Twitter Engagement in Media Organizations: The Case of the Greek National Broadcasting Corporation
A key parameter in the strategy of news organizations remains the exploitation of factors (such as post time and post type) that enhance the engagement level within online communities on social media. The purpose of this paper is to examine the relationship between post time and post type in correla...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2022-01-01
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| Series: | Journalism and Media |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2673-5172/3/1/6 |
| _version_ | 1797446405181145088 |
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| author | Styliani Antonakopoulou Andreas Veglis |
| author_facet | Styliani Antonakopoulou Andreas Veglis |
| author_sort | Styliani Antonakopoulou |
| collection | DOAJ |
| description | A key parameter in the strategy of news organizations remains the exploitation of factors (such as post time and post type) that enhance the engagement level within online communities on social media. The purpose of this paper is to examine the relationship between post time and post type in correlation with audience response in the Twitter digital platform. Specifically, the study aims to ascertain how the two specific variables affect user engagement with its Twitter posts and how they shape the effectiveness of communication on social networks. The analysis includes 7.122 tweets of the Greek National Broadcasting Corporation (ERT) over four months. Moreover, the study analyzes the tone of user comments on the Twitter posts of the specific public media organizations to understand in-depth how the users communicate their views publicly. The collection of comments lasted seven weeks and they numbered 265 in 2639 tweets. Regarding the post time variable, the study came to important findings on user behavior during the 24 h, as the number of Retweets appears to increase in the morning compared to the afternoon. It was also found that as time goes on, the user is interested in leaving his personal opinion. Regarding the correlation of post type with user engagement, it was found that the accompaniment of a tweet with audiovisual material has a tempting effect on users. |
| first_indexed | 2024-03-09T13:41:02Z |
| format | Article |
| id | doaj.art-1dd7c2261c7b41f898992feb4f95e422 |
| institution | Directory Open Access Journal |
| issn | 2673-5172 |
| language | English |
| last_indexed | 2024-03-09T13:41:02Z |
| publishDate | 2022-01-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Journalism and Media |
| spelling | doaj.art-1dd7c2261c7b41f898992feb4f95e4222023-11-30T21:06:40ZengMDPI AGJournalism and Media2673-51722022-01-0131668010.3390/journalmedia3010006Twitter Engagement in Media Organizations: The Case of the Greek National Broadcasting CorporationStyliani Antonakopoulou0Andreas Veglis1Media Informatics Lab, School of Journalism & Mass Communication, Aristotle University of Thessaloniki, 541 24 Thessaloniki, GreeceMedia Informatics Lab, School of Journalism & Mass Communication, Aristotle University of Thessaloniki, 541 24 Thessaloniki, GreeceA key parameter in the strategy of news organizations remains the exploitation of factors (such as post time and post type) that enhance the engagement level within online communities on social media. The purpose of this paper is to examine the relationship between post time and post type in correlation with audience response in the Twitter digital platform. Specifically, the study aims to ascertain how the two specific variables affect user engagement with its Twitter posts and how they shape the effectiveness of communication on social networks. The analysis includes 7.122 tweets of the Greek National Broadcasting Corporation (ERT) over four months. Moreover, the study analyzes the tone of user comments on the Twitter posts of the specific public media organizations to understand in-depth how the users communicate their views publicly. The collection of comments lasted seven weeks and they numbered 265 in 2639 tweets. Regarding the post time variable, the study came to important findings on user behavior during the 24 h, as the number of Retweets appears to increase in the morning compared to the afternoon. It was also found that as time goes on, the user is interested in leaving his personal opinion. Regarding the correlation of post type with user engagement, it was found that the accompaniment of a tweet with audiovisual material has a tempting effect on users.https://www.mdpi.com/2673-5172/3/1/6post timepost typeTwitteruser commentsuser engagement |
| spellingShingle | Styliani Antonakopoulou Andreas Veglis Twitter Engagement in Media Organizations: The Case of the Greek National Broadcasting Corporation Journalism and Media post time post type user comments user engagement |
| title | Twitter Engagement in Media Organizations: The Case of the Greek National Broadcasting Corporation |
| title_full | Twitter Engagement in Media Organizations: The Case of the Greek National Broadcasting Corporation |
| title_fullStr | Twitter Engagement in Media Organizations: The Case of the Greek National Broadcasting Corporation |
| title_full_unstemmed | Twitter Engagement in Media Organizations: The Case of the Greek National Broadcasting Corporation |
| title_short | Twitter Engagement in Media Organizations: The Case of the Greek National Broadcasting Corporation |
| title_sort | twitter engagement in media organizations the case of the greek national broadcasting corporation |
| topic | post time post type user comments user engagement |
| url | https://www.mdpi.com/2673-5172/3/1/6 |
| work_keys_str_mv | AT stylianiantonakopoulou twitterengagementinmediaorganizationsthecaseofthegreeknationalbroadcastingcorporation AT andreasveglis twitterengagementinmediaorganizationsthecaseofthegreeknationalbroadcastingcorporation |