用一个声音说话?检查灾难期间的内容协调和社会媒体参与

IF 5 3区 管理学 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE
Changseung Yoo, Eunae Yoo, Lu (Lucy) Yan, Alfonso J. Pedraza-Martinez
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引用次数: 0

摘要

用一个声音说话?审查灾害期间的内容协调和社交媒体参与实践和政策摘要:救灾组织利用社交媒体快速广泛地共享信息。许多DRO在同一社交媒体平台上维护多个帐户。每个账户代表DRO的不同运营实体,如其国家总部或地方分支机构。拥有多个账户的DRO面临的一个重要问题是如何协调这些账户的社交媒体内容的生产。一种策略是让同一DRO中的所有帐户与他们关于如何创建和设计内容(例如,受众、主题)的决定相匹配。另一种策略是使这些决策不匹配。利用与加拿大红十字会合作收集的推特数据,我们分析了哪种协调策略最适合社交媒体参与。我们的研究结果表明,在灾难发生后不久,同一DRO内的账户应该通过匹配其内容创建决策来生成具有相似特征的内容。这导致接合提升4.3%。然而,当DRO开始致力于帮助受影响的社区从灾难中恢复时,当他们的账户与内容创建决策不匹配并发布独特的内容时,参与度会提高29.6%。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Speak with One Voice? Examining Content Coordination and Social Media Engagement During Disasters
Speak with One Voice? Examining Content Coordination and Social Media Engagement During Disasters Practice- and policy-oriented abstract: Disaster relief organizations (DROs) use social media to share information rapidly and broadly. Many DROs maintain multiple accounts on the same social media platform. Each account represents a different operational entity of a DRO, such as its national headquarters or a local branch. An important problem that DROs with multiple accounts face is how to coordinate the production of social media content across these accounts. One strategy is to have all accounts within the same DRO match their decisions about how content is created and designed (e.g., audience, topic). An alternate strategy is to mismatch these decisions. Using Twitter data collected in partnership with the Canadian Red Cross, we analyze which coordination strategy is best for social media engagement. Our results suggest that, during the immediate aftermath of a disaster, accounts within the same DRO should produce content with similar characteristics by matching their content creation decisions. This leads to a 4.3% lift in engagement. However, when DROs start working on helping impacted communities recover from disasters, engagement is 29.6% higher when their accounts mismatch their content creation decisions and post distinctive content.
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来源期刊
CiteScore
9.10
自引率
8.20%
发文量
120
期刊介绍: ISR (Information Systems Research) is a journal of INFORMS, the Institute for Operations Research and the Management Sciences. Information Systems Research is a leading international journal of theory, research, and intellectual development, focused on information systems in organizations, institutions, the economy, and society.
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