The use of Facebook and Twitter in sports public relations in the 2012 Olympics
- Authors: Cash, Carol-Anne
- Date: 2013
- Subjects: Sports journalism -- South Africa , Social media -- South Africa , Communication -- Social aspects -- South Africa
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:8370 , http://hdl.handle.net/10948/d1020640
- Description: The purpose of this study was to provide professionals practising sports public relations in South Africa with insight into the use of social media platforms Facebook and Twitter. The secondary data from this study was drawn from the fields of communications, public relations, new media, social media, sport and marketing. South African Paralympic swimmers Kevin Paul and Shireen Sapiro were selected as the case studies and their Facebook and Twitter sites were analysed. The data was analysed leading up to, during and after the 2012 London Olympics and Paralympics. Content analysis using quantitative and qualitative data was utilized to conduct this study. During the period 27 July to 30 September 2012, the study was able to evaluate data by identifying the reach, frequency, interaction of the stakeholders and the positive or negative impact social media had on these athletes. The study established that there were correlations between the secondary and primary research that was undertaken. The findings revealed that social media platforms Facebook and Twitter can be useful tools to communicate with stakeholders. Social media can also create support for the athletes, create two-way interaction, create unity and enhance reputation. It was identified that social media could only be effective if it enticed stakeholders to engage with the brand and create two-way communication. Immediate feedback by responding to comments as soon as possible to build and maintain relationships with stakeholders is essential. This can be done through comprehensive planning, monitoring and proactively seeking ways to satisfy stakeholder needs.
- Full Text:
- Date Issued: 2013
- Authors: Cash, Carol-Anne
- Date: 2013
- Subjects: Sports journalism -- South Africa , Social media -- South Africa , Communication -- Social aspects -- South Africa
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:8370 , http://hdl.handle.net/10948/d1020640
- Description: The purpose of this study was to provide professionals practising sports public relations in South Africa with insight into the use of social media platforms Facebook and Twitter. The secondary data from this study was drawn from the fields of communications, public relations, new media, social media, sport and marketing. South African Paralympic swimmers Kevin Paul and Shireen Sapiro were selected as the case studies and their Facebook and Twitter sites were analysed. The data was analysed leading up to, during and after the 2012 London Olympics and Paralympics. Content analysis using quantitative and qualitative data was utilized to conduct this study. During the period 27 July to 30 September 2012, the study was able to evaluate data by identifying the reach, frequency, interaction of the stakeholders and the positive or negative impact social media had on these athletes. The study established that there were correlations between the secondary and primary research that was undertaken. The findings revealed that social media platforms Facebook and Twitter can be useful tools to communicate with stakeholders. Social media can also create support for the athletes, create two-way interaction, create unity and enhance reputation. It was identified that social media could only be effective if it enticed stakeholders to engage with the brand and create two-way communication. Immediate feedback by responding to comments as soon as possible to build and maintain relationships with stakeholders is essential. This can be done through comprehensive planning, monitoring and proactively seeking ways to satisfy stakeholder needs.
- Full Text:
- Date Issued: 2013
Some principles of communicating effectively through press advertisements with Blacks
- Authors: Koekemoer, Ludi
- Date: 1978
- Subjects: Advertising, Newspaper -- South Africa , Black people and mass media -- South Africa , Mass media -- South Africa , Mass media and culture -- South Africa , Communication in marketing -- South Africa , Communication -- Social aspects -- South Africa , Press and politics -- South Africa
- Language: English
- Type: Thesis , Doctoral , PhD
- Identifier: vital:837 , http://hdl.handle.net/10962/d1013407
- Description: [Introduction] An investigation of relevant literature reveals numerous studies on the principles of effective advertising communications. These studies are based on work done overseas and may not apply to Blacks in South Africa. Pioneer advertising research into the Black market has been conducted in recent years by the University of South Africa's Bureau of Market Research (BM). The resultant data obtained indicated that communicating to the Black market should be treated separately from communicating to Whites in South Africa and further research is required on the effectiveness of advertising communications aimed at Blacks. This study was designed to supplement the research conducted by the Bureau of Market Research rather than to validate these findings.
- Full Text:
- Date Issued: 1978
- Authors: Koekemoer, Ludi
- Date: 1978
- Subjects: Advertising, Newspaper -- South Africa , Black people and mass media -- South Africa , Mass media -- South Africa , Mass media and culture -- South Africa , Communication in marketing -- South Africa , Communication -- Social aspects -- South Africa , Press and politics -- South Africa
- Language: English
- Type: Thesis , Doctoral , PhD
- Identifier: vital:837 , http://hdl.handle.net/10962/d1013407
- Description: [Introduction] An investigation of relevant literature reveals numerous studies on the principles of effective advertising communications. These studies are based on work done overseas and may not apply to Blacks in South Africa. Pioneer advertising research into the Black market has been conducted in recent years by the University of South Africa's Bureau of Market Research (BM). The resultant data obtained indicated that communicating to the Black market should be treated separately from communicating to Whites in South Africa and further research is required on the effectiveness of advertising communications aimed at Blacks. This study was designed to supplement the research conducted by the Bureau of Market Research rather than to validate these findings.
- Full Text:
- Date Issued: 1978
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