijebr.2013100102
Serban, A. D. (2016). CSR as Corporate Power. A Communication View Facebook Approach: An Exploratory Study. Management Dynamics in the Knowledge Economy, 4(1), 31-61. Retrieved from http://www.managementdynamics.ro/index.php/journal/article/view/167
Serrat, O. (2017). Marketing in the Public Sector. In O. Serrat (Ed.), Knowledge Solutions (pp. 111-118). Singapore: Springer. https://doi.org/10.1007/978-981-10-0983-9_16
Sisson, D. C. (2017). Control mutuality, social media, and organization-public relationships: A study of local animal welfare organizations’ donors. Public Relations Review, 43(1), 179-189. https://doi.org/10.1016/j.pubrev.2016.10.007
Sung, K. H. & Kim, S. (2014). I Want to Be Your Friend: The Effects of Organizations’ Interpersonal Approaches on Social Networking Sites. Journal of Public Relations Research, 26(3), 235–255. https://doi.org/10.1080/1062726X.2014.908718
Van Riel, C. B. M. (2005). Comunicación Corporativa [Corporate Communication]. Madrid: Prentice Hall.
Vernuccio, M. (2014). Communicating Corporate Brands Through Social Media: An Exploratory Study. International Journal of Business Communication, 51(3), 211-233. https://doi.org/10.1177/2329488414525400
Villafañe, J. (2002). Imagen Positiva. Gestión estratégica de la imagen de las empresas [Positive image. Strategic management of corporate image]. Madrid: Pirámide.
Waters, R. D. & Williams, J. M. (2011). Squawking, tweeting, cooing, and hooting: Analyzing the communication patterns of government agencies on Twitter. Journal of Public Affairs, 11(4), 353–363. https://doi.org/10.1002/pa.385
Watkins, B. A. (2017). Experimenting with dialogue on Twitter: An examination of the influence of the dialogic principles on engagement, interaction, and attitude. Public Relations Review, 43(1), 163-171. https://doi.org/10.1016/j.pubrev.2016.07.002
Wilcox, D. L. & Cameron, G. T. (2012). Public Relations, Strategies and tactics (10th edition). New York: Pearson.
Williams, J. & Chinn, S. J. (2010). Meeting Relationship-Marketing Goals through Social Media: A Conceptual Model for Sport Marketers. International Journal of Sport Communication, 3(4), 422-437. https://doi.org/10.1123/ijsc.3.4.422
Wright, D. K. & Hinson, M. (2015). Examining Social and Emerging Media Use in Public Relations Practice: A Ten-Year Longitudinal Analysis. Public Relations Journal, 9(2), 1-26. Retrieved from http://apps.prsa.org/Intelligence/PRJournal/past-editions/Vol9/No2/
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Published
2018-06-30
How to Cite
López de Ayala López, M. C., Catalina García, B., & Fernández, J. G. (2018). Management strategies of the Madrid Community golf clubs on Twitter. Cuadernos.Info, (42), 71–84. https://doi.org/10.7764/cdi.42.1304
